Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Vitamins and Supplements - UK - September 2019

Covered in this report

This report covers the following vitamins and supplements sectors:

  • Vitamins – multivitamins and single-dose vitamins (ie Vitamins A, B, C, D, E etc).
  • Minerals – eg iron, zinc, calcium, potassium, magnesium, copper, selenium.
  • 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 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.


    “The strong focus on diet for health benefits and the growing availability of fortified and functional food and drink present major challenges for the VMS market, making it even more important for products to create compelling standout. Organic products, fun formats with exciting flavours and vitamins/supplements tailored to individual needs are all areas of opportunity.”

    – Emma Clifford, Associate Director – Food and Drink

    This report examines the following issues:

    • Big opportunities in personalised supplements for gut health
    • Ingredient provenance and organic are underexplored opportunities
    • Scope for more exciting flavours and formats

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

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

          • The market
            • Value sales stagnate in 2019
              • Value growth set to return
                • Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2014-24
              • Products with specific functions see biggest decline
                • Direct selling sees growth
                  • Recent scientific research may fuel consumer scepticism
                    • Fortification makes healthy diets easier
                      • The rise of plant-based diets has important implications
                        • Companies and brands
                          • Wellkid/man/teen/woman brands maintain their marginal lead, own-label loses share
                            • Figure 2: Share of UK retail value sales of vitamins and supplements, by brand, 2017/18 and 2018/19
                          • Tablets become less prevalent in NPD
                            • Half of launches are now botanical/herbal
                              • An uplift in products with beauty benefits in 2019
                                • The decline in adspend levelled off in 2018
                                  • Healthspan and Berocca take new approaches to advertising
                                    • Seven Seas has the strongest all-round positive image
                                      • The consumer
                                        • Daily usage of vitamins, minerals and supplements is high
                                          • Figure 3: Usage of vitamins and supplements in the last 12 months, June 2019
                                        • Multivitamins are most popular
                                          • Lifestyle changes impact usage
                                            • Figure 4: Usage of vitamins in the last 12 months, June 2018 and June 2019
                                          • Usage of glucosamine rises, linked to positive media coverage
                                            • Figure 5: Usage of minerals and dietary supplements in the last 12 months, June 2018 and June 2019
                                          • Supporting general health is top motivation
                                            • Gut health is more important
                                              • Figure 6: Reasons for taking vitamins and supplements, July 2017 and June 2018
                                            • Personalisation and home testing kits attract strong interest
                                              • Demand for greater transparency around ingredient origin
                                                • Figure 7: Behaviours relating to vitamins and supplements, June 2019
                                              • The concept of ‘beauty from within’ chimes
                                                • Under-35s deem organic products to be superior
                                                  • Figure 8: Attitudes towards vitamins and supplements, June 2019
                                                • Usage of vitamins/supplements containing CBD is high among under-45s
                                                  • Figure 9: Usage of vitamins/supplements containing CBD, by age and gender, June 2019
                                                • Easing pain, aiding relaxation and improving sleep are most commonly associated with CBD
                                                  • Figure 10: Perceptions of vitamins/supplements containing CBD, by usage of CBD supplements, June 2019
                                                • What we think
                                                • Issues and Insights

                                                  • Big opportunities in personalised supplements for gut health
                                                    • The facts
                                                      • The implications
                                                        • Ingredient provenance and organic are underexplored opportunities
                                                          • The facts
                                                            • The implications
                                                              • Scope for more exciting flavours and formats
                                                                • The facts
                                                                  • The implications
                                                                  • The Market – What You Need to Know

                                                                    • Value sales stagnate in 2019
                                                                      • Value growth set to return
                                                                        • Products with specific functions see biggest decline
                                                                          • Direct selling sees growth
                                                                            • Recent scientific research may fuel consumer scepticism
                                                                              • Fortification makes healthy diets easier
                                                                                • The rise of plant-based diets has important implications
                                                                                  • Demographic changes will act to both help and hinder the category
                                                                                    • Real incomes have been thriving
                                                                                    • Market Size and Forecast

                                                                                      • Value sales stagnate in 2019
                                                                                        • Figure 11: UK retail value sales of vitamins and supplements, at current and constant prices, 2014-24
                                                                                      • Value growth set to return
                                                                                        • Figure 12: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2014-24
                                                                                      • Forecast methodology
                                                                                      • Market Segmentation

                                                                                        • Products with specific functions see biggest decline
                                                                                          • Figure 13: UK retail value sales of vitamins and supplements, by segment, 2017/18- 2018/19
                                                                                      • Channels to Market

                                                                                        • Direct selling sees growth
                                                                                          • Figure 14: UK retail value sales of vitamins and supplements, by outlet type, 2017 and 2018
                                                                                      • Market Drivers

                                                                                        • Mounting competition from healthy diets
                                                                                          • Figure 15: Share of food and drink launches carrying vitamins/mineral fortification and functional claims, 2015-19
                                                                                        • Fortification makes healthy diets easier
                                                                                          • Multivitamin controversy
                                                                                            • The rise of plant-based diets has important implications
                                                                                              • The market is slow to react to the war on plastic
                                                                                                • CBD reclassified as a novel food
                                                                                                  • Ageing population benefits the market
                                                                                                    • Decline in birth rates and child population is a threat
                                                                                                      • Figure 16: Trends in the age structure of the UK population, 2014-19 and 2019-24
                                                                                                    • Real incomes have been thriving
                                                                                                      • Figure 17: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2013-June 2019
                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                    • Wellkid/man/teen/woman brands maintain their marginal lead
                                                                                                      • Own-label loses share
                                                                                                        • Tablets become less prevalent in NPD
                                                                                                          • Half of launches are now botanical/herbal
                                                                                                            • An uplift in products with beauty benefits in 2019
                                                                                                              • The decline in adspend levelled off in 2018
                                                                                                                • Healthspan and Berocca take new approaches to advertising
                                                                                                                  • Seven Seas has the strongest all-round positive image
                                                                                                                  • Market Share

                                                                                                                    • Wellkid/man/teen/woman brands maintain their marginal lead
                                                                                                                      • Own-label loses share
                                                                                                                        • Figure 18: UK retail value sales of vitamins and supplements, by brand, 2016/17-2018/19
                                                                                                                      • Bassetts benefits from NPD
                                                                                                                      • Launch Activity and Innovation

                                                                                                                        • Tablets become less prevalent in NPD
                                                                                                                          • Figure 19: Share of launches in the UK vitamins and supplements market, by format, 2015-19
                                                                                                                        • More activity in gummies …
                                                                                                                          • Figure 20: Examples within the Gumi range, 2018
                                                                                                                        • … particularly in the beauty space
                                                                                                                          • A very fragmented NPD landscape
                                                                                                                            • Figure 21: Share of launches in the UK vitamins and supplements market, by top 15 companies (sorted by 2018), 2015-19
                                                                                                                          • Vitabiotics extends Wellkid Peppa Pig range with new Pro-tummy variant
                                                                                                                            • Seven Seas launches news JointCare products
                                                                                                                              • Figure 22: Examples of launches from Vitabiotics and Seven Seas, 2018-19
                                                                                                                            • Brands dominate launch activity, but share slips slightly in 2018
                                                                                                                              • Figure 23: Share of launches in the UK vitamins and supplements market, by branded and own-label, 2015-19
                                                                                                                            • Half of launches are now botanical/herbal
                                                                                                                              • Figure 24: Share of launches in the UK vitamins and supplements market, by top 15 claims (excluding functional claims), 2015-19
                                                                                                                            • Significant growth potential within all-natural NPD
                                                                                                                              • Vegan claims are popular in 2019
                                                                                                                                • An uplift in products with beauty benefits in 2019
                                                                                                                                  • Figure 25: Seven Seas Perfect 7 Renewal 30 Advanced Day Duo Pack, 2018
                                                                                                                                  • Figure 26: Share of launches in the UK vitamins and supplements market, by functional claims, 2015-19
                                                                                                                                • Sleep and stress attracts more NPD attention
                                                                                                                                  • Fermented food trend crosses over into the VMS market
                                                                                                                                  • Advertising and Marketing Activity

                                                                                                                                    • The decline in adspend levelled off in 2018
                                                                                                                                      • Figure 27: Recorded above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, 2015-19
                                                                                                                                    • Healthspan and Berocca take new approaches to advertising
                                                                                                                                      • Healthspan put the focus on provenance in 2019 ad campaign
                                                                                                                                        • Berocca launches ‘No Day Too Tough’ campaign with branded TV content
                                                                                                                                          • Lemlift TV ad centres on the effects of a horrible winter commute
                                                                                                                                            • Seven Seas teams up with celebrities
                                                                                                                                              • Figure 28: Recorded above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by top 15 advertiser (sorted by 2018), 2016-19
                                                                                                                                            • A rise in digital adspend in 2018 and 2019
                                                                                                                                              • Figure 29: Total above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by top media type, 2016-19
                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                            • Brand Research

                                                                                                                                                • Brand map
                                                                                                                                                  • Figure 30: Attitudes towards and usage of selected brands, August 2019
                                                                                                                                                • Key brand metrics
                                                                                                                                                  • Figure 31: Key metrics for selected brands, August 2019
                                                                                                                                                • Brand attitudes: Seven Seas stands out on trust and quality perceptions
                                                                                                                                                  • Figure 32: Attitudes, by brand, August 2019
                                                                                                                                                • Brand personality: Bassetts has the most fun image
                                                                                                                                                  • Figure 33: Brand personality – Macro image, August 2019
                                                                                                                                                • Centrum and Seven Seas lead associations with being expert and effective
                                                                                                                                                  • Figure 34: Brand personality – Micro image, August 2019
                                                                                                                                                • Brand analysis
                                                                                                                                                  • Well Kid/Man/Teen/Woman headline
                                                                                                                                                    • Figure 35: User profile of Well Kid/Man/Teen/Woman, August 2019
                                                                                                                                                  • Centrum leads brand satisfaction
                                                                                                                                                    • Figure 36: User profile of Centrum, August 2019
                                                                                                                                                  • Seven Seas has the strongest all-round positive image
                                                                                                                                                    • Figure 37: User profile of Seven Seas, August 2019
                                                                                                                                                  • Berocca lags behind on expert associations
                                                                                                                                                    • Figure 38: User profile of Berocca, August 2019
                                                                                                                                                  • Bassetts is most likely to be seen as fun and youthful
                                                                                                                                                    • Figure 39: User profile of Bassetts, August 2019
                                                                                                                                                  • Perfectil has limited awareness and uptake, but a committed user base
                                                                                                                                                    • Figure 40: User profile of Perfectil, August 2019
                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                  • Daily usage of vitamins, minerals and supplements is high
                                                                                                                                                    • Multivitamins are most popular
                                                                                                                                                      • Lifestyle changes impact usage
                                                                                                                                                        • Usage of glucosamine rises, linked to positive media coverage
                                                                                                                                                          • Supporting general health is top motivation
                                                                                                                                                            • Gut health is more important
                                                                                                                                                              • Personalisation and home testing kits attract strong interest
                                                                                                                                                                • Demand for greater transparency around ingredient origin
                                                                                                                                                                  • The concept of ‘beauty from within’ chimes
                                                                                                                                                                    • Under-35s deem organic products to be superior
                                                                                                                                                                      • Easing pain, aiding relaxation and improving sleep are most commonly associated with CBD
                                                                                                                                                                      • Usage of Vitamins and Supplements

                                                                                                                                                                        • Daily usage is high
                                                                                                                                                                          • Figure 41: Usage of vitamins and supplements in the last 12 months, June 2019
                                                                                                                                                                        • Over a third are occasional or lapsed users, linked to competition from healthy diets
                                                                                                                                                                          • Usage varies significantly by age and gender
                                                                                                                                                                            • Figure 42: Usage of vitamins and supplements in the last 12 months, by gender and age, June 2019
                                                                                                                                                                          • Presence of children drives usage
                                                                                                                                                                            • Financial health is a major factor
                                                                                                                                                                              • Figure 43: Usage of vitamins and supplements in the last 12 months, by financial situation, June 2019
                                                                                                                                                                            • Multivitamins are most popular
                                                                                                                                                                              • Figure 44: Usage of vitamins in the last 12 months, June 2018 and June 2019
                                                                                                                                                                            • Lifestyle changes impact usage
                                                                                                                                                                              • Usage of glucosamine rises, linked to positive media coverage
                                                                                                                                                                                • Figure 45: Usage of minerals and dietary supplements in the last 12 months, June 2018 and June 2019
                                                                                                                                                                            • Reasons for Taking Vitamins and Supplements

                                                                                                                                                                              • Supporting general health is top motivation
                                                                                                                                                                                • Figure 46: Reasons for taking vitamins and supplements, July 2017 and June 2018
                                                                                                                                                                              • A decline in young adults taking VMS for this reason
                                                                                                                                                                                • Gut health is more important
                                                                                                                                                                                  • Brain/nervous system claims are most important to male under-35s
                                                                                                                                                                                  • Behaviours Relating to Vitamins and Supplements

                                                                                                                                                                                    • Personalisation attracts strong interest
                                                                                                                                                                                      • Figure 47: Behaviours relating to vitamins and supplements, June 2019
                                                                                                                                                                                    • Interest in home testing kits is high
                                                                                                                                                                                      • Demand for greater transparency around ingredient origin
                                                                                                                                                                                        • Scope for more exciting flavours and formats
                                                                                                                                                                                        • Attitudes towards Vitamins and Supplements

                                                                                                                                                                                          • The concept of ‘beauty from within’ chimes
                                                                                                                                                                                            • Figure 48: Attitudes towards vitamins and supplements, June 2019
                                                                                                                                                                                          • Yet low usage of VMS with appearance benefits
                                                                                                                                                                                            • NPD centring on appearance is gathering momentum
                                                                                                                                                                                              • Under-35s deem organic products to be superior
                                                                                                                                                                                                • Figure 49: Agreement with attitudes towards vitamins and supplements, by usage of vitamins, minerals or dietary supplements, June 2019
                                                                                                                                                                                            • Usage and Perceptions of CBD

                                                                                                                                                                                              • Awareness of CBD is high …
                                                                                                                                                                                                • Figure 50: Awareness of cannabidiol (CBD), by age, June 2019
                                                                                                                                                                                              • … as well as usage
                                                                                                                                                                                                • Figure 51: Usage of vitamins/supplements containing CBD, by age and gender, June 2019
                                                                                                                                                                                              • Easing pain, aiding relaxation and improving sleep are most commonly associated with CBD
                                                                                                                                                                                                • Figure 52: Perceptions of vitamins/supplements containing CBD, by usage of CBD supplements, June 2019
                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                      • Figure 53: Best- and worst-case forecasts for the total UK vitamins and supplements market, by value, 2019-24
                                                                                                                                                                                                    • Forecast methodology

                                                                                                                                                                                                    Vitamins and Supplements - UK - September 2019

                                                                                                                                                                                                    £1,995.00 (Excl.Tax)