Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- Vitamins and supplements market sees sales decline
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- Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2012-22
- Children and the over-50s drive category sales
- Considerable growth for direct selling
- Health trend will continue to benefit market
- Popularity of elimination diets provides opportunity for supplements
- The importance of sleep is gaining more focus
- Companies and brands
- Market remains heavily fragmented
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- Figure 2: Share of retail value sales of top-selling vitamin and supplement brands, 2016-17
- New products continue to drive launch activity
- Berocca taps into the on-the-go market with fizzy melt tablets and powder
- Potential for more teenage-positioned launches
- Overall advertising spend falls in 2016
- Bassetts Vitamins sponsor ITV’s Catchphrase
- The consumer
- Over half of consumers take vitamins and supplements
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- Figure 3: Usage of vitamins and supplements in the last 12 months, July 2017
- Multivitamins continue to dominate the vitamins segment
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- Figure 4: Usage of vitamins, by type, July 2017
- Men are core users of cod liver oil and fish oil/omega-3
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- Figure 5: Usage of minerals and dietary supplements, by type, July 2017
- Clear age bias in usage of VMS formats
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- Figure 6: Usage of formats of vitamins and supplements, July 2017
- Brain/nervous system claims are most important to 35-44s
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- Figure 7: Reasons for usage of vitamins and supplements, July 2017
- Flavours could be used to influence format choice
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- Figure 8: Interest in vitamins and supplements, July 2017
- Scope for patch formats to enter the market
- Two thirds want only natural ingredients in supplements
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- Figure 9: Attitudes towards vitamins and supplements, July 2017
- Category noise increases desire for tailored VMS
- What we think
Issues and Insights
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- Expanding health positioning to boost male engagement
- The facts
- The implications
- Elimination diets present growth opportunities
- The facts
- The implications
- Tailoring vitamin/supplement plans could help with navigation of the market
- The facts
- The implications
The Market – What You Need to Know
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- Vitamins and supplements market sees sales decline
- Children and the over-50s drive category sales
- Considerable growth for direct selling
- Health trend will continue to benefit market
- Popularity of elimination diets provides opportunity for supplements
- The importance of sleep is gaining more focus
Market Size and Forecast
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- Vitamins and supplements market sees sales decline
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- Figure 10: UK retail value sales of vitamins and supplements, at current and constant prices, 2012-22
- Return to growth expected for vitamins and supplements market
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- Figure 11: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2012-22
- Forecast methodology
Market Segmentation
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- Children and the over-50s drive category sales
- Sales for men’s supplements stagnate
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- Figure 12: UK retail value sales of vitamins and supplements, by segment, 2016-17
- Value sales growth for bone care supplements
Channels to Market
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- Buyout of Sainsbury’s pharmacies contributes to grocery sales decline
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- Figure 13: UK retail value sales of vitamins and supplements, by outlet type, 2015-16
- Considerable growth for direct selling
Market Drivers
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- Health trend will continue to benefit market
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- Figure 14: Any usage of vitamins and supplements in the last 12 months, by age group, July 2017
- Birth rates remain static
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- Figure 15: Trends in the number of live births in England and Wales, 2006-16
- Vitamin D supplements are still being advised for all
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- Figure 16: Total hours of sunshine in the UK, by season, 2013-17
- Media raises question over the need to take supplements
- Popularity of elimination diets provides opportunity for supplements
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- Figure 17: Types of foods/ingredients avoided by respondent or household member, by age group, September 2016
- Vegetarians well catered for; vegan-friendly supplements lag behind
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- Figure 18: New product launches in the UK vitamins and supplements market that are suitable for vegans or vegetarians, 2014-17
- The importance of sleep is gaining more focus
- Rise of the ‘smart drugs’
- Inflation ends the rise in real consumer incomes
Companies and Brands – What You Need to Know
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- Market remains heavily fragmented
- New products continue to drive launch activity
- Berocca taps into the on-the-go market with fizzy melt tablets and powder
- Potential for more teenage-positioned launches
- Overall advertising spend falls in 2016
- Bassetts Vitamins sponsor ITV’s Catchphrase
Market Share
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- Market remains heavily fragmented
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- Figure 19: Share of UK retail value sales of vitamins and supplements, by brand, 2015-17
Launch Activity and Innovation
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- New products continue to drive launch activity
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- Figure 20: New product launches in the UK vitamins and supplements market, by launch type, 2014-17
- Tablets and capsules regain majority share of launches
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- Figure 21: New launches in the UK vitamins and supplements market, by format type, 2014-17
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- Figure 22: Own-label vs branded new product launches in the UK vitamins and supplements market, by format type, 2016
- Berocca taps into on-the-go market with fizzy melt tablets and powder
- Innovative effervescent offerings target beauty and weight loss
- Brands remain the driving force behind NPD; Asda and Morrisons step up own-label ranges
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- Figure 23: Share of new product launches in the UK vitamins and supplements market, by company, 2014-17
- Mars enters the UK vitamins and supplements market with cocoa flavanols
- Cricket protein powders hit the market
- Tom Oliver Nutrition brings sustainable omega-3 supplements to the market
- Tapping into the positive mental health and wellbeing trend
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- Figure 24: New product launches in the UK vitamins and supplements market carrying a functional claim, 2014-17
- New premium beauty supplement brand enters the market
- Steady increase in NPD supplements targeted at women
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- Figure 25: New product launches in the UK vitamins and supplements market, by target demographic group, 2014-17
- Potential for more teenage-positioned launches
Advertising and Marketing Activity
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- Overall advertising spend falls in 2016
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- Figure 26: Recorded above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, 2014-17
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by top 10 advertisers for 2016, 2014-17
- Vitabiotics spends heavily on TV advertising
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- Figure 28: Share of recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by media type, 2014-17
- Seven Seas encourages people to join the #TrueAge movement
- Berocca introduces ‘Roccy’ the chameleon as its new brand character
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- Figure 29: Share of recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by top brands, 2014-17
- Bassetts Vitamins sponsor ITV’s Catchphrase
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Over half of consumers take vitamins and supplements
- Multivitamins continue to dominate the vitamins segment
- Men are core users of cod liver oil and fish oil/omega-3
- Clear age bias in usage of VMS formats
- Brain/nervous system claims are most important to 35-44s
- Flavours could be used to influence format choice
- Scope for patch formats to enter the market
- Two thirds want only natural ingredients in supplements
- Category noise increases desire for tailored VMS
Usage of Vitamins and Supplements
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- Over half of consumers take vitamins and supplements
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- Figure 30: Usage of vitamins and supplements in the last 12 months, July 2017
- Multivitamins continue to dominate the vitamins segment
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- Figure 31: Usage of vitamins, July 2017
- Vitamin D usage is highest amongst the over-65s
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- Figure 32: Usage of Vitamin D, by age group, July 2017
- Men are core users of cod liver oil and fish oil/omega-3
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- Figure 33: Usage of minerals and dietary supplements, July 2017
Usage of Formats
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- Tablets/capsules are the most commonly taken supplement format
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- Figure 34: Usage of formats of vitamins and supplements, by type, July 2017
- Oral sprays remain a niche format
- Clear age bias in usage of VMS formats
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- Figure 35: Usage of format types of vitamins and supplements, by age group, July 2017
Reasons for Taking Vitamins and Supplements
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- General health is the biggest motivator for taking VMS
- Brain/nervous system claims are most important to 35-44s
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- Figure 36: Reasons for taking vitamins and supplements, July 2017
- Young people concerned with benefiting appearance and weight
Interest in Innovation in Vitamins and Supplements
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- Strong interest in supplements containing real fruit juice
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- Figure 37: Interest in innovation in vitamins and supplements, July 2017
- Flavours could be used to influence format choice
- Savoury flavours could help consumers to reach their five-a-day
- Supplements tailored towards particular lifestyle choices appeals
- Scope for patch formats to enter the market
Attitudes towards Vitamins and Supplements
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- Two thirds want only natural ingredients in supplements
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- Figure 38: Attitudes towards vitamins and supplements, July 2017
- Trust in own-labels is higher amongst older groups
- Category noise increases desire for tailored VMS
- Two fifths of consumers find it hard to get required vitamins and minerals from diet
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 39: Best- and worst-case forecasts for the total UK vitamins and minerals market, by value, 2017-22
- Forecast methodology
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Appendix – Market Share
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- Figure 40: UK Retail value sales of vitamins and supplements, by brand, 2015-17
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Appendix – Market Drivers
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- Figure 41: Projected trends in the age structure of the UK population, 2017-22
- Figure 42: Total hours of sunshine in the UK, by season, 2013-17
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Appendix – Launch Activity and Innovation
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- Figure 43: New product launches in the UK vitamins and supplements market, by branded and own-label, 2014-17
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Appendix – Advertising and Marketing Activity
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- Figure 44: Recorded above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, by media type, 2014-17
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Appendix – The Consumer
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- Figure 45: Repertoire of usage of vitamins, July 2017
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- Figure 46: Repertoire of usage of minerals and dietary supplements, July 2017
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- Figure 47: Repertoire of formats of vitamins and supplements, by gender by age group, July 2017
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- Figure 48: New product launches in the UK vitamins and supplements market carrying an all-natural or a no additives/preservatives claim, 2014-17
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