Vitamins in the US

PROSPECTS

Prevention rather than treatment

More US consumers are adopting healthier lifestyles, with their approach to this shifting from treatment to prevention. This trend is being driven by rising healthcare costs and doctors and insurance companies highlighting the benefits of this approach.

Keeping up with modern lifestyles

In the US, modern life can be busy for some consumers, many of whom seek methods to keep up with the fast pace, particularly as the amount of time available for relaxing and sleeping dwindles. Caffeine consumed in the form of coffee and functional drinks is a popular means of acquiring additional energy throughout the day.

Potential lack of effectiveness does not deter all consumers

The FDA subjects vitamins, which it categorises under dietary supplements, to little regulation. Manufacturers rather than the FDA are tasked with the evaluation of the safety and efficacy of their products before making them available.

COMPETITIVE LANDSCAPE

Pharmavite remains the leading player despite a 2016 product recall

Vitamins remained a highly fragmented category in 2017, with no single company registering a double-digit value share. The leading player continued to be Pharmavite Corp, which offers the Nature Made brand.

High level of competition forces players to adopt unique approaches

US consumers have many vitamin brands from which to choose and so manufacturers must find ways to differentiate themselves. 2016 saw two new vitamin manufacturers, Ritual and Care/of, directly target increasingly affluent millennials, who tend to be internet-savvy and active on social media.

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