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.
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
