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Vitamins and Supplements - UK - September 2015

Published By :

Mintel

Published Date : Sep 2015

Category :

Sugar & Supplements

No. of Pages : N/A

Value sales of vitamins and mineral supplements flatlined in 2014, as reduced NPD (New Product Development) and a shift towards healthier diets impacted consumer interest in the market. Sales of demographically targeted vitamins continued to fare well, however, reflecting the consumer desire for personalisation.

Table of Content

Overview

What you need to know

Executive Summary

Value sales growth stalls in 2014
Figure 1: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2010-20
Powders grow share of launch activity
Figure 2: New product launches in the vitamins and supplements market, by format type, January 2012-June 2015
Modern life has young adults stressed
Figure 3: Health issues experienced and future concern, June 2015
Multivitamins remain most popular vitamin
Figure 4: Vitamins taken in the last 12 months, by frequency, June 2015
Parents look to vitamins to bolster children’s immune systems
Figure 5: Parents’ attitudes towards children’s use of vitamins and supplements, June 2015
Tapping into consumer diets
Figure 6: Attitudes towards vitamins and supplements, June 2015
What we think

Issues and Insights

Tapping into the trend for healthy eating
The facts
The implications
Bolstering usage of Vitamin D
The facts
The implications
Health tech trends could help with VMS personalisation
The facts
The implications

The Market – What You Need to Know

Value sales growth comes to a halt in 2014
Personalisation remains key to future growth
Higher prices drive sales through chemists/drugstores
UK’s ageing population presents opportunities for vitamins and supplements market
Tapping into the dieting boom
Fish oil supplements receive mixed press
Health body recommends everyone take Vitamin D

Market Size and Forecast

Value sales flatline in 2014
Figure 7: Value sales of vitamins and supplements, 2010-20
Modest growth predicted
Figure 8: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2010-20

Segment Performance

Demographically positioned vitamins enjoy growth
Figure 9: UK retail value sales of vitamins and supplements, by segment, years ending June 2014 and 2015
Men’s vitamins enjoy 12% year-on-year rise in value sales
Consumers seek energy boost from vitamins

Channels to Market

Higher prices drive sales through chemists/drugstores
Figure 10: UK retail value sales of vitamins and supplements, by outlet type, 2013-14
Hard discounters continue to grow

Market Drivers

Ageing population provides opportunities to vitamins market
Figure 11: Trends in the age structure of the UK population, 2010-20
Sandwich Generation provides opportunity for vitamins market
Baby boom ends
Figure 12: Number of births in the UK, 2000-14
Diet fads result in gaps in consumer vitamin intake
Fish oil supplements receive positive and negative press
Health body recommends everyone take Vitamin D
Misleading labelling on herbal supplements

Key Players – What You Need to Know

Own-label remains dominant force
Seven Seas is most trusted brand
Opportunity for targeted television advertising
Seven Seas launches campaign targeted at senior market
Powders account for increasing share of NPD
Sugar-free claims on the rise

Market Share

Own-label remains dominant force
Figure 13: UK retail value sales of vitamins and supplements, by brand, years ending June 2014 and 2015
Independent brands benefit from growing interest in demographic-specific vitamins

Brand Research

Brand map
Figure 14: Attitudes towards and usage of selected brands, July 2015
Key brand metrics
Figure 15: Key metrics for selected brands, July 2015
Brand attitudes: Vitabiotics has a particularly innovative image which may encourage perceptions of being worth paying more for
Figure 16: Attitudes, by brand, July 2015
Brand personality: Seven Seas’ longevity and price point create accessible image
Figure 17: Brand personality – macro image, July 2015
Centrum most likely to be associated with expertise; Sanatogen struggles with old-fashioned image
Figure 18: Brand personality – micro image, July 2015
Brand analysis
Vitabiotics enjoys stronger image of innovation and vibrancy than other brands
Figure 19: User profile of Vitabiotics, July 2015
Seven Seas remains the most trusted and most used brand
Figure 20: User profile of Seven Seas, July 2015
Centrum has particularly strong image among younger groups
Figure 21: User profile of Centrum, July 2015
Sanatogen has an old-fashioned image among consumers
Figure 22: User profile of Sanatogen, July 2015
Bioglan has slightly more exclusive image, perhaps because of its prices
Figure 23: User profile of Bioglan, July 2015

Brand Communication and Promotion

Advertising expenditure remains consistent
Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, January 2012- June 2015
Opportunity for targeted television advertising
Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, % share by media type, January 2012-June 2015
Vitabiotics leads advertising expenditure
Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by advertiser, January 2012- June 2015
Coverage/methodology clarification

Launch Activity and Innovation

New products account for over four in five launches
Figure 27: New product launches in the vitamins and supplements market, by launch type, January 2012-June 2015
Figure 28: Examples of new product launches, January 2012-June 2015
Powders grow share of launch activity
Figure 29: New product launches in the vitamins and supplements market, by format type, January 2012-June 2015
Figure 30: Examples of powdered supplement launches, 2015
Energy claims prove the fastest growing
Figure 31: Fastest growing product positioning claims in the vitamins and supplements market, 2013-14
High-sugar diets offer potential for NPD
Figure 32: Examples of vitamins and supplements launches carrying low/no/reduced sugar claims, January 2014-June 2015
Fragmented launch activity
Figure 33: New product development in vitamins and supplements market, by top five ultimate companies and other, 2014
Figure 34: BetterYou Range, January 2014-June 2015
Men’s Health magazine launches vitamin range

The Consumer – What You Need to Know

Modern life has young adults stressed
Consumers worried by the effects of ageing
Obesity = the big issue
Over two in five adults take vitamins daily
Children more likely to take vitamins on an occasional basis
Parents look to vitamins to bolster children’s immune systems
Convenience makes supermarket the most popular channel
Tapping into consumer diets

Health Issues

Half of all adults worry about stress
Figure 35: Health issues experienced and future concern, June 2015
Old age health issues top future concerns
Obesity remains major health issue
Finances impacting wellbeing
Figure 36: Repertoire of health issues, by financial situation, June 2015

Usage and Frequency of Vitamins and Supplements

Over two in five adults take vitamins daily
Figure 37: Usage of vitamins and supplements in the last 12 months, June 2015
Multivitamins remain most popular vitamin
Figure 38: Vitamins taken in the last 12 months, by frequency, June 2015
Bolstering Vitamin D usage
Usage of mineral supplements low
Figure 39: Supplements taken in the last 12 months, by frequency, June 2015
Usage of fish oil-based supplements declines
Figure 40: Comparison of vitamins and supplements taken (daily or occasionally) in the last 12 months, June 2014 and June 2015

Attitudes towards Children’s Vitamins and Supplements

Children more likely to take vitamins on an occasional basis
Figure 41: Children’s usage of vitamins and supplements, June 2015
Parents look to vitamins to bolster children’s immune systems
Figure 42: Parents’ attitudes towards children’s use of vitamins and supplements, June 2015
Opportunity to further educate parents

Shopping for Vitamins and Supplements

Convenience makes supermarket the most popular channel
Figure 43: Channels used to purchase vitamins and supplements in the last 12 months, June 2015
Engaging the male market

Attitudes towards Vitamins and Supplements

Tapping into consumer diets
Figure 44: Attitudes towards vitamins and supplements, June 2015
Engaging with the active lifestyles of seniors
Figure 45: Any agreement with the statement “It is important to take vitamins/minerals/supplements when you are physically active”, by age, June 2015
Bolstering sales of branded vitamins and supplements
Figure 46: Attitudes towards vitamins and supplements, June 2015 (continued)

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Abbreviations
Fan chart forecast
Brand research
Brand map
Correspondence analysis

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