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VITAMINS AND SUPPLEMENTS - UK - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Healthcare

No. of Pages : N/A

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.

Table of contents
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

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