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Country Report

Vitamins in

Vitamins in the US

22 pages, Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

A focus on health and wellness rather than treatment

US consumers continue to adopt (or aspire to adopt) healthier lifestyles, whilst shifting their focus from treatment to prevention. This trend is increasingly driven by rising healthcare costs and consumers being more interested in health and wellness in the long term.

Demand for bone health and energy support

Vitamin K saw significant growth in 2017, driven by more research showing a link between vitamin K and bone health. Moreover, vitamin B continued to account for a high share of value sales of single vitamins, with B-Complex (a combination of eight essential vitamins, thiamine, riboflavin, niacin, B6, folic acid, biotin, pantothenic acid and B12) more demanded as a group of vitamins that promotes energy and vitality.

Opportunities amongst older consumers

A study published in October 2017 by The Journal of Nutrition showed that 70% of people in the US who were aged 60 or over used at least one type of vitamin or supplement. Whilst other studies have shown how some vitamins can even be harmful, demand continues to grow in the US, and the older population offers the most opportunities, driven by their strong loyalty to vitamins and the fast growth of this consumer segment.

COMPETITIVE LANDSCAPE

The Nature's Bounty Co is a leading player

Vitamins remained a very fragmented category in 2018, with no single company registering a double-digit value share. One of the leading players in vitamins in the US is The Nature's Bounty Co, which carries brands such as Nature’s Bounty, Ester-C, Puritan's Pride, Vitamin World and Solgar, amongst others.

Mobile commerce via social media platforms is becoming crucial

With internet retailing growing at the fastest pace in terms of distribution, more companies within vitamins are trying to reach consumers not only via traditional marketing campaigns, but more importantly with seamless experiences via social media using platforms such as Instagram, Facebook and Snapchat. In this scenario, mobile commerce continues to grow in tandem with the Gen Z and millennial generations.

Innovation in terms of formats

US consumers continue to demand single vitamins and multivitamins; however, they are getting tired of the traditional pill format. Pill fatigue has been one of the key drivers of innovation in this category, with more launches in gummy and liquid formats throughout 2018.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in USA market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Vitamins in USA?
What are the major brands in USA?
Are combination products with acetaminophen still popular?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

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Vitamins in the US - Category analysis

HEADLINES

PROSPECTS

A focus on health and wellness rather than treatment

Demand for bone health and energy support

Opportunities amongst older consumers

COMPETITIVE LANDSCAPE

The Nature's Bounty Co is a leading player

Mobile commerce via social media platforms is becoming crucial

Innovation in terms of formats

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2013-2018
Table 2 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 3 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 4 NBO Company Shares of Vitamins: % Value 2014-2018
Table 5 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 6 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Consumer Health in the US - Industry Overview

EXECUTIVE SUMMARY

Players innovate to follow consumers’ changing lifestyles

Positive growth in 2018, although at a slower pace

A fragmented competitive environment

The move towards internet retailing

Continued growth for consumer health, despite maturity and concern about changes

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 9 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2013-2018
Table 11 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 13 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2013-2018
Table 15 Distribution of Consumer Health by Format: % Value 2013-2018
Table 16 Distribution of Consumer Health by Format and Category: % Value 2018
Table 17 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

Megatrends

Country Report

Vitamins in the US

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

A focus on health and wellness rather than treatment

Demand for bone health and energy support

Opportunities amongst older consumers

COMPETITIVE LANDSCAPE

The Nature's Bounty Co is a leading player

Mobile commerce via social media platforms is becoming crucial

Innovation in terms of formats

Overview

Why buy this report?

SAMPLES:

DELIVERY:

OVERVIEW

The Vitamins in USA market research report includes:

Our market research reports answer questions such as:

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Want to find out more about this report?

Table of Contents

Vitamins in the US - Category analysis

HEADLINES

PROSPECTS

A focus on health and wellness rather than treatment

Demand for bone health and energy support

Opportunities amongst older consumers

COMPETITIVE LANDSCAPE

The Nature's Bounty Co is a leading player

Mobile commerce via social media platforms is becoming crucial

Innovation in terms of formats

CATEGORY DATA

Consumer Health in the US - Industry Overview

EXECUTIVE SUMMARY

Players innovate to follow consumers’ changing lifestyles

Positive growth in 2018, although at a slower pace

A fragmented competitive environment

The move towards internet retailing

Continued growth for consumer health, despite maturity and concern about changes

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC registration and classification

Vitamins and dietary supplements (VDS) registration and classification

Self-medication/self-care and preventive medicine

Switches

SOURCES

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