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Vitamins and Minerals - US - September 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Top takeaways
Overview
VMS market continues to experience notable growth
Figure 1: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24
Key trends
Clearly defined functionality
Figure 2: Examples of vitamins and minerals with defined functionality
Clean, natural ingredients in demand
Figure 3: Impact of ingredient claims on purchasing vitamins, minerals and supplements, July 2019
Younger consumers want gummies
Figure 4: Prefer gummy format for vitamins, minerals or supplements, by age, July 2019
Figure 5: Gummy vitamin examples
Majority of consumers still seek vitamins and minerals
Figure 6: Repertoire of vitamin and mineral usage, July 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
VMS market growing at a solid steady pace
Consumers most likely to take vitamins
Media reports influence consumers, thus sales of vitamins and minerals
Consumers seek vitamins and minerals for wellbeing
MARKET SIZE AND FORECAST
VMS market continues to grow at steady pace
Figure 7: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24
Figure 8: Total US retail sales and forecast of vitamins, minerals and supplements, at current prices, 2014-24
MARKET BREAKDOWN
All segments continue to show growth
Figure 9: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2017 and 2019
Vitamin and mineral sales follow reports of benefits and dangers
Figure 10: Total US retail sales and forecast of vitamins, at current prices, 2014-24
Figure 11: Total US retail sales and forecast of minerals, at current prices, 2014-24
MARKET FACTORS 
Consumer focus on health bodes well for vitamin and mineral brands
Figure 12: Select attitudes/opinions about vitamins and minerals, 2018
Vitamins, particularly multivitamins, are familiar
Figure 13: Usage of any vitamin, mineral or supplement, July 2019
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Smaller brands gaining market share
Natural ingredients desired
Younger adults want their gummies
Lack of regulation is an ongoing issue
Personalization over one size fits all
New format blurring line between VMS and functional snacks
COMPANY AND BRAND SALES OF VITAMINS, MINERALS AND SUPPLEMENTS
Smaller brands taking market share from mainstay players
Figure 14: Multi-outlet sales of vitamins, minerals and supplements by leading companies, rolling 52 weeks 2018 and 2019
Figure 15: Nature made original and updated product labels
Figure 16: Bausch & Lomb Ocuvite
WHAT’S WORKING
Natural ingredients desired
Figure 17: Multi-outlet sales of Garden of Life, rolling 52 weeks 2018 and 2019
Figure 18: Garden of Life MyKind Organics product examples
Gummy formats attract younger consumers
Figure 19: Gummy as preferred format for vitamins, minerals and supplements, by age and gender, July 2019
Figure 20: Multi-outlet sales for Olly, by vitamins and minerals, rolling 52 weeks 2018 and 2019
WHAT’S STRUGGLING
Major players in vitamin market losing MULO sales and market share
Figure 21: Multi-outlet sales of vitamins, by select leading companies and brands with declining sales, rolling 52 weeks 2018 and 2019
Health gains from vitamins and minerals called into question
Figure 22: Food is the best source of vitamins and minerals, by age, July 2019
Lack of regulation an ongoing issue
Figure 23: Regulation opinions and knowledge, July 2019
WHAT TO WATCH
Personalization over one size fits all
Figure 24: Interest in personalized multivitamins and DNA testing, by age, July 2019
Natural sourcing paves way for sustainability
Figure 25: MegaFood vitamin examples
Format blurring – Vitamin or tasty treat?
Figure 26: MyBite multivitamins
THE CONSUMER – WHAT YOU NEED TO KNOW 
Most consumers take their vitamins
Calcium is the dominant mineral
Preservatives a top concern
Consumers seeking proof before purchase
Traditional formats remain top pick, for now
Daily routine is important
Parents most willing to pay a premium
Growing demand for personalization
VITAMIN USAGE 
Overall vitamin use remains high
Figure 27: Usage of any vitamin, mineral or supplement, July 2019
Figure 28: Vitamins currently taken, July 2019
Vitamin usage high across age groups
Figure 29: Current vitamin usage, by age, July 2019
Age and gender determine vitamins of choice
Figure 30: Select single-letter vitamin current usage, by gender and age, July 2019
MINERAL USAGE
Calcium drives mineral market
Figure 31: Minerals currently taken, July 2019
Minerals taken vary greatly by gender and age
Figure 32: Mineral usage, by age and gender, July 2019
INGREDIENT CLAIMS IMPACT ON PURCHASING
Penchant for natural on the rise
Figure 33: Impact of ingredient claims on purchasing vitamins, minerals and supplements, July 2019
Claims of concern mimic food and drink trends
Figure 34: Impact of ingredient claims on purchasing vitamins, minerals and supplements, by age, July 2019
Parents more prone to seek natural options
Figure 35: Impact of ingredient claims on purchasing vitamins, minerals and supplements, by parental status, July 2019
LABEL CLAIMS IMPACT ON PURCHASING
Consumers seeking reassurance before purchase
Figure 36: Impact of label claims on purchasing vitamins, minerals and supplements, July 2019
REGULATION AWARENESS AND PERCEPTIONS
Trust could improve with regulation
Figure 37: Regulation opinions and knowledge, July 2019
PREFERRED FORMATS
Traditional formats remain on top, for now
Figure 38: Preferred formats for vitamins, minerals and supplements, July 2019
Younger consumers drive demand for alternative formats
Figure 39: Preferred formats for vitamins, minerals and supplements, by age, July 2019
VITAMIN AND MINERAL REGIMENS 
Daily routine is important to VMS users
Figure 40: Ways of sticking to regimen, July 2019
Younger adults could benefit from habit stacking to establish a routine
Figure 41: Ways of sticking to regimen, by age, July 2019
ATTITUDES TOWARD VITAMINS AND MINERALS
Food sources are best, but vitamins and minerals offer convenience
Figure 42: Food is the best source of vitamins and minerals, July 2019
Brands need different tactics to gain loyalty
Figure 43: Select attitudes toward vitamin and mineral brands, by age, July 2019
Younger adults question health benefits of vitamins and minerals
Figure 44: Taking vitamins and minerals won’t improve my health, by age, July 2019
Growing demand for personalization
Figure 45: Interest in personalized multivitamins, by age, July 2019
Diving deeper into personalization via DNA
Figure 46: A DNA test can help determine the vitamins and minerals I need, by age, July 2019
Parents more willing to pay for whole food/premium ingredients
Figure 47: Select attitudes toward vitamins and minerals, by parental status, July 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 48: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2014-24
Figure 49: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2014-24
Figure 50: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2014-24
Figure 51: Total US sales and fan chart forecast of vitamins, at current prices, 2014-24
Figure 52: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2014-24
Figure 53: Total US sales and fan chart forecast of minerals, at current prices, 2014-24
APPENDIX – KEY PLAYERS 
Figure 54: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 55: Multi-outlet sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 56: Multi-outlet sales MyBite Vitamins, 52 weeks ending June 16, 2019
APPENDIX – THE CONSUMER 
Repertoire of vitamin usage
Figure 57: Repertoire of vitamin usage, July 2019
Repertoire of mineral usage
Figure 58: Repertoire of mineral usage, July 2019
TURF Methodology
TURF Analysis – Perception of ingredient claims
Figure 59: TURF Analysis – Ingredient claims perceptions, July 2019
TURF Analysis – Perception of clinical claims
Figure 60: TURF Analysis – Clinical claims perceptions, July 2019
TURF Analysis – Preferred formats
Figure 61: TURF Analysis – Preferred formats, July 2019

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