Table of Contents
Introduction
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- Definitions
- Methodology
- Consumer research
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Retail value sales of vitamins and dietary supplements, 2007-17
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- Figure 2: UK estimated retail value sales of vitamins and supplements, by sector, 2012
- Figure 3: New product launches in vitamins and supplements, % share by format, 2012
- Market factors
- Companies, brands and innovation
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- Figure 4: Market share, 2011
- The consumer
- What we think
Issues in the Market
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- How will EFSA’s stricter requirements for supplements affect the market?
- Where could innovation go to reignite interest?
- How can manufacturers better engage the expanding demographic groups?
- How can manufacturers cross-fertilise with other markets?
Trend Application
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- Trend: Experience Is All
- Trend: Survival Skills
- 2015 Trend: Old Gold
Market Drivers
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- Key points
- Age of population
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- Figure 5: Trends in the age structure of the UK population, by gender, 2007-17
- Reaching out to an ageing population
- 25-34 and 45-54-year-olds – potential for industry growth
- Youth market – shifting priorities
- Healthy eating on the decline
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- Figure 6: Trends in attitudes towards health and diet, 2008-12
- Vegetarians – not a major target group
- Targeting weight loss
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- Figure 7: Trends in agreement with attitudes towards weight loss, 2008-12
- Functional food and drink face challenges
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- Figure 8: Trends in purchase of food and drink with added health benefits (eg probiotic, omega 3 or cholesterol lowering), 2008-12
- Health of the nation
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- Figure 9: Trends in complaints suffered from in the last 12 months, 2008-12
- Arthritis – a key focus
- High blood pressure – more difficult to focus on
- Risks associated with vitamin consumption
- Recommended daily allowance (RDA)
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- Figure 10: Recommended daily allowances (RDAs) for vitamins and minerals in the EU
- Health claim regulations review by EFSA
- When it comes to dosage, size matters
Competitive Context
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- Key points
- Vitamins and the NHS
- Vitamins and dietary supplements in context of other consumer markets
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- Figure 11: Market value of vitamins and dietary supplements, 2008-12
- Strong growth in functional food and drink
- Functionality moves mainstream
- Own-labels pick up pace in functional innovation
- Functional drinks offer avenues for development
- Niche players look to functional foods for opportunities
- Cost – functional or supplement
- Fruit and vegetables – opportunities
- Prevention rather than cure
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation waning
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- Figure 12: New product launches in vitamins and supplements in the UK, 2008-12
- New launches – branded vs own-label
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- Figure 13: New product launches in vitamins and supplements, % branded vs. own-label, 2008-12
- Innovations by manufacturer
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- Figure 14: New product activity in vitamins and supplements, % share by top ten manufacturers, 2009-11
- Niche players innovate alongside market leaders
- Free from and low/no/reduced claims dominate
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- Figure 15: New product launches in vitamins and supplements, % by product claim, 2009-12*
- New launches by format type
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- Figure 16: New product launches in vitamins and supplements, % share by format, 2008-12
- Tablets and capsules dominate launch activity
- Multivitamin – focus for all
- Targeting joint pain
- Caring for digestive health
- Targeting men with health and vitality
- Women only
- Dietary supplements for weight management
- Anti-ageing – a focus for skin health products
- Manufacturers get emotional
- Convenience formats – a focus for activity
- On-pack information re-evaluated
- What next?
Market Size and Forecast
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- Key points
- Value sales
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- Figure 17: Value sales of vitamins and supplements, 2007-17
- Not enough incentive to buy
- The future
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- Figure 18: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Retail sales by sector
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- Figure 19: UK estimated retail value sales of vitamins and supplements, by sector, 2011 and 2012
- Multivitamins march ahead
- Vitamin B faring better than Vitamin B complex
- Own-labels fuelling Vitamin C sales
- Mega omega 3
- Stagnation and decline in less mainstream products
- Retail sales by product claim
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- Figure 20: UK estimated retail value sales of vitamins and supplements, by product claims, 2011 and 2012
- Joint care v bone health
- Pregnancy – not just for women
- An energy boost or mental stimulation
- Immune support – one of many claims
- Rising concerns over cardiovascular health
- Retail sales by age or gender
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- Figure 21: UK estimated retail value sales of vitamins and supplements, by age and gender, 2011 and 2012
- Multivitamins and minerals – key industry focus
- Women v Men
- Children’s sector in danger of stagnating
- Does 50+ need to become 60+?
- Other supplements
Market Share
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- Key points
- Seven Seas, Vitabiotics and Bayer fight to protect share
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- Figure 22: Market share, 2011 and 2012
- Price discounting undercuts own-label share
- Niche brands struggle
Companies and Products
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- Seven Seas
- Background and financial performance
- Product range and innovation
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- Figure 23: Seven Seas’ product launches in the vitamins and supplements market, July 2011-June 2012
- Marketing and advertising
- Bayer
- Background and financial performance
- Product range and innovation
- Marketing and advertising
- Boots
- Background and financial performance
- Product range and innovation
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- Figure 24: Products launched by Boots in the vitamins and supplements market, July 2011-June 2012
- Marketing and advertising
- Galenica
- Background and financial performance
- Product range and innovation
- Marketing and advertising
- HealthAid
- Background and financial performance
- Product range and innovation
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- Figure 25: Products launched by HealthAid in the vitamins and supplements market, July 2011-June 2012
- Marketing and advertising
- Holland & Barrett
- Background and financial performance
- Product range and innovation
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- Figure 26: Products launched by Holland & Barrett in the vitamins and supplements market, July 2011-June 2012
- Marketing and advertising
- Solgar
- Background and financial performance
- Product range and innovation
- Marketing and advertising
- Vitabiotics
- Background and financial performance
- Product range and innovation
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- Figure 27: Major launches by Vitabiotics in the vitamins and supplements market, July 2011-June 2012
- Marketing and advertising
- Other key players in the market
Brand Communication and Promotion
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- Key points
- Lacklustre adspend
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- Figure 28: Main monitored media advertising spend on vitamins and supplements, 2008-12
- High adspend/sales ratio
- Kingstown Products dominates advertising
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- Figure 29: Main monitored media advertising spend on vitamins and supplements, % share by advertiser, 2011
- Popularity of direct marketing continues, but TV advertising builds momentum
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- Figure 30: Main monitored media advertising expenditure on vitamins and supplements, % share by medium, 2009-12
- New promotional media – Facebook
Channels to Market
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- Key points
- Retail sales by outlet type
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- Figure 31: UK retail value sales* of vitamins and supplements, by outlet type, 2012 (est)
- Chemists and drugstores dominate
- Convenience and own-label innovation drive supermarket sales
- Higher per capita spend in health food stores
- Direct selling gathers momentum
Consumer Usage and Frequency of Vitamins and Supplements
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- Key points
- Heavy usage rise fuelled by ageing population
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- Figure 32: Trends in usage and frequency of taking vitamins and supplements in the last 12 months, 2008-12
- Rising consumer awareness impacts on usage
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- Figure 33: Types of vitamins and supplements currently taken or taken in the previous 12 months, July 2011 and July 2012
- Vitamin C usage impacted by strong citrus fruits sales
- Sun safety is driving deficiency in Vitamin D
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- Figure 34: UK sunshine trends, 2010-11
- Vitamins and supplements viewed as a dispensable expenditure
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- Figure 35: Frequency of usage of vitamins and supplements, July 2012
- Niche supplements more likely to be consumed by regular users
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- Figure 36: Frequency of usage of vitamins and supplements, by types of vitamins and supplements currently taken or taken in the previous 12 months, July 2012
- Most adventurous are heavier users of selenium, magnesium and Vitamin E
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- Figure 37: Number of types of vitamins and supplements currently taken or taken in the previous 12 months, July 2012
- Younger demographics demand convenient delivery methods
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- Figure 38: Format of vitamins and minerals that people currently take or would be interested in taking, July 2012
Reasons to Use Vitamins and Supplements
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- Key points
- Keeping healthy to keep working
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- Figure 39: Reasons for taking vitamins and supplements, by most popular types of vitamins and supplements currently taken or taken in the previous 12 months, July 2012
- Substituting not supplementing a healthy diet
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- Figure 40: Fruit and vegetable consumption, by financial situation, July 2012
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- Figure 41: Profile of those most likely to take vitamins and supplements to compensate for a poor diet, July 2012
- Students supplement their studies
- Obesity link to demand for heart-health supplements
- Over-65s may be unaware of the potential benefits on offer
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- Figure 42: Attitude towards health and diet, by age, 2012
Consumer Purchase Habits of Vitamins and Supplements
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- Key points
- Convenience and innovation secures grocery store lead
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- Figure 43: Outlets at which vitamins and supplements are purchased, July 2012
- Pharmacies represent more than just a point of sale
- Half of people buy supplements in one type of outlet
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- Figure 44: Number of outlets at which vitamins and supplements are purchased, July 2012
- How much do they spend?
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- Figure 45: Monthly spend on vitamins and supplements, July 2012
- Spend by place of purchase
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- Figure 46: Outlets at which vitamins and supplements are purchased, by monthly spend on vitamins and supplements, July 2012
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- Figure 47: Examples of discounting promotions on vitamins and supplements by grocers and drugstores, January 2011-July 2012
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- Figure 48: Examples of promotions on vitamins and supplements by specialist and online retailers, January 2011-July 2012
Factors Influencing Purchase of Vitamins and Supplements
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- Key points
- Information prompts purchase
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- Figure 49: Factors prompting purchase of vitamins and supplements, July 2012
- Trusted recommendations are a top priority
- Information era
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- Figure 50: Examples of innovation in vitamins and supplements that profile product benefits on-pack, January 2011-July 2012
- Two or more prompts needed for purchase
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- Figure 51: Number of factors prompting purchase of vitamins and supplements, July 2012
- Price is the biggest purchase influence
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- Figure 52: Top factors influencing purchase of vitamins and supplements, July 2012
- The role of trust
- Impact of purchase influence on attitudes towards vitamins and supplements
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- Figure 53: Attitudes towards vitamins and supplements, by net of factors influencing purchase of vitamins and supplements, July 2012
Attitudes towards Vitamins and Supplements
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- Key points
- Market suffering from lack of brand differentiation
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- Figure 54: Attitudes towards vitamins and supplements, July 2012
- Generation gap in attitudes towards vitamins and supplements
- Vitamins a shortcut to healthy living?
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- Figure 55: Reasons for taking vitamins and supplements amongst those who see vitamins and mineral supplements as an easy way to get the nutrients they need, July 2012
- Price to drive frequency and range of use
Appendix – Market Drivers
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- Figure 56: Attitudes towards health and diet, by detailed demographics, 2012
- Figure 57: Attitudes towards health and diet, by detailed demographics, 2012
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- Figure 58: Purchase of food and drink with added health benefits (eg probiotic, omega 3 or cholesterol lowering), by demographics, 2012
- Figure 59: Complaints suffered from in the last 12 months, by demographics, 2012
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- Figure 60: Complaints suffered from in the last 12 months, by demographics, 2012
- Figure 61: Complaints suffered from in the last 12 months, by demographics, 2012
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- Figure 62: Agreement with attitudes towards weight loss, by demographics, 2012
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Appendix: Usage and Frequency of Vitamins and Supplements
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- Figure 63: Usage and frequency of taking vitamins and supplements in the last 12 months, by demographics, 2012
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Appendix: Consumer Purchase Habits of Vitamins and Supplements
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- Places of purchase
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- Figure 64: Outlets at which vitamins and supplements are purchased, by demographics, July 2012
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- Figure 65: Attitudes towards vitamins and supplements, by outlets at which vitamins and supplements are purchased, July 2012
- Repertoire
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- Figure 66: Number of outlets at which vitamins and supplements are purchased, by demographics, July 2012
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- Figure 67: Outlets at which vitamins and supplements are purchased, by number of outlets at which vitamins and supplements are purchased, July 2012
- Spend on vitamins and supplements
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- Figure 68: Monthly spend on vitamins and supplements, by demographics, July 2012
Appendix: Factors Influencing Purchase of Vitamins and Supplements
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- Factors prompting purchase
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- Figure 69: Most popular factors prompting purchase of vitamins and supplements, by demographics, July 2012
- Figure 70: Next most popular factors prompting purchase of vitamins and supplements, by demographics, July 2012
- Repertoire
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- Figure 71: Number of factors prompting purchase of vitamins and supplements, by demographics, July 2012
- Figure 72: Factors prompting purchase of vitamins and supplements, by number of factors prompting purchase of vitamins and supplements, July 2012
- Factors influencing purchase
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- Figure 73: Most popular factors influencing purchase of vitamins and supplements, by demographics, July 2012
- Figure 74: Next most popular factors influencing purchase of vitamins and supplements, by demographics, July 2012
Appendix: Attitudes Towards Vitamins and Supplements
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- Figure 75: Most popular attitudes towards vitamins and supplements, by demographics, July 2012
- Figure 76: Next most popular attitudes towards vitamins and supplements, by demographics, July 2012
- Reasons for taking
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- Figure 77: Reasons for taking vitamins and supplements, by most popular attitudes towards vitamins and supplements, July 2012
- Figure 78: Reasons for taking vitamins and supplements, by next most popular attitudes towards vitamins and supplements, July 2012
- Factors prompting purchase
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- Figure 79: Factors prompting purchase of vitamins and supplements, by most popular attitudes towards vitamins and supplements, July 2012
- Figure 80: Factors prompting purchase of vitamins and supplements, by next most popular attitudes towards vitamins and supplements, July 2012
- Factors influencing purchase
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- Figure 81: Top factors influencing purchase of vitamins and supplements, by most popular attitudes towards vitamins and supplements, July 2012
- Figure 82: Top factors influencing purchase of vitamins and supplements, by next most popular attitudes towards vitamins and supplements, July 2012
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