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Complementary and Alternative Medicines in the United States 2008
Mintel, July 2008, Pages: 88
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Attunement and fear
CAM is catching on
CAM is the same…only different
CAM is everywhere
The search for a cure we can live with
So many choices
Presenting nature as innovative
Show me the money
CAM casts a wide net…but needs to catch more fish
Market Size and Forecast
Key points
Consumers want safe alternatives
The issue of analysis
Sales and forecast of complementary and alternative medicines
Figure 2: Total U.S. consumer sales and forecast of CAM at current prices, 2002-12
Figure 3: Total U.S. consumer sales and forecast of CAM, at inflation adjusted prices, 2002-12
Competitive Context
Big brother is watching
Leaner and cheaper
Oh yeah, well we’re safe, too
Segment Performance
Key points
Cure the symptoms
Mainstream channels
Sales and forecast of CAM segments
Figure 4: U.S. consumer sales and forecast of CAM, at current prices, by segment, 2002-12
Figure 5: U.S. consumer sales of CAM, by segment, 2005 and 2007
Segment Performance—Herbal Supplements
Key points
Less stringent controls—both a good thing and a bad thing
Find your niche
Ginkgo has been hip for thousands of years
Sales of top 10 herbs
Figure 6: Top 10 U.S. herbs, all channels, consumer sales, 2003-07
Sales and forecast of herbal remedies
Figure 7: U.S. consumer sales and forecast of Herbal remedies, 2002-12
Segment Performance—Homeopathic Remedies
Key points
Number of new products expanding the market
Figure 8: Number of new homeopathic products introduced, 1996-2007
Sales and forecast of homeopathic remedies
Figure 9: U.S. consumer sales and forecast of homeopathic remedies, 2002-12
Retail Channels
Key points
Integration into FDM
Consumer sales of CAM by retail channel
Figure 10: U.S. consumer sales of CAM, by retail channel, 2005 and 2007
Retail Channels—Natural Food Stores
Sales of CAM at natural food and health stores
Figure 11: U.S. consumer sales of CAM at Natural Food Stores, 2005-07
Retail Channels—FDM
Sales of CAM at FDM channels
Figure 12: U.S. consumer sales of CAM at FDM channels, 2005-07
Retail Channels—Other
Sales of CAM at other channels
Figure 13: U.S. sales of CAM at other retail outlets, 2005-07
Retail Channels—A Deeper Dive into Natural Grocery Sales
Figure 14: Natural product supermarket retail sales of alternative medicines, at current prices, 2006-08
Figure 15: Natural product supermarket retail sales of alternative medicines, at inflation adjusted prices, 2006-08
Natural channel sales by segment
Figure 16: Natural product supermarket retail sales, alternative medicines, by segment, 2006-08
Natural supermarket channel herbal remedies
Figure 17: Natural product supermarket retail sales of herbal remedies, at current prices, 2006-08
Natural supermarket channel sales, homeopathic formulas
Figure 18: Natural product supermarket retail sales of homeopathic formulas, at current prices, 2006-08
Natural supermarket brand sales
Figure 19: Manufacturer brand natural supermarket sales of alternative medicines, 2006 and 2008
Natural channel sales of herbal remedies by single herbs and formulations
Figure 20: Natural product supermarket retail sales of herbal remedies, by type, 2006-08
Natural channel share of herbal remedies, by health condition
Figure 21: Share of natural product supermarket retail sales of herbal remedies, by health condition*, 2006-08
Natural channel share of homeopathic remedies segment, by health condition
Figure 22: Share of natural product supermarket retail sales of homeopathic remedies, by health condition*, 2006-08
Market Drivers
The graying of America and the quest for health
Figure 23: Generations, 2002-12
Figure 24: Population by age, 2002-12
CAM enters medical schools
Distrust of big pharma helps CAM
Figure 25: Attitudes toward prescription medicine, November 2007
Confusion about CAM suppresses sales
Leading Companies
Key points
Herbal manufacturers
Homeopathic manufacturers
Figure 26: Manufacturer wholesale sales of herbal and homeopathic products in the U.S., 2006 and 2007
Top five herbal companies
NBTY
Basic Research
Pharmavite
Nature’s Way
Amerifit
Top homeopathic companies
Matrixx Initiatives
Integrative Therapeutics
Similasan
Boiron
Other companies
Heel
Homeolab
Blairex Laboratories
American Bioceuticals
General Nutrition Company, Inc.
Garden of Life
Brand Qualities
Amerifit
Integrative Therapeutics
Pharmavite
Matrixx Initiatives
Boiron
Similasan
Nature’s Way
Heel
Wild Child
Homeolab
Blairex
American Bioceuticals
General Nutrition Company, Inc.
Garden of Life
Hylands
Innovation and Innovators
Nature's Cure sells the best of both worlds
SiCap will bust any headache
Improvita Health Products go right to the gut
Green Pharmaceuticals
Advertising and Promotion
Key demographics to target
Key reasons for usage and supporting messages
And there’s nothing like a recommendation from Oprah
Core propositions used in television ads
Optimal performance
Figure 27: Amway Nutrilite television ad, 2008
Figure 28: Emergen-c television ad, 2008
Figure 29: Benefiber television ad, 2008
Fear
Figure 30: Alka-Seltzer Plus television ad, 2008
Figure 31: Centrum Cardio television ad, 2008
Personal fulfillment
Figure 32: Nature Made Cholest Off television ad, 2008
Figure 33: Elations Supplement Drink television ad, 2008
Beauty
Figure 34: Metamucil Berry Burst television ad, 2008
Figure 35: One A Day Weight television ad, 2008
Complementary and Alternative Medicine Usage
Key points
Half use CAM; about 25% haven’t but want to
Figure 36: Complementary and Alternative medicine usage habits, by age, May 2008
CAM used mostly with conventional
Figure 37: Usage of complementary medicine, with or instead of conventional, May 2008
Practitioners Consulted
Key points
Usage of CAM practitioners is low
Figure 38: Health Professionals consulted, topline, Jan 2007-Nov 2007
Females and older respondents see CAM practitioners
Figure 39: Health Professionals consulted, by gender and age, Jan 2007-Nov 2007
The information gap between insurers and the insured
Figure 40: Incidence of medical insurance covering complementary or alternative medicine, topline, May 2008
Understanding Clients of CAM Practitioners
Key points
Those who visit CAM practitioners read the fine print
Figure 41: Attitudes about medications, by health professional consulted, Jan 2007-Nov 2007
Those who consult CAM practitioners are inquisitive
Figure 42: Attitudes about health and medicine information, by health professional consulted, Jan 2007-Nov 2007
Those who consult CAM practitioners believe in vitamins
Figure 43: Attitudes about vitamins and minerals, by health professional consulted, Jan 2007-Nov 2007
Those who see CAM practitioners walk the talk
Figure 44: Attitudes about health and medicine, by health professional consulted, Jan 2007-Nov 2007
Those who see CAM practitioners are more likely to distrust mainstream medicine
Figure 45: Attitudes about efficacy of medicines, by health professional consulted, Jan 2007-Nov 2007
Perceived Effectiveness of Complementary Medicine
Key points
25-34s are a sweet spot
Figure 46: Attitudes towards complementary and alternative medicines, by age, May 2008
Education can translate into sales
Figure 47: Attitudes about usage of complementary and alternative medicines, by age, May 2008
Females are a target
Figure 48: Attitudes about health and medicine, by gender, Jan 2007-Nov 2007
Reasons for Using CAM
Key points
Acute conditions and overall vitality are two most popular reasons for usage
Figure 49: Ways complementary medicine is used, by age, May 2008
Figure 50: Ways complementary medicine is used, by presence of children in Household, May 2008
Reasons for not using CAM—Lack of Knowledge and Fear
Figure 51: Reasons for not using CAM, by age, May 2008
Figure 52: Reasons for not using complementary medicine, by race/ethnicity, May 2008
Race and Ethnicity
Key points
Hispanics are key targets
Figure 53: Attitudes about usage of complementary and alternative medicines, by race/ethnicity, May 2008
Figure 54: Ways complementary medicine is used, by race/ethnicity, May 2008
Figure 55: Attitudes about spending for health, by race/ethnicity, Jan 2007-Nov 2007
Asians trust CAM
Figure 56: Attitudes about efficacy of medicines, by race/ethnicity, Jan 2007-Nov 2007
Simmons Cohort Analysis
Intimations of sea change towards CAM and CAM practitioners
Figure 73: Health Professionals consulted, by cohort, Jan 2007-Nov 2007
Figure 74: Attitudes about efficacy of medicines, by cohort, Jan 2007-Nov 2007
Appendix: Other Useful Consumer Tables
CAM usage
Figure 75: Complementary and Alternative medicine usage habits, by age, May 2008
Figure 76: Usage of complementary medicine, with or instead of conventional, May 2008
Insurance coverage of CAM
Figure 77: Incidence of medical insurance covering complementary or alternative medicine, topline, May 2008
Attitudes towards CAM usage
Figure 78: Attitudes about usage of complementary and alternative medicines, by gender, May 2008
Attitudes towards health and medicine
Figure 79: Attitudes about health and medicine, by age, Jan 2007-Nov 2007
Figure 80: Attitudes about spending for health, by age, Jan 2007-Nov 2007
Perceived effectiveness
Figure 81: Attitudes towards complementary and alternative medicines, by gender, May 2008
Figure 82: Ways complementary medicine is used, by gender, May 2008
Reasons for not using
Figure 83: Reasons for not using CAM, by gender, May 2008
Appendix: Trade Associations
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