Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Value sales stagnate in 2019
- Value growth set to return
-
- Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2014-24
- Products with specific functions see biggest decline
- Direct selling sees growth
- Recent scientific research may fuel consumer scepticism
- Fortification makes healthy diets easier
- The rise of plant-based diets has important implications
- Companies and brands
- Wellkid/man/teen/woman brands maintain their marginal lead, own-label loses share
-
- Figure 2: Share of UK retail value sales of vitamins and supplements, by brand, 2017/18 and 2018/19
- Tablets become less prevalent in NPD
- Half of launches are now botanical/herbal
- An uplift in products with beauty benefits in 2019
- The decline in adspend levelled off in 2018
- Healthspan and Berocca take new approaches to advertising
- Seven Seas has the strongest all-round positive image
- The consumer
- Daily usage of vitamins, minerals and supplements is high
-
- Figure 3: Usage of vitamins and supplements in the last 12 months, June 2019
- Multivitamins are most popular
- Lifestyle changes impact usage
-
- Figure 4: Usage of vitamins in the last 12 months, June 2018 and June 2019
- Usage of glucosamine rises, linked to positive media coverage
-
- Figure 5: Usage of minerals and dietary supplements in the last 12 months, June 2018 and June 2019
- Supporting general health is top motivation
- Gut health is more important
-
- Figure 6: Reasons for taking vitamins and supplements, July 2017 and June 2018
- Personalisation and home testing kits attract strong interest
- Demand for greater transparency around ingredient origin
-
- Figure 7: Behaviours relating to vitamins and supplements, June 2019
- The concept of ‘beauty from within’ chimes
- Under-35s deem organic products to be superior
-
- Figure 8: Attitudes towards vitamins and supplements, June 2019
- Usage of vitamins/supplements containing CBD is high among under-45s
-
- Figure 9: Usage of vitamins/supplements containing CBD, by age and gender, June 2019
- Easing pain, aiding relaxation and improving sleep are most commonly associated with CBD
-
- Figure 10: Perceptions of vitamins/supplements containing CBD, by usage of CBD supplements, June 2019
- What we think
Issues and Insights
-
- Big opportunities in personalised supplements for gut health
- The facts
- The implications
- Ingredient provenance and organic are underexplored opportunities
- The facts
- The implications
- Scope for more exciting flavours and formats
- The facts
- The implications
The Market – What You Need to Know
-
- Value sales stagnate in 2019
- Value growth set to return
- Products with specific functions see biggest decline
- Direct selling sees growth
- Recent scientific research may fuel consumer scepticism
- Fortification makes healthy diets easier
- The rise of plant-based diets has important implications
- Demographic changes will act to both help and hinder the category
- Real incomes have been thriving
Market Size and Forecast
-
- Value sales stagnate in 2019
-
- Figure 11: UK retail value sales of vitamins and supplements, at current and constant prices, 2014-24
- Value growth set to return
-
- Figure 12: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2014-24
- Forecast methodology
Market Segmentation
-
- Products with specific functions see biggest decline
-
- Figure 13: UK retail value sales of vitamins and supplements, by segment, 2017/18- 2018/19
Channels to Market
-
- Direct selling sees growth
-
- Figure 14: UK retail value sales of vitamins and supplements, by outlet type, 2017 and 2018
Market Drivers
-
- Mounting competition from healthy diets
-
- Figure 15: Share of food and drink launches carrying vitamins/mineral fortification and functional claims, 2015-19
- Fortification makes healthy diets easier
- Multivitamin controversy
- The rise of plant-based diets has important implications
- The market is slow to react to the war on plastic
- CBD reclassified as a novel food
- Ageing population benefits the market
- Decline in birth rates and child population is a threat
-
- Figure 16: Trends in the age structure of the UK population, 2014-19 and 2019-24
- Real incomes have been thriving
-
- Figure 17: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2013-June 2019
Companies and Brands – What You Need to Know
-
- Wellkid/man/teen/woman brands maintain their marginal lead
- Own-label loses share
- Tablets become less prevalent in NPD
- Half of launches are now botanical/herbal
- An uplift in products with beauty benefits in 2019
- The decline in adspend levelled off in 2018
- Healthspan and Berocca take new approaches to advertising
- Seven Seas has the strongest all-round positive image
Market Share
-
- Wellkid/man/teen/woman brands maintain their marginal lead
- Own-label loses share
-
- Figure 18: UK retail value sales of vitamins and supplements, by brand, 2016/17-2018/19
- Bassetts benefits from NPD
Launch Activity and Innovation
-
- Tablets become less prevalent in NPD
-
- Figure 19: Share of launches in the UK vitamins and supplements market, by format, 2015-19
- More activity in gummies …
-
- Figure 20: Examples within the Gumi range, 2018
- … particularly in the beauty space
- A very fragmented NPD landscape
-
- Figure 21: Share of launches in the UK vitamins and supplements market, by top 15 companies (sorted by 2018), 2015-19
- Vitabiotics extends Wellkid Peppa Pig range with new Pro-tummy variant
- Seven Seas launches news JointCare products
-
- Figure 22: Examples of launches from Vitabiotics and Seven Seas, 2018-19
- Brands dominate launch activity, but share slips slightly in 2018
-
- Figure 23: Share of launches in the UK vitamins and supplements market, by branded and own-label, 2015-19
- Half of launches are now botanical/herbal
-
- Figure 24: Share of launches in the UK vitamins and supplements market, by top 15 claims (excluding functional claims), 2015-19
- Significant growth potential within all-natural NPD
- Vegan claims are popular in 2019
- An uplift in products with beauty benefits in 2019
-
- Figure 25: Seven Seas Perfect 7 Renewal 30 Advanced Day Duo Pack, 2018
- Figure 26: Share of launches in the UK vitamins and supplements market, by functional claims, 2015-19
- Sleep and stress attracts more NPD attention
- Fermented food trend crosses over into the VMS market
Advertising and Marketing Activity
-
- The decline in adspend levelled off in 2018
-
- Figure 27: Recorded above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, 2015-19
- Healthspan and Berocca take new approaches to advertising
- Healthspan put the focus on provenance in 2019 ad campaign
- Berocca launches ‘No Day Too Tough’ campaign with branded TV content
- Lemlift TV ad centres on the effects of a horrible winter commute
- Seven Seas teams up with celebrities
-
- Figure 28: Recorded above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by top 15 advertiser (sorted by 2018), 2016-19
- A rise in digital adspend in 2018 and 2019
-
- Figure 29: Total above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by top media type, 2016-19
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 30: Attitudes towards and usage of selected brands, August 2019
- Key brand metrics
-
- Figure 31: Key metrics for selected brands, August 2019
- Brand attitudes: Seven Seas stands out on trust and quality perceptions
-
- Figure 32: Attitudes, by brand, August 2019
- Brand personality: Bassetts has the most fun image
-
- Figure 33: Brand personality – Macro image, August 2019
- Centrum and Seven Seas lead associations with being expert and effective
-
- Figure 34: Brand personality – Micro image, August 2019
- Brand analysis
- Well Kid/Man/Teen/Woman headline
-
- Figure 35: User profile of Well Kid/Man/Teen/Woman, August 2019
- Centrum leads brand satisfaction
-
- Figure 36: User profile of Centrum, August 2019
- Seven Seas has the strongest all-round positive image
-
- Figure 37: User profile of Seven Seas, August 2019
- Berocca lags behind on expert associations
-
- Figure 38: User profile of Berocca, August 2019
- Bassetts is most likely to be seen as fun and youthful
-
- Figure 39: User profile of Bassetts, August 2019
- Perfectil has limited awareness and uptake, but a committed user base
-
- Figure 40: User profile of Perfectil, August 2019
The Consumer – What You Need to Know
-
- Daily usage of vitamins, minerals and supplements is high
- Multivitamins are most popular
- Lifestyle changes impact usage
- Usage of glucosamine rises, linked to positive media coverage
- Supporting general health is top motivation
- Gut health is more important
- Personalisation and home testing kits attract strong interest
- Demand for greater transparency around ingredient origin
- The concept of ‘beauty from within’ chimes
- Under-35s deem organic products to be superior
- Easing pain, aiding relaxation and improving sleep are most commonly associated with CBD
Usage of Vitamins and Supplements
-
- Daily usage is high
-
- Figure 41: Usage of vitamins and supplements in the last 12 months, June 2019
- Over a third are occasional or lapsed users, linked to competition from healthy diets
- Usage varies significantly by age and gender
-
- Figure 42: Usage of vitamins and supplements in the last 12 months, by gender and age, June 2019
- Presence of children drives usage
- Financial health is a major factor
-
- Figure 43: Usage of vitamins and supplements in the last 12 months, by financial situation, June 2019
- Multivitamins are most popular
-
- Figure 44: Usage of vitamins in the last 12 months, June 2018 and June 2019
- Lifestyle changes impact usage
- Usage of glucosamine rises, linked to positive media coverage
-
- Figure 45: Usage of minerals and dietary supplements in the last 12 months, June 2018 and June 2019
Reasons for Taking Vitamins and Supplements
-
- Supporting general health is top motivation
-
- Figure 46: Reasons for taking vitamins and supplements, July 2017 and June 2018
- A decline in young adults taking VMS for this reason
- Gut health is more important
- Brain/nervous system claims are most important to male under-35s
Behaviours Relating to Vitamins and Supplements
-
- Personalisation attracts strong interest
-
- Figure 47: Behaviours relating to vitamins and supplements, June 2019
- Interest in home testing kits is high
- Demand for greater transparency around ingredient origin
- Scope for more exciting flavours and formats
Attitudes towards Vitamins and Supplements
-
- The concept of ‘beauty from within’ chimes
-
- Figure 48: Attitudes towards vitamins and supplements, June 2019
- Yet low usage of VMS with appearance benefits
- NPD centring on appearance is gathering momentum
- Under-35s deem organic products to be superior
-
- Figure 49: Agreement with attitudes towards vitamins and supplements, by usage of vitamins, minerals or dietary supplements, June 2019
Usage and Perceptions of CBD
-
- Awareness of CBD is high …
-
- Figure 50: Awareness of cannabidiol (CBD), by age, June 2019
- … as well as usage
-
- Figure 51: Usage of vitamins/supplements containing CBD, by age and gender, June 2019
- Easing pain, aiding relaxation and improving sleep are most commonly associated with CBD
-
- Figure 52: Perceptions of vitamins/supplements containing CBD, by usage of CBD supplements, June 2019
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
-
- Figure 53: Best- and worst-case forecasts for the total UK vitamins and supplements market, by value, 2019-24
- Forecast methodology
-
Back to top