Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- Steady growth projected for vitamins and supplements category
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- Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2011-21
- Product launch activity soars
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- Figure 2: New launches in the UK vitamins and supplements market, by launch type, January 2013-June 2016
- Consumers shift to daily usage
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- Figure 3: Usage of vitamins and supplements in the last 12 months, vs the previous 12 months, June 2015 and June 2016
- Persuading men they need vitamins
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- Figure 4: Barriers to using vitamins and supplements, June 2016
- Women more likely to experience vitamin deficiencies
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- Figure 5: Factors encouraging people to start using vitamins and supplements, June 2016
- Professional advice drives trust in supplements
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- Figure 6: Factors encouraging trust in the vitamins and supplements market, June 2016
- What we think
Issues and Insights
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- Exploring more specific demographic issues
- The facts
- The implications
- Appealing to a wider male audience
- The facts
- The implications
The Market – What You Need to Know
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- Vitamins and supplements market returns to growth
- Consumer demand for customised products grows
- Healthy living trend drives sales for health food retailers
- Targeting the ageing population
- Debate over value of pregnancy vitamins
- Vitamins in the media
Market Size and Forecast
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- Vitamins and supplements market enjoys buoyant sales
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- Figure 7: UK retail value sales of vitamins and supplements, at current and constant prices, 2011-21
- Steady growth projected for vitamins and supplements category
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- Figure 8: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2011-21
- The impact of the EU referendum vote
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- Figure 9: Alternative market scenarios for the post-Brexit vitamins and supplements market, at current prices, 2016-21
- Figure 10: Detailed post-Brexit scenarios for the vitamins and supplements market, at current prices, 2016-21
- Vitamins and supplements: A recession-proof market?
Segment Performance
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- Demographically positioned vitamins drive category sales
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- Figure 11: UK retail value sales of vitamins and supplements, by segment, years ending May 2015 and 2016
- Sales of men’s vitamins on the rise
- Opportunities for pro-pregnancy vitamins
Channels to Market
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- Healthy living trend drives sales for health food retailers
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- Figure 12: UK retail value sales of vitamins and supplements, by outlet type, 2014 and 2015
- Further growth through discounter channels
Market Drivers
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- Targeting the ageing population
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- Figure 13: Trends in the age structure of the UK population, 2011-21
- Tapping into the growing male population
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- Figure 14: Trends in the age structure of the UK population, by gender, 2011-16 and 2016-21
- Baby boom slows
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- Figure 15: Trends in the number of live births, England and Wales, 2004-14
- Debate over value of pregnancy vitamins
- Vegetarianism and vegan trend
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- Figure 16: Mintel food tracker – Proportion of population who identify as vegetarian, August 2013-August 2015
- Tapping into exercise habits
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- Figure 17: Participation in in-home and individual fitness activities, December 2014
- Vitamins in the media
- Research boost for fish oil and Omega-3 supplements
- Health bodies advise Vitamin D for all
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- Figure 18: Screengrab from Google News, with search terms “Vitamin D”, August 2016
- Concerns over iron tablets
Key Players – What You Need to Know
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- VMS market remains fragmented
- Product launch activity and advertising soar
- Powders increase share of launch activity
- Brands go after children and babies market
- Tapping into the physique boom
- Vitabiotics invests in celebrity endorsement
Market Share
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- VMS market remains fragmented
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- Figure 19: Retail value sales of vitamins and supplements, by brand, years ending June 2015 and 2016
- Vitabiotics gains market share
Launch Activity and Innovation
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- Product launch activity soars
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- Figure 20: New launches in the UK vitamins and supplements market, by launch type, January 2013-June 2016
- Powders grow share of launch activity
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- Figure 21: New launches in the UK vitamins and supplements market, by format type, January 2013-June 2016
- Figure 22: Examples of launches of powder-based vitamins and supplements, July 2015-June 2016
- Other alternative formats
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- Figure 23: Reserol Boosting Films, Sweden, July 2016
- Own-label vs branded
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- Figure 24: New launches in the UK vitamins and supplements market, own-label vs branded, January 2013-June 2016
- Figure 25: Own-label vs branded launches, by format type, 2015
- Figure 26: Examples of non-tablet/capsule format own-label vitamin and supplement product launches, January 2015-16
- Fragmented launch activity by company
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- Figure 27: New launches in the UK vitamins and supplements market, by ultimate company, January 2013-June 2016
- Launch activity underscores sales growth in targeted vitamins
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- Figure 28: Top 10 fastest-growing product positioning claims in the vitamins and supplements category, 2014-15
- Tapping into the physique boom
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- Figure 29: Product launches in vitamins and supplements category carrying weight and muscle gain claims, 2015
Advertising and Marketing Activity
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- Adspend rises in 2016
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by media type, January 2013-June 2016
- Healthspan leads advertising expenditure in 2015
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by top 10 advertisers and other, January 2013-June 2016
- Vitabiotics invests in celebrity endorsement
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- Figure 32: Vitabiotics Wellman campaign featuring David Gandy, June 2016
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Consumer shift towards daily usage
- Multivitamins dominate category
- Persuading men they need vitamins
- Tapping into diets
- Vitamins users exhibit proactive approach towards health
- Weight loss vitamins register low levels of trust
- Professional and scientific opinion drive trust
- Bolstering trust in oral sprays
Usage and Frequency of Vitamins and Supplements
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- Consumer shift towards daily usage
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- Figure 33: Usage of vitamins and supplements in the last 12 months, vs the previous 12 months, June 2015 and June 2016
- Upturn in male usage of vitamins and supplements
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- Figure 34: Changes in daily usage of vitamins and supplements over the last two years, by gender, June 2015 and June 2016
- Multivitamins dominate category
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- Figure 35: Vitamins taken in the last 12 months, by frequency, June 2016
- Bringing mineral supplements to a younger audience
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- Figure 36: Supplements taken in the last 12 months, by frequency, June 2016
- Usage of Vitamin D supplements increases
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- Figure 37: Percentage point change in the proportion of adults using vitamins and supplements in the last 12 months, 2015-16
Barriers to Using Vitamins and Supplements
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- Persuading men they need vitamins
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- Figure 38: Barriers to using vitamins and supplements, June 2016
- Tapping into diets
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- Figure 39: Attitudes towards healthy eating, by age, August 2015
- A quarter of non-users put off by price
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- Figure 40: Image of vitamin section from Tesco store in London, July 2016
Usage Motivations
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- Vitamins users exhibit proactive approach towards health
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- Figure 41: Factors encouraging people to start using vitamins and supplements, June 2016
- Women more likely to experience vitamin deficiencies
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- Figure 42: Selected factors encouraging people to start using vitamins and supplements, by gender, June 2016
- Young adults turn to vitamins to correct poor diet
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- Figure 43: Selected factors behind why people started using vitamins and supplements, by age and gender, June 2016
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- Figure 44: Myprotein Body Coach Recommendations, July 2016
Trust in Vitamins and Supplements
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- Musculoskeletal health vitamins enjoy high levels of trust
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- Figure 45: Trust in common vitamins’ and supplements’ health claims, June 2016
- Trust highest amongst women
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- Figure 46: Proportion of adults who indicate trust in the following vitamins’ and supplements’ health claims, by gender, June 2016
- Weight loss vitamins register low levels of trust
- Professional and scientific opinion drive trust
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- Figure 47: Factors encouraging trust in the vitamins and supplements market, June 2016
- Well-known brands register with young adults
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- Figure 48: Proportion of adults who would trust vitamin/supplement based on it being made by a well-known brand, by age, June 2016
Perceptions of Vitamin and Supplement Formats
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- Convenience drives popularity of tablets and capsules
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- Figure 49: Perceptions of vitamin and supplement formats, June 2016
- Figure 50: Perceptions of different formats for vitamins and supplements, June 2016
- Bolstering trust in oral sprays
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- Figure 51: Examples of Better You oral spray products, July 2016
- Gummies boast child-friendly image
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
- Correspondence analysis
Appendix – Key Players
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- Figure 52: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, January 2013-June 2016
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Appendix – The Consumer
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- Figure 53: New launches in the UK vitamins and supplements market designed for children aged 5-12 years old, by format type, January 2013-June 2016
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