Bone Up

Retailers keep shoppers informed on the latest products, uses and guidance for calcium supplements.

Bone-health supplements — a $133 million business at mass-market retailers, according to a Packaged Facts report — came under scrutiny earlier this year with several studies that questioned the efficacy of calcium and vitamin D supplements, and suggested serious health risks.

Such studies, whether negative or positive, are nothing new in the dietary supplement industry. However, they cause shopper confusion and could cause harm to those at risk for osteoporosis.

There are 44 million people suffering from low bone density, or osteoporosis. By 2020, half of all Americans over age 50 are expected to have porous bone disease, according to the Washington-based National Osteoporosis Foundation.

Revenue at Retail

Such studies could also affect retail sales.

Rockville, Md.-based Packaged Facts reported calcium/bone health supplements fell 4.3 percent to $133.4 million in 2012 at mass-market retailers. The report used SymphonyIRI InfoScan figures showing that calcium/bone health share slipped from 15 percent to 13.8 percent among 14 condition-specific supplements tracked.

Revenue figures from SPINS for the 52 weeks ending Feb. 16 indicates flat performance. Vitamins, minerals and supplements (VMS) for bone health were off 0.7 percent from the prior year, to $573.2 million. That figure, from the Schaumburg, Ill.-based information provider of natural, organic and specialty products, represents combined natural and mass-market channel sales, excluding Whole Foods Market.

Broken down, calcium dropped 10 percent to $319.9 million, vitamin D rose 6.8 percent, and vitamin K enjoyed a 24.5 percent gain, totaling $1.8 million.

Overall, VMS sold at mass-market channels totaled $6.1 billion, up 5.2 percent, for the 52-week period ending Feb. 24. Units were up 3.7 percent, according to research from Chicago-based SymphonyIRI Group. Supermarkets captured $1.2 billion in sales, up 6.1 percent, and units rose 6.6 percent, outpacing category sales.

"Due to the many negative studies that have been published recently on calcium supplements, finding areas of growth in the bone health category has become very challenging," says a representative of Nature Made, a top-selling brand at mass merchandisers, from Northridge, Calif.-based Pharmavite LLC.

Growth Segments

Nature Made's rep says two emerging areas in supplemental bone health are plant-based sources of calcium and providing consumers more appealing delivery forms, including gummies.

Plant-based sources of calcium, such as those derived from algae and vegetables, are being touted as more efficacious in building bone mass and density than traditional forms of calcium, like carbonate and citrate.

The gummy delivery form provides a more flavorful and appealing taste experience for the consumer than the traditional hard-pressed calcium tablets most commonly found, manufacturers contend.

Nature Made cites Nielsen data showing that the calcium gummy delivery form realized a 58 percent increase in retail dollar sales over 26 weeks ending Feb. 16. "Alternative delivery forms and the identification of plant-based sources of calcium offer the most promising areas of growth in the bone health category," the company's rep notes.

When negative reports on supplements come out, Nature Made says it provides research overviews explaining the negative study and puts detailed findings into context with its sales team, which shares information with retailers, retail dietitians and pharmacists, among others.

What Retailers Say

Food retailers say they haven't noticed fallout from the negative calcium and vitamin D studies. They did discuss advice they pass onto their customers, and current trends in bone health. Just how well store personnel handle controversies regarding nutritional supplements could mean ensuring the future trust and loyalty of the VMS shopper.

"It's never just calcium or vitamin k or strontium that makes the difference. It's a whole combination of nutrients that supports our best health."

—Lani Jacobs, Natural Grocers by Vitamin Cottage