Dietary Supplements in the US

PROSPECTS

Protein supplements sees the fastest growth

In 2018, protein supplements saw the fastest growth within dietary supplements, due to the growing consumer perception that protein is needed in a healthy diet. With more consumers trying to eat more healthily whilst supplementing their diets, protein supplements have become mainstream across all generations.

Gut health support continues to drive demand for probiotic supplements

Even though probiotic supplements saw a slowdown in current value growth in 2018, driven by competition from other products which also aim to support gut health, such as prebiotics and fermented drinks (eg kombucha), demand for probiotic supplements is expected to continue to rise in the forecast period, with more consumers beginning to understand the connection between gut health and various illnesses. Multiple research studies have proved this correlation, and research published in the US National Library of Medicine in September 2017 even showed that gut health has an effect on mental health.

Fermented combination dietary supplements show potential

2018 saw the launch of more combination dietary supplements that included mixes of probiotics, prebiotics, greens, proteins and vitamins. One new innovative launch was from Natural Factors, which presented a new combination dietary supplement during Expo West Natural Products in 2018.

COMPETITIVE LANDSCAPE

The Nature’s Bounty is the leading brand manufacturer

Dietary supplements remained a very fragmented category in the US in 2018. The leading brand manufacturer was The Nature's Bounty Co, which carries brands such as Sundown Naturals, Ester-C, Nature’s Bounty, Puritan's Pride, Vitamin World and Solgar, amongst others.

Low online entry barriers spur start-ups

Due to the lack of regulation, many start-up companies continue to emerge online to take advantage of the growing consumer demand in dietary supplements. Whilst retail sales are declining for players such as GNC and Vitamin Shoppe, many small players have been able to grow online.

Mobile commerce needs to be enhanced with video shopping

The online channel is becoming more competitive within dietary supplements, whilst mobile commerce continues to grow. This means that companies have less time to reach consumers directly before they get distracted.

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