Focused targeting and specialized supplementation are the key trends shaping the nutritional supplements market over the next five years as sales continue to maintain a steady, moderate growth over the next five years. Consumers are looking for more condition-specific supplements that provide specific health benefits and are eschewing multivitamins. Digestive health supplements and probiotics will continue seeing double-digit growth as a supplements category, while the bone and joint categories will continue to decline. Brain health is another important area of supplementation, spurred on by an aging population worried more and more about losing cognitive function with age. Marketers are also focusing more products directly towards women, with supplements supporting fertility and pregnancy becoming a major component of women's supplements. These trends will push sales of supplements to $18.3 billion by 2020, achieving a compound annual growth rate (CAGR) of 6.2% between 2016 and 2020.
"Nutritional Supplements in the U.S., 7th Edition" contains comprehensive data on the U.S. market for dietary supplements, including historical (2011–2015) and forecasted (2016–2020) retail sales data. The report discusses key trends affecting the marketplace, trends driving growth, and consumer demographics. In addition, the report discusses the key supplement marketers and retailers providing nutritional supplements in the U.S., providing rankings of marketers in terms of sales for a number of different nutritional supplement segments and categories.
Report Methodology
The information in "Nutritional Supplements in the U.S., 7th Edition" was obtained from primary datasets, including IRI's InfoScan from its multi-outlet (MULO)-tracked point of sale data, consumer survey data compiled by Simmons, and National Consumer Survey. Other primary research includes interviews with nutritional supplement experts and internet canvassing including websites and blogs. Secondary research includes information- and data-gathering from consumer business and trade publications, company profiles, and extensive food & beverage research database and report collection. Sales of supplement products are based on available sales data from IRI data, estimates reported in the trade and consumer press, industry experts, and participating supplement manufacturers and retail outlets.
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Chapter 1: Executive Summary
Scope & Methodology
Market & Forecast
Figure 1-1 U.S. Nutritional Supplements Market Sales & Projections,2011-2020 (in billions of dollars)
Driving Trends for Nutritional Supplements
Condition-Specific Supplement Market Trends
Table 1-1 IRI MULO-Tracked Sales of Condition-Specific Nutritional Supplement Categories, 2015/2016 (in thousands of dollars, thousands of 10-count units, and percent)
The Omega-3 Oil Supplements Market
Children’s Supplements in Decline
Herbal Supplements Continue to Beat Long-Term Trend
Developing Consumer Trust in the Supplements Industry
Nutritional Supplement Marketers
Figure 1-2 IRI MULO-Tracked Market Shares of Nutritional Supplements by Product
Segment, 2015/2016 (percent)
Mergers & Acquisitions in the Supplements Sector
Leading Marketers in Condition-Specific Supplements
Retail Nutritional Supplement Sales
Natural Channel Enjoys a Stronger 2015
Mass-Market Retailer Trends
Brick & Mortar Stealthily Moving Into Online Sales
Private Label
Good Science Key to Driving Sales
Regulations & Legislation Trends
New Product Trends
Demographic Trends
Chapter 2: Market Overview
Key Points
Scope
Product Categories and Classifications
Methodology
Mass-Market Product Classifications
Driving Trends for Nutritional Supplements
Female Supplement Consumers and Gender-Specific Supplements
Table 2-1 IRI MULO-Tracked Sales of Probiotic & Digestive Health Supplements,2015/2016 (in thousands of dollars, thousand of 10-count units, and percent)
Figure 2-1 Influence of Public Figures/Celebrities on Nutritional Supplement Use:Overall and by Gender, 2016 (percent by level of agreement/disagreement)
Targeting & Individualization: Even Multivitamins Become Specific
Digestive Supplements Will Continue to Eat Market Share
Enticing More Ethnic Diversity in Supplement Sales
Figure 2-2 Nutritional Supplement Use by Race/Ethnicity, 2016 ( percent)
Table 2-2 Key Demographics for Nutritional Supplement Use by Race/Ethnicity, 2015(index)
Figure 2-3 Influence of Public Figures/Celebrities on Nutritional Supplement Use by Hispanics, 2016 (percent by level of agreement/disagreement)
Developing More Consumer Trust in the Supplements Industry
Good Science, Safety Increasingly Important for Driving Sales
Figure 2-4 U.S. Adult Perceptions of Nutritional Supplements, 2016 ( percent by level
of agreement/disagreement)
Forecast
Figure 2-5 U.S. Nutritional Supplement Forecast, 2016–2020 ( in millions of dollars) 37
Chapter 3: Market Size and Composition
Key Points
Nutritional Supplement Sales Maintain Growth
Figure 3-1 The U.S. Nutritional Supplements Market, 2011–2015 ( in millions of dollars
and percent)
Mass-Market Nutritional Supplement Sales
Table 3-1 IRI MULO-Tracked Sales of Nutritional Supplements, 2015/2016 (in millions
of dollars and percent)
Figure 3-2 Growth in MULO-Tracked Nutritional Supplement Sales, 2015/2016(percent)
Private-Label Sales Continue to Lag Market
Table 3-2 IRI MULO-Tracked Sales of Nutritional Supplements, 2015/2016 (in millions
of dollars, millions of 10-count units, and percent)
The Omega-3 Oil Supplements Market
Figure 3-3 U.S. Omega-3 Supplements Market, 2013–2020 (in millions of dollars)
Table 3-3 Change in Fish Oil Supplement Use by Demographic,2015 vs. 2016 (in percent and thousands of adults)
Sales of C hildren’s Supplements Notch Downward
Table 3-4 IRI MULO-Tracked Sales of Children’s Supplements, 2015/2016 (thousand$, thousand 10 count, and percent)
Herbal Supplements Continue to Beat-Long Term Trend
Condition-Specific Supplement Market Trends
Table 3-5 IRI MULO-Tracked Sales of Condition-Specific Supplements, 2015/2016(thousand $ and percent)
Digestive Health Led by Booming Probiotic Sales
Table 3-6 IRI MULO-Tracked Sales of Probiotic & Digestive Health Supplements,2015/2016 (thousand $, thousand 10 count, and percent)
Vitamin C & Immunity Supplements on a Wild Ride
Table 3-7 IRI MULO-Tracked Sales of Vitamin C/Immunity Supplements, 2015/2016(thousand $, thousand 10 count, and percent)
Bone & Joint Health Supplement Sales Continue to Slide
Table 3-8 IRI MULO-Tracked Sales of Bone & Joint Health Supplements, 2015/2016(thousand $, thousand 10 count, and percent)
Brain & Heart Health Categories One Hit Wonders
Chapter 4: The Marketers
Key Points
Mergers & Acquisitions in the Supplements Sector
Table 4-1 Key Nutritional Supplements Sector Mergers & Acquisitions
Key Marketers by Segment
Figure 4-1 MULO-Tracked Market Shares of Nutritional Supplements by Segment,2015/2016 (percent)
Mineral Supplements
Table 4-2 IRI MULO-Tracked Sales of Mineral Supplements, 2015/2016 (thousand $
and percent)
Multivitamins
Table 4-3 IRI MULO-Tracked Sales of Multivitamin Supplements, 2015/2016
(thousand $ and percent)
1 & 2 Letter Vitamins
Table 4-4 IRI MULO-Tracked Sales of 1 & 2 Letter Vitamin Supplements, 2015/2016(thousand $ and percent)
Liquid Vitamins
Table 4-5 IRI MULO-Tracked Sales of Liquid Supplements, 2015/2016 (thousand $ and percent)
Leading Marketers in Condition-Specific Supplements
Table 4-6 Condition-Specific Supplement Market Shares by IRI MULO-Tracked Sales,2015/2016 (thousand $ and percent)
Probiotics and Digestive Health Supplements
Table 4-7 Leading Marketers in IRI MULO-Tracked Sales of Probiotics & Digestive Health Supplements, 2015/2016 (thousand $ and percent)
Vitamin C & Immunity
Table 4-8 Leading Marketers in IRI MULO-Tracked Sales of Vitamin C/Immunity
Supplements, 2015/2016 (thousand $ and percent)
Eye Health Supplements
Table 4-9 Leading Marketers in IRI MULO-Tracked Sales of Eye Health Supplements,2015/2016 (thousand $ and percent)
Joint Health Supplements
Table 4-10 Leading Marketers in IRI MULO-Tracked Sales of Joint Health
Supplements, 2015/2016 (thousand $ and percent)
Illustration 4-1 Schiff Move Free Ultra from Reckitt Benckiser
Bone Health Supplements
Table 4-11 Leading Marketers in IRI MULO-Tracked Sales of Bone Health Supplements, 2015/2016 (thousand $ and percent)
Heart Health Supplements
Table 4-12 Leading Marketers in IRI MULO-Tracked Sales of Heart Health Supplements, 2015/2016 (thousand $ and percent)
Brain Health Supplements
Table 4-13 Leading Marketers by IRI MULO-Tracked Sales of Brain Health Supplements, 2015/2016 (thousand $ and percent)
Competitors in Children’s Vitamins & Supplements
Table 4-14 IRI MULO-Tracked Sales of Children’s Supplements, 2015/2016 (thousand
$ and percent)
Chapter 5: Retailer & Marketing Trends
Key Points
Nutritional Supplement Sales by Channel
Figure 5-1 Share of U.S. Nutritional Supplement Sales by Channel, 2015 (percent)
Natural Channel Enjoys a Stronger 2015
Mass-Market Retailer Trends
Brick & Mortar Stealthily Moving Into Online Sales
Private Label
Table 5-1 IRI MULO-Tracked Sales of Private-Label Supplements, 2015/2016 (million$ and percent)
Figure 5-2 Growth in IRI MULO-Tracked Private-Label Supplement Sales, 2016(percent)
Marketing Highlights
Good Science Key to Driving Sales
Retailers Can Use Branded Ingredients to Highlight Products
Pregnancy, Technology, & Supplements: A Winning Combination
Illustration 5-1 Fruitful Way’s Fertility Supplements and Personalized App
Illustration 5-2 First Response Multivitamin Gummies from Church & Dwight
Illustration 5-3 Premama Fertility Supplement from Luna Pharmaceuticals
Strong Connection Between Vitamin Angels & Supplement Retailers
Regulations & Legislation Trends
Table 5-2 New Nutritional Supplement Regulations & Legislation, 2015/2016
New York Attorney General Takes on the Supplement Industry
Mislabeled & Adulterated Supplements an Ongoing Issue
Self-Regulatory Efforts on Advertising
Quality Certification for Supplements Remains Confusing
New Federal GMO Labeling Law Will Have Little Effect on Supplements Industry
Chapter 6: New Product Trends
Key Points
Top New Supplement Product Trends
Vegetarian & Vegan Supplements
Illustration 6-1 Brocco-Glutathione from Nature’s Answer
Illustration 6-2 MCT Swirl from Barlean’s
Whole Food Supplements
Illustration 6-3 Get Real N utrition’s Multi Metabolite Fit Supplement
Curcumin and Turmeric
Illustration 6-4 TurmericBoost Uplift from Gaia Herbs
Probiotics & Digestive Supplements Remain Popular
Illustration 6-5 Probiotic-10 100 Billion from NOW Foods
Table 6-1 Selected New Probiotic Supplement Products With Added Ingredients, 2015 & 2016
Illustration 6-6 FoodState’s MegaFlora for Baby & Me Probiotic Supplement
New Digestive Enzyme Supplements
Illustration 6-7 Natural Broad Spectrum Digestive Enzymes from Healthy Origins
Wide Variety of New Cognitive Health Supplements
Illustration 6-8 Cerebral Clarity from Suncoast Health Brands
Illustration 6-9 Jarrow Formulas’ PS-PA Synergy Supplement for Brain Health and Stress Response
Heart Health Staying in the Spotlight
Illustration 6-10 Fish Oil Q from Carlson Laboratories
Illustration 6-11 Life Extensions Chol-Support Heart Health Supplement
Illustration 6-12 Bergamot Cholesterol Support with Resveratrol from Reserveage
Nutrition
Illustration 6-13 SimplyOne Heart Smart from SuperNutrition USA
Illustration 6-14 Vitacost’s Circulatory Support with Grape Seed Extract &
Hawthorn
Omega-3 Supplements
Illustration 6-15 Ultimate Omega 2x from Nordic Naturals
Illustration 6-16 Vitamin World’s Omega-3 Krill Oil Plus Curcumin Supplement
Algae & Terrestrial Plant-Based Oils
Illustration 6-17 Be Bright Superfood Oil Supplement from Coromega
Antioxidant Supplements Still Hot in 2016
Illustration 6-18 Aroniaberry+ Daily Wellness Shot from Superberries
Illustration 6-19 AMPK Activator from Life Extension
Energy Supplements
Illustration 6-20 Superior Herbs Robuvit French Oak Wood Extract from Swanson Health Products
New Bone Support Supplements
Illustration 6-21 Source of Life Garden Bone Support Supplement from Natural Organics
New Immunity Support Supplement Products
Illustration 6-22 Rainbow Light’s Allergy Rescue Allergy Relief Supplement
Illustration 6-23 MRM’s Immune Sport
New Joint Health Supplement Formulations Entice Consumers
Illustration 6-24 Osteo Bi-Flex Ease from NBTY (The Carlyle Group)
Illustration 6-25 youtheory Joint Collagen from Nutrawise
Children’s Supplements: Beyond Pills and Multivitamins
Illustration 6-26 alternaVites Powdered Children’s Supplements from Rich Vitamins
Illustration 6-27 Baby Line of Supplements from Zarbee’s Naturals
Wide Array of New Multivitamin Products
Illustration 6-28 Trilogy for Men and Trilogy for Women from Vibrant Health
Illustration 6-29 Enzymedica’s Enzyme Nutrition Two Daily Multivitamin
Beyond the Pill for New Supplements
Illustration 6-30 UP4 Adult Cubes from UAS LifeSciences
Illustration 6-31 Magical Wizard’s Potion Powder Multivitamin from Magical Nutrients
Illustration 6-32 EZ Melts Citicoline from Solara Labs
Gummy Supplements Continue to Shine
Illustration 6-34 Centrum MultiGummies from Pfizer
Illustration 6-35 Gummy Format Supplements from Jarrow Formulas
Pace of New Liquid Supplement Introductions Outgrows Sales
Illustration 6-36 Herbal Iron Liquid Supplement from Life Line Foods
Chapter 7: Demographic Trends
Key Points
Supplements Used by Over Half of Adults
Figure 7-1 Nutritional Supplement Use in U.S. Adult Population, 2008–2016(percent and millions of adults)
Age Remains Top Factor to Supplement Use
Figure 7-2 Nutritional Supplement Use by Adult Age Bracket, 2016 (percent and million adults)
Table 7-1 Demographics of Nutritional Supplement Use, 2016 (millions of adults, percent, and index)
Two-Thirds of Supplement Users Take Them Once a Day
Figure 7-3 Frequency of Nutritional Supplement Use, 2016 (percent)
Multivitamins Remain the Most Popular Type of Supplement
Table 7-2 Types of Nutritional Supplements Most Often Used, 2008–2016(percent)
Key Demographics for the Most Popular Supplement Types
Supplement Users and Health
Supplement Users Also Likelier To Be Trying to Eat Healthily
Figure 7-4 Health Attitudes of Users vs. Non-Users of Nutritional Supplements,2016 (index)
Supplement Users More Proactive With Health Practitioners
Figure 7-5 Health Professionals Seen in the Last 12 Months: Users vs. Non-Users of Nutritional Supplements, 2016 (index and percent)
Caplets/Tablets Most Commonly Used Supplement Form
Figure 7-6 Nutritional Supplement Use by Product Format, 2016 (percent)
Children's Vitamins Demographics
Figure 7-7 Usage Rates for Children's Vitamins, 2012–2016 (percent and millions of households)
Table 7-3 Demographics for Use of Children's Supplement, 2016 (in million of households with children, percent, and index)
Figure 7-8 Usage Rates for Selected Leading Children's Vitamin Brands,2016 (percent)
Brand Demographics
Figure 7-9 Usage Rates for Selected Leading Nutritional Supplement Brands, 2016(percent)
Table 7-4 Demographics for Use of Selected Leading Nutritional Supplement Brands,2016 (index)
