US Supplement Market Stays Strong During Pandemic

Overview of U.S. Supplement Market and COVID-19 Impacts

The $33.5 billion¹ U.S. market for vitamins, minerals, and supplements is forecast to grow at a CAGR of 3% between 2020 and 2024.² The top five companies have 36% of the market share, with Pharmavite and The Carlyle Group leading at 10% each, followed by Pfizer at 7%, Bayer at 5%, and Church & Dwight at 4%.³ Private label makes up 23% of the market.⁴

The best-selling brands are Nature Made, Nature’s Bounty, Emergen-C, Vitafusion, and One A Day.⁵ Emergen-C made the top five list last year thanks to the sudden strong interest in immunity, with growth of 47% in the 52 weeks ending October 4, 2020. ⁶ Since the COVID-19 outbreak began, over a third of consumers surveyed say they've stocked up on vitamin, mineral, or supplement products.⁷ 

Probiotics and adult multivitamins tied for the highest dollar market share at 10% each, followed by vitamin C at 9%, during the 52 weeks ending October 4, 2020.⁸ The surge in immunity-focused supplement purchasing is expected to influence sales through 2021, after which it should return to pre-pandemic levels. In addition to the cold/flu/immunity category, the mental health/mood and stress category is expected to see continued high growth during the pandemic.

Top Drivers of Supplement Purchases

Over 80% of U.S. adults currently take a vitamin, mineral, or supplement, with more than half using multivitamins.⁹ General health is the top driver of these purchases, with 61% taking supplements to support overall health, followed by 41% to supplement the diet as a general precaution and 37% because it was recommended by their doctor.¹⁰ Of adult users, 52% report “highest quality ingredients” as a factor influencing purchasing choice, followed by “most affordable option” at 40% and “preferred format” at 36%.¹¹

Gummies Lead as Favorite Format

Non-pill formats make up 34% of the U.S. market value of supplements (excluding sports nutrition and weight management supplements), with gummies at 17% of the market, up from 13% the prior year.¹² The gummy is the fastest-growing format for branded vitamins, minerals, and supplements and grew 44% in the 52 weeks ending October 4, 2020.¹³

Other non-pill formats include powders (at 8% of the market), liquids (at 6%), and chewable tablets (at 3%).¹⁴ Powders are led by vitamin C and fiber supplements, while liquids remain diverse and include everything from vitamins and minerals to probiotics.¹⁵ For chewable tablets, multivitamins are the most popular, though this format also includes probiotics, minerals, and specialty formulations.¹⁶

Formulating for Today’s Needs

The supplement industry is playing an important role in supporting the health of Americans during the pandemic. As consumer needs have become clearer, companies can use this information to fine-tune their offerings. For example, they might review their product premix and consider updating it with vitamins C and D (or boosting their levels) to meet consumer demand for ingredients they associate with immune support.

Another strategy is to add ingredients associated with mental well-being to an existing supplement product through a vitamin and mineral premix. This premix might include ingredients that consumers associate with improved mood or focus, calming and relaxation, or healthy sleep. 

As a global leader in supplement formulation, Glanbia Nutritionals has the ingredients and the expertise to formulate for today’s needs. Our collaborative R&D teams can help develop custom premixes or choose already complete formulas from our growing portfolio of All N™ Off-the-Shelf Blends.  Whatever your stage of product development, for whatever application, we have a premix solution that’s right for you. Collaborate with us to create supplement products that will win with your consumers. 

References

1. Euromonitor. Vitamins & Dietary Supplements, US.
2. Mintel. Vitamin, Minerals and Supplements: Incl Impact of COVID-19 – US – September 2020.
3-4. SPINS Vitamins & Supplements, 52 Weeks ending Oct. 10, 2020. Excludes protein, amino acids, weight management, and performance nutrition.
5-6. SPINS Vitamins & Supplements, 52 Weeks ending Oct. 4, 2020. Excludes protein, amino acids, weight management, and performance nutrition.
7. Mintel. Vitamins, Minerals and Supplements Consumer: Incl Impact of COVID-19 – US – August 2020.
8. SPINS data, EQ units (pills/ounces), 52 weeks ending Oct. 4, 2020. % EQ unit share – any supplement format, pills are most common. 
9-10. Mintel. Vitamin, Minerals and Supplements: Incl Impact of COVID-19 – US – September 2020.
11. Mintel. Vitamins, Minerals and Supplements Consumer: Incl Impact of COVID-19 – US – August 2020.
12-16. SPINS data, includes MULO, specialty, natural, and Vitamin Shoppe. 52 Weeks ending Oct. 4, 2020. Includes vitamins & minerals, miscellaneous supplements, food supplements, and digestive aids & enzymes. Excludes protein, amino acids, weight management, and performance nutrition.