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Vitamins and Minerals in the United States 2009
Mintel, Sep 2009, Pages: 103
The US vitamins and minerals market is driven primarily by the graying of America and the substantial population growth of women, two groups that report high penetration for these products. Dynamic growth among the Hispanic population also holds significant potential for marketing opportunities, although this group reports much less usage of vitamins and minerals than other ethnicities (but wields considerable buying power and motivation to stay healthy—as one-third lack health insurance). This report features in-depth analysis of these factors, as well as close examination of the following:
- Consumer demand for products that address specific age and gender-related conditions, and specific health/wellness goals, such as heart health, joint health, energy and more
- The effect of the ongoing US recession in motivating consumers to use vitamins/minerals to stay healthy and avoid sick days
- The potential for severe cold/flu seasons to drive sales, specifically the H1N1 virus
- The impact of false advertising allegations and continually emerging new information about vitamins and minerals that cause skepticism and confusion among users
- How competing adult nutrition products threaten to siphon sales away from the market
- The role of retailers such as natural/health food/specialty stores and pharmacies in attracting customers seeking expert advice, and the shift of products towards mass channels as retailers appeal to recession-conscious users
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