Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- Vitamins and Supplements enjoy year-on-year value growth
- Growth expected to continue
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- Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2013-23
- Sales of adult VMS jump
- Chemists/drugstores remain leading channel
- Ageing population should support category sales
- Plant-based diets remain on-trend
- Companies and brands
- Wellkid/man/teen/woman brands overtake Seven Seas
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- Figure 2: Share of UK retail value sales of vitamins and supplements, by brand, 2016/17 and 2017/18
- Relaunches and repackaging activity grow share of launches
- Vitabiotics links with Peppa Pig and taps vegan trend
- Turmeric appears in supplement launches
- Above-the-line adspend declines
- Vitabiotics ups spend and reinforces position as top advertiser
- Flavour campaign for Centrum Vitamints and Multigummies
- Seven Seas has the strongest brand image
- Sub-brands take the limelight from Vitabiotics
- The consumer
- Vitamins and supplements taken daily by one in three
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- Figure 3: Usage of vitamins and supplements in the last 12 months, June 2018
- Multivitamins remain most popular
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- Figure 4: Usage of vitamins in the last 12 months, July 2017 and June 2018
- Over-55s are main users of cod liver oil/fish oil
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- Figure 5: Usage of minerals and dietary supplements in the last 12 months, June 2018
- Half of parents have children who take VMS
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- Figure 6: Children’s usage of vitamins and supplements in the last 12 months, June 2018
- Importance of supplements is recognised by many parents
- Physical stores are most common purchase locations for VMS
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- Figure 7: Buyers’ purchasing of vitamins and supplements, by in-store and online channels, June 2018
- Grocery stores take the biggest share of shoppers
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- Figure 8: Retailers used to buy vitamins and supplements in-store in the last 12 months, June 2018
- Figure 9: Online retailers used to buy vitamins and supplements in the last 12 months, June 2018
- Vitamins and supplements is a price-driven category
- Peer reviews sway many
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- Figure 10: Factors influencing choice of vitamins and supplements when buying for oneself, June 2018
- Researching VMS online is widespread
- Superfood-based supplements resonate among the young
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- Figure 11: Behaviours relating to vitamins and supplements, June 2018
- Improving trust in benefits is a priority
- Navigation is an issue in the crowded category
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- Figure 12: Attitudes towards vitamins and supplements, June 2018
- What we think
Issues and Insights
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- Improving trust in the benefits of VMS a priority
- The facts
- The implications
- Growing children’s usage of vitamins and supplements
- The facts
- The implications
- Personalised subscriptions could foster long-term usage and loyalty
- The facts
- The implications
The Market – What You Need to Know
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- Vitamins and supplements enjoy year-on-year value growth
- Growth expected to continue
- Sales of adult VMS jump
- Chemists/drugstores remain leading channel
- Ageing population should support category sales
- Plant-based diets remain on-trend
Market Size and Forecast
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- VMS enjoy year-on-year value growth
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- Figure 13: UK retail value sales of vitamins and supplements, at current and constant prices, 2013-23
- Growth expected to continue
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- Figure 14: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2013-23
- Forecast methodology
Market Segmentation
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- Sales of adult VMS leap forward
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- Figure 15: UK retail value sales of vitamins and supplements, by segment, 2016/17-2017/18
- Aging population supports growth of bone care supplements
- Energy and mind supplements now the best-selling segment
Channels to Market
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- Specialist channels see sales growth
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- Figure 16: UK retail value sales of vitamins and supplements, by outlet type, 2016 and 2017
- Grocery multiples see share fall
Market Drivers
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- Ageing population should support category sales
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- Figure 17: Trends in the age structure of the UK population, 2013-23
- Decline in children population could dampen sales
- Sunny summer could reduce demand for Vitamin D
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- Figure 18: Total hours of sunshine in the UK, by season, 2013-18
- Plant-based diets remain on-trend
- Cannabidiol oil received thumbs up from WHO
- Benefits of omega-3 fish oil on longevity questioned
- Plastic pollution could grow appeal of plant-based omega supplement
- Beauty supplements discredited by study
- Greenpeace campaigns against krill supplements
- Income squeeze eases
Companies and Brands – What You Need to Know
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- Wellkid/man/teen/woman brands overtake Seven Seas
- Relaunches and repackaging activity grow share of launches
- Vitabiotics links with Peppa Pig and tap vegan trend
- Turmeric appears in supplement launches
- Above-the-line adspend declines
- Vitabiotics ups spend and reinforces position as top advertiser
- Flavour campaign for Centrum Vitamints and Multigummies
- Seven Seas has the strongest brand image
- Sub-brands take the limelight from Vitabiotics
Market Share
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- Wellkid/man/teen/woman brands claim top spot
- Seven Seas loses position as market leader
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- Figure 19: Share of UK retail value sales of vitamins and supplements, by brand, 2016-18
Launch Activity and Innovation
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- Relaunches and packaging revamps grow share of launches
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- Figure 20: Share of launches in the UK vitamins and supplements market, by launch type, 2015-18
- Capsules grow share of launches
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- Figure 21: Examples of UK vitamins and supplements launches with liquid and gum formats, 2017 and 2018
- Figure 22: Share of launches in the UK vitamins and supplements market, by format, 2015-18
- Launch activity highly fragmented
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- Figure 23: Share of launches in the UK vitamins and supplements market, by top 10 companies (sorted by 2017), 2015-18
- Vitabiotics links with Peppa Pig and tap vegan trend
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- Figure 24: Vitabiotics UK product launches, 2018
- Turmeric attracts a flurry of supplement launches
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- Figure 25: Share of launches in the UK vitamins and supplements market, by top 10 claims, 2015-18
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- Figure 26: Examples of UK launches of turmeric supplements, 2017-18
- Other on-trend ingredients feature in vitamins and supplements NPD
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- Figure 27: Examples of UK launches of superfood supplements, 2018
- Superdrug launches WMN range
Advertising and Marketing Activity
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- Above-the-line support decline
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- Figure 28: Recorded above-the line, online display and direct mail advertising expenditure on vitamins and supplements, 2015-18
- Vitabiotics reinforces position as top advertiser
- Campaigns for Wellman and Wellbaby/Wellkid continues
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- Figure 29: Recorded above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by top 10 advertisers (sorted by 2017), 2015-18
- Advertising through TV falls
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- Figure 30: Share of recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by media type, 2015-18
- Pfizer launches flavour campaign for Vitamints and Multigummies
- Holland & Barrett ups spend in 2018
- Healthspan opens pre-wedding MOT pop-up
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 31: Attitudes towards and usage of selected brands, August 2018
- Key brand metrics
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- Figure 32: Key metrics for selected brands, August 2018
- Brand attitudes: Seven Seas has a lead on quality and trust
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- Figure 33: Attitudes, by brand, August 2018
- Brand personality: Berocca is seen as accessible and fun
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- Figure 34: Brand personality – Macro image, August 2018
- Nature’s Way enjoys a natural image
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- Figure 35: Brand personality – Micro image, August 2018
- Brand analysis
- Seven Seas has the strongest brand image
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- Figure 36: User profile of Seven Seas, August 2018
- Berocca is perceived as a fun and accessible brand
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- Figure 37: User profile of Berocca, August 2018
- Sub-brands take the limelight from Vitabiotics
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- Figure 38: User profile of Vitabiotics, August 2018
- Centrum lacks stand-out from the other brands
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- Figure 39: User profile of Centrum, August 2018
- Nature’s Way ethical and natural image recognised
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- Figure 40: User profile of Nature’s Way, August 2018
The Consumer – What You Need to Know
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- Vitamins and supplements taken daily by one in three
- Multivitamins remain most popular
- Over-55s are main users of cod liver oil/fish oil
- Half of parents have children who take VMS
- Importance of supplements is recognised by many parents
- Physical stores are most common purchase locations for VMS
- Grocery stores take the biggest share of shoppers
- Vitamins and supplements is a price-driven category
- Peer reviews sway many
- Researching VMS online is widespread
- Superfood-based supplements resonate among the young
- Improving trust in benefits is a priority
- Navigation is an issue in the crowded category
Usage of Vitamins and Supplements
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- One in three takes vitamins and supplements daily
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- Figure 41: Usage of vitamins and supplements in the last 12 months, June 2018
- Women and affluent consumers are core VMS users
- VMS usage higher among younger consumers
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- Figure 42: Usage of vitamins and supplements in the last 12 months, by age and gender, June 2018
- Multivitamins remain most popular
- Vitamin D sees usage rise
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- Figure 43: Usage of vitamins in the last 12 months, July 2017 and June 2018
- Over-55s are main users of cod liver oil/fish oil
- Usage of calcium and iron increases
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- Figure 44: Usage of minerals and dietary supplements in the last 12 months, June 2018
Children’s Usage of Vitamins and Supplements
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- Parents’ usage is key driver of children’s VMS usage
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- Figure 45: Children’s usage of vitamins and supplements in the last 12 months, June 2018
- Importance of supplements is recognised by many parents
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- Figure 46: Agreement with “It's important that children under 12 take vitamins/supplements to support growth and development”, by the age of children in the household, June 2018
- Fortified drink mixes garners interest
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- Figure 47: Parents’ behaviours relating to children’s vitamins and supplements, June 2018
Shopping for Vitamins and Supplements
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- Physical stores are most common purchase locations for VMS
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- Figure 48: Buyers’ purchasing of vitamins and supplements, by in-store and online channels, June 2018
- Grocery stores take the biggest share of shoppers
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- Figure 49: Retailers used to buy vitamins and supplements in-store in the last 12 months, June 2018
- Specialists attract the greatest share of online VMS shoppers
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- Figure 50: Online retailers used to buy vitamins and supplements in the last 12 months, June 2018
Choice Factors for Vitamins and Supplements
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- Vitamins and supplements remain a price-driven category
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- Figure 51: Factors influencing choice of vitamins and supplements when buying for oneself, June 2018
- Brands hold most clout among the young
- Peer reviews sway many
Behaviours Relating to Vitamins and Supplements
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- Researching VMS online is widespread
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- Figure 52: Behaviours relating to vitamins and supplements, June 2018
- Superfood-based supplements resonate among the young
- Personalised subscriptions could foster long-term usage and loyalty
- Home testing kits and surveys both offer means of personalisation
Attitudes towards Vitamins and Supplements
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- Improving trust in benefits is a priority
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- Figure 53: Attitudes towards vitamins and supplements, June 2018
- The crowded category makes navigation an issue
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 54: Best- and worst-case forecasts for the total UK vitamins and minerals market, by value, 2018-23
- Forecast methodology
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Appendix – Market Share
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- Figure 55: UK retail value sales of vitamins and supplements, by brand, 2016-18
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Appendix – Launch Activity and Innovation
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- Figure 56: Share of launches in the UK vitamins and supplements market, by branded vs own-label, 2015-18
- Figure 57: Share of launches in the UK vitamins and supplements market featuring a demographic claims, by claim, 2015-18
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- Figure 58: Share of launches in the UK vitamins and supplements market featuring functional claims, by claim, 2015-18
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