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Vitamins and Supplements - UK - September 2013

“Although the market has seen growth in value in 2012 driven by special offers and promotions, people are not experimenting and special offers may be hindering overall growth in the category. Different approaches in special offers, for example bundling discounted vitamins with products in other categories, could encourage experimentation. Legislative changes have resulted in the category coming under more scrutiny, which may contribute to consumer scepticism, highlighting the need for manufacturers to provide consumers with proof.”

– Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:

  • How have special offers impacted the market?
  • Which age groups show the greatest potential for the market?
  • How has changing legislation impacted the market?
  • Are consumers still sceptical of products?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2008-18
                • Market factors
                  • Companies, brands and innovation
                    • Figure 2: New product activity in vitamins and supplements, % share by top six manufacturers, 2009-13
                  • The consumer
                    • Figure 3: Frequency of vitamin/supplement usage, July 2013
                    • Figure 4: Most popular attitudes towards shopping for vitamins/supplements, July 2013
                    • Figure 5: Selected attitudes towards vitamins and supplements, July 2013
                  • What we think
                  • Issues in the Market

                      • How have special offers impacted the market?
                        • Which age groups show the greatest potential for the market?
                          • How has changing legislation impacted the market?
                            • Are consumers still sceptical of products?
                            • Trend Application

                                • Trend: Make it Mine
                                  • Trend: Prepare for the Worst
                                    • Trend: Generation Next
                                    • Market Drivers

                                      • Key points
                                        • Rise in the population of children
                                          • Figure 6: Trends in the age structure of the UK population, 2008-18
                                        • Driving frequency among adults
                                          • Rise in elders
                                            • Exercise is more than important diet
                                              • Figure 7: Factors important for a healthy lifestyle, November 2012
                                              • Figure 8: Attitudes towards weight loss, September 2012
                                            • Sceptical about functional foods/drinks
                                              • Figure 9: Frequency of using functional food and drink products, November 2012
                                            • Using the media to drive awareness
                                              • Figure 10: Awareness and understanding of functional ingredients, November 2012
                                            • However, negative impact of conflicting information
                                            • Who’s Innovating?

                                              • Key points
                                                • Decline in total new launches
                                                  • Figure 11: New product launches in vitamins and supplements, % branded vs. own-label, 2009-13
                                                  • Figure 12: Examples of own-label launches in 2012/13 in the effervescent tablet format
                                                • Rise in tablet launches
                                                  • Figure 13: New product launches in vitamins and supplements, % share by format, 2009-13
                                                • A fragmented category
                                                  • Figure 14: New product activity in vitamins and supplements, % share by top six manufacturers, 2009-13
                                                • Vitabiotics and Seven Seas remain active year on year
                                                  • Figure 15: Examples of new launches by Vitabiotics, 2009-July 2013
                                                  • Figure 16: Examples of new launches by Seven Seas, January 2012-July 2013
                                                • Top claims are free-from
                                                  • Figure 17: New product launches in vitamins and supplements, % by top five claims, 2009-13
                                                  • Figure 18: Examples of botanical claims in 2012 and 2013
                                              • Market Size and Forecast

                                                • Key points
                                                  • Slow growth hampered by special offers
                                                    • Figure 19: Value sales of vitamins and supplements, 2008-18
                                                  • Targeted launches could grow the market
                                                    • Figure 20: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2008-18
                                                  • Forecast methodology
                                                  • Segment Performance

                                                    • Key points
                                                      • Multivitamins still most popular, with price rises driving value of other vitamins
                                                        • Figure 21: Retail value sales of vitamins and supplements, by sector, 2011 and 2012
                                                      • Men’s vitamins see greatest boost
                                                        • Figure 22: UK retail value sales of vitamins and supplements, by demographics and claims, 2011 and 2012
                                                        • Figure 23: Product launch aimed at men in 2013
                                                      • Oldest and youngest demographics also show potential
                                                      • Market Share

                                                        • Key points
                                                          • Centrum has seen the biggest growth
                                                            • Figure 24: Brand share of value sales in vitamins and supplements, years ending June 2012 and June 2013
                                                        • Companies and Products

                                                          • Seven Seas
                                                              • Figure 25: Financial performance of Seven Seas Limited, 2010 and 2011
                                                              • Figure 26: Seven Seas’ product launches in the vitamins and supplements market, 2013 (to June)
                                                            • Bayer
                                                              • Boots
                                                                • Figure 27: Financial performance of Alliance Boots, 2012 and 2013
                                                                • Figure 28: Boots’ product launches in the vitamins and supplements market, 2013 (to June)
                                                              • Galenica
                                                                  • Figure 29: Financial performance of Vifor Pharma UK Ltd., 2011 and 2012
                                                                • Holland & Barrett
                                                                  • Figure 30: Financial performance of Holland & Barrett Retail Limited, 2011 and 2012
                                                                • Vitabiotics
                                                                  • Figure 31: Financial performance of Vitabiotics Ltd., 2010 and 2011
                                                                  • Figure 32: Vitabiotics’ product launches in the vitamins and supplements market, 2013 (to June)
                                                              • Brand Communication and Promotion

                                                                • Key points
                                                                  • Decline in advertising spend
                                                                    • Figure 33: Main monitored media advertising spend on vitamins and supplements, 2009-13
                                                                  • Vitabiotics and Bayer dominate advertising
                                                                    • Figure 34: Main monitored media advertising spend on vitamins and supplements, % share by advertiser, 2012
                                                                  • Television advertising most popular
                                                                    • Figure 35: Main monitored advertising expenditure on vitamins and supplements, % share by medium, 2009-13
                                                                • Brand Research

                                                                  • Brand map
                                                                      • Figure 36: Attitudes towards and usage of brands in the vitamin and supplement sector, July 2013
                                                                    • Correspondence analysis
                                                                      • Brand attitudes
                                                                        • Figure 37: Attitudes, by vitamin and supplement brand, July 2013
                                                                      • Brand personality
                                                                        • Figure 38: Vitamin and supplement brand personality – macro image, July 2013
                                                                        • Figure 39: Vitamin and supplement brand personality – micro image, July 2013
                                                                      • Brand experience
                                                                        • Figure 40: Vitamin and supplement brand usage, July 2013
                                                                        • Figure 41: Satisfaction with various vitamin and supplement brands, July 2013
                                                                        • Figure 42: Consideration of vitamin and supplement brands, July 2013
                                                                        • Figure 43: Consumer perceptions of current vitamin and supplement brand performance, July 2013
                                                                      • Brand index
                                                                        • Figure 44: Vitamin and supplement brand index, July 2013
                                                                      • Target group analysis
                                                                        • Figure 45: Target groups, July 2013
                                                                        • Figure 46: Vitamin and supplement brand usage, by target groups, July 2013
                                                                      • Group One – Conformists
                                                                        • Group Two – Simply the Best
                                                                          • Group Three – Shelf Stalkers
                                                                            • Group Four – Habitual Shoppers
                                                                              • Group Five – Individualists
                                                                              • Channels to Market

                                                                                • Key points
                                                                                  • Supermarkets growing in value at the cost of health food stores
                                                                                    • Figure 47: UK retail value sales of vitamins and supplements, by outlet type, 2011 and 2012
                                                                                  • Online sales show growth
                                                                                  • The Consumer – Usage and Frequency of Vitamins and Supplements

                                                                                    • Key points
                                                                                      • Young people more likely to dip in and out of the category
                                                                                        • Figure 48: Frequency of vitamin/supplement usage, July 2013
                                                                                      • Multivitamins remain the most popular
                                                                                        • Figure 49: Usage and frequency of most popular five vitamins/minerals/supplements, July 2013
                                                                                      • Young adults less committed to the category
                                                                                        • Top reasons for taking vitamins/supplements are generic
                                                                                          • Figure 50: Top reasons for taking vitamins/supplements, July 2013
                                                                                        • Younger people driven more by appearance
                                                                                          • Parents need a helping hand
                                                                                          • The Consumer – Factors Influencing Purchase of Vitamins and Supplements

                                                                                            • Key points
                                                                                              • Shopping
                                                                                                • Figure 51: Most popular attitudes towards shopping for vitamins/supplements, July 2013
                                                                                              • Research is the most important influencer of what people buy
                                                                                                • Brand loyalty is low
                                                                                                • The Consumer – Lapsed Users

                                                                                                  • Key points
                                                                                                    • Conflicting information is biggest reason for lapsed usage
                                                                                                      • Figure 52: Most popular views from lapsed users, July 2013
                                                                                                    • Money is an issue
                                                                                                    • The Consumer – Attitudes towards Vitamins and Supplements

                                                                                                      • Key points
                                                                                                        • Vitamins can be part of a healthy lifestyle
                                                                                                          • Figure 53: Selected attitudes towards vitamins and supplements, July 2013
                                                                                                        • Vitamins for appearance
                                                                                                        • Consumer Typologies

                                                                                                          • Key points
                                                                                                              • Figure 54: Consumer typologies in the vitamins/supplements sector, July 2013
                                                                                                            • Sceptics (45% or the equivalent of 19.2 million adults)
                                                                                                              • Who are they?
                                                                                                                • Habituals (29% or the equivalent of 12.4 million adults)
                                                                                                                  • Who are they?
                                                                                                                    • Solution Specific (26% or the equivalent of 11.1 million adults)
                                                                                                                      • Who are they?
                                                                                                                      • Appendix – Segment Performance

                                                                                                                          • Figure 55: Retail volume sales of vitamins and supplements, by sector, 2011 and 2012
                                                                                                                          • Figure 56: UK retail value sales of vitamins and supplements, by demographics and claims, 2011 and 2012
                                                                                                                      • Appendix – Market Share

                                                                                                                          • Figure 57: Brand share of volume sales in vitamins and supplements, years ending June 2012 and June 2013
                                                                                                                      • Appendix – Brand Research

                                                                                                                          • Figure 58: Brand usage, July 2013
                                                                                                                          • Figure 59: Brand commitment, July 2013
                                                                                                                          • Figure 60: Brand momentum, July 2013
                                                                                                                          • Figure 61: Brand diversity, July 2013
                                                                                                                          • Figure 62: Brand satisfaction, July 2013
                                                                                                                          • Figure 63: Brand attitude, July 2013
                                                                                                                          • Figure 64: Brand image – macro image, July 2013
                                                                                                                          • Figure 65: Brand image – micro image, July 2013
                                                                                                                          • Figure 66: Profile of target groups, by demographics, July 2013
                                                                                                                          • Figure 67: Psychographic segmentation, by target groups, July 2013
                                                                                                                          • Figure 68: Brand usage, by target groups, July 2013
                                                                                                                        • Brand index
                                                                                                                          • Figure 69: Brand index, July 2013
                                                                                                                      • Appendix – The Consumer Usage and Frequency

                                                                                                                          • Figure 70: Usage and frequency of most popular five vitamins/minerals/supplements, July 2013
                                                                                                                          • Figure 71: Vitamins/supplements usage and frequency, July 2013
                                                                                                                          • Figure 72: Vitamins/supplements usage and frequency – Multivitamins, by demographics, July 2013
                                                                                                                          • Figure 73: Vitamins/supplements usage and frequency – Vitamin C, by demographics, July 2013
                                                                                                                          • Figure 74: Vitamins/supplements usage and frequency – Cod liver oil, by demographics, July 2013
                                                                                                                          • Figure 75: Vitamins/supplements usage and frequency – Vitamin D, by demographics, July 2013
                                                                                                                          • Figure 76: Vitamins/supplements usage and frequency – Fish oil/omega-3, by demographics, July 2013
                                                                                                                          • Figure 77: Vitamins/supplements usage and frequency – Other vitamins, by demographics, July 2013
                                                                                                                          • Figure 78: Vitamins/supplements usage and frequency – Other supplements/minerals, by demographics, July 2013
                                                                                                                          • Figure 79: Repertoire of vitamins/supplements taken daily, July 2013
                                                                                                                          • Figure 80: Repertoire of vitamins/supplements taken daily, by demographics, July 2013
                                                                                                                          • Figure 81: Vitamins/supplements usage and frequency, by repertoire of vitamins/supplements usage and frequency, July 2013
                                                                                                                          • Figure 82: Reasons for taking vitamins/supplements, July 2013
                                                                                                                          • Figure 83: Most popular reasons for taking vitamins/supplements, by demographics, July 2013
                                                                                                                          • Figure 84: Next most popular reasons for taking vitamins/supplements, by demographics, July 2013
                                                                                                                          • Figure 85: Other reasons for taking vitamins/supplements, by demographics, July 2013
                                                                                                                          • Figure 86: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Multivitamins, July 2013
                                                                                                                          • Figure 87: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Vitamin C, July 2013
                                                                                                                          • Figure 88: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Cod liver oil, July 2013
                                                                                                                          • Figure 89: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Vitamin D, July 2013
                                                                                                                          • Figure 90: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Fish oil/omega-3, July 2013
                                                                                                                          • Figure 91: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Other vitamins, July 2013
                                                                                                                          • Figure 92: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency – Other supplements/minerals, July 2013
                                                                                                                          • Figure 93: Reasons for giving vitamins/supplements to child/ren, July 2013
                                                                                                                          • Figure 94: Most popular reasons for giving vitamins/supplements to child/ren, by demographics, July 2013
                                                                                                                          • Figure 95: Next most popular reasons for giving vitamins/supplements to child/ren, by demographics, July 2013
                                                                                                                      • Appendix – The Consumer – Factors Influencing Purchase of Vitamins and Supplements

                                                                                                                          • Figure 96: Shopping for vitamins/supplements, July 2013
                                                                                                                          • Figure 97: Most popular shopping for vitamins/supplements, by demographics, July 2013
                                                                                                                          • Figure 98: Next most popular shopping for vitamins/supplements, by demographics, July 2013
                                                                                                                          • Figure 99: Other shopping for vitamins/supplements, by demographics, July 2013
                                                                                                                          • Figure 100: Shopping for vitamins/supplements, by most popular reasons for taking vitamins/supplements, July 2013
                                                                                                                          • Figure 101: Shopping for vitamins/supplements, by next most popular reasons for taking vitamins/supplements, July 2013
                                                                                                                      • Appendix – The Consumer – Lapsed Users

                                                                                                                          • Figure 102: Reasons for lapsed usage, July 2013
                                                                                                                          • Figure 103: Most popular reasons for lapsed usage, by demographics, July 2013
                                                                                                                          • Figure 104: Next most popular reasons for lapsed usage, by demographics, July 2013
                                                                                                                          • Figure 105: Other reasons for lapsed usage, by demographics, July 2013
                                                                                                                      • Appendix – The Consumer – Attitudes towards Vitamins and Supplements

                                                                                                                          • Figure 106: Attitudes towards vitamins/supplements, July 2013
                                                                                                                      • Appendix – Consumer Typologies

                                                                                                                          • Figure 107: Target groups, July 2013
                                                                                                                          • Figure 108: Vitamins/supplements usage and frequency, by target groups, July 2013
                                                                                                                          • Figure 109: Reasons for taking vitamins/supplements, by target groups, July 2013
                                                                                                                          • Figure 110: Reasons for giving vitamins/supplements to child/ren, by target groups, July 2013
                                                                                                                          • Figure 111: Shopping for vitamins/supplements, by target groups, July 2013
                                                                                                                          • Figure 112: Reasons for lapsed usage, by target groups, July 2013
                                                                                                                          • Figure 113: Attitudes towards vitamins/supplements, by target groups, July 2013

                                                                                                                      Vitamins and Supplements - UK - September 2013

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