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Vitamins and Supplements - UK - September 2018

“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, Research Analyst

This Report looks at the following areas:

  • Improving trust in the benefits of VMS a priority
  • Growing children’s usage of vitamins and supplements
  • Personalised subscriptions could foster long-term usage and loyalty

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Vitamins and Supplements enjoy year-on-year value growth
                • Growth expected to continue
                  • Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2013-23
                • Sales of adult VMS jump
                  • Chemists/drugstores remain leading channel
                    • Ageing population should support category sales
                      • Plant-based diets remain on-trend
                        • Companies and brands
                          • Wellkid/man/teen/woman brands overtake Seven Seas
                            • Figure 2: Share of UK retail value sales of vitamins and supplements, by brand, 2016/17 and 2017/18
                          • Relaunches and repackaging activity grow share of launches
                            • Vitabiotics links with Peppa Pig and taps vegan trend
                              • Turmeric appears in supplement launches
                                • Above-the-line adspend declines
                                  • Vitabiotics ups spend and reinforces position as top advertiser
                                    • Flavour campaign for Centrum Vitamints and Multigummies
                                      • Seven Seas has the strongest brand image
                                        • Sub-brands take the limelight from Vitabiotics
                                          • The consumer
                                            • Vitamins and supplements taken daily by one in three
                                              • Figure 3: Usage of vitamins and supplements in the last 12 months, June 2018
                                            • Multivitamins remain most popular
                                              • Figure 4: Usage of vitamins in the last 12 months, July 2017 and June 2018
                                            • Over-55s are main users of cod liver oil/fish oil
                                              • Figure 5: Usage of minerals and dietary supplements in the last 12 months, June 2018
                                            • Half of parents have children who take VMS
                                              • Figure 6: Children’s usage of vitamins and supplements in the last 12 months, June 2018
                                            • Importance of supplements is recognised by many parents
                                              • Physical stores are most common purchase locations for VMS
                                                • Figure 7: Buyers’ purchasing of vitamins and supplements, by in-store and online channels, June 2018
                                              • Grocery stores take the biggest share of shoppers
                                                • Figure 8: Retailers used to buy vitamins and supplements in-store in the last 12 months, June 2018
                                                • Figure 9: Online retailers used to buy vitamins and supplements in the last 12 months, June 2018
                                              • Vitamins and supplements is a price-driven category
                                                • Peer reviews sway many
                                                  • Figure 10: Factors influencing choice of vitamins and supplements when buying for oneself, June 2018
                                                • Researching VMS online is widespread
                                                  • Superfood-based supplements resonate among the young
                                                    • Figure 11: Behaviours relating to vitamins and supplements, June 2018
                                                  • Improving trust in benefits is a priority
                                                    • Navigation is an issue in the crowded category
                                                      • Figure 12: Attitudes towards vitamins and supplements, June 2018
                                                    • What we think
                                                    • Issues and Insights

                                                      • Improving trust in the benefits of VMS a priority
                                                        • The facts
                                                          • The implications
                                                            • Growing children’s usage of vitamins and supplements
                                                              • The facts
                                                                • The implications
                                                                  • Personalised subscriptions could foster long-term usage and loyalty
                                                                    • The facts
                                                                      • The implications
                                                                      • The Market – What You Need to Know

                                                                        • Vitamins and supplements enjoy year-on-year value growth
                                                                          • Growth expected to continue
                                                                            • Sales of adult VMS jump
                                                                              • Chemists/drugstores remain leading channel
                                                                                • Ageing population should support category sales
                                                                                  • Plant-based diets remain on-trend
                                                                                  • Market Size and Forecast

                                                                                    • VMS enjoy year-on-year value growth
                                                                                      • Figure 13: UK retail value sales of vitamins and supplements, at current and constant prices, 2013-23
                                                                                    • Growth expected to continue
                                                                                      • Figure 14: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2013-23
                                                                                    • Forecast methodology
                                                                                    • Market Segmentation

                                                                                      • Sales of adult VMS leap forward
                                                                                        • Figure 15: UK retail value sales of vitamins and supplements, by segment, 2016/17-2017/18
                                                                                      • Aging population supports growth of bone care supplements
                                                                                        • Energy and mind supplements now the best-selling segment
                                                                                        • Channels to Market

                                                                                          • Specialist channels see sales growth
                                                                                            • Figure 16: UK retail value sales of vitamins and supplements, by outlet type, 2016 and 2017
                                                                                          • Grocery multiples see share fall
                                                                                          • Market Drivers

                                                                                            • Ageing population should support category sales
                                                                                              • Figure 17: Trends in the age structure of the UK population, 2013-23
                                                                                            • Decline in children population could dampen sales
                                                                                              • Sunny summer could reduce demand for Vitamin D
                                                                                                • Figure 18: Total hours of sunshine in the UK, by season, 2013-18
                                                                                              • Plant-based diets remain on-trend
                                                                                                • Cannabidiol oil received thumbs up from WHO
                                                                                                  • Benefits of omega-3 fish oil on longevity questioned
                                                                                                    • Plastic pollution could grow appeal of plant-based omega supplement
                                                                                                      • Beauty supplements discredited by study
                                                                                                        • Greenpeace campaigns against krill supplements
                                                                                                          • Income squeeze eases
                                                                                                          • Companies and Brands – What You Need to Know

                                                                                                            • Wellkid/man/teen/woman brands overtake Seven Seas
                                                                                                              • Relaunches and repackaging activity grow share of launches
                                                                                                                • Vitabiotics links with Peppa Pig and tap vegan trend
                                                                                                                  • Turmeric appears in supplement launches
                                                                                                                    • Above-the-line adspend declines
                                                                                                                      • Vitabiotics ups spend and reinforces position as top advertiser
                                                                                                                        • Flavour campaign for Centrum Vitamints and Multigummies
                                                                                                                          • Seven Seas has the strongest brand image
                                                                                                                            • Sub-brands take the limelight from Vitabiotics
                                                                                                                            • Market Share

                                                                                                                              • Wellkid/man/teen/woman brands claim top spot
                                                                                                                                • Seven Seas loses position as market leader
                                                                                                                                  • Figure 19: Share of UK retail value sales of vitamins and supplements, by brand, 2016-18
                                                                                                                              • Launch Activity and Innovation

                                                                                                                                • Relaunches and packaging revamps grow share of launches
                                                                                                                                  • Figure 20: Share of launches in the UK vitamins and supplements market, by launch type, 2015-18
                                                                                                                                • Capsules grow share of launches
                                                                                                                                  • Figure 21: Examples of UK vitamins and supplements launches with liquid and gum formats, 2017 and 2018
                                                                                                                                  • Figure 22: Share of launches in the UK vitamins and supplements market, by format, 2015-18
                                                                                                                                • Launch activity highly fragmented
                                                                                                                                  • Figure 23: Share of launches in the UK vitamins and supplements market, by top 10 companies (sorted by 2017), 2015-18
                                                                                                                                • Vitabiotics links with Peppa Pig and tap vegan trend
                                                                                                                                  • Figure 24: Vitabiotics UK product launches, 2018
                                                                                                                                • Turmeric attracts a flurry of supplement launches
                                                                                                                                  • Figure 25: Share of launches in the UK vitamins and supplements market, by top 10 claims, 2015-18
                                                                                                                                  • Figure 26: Examples of UK launches of turmeric supplements, 2017-18
                                                                                                                                • Other on-trend ingredients feature in vitamins and supplements NPD
                                                                                                                                  • Figure 27: Examples of UK launches of superfood supplements, 2018
                                                                                                                                • Superdrug launches WMN range
                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                  • Above-the-line support decline
                                                                                                                                    • Figure 28: Recorded above-the line, online display and direct mail advertising expenditure on vitamins and supplements, 2015-18
                                                                                                                                  • Vitabiotics reinforces position as top advertiser
                                                                                                                                    • Campaigns for Wellman and Wellbaby/Wellkid continues
                                                                                                                                      • Figure 29: Recorded above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by top 10 advertisers (sorted by 2017), 2015-18
                                                                                                                                    • Advertising through TV falls
                                                                                                                                      • Figure 30: Share of recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by media type, 2015-18
                                                                                                                                    • Pfizer launches flavour campaign for Vitamints and Multigummies
                                                                                                                                      • Holland & Barrett ups spend in 2018
                                                                                                                                        • Healthspan opens pre-wedding MOT pop-up
                                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                                          • Brand Research

                                                                                                                                              • Brand map
                                                                                                                                                • Figure 31: Attitudes towards and usage of selected brands, August 2018
                                                                                                                                              • Key brand metrics
                                                                                                                                                • Figure 32: Key metrics for selected brands, August 2018
                                                                                                                                              • Brand attitudes: Seven Seas has a lead on quality and trust
                                                                                                                                                • Figure 33: Attitudes, by brand, August 2018
                                                                                                                                              • Brand personality: Berocca is seen as accessible and fun
                                                                                                                                                • Figure 34: Brand personality – Macro image, August 2018
                                                                                                                                              • Nature’s Way enjoys a natural image
                                                                                                                                                • Figure 35: Brand personality – Micro image, August 2018
                                                                                                                                              • Brand analysis
                                                                                                                                                • Seven Seas has the strongest brand image
                                                                                                                                                  • Figure 36: User profile of Seven Seas, August 2018
                                                                                                                                                • Berocca is perceived as a fun and accessible brand
                                                                                                                                                  • Figure 37: User profile of Berocca, August 2018
                                                                                                                                                • Sub-brands take the limelight from Vitabiotics
                                                                                                                                                  • Figure 38: User profile of Vitabiotics, August 2018
                                                                                                                                                • Centrum lacks stand-out from the other brands
                                                                                                                                                  • Figure 39: User profile of Centrum, August 2018
                                                                                                                                                • Nature’s Way ethical and natural image recognised
                                                                                                                                                  • Figure 40: User profile of Nature’s Way, August 2018
                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                • Vitamins and supplements taken daily by one in three
                                                                                                                                                  • Multivitamins remain most popular
                                                                                                                                                    • Over-55s are main users of cod liver oil/fish oil
                                                                                                                                                      • Half of parents have children who take VMS
                                                                                                                                                        • Importance of supplements is recognised by many parents
                                                                                                                                                          • Physical stores are most common purchase locations for VMS
                                                                                                                                                            • Grocery stores take the biggest share of shoppers
                                                                                                                                                              • Vitamins and supplements is a price-driven category
                                                                                                                                                                • Peer reviews sway many
                                                                                                                                                                  • Researching VMS online is widespread
                                                                                                                                                                    • Superfood-based supplements resonate among the young
                                                                                                                                                                      • Improving trust in benefits is a priority
                                                                                                                                                                        • Navigation is an issue in the crowded category
                                                                                                                                                                        • Usage of Vitamins and Supplements

                                                                                                                                                                          • One in three takes vitamins and supplements daily
                                                                                                                                                                            • Figure 41: Usage of vitamins and supplements in the last 12 months, June 2018
                                                                                                                                                                          • Women and affluent consumers are core VMS users
                                                                                                                                                                            • VMS usage higher among younger consumers
                                                                                                                                                                              • Figure 42: Usage of vitamins and supplements in the last 12 months, by age and gender, June 2018
                                                                                                                                                                            • Multivitamins remain most popular
                                                                                                                                                                              • Vitamin D sees usage rise
                                                                                                                                                                                • Figure 43: Usage of vitamins in the last 12 months, July 2017 and June 2018
                                                                                                                                                                              • Over-55s are main users of cod liver oil/fish oil
                                                                                                                                                                                • Usage of calcium and iron increases
                                                                                                                                                                                  • Figure 44: Usage of minerals and dietary supplements in the last 12 months, June 2018
                                                                                                                                                                              • Children’s Usage of Vitamins and Supplements

                                                                                                                                                                                • Parents’ usage is key driver of children’s VMS usage
                                                                                                                                                                                  • Figure 45: Children’s usage of vitamins and supplements in the last 12 months, June 2018
                                                                                                                                                                                • Importance of supplements is recognised by many parents
                                                                                                                                                                                  • Figure 46: Agreement with “It's important that children under 12 take vitamins/supplements to support growth and development”, by the age of children in the household, June 2018
                                                                                                                                                                                • Fortified drink mixes garners interest
                                                                                                                                                                                  • Figure 47: Parents’ behaviours relating to children’s vitamins and supplements, June 2018
                                                                                                                                                                              • Shopping for Vitamins and Supplements

                                                                                                                                                                                • Physical stores are most common purchase locations for VMS
                                                                                                                                                                                  • Figure 48: Buyers’ purchasing of vitamins and supplements, by in-store and online channels, June 2018
                                                                                                                                                                                • Grocery stores take the biggest share of shoppers
                                                                                                                                                                                  • Figure 49: Retailers used to buy vitamins and supplements in-store in the last 12 months, June 2018
                                                                                                                                                                                • Specialists attract the greatest share of online VMS shoppers
                                                                                                                                                                                  • Figure 50: Online retailers used to buy vitamins and supplements in the last 12 months, June 2018
                                                                                                                                                                              • Choice Factors for Vitamins and Supplements

                                                                                                                                                                                • Vitamins and supplements remain a price-driven category
                                                                                                                                                                                  • Figure 51: Factors influencing choice of vitamins and supplements when buying for oneself, June 2018
                                                                                                                                                                                • Brands hold most clout among the young
                                                                                                                                                                                  • Peer reviews sway many
                                                                                                                                                                                  • Behaviours Relating to Vitamins and Supplements

                                                                                                                                                                                    • Researching VMS online is widespread
                                                                                                                                                                                      • Figure 52: Behaviours relating to vitamins and supplements, June 2018
                                                                                                                                                                                    • Superfood-based supplements resonate among the young
                                                                                                                                                                                      • Personalised subscriptions could foster long-term usage and loyalty
                                                                                                                                                                                        • Home testing kits and surveys both offer means of personalisation
                                                                                                                                                                                        • Attitudes towards Vitamins and Supplements

                                                                                                                                                                                          • Improving trust in benefits is a priority
                                                                                                                                                                                            • Figure 53: Attitudes towards vitamins and supplements, June 2018
                                                                                                                                                                                          • The crowded category makes navigation an issue
                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                    • Figure 54: Best- and worst-case forecasts for the total UK vitamins and minerals market, by value, 2018-23
                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                                                      • Figure 55: UK retail value sales of vitamins and supplements, by brand, 2016-18
                                                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                      • Figure 56: Share of launches in the UK vitamins and supplements market, by branded vs own-label, 2015-18
                                                                                                                                                                                                      • Figure 57: Share of launches in the UK vitamins and supplements market featuring a demographic claims, by claim, 2015-18
                                                                                                                                                                                                      • Figure 58: Share of launches in the UK vitamins and supplements market featuring functional claims, by claim, 2015-18

                                                                                                                                                                                                  Vitamins and Supplements - UK - September 2018

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