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Vitamins, Minerals & Supplements Market Assessment 2011
Key Note Publications Ltd, November 2011, Pages: 121
This Key Note Market Report Update examines the UK market for vitamins, minerals and supplements (VMS). Coinciding with the economic downturn in 2008, the VMS market began to decline in value, falling by 11.1% between 2007/2008 and 2010/2011, and is currently estimated to be worth £364m. The slow economic recovery, compounded by pessimistic unemployment and inflation figures, has prompted consumers to adjust their priorities and cut back on discretionary items, including VMS products.
The composition of the market has also changed recently, for example, market share for vitamin products has grown, in particular sales of multivitamins and vitamin B and C, while minerals and supplements, particularly fish oils and evening primrose oils, have declined. In 2010/2011, sales of vitamin products amounted to £150.5m and accounted for 41.3% of total VMS products sales, up from £132.8m and 32.4% in 2007/2008. In contrast, market share for minerals and supplements reduced from 67.6% in 2007/2008 to 46% in 2010/2011.
Results from a survey commissioned by Key Note and conducted in September 2011 show that nearly a third (30%) of respondents took some form of VMS product at least once a week. 12% of adults, however, attested to having markedly reduced their consumption of such products, while 10.1% revealed that they had reduced their intake of VMS products as a result of reports stating that they are unnecessary. The possibility of future studies questioning the value of taking relatively expensive VMS products, and/or warning of possible safety issues, therefore adds considerable uncertainty to the market’s outlook.
Further uncertainty surrounds the pending European Parliament’s Food Supplements Directive (FSD), with some controversy centring on the issue of maximum permitted levels in supplements. A draft list of permitted levels is expected to be published before the end of 2011. Key Note expects the biggest driver for long-term growth in the VMS market to come from the UK’s increasingly ageing population. Not only does consumption of these products generally increase with age, but many VMS products have been specifically formulated to target specific age-related ailments, such as heart conditions, brain function and joint care.
Key Note forecasts that the total VMS market will decrease by a further 1.9% in 2011/2012. It is then expected to resume growth in 2012/2013, as the economy improves and is projected to reach £389m by 2015/2016.
MARKET DYNAMICS AND SEGMENTATION
Factors Driving or Affecting the Market
[(c)The Total Market
VITAMINS, MINERALS AND SUPPLIMENTS IN THE DIET
Recommended Daily Allowances
Average Nutrient intakes
Sources and Benefits of Vitamins, Minerals and Supplements
[(c)MANUFACTURER AND RETAILER SHARES
Advertising and Promotion
MAIN MEDIA ADVERTISING
An International Perspective
WESTERN EUROPE AND SCANDINAVIA
Republic of Ireland
"I Regularly (At Least Once a Week) Take Some Form of Vitamin, Mineral or Supplement Product"
"I Used to Take a Vitamin, Mineral or Supplement Product Regularly, But Only Occasionally Do So Now"
"I Am Taking Less Vitamin, Mineral or Supplement Products Now Because of Reports Saying That They Are Not Necessary"
"I Don't Know Whether to Believe Reports Saying That Vitamins, Minerals and Supplements Do Not Do Any Good and Are Perhaps Even Harmful"
"I Never or Only Very Infrequently Take a Vitamin, Mineral or Supplement Product"
"I Feel That Taking Multivitamins or Single Vitamins Makes Up For Any Deficiencies in My Diet"
"I Feel That Taking Cod Liver Oil or Other Fish Oils Helps Keep my Joints Supple"
"I Feel That Taking Glucosamine is of Benefit to My Joints and Muscles"
"I Think That Taking Vitamin C Helps to Ward Off Colds"
"I Believe That Taking the Antioxidant Vitamins A, C, E and Beta-Carotene Can Slow the Ageing Process and Help You Live Longer"
"I Am Concerned That Some Vitamin, Mineral or Supplement Products May Be Banned in Future Owing to EU Legislation"
Bayer Consumer Care
Boehringer Ingelheim Ltd
Chefaro UK Ltd
DCC Health and Beauty Solutions Ltd
Natures Aid Ltd
New Nordic Ltd
Pharma Nord (UK) Ltd
Power Health Products Ltd
Quest Vitamins Ltd
Schwabe Pharma (UK) Ltd
Seven Seas Ltd
Wassen International Ltd
Wyeth Consumer Healthcare
RETAILERS' OWN LABELS
Holland and Barrett
Superdrug Store PLC
MAIL ORDER AND THE INTERNET
Key Note Sources
Key Note Ltd
Understanding TGI Data
Number, Profile, Penetration
- Bayer Consumer Care
- Boehringer Ingelheim Ltd
- Chefaro UK Ltd
- Cultech Ltd
- DCC Health and Beauty Solutions Ltd
- Efamol Ltd
- Ernest Jackson
- Health Perception
- Klosterfrau Healthcare
- Natures Aid Ltd
- NeutraHealth PLC
- New Nordic Ltd
- Pharma Nord (UK) Ltd
- Potters Ltd
- Power Health Products Ltd
- Quest Vitamins Ltd
- Schwabe Pharma (UK) Ltd
- Seven Seas Ltd
- Solgar Vitamins
- Vitabiotics Ltd
- Wassen International Ltd
- Wyeth Consumer Healthcare
- Alliance Boots
- Holland and Barrett
- Superdrug Store PLC
- Tesco PLC
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