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1、CONSUMER The Dietary Supplements Market Outlook The impact of changes in regulation, demographics and consumer trends By Mark J Tallon, PhD ii Mark J Tallon, PhD Dr Mark J. Tallon received his Ph.D. in nutritional biochemistry from Southampton University and also holds a first degree in exercise phy
2、siology and a Masters degree in nutrition science. He has worked as a key consultant to many companies including Yuki Gosei Koga Ltd, Miami Research Associates, Natrol Inc, Labrada Inc, and iSatori Global Laboratories. Until recently, Dr Tallon was Chief Science Officer of Oxygenix Ltd, a consultanc
3、y company specializing in European, Pan-American and Asian regulatory compliance of dietary supplements. He was co-founder of Cr-Technologies, LLP, a raw ingredient company specializing in novel and proprietary nutraceuticals for the cosmetic, dietary and functional food market. He is currently a re
4、search follow at Northumbria University (UK) and a member of the Institute of Biology, Nutrition Society of Great Britain and a member of the editorial board for the International Society of Sports Nutrition (ISSN). Through these societies, Dr Tallon is currently registered as a certified biologist
5、and nutritionist. In 2007 Dr Tallon accepted invitations to form part of the editorial advisory board for Food Ingredients Health and Nutrition (UK) and Functional Ingredients magazine (US). Other affiliations include the Institute of Food Technologists, American Botanical Council, and American Coll
6、ege of Nutrition, The Physiological Society and the American Medical Writers Association. iii Copyright 2007 Business Insights Ltd This Management Report is published by Business Insights Ltd. All rights reserved. Reproduction or redistribution of this Management Report in any form for any purpose i
7、s expressly prohibited without the prior consent of Business Insights Ltd. The views expressed in this Management Report are those of the publisher, not of Business Insights. Business Insights Ltd accepts no liability for the accuracy or completeness of the information, advice or comment contained i
8、n this Management Report nor for any actions taken in reliance thereon. While information, advice or comment is believed to be correct at the time of publication, no responsibility can be accepted by Business Insights Ltd for its completeness or accuracy. iv Table of Contents The Dietary Supplements
9、 Market Outlook Executive Summary 12 Introduction 12 Market drivers and issues 12 The supplements market 13 Innovation and NPD 14 Key and future trends in supplements 15 Industry survey 16 Conclusions 17 Chapter 1 Introduction 20 Summary 20 Introduction 20 Research methodology 21 What is this report
10、 about? 21 The supplements market defined 22 Vitamins and minerals 22 Herbs and botanicals 23 Sports and specialty 24 Chapter 2 Market drivers and issues 28 Summary 28 Introduction 28 Factors affecting the growth of the industry 29 Economics 29 Cost of healthcare 29 Exchange rates 30 Demographics an
11、d beyond 30 v Regulatory issues opportunities and threats for manufacturers 31 United States 32 Europe 37 Japan 44 Chapter 3 The supplements market 50 Summary 50 Introduction 50 Sales of supplements 51 United States 51 Vitamin and mineral markets 52 Herbal and botanical markets 55 Sports and special
12、ty 60 Europe 67 Overview of European markets 68 Vitamin and mineral markets 74 Herbal and botanicals 76 Sports and specialty 77 Industry interview High5 79 Japan 82 Vitamins and minerals 83 Herbals and botanicals 85 Sports and specialty 87 Chapter 4 Innovation and NPD 90 Summary 90 Introduction 90 I
13、nnovation and NPD 91 Category analysis 93 Vitamins and minerals 93 Vitamin B6 the next folic acid? 93 Vitamin C and the common cold 94 Vitamin D upping intake 94 Vitamin D and metabolic syndrome 95 Vitamin K the cardioprotectant 96 Herbs and botanicals 97 EGCG Teavigos seal of guarantee 97 Botanical
14、 fingerprinting and GMP 99 American ginseng 99 Industry interview - Aloecorp 101 Sports and specialty 108 Age still a big driver 108 vi Whey gets blocked in ChinaA sign of things to come? 109 Case study MyAlli 109 Regional analysis 115 United States 117 Obesity still BIG business 117 Microencapsulat
15、ion 118 Health claims in the USIs the EFSA influencing the US? 119 Industry interview insight into North America 121 Europe 126 Innovation stifled by regulation 126 Nanotechnology big things come in small packages 126 Industry interview insight into Europe 128 Japan 132 Economic recovery has not gua
16、ranteed success for supplement market 132 Innovation in the hands of weight loss and beauty 133 Soy peptide gets a brake 134 Industry insight insight into Asia 134 Chapter 5 Key and future trends in supplements 140 Summary 140 Introduction 141 Personalization 141 Demographic differentiation 142 Emer
17、ging markets - the key to growth 143 Immunity gathers momentum 145 Obesity and cross-category-marketing 147 Consumer trends where is the market headed? 148 Weight loss 149 Male marketing 149 Motherhood revisited 149 Boomers 150 Boomers and pain management 152 Industry interview consumer insight 153
18、The meta-analysis “friend or foe” 159 Visual differentiation through research 161 Industry interview clinical research 162 vii Chapter 6 Industry survey 168 Summary 168 Introduction 168 Supplements NPD 169 Target audience 170 Price premiums 171 Regional potential 172 Distribution channels 173 Supple
19、ment categories 174 Supplements versus food and drinks 175 Impact of external factors on supplement NPD 176 Launching a dietary supplement 177 Marketing supplements 179 Chapter 7 Conclusions 182 Summary 182 Introduction 182 Growth opportunities and resistance 183 Differentiation 183 Delivery systems
20、 183 Disease prevention and healthcare (self-medication) 184 Development of emerging markets 184 EU and US regulations 184 Personalization 185 Purity and ingredient efficacy 185 Partnerships: making traditional and local insights work 186 The rise of Rx-to-OTC 187 Chapter 8 Appendix 190 References 1
21、90 Index 197 viii List of Figures Figure 2.1: Regulatory structure in Europe 43 Figure 2.2: Food for Special Dietary Uses (FOSDU) 44 Figure 2.3: Food for Specific Health Uses (FOSHU) 45 Figure 2.4: Overview of Japanese regulatory system of dietary supplements 47 Figure 3.5: Coral Calcium Supreme 54
22、Figure 3.6: Pfizers Zoloft 57 Figure 3.7: Phosphagen Elite from EAS containing Carnosyn beta-alanine 65 Figure 3.8: Advantra-Z (Citrus aurantium) from Nutratech 67 Figure 3.9: Maximuscle products 69 Figure 3.10: Super Carbs from High-5 79 Figure 4.11: Percentage share of supplements launched, by cat
23、egory 2004 and 2007 91 Figure 4.12: Percentage growth of supplements launched, 2004 and 2007 92 Figure 4.13: DSM Nutritionals Teavigo seal of quality 98 Figure 4.14: Wisconsin Ginseng Board seal 100 Figure 4.15: MyAlli starter pack 111 Figure 4.16: MyAlli starter pack with Steven Burton, Vice Presid
24、ent of the weight control unit 112 Figure 4.17: Cross channel growth in healthcare products GSK 114 Figure 4.18: Percentage share of supplements launched, by region, 2004 and 2007 116 Figure 4.19: Percentage share of supplements in each region, by category, 2007 117 Figure 4.20: Nutri-Nano CoQ10 fro
25、m Solgar, US 127 Figure 5.21: Cold-Fx from CV Technologies Inc 146 Figure 5.22: AC-11(R) from Optigenex Inc 147 Figure 5.23: Acomplia from Sanofi-Aventis 147 Figure 5.24: Drivers of dietary change 151 Figure 5.25: Influence of a negative meta-analysis on Avandia 160 Figure 6.26: The importance of ke
26、y health areas in supplements NPD over the next 5 years 169 Figure 6.27: Demographic groups that will be the most important for the growth of the supplements market over the next 5 years 170 Figure 6.28: Price premium consumers are willing to pay for a particular benefit 171 Figure 6.29: Regional gr
27、owth potential for supplements manufacturers over the next 5 years 172 Figure 6.30: Sales growth potential in key distribution channels over the next 5 years 173 Figure 6.31: Supplements categories that will offer the most sales growth potential over the next 5 years 174 Figure 6.32: Future sales gr
28、owth from supplements or from use in food and drinks 175 Figure 6.33: Impact key factors will have on supplements NPD over the next 5 years 177 Figure 6.34: The importance of key factors for a successful launch of a dietary supplement 178 Figure 6.35: The importance of various forms of marketing for
29、 the launch of dietary supplements 179 Figure 7.36: Clarinol, Teavigo and Ocean Nutrition MEG-3 183 ix List of Tables Table 3.1: Sales of dietary supplements in the US, $m, 2002-2006 51 Table 3.2: Per capita sales of dietary supplements in the US, $, 2002-2006 52 Table 3.3: Sales of dietary suppleme
30、nts in Europe, $m, 2002-2006 68 Table 3.4: Per capita sales of supplements, $, Europe, 2002-2006 68 Table 3.5: Sales of dietary supplements in Japan, $m, 2002-2006 83 Table 3.6: Per capita sales of supplements, $, Japan, 2002-2006 83 10 11 Executive Summary 12 Executive Summary Introduction ? The di
31、etary supplement category globally accounts for over $60 billion. ? The time lines for submission of health and safety and ingredient claims via the European Federation of Associations of Health Product Manufacturers are closing. ? Over the past five years, 57% of consumers have taken a vitamin and
32、mineral because of specific medical conditions. ? Almost three quarters of adults (up 3% from 2005) believe vitamins and minerals are effective in the prevention of certain health conditions. ? Analysis carried out by various National Health Interview Surveys (NHIS) show that 10-19% of the US popula
33、tion use herbs to help treat a health condition (over 38 million or 1-5 adults). Market drivers and issues ? The market between dietary supplements and pharmaceutical synergy is virtually untapped, but it may have the potential of over $122bn. ? Suggested regulatory harmonization within the dietary
34、supplement industry seems to be adding more confusion, financial pressure and barriers to free trade for small and medium size business. ? Novel changes in supplement law may provide new tax incentives to entice new consumers of dietary supplements. ? Sports nutrition products maybe under threat bas
35、ed on current guidelines set by the European Food Standard Agency (EFSA). 13 The supplements market ? The US market is the largest supplements market globally, based on total and per capital sales of $20.1bn and $67, respectively in 2006. ? The US supplements industry grew at a compound annual growt
36、h rate of 5.3% between 2002 and 2006. ? The US herbal and botanical market has grown 5.7% (CAGR) to $4.2bn between 2002 and 2006. ? The European sports and specialty market has grown at a CAGR of 5.8% between 2002 and 2006, taking the market to $2.7bn in 2006. ? Although Japan has the worlds largest
37、 functional food market, the size of the dietary supplement segment is significantly smaller and currently worth $9.8bn. ? The Japanese herb and botanicals market is growing at a compound annual growth rate of 6.3% from 2002-2006, with 2005-2006 growth at 7.8%. ? The Japanese sports and specialty ca
38、tegory has increased by 7.6% (2002-2006 CAGR) to become a $3.3bn segment in 2006. 14 Innovation and NPD ? The share of specialty supplement new product launches has increased since 2004, and dominates with 34.3% of all supplement releases in the category. ? Green tea products are still remarkably ro
39、bust in the current herbal climate with NPD share (the share of supplements launched containing the ingredient) above 10% for the past three years in a row. ? As the global population ages, the demand for specialty products to meet the health of these seniors is increasing rapidly. ? Products for ca
40、rdiovascular disease and menopause are still experiencing strong growth, as are products for cognitive function which include ingredients such as gingko and ginseng, with NPD share at about 3%. ? In 2006 there was a large growth of products launched containing calcium (22.4% NPD share), and very str
41、ong global presence with products containing glucosamine, despite some negative press (8.2% NPD share). In 2007 this same trend has continued due to new market opportunities in China and Japan and potential concerns over arthritic conditions. 15 Key and future trends in supplements ? There is a shif
42、t in the industry from a mass market approach in dietary supplementation to personalized nutrition. ? By providing relevant pricing, promotion, product and placement, as well as in- store staff incentives, companies can better influence the microenvironment surrounding the consumer at the point of p
43、urchase. ? Current developments within the supplement market suggest movement into countries with the fastest growing populations and large GDP. These countries are the next relevant point of entry for continued expansion. ? For products that claim to aid with weight loss, a new message is filtering
44、 through suggesting the need for more cross category marketing (CCM), i.e. products that can deliver multiple health benefits across health categories. ? According the US Census Bureau, one third of the US population is now aged 55 and older. ? For those women who make the decision to continue worki
45、ng after maternity leave, the search for simple effective ways to maintain child health and wellbeing will become a significant focus. ? The compilation of a data file relating to issues of safety and effect can protect products, and consumer trust in the efficacy of the brand, despite media scare s
46、tories. 16 Industry survey ? 81% of industry executives believe that anti-ageing / skincare will be important or very important in supplements NPD over the next five years. The wellness and ageing categories are integrally linked, representing the growing shift toward targeting the “boomer” populati
47、on. ? 55% of respondents rated women as important or the most important demographic group for the growth of the supplements market over the next five years. In a time pressured environment, modern women are now searching for the best approach to match a lifestyle that reclaims motherhood. ? 41% of r
48、espondents rated mail order and Internet as a distribution channel that will offer sales growth potential over the next five years. In a category where innovation and consumer buying can be instantly analyzed in real time, the Internet is likely to play a bigger role in driving consumer education an
49、d sales. ? 77% of respondents believe that consumer education will have a positive impact on supplements NPD over the next five years. ? 66% of respondents rated the ability to make associated health claims as important or the most important factor for the successful launch of a dietary supplement. 17 Conclusions ? If manufacturers are to expect protection in the marketplace from cheaper imports, they must offer the consumer a distinct identity and a tangible quality that delivers a purchasing experience beyond that of a bulk powder. ? Enhancement of bi