U.S. online dietary supplement market was valued at USD 7.7 Billion in the year 2017 and is expected to grow over the forecast period, driven primarily by growing application sectors such as sports and medicine. Various factors contributes to accomplishment in sport activities and diet is one of the main component. Sport persons dietary requirement depends on various aspect, including sport which athlete plays, sport environment, dietary requirement, and athlete’s goal. Increasing trend of muscle building and rising interest in wellness activities is expected to fuel the demand for dietary supplimants in the foreseeable future.
U.S. online dietary supplement market revenue split, by type, 2017, (% share)
Ageing population is one of the factor expected to drive the growth of dietary supplements over the forecast period. As of 2016, about 70 - 74 million baby boomer lives in the U.S. Baby boomer are expected to spend money on healthcare and realign market, which is projected to create growth opportunity for the market. TV line-ups, magazine stands and new article reveled that, many Americans have appetite for information related to the preventive healthcare. Presence of online medium such livestrong.com, celebrity doctors and margins such Men’s health and Fit dispense information pertaining to the health, lifestyle and new product. Thus, such information’s are expected to drive the market over the forecast period.
Increasing awareness about protein intake for weight loss and calorie reduction therapy are the factor driving the market of online diet supplements in the U.S. High work related stress and imbalance diet are the factors leading to the cardiovascular problem in working professionals which in turn may boost the demand for dietary supplements in the country. Furthermore, busy work schedule and active lifestyle is driving adults to stay in good physical shape, rising the demand for healthy and nutritional products.
Swelling number of grownup will remain to be a topmost source of vitamin and supplement demand. For instance, according to U.S. Census Bureau, Millennials, population of people with the age range 20 - 35 accounts for nearly 70 million in the year 2016. However, Baby boomers, population of people with the age range 50 - 70 accounts for nearly 75 million in the year 2016.
Recreational athlets account for a maximum U.S. population is projected to provide growth opprotunity for the market in near future. Furthermore, percentage of people connecting with sports and leisure acitivities is increasing, directly driving the demand for healthy intake of supplements. Adult population in U.S. accounts for a maximum amount of a market share in supplementary diet products. Substantial scope for consumption coupled with swelling ageing population is driving the demand for supplementary diet.
Easy and convenience is the key factor behind online sale of supplements. The main factor driving the sale through online channel is, online retailer are making efforts by improving consumer’s online shopping experience through better product information and education. For instance, Amazon have launched online buying site exclusively for age 50 plus people.
Segmentation by Type
• Nutrition Products
In terms of the product type, dietary supplement with mineral and vitamins are leading the U.S. market followed by nutrition products and herbal supplements. Consuming dietary supplement compensates the loss of nutrition, helps in body building, and reduces fat. For instance, many diabetic patients prefer consuming herbal supplements to sustain the diabetic level. Furthermore, pregnant women are advised to consumer more multivitamin as the body doesn’t store the B-Vitamins and they also help in cell division.
Availability of proteins, minerals and vitamins in variety of categories and packaging is driving the online sale of supplementary diet products. At present, different nutritional products with different flavors are available for each type of workout. For instance, nutrition for pre-workouts, post-workouts, and intra workouts. Furthermore, protein bar, energy bar, protein powder, oil supplements, and energy gels. Energy gels are expected to show good growth owing to its easy intake and small packaging. Energy gels are biological compound made of carbohydrates that provides instant energy, can be used in cycling, running and triathlons. However, these gels are likely to provide gastrointestinal distress and the intake of these gels varies depending upon the athlete’s body weight, metabolism, and fitness.
Online dietary supplements market in U.S. is marked with several players. However, domestic players are projected to provide competitive advantage over foreign players in the coming future. Furthermore, new strategy of implementing country tag on domestically made products are likely to boost the sales in the country. For instance, consumers are most likely to buy the products with “Made in the U.S.” tag.
Research Support Specialist, USA