What you need to know

The value of the vitamins and supplements (VMS) market is estimated to have increased by 5% in the period 2014 to 2019 to reach £439 million. However, the rate of growth in value sales has been steadily slowing over the last five years, estimated to show a decline for the first time in this period in 2019. The strong focus on diet for health benefits, growing availability of fortified and functional food and drink and ongoing scepticism over these products underpin this turnaround.

In the crowded VMS market it is therefore more important than ever for products to look to ways to compellingly differentiate themselves and add value. Organic products, fun formats with exciting flavours and vitamins/supplements tailored to individual needs are all areas of opportunity.

Products covered in this Report

This Report covers the following vitamins and supplements sectors:

  • Vitamins – multivitamins and single-dose vitamins (ie Vitamins A, B, C, D, E etc).

  • Minerals – eg iron, zinc, calcium, potassium, magnesium, copper, selenium.

  • Dietary supplements – includes supplements such as cod liver oil, fish oils, GLAs (gamma-linolenic acids), evening primrose oil, glucosamine and herbs such as garlic, ginseng and ginger.

These products have GSL (General Sales List) status, ie they are available on open sale in all types of outlets including grocers, pharmacies and drugstores.

Unless a medicinal claim is made for the products, vitamins and supplements are not classified as medicines and, therefore, are not subject to the Medicines Act 1968 or the Medicines for Human Use Regulations 1994. They are, however, controlled by the Food Safety Act 1990, and therefore have to be fit for human consumption.

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