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.
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.
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