Overview:

Introduction

This report covers the market for vitamins and minerals, herbs and botanicals and sports and specialty supplements in Europe and the US. It focuses specifically on the drivers of growth and future opportunities as well as an in-depth assessment on the regulatory landscape and the approval of health claims.

Features and benefits

* Identify the key market drivers and dynamics in the supplements market and some of the key recent M&A activity.
* Assess the market value for vitamins and minerals, herbs and botanicals and sports and specialty supplements with forecasts to 2015.
* Analyze in detail the developments in and implications of new health claims regulation in the EU, including the financial impact.
* Understand the key consumer sentiment driving supplement uptake in Europe, the US and a specific focus on the UK.
* Identify new product trends, innovation and emerging opportunities in vitamins and minerals, herbs, botanicals and sports and specialty supplements.

Highlights

In the EU, the Nutrition and Health Claims Regulation (EC) No 1924/2006 (NHCR) is highly controversial. To date, EFSA has published 1,851 opinions on 4,951 submitted claims covering reduction of disease to basic structure function claims. 91% of claims with published opinions submitted under the 13(3) route have received a negative opinion by EFSA.
Confidence in food safety among US consumers in 2010 was down 18% from both 2008 and 2009. Concern over chemicals was 39% higher in 2010 than the previous year. A recent search of Rapid Alert System for Food and Feed (RASFF) communications on dietary supplements over the previous seven years revealed a level of contamination of around 25%.
    To capitalize on the recent regulatory success for stevia and its anticipated approval for EU-wide use, manufacturers are already beginning to consider and develop potential marketing campaigns, allegiances at the raw ingredient level and, more recently, the potential introduction of an organic stevia source.

Your key questions answered

* What are the key factors driving uptake of supplements in Europe and the US?
* What is the forecast market value of the vitamins and minerals, herbs and botanicals and sports and specialty markets through to 2015?
* How will new health claims approval regulations impact the supplements market and what can manufacturers do?
* What do consumers think about supplements and what are their key concerns?
* What are the key new product trends and innovations that will drive market development over the next five years?

About the Author 2
Mark J. Tallon, PhD 2
Disclaimer 2
Executive summary 10
Supplement market update: where are we now? 10
The dietary supplement market: market growth and forecasts 11
Regulations: a focus on the EU 12
Consumer insights 13
Opportunities in the dietary supplement market 14
Chapter 1 Introduction 15
Introduction 15
Setting the scene 15
Scope of the report 15
Category definitions and markets 16
Vitamins and minerals 16
Herbs and botanicals 16
Sports and specialty 17
Research methodology 17
Report structure 18
Chapter 2 Supplement market update: where are we now? 19
Summary 19
Introduction 20
The mass market is still strong 21
Burden or blessing: regulation 22
US 22
EU 24
Integrative and preventative healthcare 26
The consumer and food safety 27
The Food Safety Modernization Act 2009 (HR 2749/S510) 28
NDI guidance 29
CDC report leads to reintroduction of Single Food Safety Agency 29
Tainted supplements: FDA implements new monitoring measures 30
M&A: a 2010 late revival 31
GSK and Maxinutrition: was it the right price? 32
GNC beyond its IPO 33
GAO insight into regulatory action for 2011 34
Chapter 3 The dietary supplement market: growth and forecasts 37
Summary 37
Introduction: sales and growth of dietary supplements 38
US 38
Vitamins and minerals 41
Herbs and botanicals 44
Sports and specialty 46
US per capita sales analysis 47
Europe 48
Vitamins and minerals 49
Herbs and botanicals 52
Sports and specialty 53
European per capita sales analysis 54
Summary 55
Chapter 4 Regulations: a focus on the EU 56
Summary 56
Introduction 57
The regulation 57
Current state of science 59
Article 13.1 59
Article 13.5 61
Article 14 62
Transition periods and enforcement 63
What comes next? 65
Enforcement 65
Nutrient profiling 66
What to do over failed submissions 66
Summation 67
Financial impact of health claims regulation 67
What to expect in 2011 69
Maximum permitted levels 69
THMD: an update 70
Chapter 5 Consumer insights 72
Summary 72
Introduction 72
The EU consumer: Eurobarometer report 2010 73
About the report 73
Health and food risk 73
Trusted sources of food information 76
Commercial insights 78
The US consumer: IFIC 2010 79
About the report 79
Health and food risk 79
Trusted sources of food information 81
Commercial insights 84
The UK consumer: National Diet and Nutrition Survey 2010 85
About the report 85
Dietary supplement use in the UK 85
Mineral intakes still low 86
Commercial insights 86
Chapter 6 Opportunities in the dietary supplement market 88
Summary 88
Introduction 89
Product trends and innovations: vitamins and minerals 91
Vitamin D 91
Vitamin E: market drop 92
Vitamin K set to headline in 2011 93
Product trends and innovations: herbs and botanicals 94
US government funding offers insight into next blockbusters 94
Stevia hits the EU and organics emerge 95
Product trends and innovations: sports and specialty 98
Probiotics: how to support claims 98
Beauty: still innovating 100
Weight management: novel probiotics to boost weight loss? 100
Sports food: gels enter strength market 102
EFSA rocks the whey market 103
Innovation in relaxation, anti-stress, and cognitive performance products 104
Utilizing approved health claims 106
Glucosamine and probiotic issues 106
Emergence of ""scientifically proven"" 107
Effective use of the NHCR annex 107
Chapter 7 Appendix 108
Introduction 108
Stephen Moon: CEO of Provexis Plc 108
Tim Atkinson: managing director of High Five Ltd 111
Scott Steil: president of Nutra Bridge 115
Mark Laing: head of R&D at Seven Seas 120
Martin Rifkin: CEO NutritionNow.com (US kids market) 122
Bibliography 124
 
Table of Figures
Figure 1: Growth and sales of dietary supplements in the US ($m), 2008-2015 39
Figure 2: Category share of the US dietary supplement market (% value), 2010 and 2015 40
Figure 3: Growth and sales of vitamins and minerals in the US ($m), 2008-2015 41
Figure 4: Segmentation of the US minerals market, 2010 42
Figure 5: US breakdown of vitamin product type, 2009–10 launches 43
Figure 6: Growth and sales of herbs and botanicals in the US ($m), 2008-2015 44
Figure 7: Top 10 US herbs and botanicals product sales ($m), 2010 45
Figure 8: Growth and sales of sports and specialty in the US ($m), 2008-2015 46
Figure 9: Per capita US dietary supplement market growth and sales ($), 2002-1015 47
Figure 10: Growth and sales of dietary supplements in Europe ($m), 2008-2015 48
Figure 11: Category share of the European dietary supplement market (% value), 2010 and 2015 49
Figure 12: Growth and sales of vitamins and minerals in Europe ($m), 2008-2015 50
Figure 13: Segmentation of the Western European vitamins market, 2010 51
Figure 14: Growth and sales of herbs and botanicals in Europe ($m), 2008-2015 52
Figure 15: Growth and sales of sports and specialty in Europe ($m), 2008-2015 53
Figure 16: Per capita European dietary supplement market growth and sales 54
Figure 17: Structure of the European health claims system 58
Figure 18: Current assessment status of all submitted health claims to EFSA (January 2011) 60
Figure 19: Breakdown of health claim opinions published by EFSA (January 2011) 61
Figure 20: Result of EFSA health claim assessments (January 2011) 62
Figure 21: Timetable for health claim assessments to March 2012 64
Figure 22: EU consumer associations with food and eating 74
Figure 23: Concerns about food risks held by EU consumers 75
Figure 24: Comparison between consumer awareness over news on food that may be unsafe (left figure) or unhealthy (right figure) 77
Figure 25: US consumer confidence in food supply chain, 2010 79
Figure 26: Most important food safety issues in the US 80
Figure 27: US consumer use of information on food labels 83
Figure 28: Zevia from Zevia LLC: one of the first beverage applications with stevia 96
Figure 29: Organic stevia extract from Now Foods 97
Figure 30: DanActive from Dannon 99
Figure 31: Imedeen for men 100
Figure 32: MuscleGel by MusclePharm 102
Figure 33: The MB12 Lollipop from RevitaPOP LLC 104
Figure 34: Women’s 50+ Formula Memory Support by Topco Associates LLC 105

Table of Tables
Table 1: Deceptive claims presented in 2010 GAO report 35
Table 2: US, levels of consumer trust in food safety information, 2010 81
Table 3: Trends and opportunities in the dietary supplement market 89
Table 4: Trends and opportunities in the dietary supplement market (cont) 90