Report: Vitamins and Mineral Supplements - UK

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

Vitamins and Mineral Supplements - UK - May 2007

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