Table of Contents
Executive Summary
-
- The market
- Health and wellness trends benefit VMS
-
- Figure 1: UK central line forecast value sales of the vitamins and supplements market (prepared on 16 August 2020), 2015-25
- Impact of COVID-19 on the vitamins and supplements category
- COVID-19 is a catalyst for growth in VMS
-
- Figure 2: Short-, medium- and long-term impact of COVID-19 on vitamins and supplements, 19 August 2020
- Companies and brands
- Own-label brands become more competitive …
-
- Figure 3: New product launches in the vitamins and supplements market, by launch type, January 2017–June 2020
- … but brands continue to lead
-
- Figure 4: Retail value sales of vitamins and supplements, by brand, June 2020
- The consumer
- COVID-19 drives engagement in VMS users
-
- Figure 5: Change in usage frequency of vitamins and supplements since the outbreak of COVID-19/ coronavirus, 25 June-8 July 2020
- Immune health is a priority in 2020
-
- Figure 6: Behaviours relating to usage of vitamins and supplements since the outbreak of COVID-19, 25 June-8 July 2020
- Create habits in occasional users
-
- Figure 7: Usage frequency of vitamins and supplements in the last 12 months, July 2020
- Vitamin D rises in popularity
-
- Figure 8: Usage of vitamins in the last 12 months, July 2020
- Healthy lifestyles lower usage of supplements
-
- Figure 9: Usage of minerals and dietary supplements in the last 12 months, July 2020
- Use emotional wellness to drive appeal
-
- Figure 10: Reasons for taking vitamins and supplements, July 2020
- Offering opportunities for personalisation
-
- Figure 11: Interest in vitamins and supplements, July 2020
- Quality comes a close second to price
-
- Figure 12: Purchase drivers for vitamins and supplements, July 2020
- The in-store shopping experience is key
-
- Figure 13: Behaviours relating to the purchase of vitamins and supplements, July 2020
COVID-19 and Vitamins and Supplements
-
- Impact on the market
- Major growth forecast in 2020
- Online VMS buying sees boost during lockdown
- Impact on consumers
- VMS users increase their repertoires
- Immune health is a key driver for usage
- COVID-19-induced stress sparks desire for mental wellness
- Vitamin D sees greater interest
- Almost half of the elderly buy VMS online
- Impact on companies and brands
- NPD focuses on Vitamin D
- Ensure trust in the category in the face of COVID-19 false advertising
Issues and Insights
-
- Immunity becomes a hot topic amidst COVID-19
- Emotional wellbeing claims can offer a point of difference
- Personalisation offers opportunities to premiumise
The Market – What You Need to Know
-
- Strong value growth expected in 2020
- Grocery multiples increase their offerings
- Consumers focus on healthy lifestyles
Market Size and Forecast
-
- COVID-19 drives value growth in vitamins and supplements category
-
- Figure 14: Short-, medium- and long-term impact of COVID-19 on vitamins and supplements, 19 August 2020
- Small and steady growth in 2019 …
-
- Figure 15: UK retail value sales of vitamins and supplements (prepared on 16 August 2020), 2015-2025
- … but 2020 will see a significant boom
-
- Figure 16: UK central line forecast value sales of the vitamins and supplements market (prepared on 16 August 2020), 2015-20
- Market drivers and assumptions
-
- Figure 17: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 28 July 2020)
- VMS will withstand the recession
-
- Figure 18: Value sales of vitamins and supplements, 2007-12
- Forecast methodology
Market Segmentation
-
- Growth in child population drives value of VMS
-
- Figure 19: UK retail value sales of vitamins and supplements, by segment, 2018-19
- Ageing population benefits some segments
- COVID-19 will drive demand in some areas
Channels to Market
-
- Chemists/drugstores are trusted experts
-
- Figure 20: UK retail value sales of vitamins and supplements, by outlet type, 2018-19
- Grocery multiples dedicate more space to VMS
- COVID-19 drives online shopping
Market Drivers
-
- Target the UK’s ageing population
-
- Figure 21: Trends in the age structure of the UK population, 2014-2024
- Fewer pregnancies impacts the category
- VMS for teens could resonate
-
- Figure 22: UK total fertility rate, 2015-2025
- Healthy eating intentions rise
-
- Figure 23: Intentions towards eating healthily, 2017-19
- Tackling scepticism towards VMS
- Vegan trend impacts the category
- Tapping into the eco-trend
-
- Figure 24: Change in eco-friendly BPC purchasing, November 2019
- Holistic health approach gains momentum
-
- Figure 25: Relative importance of mental/emotional wellbeing and diet/fitness, September 2019
- Technology offers convenience and personalisation
- New CBD regulations come into place
Companies and Brands – What You Need to Know
-
- Brands benefit from advertising campaigns
- Own-label retailers are leading NPD
- Digital advertising gains momentum
Market Share
-
- Brands show strong growth …
-
- Figure 26: Retail value sales of vitamins and supplements, by brand, years ending June 2019 and June 2020
- … but own-label is competitive
Launch Activity and Innovation
-
- NPD rises again in 2019
-
- Figure 27: New product launches in the vitamins and supplements market, by launch type, January 2017–June 2020
- Figure 28: Examples of new variety/range extensions in vitamins and supplements, 2019
- COVID-19 sparks Vitamin D product launches
-
- Figure 29: Examples of new products launched with vitamin D claims, 2020
- Differentiate through packaging
-
- Figure 30: VITL Krill Oil Omega 3 softgels launched in tin packaging, 2020
- Powder formats target the beauty-focused
-
- Figure 31: New product launches in the vitamins and supplements market, by format type, January 2017-June 2020
- Figure 32: Examples of powder formats launched in vitamins and supplements, 2019
- 2019 sees innovative liquid and chew formats
-
- Figure 33: Examples of vitamins and supplements launched in liquid and chew format, 2019
- Boots rises to the competition by tapping into holistic health
-
- Figure 34: New product development in the UK vitamins and supplements market, by ultimate company, 2019
- Figure 35: Boots NPD in the supplements category, 2020
- Top brands target the gut microbiome
-
- Figure 36: Examples of products launched supporting gut health, 2019 and 2020
- Own-label brands take a specialised approach
-
- Figure 37: New product launches in the UK vitamins and supplements market, by branded and own-label, January 2017–June 2020
- Figure 38: NPD from own-label brands in vitamins and supplements, 2019 and 2020
- Energy claim sees boost in 2019
-
- Figure 39: Top functional claims in the vitamins and supplement market, by 2019, 2018-19
- Figure 40: Examples of NPD in vitamins and supplements with energy claims, 2020
- Beauty VMS offers wellness
-
- Figure 41: Examples of products launched in vitamins and supplements with a wellness positioning, 2019 and 2020
- Botanical/herbal ingredients top non-functional claims
-
- Figure 42: Top non-functional claims in the vitamins and supplements market, by 2019, 2018-19
- Figure 43: Nutrigen vegy syrup for children who dislike vegetables, 2020
- Branching out into CBD alternatives
-
- Figure 44: Healthspan Alt-CBD Capsules, 2019
- Hone in on eco-friendly and ethical ingredient claims
-
- Figure 45: Examples of products launched in vitamins and supplements featuring environmentally-friendly or ethical claims, 2019 and 2020
- Vegan claims become bolder
-
- Figure 46: Boots Vegan A-Z vitamins and minerals, 2020
Advertising and Marketing Activity
-
- Big boost to digital advertising expenditure in 2019
-
- Figure 47: Total above-the line, online display and direct mail advertising expenditure on vitamins and supplements, by media type, January 2017 – June 2020
- Figure 48: Optimum nutrition Instagram post for home workout, 2020
- Brands join the fight against the pandemic in 2020
- False COVID-19 claims could undermine consumer trust
- Top brands target healthy lifestyles in 2019
-
- Figure 49: Total above-the-line, online display and direct mail advertising expenditure on vitamins and supplements, by leading companies and others, 2019
-
- Figure 50: Bioglan post workout recovery tips Instagram post, 2020
- Vitabiotics partners with celebrities to extend reach
-
- Figure 51: Wellman David Gandy campaign, 2020
- Seven Seas promotes authentic reviews to garner trust
-
- Figure 52: Seven Seas TV advertisement with The Home Tester Club, 2019
- Empowering consumers through VMS
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 53: Attitudes towards and usage of selected brands, July 2020
- Key brand metrics
-
- Figure 54: Key metrics for selected brands, July 2020
- Brand attitudes: Seven Seas is a trusted brand
-
- Figure 55: Attitudes, by brand, July 2020
- Brand personality: Bioglan and Immunace perceived as ethical
-
- Figure 56: Brand personality – macro image, July 2020
- Centrum is seen as effective
-
- Figure 57: Brand personality – micro image, July 2020
- Brand analysis
- Centrum enjoys strong brand awareness
-
- Figure 58: User profile of Centrum, July 2020
- Seven Seas advertising drives trusted brand status
-
- Figure 59: User profile of Seven Seas, July 2020
- Berocca is perceived as highly differentiated
-
- Figure 60: User profile of Berocca, July 2020
- Immunace benefits from expert associations
-
- Figure 61: User profile of Immunace, July 2020
- Bioglan fitness positioning appeals to 25-34 year olds
-
- Figure 62: User profile of Bioglan, July 2020
The Consumer – What You Need to Know
-
- Consumers seek emotional wellness
- Personalised supplements appeal
- Build the in-store and online shopping experiences
The Impact of COVID-19 on Vitamins and Supplements
-
- COVID-19 drives focus on immunity …
-
- Figure 63: Change in usage frequency of vitamins and supplements since the outbreak of COVID-19/coronavirus, by age, 25 June-8 July 2020
- … however the category hasn’t seen new users
- Own-label could boost appeal amongst young people
-
- Figure 64: Increased spend on healthcare products as a result of COVID-19/coronavirus, 6 August-14 August 2020
- Consumers seek out wellbeing benefits
-
- Figure 65: Behaviours relating to usage of vitamins and supplements since the outbreak of COVID-19/coronavirus, by age, 25 June-8 July 2020
- Obesity and weight become bigger concerns
-
- Figure 66: Concerns as a result of the COVID-19/coronavirus outbreak, 23 April-7 May 2020
- Transparency will earn brands trust
-
- Figure 67: Care/of evaluation criteria, 2020
- The pandemic will reinforce localism
-
- Figure 68: Changes in priorities since the outbreak of COVID-19, 7-14 May 2020
- The rise in cross-category products poses a threat
Usage of Vitamins and Supplements
-
- Strong daily usage signals trust in VMS
-
- Figure 69: Usage frequency of vitamins and supplements in the last 12 months, June 2019 and July 2020
- Catch-all multivitamins appeal
-
- Figure 70: Usage of vitamins in the last 12 months, June 2019 and July 2020
- COVID-19 drives usage of Vitamin D
- Consumers focus on diet to the detriment of certain VMS
-
- Figure 71: Usage of minerals and dietary supplements in the last 12 months, June 2019 and July 2020
- Usage of pre/probiotics indicates gut health concerns
Reasons for Taking Vitamins and Supplements
-
- Older consumers focus on physical health
-
- Figure 72: Reasons for taking vitamins and supplements, July 2020
- 25-44 year olds supplement their diets
-
- Figure 73: Adults who take vitamins and supplements to supplement their diet, by age, July 2020
- Promote the wellness benefits of taking supplements
-
- Figure 74: Adults who take vitamins and supplements to improve their mental wellbeing, by age, July 2020
- Help consumers to self-diagnose
- Addressing modern health concerns
Interest in Vitamins and Supplements
-
- Personalisation is in demand
-
- Figure 75: Interest in vitamins and supplements, July 2020
- Young people want variety
-
- Figure 76: Interest in vitamins and supplements, by age, July 2020
- Transparency communicates product and ingredient safety
Purchase Drivers for Vitamins and Supplements
-
- Price is the top driver
-
- Figure 77: Purchase drivers for vitamins and supplements, July 2020
- Performance, strength and formulation claims signal quality
- Appeal to the over-55s through convenient product formats
- Environment and ethics offer differentiation
Purchase Behaviours Relating to Vitamins and Supplements
-
- In-store experience is important
-
- Figure 78: Place of purchase of vitamins and supplements, online vs in-store, July 2020
- Online VMS shopping is popular
- COVID-19 encourages the elderly to buy online
-
- Figure 79: Place of purchase of vitamins and supplements, online vs in-store, by age, July 2020
- Habit-buying signals lack of knowledge in the VMS category
-
- Figure 80: Behaviours relating to the purchase of vitamins and supplements, July 2020
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Back to top