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Vitamins and Supplements - UK - September 2011

This report covers the following vitamin and supplement sectors:

  • Vitamins – multivitamins and single dose vitamins (ie vitamins A, B C, D, E etc).
  • Minerals – ie iron, zinc, calcium, potassium, magnesium, copper, selenium.
  • Dietary supplements - Includes supplements such as cod liver oil, fish oils, gamma-linolenic acids (GLAs), evening primrose oil, glucosamine, and herbs such as garlic, ginseng and ginger.

These products have GSL 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.

Excluded

  • Miscellaneous products claiming to be ‘vitamin-enriched’ or ‘performance-enhancing’
  • Homeopathic and herbal remedies.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast value sales of vitamins and supplements, 2006-16
            • Market segmentation
              • Market factors
                • Complaints suffered
                  • Economic uncertainty
                    • Companies, brands and innovation
                      • Figure 2: Estimated manufacturers’ shares in value sales of vitamins and supplements, 2011
                    • Own-label leads sales
                      • Innovation
                        • The consumer
                          • Reasons to take supplements
                            • Figure 3: Reasons for taking vitamins and supplements, July 2011
                          • Reasons not to take supplements
                            • Figure 4: Reasons for not taking vitamins and supplements, July 2011
                            • Figure 5: Attitudes towards taking vitamins and supplements, July 2011
                          • What we think
                          • Issues in the Market

                              • Who are the key users of vitamins and supplements?
                                • What are consumers’ reasons for taking vitamins and supplements, and can manufacturers better address purchasers’ needs?
                                  • What are the main reasons why consumers do not buy vitamins and supplements and how can manufacturers encourage higher usage?
                                    • What impact will demographic changes between 2011 and 2016 have on the vitamins and supplements market?
                                    • Future Opportunities

                                        • Trend: Extend my Brand
                                          • Trend: Retired for Hire
                                          • Internal Market Environment

                                            • Key points
                                              • Too busy to look after health
                                                • Figure 6: Trends in attitudes towards health and diet, 2006-10
                                              • Functional foods
                                                • Figure 7: Trends in purchase of food and drink with added health benefits (eg probiotic, omega-3 or cholesterol lowering), 2007-10
                                              • Health and wellness
                                                • Figure 8: Complaints suffered from in the last 12 months, 2008-10
                                              • B vitamins for mild cognitive impairment
                                                • Regulations
                                                  • Recommended daily allowance (RDA)
                                                    • Figure 9: Recommended daily allowances (RDAs) for vitamins and minerals in the EU
                                                • Broader Market Environment

                                                  • Key points
                                                    • Ageing population will support demand
                                                      • Figure 10: Projected trends in the UK population, by age group, 2011-16
                                                    • Growth in ABs will support demand
                                                      • Figure 11: Projected trends in the UK population, by socio-economic group, 2011-16
                                                    • Importance of bargains
                                                      • Figure 12: Changes in grocery shopping behaviour, January 2009-July 2011
                                                  • Competitive Context

                                                    • Key points
                                                      • Competition to the vitamins and supplements sector
                                                        • Figure 13: UK retail value sales of selected healthy food categories, 2006-10
                                                      • Over a quarter eat six or more types of fruit and veg
                                                        • Vitamin content is a major influence on purchasing fruit juice and juice drinks
                                                          • Food and drink with health benefits
                                                            • Health credentials of nuts, seeds and dried fruit benefits the category
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Total innovation activity
                                                                      • Figure 14: New product launches in vitamins and supplements, 2007-11
                                                                      • Figure 15: New product launches in vitamins and supplements, % branded vs. own-label, 2005-11
                                                                    • Innovations by manufacturer
                                                                      • Figure 16: New product activity in vitamins and supplements, % share by manufacturer, 2008-10
                                                                      • Figure 17: New product launches in vitamins and supplements, % by product claim, January 2009-August 2011
                                                                    • Format type
                                                                      • Figure 18: New product launches in vitamins and supplements, % share by format, 2005-11
                                                                    • Joint pain
                                                                      • Caring for digestive health
                                                                        • Targeting men
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Figure 19: UK retail value sales of vitamins and supplements, in current and constant 2011 prices, 2006-16
                                                                          • The future of the market
                                                                            • Forecast
                                                                              • Figure 20: Best- and worst-case forecast value sales of vitamins and supplements, 2006-16
                                                                            • Factors used in the forecast
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Figure 21: UK estimated retail value sales of vitamins and supplements, by sector, 2009-11
                                                                              • Adult products drive sales of multivitamins
                                                                                • Vitamin C dominates in single vitamins
                                                                                  • Dietary supplements for specific lifestage needs
                                                                                    • Minerals such as iron popular amongst women
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Figure 22: Estimated manufacturers’ shares in value sales of vitamins and supplements, 2011
                                                                                      • Seven Seas is the leading branded player
                                                                                        • Berocca sales leap 24%
                                                                                          • Pregnacare benefits from increasing demand for pregnancy vitamins
                                                                                            • Bassets Soft & Chewy value sales driven by NPD
                                                                                              • Sainsbury’s increases activity
                                                                                              • Companies and Products

                                                                                                • Seven Seas
                                                                                                    • Figure 23: Seven Seas’ product launches in the vitamins and supplements market, Jan 2010- June 2011
                                                                                                  • Bayer
                                                                                                      • Figure 24: Products launched under the Sanatogen brand, Jan 2010-June 2011
                                                                                                    • Boots
                                                                                                        • Figure 25: Products launched by Boots in the vitamins and supplements market, Jan 2010-June 2011
                                                                                                      • Galenica
                                                                                                          • Figure 26: Products launched by Galenica in the vitamins and supplements market, Jan 2010-June 2011
                                                                                                        • HealthAid
                                                                                                            • Figure 27: Products launched by HealthAid in the vitamins and supplements market, Jan 2010-June 2011
                                                                                                          • Holland & Barrett
                                                                                                            • Solgar
                                                                                                                • Figure 28: Products launched by Solgar in the vitamins and supplements market, Jan 2010-June 2011
                                                                                                              • Vitabiotics
                                                                                                                  • Figure 29: Major launches by Vitabiotics in the vitamins and supplements market, Jan 2010-June 2011
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Topline adspend
                                                                                                                    • Figure 30: Main monitored media advertising spend on vitamins and supplements, 2006-11
                                                                                                                  • Direct marketing is the main advertising channel
                                                                                                                    • Figure 31: Main monitored media advertising expenditure on vitamins and supplements, % share by medium, 2008-10
                                                                                                                  • Woods Health dominates advertising
                                                                                                                    • Figure 32: Main monitored media advertising spend on vitamins and supplements, % share by advertiser, 2010
                                                                                                                • Channels to Market

                                                                                                                  • Key points
                                                                                                                    • Chemists and drugstores lead for value sales
                                                                                                                      • Figure 33: UK retail value sales of vitamins and supplements, by outlet type, 2008-10
                                                                                                                    • Supermarkets gaining share at expense of chemists
                                                                                                                      • Health food stores
                                                                                                                        • Direct selling/online share growing
                                                                                                                        • The Consumer – Usage and Frequency of Vitamins and Supplements

                                                                                                                          • Key points
                                                                                                                            • Usage and frequency
                                                                                                                              • Figure 34: Trends in usage and frequency of taking vitamins and supplements in the last 12 months, 2006-10
                                                                                                                            • Usage in decline
                                                                                                                                • Figure 35: Trends in usage of vitamins and supplements in the last 12 months, by social grade, 2010
                                                                                                                              • Type of supplements taken
                                                                                                                                  • Figure 36: Types of vitamins and supplements taken by supplement users in the last 12 months, July 2011
                                                                                                                                • Multivitamin usage higher among younger consumers
                                                                                                                                  • Multivitamins are an unnecessary expense for low-income households
                                                                                                                                    • Larger household sizes use vitamin C to prevent the spread of colds and flu
                                                                                                                                      • Old age-related conditions
                                                                                                                                        • Younger conditions
                                                                                                                                            • Figure 37: Types of vitamins and supplements taken by supplement users in the last 12 months, by broad age group, July 2011
                                                                                                                                        • The Consumer – Reasons for Taking Vitamins and Supplements

                                                                                                                                          • Key points
                                                                                                                                              • Figure 38: Reasons for taking vitamins and supplements, July 2011
                                                                                                                                            • Boosting immunity is the main purchase reason among 16-24-year-olds
                                                                                                                                              • Beauty benefits appeal to younger consumers
                                                                                                                                                • Ageing population will boost demand for supplements that help with age-related ailments
                                                                                                                                                  • Full-time workers need energy
                                                                                                                                                      • Figure 39: Reasons for taking vitamins and supplements, by gender, July 2011
                                                                                                                                                  • The Consumer – Reasons for Not Taking Vitamins and Supplements

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 40: Reasons for not taking vitamins and supplements, July 2011
                                                                                                                                                      • ABs prefer to obtain vitamins and minerals from diet
                                                                                                                                                        • The cost factor
                                                                                                                                                          • Swallowing issues for the elderly
                                                                                                                                                            • Confused?
                                                                                                                                                            • The Consumer – Attitudes Towards Vitamins and Supplements

                                                                                                                                                              • Key points
                                                                                                                                                                  • Figure 41: Trends in agreement or disagreement with the following statements, July 2011
                                                                                                                                                                • Ageing population trend will benefit vitamins and supplements market
                                                                                                                                                                  • Happy to choose own-label
                                                                                                                                                                    • Buying more
                                                                                                                                                                      • Multivitamins preferred over individual supplements
                                                                                                                                                                        • Organic vitamins and supplements
                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                            • Figure 42: Agreement with health lifestyle statements, by demographics, 2010
                                                                                                                                                                            • Figure 43: Agreement with health lifestyle statements, by demographics, 2010
                                                                                                                                                                            • Figure 44: Purchase of food and drink with added health benefits (eg pro-biotic, omega 3 or cholesterol lowering), by demographics, 2010
                                                                                                                                                                            • Figure 45: Complaints suffered from in the last 12 months, by demographics, 2010
                                                                                                                                                                            • Figure 46: Complaints suffered from in the last 12 months, by demographics, 2010
                                                                                                                                                                            • Figure 47: Complaints suffered from in the last 12 months, by demographics, 2010
                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                            • Figure 48: Trends in the age structure of the UK population, 2006-16
                                                                                                                                                                            • Figure 49: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                        • The Consumer – Usage and Frequency of Vitamins and Supplements

                                                                                                                                                                            • Figure 50: Frequency of using vitamins and other supplements in the last 12 months, by demographics, 2010
                                                                                                                                                                            • Figure 51: Types of vitamins and other supplements consumed most often, by demographics, 2010
                                                                                                                                                                            • Figure 52: Agreement with the attitudes, by demographics, 2010
                                                                                                                                                                            • Figure 53: Most popular types of vitamins and supplements taken in the last 12 months, by demographics, July 2010
                                                                                                                                                                            • Figure 54: Next most popular types of vitamins and supplements taken in the last 12 months, by demographics, July 2010
                                                                                                                                                                            • Figure 55: Other types of vitamins and supplements taken in the last 12 months, by demographics, July 2010
                                                                                                                                                                        • Appendix – Reasons for Taking Vitamins and Supplements

                                                                                                                                                                            • Figure 56: Most popular reasons for taking vitamins and supplements, by demographics, July 2010
                                                                                                                                                                            • Figure 57: Next most popular reasons for taking vitamins and supplements, by demographics, July 2010
                                                                                                                                                                            • Figure 58: Other reasons for taking vitamins and supplements, by demographics, July 2010
                                                                                                                                                                            • Figure 59: Types of vitamins and supplements taken in the last 12 months, by reasons for taking vitamins and supplements, July 2011
                                                                                                                                                                            • Figure 60: Types of vitamins and supplements taken in the last 12 months, by reasons for taking vitamins and supplements, July 2011 (continued)
                                                                                                                                                                            • Figure 61: Reasons for taking vitamins and supplements, by factors to buy vitamins and supplements, July 2011
                                                                                                                                                                            • Figure 62: Reasons for taking vitamins and supplements, by factors to buy vitamins and supplements, July 2011 (continued)
                                                                                                                                                                        • Appendix – Reasons for Not Taking Vitamins and Supplements

                                                                                                                                                                            • Figure 63: Most popular reasons for not taking vitamins and supplements, by demographics, July 2010
                                                                                                                                                                            • Figure 64: Next most popular reasons for not taking vitamins and supplements, by demographics, July 2010
                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Vitamins and Supplements

                                                                                                                                                                            • Figure 65: Agreement with the statements ‘I take more vitamin/mineral supplements than I did five years ago’ and ‘I frequently change the vitamins and minerals that I take based on new information in the news’, by demographics, July 2010
                                                                                                                                                                            • Figure 66: Agreement with the statements ‘Own-label vitamins and minerals are just as good as branded ones’ and ‘I only buy certified organic vitamins/minerals’, by demographics, July 2010
                                                                                                                                                                            • Figure 67: Agreement with the statements ‘I prefer multivitamins to individual supplements (ie vitamin B12, iron, calcium etc)’ and ‘I prefer individual supplements (ie vitamin B12, iron, calcium etc) to multivitamins’, by demographics, July 2010
                                                                                                                                                                            • Figure 68: Agreement with the statement ‘People need more vitamins as they get older’, by demographics, July 2010

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Advertising Standards Authority
                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                        • Alliance Boots UK Retail
                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                        • Bank of England
                                                                                                                                                                        • Bayer AG
                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                        • Brunel Healthcare
                                                                                                                                                                        • Carlyle Group (The)
                                                                                                                                                                        • Chefaro
                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                        • Equazen
                                                                                                                                                                        • Ferrosan Inc
                                                                                                                                                                        • Food Standards Agency
                                                                                                                                                                        • Galenica Group
                                                                                                                                                                        • Garden of Life, Inc.
                                                                                                                                                                        • GlaxoSmithKline Plc
                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                        • HealthAid/Pharmadass Ltd
                                                                                                                                                                        • Healthspan
                                                                                                                                                                        • Hearst Magazines
                                                                                                                                                                        • Holland & Barrett Retail Ltd
                                                                                                                                                                        • Innocent Drinks Ltd
                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                        • Kantar Media
                                                                                                                                                                        • Lamberts Healthcare Ltd
                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                        • LinkedIn
                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                        • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                        • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                        • Merck & Co. Inc.
                                                                                                                                                                        • mmO2 plc
                                                                                                                                                                        • National Osteoporosis Society [NOS]
                                                                                                                                                                        • NBTY
                                                                                                                                                                        • Nestlé UK Ltd
                                                                                                                                                                        • Netto Foodstores Ltd
                                                                                                                                                                        • Seven Seas Healthcare Ltd
                                                                                                                                                                        • Superdrug Stores Plc
                                                                                                                                                                        • T-Mobile (UK) Ltd
                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                        • The Perfume Shop Ltd
                                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                                        • Virgin Mobile
                                                                                                                                                                        • Vitabiotics Ltd
                                                                                                                                                                        • Waitrose
                                                                                                                                                                        • Weetabix Ltd.
                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                        • Wyeth

                                                                                                                                                                        Vitamins and Supplements - UK - September 2011

                                                                                                                                                                        £1,995.00 (Excl.Tax)