Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Vitamins and Supplements market, its consumers and the major players who make up that market.
Mintel has the answers you’re looking for
- What are the key challenges facing the industry?
- Who is the consumer and what do they want?
- Where are the opportunities, where are the risks and what lies ahead?
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money onMarket Size
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenariosMarket Segmentation
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?Demographic breakdown
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?Representative sample
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?Product innovation
Using data from our Global New Product Database, what products were launched and how well were they perceived?Opportunities
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Covered in this report
This report covers the following vitamins and supplements
- Vitamins – multivitamins and single-dose vitamins (ie Vitamins
A, B, C, D, E etc).
- Minerals – ie iron, zinc, calcium, potassium, magnesium,
- Dietary supplements – includes supplements such as cod
liver oil, fish oils, GLAs (gamma-linolenic acids), evening
primrose oil, glucosamine and herbs such as garlic, ginseng
Miscellaneous products claiming to be ‘vitamin-enriched’ or
performance-enhancing, homeopathic and herbal remedies are excluded.
What you need to know
The ongoing focus on health among consumers and high levels
of NPD has helped drive engagement with the vitamins and
supplements category, while growth in demographic-specific
supplements has helped drive value sales thanks to these
products typically having a higher price per unit compared to
generic multivitamins.This has supported value sales growth in
the category of 6% over 2013-18, with the market estimated to
reach £442 million in 2018.
With just 34% of adults taking vitamins and supplements daily,
action is needed to improve trust in the health benefits promised
in the category. Personalised subscriptions could be explored as
a means to foster long-term brand loyalty and nudge occasional
VMS users into establishing a daily routine. Meanwhile,that many parents are uncertain about the support vitamins and
supplements can give for children’s growth and development
highlights scope for boosting uptake of VMS by educating parents
about the value of giving these to their children.
Expert analysis from a specialist in the field
Written by Anita Winther, a leading analyst in the Health sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The ongoing consumer focus on health and the continued success of demographic-specific supplements have supported growth in the vitamins and supplements category. However, with the majority of adults questioning the health promises made, improving trust is needed if the category is to grow its market penetration. Meanwhile, personalised subscriptions could be explored as a means to foster long-term brand loyalty, as well as nudge occasional users into establishing a daily routine.Anita Winther
Health and Wellness Analyst