Table of Contents
Introduction
-
- Definition
- Methodology
- Consumer research
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2009-19
- Market factors
- Companies, brands and innovation
-
- Figure 2: New product launches in vitamins and supplements, % by top claims, 2013 and 2014
- Figure 3: New product launches in vitamins and supplements, % branded vs. own-label, 2010-14
- The consumer
-
- Figure 4: Vitamins and supplements taken daily or occasionally in the last 12 months, June 2014
- Figure 5: Interest in appearance benefits, June 2014
- What we think
Issues & Insights
-
- Consumers want personalisation
- The facts
- The implications
- The ASA is clamping down on advertising
- The facts
- The implications
- High interest in appearance benefits
- The facts
- The implications
Trend Application
-
- Trend: The Big Issue
- Trend: Influentials
- Futures: Generation Next
Market Drivers
-
- Key points
- The youngest and eldest demographics offer opportunities
-
- Figure 6: Trends in the age structure of the UK population, by gender, 2009-19
- Cost-conscious shoppers could turn to own-label more
-
- Figure 7: Barriers to being healthy, April 2014
- Vitamin usage shows rise
-
- Figure 8: Changes in healthy and unhealthy habits – difference between people doing more and less for each habit, April 2014
- Competition from other categories
Who’s Innovating?
-
- Key points
- New launches – branded vs own-label
-
- Figure 9: New product launches in vitamins and supplements, % branded vs. own-label, 2010-14
- Figure 10: Examples of own-label launches in 2013
- Innovations by manufacturer
-
- Figure 11: New product activity in vitamins and supplements, % share by top manufacturers, 2010-13
- Figure 12: Examples of launches by Natures Aid, 2013
- Top product claims
-
- Figure 13: New product launches in vitamins and supplements, % by top claims, 2013 and 2014
- Figure 14: Examples of antioxidant and skin/nail/hair products launched in 2014
Market Size and Forecast
-
- Key points
- Decline in value in 2014
-
- Figure 15: Value sales of vitamins and supplements, 2009-19
- Steady growth to 2019
-
- Figure 16: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2009-19
- Forecast methodology
Segment Performance
-
- Key points
- Joint care and immune support losses
-
- Figure 17: Retail value sales of vitamins and supplements, by segment, 2012/13 and 2013/14
- Demographic-specific vitamins
Market Share
-
- Key points
- Wellwoman and Wellman rise in value sales
-
- Figure 18: Brand shares of value sales in vitamins and supplements, 2012/13 and 2013/14
Companies and Products
-
- Merck (Seven Seas)
- Background and structure
- Strategy and financial performance
-
- Figure 19: Seven Seas Limited financial performance, 2011 and 2012
- Product range and innovation
-
- Figure 20: Examples of new product launches by Merck in the vitamins and supplements market, July Q3 2013-Q1 2014
- Marketing and advertising
- Bayer
- Background and structure
- Strategy and financial performance
-
- Figure 21: Bayer Group (global) financial performance, 2012 and 2013
- Product range and innovation
-
- Figure 22: Examples of new product launches by Bayer in the vitamins and supplements market, July Q4 2013-Q2 2014
- Marketing and advertising
- Alliance Boots
- Background and structure
- Strategy and financial performance
-
- Figure 23: Alliance Boots financial performance, 2013 and 2014
- Product range and innovation
-
- Figure 24: Examples of new product launches by Boots in the UK vitamins and supplements market, July Q3 2013-Q1 2014
- Marketing and advertising
- Holland & Barrett
- Background and structure
- Strategy and financial performance
-
- Figure 25: Holland & Barrett Retail Limited financial performance, 2012 and 2013
- Product range and innovation
- Marketing and advertising
- Vitabiotics
- Background and structure
- Strategy and financial performance
-
- Figure 26: Vitabiotics Limited financial performance, 2011 and 2012
- Product range and innovation
-
- Figure 27: Examples of new product launches by Vitabiotics in the vitamins and supplements market, July Q3 2013
- Marketing and advertising
Brand Research
-
- Brand map
-
- Figure 28: Attitudes towards and usage of brands in the vitamins and supplements sector, May 2014
- Correspondence analysis
- Brand attitudes
-
- Figure 29: Attitudes, by vitamins and supplements brand, May 2014
- Brand personality
-
- Figure 30: Vitamins and supplements brand personality – macro image, May 2014
-
- Figure 31: Vitamins and supplements brand personality – micro image, May 2014
- Brand experience
-
- Figure 32: Vitamins and supplements brand usage, May 2014
-
- Figure 33: Satisfaction with various vitamins and supplements brands, May 2014
-
- Figure 34: Consideration of vitamins and supplements brands, May 2014
-
- Figure 35: Consumer perceptions of current vitamins and supplements brand performance, May 2014
- Brand recommendation
-
- Figure 36: Recommendation of selected vitamins and supplements brands, May 2014
Brand Communication and Promotion
-
- Key points
- TV advertising drives sales
-
- Figure 37: Main monitored media advertising spend on vitamins and supplements, by media type, 2010-14
- Vitabiotics and Bayer dominate advertising
-
- Figure 38: Main monitored media advertising spend on vitamins and supplements, % share by advertiser, January-July 2014
- ASA clamping down in 2014
Channels to Market
-
- Key points
- Discount stores see strong growth
-
- Figure 39: UK retail value sales of vitamins and supplements, by outlet type, 2012 and 2013
The Consumer – Usage and Frequency of Vitamins/Supplements
-
- Key points
- Majority of people have taken vitamins/supplements in the past 12 months
-
- Figure 40: Vitamins and supplements taken daily or occasionally in the last 12 months, June 2014
- Usage is driven by health concerns
-
- Figure 41: Vitamins and supplements taken daily or occasionally in the last 12 months, June 2014
The Consumer – General Health Concerns
-
- Key points
- Women have greater health concerns
-
- Figure 42: Concerns relating to general health, June 2014
- Middle ages affected by health concerns
- Weight gain and fatigue are top two concerns
- Stress and depression are affecting the unemployed
The Consumer – Reasons for Taking Vitamins/Supplements
-
- Key points
- Vitamins/supplements taken for generic reasons
-
- Figure 43: Reasons for taking vitamins/supplements, June 2014
- Mothers may be taking immune-boosting vitamins/supplements
- Heart health is more important to men whereas bone health is more important to women
- Energy and appearance are important to young people
The Consumer – Interest in Appearance Benefits
-
- Key points
- Women show higher interest in appearance benefits
-
- Figure 44: Interest in appearance benefits, June 2014
- Young people show higher interest in appearance benefits
The Consumer – Factors to Encourage Purchase of Vitamins/Supplements
-
- Key points
- Consumers want to see results
-
- Figure 45: Interest in appearance benefits, June 2014
- Special offers are important to users
Appendix – Brand Research
-
-
- Figure 46: Brand usage, May 2014
- Figure 47: Brand commitment, May 2014
-
- Figure 48: Brand momentum, May 2014
- Figure 49: Brand diversity, May 2014
-
- Figure 50: Brand satisfaction, May 2014
- Figure 51: Brand recommendation, May 2014
-
- Figure 52: Brand attitude, May 2014
- Figure 53: Brand image – macro image, May 2014
-
- Figure 54: Brand image – micro image, May 2014
-
Appendix – The Consumer – Usage and Frequency of Vitamins/Supplements
-
-
- Figure 55: Usage of vitamins and supplements, June 2014
-
- Figure 56: Usage of selected vitamins and supplements – Users, by demographics, June 2014
-
- Figure 57: Usage of vitamins and supplements – Any vitamin/supplement, by demographics, June 2014
-
- Figure 58: Usage of vitamins and supplements – Multivitamins, by demographics, June 2014
-
- Figure 59: Usage of vitamins and supplements, by most popular reasons for taking vitamins/supplements, June 2014
-
Appendix – The Consumer – General Health Concerns
-
-
- Figure 60: Concerns relating to general health, June 2014
-
- Figure 61: Selected concerns relating to general health, by demographics, June 2014
-
- Figure 62: Selected concerns relating to general health, by demographics, June 2014 (continued)
-
Appendix – The Consumer – Reasons for Taking Vitamins/Supplements
-
-
- Figure 63: Reasons for taking vitamins/supplements, June 2014
-
- Figure 64: Selected reasons for taking vitamins/supplements, by demographics, June 2014
-
- Figure 65: Selected reasons for taking vitamins/supplements, by demographics, June 2014 (continued)
-
- Figure 66: Usage of Vitamin D, by reason for taking vitamins/supplements, June 2014
-
Appendix – The Consumer – Interest in Appearance Benefits
-
-
- Figure 67: Interest in appearance benefits, June 2014
-
- Figure 68: Interest in appearance benefits – Protect skin from sun damage, by demographics, June 2014
-
- Figure 69: Interest in appearance benefits – Whiten teeth, by demographics, June 2014
-
- Figure 70: Interest in appearance benefits – Promote shinier, smoother hair, by demographics, June 2014
-
- Figure 71: Interest in appearance benefits – Help nails to grow stronger, by demographics, June 2014
-
- Figure 72: Interest in appearance benefits – Moisturise the skin from within, by demographics, June 2014
-
- Figure 73: Interest in appearance benefits – Reduce the appearance of wrinkles, by demographics, June 2014
-
- Figure 74: Interest in appearance benefits – Help prevent age spots and discolouration, by demographics, June 2014
-
Appendix – The Consumer – Factors to Encourage Purchase of Vitamins/Supplements
-
-
- Figure 75: Reasons to encourage current users to take vitamins/supplements more often, June 2014
-
- Figure 76: Reasons to encourage lapsed/non-users to take vitamins/supplements, June 2014
-
Appendix – Demographic Table
-
-
- Figure 77: Demographic table
-
Back to top