Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Sales through health food specialists hits £699 million
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- Figure 1: Total health food specialists’ sector size, 2012-22
- Vitamins and supplements market stalls in 2017
- Other categories experience growth
- Income squeeze could make health food buyers more demanding
- More than half of consumers try to eat healthily
- Companies and brands
- Holland & Barrett bought by L1 Retail
- Julian Graves founders launch Grape Tree
- Holland & Barrett launches Healthbox
- The consumer
- 66% have bought health food products in the last three months
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- Figure 2: Health foods purchased in the past three months, December 2017
- Supermarkets dominate the sector
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- Figure 3: Where they shopped for health foods in the past three months, December 2017
- Qualified advisors encourage visits to specialists
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- Figure 4: What would encourage them to shop at a particular health food retailer, December 2017
- Wide range of reasons for buying health foods
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- Figure 5: Reasons for buying health food products, December 2017
- Two thirds of buyers look for evidence
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- Figure 6: How they shop for health foods, December 2017
- Young are open to paying if they can be persuaded of the benefits
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- Figure 7: Attitudes towards health food retailers, December 2017
- What we think
Issues and Insights
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- Reaching out to provide trusted advice
- The facts
- The implications
- Enticing younger shoppers into health food stores
- The facts
- The implications
- Appealing to those trying to stay healthy on a budget
- The facts
- The implications
The Market – What You Need to Know
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- Sales through health food specialists hit £699 million
- Vitamins and supplements market stalls in 2017
- Other categories experience growth
- Income squeeze could make health food buyers more demanding
- More than half of consumers try to eat healthily
Market Size and Forecast
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- Health food retailers experience steady growth
- Market forecast to reach £845 million by 2022
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- Figure 8: Total health food specialists’ sector size, 2012-22
- Figure 9: Total health food specialists’ sector size, in current and constant prices, 2012-22
- Forecast methodology
Market Segmentation
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- Sales of vitamins and supplements edge into decline in 2017
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- Figure 10: Sales of vitamins and supplements at current prices, 2012-2017
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- Figure 11: UK retail value sales of vitamins and supplements, by segment, 2016-17
- Healthy options drive growth in the snacking market
- Free-from food sales boom
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- Figure 12: UK retail value sales of free-from food and drink, 2012-2017
- 27% of adults use sports nutrition products
Market Drivers
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- The income squeeze puts pressure on healthy eating
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- Figure 13: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2014-January 2018
- Health warnings over "ultra-processed” foods
- 61% of adults are overweight or obese
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- Figure 14: Trends in body mass index (BMI), England, 1995-2016
- Attitudes to healthy eating
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- Figure 15: How often consumers try to eat healthily, November 2015, 2016 and 2017
- Reasons for sticking to a diet
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- Figure 16: Benefits consumers would ideally like from their diet, November 2017
- Consumers trust official sources of information
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- Figure 17: Trust in sources of information about nutrition and exercise, April 2017
Companies and Brands – What You Need to Know
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- Holland & Barrett bought by L1 Retail
- Julian Graves founders launch Grape Tree
- Online shop aims to tackle health food waste
- Holland & Barrett launches Healthbox
Leading Specialists
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- Holland & Barrett acquired by L1 Retail
- Julian Graves founders launch Grape Tree
- Revital attracts investment
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- Figure 18: Leading health food specialists, sales, 2013-2017
- Holland & Barrett improves and expands its store estate
- Rapid expansion at Grape Tree
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- Figure 19: Leading health food specialists, outlet numbers, 2013-2017
- Sales per outlet
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- Figure 20: Leading health food specialists, sales per outlet, 2013-2017
Launch Activity and Innovation
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- New online shop tackling health food waste
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- Figure 21: Food Circle Supermarket, March 2018
- Planet Organic launches online vegan shop
- New online supermarket offering solely natural, cruelty-free, plant-based and planet-friendly products
- The Community Farm opens first shop
- On-demand organic and speciality food
- Crussh and Holland & Barrett in-store collaboration
- Zero waste, 100% organic supermarket
- Health food-to-go
- Healthy Foods Online launches its first food store
- Holland & Barrett launches Healthbox
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- Figure 22: Holland & Barrett Healthbox service, March 2018
The Consumer – What You Need to Know
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- 66% have bought health food products in the last three months
- Supermarkets dominate the sector
- Qualified advisors encourage visits to specialists
- Wide range of reasons for buying health foods
- Two thirds of buyers look for evidence
- Cynical attitude towards health claims
Health Foods Purchased
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- 66% have bought health food products in the last three months
- Dried fruit, nuts, seeds and bran the most popular category
- Vitamins and supplements
- Sports nutrition and protein attracts male shoppers
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- Figure 23: Health foods purchased in the past three months, December 2017
- Health foods purchased by more affluent consumers
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- Figure 24: Health foods purchased in the past three months, by average age and socio-economic group, December 2017
- A quarter bought three or more health food products
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- Figure 25: Repertoire of health food products purchased in the last three months, December 2017
Where They Shop for Health Foods
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- Supermarkets dominate the sector
- Holland & Barrett sticks close to the competition
- Battling the online competition
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- Figure 26: Where they shopped for health foods in the past three months, December 2017
- Health food stores need to appeal to a younger audience
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- Figure 27: Where they purchased health food products in the past three months, by average age and socio-economic group, December 2017
- Where they shop, by what they bought
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- Figure 28: Where they shopped for health food products in the past three months, by what health products they purchase in the past three months, December 2017
- Buyers of weight loss products are least likely to visit health food stores
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- Figure 29: Where they shopped for health food products in the past three months, by what health products they purchase in the past three months, December 2017
- Over half shop around
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- Figure 30: Repertoire analysis of retailers used to buy health food products in the past three months, December 2017
Encouraging Them to Shop at a Health Food Retailer
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- Qualified advisors make the difference
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- Figure 31: Encouraging them to shop at a health food retailer, December 2017
- Food-to-go appeals to the young
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- Figure 32: Encouraging them to shop at a health food retailer, December 2017
- Recipe workshops could persuade people to visit health food stores
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- Figure 33: What would encourage them to visit a health food store, by where they shopped for health food in the past three months, December 2017
- Specific goals require more advice
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- Figure 34: Top three reasons for buying health food products, by features that would encourage them to visit a health food retailer, December 2017
Reasons for Buying Health Food Products
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- Health food buyers look to protect themselves
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- Figure 35: Reasons for buying health food products, December 2017
- Under 35s turn to health food to improve their mood
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- Figure 36: Selected reasons for buying health foods, by age, December 2017
- Older shoppers look to improve health
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- Figure 37: Selected reasons for buying health foods, by age, December 2017
How They Shop for Health Foods
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- Two thirds look for evidence
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- Figure 38: How they shop for health foods, December 2017
- Health food subscription services appeal to young men
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- Figure 39: Interest in regularly receiving health food products via a subscription, December 2017
- Under 35s follow bloggers and vloggers
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- Figure 40: Followers of healthy eating bloggers/vloggers, by age and gender, December 2017
Attitudes Towards Health Food Retailers
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- A cynical attitude towards health claims
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- Figure 41: Attitudes towards health food retailers, December 2017
- Younger consumers are open to paying more for clear benefits
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- Figure 42: Attitudes towards shopping for health foods, by age and socio-economic group, December 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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