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

Vitamins and Supplements - UK - September 2014

“Although the top reason for taking vitamins/supplements is generic, the rise in value sales of vitamins/supplements specifically for men and women suggests that consumers want a degree of personalisation, offering opportunities for the market. Driving further segmentation within demographic groups could be a way to encourage growth. In 2014, the ASA (Advertising Standards Agency) has shown evidence of clamping down on claims in advertising, particularly when it comes to appearance benefits, suggesting that the advertising and claims environment could become more challenging for brands.”
– Roshida Khanom, Senior Personal Care Analyst

This report looks at the following areas:

  • Consumers want personalisation
  • The ASA is clamping down on advertising
  • High interest in appearance benefits

The vitamins and supplements market has seen slow growth in recent years, however, it is predicted to see a 1% decline in 2014 driven by a tougher regulatory environment, particularly for claims. Although the overall market is showing a decline in 2014, the segments to show strong growth have been demographic-specific segments, ie vitamins/supplements for men, women and the over-50s. Consumers also show interest in vitamins/supplements with appearance benefits, suggesting opportunities for NPD (New Product Development).

Brands to show strong growth in the year ending June 2014 are the Wellman and Wellwoman ranges, rising in value by 26% and 34% respectively; further reflecting the growth of demographic-specific vitamins. As consumers remain cost-conscious, online and discount store channels have seen growth in 2013.

Within this report we investigate the current usage of vitamins and supplements, as well as reasons for using them and factors that could encourage further purchase. We also investigate consumer interest in vitamins/supplements with appearance benefits.

This report covers the following vitamins and supplements sectors:

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

These products have GSL (General Sales List) 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’ (ie protein shakes designed to help build muscle). Homeopathic and herbal remedies.

 

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2009-19
                • Market factors
                  • Companies, brands and innovation
                    • Figure 2: New product launches in vitamins and supplements, % by top claims, 2013 and 2014
                    • Figure 3: New product launches in vitamins and supplements, % branded vs. own-label, 2010-14
                  • The consumer
                    • Figure 4: Vitamins and supplements taken daily or occasionally in the last 12 months, June 2014
                    • Figure 5: Interest in appearance benefits, June 2014
                  • What we think
                  • Issues & Insights

                      • Consumers want personalisation
                        • The facts
                          • The implications
                            • The ASA is clamping down on advertising
                              • The facts
                                • The implications
                                  • High interest in appearance benefits
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • Trend: The Big Issue
                                            • Trend: Influentials
                                              • Futures: Generation Next
                                              • Market Drivers

                                                • Key points
                                                  • The youngest and eldest demographics offer opportunities
                                                    • Figure 6: Trends in the age structure of the UK population, by gender, 2009-19
                                                  • Cost-conscious shoppers could turn to own-label more
                                                    • Figure 7: Barriers to being healthy, April 2014
                                                  • Vitamin usage shows rise
                                                    • Figure 8: Changes in healthy and unhealthy habits – difference between people doing more and less for each habit, April 2014
                                                  • Competition from other categories
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • New launches – branded vs own-label
                                                        • Figure 9: New product launches in vitamins and supplements, % branded vs. own-label, 2010-14
                                                        • Figure 10: Examples of own-label launches in 2013
                                                      • Innovations by manufacturer
                                                        • Figure 11: New product activity in vitamins and supplements, % share by top manufacturers, 2010-13
                                                        • Figure 12: Examples of launches by Natures Aid, 2013
                                                      • Top product claims
                                                        • Figure 13: New product launches in vitamins and supplements, % by top claims, 2013 and 2014
                                                        • Figure 14: Examples of antioxidant and skin/nail/hair products launched in 2014
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Decline in value in 2014
                                                          • Figure 15: Value sales of vitamins and supplements, 2009-19
                                                        • Steady growth to 2019
                                                          • Figure 16: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2009-19
                                                        • Forecast methodology
                                                        • Segment Performance

                                                          • Key points
                                                            • Joint care and immune support losses
                                                              • Figure 17: Retail value sales of vitamins and supplements, by segment, 2012/13 and 2013/14
                                                            • Demographic-specific vitamins
                                                            • Market Share

                                                              • Key points
                                                                • Wellwoman and Wellman rise in value sales
                                                                  • Figure 18: Brand shares of value sales in vitamins and supplements, 2012/13 and 2013/14
                                                              • Companies and Products

                                                                • Merck (Seven Seas)
                                                                  • Background and structure
                                                                    • Strategy and financial performance
                                                                      • Figure 19: Seven Seas Limited financial performance, 2011 and 2012
                                                                    • Product range and innovation
                                                                      • Figure 20: Examples of new product launches by Merck in the vitamins and supplements market, July Q3 2013-Q1 2014
                                                                    • Marketing and advertising
                                                                      • Bayer
                                                                        • Background and structure
                                                                          • Strategy and financial performance
                                                                            • Figure 21: Bayer Group (global) financial performance, 2012 and 2013
                                                                          • Product range and innovation
                                                                            • Figure 22: Examples of new product launches by Bayer in the vitamins and supplements market, July Q4 2013-Q2 2014
                                                                          • Marketing and advertising
                                                                            • Alliance Boots
                                                                              • Background and structure
                                                                                • Strategy and financial performance
                                                                                  • Figure 23: Alliance Boots financial performance, 2013 and 2014
                                                                                • Product range and innovation
                                                                                  • Figure 24: Examples of new product launches by Boots in the UK vitamins and supplements market, July Q3 2013-Q1 2014
                                                                                • Marketing and advertising
                                                                                  • Holland & Barrett
                                                                                    • Background and structure
                                                                                      • Strategy and financial performance
                                                                                        • Figure 25: Holland & Barrett Retail Limited financial performance, 2012 and 2013
                                                                                      • Product range and innovation
                                                                                        • Marketing and advertising
                                                                                          • Vitabiotics
                                                                                            • Background and structure
                                                                                              • Strategy and financial performance
                                                                                                • Figure 26: Vitabiotics Limited financial performance, 2011 and 2012
                                                                                              • Product range and innovation
                                                                                                • Figure 27: Examples of new product launches by Vitabiotics in the vitamins and supplements market, July Q3 2013
                                                                                              • Marketing and advertising
                                                                                              • Brand Research

                                                                                                • Brand map
                                                                                                    • Figure 28: Attitudes towards and usage of brands in the vitamins and supplements sector, May 2014
                                                                                                  • Correspondence analysis
                                                                                                    • Brand attitudes
                                                                                                      • Figure 29: Attitudes, by vitamins and supplements brand, May 2014
                                                                                                    • Brand personality
                                                                                                      • Figure 30: Vitamins and supplements brand personality – macro image, May 2014
                                                                                                      • Figure 31: Vitamins and supplements brand personality – micro image, May 2014
                                                                                                    • Brand experience
                                                                                                      • Figure 32: Vitamins and supplements brand usage, May 2014
                                                                                                      • Figure 33: Satisfaction with various vitamins and supplements brands, May 2014
                                                                                                      • Figure 34: Consideration of vitamins and supplements brands, May 2014
                                                                                                      • Figure 35: Consumer perceptions of current vitamins and supplements brand performance, May 2014
                                                                                                    • Brand recommendation
                                                                                                      • Figure 36: Recommendation of selected vitamins and supplements brands, May 2014
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • TV advertising drives sales
                                                                                                        • Figure 37: Main monitored media advertising spend on vitamins and supplements, by media type, 2010-14
                                                                                                      • Vitabiotics and Bayer dominate advertising
                                                                                                        • Figure 38: Main monitored media advertising spend on vitamins and supplements, % share by advertiser, January-July 2014
                                                                                                      • ASA clamping down in 2014
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Discount stores see strong growth
                                                                                                            • Figure 39: UK retail value sales of vitamins and supplements, by outlet type, 2012 and 2013
                                                                                                        • The Consumer – Usage and Frequency of Vitamins/Supplements

                                                                                                          • Key points
                                                                                                            • Majority of people have taken vitamins/supplements in the past 12 months
                                                                                                              • Figure 40: Vitamins and supplements taken daily or occasionally in the last 12 months, June 2014
                                                                                                            • Usage is driven by health concerns
                                                                                                              • Figure 41: Vitamins and supplements taken daily or occasionally in the last 12 months, June 2014
                                                                                                          • The Consumer – General Health Concerns

                                                                                                            • Key points
                                                                                                              • Women have greater health concerns
                                                                                                                • Figure 42: Concerns relating to general health, June 2014
                                                                                                              • Middle ages affected by health concerns
                                                                                                                • Weight gain and fatigue are top two concerns
                                                                                                                  • Stress and depression are affecting the unemployed
                                                                                                                  • The Consumer – Reasons for Taking Vitamins/Supplements

                                                                                                                    • Key points
                                                                                                                      • Vitamins/supplements taken for generic reasons
                                                                                                                        • Figure 43: Reasons for taking vitamins/supplements, June 2014
                                                                                                                      • Mothers may be taking immune-boosting vitamins/supplements
                                                                                                                        • Heart health is more important to men whereas bone health is more important to women
                                                                                                                          • Energy and appearance are important to young people
                                                                                                                          • The Consumer – Interest in Appearance Benefits

                                                                                                                            • Key points
                                                                                                                              • Women show higher interest in appearance benefits
                                                                                                                                • Figure 44: Interest in appearance benefits, June 2014
                                                                                                                              • Young people show higher interest in appearance benefits
                                                                                                                              • The Consumer – Factors to Encourage Purchase of Vitamins/Supplements

                                                                                                                                • Key points
                                                                                                                                  • Consumers want to see results
                                                                                                                                    • Figure 45: Interest in appearance benefits, June 2014
                                                                                                                                  • Special offers are important to users
                                                                                                                                  • Appendix – Brand Research

                                                                                                                                      • Figure 46: Brand usage, May 2014
                                                                                                                                      • Figure 47: Brand commitment, May 2014
                                                                                                                                      • Figure 48: Brand momentum, May 2014
                                                                                                                                      • Figure 49: Brand diversity, May 2014
                                                                                                                                      • Figure 50: Brand satisfaction, May 2014
                                                                                                                                      • Figure 51: Brand recommendation, May 2014
                                                                                                                                      • Figure 52: Brand attitude, May 2014
                                                                                                                                      • Figure 53: Brand image – macro image, May 2014
                                                                                                                                      • Figure 54: Brand image – micro image, May 2014
                                                                                                                                  • Appendix – The Consumer – Usage and Frequency of Vitamins/Supplements

                                                                                                                                      • Figure 55: Usage of vitamins and supplements, June 2014
                                                                                                                                      • Figure 56: Usage of selected vitamins and supplements – Users, by demographics, June 2014
                                                                                                                                      • Figure 57: Usage of vitamins and supplements – Any vitamin/supplement, by demographics, June 2014
                                                                                                                                      • Figure 58: Usage of vitamins and supplements – Multivitamins, by demographics, June 2014
                                                                                                                                      • Figure 59: Usage of vitamins and supplements, by most popular reasons for taking vitamins/supplements, June 2014
                                                                                                                                  • Appendix – The Consumer – General Health Concerns

                                                                                                                                      • Figure 60: Concerns relating to general health, June 2014
                                                                                                                                      • Figure 61: Selected concerns relating to general health, by demographics, June 2014
                                                                                                                                      • Figure 62: Selected concerns relating to general health, by demographics, June 2014 (continued)
                                                                                                                                  • Appendix – The Consumer – Reasons for Taking Vitamins/Supplements

                                                                                                                                      • Figure 63: Reasons for taking vitamins/supplements, June 2014
                                                                                                                                      • Figure 64: Selected reasons for taking vitamins/supplements, by demographics, June 2014
                                                                                                                                      • Figure 65: Selected reasons for taking vitamins/supplements, by demographics, June 2014 (continued)
                                                                                                                                      • Figure 66: Usage of Vitamin D, by reason for taking vitamins/supplements, June 2014
                                                                                                                                  • Appendix – The Consumer – Interest in Appearance Benefits

                                                                                                                                      • Figure 67: Interest in appearance benefits, June 2014
                                                                                                                                      • Figure 68: Interest in appearance benefits – Protect skin from sun damage, by demographics, June 2014
                                                                                                                                      • Figure 69: Interest in appearance benefits – Whiten teeth, by demographics, June 2014
                                                                                                                                      • Figure 70: Interest in appearance benefits – Promote shinier, smoother hair, by demographics, June 2014
                                                                                                                                      • Figure 71: Interest in appearance benefits – Help nails to grow stronger, by demographics, June 2014
                                                                                                                                      • Figure 72: Interest in appearance benefits – Moisturise the skin from within, by demographics, June 2014
                                                                                                                                      • Figure 73: Interest in appearance benefits – Reduce the appearance of wrinkles, by demographics, June 2014
                                                                                                                                      • Figure 74: Interest in appearance benefits – Help prevent age spots and discolouration, by demographics, June 2014
                                                                                                                                  • Appendix – The Consumer – Factors to Encourage Purchase of Vitamins/Supplements

                                                                                                                                      • Figure 75: Reasons to encourage current users to take vitamins/supplements more often, June 2014
                                                                                                                                      • Figure 76: Reasons to encourage lapsed/non-users to take vitamins/supplements, June 2014
                                                                                                                                  • Appendix – Demographic Table

                                                                                                                                      • Figure 77: Demographic table

                                                                                                                                  Companies Covered

                                                                                                                                  • Bayer AG
                                                                                                                                  • Blacks Outdoor Division Ltd
                                                                                                                                  • Boots UK health & beauty retail
                                                                                                                                  • Duane Reade, Inc
                                                                                                                                  • Facebook, Inc.
                                                                                                                                  • Holland & Barrett Retail Ltd
                                                                                                                                  • ITV plc
                                                                                                                                  • Merck & Co. Inc.
                                                                                                                                  • NBTY (Europe)
                                                                                                                                  • Nielsen Media Research, Inc.
                                                                                                                                  • Seven Seas Healthcare Ltd
                                                                                                                                  • Vitabiotics Ltd
                                                                                                                                  • Walgreen Co

                                                                                                                                  Vitamins and Supplements - UK - September 2014

                                                                                                                                  £1,995.00 (Excl.Tax)