- Published: April 2012
- Region: Great Britain, United Kingdom
Vitamins, Minerals & Supplements Market Update 2013
- Published: July 2013
- Region: United Kingdom
- 75 Pages
- Key Note Publications Ltd
This Market Assessment Update analyses the UK market for vitamins, minerals and supplements (VMS). Some VMS products have been affected by the global economic downturn of 2008; however, the overall market has been sustained by certain consumer groups, especially women and older people, who often feel that vitamins and supplements are essential to their well-being. As a result, the overall VMS market fared relatively well during the recession, with total value sales growing by 3.9% in the year ending April 2013, after a 2% rise was witnessed in the previous 12 months. While demand for some VMS products remains strong, value sales of other products have been falling.
By sector, the market share of vitamin products has been growing in recent years, particularly due to sales of multivitamins and vitamins B and C. In the year ending April 2013, sales of vitamin B and vitamin C grew by 7.3% and 8.1%, respectively. By contrast, sales of folic acid fell by 30.3% over the same period. Within the minerals sector, there has been strong demand for calcium, iron and magnesium minerals, but sales of zinc fell by 14.3%. In the fish oils sector, cod liver oil remained popular with consumers, while uptakes of omega-3 fish oil appear to have fallen by 7.9%.
Sales of VMS products by chemists and drugstores continued to account for the largest share of total retail sales of VMS products in 2012, at an estimated 37%; however, their share of the market has fallen in recent years. This sector is dominated by Alliance Boots. The abolition of resale price maintenance (RPM) for over-the-counter (OTC) medicines in 2001 led to a growth in sales of VMS products through grocery multiples; sales of VMS through these outlets accounted for 34% of the total in 2012.
Consumers appeared to remain in favour of branded VMS products over own-label ones during recession; in the year ending April 2013, branded VMS products accounted for 55.9% of total value sales, compared with 44.1% for own-label products. The branded VMS market is dominated by a small number of significant manufacturers and several small suppliers, including Vitabiotics — which accounted for 12.4% of total VMS manufacturers’ sales in that year — followed by Seven Seas (12.1%), Bayer (8%), and Wyeth (3.4%).
In the own-label sector, Holland & Barrett continues to gain success by offering customers heavily discounted products, and it accounted for an estimated 16.8% of the total VMS market in 2012/2013. Alliance Boots is another major retailer of branded and own-brand products, accounting for an estimated 10.4% of the market total.
The authors expect that the UK VMS market will continue to be under the influence of macro-economic factors, including ongoing economic hardship, high unemployment rates and limited household disposable income. Growth is expected to remain subdued over the forecast period compared with earlier years, and will be determined by the strength of the UK’s economic recovery. However, some growth is assured, owing to the UK’s increasingly ageing population. The authors forecast that the total VMS market will grow by 19.4% between 2013 and 2017. SHOW LESS READ MORE >
MARKET DYNAMICS AND SEGMENTATION
Factors Driving or Affecting the Market
THE TOTAL MARKET SIZE
VITAMINS, MINERALS AND SUPPLEMENTS IN THE DIET
Recommended Daily Allowances
Average Nutrient Intake
Sources and Benefits of Vitamins, Minerals and Supplements
St John's Wort
Advertising and Promotion
MAIN MEDIA ADVERTSING
Penetration of All Products
Penetration of Specific Products
Reason for Consumption
Understanding Consumer Survey Data
Number, Profile, Penetration