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Vitamins and Supplements - Europe - October 2011

The vitamins and supplements market has traditionally benefited from consumers’ growing interest in self- diagnosis and self-medication of ailments and in looking after their health to prevent illness. This includes taking dietary supplements to ensure they are getting all the nutrients they need.

The widening of distribution has benefited sales through grocers and drugstores at the expense of chemists. Supermarkets are benefiting thanks to their typically lower prices and bundle offers (eg buy two, get one free), which are particularly attractive in the current poor economic climate. Internet sales have also risen thanks to the increasing number of websites available to purchase health products and medicines at significant discounts.

Use of supplements is highest in the UK (37%) and Germany (34%) but well below this level in Spain (just 9%) and this is reflected in market values.

This report contains comprehensive analysis into:

  • Market sizes
  • Market trends
  • Leading manufacturers
  • Consumer trends
  • Sales forecasts

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The Market
              • Figure 1: Retail value sales of vitamins and supplements, by country, €/£million, 2005-15
            • Companies, brands and innovation
              • Figure 2: New product launches in vitamins and supplements, % by European region, Nov 2010-Oct 2011
            • The consumer
              • Figure 3: Usage of vitamins and supplements, by country, 2010
              • Figure 4: Frequency of taking supplements, Germany, GB and Spain, 2010
          • European Market Size and Forecast

            • Key points
                • Figure 5: Retail value sales of vitamins and supplements, by country, €/£m, 2005-15
                • Figure 6: Spend per capita, based on adults 15+, €/£, 2005-15
            • Market Segmentation

              • Key points
                • European overview
                  • Figure 7: Retail value sales of vitamins and supplements, % share by type, by country, 2010
                  • Figure 8: Retail value sales of vitamins and supplements, by sector, France, 2010
                  • Figure 9: Retail value sales of vitamins and supplements, by sector, Germany 2010
                  • Figure 10: Retail value sales of vitamins and minerals, by sector, Italy, 2010
                  • Figure 11: Retail value sales of vitamins and minerals, by sector, Spain, 2010
                  • Figure 12: Retail value sales of vitamins and minerals, by sector, UK, 2010
              • Companies, Brands and Innovation

                • Key points
                  • Global launches
                    • Figure 13: New product launches in vitamins and supplements, % by global region, Nov 2010-Oct 2011
                  • European region
                    • Figure 14: New product launches in vitamins and supplements, % by European region, Nov 2010-Oct 2011
                    • Figure 15: New product launches in vitamins and supplements, % by top claim, Europe, Nov 2010-Oct 2011
                  • France – Companies and product claims
                    • Figure 16: Manufacturers value shares in the vitamins and supplements market (%), France, 2010
                    • Figure 17: New product launches in vitamins and supplements, % share by company, France November 2010-October 2011
                    • Figure 18: New product launches in vitamins and supplements, by leading claims, France November 2010-October 2011
                  • Germany – companies and product claims
                    • Figure 19: Manufacturers value shares in the vitamins and supplements market (%), Germany, 2010
                    • Figure 20: New product launches in vitamins and supplements, % share by company, Germany November 2010-October 2011
                    • Figure 21: New product launches in vitamins and supplements, by leading claims, Germany, November 2010-October 2011
                  • Italy – Companies and product claims
                    • Figure 22: Manufacturers value shares in the vitamins and supplements market (%), Italy, 2010
                    • Figure 23: New product launches in vitamins and supplements, % share by company, Germany November 2010-October 2011
                    • Figure 24: New product launches in vitamins and supplements, by leading claims, Italy, November 2010-October 2011
                  • Spain – companies and product claims
                    • Figure 25: Manufacturers value shares in the vitamins and supplements market (%), Spain, 2010
                    • Figure 26: New product launches in vitamins and supplements, % share by company, Spain November 2010-October 2011
                  • Launches by claim
                    • Figure 27: New product launches in vitamins and supplements, by leading claims, Spain, November 2010-October 2011
                  • UK – companies and product claims
                    • Figure 28: Manufacturers value shares in the vitamins and supplements market (%), UK, 2011 (est)
                    • Figure 29: New product launches in vitamins and supplements, % share by company, UK November 2010-October 2011
                    • Figure 30: New product launches in vitamins and supplements, by leading claims, UK, November 2010-October 2011
                  • New product launches by functional benefit
                    • Antioxidant
                      • Immune system
                        • Weight control and slimming
                          • Figure 31: Usage of vitamin supplements, GB, Germany and Spain, 2010
                        • Energy
                          • Beauty benefits – hair, skin and nails
                            • Digestive
                              • Cardio vascular and brain/nervous system
                                • Bones and joints
                                  • Female
                                  • The Consumer – Usage of Vitamins and Supplements

                                    • Key points
                                      • Product use
                                        • Figure 32: Trends in use of vitamins and other supplements, GB 2005-10
                                        • Figure 33: Trends in use of vitamins and other supplements, France 2005-10
                                        • Figure 34: Trends in use of vitamins and other supplements, Spain, 2005-10
                                        • Figure 35: Use of vitamins and other supplements, Germany, 2010
                                        • Figure 36: Types of vitamins and other supplements taken most often, GB, Germany and Spain, 2010
                                        • Figure 37: Trends in types of vitamin and other supplements taken, Spain, 2005-10
                                    • Consumer – Attitudes Towards Health and Diet

                                      • Key points
                                          • Figure 38: Attitudes towards health and diet, all adults, by country, 2010
                                          • Figure 39: Attitudes towards health and diet, vitamins users, by country, 2010
                                          • Figure 40: Attitudes towards health and diet, by all adults and users of vitamins and other supplements, GB, 2010
                                          • Figure 41: Attitudes towards health and diet, by all adults and users of vitamins and other supplements, France, 2010
                                          • Figure 42: Attitudes towards health and diet, by all adults and users of vitamins and other supplements, Spain, 2010
                                          • Figure 43: Attitudes towards health and diet, by all adults and users of vitamins and other supplements, Germany, 2010
                                      • Consumer – Ailments Suffered

                                        • Key points
                                            • Figure 44: Incidence of ailments, by all adults and users of vitamins and other supplements, GB, 2010
                                            • Figure 45: Incidence of ailments, by all adults and users of vitamins and other supplements, France, 2010
                                            • Figure 46: Incidence of ailments, by all adults and users of vitamins and other supplements, Spain, 2010
                                            • Figure 47: Incidence of ailments, by all adults and users of vitamins and other supplements, Germany, 2010
                                        • Appendix – Consumer Product Usage

                                            • Figure 48: Vitamin and other supplement users, by demographics, GB, 2010
                                            • Figure 49: Vitamin and other supplement users, by demographics, France, 2010
                                            • Figure 50: Vitamin and other supplement users, by demographics, Spain, 2010
                                            • Figure 51: Vitamin and other supplement users, by demographics, by Germany, 2010
                                        • Appendix – Selected Attitudes towards Health and Diet

                                            • Figure 52: Selected attitudes towards appearance and health, by demographics, GB, 2010
                                            • Figure 53: Attitudes towards appearance and health, by demographics, France, 2010
                                            • Figure 54: Attitudes towards appearance and health, by demographics, Spain, 2010
                                            • Figure 55: Attitudes towards appearance and health, by demographics, Germany, 2010

                                        Companies Covered

                                        • Kantar Media

                                        Vitamins and Supplements - Europe - October 2011

                                        £1,877.00 (Excl.Tax)