Ireland Over the Counter Vitamins and Supplements Market Report 2024
£ 1,495 (Excl.Tax)
Report Summary
The cost-of-living crisis continues to see Irish consumers constrict their spending in many areas – including VMS products, with 46% of NI and 49% of RoI consumers noting financial concerns have seen them cut back on VMS spending.
This report looks at the following areas:
- The impact of the cost-of-living crisis on usage of vitamins and supplements.
- How an aging population will shape the use of vitamins and supplements in Ireland.
- What factors drive the use of vitamins and supplements.
- What role will customization and personalization play in the future of the market.
Consumers are increasingly seeking to manage their health via vitamins, supplements and technology.
Brian O’Connor, Category Director – Irish Reports
Market Definitions
This Report covers the following vitamins and supplements sectors:
- Vitamins – multivitamins and single-dose vitamins (ie Vitamins A, B, C, D, E, etc).
- Minerals – eg iron, zinc, calcium, potassium, magnesium, copper, selenium.
- Dietary supplements – includes supplements such as cod liver oil, fish oils, GLAs, evening primrose oil, glucosamine and herbs such as garlic, ginseng and ginger. This also includes CBD.
These products have GSL 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.
Table of Contents
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Executive Summary
- Opportunities in the vitamins and supplements sector
- Cost of living could drive economy brand usage
- Guide me to a healthier existence
- Gen Z need more engagement
- Market dynamics and outlook
- The five-year outlook for vitamins and supplements
- Market grows, but cost of living slowing engagement
- Cost of living hampering growth
- Growth anticipated moving forward
- Graph 1: indexed estimated retail value of vitamins and supplements, 2019-29
- RoI and NI see GDP improvement
- Graph 2: GVA, 2020-23
- Graph 3: GDP, 2020-24
- Consumer prices still increasing, but growth is easing off
- Consumer prices continue to increase
- Graph 4: consumer price indices for all items, 2021-24
- Graph 5: consumer price indices all items, UK (inc NI), 2021-24
- Majority of consumer still rating finances as ‘ok’
- Graph 6: how consumers rate their financial situation, 2024
- A third state finances are the same as 2023; but many worse-off
- Graph 7: how consumers rate their financial situation compared to 12 months ago, 2024
- Higher employment could lead to more future VMS use
- Over 65+ segment continuing to grow
- Graph 8: total population, by age, 2011/21
- Graph 9: total population by age, 2011/22
- Half watch their diet
- Stresses both financial and otherwise could drive VMS usage
- What consumers want and why
- High usage of VMS products among Irish consumers
- Ageing population aiding usage
- All-in-one products see highest usage among vitamins
- Graph 10: types of vitamins that consumers have taken in the last 12 months, 2023
- NI consumers prefer multivitamins; RoI buy individual vitamins
- Cod liver oil sees strong Irish usage
- Graph 11: types of supplements and minerals that consumers have taken in the last 12 months, 2023
- Immune boosting the key motivator for using VMS products
- Graph 12: reasons why consumers take vitamins and supplements, 2023
- Greater male sports/fitness engagement drives cod liver oil usage
- Sleep hygiene helping to boost magnesium usage
- Education, assistance and customisation needed
- Gen Zs and Millennials more likely to need guidance
- AI could be deployed to great effect
- Innovations
- 2023 sees return to 2020 levels of launch activity
- Graph 13: total VMS launches, 2019-24
- Immune and energy-boosting products see most activity
- Graph 14: top functional claims in VMS launches, 2019-23
- Most common nutrient in product launches
-
Market Dynamics
- Market size
- Inflation drives value growth in VMS
- Graph 15: estimated retail value of vitamins and supplements, 2019-24
- Spending habits, past 12 months – healthcare products
- Graph 16: changes to consumer spending over the past 12 months, by category, 2024
- Cost of living hampering growth; but sales opportunities via discounters
- Market forecast
- Market to see 7.6% value growth over 2024-29
- Graph 17: [no title]
- Sales forecast to reach €71.9 million by 2029
- Market drivers
- RoI sees some GDP improvement, with more expected for 2024
- Graph 18: GDP, 2020-24
- NI economy improved from pre-pandemic levels
- Graph 19: GVA, 2020-23
- Consumer prices continue to increase
- Graph 20: consumer price indices for all items, 2021-24
- Inflation rate set to ease
- Graph 21: inflation rate, estimated and forecast, 2023-25
- NI consumers seeing increased prices too
- Graph 22: consumer price indices all items, UK (inc NI), 2021-24
- Little change in financial situation among Irish consumers
- Graph 23: how consumers rate their financial situation, 2023-24
- Consumers still feeling under pressure
- Finances hold steady for one third; many worse-off
- Graph 24: how consumers rate their financial situation compared to 12 months ago, 2024
- Three quarters of consumers experiencing high food prices
- Graph 25: areas where consumers have been affected by higher prices in the last two months, 2024
- Unemployment levels remain low
- Graph 26: unemployment rates, 2021-23
- Population of over-65s is growing
- Graph 27: total population by age, 2011/22
- Graph 28: total population, by age, 2011/21
- 65+ segment set to continue to grow
- Graph 29: population projections, by age groups, 2016-51
- Attitudes toward ageing
- Graph 30: agreement with statements related to ageing, 2024
- 7 in 10 concerned with health issues as they age
- Graph 31: concerns associated with ageing, March 2024
- Few new products targeted specifically at seniors
- Consumers eat mostly healthily
- Financial stress could boost need for supplements
- Improving mental health in trying times
- CBD legal in Ireland, but high scrutiny is hampering progress in the market
- First CBD product passes FSA approval
- Gut health a strong motivator
-
What consumers want and why
- Frequency of usage of vitamins and supplements
- Strong daily usage of vitamins and supplements
- Graph 32: frequency of usage of vitamins and/or supplements, 2023
- Mature consumers show high usage
- Graph 33: consumers who take vitamins or supplements daily, by age, 2023
- Women more likely than men to use vitamins and supplements
- Graph 34: consumers who take vitamins or supplements daily, by age, 2023
- One in ten claim to have never taken vitamins or supplements
- Guidance for health on a budget
- Usage of vitamins
- NI consumers prefer multivitamins; RoI buy individual vitamins
- Graph 35: types of vitamins taken in the last 12 months, 2023
- Gender disparity in multivitamin usage
- Graph 36: consumers who have taken multivitamins in the last 12 months, by gender, NI and RoI, 2023
- Gen Zs and Millennials are key multivitamin users in NI
- Graph 37: consumers who have taken multivitamins in the last 12 months, by generational groups, 2023
- Vitamin D usage increased from 2019
- Graph 38: usage of vitamin D, 2019 and 2023
- Vitamin D requirements increase with age
- Vitamin B Complex sees stronger use in RoI
- Graph 39: consumers that have taken vitamin C or vitamin D products in the last 12 months, by gender, 2023
- Usage of minerals and supplements
- Cod liver oil sees strong Irish usage
- Graph 40: types of supplements and minerals that consumers have taken in the last 12 months, 2023
- Men are stronger cod liver oil users
- Graph 41: usage of cod liver oil, by gender, 2023
- Is an image change needed?
- Magnesium usage sees strong increase from 2019
- Graph 42: usage of magnesium, 2019 and 2023
- More magnesium-based supplements available
- Reasons for using vitamins and supplements
- Immune boosting the key motivator for using VMS products
- Graph 43: reasons why consumers take vitamins and supplements, 2023
- Immunity more important to older generations
- Graph 44: consumers who take VMS products to support their immune system, by generations, 2023
- Hormonal health important to women
- Bone health concerns increase with age
- Graph 45: consumers who take VMS products to support bone & joint health, by age groups, 2023
- Energy – both physical and mental – more important to younger consumers
- Attitudes towards vitamins and supplements
- Strong desire for guidance and aid
- Younger consumers more likely to need help
- Graph 46: consumers who would like help in identifying the right vitamins/minerals/dietary supplements for them, by age group, 2023
- Paying for guidance
- Putting trust in AI popular among the time-poor
- Social media recommendations resonate more with men
- Graph 47: interest in trying vitamins/minerals/dietary supplements seen on social media, by gender, 2023
- Younger generations more likely to seek vitamins and minerals from diet
- Graph 48: consumer agreement that vitamins and minerals from supplements are absorbed in the body less effectively than those from food, by generation, 2023
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Competitive Landscape
- Companies and brands
- Main companies in VMS Market in UK & Ireland
- Holland & Barrett challenging Boots as launch leader
- Boots – key facts
- Boots – product portfolio
- Boots – recent developments
- Holland & Barrett – key facts
- Holland & Barrett – product portfolio
- Holland & Barrett – recent developments
- Vitabiotics – key facts
- Vitabiotics – product portfolio
- Vitabiotics – recent developments
- MOBU – key facts
- MOBU – product portfolio
- MOBU – recent developments
- Superdrug – key facts
- Superdrug – product portfolio
- Superdrug – recent developments
- Sainsbury’s – key facts
- Sainsbury’s – VMS product portfolio
- Sainsbury’s – recent developments
- Natures Aid – key facts
- Natures Aid – product portfolio
- Natures Aid – recent developments
- Healthspan – key facts
- Healthspan – product portfolio
- Healthspan – recent developments
- Aldi – key facts
- Aldi – product portfolio
- Aldi – recent developments
- Naturya – key facts
- Naturya – product portfolio
- Naturya – recent developments
- Innovation and marketing
- Total Products launched 2019-24
- Graph 49: total VMS launches, 2019-24
- Vitamins and supplements market continues to grow after a decline in 2021
- Top functional claims
- Immunity remains the most common functional health claim
- Innovative products for skin, nails and hair
- Innovative VMS products for stress and sleep
- Most common nutrient in product launches
- Vitamin C continues to be the most common nutrient in product launches
- Consumers looking for immunity benefits also take Vitamin D
- Up-and-coming nutrients in the market
- Graph 50: nutrient increase in VMS products, 2019-23
- Omega-3 fatty acids on the rise in product launches
- Top non-functional claims
- Vegan supplements are needed for plant-based diets
- Ethical claims are becoming increasingly popular…
- Top VMS Format
- Tablet is still the most popular format for VMS but gummies are making a surge
- Why are gummies becoming so popular?
- New functional supplement chews…
- Innovations around the world…
- Gummies to improve physical performance
- VMS personalization is becoming a desire for modern consumers…
- Examples of personalized nutrition companies…
- Tesco launches dedicated section for menopause-friendly products…
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Appendix
- Supplementary data
- Market size and forecast: underlying data
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
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