EXECUTIVE SUMMARY

UK
September 2013
Vitamins and Supplements
ROSHIDA KHANOM
OTC and Personal Care Analyst
People are cynical of vitamins and supplements products; however,
they do agree that they can be part of a healthy diet. With a bit of a
nudge, people can be convinced to include vitamins as part of their
healthy lifestyles. However, the lack of an overall governing body to help
decipher the category, as well as conficting information in the media,
has resulted in confusion around what to take or if they need them.
Research and advice is critical to purchase decisions, and engaging users
in online forums could boost consumer confdence in the category.
1
Vitamins and Supplements
Executive Summary
September 2013
COMPANIES, BRANDS AND INNOVATION
The vitamins and supplements market is a
fragmented market, with the top six companies
making up 30% of new launches year on year.
The majority of new launches are made up of
smaller companies. Market share data show a
similar picture, where the top six brands make
up 27% of market share in the year ending June
2013. The range of products available in this
category may be aiding the confusion in this
category, and resulting in people doing their
research before they go in-store. (See Figure 3)
THE CONSUMER
Women, the elderly and those with young children
are the greatest users of vitamins/supplements.
However, 38% of men using vitamins/
supplements on a regular basis and a 25%
growth in value of products aimed at men in 2012
suggest that this is a demographic with great
potential. As men become more conscious of their
health and appearance, aiming more products to
the needs and desires of this group could further
drive the segments performance.
FIGURE 1: BEST- AND WORST-CASE SCENARIO FOR RETAIL VALUE SALES OF VITAMINS AND SUPPLEMENTS, 2008-18
SOURCE: BASED ON IRI/MINTEL
THE MARKET
The market is predicted to grow by 20% to
490 million in the best case or 9% to 446
million in the worst case by 2018. Mintel
predicts the market to grow by nearly 15% to
469 million by 2018 with growth coming from
an ageing population and the continued baby
boom. Both these factors are likely to contribute
to an increase in vitamins specifc to these
demographics, eg heart health for the elderly.
(See Figure 1)
MARKET FACTORS
Adults aged 25-34 are most likely to be
occasional users of vitamins/supplements. With
the growth of this population predicted by 2018,
opportunities exist to drive frequency of usage in
this group to boost the category. With exercise
being a key feature of getting healthier, and
with this demographic most likely to visit leisure
centres, there may be opportunities for vitamin/
supplement manufacturers to couple with gyms to
offer products to boost general health or free gym
classes with purchases of products. (See Figure 2)
2
Vitamins and Supplements
Executive Summary
September 2013
FIGURE 2: NEW PRODUCT ACTIVITY IN VITAMINS AND SUPPLEMENTS, % SHARE BY
TOP SIX MANUFACTURERS, 2009-13
* growth index year is 2009
SOURCE: MINTEL GNPD
FIGURE 3: FREQUENCY OF VITAMIN/SUPPLEMENT USAGE, JULY 2013
Thinking about vitamins, minerals and dietary supplements, how often, if at all, have
you taken the following in the past 12 months?
Base: 2,000 internet users aged 16+
SOURCE: GMI/MINTEL
Research is the most important infuencing factor
in this category, with 28% of people researching
what they will buy before going in-store. With
advice considered important, whether from a
health professional, in-store professional or
friends/family, there is potential to gain consumer
interest using social media before the point of
entering the store. Offering better information
and using experienced users via social media
to spread the word could be a way to engage
people before the point of sale. (See Figure 4 )
People are increasingly making the connection
between diet and nutrients. Although 50% of
adults agree that vitamins/supplements are used
to fx a bad diet, a third agree that its impossible
to get all the vitamins/supplements you need
from diet alone and 46% agree that they are an
important part of maintaining good health. This
suggests that more people may be willing to
add vitamins/supplements to their usual healthy
lifestyles. Repositioning them in the shopping aisle
in supermarkets could be one way to reinforce
their healthy image, for example positioning them
closer to healthy food/drink. (See Figure 5)
3
Vitamins and Supplements
Executive Summary
September 2013
FIGURE 4: MOST POPULAR ATTITUDES TOWARDS SHOPPING FOR VITAMINS/SUPPLEMENTS, JULY 2013
Which, if any, of the following statements about buying vitamins/supplements apply to you?
Base: 1,321 internet users aged 16+ who take vitamins/supplements or have given them to their child/ren in the past 12 months
SOURCE: GMI/MINTEL
FIGURE 5: SELECTED ATTITUDES TOWARDS VITAMINS AND SUPPLEMENTS, JULY 2013
Thinking about vitamins, mineral and dietary supplements, to what extent do you
agree or disagree with the following statements?
Base: 2,000 internet users aged 16+
SOURCE: GMI/MINTEL
SOURCE: GMI/MINTEL
PUBLISHED BY
Mintel Group Ltd
www.mintel.com
email: info@mintel.com
HELP DESK
UK +44 (0)20 7778 7155
US +1 (312) 932 0600
Australia +61 (0)2 8284 8100
Japan +81 (3) 5456 5605
China +86 (21) 6386 6609
Singapore +65 (0)6 818 9850
TERMS AND CONDITIONS OF USE
Any use and/or copying of this document is subject
to Mintels standard terms and conditions, which are
available at http://www.mintel.com/terms.
If you have any questions regarding usage of this
document please contact your Account Manager or call
your local helpdesk.
2013 Mintel Group Ltd. All rights reserved. Confdential to Mintel.
What We Think
The vitamins and supplements market is one that holds a high level
of scepticism from non-users, resulting in many dropping in and
out of the category. Conficting information presented in the media,
as well as mistrust of whether vitamins/supplements actually make
any difference, has resulted in a lower willingness to try products.
In addition, as household fnances tighten, people are more likely to
cut back in an area where they are unsure whether they are getting
value for money. The industry can do much to prove to consumers that
products are doing something, whether its simple diagnostics to show
that more vitamins are being taken into the body or whether its more
complex clinical studies to really prove the effcacy of products.