Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Terminology
- Drugstores
- Pharmacies
- Functional food and drink
- Glucosamine
Future Opportunities
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- Linking diet with health and appearance
- Making the connection
- Insight
- Affordability and education
- Overcoming barriers of traditional advertising
- Insight
- In sickness but not yet in health
- Familiarity to fend off illness
- Insight
Market in Brief
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- Vitamins and supplements lacking Va Va Voom
- Targeting by age
- Shifting distribution patterns
- Future outlook
Internal Market Environment
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- Key points
- Lifestyle
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- Figure 1: Health lifestyle statements, 2004-08
- Consumer concerns – money not health?
- Functional foods
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- Figure 2: Purchase of food and drink with added health benefits (eg probiotic, omega-3 or cholesterol lowering), 2007 and 2008
- Health and wellness
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- Figure 3: Complaints suffered from in the last 12 months, 2004-08
- Ageing population offers opportunities
- Negative press
Broader Market Environment
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- Key points
- Age concern
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- Figure 4: Structure of the UK population, by age and gender, 2004-14
- An ageing population
- Household size
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- Figure 5: Trends in UK household size, 2004-14
- Smaller households – heavier users
- Social (grade) divide
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- Figure 6: Trends in UK socio-economic group, 2004-14
Competitive Context
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- Key points
- Vitamins and supplements in context
- Retail sales of competing products
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- Figure 7: Indexed growth of UK retail value sales of selected competitor markets, 2003-08
- Innovation in functional foods
- Food and drink
- Fruit juice
- Functional water
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Manufacturers and brands
- Innovation index
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- Figure 8: Innovation trends in vitamins and dietary supplements, 2004-08
- Surge in new launch activity
- Manufacturers and brands
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- Figure 9: Leading innovators in vitamins and dietary supplements, 2006-08
- Product positioning
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- Figure 10: Leading product positioning in vitamins and dietary supplements, 2006-08
- Chews for children
- Taking it to the teens
- Lifestage concerns
- Male focus
- Berry bonanza
- Innovation in format and delivery – a bright future
Market Size and Forecast
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- Key points
- Retail sales of vitamins and supplements
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- Figure 11: UK value sales of UK vitamins and supplements, 2004-14
- Price pressures
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
- Retail sales by sector
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- Figure 12: UK retail value sales of the UK vitamins and supplements, by sector*, 2004-14
- Retail sales by sub-sector
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- Figure 13: UK retail value sales of vitamins and supplements, by sector, 2007-09
- Alternatives
- Age-related concern
- Joint health sees greatest movement
- Making the most of the current economy
Market Share
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- Key points
- Own-label dominates
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- Figure 14: Manufacturers’ shares in vitamins and supplements, 2007-09
- Power branding
- New entrants
Companies and Products
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- Figure 15: UK vitamins and mineral supplements brand map
- Bayer
- Galenica
- Potters Herbal
- Equazen
- Seven Seas
- Solgar
- Vitabiotics
- Own-label and retailer activity
- Holland & Barrett
- Boots the Chemist
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Brand Elements
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- Brand map
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- Figure 16: Attitudes and usage of vitamin and supplement brands, January 2009
- Brand qualities of vitamin and supplement brands
- Boots and Holland & Barrett healthiest
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- Figure 17: Personalities of various vitamin and supplement brands, January 2009
- Experience of vitamin and supplement brands
- Boots most commonly used
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- Figure 18: Consumer usage of various vitamin and supplement brands, January 2009
- Brand intentions for vitamin and supplement brands
- Advertising drives purchase intentions
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- Figure 19: Consideration of various vitamin and supplement brands, January 2009
- Brand satisfaction for vitamin and supplement brands
- Boots most satisfying
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- Figure 20: Satisfaction with various vitamin and supplement brands, January 2009
- Brand commitment to vitamin and supplement brands
- Holland & Barrett most recommended
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- Figure 21: Commitment to various vitamin and supplement brands, January 2009
- Boots
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Boots brand, January 2009
- Berocca
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the Berocca brand, January 2009
- Holland & Barrett
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Holland & Barrett brand, January 2009
- Sanatogen
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Boots brand, January 2009
- Round up
Brand Communication and Promotion
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- Key points
- Adspend activity
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- Figure 26: Main monitored media advertising spend on vitamins and mineral supplements, 2004-08
- High adspend:sales ratio
- Adspend by advertiser
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- Figure 27: Main monitored media advertising spend on vitamins and mineral supplements, by advertiser, 2004-08
- Taking a different approach
- Marketing themes
- The importance of a good education
- Love your lifestage
- Lifestyle – do it, don’t lose it
- Vitality, energy, flexibility
- Heritage hallmark
- Retailers focus on discounts
Channels to Market
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- Key points
- Retail distribution
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- Figure 28: Retail distribution of vitamins and supplements, 2007-09
- Grocery multiples raise profile
- Here come the girls – in Boots
- Makeover for health food shops?
- Online share growing
Consumer Usage and Frequency
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- Key points
- Usage intentions
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- Figure 29: Usage intentions towards vitamins and mineral supplements, February 2009
- More negative than positive
- Users and non-users – by demographic group
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- Figure 30: Users and non-users, by demographic sub-group, February 2009
- Clear demarcation in demographic trends
- It’s a girl thing
- Socio-economic status
- Age and lifestage
- Own-labels and retailer initiatives
- Usage and frequency
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- Figure 31: Vitamin and other supplement users, 2004-08
- Usage in decline
- Users – by demographic group
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- Figure 32: Users, by demographic sub-group, February 2009
- Encouraging higher usage
- Type of supplements consumed
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- Figure 33: Vitamin and other supplement users, 2004-08
- Four products in growth
- Lower profile for multivitamins
- Others losing their appeal?
- Lifestyle influences on vitamins and supplements use
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- Figure 34: Illnesses suffered from, by volume importance index to the vitamins and supplements market, 2008
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- Figure 35: Attitudes towards lifestyle, by volume importance index to the vitamins and supplements market, 2008
- Communicating with vegetarians
- Weighing things up
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- Figure 36: Usage of vitamin supplements, 2008
Consumer Attitudes Towards Nutrition
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- Key points
- In denial
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- Figure 37: Attitudes towards nutrition, by usage of vitamins and mineral supplements, February 2009
- Consumer complacency
- Linking vitamins and supplements to food
- Those who should be worried, aren’t
- Added-value beauty products – low priority
- Kidding themselves
Consumer Attitudes Towards Vitamins and Supplements
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- Key points
- Attitudes towards vitamins and supplements
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- Figure 38: Attitudes towards vitamins and mineral supplements, by usage of vitamins and mineral supplements, February 2009
- Positive outlook for own-brands
- Single v multivitamins
- Marketing to men
- Scepticism and socio-economic status
- Variance of attitudes by usage
- Educating the sceptics
- Knowledge is a wonderful thing
Target Groups
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- Consumer typologies
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- Figure 39: Vitamins and supplements target groups, February 2009
- Group 1: Targeters (18%)
- Who are they?
- Group 2: Fanatics (38%)
- Who are they?
- Group 3: Uneducated (18%)
- Who are they?
- Group 4: Cynics (26%)
- Who are they?
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Internal Market Environment
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- Figure 40: Vegetarians, by demographic sub-group, 2008
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Appendix – Consumer Usage and Frequency
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- Usage intentions
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- Figure 41: Usage intentions towards vitamins and mineral supplements, by demographic sub-group, February 2009
- Users and non-users
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- Figure 42: Users of vitamins and mineral supplements vs non-users, by demographic sub-group, February 2009
- Usage and frequency
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- Figure 43: Vitamin users and frequency, by demographic sub-group, 2008
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- Figure 44: Attitudes towards health, by weight of usage, 2009
Appendix – Consumer Attitudes Towards Nutrition
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- Figure 45: Attitudes towards nutrition, by demographic sub-group, February 2009
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- Figure 46: Attitudes towards nutrition, by demographic sub-group, February 2009
- Attitudes towards nutrition by users and non-users
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- Figure 47: Attitudes towards nutrition, by detailed usage of vitamins and mineral supplements, February 2009
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Appendix – Consumer Attitudes Towards Vitamins and Supplements
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- Figure 48: Attitudes towards vitamins and mineral supplements, by demographic sub-group, February 2009
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- Figure 49: Attitudes towards vitamins and mineral supplements, by demographic sub-group, February 2009
- Attitudes towards vitamins and mineral supplements by users and non-users
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- Figure 50: Attitudes towards vitamins and mineral supplements, by detailed usage of vitamins and mineral supplements, February 2009
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Appendix – Target Groups
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- Figure 51: Target groups, by experience of vitamins and mineral supplements, February 2009
- Figure 52: Target groups, by attitudes towards nutrition, February 2009
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- Figure 53: Target groups, by attitudes towards vitamins and supplements, February 2009
- Figure 54: Target groups, by demographic sub-groups, February 2009
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