Table of Contents
Issues in the Market
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- Key themes of the report
- - Cold and Flu Remedies – UK, Market Intelligence, December 2006
Insights and Opportunities
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- Viewed less in isolation
- Brand recognition through food
- Endorsed by exercise
- A beautiful new concept
- Could Alzheimer’s provide a boost?
- Multipurpose vs specific
Fast Forward Trends
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- Trend 1: I want it all. And I want it NOW
- What’s it about?
- What we’ve seen
- What next?
- Wake Up On Time Pill
- Trend 1: Premium vs Cut-Throat Island
- What’s it about?
- What we’ve seen?
- What next?
Market in Brief
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- Sales value struggles to find growth
- Failing to reap the benefit from healthier lifestyles
- Own-labels dominate supply
- Leading brands are well-supported
- Women are greatest users
- Industry faces challenging future
Internal Market Environment
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- Key Points
- A healthier nation
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- Figure 1: Usage of vitamins and other supplements in the last 12 months, by agreement with selected statements on health, 2006
- Potential for further growth
- Colds and headaches top list of complaints
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- Figure 2: Usage of vitamins and other supplements in the last 12 months, by complaints suffered from, 2006
- Opportunities to cross promote
- Functional foods have increased awareness…
- …as has 5 A DAY
- Role of the media
- Does doctor know best?
- Interest in self-diagnostics is growing
Broader Market Environment
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- Key Points
- EU directive improves safety
- Work-life imbalance contributes to rising stress levels
- Demographic trends favour growth
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- Figure 3: Trends in UK population by age, 2002-12
- Rising incomes make supplements more affordable
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- Figure 4: Trends in PDI and consumer expenditure, 2002-12
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- VMS faces strong competition
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- Figure 5: UK retail sales of vitamins, minerals and supplements and products which compete with them, 2002-06
- Consumers respond to 5 A DAY message
- Functional foods focus on families and beyond
- The omega-3 onslaught
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- Figure 6: New product launches incorporating Omega 3 ingredient, January 2001-March 2007
- Figure 7: Examples of leading brands of functional foods, 2007
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- Figure 8: Functional food and drink claims, 2006
- Smoothies – the youth market is covered
- Complementary medicines have ad hoc appeal
Who’s Innovating?
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- Key Points
- Omega-3 and -6 predominate
- Joint care takes a high profile
- Targeting other specific needs
- Specifically for children
- New delivery systems
- Possible future trends
Market Value and Forecast
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- Key Points
- VMS sales stagnate
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- Figure 9: Market size and forecast of vitamins, minerals and supplements*, 2002-12
- Supplements gain share
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- Figure 10: UK retail sales of vitamins, tonics and dietary supplements, by sector and value, 2002-06
- Moving forward
Segment Performance
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- Key Points
- Growth confined to omega-3 and other supplements
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- Figure 11: UK retail sales of vitamins, tonics and dietary supplements, by type and value, 2002-06*
- NPD driving growth in kids sector
- High-dose supplements take minor share
Market Share
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- Key Points
- Own-labels increase their share…
- …at the expense of leading brands
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- Figure 12: Manufacturer’s share of vitamins, tonics and dietary supplements, by value, 2002-06
- Chefaro takes a back seat…
- …while Galencia surges ahead
Companies and Brands
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- Key Points
- Bayer focuses on Sanatogen brand
- Sanatogen
- Other brands
- Boots is leading own-label supplier
- Galencia carves itself a niche
- Potters Herbal
- Equazen
- Perrigo concentrates on own-label
- Seven Seas leads branded sector
- Seven Seas
- Hofels
- Solgar restricts itself to independent sector
- Holland & Barrett
Brand Communication and Promotion
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- Key Points
- Market remains committed to ATL main media spend
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- Figure 13: Main monitored media advertising expenditure on vitamins, minerals and supplements, 2002-06
- Direct mail dominates spend
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- Figure 14: Main monitored media advertising expenditure on vitamins, minerals and supplements, by media type 2002-06
- Adspend is highly-fragmented
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- Figure 15: Main monitored media advertising expenditure on vitamin and mineral supplements, 2002-06
Channels to Market
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- Key Points
- Grocery multiples challenge chemists
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- Figure 16: UK retail sales of vitamins and dietary supplements, by type of outlet and value, 2002-06
- Boots trades on trust
- Health food stores more able to offer advice
- Online share small but growing
- Online retailers push down prices
The Consumer
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- Key Points
- VMS usage remains relatively unchanged
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- Figure 17: Usage of vitamins and other supplements in the last 12 months, 2002-06
- A definite female slant
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- Figure 18: Main users of vitamins and other supplements in the last 12 months, 2006
- Pain = commitment
- If it ain’t broke don’t fix it
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- Figure 19: Non-users of vitamins and other supplements in the last 12 months, 2006
- Multivitamins lose out
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- Figure 20: Types of vitamins and other supplements taken regularly, 2002-06
The Consumer – Consumption Habits
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- Key Points
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- Figure 21: Consumption habits of vitamins and mineral supplements, February 2007
- Non-users offer scope for expansion
- Over-45s are most committed…
- …but sometimes forget
- Young have tendency to lapse
- …or to be ad hoc users
The Consumer – Assessing Motivation
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- Key Points
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- Figure 22: Reasons for taking vitamins and mineral supplements, February 2007
- General health lacks family focus
- Young people are immunity-focussed
- Keeping flexible
- Working mothers feel the strain
- A mental boost
- General use holds sway
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- Figure 23: Enthusiasm for taking vitamins and supplements for specific reasons, February 2007
- Men tend to be generalists…
- …while women are more strategic
- Mature consumers adopt balanced approach
The Consumer – Assessing Resistance
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- Key Points
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- Figure 24: Reasons for NOT taking vitamins and mineral supplements, February 2007
- Over-45s are already healthy enough
- Under-34s are eating more fruit and veg
- Men are more sceptical
- Too expensive for some
- Targeting non-users
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- Figure 25: Consumer typologies based on reasons not to take vitamins, February 2007
- Already Healthys (47%)
- Unconvitted (35%)
- Pecuniarily Put-off (18%)
Appendix
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- Introduction
- Consumer research
- ACORN
- Advertising data
- Internal market environment
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- Figure 26: Agreement with selected lifestyle statements on health, 2006
- Figure 27: Complaints suffered from in the last 12 months, 2002-06
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- Figure 28: Adults who are trying to slim and frequency of dieting, 2002-06
- Figure 29: Usage of vitamins and other supplements in the last 12 months, by slimming and dieting, 2006
- Broader market environment
- UK usage well ahead of European neighbours
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- Figure 30: Usage of vitamins and other supplements in the last 12 months, by country, 2006
- Figure 31: Working women by age of own children, 1998-2006
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- Figure 32: Trends in PDI and consumer expenditure, 2002-12
- Factors incorporated in the forecast
- Consumer 1 – Detailed demographics
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- Figure 33: Usage of vitamins and other supplements in the last 12 months, by demographic sub-group, 2006
- NOP data
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- Figure 34: Consumption habits of vitamins and mineral supplements, February 2007
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- Figure 35: Reasons for taking vitamins and mineral supplements, February 2007
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- Figure 36: Reasons for NOT taking vitamins and mineral supplements, February 2007
- Specific vs non-specific reasons
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- Figure 37: Enthusiasm for taking vitamins and supplements for specific reasons, February 2007
- Figure 38: Enthusiasm for taking vitamins and supplements for specific reasons, February 2007
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- Figure 39: Enthusiasm for taking vitamins and supplements for specific reasons, February 2007
- Figure 40: Consumer typologies based on reasons not to take vitamins, February 2007
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