Table of Contents
Executive Summary
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- The market
- Health food specialist sales grow further to £773 million
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- Figure 1: Total health food specialists’ sector size, 2014-24
- Sales of vitamins and supplements declined in 2019
- High protein gains popularity to the detriment of sports nutrition
- Other categories experience growth
- Increases in disposable income could increase purchasing from specialists
- Consumers continue to try to eat healthily
- Companies and brands
- Holland & Barrett remains undisputed leader
- Double-digit growth for online specialist Myprotein
- Smaller specialists growing fast
- Specialists’ efforts to reduce food waste
- The consumer
- 64% of UK consumers have purchased health foods
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- Figure 2: Health foods purchased in the past three months, January 2020
- Over two thirds shop at supermarkets
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- Figure 3: Where they shopped for health foods in the past three months, January 2020
- Expert advice remains essential
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- Figure 4: What would encourage them to shop at a particular health food retailer, January 2020
- Improving general health remains the main reason to buy
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- Figure 5: Reasons for buying health food products, January 2020
- Price is key but quality is also important
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- Figure 6: Prioritised factors when choosing between different types of health food retailers, January 2020
- Buyers tend to look for special offers
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- Figure 7: Consumer behaviour when shopping for health foods, January 2020
- Could eating healthily pose a threat to health food consumption?
- Too much choice can be confusing
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- Figure 8: Consumer attitudes towards health food retailers, January 2020
- What we think
Issues and Insights
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- CBD is certainly not going away, nor is it a fad
- The facts
- The implications
- Veganism gains strength in sports nutrition
- The facts
- The implications
The Market – What You Need to Know
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- Health food specialist sales grow further to £773 million
- Sales of vitamins and supplements decline in 2019
- High protein gains popularity to the detriment of sports nutrition
- Other categories experience growth
- Increase in disposable income could support purchase from specialists
- Consumers continue to try to eat healthily
Market Size and Forecast
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- Health food retailers continue to experience growth
- Market expected to reach £915 million by 2024
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- Figure 9: Total health food specialists’ sector size, 2014-24
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- Figure 10: Total health food specialists’ sector size, in current and constant prices, 2014-24
- Forecast methodology
Market Segmentation
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- Sales of vitamins and supplements declined in 2019
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- Figure 11: Sales of vitamins and supplements, at current prices, 2012-19
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- Figure 12: UK retail value sales of vitamins and supplements, by segment, 2018 and 2019
- Protein gains popularity to the detriment of sports nutrition
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- Figure 13: UK retail value sales of sports nutrition food and drink, 2013-19
- Other categories experience growth
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- Figure 14: UK retail value sales of free-from food and drink, 2012-19
Market Drivers
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- Increase in disposable income could support purchase from specialists
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- Figure 15: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2016-December 2019
- Obesity continues to be a problem in the country
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- Figure 16: Trends in BMI, England, 1995-2018
- Attitudes towards healthy eating
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- Figure 17: How often consumers try to eat healthily, November 2015-November 2019
- What consumers expect from their diet
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- Figure 18: Benefits consumers would ideally like from their diet, November 2019
- Attitudes towards health food retailers
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- Figure 19: Attitudes towards retailers of health food and drink products, November 2019
- Regulatory and legislative changes
- What's the outlook for CBD food in Europe?
Companies and Brands – What You Need to Know
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- Holland & Barrett remains undisputed leader
- Double-digit growth for online specialist Myprotein
- Specialists’ efforts to reduce food waste
- DNA diets could help differentiate specialists
Leading Specialists
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- Holland & Barrett remains undisputed leader
- Double-digit growth for online specialist Myprotein
- Smaller specialists also growing fast
- Specialists’ efforts to reduce food waste
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- Figure 20: Leading health food specialists’ sales, 2014-19
- Many smaller independents
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- Figure 21: Leading health food specialists’ outlets, 2014-19
- Sales per outlet
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- Figure 22: Leading health food specialists’ sales per outlet, 2014-19
Launch Activity and Innovation
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- Holland & Barrett goes head-to-head with other high street rivals with own ‘meal deal’ offer
- Pop-up supermarket designed to encourage shoppers to buy healthier foods
- Grocery retailers promoting healthier eating
- Independent natural health stores supporting local communities’ nutritional and healthy living lifestyle
- Fresh food vending machines
- Online organic grocery business launches first-of-its-kind refillables trial
- Planet Organic in hot food delivery first
- Fresh organic produce delivered straight to your door
- New healthy, organic food workplace delivery service
- Daylesford Organic launches Zero Waste Pantry
- Genetic testing pioneer offering bespoke dietary advice
- Brazil’s first 'healthy' supermarket
The Consumer – What You Need to Know
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- 64% of UK consumers have purchased health foods
- Over two thirds shop at supermarkets
- Expert advice remains essential
- Transparency is key to help buyers protect themselves
- Buyers look for special offers
- Could eating healthily pose a threat to health food consumption?
Health Foods Purchased
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- 64% of UK consumers have purchased health foods
- Vitamins and supplements in decline
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- Figure 23: Health foods purchased in the past three months, December 2017 and January 2020
- Health foods target more affluent consumers
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- Figure 24: Health foods purchased in the past three months, by average age and socio-economic group, January 2020
- Different expectations, different products
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- Figure 25: Health food retailing: reasons to buy health food products vs what they buy, January 2020
- Plant-based is the future of sports nutrition
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- Figure 26: Percentage of performance nutrition product launches that feature select ingredients, 2014-19
- The majority buy more than one health food product
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- Figure 27: Repertoire of health food products purchased in the last three months, January 2020
Where They Shop for Health Foods
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- Over two thirds shop at supermarkets
- Holland & Barrett the preferred specialist
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- Figure 28: Where they shopped for health foods in the past three months, December 2017 and January 2020
- How can specialists appeal to a younger audience?
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- Figure 29: Where health foods have been purchased in the past three months, by age and socio-economic group, January 2020
- Online shopping gains strength across categories
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- Figure 30: Where they shopped for health food products in the past three months, by what health products they purchased in the past three months, January 2020
- Specialists stand out for quality, range and ethical products
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- Figure 31: Factors influencing their choice of where to buy health food products, January 2020
- Nearly 60% shop around
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- Figure 32: Repertoire analysis of retailers used to buy health food products in the past three months, January 2020
Encouraging Them to Shop at a Health Food Retailer
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- Expert advice remains essential
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- Figure 33: Encouraging them to shop at a health food retailer, January 2020
- Shoppers expect rewards for making healthier choices
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- Figure 34: What would encourage them to visit a health food store, January 2020
Reasons for Buying Health Food Products
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- Transparency is key to help buyers protect themselves
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- Figure 35: Reasons for buying health food products, December 2017 vs January 2020
- Younger shoppers seek to improve mood, focus and lose weight
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- Figure 36: Selected reasons for buying health foods, by age, January 2020
- Older consumers are more concerned with their general health
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- Figure 37: Selected reasons for buying health foods, by age, January 2020
Attitudes and Behaviours towards Health Food Retailers
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- Buyers tend to look for special offers
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- Figure 38: Consumer behaviour towards shopping for health food products, January 2020
- Could eating healthily pose a threat to health food consumption?
- Too much choice can be confusing
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- Figure 39: Attitudes towards shopping for health foods, January 2020
- Transparency is key for sports nutrition shoppers
- Consumers of health foods remain sceptical
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- Figure 40: Those agreeing with statements about shopping for health food, by product category, January 2020
- Online shoppers are the most sceptical
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- Figure 41: Those agreeing with statements about shopping for health food products, by retailer, January 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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