Global Vitamins Market updates. Dr. Zubair Ali

1. Global Vitamins Market
Dr. Zubair Ali

2. Vitamins
• Vitamins include single and multi-vitamin
supplements made of natural or synthesized
vitamins.
• Ingredients in the vitamin category include:
vitamin C, vitamin E, B vitamins, vitamin
A/beta carotene, vitamin K, niacin, folic acid,
and other single vitamins.

3. Multi-mineral supplements
Single and multi-mineral supplements are made of natural or
synthesized minerals.
• Calcium
• Magnesium
• Chromium
• Zinc
• Selenium
• Potassium
• Iron
• Silica
• Manganese
• Iodine
• Phosphorous
• Copper

4. Market analysis

5. • Vitamins and minerals face stiff competition amidst increasing sales of
functional foods and botanical supplements which are perceived to have
similar functions. ƒ
• The global vitamins and minerals market was valued at $24bn in 2010, and is
forecast to grow to almost $30bn by 2015. ƒ
• At $11bn the US is the largest market globally; revenues are expected to grow
by 3% year-on-year, reaching $12.7bn in 2015.
• ƒJapan is the second largest vitamins and minerals market globally, accounting
for 28% of the market in 2010.
• ƒMultivitamins accounted for around 60% of Western Europe’s $2.5bn vitamins
market in 2010. ƒ
• The UK and other developed European markets will see modest growth to
2015.

6. • Despite relatively tight regulation, Brazil’s vitamins and minerals
market will grow at a CAGR of around 7% to reach $1.2bn in 2015. ƒ
• Between 2007 and 2010, the bulk of vitamins and minerals product
launches occurred in North America, primarily the US.
• ƒThere was a marked decline in the numbers of vitamins and minerals
launches in the Asia Pacific region from 2007 to 2010. ƒ
• Claims relating to natural aspects of the product represented the
largest group of vitamins and minerals products launched in 2009 and
2010.
• ƒDue to a large number of products targeted at specific life-stages
and health conditions, multivitamins accounted for 63% of 2009/2010
product launches.

7. Global vitamins and minerals market
($bn), 2010–2015e

8. Selected vitamins and minerals
markets ($m), 2010–15e

9. Selected vitamins and minerals
markets ($m), 2010–2015e

10. Segmentation of the Western
European vitamins market, 2010

11. Segmentation of the Western
European minerals market, 2010

12. Regional breakdown of product
launches, 2007–10

13. Top 15 product claims on vitamins and
minerals 2009/2010

15. Summary of water soluble vitamins

16. Summary of fat-soluble vitamins

17. Summary of key minerals

18. Summary of trace elements

19. Targeting specific demographic
groups

20. Specialized targeting of vitamin
supplements (Occupational)

21. Selected Vitabiotics supplements for
specific conditions

22. Vitamins for Pregnancy and lactation

23. ZETPIL -RX

24. Nutrivute liquid multivitamin shots-
UK

25. Halal Multivitamins-USA

26. Some new forms

27. Chocolate with Multi Vitamin &
Minerals
Healthy Indulgence® Dark Chocolate - Multi Vitamin &
Minerals
Healthy Indulgence® Dark Chocolate- Calcium Citrate
500mg with Vitamin D3 & K

28. Vitamin E- Cigarettes

29. Nutrients which may be added to
foodstuffs in US (Recommended Dosage)

30. Increase in population of over 60s
(m), 2010–20

31. United States

32. • The US, which is the largest global market, valued
at $11bn in 2010 is expected to grow at a CAGR
of 3%.
• The aging population and an increasing
investment in maintaining an active lifestyle
among younger and middle aged consumers will
be the main drivers.
• The rising tide of obesity for example will create
demand for supplements which are thought by
consumers to assist weight loss such as calcium,
magnesium and B vitamins.

33. Vitamins Market as per Statistica

37. Vitamins and Supplements top
brand as per OTC market and
Pharmacist recommendation in the
year 2013 -USA

38. Multivitamins
• Centrum 63%
• One A Day 18%
• Nature Made 9%
• Nature's Bounty 6%
• VitaFusion Multivites 3%
• Nature's Way 1%

39. Children's Multivitamins
• Flintstones Gummies/Multivitamins 52%
• Centrum Kids 21%
• L'il Critters Gummy Vites 12%
• One A Day Multivitamins 6%
• Disney Character Gummies 5%
• One A Day Scooby-Doo Multivitamins 2%
• Other 2%

40. Calcium Supplements
• Citracal 34%
• Caltrate 20%
• Os-Cal 18%
• Tums 11%
• Nature Made 7%
• Nature's Bounty 4%
• Viactiv 4%
• Sundown 2%

41. Cholesterol Management
• Slo-Niacin 42%
• Metamucil 35%
• Nature Made CholestOff 15%
• One A Day Cholesterol Plus 6%
• Natrol Cholesterol Balance 2%

42. Bone/Joint Strengtheners
• Osteo Bi-Flex 63%
• Cosamin DS 20%
• Schiff Move Free Advanced 8%
• Nature Made TripleFlex 4%
• Iceland Health Joint Relief Formula 2%
• Trigosamine 2%
• Flex-a-min 1%

43. High-Potency Vitamin C Supplements
• Emergen-C 63%
• Ester-C 33%
• Vitafusion Power C 3%
• Natrol Easy-C 1%

44. Immune Support
• Airborne 41%
• Emergen-C 33%
•
• Halls Defense 10%
• Nature's Way System Well Ultimate Immunity 2%
• Sambucol 2%
• Natrol Immune Boost 1%
• Other 11%

45. Iron Supplements
• Slow FE 49%
• Feosol 45%
• Vitron-C 4%
• Bifera 1%
• Spatone pur-Absorb 1%

46. Magnesium Supplements
• Mag-Ox 400 56%
• Slow-Mag 23%
• Nature Made 11%
• Nature's Bounty 7%
• Sundown 3%

47. Mood Health Supplements
• Nature's Bounty St. John's Wort 57%
• Nature Made SAM-e Complete 28%
• Natrol 5-HTP 12%
• Hyland's Nerve Tonic 3%

48. Nutritional Supplements
• Ensure 63%
• Boost 27%
• Glucerna 8%
• Juven 1%
• Other 1%

49. Ocular Nutritional Supplements
• Bausch & Lomb Ocuvite 38%
• Bausch & Lomb PreserVision 34%
• Icaps 26%
• TwinLab OcuGuard Plus with Lutein 2%

50. Oral Nail Strengtheners
• Appearex 54%
• Elon Nail Matrix 46%

51. Probiotic Dietary Supplements
• Culturelle 29%
• Florastor 18%
• Align Digestive Care 15%
• Phillips' Colon Health 11%
• Florajen 10%
• Flora-Q 5%
• Bacid Probiotic 4%
• Probiotic Pearls 4%
• Digestive Advantage 3%
• Other 1%

52. Women's Health/Menopause
Supplements
• Estroven 69%
• One A Day Women's Menopause Formula 25%
• Enzymatic Therapy Remifemin 2%
• Natrol 2%
• Options Healthy Woman 2%

53. Estroven

54. Cholesterol Management, Natural
• Nature Made Fish Oil 28%
• Metamucil 19%
• Nature's Bounty Fish Oil 17%
• Schiff MegaRed 7%
• Natrol Fish Oil 3%
• Nature Made CholestOff 3%
• Konsyl 2%
• Mason Natural Fish Oil 2%
• Sundown Naturals CholestHealth 2%
• Ocean Blue 1%
• Other 16%

55. Coenzyme Q10 Supplements
• Nature Made 58%
• Nature's Bounty 23%
• Sundown Naturals 12%
• Natrol 3%
• Windmill 3%
• Nutramax 1%

56. Cranberry Supplements
• AZO Cranberry 64%
• Nature Made 16%
• Nature's Bounty 14%
• Nature's Way 3%
• ActiFruit Cranberry Supplement 2%
• Natrol 1%

57. Diet Aids
• Alli 41%
• Slim-Fast 35%
• Nutrisystem 13%
• Hydroxycut 6%
• Dexatrim 4%
• Xenadrine 1%

58. Fiber Supplements
• Metamucil 37%
• Benefiber 28%
• Citrucel 15%
• FiberCon 12%
• Konsyl 3%
• VitaFusion Fiber Well Gummies 3%
• Fiber Choice 2%

59. Flax Seed Oil Supplements
• Nature Made 51%
• Nature's Bounty 29%
• Nature's Way 9%
• Sundown 9%
• Mason 2%

60. Garlic Supplements
• Nature Made 37%
• Garlique 31%
• Nature's Bounty 18%
• Kyolic 10%
• Nature's Way 3%
• Garlinase Fresh 1%

61. Herbal Supplement Brand
• Nature Made 58%
• Nature's Bounty 26%
• Nature's Way 7%
• Sundown 7%
• Mason 2%

62. Omega-3/Fish Oil Supplements
• Nature Made 42%
• Nature's Bounty 25%
• Schiff MegaRed 13%
• Sundown 10%
• Mason Natural 3%
• VitaFusion Omega-3 3%
• Natrol 2%
• Nordic Naturals 1%
• Ocean Blue 1%

63. PMS Symptom Relief - Natural
• Hyland's PMS 50%
• Natrol PMS Control 41%
• Boiron Cyclease 8%
• Borba PMS Rescue Beverage Crystals 1%

64. Global Market

65. Japan
• Japan is the second largest vitamins and minerals market globally,
accounting for 28% of the market in 2009.
• Japan will show a similar growth rate to the US, reaching $8bn in
2015.
• The country’s swelling numbers of seniors combined with a
continued and rising interest in supplementation for health will be
the key market drivers.
• Increasing obesity and cancer as consumers move to a more
Western style diet are also positive.
• Over-the-counter (OTC) divisions of big pharma players, Daiichi
Sankyo and Eisai are the leading producers in Japan.

66. China
• China’s vitamins and minerals market was worth around
$1.5bn in 2009, and is expected to grow at a high single
digit rate to exceed $2bn by 2015.
• In China the use of dietary supplements for specific health
benefits are well established. For this reason, single
vitamins and minerals dominate the market.
• Vitamins are also widely purchased for perceived beauty
benefits (particularly in the case of vitamin E). To capitalize
on strong and growing interest in Western lifestyle
products, vitamins and supplements should be positioned
in a way so as maximize scientifically basis and premium
status.

67. • In China, vitamins and minerals are regulated and approved
for sale by the State Food and Drug Administration (SFDA).
As part of the approval process, the supplier must send
samples to approved research labs for stability, function,
toxicity and purity tests. Within around 6 months, the lab
will submit a report to an SFDA committee which will either
reject the product or supply a certificate authorizing
marketing and distribution within the country.
• China’s rapidly growing OTC market has attracted several
Western big pharma companies such as Bayer, Boehringer-
Ingelheim and Wyeth who are all active in the vitamins and
minerals space.

68. Brazil
• Brazil’s market is set to overtake the UK in 2011,
showing a healthy CAGR of 7% to approach
$1.2bn in 2015.
• In the five years to 2010, Brazil’s vitamins market
showed low double digit year-over-year growth.
• The country’s continued economic success is the
primary driver.
• Regulation in the country is relatively tight in
relation to other emerging nations.
• In February 2010, ANVISA began enforcing new
controls on OTC:

69. Eastern Europe
• The Eastern European vitamins and supplement
market is forecast to grow strongly to 2015. In
2010 the regional market was in the region of
$1bn, and will approach $1.5bn in 2015
growing at a CAGR of 7–10%.
• Multivitamins dominate the market, although
growth is expected to come from single
vitamins such as vitamin D, which currently has
low penetration.

70. UK

71. UK
• In line with other mature European countries, the UK
market will grow more modestly, at 2%, increasing from
around $820m in 2010 to $920m 2015.
• In the UK, functional foods, botanicals have presented a
robust challenge to the vitamins and minerals industry.
Much of the growth between 2005 and 2010 came from
products which target specific health concerns and life-
stages, for example, glucosamine for joints and
Pregnancy care.
• Leading producers are Seven Seas (part of Merck KGaA),
Bayer, Boots, Tesco and Sainsbury’s.

72. UK Market Segments

74. RDAs for Vitamins and Minerals EU

75. Russia
• Vitamins and bio-additives take a special place on the
Russian pharmaceutical market.
• Registration of new pharmaceuticals as bio-additives is
now much easier and cheaper for manufacturers, huge
number of small and medium enterprises register their
products this way
• Russian customers are interested in vitamins and
functional bio additives as they pay increasingly closer
attention to preventive care and functional nutrition.
• Yet only a small part of the population (no more that
10%) take vitamins on the regular basis.

76. Vitamins and bio-additives in Russian
pharmaceutical market

77. Conclusions
• A variety of regulatory, cultural, demographic and
technological trends will impact on the vitamins and
minerals market to 2015.
• To maximize opportunities, vitamins and minerals
producers need to focus on effective positioning and
innovative product development in mature markets.
• In emerging markets, where greater growth potential
exists, a strong focus on effective distribution will be the
key.
• Across the board, adapting to the changing regulatory
environment will be a precondition for efficient
operation.