Nutritional Supplements in the U.S.

Publication Date	November 2006
Publisher	Packaged Facts
Product Type	Report
Pages	294
ISBN Number	not applicable
Product Code	PKF00017

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Summary

Gauging 2006 sales at approximately $4.7 billion through all channels, including mass-market, health/natural, and direct/Internet, Nutritional Supplements in the U.S.: Vitamins, Herbal and Non-Herbal Supplements, a fully updated Packaged Facts report, covers nutritional supplements including vitamins, minerals, herbal supplements, non-herbal supplements, and other types of food supplements. The report explores this market in relation to broader food and beverage trends that could both hinder market growth and offer unique opportunities for new product development. One avenue ripe for exploration is that of functional foods, whose explosion in the market could present challenges for supplement marketers unable to ride this wave to their own advantage. Additionally, niche delivery systems, like spray mists and dissolving strips, are one of the ways marketers are reviving interest in previously sluggish categories, as is the ramped-up focus on condition-specific products targeting myriad conditions, from heart health to joint relief.

Nutritional Supplements in the U.S. examines key competitive trends and pinpoints opportunities for current and prospective marketers, including the potential impact of increased government regulation of supplements and the standardization across the industry caused by the imminent establishment of GMPs (Good Manufacturing Practices). The report also explores the increased demand for supplements as a result of the nation's aging Boomer population, and the correlation between the obesity crisis in the U.S. and a growing focus on health and wellness. The four principal mass-market categories-general supplements, multi-vitamins, 1 & 2 letter vitamins, and liquid supplements-are quantified to the marketer/brand share level by IRI data, and further substantiated by extensive qualitative analysis. The report documents market size and composition, as well as marketing, new product, and retail trends, with sales forecasts through 2011. It provides detailed consumer profiles of key demographics, based on the Spring 2006 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and household composition.

Report Methodology

The information in Nutritional Supplements in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, spring 2006 National Consumer Survey.

What You'll Get in this Report

Nutritional Supplements in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Nutritional Supplements in the U.S. offers. The report addresses the following segments:

The Market (including market size and composition, and projected market growth)
The Marketers (including discussions of specific marketer brand and market shares)
Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
Retail and Internet Strategies
The Consumer (who's buying what, and where)
The Products
Trends and Opportunities

Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in the nutritional supplements industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for nutritional supplements, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for nutritional supplements based on Simmons data.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for vitamins, minerals and herbal and non-herbal supplements.
Research and development professionals stay on top of competitor initiatives and explore demand for nutritional supplements.
Advertising agencies working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Content

Chapter 1: Executive Summary
- Scope and Methodology
  - Scope of Report
  - Exclusions
  - Report Methodology
- The Market
  - Retail Sales Approach $5 Billion in 2006
  - Multivitamins Pace the Market
  - Supermarkets Lead in Supplement Sales
  - Figure 1-1: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2006 (percent)
  - Nutritional Supplements Industry Under Fire
  - Market to Top $6 Billion by 2011
- The Marketers
  - Mass-Market Especially Concentrated
  - Category Cross-Over and Line Extensions
  - Private Label Accounts for 29% of IRI-Tracked Sales
  - Figure 1-2: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2006 (percent)
  - Dollar Sales Winners and Losers
- Marketing and New Product Trends
  - Introductions Picking Up Steam
  - Overriding Trends
  - Trends in Children's Supplements
  - Fallout from Negative Publicity
  - Consumer Advertising Expenditures
- The Consumer
  - Supplements as Preventive Medicine
  - Vitamins Used by 56% of Adults
  - Figure 1-3: Top Supplement Brands/Varieties by Household Usage Rates, 2004 vs. 2006 (U.S. adults)
  - Age Is Leading Demographic Indicator
  - Supplement Socio-Economics
- Looking Ahead
  - Synergies with Functional Foods and Forms
  - The Omega Wave
  - Organic Appeals
  - Age-Related Opportunities
Chapter 2: Introduction
- Market Definition
  - Scope of Report
  - Exclusions
  - Product Categories and Classifications
  - Vitamins
  - Minerals
  - Supplements
  - Mass-Market Product Classifications
  - Combination Formulas
  - Other Product Classifications
  - Single-Element vs. Multivitamin/Mineral
  - Synthetic vs. Natural
  - Demographic Segmentation
  - Delivery Systems
- Industry Regulation
  - FDA and DSHEA at the Helm
  - DSHEA a Boon to Marketers and Retailers
  - The Nutrition Labeling and Education Act (NLEA)
  - Qualified Health Claims
  - RDAs, RDIs, DRVs, and DVs
  - FDA to Release Good Manufacturing Practices
  - The Ephedra Effect
  - Consumer Health Information for Better Nutrition Initiative
  - Supplements and the New AHA Dietary Guidelines
Chapter 3: The Market
- Market Size and Growth
  - Retail Sales Approach $5 Billion in 2006
  - Table 3-1: Total U.S. Retail Sales of Nutritional Supplements, 2001-2006 (in millions of dollars)
  - Figure 3-1: Total U.S. Retail Sales of Nutritional Supplements, 2001-2006 (in millions of dollars) Mass-Market Sales In Decline
  - Table 3-2: IRI-Tracked Dollar Sales of Nutritional Supplements, 2001-2006 (in millions of dollars)
  - Multivitamins Pace the Market
  - Table 3-3: IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 2001-2006 (in millions of dollars)
  - Table 3-4: Annual Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2002-2005 (in millions of dollars)
  - Table 3-5: Annual Percentage Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2002-2005 (percent)
  - Table 3-6: Five-Year Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2001-2005 (in millions of dollars)
- Market Composition
  - Combo Products Taking a Bigger Bite
  - Figure 3-2: Share of IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 2001 vs. 2005 (percent)
  - Condition-Specific Products Gaining Ground
  - Table 3-7: Dollar Growth and Market Share of Condition-Specific Supplements, 2001-2005 (percent)
  - Figure 3-3: Share of IRI-Tracked Dollar Sales of Nutritional Supplements: By Condition-Specific Type, 2001 vs. 2005 (percent)
  - Table 3-8: IRI-Tracked Dollar Sales of Calcium Supplements, 2001-2005 (in millions of dollars)
  - Table 3-9: IRI-Tracked Dollar Sales of Joint Supplements, 2001-2005 (in millions of dollars)
  - Table 3-10: IRI-Tracked Dollar Sales of Children's Supplements, 2001-2005 (in millions of dollars)
  - Table 3-11: IRI-Tracked Dollar Sales of Women's Supplements, 2001-2005 (in millions of dollars)
  - Table 3-12: IRI-Tracked Dollar Sales of Eye Supplements, 2001-2005 (in millions of dollars)
  - "Specialty Supplements" Growing in Popularity
  - Herbal Product Rankings
  - Supermarkets Lead in Supplement Sales
  - Figure 3-4: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2006 (percent)
  - The Demographics of Nutritional Supplement Purchasing
  - Racial/Ethnic and Regional Patterns of Nutritional Supplement Purchasing
  - Table 3-13: Indices for Use of Selected Supplement Classifications: By Gender, 2006 (U.S. adults)
  - Table 3-14a: Indices for Use of Selected Supplement Classifications: By Adult Age Bracket, 2006 (U.S. adults)
  - Table 3-14b: Indices for Use of Selected Supplement Classifications: By Adult Age Bracket, 2006 (U.S. adults)
  - Table 3-15: Indices for Use of Selected Supplement Classifications: By Household Size, 2006 (U.S. adults)
  - Table 3-16: Indices for Use of Selected Supplement Classifications: By Marital Status, 2006 (U.S. adults)
  - Table 3-17a: Indices for Use of Selected Supplement Classifications: By Household Income Bracket (in thousands), 2006 (U.S. adults)
  - Table 3-17b: Indices for Use of Selected Supplement Classifications: By Household Income Bracket (in thousands), 2006 (U.S. adults)
  - Table 3-18a: Indices for Use of Selected Supplement Classifications: By Individual Employment Income Bracket (in thousands), 2006 (U.S. adults)
  - Table 3-18b: Indices for Use of Selected Supplement Classifications: By Individual Employment Income Bracket (in thousands), 2006 (U.S. adults)
  - Table 3-19: Indices for Use of Selected Supplement Classifications: By Highest Degree of Educational Attainment, 2006 (U.S. adults)
  - Table 3-20: Indices for Use of Selected Supplement Classifications: By Race/Ethnicity, 2006 (U.S. adults)
  - Table 3-21a: Indices for Use of Selected Supplement Classifications: By Region, 2006 (U.S. adults)
  - Table 3-21b: Indices for Use of Selected Supplement Classifications: By Region, 2006 (U.S. adults)
- Market Outlook
  - Introduction
  - A National Health Crisis
  - Food Industry at Fault?
  - From Low Carb Dieting to Balanced Eating
  - America on a Diet
  - Table 3-22: Percentage Rates for Selected Diet-Related Activities and Attitudes: Overall and By Gender, 2006 (U.S. adults)
  - The Government Reaction
  - The New Food Guide Pyramid
  - Eating for Health
  - FDA Easing Up on Health Claims for Foods
  - Competition from Functional Foods
  - Table 3-23: New Food Product Selling Points by Package Tags, 2001-2006
  - Table 3-24: New Beverage Product Selling Points by Package Tags, 2001-2006
  - Nutritional Supplements Industry Under Fire
  - Most Supplements on Solid Scientific Ground
  - But Promotions Based on Health Claims Are Restricted
  - The Power of Marketing
  - Table 3-25: Rate of New Nutritional Supplement Product Introduction vs. Market Growth Rate, 2001-2005 (number and percent)
  - Demographic Slicing
  - The Boomer Bulge
  - Table 3-26: Projected U.S. Population by Age Bracket, 2005-2015 (in thousands)
- Projected Market Growth
  - Market to Top $6 Billion by 2011
  - Table 3-27: Projected U.S. Retail Sales of Nutritional Supplements, 2006-2011 (in millions of dollars)
Chapter 4: The Marketers
- Competitive Trends
  - Mass-Market Especially Concentrated
  - Health/Natural Market Players
  - NBTY's Acquisitions
  - Direct Marketing Companies
  - Trends in Private Label
  - Table 4-1: Private-Label Share of IRI-Tracked Dollar Sales of Nutritional Supplements by Category, 2001 vs. 2005 (percent)
  - Table 4-2: IRI-Tracked Dollar Sales of Private-Label Nutritional Supplements by Category, 2001 vs. 2005 (in millions of dollars)
  - Category Cross-Over and Line Extensions
  - Table 4-3: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, Fall 2006
- Marketer and Brand Shares
  - Methodology
  - Private Label Accounts for 29% of IRI-Tracked Sales
  - Figure 4-1: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2006 (percent)
  - NBTY Takes Lead in General Supplements Category
  - Multivitamins Category a Two-Horse Race
  - Private Label Dominates 1 & 2 Letter Vitamins Category
  - Liquid Supplements Category Highly Fragmented
  - Dollar Sales Winners and Losers
  - Table 4-4: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2001-2005 (percent)
  - Table 4-5: Top Nutritional Supplement Brands by Share of IRI-Tracked Sales, 2001-2005 (percent)
  - Table 4-6: Top Marketers and Brands of General Supplements by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  - Table 4-7: Top Marketers and Brands of Multivitamins by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  - Table 4-8: Top Marketers and Brands of 1 & 2 Letter Vitamins by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  - Table 4-9: Top Marketers and Brands of Liquid Supplements by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  - Table 4-10: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Marketers, 2001 vs. 2005 (in millions of dollars)
  - Table 4-11: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Brands, 2001 vs. 2005 (in millions of dollars)
  - Table 4-12: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Sub-Brand Lines, 2001 vs. 2005 (in millions of dollars)
Chapter 5: Brand Profiles
- Brand Profile: Ocuvite/PreserVision (Bausch & Lomb)
  - Bausch & Lomb: An Eye Health Specialist
  - Ocuvite and PreserVision: An Eye for Health
  - Table 5-1: IRI-Tracked Sales of Ocuvite and PreserVision Multivitamins by Variety: 2001-2006 (in millions of dollars)
  - Figure 5-1: Share of Bausch & Lomb Multivitamin Sales: 2004 vs. 2006 (percent)
  - Looking Ahead
  - An Ally in Optometrists
  - Boomers Present Growing Need
  - Eye Health on a Global Scale
- Brand Profile: One-A-Day Multivitamins (Bayer Corp.)
  - Company Overview
  - One-A-Day: More Than a Multivitamin
  - Figure 5-2: Share of One-A-Day Multivitamin Sales by Variety, 2003 vs. 2006 (percent)
  - Men's Health Formula a Big Winner
  - Table 5-2: IRI-Tracked Sales of Selected One-A-Day Products, 2001-2006 (in millions of dollars)
  - The Fight Against Cholesterol
  - Competing for Kids
  - Table 5-3: Timeline of Selected One-A-Day New Product Introductions, 2003-2006
  - A New Front-Runner in Advertising Spending
  - Figure 5-3: Share of One-A-Day National Advertising Expenditures by Variety: 2003 vs. 2005 (percent)
- Brand Profile: Nature's Bounty Q-Sorb (NBTY, Inc.)
  - Company Overview
  - Nature's Bounty Q-Sorb Focuses on Heart Health
  - Q-Sorb: The Move Toward Condition Specific
- Brand Profile: Triple Flex
- (Pharmavite LLC/Otsuka America Pharmaceutical, Inc.)
  - Company Overview
  - Quality Guaranteed
  - Triple Flex Targets Joint Care
  - New Products Aimed at Aging Population
  - Table 5-4: Timeline of Selected Nature Made New Product Introductions, 2005-2006
  - Consumer Education
- Brand Profile: Centrum (Wyeth Consumer Healthcare)
  - Company Overview
  - Centrum Is No. 1 Selling Multivitamin Brand
  - Table 5-5: IRI-Tracked Sales of Centrum Multivitamins by Line Extension, 2001-2006 (in millions of dollars)
  - Figure 5-4: Share of Centrum Multivitamin Sales by Variety, 2003 vs. 2006 (percent)
  - A Drop in Advertising Spending
  - Table 5-6: Share of Centrum National Advertising Expenditures by Variety: 2003 vs. 2005 (percent)
  - New Product Introductions
  - Table 5-7: Timeline of Selected Centrum New Product Introductions, 2003-2006
  - Consumer Education
  - Centrum Demographics
  - Table 5-8: Demographic Characteristics Favoring Use of Centrum (Any) Supplements, 2006 (U.S. adults)
Chapter 6: Marketing and New Product Trends
- New Product Trends
  - Introductions Picking Up Steam
  - Table 6-1: Number of Nutritional Supplement New Product Introductions, 2001-2006 (number and percent)
  - Overriding Trends
  - Trends in Calcium and Joint Health Supplements
  - Joint Supplements
  - Figure 6-1: Top Joint Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  - Calcium Supplements
  - Figure 6-2: Top Calcium Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  - Other Age-Related Appeals: Eye, Heart, and Diabetes
  - Eye Health Supplements
  - Figure 6-3: Top Eye Supplements by Share of IRI-Tracked Sales: 2003 vs. 2006 (percent)
  - Heart Health Supplements
  - Figure 6-4: Top Heart Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  - Diabetes Support Supplements
  - Trends in Women's Supplements
  - Figure 6-5: Top Women's Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  - Reproductive Products
  - Cosmetic Products
  - Other Female Appeals
  - Trends in Men's Supplements
  - Figure 6-6: Top Men's Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  - Trends in Children's Supplements
  - Figure 6-7: Top Children's Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  - Mass-Market Leaders
  - Advertising Shifts
  - Licensing Trends
  - The Candy Debate
  - Natural Products
  - Probiotics and Phytosterols
  - Fallout from Negative Publicity
  - Table 6-2: New Nutritional Supplement Product Selling Points by Package Tags, 2001-2006 (number)
  - Table 6-3: Selected New Product Introductions, January 2006-July 2006
- Advertising and Retail Trends
  - Consumer Advertising Expenditures
  - Bayer Takes the Lead
  - Figure 6-8: Marketer Shares of National Consumer Advertising Expenditures for Nutritional Supplements, 2003 vs. 2005 (percent)
  - Consumer Advertising Themes and Promotions
  - Trade Support
  - Retail Trends
  - Pressure from Private Labels
  - GNC Navigates Troubled Waters
  - Supplements Ideal for Online Sales
Chapter 7: Consumer Patterns
- Introduction
  - Simmons Market Research Bureau Data
  - Supplements as Preventive Medicine
  - Vitamins Used by 56% of Adults
  - Age Is Leading Demographic Indicator
  - Supplement Socio-Economics
  - Figure 7-1: Top Supplement Brands/Varieties by Household Usage Rates, 2004 vs. 2006 (U.S. adults)
  - Table 7-1: Indices for Supplement Use Among Consumers Who Agree with Selected Statements, 2006 (U.S. adults)
  - Table 7-2: Overview of Supplement Usage, 2004-2006 (U.S. adults)
  - Table 7-3: Usage Rates for Selected Supplement Classifications, 2006 (U.S. adults)
  - Table 7-4: Demographic Characteristics Favoring Use of Supplements, 2006 (U.S. adults)
  - Table 7-5: Demographic Characteristics Favoring Use of Supplements Once a Day, 2006 (U.S. adults)
  - Table 7-6: Demographic Characteristics Favoring Use of Supplements More Than Once Daily, 2006 (U.S. adults)
- Consumer Focus: Attitudes & Opinions
  - Anomalies by Age
  - Preference for Alternative Medicine Among Asians, Hispanics
  - Variations by Household Income
  - Table 7-7a: Indices Among Supplement Users for Agreement with Selected Statements: By Age Bracket, 2006 (U.S. adults)
  - Table 7-7b: Indices Among Supplement Users for Agreement with Selected Statements: By Age Bracket, 2006 (U.S. adults)
  - Table 7-8: Indices Among Supplement Users for Agreement with Selected Statements: Female vs. Male, 2006 (U.S. adults)
  - Table 7-9: Supplement User Demographics: Teenagers, 2006 (U.S. teenagers age 12-17)
  - Table 7-10: Indices for Supplement Use Among Teenagers Who Agree with Selected Statements, 2006 (U.S. teenagers age 12-17)
  - Table 7-11: Indices Among Supplement Users for Agreement with Selected Statements: By Race/Ethnicity, 2006 (U.S. adults)
  - Table 7-12a: Indices Among Supplement Users for Agreement with Selected Statements: By Region, 2006 (U.S. adults)
  - Table 7-12b: Indices Among Supplement Users for Agreement with Selected Statements: By Region, 2006 (U.S. adults)
  - Table 7-13a: Indices Among Supplement Users for Agreement with Selected Statements: By Household Income Bracket (in Thousands), 2006 (U.S. adults)
  - Table 7-13b: Indices Among Supplement Users for Agreement with Selected Statements: By Household Income Bracket (in Thousands), 2006 (U.S. adults)
- Consumer Focus: Usage by Product Type
  - 35% Use Multiple-Formulas
  - Seniors Twice as Likely to Use Fish Oil Supplements
  - Women Post Index of 157 for Calcium Supplements
  - Fish Oil Popular with Non-Hispanic Whites
  - Alternative Medicine Consumers Show Index of 285 for Herbal Supplements
  - Table 7-14: Usage Rates for Selected Supplement Classifications: By Types Used Most Often, 2006 (U.S. adults)
  - Table 7-15: Demographic Characteristics Favoring Use of Multiple-Formula Supplements, 2006 (U.S. adults)
  - Table 7-16: Demographic Characteristics Favoring Use of Calcium Supplements, 2006 (U.S. adults)
  - Table 7-17: Demographic Characteristics Favoring Use of Vitamin C, 2006 (U.S. adults)
  - Table 7-18: Demographic Characteristics Favoring Use of Vitamin E, 2006 (U.S. adults)
  - Table 7-19: Demographic Characteristics Favoring Use of Fish Oil Supplements, 2006 (U.S. adults)
  - Table 7-20: Demographic Characteristics Favoring Use of Vitamin B-12, 2006 (U.S. adults)
  - Table 7-21: Demographic Characteristics Favoring Use of Vitamin B-Complex, 2006 (U.S. adults)
  - Table 7-22: Demographic Characteristics Favoring Use of Herbal Supplements, 2006 (U.S. adults)
  - Table 7-23: Demographic Characteristics Favoring Use of Antioxidants, 2006 (U.S. adults)
  - Table 7-24: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Supplements Should Be Taken for Long-Term Benefits, 2006 (U.S. adults)
  - Table 7-25: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Frequently Take Preventive Medicine, 2006 (U.S. adults)
  - Table 7-26: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Vitamins/Nutrients Make a Difference, 2006 (U.S. adults)
  - Table 7-27: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Prefer Alternative Medicine to Standard Medical Practice, 2006 (U.S. adults)
  - Table 7-28: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Nutritional Value Is Most Important in the Food I Eat, 2006 (U.S. adults)
  - Table 7-29: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Make Sure I Exercise Regularly, 2006 (U.S. adults)
  - Table 7-30: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: People Need More Vitamins When Older, 2006 (U.S. adults)
  - Table 7-31: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Will Pay Anything When It Concerns My Health, 2006 (U.S. adults)
  - Table 7-32: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Always Look for Most Advanced Medications Available, 2006 (U.S. adults)
  - Table 7-33: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Spend What I Have To To Look Younger, 2006 (U.S. adults)
  - Table 7-34: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Don't Have Time To Prepare/Eat Healthy Meals, 2006 (U.S. adults)
  - Table 7-35: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Over-the-Counter Medications Are Safer Than Prescription Drugs, 2006 (U.S. adults)
- Consumer Focus: Usage by Brand
  - 18% Use Centrum
  - Brands Appeal to Seniors, Women
  - Mixed Bag by Race and Region
  - Upscale/Downscale Pattern for Sundown and Nature Made
  - Table 7-36: Usage Rates for Selected Supplements: By Brand Lines or Brand Varieties Used Most Often, 2006 (U.S. adults)
  - Table 7-37: Demographic Characteristics Favoring Use of Centrum (Any) Supplements, 2006 (U.S. adults)
  - Table 7-38: Demographic Characteristics Favoring Use of One-A-Day (Any) Supplements, 2006 (U.S. adults)
  - Table 7-39: Demographic Characteristics Favoring Use of Nature Made (Any) Supplements, 2006 (U.S. adults)
  - Table 7-40: Demographic Characteristics Favoring Use of Caltrate Supplements, 2006 (U.S. adults)
  - Table 7-41: Demographic Characteristics Favoring Use of GNC Supplements, 2006 (U.S. adults)
  - Table 7-42: Demographic Characteristics Favoring Use of Sundown Supplements, 2006 (U.S. adults)
Chapter 8: Looking Ahead
- Trends and Opportunities
  - Synergies with Functional Foods and Forms
  - Food Ingredients Prove Promising
  - Other Functional Fare
  - Filling the Dietary Gap
  - Juices and More
  - The Backlash
  - The Omega Wave
  - The Move to New Delivery Systems
  - Organic Appeals
  - Age-Related Opportunities
  - Proprietary Products
  - The Fruits of Regulation
  - Tapping into Pet Supplements
  - International Influences
Appendix: Addresses of Selected Marketers