According to the third installment of a biennial survey L.E.K. Consulting conducted on the healthy living marketplace, U.S. adult consumers spend, on average, a reported $635 on nutritional supplements each year: $433 on vitamins, minerals and herbal supplements (VMS), and $202 on sports nutrition products. And yet, within both categories, there is still room for further growth. Indeed, when asked about their prior month’s purchases, just 55% of consumers who make H&W a priority said they bought VMS, and only 25% had purchased sports nutrition products. In other words, for retailers and brands there are some significant opportunities — and even a lurking threat — to be found.

1. Opportunities in Nutritional Supplements
Executive Insights
5 Opportunities in the Nutritional Supplements Industry
Nutritional supplements play a key role in the lives of U.S. adult
consumers interested in health and wellness (H&W). Within this
segment, they spend, on average, a reported $635 on nutritional
supplements each year: $433 on vitamins, minerals and herbal
supplements (VMS), and $202 on sports nutrition products. And
yet, within both categories, there is still room for further growth.
That’s according to the third installment of a biennial survey L.E.K.
Consulting conducted on the healthy living marketplace — in this
case, on nutritional supplements. Indeed, when asked about their
prior month’s purchases, just 55% of consumers who make H&W a
priority said they bought VMS, and only 25% had purchased sports
nutrition products. In other words, for retailers and brands there
are some significant opportunities — and even a lurking threat —
to be found.
5 Opportunities in the Nutritional Supplements Industry was written by Alex Evans and Maria Steingoltz,
Managing Directors in L.E.K. Consulting’s Consumer Products practice. Alex is based in Los Angeles and
Maria is based in Chicago.
For more information, contact consumerproducts@lek.com.

2. Opportunities in Nutritional Supplements
Executive Insights
Opportunity No. 1: Sports nutrition
2018 Health & Wellness Survey Analysis2
Protein powders, protein bars, energy
gels and other so-called active nutrition
products have garnered a lot of attention
lately. But sports nutrition continues
to lag behind that of the more broadly
adopted VMS category. Overall, H&W
consumers are engaging with sports
nutrition products a little more than half
(56%) as often as they do VMS products
each week. Engagement is highest with
millennials, at 72%, whereas at just
33%, baby boomers present the biggest
opportunity.
Source: L.E.K. Health and Wellness Consumer Survey (February 2018)
0
20
40
60
80
100%
Millennials Gen Xers Boomers+ Overall
84
61
90
56
95
31
89
50
Take a vitamin, mineral or herbal supplement Consume sports nutrition supplements
0.620.72 0.33 0.56
Ratio of sports
nutrition/VMS
Weekly nutritional supplements engagement
Percentage that engage in activity at least once a week1

3. Opportunities in Nutritional Supplements
Executive Insights
Opportunity No. 1: Sports nutrition
2018 Health & Wellness Survey Analysis3
Meanwhile, annual spending on sports
nutrition vs. VMS across generations
comes in at just 47%.
Source: L.E.K. Health and Wellness Consumer Survey (February 2018)
0
100
200
300
400
500
600
$700
Millennials Gen Xers Boomers+ Overall
Sports nutrition products Vitamins, minerals or herbal supplements
$86K$67K $69K $75KAvg. Income
$8$8 $9 $9
$ spending per
$1,000 income
0.490.75 0.24 0.47
Ratio of sports
nutrition/VMS
244
567
677
323
455
222
657
128
529
635
202
433
Sports nutrition and VMS products spend
Average spend per person per year2

4. Opportunities in Nutritional Supplements
Executive Insights
Opportunity No. 1: Sports nutrition
2018 Health & Wellness Survey Analysis4
Add to that a lack of mainstream brands
— and the fact that many of them,
such as GNC and Kirkland, are channel-
affiliated — and it becomes clear that,
despite recent growth, significant runway
for sports nutrition remains.
Sports nutrition brands purchased in the past month
Percentage of responses3
Source: L.E.K. Health and Wellness Consumer Survey (February 2018)
0
20
40%
Cytosport/Cytomax
Performix
Dymatize
Scivation
MuscleMilk
Overallaverage
GNC
VitaminShoppe
Herbalife
Kirkland
OptimumNutrition
Vega
EAS
MET-Rx
SixStar
Orgain
PlantFusion
MusclePharm
Cellucor
BPISports
31
29
16
15
10
7 7 7
6
5 4 3 3 2 2 2 2
1 1

5. Opportunities in Nutritional Supplements
Executive Insights
As a retail channel, Amazon has become
a leader in both VMS and sports nutrition.
It’s the preferred channel across all
consumer segments overall, driven by
both millennials and Gen Xers. As such,
when it comes to allocating resources,
brands need to treat Amazon as a stand-
alone channel and not just another
retailer.
Opportunity No. 2: Amazon
Preferred channels for nutraceutical purchases by consumer segment*
Percentage of respondents4
2018 Health & Wellness Survey Analysis
*Weighted based on stated spend; **Other includes independent distributors, “nutrition box” suppliers, fitness centers and other
stores; *** .com stores included in relevant categories
Source: L.E.K. Health and Wellness Consumer Survey (February 2018)
5
0
20
40
60
80
100%
Gen Xers Boomers+ OverallMillennials
1
Non-Amazon online***
Traditional grocer
Drugstore
Other**
Convenience store
Healthy grocer
Specialty nutrition store
Mass merchant/warehouse
Amazon
18
7
3
2
6
2
4
2
3
5
17
7
6
4
16
13
23
30
28
6
4
8
17
17
20
23
29
34
7
21
13

6. Opportunities in Nutritional Supplements
Executive Insights
Impulse and convenience are powering
the convenience store channel for
nutritional supplements; convenience
stores significantly over-index for
actual purchases vs. stated preferences
compared with other channels. VMS
and sports nutrition brands should take
advantage of that dynamic by working to
develop the convenience store channel
more fully.
Opportunity No. 3: Convenience stores
2018 Health & Wellness Survey Analysis6
Channel power index
Ratio of % purchased in past month to % selected as preferred retailer5
Source: L.E.K. Health and Wellness Consumer Survey (February 2018)
2
0
4
6
8
10
12
“Nutritionbox”
subscription
Conveniencestore
Healthygrocer
Gymorstudio
Traditionalgrocer
Non-Amazon
online
Localhealth
foodstores
Independent
distributor
Warehouse
clubs
Drugstore
Massmerchants
Amazon
Nationalspecialty
nutritionstores
11.5
5.9
4.8
4.3
3.7 3.5 3.4 3.4 3.1 3.0
2.1 1.9 1.8
While few respondents selected
convenience stores as their
preferred retailer for VMS products,
a high percentage purchased VMS
products there in the past month

7. Opportunities in Nutritional Supplements
Executive Insights
Opportunity No. 4: Personalized nutrition programs
2018 Health & Wellness Survey Analysis7
When it comes to getting nutrition
solutions tailored just for them, 59% of
millennials and 55% of Gen Xers express
interest (see figure) — and 37% of our
survey respondents say they’d be willing
to pay for such a program as long as the
price was “reasonable.” With millennials
in particular, this is win-win, as the
younger they are, the longer the time
horizon is for having them as a customer.
As to what a personalized program
consists of, an exercise plan, home
delivery of a selection of personalized
nutritional supplements and an online
health tracker topped the list. In other
words, any healthy living program needs
to offer not just convenience but a holistic
set of solutions.
Interest in a personalized nutrition program6
Percentage of respondents selecting 1–7*
*Where 1 is not interested at all and 7 is very interested
Source: L.E.K. Health and Wellness Consumer Survey (February 2018)
0
20
40
60
80
100%
Boomers+ Overall
Millennials Gen Xers
55%59% 34% 49%% selecting 6-7
3
4
5
1
2
6
7

8. Opportunities in Nutritional Supplements
Executive Insights
Opportunity No. 5: Needs-based messaging
2018 Health & Wellness Survey Analysis8
Compared with the average consumer,
H&W-focused consumers cite different
reasons for choosing certain shopping
channels over others: Social responsibility,
lifestyle fit and degree of appropriateness
for serious athletes — in addition to
quality — outweigh issues such as cost
and convenience. To appeal to the
H&W market, brands should align their
key messaging with the factors that
resonate most deeply with that group of
consumers.
*Spend-weighted data
Source: L.E.K. Health and Wellness Consumer Survey (February 2018)
Top 3 reasons for shopping channels*
Ratio of core + adjacent/peripheral7
Anonymous
Bestforseriousathletes
Socialexperience
Sociallyresponsible
Customizedselection
Bestproductsformyage
Can’tfindelsewhere
Helpfulcustomerservice
Ialreadyhaveanaccount
Go-tostoreforproduct
Easytobrowse
Fitsmylifestyle
Firstdestination
Closetohome/office
Igetfreeonlineshipping
Broadestselection
Alreadyshopthere
Trusttheretailer
Lowestprices
Highest-qualityproducts
0
1
2
3
4
5
6
7
Bottom six answers
all relate to cost and
convenience issues that
are of less concern to core
and adjacent segments
1.3 1.2
0.9 0.80.8 0.7 0.5
0.9
0.5
3.2
1.7
2.8
1.41.6 1.4
4.5
6.8
3.8
1.41.4

9. Opportunities in Nutritional Supplements
Executive Insights
While consumers of all ages are already making nutritional supplements a
part of their everyday lives, the market is far from saturated. From sports
nutrition to convenience stores to personalized nutrition programs, there
are opportunities to be found both for brands and retailers. By capitalizing
on these opportunities, brands and retailers stand to not only gain market
share and grow their top line, but to also better position themselves
to stave off threats such as Amazon, whose branded VMS efforts have
already gained notable traction among the H&W crowd. Indeed, while
Amazon has not yet made a strong branded play in sports nutrition,
there’s no reason it can’t or won’t at some point down the road.
1
Survey question 15: How often do you typically do the following activities? (N=1,635)
2
Survey question 6: In the past month, approximately how much have you spent on each of the following goods/services? (N=1,635)
3
Survey question 31: Which, if any, of the sports nutrition companies/brands listed below have you purchased in the past month? (N=522)
4
Survey question 34: Which of the following type of retailer do you consider to be your preferred retailer type for purchasing nutritional supplements? (N=924)
5
Survey question 33: In the past month, which of the following retailers have you purchased nutritional supplements from? (N=924)/Survey question 34: Which of the following type of
retailer do you consider to be your preferred retailer type for purchasing nutritional supplements? (N=924)
6
Survey question 38: What is your interest in a personalized nutrition program providing nutrition recommendations specifically tailored for you as an individual? (N=924)
7
Survey question 35: You indicated that you prefer to purchase your nutritional supplements from [X]. What are the top reasons you choose to purchase nutritional supplements from
this type of retailer? Select up to three reasons. (N=924)
Key Considerations
2018 Health & Wellness Survey Analysis9
Endnotes

10. Opportunities in Nutritional Supplements
Executive Insights
About L.E.K. Consulting
L.E.K. Consulting is a global management consulting firm that uses deep industry expertise and rigorous analysis to help business leaders achieve practical results with real
impact. We are uncompromising in our approach to helping clients consistently make better decisions, deliver improved business performance and create greater shareholder
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go to www.lek.com.
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© 2018 L.E.K. Consulting LLC
About the Authors
Alex Evans, CFA, is a Managing Director and Partner in L.E.K. Consulting’s
Los Angeles office. Alex focuses on consumer-facing sectors encompassing
both retail and media. He specializes in a diverse set of verticals including
health and wellness, direct selling, specialty retail, sports, television, film
and OTT/DTC digital services. Alex advises corporate and private equity
clients on a range of issues, including corporate strategy, new business
development, channel strategy, pricing/promotion strategy, international
expansion, organizational structure, profit improvement and M&A.
Maria Steingoltz is a Managing Director and Partner in L.E.K. Consulting’s
Chicago office. Maria is focused on the Retail and Consumer Products
practices, with a special focus on food and beverage as well as on beauty
and personal care. She advises clients on a range of strategic issues,
including growth strategy, new market entry, customer-centric strategy,
pricing, consumer segmentation and M&A.
10