2021
9
UK Vitamins and Supplements Market Report 2021
2021-10-15T04:12:00+01:00
OX1050071
2195
143574
[{"name":"Vitamins, Minerals and Supplements","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/vitamins-minerals-supplements"}]
Report
en_GB
“Having grown strongly in 2020, sales of VMS have declined in 2021 due to consumers’ lessening health anxiety. Opportunity for growth lies in brands pushing a ‘prevention rather than cure’…

UK Vitamins and Supplements Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Vitamins and Supplements market. The UK VMS Market report also covers the changes in consumer behaviours, preferences and habits relating to vitamins and supplements.

Click here to view our German market research on Vitamins and Supplements 2022 (DE version).

 

Vitamins and supplements with organic ingredients are seen as better for people’s health than non-organic ones by 61% of consumers. Despite consumer interest, organic claims are underexplored in the vitamin and supplement industry, featuring on just 9% of NPD in 2020. The COVID-19 pandemic has caused increased focus on consumer health and the environment, with 45% of category buyers reducing the amount of processed meat products they eat, indicating potential for further innovation.

While the pandemic boosted VMS sales in 2020, sales started to decline over Spring/Summer 2021 as fears around the virus subsided. The expected permanent shift towards more home working will also impede sales growth, with many employees now able to get important nutrients thanks to cooking from home.

Just 18% of adults expect to take vitamins/mineral supplements more once the outbreak eases. However, value sales in the vitamin & mineral supplements market in the over-50’s grew by 1.7% over 2018-19, with the aging UK population and falling birth-rates supporting sales among older consumers, particularly those supporting joint and bone health.

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

Quickly understand

  • The impact of COVID-19 on the vitamins and supplements category
  • Particular functional benefits that people are seeking from VMS
  • Barriers to vitamins and supplements
  • Factors prompting people to start taking VMS
  • People’s shopping behaviours when buying VMS and the influence of price promotions
  • Trends in launch activity and opportunities for further innovation
  • The UK vitamins minerals and supplements market.

Covered in this report

Brands: Vitabiotics (Wellkid, Wellman, Wellteen, Wellwoman, Prenacare), Procter & Gamble (Seven Seas), Pfizer (Centrum), Bayer (Berocca), Pharmacare (Haliborange), Mondelez (Bassetts), Solgar, Nutrigums, HUM, Sambucol, Boots, Lifebio, Daylesford, The Beauty Chef, Wild Earth, Vitamin Kitchen, Parkacre, Holland & Barrett, Centred, Naturopathica, Together, Vitality CBD, Holistic Herb Premium, Minvita, Add CBD, Healthspan Direct, Ernest Jackson & Co, Pharmacare, Cambridge Nutraceuticals, New Nordic.

Expert analysis from a specialist in the field

This report, written by Alice Baker, a leading analyst in the Health sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Having grown strongly in 2020, sales of VMS have declined in 2021 due to consumers’ lessening health anxiety. Opportunity for growth lies in brands pushing a ‘prevention rather than cure’ approach in order to drive value sales in the long term. Organic products warrant further exploration, aligning well with consumers’ increased environmental consciousness.

Alice Baker
Senior Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on vitamins and supplements
      • Figure 1: Short, medium and long-term impact of COVID-19 on vitamins and supplements, 2021
    • The market
    • Pandemic boosts sales in 2020, but demand falls over 2021
    • Sales to decline over 2022-26, but remain up compared with pre-pandemic
      • Figure 2: Market size and COVID-19 scenario forecast for retail value sales of vitamins and supplements, 2016-26.
    • Growth in immune supplements runs out of steam in 2021
    • Stronger sales growth for supermarkets than specialist chemists in 2020
    • Online sees the fastest rate of sales growth over 2019-21
    • Demographic shifts exert divergent effects on the category
    • Companies and brands
    • Vitabiotics brands surge forward over 2020-21
      • Figure 3: Leading brands’ sales in the UK vitamins and supplements market, 2019/20-2020/21
    • Immune health is the leading functional health claim
    • Ethical and vegan claims rise over 2018-20
    • Brands take a holistic approach in their 2020-21 advertising
    • Brand loyalty is low in VMS
      • Figure 4: Attitudes towards and usage of selected brands, 2021
    • The consumer
    • Pandemic boosts usage of VMS, especially Vitamin D
      • Figure 5: Usage frequency for vitamins and supplements
    • Immune and gut health are among leading reasons for taking VMS
      • Figure 6: Reasons for taking vitamins and supplements, 2021
    • Need to persuade consumers of supplements’ usefulness and efficacy
      • Figure 7: Barriers for vitamins and supplements, 2021
    • Encourage users to spread the word to drive buying
      • Figure 8: Prompts to start taking vitamins and supplements, 2021
    • Organic VMS warrant further exploration
      • Figure 9: Behaviours relating to vitamins and supplements, 2021
  3. Issues and Insights

    • Build consumer engagement to grow sales post-pandemic
    • Find ways to harness the power of recommendations
    • Organic VMS warrant further exploration
  4. The Market – Key Takeaways

    • Pandemic boosts sales in 2020, but demand falls over 2021
    • Sales to decline over 2022-26, but remain up compared with pre-pandemic
    • Growth in immune supplements runs out of steam in 2021
    • Stronger sales growth for supermarkets than specialist chemists in 2020
    • Online sees the fastest rate of sales growth over 2019-21
    • Demographic shifts exert divergent effects on the category
  5. Market Size and Performance

    • Pandemic boosts sales of vitamins and supplements
      • Figure 10: Short, medium and long-term impact of COVID-19 on vitamins and supplements, 2021
    • Strong growth in 2020 boosts the category’s overall growth rate
      • Figure 11: Retail market size for vitamins and supplements, 2016-21
    • Consumers’ improved confidence sees sales start to fall back over 2021
  6. Market Forecast

    • Sales of VMS to slide but remain above pre-pandemic levels over 2021-26
    • Consumers’ renewed health focus should continue to support sales
    • Permanent shift towards home-working increases competition from the food category
    • Ageing UK population to both help and hinder sales
      • Figure 12: Market forecast for retail value sales of vitamins and supplements, 2021-26
    • Market drivers and assumptions
      • Figure 13: Key drivers affecting Mintel’s market forecast, 2015-25
    • Forecast methodology
  7. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • VMS category to perform better in the event of extended disruption than with rapid recovery
      • Figure 14: COVID-19 scenario forecasts, 2016-26
    • COVID-19 market disruption: risks and outcomes
      • Figure 15: Summary of Mintel scenario expectations and the impact on the vitamins and supplements market, 2021
  8. Market Segmentation

    • Children’s supplements continue to lead sales
      • Figure 16: Retail value sales of vitamins and supplements, by demographic and function, 2019-21
    • Decline in the child population poses a problem for the category
    • Ageing population benefits certain supplements
    • Growth in immune support supplements loses steam over 2020-21
  9. Channels to Market

    • Chemists remain the leading outlet for buying VMS, but face strong competition from supermarkets
      • Figure 17: UK retail value sales of vitamins and supplements, by outlet type, 2019-21
    • Sales growth for supermarkets outpaces specialist chemists in 2020
    • Online sees the strongest growth in 2020
  10. Market Drivers

    • Changes in population demographics offer challenges and opportunities
    • Ageing UK population is better news for some supplement types than others
      • Figure 18: Trends in the age structure of the UK population, 2015-25
    • Declining birth rates reduce demand for pregnancy supplements
      • Figure 19: Live births in England and Wales, 2016-20
    • Decline in under-10s poses a problem, but scope for expansion in products targeting teenagers
    • Consumers’ improved financial confidence is good news for the VMS category
      • Figure 20: Consumers’ confidence in their finances for the coming year, those saying they are pretty confident they will be ok, 2020-21
    • Companies are under pressure to keep products on promotion
    • Meat reduction trend offers opportunities
  11. Companies and Brands – Key Takeaways

    • Vitabiotics brands surge forward over 2020-21
    • Immune health is the leading functional health claim
    • Ethical and vegan claims rise over 2018-20
    • Brands take a holistic approach in their 2020-21 advertising
    • Brand loyalty is low in the VMS category
  12. Market Share

    • Vitabiotics brands surge forward over 2020-21
      • Figure 21: Leading brands’ sales and share in the UK vitamins and supplements market, by value, 2018/19-2020/21
  13. Launch Activity and Innovation

    • Immune health is the leading functional health claim
      • Figure 22: New product launches in the UK vitamins and supplements market, by functional health claims, 2017-21 (sorted by 2020)
    • Vitamin D supplements look to strengthen associations with sunshine
      • Figure 23: New product launches in the UK vitamins and supplements market, by top seven vitamin/mineral types, 2018-21
      • Figure 24: Examples of Vitamin D supplements launches referencing sunshine on-pack, 2021
    • Babies’ VMS launches look to explain the need for such products
      • Figure 25: Examples of immune-supporting VMS aimed at babies, 2021
    • Energy-related functional claims feature on 28% of VMS launches in 2020
      • Figure 26: Lifebio High Dose Vitamins D&B Boost & Protect Patch, 2021
    • Holland & Barrett unveils energy supplement designed for gamers
    • Health & Her’s new perimenopause supplements come with their own app
    • Daylesford extends into VMS
      • Figure 27: Example of Daylesford’s new supplements range, 2021
    • Tablets are the most widespread VMS format in 2020
      • Figure 28: New product launches in the UK vitamins and supplements market, by format, 2018-21
    • Capsules take the lead in 2021
      • Figure 29: Seven Seas relaunches its cod liver oil range with a ‘new and improved’ recipe, 2021
    • Increased NPD activity in liquid formats in 2021
      • Figure 30: Examples of VMS product launches in liquid formats, 2021
    • Ethical claims gain momentum
      • Figure 31: Share of new product launches in the UK vitamins and supplements market with ethical and environmental claims, 2017-21
    • Environmentally-friendly packaging is the most widespread ethical claim
      • Figure 32: New product launches in the UK vitamins and supplements market, by ethical claims, 2017-21 (sorted by 2020)
    • Smaller brands supplement packaging claims with other environmental claims
      • Figure 33: Examples of VMS product launches combining environmentally-friendly packaging with other environmental claims, 2021
    • Children’s supplement focuses on emotions as well as brain development
      • Figure 34: Parkacre SpongeBob Squarepants Orange & Pineapple Flavoured Brain Fomrula Chewables, 2021
    • Private label offers serious competition to brands in VMS
      • Figure 35: New product launches in the UK vitamins and supplements market, by private label and brands, 2018-21
    • Own-label VMS launches draw on trends in the food and drink category
      • Figure 36: Examples of own-label VMS product launches featuring trendy ingredients, 2021
    • Boots launches supplements tailored to vegan lifestyles
      • Figure 37: Example of Boots supplements range tailored to vegan lifestyles, 2020
    • Vegan claims rapidly gain importance over 2018-20
      • Figure 38: Share of new product launches in the UK vitamins and supplements market with vegan claims, 2018-21
      • Figure 39: Examples of VMS launches with vegan and sustainable packaging claims, 2020-21
    • VMS products with CBD emphasise their natural credentials
      • Figure 40: Examples of VMS product launches with CBD, 2021
    • Serving suggestions are used to build more of a lifestyle positioning
      • Figure 41: Examples of CBD-based VMS product launches with on-pack serving suggestions, 2021
  14. Advertising and Marketing Activity

    • Recorded advertising spend falls in 2020
      • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, by top ten advertisers, 2019-21
    • Vitabiotics continues to lead on advertising spend
    • Social media campaigns focus on emotional wellbeing
      • Figure 43: Facebook post promoting the link-up between Vitabiotics and Emma’s Diary
    • Healthspan ups advertising spend in 2020
    • Healthspan explores various aspects of a healthy lifestyle, including healthy eating and at-home exercise
    • TV advert for Centrum highlights immune health benefits
    • Nourished emphasises personalisation in new TV advert
    • Nielsen Ad Intel coverage
  15. Brand Research

    • Brand map
      • Figure 44: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 45: Key metrics for selected brands, 2021
    • Brand attitudes: Seven Seas and Centrum are the most widely seen as consistently high quality
      • Figure 46: Attitudes, by brand, 2021
    • Brand personality: Bassetts scores highest on the fun factor
      • Figure 47: Brand personality – Macro image, 2021
    • Seven Seas has the strongest natural image
      • Figure 48: Brand personality – Micro image, 2021
    • Brand analysis
    • Wellkid/man/teen/woman enjoys high user satisfaction despite lower usage than some other brands
      • Figure 49: User profile of Wellkid/man/teen/woman, 2021
    • Vitabiotics has relatively low usage but enjoys a strong positive image among users
      • Figure 50: User profile of Vitabiotics, 2021
    • Under-24s are more likely than older people to see Berocca as effective
      • Figure 51: User profile of Berocca, 2021
    • Seven Seas is the most trusted brand
      • Figure 52: User profile of Seven Seas, 2021
    • Centrum has something of an image for quality and expertise
      • Figure 53: User profile of Centrum, 2021
    • Bassetts scores highest on the fun factor
      • Figure 54: User profile of Bassetts, 2021
    • Reading word clouds
  16. The Consumer – Key Takeaways

    • Pandemic boosts usage of VMS, especially Vitamin D
    • Immune and gut health are among leading reasons for taking VMS
    • Need to persuade consumers of supplements’ usefulness and efficacy
    • Companies must ensure that users spread the word in order to drive buying
    • Organic VMS warrant further exploration
  17. Impact of COVID-19 on Consumer Behaviour

    • Consumers’ renewed health focus could both help and hinder the category
    • COVID-19 outbreak boosts sales of VMS in 2020, but sales are set to fall back in 2021
    • Consumers’ healthy eating resolutions increase the competition from the food category
    • Scratch cooking trend poses a threat to the category
    • Pandemic causes more people to buy direct from manufacturers
    • Consumers’ strengthened environmental focus makes it imperative for companies to be seen as proactive on sustainability
    • Increased interest in veganism provides opportunities for specialised supplements
  18. Usage of Vitamins and Supplements

    • Pandemic boosts vitamins and supplements usage
      • Figure 55: Usage of vitamins and supplements, 2020 and 2021
    • Adults aged 25-44 and parents of under-16s are the key users…
    • …but not always the most diligent ones
    • Employment rates are important for VMS
    • Pandemic also boosts daily usage of VMS
      • Figure 56: Usage frequency for vitamins and supplements
    • Over-45s are the most frequent users
    • Consumers’ financial health is important for the category
    • A quarter of people take VMS only occasionally
      • Figure 57: Facebook post by Vitabiotics, June 2021
  19. Usage of Vitamins and Supplements by Type

    • Multivitamins remain the most widely taken vitamin product type
      • Figure 58: Types of vitamins taken, 2019-21
    • Further growth in Vitamin D usage
    • Vitamin D is ‘missing’ some potential users
    • Some people ‘top up’ multivitamins with single-vitamin supplements
      • Figure 59: Repertoire of types of vitamins taken, 2021
    • Cod liver/fish oil remains the most widely used non-vitamin supplement
      • Figure 60: Usage of minerals and dietary supplements, 2019-21
    • Affluent people have wider repertoires of minerals and dietary supplements
      • Figure 61: Repertoire of types of minerals/dietary supplements taken, 2021
  20. Reasons for Taking Vitamins and Supplements

    • Immune health is the top reason for taking VMS
      • Figure 62: Reasons for taking vitamins and supplements, 2021
    • Over-55s are the most likely to take VMS to benefit bone and joint health
    • Under-35s and students are the most likely to take VMS to boost their energy levels
    • Target working adults of all ages in marketing to broaden the appeal of energy supplements
    • Vitamin C is ‘missing’ potential users
    • Many people take VMS for both energy and immune benefits
    • A quarter of users take VMS to support digestive health
  21. Barriers for Vitamins and Supplements

    • Encourage a ‘prevention rather than cure’ approach to drive sales
      • Figure 63: Barriers for vitamins and supplements, 2021
    • Draw on scientific studies to add weight to health claims and build trust
    • Endorsements from medical associations should help to drive trial
  22. Prompts to Start Taking Vitamins and Supplements

    • Find ways to harness the power of recommendations
      • Figure 64: Prompts to start taking vitamins and supplements, 2021
  23. Locations for Buying Vitamins and Supplements

    • Pandemic drives growth in online buying of vitamins and supplements
      • Figure 65: Locations for buying vitamins and supplements, 2020 and 2021
  24. Behaviours Relating to Vitamins and Supplements

    • Scope for expansion in organic VMS
      • Figure 66: Behaviours relating to vitamins and supplements, 2021
    • Use sustainable packaging and make ethical credentials more tangible to drive sales of organic VMS
      • Figure 67: International examples of organic VMS launches with on-pack details of their ethical policies, 2021
    • Need to explain the advantages of non-tablet formats
  25. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  26. Appendix: Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 68: Market size, forecast and prediction intervals for retail value sales of vitamins and supplements, 2016-26
    • Market drivers and assumptions
      • Figure 69: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  27. Appendix: COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 70: Scenario performance for retail value sales of vitamins and supplements, 2016-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology
  28. Appendix – Market Share

      • Figure 71: Leading brand owners’ sales and share in the UK vitamins and supplements market, by value, 2018/19-2020/21

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.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch