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In this 24-page issue, NBJ looks at how mass market sales drag, but natural retail and direct channels look up as condition-specific products and innovative presentations give new spin to a mature category; NBJ presents a feature on how studies and media coverage have impacted sales in key categories and data on market size, growth and sales channels along with tables on delivery forms and consumer use
Excerpt from Overview
New research and product innovation spur sales in an otherwise sluggish U.S. vitamin market. Impact of the media felt across all categories.
The vitamin market is the most mature supplement category in the U.S., posing challenges for manufacturers seeking to boost sales in an increasingly competitive and consolidated playing field. The year 2005 proved particularly daunting, since negative press caused vitamin E sales to plummet by more than 40% in the mass market and almost 30% in natural & specialty channels,
negatively impacting sales of letter vitamins overall. Yet some bright spots emerged as innovative products, delivery systems and new scientific research led to healthy growth in certain niches amid a market that remained sluggish in the mass market, although somewhat more encouraging in direct sales channels where more innovation is occurring.
TABLE OF CONTENTS:
Vitamins: Mass market sales drag, but natural retail and direct channels look up as condition-specific products and innovative presentations give new spin to a mature category; NBJ presents a feature on how studies and media coverage have impacted sales in key categories and data on market size, growth and sales channels along with tables on delivery forms and consumer use ...1-11
McNeil extends the chewable Viactiv line into multivitamins ... 11
Multivitamins attract intense competition as manufacturers Pharmanex, Dr. Rath and Rainbow Light seek differentiation in the biggest vitamin category... 12-14
Costco shares its perspective on the vitamin category and its $500-million in supplement sales ... 15
Alacer describes how its powdered vitamin products crossed over into the mass market; Pharmavite says programs and products are required to grow the FDM category ...16-17
Liquid or powder, more consumers are quaffing drinkable vitamins and driving aboveaverage growth rates: Eniva, Sigma-Tau, Enzymatic Therapy and Nature’s Way all finding success in liquids ...18-19
Ideasphere posts vitamin growth, acquires Dr. Weil brand, launches food line ... 20
NBJ Stock Reporter: 2005 was a good year for the NBJ Index; MLMs post record
results in sales and income ... 21-23
COMPANIES INCLUDED:
AC Nielsen
AC Nielsen
Alacer Corp.
Alcon Labs
American Cancer Society
American Journal of Clinical Nutrition
Annals of Internal Medicine
Arthritis & Rheumatism
Atrium Biotechnologies
Bausch & Lomb
Bayer Healthcare
CK Life Sciences International
Costco Wholesale
Dean Foods Company
Dr. Rath
Eniva Corporation
Enzymatic Therapy
Forbes Medi-Tech Inc
Harvard School of Public Health
Health Assure
Herbalife Ltd
Ideasphere
IRI
Journal of Clinical Nutrition
Journal of the American Academy
of Dermatologists
Journal of the Amer Geriatrics Society
Journal of the American Medical Assn
Knight McDowell Labs
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Leiner Health Products
Mannatech
McNeil Nutritionals
Metabolife
Momentus Solutions LLC
Mosaic Nutraceutical
Mott’s LLP
Nature’s Way
NBTY
Nestle
New England Journal of Medicine
New York Times
Nu Skin Enterprises
PacificHealth Laboratories Inc.
Pharmanex
Pharmavite LLC
Rainbow Light
Sigma-Tau HealthScience
Solgar
SPINS
The Council for Responsible Nutrition
The Hain Celestial Group
University of California, San Diego
USANA Health Sciences Inc
Vitaquest International Holdings
Wall Street Journal
WhiteWave Foods
Wyeth Consumer Healthcare
Zila
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COMPLETE LIST OF FIGURES:
- U.S. Vitamin Sales by Product, 1995-2005 ($mil)
- Mass Market Vitamin E Sales; 4-Week Periods: 12-03 to 01-06
- Supernatural Vitamin E Sales; 4-Week Periods: 12-03 to 02-06
- Annual Change in Vitamin E Sales; 4-Week Periods: 6-03 to 2-06; Mass Market (lower line) vs. Supernatural
- FDM Cough Syrup Sales; 4-Week Periods: 04/05 vs. 05/06
- FDM Glucosamine Sales; 4-Week Periods: 04/05 vs. 05/06
- Mass Market Vitamin C Sales; 4-Week Periods: 12-03 to 01-06
- Mass Market Echinacea Sales; 4-Week Periods: 12-03 to 01-06
- FDM Vitamin C Sales; 4-Week Periods: 04/05 vs. 05/06
- FDM Echinacea Sales; 4-Week Periods: 04/05 vs. 05/06
- Vitamin Sales by Channel
- U.S. Supplement Sales by Delivery Form in 2005
- FDM Vitamin A&D Sales; 4-Week Periods: 2004 vs. 2005
- Leading Mass Market Vitamin Brands in 2005
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