Future Trends and Growth Opportunities in Vitamins and Minerals

Vitamins and minerals markets are pressured by tightening regulatory controls and competition from functional foods and drinks. Despite this the global market is expected to grow at a CAGR of 4.5% approaching $30bn in 2015. This report identifies the contribution of growth markets such as males, those seeking weight loss, children, and seniors. The regulatory environment in Europe, US and Japan is also covered in detail. The mature markets are analyzed along with China, Brazil and Eastern Europe. Twenty-three vitamins, minerals and elements are reviewed according to their application in foods and drinks.

Scope of this research
• Assess market drivers including increasing demand from seniors, males, those seeking weight-loss and children.
• Evaluate regulatory environments and changes in Europe, the US and Japan.
• Understand the application of vitamins and minerals in food and drinks.
• Analyze established markets including the US, Japan, and Western Europe as well as emerging markets of China, Brazil and Eastern Europe.
• Learn future trends and strategies for success in the future vitamins and minerals market.

Research and analysis Highlights

The aging population will not only present opportunities in the form of more older consumers who are more likely to purchase vitamins – the trend also represents an increasing desire by people across the age spectrum to maintain and extend an active lifestyle, creating demand for vitamins.

In the EU, the Nutrition and Health Claims Regulation (1924/2006) stipulates that claims must be clear, accurate and based on generally accepted scientific evidence. The number of clinical trials involving supplements (predominantly vitamins and minerals) more than doubled, reaching an estimated 841 in 2010.

Vitamins and minerals face stiff competition amidst increasing sales of functional foods and botanical supplements which are perceived to have similar functions. The global vitamins and minerals market was valued at $24bn in 2010, and is forecast to grow to almost $30bn by 2015.

Key reasons to purchase this research
• How is the evolving regulatory environment in the EU, US and Japan affecting those markets?
• What is the potential for each vitamin/mineral for addition to foods and drinks?
• How can manufacturers develop growth in mature markets?
• Which emerging markets will have the greatest growth to 2015?
• What strategies will allow vitamins and minerals manufacturers to maximize opportunities for growth?

Vitamin And Supplement Industry in China

Table of Contents
About the authors 2
Disclaimer 2
Executive summary 11
Market drivers and pressures 11
Regulatory environment 12
Market analysis 12
Applications of vitamins and minerals in food and drinks 13
Future trends and strategies 14
Chapter 1 Market drivers and pressures 15
Summary 15
Introduction 16
Definitions 16
Market overview 16
Economics 17
Healthcare 17
Market growth areas 19
The end of one size fits all 19
The seniors market 22
The weight control/loss market 22
The male specific market 23
The child market 24
The pregnancy/conception market 25
Personalized nutrition and nutrigenomics 26
Market resistors 27
Functional foods and drinks 27
Botanicals/superfoods 27
Negative media coverage 27
Chapter 2 Regulatory environment 29
Summary 29
Introduction 30
Regulation in the EU 30
European Food Safety Authority 31
European Union food supplement legislation 31
Regulation (EC) No 1925/2006 33
Food Supplement Directive 2002/46/EC 41
Regulation of food supplements in the US 43
Policy on food fortification 46
Labeling of dietary supplements (101.36) 48
Health claims relating to foodstuffs 50
Regulatory environment in Japan 52
Regulatory issues – opportunities and threats for manufacturers 55
Future US regulations 55
Europe 56
EU Food Supplements Directive: still a danger for vitamin and mineral markets? 56
The future regulatory environment 57
Chapter 3 Market analysis 58
Summary 58
Introduction 59
The global market 59
Mature markets 61
United States 61
Japan 62
Western Europe 62
UK 63
Emerging markets 64
China 64
Brazil 64
Eastern Europe 65
Innovation and NPD 66
Regional analysis 66
Claims analysis 67
Conclusion 69
Chapter 4 Application of vitamins and minerals in food and drinks 70
Summary 70
Introduction 71
Key minerals 72
Calcium 72
Role in diet 72
Use in food and drinks 73
Magnesium 74
Role in diet 74
Use in food and drinks 74
Phosphorous 75
Role in diet 75
Use in food and drinks 75
Potassium 75
Role in diet 75
Use in food and drinks 75
Sodium 76
Role in diet 76
Use in food and drinks 76
Trace elements 77
Chromium 77
Role in diet 77
Use in food and drinks 77
Copper 78
Role in diet 78
Use in food and drinks 78
Fluoride 79
Role in diet 79
Use in food and drinks 79
Iodine 80
Role in diet 80
Use in food and drinks 80
Iron 81
Role in diet 81
Use in food and drinks 81
Manganese 82
Role in diet 82
Use in food and drinks 82
Selenium 83
Role in diet 83
Use in food and drinks 83
Zinc 83
Role in diet 83
Use in food and drinks 84
Fat-soluble vitamins 85
Vitamin A (retinol) 86
Role in diet 86
Use in food and drinks 86
Vitamin D 87
Role in diet 87
Use in food and drinks 87
Vitamin E 88
Role in diet 88
Use in food and drinks 89
Vitamin K (phylloquinone/vitamin K1) 90
Role in diet 90
Use in food and drinks 90
Water soluble vitamins 92
Vitamin C (ascorbic acid) 93
Role in diet 93
Use in food and drinks 93
Folate 94
Role in diet 94
Use in food and drinks 95
Niacin (nicotinic acid/vitamin B3) 96
Role in diet 96
Use in food and drinks 96
Vitamin B2 (riboflavin) 97
Role in diet 97
Use in food and drinks 98
Vitamin B1 (thiamine) 98
Role in diet 98
Use in food and drinks 99
Vitamin B6 (pyridoxine) 100
Role in diet 100
Use in food and drinks 101
Vitamin B12 (cobalamin) 102
Role in diet 102
Use in food and drinks 102
Clinical trials with vitamins and minerals 103
Chapter 5 Future trends and strategies 104
Summary 104
Introduction 105
Emerging markets 105
Adapting to regulation 106
Novel delivery systems and packaging 106
Source transparency 107
Personalized nutrition 108
Microencapsulation 108
Conclusions 109
Appendix 110
Scope 110
Methodology 110
Primary research 110
References 111
Annex 1 113
Nutrition claims with respect to Regulation 1924/2006/EC 113
Low energy 113
Energy-reduced 113
Energy-free 113
Low fat 113
Fat-free 113
Low saturated fat 114
Saturated fat-free 114
Low sugars 114
Sugars-free 114
With no added sugars 114
Low sodium/salt 114
Very low sodium/salt 115
Sodium-free or salt-free 115
Source of fibre 115
High fibre 115
Source of protein 115
High protein 115
Source of [name of vitamin/s] and/or [name of mineral/s] 115
High [name of vitamin/s] and/or [name of mineral/s] 116
Contains [name of the nutrient or other substance] 116
Increased [name of the nutrient] 116
Reduced [name of the nutrient] 116
Light/lite 117
Naturally/natural 117

Table of figures
Figure 1: Healthcare expenditure in developed economies (spend as a % of GDP), 1977 and 2007 18
Figure 2: Specialized targeting of vitamin supplements 20
Figure 3: Selected Vitabiotics supplements 21
Figure 4: Increase in population of over 60s (m), 2010–20 22
Figure 5: Percentage of male personal care shoppers (UK), 2005–09 23
Figure 6: Multivitamin Gummy Bears from FitVits 25
Figure 7: Vitabiotics Pregnacare range 26
Figure 8: Summary of EU authorization procedure 40
Figure 9: Global vitamins and minerals market ($bn), 2010–2015e 59
Figure 10: Selected vitamins and minerals markets ($m), 2010–15e 60
Figure 11: Segmentation of the Western European vitamins market, 2010 62
Figure 12: Segmentation of the Western European minerals market, 2010 63
Figure 13: Regional breakdown of product launches, 2007–10 66
Figure 14: Breakdown of product type, 2009–2010 launches 69
Figure 15: Number of clinical trials involving supplements, 2005–2010e 103
Figure 16: Nutrivute liquid multivitamin shots 107


Table of tables
Table 1: Targeting specific demographic groups 19
Table 2: Summary of key food and drinks legislation – EU 30
Table 3: Summary of key food and drinks legislation – US 43
Table 4: Nutrients which may be added to foodstuffs in US 47
Table 5: Summary of key food and drinks legislation in Japan 52
Table 6: Approved FOSHU products 54
Table 7: Selected vitamins and minerals markets ($m), 2010–2015e 61
Table 8: Top 15 product claims on vitamins and minerals 2009/2010 68
Table 9: Summary of key minerals 72
Table 10: Summary of trace elements 77
Table 11: Summary of fat-soluble vitamins 85
Table 12: Summary of water soluble vitamins 92