2020
9
UK Vitamins and Supplements Market Report 2020
2020-09-23T15:17:43+01:00
OX989034
2195
125138
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Report
en_GB
“The pandemic will drive demand for vitamins and supplements as health and wellness become bigger consumer priorities. Immune health in particular is in the spotlight, and brands can look to…

UK Vitamins and Supplements Market Report 2020

£ 2,195 (Excl.Tax)

Description

This market report provides the most comprehensive and up-to-date industry statistics, trends and analysis of the Vitamins and Supplements UK market including market share and the behaviours, preferences and habits of the consumer.

The vitamins and supplements market has shown strong value growth in 2019, driven by the wellness trend and consumers taking their health into their own hands. The COVID-19 pandemic has had a significant impact on the industry, which is forecast to grow in value by 9.1% in 2020 to £494 million.

Our market research shows that as a result of the outbreak, preventative health strategies have come to the fore as consumers focus on maintaining their health, including using vitamins and supplements for reasons such as immune health and mental wellbeing. Consumers are preferring brands rather than own-label, which is also driving value.

Read on to discover more on vitamins and supplements UK market analysis or take a look at all of our UK Health and Wellbeing market research.

Quickly Understand the UK vitamins and supplements market

  • Launch activity and opportunities for dietary supplements in 2020
  • The impact of COVID-19 on the vitamins and supplements market
  • The value of individual market segments and brand performance in 2019
  • Change in vitamins and supplements usage habits since the outbreak of COVID-19
  • Usage of vitamins and supplements in the last 12 months and reasons for use

Covered in this market report

Vitamin and supplement products covered: vitamins, minerals and dietary supplements.

Vitamin and supplement brands covered: Wellkid, Wellman, Wellteen, Wellwoman, Seven Seas, Berocca, Centrum, Pregnacare, Haliborange, Bassetts, Vitabiotics, Solgar, Own-label and Others.

Expert analysis from a specialist in the field

Written by Emilia Greenslade, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers in the vitamins and supplements market.

The pandemic will drive demand for vitamins and supplements as health and wellness become bigger consumer priorities. Immune health in particular is in the spotlight, and brands can look to offering more holistic solutions, considering the links between stress, sleep, nutrition and diet on immunity. The category is expected to continue to show strong growth in value as consumers prioritise their health, however interest in personalisation and flavours/formats can offer opportunities for premiumisation.

Emilia Greenslade
Food & Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • The market
    • Health and wellness trends benefit VMS
      • Figure 1: UK central line forecast value sales of the vitamins and supplements market (prepared on 16 August 2020), 2015-25
    • Impact of COVID-19 on the vitamins and supplements category
    • COVID-19 is a catalyst for growth in VMS
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on vitamins and supplements, 19 August 2020
    • Companies and brands
    • Own-label brands become more competitive …
      • Figure 3: New product launches in the vitamins and supplements market, by launch type, January 2017–June 2020
    • … but brands continue to lead
      • Figure 4: Retail value sales of vitamins and supplements, by brand, June 2020
    • The consumer
    • COVID-19 drives engagement in VMS users
      • Figure 5: Change in usage frequency of vitamins and supplements since the outbreak of COVID-19/ coronavirus, 25 June-8 July 2020
    • Immune health is a priority in 2020
      • Figure 6: Behaviours relating to usage of vitamins and supplements since the outbreak of COVID-19, 25 June-8 July 2020
    • Create habits in occasional users
      • Figure 7: Usage frequency of vitamins and supplements in the last 12 months, July 2020
    • Vitamin D rises in popularity
      • Figure 8: Usage of vitamins in the last 12 months, July 2020
    • Healthy lifestyles lower usage of supplements
      • Figure 9: Usage of minerals and dietary supplements in the last 12 months, July 2020
    • Use emotional wellness to drive appeal
      • Figure 10: Reasons for taking vitamins and supplements, July 2020
    • Offering opportunities for personalisation
      • Figure 11: Interest in vitamins and supplements, July 2020
    • Quality comes a close second to price
      • Figure 12: Purchase drivers for vitamins and supplements, July 2020
    • The in-store shopping experience is key
      • Figure 13: Behaviours relating to the purchase of vitamins and supplements, July 2020
  3. COVID-19 and Vitamins and Supplements

    • Impact on the market
    • Major growth forecast in 2020
    • Online VMS buying sees boost during lockdown
    • Impact on consumers
    • VMS users increase their repertoires
    • Immune health is a key driver for usage
    • COVID-19-induced stress sparks desire for mental wellness
    • Vitamin D sees greater interest
    • Almost half of the elderly buy VMS online
    • Impact on companies and brands
    • NPD focuses on Vitamin D
    • Ensure trust in the category in the face of COVID-19 false advertising
  4. Issues and Insights

    • Immunity becomes a hot topic amidst COVID-19
    • Emotional wellbeing claims can offer a point of difference
    • Personalisation offers opportunities to premiumise
  5. The Market – What You Need to Know

    • Strong value growth expected in 2020
    • Grocery multiples increase their offerings
    • Consumers focus on healthy lifestyles
  6. Market Size and Forecast

    • COVID-19 drives value growth in vitamins and supplements category
      • Figure 14: Short-, medium- and long-term impact of COVID-19 on vitamins and supplements, 19 August 2020
    • Small and steady growth in 2019 …
      • Figure 15: UK retail value sales of vitamins and supplements (prepared on 16 August 2020), 2015-2025
    • … but 2020 will see a significant boom
      • Figure 16: UK central line forecast value sales of the vitamins and supplements market (prepared on 16 August 2020), 2015-20
    • Market drivers and assumptions
      • Figure 17: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 28 July 2020)
    • VMS will withstand the recession
      • Figure 18: Value sales of vitamins and supplements, 2007-12
    • Forecast methodology
  7. Market Segmentation

    • Growth in child population drives value of VMS
      • Figure 19: UK retail value sales of vitamins and supplements, by segment, 2018-19
    • Ageing population benefits some segments
    • COVID-19 will drive demand in some areas
  8. Channels to Market

    • Chemists/drugstores are trusted experts
      • Figure 20: UK retail value sales of vitamins and supplements, by outlet type, 2018-19
    • Grocery multiples dedicate more space to VMS
    • COVID-19 drives online shopping
  9. Market Drivers

    • Target the UK’s ageing population
      • Figure 21: Trends in the age structure of the UK population, 2014-2024
    • Fewer pregnancies impacts the category
    • VMS for teens could resonate
      • Figure 22: UK total fertility rate, 2015-2025
    • Healthy eating intentions rise
      • Figure 23: Intentions towards eating healthily, 2017-19
    • Tackling scepticism towards VMS
    • Vegan trend impacts the category
    • Tapping into the eco-trend
      • Figure 24: Change in eco-friendly BPC purchasing, November 2019
    • Holistic health approach gains momentum
      • Figure 25: Relative importance of mental/emotional wellbeing and diet/fitness, September 2019
    • Technology offers convenience and personalisation
    • New CBD regulations come into place
  10. Companies and Brands – What You Need to Know

    • Brands benefit from advertising campaigns
    • Own-label retailers are leading NPD
    • Digital advertising gains momentum
  11. Market Share

    • Brands show strong growth …
      • Figure 26: Retail value sales of vitamins and supplements, by brand, years ending June 2019 and June 2020
    • … but own-label is competitive
  12. Launch Activity and Innovation

    • NPD rises again in 2019
      • Figure 27: New product launches in the vitamins and supplements market, by launch type, January 2017–June 2020
      • Figure 28: Examples of new variety/range extensions in vitamins and supplements, 2019
    • COVID-19 sparks Vitamin D product launches
      • Figure 29: Examples of new products launched with vitamin D claims, 2020
    • Differentiate through packaging
      • Figure 30: VITL Krill Oil Omega 3 softgels launched in tin packaging, 2020
    • Powder formats target the beauty-focused
      • Figure 31: New product launches in the vitamins and supplements market, by format type, January 2017-June 2020
      • Figure 32: Examples of powder formats launched in vitamins and supplements, 2019
    • 2019 sees innovative liquid and chew formats
      • Figure 33: Examples of vitamins and supplements launched in liquid and chew format, 2019
    • Boots rises to the competition by tapping into holistic health
      • Figure 34: New product development in the UK vitamins and supplements market, by ultimate company, 2019
      • Figure 35: Boots NPD in the supplements category, 2020
    • Top brands target the gut microbiome
      • Figure 36: Examples of products launched supporting gut health, 2019 and 2020
    • Own-label brands take a specialised approach
      • Figure 37: New product launches in the UK vitamins and supplements market, by branded and own-label, January 2017–June 2020
      • Figure 38: NPD from own-label brands in vitamins and supplements, 2019 and 2020
    • Energy claim sees boost in 2019
      • Figure 39: Top functional claims in the vitamins and supplement market, by 2019, 2018-19
      • Figure 40: Examples of NPD in vitamins and supplements with energy claims, 2020
    • Beauty VMS offers wellness
      • Figure 41: Examples of products launched in vitamins and supplements with a wellness positioning, 2019 and 2020
    • Botanical/herbal ingredients top non-functional claims
      • Figure 42: Top non-functional claims in the vitamins and supplements market, by 2019, 2018-19
      • Figure 43: Nutrigen vegy syrup for children who dislike vegetables, 2020
    • Branching out into CBD alternatives
      • Figure 44: Healthspan Alt-CBD Capsules, 2019
    • Hone in on eco-friendly and ethical ingredient claims
      • Figure 45: Examples of products launched in vitamins and supplements featuring environmentally-friendly or ethical claims, 2019 and 2020
    • Vegan claims become bolder
      • Figure 46: Boots Vegan A-Z vitamins and minerals, 2020
  13. Advertising and Marketing Activity

    • Big boost to digital advertising expenditure in 2019
      • Figure 47: Total above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by media type, January 2017 – June 2020
      • Figure 48: Optimum nutrition Instagram post for home workout, 2020
    • Brands join the fight against the pandemic in 2020
    • False COVID-19 claims could undermine consumer trust
    • Top brands target healthy lifestyles in 2019
      • Figure 49: Total above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, by leading companies and others, 2019
      • Figure 50: Bioglan post workout recovery tips Instagram post, 2020
    • Vitabiotics partners with celebrities to extend reach
      • Figure 51: Wellman David Gandy campaign, 2020
    • Seven Seas promotes authentic reviews to garner trust
      • Figure 52: Seven Seas TV advertisement with The Home Tester Club, 2019
    • Empowering consumers through VMS
    • Nielsen Ad Intel coverage
  14. Brand Research

    • Brand map
      • Figure 53: Attitudes towards and usage of selected brands, July 2020
    • Key brand metrics
      • Figure 54: Key metrics for selected brands, July 2020
    • Brand attitudes: Seven Seas is a trusted brand
      • Figure 55: Attitudes, by brand, July 2020
    • Brand personality: Bioglan and Immunace perceived as ethical
      • Figure 56: Brand personality – macro image, July 2020
    • Centrum is seen as effective
      • Figure 57: Brand personality – micro image, July 2020
    • Brand analysis
    • Centrum enjoys strong brand awareness
      • Figure 58: User profile of Centrum, July 2020
    • Seven Seas advertising drives trusted brand status
      • Figure 59: User profile of Seven Seas, July 2020
    • Berocca is perceived as highly differentiated
      • Figure 60: User profile of Berocca, July 2020
    • Immunace benefits from expert associations
      • Figure 61: User profile of Immunace, July 2020
    • Bioglan fitness positioning appeals to 25-34 year olds
      • Figure 62: User profile of Bioglan, July 2020
  15. The Consumer – What You Need to Know

    • Consumers seek emotional wellness
    • Personalised supplements appeal
    • Build the in-store and online shopping experiences
  16. The Impact of COVID-19 on Vitamins and Supplements

    • COVID-19 drives focus on immunity …
      • Figure 63: Change in usage frequency of vitamins and supplements since the outbreak of COVID-19/coronavirus, by age, 25 June-8 July 2020
    • … however the category hasn’t seen new users
    • Own-label could boost appeal amongst young people
      • Figure 64: Increased spend on healthcare products as a result of COVID-19/coronavirus, 6 August-14 August 2020
    • Consumers seek out wellbeing benefits
      • Figure 65: Behaviours relating to usage of vitamins and supplements since the outbreak of COVID-19/coronavirus, by age, 25 June-8 July 2020
    • Obesity and weight become bigger concerns
      • Figure 66: Concerns as a result of the COVID-19/coronavirus outbreak, 23 April-7 May 2020
    • Transparency will earn brands trust
      • Figure 67: Care/of evaluation criteria, 2020
    • The pandemic will reinforce localism
      • Figure 68: Changes in priorities since the outbreak of COVID-19, 7-14 May 2020
    • The rise in cross-category products poses a threat
  17. Usage of Vitamins and Supplements

    • Strong daily usage signals trust in VMS
      • Figure 69: Usage frequency of vitamins and supplements in the last 12 months, June 2019 and July 2020
    • Catch-all multivitamins appeal
      • Figure 70: Usage of vitamins in the last 12 months, June 2019 and July 2020
    • COVID-19 drives usage of Vitamin D
    • Consumers focus on diet to the detriment of certain VMS
      • Figure 71: Usage of minerals and dietary supplements in the last 12 months, June 2019 and July 2020
    • Usage of pre/probiotics indicates gut health concerns
  18. Reasons for Taking Vitamins and Supplements

    • Older consumers focus on physical health
      • Figure 72: Reasons for taking vitamins and supplements, July 2020
    • 25-44 year olds supplement their diets
      • Figure 73: Adults who take vitamins and supplements to supplement their diet, by age, July 2020
    • Promote the wellness benefits of taking supplements
      • Figure 74: Adults who take vitamins and supplements to improve their mental wellbeing, by age, July 2020
    • Help consumers to self-diagnose
    • Addressing modern health concerns
  19. Interest in Vitamins and Supplements

    • Personalisation is in demand
      • Figure 75: Interest in vitamins and supplements, July 2020
    • Young people want variety
      • Figure 76: Interest in vitamins and supplements, by age, July 2020
    • Transparency communicates product and ingredient safety
  20. Purchase Drivers for Vitamins and Supplements

    • Price is the top driver
      • Figure 77: Purchase drivers for vitamins and supplements, July 2020
    • Performance, strength and formulation claims signal quality
    • Appeal to the over-55s through convenient product formats
    • Environment and ethics offer differentiation
  21. Purchase Behaviours Relating to Vitamins and Supplements

    • In-store experience is important
      • Figure 78: Place of purchase of vitamins and supplements, online vs in-store, July 2020
    • Online VMS shopping is popular
    • COVID-19 encourages the elderly to buy online
      • Figure 79: Place of purchase of vitamins and supplements, online vs in-store, by age, July 2020
    • Habit-buying signals lack of knowledge in the VMS category
      • Figure 80: Behaviours relating to the purchase of vitamins and supplements, July 2020
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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