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Vitamins in the United Kingdom

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    Report

  • 25 Pages
  • September 2025
  • Region: United Kingdom
  • Euromonitor International
  • ID: 4752975
Retail value sales of vitamins are expected to rise in current terms in the UK in 2025. While value growth has been tempered by more modest increases in unit prices, volume sales have seen a stronger uptick, indicating increased consumer uptake. This rise in volume sales can be partly attributed to the straightforward positioning of multivitamins and single vitamins, which stand out amid a crowded market.

The Vitamins in United Kingdom report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Multivitamins, Single Vitamins.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Vitamins market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2025 DEVELOPMENTS
  • 2025 vitamin sales driven by category simplicity
  • Phizz Ltd goes from strength to strength
  • Online sales continue to gain share
PROSPECTS AND OPPORTUNITIES
  • Vitamins faces challenges from combination dietary supplements
  • Affordability key to category’s future prospects
  • Functional/fortified food and drink expansion presents moderate challenges going forward
CATEGORY DATA
  • Table 1 Sales of Vitamins by Category: Value 2020-2025
  • Table 2 Sales of Vitamins by Category: % Value Growth 2020-2025
  • Table 3 Sales of Multivitamins by Positioning: % Value 2020-2025
  • Table 4 NBO Company Shares of Vitamins: % Value 2021-2025
  • Table 5 LBN Brand Shares of Vitamins: % Value 2022-2025
  • Table 6 Forecast Sales of Vitamins by Category: Value 2025-2030
  • Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
CONSUMER HEALTH IN THE UNITED KINGDOM
EXECUTIVE SUMMARY
  • Consumer Health in 2025: The big picture
  • Key trends in 2025
  • Competitive landscape
  • Channel developments
  • What next for consumer health?
MARKET INDICATORS
  • Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
  • Table 9 Life Expectancy at Birth 2020-2025
MARKET DATA
  • Table 10 Sales of Consumer Health by Category: Value 2020-2025
  • Table 11 Sales of Consumer Health by Category: % Value Growth 2020-2025
  • Table 12 NBO Company Shares of Consumer Health: % Value 2021-2025
  • Table 13 LBN Brand Shares of Consumer Health: % Value 2022-2025
  • Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
  • Table 15 Distribution of Consumer Health by Format: % Value 2020-2025
  • Table 16 Distribution of Consumer Health by Format and Category: % Value 2025
  • Table 17 Forecast Sales of Consumer Health by Category: Value 2025-2030
  • Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
APPENDIX
  • OTC registration and classification
  • Vitamins and dietary supplements registration and classification
  • Self-medication/self-care and preventive medicine
  • Switches
  • Summary 1 OTC: Switches 2024-2025
DISCLAIMERDEFINITIONS
SOURCES
  • Summary 2 Research Sources