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Vitamins and Supplements - UK - September 2017

Published By :

Mintel

Published Date : Sep 2017

Category :

Sugar & Supplements

No. of Pages : N/A

The UKs health trend has underpinned much of the success in the market over the last 4 years; however, an increasing focus on exercise and healthy eating has lessened consumer reliance upon vitamins and supplements. The upsurge in popularity of elimination diets provides an opportunity, while exploring tailored supplement plans should help brands to remain relevant in the current health-orientated climate.
Table of contents

OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Vitamins and supplements market sees sales decline
Figure 1: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2012-22
Children and the over-50s drive category sales
Considerable growth for direct selling
Health trend will continue to benefit market
Popularity of elimination diets provides opportunity for supplements
The importance of sleep is gaining more focus
Companies and brands
Market remains heavily fragmented
Figure 2: Share of retail value sales of top-selling vitamin and supplement brands, 2016-17
New products continue to drive launch activity
Berocca taps into the on-the-go market with fizzy melt tablets and powder
Potential for more teenage-positioned launches
Overall advertising spend falls in 2016
Bassetts Vitamins sponsor ITVs Catchphrase
The consumer
Over half of consumers take vitamins and supplements
Figure 3: Usage of vitamins and supplements in the last 12 months, July 2017
Multivitamins continue to dominate the vitamins segment
Figure 4: Usage of vitamins, by type, July 2017
Men are core users of cod liver oil and fish oil/omega-3
Figure 5: Usage of minerals and dietary supplements, by type, July 2017
Clear age bias in usage of VMS formats
Figure 6: Usage of formats of vitamins and supplements, July 2017
Brain/nervous system claims are most important to 35-44s
Figure 7: Reasons for usage of vitamins and supplements, July 2017
Flavours could be used to influence format choice
Figure 8: Interest in vitamins and supplements, July 2017
Scope for patch formats to enter the market
Two thirds want only natural ingredients in supplements
Figure 9: Attitudes towards vitamins and supplements, July 2017
Category noise increases desire for tailored VMS
What we think
ISSUES AND INSIGHTS
Expanding health positioning to boost male engagement
The facts
The implications
Elimination diets present growth opportunities
The facts
The implications
Tailoring vitamin/supplement plans could help with navigation of the market
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Vitamins and supplements market sees sales decline
Children and the over-50s drive category sales
Considerable growth for direct selling
Health trend will continue to benefit market
Popularity of elimination diets provides opportunity for supplements
The importance of sleep is gaining more focus
MARKET SIZE AND FORECAST
Vitamins and supplements market sees sales decline
Figure 10: UK retail value sales of vitamins and supplements, at current and constant prices, 2012-22
Return to growth expected for vitamins and supplements market
Figure 11: Best- and worst-case forecast of UK value sales of vitamins and supplements, 2012-22
Forecast methodology
MARKET SEGMENTATION
Children and the over-50s drive category sales
Sales for mens supplements stagnate
Figure 12: UK retail value sales of vitamins and supplements, by segment, 2016-17
Value sales growth for bone care supplements
CHANNELS TO MARKET
Buyout of Sainsburys pharmacies contributes to grocery sales decline
Figure 13: UK retail value sales of vitamins and supplements, by outlet type, 2015-16
Considerable growth for direct selling
MARKET DRIVERS
Health trend will continue to benefit market
Figure 14: Any usage of vitamins and supplements in the last 12 months, by age group, July 2017
Birth rates remain static
Figure 15: Trends in the number of live births in England and Wales, 2006-16
Vitamin D supplements are still being advised for all
Figure 16: Total hours of sunshine in the UK, by season, 2013-17
Media raises question over the need to take supplements
Popularity of elimination diets provides opportunity for supplements
Figure 17: Types of foods/ingredients avoided by respondent or household member, by age group, September 2016
Vegetarians well catered for; vegan-friendly supplements lag behind
Figure 18: New product launches in the UK vitamins and supplements market that are suitable for vegans or vegetarians, 2014-17
The importance of sleep is gaining more focus
Rise of the smart drugs
Inflation ends the rise in real consumer incomes
COMPANIES AND BRANDS WHAT YOU NEED TO KNOW
Market remains heavily fragmented
New products continue to drive launch activity
Berocca taps into the on-the-go market with fizzy melt tablets and powder
Potential for more teenage-positioned launches
Overall advertising spend falls in 2016
Bassetts Vitamins sponsor ITVs Catchphrase
MARKET SHARE
Market remains heavily fragmented
Figure 19: Share of UK retail value sales of vitamins and supplements, by brand, 2015-17
LAUNCH ACTIVITY AND INNOVATION
New products continue to drive launch activity
Figure 20: New product launches in the UK vitamins and supplements market, by launch type, 2014-17
Tablets and capsules regain majority share of launches
Figure 21: New launches in the UK vitamins and supplements market, by format type, 2014-17
Figure 22: Own-label vs branded new product launches in the UK vitamins and supplements market, by format type, 2016
Berocca taps into on-the-go market with fizzy melt tablets and powder
Innovative effervescent offerings target beauty and weight loss
Brands remain the driving force behind NPD; Asda and Morrisons step up own-label ranges
Figure 23: Share of new product launches in the UK vitamins and supplements market, by company, 2014-17
Mars enters the UK vitamins and supplements market with cocoa flavanols
Cricket protein powders hit the market
Tom Oliver Nutrition brings sustainable omega-3 supplements to the market
Tapping into the positive mental health and wellbeing trend
Figure 24: New product launches in the UK vitamins and supplements market carrying a functional claim, 2014-17
New premium beauty supplement brand enters the market
Steady increase in NPD supplements targeted at women
Figure 25: New product launches in the UK vitamins and supplements market, by target demographic group, 2014-17
Potential for more teenage-positioned launches
ADVERTISING AND MARKETING ACTIVITY
Overall advertising spend falls in 2016
Figure 26: Recorded above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, 2014-17
Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by top 10 advertisers for 2016, 2014-17
Vitabiotics spends heavily on TV advertising
Figure 28: Share of recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by media type, 2014-17
Seven Seas encourages people to join the #TrueAge movement
Berocca introduces Roccy the chameleon as its new brand character
Figure 29: Share of recorded above-the-line, online display and direct mail total advertising expenditure on vitamins and supplements, by top brands, 2014-17
Bassetts Vitamins sponsor ITVs Catchphrase
Nielsen Ad Intel coverage
THE CONSUMER WHAT YOU NEED TO KNOW
Over half of consumers take vitamins and supplements
Multivitamins continue to dominate the vitamins segment
Men are core users of cod liver oil and fish oil/omega-3
Clear age bias in usage of VMS formats
Brain/nervous system claims are most important to 35-44s
Flavours could be used to influence format choice
Scope for patch formats to enter the market
Two thirds want only natural ingredients in supplements
Category noise increases desire for tailored VMS
USAGE OF VITAMINS AND SUPPLEMENTS
Over half of consumers take vitamins and supplements
Figure 30: Usage of vitamins and supplements in the last 12 months, July 2017
Multivitamins continue to dominate the vitamins segment
Figure 31: Usage of vitamins, July 2017
Vitamin D usage is highest amongst the over-65s
Figure 32: Usage of Vitamin D, by age group, July 2017
Men are core users of cod liver oil and fish oil/omega-3
Figure 33: Usage of minerals and dietary supplements, July 2017
USAGE OF FORMATS
Tablets/capsules are the most commonly taken supplement format
Figure 34: Usage of formats of vitamins and supplements, by type, July 2017
Oral sprays remain a niche format
Clear age bias in usage of VMS formats
Figure 35: Usage of format types of vitamins and supplements, by age group, July 2017
REASONS FOR TAKING VITAMINS AND SUPPLEMENTS
General health is the biggest motivator for taking VMS
Brain/nervous system claims are most important to 35-44s
Figure 36: Reasons for taking vitamins and supplements, July 2017
Young people concerned with benefiting appearance and weight
INTEREST IN INNOVATION IN VITAMINS AND SUPPLEMENTS
Strong interest in supplements containing real fruit juice
Figure 37: Interest in innovation in vitamins and supplements, July 2017
Flavours could be used to influence format choice
Savoury flavours could help consumers to reach their five-a-day
Supplements tailored towards particular lifestyle choices appeals
Scope for patch formats to enter the market
ATTITUDES TOWARDS VITAMINS AND SUPPLEMENTS
Two thirds want only natural ingredients in supplements
Figure 38: Attitudes towards vitamins and supplements, July 2017
Trust in own-labels is higher amongst older groups
Category noise increases desire for tailored VMS
Two fifths of consumers find it hard to get required vitamins and minerals from diet
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX MARKET SIZE AND FORECAST
Figure 39: Best- and worst-case forecasts for the total UK vitamins and minerals market, by value, 2017-22
Forecast methodology
APPENDIX MARKET SHARE
Figure 40: UK Retail value sales of vitamins and supplements, by brand, 2015-17
APPENDIX MARKET DRIVERS
Figure 41: Projected trends in the age structure of the UK population, 2017-22
Figure 42: Total hours of sunshine in the UK, by season, 2013-17
APPENDIX LAUNCH ACTIVITY AND INNOVATION
Figure 43: New product launches in the UK vitamins and supplements market, by branded and own-label, 2014-17
APPENDIX ADVERTISING AND MARKETING ACTIVITY
Figure 44: Recorded above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, by media type, 2014-17
APPENDIX THE CONSUMER
Figure 45: Repertoire of usage of vitamins, July 2017
Figure 46: Repertoire of usage of minerals and dietary supplements, July 2017
Figure 47: Repertoire of formats of vitamins and supplements, by gender by age group, July 2017
Figure 48: New product launches in the UK vitamins and supplements market carrying an all-natural or a no additives/preservatives claim, 2014-17

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