Thursday, 11 September 2014

UK Vitamins and Supplements 2014 - Global Industry size, share, trend, strategy and growth

Although the top reason for taking vitamins/supplements is generic, the rise in value sales of vitamins/supplements specifically for men and women suggests that consumers want a degree of personalisation, offering opportunities for the market. Driving further segmentation within demographic groups could be a way to encourage growth. In 2014, the ASA (Advertising Standards Agency) has shown evidence of clamping down on claims in advertising, particularly when it comes to appearance benefits, suggesting that the advertising and claims environment could become more challenging for brands.

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Table of Content


Consumer research

Executive Summary

The market
Figure 1: Best- and worst-case forecast for retail value sales of vitamins and supplements, 2009-19
Market factors
Companies, brands and innovation
Figure 2: New product launches in vitamins and supplements, % by top claims, 2013 and 2014
Figure 3: New product launches in vitamins and supplements, % branded vs. own-label, 2010-14
The consumer
Figure 4: Vitamins and supplements taken daily or occasionally in the last 12 months, June 2014
Figure 5: Interest in appearance benefits, June 2014
What we think

Issues & Insights

Consumers want personalisation
The facts
The implications
The ASA is clamping down on advertising
The facts
The implications
High interest in appearance benefits
The facts
The implications

Trend Application

Trend: The Big Issue
Trend: Influentials
Futures: Generation Next

Market Drivers

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