2022
9
UK Vitamins and Supplements Market Report 2022
2022-12-01T03:05:47+00:00
OX1102615
2195
158097
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Report
en_GB
“While the COVID-19 pandemic propelled rapid growth in the market in 2020, sales have stagnated as concerns about the virus have eased. As more of the nation sees its finances…

UK Vitamins and Supplements Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Vitamins and Supplements Market Report identifies consumers’ attitudes relating to vitamins, minerals and supplements (VMS), opportunities for product innovation and the impact of the cost of living crisis on the UK vitamins and supplements market. This report covers the UK vitamins and supplements market size, market forecast, market segmentation and trends in the UK vitamins and supplements market.

 

UK Vitamins and Supplements Market Landscape

Consumers’ increased focus on health amidst the COVID-19 outbreak boosted the UK vitamins and supplements market’s sales in 2021. While the users that the category gained have remained in it, many are easing back from daily use of VMS products with a shift towards occasional usage.

With inflation running high, this signals a marked decline in underlying sales. As more of the nation sees its finances stretched, efforts to prioritise health will ebb, leaving the UK vitamins and supplements market vulnerable to cutbacks.

 

UK Vitamins and Supplements Market Size and Industry Statistics

Mintel’s VMS market research outlines how continued pressures on household incomes will further hamper 2023 sales in the UK vitamins and supplements market as consumers reprioritise aspects of their health spend.

Brands in the UK vitamins and supplements market will face strong competition from own-label products during the income squeeze as consumers look to trade down and save money. Only 44% of VMS users say they trust branded VMS more than own-label ones.

  • UK vitamins and supplements market size: Estimated at £520 million in 2022, retail value sales of vitamins and supplements grew by 17% over 2017-22.
  • VMS market share: Berocca is one of the few leading brands to grow sales in the VMS market in the 12 months to July 2022.
  • In 2022, 38% of Brits take vitamins, minerals or supplements daily.
  • 49% of UK adults say money concerns make it harder to follow a diet rich in vitamins, minerals and supplements.

 

Future UK Vitamins and Supplements Market Trends

Mintel’s VMS market research indicates that there are promising opportunities for brands in the market to highlight the role they can play in everyday health as an affordable means to ensure the intake of the full spectrum of essential vitamins and supplements alongside a healthy diet.

The UK vitamins and supplements market will need to address a declining child population – a critical demographic for the VMS market – with innovative product development targeted for the over 55’s to help mitigate the market’s decline.

To discover more about the UK Vitamins and Supplements Market Report 2022, read our UK Exercise Trends Market Report 2022, or take a look at our Health and Wellbeing Market Research Reports.

 

Quickly Understand

  • The impact of the cost of living crisis on the UK vitamins and supplements market.
  • VMS product formats that people are interested in.
  • Trends in launch activity and opportunities for further innovation in the UK vitamins and supplements market.
  • The value of individual segments and brand performance of the VMS market in 2021/22.
  • Behaviours and attitudes relating to VMS.
  • Explores the UK vitamins and supplements market size.

 

Covered in this Report

Brands: Vitabiotics, Procter & Gamble (Seven Seas), Pfizer (Centrum), Bayer (Berocca), Pharmacare (Haliborange), Pregnacare, Mondelez (Bassetts), Heaven, BetterYou, Holland & Barrett, Boots, Healthspan Direct, Nourished, Sealions Vitamins, Feel Holdings Limited.

Products: Vitamins, minerals, dietary supplements.

 

Expert Analysis from a Specialist 

This report, written by Claire Finnegan, a leading analyst in the health sector, delivers in-depth commentary and analysis to highlight current trends in the UK vitamins and supplements market and add expert context to the numbers.

While the COVID-19 pandemic propelled rapid growth in the market in 2020, sales have stagnated as concerns about the virus have eased. As more of the nation sees its finances stretched, efforts to prioritise health will ebb, leaving this category vulnerable to cutbacks. Highlighting the role they can play in everyday health as an affordable means to ensure intake of the full spectrum of essential vitamins and minerals continues to hold potential for VMS brands

Claire Finnegan
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for vitamins and supplements
      • Figure 1: Category outlook, 2022-27
    • The market
    • Income squeeze curbs sales of vitamins and supplements
    • Consumers’ weakened financial confidence keeps VMS sales in decline
      • Figure 2: Market size for vitamins and supplements, 2017-27
    • Aging population continues to support sales of vitamins and supplements for over-50s
      • Figure 3: UK retail value sales of vitamins and supplements, by segment, 2020-22
    • Grocers and hard discounters benefit from weakening financial confidence
      • Figure 4: UK retail value sales of vitamins and supplements, by purchase channel, 2020-22
    • Companies and brands
    • Berocca outperforms the market
      • Figure 5: Leading brands’ sales in the UK vitamins and supplements market, 2020/21-2021/22
    • Fragmented launch activity in the VMS category
    • Immunity remains a priority in launches
    • Procter & Gamble takes the lead on advertising spend
    • The consumer
    • Consumers shift towards occasional VMS usage as COVID-related concerns subside
      • Figure 6: Usage of vitamins and supplements, 2020-2022
    • Multivitamins and vitamin D top usage
      • Figure 7: Types of vitamins taken, 2020-22
    • Cod liver/fish oils remains the most popular supplement
      • Figure 8: Types of minerals and dietary supplements taken, 2020-22
    • High interest in tablets and capsules
      • Figure 9: Interest in using vitamin and supplement formats, 2022
    • Keen demand for personalised VMS plans
      • Figure 10: Behaviours relating to vitamins and supplements, 2022
    • Financial struggles cause consumers to reassess their health efforts
      • Figure 11: Attitudes relating to vitamins and supplements, 2022
  3. Issues and Insights

    • Income squeeze curbs sales of vitamins and supplements
    • Under-35s warrant greater attention in VMS
    • High demand for personalised VMS plans
  4. Market Size and Performance

    • Income squeeze curbs sales of vitamins and supplements
      • Figure 12: Retail market size for vitamins and supplements, 2017-22
  5. Market Forecast

    • The five-year outlook for the market
      • Figure 13: Category outlook, 2022-27
    • Consumers’ weakened financial confidence keeps VMS sales in decline
      • Figure 14: Market forecast for value sales of the UK vitamins and supplements retail market, 2022-27
    • Learnings from the last income squeeze
      • Figure 15: UK retail value sales of vitamins and supplements, 2010-15
    • Forecast methodology
  6. Market Segmentation

    • Sales of children’s vitamins and supplements remain stable
    • Ageing population continues to support sales of vitamins and supplements for over-50s
      • Figure 16: UK retail value sales of vitamins and supplements, by segment, 2020-22
    • Energy and mind supplements continue to lead sales by function
  7. Channels to Market

    • Direct sales grow amidst shift in shopping behaviours
      • Figure 17: UK retail value sales of vitamins and supplements, by purchase channel, 2020-22
    • Grocers and hard discounters well placed to benefit from weakening financial confidence
  8. Market Drivers

    • Inflation is the key concern for consumers and brands …
    • … and despite government support, energy prices are still a major concern
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • High inflation and rising interest rates will weigh down the post-COVID recovery
    • Consumer spending power will be curbed
    • Unemployment is at a near 50-year low
    • Consumers’ financial wellbeing has fallen from the highs of 2021 …
      • Figure 18: Household financial wellbeing index, 2016-2022
    • … and most people are feeling the effects of price rises
    • Healthy ageing awareness high across all demographics
      • Figure 19: Trends in the age structure of the UK population, 2016-26
    • National campaign aims to support vitamin D status
  9. Market Share

    • Berocca outperforms the market
      • Figure 20: Leading brands’ sales and share in the UK vitamins and supplements retail market, by value, 2019/20-2020/21
    • Bassett’s recipe for success
    • Orkla acquires VMS company Healthspan for £65 million
  10. Launch Activity and Innovation

    • Fragmented launch activity in the VMS category
      • Figure 21: New product launches in the UK vitamins and supplements market, combined share of top five brands by sales, 2019-22
    • Immunity remains a priority in launches
      • Figure 22: New product launches in the UK vitamins and supplements market, by functional health claims, 2019-22 (sorted by 2021)
    • Beauty from within attracts launches
      • Figure 23: Heaven by Deborah Mitchell Collagen Drops, 2022
    • Rise in baby and children’s products’ share of launches
      • Figure 24: New product launches in the UK vitamins and supplements market, by demographic, 2019-22 (sorted by 2021)
      • Figure 25: BetterYou Roald Dahl children’s supplement product launches, 2022
      • Figure 26: Holland & Barrett baby and children’s launches, 2022
    • Kids’ brands extend their adult offerings
    • Holland & Barrett offers personalised health consultations
    • Environmentally-friendly packaging claims growing in VMS launch activity
      • Figure 27: New product launches in the UK vitamins and supplements market, by environmental claims, 2017-22
  11. Advertising and Marketing Activity

    • Procter & Gamble takes the lead on advertising spend
    • Celebrity endorsements mainstream among small and large brands
      • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, by top ten advertisers, 2019-22
    • Newer entrants to the market up spend
    • Boots posted the biggest increase in adspend over 2019-21
    • Bassetts keeps its message simple
    • Nielsen Ad Intel coverage
  12. Usage of Vitamins and Supplements

    • Consumers shift towards occasional VMS usage as COVID-related concerns subside
      • Figure 29: Usage of vitamins and supplements, 2020-22
    • Women are more likely to use VMS than men
    • Support daily usage among younger users with technology
    • Stress is high among younger consumers
  13. Usage of Vitamins and Supplements by Type

    • Multivitamins and Vitamin D top usage
      • Figure 30: Types of vitamins taken, 2020-22
    • Vitamin D usage stalls
    • Cod liver/fish oils remains the most popular supplement
      • Figure 31: Types of minerals and dietary supplements taken, 2020-22
      • Figure 32: Alternative format launches in cod liver oil/fish oils, 2022
  14. Interest in Vitamins and Supplement Formats

    • Interest in tablets and capsules remains high
      • Figure 33: Interest in using vitamin and supplement formats, 2022
    • One in three are open to gummies/chews
    • Chewing gum can engage Gen Z
      • Figure 34: International chewing gum launches fortified with vitamins, 2022
  15. Behaviours Relating to Vitamins and Supplements

    • Sleep improvement is a high priority for young consumers
      • Figure 35: Behaviours relating to vitamins and supplements, 2022
    • Navigating the demand for personalised VMS plans
    • The market offers various levels of personalised guidance
    • As the space attracts activity, it also draws scrutiny
    • Home testing is widely trusted
    • High interest in ingredient provenance
      • Figure 36: Inspiration for VMS from gin category on story-telling around ingredients , 2022
      • Figure 37: Together Health Magnesium outlines its production process on-pack , 2022
  16. Attitudes towards Vitamins and Supplements

    • Financial struggles cause consumers to reprioritise aspects of their health
    • Tough economic times are seen to lend added importance to keeping well …
    • … but to make it harder to follow a nutritious diet
      • Figure 38: Attitudes towards vitamins and supplements, 2022
    • Openness for VMS brands to extend into the functional market
      • Figure 39: Vitamin enriched products in non-VMS categories, 2022
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  18. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 40: Market size, forecast and prediction intervals for retail value sales of vitamins and supplements, 2022-27
      • Figure 41: Market size and forecast for retail value sales of vitamins and supplements, 2017-27
    • Market drivers and assumptions
    • Forecast methodology
  19. Appendix – Market Share

      • Figure 42: Leading manufacturers’ sales and share in the UK vitamins and supplements retail market, by value, 2019/20-2020/21
  20. Appendix – Launch Activity and Innovation

      • Figure 43: New product launches in the UK vitamins and supplements market, by private label and brands, 2017-22
      • Figure 44: New product launches in the UK vitamins and supplements market, by top 10 nutrients listed on pack, 2017-22
      • Figure 45: New product launches in the UK vitamins and supplements market with biodegradable claims, 2017-22

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

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*databooks not available with UK B2B Industry reports.

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