Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Use legislation as a ‘safety guarantee’
- Targeting press campaigns
- Family vitamins
Executive Summary
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- Media impact and legislation shaping the market
- Growth at the value end of the market
- Fragmented supply base
- Direct marketing and below-the-line promotion
- Pharmacies and grocery multiples
- Cod liver oil is the nation’s choice
- Legislation to be the defining issue
Market Drivers
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- Ageing population
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- Figure 1: Trends and projections in UK population, by age group, 2000-09
- PDI and consumer expenditure
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- Figure 2: PDI and consumer expenditure, at constant 2000 prices, 2000-09
- Diet
- The European Food Supplements Directive…
- …and campaigning against the ruling
- Impact of media
Market Size and Trends
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- Figure 3: UK retail sales of vitamins, tonics and dietary supplements, 2000-05
- The impact of RPM abolition and the rise of generics
- A blurred division
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- Figure 4: retail sales of vitamins, tonics and dietary supplements, by sector and value, 2002-04
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Market Segmentation
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- Figure 5: UK retail sales of vitamins, tonics and dietary supplements, by type and value, 2002-04
- Cod liver oil at the top
- Media interest in children’s diets
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The Supply Structure
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- Figure 6: Manufacturer’s share of vitamins, tonics and dietary supplements, by value, 2002 and 2004
- NPD drives growth
- Companies and brands
- Seven Seas
- Bayer (Roche)
- Peter Black/Chefaro
- Wyeth Consumer Healthcare
- Others
- Boehringer Ingelheim
- Solgar
- Vitabiotics
- Own-label
- Boots
- Holland & Barrett/GNC
- Other own-label
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New Product Development
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- New product briefs
- March 2005
- February 2005
- January 2005
- December 2004
- November 2004
Advertising and Promotion
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- Figure 7: Main monitored media advertising expenditure on vitamins and tonics, 2000-04
- Figure 8: Main monitored media advertising expenditure on vitamins and tonics, by selected manufacturers, 2002 and 2004
- Below-the-line promotions
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- Figure 9: Selected below-the-line promotions of vitamins and tonics, January-April 2005
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Distribution
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- Figure 10: UK retail sales of vitamins and dietary supplements, by type of outlet and value, 2002 and 2004
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The Consumer
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- Vitamins and other supplements
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- Figure 11: Usage of vitamins and other supplements, 2000-04
- Tendency to daily use
- Age and gender the main discriminators
- Skew towards the better-off
- Wales and London top the list
- Types of vitamins taken regularly
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- Figure 12: Types of vitamins and other supplements taken regularly, 2000-04
- Cod liver oil rises in popularity
- Exclusive consumer research
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- Figure 13: Types of vitamins bought in the last 12 months, February 2005
- Women are avid consumers
- Different needs at different ages
- The impact of children
- The North/South divide
The Consumer – Detailed Demographics
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- Vitamins and other supplements: weight of usage
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- Figure 14: Usage of vitamins and other supplements, by gender, age and socio-economic group, 2004
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- Figure 15: Usage of vitamins and other supplements, by lifestage, presence of children and Mintel's Special Groups, 2004
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- Figure 16: Usage of vitamins and other supplements, by marital status, working status, household size and region, 2004
- Vitamins bought in the last 12 months
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- Figure 17: Types of vitamins bought in the last 12 months, by gender, age and socio-economic group, February 2005
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- Figure 18: Types of vitamins bought in the last 12 months, by lifestage, presence of children and Mintel's Special Groups, February 2005
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- Figure 19: Types of vitamins bought in the last 12 months, by marital status, working status and household size, February 2005
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- Figure 20: Types of vitamins bought in the last 12 months, by region and ACORN categories, February 2005
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- Figure 21: Types of vitamins bought in the last 12 months, by media usage, TV viewing and supermarket usage, February 2005
Consumer Attitudes and Targeting Opportunities
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- Figure 22: Attitudes towards vitamins and minerals, February 2005
- VMS target groups
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- Figure 23: Attitudes towards vitamins and minerals, February 2005
- Vitamin Advocates (48% of sample)
- Advice Seekers (42% of sample)
- Vitamin Refusers (11% of sample)
- Type of vitamins bought by VMS target groups
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- Figure 24: Type of vitamins bought by VMS target groups, February 2005
- Vitamin Advocates have high consumption levels of all vitamins
- Number of different vitamins and minerals bought by VMS target groups
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- Figure 25: Number of different vitamins and minerals bought by VMS target groups, February 2005
- Types of VMS bought by supermarkets used
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- Figure 26: Types of VMS bought by supermarket usage, 2005
- Cod liver oil in town centre stores
- Vitamin takers go to Tesco
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Consumer Attitudes and Targeting Opportunities: Detailed Demographics
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- Attitudes towards vitamins and minerals
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- Figure 27: Attitudes towards vitamins and minerals, by gender, age and socio-economic group, February 2005
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- Figure 28: Attitudes towards vitamins and minerals, by lifestage, presence of children and Mintel's Special Groups, February 2005
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- Figure 29: Attitudes towards vitamins and minerals, by marital status, working status ahd household size, February 2005
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- Figure 30: Attitudes towards vitamins and minerals, by region and ACORN categories, February 2005
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- Figure 31: Attitudes towards vitamins and minerals, by media usage, TV viewing and supermarket usage, February 2005
- VMS target groups
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- Figure 32: VMS target groups, by gender, age and socio-economic group, February 2005
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- Figure 33: VMS target groups, by lifestage, presence of children and Mintel's Special Groups, February 2005
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- Figure 34: VMS target groups, by marital status, working status and household size, February 2005
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- Figure 35: VMS target groups, by region and ACORN categories, February 2005
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- Figure 36: VMS target groups, by media usage, supermarket usage and TV viewing, February 2005
The Future
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- Legislation
- Socio demographics
- Converting the unconverted
Forecast
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- Figure 37: Forecast of the market for vitamins, minerals and supplements, 2005-10
- Market growth is limited
- Growth in PDI will continue to augment VMS market
- Shift of demographics will benefit the market
- Positive commentary helps to develop children’s market
- The impact of legislation
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- Figure 38: Forecast of the VMS market, 2005-10
- Factors used in the forecast
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