Vitamins in the US

PROSPECTS

Prevention over treatment growing for US consumers

As the trend of wellness continues to manifest in the US, consumers are opting for healthier lifestyles and engaging with activities that aid that mission. In maintaining a certain level of health over a longer period of time, prevention of both acute and chronic conditions is a goal for many.

Innovation in vitamins through broadening formats

The manner in which US consumers prefer to consume single and multivitamins continued to change in 2019. Ever more are consumers aiming to obtain their supplemental vitamins through formats other than a pill, most notably gummies.

Disagreement on effectiveness not a strong factor on demand

In 2019, the scientific debate regarding the effectiveness of vitamin intake within the American diet continued, however with little to no detrimental effect on demand. In a study carried out by the National Institutes of Health’s Office of Dietary Supplements, it was seen that multivitamin/mineral supplement consumers more often skew from wealthier and healthier demographics.

COMPETITIVE LANDSCAPE

The Nature’s Bounty Co a leading player with diverse portfolio of brands

Vitamins remains a fragmented category in 2019, with its largest player, The Nature’s Bounty Co, not even capturing a double-digit value share. The Nature’s Bounty Co carries multiple brands under its ownership, including: Nature’s Bounty, Ester-C, Puritan’s Pride, Solgar, to name a few, and is the most vertically integrated company in the space.

Continued push for inclusion of vitamins in SNAP benefits

In 2019, lawmakers and lobbyists pushed forward once again with new legislation, the SNAP Vitamin and Mineral Improvement Act of 2019, for the inclusion of certain multivitamin-mineral supplements in SNAP benefits. In what would be an amendment to the Food and Nutrition Act of 2008, low-income demographics would gain access to certain vitamins and dietary supplements that could round out nutrition gaps that plague impoverished communities.

Online consumption growing

Following the trend of previous years, internet retailing for vitamins continues to be the fastest growing channel, with 2019 experiencing double-digit growth. While enabling smaller brands to enter the market, the internet has provided a new retail environment where information and marketing is disseminated differently than in the past where doctors’ or peers’ suggestions were more valued when purchasing vitamins.

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