Vitamins and Supplements - UK - May 2009

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Terminology
• Drugstores
• Pharmacies
• Functional food and drink
• Glucosamine
• Market in Brief
• Vitamins and supplements lacking Va Va Voom
• Targeting by age
• Shifting distribution patterns
• Future outlook
• Internal Market Environment
• Key points
• Lifestyle
  • Figure 1: Health lifestyle statements, 2004-08
• Consumer concerns -- money not health?
• Functional foods
  • Figure 2: Purchase of food and drink with added health benefits (eg probiotic, omega-3 or cholesterol lowering), 2007 and 2008
• Health and wellness
  • Figure 3: Complaints suffered from in the last 12 months, 2004-08
• Ageing population offers opportunities
• Negative press
• Broader Market Environment
• Key points
• Age concern
  • Figure 4: Structure of the UK population, by age and gender, 2004-14
• An ageing population
• Household size
  • Figure 5: Trends in UK household size, 2004-14
• Smaller households -- heavier users
• Social (grade) divide
  • Figure 6: Trends in UK socio-economic group, 2004-14
• Competitive Context
• Key points
• Vitamins and supplements in context
• Retail sales of competing products
  • Figure 7: Indexed growth of UK retail value sales of selected competitor markets, 2003-08
• Innovation in functional foods
• Food and drink
• Fruit juice
• Functional water
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Retail sales of vitamins and supplements
  • Figure 11: UK value sales of UK vitamins and supplements, 2004-14
• Price pressures
• The future of the market
• Factors used in the forecast
• Segment Performance
• Key points
• Retail sales by sector
  • Figure 12: UK retail value sales of the UK vitamins and supplements, by sector*, 2004-14
• Retail sales by sub-sector
  • Figure 13: UK retail value sales of vitamins and supplements, by sector, 2007-09
• Alternatives
• Age-related concern
• Joint health sees greatest movement
• Making the most of the current economy
• Market Share
• Key points
• Own-label dominates
  • Figure 14: Manufacturers' shares in vitamins and supplements, 2007-09
• Power branding
• New entrants
• Companies and Products
  • Figure 15: UK vitamins and mineral supplements brand map
• Bayer
• Galenica
• Potters Herbal
• Equazen
• Seven Seas
• Solgar
• Vitabiotics
• Own-label and retailer activity
• Holland & Barrett
• Boots the Chemist
• Brand Communication and Promotion
• Key points
• Adspend activity
  • Figure 26: Main monitored media advertising spend on vitamins and mineral supplements, 2004-08
• High adspend:sales ratio
• Adspend by advertiser
  • Figure 27: Main monitored media advertising spend on vitamins and mineral supplements, by advertiser, 2004-08
• Taking a different approach
• Marketing themes
• The importance of a good education
• Love your lifestage
• Lifestyle -- do it, don' t lose it
• Vitality, energy, flexibility
• Heritage hallmark
• Retailers focus on discounts
• Channels to Market
• Key points
• Retail distribution
  • Figure 28: Retail distribution of vitamins and supplements, 2007-09
• Grocery multiples raise profile
• Here come the girls -- in Boots
• Makeover for health food shops?
• Online share growing
• Consumer Usage and Frequency
• Key points
• Usage intentions
  • Figure 29: Usage intentions towards vitamins and mineral supplements, February 2009
• More negative than positive
• Users and non-users -- by demographic group
  • Figure 30: Users and non-users, by demographic sub-group, February 2009
• Clear demarcation in demographic trends
• It' s a girl thing
• Socio-economic status
• Age and lifestage
• Own-labels and retailer initiatives
• Usage and frequency
  • Figure 31: Vitamin and other supplement users, 2004-08
• Usage in decline
• Users -- by demographic group
  • Figure 32: Users, by demographic sub-group, February 2009
• Encouraging higher usage
• Type of supplements consumed
  • Figure 33: Vitamin and other supplement users, 2004-08
• Four products in growth
• Lower profile for multivitamins
• Others losing their appeal?
• Lifestyle influences on vitamins and supplements use
  • Figure 34: Illnesses suffered from, by volume importance index to the vitamins and supplements market, 2008
  • Figure 35: Attitudes towards lifestyle, by volume importance index to the vitamins and supplements market, 2008
• Communicating with vegetarians
• Weighing things up
  • Figure 36: Usage of vitamin supplements, 2008
• Appendix
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Appendix -- Internal Market Environment
  • Figure 40: Vegetarians, by demographic sub-group, 2008
• Appendix -- Consumer Usage and Frequency
• Usage intentions
  • Figure 41: Usage intentions towards vitamins and mineral supplements, by demographic sub-group, February 2009
• Users and non-users
  • Figure 42: Users of vitamins and mineral supplements vs non-users, by demographic sub-group, February 2009
• Usage and frequency
  • Figure 43: Vitamin users and frequency, by demographic sub-group, 2008
  • Figure 44: Attitudes towards health, by weight of usage, 2009