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Nicholas Hall's Global Vitamins, Minerals & Supplements Review 2011
Nicholas Hall Group, June 2011, Pages: 377
This report focuses on core trends and exciting developments in the world's leading VMS markets, exploring the core strategies of leading OTC marketers and investigates how top brands stayed on top. This essential report also charts available routes to further growth.
Covering all of the following categories in some, or all, leading markets: Multivitamins, Single vitamins, Mineral supplements, Herbal & natural supplements, Herbal & natural joint health, Tonics & cure alls, OTC tonic drinks, Chyawanprash.
Market Overview:
By far the largest major OTC category, VMS saw sales grow by 3.9% in 2010. If you take out Japan, with its huge but declining market for bottled nutritive drinks, then VMS grew globally by 4.9%. Dynamic niches (calcium for bone health, fish oils, and brands addressing consumers' need to keep on-the-go such as Berocca and One-A-Day) stood out as pockets of high growth among the disappointing areas (herbal & natural immune stimulants, joint health and most multivitamins).
VMS brands generally confounded analysts' expectations that, as discretionary purchases, they would be first to be dropped from the household shopping list. Instead, growth has been achieved by recession-hit consumers turning to supplements to stave off illness and stay in work – proving the maxim that prevention is better than cure. Demand among elderly consumers was another key growth driver. Meanwhile, regulations are tightening worldwide, giving consumers more confidence about the quality and safety of VMS products.
Nevertheless, obstacles to growth remain. All over the world regulators are pushing back on claims, making it harder to differentiate evidence-based supplements. Competition from non-medicated ‘functional foods' remains a threat in several markets. Japan's VMS market continues to decline owing to economic gloom, with a huge but diminishing tonic drinks category and a glut of brands vying for attention. In North America private label manufacturers are increasingly introducing more advanced formats, such as soft gels and gummies, to keep pace with branded OTCs.
Central to fulfilling consumer demand for medicines that deliver immunity, prevention and detox is investment in more clinical work. Efficacy and proof of efficacy is vital if products are to succeed. Marketers everywhere will have to work hard to ensure that supplements stand out from the crowd, as well as being affordable, relevant and accessible, and that they deliver on their claims. This report explores the pockets of strong growth within the VMS market, looking at the core strategies of leading OTC marketers. It investigates how top brands stayed at the top, and charts routes to further growth.
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