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Vitamins and Supplements - UK - September 2015

"Value sales of vitamins and mineral supplements flatlined in 2014, as reduced NPD (New Product Development) and a shift towards healthier diets impacted consumer interest in the market. Sales of demographically targeted vitamins continued to fare well, however, reflecting the consumer desire for personalisation."

Jack Duckett, Consumer Lifestyles Analyst

This report covers the following areas:

  • Tapping into the trend for healthy eating
  • Bolstering usage of Vitamin D
  • Health tech trends could help with VMS personalisation

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Value sales growth stalls in 2014
          • Figure 1: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2010-20
        • Powders grow share of launch activity
          • Figure 2: New product launches in the vitamins and supplements market, by format type, January 2012-June 2015
        • Modern life has young adults stressed
          • Figure 3: Health issues experienced and future concern, June 2015
        • Multivitamins remain most popular vitamin
          • Figure 4: Vitamins taken in the last 12 months, by frequency, June 2015
        • Parents look to vitamins to bolster children’s immune systems
          • Figure 5: Parents’ attitudes towards children’s use of vitamins and supplements, June 2015
        • Tapping into consumer diets
          • Figure 6: Attitudes towards vitamins and supplements, June 2015
        • What we think
        • Issues and Insights

          • Tapping into the trend for healthy eating
            • The facts
              • The implications
                • Bolstering usage of Vitamin D
                  • The facts
                    • The implications
                      • Health tech trends could help with VMS personalisation
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Value sales growth comes to a halt in 2014
                              • Personalisation remains key to future growth
                                • Higher prices drive sales through chemists/drugstores
                                  • UK’s ageing population presents opportunities for vitamins and supplements market
                                    • Tapping into the dieting boom
                                      • Fish oil supplements receive mixed press
                                        • Health body recommends everyone take Vitamin D
                                        • Market Size and Forecast

                                          • Value sales flatline in 2014
                                            • Figure 7: Value sales of vitamins and supplements, 2010-20
                                          • Modest growth predicted
                                            • Figure 8: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2010-20
                                        • Segment Performance

                                          • Demographically positioned vitamins enjoy growth
                                            • Figure 9: UK retail value sales of vitamins and supplements, by segment, years ending June 2014 and 2015
                                          • Men’s vitamins enjoy 12% year-on-year rise in value sales
                                            • Consumers seek energy boost from vitamins
                                            • Channels to Market

                                              • Higher prices drive sales through chemists/drugstores
                                                • Figure 10: UK retail value sales of vitamins and supplements, by outlet type, 2013-14
                                              • Hard discounters continue to grow
                                              • Market Drivers

                                                • Ageing population provides opportunities to vitamins market
                                                  • Figure 11: Trends in the age structure of the UK population, 2010-20
                                                • Sandwich Generation provides opportunity for vitamins market
                                                  • Baby boom ends
                                                    • Figure 12: Number of births in the UK, 2000-14
                                                  • Diet fads result in gaps in consumer vitamin intake
                                                    • Fish oil supplements receive positive and negative press
                                                      • Health body recommends everyone take Vitamin D
                                                        • Misleading labelling on herbal supplements
                                                        • Key Players – What You Need to Know

                                                          • Own-label remains dominant force
                                                            • Seven Seas is most trusted brand
                                                              • Opportunity for targeted television advertising
                                                                • Seven Seas launches campaign targeted at senior market
                                                                  • Powders account for increasing share of NPD
                                                                    • Sugar-free claims on the rise
                                                                    • Market Share

                                                                      • Own-label remains dominant force
                                                                        • Figure 13: UK retail value sales of vitamins and supplements, by brand, years ending June 2014 and 2015
                                                                      • Independent brands benefit from growing interest in demographic-specific vitamins
                                                                      • Brand Research

                                                                          • Brand map
                                                                            • Figure 14: Attitudes towards and usage of selected brands, July 2015
                                                                          • Key brand metrics
                                                                            • Figure 15: Key metrics for selected brands, July 2015
                                                                          • Brand attitudes: Vitabiotics has a particularly innovative image which may encourage perceptions of being worth paying more for
                                                                            • Figure 16: Attitudes, by brand, July 2015
                                                                          • Brand personality: Seven Seas’ longevity and price point create accessible image
                                                                            • Figure 17: Brand personality – macro image, July 2015
                                                                          • Centrum most likely to be associated with expertise; Sanatogen struggles with old-fashioned image
                                                                            • Figure 18: Brand personality – micro image, July 2015
                                                                          • Brand analysis
                                                                            • Vitabiotics enjoys stronger image of innovation and vibrancy than other brands
                                                                              • Figure 19: User profile of Vitabiotics, July 2015
                                                                            • Seven Seas remains the most trusted and most used brand
                                                                              • Figure 20: User profile of Seven Seas, July 2015
                                                                            • Centrum has particularly strong image among younger groups
                                                                              • Figure 21: User profile of Centrum, July 2015
                                                                            • Sanatogen has an old-fashioned image among consumers
                                                                              • Figure 22: User profile of Sanatogen, July 2015
                                                                            • Bioglan has slightly more exclusive image, perhaps because of its prices
                                                                              • Figure 23: User profile of Bioglan, July 2015
                                                                          • Brand Communication and Promotion

                                                                            • Advertising expenditure remains consistent
                                                                              • Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, January 2012- June 2015
                                                                            • Opportunity for targeted television advertising
                                                                              • Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, % share by media type, January 2012-June 2015
                                                                            • Vitabiotics leads advertising expenditure
                                                                              • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by advertiser, January 2012- June 2015
                                                                            • Coverage/methodology clarification
                                                                            • Launch Activity and Innovation

                                                                              • New products account for over four in five launches
                                                                                • Figure 27: New product launches in the vitamins and supplements market, by launch type, January 2012-June 2015
                                                                                • Figure 28: Examples of new product launches, January 2012-June 2015
                                                                              • Powders grow share of launch activity
                                                                                • Figure 29: New product launches in the vitamins and supplements market, by format type, January 2012-June 2015
                                                                                • Figure 30: Examples of powdered supplement launches, 2015
                                                                              • Energy claims prove the fastest growing
                                                                                • Figure 31: Fastest growing product positioning claims in the vitamins and supplements market, 2013-14
                                                                              • High-sugar diets offer potential for NPD
                                                                                • Figure 32: Examples of vitamins and supplements launches carrying low/no/reduced sugar claims, January 2014-June 2015
                                                                              • Fragmented launch activity
                                                                                • Figure 33: New product development in vitamins and supplements market, by top five ultimate companies and other, 2014
                                                                                • Figure 34: BetterYou Range, January 2014-June 2015
                                                                              • Men’s Health magazine launches vitamin range
                                                                              • The Consumer – What You Need to Know

                                                                                • Modern life has young adults stressed
                                                                                  • Consumers worried by the effects of ageing
                                                                                    • Obesity = the big issue
                                                                                      • Over two in five adults take vitamins daily
                                                                                        • Children more likely to take vitamins on an occasional basis
                                                                                          • Parents look to vitamins to bolster children’s immune systems
                                                                                            • Convenience makes supermarket the most popular channel
                                                                                              • Tapping into consumer diets
                                                                                              • Health Issues

                                                                                                • Half of all adults worry about stress
                                                                                                  • Figure 35: Health issues experienced and future concern, June 2015
                                                                                                • Old age health issues top future concerns
                                                                                                  • Obesity remains major health issue
                                                                                                    • Finances impacting wellbeing
                                                                                                      • Figure 36: Repertoire of health issues, by financial situation, June 2015
                                                                                                  • Usage and Frequency of Vitamins and Supplements

                                                                                                    • Over two in five adults take vitamins daily
                                                                                                      • Figure 37: Usage of vitamins and supplements in the last 12 months, June 2015
                                                                                                    • Multivitamins remain most popular vitamin
                                                                                                      • Figure 38: Vitamins taken in the last 12 months, by frequency, June 2015
                                                                                                    • Bolstering Vitamin D usage
                                                                                                      • Usage of mineral supplements low
                                                                                                        • Figure 39: Supplements taken in the last 12 months, by frequency, June 2015
                                                                                                      • Usage of fish oil-based supplements declines
                                                                                                        • Figure 40: Comparison of vitamins and supplements taken (daily or occasionally) in the last 12 months, June 2014 and June 2015
                                                                                                    • Attitudes towards Children’s Vitamins and Supplements

                                                                                                      • Children more likely to take vitamins on an occasional basis
                                                                                                        • Figure 41: Children’s usage of vitamins and supplements, June 2015
                                                                                                      • Parents look to vitamins to bolster children’s immune systems
                                                                                                        • Figure 42: Parents’ attitudes towards children’s use of vitamins and supplements, June 2015
                                                                                                      • Opportunity to further educate parents
                                                                                                      • Shopping for Vitamins and Supplements

                                                                                                        • Convenience makes supermarket the most popular channel
                                                                                                          • Figure 43: Channels used to purchase vitamins and supplements in the last 12 months, June 2015
                                                                                                        • Engaging the male market
                                                                                                        • Attitudes towards Vitamins and Supplements

                                                                                                          • Tapping into consumer diets
                                                                                                            • Figure 44: Attitudes towards vitamins and supplements, June 2015
                                                                                                          • Engaging with the active lifestyles of seniors
                                                                                                            • Figure 45: Any agreement with the statement “It is important to take vitamins/minerals/supplements when you are physically active”, by age, June 2015
                                                                                                          • Bolstering sales of branded vitamins and supplements
                                                                                                            • Figure 46: Attitudes towards vitamins and supplements, June 2015 (continued)
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Data sources
                                                                                                            • Abbreviations
                                                                                                              • Fan chart forecast
                                                                                                                • Brand research
                                                                                                                  • Brand map
                                                                                                                    • Correspondence analysis

                                                                                                                    Companies Covered

                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                    Vitamins and Supplements - UK - September 2015

                                                                                                                    £1,995.00 (Excl.Tax)