Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Vitamins and Supplements - UK - May 2009

The UK’s vitamins and supplements market is estimated to achieve sales of £396 million in 2009, up 3% on 2008. It is not achieving the growth rates enjoyed by other markets with a health profile such as functional foods and beauty aids. This is largely because these other markets are competing with vitamins and supplements, however, there are pockets of growth within the UK vitamins and supplements market.

This report examines how the vitamins and supplements market is being impacted by a wider definition of what constitutes a healthy diet and throws the spotlight on what manufacturers can do to encourage higher purchasing levels and increase sales.

Key themes

  • High levels of NPD targeting specific lifestage needs (notably childhood, pregnancy and the menopause) have underpinned market development.

  • Breadth of portfolio activity characterises the market leaders but smaller players, for example Equazen, have also achieved growth through diversification.

  • Functional foods and beauty supplements have fared better than vitamins and supplements but could the latter tap into these key purchasing drivers eg convenience and vanity?

  • Demographic trends present the vitamins and supplements market with opportunities and challenges. Mintel looks at who is using vitamins and supplements and why some sectors of the population are not but how they could be encouraged to do so.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Terminology
            • Drugstores
              • Pharmacies
                • Functional food and drink
                  • Glucosamine
                  • Future Opportunities

                    • Linking diet with health and appearance
                      • Making the connection
                        • Insight
                          • Affordability and education
                            • Overcoming barriers of traditional advertising
                              • Insight
                                • In sickness but not yet in health
                                  • Familiarity to fend off illness
                                    • Insight
                                    • Market in Brief

                                      • Vitamins and supplements lacking Va Va Voom
                                        • Targeting by age
                                          • Shifting distribution patterns
                                            • Future outlook
                                            • Internal Market Environment

                                              • Key points
                                                • Lifestyle
                                                  • Figure 1: Health lifestyle statements, 2004-08
                                                • Consumer concerns – money not health?
                                                  • Functional foods
                                                    • Figure 2: Purchase of food and drink with added health benefits (eg probiotic, omega-3 or cholesterol lowering), 2007 and 2008
                                                  • Health and wellness
                                                    • Figure 3: Complaints suffered from in the last 12 months, 2004-08
                                                  • Ageing population offers opportunities
                                                    • Negative press
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Age concern
                                                          • Figure 4: Structure of the UK population, by age and gender, 2004-14
                                                        • An ageing population
                                                          • Household size
                                                            • Figure 5: Trends in UK household size, 2004-14
                                                          • Smaller households – heavier users
                                                            • Social (grade) divide
                                                              • Figure 6: Trends in UK socio-economic group, 2004-14
                                                          • Competitive Context

                                                            • Key points
                                                              • Vitamins and supplements in context
                                                                • Retail sales of competing products
                                                                  • Figure 7: Indexed growth of UK retail value sales of selected competitor markets, 2003-08
                                                                • Innovation in functional foods
                                                                  • Food and drink
                                                                    • Fruit juice
                                                                      • Functional water
                                                                      • Strengths and Weaknesses in the Market

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Manufacturers and brands
                                                                                • Innovation index
                                                                                  • Figure 8: Innovation trends in vitamins and dietary supplements, 2004-08
                                                                                • Surge in new launch activity
                                                                                  • Manufacturers and brands
                                                                                    • Figure 9: Leading innovators in vitamins and dietary supplements, 2006-08
                                                                                  • Product positioning
                                                                                    • Figure 10: Leading product positioning in vitamins and dietary supplements, 2006-08
                                                                                  • Chews for children
                                                                                    • Taking it to the teens
                                                                                      • Lifestage concerns
                                                                                        • Male focus
                                                                                          • Berry bonanza
                                                                                            • Innovation in format and delivery – a bright future
                                                                                            • Market Size and Forecast

                                                                                              • Key points
                                                                                                • Retail sales of vitamins and supplements
                                                                                                  • Figure 11: UK value sales of UK vitamins and supplements, 2004-14
                                                                                                • Price pressures
                                                                                                  • The future of the market
                                                                                                    • Factors used in the forecast
                                                                                                    • Segment Performance

                                                                                                      • Key points
                                                                                                        • Retail sales by sector
                                                                                                          • Figure 12: UK retail value sales of the UK vitamins and supplements, by sector*, 2004-14
                                                                                                        • Retail sales by sub-sector
                                                                                                          • Figure 13: UK retail value sales of vitamins and supplements, by sector, 2007-09
                                                                                                        • Alternatives
                                                                                                          • Age-related concern
                                                                                                            • Joint health sees greatest movement
                                                                                                              • Making the most of the current economy
                                                                                                              • Market Share

                                                                                                                • Key points
                                                                                                                  • Own-label dominates
                                                                                                                    • Figure 14: Manufacturers’ shares in vitamins and supplements, 2007-09
                                                                                                                  • Power branding
                                                                                                                    • New entrants
                                                                                                                    • Companies and Products

                                                                                                                        • Figure 15: UK vitamins and mineral supplements brand map
                                                                                                                      • Bayer
                                                                                                                        • Galenica
                                                                                                                          • Potters Herbal
                                                                                                                            • Equazen
                                                                                                                              • Seven Seas
                                                                                                                                • Solgar
                                                                                                                                  • Vitabiotics
                                                                                                                                    • Own-label and retailer activity
                                                                                                                                      • Holland & Barrett
                                                                                                                                        • Boots the Chemist
                                                                                                                                        • Brand Elements

                                                                                                                                            • Brand map
                                                                                                                                              • Figure 16: Attitudes and usage of vitamin and supplement brands, January 2009
                                                                                                                                            • Brand qualities of vitamin and supplement brands
                                                                                                                                              • Boots and Holland & Barrett healthiest
                                                                                                                                                • Figure 17: Personalities of various vitamin and supplement brands, January 2009
                                                                                                                                              • Experience of vitamin and supplement brands
                                                                                                                                                • Boots most commonly used
                                                                                                                                                  • Figure 18: Consumer usage of various vitamin and supplement brands, January 2009
                                                                                                                                                • Brand intentions for vitamin and supplement brands
                                                                                                                                                  • Advertising drives purchase intentions
                                                                                                                                                    • Figure 19: Consideration of various vitamin and supplement brands, January 2009
                                                                                                                                                  • Brand satisfaction for vitamin and supplement brands
                                                                                                                                                    • Boots most satisfying
                                                                                                                                                      • Figure 20: Satisfaction with various vitamin and supplement brands, January 2009
                                                                                                                                                    • Brand commitment to vitamin and supplement brands
                                                                                                                                                      • Holland & Barrett most recommended
                                                                                                                                                        • Figure 21: Commitment to various vitamin and supplement brands, January 2009
                                                                                                                                                      • Boots
                                                                                                                                                        • What the brand is trying to achieve
                                                                                                                                                          • What the consumer thinks
                                                                                                                                                            • Figure 22: Attitudes towards the Boots brand, January 2009
                                                                                                                                                          • Berocca
                                                                                                                                                            • What the brand is trying to achieve
                                                                                                                                                              • What the consumer thinks
                                                                                                                                                                • Figure 23: Attitudes towards the Berocca brand, January 2009
                                                                                                                                                              • Holland & Barrett
                                                                                                                                                                • What the brand is trying to achieve
                                                                                                                                                                  • What the consumer thinks
                                                                                                                                                                    • Figure 24: Attitudes towards the Holland & Barrett brand, January 2009
                                                                                                                                                                  • Sanatogen
                                                                                                                                                                    • What the brand is trying to achieve
                                                                                                                                                                      • What the consumer thinks
                                                                                                                                                                        • Figure 25: Attitudes towards the Boots brand, January 2009
                                                                                                                                                                      • Round up
                                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Adspend activity
                                                                                                                                                                            • Figure 26: Main monitored media advertising spend on vitamins and mineral supplements, 2004-08
                                                                                                                                                                          • High adspend:sales ratio
                                                                                                                                                                            • Adspend by advertiser
                                                                                                                                                                              • Figure 27: Main monitored media advertising spend on vitamins and mineral supplements, by advertiser, 2004-08
                                                                                                                                                                            • Taking a different approach
                                                                                                                                                                              • Marketing themes
                                                                                                                                                                                • The importance of a good education
                                                                                                                                                                                  • Love your lifestage
                                                                                                                                                                                    • Lifestyle – do it, don’t lose it
                                                                                                                                                                                      • Vitality, energy, flexibility
                                                                                                                                                                                        • Heritage hallmark
                                                                                                                                                                                          • Retailers focus on discounts
                                                                                                                                                                                          • Channels to Market

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Retail distribution
                                                                                                                                                                                                • Figure 28: Retail distribution of vitamins and supplements, 2007-09
                                                                                                                                                                                              • Grocery multiples raise profile
                                                                                                                                                                                                • Here come the girls – in Boots
                                                                                                                                                                                                  • Makeover for health food shops?
                                                                                                                                                                                                    • Online share growing
                                                                                                                                                                                                    • Consumer Usage and Frequency

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Usage intentions
                                                                                                                                                                                                            • Figure 29: Usage intentions towards vitamins and mineral supplements, February 2009
                                                                                                                                                                                                          • More negative than positive
                                                                                                                                                                                                            • Users and non-users – by demographic group
                                                                                                                                                                                                              • Figure 30: Users and non-users, by demographic sub-group, February 2009
                                                                                                                                                                                                            • Clear demarcation in demographic trends
                                                                                                                                                                                                              • It’s a girl thing
                                                                                                                                                                                                                • Socio-economic status
                                                                                                                                                                                                                  • Age and lifestage
                                                                                                                                                                                                                    • Own-labels and retailer initiatives
                                                                                                                                                                                                                      • Usage and frequency
                                                                                                                                                                                                                        • Figure 31: Vitamin and other supplement users, 2004-08
                                                                                                                                                                                                                      • Usage in decline
                                                                                                                                                                                                                        • Users – by demographic group
                                                                                                                                                                                                                          • Figure 32: Users, by demographic sub-group, February 2009
                                                                                                                                                                                                                        • Encouraging higher usage
                                                                                                                                                                                                                          • Type of supplements consumed
                                                                                                                                                                                                                            • Figure 33: Vitamin and other supplement users, 2004-08
                                                                                                                                                                                                                          • Four products in growth
                                                                                                                                                                                                                            • Lower profile for multivitamins
                                                                                                                                                                                                                              • Others losing their appeal?
                                                                                                                                                                                                                                • Lifestyle influences on vitamins and supplements use
                                                                                                                                                                                                                                  • Figure 34: Illnesses suffered from, by volume importance index to the vitamins and supplements market, 2008
                                                                                                                                                                                                                                  • Figure 35: Attitudes towards lifestyle, by volume importance index to the vitamins and supplements market, 2008
                                                                                                                                                                                                                                • Communicating with vegetarians
                                                                                                                                                                                                                                  • Weighing things up
                                                                                                                                                                                                                                    • Figure 36: Usage of vitamin supplements, 2008
                                                                                                                                                                                                                                • Consumer Attitudes Towards Nutrition

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • In denial
                                                                                                                                                                                                                                        • Figure 37: Attitudes towards nutrition, by usage of vitamins and mineral supplements, February 2009
                                                                                                                                                                                                                                      • Consumer complacency
                                                                                                                                                                                                                                        • Linking vitamins and supplements to food
                                                                                                                                                                                                                                          • Those who should be worried, aren’t
                                                                                                                                                                                                                                            • Added-value beauty products – low priority
                                                                                                                                                                                                                                              • Kidding themselves
                                                                                                                                                                                                                                              • Consumer Attitudes Towards Vitamins and Supplements

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Attitudes towards vitamins and supplements
                                                                                                                                                                                                                                                      • Figure 38: Attitudes towards vitamins and mineral supplements, by usage of vitamins and mineral supplements, February 2009
                                                                                                                                                                                                                                                    • Positive outlook for own-brands
                                                                                                                                                                                                                                                      • Single v multivitamins
                                                                                                                                                                                                                                                        • Marketing to men
                                                                                                                                                                                                                                                          • Scepticism and socio-economic status
                                                                                                                                                                                                                                                            • Variance of attitudes by usage
                                                                                                                                                                                                                                                              • Educating the sceptics
                                                                                                                                                                                                                                                                • Knowledge is a wonderful thing
                                                                                                                                                                                                                                                                • Target Groups

                                                                                                                                                                                                                                                                    • Consumer typologies
                                                                                                                                                                                                                                                                      • Figure 39: Vitamins and supplements target groups, February 2009
                                                                                                                                                                                                                                                                    • Group 1: Targeters (18%)
                                                                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                                                                        • Group 2: Fanatics (38%)
                                                                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                                                                            • Group 3: Uneducated (18%)
                                                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                                                • Group 4: Cynics (26%)
                                                                                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                                                                                  • Appendix

                                                                                                                                                                                                                                                                                    • Consumer research
                                                                                                                                                                                                                                                                                      • ACORN
                                                                                                                                                                                                                                                                                        • Advertising data
                                                                                                                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                                              • Figure 40: Vegetarians, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                          • Appendix – Consumer Usage and Frequency

                                                                                                                                                                                                                                                                                            • Usage intentions
                                                                                                                                                                                                                                                                                              • Figure 41: Usage intentions towards vitamins and mineral supplements, by demographic sub-group, February 2009
                                                                                                                                                                                                                                                                                            • Users and non-users
                                                                                                                                                                                                                                                                                              • Figure 42: Users of vitamins and mineral supplements vs non-users, by demographic sub-group, February 2009
                                                                                                                                                                                                                                                                                            • Usage and frequency
                                                                                                                                                                                                                                                                                              • Figure 43: Vitamin users and frequency, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                              • Figure 44: Attitudes towards health, by weight of usage, 2009
                                                                                                                                                                                                                                                                                          • Appendix – Consumer Attitudes Towards Nutrition

                                                                                                                                                                                                                                                                                              • Figure 45: Attitudes towards nutrition, by demographic sub-group, February 2009
                                                                                                                                                                                                                                                                                              • Figure 46: Attitudes towards nutrition, by demographic sub-group, February 2009
                                                                                                                                                                                                                                                                                            • Attitudes towards nutrition by users and non-users
                                                                                                                                                                                                                                                                                              • Figure 47: Attitudes towards nutrition, by detailed usage of vitamins and mineral supplements, February 2009
                                                                                                                                                                                                                                                                                          • Appendix – Consumer Attitudes Towards Vitamins and Supplements

                                                                                                                                                                                                                                                                                              • Figure 48: Attitudes towards vitamins and mineral supplements, by demographic sub-group, February 2009
                                                                                                                                                                                                                                                                                              • Figure 49: Attitudes towards vitamins and mineral supplements, by demographic sub-group, February 2009
                                                                                                                                                                                                                                                                                            • Attitudes towards vitamins and mineral supplements by users and non-users
                                                                                                                                                                                                                                                                                              • Figure 50: Attitudes towards vitamins and mineral supplements, by detailed usage of vitamins and mineral supplements, February 2009
                                                                                                                                                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                                                                                                                                                              • Figure 51: Target groups, by experience of vitamins and mineral supplements, February 2009
                                                                                                                                                                                                                                                                                              • Figure 52: Target groups, by attitudes towards nutrition, February 2009
                                                                                                                                                                                                                                                                                              • Figure 53: Target groups, by attitudes towards vitamins and supplements, February 2009
                                                                                                                                                                                                                                                                                              • Figure 54: Target groups, by demographic sub-groups, February 2009

                                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                                          • Advertising Standards Authority
                                                                                                                                                                                                                                                                                          • Alacer Corp.
                                                                                                                                                                                                                                                                                          • Alliance Boots
                                                                                                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                                                                                                          • Bayer AG
                                                                                                                                                                                                                                                                                          • Boerhinger Ingelheim Ltd (UK)
                                                                                                                                                                                                                                                                                          • British Bakeries Ltd
                                                                                                                                                                                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                                                                          • Britvic Soft Drinks
                                                                                                                                                                                                                                                                                          • Champneys Health Resorts
                                                                                                                                                                                                                                                                                          • Chefaro
                                                                                                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                                                                                                          • Ferrosan Inc
                                                                                                                                                                                                                                                                                          • Findus Ltd [UK]
                                                                                                                                                                                                                                                                                          • Fitness First Plc
                                                                                                                                                                                                                                                                                          • G.R. Lane Health Products Ltd
                                                                                                                                                                                                                                                                                          • Galenica Group
                                                                                                                                                                                                                                                                                          • GNC Ltd
                                                                                                                                                                                                                                                                                          • Goldshield Group plc
                                                                                                                                                                                                                                                                                          • HealthAid/Pharmadass Ltd
                                                                                                                                                                                                                                                                                          • Holland & Barrett Retail Ltd
                                                                                                                                                                                                                                                                                          • ITV plc
                                                                                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                                                                                          • Jelly Belly Candy Company
                                                                                                                                                                                                                                                                                          • Julian Graves Ltd
                                                                                                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                                                                                                          • NBTY
                                                                                                                                                                                                                                                                                          • Nike
                                                                                                                                                                                                                                                                                          • Nintendo UK Entertainment Ltd
                                                                                                                                                                                                                                                                                          • Olay Company, Inc.
                                                                                                                                                                                                                                                                                          • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                                                                                          • Pepsi-Cola UK
                                                                                                                                                                                                                                                                                          • Pharma Nord ApS
                                                                                                                                                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                                                          • Red Bull UK
                                                                                                                                                                                                                                                                                          • Roche Diagnostics
                                                                                                                                                                                                                                                                                          • Rowse Honey Ltd.
                                                                                                                                                                                                                                                                                          • Seven Seas Healthcare Ltd
                                                                                                                                                                                                                                                                                          • Solgar Vitamin and Herb Company
                                                                                                                                                                                                                                                                                          • Superdrug Stores Plc
                                                                                                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                                                                                                          • Topshop old
                                                                                                                                                                                                                                                                                          • Virgin Atlantic Airways Limited
                                                                                                                                                                                                                                                                                          • Vitabiotics Ltd
                                                                                                                                                                                                                                                                                          • Wassen International Ltd
                                                                                                                                                                                                                                                                                          • WholeMan
                                                                                                                                                                                                                                                                                          • Wyeth Consumer Healthcare (UK)
                                                                                                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                                                                                                          Vitamins and Supplements - UK - May 2009

                                                                                                                                                                                                                                                                                          US $2,648.76 (Excl.Tax)