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Vitamins and Supplements - UK - September 2016

“Increased NPD and investment in marketing helped return healthy growth to the vitamins and supplements market in 2015. Demographically positioned vitamins proved among the biggest success stories of the year, reflecting consumer demand for more targeted health solutions and indicating that brands could generate more interest in the category by exploring more specific gender- and age-related claims.”
– Jack Duckett, Senior Consumer Lifestyles Analyst

This report discusses the following key topics:

  • Exploring more specific demographic issues
  • Appealing to a wider male audience

Demographic-specific supplements were amongst the biggest success stories of the year, underlining consumer demand for more targeted health solutions. To maintain this momentum, brands could benefit from greater demographic segmentation to address more age- and gender-related needs.

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.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Steady growth projected for vitamins and supplements category
            • Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2011-21
          • Product launch activity soars
            • Figure 2: New launches in the UK vitamins and supplements market, by launch type, January 2013-June 2016
          • Consumers shift to daily usage
            • Figure 3: Usage of vitamins and supplements in the last 12 months, vs the previous 12 months, June 2015 and June 2016
          • Persuading men they need vitamins
            • Figure 4: Barriers to using vitamins and supplements, June 2016
          • Women more likely to experience vitamin deficiencies
            • Figure 5: Factors encouraging people to start using vitamins and supplements, June 2016
          • Professional advice drives trust in supplements
            • Figure 6: Factors encouraging trust in the vitamins and supplements market, June 2016
          • What we think
          • Issues and Insights

            • Exploring more specific demographic issues
              • The facts
                • The implications
                  • Appealing to a wider male audience
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Vitamins and supplements market returns to growth
                          • Consumer demand for customised products grows
                            • Healthy living trend drives sales for health food retailers
                              • Targeting the ageing population
                                • Debate over value of pregnancy vitamins
                                  • Vitamins in the media
                                  • Market Size and Forecast

                                    • Vitamins and supplements market enjoys buoyant sales
                                      • Figure 7: UK retail value sales of vitamins and supplements, at current and constant prices, 2011-21
                                    • Steady growth projected for vitamins and supplements category
                                      • Figure 8: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2011-21
                                    • The impact of the EU referendum vote
                                        • Figure 9: Alternative market scenarios for the post-Brexit vitamins and supplements market, at current prices, 2016-21
                                        • Figure 10: Detailed post-Brexit scenarios for the vitamins and supplements market, at current prices, 2016-21
                                      • Vitamins and supplements: A recession-proof market?
                                      • Segment Performance

                                        • Demographically positioned vitamins drive category sales
                                          • Figure 11: UK retail value sales of vitamins and supplements, by segment, years ending May 2015 and 2016
                                        • Sales of men’s vitamins on the rise
                                          • Opportunities for pro-pregnancy vitamins
                                          • Channels to Market

                                            • Healthy living trend drives sales for health food retailers
                                              • Figure 12: UK retail value sales of vitamins and supplements, by outlet type, 2014 and 2015
                                            • Further growth through discounter channels
                                            • Market Drivers

                                              • Targeting the ageing population
                                                • Figure 13: Trends in the age structure of the UK population, 2011-21
                                              • Tapping into the growing male population
                                                • Figure 14: Trends in the age structure of the UK population, by gender, 2011-16 and 2016-21
                                              • Baby boom slows
                                                • Figure 15: Trends in the number of live births, England and Wales, 2004-14
                                              • Debate over value of pregnancy vitamins
                                                • Vegetarianism and vegan trend
                                                  • Figure 16: Mintel food tracker – Proportion of population who identify as vegetarian, August 2013-August 2015
                                                • Tapping into exercise habits
                                                  • Figure 17: Participation in in-home and individual fitness activities, December 2014
                                                • Vitamins in the media
                                                  • Research boost for fish oil and Omega-3 supplements
                                                    • Health bodies advise Vitamin D for all
                                                      • Figure 18: Screengrab from Google News, with search terms “Vitamin D”, August 2016
                                                    • Concerns over iron tablets
                                                    • Key Players – What You Need to Know

                                                      • VMS market remains fragmented
                                                        • Product launch activity and advertising soar
                                                          • Powders increase share of launch activity
                                                            • Brands go after children and babies market
                                                              • Tapping into the physique boom
                                                                • Vitabiotics invests in celebrity endorsement
                                                                • Market Share

                                                                  • VMS market remains fragmented
                                                                    • Figure 19: Retail value sales of vitamins and supplements, by brand, years ending June 2015 and 2016
                                                                  • Vitabiotics gains market share
                                                                  • Launch Activity and Innovation

                                                                    • Product launch activity soars
                                                                      • Figure 20: New launches in the UK vitamins and supplements market, by launch type, January 2013-June 2016
                                                                    • Powders grow share of launch activity
                                                                      • Figure 21: New launches in the UK vitamins and supplements market, by format type, January 2013-June 2016
                                                                      • Figure 22: Examples of launches of powder-based vitamins and supplements, July 2015-June 2016
                                                                    • Other alternative formats
                                                                      • Figure 23: Reserol Boosting Films, Sweden, July 2016
                                                                    • Own-label vs branded
                                                                      • Figure 24: New launches in the UK vitamins and supplements market, own-label vs branded, January 2013-June 2016
                                                                      • Figure 25: Own-label vs branded launches, by format type, 2015
                                                                      • Figure 26: Examples of non-tablet/capsule format own-label vitamin and supplement product launches, January 2015-16
                                                                    • Fragmented launch activity by company
                                                                      • Figure 27: New launches in the UK vitamins and supplements market, by ultimate company, January 2013-June 2016
                                                                    • Launch activity underscores sales growth in targeted vitamins
                                                                      • Figure 28: Top 10 fastest-growing product positioning claims in the vitamins and supplements category, 2014-15
                                                                    • Tapping into the physique boom
                                                                      • Figure 29: Product launches in vitamins and supplements category carrying weight and muscle gain claims, 2015
                                                                  • Advertising and Marketing Activity

                                                                    • Adspend rises in 2016
                                                                      • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by media type, January 2013-June 2016
                                                                    • Healthspan leads advertising expenditure in 2015
                                                                      • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by top 10 advertisers and other, January 2013-June 2016
                                                                    • Vitabiotics invests in celebrity endorsement
                                                                      • Figure 32: Vitabiotics Wellman campaign featuring David Gandy, June 2016
                                                                    • Nielsen Ad Intel coverage
                                                                    • The Consumer – What You Need to Know

                                                                      • Consumer shift towards daily usage
                                                                        • Multivitamins dominate category
                                                                          • Persuading men they need vitamins
                                                                            • Tapping into diets
                                                                              • Vitamins users exhibit proactive approach towards health
                                                                                • Weight loss vitamins register low levels of trust
                                                                                  • Professional and scientific opinion drive trust
                                                                                    • Bolstering trust in oral sprays
                                                                                    • Usage and Frequency of Vitamins and Supplements

                                                                                      • Consumer shift towards daily usage
                                                                                        • Figure 33: Usage of vitamins and supplements in the last 12 months, vs the previous 12 months, June 2015 and June 2016
                                                                                      • Upturn in male usage of vitamins and supplements
                                                                                        • Figure 34: Changes in daily usage of vitamins and supplements over the last two years, by gender, June 2015 and June 2016
                                                                                      • Multivitamins dominate category
                                                                                        • Figure 35: Vitamins taken in the last 12 months, by frequency, June 2016
                                                                                      • Bringing mineral supplements to a younger audience
                                                                                        • Figure 36: Supplements taken in the last 12 months, by frequency, June 2016
                                                                                      • Usage of Vitamin D supplements increases
                                                                                        • Figure 37: Percentage point change in the proportion of adults using vitamins and supplements in the last 12 months, 2015-16
                                                                                    • Barriers to Using Vitamins and Supplements

                                                                                      • Persuading men they need vitamins
                                                                                        • Figure 38: Barriers to using vitamins and supplements, June 2016
                                                                                      • Tapping into diets
                                                                                        • Figure 39: Attitudes towards healthy eating, by age, August 2015
                                                                                      • A quarter of non-users put off by price
                                                                                        • Figure 40: Image of vitamin section from Tesco store in London, July 2016
                                                                                    • Usage Motivations

                                                                                      • Vitamins users exhibit proactive approach towards health
                                                                                        • Figure 41: Factors encouraging people to start using vitamins and supplements, June 2016
                                                                                      • Women more likely to experience vitamin deficiencies
                                                                                        • Figure 42: Selected factors encouraging people to start using vitamins and supplements, by gender, June 2016
                                                                                      • Young adults turn to vitamins to correct poor diet
                                                                                        • Figure 43: Selected factors behind why people started using vitamins and supplements, by age and gender, June 2016
                                                                                        • Figure 44: Myprotein Body Coach Recommendations, July 2016
                                                                                    • Trust in Vitamins and Supplements

                                                                                      • Musculoskeletal health vitamins enjoy high levels of trust
                                                                                        • Figure 45: Trust in common vitamins’ and supplements’ health claims, June 2016
                                                                                      • Trust highest amongst women
                                                                                        • Figure 46: Proportion of adults who indicate trust in the following vitamins’ and supplements’ health claims, by gender, June 2016
                                                                                      • Weight loss vitamins register low levels of trust
                                                                                        • Professional and scientific opinion drive trust
                                                                                          • Figure 47: Factors encouraging trust in the vitamins and supplements market, June 2016
                                                                                        • Well-known brands register with young adults
                                                                                          • Figure 48: Proportion of adults who would trust vitamin/supplement based on it being made by a well-known brand, by age, June 2016
                                                                                      • Perceptions of Vitamin and Supplement Formats

                                                                                        • Convenience drives popularity of tablets and capsules
                                                                                          • Figure 49: Perceptions of vitamin and supplement formats, June 2016
                                                                                          • Figure 50: Perceptions of different formats for vitamins and supplements, June 2016
                                                                                        • Bolstering trust in oral sprays
                                                                                          • Figure 51: Examples of Better You oral spray products, July 2016
                                                                                        • Gummies boast child-friendly image
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                              • Consumer research methodology
                                                                                                • Forecast methodology
                                                                                                  • Correspondence analysis
                                                                                                  • Appendix – Key Players

                                                                                                      • Figure 52: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, January 2013-June 2016
                                                                                                  • Appendix – The Consumer

                                                                                                      • Figure 53: New launches in the UK vitamins and supplements market designed for children aged 5-12 years old, by format type, January 2013-June 2016

                                                                                                  Companies Covered

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

                                                                                                  Vitamins and Supplements - UK - September 2016

                                                                                                  £1,995.00 (Excl.Tax)