• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Nutraceuticals for Men: Muscle Health and Performance Nutrition

    Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions

    Getting an Edge in Esports: Meeting the Health Needs of Competitive Gamers

    Beyond CBD: Cannabis Compounds Warrant Recognition and More Research

    Leveling Out the Energy Segment for Mainstream, and Rethinking Caffeine
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan

    Solvay Invests in Suanfarma’s Vanillin Production

    GNC Adds Products from The Honest Company, Hers, and Womaness

    NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan

    Solvay Invests in Suanfarma’s Vanillin Production

    Tocotrienols May Aid Weight Loss and Cognitive Performance, Animal Study Finds

    Leaven Essential to Launch Branded Botanical Extracts to Global Markets
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan

    Experts Debate Role of Supplements in Improving Public Health in EU

    Solvay Invests in Suanfarma’s Vanillin Production

    GNC Adds Products from The Honest Company, Hers, and Womaness
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Experts Debate Role of Supplements in Improving Public Health in EU

    GNC Adds Products from The Honest Company, Hers, and Womaness

    Tocotrienols May Aid Weight Loss and Cognitive Performance, Animal Study Finds

    Red Seaweed Digestive Supplement for Cattle Could Reduce Enteric Methane Emissions by 80%
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    PhytoGaia Inc

    Ecuadorian Rainforest

    Gencor

    Botanic Healthcare LLC

    Xsto Solutions
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    PhytoGaia Inc

    Ecuadorian Rainforest

    Gencor

    Botanic Healthcare LLC

    Xsto Solutions
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Breaking News

    eCommerce Maintains Top Spot in the $12.8 Billion Vitamin Category

    TABS Analytics finds overall softening in vitamin sales due to fewer heavy buyers.

    Related CONTENT
    • Swanson Health Products Debuts New Probiotic Supplements
    • An Interview with Sue McKinney of Crila Health
    • Securing the Supply Chain for Enhanced Brand Protection
    • Industry Forms Supplement Safety and Compliance Initiative
    • Study Highlights Key Beverage Trends for 2017
    05.25.16
    The online retail channel is the top outlet for sales of vitamin and mineral and supplements (VMS), hitting $2 billion and surpassing Walmart’s vitamin sales of $1.7 billion in 2016, according to the 2016 TABS Analytics Vitamin and Minerals Supplements study.
     
    Vitamin specialty, which includes Vitamin Shoppe and GNC, ($1.5 billion); Costco ($1.3 billion); and CVS ($1.2 billion) round out the next three largest outlets for annual VMS sales. TABS found that VMS sales were up 3% compared to 2015 and were being driven primarily by increases in pricing. TABS Analytics estimates the annual U.S. VMS retail market to be $12.8 billion.
     
    The study, which is now in its seventh consecutive year, was conducted in April 2016 by Caravan, part of ORC International, and surveyed 1,017 geographically and demographically dispersed adult consumers between the ages of 18 and 75. The purpose of the study was to determine: how many types of vitamins and nutritional supplements were purchased, what types of vitamins and nutritional supplements were regularly purchased (three or more times per year), and where vitamins and nutritional supplements were regularly purchased.
     
    Amazon continued to lead all online domains with a 35% share of purchase occasions (a proxy for share). Notably, pure play domains (online retailers without brick and mortar stores) dominate online sales with a 78.1% share compared to brick and mortar online sales share of 21.9%. Four pure play domains had an increase in share compared to 2015: Vitacost (+4.4%), Puritan’s Pride (+3.3%), Swanson (+2.4%) and Bodybuilding (+1.5%).
     
    The survey revealed that online brick and mortar domains lost a significant amount of share to pure play domains. However, four online brick and mortar domains posted gains in share over 1% including Vitamin Shoppe (+2.5%), Target (+2.5%), GNC (+2.4%), and Costco (+1.2%). In all, there were seven online domains that dropped in share compared to 2015: Drugstore.com (-6.4%), Walmart (-2.8%), CVS (-1.8%), EBay (-1.8%), Amazon (-1.6%), Vitamin World (-1.5%), and Walgreens (-1.1%).
     
    “Although online regained share losses from 2015, its high water mark was 2014 when it had a share of occasions of 10.8%,” said Kurt Jetta, PhD, president and founder of TABS Analytics. “The studies we have done over the last several years point to online sales in several consumer packaged goods sectors having peaked and are now flattening out. Given their relatively high share in eCommerce, vitamin sales, like baby product sales, are a frontline category for gauging eCommerce success for brick and mortar retailers, particularly for Walmart, Walgreens and CVS. Unlike online sales for baby products, brick and mortar retailers are not succeeding as well in online vitamin sales. Brick and mortar online vitamin sales account for only 22% of online transactions compared to 40+% in online baby product sales.”
     
    Decrease in Heavy Buyers Ominous for Category
    A key trend that TABS VMS studies have uncovered is that beginning in 2012, there has been a decline in the number of heavy buyers (those who purchased more than three types of vitamins in a year) and this continued into 2016. Heavy buyer penetration peaked at 40% in 2012. But in 2016, heavy buyer penetration dropped to 30%. This large drop in heavy buyers occurred in the mass market channels, which has caused mass market penetration to decline for the past two years. Specialty stores and online stores have held onto their heavy buyer base and also gained light buyers.
     
    This is the first time since 2010 that TABS has tracked a shift in the vitamin market away from mass market and towards Specialty Brick & Mortar. However, mass market is still the most-shopped channel with 65% of buyers shopping in it exclusively, while only 14% of all buyers shop exclusively at non-mass channels (online or in specialty stores). The study found that 55% of all shopping visits are to Walmart, CVS, Walgreens, online retailers and food stores.
     
    The decline in heavy buyers is particularly noticeable among women. The percentage of female heavy buyers has gone from 45% in 2012 to just 32% in 2016, a noticeable drop of 13 percentage points. Despite this drop in heavy buyers, overall purchase incidence among female buyers has increased to an all-time high of 82%, driven by more light buyers.
     
    The 2016 VMS study also found that heavy buying among younger consumers (ages 18 to 54) has dropped from 25% in 2015 to 21% in 2016. However, consumers 55 years and older are twice as likely to be heavy buyers (43%).
     
    “The softness we’re seeing in the VMS market compared to previous years is directly linked to the decline in heavy buyers” said Mr. Jetta. “This has been isolated to the mass market as specialty and online have held their heavy buyers and picked up volume as a result. The bigger heavy buyer declines are occurring with women and younger buyers between the ages of 18 to 54. Since heavy buyers respond well to category innovation and retailer promotions, these two areas should be a primary focus for manufacturers and retailers going forward.”
    Related Searches
    • Minerals
    • Nutritional
    • Vitamin
    • Mineral
    Related Knowledge Center
    • Dietary Supplements
    • Vitamins
    • Healthcare Trends
    Suggested For You
    Swanson Health Products Debuts New Probiotic Supplements Swanson Health Products Debuts New Probiotic Supplements
    An Interview with Sue McKinney of Crila Health An Interview with Sue McKinney of Crila Health
    Securing the Supply Chain for Enhanced Brand Protection Securing the Supply Chain for Enhanced Brand Protection
    Industry Forms Supplement Safety and Compliance Initiative Industry Forms Supplement Safety and Compliance Initiative
    Study Highlights Key Beverage Trends for 2017 Study Highlights Key Beverage Trends for 2017
    Getting Ahead of the Curve: Weight Control Getting Ahead of the Curve: Weight Control
    Getting Ahead of the Curve:  Digestive Health Getting Ahead of the Curve: Digestive Health
    Getting Ahead of the Curve: Herbs & Botanicals Getting Ahead of the Curve: Herbs & Botanicals
    UNPA Adds Vitamin Shoppe as Executive Member UNPA Adds Vitamin Shoppe as Executive Member
    More Americans Buying Low-Nutrient Packaged Foods at Non-Grocery Stores More Americans Buying Low-Nutrient Packaged Foods at Non-Grocery Stores
    Getting Ahead of the Curve: Fortification Getting Ahead of the Curve: Fortification
    Drink Your Vitamins! Drink Your Vitamins!
    Report Suggests Online Share of $11.8 Billion Vitamin Market Drops for First Time in Eight Years Report Suggests Online Share of $11.8 Billion Vitamin Market Drops for First Time in Eight Years
    The Future of Food: The Role of Science in the Food Chain The Future of Food: The Role of Science in the Food Chain

    Related Content

    • Probiotics & Prebiotics | Products
      Swanson Health Products Debuts New Probiotic Supplements

      Swanson Health Products Debuts New Probiotic Supplements

      Line includes 14 new varieties to meet varying consumer needs.
      05.11.17

    • Herbs & Botanicals | Men's Health | World Markets
      An Interview with Sue McKinney of Crila Health

      An Interview with Sue McKinney of Crila Health

      Ms. McKinney, director of Crila Health, is an entrepreneur who moved to Vietnam in 1994.
      By Sheldon Baker 05.01.17

    • Packaging | Quality & Safety
      Securing the Supply Chain for Enhanced Brand Protection

      Securing the Supply Chain for Enhanced Brand Protection

      PMMI report details counterfeiting and technologies to protect consumers and the integrity of brands.
      01.27.17


    • Breaking News | Dietary Supplements | Industry & Market News | Quality & Safety

      Industry Forms Supplement Safety and Compliance Initiative

      SSCI provides farm to store shelf quality assurances for consumers.
      01.16.17

    • Breaking News | Consumer Trends | Functional Foods & Beverages | Healthcare Trends | Industry & Market News

      Study Highlights Key Beverage Trends for 2017

      Seventh annual EcoFocus Worldwide study reveals key growth sectors.
      01.03.17

      Breaking News
      • Nootropics and Adaptogens Respond to Demand for Mind and Mood Support
      • Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan
      • Solvay Invests in Suanfarma’s Vanillin Production
      • GNC Adds Products from The Honest Company, Hers, and Womaness
      • NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Aging in Place: Lifestyle Supplements Science-Based Solutions
      • Getting an Edge in Esports: Meeting Health & Nutrition Needs
      • Nutraceuticals for Men: Muscle Health and Performance Nutrition

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Nootropics and Adaptogens Respond to Demand for Mind and Mood Support
      Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan
      Solvay Invests in Suanfarma’s Vanillin Production
      Coatings World

      Latest Breaking News From Coatings World

      DIC’s Indian Subsidiary Begins Construction of Coating Resins Production Facility
      Celanese Declares Force Majeure on Acetyl Chain and Acetate Tow Products
      CPI Announces New Hybrid Professional Development Program for 2022
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      Linear Health Sciences’ Orchid SRV Receives FDA & Health Canada Approval
      Vivasure Medical Raises $23 Million in Series D Financing Round
      New Patents Add Value to Know Labs' Bio-RFID Tech
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Evotec SE and Sernova Corp Announce Partnership in the Field of Diabetes
      Emergex COVID-19 Vaccine Candidate Successfully Coated onto Zosano Micro-Needle Patch
      Thabor Therapeutics Appoints Jérémie Mariau as CEO
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Aveda is Leaping Bunny Approved by Cruelty Free International
      Smashbox Expands Becca Highlighter Collection
      Bite Beauty Is Closing Later This Year
      Happi

      Latest Breaking News From Happi

      Filipino Cosmetics Company Sunnies Face Enters US Market
      Selig Group Names Adam Sheridan Next President
      Nautica Introduces Oceans Pacific Coast Vegan & Sustainable Fine Fragrance Collection
      Ink World

      Latest Breaking News From Ink World

      Nazdar Ink Technologies to Manufacture VFP Ink Technologies Electronic Inks for US
      Sun Chemical Heads to Flexo and Labels 2022
      PETRONAS Chemicals Group to Acquire Perstorp Group
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Essentra Packaging invests in Landa Nanographic press
      Nazdar to manufacture VFP electronic ink for US Market
      SunDance moves into flexible packaging with HP Indigo
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      H&V Appoints Vice President and General Counsel
      The Honest Company to Sell Diapers, Wipes at Walmart
      Jim Cree Joins Monadnock Nonwovens
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Paragon 28 Launches Grappler Suture Anchor System
      Paul Stellato Appointed Chief Accounting Officer at Zimmer Biomet
      DuPuy Synthes’ INHANCE Shoulder System Cleared by FDA for Reverse Total Shoulder Arthroplasty
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Jabil Strengthens Additive Manufacturing Offerings
      Avery Dennison, Wiliot Partner to Build and Scale the Future of IoT
      HP Delivers Enhanced Platform Capabilities to Accelerate Additive Manufacturing Production at Scale

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login