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Over-the-Counter Vitamins and Supplements - Ireland - October 2019

“With Irish consumers showing increasing levels of concern surrounding their health and fitness there are increased opportunities for vitamin and supplement products to grow their market – particularly with an ageing population. Furthermore, there is evidence that consumers would be interested in tailor-made supplement plans.”
– Brian O’Connor, Senior Consumer Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated retail value of vitamins and supplements, IoI, NI and RoI, 2014-19
          • Forecast
            • Figure 2: Indexed estimated retail value of vitamins and supplements, IoI, NI and RoI, 2014-24
          • Market factors
            • NI consumer finance less robust and consumers less optimistic about future
              • Ageing population present opportunities
                • Declining birth rates could limit children’s supplements sector
                  • Vitamin D deficiency a concern
                    • Companies and innovations
                      • The consumer
                        • RoI consumers 10 percentage points more likely to have used vitamins and/or supplements
                          • Figure 3: Frequency of usage of vitamins and/or supplements, NI and RoI, September 2019
                        • Half have used multivitamins in the last 12 months
                          • Figure 4: Types of vitamins that consumers have taken in the last 12 months, NI and RoI, September 2019
                        • Cod liver/fish oil most popular supplement
                          • Figure 5: Types of supplements that consumers have taken in the last 12 months, NI and RoI, September 2019
                        • Boosting general health and immunity key motivations for use
                          • Figure 6: Reasons why consumers take vitamins and supplements, NI and RoI, September 2019
                        • Personalised supplement plans hold strong appeal
                          • Figure 7: Agreement with statements related to vitamins and supplements, NI and RoI, September 2019
                      • The Market – What You Need to Know

                        • Vitamin and supplement sales estimated to stand at €54.1 million in 2019
                          • NI consumers less likely to rate their finances as healthy
                            • Opportunities and threats in population changes
                              • Vitamin D deficiency a concern
                              • Market Size and Forecast

                                  • Sales of vitamins and supplements increase 4.4% during 2014-19
                                    • Figure 8: Estimated retail value of vitamins and supplements, IoI, NI and RoI, 2014-24
                                  • NI growth set to be more sluggish compared to RoI 2019-24
                                    • Figure 9: Indexed estimated retail value of vitamins and supplements, IoI, NI and RoI, 2014-24
                                • Market Drivers

                                  • Declining health of NI finances may stall market growth
                                    • Figure 10: Financial health of Irish consumers, NI, September 2016-19
                                    • Figure 11: Consumer price index of food, RoI, May 2017-July 2019
                                    • Figure 12: Consumer price index of food and beverages, UK, May 2017-July 2019
                                  • Optimism for the future among NI and RoI consumers
                                    • Figure 13: How consumers expect their personal financial situation to change in the next 12 months, NI and RoI, September 2017-19
                                    • Figure 14: Selected effects consumers think Brexit will have on the economy, NI and RoI, June 2019
                                  • Ageing population could create a growing need for vitamin and supplement products
                                    • Figure 15: Actual and projected population (%) for NI, by age, 2017 and 2041
                                    • Figure 16: Actual and projected population (%) for RoI, by age, 2017 and 2046
                                    • Figure 17: Number of new product launches targeted at seniors (55+), UK and Ireland, 2015-19
                                  • On the other hand, lower birth rates could be an issue
                                    • Figure 18: Number of live births, NI, Q1 2014-Q2 2019
                                    • Figure 19: Number of live births, RoI, Q1 2014-Q1 2019
                                  • Irish consumers at risk of not getting their recommended vitamin D intake
                                    • Increased scrutiny on supplements claims
                                      • Importance of adhering to legislation
                                      • Companies and Brands – What You Need To Know

                                        • Bayer brand Berocca wins advertising gold
                                          • Boots Ireland receive ‘Outstanding’ award for corporate social responsibility
                                            • Pfizer and GlaxoSmithKline forming a joint venture company
                                              • Superdrug voluntarily recalls pre-natal vitamin supplements
                                              • Who’s Innovating?

                                                • New product launches contracting in vitamins and supplements market
                                                  • Figure 20: Number of new products released in the Vitamins, Minerals and Supplements market, UK and Ireland, 2015-19
                                                • Specialist brands dominate new product launches
                                                  • Figure 21: New product launches in the Vitamins, Minerals and Supplements market, by company, UK and Ireland, 2015-19
                                                • Variation in format type as brands opt to give consumers choice
                                                  • Figure 22: New product launches in the Vitamin, Minerals and Supplements market, by format, UK and Ireland, 2015-19
                                                • Brands can signal naturalness to boost trust in product
                                                  • Figure 23: New products development in Vitamins, Minerals and Supplements market, by claim, UK and Ireland, 2015-19
                                                • Personalised subscription services options in vitamin market
                                                • Companies and Brands

                                                    • Asda (NI Only)
                                                      • Key facts
                                                        • Product portfolio
                                                          • Brand NPD
                                                            • Bayer Healthcare
                                                              • Key facts
                                                                • Product portfolio
                                                                  • Brand NPD
                                                                    • Recent developments
                                                                      • Boots
                                                                        • Key facts
                                                                          • Product portfolio
                                                                            • Brand NPD
                                                                              • Recent developments
                                                                                • Holland and Barrett
                                                                                  • Key facts
                                                                                    • Product portfolio
                                                                                      • Brand NPD
                                                                                        • Recent developments
                                                                                          • Pfizer
                                                                                            • Key facts
                                                                                              • Product portfolio
                                                                                                • Brand NPD
                                                                                                  • Recent developments
                                                                                                    • Procter and Gamble
                                                                                                      • Key facts
                                                                                                        • Product portfolio
                                                                                                          • Brand NPD
                                                                                                            • Recent developments
                                                                                                              • Superdrug
                                                                                                                • Key facts
                                                                                                                  • Product portfolio
                                                                                                                    • Brand NPD
                                                                                                                      • Recent developments
                                                                                                                        • Tesco
                                                                                                                          • Key facts
                                                                                                                            • Product portfolio
                                                                                                                              • Brand NPD
                                                                                                                                • Recent developments
                                                                                                                                  • Vitabiotics
                                                                                                                                    • Key facts
                                                                                                                                      • Product portfolio
                                                                                                                                        • Brand NPD
                                                                                                                                          • Recent developments
                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                            • Seven in 10 NI and eight in 10 RoI consumers have taken vitamins or supplements
                                                                                                                                              • All-in-one approach sees consumers more likely to use multivitamins
                                                                                                                                                • Cod liver/fish oil most popular supplement
                                                                                                                                                  • General health a key motivator for using vitamins and supplements
                                                                                                                                                    • Personalised supplement plans hold strong appeal
                                                                                                                                                    • Frequency of Usage of Vitamins and Supplements

                                                                                                                                                        • Majority of Irish consumers have used vitamins and supplements
                                                                                                                                                          • Figure 24: Frequency of usage of vitamins and/or supplements, NI and RoI, September 2019
                                                                                                                                                        • 25-44 year olds key vitamin and supplement users
                                                                                                                                                          • Figure 25: If consumers have ever taken vitamins and/or supplements, NI and RoI, September 2019
                                                                                                                                                          • Figure 26: Consumers who take vitamins and/or supplements daily, by age group, NI and RoI, September 2019
                                                                                                                                                        • Women more likely to use vitamins and supplements
                                                                                                                                                          • Figure 27: Consumers who have even taken vitamins and/or supplements, by gender, NI and RoI, September 2019
                                                                                                                                                          • Figure 28: Consumers who agree ‘I don’t put much effort/thought into staying healthy’, by gender, NI and RoI, June 2018
                                                                                                                                                      • Usage of Vitamins

                                                                                                                                                          • Half of users opt for multivitamins
                                                                                                                                                            • Figure 29: Types of vitamins that consumers have taken in the last 12 months, NI and RoI, September 2019
                                                                                                                                                          • Men most likely users of multivitamins
                                                                                                                                                            • Figure 30: Consumers that have taken multivitamins in the last 12 months, by gender, NI and RoI, September 2019
                                                                                                                                                            • Figure 31: Number of new products launched in the vitamins and dietary supplements market, UK and Ireland, 2014-19*
                                                                                                                                                          • Vitamin C and D appeal to consumers at opposite ends of the age spectrum
                                                                                                                                                            • Figure 32: Consumers that have taken vitamin C or vitamin D products in the last 12 months, by age group, NI and RoI, September 2019
                                                                                                                                                        • Usage of Supplements

                                                                                                                                                            • Cod liver oil used by four in 10
                                                                                                                                                              • Figure 33: Types of supplements that consumers have taken in the last 12 months, NI and RoI, September 2019
                                                                                                                                                            • Men are key users of cod liver oil
                                                                                                                                                              • Figure 34: Consumers that have taken cod liver/fish oil supplements in the last 12 months, by gender, NI and RoI, September 2019
                                                                                                                                                            • Calcium sees greater use among parents
                                                                                                                                                              • Figure 35: Consumers that have taken calcium supplements in the last 12 months, by age of children in household, RoI, September 2019
                                                                                                                                                          • Reasons for Using Vitamins and Supplements

                                                                                                                                                              • General health a key motivator for using vitamins and supplements
                                                                                                                                                                • Figure 36: Reasons why consumers take vitamins and supplements, NI and RoI, September 2019
                                                                                                                                                              • General health important to 44-54 year olds and women
                                                                                                                                                                • Figure 37: Consumers who take vitamins and supplements to support their general health, by age group, NI and RoI, September 2019
                                                                                                                                                              • Boosting immunity appeals to the young and working
                                                                                                                                                                • Figure 38: Consumers who take vitamins and supplements to support their immune system, by age group, NI and RoI, September 2019
                                                                                                                                                              • Energy boost sought from vitamins and supplements
                                                                                                                                                              • Attitudes Towards Vitamins and Supplements

                                                                                                                                                                  • Customised vitamin and supplements have strong appeal
                                                                                                                                                                    • Figure 39: Agreement with statements related to vitamins and supplements, NI and RoI, September 2019
                                                                                                                                                                  • Tailored supplements appeal most to Millennials
                                                                                                                                                                    • Figure 40: Consumers who agree with the statement ‘I would be interested in a vitamin/supplement plan tailored to my needs’, by gender and generational group, NI and RoI, September 2019
                                                                                                                                                                  • Sourcing as important in supplements as food and drink
                                                                                                                                                                    • Figure 41: Consumers who agree with the statement ‘I would like more information on where the ingredients in vitamins/supplements have come from’, by social class, NI and RoI, September 2019
                                                                                                                                                                  • Six in 10 worry vitamins aren’t as effective as claimed
                                                                                                                                                                    • Figure 42: Consumers who agree with the statement ‘I would like more information on where the ingredients in vitamins/supplements have come from’, by age groups, NI and RoI, September 2019
                                                                                                                                                                  • Six in 10 curious about CBD
                                                                                                                                                                    • Figure 43: Top three perceptions of vitamins/supplements containing CBD, June 2019
                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                  • Data sources
                                                                                                                                                                    • Generational cohort definitions
                                                                                                                                                                      • Abbreviations

                                                                                                                                                                      Over-the-Counter Vitamins and Supplements - Ireland - October 2019

                                                                                                                                                                      £1,095.00 (Excl.Tax)