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Vitamins and Supplements - UK - September 2016

Published By :

Mintel

Published Date : Sep 2016

Category :

Sugar & Supplements

No. of Pages : N/A

Increased NPD and investment in marketing helped return healthy growth to the vitamins and supplements market in 2015. Demographically positioned vitamins proved among the biggest success stories of the year, reflecting consumer demand for more targeted health solutions and indicating that brands could generate more interest in the category by exploring more specific gender- and age-related claims.

Table of Contents

OVERVIEW
What you need to know
Products covered in this report

EXECUTIVE SUMMARY
Steady growth projected for vitamins and supplements category
Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2011-21
Product launch activity soars
Figure 2: New launches in the UK vitamins and supplements market, by launch type, January 2013-June 2016
Consumers shift to daily usage
Figure 3: Usage of vitamins and supplements in the last 12 months, vs the previous 12 months, June 2015 and June 2016
Persuading men they need vitamins
Figure 4: Barriers to using vitamins and supplements, June 2016
Women more likely to experience vitamin deficiencies
Figure 5: Factors encouraging people to start using vitamins and supplements, June 2016
Professional advice drives trust in supplements
Figure 6: Factors encouraging trust in the vitamins and supplements market, June 2016
What we think

ISSUES AND INSIGHTS
Exploring more specific demographic issues
The facts
The implications
Appealing to a wider male audience
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Vitamins and supplements market returns to growth
Consumer demand for customised products grows
Healthy living trend drives sales for health food retailers
Targeting the ageing population
Debate over value of pregnancy vitamins
Vitamins in the media

MARKET SIZE AND FORECAST
Vitamins and supplements market enjoys buoyant sales
Figure 7: UK retail value sales of vitamins and supplements, at current and constant prices, 2011-21
Steady growth projected for vitamins and supplements category
Figure 8: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2011-21
The impact of the EU referendum vote
Figure 9: Alternative market scenarios for the post-Brexit vitamins and supplements market, at current prices, 2016-21
Figure 10: Detailed post-Brexit scenarios for the vitamins and supplements market, at current prices, 2016-21
Vitamins and supplements: A recession-proof market?

SEGMENT PERFORMANCE
Demographically positioned vitamins drive category sales
Figure 11: UK retail value sales of vitamins and supplements, by segment, years ending May 2015 and 2016
Sales of men’s vitamins on the rise
Opportunities for pro-pregnancy vitamins

CHANNELS TO MARKET
Healthy living trend drives sales for health food retailers
Figure 12: UK retail value sales of vitamins and supplements, by outlet type, 2014 and 2015
Further growth through discounter channels

MARKET DRIVERS
Targeting the ageing population
Figure 13: Trends in the age structure of the UK population, 2011-21
Tapping into the growing male population
Figure 14: Trends in the age structure of the UK population, by gender, 2011-16 and 2016-21
Baby boom slows
Figure 15: Trends in the number of live births, England and Wales, 2004-14
Debate over value of pregnancy vitamins
Vegetarianism and vegan trend
Figure 16: Mintel food tracker – Proportion of population who identify as vegetarian, August 2013-August 2015
Tapping into exercise habits
Figure 17: Participation in in-home and individual fitness activities, December 2014
Vitamins in the media
Research boost for fish oil and Omega-3 supplements
Health bodies advise Vitamin D for all
Figure 18: Screengrab from Google News, with search terms “Vitamin D”, August 2016
Concerns over iron tablets

KEY PLAYERS – WHAT YOU NEED TO KNOW
VMS market remains fragmented
Product launch activity and advertising soar
Powders increase share of launch activity
Brands go after children and babies market
Tapping into the physique boom
Vitabiotics invests in celebrity endorsement

MARKET SHARE
VMS market remains fragmented
Figure 19: Retail value sales of vitamins and supplements, by brand, years ending June 2015 and 2016
Vitabiotics gains market share

LAUNCH ACTIVITY AND INNOVATION
Product launch activity soars
Figure 20: New launches in the UK vitamins and supplements market, by launch type, January 2013-June 2016
Powders grow share of launch activity
Figure 21: New launches in the UK vitamins and supplements market, by format type, January 2013-June 2016
Figure 22: Examples of launches of powder-based vitamins and supplements, July 2015-June 2016
Other alternative formats
Figure 23: Reserol Boosting Films, Sweden, July 2016
Own-label vs branded
Figure 24: New launches in the UK vitamins and supplements market, own-label vs branded, January 2013-June 2016
Figure 25: Own-label vs branded launches, by format type, 2015
Figure 26: Examples of non-tablet/capsule format own-label vitamin and supplement product launches, January 2015-16
Fragmented launch activity by company
Figure 27: New launches in the UK vitamins and supplements market, by ultimate company, January 2013-June 2016
Launch activity underscores sales growth in targeted vitamins
Figure 28: Top 10 fastest-growing product positioning claims in the vitamins and supplements category, 2014-15
Tapping into the physique boom
Figure 29: Product launches in vitamins and supplements category carrying weight and muscle gain claims, 2015

ADVERTISING AND MARKETING ACTIVITY
Adspend rises in 2016
Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by media type, January 2013-June 2016
Healthspan leads advertising expenditure in 2015
Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by top 10 advertisers and other, January 2013-June 2016
Vitabiotics invests in celebrity endorsement
Figure 32: Vitabiotics Wellman campaign featuring David Gandy, June 2016
Nielsen Ad Intel coverage

THE CONSUMER – WHAT YOU NEED TO KNOW
Consumer shift towards daily usage
Multivitamins dominate category
Persuading men they need vitamins
Tapping into diets
Vitamins users exhibit proactive approach towards health
Weight loss vitamins register low levels of trust
Professional and scientific opinion drive trust
Bolstering trust in oral sprays

USAGE AND FREQUENCY OF VITAMINS AND SUPPLEMENTS
Consumer shift towards daily usage
Figure 33: Usage of vitamins and supplements in the last 12 months, vs the previous 12 months, June 2015 and June 2016
Upturn in male usage of vitamins and supplements
Figure 34: Changes in daily usage of vitamins and supplements over the last two years, by gender, June 2015 and June 2016
Multivitamins dominate category
Figure 35: Vitamins taken in the last 12 months, by frequency, June 2016
Bringing mineral supplements to a younger audience
Figure 36: Supplements taken in the last 12 months, by frequency, June 2016
Usage of Vitamin D supplements increases
Figure 37: Percentage point change in the proportion of adults using vitamins and supplements in the last 12 months, 2015-16

BARRIERS TO USING VITAMINS AND SUPPLEMENTS
Persuading men they need vitamins
Figure 38: Barriers to using vitamins and supplements, June 2016
Tapping into diets
Figure 39: Attitudes towards healthy eating, by age, August 2015
A quarter of non-users put off by price
Figure 40: Image of vitamin section from Tesco store in London, July 2016

USAGE MOTIVATIONS
Vitamins users exhibit proactive approach towards health
Figure 41: Factors encouraging people to start using vitamins and supplements, June 2016
Women more likely to experience vitamin deficiencies
Figure 42: Selected factors encouraging people to start using vitamins and supplements, by gender, June 2016
Young adults turn to vitamins to correct poor diet
Figure 43: Selected factors behind why people started using vitamins and supplements, by age and gender, June 2016
Figure 44: Myprotein Body Coach Recommendations, July 2016

TRUST IN VITAMINS AND SUPPLEMENTS
Musculoskeletal health vitamins enjoy high levels of trust
Figure 45: Trust in common vitamins’ and supplements’ health claims, June 2016
Trust highest amongst women
Figure 46: Proportion of adults who indicate trust in the following vitamins’ and supplements’ health claims, by gender, June 2016
Weight loss vitamins register low levels of trust
Professional and scientific opinion drive trust
Figure 47: Factors encouraging trust in the vitamins and supplements market, June 2016
Well-known brands register with young adults
Figure 48: Proportion of adults who would trust vitamin/supplement based on it being made by a well-known brand, by age, June 2016

PERCEPTIONS OF VITAMIN AND SUPPLEMENT FORMATS
Convenience drives popularity of tablets and capsules
Figure 49: Perceptions of vitamin and supplement formats, June 2016
Figure 50: Perceptions of different formats for vitamins and supplements, June 2016
Bolstering trust in oral sprays
Figure 51: Examples of Better You oral spray products, July 2016
Gummies boast child-friendly image

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology
Correspondence analysis

APPENDIX – KEY PLAYERS
Figure 52: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, January 2013-June 2016

APPENDIX – THE CONSUMER
Figure 53: New launches in the UK vitamins and supplements market designed for children aged 5-12 years old, by format type, January 2013-June 2016

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