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UK Vitamin and Supplement Market Research - September 2012

Some questions answered in the 'UK Vitamin and Supplement Market Research" report include:

  • How will EFSA’s stricter requirements for supplements affect the market?
  • Where could innovation go to reignite interest?
  • How can manufacturers better engage the expanding demographic groups?
  • How can manufacturers cross-fertilise with other markets?

Up just 2.7% on the previous year and valued at £385 million in 2012, the market for vitamins and supplements is not growing strongly. The struggle to gain momentum bears witness to challenging trading conditions for companies targeting this industry.

This report looks at factors underpinning market forces (demographic shifts, the regulatory framework and the recession) along with manufacturer and retailer efforts to harness or mitigate them: product developments, marketing concepts and retailer initiatives.

Mintel also takes a view on the future of the market and which competing markets offer indicators of growth and trends.

This report covers the following vitamin and supplement sectors:

  • Vitamins – multivitamins and single-dose vitamins (ie vitamin 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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What's included

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Retail value sales of vitamins and dietary supplements, 2007-17
                  • Figure 2: UK estimated retail value sales of vitamins and supplements, by sector, 2012
                  • Figure 3: New product launches in vitamins and supplements, % share by format, 2012
                • Market factors
                  • Companies, brands and innovation
                    • Figure 4: Market share, 2011
                  • The consumer
                    • What we think
                    • Issues in the Market

                        • How will EFSA’s stricter requirements for supplements affect the market?
                          • Where could innovation go to reignite interest?
                            • How can manufacturers better engage the expanding demographic groups?
                              • How can manufacturers cross-fertilise with other markets?
                              • Trend Application

                                  • Trend: Experience Is All
                                    • Trend: Survival Skills
                                      • 2015 Trend: Old Gold
                                      • Market Drivers

                                        • Key points
                                          • Age of population
                                            • Figure 5: Trends in the age structure of the UK population, by gender, 2007-17
                                          • Reaching out to an ageing population
                                            • 25-34 and 45-54-year-olds – potential for industry growth
                                              • Youth market – shifting priorities
                                                • Healthy eating on the decline
                                                  • Figure 6: Trends in attitudes towards health and diet, 2008-12
                                                • Vegetarians – not a major target group
                                                  • Targeting weight loss
                                                    • Figure 7: Trends in agreement with attitudes towards weight loss, 2008-12
                                                  • Functional food and drink face challenges
                                                    • Figure 8: Trends in purchase of food and drink with added health benefits (eg probiotic, omega 3 or cholesterol lowering), 2008-12
                                                  • Health of the nation
                                                    • Figure 9: Trends in complaints suffered from in the last 12 months, 2008-12
                                                  • Arthritis – a key focus
                                                    • High blood pressure – more difficult to focus on
                                                      • Risks associated with vitamin consumption
                                                        • Recommended daily allowance (RDA)
                                                          • Figure 10: Recommended daily allowances (RDAs) for vitamins and minerals in the EU
                                                        • Health claim regulations review by EFSA
                                                          • When it comes to dosage, size matters
                                                          • Competitive Context

                                                            • Key points
                                                              • Vitamins and the NHS
                                                                • Vitamins and dietary supplements in context of other consumer markets
                                                                  • Figure 11: Market value of vitamins and dietary supplements, 2008-12
                                                                • Strong growth in functional food and drink
                                                                  • Functionality moves mainstream
                                                                    • Own-labels pick up pace in functional innovation
                                                                      • Functional drinks offer avenues for development
                                                                        • Niche players look to functional foods for opportunities
                                                                          • Cost – functional or supplement
                                                                            • Fruit and vegetables – opportunities
                                                                              • Prevention rather than cure
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • Innovation waning
                                                                                        • Figure 12: New product launches in vitamins and supplements in the UK, 2008-12
                                                                                      • New launches – branded vs own-label
                                                                                        • Figure 13: New product launches in vitamins and supplements, % branded vs. own-label, 2008-12
                                                                                      • Innovations by manufacturer
                                                                                        • Figure 14: New product activity in vitamins and supplements, % share by top ten manufacturers, 2009-11
                                                                                      • Niche players innovate alongside market leaders
                                                                                        • Free from and low/no/reduced claims dominate
                                                                                          • Figure 15: New product launches in vitamins and supplements, % by product claim, 2009-12*
                                                                                        • New launches by format type
                                                                                          • Figure 16: New product launches in vitamins and supplements, % share by format, 2008-12
                                                                                        • Tablets and capsules dominate launch activity
                                                                                          • Multivitamin – focus for all
                                                                                            • Targeting joint pain
                                                                                              • Caring for digestive health
                                                                                                • Targeting men with health and vitality
                                                                                                  • Women only
                                                                                                    • Dietary supplements for weight management
                                                                                                      • Anti-ageing – a focus for skin health products
                                                                                                        • Manufacturers get emotional
                                                                                                          • Convenience formats – a focus for activity
                                                                                                            • On-pack information re-evaluated
                                                                                                              • What next?
                                                                                                              • Market Size and Forecast

                                                                                                                • Key points
                                                                                                                  • Value sales
                                                                                                                    • Figure 17: Value sales of vitamins and supplements, 2007-17
                                                                                                                  • Not enough incentive to buy
                                                                                                                    • The future
                                                                                                                      • Figure 18: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2007-17
                                                                                                                    • Forecast methodology
                                                                                                                    • Segment Performance

                                                                                                                      • Key points
                                                                                                                        • Retail sales by sector
                                                                                                                          • Figure 19: UK estimated retail value sales of vitamins and supplements, by sector, 2011 and 2012
                                                                                                                        • Multivitamins march ahead
                                                                                                                          • Vitamin B faring better than Vitamin B complex
                                                                                                                            • Own-labels fuelling Vitamin C sales
                                                                                                                              • Mega omega 3
                                                                                                                                • Stagnation and decline in less mainstream products
                                                                                                                                  • Retail sales by product claim
                                                                                                                                    • Figure 20: UK estimated retail value sales of vitamins and supplements, by product claims, 2011 and 2012
                                                                                                                                  • Joint care v bone health
                                                                                                                                    • Pregnancy – not just for women
                                                                                                                                      • An energy boost or mental stimulation
                                                                                                                                        • Immune support – one of many claims
                                                                                                                                          • Rising concerns over cardiovascular health
                                                                                                                                            • Retail sales by age or gender
                                                                                                                                              • Figure 21: UK estimated retail value sales of vitamins and supplements, by age and gender, 2011 and 2012
                                                                                                                                            • Multivitamins and minerals – key industry focus
                                                                                                                                              • Women v Men
                                                                                                                                                • Children’s sector in danger of stagnating
                                                                                                                                                  • Does 50+ need to become 60+?
                                                                                                                                                    • Other supplements
                                                                                                                                                    • Market Share

                                                                                                                                                      • Key points
                                                                                                                                                        • Seven Seas, Vitabiotics and Bayer fight to protect share
                                                                                                                                                          • Figure 22: Market share, 2011 and 2012
                                                                                                                                                        • Price discounting undercuts own-label share
                                                                                                                                                          • Niche brands struggle
                                                                                                                                                          • Companies and Products

                                                                                                                                                            • Seven Seas
                                                                                                                                                              • Background and financial performance
                                                                                                                                                                • Product range and innovation
                                                                                                                                                                    • Figure 23: Seven Seas’ product launches in the vitamins and supplements market, July 2011-June 2012
                                                                                                                                                                  • Marketing and advertising
                                                                                                                                                                    • Bayer
                                                                                                                                                                      • Background and financial performance
                                                                                                                                                                        • Product range and innovation
                                                                                                                                                                          • Marketing and advertising
                                                                                                                                                                            • Boots
                                                                                                                                                                              • Background and financial performance
                                                                                                                                                                                • Product range and innovation
                                                                                                                                                                                  • Figure 24: Products launched by Boots in the vitamins and supplements market, July 2011-June 2012
                                                                                                                                                                                • Marketing and advertising
                                                                                                                                                                                  • Galenica
                                                                                                                                                                                    • Background and financial performance
                                                                                                                                                                                      • Product range and innovation
                                                                                                                                                                                        • Marketing and advertising
                                                                                                                                                                                          • HealthAid
                                                                                                                                                                                            • Background and financial performance
                                                                                                                                                                                              • Product range and innovation
                                                                                                                                                                                                  • Figure 25: Products launched by HealthAid in the vitamins and supplements market, July 2011-June 2012
                                                                                                                                                                                                • Marketing and advertising
                                                                                                                                                                                                  • Holland & Barrett
                                                                                                                                                                                                    • Background and financial performance
                                                                                                                                                                                                      • Product range and innovation
                                                                                                                                                                                                        • Figure 26: Products launched by Holland & Barrett in the vitamins and supplements market, July 2011-June 2012
                                                                                                                                                                                                      • Marketing and advertising
                                                                                                                                                                                                        • Solgar
                                                                                                                                                                                                          • Background and financial performance
                                                                                                                                                                                                            • Product range and innovation
                                                                                                                                                                                                              • Marketing and advertising
                                                                                                                                                                                                                • Vitabiotics
                                                                                                                                                                                                                  • Background and financial performance
                                                                                                                                                                                                                    • Product range and innovation
                                                                                                                                                                                                                      • Figure 27: Major launches by Vitabiotics in the vitamins and supplements market, July 2011-June 2012
                                                                                                                                                                                                                    • Marketing and advertising
                                                                                                                                                                                                                      • Other key players in the market
                                                                                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Lacklustre adspend
                                                                                                                                                                                                                            • Figure 28: Main monitored media advertising spend on vitamins and supplements, 2008-12
                                                                                                                                                                                                                          • High adspend/sales ratio
                                                                                                                                                                                                                            • Kingstown Products dominates advertising
                                                                                                                                                                                                                              • Figure 29: Main monitored media advertising spend on vitamins and supplements, % share by advertiser, 2011
                                                                                                                                                                                                                            • Popularity of direct marketing continues, but TV advertising builds momentum
                                                                                                                                                                                                                              • Figure 30: Main monitored media advertising expenditure on vitamins and supplements, % share by medium, 2009-12
                                                                                                                                                                                                                            • New promotional media – Facebook
                                                                                                                                                                                                                            • Channels to Market

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Retail sales by outlet type
                                                                                                                                                                                                                                  • Figure 31: UK retail value sales* of vitamins and supplements, by outlet type, 2012 (est)
                                                                                                                                                                                                                                • Chemists and drugstores dominate
                                                                                                                                                                                                                                  • Convenience and own-label innovation drive supermarket sales
                                                                                                                                                                                                                                    • Higher per capita spend in health food stores
                                                                                                                                                                                                                                      • Direct selling gathers momentum
                                                                                                                                                                                                                                      • Consumer Usage and Frequency of Vitamins and Supplements

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Heavy usage rise fuelled by ageing population
                                                                                                                                                                                                                                            • Figure 32: Trends in usage and frequency of taking vitamins and supplements in the last 12 months, 2008-12
                                                                                                                                                                                                                                          • Rising consumer awareness impacts on usage
                                                                                                                                                                                                                                            • Figure 33: Types of vitamins and supplements currently taken or taken in the previous 12 months, July 2011 and July 2012
                                                                                                                                                                                                                                          • Vitamin C usage impacted by strong citrus fruits sales
                                                                                                                                                                                                                                            • Sun safety is driving deficiency in Vitamin D
                                                                                                                                                                                                                                              • Figure 34: UK sunshine trends, 2010-11
                                                                                                                                                                                                                                            • Vitamins and supplements viewed as a dispensable expenditure
                                                                                                                                                                                                                                              • Figure 35: Frequency of usage of vitamins and supplements, July 2012
                                                                                                                                                                                                                                            • Niche supplements more likely to be consumed by regular users
                                                                                                                                                                                                                                              • Figure 36: Frequency of usage of vitamins and supplements, by types of vitamins and supplements currently taken or taken in the previous 12 months, July 2012
                                                                                                                                                                                                                                            • Most adventurous are heavier users of selenium, magnesium and Vitamin E
                                                                                                                                                                                                                                              • Figure 37: Number of types of vitamins and supplements currently taken or taken in the previous 12 months, July 2012
                                                                                                                                                                                                                                            • Younger demographics demand convenient delivery methods
                                                                                                                                                                                                                                              • Figure 38: Format of vitamins and minerals that people currently take or would be interested in taking, July 2012
                                                                                                                                                                                                                                          • Reasons to Use Vitamins and Supplements

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Keeping healthy to keep working
                                                                                                                                                                                                                                                • Figure 39: Reasons for taking vitamins and supplements, by most popular types of vitamins and supplements currently taken or taken in the previous 12 months, July 2012
                                                                                                                                                                                                                                              • Substituting not supplementing a healthy diet
                                                                                                                                                                                                                                                • Figure 40: Fruit and vegetable consumption, by financial situation, July 2012
                                                                                                                                                                                                                                                • Figure 41: Profile of those most likely to take vitamins and supplements to compensate for a poor diet, July 2012
                                                                                                                                                                                                                                              • Students supplement their studies
                                                                                                                                                                                                                                                • Obesity link to demand for heart-health supplements
                                                                                                                                                                                                                                                  • Over-65s may be unaware of the potential benefits on offer
                                                                                                                                                                                                                                                    • Figure 42: Attitude towards health and diet, by age, 2012
                                                                                                                                                                                                                                                • Consumer Purchase Habits of Vitamins and Supplements

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Convenience and innovation secures grocery store lead
                                                                                                                                                                                                                                                      • Figure 43: Outlets at which vitamins and supplements are purchased, July 2012
                                                                                                                                                                                                                                                    • Pharmacies represent more than just a point of sale
                                                                                                                                                                                                                                                      • Half of people buy supplements in one type of outlet
                                                                                                                                                                                                                                                        • Figure 44: Number of outlets at which vitamins and supplements are purchased, July 2012
                                                                                                                                                                                                                                                      • How much do they spend?
                                                                                                                                                                                                                                                        • Figure 45: Monthly spend on vitamins and supplements, July 2012
                                                                                                                                                                                                                                                      • Spend by place of purchase
                                                                                                                                                                                                                                                        • Figure 46: Outlets at which vitamins and supplements are purchased, by monthly spend on vitamins and supplements, July 2012
                                                                                                                                                                                                                                                        • Figure 47: Examples of discounting promotions on vitamins and supplements by grocers and drugstores, January 2011-July 2012
                                                                                                                                                                                                                                                        • Figure 48: Examples of promotions on vitamins and supplements by specialist and online retailers, January 2011-July 2012
                                                                                                                                                                                                                                                    • Factors Influencing Purchase of Vitamins and Supplements

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Information prompts purchase
                                                                                                                                                                                                                                                          • Figure 49: Factors prompting purchase of vitamins and supplements, July 2012
                                                                                                                                                                                                                                                        • Trusted recommendations are a top priority
                                                                                                                                                                                                                                                          • Information era
                                                                                                                                                                                                                                                            • Figure 50: Examples of innovation in vitamins and supplements that profile product benefits on-pack, January 2011-July 2012
                                                                                                                                                                                                                                                          • Two or more prompts needed for purchase
                                                                                                                                                                                                                                                            • Figure 51: Number of factors prompting purchase of vitamins and supplements, July 2012
                                                                                                                                                                                                                                                          • Price is the biggest purchase influence
                                                                                                                                                                                                                                                            • Figure 52: Top factors influencing purchase of vitamins and supplements, July 2012
                                                                                                                                                                                                                                                          • The role of trust
                                                                                                                                                                                                                                                            • Impact of purchase influence on attitudes towards vitamins and supplements
                                                                                                                                                                                                                                                              • Figure 53: Attitudes towards vitamins and supplements, by net of factors influencing purchase of vitamins and supplements, July 2012
                                                                                                                                                                                                                                                          • Attitudes towards Vitamins and Supplements

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Market suffering from lack of brand differentiation
                                                                                                                                                                                                                                                                • Figure 54: Attitudes towards vitamins and supplements, July 2012
                                                                                                                                                                                                                                                              • Generation gap in attitudes towards vitamins and supplements
                                                                                                                                                                                                                                                                • Vitamins a shortcut to healthy living?
                                                                                                                                                                                                                                                                  • Figure 55: Reasons for taking vitamins and supplements amongst those who see vitamins and mineral supplements as an easy way to get the nutrients they need, July 2012
                                                                                                                                                                                                                                                                • Price to drive frequency and range of use
                                                                                                                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                                                                                                                    • Figure 56: Attitudes towards health and diet, by detailed demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 57: Attitudes towards health and diet, by detailed demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 58: Purchase of food and drink with added health benefits (eg probiotic, omega 3 or cholesterol lowering), by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 59: Complaints suffered from in the last 12 months, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 60: Complaints suffered from in the last 12 months, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 61: Complaints suffered from in the last 12 months, by demographics, 2012
                                                                                                                                                                                                                                                                    • Figure 62: Agreement with attitudes towards weight loss, by demographics, 2012
                                                                                                                                                                                                                                                                • Appendix: Usage and Frequency of Vitamins and Supplements

                                                                                                                                                                                                                                                                    • Figure 63: Usage and frequency of taking vitamins and supplements in the last 12 months, by demographics, 2012
                                                                                                                                                                                                                                                                • Appendix: Consumer Purchase Habits of Vitamins and Supplements

                                                                                                                                                                                                                                                                  • Places of purchase
                                                                                                                                                                                                                                                                    • Figure 64: Outlets at which vitamins and supplements are purchased, by demographics, July 2012
                                                                                                                                                                                                                                                                    • Figure 65: Attitudes towards vitamins and supplements, by outlets at which vitamins and supplements are purchased, July 2012
                                                                                                                                                                                                                                                                  • Repertoire
                                                                                                                                                                                                                                                                    • Figure 66: Number of outlets at which vitamins and supplements are purchased, by demographics, July 2012
                                                                                                                                                                                                                                                                    • Figure 67: Outlets at which vitamins and supplements are purchased, by number of outlets at which vitamins and supplements are purchased, July 2012
                                                                                                                                                                                                                                                                  • Spend on vitamins and supplements
                                                                                                                                                                                                                                                                    • Figure 68: Monthly spend on vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                • Appendix: Factors Influencing Purchase of Vitamins and Supplements

                                                                                                                                                                                                                                                                  • Factors prompting purchase
                                                                                                                                                                                                                                                                    • Figure 69: Most popular factors prompting purchase of vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                    • Figure 70: Next most popular factors prompting purchase of vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                  • Repertoire
                                                                                                                                                                                                                                                                    • Figure 71: Number of factors prompting purchase of vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                    • Figure 72: Factors prompting purchase of vitamins and supplements, by number of factors prompting purchase of vitamins and supplements, July 2012
                                                                                                                                                                                                                                                                  • Factors influencing purchase
                                                                                                                                                                                                                                                                    • Figure 73: Most popular factors influencing purchase of vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                    • Figure 74: Next most popular factors influencing purchase of vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                • Appendix: Attitudes Towards Vitamins and Supplements

                                                                                                                                                                                                                                                                    • Figure 75: Most popular attitudes towards vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                    • Figure 76: Next most popular attitudes towards vitamins and supplements, by demographics, July 2012
                                                                                                                                                                                                                                                                  • Reasons for taking
                                                                                                                                                                                                                                                                    • Figure 77: Reasons for taking vitamins and supplements, by most popular attitudes towards vitamins and supplements, July 2012
                                                                                                                                                                                                                                                                    • Figure 78: Reasons for taking vitamins and supplements, by next most popular attitudes towards vitamins and supplements, July 2012
                                                                                                                                                                                                                                                                  • Factors prompting purchase
                                                                                                                                                                                                                                                                    • Figure 79: Factors prompting purchase of vitamins and supplements, by most popular attitudes towards vitamins and supplements, July 2012
                                                                                                                                                                                                                                                                    • Figure 80: Factors prompting purchase of vitamins and supplements, by next most popular attitudes towards vitamins and supplements, July 2012
                                                                                                                                                                                                                                                                  • Factors influencing purchase
                                                                                                                                                                                                                                                                    • Figure 81: Top factors influencing purchase of vitamins and supplements, by most popular attitudes towards vitamins and supplements, July 2012
                                                                                                                                                                                                                                                                    • Figure 82: Top factors influencing purchase of vitamins and supplements, by next most popular attitudes towards vitamins and supplements, July 2012

                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                • Alliance Boots
                                                                                                                                                                                                                                                                • Alliance Boots UK Retail
                                                                                                                                                                                                                                                                • Aventis Pharma Ltd
                                                                                                                                                                                                                                                                • Bayer AG
                                                                                                                                                                                                                                                                • Carlyle Group (The)
                                                                                                                                                                                                                                                                • Galenica Group
                                                                                                                                                                                                                                                                • Harrods Group Total
                                                                                                                                                                                                                                                                • Holland & Barrett Retail Ltd
                                                                                                                                                                                                                                                                • Pfizer Consumer Healthcare (UK)
                                                                                                                                                                                                                                                                • Potter's (Herbal Supplies) Ltd
                                                                                                                                                                                                                                                                • Solgar Vitamin and Herb Company
                                                                                                                                                                                                                                                                • Vitabiotics Ltd
                                                                                                                                                                                                                                                                • Walgreen Co

                                                                                                                                                                                                                                                                UK Vitamin and Supplement Market Research - September 2012

                                                                                                                                                                                                                                                                £1,995.00 (Excl.Tax)