Vitamins and Mineral Supplements - UK 

Published by: Mintel International Group Ltd.

Published: May. 1, 2007 - 87 Pages

Table of Contents

Issues in the Market

Key themes of the report

- Cold and Flu Remedies - UK, Market Intelligence, December 2006

Market in Brief

Sales value struggles to find growth

Failing to reap the benefit from healthier lifestyles

Own-labels dominate supply

Leading brands are well-supported

Women are greatest users

Industry faces challenging future

Internal Market Environment

Key Points

A healthier nation

Figure 1: Usage of vitamins and other supplements in the last 12 months, by agreement with selected statements on health, 2006

Potential for further growth

Colds and headaches top list of complaints

Figure 2: Usage of vitamins and other supplements in the last 12 months, by complaints suffered from, 2006

Opportunities to cross promote

Functional foods have increased awareness…

…as has 5 A DAY

Role of the media

Does doctor know best?

Interest in self-diagnostics is growing

Broader Market Environment

Key Points

EU directive improves safety

Work-life imbalance contributes to rising stress levels

Demographic trends favour growth

Figure 3: Trends in UK population by age, 2002-12

Rising incomes make supplements more affordable

Figure 4: Trends in PDI and consumer expenditure, 2002-12

Strengths and Weaknesses

Strengths

Weaknesses

Competitive Context

VMS faces strong competition

Figure 5: UK retail sales of vitamins, minerals and supplements and products which compete with them, 2002-06

Consumers respond to 5 A DAY message

Functional foods focus on families and beyond

The omega-3 onslaught

Figure 6: New product launches incorporating Omega 3 ingredient, January 2001-March 2007

Figure 7: Examples of leading brands of functional foods, 2007

Figure 8: Functional food and drink claims, 2006

Smoothies - the youth market is covered

Complementary medicines have ad hoc appeal

Market Value and Forecast

Key Points

VMS sales stagnate

Figure 9: Market size and forecast of vitamins, minerals and supplements*, 2002-12

Supplements gain share

Figure 10: UK retail sales of vitamins, tonics and dietary supplements, by sector and value, 2002-06

Moving forward

Segment Performance

Key Points

Growth confined to omega-3 and other supplements

Figure 11: UK retail sales of vitamins, tonics and dietary supplements, by type and value, 2002-06*

NPD driving growth in kids sector

High-dose supplements take minor share

Market Share

Key Points

Own-labels increase their share…

…at the expense of leading brands

Figure 12: Manufacturer’s share of vitamins, tonics and dietary supplements, by value, 2002-06

Chefaro takes a back seat…

…while Galencia surges ahead

Companies and Brands

Key Points

Bayer focuses on Sanatogen brand

Sanatogen

Other brands

Boots is leading own-label supplier

Galencia carves itself a niche

Potters Herbal

Equazen

Perrigo concentrates on own-label

Seven Seas leads branded sector

Seven Seas

Hofels

Solgar restricts itself to independent sector

Holland & Barrett

Brand Communication and Promotion

Key Points

Market remains committed to ATL main media spend

Figure 13: Main monitored media advertising expenditure on vitamins, minerals and supplements, 2002-06

Direct mail dominates spend

Figure 14: Main monitored media advertising expenditure on vitamins, minerals and supplements, by media type 2002-06

Adspend is highly-fragmented

Figure 15: Main monitored media advertising expenditure on vitamin and mineral supplements, 2002-06

Channels to Market

Key Points

Grocery multiples challenge chemists

Figure 16: UK retail sales of vitamins and dietary supplements, by type of outlet and value, 2002-06

Boots trades on trust

Health food stores more able to offer advice

Online share small but growing

Online retailers push down prices

The Consumer

Key Points

VMS usage remains relatively unchanged

Figure 17: Usage of vitamins and other supplements in the last 12 months, 2002-06

A definite female slant

Figure 18: Main users of vitamins and other supplements in the last 12 months, 2006

Pain = commitment

If it ain’t broke don’t fix it

Figure 19: Non-users of vitamins and other supplements in the last 12 months, 2006

Multivitamins lose out

Figure 20: Types of vitamins and other supplements taken regularly, 2002-06

The Consumer - Consumption Habits

Key Points

Figure 21: Consumption habits of vitamins and mineral supplements, February 2007

Non-users offer scope for expansion

Over-45s are most committed…

…but sometimes forget

Young have tendency to lapse

…or to be ad hoc users

Appendix

Introduction

Consumer research

ACORN

Advertising data

Internal market environment

Figure 26: Agreement with selected lifestyle statements on health, 2006

Figure 27: Complaints suffered from in the last 12 months, 2002-06

Figure 28: Adults who are trying to slim and frequency of dieting, 2002-06

Figure 29: Usage of vitamins and other supplements in the last 12 months, by slimming and dieting, 2006

Broader market environment

UK usage well ahead of European neighbours

Figure 30: Usage of vitamins and other supplements in the last 12 months, by country, 2006

Figure 31: Working women by age of own children, 1998-2006

Figure 32: Trends in PDI and consumer expenditure, 2002-12

Factors incorporated in the forecast

Consumer 1 - Detailed demographics

Figure 33: Usage of vitamins and other supplements in the last 12 months, by demographic sub-group, 2006

NOP data

Figure 34: Consumption habits of vitamins and mineral supplements, February 2007

Figure 35: Reasons for taking vitamins and mineral supplements, February 2007

Figure 36: Reasons for NOT taking vitamins and mineral supplements, February 2007

Specific vs non-specific reasons

Figure 37: Enthusiasm for taking vitamins and supplements for specific reasons, February 2007

Figure 38: Enthusiasm for taking vitamins and supplements for specific reasons, February 2007

Figure 39: Enthusiasm for taking vitamins and supplements for specific reasons, February 2007

Figure 40: Consumer typologies based on reasons not to take vitamins, February 2007

Abstract

As a nation we are becoming more aware of the need to eat more healthily and in particular of the benefits of eating five or more portions of fruit and vegetables a day.

This trend has not translated into an increased use of VMS products, however. Indeed, a significant minority of adults say they are consciously eating more fruit and vegetables in order to avoid the need to supplement.

Functional foods provide strong competition to some supplements. An increasingly wide range of processed foods are now available offering fortification with vitamins, minerals and omega-3. The involvement of the largest manufacturers in the development of these products has helped to ensure their success.

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