“Although the top reason for taking vitamins/supplements is generic, the rise in value sales of vitamins/supplements specifically for men and women suggests that consumers want a degree of personalisation, offering opportunities for the market. Driving further segmentation within demographic groups could be a way to encourage growth. In 2014, the ASA (Advertising Standards Agency) has shown evidence of clamping down on claims in advertising, particularly when it comes to appearance benefits, suggesting that the advertising and claims environment could become more challenging for brands.”
– Roshida Khanom, Senior Personal Care Analyst
This report looks at the following areas:
- Consumers want personalisation
- The ASA is clamping down on advertising
- High interest in appearance benefits
The vitamins and supplements market has seen slow growth in recent years, however, it is predicted to see a 1% decline in 2014 driven by a tougher regulatory environment, particularly for claims. Although the overall market is showing a decline in 2014, the segments to show strong growth have been demographic-specific segments, ie vitamins/supplements for men, women and the over-50s. Consumers also show interest in vitamins/supplements with appearance benefits, suggesting opportunities for NPD (New Product Development).
Brands to show strong growth in the year ending June 2014 are the Wellman and Wellwoman ranges, rising in value by 26% and 34% respectively; further reflecting the growth of demographic-specific vitamins. As consumers remain cost-conscious, online and discount store channels have seen growth in 2013.
Within this report we investigate the current usage of vitamins and supplements, as well as reasons for using them and factors that could encourage further purchase. We also investigate consumer interest in vitamins/supplements with appearance benefits.
This report covers the following vitamins and supplements sectors:
- Vitamins – multivitamins and single-dose vitamins (ie Vitamins A, B C, D, E etc)
- Minerals – ie iron, zinc, calcium, potassium, magnesium, copper, selenium
- Dietary supplements – includes supplements such as cod liver oil, fish oils, gamma-linolenic acids (GLAs), evening primrose oil, glucosamine and herbs such as garlic, ginseng and ginger.
These products have GSL (General Sales List) 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.
Miscellaneous products claiming to be ‘vitamin-enriched’ or ‘performance-enhancing’ (ie protein shakes designed to help build muscle). Homeopathic and herbal remedies.