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
Mark J. Tallon, PhD
Disclaimer

Executive summary
Supplement market update: where are we now?
The dietary supplement market: market growth and forecasts
Regulations: a focus on the EU
Consumer insights
Opportunities in the dietary supplement market
Chapter 1 Introduction
Introduction
Setting the scene
Scope of the report
Category definitions and markets
Vitamins and minerals
Herbs and botanicals
Sports and specialty
Research methodology
Report structure
Chapter 2 Supplement market update: where are we now?
Summary
Introduction
The mass market is still strong
Burden or blessing: regulation
US
EU
Integrative and preventative healthcare
The consumer and food safety
The Food Safety Modernization Act 2009 (HR 2749/S510)
NDI guidance
CDC report leads to reintroduction of Single Food Safety Agency
Tainted supplements: FDA implements new monitoring measures
M&A: a 2010 late revival
GSK and Maxinutrition: was it the right price?
GNC beyond its IPO
GAO insight into regulatory action for 2011
Chapter 3 The dietary supplement market: growth and forecasts
Summary
Introduction: sales and growth of dietary supplements
US
Vitamins and minerals
Herbs and botanicals
Sports and specialty
US per capita sales analysis
Europe
Vitamins and minerals
Herbs and botanicals
Sports and specialty
European per capita sales analysis
Summary
Chapter 4 Regulations: a focus on the EU
Summary
Introduction
The regulation
Current state of science
Article 13.1
Article 13.5
Article 14
Transition periods and enforcement
What comes next?
Enforcement
Nutrient profiling
What to do over failed submissions
Summation
Financial impact of health claims regulation
What to expect in 2011
Maximum permitted levels
THMD: an update
Chapter 5 Consumer insights
Summary
Introduction
The EU consumer: Eurobarometer report 2010
About the report
Health and food risk
Trusted sources of food information
Commercial insights
The US consumer: IFIC 2010
About the report
Health and food risk
Trusted sources of food information
Commercial insights
The UK consumer: National Diet and Nutrition Survey 2010
About the report
Dietary supplement use in the UK
Mineral intakes still low
Commercial insights
Chapter 6 Opportunities in the dietary supplement market
Summary
Introduction
Product trends and innovations: vitamins and minerals
Vitamin D
Vitamin E: market drop
Vitamin K set to headline in 2011
Product trends and innovations: herbs and botanicals
US government funding offers insight into next blockbusters
Stevia hits the EU and organics emerge
Product trends and innovations: sports and specialty
Probiotics: how to support claims
Beauty: still innovating
Weight management: novel probiotics to boost weight loss?
Sports food: gels enter strength market
EFSA rocks the whey market
Innovation in relaxation, anti-stress, and cognitive performance products
Utilizing approved health claims
Glucosamine and probiotic issues
Emergence of scientifically proven
Effective use of the NHCR annex
Chapter 7 Appendix
Introduction
Stephen Moon: CEO of Provexis Plc
Tim Atkinson: managing director of High Five Ltd
Scott Steil: president of Nutra Bridge
Mark Laing: head of R&D at Seven Seas
Martin Rifkin: CEO NutritionNow.com (US kids market)
Bibliography

Table of Figures
Figure 1: Growth and sales of dietary supplements in the US ($m), 2008-2015
Figure 2: Category share of the US dietary supplement market (% value), 2010 and 2015
Figure 3: Growth and sales of vitamins and minerals in the US ($m), 2008-2015
Figure 4: Segmentation of the US minerals market, 2010
Figure 5: US breakdown of vitamin product type, 2009-10 launches
Figure 6: Growth and sales of herbs and botanicals in the US ($m), 2008-2015
Figure 7: Top 10 US herbs and botanicals product sales ($m), 2010
Figure 8: Growth and sales of sports and specialty in the US ($m), 2008-2015
Figure 9: Per capita US dietary supplement market growth and sales ($), 2002-1015
Figure 10: Growth and sales of dietary supplements in Europe ($m), 2008-2015
Figure 11: Category share of the European dietary supplement market (% value), 2010 and 2015
Figure 12: Growth and sales of vitamins and minerals in Europe ($m), 2008-2015
Figure 13: Segmentation of the Western European vitamins market, 2010
Figure 14: Growth and sales of herbs and botanicals in Europe ($m), 2008-2015
Figure 15: Growth and sales of sports and specialty in Europe ($m), 2008-2015
Figure 16: Per capita European dietary supplement market growth and sales
Figure 17: Structure of the European health claims system
Figure 18: Current assessment status of all submitted health claims to EFSA (January 2011)
Figure 19: Breakdown of health claim opinions published by EFSA (January 2011)
Figure 20: Result of EFSA health claim assessments (January 2011)
Figure 21: Timetable for health claim assessments to March 2012
Figure 22: EU consumer associations with food and eating
Figure 23: Concerns about food risks held by EU consumers
Figure 24: Comparison between consumer awareness over news on food that may be unsafe (left figure) or unhealthy (right figure)
Figure 25: US consumer confidence in food supply chain, 2010
Figure 26: Most important food safety issues in the US
Figure 27: US consumer use of information on food labels
Figure 28: Zevia from Zevia LLC: one of the first beverage applications with stevia
Figure 29: Organic stevia extract from Now Foods
Figure 30: DanActive from Dannon
Figure 31: Imedeen for men
Figure 32: MuscleGel by MusclePharm
Figure 33: The MB12 Lollipop from RevitaPOP LLC
Figure 34: Women’s 50+ Formula Memory Support by Topco Associates LLC

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