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NBJ 2015 Supplement Business Report

  • February 2015
  • -
  • Nutrition Business Journal
  • -
  • 102 pages

For 2014, growth in the supplement industry slowed to 5.1 percent. That’s not just down from 7.5 percent in 2013; it’s the slowest growth the industry has seen since 2010. Vitamins and specialty supplements seem to have taken the brunt of things. And that’s all before the New York Attorney General investigation hit herbs and botanicals so hard that anything with the word “supplement” anywhere in its description or business plan has felt the pain. Indications right now are for flat to negative growth for all segments of the industry in 2015—and that’s assuming things don’t get worse.

It won’t be news to anyone that recent times have been hard for the supplement industry. !e past couple of years have seen studies linking Omega 3s to cancer; Dr. Oz getting eviscerated before Congress, dismantled in the press, and attacked by fellow physicians calling for him to resign his teaching post at Columbia University; class-action lawsuits around protein adulteration; and a new scandal around BMPEA in sports supplements. For 2014, growth in the supplement industry slowed to 5.1 percent. !at’s not just down from 7.5 percent in 2013; it’s the slowest growth the industry has seen since 2010. Vitamins and specialty supplements seem to have taken the brunt of things. And that’s all before the New York Attorney General investigation hit herbs and botanicals so hard that anything with the word “supplement” anywhere in its description or business plan has felt the pain. Indications right now are for #at to negative growth for all segments of the industry in 2015—and that’s assuming things don’t get worse. According to our own consumer research, 11.7 percent of people say they trust supplements less now than they did a year ago. It’s gotten to the point that even industry insiders are talking about new regulations—and even a rethinking of DSHEA—in terms of when, not if.

Lousy media, negative research, government investigations, class-action lawsuits, and calls for more oversight: !at’s a brutal mix. And yet we’re talking about growth. After a 5.1 percent bump, the overall US supplements industry is worth $36.7 billion—the highest it’s ever been. We are very con%dent in both that number and our growth estimates. So far in 2015, and despite the NY AG investigation, we haven’t seen a negative impact on herbs and botanicals in the natural channel. Minerals actually grew at an even faster rate in 2014 than 2013, thanks both to calcium seeming to regain its footing and magnesium’s continued strength. An industry that can not just survive those headwinds but can continue to %nd growth opportunities despite them is indeed strong. In the specialty category, melatonin and probiotics saw growth rates in the mid teens. !at’s down from highs of over 20 percent, but those rates were unsustainable. !ese products are still booming, and the emerging science on the microbiome points to even more interest in the gut and digestion in coming years. Letter vitamins had another bad year, up just 3 percent, versus 6.3 percent in 2013. But vitamin A/Cartenoids (11.5 percent) were a particular bright spot, and vitamin D (8.1 percent) continues to show strength.

Still, there’s no denying that the overall industry is dealing with di&cult times and facing, at best, an uncertain future. Just the prospect of a regulatory overhaul or a class-action lawsuit or an attorney general investigation or a consumer trend toward whole foods and away from supplements would be enough to lose sleep over. Facing all of those simultaneously adds up to a transformative moment. To help industry not just ride out that change but actually steer it, NBJ has compiled the report you our now reading. In the pages that follow, we investigate the regulatory prospects facing the industry, take a look at consumer sentiment, and report on a special study to identify and understand the core supplement consumer. If the industry needs to %nd its center, that’s the place to start. Of course, that’s all in addition to deep, quantitative dives into all the segments that make up this industry.

This report includes:
- Sales and growth through 2014 and forecasts through 2020 for NBJ’s six supplement categories: vitamins, minerals, herbs and botanicals, specialty supplements, meal replacement, and sports nutrition supplements
- NBJ’s Top 100 Dietary Supplements in the US, ranked by sales
- Analysis and forecasts for every distribution channel (mass market, natural specialty, multilevel marketing, direct media, practitioner, and internet) for each product category
- Consumer surveys
- Deeply reported coverage of the top trends and events shaping the supplement industry
- SWOT analyses and pro%les for the top 50 companies in the industry

Table Of Contents

NBJ 2015 Supplement Business Report
1 Executive summary .6
2 Market Data and Overview .8
2.1 US Nutrition 9
2.1.1 Category Sales, Growth, and Forecast .9
2.1.2 Channel Sales, Growth, and Forecast 14
2.2 US Dietary Supplements 15
2.2.1 US Supplements vs. Nutrition Industry 16
2.2.2 Product Category Sales, Growth, and Forecast . 16
2.2.3 Top Companies 19
2.2.4 Deals of the Year .20
2.2.5 Top Supplements 25
2.2.6 Channel Sales, Growth, and Forecast 28
3 Consumer Survey .29
3.1 The Core User . 30
3.2 Consumer Survey 33
3.3 NEXT Concepts 39
4 Vitamins .42
4.1 Overview 43
4.2 Product Category Sales, Growth, and Forecasts .47
4.3 Channel Sales . 58
4.4 Top Companies . 60
4.5 K2 . 61
5 Herbs and Botanicals 63
5.1 Overview . 64
5.2 Product Category Sales, Growth, and Forecasts .66
5.3 Channel Sales .71
5.4 Top Companies 73
5.5 DNA Infrastructure 74
5.6 CBD .75
5.7 Essential Oils 80
6 Sports Nutrition .82
6.1 Overview 83
6.2 Product Category Sales, Growth, and Forecasts 86
6.3 Channel Sales . 90
6.4 Top Companies 92
6.5 Hydration .93
6.6 Protein 94
7 Minerals .97
7.1 Overview . 98
7.2 Product Category Sales, Growth, and Forecasts .100
7.3 Channel Sales 105
7.4 Top Companies 106
8 Meal Replacements . 107
8.1 Ovedrview 108
8.2 Channel Sales .110
8.3 Top Companies 111
9 Specialty Supplements 112
9.1 Overview . 113
9.2 A Microbiome Boost for Gluten Free . 113
9.3 Product Category Sales, Growth, and Forecasts 117
9.4 Channel Sales 125
9.5 Top Companies 126
9.6 Opportunities in the Microbiome 127
10 Condition Specific 128
10.1 Overview 129
10.2 Product Category Sales, Growth, and Forecasts . 134
11 Ingredients and Innovation 139
11.1 Overview 140
11.2 Algae .140
11.3 Experiential Ingredients . 143
11.4 Branded Ingredients .144
11.5 Supplement Startups . 146
11.6 Liposomal Delivery 148
11.7 Non-GMO Supplements 150
12 Sales Channels and Distribution 154
12.1 Overview 155
12.2 Scaling the Individual 155
12.3 Retail . 158
12.4 MLM . 162
12.5 Mail Order 166
12.6 Internet 168
12.7 Mass 171
12.8 Practitioner .174
13 Regulatory Outlook 177
13.1 Regulatory Overhaul . 178
13.2 TGA—The Australian Regulatory Model 181
13.3 Getting Ready for FSMA . 185
13.4 Comparing the Third-Party Certifiers . 189
13.5 Our O-Ring Opportunity 192
13.6 QandA with Anahad O'Connor . 193
14 Definititions and Acknowledgements . 195
15 Company Profiles 200
Abbott Laboratories (Ensure, EAS) . 201
Atkins Nutritionals 203
Atrium Innovations (Garden of Life, Pure Encapsulations, Douglas Labs, Seroyal) 206
Basic Research/ Zoller Labs (Zantrex, Relacore, Leptopril, etc.) 209
Valeant/Bausch and Lomb (Ocuvite, PreserVision). 211
Bayer (One A Day, Flintstones 213
Bluebonnet Nutrition Corp. 216
Carlyle Group - NBTY. 218
Church and Dwight (Northwest Natural Products, Nutrition Now) . 221
Capstone (Cornerstone Research and Development, Integrity Nutraceuticals) .223
Hormel Foods (CytoSport) 225
Delavau .228
DSM (i-Health) . 230
Glanbia (Optimum Nutrition, BSN, Isopure)233
GNC (contract manufacturing) .236
Helen of Troy/Healthy Directions (Doctor's Preferred) 238
International Vitamin Corporation 240
Iovate (Hydroxycut, MuscleTech) .242
Twinlab Consolidated Corporation (TwinLab, Metabolife) .245
Jarrow Formulas 249
Kikkoman (Country Life, Allergy Research Group . 251
Liberty Interactive (Bodybuilding.com) .254
Life Extension .256
Matrixx Initiatives 258
Metagenics . 260
Natural Alternatives .262
Natural Factors Nutritional Products . 264
Natural Organics (Nature's Plus) 266
Nature's Products, Inc. 268
Nestle 271
Nordic Naturals .274
NOW Foods . 277
Nutraceutical International Corporation. 280
Perrigo .282
Pfizer (Centrum, Alacer) 284
Pharmavite (Nature Made) . 286
ProCaps Laboratories . 288
Procter and Gamble (Metamucil, New Chapter) 290
Reckitt Benckiser (Schi*, Airborne) .292
Reliance Private Label Supplements .295
ReNew Life Formulas, Inc. .297
SAN Corporation .299
Schwabe NA (Nature's Way, Enzymatic Therapy, Integrative Therapeutics, Wellesse) . 301
Standard Process . 304
Swanson Health Products 307
Threshold Enterprises Ltd. (Source Naturals, Planetary Herbals) 309
Kainos Capital (SlimFast) 311
USP Labs . 313
VitaQuest International . 315
Xymogen 317

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