Supplement Penetration, U.S. Market

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Probiotic Supplement Market

The household penetration rate of probiotic supplements is 17%, and the most common reasons for use are digestive health, microbiome health, and immunity health.


  • The household penetration of probiotics in the United States is less than one-fourth of the estimated 68% rate of traditional multivitamins.
  • In 2017, 12% of U.S. adults took probiotic supplements.
  • In 2018, 21% of women took probiotic supplements.



  • According to the Washington Post, the market for probiotics has increased because the supplements claim to help with Irritable bowel syndrome (IBS), gestational diabetes, allergies, and obesity. A multitude of clinical studies from 2012 to 2017 supports the use of beneficial bacterial strains that contribute to the promising benefits of probiotic supplements.
  • The Washington Post mentions a clinical research study in 2017 that found that probiotics reduce necrotizing enterocolitis. Another study in 2013 found that probiotics prevented C. difficile diarrhea.
  • In 2014, The Guardian reported the best evidence at the time for using probiotic supplements was for infectious diarrhea. Researchers knew at this time that people with different diseases have different microbiotas, but there was not necessarily anything they could do to change microbiotas specifically. The article at the time also indicates that people did not know much about probiotics, as the title of the article, "Probiotics: myth or miracle?" suggests.
  • Scientific American found that the craze surrounding probiotics is caused by the surging scientific and public interest in the microbiome.


Triangulation of the household penetration rate in the United States:
(1/4)*(0.68 household penetration rate for traditional multivitamins) = 0.17 or 17%
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Bovine Colostrum Supplement Market

After an extensive search through government databases, market reports, and industry surveys, details on the household penetration of bovine colostrum supplements in the US do not appear to be available in the public domain. However, the research team was able to gather valuable insights about the largest producers and consumers in the industry, as well as additional insights into the US and global markets.


  • The United States is the largest producer of Bovine Colostrum Supplement, followed by New Zealand and Europe.
  • According to a 2017 survey on dietary supplements by CRN, multivitamins (56%) are the most popular supplements among US adults, followed by Vitamin D (28%) and Vitamin C (24%).
  • The top reasons for taking supplements are for overall health/wellness (46%), to fill nutrient gaps in a diet (30%), energy (28%), bone health (23%), heart health (22%), and healthy aging (21%).


First, we consulted several US government databases and authoritative health institutions sources hoping to find any reports that include qualitative and statistical data on household penetration for bovine colostrum supplements in the US. However, our search did not yield any directly relevant data, nor did it provide any hard data we could use to triangulate the total household penetration. What we found includes some benefits of using this supplement, some risk factors, and the purpose of taking the supplement. By consulting medical industry sources and medical news publications, we found the same results.
Second, we searched for the overall market performance of bovine colostrum supplements in the US by consulting market reports and analyses. We did this to determine whether the US was the main source of consumers or at least a significant segment of the global market, which could then help us find or triangulate helpful insights into household penetration in the US. However, specific reports for the US are blocked by paywalls, and the only publicly available market reports or analyses for the bovine colostrum supplement market are global reports. Based on global reports, the US is the largest producer of bovine colostrum supplement, but the largest consumers are developing regions like APAC, led by China. We were unable to find any related consumption or consumer statistics of bovine colostrum in the US market.
Lastly, we looked for research and surveys or studies hoping to find any specific study/survey for household penetration specific for bovine colostrum supplements in the US. Unfortunately, there was no pre-existing or readily available research or surveys specific to the consumption of American consumption of bovine colostrum. The only related survey available discusses the most popular supplements for US adults categorized by supplements like Multivitamins, Vitamin D, Protein, Calcium, and others, and top motivation taking the supplements which we added as helpful findings.
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Zinc Supplement Market

While we were not able to determine the household penetration for zinc supplements in the United States, we were able to determine that in 2017, zinc ingredient commonly used in food, drinks and dietary supplements experienced 29.7% growth in the US market.

Helpful Findings


  • According to a 2018 market report by Nutritional Outlook, zinc ingredient which is used for food, drinks, and dietary supplement experienced a growth rate of 29.7% in 2017.
  • This growth was driven by the “purported immune-health benefits”, and consumer’s interest in healthy-aging supplements and the related benefits it provides to sport athletes and active consumers.
  • Based on the report, zinc supplements in lozenges form were the second most popular with 38.3% growth rate that helped the market to realize a revenue of $11.16 million in 2017.

Prevalence Use of Dietary Supplement Intake Among Americans

  • According to a 2018 survey study on dietary supplements by Council for Responsible Nutrition (CRN) in the USA, 83% of population surveyed aged 18-34 years predominantly consume multivitamins while 20% of the population consume fiber supplements.
  • Additionally, 46% of the population aged 55+ take Vitamin D while 24% of the population take magnesium.
  • Overall, multivitamins are the top choice of dietary supplement among US supplement takers with 56% of the surveyed population having a preference for multivitamins among other supplements, followed by Vitamin D with 28%, Vitamin C with 24%.
  • Among the dietary supplements mentioned, zinc supplement is not among the popular choice.

Motivation/ Reasons for Zinc Supplement Consumption

  • According to Bradley’s 2019 Healthy Hand Washing Survey, in response to a virus outbreak, some people rely on supplements such as vitamin C and zinc supplement to prevent cold and flu.
  • Additionally, a report by RxList indicates that a few athletes consume zinc supplement to improve their strength and athletic performance.
  • Consumption of supplement that contain zinc ingredient by sports athletes has played a fundamental role in the growth of the zinc ingredient market due to the benefits that zinc ingredient provides to sports athlete and active people.
  • Additionally, some men consume zinc as they try to improve their fertility as well as fight erectile dysfunction (ED), and enlarged prostate.
  • A report from the SPINS data also indicated that the top five health focuses for zinc were cold & flu, prostate support, general wellness, cardiovascular health, and menopause support.

Changes in Use of Supplements Over The Past Years

  • A 2017 survey by CRN reveals that 75% of US adults take some kind of dietary supplements, which was 1% down from 2016 survey at 76%.
  • However, in 2018 the percentage consumption of dietary supplements among US supplement takers increased to 78%.
  • Overall, there was a 10% increase in the number of US adults who takes dietary supplement over the past 10 years.
  • Vitamins/minerals dietary supplement remains the most popular supplement consumed by US consumers year over year.

Research Strategy

We have commenced our research to determine the household penetration for zinc supplements in the United States by scanning through reports published on leading databases in the nutritional and health industry such as SPINS, Nutritional Outlook and Council for Responsible Nutrition (CRN). However, while these sources are considered to provide authoritative data regarding dietary supplements in US, they have not published any information regarding the household penetration of zinc supplement. Most of the information found on these databases was specific to useful insights regarding the benefits of supplement intakes. Additionally, while either SPINS/ Nutritional Outlook provided relevant data regarding the zinc ingredient market, both sources did not provide any relevant data specific to the dietary supplement of zinc supplement. The market includes food and drink zinc ingredient use. On the other hand, while a 2017 survey study by CRN provided quantitative information on which supplement that is common among US supplement takers the study did not address any data specific to zinc supplement. The study also provides some analysis of multivitamins which according to the study was the top choice for supplement takers and it is known to contain zinc, but that could not be used to represent the zinc supplement market.

A 2019 survey study by Bradley mentioned zinc supplement as relied upon by people to prevent cold and flu, but it was analyzed alongside Vitamin C, which according to the CRN survey is common intake among supplement users. Other market reports by popular market report databases such as Grand View Research, Globe News Wire and other similar databases mostly provided the overall markets sizes of vitamin and minerals supplements while other reports only detailed different zinc chemical market which made it hard for us to be able to determine revenue for zinc supplement. Additionally, most of the detailed information on these market reports was locked behind paywalls. The only information found through this strategy related to this the markets of zinc supplement is the market growth and zinc lozenges revenue.
Next, we searched for data through government databases such the US Department of Health, National Institute of Health (NIH) and the Centers for Disease Control and Prevention (CDC). These government authorities have databases containing publications of health and nutritional data and we were hoping to find publications related to zinc supplement and its prevalence use among Americans and the US population in general. NIH has division for this known as Office of Dietary Supplements that has published a fact sheet about zinc. Upon reviewing the report, we discovered that while it mentioned zinc supplements, it did not detail any data that directly addresses the subject under investigation. The report mentioned the percentage of zinc intake on US household, but zinc referred here is specific to natural food intake containing zinc, not drug supplements.
Lastly, we scanned through e-commerce platforms such as Amazon and eBay by searching for bestsellers in the zinc supplement category. We used the information in finding players (sellers, distributor or manufacturer) on zinc supplement such as Thorne Research, Garden of Life, Natures Bounty and similar companies. We were looking for their market penetration in dietary supplement industry through annual report, fact sheet and other sales report which companies usually publish. These could be in the form of reports on the number of zinc supplement customers in the US, marketing demographics reports and other statistical report. However, most of these companies are privately held and therefore, they are not obligated to publish their annual reports or other market reports while very limited information was available on their official websites. Additionally, these companies offers variety of supplements aside from zinc supplement and therefore, it was difficult for us to determine zinc-specific data.

Limitations of the Research

The unavailability of the information may due to the fact that zinc supplements is not yet popular among US supplement takers Additionally, lack of authoritative data specific to the zinc supplement market could also be due to the fact that some dietary supplement has multiple vitamins and mineral ingredients such as “multivitamins supplement”, and it would be difficult to find information that only specific to zinc.
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Bovine Colostrum Brands

Three of the top selling bovine colostrum brands in the United States by sales include Pantheryx Inc, Imu-Tek, and Immuno-Dynamics Inc. Below we have provided the sales figures for each company.



  • Imu-Tek is a bovine colostrum producer for human and animal use that is licensed by the US Department of Agriculture.
  • The company generates an estimated $2.37 million in sales each year.
  • Imu-Tek focuses only on three product categories for sale, however, they have lead the industry by becoming the first company with "a USDA claim for passive transfer of immunoglobulins" which has contributed to their success.


  • Immuno-Dynamics is on of the United States leading bovine colostrum producers for animal and human use.
  • The company generates and estimated $1.76 million in sales every year.
  • While the company is family owned an operated, it generates revenue through production of human and animal products as well as research in field trials.


In order to find the top selling bovine colostrum brands in the United States by sales, we began our search by scouring industry and market reports. Through this search, we found several market reports that covered the bovine colostrum market on a global level. We analyzed reports from PRNewswire and Reuters for industry leaders by sales. Each report provided companies on a global level. We then checked each company individually to confirm location and sales figures.

After Identifying the top three United States companies in the industry, we scoured each companies financial reports, company websites, and publications to determine that each company utilizes their products for human use as well as metrics for success.

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