Nutritional supplements complement today’s personal care regimens.
Melissa Meisel Associate Editor
T’S AS SIMPLE as twist, grab and pop—a one-stop step
to improve your health and overall appearance.
Every day, almost half (56%) of U.S. adults use
nutritional supplements, according to market
research firm Packaged Facts, Rockville, MD. About
three-fifths of these consumers—or 34%—use supplements once a day, while another 7% use vitamins
more than once daily. So, in an economy where consumers are picking and choosing personal care
essentials due to slim wallets, are marketers looking to tap
this segment with new products promising beauty from the
The answer is a resounding yes! In fact, retail sales within the U.S. consumer packaged goods health and wellness
industry rose 9% last year to exceed $112 billion, according
to Natural Marketing Institute (NMI), Harleysville, PA.
This figure includes sales across all retail and direct-to-consumer channels.
“NMI research clearly shows that the current economic
downturn is changing consumer behavior on many levels,
including spending related to health and wellness,” according to NMI president Maryellen Molyneaux. “So while sales
in each category continue to grow, consumers are becoming
more discerning and are looking for real value in their purchases and not just the perceived value. This shift in behavior will impact manufacturers and retailers not just short-term but also in the future.”
Furthermore, sales of herbal dietary supplements in the
U.S. reached $4.8 billion in 2008, according to a report in
HerbalGram, the quarterly journal of the American
Botanical Council (ABC). Total herb supplement sales
increased nearly 1% over 2007, according to data came
from multiple market research firms, including
Information Resources Inc. (IRI), Nutrition Business
Journal and SPINS.
“There is vast opportunity for innovative herbal products
to move outside the category…with the potential of attracting new shopper segments,” said Mary Ellen Lynch, SPINS
director of consumer insights and a co-author of the report.
A Growing Marketplace
Looking and feeling your best is a top priority in the beau-ty supplement market, noted Kimberly Cooper, chief beau-ty officer, Glowelle, Nestlé USA, Glendale, CA. In fact, the