|Title:||United States survey percentages of dietary supplement usage by adults by age category for 2010|
Start of full article - but without data
Number of Adults Using Nutritional Supplements:
By Generational Cohort, 2010 (% total U.S. adult users,
number in millions)
Age XX-XX (Gen Y) XX,XXX XX.X%
Age XX-XX (Gen X) XX,XXX XX.X%
Age XX-XX (Boomers) XX,XXX XX.X%
Age XX+ (Seniors) XX,XXX XX.X%
Source: Packaged Facts
Note: Table made from bar graph.
Although seven in XX (XX%) U.S. adults are actively working to and half (XX%) are trying to incorporate wellness goals/concerns into their daily routines - per Packaged facts "2011 Consumer Insights Study"--new mega trends toward" naturally functional/inherent toward," heightened FDA, FTC and EU claim Scrutiny and concern over the effectiveness and safety of some supplements (even among care users) are resetting market priorities and product criteria for good.
According to the Hartman Group's "2010 Remaining Health & Nutrition Study (X)," ethnographically, supplement use appears to be waning--especially among core users; but all is not lost yet (X). While core users report limiting the number of supplements they take daily due to pervasive doubts about bioavailability, a belief that nutrients in food are best and concern over the long-term effects of supplementation on digestion, they continue to use them--rather than over-the-counter (OTC) and Rx medications--to treat/manage health conditions.
Although consumers are using food as a preventative, proactive way to deal with health conditions, it's not simply about a shift to food and natural nutrients. According to Hartman, "once it's too late," food becomes relegated to a secondary wellness tool, although it is still considered essential to treating the issue longer term (X).
A New Attitude
Several years of a tough economy and the U.S. healthcare crisis have finally forced consumers to embrace healthy/preventative behaviors as a necessary cost-saving measure longer term--a new and powerful motivator (X). SymphonyIRI (IRI) reports that XX% of shoppers are making a "strong/some effort" to save on medical expenses by staying healthy (X).
Even if the economy improves, XX% of adults plan to visit doctors less and self-treat more (X). A new need among do-it-yourselfers to have the right healthcare product on hand will also help ensure steady sales (X). MD-alternative products (e.g., Plan B One Step contraceptives) were among the best-selling new healthcare products last year per SymphonyIRI (X). Consumers have also cut back on spa visits, so products that deliver professional results at home are in high demand (X).
Fear of side effects, FDA recalls/warnings and high prices prompted eight in XX (XX%) shoppers to try and limit their use of traditional over-the-counter (OTC) medications; one-quarter replaced Rx prescriptions with OTCs in 2010 (X), (X), (X).
More than one-quarter (XX%) of adults successfully used a natural alternative remedy in 2010; XX% have not but are interested in doing so (X). IRI reports interest in natural/alternative remedies index XXX vs. traditional OTCs (X).
Homeopathic sales reached $XXX million in 2010; homeopathic supplements $XXX million, according to the Nutrition Business Journal (NBJ) (X). Laxatives, sleep aids, ear, cough/cold and children's remedies are among the fastest growing categories (X).
Traditional Chinese medicine service revenue soared over $X billion in 2010, supplements $XXX million; Ayurvedic services $XXX million and supplements $XX million (X).
Consumers are also looking for more multiple-use products (X). More than three-quarters (XX%) of last year's best-selling new non-food healthcare products claimed improved effectiveness--XX% new technology, XX% a superior process, XX% new/unique formula, XX% convenience/ portability, XX% natural/organic, XX% added nutrients and XX% aromatherapy/therapeuticX. Long-lasting and faster-relief were important to three-quarters of adults (X).
Clean labels are increasingly important across food, supplement and OTC products. In OTC, which includes supplements, purity/healthfulness is a key selection factor for XX%; lack of chemicals/irritants XX %X. Packaged Facts reports "natural"" no gluten," "vegetarian," "no preservatives" and "no artificial colors/flavors" were the top package tags/claims on vitamins/minerals supplements last year (XX).
Hartman reports that XX% of adults made a deliberate effort to avoid preservatives last year; XX% artificial flavors; XX% colors/dyes (X). In 2010, XX% avoided aspartame/saccharin, XX% sucralose, XX% natural sweeteners other than sugar and XX% stevia (X), (XX).
FMI found only X% of shoppers to be very comfortable with food and/or ingredients from China or Southeast Asia. Meanwhile, XX% are "very/extremely" concerned with products from China; XX% Southeast Asia (XX), (XX). Whenever possible, data show products should state "Made in the USA (XX)"
In 2010, health/beauty products racked up $X.X billion in convenience store sales (XX), while practitioner supplement sales reached more than $X billion (X).
Think small. Health-driven items positioned at checkout lanes represent another virtually untapped opportunity. Moreover, retailers, especially chain drug stores, are driving traffic and creating differentiation with niche brands. Gold Bond, Zicam, Dulcolax, Icy Hot, Physicians Formula and Airborne were all on the top XX list of niche brands in food, drug and mass merchandisers in 2010 (XX).
Lastly, third party endorsements (e.g., MD, pharmacists and third party certified claims) are back in vogue (XX). In addition, Non-GMO verified food sales hit $XXX million in 2010, up XX%.
Sales of dietary supplements reached more than $XX billion in 2010, up X% over 2009 per NBJ (XX); XX% regularly took a dietary supplement (XX).
In FDMx and convenience stores, excluding Wal-Mart (FDMxC), vitamins/supplements were the Xth fastest growing category in unit sales in 2010; beverages topped the list (see Figure X) (XX). "Vitamins" were #X in the healthcare category; weight control/nutritional liquids/powders were also top performers (XX).
Figure X: Top XX Growth Categories Unit Sales % Change versus
Year Ago (2010 vs. 2009) Grocery, Drug, Mass & Convenience
RTD Tea/Coffee XX.X% Sports Drinks XX.X% Energy Drinks XX.X% Snack/Granola Bars X.X% Shelf Stable Seafood X.X% Dried Meat Snacks X.X% Creams/Creamers X.X% Fz Seafood X.X% Vitamins X.X% Wine X.X% Total CPG X.X%
Note: Table made from bar graph.
Multivitamins remain the most popular supplement followed by calcium, omega X, vitamin C and D (XX). Vitamins/minerals ($XX billion) represent the largest sector; vitamin D was the star performer in 2010, at $XXX million (XX).
Fiber, calcium, vitamin D, protein, omega Xs and antioxidants top the list of ingredients adults tried to get more of in 2010 (X) (see Figure X).
Figure X: Consumers are INCREASING various ingredients
in their diet due to specific needs
Fiber XX% Calcium XX% Whole grains XX% Vitamin D XX% Protein XX% Olive oil XX% Omega X XX% Antioxidants XX% Fish oil XX% Oat Bran XX% Iron XX% Wheat flour XX% Omega X XX% Flaxseed oil XX%
Source: Hartman Group