Table of Contents
Introduction
-
- Definitions
- Methodology
- Consumer research
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2008-18
- Market factors
- Companies, brands and innovation
-
- Figure 2: New product activity in vitamins and supplements, % share by top six manufacturers, 2009-13
- The consumer
-
- Figure 3: Frequency of vitamin/supplement usage, July 2013
- Figure 4: Most popular attitudes towards shopping for vitamins/supplements, July 2013
-
- Figure 5: Selected attitudes towards vitamins and supplements, July 2013
- What we think
Issues in the Market
-
- How have special offers impacted the market?
- Which age groups show the greatest potential for the market?
- How has changing legislation impacted the market?
- Are consumers still sceptical of products?
Trend Application
-
- Trend: Make it Mine
- Trend: Prepare for the Worst
- Trend: Generation Next
Market Drivers
-
- Key points
- Rise in the population of children
-
- Figure 6: Trends in the age structure of the UK population, 2008-18
- Driving frequency among adults
- Rise in elders
- Exercise is more than important diet
-
- Figure 7: Factors important for a healthy lifestyle, November 2012
-
- Figure 8: Attitudes towards weight loss, September 2012
- Sceptical about functional foods/drinks
-
- Figure 9: Frequency of using functional food and drink products, November 2012
- Using the media to drive awareness
-
- Figure 10: Awareness and understanding of functional ingredients, November 2012
- However, negative impact of conflicting information
Who’s Innovating?
-
- Key points
- Decline in total new launches
-
- Figure 11: New product launches in vitamins and supplements, % branded vs. own-label, 2009-13
- Figure 12: Examples of own-label launches in 2012/13 in the effervescent tablet format
- Rise in tablet launches
-
- Figure 13: New product launches in vitamins and supplements, % share by format, 2009-13
- A fragmented category
-
- Figure 14: New product activity in vitamins and supplements, % share by top six manufacturers, 2009-13
- Vitabiotics and Seven Seas remain active year on year
-
- Figure 15: Examples of new launches by Vitabiotics, 2009-July 2013
- Figure 16: Examples of new launches by Seven Seas, January 2012-July 2013
- Top claims are free-from
-
- Figure 17: New product launches in vitamins and supplements, % by top five claims, 2009-13
-
- Figure 18: Examples of botanical claims in 2012 and 2013
Market Size and Forecast
-
- Key points
- Slow growth hampered by special offers
-
- Figure 19: Value sales of vitamins and supplements, 2008-18
- Targeted launches could grow the market
-
- Figure 20: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2008-18
- Forecast methodology
Segment Performance
-
- Key points
- Multivitamins still most popular, with price rises driving value of other vitamins
-
- Figure 21: Retail value sales of vitamins and supplements, by sector, 2011 and 2012
- Men’s vitamins see greatest boost
-
- Figure 22: UK retail value sales of vitamins and supplements, by demographics and claims, 2011 and 2012
- Figure 23: Product launch aimed at men in 2013
- Oldest and youngest demographics also show potential
Market Share
-
- Key points
- Centrum has seen the biggest growth
-
- Figure 24: Brand share of value sales in vitamins and supplements, years ending June 2012 and June 2013
Companies and Products
-
- Seven Seas
-
- Figure 25: Financial performance of Seven Seas Limited, 2010 and 2011
-
- Figure 26: Seven Seas’ product launches in the vitamins and supplements market, 2013 (to June)
- Bayer
- Boots
-
- Figure 27: Financial performance of Alliance Boots, 2012 and 2013
-
- Figure 28: Boots’ product launches in the vitamins and supplements market, 2013 (to June)
- Galenica
-
- Figure 29: Financial performance of Vifor Pharma UK Ltd., 2011 and 2012
- Holland & Barrett
-
- Figure 30: Financial performance of Holland & Barrett Retail Limited, 2011 and 2012
- Vitabiotics
-
- Figure 31: Financial performance of Vitabiotics Ltd., 2010 and 2011
-
- Figure 32: Vitabiotics’ product launches in the vitamins and supplements market, 2013 (to June)
Brand Communication and Promotion
-
- Key points
- Decline in advertising spend
-
- Figure 33: Main monitored media advertising spend on vitamins and supplements, 2009-13
- Vitabiotics and Bayer dominate advertising
-
- Figure 34: Main monitored media advertising spend on vitamins and supplements, % share by advertiser, 2012
- Television advertising most popular
-
- Figure 35: Main monitored advertising expenditure on vitamins and supplements, % share by medium, 2009-13
Brand Research
-
- Brand map
-
- Figure 36: Attitudes towards and usage of brands in the vitamin and supplement sector, July 2013
- Correspondence analysis
- Brand attitudes
-
- Figure 37: Attitudes, by vitamin and supplement brand, July 2013
- Brand personality
-
- Figure 38: Vitamin and supplement brand personality – macro image, July 2013
-
- Figure 39: Vitamin and supplement brand personality – micro image, July 2013
- Brand experience
-
- Figure 40: Vitamin and supplement brand usage, July 2013
-
- Figure 41: Satisfaction with various vitamin and supplement brands, July 2013
-
- Figure 42: Consideration of vitamin and supplement brands, July 2013
-
- Figure 43: Consumer perceptions of current vitamin and supplement brand performance, July 2013
- Brand index
-
- Figure 44: Vitamin and supplement brand index, July 2013
- Target group analysis
-
- Figure 45: Target groups, July 2013
-
- Figure 46: Vitamin and supplement brand usage, by target groups, July 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Channels to Market
-
- Key points
- Supermarkets growing in value at the cost of health food stores
-
- Figure 47: UK retail value sales of vitamins and supplements, by outlet type, 2011 and 2012
- Online sales show growth
The Consumer – Usage and Frequency of Vitamins and Supplements
-
- Key points
- Young people more likely to dip in and out of the category
-
- Figure 48: Frequency of vitamin/supplement usage, July 2013
- Multivitamins remain the most popular
-
- Figure 49: Usage and frequency of most popular five vitamins/minerals/supplements, July 2013
- Young adults less committed to the category
- Top reasons for taking vitamins/supplements are generic
-
- Figure 50: Top reasons for taking vitamins/supplements, July 2013
- Younger people driven more by appearance
- Parents need a helping hand
The Consumer – Factors Influencing Purchase of Vitamins and Supplements
-
- Key points
- Shopping
-
- Figure 51: Most popular attitudes towards shopping for vitamins/supplements, July 2013
- Research is the most important influencer of what people buy
- Brand loyalty is low
The Consumer – Lapsed Users
-
- Key points
- Conflicting information is biggest reason for lapsed usage
-
- Figure 52: Most popular views from lapsed users, July 2013
- Money is an issue
The Consumer – Attitudes towards Vitamins and Supplements
-
- Key points
- Vitamins can be part of a healthy lifestyle
-
- Figure 53: Selected attitudes towards vitamins and supplements, July 2013
- Vitamins for appearance
Consumer Typologies
-
- Key points
-
- Figure 54: Consumer typologies in the vitamins/supplements sector, July 2013
- Sceptics (45% or the equivalent of 19.2 million adults)
- Who are they?
- Habituals (29% or the equivalent of 12.4 million adults)
- Who are they?
- Solution Specific (26% or the equivalent of 11.1 million adults)
- Who are they?
Appendix – Segment Performance
-
-
- Figure 55: Retail volume sales of vitamins and supplements, by sector, 2011 and 2012
- Figure 56: UK retail value sales of vitamins and supplements, by demographics and claims, 2011 and 2012
-
Appendix – Market Share
-
-
- Figure 57: Brand share of volume sales in vitamins and supplements, years ending June 2012 and June 2013
-
Appendix – Brand Research
-
-
- Figure 58: Brand usage, July 2013
- Figure 59: Brand commitment, July 2013
-
- Figure 60: Brand momentum, July 2013
- Figure 61: Brand diversity, July 2013
-
- Figure 62: Brand satisfaction, July 2013
- Figure 63: Brand attitude, July 2013
-
- Figure 64: Brand image – macro image, July 2013
- Figure 65: Brand image – micro image, July 2013
-
- Figure 66: Profile of target groups, by demographics, July 2013
- Figure 67: Psychographic segmentation, by target groups, July 2013
- Figure 68: Brand usage, by target groups, July 2013
- Brand index
-
- Figure 69: Brand index, July 2013
-
Appendix – The Consumer Usage and Frequency
-
-
- Figure 70: Usage and frequency of most popular five vitamins/minerals/supplements, July 2013
-
- Figure 71: Vitamins/supplements usage and frequency, July 2013
-
- Figure 72: Vitamins/supplements usage and frequency – Multivitamins, by demographics, July 2013
-
- Figure 73: Vitamins/supplements usage and frequency – Vitamin C, by demographics, July 2013
-
- Figure 74: Vitamins/supplements usage and frequency – Cod liver oil, by demographics, July 2013
-
- Figure 75: Vitamins/supplements usage and frequency – Vitamin D, by demographics, July 2013
-
- Figure 76: Vitamins/supplements usage and frequency – Fish oil/omega-3, by demographics, July 2013
-
- Figure 77: Vitamins/supplements usage and frequency – Other vitamins, by demographics, July 2013
-
- Figure 78: Vitamins/supplements usage and frequency – Other supplements/minerals, by demographics, July 2013
-
- Figure 79: Repertoire of vitamins/supplements taken daily, July 2013
-
- Figure 80: Repertoire of vitamins/supplements taken daily, by demographics, July 2013
-
- Figure 81: Vitamins/supplements usage and frequency, by repertoire of vitamins/supplements usage and frequency, July 2013
-
- Figure 82: Reasons for taking vitamins/supplements, July 2013
-
- Figure 83: Most popular reasons for taking vitamins/supplements, by demographics, July 2013
-
- Figure 84: Next most popular reasons for taking vitamins/supplements, by demographics, July 2013
-
- Figure 85: Other reasons for taking vitamins/supplements, by demographics, July 2013
-
- Figure 86: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Multivitamins, July 2013
-
- Figure 87: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Vitamin C, July 2013
-
- Figure 88: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Cod liver oil, July 2013
-
- Figure 89: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Vitamin D, July 2013
-
- Figure 90: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Fish oil/omega-3, July 2013
-
- Figure 91: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Other vitamins, July 2013
-
- Figure 92: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Other supplements/minerals, July 2013
-
- Figure 93: Reasons for giving vitamins/supplements to child/ren, July 2013
-
- Figure 94: Most popular reasons for giving vitamins/supplements to child/ren, by demographics, July 2013
-
- Figure 95: Next most popular reasons for giving vitamins/supplements to child/ren, by demographics, July 2013
-
Appendix – The Consumer – Factors Influencing Purchase of Vitamins and Supplements
-
-
- Figure 96: Shopping for vitamins/supplements, July 2013
-
- Figure 97: Most popular shopping for vitamins/supplements, by demographics, July 2013
-
- Figure 98: Next most popular shopping for vitamins/supplements, by demographics, July 2013
-
- Figure 99: Other shopping for vitamins/supplements, by demographics, July 2013
-
- Figure 100: Shopping for vitamins/supplements, by most popular reasons for taking vitamins/supplements, July 2013
-
- Figure 101: Shopping for vitamins/supplements, by next most popular reasons for taking vitamins/supplements, July 2013
-
Appendix – The Consumer – Lapsed Users
-
-
- Figure 102: Reasons for lapsed usage, July 2013
-
- Figure 103: Most popular reasons for lapsed usage, by demographics, July 2013
-
- Figure 104: Next most popular reasons for lapsed usage, by demographics, July 2013
-
- Figure 105: Other reasons for lapsed usage, by demographics, July 2013
-
Appendix – The Consumer – Attitudes towards Vitamins and Supplements
-
-
- Figure 106: Attitudes towards vitamins/supplements, July 2013
-
Appendix – Consumer Typologies
-
-
- Figure 107: Target groups, July 2013
-
- Figure 108: Vitamins/supplements usage and frequency, by target groups, July 2013
-
- Figure 109: Reasons for taking vitamins/supplements, by target groups, July 2013
-
- Figure 110: Reasons for giving vitamins/supplements to child/ren, by target groups, July 2013
-
- Figure 111: Shopping for vitamins/supplements, by target groups, July 2013
-
- Figure 112: Reasons for lapsed usage, by target groups, July 2013
-
- Figure 113: Attitudes towards vitamins/supplements, by target groups, July 2013
-
Back to top