Table of Contents
Executive Summary
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- Value sales growth stalls in 2014
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- Figure 1: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2010-20
- Powders grow share of launch activity
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- Figure 2: New product launches in the vitamins and supplements market, by format type, January 2012-June 2015
- Modern life has young adults stressed
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- Figure 3: Health issues experienced and future concern, June 2015
- Multivitamins remain most popular vitamin
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- Figure 4: Vitamins taken in the last 12 months, by frequency, June 2015
- Parents look to vitamins to bolster children’s immune systems
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- Figure 5: Parents’ attitudes towards children’s use of vitamins and supplements, June 2015
- Tapping into consumer diets
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- Figure 6: Attitudes towards vitamins and supplements, June 2015
- What we think
Issues and Insights
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- Tapping into the trend for healthy eating
- The facts
- The implications
- Bolstering usage of Vitamin D
- The facts
- The implications
- Health tech trends could help with VMS personalisation
- The facts
- The implications
The Market – What You Need to Know
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- Value sales growth comes to a halt in 2014
- Personalisation remains key to future growth
- Higher prices drive sales through chemists/drugstores
- UK’s ageing population presents opportunities for vitamins and supplements market
- Tapping into the dieting boom
- Fish oil supplements receive mixed press
- Health body recommends everyone take Vitamin D
Market Size and Forecast
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- Value sales flatline in 2014
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- Figure 7: Value sales of vitamins and supplements, 2010-20
- Modest growth predicted
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- Figure 8: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2010-20
Segment Performance
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- Demographically positioned vitamins enjoy growth
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- Figure 9: UK retail value sales of vitamins and supplements, by segment, years ending June 2014 and 2015
- Men’s vitamins enjoy 12% year-on-year rise in value sales
- Consumers seek energy boost from vitamins
Channels to Market
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- Higher prices drive sales through chemists/drugstores
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- Figure 10: UK retail value sales of vitamins and supplements, by outlet type, 2013-14
- Hard discounters continue to grow
Market Drivers
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- Ageing population provides opportunities to vitamins market
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- Figure 11: Trends in the age structure of the UK population, 2010-20
- Sandwich Generation provides opportunity for vitamins market
- Baby boom ends
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- Figure 12: Number of births in the UK, 2000-14
- Diet fads result in gaps in consumer vitamin intake
- Fish oil supplements receive positive and negative press
- Health body recommends everyone take Vitamin D
- Misleading labelling on herbal supplements
Key Players – What You Need to Know
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- Own-label remains dominant force
- Seven Seas is most trusted brand
- Opportunity for targeted television advertising
- Seven Seas launches campaign targeted at senior market
- Powders account for increasing share of NPD
- Sugar-free claims on the rise
Market Share
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- Own-label remains dominant force
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- Figure 13: UK retail value sales of vitamins and supplements, by brand, years ending June 2014 and 2015
- Independent brands benefit from growing interest in demographic-specific vitamins
Brand Research
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- Brand map
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- Figure 14: Attitudes towards and usage of selected brands, July 2015
- Key brand metrics
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- Figure 15: Key metrics for selected brands, July 2015
- Brand attitudes: Vitabiotics has a particularly innovative image which may encourage perceptions of being worth paying more for
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- Figure 16: Attitudes, by brand, July 2015
- Brand personality: Seven Seas’ longevity and price point create accessible image
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- Figure 17: Brand personality – macro image, July 2015
- Centrum most likely to be associated with expertise; Sanatogen struggles with old-fashioned image
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- Figure 18: Brand personality – micro image, July 2015
- Brand analysis
- Vitabiotics enjoys stronger image of innovation and vibrancy than other brands
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- Figure 19: User profile of Vitabiotics, July 2015
- Seven Seas remains the most trusted and most used brand
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- Figure 20: User profile of Seven Seas, July 2015
- Centrum has particularly strong image among younger groups
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- Figure 21: User profile of Centrum, July 2015
- Sanatogen has an old-fashioned image among consumers
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- Figure 22: User profile of Sanatogen, July 2015
- Bioglan has slightly more exclusive image, perhaps because of its prices
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- Figure 23: User profile of Bioglan, July 2015
Brand Communication and Promotion
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- Advertising expenditure remains consistent
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- Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, January 2012- June 2015
- Opportunity for targeted television advertising
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- Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, % share by media type, January 2012-June 2015
- Vitabiotics leads advertising expenditure
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by advertiser, January 2012- June 2015
- Coverage/methodology clarification
Launch Activity and Innovation
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- New products account for over four in five launches
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- Figure 27: New product launches in the vitamins and supplements market, by launch type, January 2012-June 2015
- Figure 28: Examples of new product launches, January 2012-June 2015
- Powders grow share of launch activity
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- Figure 29: New product launches in the vitamins and supplements market, by format type, January 2012-June 2015
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- Figure 30: Examples of powdered supplement launches, 2015
- Energy claims prove the fastest growing
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- Figure 31: Fastest growing product positioning claims in the vitamins and supplements market, 2013-14
- High-sugar diets offer potential for NPD
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- Figure 32: Examples of vitamins and supplements launches carrying low/no/reduced sugar claims, January 2014-June 2015
- Fragmented launch activity
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- Figure 33: New product development in vitamins and supplements market, by top five ultimate companies and other, 2014
- Figure 34: BetterYou Range, January 2014-June 2015
- Men’s Health magazine launches vitamin range
The Consumer – What You Need to Know
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- Modern life has young adults stressed
- Consumers worried by the effects of ageing
- Obesity = the big issue
- Over two in five adults take vitamins daily
- Children more likely to take vitamins on an occasional basis
- Parents look to vitamins to bolster children’s immune systems
- Convenience makes supermarket the most popular channel
- Tapping into consumer diets
Health Issues
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- Half of all adults worry about stress
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- Figure 35: Health issues experienced and future concern, June 2015
- Old age health issues top future concerns
- Obesity remains major health issue
- Finances impacting wellbeing
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- Figure 36: Repertoire of health issues, by financial situation, June 2015
Usage and Frequency of Vitamins and Supplements
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- Over two in five adults take vitamins daily
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- Figure 37: Usage of vitamins and supplements in the last 12 months, June 2015
- Multivitamins remain most popular vitamin
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- Figure 38: Vitamins taken in the last 12 months, by frequency, June 2015
- Bolstering Vitamin D usage
- Usage of mineral supplements low
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- Figure 39: Supplements taken in the last 12 months, by frequency, June 2015
- Usage of fish oil-based supplements declines
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- Figure 40: Comparison of vitamins and supplements taken (daily or occasionally) in the last 12 months, June 2014 and June 2015
Attitudes towards Children’s Vitamins and Supplements
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- Children more likely to take vitamins on an occasional basis
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- Figure 41: Children’s usage of vitamins and supplements, June 2015
- Parents look to vitamins to bolster children’s immune systems
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- Figure 42: Parents’ attitudes towards children’s use of vitamins and supplements, June 2015
- Opportunity to further educate parents
Shopping for Vitamins and Supplements
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- Convenience makes supermarket the most popular channel
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- Figure 43: Channels used to purchase vitamins and supplements in the last 12 months, June 2015
- Engaging the male market
Attitudes towards Vitamins and Supplements
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- Tapping into consumer diets
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- Figure 44: Attitudes towards vitamins and supplements, June 2015
- Engaging with the active lifestyles of seniors
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- Figure 45: Any agreement with the statement “It is important to take vitamins/minerals/supplements when you are physically active”, by age, June 2015
- Bolstering sales of branded vitamins and supplements
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- Figure 46: Attitudes towards vitamins and supplements, June 2015 (continued)
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
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