Vitamins and Supplements

Vitamins and
Supplements - UK,
September 2013
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Table of Contents
Vitamins and Supplements

UK, September 2013
INTRODUCTION ..................................................................................................................................... 8
Definitions ....................................................................................................................................... 8
Consumer research ............................................................................................................................................ 9
Abbreviations .................................................................................................................................. 9
EXECUTIVE SUMMARY ....................................................................................................................... 10
The market .................................................................................................................................... 10
Figure 1: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2008-18 ............. 10
Market factors ............................................................................................................................... 10

Companies, brands and innovation .............................................................................................. 11
Figure 2: New product activity in vitamins and supplements, % share by top six manufacturers, 2009-13 ....... 11
The consumer ............................................................................................................................... 12

Figure 3: Frequency of vitamin/supplement usage, July 2013 .......................................................................... 12
Figure 4: Most popular attitudes towards shopping for vitamins/supplements, July 2013 ................................. 13
Figure 5: Selected attitudes towards vitamins and supplements, July 2013 ...................................................... 14
What we think................................................................................................................................ 14
ISSUES IN THE MARKET .................................................................................................................... 15
How have special offers impacted the market? ............................................................................ 15
Which age groups show the greatest potential for the market? ................................................... 15
How has changing legislation impacted the market? ................................................................... 15
Are consumers still sceptical of products? .................................................................................... 16
TREND APPLICATION ......................................................................................................................... 17
Trend: Make it Mine ...................................................................................................................... 17
Trend: Prepare for the Worst ........................................................................................................ 17
Trend: Generation Next ................................................................................................................ 17
MARKET DRIVERS .............................................................................................................................. 18
Key points ..................................................................................................................................... 18
Rise in the population of children .................................................................................................. 18
Figure 6: Trends in the age structure of the UK population, 2008-18 ................................................................ 18
Driving frequency among adults ................................................................................................... 19

Rise in elders ................................................................................................................................ 19
Exercise is more than important diet ............................................................................................ 20
Figure 7: Factors important for a healthy lifestyle, November 2012 .................................................................. 20
Figure 8: Attitudes towards weight loss, September 2012 ................................................................................ 21
Sceptical about functional foods/drinks ........................................................................................ 22

Figure 9: Frequency of using functional food and drink products, November 2012 ........................................... 22
Using the media to drive awareness ............................................................................................. 23

Figure 10: Awareness and understanding of functional ingredients, November 2012 ....................................... 23
However, negative impact of conflicting information .................................................................... 24

WHOS INNOVATING? ......................................................................................................................... 25
Key points ..................................................................................................................................... 25
Decline in total new launches ....................................................................................................... 26
Figure 11: New product launches in vitamins and supplements, % branded vs. own-label, 2009-13 ................ 26
Figure 12: Examples of own-label launches in 2012/13 in the effervescent tablet format ................................. 26
Rise in tablet launches .................................................................................................................. 27

Figure 13: New product launches in vitamins and supplements, % share by format, 2009-13 .......................... 27
A fragmented category .................................................................................................................. 28

Figure 14: New product activity in vitamins and supplements, % share by top six manufacturers, 2009-13 ..... 28
Vitabiotics and Seven Seas remain active year on year .............................................................. 29

Figure 15: Examples of new launches by Vitabiotics, 2009-July 2013 .............................................................. 30
Figure 16: Examples of new launches by Seven Seas, January 2012-July 2013.............................................. 31
Top claims are free-from ............................................................................................................... 33

Figure 17: New product launches in vitamins and supplements, % by top five claims, 2009-13 ....................... 33
Figure 18: Examples of botanical claims in 2012 and 2013 .............................................................................. 34
Mintel Group Ltd. All rights reserved.
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Table of Contents

UK, September 2013
MARKET SIZE AND FORECAST ......................................................................................................... 36

Key points ..................................................................................................................................... 36
Slow growth hampered by special offers ...................................................................................... 36
Figure 19: Value sales of vitamins and supplements, 2008-18 ......................................................................... 36
Targeted launches could grow the market .................................................................................... 37

Figure 20: Best- and worst-case scenario for retail value sales of vitamins and supplements, 2008-18 ........... 37
Forecast methodology .................................................................................................................. 38

SEGMENT PERFORMANCE ................................................................................................................ 39
Key points ..................................................................................................................................... 39
Multivitamins still most popular, with price rises driving value of other vitamins .......................... 39
Figure 21: Retail value sales of vitamins and supplements, by sector, 2011 and 2012 ..................................... 39
Mens vitamins see greatest boost ............................................................................................... 40

Figure 22: UK retail value sales of vitamins and supplements, by demographics and claims, 2011 and 2012 .. 40
Figure 23: Product launch aimed at men in 2013.............................................................................................. 41
Oldest and youngest demographics also show potential ............................................................. 41

MARKET SHARE .................................................................................................................................. 42
Key points ..................................................................................................................................... 42
Centrum has seen the biggest growth .......................................................................................... 42
Figure 24: Brand share of value sales in vitamins and supplements, years ending June 2012 and June
2013 ................................................................................................................................................................. 42
COMPANIES AND PRODUCTS ........................................................................................................... 44

Seven Seas ................................................................................................................................... 44
Figure 25: Financial performance of Seven Seas Limited, 2010 and 2011 ....................................................... 44
Product range and innovation ........................................................................................................................... 44
Figure 26: Seven Seas product launches in the vitamins and supplements market, 2013 (to June) ................ 45
Bayer ............................................................................................................................................. 46
Boots ............................................................................................................................................. 47
Figure 27: Financial performance of Alliance Boots, 2012 and 2013 ................................................................ 47
Figure 28: Boots product launches in the vitamins and supplements market, 2013 (to June) .......................... 48
Galenica ........................................................................................................................................ 48
Figure 29: Financial performance of Vifor Pharma UK Ltd., 2011 and 2012 ..................................................... 49
Holland & Barrett ........................................................................................................................... 49

Figure 30: Financial performance of Holland & Barrett Retail Limited, 2011 and 2012 ..................................... 49
Vitabiotics ...................................................................................................................................... 50
Figure 31: Financial performance of Vitabiotics Ltd., 2010 and 2011 ................................................................ 51
Figure 32: Vitabiotics product launches in the vitamins and supplements market, 2013 (to June) ................... 51
BRAND COMMUNICATION AND PROMOTION ................................................................................. 53

Key points ..................................................................................................................................... 53
Decline in advertising spend ......................................................................................................... 53
Figure 33: Main monitored media advertising spend on vitamins and supplements, 2009-13........................... 53
Vitabiotics and Bayer dominate advertising .................................................................................. 54

Figure 34: Main monitored media advertising spend on vitamins and supplements, % share by advertiser,
2012 ................................................................................................................................................................. 54
Television advertising most popular ............................................................................................. 55

Figure 35: Main monitored advertising expenditure on vitamins and supplements, % share by medium,
2009-13 ............................................................................................................................................................ 55
BRAND RESEARCH............................................................................................................................. 57
Brand map..................................................................................................................................... 57
Figure 36: Attitudes towards and usage of brands in the vitamin and supplement sector, July 2013 ................ 57
Correspondence analysis ................................................................................................................................. 58
Brand attitudes .............................................................................................................................. 59

Figure 37: Attitudes, by vitamin and supplement brand, July 2013 ................................................................... 59
Brand personality .......................................................................................................................... 59

Figure 38: Vitamin and supplement brand personality macro image, July 2013 ............................................ 60
Figure 39: Vitamin and supplement brand personality micro image, July 2013 .............................................. 61
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UK, September 2013
Brand experience .......................................................................................................................... 62

Figure 40: Vitamin and supplement brand usage, July 2013 ............................................................................ 62
Figure 41: Satisfaction with various vitamin and supplement brands, July 2013 ............................................... 63
Figure 42: Consideration of vitamin and supplement brands, July 2013 ........................................................... 64
Figure 43: Consumer perceptions of current vitamin and supplement brand performance, July 2013 .............. 65
Brand index ................................................................................................................................... 65

Figure 44: Vitamin and supplement brand index, July 2013 .............................................................................. 66
Target group analysis ................................................................................................................... 66

Figure 45: Target groups, July 2013 ................................................................................................................. 67
Figure 46: Vitamin and supplement brand usage, by target groups, July 2013 ................................................. 68
Group One Conformists ................................................................................................................................. 68
Group Two Simply the Best ........................................................................................................................... 69
Group Three Shelf Stalkers ........................................................................................................................... 69
Group Four Habitual Shoppers ...................................................................................................................... 69
Group Five Individualists ............................................................................................................................... 69
CHANNELS TO MARKET .................................................................................................................... 71

Key points ..................................................................................................................................... 71
Supermarkets growing in value at the cost of health food stores ................................................. 71
Figure 47: UK retail value sales of vitamins and supplements, by outlet type, 2011 and 2012 ......................... 71
Online sales show growth ............................................................................................................. 72

THE CONSUMER USAGE AND FREQUENCY OF VITAMINS AND SUPPLEMENTS ................... 73
Key points ..................................................................................................................................... 73
Young people more likely to dip in and out of the category ............................................................................... 74
Figure 48: Frequency of vitamin/supplement usage, July 2013 ........................................................................ 74
Multivitamins remain the most popular ............................................................................................................. 76
Figure 49: Usage and frequency of most popular five vitamins/minerals/supplements, July 2013 .................... 76
Young adults less committed to the category ................................................................................................... 77
Top reasons for taking vitamins/supplements are generic ................................................................................ 78
Figure 50: Top reasons for taking vitamins/supplements, July 2013 ................................................................. 78
Younger people driven more by appearance .................................................................................................... 79
Parents need a helping hand ............................................................................................................................ 79
THE CONSUMER FACTORS INFLUENCING PURCHASE OF VITAMINS AND

SUPPLEMENTS .................................................................................................................................... 81
Key points ..................................................................................................................................... 81
Shopping ....................................................................................................................................... 81
Figure 51: Most popular attitudes towards shopping for vitamins/supplements, July 2013 ............................... 81
Research is the most important influencer of what people buy .................................................... 82

Brand loyalty is low ....................................................................................................................... 83
THE CONSUMER LAPSED USERS ................................................................................................. 84
Key points ..................................................................................................................................... 84
Conflicting information is biggest reason for lapsed usage .......................................................... 84
Figure 52: Most popular views from lapsed users, July 2013 ............................................................................ 84
Money is an issue ......................................................................................................................... 85

THE CONSUMER ATTITUDES TOWARDS VITAMINS AND SUPPLEMENTS .............................. 87
Key points ..................................................................................................................................... 87
Vitamins can be part of a healthy lifestyle .................................................................................... 87
Figure 53: Selected attitudes towards vitamins and supplements, July 2013 .................................................... 87
Vitamins for appearance ............................................................................................................... 88

CONSUMER TYPOLOGIES ................................................................................................................. 89
Key points ..................................................................................................................................... 89
Figure 54: Consumer typologies in the vitamins/supplements sector, July 2013 .............................................. 89
Sceptics (45% or the equivalent of 19.2 million adults) ................................................................ 90

Who are they? .................................................................................................................................................. 90
Habituals (29% or the equivalent of 12.4 million adults) ............................................................... 90

Who are they? .................................................................................................................................................. 91
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UK, September 2013
Solution Specific (26% or the equivalent of 11.1 million adults) ................................................... 91

Who are they? .................................................................................................................................................. 91
APPENDIX SEGMENT PERFORMANCE ......................................................................................... 92

Figure 55: Retail volume sales of vitamins and supplements, by sector, 2011 and 2012 .................................. 92
Figure 56: UK retail value sales of vitamins and supplements, by demographics and claims, 2011 and 2012 .. 92
APPENDIX MARKET SHARE ........................................................................................................... 93

Figure 57: Brand share of volume sales in vitamins and supplements, years ending June 2012 and June
2013 ................................................................................................................................................................. 93
APPENDIX BRAND RESEARCH ...................................................................................................... 94

Figure 58: Brand usage, July 2013 ................................................................................................................... 94
Figure 59: Brand commitment, July 2013 ......................................................................................................... 94
Figure 60: Brand momentum, July 2013 ........................................................................................................... 95
Figure 61: Brand diversity, July 2013 ................................................................................................................ 95
Figure 62: Brand satisfaction, July 2013 ........................................................................................................... 96
Figure 63: Brand attitude, July 2013 ................................................................................................................. 96
Figure 64: Brand image macro image, July 2013 ........................................................................................... 97
Figure 65: Brand image micro image, July 2013 ............................................................................................ 97
Figure 66: Profile of target groups, by demographics, July 2013 ...................................................................... 98
Figure 67: Psychographic segmentation, by target groups, July 2013 ............................................................ 100
Figure 68: Brand usage, by target groups, July 2013 ..................................................................................... 102
Brand index ................................................................................................................................. 103

Figure 69: Brand index, July 2013 .................................................................................................................. 103
APPENDIX THE CONSUMER USAGE AND FREQUENCY .......................................................... 104

Figure 70: Usage and frequency of most popular five vitamins/minerals/supplements, July 2013 .................. 104
Figure 71: Vitamins/supplements usage and frequency, July 2013 ................................................................ 107
Figure 72: Vitamins/supplements usage and frequency Multivitamins, by demographics, July 2013 ........... 108
Figure 73: Vitamins/supplements usage and frequency Vitamin C, by demographics, July 2013 ................ 110
Figure 74: Vitamins/supplements usage and frequency Cod liver oil, by demographics, July 2013 ............. 113
Figure 75: Vitamins/supplements usage and frequency Vitamin D, by demographics, July 2013 ................ 116
Figure 76: Vitamins/supplements usage and frequency Fish oil/omega-3, by demographics, July 2013 ..... 118
Figure 77: Vitamins/supplements usage and frequency Other vitamins, by demographics, July 2013 ......... 121
Figure 78: Vitamins/supplements usage and frequency Other supplements/minerals, by demographics,
July 2013 ........................................................................................................................................................ 123
Figure 79: Repertoire of vitamins/supplements taken daily, July 2013 ............................................................ 125
Figure 80: Repertoire of vitamins/supplements taken daily, by demographics, July 2013 ............................... 126
Figure 81: Vitamins/supplements usage and frequency, by repertoire of vitamins/supplements usage and
frequency, July 2013 ...................................................................................................................................... 127
Figure 82: Reasons for taking vitamins/supplements, July 2013 .................................................................... 129
Figure 83: Most popular reasons for taking vitamins/supplements, by demographics, July 2013 ................... 130
Figure 84: Next most popular reasons for taking vitamins/supplements, by demographics, July 2013 ........... 132
Figure 85: Other reasons for taking vitamins/supplements, by demographics, July 2013 ............................... 135
Figure 86: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency
Multivitamins, July 2013.................................................................................................................................. 137
Vitamin C, July 2013 ....................................................................................................................................... 138
Figure 88: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency Cod
liver oil, July 2013 ........................................................................................................................................... 139
Vitamin D, July 2013 ....................................................................................................................................... 140
Figure 90: Reasons for taking vitamins/supplements, by vitamins/supplements usage and frequency Fish
oil/omega-3, July 2013 ................................................................................................................................... 141
Other vitamins, July 2013 ............................................................................................................................... 142
Other supplements/minerals, July 2013 .......................................................................................................... 142
Figure 93: Reasons for giving vitamins/supplements to child/ren, July 2013 .................................................. 143
Figure 94: Most popular reasons for giving vitamins/supplements to child/ren, by demographics, July 2013 . 143
Figure 95: Next most popular reasons for giving vitamins/supplements to child/ren, by demographics, July
2013 ............................................................................................................................................................... 145
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APPENDIX THE CONSUMER FACTORS INFLUENCING PURCHASE OF VITAMINS AND

SUPPLEMENTS .................................................................................................................................. 147
Figure 96: Shopping for vitamins/supplements, July 2013 .............................................................................. 147
Figure 97: Most popular shopping for vitamins/supplements, by demographics, July 2013 ............................ 148
Figure 98: Next most popular shopping for vitamins/supplements, by demographics, July 2013 .................... 150
Figure 99: Other shopping for vitamins/supplements, by demographics, July 2013 ........................................ 153
Figure 100: Shopping for vitamins/supplements, by most popular reasons for taking vitamins/supplements,
July 2013 ........................................................................................................................................................ 156
Figure 101: Shopping for vitamins/supplements, by next most popular reasons for taking
vitamins/supplements, July 2013 .................................................................................................................... 157
APPENDIX THE CONSUMER LAPSED USERS ......................................................................... 158

Figure 102: Reasons for lapsed usage, July 2013 .......................................................................................... 158
Figure 103: Most popular reasons for lapsed usage, by demographics, July 2013 ......................................... 159
Figure 104: Next most popular reasons for lapsed usage, by demographics, July 2013 ................................. 162
Figure 105: Other reasons for lapsed usage, by demographics, July 2013..................................................... 164
APPENDIX THE CONSUMER ATTITUDES TOWARDS VITAMINS AND SUPPLEMENTS...... 166

Figure 106: Attitudes towards vitamins/supplements, July 2013 ..................................................................... 166
APPENDIX CONSUMER TYPOLOGIES ......................................................................................... 167

Figure 107: Target groups, July 2013 ............................................................................................................. 167
Figure 108: Vitamins/supplements usage and frequency, by target groups, July 2013 ................................... 168
Figure 109: Reasons for taking vitamins/supplements, by target groups, July 2013 ....................................... 169
Figure 110: Reasons for giving vitamins/supplements to child/ren, by target groups, July 2013 ..................... 169
Figure 111: Shopping for vitamins/supplements, by target groups, July 2013 ................................................ 170
Figure 112: Reasons for lapsed usage, by target groups, July 2013 .............................................................. 171
Figure 113: Attitudes towards vitamins/supplements, by target groups, July 2013 ......................................... 172
UK RESEARCH METHODOLOGY..................................................................................................... 175

Consumer research .................................................................................................................... 175
Sampling and weighting.................................................................................................................................. 175
Definitions....................................................................................................................................................... 177
Qualitative Research ...................................................................................................................................... 179
Trade research ............................................................................................................................ 179

Informal .......................................................................................................................................................... 179
Formal ............................................................................................................................................................ 179
Desk research ................................................................................................................................................ 179
Statistical Forecasting ................................................................................................................. 180

European Research Methodology .............................................................................................. 182
vii
Introduction

UK, September 2013
Introduction
Although the vitamins/supplements market remains one which is held in sceptical regard by the
consumer, 42% of people take vitamins/supplements on a daily basis. Growth in value of the 408
million category has come from aggressive promotions. However, a lack of volume growth suggests
that people are not buying more products. Encouraging experimentation and driving frequency will be
key in growing the value of the market in the long term. Although women, the elderly and parents with
young children show the highest usage of vitamins/supplements, the mens market has shown the
greatest growth in value in 2012 and remains one with great potential. A predicted rise in population of
the youngest and eldest age groups (under-10s and over-65s) is likely to boost the category, from
usage of vitamins for parents and children and usage amongst older people.
Definitions
This report covers the following vitamins and supplements sectors:
Vitamins multivitamins and single-dose vitamins (ie Vitamins A, B C, D, E etc)
Minerals ie iron, zinc, calcium, potassium, magnesium, copper, selenium
Dietary supplements includes supplements such as cod liver oil, fish oils, gamma-linolenic
acids (GLAs), evening primrose oil, glucosamine and herbs such as garlic, ginseng and ginger.
These products have GSL status, ie they are available on open sale in all types of outlets including
grocers, pharmacies and drugstores.
Unless a medicinal claim is made for the products, vitamins and supplements are not classified as
medicines and, therefore, are not subject to the Medicines Act 1968, or the Medicines for Human Use
Regulations 1994. They are, however, controlled by the Food Safety Act 1990, and therefore have to
be fit for human consumption.
Excluded
Miscellaneous products claiming to be vitamin-enriched or performance-enhancing (ie protein

shakes designed to help build muscle).
Homeopathic and herbal remedies.
Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market
sizes at constant 2013 prices are calculated using Mintels Chemist Goods deflator.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the
Queens Printer for Scotland.
Introduction

UK, September 2013
Consumer research
To understand the consumption of vitamins and dietary supplements and the reasons that people
take what they do, Mintel ran a survey of 1,321 internet users aged 16+ who have used vitamins
and supplements in the 12 months to July 2013.
In September 2013, Mintel also conducted an online discussion on the topic of vitamins and
supplements. The discussion, which was conducted over three days, explored the products that
people used, their reasons for using or not using them as well as other attitudes towards vitamins
and supplements.
Abbreviations
ASA
BMJ
CVD
DHA
EPA
EU
FSA
GAD
GMP
GNPD
GLA
GSL
HMSO
NDNS
NHCR
NHS
NPD
OTC
ONS
PUFA
Q&A
RCPH
RDA
RSP
SPF
R&D
Advertising Standards Agency

British Medical Journal
Cardiovascular Disease
Docosahexaenoic Acid
Eicosapentaenoic Acid
European Union
Food Standards Authority
Government Actuarys Department
Good Manufacturing Practice
Global New Products Database. For more information please contact Mintel on +44
(0)20 7606 4533
gamma-linolenic acids
General Sales Licence
Her Majestys Stationery Office
National Diet and Nutrition Survey
EU Nutrition & Health Claims Regulation
National Health Service
New Product Development
Over The Counter
Office for National Statistics
Polyunsaturated Fatty Acid
Question & Answer
Royal College of Paediatrics and Child Health
Recommended Daily Allowance
Retail Selling Price
Sun Protecting Factor
Research & Development
Executive Summary

UK, September 2013
Executive Summary
People are cynical of vitamins and supplements products; however, they do agree that they
can be part of a healthy diet. With a bit of a nudge, people can be convinced to include vitamins
as part of their healthy lifestyles. However, the lack of an overall governing body to help
decipher the category, as well as conflicting information in the media, has resulted in confusion
around what to take or if they need them. Research and advice is critical to purchase decisions,
and engaging users in online forums could boost consumer confidence in the category.
Roshida Khanom, OTC and Personal Care Analyst
The market
FIGURE 1: BEST- AND WORST-CASE SCENARIO FOR RETAIL VALUE SALES OF VITAMINS AND SUPPLEMENTS, 2008-18
SOURCE: BASED ON IRI/MINTEL
The market is predicted to grow by 20% to 490 million in the best case or 9% to 446 million in the
worst case by 2018. Mintel predicts the market to grow by nearly 15% to 469 million by 2018 with
growth coming from an ageing population and the continued baby boom. Both these factors are likely
to contribute to an increase in vitamins specific to these demographics, eg heart health for the elderly.
Market factors
Adults aged 25-34 are most likely to be occasional users of vitamins/supplements. With the growth of
this population predicted by 2018, opportunities exist to drive frequency of usage in this group to
boost the category. With exercise being a key feature of getting healthier, and with this demographic
most likely to visit leisure centres, there may be opportunities for vitamin/supplement manufacturers to
couple with gyms to offer products to boost general health or free gym classes with purchases of
products.
10
Executive Summary

UK, September 2013
Companies, brands and innovation

FIGURE 2: NEW PRODUCT ACTIVITY IN VITAMINS AND SUPPLEMENTS, % SHARE BY TOP SIX MANUFACTURERS, 2009-13
* growth index year is 2009

SOURCE: MINTEL GNPD
The vitamins and supplements market is a fragmented market, with the top six companies making up
30% of new launches year on year. The majority of new launches are made up of smaller companies.
Market share data show a similar picture, where the top six brands make up 27% of market share in the
year ending June 2013. The range of products available in this category may be aiding the confusion in
this category, and resulting in people doing their research before they go in-store.
11
Executive Summary

UK, September 2013
The consumer
FIGURE 3: FREQUENCY OF VITAMIN/SUPPLEMENT USAGE, JULY 2013
Thinking about vitamins, minerals and dietary supplements, how often, if at all, have you
taken the following in the past 12 months?
Base: 2,000 internet users aged 16+
SOURCE: GMI/MINTEL
Women, the elderly and those with young children are the greatest users of vitamins/supplements.
However, 38% of men using vitamins/supplements on a regular basis and a 25% growth in value of
products aimed at men in 2012 suggest that this is a demographic with great potential. As men become
more conscious of their health and appearance, aiming more products to the needs and desires of this
group could further drive the segments performance.
12
Executive Summary

UK, September 2013
FIGURE 4: MOST POPULAR ATTITUDES TOWARDS SHOPPING FOR VITAMINS/SUPPLEMENTS, JULY 2013
Which, if any, of the following statements about buying vitamins/supplements apply to

you?
Base: 1,321 internet users aged 16+ who take vitamins/supplements or have given them to their child/ren in the
past 12 months
SOURCE: GMI/MINTEL
Research is the most important influencing factor in this category, with 28% of people researching
what they will buy before going in-store. With advice considered important, whether from a health
professional, in-store professional or friends/family, there is potential to gain consumer interest using
social media before the point of entering the store. Offering better information and using experienced
users via social media to spread the word could be a way to engage people before the point of sale.
13
Executive Summary

UK, September 2013
FIGURE 5: SELECTED ATTITUDES TOWARDS VITAMINS AND SUPPLEMENTS, JULY 2013
Thinking about vitamins, mineral and dietary supplements, to what extent do you agree or
disagree with the following statements?
SOURCE: GMI/MINTEL
People are increasingly making the connection between diet and nutrients. Although 50% of adults
agree that vitamins/supplements are used to fix a bad diet, a third agree that its impossible to get all
the vitamins/supplements you need from diet alone and 46% agree that they are an important part of
maintaining good health. This suggests that more people may be willing to add vitamins/supplements
to their usual healthy lifestyles. Repositioning them in the shopping aisle in supermarkets could be one
way to reinforce their healthy image, for example positioning them closer to healthy food/drink.
What we think
The vitamins and supplements market is one that holds a high level of scepticism from non-users,
resulting in many dropping in and out of the category. Conflicting information presented in the media,
as well as mistrust of whether vitamins/supplements actually make any difference, has resulted in a
lower willingness to try products. In addition, as household finances tighten, people are more likely to
cut back in an area where they are unsure whether they are getting value for money. The industry can
do much to prove to consumers that products are doing something, whether its simple diagnostics to
show that more vitamins are being taken into the body or whether its more complex clinical studies to
really prove the efficacy of products.
14
Issues in the Market

UK, September 2013

Although the market has seen growth in value in 2012 driven by special offers and promotions,
people are not experimenting and special offers may be hindering overall growth in the
category. Different approaches in special offers, for example bundling discounted vitamins with
products in other categories, could encourage experimentation. Legislative changes have
resulted in the category coming under more scrutiny, which may contribute to consumer
scepticism, highlighting the need for manufacturers to provide consumers with proof.
Roshida Khanom, OTC and Personal Care Analyst
How have special offers impacted the market?

Although the market has grown in value in 2012 (by 4.6%) and is expected to grow by 4% in 2013,
overall sales per unit have seen little growth. Sales per unit have only grown by 2% in 2012,
suggesting that people are spending more on bigger pack sizes. Some 23% of consumers agree that
they stock up on vitamins/supplements when they are on special offer with only 13% using special
offers to experiment with different types of products. An alternative approach to special offers may be
more effective at growing the market, for example buy one get one half price which encourages greater
spending on lower volume so people come back quicker, or even cross-category special offers. Crosscategory special offers, where vitamins/supplements are coupled with products in other categories,
could be used to encourage experimentation and get new users. Another way to attract new users could
be using smaller pack sizes, for example weekly packs of vitamins, which consumers can buy with
their weekly shop. Smaller, weekly doses could encourage people to try a different vitamin each week,
depending on how they feel or their particular concern.
Which age groups show the greatest potential for the market?
With the growth of the youngest and eldest demographics predicted, these age groups show the
potential to impact the market the most. The population of 5-9-year-olds is predicted to rise by 0.4
million whilst the population of 65-74-year-olds is predicted to rise by 0.5 million by 2018. The over65s are currently the highest users of vitamins/supplements on a regular basis (46%) and are also more
likely to use specific vitamins/supplements for specific reasons, rather than multivitamins. As a result,
the market is expected to see growth from this group. The market has seen some launches aimed at
children in 2012 and the first half of 2013. Parents of children aged 0-4 are the highest users of
vitamins/supplements (49%) and so the market is likely to see growth from the increasing population
of under-10s.
How has changing legislation impacted the market?

The category has seen tighter regulations in December 2012, which was the cut-off point for
manufacturers to comply with the EU Nutrition & Health Claims Regulation, requiring claims to be
clear and substantiated by scientific evidence. As a result, the category has come under more scrutiny
than ever before, reflected by the Advertising Standards Agency (ASA) ruling against Centrum
multivitamin adverts in 2013. Although the adverts did not contravene European law and were cleared
by Clearcast, the ASA ruled that the advert implied that a balanced and varied diet could not provide
appropriate quantities of vitamins and minerals. This greater level of scrutiny could see more brands
come under the spotlight in the remainder of 2013.
15

UK, September 2013
Are consumers still sceptical of products?

People continue to regard the vitamins and supplements category with a level of scepticism. More than
a third (35%) of lapsed users (ie those who use vitamins/supplements occasionally) agree that there is
too much conflicting information on vitamins/supplements. Although tighter regulations will help to
make the category clearer, consumers are still doubtful about how effective products really are. Just
over three in ten (31%) lapsed users agree that its impossible to know if vitamins/supplements are
actually working. The market can do more to reassure consumers, whether its offering diagnostic
tools to measure and track peoples results (or just measure the presence/absence of vitamins in the
body) or by providing more tailored solutions to peoples needs, making them feel like the products
they use are most suited to them.
16
Trend Application

UK, September 2013
Trend Application
Mintels approach in this section goes beyond merely identifying trends. We apply Mintel trends to
understand the wider implications of cultural changes, gaining insight into how companies and brands
can translate these into on-the-ground opportunities.
Trend: Make it Mine

One-size-fits-all is dead. In certain categories, the assembly line approach kicked the bucket a long
time back, in some cases even decades ago. With 58% of vitamin users taking them to boost health in
general rather than specific reasons, there may be opportunities to allow more customisation in this
category to drive usage of targeted vitamins/supplements. In-store diagnostic tools can be used to
assess what vitamins a consumer is likely to be deficient in, whether its using clinical diagnostic tools
or in the form of a questionnaire to determine peoples lifestyle factors that make them more likely to
need a certain vitamin. Individual recommendations can then be created, or even tailored into bespoke
boxes with a mix of different vitamins for different times of the day/month. This could be used to
drive frequency of use, by making people think about why they are using vitamins/ supplements.
Trend: Prepare for the Worst

Consumer caution can be manifested as a reluctance to spend, but can also be illustrated by a desire for
things that promise protection or durability. As consumers shake off the credit crunch, housing
collapse, job losses and the general sense that nobodys safe, theyve emerged with something of a
bunker mentality an emphasis on preventing, preparing, saving, hedging and otherwise getting ahead
of a potential disaster.
With 26% of parents giving vitamins/supplements to their children to boost their immune system, the
notion of preparing for the worst can be used to target parents prior to school term time. Seasonal
vitamins to boost childrens health during the holidays ahead of school could appeal to parents who
want to prevent their children getting ill. Additionally, products can be marketed for the whole family,
to boost everyones immune system at the same time and prevent illness spreading.
Trend: Generation Next

Todays teenagers are extremely health-conscious and more informed than previous generations. The
paradox is obesity and the fact that growing up in a better-connected world has caused them to lead
more virtual, sedentary and less physically active lives than previous generations. As a result, their
good intentions demand a helping hand from companies.
Young people are also under growing pressure to look good. With half of 16-24-year-olds agreeing
that vitamins/supplements are an important part of maintaining good health and 52% agreeing that
vitamins/supplements should be used as part of a healthy lifestyle, young people are likely to be
willing to use vitamins/supplements as part of a healthy lifestyle. Additionally, the focus on
appearance from this age demographic could see them more interested in products which offer
skincare benefits using oral vitamins as well as skin creams in combination. A third of 16-24-year-olds
agree that applying vitamins on the skin/hair is not as effective as taking them orally. Cross-category
collaboration between skincare brands and vitamin/supplement brands is likely to appeal to
appearance- and health-conscious young adults who want to do something about their appearance from
the inside out.
17
Market Drivers

UK, September 2013
Market Drivers
Key points
Children aged 5-9 are predicted to grow in number by 9.6% to 2018 and 65-74-year-olds by
8.9% over the same time period. This predicted rise in the population of the youngest and
oldest segments of the population suggests that more people will be buying age-specific
vitamins/supplements.
The population of 25-34-year-olds is predicted to rise by 7.5% by 2018, which is also the age
where people are more likely to be getting married and having children, suggesting that the
pregnancy and fertility vitamins market could see growth.
For those trying to lead a healthy lifestyle, doing more exercise is more important than diet,
offering opportunities for vitamins/supplements to combine with gyms to offer more health
benefits rather than just bulking up.
Weight loss is still a key issue to many Brits, particularly as 26% were classified as obese in
2011. Proving weight loss claims is difficult, which means that manufacturers could focus on
positioning vitamins/supplements as part of a healthy lifestyle, to be taken with changes to a
diet rather than to aid weight loss.
People tend to take vitamins/supplements they are familiar with (hence the higher popularity
of Vitamin D). Higher awareness of different benefits of other vitamins/supplements can
drive usage, as well as more guidance from governing bodies.
Rise in the population of children

FIGURE 6: TRENDS IN THE AGE STRUCTURE OF THE UK POPULATION, 2008-18
2008
000s
2013 (proj)
000s
2018 (proj)
000s
% change
2008-13
% change
2013-18
0-4
5-9
10-14
15-19
20-24
25-34
35-44
45-54
55-64
65-74
75-84
85+
3,700
3,394
3,657
3,987
4,233
7,907
9,149
8,162
7,275
5,157
3,441
1,335
6.0
5.5
6.0
6.5
6.9
12.9
14.9
13.3
11.8
8.4
5.6
2.2
4,059
3,713
3,414
3,741
4,368
8,777
8,300
8,986
7,231
5,986
3,656
1,526
6.4
5.8
5.4
5.9
6.9
13.8
13.0
14.1
11.3
9.4
5.7
2.4
4,201
4,071
3,726
3,488
4,104
9,437
8,105
9,034
7,810
6,519
3,956
1,781
6.3
6.1
5.6
5.3
6.2
14.2
12.2
13.6
11.8
9.8
6.0
2.7
+9.7
+9.4
-6.6
-6.2
+3.2
+11.0
-9.3
+10.1
-0.6
+16.1
+6.3
+14.3
+3.5
+9.6
+9.1
-6.8
-6.0
+7.5
-2.3
+0.5
+8.0
+8.9
+8.2
+16.7
Total
61,398
100.0
63,758
100.0
66,232
100.0
+3.8
+3.9
SOURCE: OFFICE FOR NATIONAL STATISTICS/GAD/MINTEL
18
Market Drivers

UK, September 2013
The predicted rising population of under-10s offers opportunities for the market to diversify its product
ranges and the way products are aimed at parents. The population of 5-9-year-olds is predicted to rise
by 9.6% and those aged 10-14 is predicted to rise by 9.1% to 2018, coinciding the with the age
children are at primary school. Parents of under-15s are also most likely to give vitamins/supplements
to their children to boost their health, boost immune system or improve brain function (see The
Consumer Usage and Frequency of Vitamins and Supplements section). With 15% giving
vitamins/supplements to their children to improve memory/brain function, this is the third most
important reason parents give vitamins/supplements to children. This offers opportunities for
vitamins/supplements aimed at children to broaden their product offerings or make them more
appealing to parents.
Key analysis: Mintel trend Edutainment suggests that the lines between fun and education have
blurred. Play has become the dominant way of learning, developing and attaining new skills. The
popularity of puzzle games designed for handheld consoles, particularly among young people (25%
of 16-24-year-olds play these games, according to Video Games and Consoles UK, October
2012), reflects the fact that young people are responding to learning through fun. The vitamins
market can embrace this trend by offering puzzles and brain teasers with products to entice parents,
or offering discounts to books/brain training games.
Driving frequency among adults

With the rise in the population of 25-34-year-olds predicted (7.5% growth predicted between 2013 and
2018), there are opportunities to increase the frequency of usage of vitamins/supplements amongst this
group who are most likely to be occasional users (see The Consumer Usage and Frequency of
Vitamins and Supplements section). Additionally, as this is the age which coincides with marriage
(data from the ONS show that the average age of marriage for men in 2011 was 32 and for women 30)
and motherhood (which is at nearly 30 according to the ONS), products aimed at pregnancy and
fertility could see growth in value by the growing demographic.
Rise in elders
The rise in over-65s predicted by 2018 (the number of 65-74-year-olds is predicted to rise by 8% to
2018) offers opportunities for vitamins/supplements aimed at specific ailments. The older
demographics are less likely to take multivitamins, but more likely to take other supplements/minerals
as they look to target specific issues (see The Consumer Usage and Frequency of Vitamins and
Supplements section). Brands have already started offering products more specific to the older
demographics, for example in 2013, Seven Seas launched a multivitamin range specifically for adults,
with particular focus on over-50s (see Whos Innovating? section).
Key analysis: Mintel trend Old Gold suggests that longer working lives present retailers with a new
gold rush of purchasing power and product needs. As a result, seniors will come to resemble elderly
prospectors continuing to pan for gold to preserve their livelihoods. The over-65s are already the
highest users of vitamins/supplements on a daily basis (46%, see The Consumer Usage and
Frequency of Vitamins and Supplements). Additionally, as one in five over-65s take
vitamins/supplements for anti-ageing properties, the anti-ageing vitamins/supplements market will
become increasingly important for the elder generation.
19
Market Drivers

UK, September 2013
Exercise is more than important diet

FIGURE 7: FACTORS IMPORTANT FOR A HEALTHY LIFESTYLE, NOVEMBER 2012
* based on internet users aged 18+

SOURCE: GMI/MINTEL
Exercise and quitting smoking are the two most important factors to lead a healthy lifestyle (according
to Mintel report Healthy Lifestyles UK, January 2013). Vitamins and supplements that help with
exercise and smoking concerns may appeal to people wanting to lead healthier lifestyles. For example,
vitamins that can be taken before or after a workout to optimise the results of exercise could be
appealing. According to Health and Fitness Clubs UK, June 2013, those aged 25-34 are most likely
to use a private health and fitness club (24%) and are also most likely to be occasional users of
vitamins/supplements (see The Consumer Usage and Frequency of Vitamins and Supplements
section). Targeting this group, who are already health-conscious, at the gym/fitness centre offers one
way to drive usage among this demographic. Gyms currently sell supplements that help people bulk
up, but with 20% of adults joining a gym just to get healthier, gyms could offer a greater variety of
vitamins and supplements for general health and wellness rather than just for bulking up. For those
who are trying to quit smoking, encouraging them to take antioxidant vitamins to help combat the
increase in oxidative damage associated with smoking may appeal to them. Encouraging usage of
these vitamins after smoking could be a way to drive greater frequency of usage.
Some 38% of people agree that not eating junk food is an important factor for a healthy lifestyle, and
53% of people have cut down on treats with 42% cutting out unhealthy foods according to Healthy
Lifestyles UK, January 2013 to become healthier. As half of adults agree that vitamins/supplements
are used to fix a bad diet (see The Consumer Attitudes towards Vitamins and Supplements), this
suggests that people may not feel the need for vitamins/supplements if changes to their diet are made.
This may also be contributing to the occasional use of some vitamins/supplements, as people may be
taking them when they feel their diet is lacking. However, with 31% of adults struggling to meet the
five a day target in their household according to Mintel report Fruit and Vegetables UK, February
2012, people may use vitamins/supplements to make up for the recommended five a day.
20
Market Drivers

UK, September 2013
FIGURE 8: ATTITUDES TOWARDS WEIGHT LOSS, SEPTEMBER 2012

%
I have tried to lose weight in the last year
I try to maintain my current weight
I sometimes think about my weight but I don't do anything about it.
I never think about my weight
I'm trying to put on weight.
52
18
17
10
3
SOURCE: GMI/MINTEL
In an online discussion, 16 internet users aged 16+ were asked about why they use vitamins and
supplements;
I take them because I have started eating more healthily and have reduced my calories
intake.
16-24-year-old, E, Female
With over half of adults trying to lose weight in 2012 (52% according to Dieting Trends UK,
November 2012), weight loss is still an important issue. According to a report by the NHS (Statistics
on obesity, physical activity and diet, England 2012), a quarter of adults in England (26%) were
classified as obese in 2010. However, only 9% of people take vitamins/supplements for weight control
(see The Consumer Usage and Frequency of Vitamins and Supplements) which may be due to low
NPD in slimming vitamins (only 5% of new launches in the year to July 2013 were weight loss
products). Additionally, a report published by NHS Choices in June 2011 (Supplements, Who needs
them?) cites a lack of evidence that weight loss supplements actually work, and this scepticism is
likely the bigger reason people are not turning to vitamins/supplements for weight loss. However, as
people continue to worry about their weight and turn to diets to lose weight, positioning
vitamins/supplements as a way to maintain a healthy diet may be a more impactful and relevant way to
market products at people trying to manage their diet.
Key analysis: Mintel trend Accentuate the Negative suggests that brands are facing the fact that
they can no longer pull the wool over the eyes of a generation of consumers informed by everything
from Photoshop to price comparison tools and blogs/online reviews. Rather than trying to convince
sceptical consumers about the efficacy of weight loss vitamins/supplements, a brand could take a
more refreshing approach by admitting that although their vitamin/supplement doesnt aid weight
loss, it can be used as part of changes to diet to lead to an overall healthier lifestyle. Brands could
offer weight loss tips and recipe cards to people who want to lose weight and supplement their diet
with vitamins. A more honest approach to this area could see consumers feeling more confident and
trusting of brands.
21
Market Drivers

UK, September 2013
Sceptical about functional foods/drinks

FIGURE 9: FREQUENCY OF USING FUNCTIONAL FOOD AND DRINK PRODUCTS, NOVEMBER 2012
Base: 1,152 internet users aged 16+ who use functional products
SOURCE: GMI/MINTEL
Although only three in ten adults consume functional food/drink on a daily basis according to
Consumer Attitudes towards Functional Food and Drink UK, February 2013, when combined with
those who consume it two or three times a week, the total number rises to six in ten adults. However,
there is a scepticism associated with the category; almost two thirds (65%) agree that products make
functional claims without scientific proof, 60% find it hard to tell what the product benefits are by the
labelling and 57% agree that most claims on functional foods are exaggerated. These same attitudes
are also likely to be transferred into the vitamins and supplements category, as 34% of people agree
that there is no evidence that vitamins/supplements are effective (see The Consumer Attitudes
towards Vitamins and Supplements section).
22
Market Drivers

UK, September 2013
Using the media to drive awareness

FIGURE 10: AWARENESS AND UNDERSTANDING OF FUNCTIONAL INGREDIENTS, NOVEMBER 2012
SOURCE: GMI/MINTEL
According to Consumer Attitudes towards Functional Food and Drink UK, February 2013, people
have a high awareness and understanding of many functional ingredients, particularly caffeine,
calcium, Vitamin D, omega-3 and antioxidants. This higher awareness is driving the usage of these
vitamins and supplements, for example 11% of adults take Vitamin D daily and 14% take it
occasionally compared with only 7% who take glucosamine daily and 11% who take it occasionally
(see The Consumer Usage and Frequency of Vitamins and Supplements section). Sales data also
show a rise in value sales of vitamins related to bone care by 24% in 2012 (see Segment Performance
section) within which Vitamin D is included.
23
Market Drivers

UK, September 2013
Press exposure of vitamins plays a part in generating awareness. Vitamin D has had a lot of exposure
in the media recently due to the rise in Vitamin D deficiency resulting in a rise in the number of cases
of rickets. In 2012, the Royal College of Paediatrics and Child Health (RCPH) launched a campaign
highlighting the benefits of Vitamin D and urging more action to be taken to encourage Vitamin D
usage (ie fortifying more foods with it and cutting the cost of the vitamin to make it more easily
available). A number of studies were published in 2013 highlighting the importance of Vitamin D, for
example a study by the University Medical Centre in Hamburg and the University of California found
that Vitamin D deficiency could reduce bone quality and speed up the ageing of the human bone. The
duller British summers, lack of outdoor activities and the use of high-factor sunscreen have all been
blamed for Vitamin D deficiency. According to Suntan Products UK, December 2012, 35% of adults
have used sun protection with a high level of SPF in the 12 months to October 2012. The RCPH
reported that at least half of UKs white population, up to 90% of the multi-ethnic population and a
quarter of children have been affected by Vitamin D deficiency. The media focus on Vitamin D
deficiency has boosted the market, with vitamins for bone health seeing a rise in value sales by 24% in
2012 (see Segment Performance section).
Key analysis: As well as low sun exposure and high usage of sun protection, changes in ethnic
populations in the UK may also be contributing to the rise in Vitamin D deficiency. People with
darker skin pigmentations, such as those of African, African-Caribbean or Asian origin, are at
higher risk of Vitamin D deficiency due to the greater level of melanin in their skin which limits
Vitamin D synthesis. According to the 2011 census, although white was the majority ethnic group
making up 86% of the population, this was down from 91% in 1991, as the UKs population
becomes more ethnically diverse. This offers opportunities for the vitamins industry to target
specific ethnic groups, for example targeting advertising and communication for Vitamin D to
ethnic minorities.
However, negative impact of conflicting information

As well as raising the profile of vitamins to boost sales, media attention can also contribute to
confusing consumers by providing conflicting information. In 2013, a study published in the Journal
of the National Cancer Institute showed that a high intake of long-chain omega-3 fatty acids from
foods and supplements could increase the risk of developing prostate cancer. However, the study was
criticised by industry and academic experts for scaremongering. In the same year, an article in the
British Medical Journal (BMJ) which reviewed data from 26 clinical studies, concluded that omega-3
polyunsaturated fatty acids (PUFAs) could cut the risk of developing breast cancer. Such conflicting
information is likely one of the reasons behind lapsed usage of vitamins/supplements in this market,
with 35% of lapsed users agreeing that there is too much conflicting information on
vitamins/supplements to know what you should take (see The Consumer Lapsed Users section).
Key analysis: The category saw tighter regulations come into play in December 2012, which was the
cut-off point for manufacturers to comply with the EU Nutrition & Health Claims Regulation
(NHCR). This has resulted in the industry coming under greater scrutiny than it has ever been
before and as a result, manufacturers have been forced to be more transparent with their claims.
However, its unlikely that consumers are aware of this and so they continue to feel confused by
conflicting information in the media. The lack of an overall governing body, which can decipher the
claims and clinical studies to present the proof to the consumers, has resulted in confused and
suspicious shoppers.
24
Whos Innovating?

UK, September 2013
Whos Innovating?
Key points
The small increase in market value may be attributable to a decline in the total number of
launches over the period 2009-11. Although the total proportion of NPD in the own-label
sector has reduced in 2012, own-label shows activity in alternative formats. A number of
effervescent tablets have come to the market in 2012 and the first seven months of 2013.
In 2012, the proportion of capsule launches declined, elevating the proportion of NPD that
tablets represented. Effervescent tablets, which saw a rise in NPD 2012 and the first half of
2013, are more easily absorbed into the body which may also help to increase their efficacy.
This is a fragmented market, and the biggest brand names make up only a small proportion
of new launch activity year on year. Market share data show that although innovation is
fragmented, the sales are consolidated with the biggest innovators also achieving the greatest
in value/volume sales. This suggests a certain level of brand loyalty in this category.
Vitabiotics introduced a range of optimum-strength/potency vitamins in 2012 and the first

six months of 2013. However, as 21% of lapsed vitamin/supplement users agree that taking
the wrong doses can be dangerous to health, ultra strength may not necessarily be more
appealing.
The top claimed areas in this category focus on what the products dont contain rather than
what they do. This lends weight to the Factory Fear trend identified by Mintel that shows
that consumers are more wary than ever before of what they consume.
25
Whos Innovating?

UK, September 2013
Decline in total new launches

FIGURE 11: NEW PRODUCT LAUNCHES IN VITAMINS AND SUPPLEMENTS, % BRANDED VS. OWN-LABEL, 2009-13
* based on 2009 as the growth index year

SOURCE: MINTEL GNPD
There has been a steady decline in the total number of new launches year on year. At the same time,
the proportion of own-label launches showed a rise in 2010 and has remained steady since. Despite the
reduction in the total number of launches, the market has grown by 2% in 2011 and 5% in 2012 (see
Market Size and Forecast section).
Own-label launches in 2012 included Superdrug Pregnancy Care Plus supplement and Sainsburys
chewable omega-3 fish oil capsule, both catering to the baby boom and rise in population of under-10s
(see Market Drivers section). There were also some own-label launches of formats other than tablets,
with Tesco and Waitrose launching effervescent tablets. So far 2013 has seen this trend continue (to
July) with more own-label launches of different formats.
FIGURE 12: EXAMPLES OF OWN-LABEL LAUNCHES IN 2012/13 IN THE EFFERVESCENT TABLET FORMAT
Tesco B-Active Boost Cherry & Apricot Flavoured
Effervescent Tablets contain vitamins, minerals, and
guarana, and are said to contribute to reduce tiredness
and fatigue, while helping to release energy from food.
The product is suitable for vegetarians and vegans, and
is free from milk, gluten, egg, sugar, artificial colours or
preservatives. It retails in a pack of 20 tablets.
26
Whos Innovating?

UK, September 2013
Waitrose Effervescent Vitamin C Tablets are suitable

for vegetarians. The product contains sweeteners and
1000mg Vitamin C, and retails in a pack containing 20
tablets.
Activ-Max Immune Health Vitamin C 1000mg

Effervescent Tablets are available in a raspberry flavour.
They are free from artificial colours, preservatives and
gluten and are suitable for vegetarians. Vitamin C
contributes to the normal function of the immune system
and the reduction of tiredness and fatigue. It also helps to
release energy from food. The product retails in a 20count pack.
SOURCE: MINTEL GNPD
Rise in tablet launches

FIGURE 13: NEW PRODUCT LAUNCHES IN VITAMINS AND SUPPLEMENTS, % SHARE BY FORMAT, 2009-13
2009
%
2010
%
2011
%
2012
%
Jan-July
%
Capsules
Tablet
Liquid
Powder
Chew
Non-Ingested
Gum
Other
33
32
12
13
3
1
6
28
29
10
10
5
1
17
31
29
14
10
8
1
8
25
39
7
8
1
1
1
18
35
35
6
2
2
19
Total sample
100
100
100
100
100
SOURCE: MINTEL GNPD
27
Whos Innovating?

UK, September 2013
In 2012 there was a drop in the proportion of capsule launches with an increase in the proportion of
tablet launches. The cheaper manufacturing costs, greater shelf life and longer ability to maintain the
potency associated with tablets are likely enhancing the appeal of the format to manufacturers
(particularly in a category which is struggling to grow significantly in value). However, capsules have
a faster and more efficient absorption into the body, which is a benefit also offered by effervescent
tablets. Not only are effervescent tablets absorbed more rapidly by the body, the format can be used to
protect certain ingredients from the acidic environment of the stomach. As a result, the rise in
effervescent tablets launched in 2012 and the first half of 2013 could be down to these benefits. With
34% of people agreeing that there is no evidence that vitamins/supplements are effective (see The
Consumer Attitudes towards Vitamins and Supplements), any evidence that can show the enhanced
efficacy of vitamins/supplements to consumers may encourage usage.
Key analysis: Mintel trend FSTR HYPR shows that the advent of mass adoption of the internet and
mobile technology has kicked the speed of life into overdrive, resulting in less patient consumers. As
a third of consumers agree that there is no evidence that vitamins/supplements are effective, any
proof of their effectiveness, and particularly speed-related claims for impatient consumers, may
encourage usage. In other health categories, speed is essential; according to Cold and Flu
Remedies UK, April 2013, fast acting is the most important purchase influencer, with 59% of
consumers selecting this. The vitamins/supplements category need not be any different, as people
seek fast solutions in all aspects of life. Therefore marketing the faster-acting aspects of
effervescent tablets could be particularly effective at attracting consumers.
A fragmented category
FIGURE 14: NEW PRODUCT ACTIVITY IN VITAMINS AND SUPPLEMENTS, % SHARE BY TOP SIX MANUFACTURERS, 2009-13
SOURCE: MINTEL GNPD
28
Whos Innovating?

UK, September 2013
The top six companies make up less than 30% of new launches year on year, with others making up
over 70%. As a result, this is a very fragmented category, with the majority of new launches made up
by a number of different companies. The market share data show a similar picture (see Market Share
section) with the top six brands accounting for 27% of market share in the year ending June 2013,
own-label making up 36% and the remainder making up 36%. As 23% of people agree that they know
what works best for them and they stick to it (see The Consumer Factors influencing purchase of
Vitamins and Supplements), there is a certain level of brand loyalty resulting in a few brands
dominating sales, despite the range of brands available on the market.
Key analysis: The range of brands available in this category, and the number of launches from
small brands year on year, could be adding to the confusion in this category. Some 35% of lapsed
users agree that there is too much conflicting information on vitamins/supplements, and 28% of
users research information before going in-store (see The Consumer sections). Mintel trend
Guiding Choice suggests that sometimes the sheer number of options can be overwhelming.
Guiding tools in-store could be a way to simplify product selection eg kiosks which allow consumers
to scan the barcode of a product and read information about the key ingredient and its functions
could be one way. Additionally, information on-shelf about recommended combinations of vitamins
could encourage people to buy a range of vitamins.
Vitabiotics and Seven Seas remain active year on year

Vitabiotics is the only brand that remains active in new launches year on year. In 2012 and the year to
July 2013, Vitabiotics has focused on strength and potency and in 2012, launched an Ultra range of
vitamins and supplements. More products were added to the range in the first seven months of 2013.
Each vitamin/supplement in this range claims either optimum, super strength or more sustained
release. The products are aimed at people with busy lifestyles looking for extra support in specific
health areas. As Mintel trend Prove It shows, consumers are doing their research and expecting proof
before purchase. With 34% of adults agreeing that there is no evidence that vitamins/supplements are
effective (see The Consumer Attitudes towards Vitamins and Supplements section), optimumstrength products may translate as giving optimum results, offering the proof consumers are looking
for before purchasing. However, with 21% of lapsed vitamin/supplement users agreeing that taking the
wrong doses of vitamins/supplements can be dangerous for your health, super-strength products could
put them off even more (see The Consumer Lapsed Users section). Additionally, 37% agree that
taking multivitamins is just as effective as taking individual vitamins separately and so its unlikely
that these people will try individual vitamins, even if they are maximum strength. This range of
vitamins may appeal more to the elder demographic, who are more likely to take vitamins/supplements
for specific ailments (see The Consumer Usage and Frequency of Vitamins and Supplements
section). With the growth predicted in the population of this demographic (see Market Drivers
section), launches such as these may boost the market.
29
Whos Innovating?

UK, September 2013
FIGURE 15: EXAMPLES OF NEW LAUNCHES BY VITABIOTICS, 2009-JULY 2013

Vitabiotics Ultra Optimum Strength Vitamin E is a
high-quality pharmaceutical quality standard product. It is
made to pharma GMP standards, and does not contain
artificial colours, preservatives, gluten, lactose, gelatin,
salt or yeast. It is claimed to help maintain healthy skin,
eye health and vision, heart health and circulation as
Vitamin E helps maintain a healthy non-oxidised status of
blood lipid levels. The product is claimed to help those
with hectic lifestyles or wanting an extra nutritional boost
and it is said that Vitamin E (alpha tocopherol) is a fatsoluble antioxidant which can help support the body's
natural ability to neutralise free radicals that can cause
damage to cell DNA and that can lead to cell ageing.
Vitamin E helps to support normal immune function, and
plays a role in the maintenance of good all round general
health including the maintenance of cognitive function.
The vegetarian product is not tested on animals and it is
retailed in a pack that contains 60 capsules. Also
available are: Vitamin C Sustained Release; Co-Q10;
Cranberry; Vit B Complex; Ginkgo & Ginseng; L-Carnitine
& ALA;; Lycopene; and Vitamin D3 varieties.
Vitabiotics Ultra Super Strength Garlic Food
Supplement Tablets are odour controlled and contain no
artificial colours or preservatives. The vegetarian product
has not been tested on animals and is free from lactose,
gluten, salt and yeast. This de-odourised, botanical tablet
is specially enteric-coated for absorption lower in the
digestive system, which helps with better absorption of
allicin and a reduced garlic taste. The garlic content
contributes to normal immune function and may also aid
the maintenance of normal heart health and circulation.
The product can be used daily and retails in a pack of 60
units.
SOURCE: MINTEL GNPD
30
Whos Innovating?

UK, September 2013
Throughout 2012 and the first seven months of 2013, Seven Seas focused on reformulations and
repackaging, with a sustained programme of launch activity. Products from the Multibionta range,
which combines vitamins with probiotics, were reformulated in 2012 with improved formulae, and
repackaged in 2013 featuring the Multibionta challenge. The challenge promises to consumers that if
they have taken one tablet per day for 14 consecutive days without feeling a difference, they can return
their pack with the receipt with an explanation of why they were not satisfied with the product.
Launched in July, the new products featuring the challenge could turn around the decline in
Multibionta sales of nearly 20% seen in the year ending June 2013 (see Market Share section). In
2012, Seven Seas launched Ilumina, a range of products for healthy skin, hair and nails combining oral
treatments with products applied to the skin. With 30% of people agreeing that applying vitamins on
the skin/hair is not as effective as taking them orally (see The Consumer Attitudes towards Vitamins
and Supplements section), ranges which combine both oral and topical treatments will appeal to
appearance-conscious consumers looking for holistic solutions. Another example of Seven Seas
catering for a range of demographic groups is the launch of the multivitamin range in 2013 specifically
for adults, including products aimed at over-50s.
FIGURE 16: EXAMPLES OF NEW LAUNCHES BY SEVEN SEAS, JANUARY 2012-JULY 2013
The Seven Seas Ilumina range is said to work with the
body to help nourish the skin from the inside out, to keep
it looking healthy and feeling radiant. Available as part of
the range is 40+ Skin Nutrition Capsules, designed to
contribute to normal collagen formation, help skin cell
renewal and specialisation, and maintain normal skin
pigmentation. It is enriched with Botanical Nutri.4
Formula, comprising of an 'expert' blend of grape seed
extract, lutein, bilberry extract and green tea oil to reduce
the appearance of fine lines and support skin elasticity;
marine collagen; avocado oil; lycopene; coenzyme Q10;
Vitamin C, which contributes to normal collagen
formation; antioxidant zinc to reduce the effect of free
radical damage; and copper to help maintain normal skin
pigmentation. The product retails in a pack containing 56
capsules.
Multibionta Vitality Complete Multivitamin Plus
Probiotics and Minerals have been repackaged. The
formula contains minerals and CoQ10 to support energy
metabolism and help keep full of vitality. In addition, the
product is free of artificial colours, flavours or
preservatives and is free from yeast. The product retails
in a pack containing 28 tablets and featuring a
consumers' promotion
31
Whos Innovating?

UK, September 2013
Seven Seas Adult Complete Multivitamins are a

complete A-Z blend of essential vitamins with minerals
at levels tailored for adult health maintenance. The
formula provides seven key benefits to help men and
women get the most out of life every day, and includes
the energy-yielding properties of B complex vitamins with
ginseng and guarana, combined into the products Energy
Release Complex. The supplement contains no artificial
colours, flavours, preservatives, yeast or wheat. The
product is beneficial for: everyday health with a complete
blend of vitamins with minerals for daily health; energy
levels; immune defence, with Vitamin C and zinc to help
support a healthy immune system; a healthy heart &
blood with magnesium and thiamine for a healthy heart
and iron for healthy blood; healthy skin, hair and nails,
with Vitamins A and C, zinc, selenium and copper;
healthy digestion, with calcium for the normal function of
digestive enzymes; and bone health with calcium,
Vitamin D and magnesium. The supplement retails in a
pack of 28 tablets.
SOURCE: MINTEL GNPD
Also on the theme of inner and outer beauty, a new brand, Inner Me, specifically targets women with a
range of beauty supplements. The Inner Me Beautify Me supplement is described as a vitamin
complex for skin, hair and nails. The product differentiates itself from competitors products with its
female-friendly and convenient blister packaging which fits into a purse for easy on-the-go use.
The brand also aims to appeal to women with pink packaging and feminine illustrations. The package
also has the days of the week written with a pill for each day, helping women to remember to take
them and encouraging daily usage.
Inner Me Beautify Me Vitamin Complex
The Inner Me supplements have been formulated for
women and the packaging is designed to fit into
handbags for on-the-go use. The range includes Beautify
Me Vitamin Complex for Skin, Hair & Nails, which
contains MSM, silicia and marine collagen to improve the
skin tone, boost suppleness and encourage healthy
follicles; and Vitamin C to protect against the ageing
effects of free radicals. The product is suitable for
vegetarians. (Product ID: 1873694)
32
Whos Innovating?

UK, September 2013
Top claims are free-from

FIGURE 17: NEW PRODUCT LAUNCHES IN VITAMINS AND SUPPLEMENTS, % BY TOP FIVE CLAIMS, 2009-13
Please note that products can carry several claims.

SOURCE: MINTEL GNPD
Two of the top claimed areas in this category are free-from claims rather than focusing on what the
products do contain. Some 48% of claims in 2013 (January-July) focused on no additives/preservatives
and 35% were gluten-free. These claims tend not to feature on-pack as the main claim, but are usually
included on the front of pack for reassurance. As 26% of people think that vitamins/supplements can
do more harm than good, free-from claims help offer reassurances that they do not contain
unnecessary chemicals. According to Mintel report Babies and Childrens Personal Care, Nappies
and Wipes UK, February 2013, 36% of parents worry about the harm chemicals in toiletries could be
doing to their baby/child, suggesting that free-from claims will remain important in the childrens
category.
Key analysis: Mintel trend Factory Fear suggests that todays consumer is better equipped to both
track and report faulty goods than ever before. However, they are also more aware and wary of
ingredients, resulting in their being drawn to products that promise to be free-from. Changes to
the EU Cosmetics Regulations in July 2013 have resulted in beauty products no longer able to make
claims that denigrate safe and legal ingredients (ie paraben-free). Although this hasnt been
extended to the health category, the future could see these claims taken out of the health category
too. Therefore, manufacturers may wish to begin looking at other ways to translate safe to the
consumer, for example using more evidence to prove the safety and efficacy of products.
Botanical/herbal claims were the third most frequently used claim in this category in 2012. In the first
half of 2013, almost half of all products launched made herbal or botanical claims, suggesting that
there is renewed interest in this type of product as manufacturers try to make products appear more
natural.
33
Whos Innovating?

UK, September 2013
FIGURE 18: EXAMPLES OF BOTANICAL CLAIMS IN 2012 AND 2013

Lyc-O-Mato Original Natural Tomato Lycopene
Supplement. The product is described as an all-natural,
convenient and concentrated capsule which contains
15mg high-potency formula and is claimed to provide a
full complement of tomato carotenoids and other
antioxidants to benefit good health. The synergy of the
natural tomato lycopene, phytoene, phytofluene, betacarotene, phytosterols and Vitamin E (tocopherols
naturally present in the tomato extract), results in
enhanced biological activity and this means greater
health benefits for consumers. The kosher- and halalcertified product is free from gluten, artificial colours,
flavours, preservatives, sugar, yeast, wheat, salt, corn
and dairy products, and retails in a pack containing 30
capsules, providing one month's supply. (Product ID:
1976202)
Aduna Baobab Fruit Pulp Powder is 100% natural and

is a source of Vitamin C, calcium, potassium, thiamin,
fibre and Vitamin B6. Baobab has one of the highest
antioxidant capacities and features a unique tangy
flavour. The combination of nutrients helps support the
energy metabolism and immune system and also
maintain a normal blood pressure. The product has been
wild harvested from community-owned trees and retails in
a 170g pack. Also available as 90 x 500mg vegetarian
Baobab Fruit Powder Capsules; and 30 x 4.5g Baobab
Fruit Powder Sachets. (Product ID: 1944774)
Green Bay Organic Green Barley Leaf Powder is a

convenient all-round nutritional supplement, described as
a quick and easy way to add chlorophyll, vitamins and
minerals to a diet. It is made from powdered leaves of
young Barley Grass plants in New Zealand. This organic
certified product retails in a 125g pot, containing about 40
servings. (Product ID: 1754504)
Green Bay Organic Flax Fibre is said to be good for

body balance. Flax is a source of plant compounds that
help to restore immunity and, through their gentle
oestrogenic action, to achieve better hormonal balance.
As well as omega-3 essential fatty acids, flax fibre
contains 33% protein, making it a satisfying, nutritious
component of a healthy diet. It is also low in carbohydrate
and gluten-free. The product retails in a 300g recyclable
pack. (Product ID: 1829931)
34
Whos Innovating?

UK, September 2013
The Chia Co Australian Grown Chia Shots are allnatural products that can be enjoyed on the go.
According to the manufacturer, chia is the highest plantbased source of omega-3, fibre and protein, and is
loaded with vitamins, minerals and antioxidants. It is sunripened, chemical-free, sustainably grown, and is said to
boost the nutrition of meals and to keep one fuller for
longer. It is kosher-certified, contains wholegrain nutrition
and plant oils for a healthy diet, is gluten-free and
contains no GMOs. (ID: 2046822)
SOURCE: MINTEL GNPD
35
Market Size and Forecast

UK, September 2013

Key points
The market has seen incremental growth since 2008, with the biggest growth (+4.6%) in
2012. At the expense of cost per unit, the rising value of the market has come from heavy
promotions, particularly in the form of three-for-two offers both in supermarkets and health
stores.
Special offers are, however, not encouraging growth from new users as existing users are
more likely to be using them to stock up. The market may need to adopt a different
approach to special offers to target new users, or entice existing users to experiment in other
ways, for example, offering a loyalty card with money-off vouchers when people purchase a
different type of vitamin/supplement to their usual one.
The market is predicted to grow by 14.7% to 468 million to 2018, with growth coming from
an ageing population and the continued baby boom. Growth of the eldest and youngest
demographics is likely to boost the sales of solution-specific vitamins (for example vitamins
for joint care or vitamins for pregnancy).
Slow growth hampered by special offers

FIGURE 19: VALUE SALES OF VITAMINS AND SUPPLEMENTS, 2008-18
Total
Index
% annual
change
m at 2013
prices
Index
% annual
change
85
88
90
92
96
100
103
106
109
112
115
na
3.5
2.5
1.9
4.6
4.0
3.3
3.0
2.6
2.5
2.5
394
397
395
387
397
408
416
422
426
430
433
96
97
97
95
97
100
102
104
104
105
106
na
0.9
-0.7
-2.0
2.6
2.8
2.0
1.5
0.9
0.8
0.8
m
2008
2009
2010
2011
2012
2013 (est)
2014 (fore)
2015 (fore)
2016 (fore)
2017 (fore)
2018 (fore)
347
359
368
375
392
408
421
434
446
457
468
The market has seen small incremental growth since 2008, with the biggest growth in 2012 (4.6%) and
a further 4% rise predicted in 2013. Growth in value of the market has come from heavy promotions,
particularly in the form of three-for-two offers at both supermarkets and health stores. Despite the
value of the market increasing, sales per unit only rose by 2% in 2012 (not tabulated), suggesting that
people are buying bigger pack sizes. Almost a quarter of people stock up during special offers (23%,
see The Consumer- Factors influencing purchase of Vitamins and Supplements section) and only 13%
use special offers to try different types of vitamins/supplements. Heavy promotions may be may not be
encouraging growth of the market as it takes people out of shopping for products by enabling them to
stock up rather than experiment with different types of vitamins.
36

UK, September 2013
Key analysis: The three-for-two special offers in this category, which have almost become a
permanent feature in this market, are hampering overall value sales growth. Regular buyers are
likely to use this to stock up on one type of vitamin, resulting in them not visiting the vitamin
aisle/health shop for at least three months (assuming that they are buying packs of 30 for
themselves). Despite mix and match offers, it also has not succeeded in encouraging people to try
different vitamins/supplements as only 13% of people agree they are using special offers to try
different vitamins/supplements (see The Consumer Factors Influencing Purchase of Vitamins and
Supplements section). Different types of special offers may be more effective at growing the market.
For example, buy one get one half price encourages spending more money on a lower volume of
product. As a result, consumers come back more frequently and spend a greater amount over a
longer period of time. Additionally, special offer promotions across categories could be used to
encourage experimentation. For example, offering discounted immune-boosting vitamins to those
buying a pack of tissues during the winter months could encourage people to try them when they
are likely to be feeling run down/unwell. Additionally, vitamin users can be encouraged to
experiment by offering loyalty cards and discounts on purchases of different types of vitamins along
with their usual one.
Targeted launches could grow the market

FIGURE 20: BEST- AND WORST-CASE SCENARIO FOR RETAIL VALUE SALES OF VITAMINS AND SUPPLEMENTS, 2008-18
The market is predicted to grow by 20.1% to 490 million in the best case or by 9.3% to 446 million
in the worst case by 2018. Mintel predicts the market to grow by 14.7% to 468 million by 2018.
Growth will come from the ageing population and the continued baby boom, both of which will
continue to see people buying into the category looking for products for specific ailments such as heart
and bone health as they age, and child-specific and pregnancy-specific products for the younger
groups.
37

UK, September 2013
Forecast methodology
Mintel has produced this forecast based on an advanced statistical technique known as multivariate
time series auto-regression using the statistical software package SPSS.
The model, based on historical market size data taken from Mintels own market size database and
supplemented by macro- and socio-economic data sourced from credible organisations (eg Office for
National Statistics, HM Treasury, Bank of England), searches for relationships between actual market
sizes and a selection of key economic and demographic determinants (independent variables) in order
to identify those predictors having the most influence on the market.
For the vitamins and supplements market, adding value and product credibility were identified to
have the most influence on the market value.
Next to historical market sizes and a current-year estimate, the fan chart illustrates the probability of
various outcomes for the market value of vitamins and supplements over the next five years.
The future uncertainty within this market is illustrated by the coloured bands around the five-year
forecast. The widening bands successively show the developments that occur within 95%, 90%, 70%
and 50% probability intervals. Statistical processes predict the central forecast to fall within the darker
shaded area which illustrates 50% probability ie a five in ten chance.
At a 95% confidence interval, we are saying that 95 out of 100 times, the forecast will fall within these
outer limits, which we call the best- and worst-case forecast as these, based on the statistically driven
forecast, are the highest (best case) and lowest (worst case) market sizes the market is expected to
achieve.
The best- and worst-case forecasts take the value of the vitamins and supplements market from an
expected 408 million in 2013 to as high as 490 million (best case) or as low as 446 million (worst
case) in 2018. Mintel expects the market to reach 468 million in 2018.
38
Segment Performance

UK, September 2013
Segment Performance
Key points
Multivitamins continue to show strong growth, due to their broad claims, offering multiple
vitamin supplements and benefits in one product. However, Vitamin B has shown strong
growth in 2012 likely due to the greater media focus on its benefits. This is a reflection of the
role the media plays in this category in shaping peoples perceptions and buying habits.
Value sales of Vitamin C rose by 6% in 2012, however, volume sales only rose by 2%,
suggesting a rise in price per capsule/tablet. The rise in prices of Vitamin C is likely driven
by innovations in effervescent tablets which command a higher price.
Vitamins for men have shown the greatest growth, as men become more involved in their
health and appearance, as Mintel trend Man in the Mirror shows. Offering more launches
targeted at mens needs could drive growth further.
Vitamins for the elderly and children show potential for growth, particularly as the
populations of these groups are predicted to grow.
Multivitamins still most popular, with price rises driving value of other
vitamins
FIGURE 21: RETAIL VALUE SALES OF VITAMINS AND SUPPLEMENTS, BY SECTOR, 2011 AND 2012
2011
(m)
2012
(m)
% change
2011-12
Vitamins:
Multivitamins/minerals
Combined Vitamin C
Vitamin B
Vitamin B Complex
Vitamin C
155.1
26.7
25.6
23.5
17.2
166.8
27.5
26.9
23.8
18.2
+7.6
+3.1
+5.2
+1.2
+5.7
Other Supplements:
Glucosamine
Cod liver oil
Omega-3
Evening primrose oil
Ginseng
Echinacea
Ginkgo biloba
Starflower oil
42.0
38.0
35.3
10.6
3.7
3.6
2.3
1.4
41.1
38.0
36.9
11.0
3.6
3.1
2.4
1.3
-2.2
+0.1
+4.6
+4.2
-2.1
-14.3
+5.5
-5.2
Please note, these do not sum to market total due to overlap.

Multivitamins made up the highest sales in this category, with the greatest increase in value sales in
2012 (nearly 8%). With 37% of people agreeing that multivitamins are just as effective as taking
vitamins separately and 58% of people taking vitamins/supplements to boost health in general,
multivitamins continue to be the most popular vitamin due to their generic nature. They enable people
to get all their essential vitamins in one product, particularly as many offer the maximum RDA.
39
Segment Performance

UK, September 2013
Vitamin B has seen a rise in value sales of 5% with a rise in volume sales of 39% (see Appendix
Segment Performance section). Media focus on Vitamin B increased in 2013 with research from the
National Academy of Sciences which showed that people who use Vitamin B are more likely to be
protected from brain shrinkage, protecting them from illnesses such as Alzheimers disease. As the
population ages, with rising numbers of seniors (see Market Drivers section), they are more likely to
be interested in vitamins that protect from age-related illnesses like Alzheimers disease. The higher
focus on Vitamin B is likely to have helped sales, as well as product offers. The sharp rise in volume
sales of this vitamin suggests that people have been purchasing more when on offer.
Mens vitamins see greatest boost

FIGURE 22: UK RETAIL VALUE SALES OF VITAMINS AND SUPPLEMENTS, BY DEMOGRAPHICS AND CLAIMS, 2011 AND 2012
2011
(m)
2012
(m)
% diff
2011-12
By demographics:
Adult Multivitamins/Minerals
Women
Children
50+
Men
Other supplements
44
45.1
27.7
11.5
4.1
15.7
46.5
47.2
29.4
12.5
5.1
16.5
+5.6
+4.6
+6.0
+8.6
+25.2
+5.1
By function:
Joint care
Energy and mind
Immune support
Pregnancy
Heart health
Bone care
83.2
54.4
38.4
21.8
21.7
7.6
82.1
58.0
39.2
23.4
23.0
9.4
-1.3
+6.5
+2.2
+7.6
+6.2
+23.7
The demographic to see the greatest growth in value has been mens vitamins, growing in value by
25% in 2012 compared with 5% growth in womens vitamins. However, despite this, the number of
male-specific launches remains fairly low in this category (see Whos Innovating? section). Mintel
trend Man in the Mirror suggests that taking pride in, and taking greater confidence from maintaining
a well-groomed appearance now defines what it is to be a man in todays society. Men who buy
grooming products to boost self-esteem or feel more attractive are now in the majority, however, there
has been little NPD targeted at men, particularly when it comes to vitamins with appearance benefits.
In 2013, a brand called Mazorin launched a mens skincare range targeted at urban professionals. The
range of products are aimed at targeting mens appearance concerns, and include an Optimal Skin
Nourishment Food Supplement, described as a skin maintenance supplement for those living in a
modern metropolis. As 27% of men agree that vitamins/supplements are important for improving your
appearance (see The Consumer Attitudes towards Vitamins and Supplements section), this market
has great potential. With 34% of those living in urban locations agreeing that vitamins/supplements are
important for improving appearance, this particular launch may have found a niche in the market
amongst urban men.
40
Segment Performance

UK, September 2013
FIGURE 23: PRODUCT LAUNCH AIMED AT MEN IN 2013

Mazorin Executive Care is a men's skincare range
created for urban professionals. Mazorin means
Mallard' in Friulano, a language spoken in the Friuli
area of North Eastern Italy where one of the founders
of Mazorin was born and where the brand's labs and
production are located. The range has been
dermatologically tested, is free from parabens, mineral
oil and synthetic colours, and comes with a fragrance
selected under medical advice. Each product within
the range is said to offer easy skincare with textures
that absorb instantly. In addition, the packaging has
been designed by two Italian architects and features
matt understated black with strong line colours to
create an image that is timeless, masculine and
stylish. The Face Value sub-line is designed to help
fight skin deterioration and accelerated ageing caused
by work lifestyle and the urban environment. Available
as part of the line is Optimal Skin Nourishment Food
Supplement, described as a skin maintenance
supplement for those living in a modern metropolis,
where the skin can easily lose its youth and normal
health conditions. It is formulated with: Vitamins A, C,
E and selenium, antioxidants, which play a key role in
the skin renewal process and formation of collagen;
taurine in low dosage to enhance the antioxidant
properties of vitamins; green tea extract rich in
polyphenols, for its antibacterial and anti-viral
properties; collagen, a natural component of the skin,
helps the skin preserve its firmness and elasticity;
resveratrol, produced by Japanese knotweed, has
antioxidants and anti-inflammatory properties; and
antioxidant lycopene. This product contains 60 tablets
for a one-month supply, and is suitable for all skin
types. The company does not test on animals.
SOURCE: MINTEL GNPD
Oldest and youngest demographics also show potential

Sales of vitamins for the over-50s have seen growth in value of nearly 8%, with volume growth of 6%.
As this demographic is predicted to continue growing in population (see Market Drivers section), it
continues to be one with growth potential. The market has seen more products aimed at this
demographic which has also boosted the market. Bone health has shown growth in value sales by 24%
with growth in volume sales of 30%. Although 24% of those who take vitamins/supplements cite bone
health as the reason why (see The Consumer Usage and Frequency of Vitamins and Supplements),
the growth in the value of these vitamins is likely to come from the UKs ageing population, with
older people being more likely to take vitamins for bone health (46% of over-65s). Vitamins for
children have seen growth in value of 6%, however, a reduction in volume sales of 4% in the same
time period suggests a rise in prices. As vitamins for children become more sophisticated in terms of
format (with more chewable formats) and a greater range of flavours, manufacturers are able to charge
more.
41
Market Share

UK, September 2013
Market Share
Key points
Pfizer made up 13% of advertising spend in 2012 (one of the three biggest spenders) which
improved sales, and Centrum is one of few vitamin brands with a strong Facebook presence.
This resulted in Centrum enjoying the biggest growth in the year ending June 2013 (almost
30% rise in value sales) despite no new launch activity recorded in GNPD since 2011.
According to brand research, Seven Seas is considered tired and boring. This may have
contributed to declining sales, which saw a reduction of 4% in the year ending June 2013.
Sales were also hampered by negative press associated with glucosamine, as well as a
reduction in sales of Multibionta.
Centrum has seen the biggest growth

FIGURE 24: BRAND SHARE OF VALUE SALES IN VITAMINS AND SUPPLEMENTS, YEARS ENDING JUNE 2012 AND JUNE 2013
Brand
Year ending
June 2012
(m)
Year ending
June 2013
(m)
Seven Seas
Berocca
Centrum
Bassetts
Sanatogen
% change
%
2012-13
54.8
25.2
12.3
11.9
6.8
13.9
6.4
3.1
3.0
1.7
52.7
26.3
15.9
12.2
5.7
12.9
6.4
3.9
3.0
1.4
-3.9
+4.0
+29.5
+2.4
-16.0
Own-label
Others
148.8
134.3
37.7
34.1
147.3
148.8
36.0
36.4
-1.0
+10.8
Total
394.1
100.0
408.8
100.0
+3.7
Note: data from Vitabiotics and the Wellman/woman etc range have been included in the market size, however,
sales for these brands have not been defined
Albeit from a much lower base than Seven Seas or Berocca, Centrum has seen the greatest growth in
the year ending June 2013, with growth of nearly 30% in value sales and 31% in volume sales (see
Appendix Market Share). Pfizer showed investment in advertising in 2012 which has likely boosted
sales of Centrum. Mintels brand research shows that Centrum is strongly associated as a brand that
cares for health/wellbeing (see Brand Research section) which is likely to translate into sales,
particularly in an environment where consumers are sceptical about the safety of the products (see The
Consumer Lapsed Users section).
Seven Seas saw value sales slide by 4% in the year ending June 2013, and this is likely to have been
owing to the Jointcare range suffering from negative press surrounding glucosamine in 2010. Further,
the Multibionta range dropped in value by nearly 20% in the year ending June 2013 (data not
tabulated). According to brand research (see Brand Research section), Seven Seas is more likely to be
considered tired and boring. This brand image may be hampering its sales. The Multibionta Challenge
marketing campaign, which invites consumers to try the product and offers money back to dissatisfied
consumers (see Whos Innovating? section), could see the value of Multibionta increase. Sanatogen
also saw a loss of 16%, however, a volume loss of just 2% suggesting a drop in prices (or offers)
hampered growth of Sanatogen in the year ending June 2013.
42
Market Share

UK, September 2013
Although own-label value sales have dropped by 1%, own-label took 36% of market share in 2012.
Own-label vitamins and supplements remain competitive, with product innovation comparable to
branded products but positioned at lower prices. With 22% of lapsed vitamin/supplement users
agreeing that vitamins/supplements are too expensive (see The Consumer Lapsed Users section),
own-label options are likely to be appealing to price-conscious consumers.
Key analysis: The brand with the biggest growth in 2012 is also the brand with the strongest online
presence. The Centrum Facebook page has over 160,000 likes and is most popular with 45-54-yearolds. The page is active with product promotions, including money-off vouchers and even recipes
for healthy meals with the page remaining active on a daily basis. The Seven Seas Facebook page,
on the other hand, has only 759 likes and the page is not updated on a regular basis. The greater
engagement of Centrum with its target audience is likely contributing to its growth and suggests
that brands can be doing more to target consumers using social media.
43
Companies and Products

UK, September 2013

Seven Seas
http://www.seven-seas.com/
www.codliveroil.co.uk
www.haliborange.co.uk
www.jointcare.com
www.multibionta.co.uk
www.sseas.com
www.femibion.com
Background and financial performance
Seven Seas was founded over 75 years ago and manufactures vitamins, minerals and supplements,
which are sold in over 100 countries worldwide.
The company claims it is the number one supplier of branded vitamins, minerals and supplements in
the UK.
In 1996, Seven Seas was bought by the global pharmaceutical, chemical and life science company
Merck, which is headquartered in Darmstadt, Germany. The company is part of the Mercks Consumer
Health business arm, which sells over-the-counter medication in the UK, France, Germany and
increasingly in emerging markets. Seven Seas was previously owned by Hanson PLC.
FIGURE 25: FINANCIAL PERFORMANCE OF SEVEN SEAS LIMITED, 2010 AND 2011
Year ended 31 December
2010
m
2011
m
% change 2010-11
Turnover
Operating profit
Profit/loss on ordinary activities before taxation
59.8
-7.8
-8.4
60.8
2.5
1.7
+1.7
-
SOURCE: COMPANY ANNUAL ACCOUNTS/MINTEL
Seven Seas turnover has increased by 1.7% from 59.8 million in 2010 to 60.8 million in 2011. The
company reported an operating loss in 2010 after a fire destroyed all finished products within one of its
warehouses. Seven Seas operating performance improved in 2011 as the company finalised a
disruption claim with insurers and received 1.8 million, which was recognised in its financial results
for the year ended 31 December 2011.
According to parent company Mercks annual report, Seven Seas revenue decreased by 6.2% in its
financial year 2012 after the plant in Hull stopped shipping several products, such as New Era,
Minadex and Mil-Par, due to low sales. The Hull factory is expected to close completely by 2015.
Merck began restructuring its Consumer Health division which includes Seven Seas in 2012. The
company aims to improve the divisions operating profit, which was reported to be lower than industry
average last year. Merck plans to focus its investment on core brands (e.g. Femibion, Seven Seas,
Cebion), to reduce expenditure on marketing, sales and R&D, to close production plants and to cut
unprofitable operations and brands. Merck expects the internal restructuring process to finish in 2013.
The company announced that it will not divest any business units until 2014.
Product range and innovation
Seven Seas manufactures and sells vitamins and supplements under a range of brands, which are
targeted at different age groups and different dietary and health requirements.
44

UK, September 2013
Under the Seven Seas brand, the company offers the ranges Pure Cod Liver Oil, Active 55 (Ireland
only), Ilumina, Health Oils, Complete Multivitamins, Immune Support, Pregnancy, Pulse,
CardioMAX, Jointcare and Essentials. In addition, Seven Seas offers other brands, including
Haliborange, Femibion, Multibionta and Minavex.
In August 2012, Seven Seas launched the skincare supplement Ilumina. The range contains Nutri.4
formula, which is said to reduce the appearance of fine lines and improve the skins elasticity. The
Ilumina Skin Nutrition line offers a supplement for healthy hair, skin and nails, which contains
multivitamins, aloe vera and avocado oil, as well as three products targeting different age groups. With
the rise in the population of over-55s predicted to continue through to 2018 (see Market Drivers
section), this is an example of a brand responding to this growing demographic.
FIGURE 26: SEVEN SEAS PRODUCT LAUNCHES IN THE VITAMINS AND SUPPLEMENTS MARKET, 2013 (TO JUNE)
Brand
Product
Launch Date
Launch Type
Description
Seven Seas
Haliborange
Kids
Multivitamin +
Omega-3
11/06/2013
New
Variety/Range
Extension
Seven Seas Haliborange Kids

Multivitamin + Omega-3 supports
normal mental performance and helps
promoting general good health.
Specially formulated for kids aged 312, the orange shaped chewable
softies provide multivitamins, fish-free
omega-3 and Vitamins A, C, D and E
to support healthy eyes, the immune
system, the body's absorption of
calcium for strong bones and teeth,
and to protect body tissues. This
product retails in a 30-count bottle.
Seven Seas
Complete
Multivitamins for
Adults
15/04/2013
New
Variety/Range
Extension
Seven Seas Adult Complete

Multivitamins are a complete A-Z
blend of essential vitamins with
minerals at levels tailored for adult
health maintenance. The product
contains a complete blend of vitamins
with minerals for daily health; energy
levels; immune defence, with Vitamin
C and zinc to help support a healthy
immune system; a healthy heart &
blood with magnesium and thiamine
for a healthy heart and iron for healthy
blood; healthy skin, hair and nails,
with Vitamins A and C, zinc, selenium
and copper; healthy digestion, with
calcium for the normal function of
digestive enzymes; and bone health
with calcium, Vitamin D and
magnesium. The supplement contains
no artificial colours, flavours,
preservatives, yeast or wheat. The
supplement retails in a pack of 28
tablets.
SOURCE: MINTEL GNPD
Marketing and advertising
45

UK, September 2013
Merck cut expenditure on above-the-line advertising for Seven Seas products by 83% from 3.6
million in 2011 to 615,000 in 2012 in a bid to improve the Consumer Health divisions profitability.
The company focused its reduced advertising budget on television campaigns, which accounted for
92% of Seven Seas advertising spend. In addition, the company used press and online activity to
promote its products.
In 2012, the companys Health Oils range, which was launched in 2011 and was considered to be the
brands most innovative new product, continued to receive the biggest marketing push, accounting for
92% of Seven Seas advertising expenditure.
In February 2012, Seven Seas secured a 13-month sponsorship deal with ITV national weather, taking
over from The Co-Operative Group. Seven Seas-sponsored short promotional sequences were played
before and after the national weather report, which is broadcast three times a day. The sponsorship
deal has given Seven Seas higher brand exposure and the company has promoted a range of existing
and new sub-brands throughout the year, including the Pregnancy, Winter Health, Complete
Multivitamins, Haliborange, Cod Liver Oil and Jointcare lines.
In October 2012, Seven Seas introduced a reward programme for its Jointcare range, entitled Zest for
Life. Consumers who bought promotional packs were invited to register their details at a dedicated
website and enter the codes printed inside the promotional packs. Users could claims rewards, such as
skincare sets, exercise DVDs and charity donations, for the points they collected and enter prize draws
for shopping vouchers. The Zest for Life rewards programme continues in 2013 and has been
supported by a series of YouTube videos demonstrating exercises which can improve joint mobility.
According to the Office for National Statistics (ONS), more babies were born in the UK in 2011/12
than any year since 1972. Amidst the baby boom, Seven Seas Pregnancy launched the free smartphone
app Bump Buddy in June 2013. The app features a map that shows important local places and a
product viewer function for the Seven Seas Pregnancy range. Bump Buddy also lets users create a
baby name short list and provides daily tips as a countdown to the due date.
Bayer
www.bayer.co.uk
www.sanatogen.co.uk
www.berocca.co.uk
www.redoxon.ca/en
Bayer UK and Ireland is a subsidiary of the international healthcare company Bayer AG, which is
based in Leverkusen, Germany.
In the UK, Bayer operates three business units: HealthCare, MaterialScience and CropScience. The
company offers nutritional supplements within its Consumer Care division.
In the UK vitamins and supplements market, Bayer competes with its brands Berocca, Sanatogen,
Sanatogen Pregnancy and Redoxon. No new products have been recorded in GNPD in the six months
to June 2013.
46

UK, September 2013
In 2012, Bayer spent a total of 3.6 million on above-the-line advertising for its vitamin and
supplement products, up 44% compared to the previous year. The company focused its advertising
efforts on the Berocca brand, particularly Berocca Boost, which was first launched in 2010 as the
UKs first effervescent vitamin and mineral drink to contain guarana. Berocca accounted for 61% of
advertising expenditure.
Bayer used television as its only advertising medium in 2012.
In 2013, Bayer invested an additional 1.8 million in television advertising and press activity for its
Berocca brand. A television ad created by JWT London aired in April 2013 and was designed around
the tagline You, but on a really good day. The ad showed a man making his way through a busy city
on his bicycle by jumping over benches and steps to demonstrate how the product can make users feel.
Boots
www.boots.com
Alliance Boots was formed in 2006 after a merger between Alliance UniChem Plc and Boots Group
PLC.
The pharmacy-led health and beauty retailer operates over 3,100 stores in the UK, 30 of which have an
in-store pharmacy. Boots also has stores in the Republic of Ireland, Norway, the Netherlands and
Lithuania. As of 31 March 2013, the company employs over 108,000 people in 25 countries.
FIGURE 27: FINANCIAL PERFORMANCE OF ALLIANCE BOOTS, 2012 AND 2013
Year ended 31 March
2012
bn
2013
bn
Change 2012-13
%
Revenue (Group)
of which Health & Beauty
23.0
7.7
22.4
7.5
-2.6
-2.5
Trading profit (Group)

of which Health & Beauty
1.2
0.8
1.3
0.9
+5.9
+6.4
Profit for the year
0.6
0.7
+25.0
Alliance Boots reported group revenue of 22.4 billion, down 2.6% (on a reported basis) compared to
the previous year (0.6% in constant currency). The decrease in revenue was attributed to currency
translation as Sterling was in a stronger position against Alliance Boots other operating currencies,
including the euro. Group profit for the financial year 2012/13 was 741 million, up 25% from 593
million in the financial year 2011/12.
Alliance Boots global Health & Beauty division saw its revenue decrease by 2.5% (on a reported
basis) to 7.5 billion in 2012 due to lower dispensing revenues. Trading profit increased by 6.4% to
865 million during the same period. According to the companys annual report, performance in
Boots Health & Beauty Division in the UK was particularly strong because the retailer focused more
on its core health and beauty categories throughout the year and made improvements to its stores,
including the introduction of new products and services, and the online business.
47

UK, September 2013
Within the Boots Alliance UK Health & Beauty division, the Retail Health category, which includes
non-prescription medicines and other health-related products, saw the strongest year-on-year revenue
growth, 1.3% to 904 million. This was attributed to higher sales in the positive healthcare and nonprescription medicine sub-categories, the latter of which benefited from more incidences of cough and
cold complaints. Alliance Boots continues to introduce new and innovative products under its Boots
Pharmaceuticals brand and continues to offer the largest range of healthcare products in the UK,
including natural alternatives and vitamins.
Boots offers a wide range of own-label vitamins and supplements in a variety of formats, such as
capsules, liquids, effervescent tablets and chewable tablets. Under the Boots Pharmaceuticals brand,
Boots offers a wide range of products for different age groups, lifestages and health and dietary needs.
The range includes products to support the immune system, heart, joints, eyes and bones, as well as
products specifically formulated for women during and after pregnancies and menopause.
FIGURE 28: BOOTS PRODUCT LAUNCHES IN THE VITAMINS AND SUPPLEMENTS MARKET, 2013 (TO JUNE)
Brand
Boots
Pharmaceuticals
Product
Launch Date
Launch Type
Description
Brain & Heart

Krill Oil
Q2 2013
New Variety/
Range
Extension
Boots Pharmaceuticals Brain & Heart Krill

Oil contains omega fish oils that support
brain, heart and eye health and provide a
better absorption of EPA and DHA. It has
been subject to Eco Harvesting, resulting
in minimal environment damage. It is free
from artificial colours, lactose, gluten and
retails in a pack containing 30 capsules.
SOURCE: MINTEL GNPD

According to Nielsen Media Research, Boots spent 2.1 million on above-the-line advertising for
vitamins and supplements in 2012. This represents a decrease of 38% on the previous year.
The company used television, press and internet as advertising media in 2012. The cut in advertising
spend resulted in Boots reducing its expenditure on press activity by more than half, from 1.4 million
in 2011 to 630,000 in 2012, and on television ads by 25%, from 2 million in 2011 to 1.5 million in
2012. However, 2012 marks the first time Boots has used online advertising to promote its vitamins
and supplements product range.
Galenica
www.galenica.com
www.viforpharma.com
www.pottersherbals.co.uk
www.equazen.co.uk
www.seatone.co.uk
The Galenica Group is a diversified healthcare company with four business arms: Pharma, Retail,
Logistics and Healthcare Information. The company was founded in Switzerland in 1927 as a
pharmaceutical wholesaler.
Within its Pharma division is Vifor Pharma, a specialist pharmaceutical company that runs four
franchises, including Consumer Healthcare, which offers over-the-counter health products. Vifor
Pharma operates in around 100 countries.
48

UK, September 2013
FIGURE 29: FINANCIAL PERFORMANCE OF VIFOR PHARMA UK LTD., 2011 AND 2012
2011
m
2012
m
% change 2011-12
Turnover
Operating profit/loss
13.5
-0.5
-21.5
22.8
0.7
0.4
69
-
Vifor Pharma UK Ltd incorporated herbal remedies producer Potters Limited in December 2011.
Vifor Pharmas revenue increased from 13.5 million in 2011 to 22.8 million in 2012, up 69%. This
was a result of the merger with Potters Limited and due to higher sales in the divisions.
As a result, Vifor Pharma reported an improved operating profit of 0.7 million, compared to an
operating loss of 0.5 million for Vifor Pharma and an operating profit of 0.2 million for Potters Ltd.
in the previous year.
In the UK vitamin and supplements market, Galenica competes with the brands Equazen, Seatone,
Calcia and Potters Herbals.
According to Nielsen Media Research, Vifor Pharma cut its expenditure on advertising by 55% from
23,900 in 2011 to 10,700 in 2012. The company focused its advertising efforts on its brand
Equazen, which offers Omega-3 and Omega-6 nutritional supplements, and used press as its
advertising medium.
In the first half of 2013, Vifor Pharma invested an additional 17,300 in press advertising.
Holland & Barrett

www.hollandandbarrett.com
Founded over 80 years ago, Holland & Barrett is a health store retailer that operates more than 620
outlets across the United Kingdom and Ireland. In addition to health food products, the retailer markets
a wide range of nutritional supplements, including vitamins, minerals and herbal remedies.
FIGURE 30: FINANCIAL PERFORMANCE OF HOLLAND & BARRETT RETAIL LIMITED, 2011 AND 2012
Year ended 30 September
2011
m
2012
m
% change 2011-12
Turnover
Operating profit/loss
307.8
56.9
57.0
335.3
73.8
74.4
+8.9
+29.7
+30.6
Holland & Barrett reported an 8.9% increase in revenue from 307.8 million in 2011 to 335.3 million
in 2012.
Looking ahead, Holland & Barrett plans to expand its store network, introduce new products and to
launch more effective promotional activity.
49

UK, September 2013
Holland & Barrett sells a broad range of nutritional supplements and herbal remedies for different age
groups as well as dietary and health requirements. The retailer offers vitamins, minerals and herbal
remedies in a variety of formats, including tablets, capsules, powder, spray, liquid and granules.
Holland & Barrett reduced its advertising expenditure by 15% from 784,000 in 2011 to 668,100 in
2012. The majority of the retailers adspend was used to promote the Whey Protein range, accounting
for 79% of Holland & Barretts total expenditure on above-the-line advertising in 2012. The Manuka
Honey, Holland & Barretts selection of vitamins and the probiotics brand Probio 7 received the
remaining share.
According to Nielsen Media Research, the company mainly relies on television advertising, which
accounted for 89% of its adspend in 2012.
In June 2012, Holland & Barrett launched a new general advertising campaign, which promoted its
employees specialist knowledge after the company received a government-backed accreditation for its
training programme, which provides staff with a vocational qualification that qualifies them to give
advice on nutritional supplements. The retailer used the qualified to advise tagline for point-of-sale
marketing and in-store advertising to boost sales. This was complemented by a television campaign in
April 2012, which featured former Blue Peter presenter Gethin Jones.
In the first half of 2013, Holland & Barrett invested an additional 103,200 in above-the-line
advertising. The majority of this was used to promote the retailers glucosamine supplements,
accounting for 84% of Holland & Barretts advertising expenditure between January and June 2013.
In February 2013, Holland & Barrett launched its new advertising campaign The Good Life. The
campaign, which is worth 9 million, marks a shift away from the retailers traditional promotion-led
advertising initiatives. The Good Life tagline replaces the Were good for you strapline that the
retailer has used for 14 years. The campaign features woodland creatures, which each represent a
product category, and highlights Holland & Barrett staffs expertise after a new A-level accredited
training programme.
In June 2013, Holland & Barrett introduced its new Ask us Anything campaign, which offered
customers 20% off if its staff could not answer a customers question about the supplements and health
foods available from the retailer. The campaign promotes Holland & Barretts focus on service, aiming
to provide health-conscious customers with expert, personal advice. The television advert features the
woodland creatures introduced in an earlier campaign in February 2013. The advert shows cartoon
animals visiting a wise owl with their questions about supplemental needs and the retailer in general.
Vitabiotics
www.vitabiotics.com
Vitabiotics is a London-based nutraceutical company that manufactures, markets and distributes
multivitamin supplements, research-based nutraceutical products, pharmaceutical products and
functional food and drinks.
The company claims it is the second-largest branded multivitamin manufacturer in the UK.
50

UK, September 2013
FIGURE 31: FINANCIAL PERFORMANCE OF VITABIOTICS LTD., 2010 AND 2011

Turnover
Group operating profit/loss
Profit on ordinary activities before taxation
2010
2011
54.8
9.8
6.9
64.1
13.4
10.2
% change
2010-11
+16.9
+36.0
+47.0
Vitabiotics turnover increased by approximately 17% from 54.8 million in 2010 to 64.1 million in
2011. In 2011, UK sales accounted for 41% of Vitabiotics total revenue, up 3% compared to the
previous year.
The companys operating profit improved by 36% to 13.4 million, mainly due to higher sales, partly
due to a reduction of research and development expenditure.
Vitabiotics offers supplements, single vitamins, herbal remedies and omega-3 fish oil products.
FIGURE 32: VITABIOTICS PRODUCT LAUNCHES IN THE VITAMINS AND SUPPLEMENTS MARKET, 2013 (TO JUNE)
Brand
Product
Date
published
Launch type
Product description
Vitabiotics
Ultra
Super Strength
Garlic Food
Supplement
Tablets
Q2 2013
New
Variety/Range
Extension
Vitabiotics
Ultra
Lycopene
Potent Extract
Q1 2013
New
Packaging
Vitabiotics Ultra Super Strength Garlic Food

Supplement Tablets are odour controlled and
contain no artificial colours or preservatives.
The vegetarian product has not been tested on
animals and is free from lactose, gluten, salt
and yeast. This de-odourised, botanical tablet
is specially enteric-coated for absorption lower
in the digestive system, which helps with better
absorption of allicin and a reduced garlic taste.
The garlic content contributes to normal
immune function and may also aid the
maintenance of normal heart health and
circulation. The product can be used daily and
retails in a pack of 60 units.
Vitabiotics Ultra Lycopene Potent Extract
provides 10mg of pure lycopene, sourced from
tomato. It provides a powerful antioxidant
support, helps skin and cells, and supports
heart health and circulation. The vegetarian
supplement contains no artificial colours,
preservatives, lactose or gluten, salt or yeast. It
retails in a newly designed pack containing 30
tablets, and is not tested on animals.
SOURCE: MINTEL GNPD
51

UK, September 2013

According to Nielsen Media Research, Vitabiotics investment in above-the-line advertising has
remained flat over the last four years, with a small increase of 2% to 3.7 million in 2012. The
company has significantly boosted its expenditure on press, by 132%, between 2011 and 2012, and
this medium now dominates Vitabiotics advertising efforts, accounting for 79% of the companys
total adspend. The increase in press activity has led to a cut in expenditure on outdoor as an advertising
medium by 73%.
Between January and June 2013, Vitabiotics invested an addition 3.5 million in press and radio
advertising and, for the first time in five years, launched a television campaign.
Vitabiotics released its first television advert in March 2013 after it signed a 12-month partnership deal
with Channel 5. The campaign, which is worth 2 million, will focus on two of Vitabiotics main
brands, Wellman and Wellwoman, and involves headline sponsorship of the new documentary series
Nurses. Channel 5s in-house creative department has developed two adverts, which explore the
history of Vitabiotics and explain why men and women can benefit from a different combination of
vitamins.
In September 2013, Vitabiotics will release a second advert featuring world champion swimmer Mark
Foster. In the ad, Foster will explain how the Wellman supplements have helped him to stay fit.
Vitabiotics launched a free smartphone app in August 2011, which features health calculators for
pregnancy due date, flexibility, target heart rate, Body Mass Index and muscular endurance, as well as
reminder functions for medication and supplements. The app also lets users browse Vitabiotics
product range and updates them on new product launches.
52
Brand Communication and Promotion

UK, September 2013

Key points
There has been a decline in total advertising expenditure year on year, reflecting the
reduction in the total number of new launches. However, investment in TV advertising has
seen a rise as a proportion of advertising spend, resulting in more brands featuring on TV in
2012 and 2013.
Vitabiotics, Bayer and Pfizer have invested the most in advertising in 2012, despite the fact
that launch activity for Bayer and Pfizer has been relatively low.
Tighter regulations from December 2012 have resulted in greater scrutiny in the industry.
As a result, more adverts are being called to question. This may continue to impact the
industry throughout 2013.
Brands that have a strong Facebook presence have shown better value sales performance,
suggesting the importance of social media in engaging consumers.
Decline in advertising spend

FIGURE 33: MAIN MONITORED MEDIA ADVERTISING SPEND ON VITAMINS AND SUPPLEMENTS, 2009-13
SOURCE: NIELSEN MEDIA RESEARCH/MINTEL
As the market struggles to grow (see Market Size and Forecast), advertising spend declines. This is
also reflective of the total number of new launches which has declined year on year (see Whos
Innovating? section). In addition, the ratio of advertising spend to sales has also declined year on year
since 2009.
53

UK, September 2013
Vitabiotics and Bayer dominate advertising

FIGURE 34: MAIN MONITORED MEDIA ADVERTISING SPEND ON VITAMINS AND SUPPLEMENTS, % SHARE BY ADVERTISER, 2012
Vitabiotics, Bayer and Pfizer are the three biggest spenders in advertising, however, only Vitabiotics
features in the top manufacturers for NPD (see Whos Innovating? section). This suggests that
advertising spend from Bayer and Pfizer has focused on existing products rather than supporting new
launches. Bayer has focused advertising spend on the Berocca brand in 2012 and the first half of 2013.
In 2013, Berocca launched a TV advert with the tagline You, but on a really good day.
With the popularity of the multivitamin and the continued baby boom, Pfizer focused advertising
spend on its Centrum multivitamin ranges and pregnancy care line (data not tabulated). In 2013,
however, Centrum multivitamin adverts were called into question by the Advertising Standards
Agency which ruled that the TV advert showing a couple with two Centrum products, one aimed at
women and one aimed at men, implied that a balanced and varied diet could not provide appropriate
quantities of vitamins and minerals.
Key analysis: Although the Centrum adverts did not contravene the European law, and was
approved by Clearcast (a non-government organisation which pre-approves most UK TV
advertising), the ASA still ruled it misleading. This shows that tighter claims regulation in this
category (in effect from December 2012, which was the cut-off point for manufacturers to comply
with the EU Nutrition & Health Claims Regulation, NHCR), has resulted in the industry being
under greater scrutiny than it has ever been before.
54

UK, September 2013
Television advertising most popular

FIGURE 35: MAIN MONITORED ADVERTISING EXPENDITURE ON VITAMINS AND SUPPLEMENTS, % SHARE BY MEDIUM, 2009-13
TV has shown an increase in advertising expenditure as a proportion of total advertising spend, going
from 35% of advertising spend in 2011 to 50% of advertising spend in 2012. In 2013, Vitabiotics
released its first TV advert after a sponsorship deal with Channel 5.
As part of its strategy of promote less and work more on branding message, Holland & Barrett
communicated its staff expertise with a TV advertising campaign in the summer of 2013 called the
Ask Us national TV adverts.
In February 2012, Seven Seas secured a 13-month sponsorship deal with ITV national weather,
sponsoring short promotional sequences before and after the weather report. The deal enabled the
brand to show targeted advertising specific to the seasons throughout the year. However, despite this
investment in TV advertising, value sales for the Seven Seas brand declined by 4% in the year ending
June 2013 (see Market Share section).
Although investment in online advertising is low, largely due to the low cost of online advertising,
brands have shown activity on social media. Vitabiotics has a strong presence on Facebook, most
popular amongst 25-34-year-olds (who show high usage in this category, see The Consumer Usage
and Frequency of Vitamins and Supplements section). Berocca Boost also has a strong Facebook
presence, particularly amongst 18-24-year-olds, with Berocca enjoying growth in value of 4% in the
year ending June 2013 (see Market Share section). Centrum has the strongest Facebook presence with
over 158,000 likes, and enjoyed growth in value of nearly 30% in the year ending June 2013. Seven
Seas, however, does not have a notable Facebook presence (scoring just 758 likes) and value sales
showed a decline of 4% in the year ending June 2013.
55

UK, September 2013
Key analysis: Research is key to consumers in this category (28% of whom research before buying,
see The Consumer Factors Influencing Purchase of Vitamins and Supplements section).
Additionally, recommendations from friends/family, as well as advice from health and in-store
professionals, is important. This could offer opportunities for brands to reach out more to
consumers before they are in-store. Online Q&A chat could be one way, for example online retailer
ASOS allows people to ask questions to a stylist to get fashion tips/recommendations. Health stores
could offer similar services on their websites to allow people who are browsing to ask questions to a
professional in a private environment, and even order their recommendations. Additionally, brands
could have a stronger Facebook presence and use social media to encourage regular users to give
reviews/recommendations as well as reach out to non-users.
56
Brand Research

UK, September 2013
Brand Research
Brand map
The Mintel Brand Research Map below illustrates a three-dimensional brandscape based on:
Differentiation: an indication of vitality and profitability. Taken from consumer perceptions of a

brands standout from others in its competitive sphere.
Trust: an indication of brand integrity and stature. Derived from agreement with the statement a
brand that I trust.
Experience: consumers who have ever used/visited/bought the brand, an indication of presence in
the category.
This map gives a snapshot of the current strength and quality of selected brands, where they are in
their growth and how healthy they are.
FIGURE 36: ATTITUDES TOWARDS AND USAGE OF BRANDS IN THE VITAMIN AND SUPPLEMENT SECTOR, JULY 2013
Base: internet users aged 16+ who have heard of the brand and expressed a view
Bubble size represents usage (% ever used)

SOURCE: GMI/MINTEL
Trust in this market tends to run in the same order as brand usage. Given that the most trusted brands
have also been on the market for a longer period, it is likely to be the case that this trust drives
additional usage.
57
Brand Research

UK, September 2013
Holland & Barrett has the advantage of being seen on the marketplace through its retail operations. It
can build a reputation through visibility, and is already known as a place to go for health foods and
supplements. This then helps to build trust within its products as well as its stores. Because of
additional exposure, both Seven Seas and Holland & Barrett gain more trust from over-35s, while
other brands gain more trust from under-35s. They also have a more evenly spread level of trust across
regions, compared to the London and urban bias of other brands.
Berocca stands out slightly more than other brands that gain more trust. The different drink format of
the multivitamin product helps it to stand out from others which are generally in a solid format, while
advertising campaigns to drive the image of you, but on a really good day mean it is memorable to
consumers. All brands stand out more to under-35s and Londoners, while Vitabiotics is the only brand
to stand out to ABC1s more than C2DEs. It also experiences this same pattern in terms of trust.
Correspondence analysis
In order to display brand images (and/or consumer attitudes towards brands) related to each brand
covered in this survey in a joint space that is easy to understand, Mintel has conducted correspondence
analyses. Correspondence analysis is a statistical visualisation method for picturing the associations
between rows (image, attitudes) and columns (brands) of a two-way contingency table. The
significance of the relationship between a brand and its associated image is measured using the Chisquare test. If two brands have similar response patterns regarding their perceived images/attitudes,
they are assigned similar scores on underlying dimensions and will then be displayed close to each
other in the perceptual map.
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Brand attitudes
FIGURE 37: ATTITUDES, BY VITAMIN AND SUPPLEMENT BRAND, JULY 2013
This chart shows the level of association of each brand surveyed with a set of key performance attributes core to
vitamin and supplement brands overall. The more significant an attribute is as part of a brands image relative to
other attributes, the nearer it will be to that attribute. If a brand is between a number of attributes, it is reasonably
closely associated with each of these.
SOURCE: GMI/MINTEL
Vitabiotics method of tailoring blends of vitamins to different groups of people, be it men, women or
pregnant women, gives off an innovative image. Its tagline is science of healthy living, reflecting its
commitment to continued research and innovation behind the concoction of different blends. In
advertising it also has referred to its founder, scientist Professor Arnold Beckett, and his innovative
approach to vitamins, which helps to drive this image further.
Holland & Barrett has a socially responsible image, and is the brand with the strongest image of value.
This may help to encourage higher usage of its products and may help to encourage that greater image
of differentiation.
Seven Seas is considered to have a good reputation, based around its time on the market. It was
founded under the name of British Cod Liver Oil Producers in 1934, so has a strong history in the
market, particularly in cod liver oil. This reputation looks to be stronger among over-45s, while
women and C2DEs are also more likely to consider it as having a strong reputation.
Brand personality
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FIGURE 38: VITAMIN AND SUPPLEMENT BRAND PERSONALITY MACRO IMAGE, JULY 2013
This chart shows all vitamin and supplement brands in relation to a set of broad image attributes applicable to all
categories.
SOURCE: GMI/MINTEL
Beroccas upbeat advertising and message of performance help to push a strong upbeat image.
Advertising features energetic dancing which reflects this. Men aged 25-34 as well as urban consumers
are most likely to consider Berocca in these terms. Centrum is also considered upbeat, which may be
an image encouraged by colourful packaging. Again 25-34s and consumers in town and city centres
are most likely to consider it as upbeat.
Seven Seas is more likely to be considered tired and boring, something which may be driven by its
association with cod liver oil, and older age groups. Compared to the likes of Berocca, its advertising
message is fairly reserved. Younger people and ABC1s are more likely to think of it as boring and
tired as a result.
Vitabiotics has a more exclusive image, which ties in to its lower level of usage. Despite its 40 years in
production, it is the brand which consumers appear to know the least about.
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FIGURE 39: VITAMIN AND SUPPLEMENT BRAND PERSONALITY MICRO IMAGE, JULY 2013
This chart complements the wider brand image display, using a set of image traits specific to the vitamin and
supplement sector.
SOURCE: GMI/MINTEL
Berocca is thought of as youthful and quirky. Rather than being branded as something to maintain
body wellness, it tries to drive a message of improving on performance and mental capability. This
type of advertising alongside its drink format almost pushes it into energy drink territory, albeit with
more natural ingredients.
Seven Seas sits on the other side of the map and of the market. Although it has a range for children,
Haliborange, it has a classic, old-fashioned image, an image especially strong among women and
consumers in rural areas. This is borne out of the brands history in the market, and association with
products for older consumers like Jointcare and Cod Liver Oil.
Vitabiotics again has a strong image of being at the cutting edge, especially among men, again as
result of that same message of scientific research. The greater image among men might be down to its
advertising featuring cricketer James Anderson.
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Brand experience
FIGURE 40: VITAMIN AND SUPPLEMENT BRAND USAGE, JULY 2013
* usage = % ever used

SOURCE: GMI/MINTEL
Holland & Barretts retailer influence means that consumers are more likely to have used it than other
brands. The additional expertise and exposure that it has enables that greater level of trust which
translates into usage.
Of the specific vitamin brands, Seven Seas is the brand that has been on the market for the longest
time, which means that consumers have had more exposure to it. Along with Holland & Barrett, over35s are more likely to have used Seven Seas, while other brands have a younger user base. Those aged
25-34 tend to be the heaviest users of vitamin and supplement brands in the last year, aside from
Holland & Barrett which has a consistent level among over-25s.
Only Holland & Barrett shows any sort of gender bias, with more women likely to have used it than
men in general, although men aged 25-34 tend to have been the main users of Berocca, Centrum and
Vitabiotics in the last year.
ABC1s are the main users of these brands, possibly indicating that C2DEs are less likely to consider
these a necessity, or that they are more likely to buy private-label rather than branded products.
Centrum and Seven Seas have the narrowest gap between ABC1s and C2DEs. This usage finding is in
contrast to brands usually finding stronger images within C2DE households.
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FIGURE 41: SATISFACTION WITH VARIOUS VITAMIN AND SUPPLEMENT BRANDS, JULY 2013
Base: internet users aged 16+ who have ever used the brand
SOURCE: GMI/MINTEL
The lack of overall differentiation is evident within satisfaction as well, with all brands scoring
roughly similar in terms of overall positive endorsements.
The focus that Vitabiotics has on suiting the needs of individuals may ensure that it scores more highly
on excellent experiences than other brands. While other brands also look to provide different products
for different people, Vitabiotics most firmly pushes its expertise in this area.
In general, under-35s tend to be more enthusiastic about their experience of these brands, which fits in
with usage levels in the past 12 months. Alongside this, C2DEs are most likely to express positive
endorsement of these brands, with Centrum experiencing the highest proportion of excellent responses
from C2DEs.
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FIGURE 42: CONSIDERATION OF VITAMIN AND SUPPLEMENT BRANDS, JULY 2013

SOURCE: GMI/MINTEL
Aside from Holland & Barrett, which is linked to the retailer, there is little in the way of commitment
in the market. Instead there is indifference, which means that there is the strong risk of private-label
competitors imitating brand name products. A consumer who looks at the list of ingredients of a brand
label against a private label is unlikely to notice much difference. In order to build loyalty, brands must
concentrate on what makes them different from own-label. This often comes out in the resources that
brands are able to spend on scientific research.
Consumers are unlikely to avoid these brands on principle; however, they dont currently encourage
much loyalty, meaning that consumers are likely to change their choice of brands. This also means that
consumers will be more inclined to base purchase decisions on price or promotions.
Despite Vitabiotics high satisfaction, it is still the brand least likely to be considered. This is likely to
be a result of the more exclusive image it has, and lower level of overall awareness and usage, despite
consistent advertising spend over the past few years.
Those aged 25-34 are most likely to express commitment to these brands, and despite stronger images
of these brands among C2DEs, only Seven Seas has a stronger level of commitment among those
households. Instead ABC1s are more likely to express commitment, suggesting that current purchasing
patterns are set to continue.
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FIGURE 43: CONSUMER PERCEPTIONS OF CURRENT VITAMIN AND SUPPLEMENT BRAND PERFORMANCE, JULY 2013
SOURCE: GMI/MINTEL
Despite the largely functional nature of this market, and the strong position of private-label
competitors, brands are considered to be moving forwards thanks to significant advertising spend in
the year to August 2013. Even the brand that is considered the most boring and tired, Seven Seas, is
considered to be moving forwards among consumers.
Holland & Barretts visible nature on high streets helps to drive its image more than within other
brands, although the consistent advertising that Berocca has invested in and its general upbeat image
mean that it is considered more dynamic than other brands with a higher level of usage.
C2DE households are more likely than ABC1s to consider these brands as moving forwards. As with
other metrics, dynamism within these brands is more keenly felt by Londoners and other town and
inner city dwellers. Seven Seas is the only brand to see an even level of dynamism between over- and
under-35s compared to other brands which find a greater perception of momentum among under-35s.
Women are more likely to consider Vitabiotics, Centrum and Holland & Barrett as dynamic while
Seven Seas and Berocca have a more consistent image across genders.
Brand index
The Mintel brand index gives an overview of a brands standing relative to others in its own category
or outside. A brand scoring 100 on the index would have 100% penetration, be universally seen as
unique, score universally on all attributes and be top-rated for all relevant scaled brand aspects. A
brand scoring zero on the index would be completely unknown.
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FIGURE 44: VITAMIN AND SUPPLEMENT BRAND INDEX, JULY 2013

SOURCE: GMI/MINTEL
Visibility and history tend to count for a lot in this market. Consumers have had more exposure to
brands that have been on the market for longer, which means they are likely to have stronger images of
these brands and are more likely to have used them. This helps to explain why usage runs in the same
order as trust, and why Holland & Barrett and Seven Seas have greater brand strength than the other
brands analysed. This is despite Seven Seas comparatively low advertising spend in the market, in the
year to August 2013.
To try to compete with this visibility, other brands try to push other factors. Berocca has a different
format which aligns it more closely to energy drinks, while Vitabiotics utilises its founder Arnold
Beckett in advertising to try to emphasise the additional scientific research it undertakes.
Vitabiotics has spent the most out of these brands in the last year, which may help to get its message
across to a greater reach of people. Advertising featuring cricketer James Anderson may be especially
critical because it ties in with an Ashes cricketing summer and winter. To people who are aware of the
brand and what it offers, Vitabiotics promotes a cutting-edge, innovative image, but at present there
are still consumers who are not aware of what it can offer. One potential advantage that it has is that it
tends to perform strongly among ABC1 consumers, while other brands have more solid images among
C2DEs.
Target group analysis

Mintels brand target groups are based on psychographic analysis highlighting different attitudinal and
personality traits between people, informing their interactions with and motivations towards brands
and brand purchase.
Through varying combinations of these traits and the importance survey respondents place on them,
Mintel allocates them to one of five groups, although there are some common traits between them.
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The five groups are illustrated here in relation to Mintels vitamin and supplement research sample,
together with the brands they are most likely to buy, shopping habits and the attitudes they have
towards individual brands.
FIGURE 45: TARGET GROUPS, JULY 2013
SOURCE: GMI/MINTEL
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FIGURE 46: VITAMIN AND SUPPLEMENT BRAND USAGE, BY TARGET GROUPS, JULY 2013
Bubble size represents usage (% ever used)

SOURCE: GMI/MINTEL
Group One Conformists

Conformists are the most brand-loyal of all groups and are primarily driven by a desire to fit in with
others. They seek reassurance from others ahead of making a purchase, and will as such think carefully
about buying something beforehand rather than buying impulsively. However, they are the least
concerned about quality and premium products and brands.
Conformists are strictly mass market; they prefer popular brands and are liable to say such brands
make them feel confident or express their personality. Personal emotional benefits are important to
them, reflecting their concern over fitting in with others and feeling part of the crowd. In line with this,
they are among the most likely to agree that they buy brands they know their friends would approve of
and to feel that owning fashionable brands makes them attractive.
The Conformists group is biased towards women, with an especially high proportion under the age of
25. The group is more likely to live in town and city outskirts, and has the greatest proportion of C1s
of any group. This group is under-engaged with the brands in this market, likely to be down to the
youthful age of the group and the lack of prestige that comes with vitamin brands. It is unlikely that
Conformists will gain comfort from any of these brands in particular and so will not be strongly led
towards particular brands.
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Group Two Simply the Best

This group is by far the most concerned about quality and premium goods, but like Conformists are
worried about their image and status. They are least likely to worry about price, product range or offers
and, while no more impulsive than average, they are arguably more likely to buy something with
confidence when they see it.
However, they are most likely to be early adopters and adventurous in their brand and product choices,
and their status motivations are therefore more likely to be driven by projections of prestige rather than
fitting in with others they are among the least likely to ask opinions of friends and family.
Simply the Best consumers are more likely to be men than women, with an above-average proportion
of the group over the age of 55. The most notable feature of this group is the AB bias, which allows for
more financial freedom. Simply the Best consumers enjoy buying additional quality so will look to
buy branded vitamins over non-branded ones. Usage across every brand is higher than average,
suggesting this group is willing to pay for more expensive products. Usage in the past 12 months is
also higher than average, suggesting that usage is continuing into the present day and is not a result of
usage in the past.
Group Three Shelf Stalkers
Shelf Stalkers are the anxious shoppers of the batch and are characterised by the propensity to consider
every facet of a purchase and the products available before committing to buy. Quality matters to them
and they are among the least likely to be impulse shoppers.
They are internally motivated, making their own minds up on whatever criteria they need to consider,
and while slightly more likely to be individualistic than others on this basis, they will to some extent
consult others before purchasing an additional source of information to consider, although ultimately
they will make their own minds up.
Shelf Stalkers are the oldest, with well over half the group aged over 45. This group is the most rural;
it has the lowest proportion of consumers living in town and city centres. Shelf Stalkers are cautious
shoppers and are unlikely to see the need for buying branded products when there are private-label
competitors which are able to offer something similar for less. Only Holland & Barrett has an aboveaverage level of usage, which is likely to be down to the trust that Shelf Stalkers place within it.
Therefore this becomes the only brand that Shelf Stalkers are more likely to spend greater amounts of
money on instead of a private-label option from supermarkets.
Group Four Habitual Shoppers
Habitual Shoppers are characterised primarily by sticking to what they know, although within that
parameter they are relatively carefree and will buy products on impulse. Like Simply the Best
consumers, they are unconcerned with price and bargain shopping, although conversely they are no
more than averagely likely to be attracted to premium goods.
Interestingly and against their habitual characteristics, they do not consider themselves brand-loyal.
This indicates that they are more likely to buy replacement products.
Habitual Shoppers tend to be young and male, although women under 25 are well represented too.
This is another of the urban groups, with a higher proportion living in town and city centres, and the
fewest number living in rural areas. Habitual Shoppers enjoy convenience, and are not necessarily
concerned with quality and the price of goods. Therefore they are happy to purchase brands with an
overall lower level of usage. Holland & Barretts usage levels are likely to be affected by only being
available in their stores, while other brands are available in a number of places, making them more
convenient.
Group Five Individualists
Individualists are a smaller group representing the quirky, more bohemian end of the spectrum.
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Conformism is anathema to these consumers and they are by far the most likely to be driven by doing
their own thing and standing out. They will buy based solely on their own wants without consulting
others, but at the same time they like to be admired for their choices and their style.
These are the least habitual shoppers and will branch out to try new things, typically acting
impulsively. Quality and brand loyalty are of low importance to them, but Individualists are at the
same time most likely to take into account product ranges, price and promotions they are bargain
hunters.
The Individualists group is the most female-dominated group, with an above-average number of
women aged 25-54. Individualists are again another group which tends to be fairly under-engaged in
the market. The three most used brands are likely to have been used around the average mark by this
group, but no brand is likely to have been used significantly more than the average. Again this market
is unlikely to offer much of an expression of personality, despite claims of tailored vitamins and
Beroccas attempts to offer a more vibrant self.
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Channels to Market
Key points
Multiple grocers have seen the greatest growth in 2012, overtaking health food stores. This is
down to heavy discounting and price promotions, but also the wider availability of brands on
offer (health food stores tend to focus on own-label products).
Health food stores have the advantage of expertise which they could leverage to win back
share. Holland & Barrett has already shown a strategy for this.
The internet is showing good growth in this category by offering discounts and delivery
services. Retailers should start offering the same to compete.
Supermarkets growing in value at the cost of health food stores

FIGURE 47: UK RETAIL VALUE SALES OF VITAMINS AND SUPPLEMENTS, BY OUTLET TYPE, 2011 AND 2012
Chemists/drugstores
Grocery multiples
Health food stores
Direct selling including online
Other
Total
2011
m
2012
m
% change
2011-12
127.5
78.8
93.8
60.0
15.0
34
21
25
16
4
128.4
94.2
86.3
66.7
15.7
33
24
22
17
4
+0.7
+19.6
-7.9
+11.2
+4.6
375
100
392.3
100
+4.6
In an online discussion, 16 internet users aged 16+ were asked about where they buy vitamins and
supplements;
I look for what vitamins are included, the price/special offer is also important. I bought shops
own-label vitamins before and would definitely buy them again.
I am happy to use own-brand, there is little or no difference to the higher-priced branded
supplements on the market. I do look out for multibuy offers wherever possible to allow a cut
down on price.
45-54-year-old, C, Female
Some of my friends are using online shop such as Amazon, eBay etc...
25-34-year-old, AB, Male
Supermarkets have shown the greatest growth, taking a quarter of sales in 2012, ahead of health food
stores. Sales grew by 20% in 2012, largely driven by heavy promotions and special offers in
supermarkets. Additionally, the availability of cheaper own-label options (which offer higher profit
margins to retailers) has also driven up sales. Health food stores have struggled against supermarkets,
with a loss in sales of nearly 8% in 2012 and taking 22% of sales compared with 25% in 2011. Health
food stores such as Holland & Barrett focus heavily on own-label products, with little range in terms
of brands, which is hampering growth. Additionally, the retailer has struggled to compete against the
special offers at multiple grocers.
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However, the tables may start to turn, as in April 2012, Holland & Barrett announced that it had
government backing for its company training scheme enabling it to market its expertise in 2012 and
2013. Holland & Barretts National Health Academy offers a qualification that takes 12 months to
obtain and has been validated as equivalent to an A-level. The scheme improves staff retention by
offering incentives to those who are fully qualified, ensuring that expertise remains within the
company. Additionally, Holland & Barrett has been rolling out a new point-of-sale system in stores in
the summer of 2013 which will enable consumers to click and collect in-store. The company also has a
dedicated customer insight team which it did not have previously. All of this is likely to show growth
for the specialist store in 2013, which may bring sales of health food stores back up.
Online sales show growth

Direct selling, including online sales, saw growth of 11% in 2012. Websites such as Inner Me offer
subscription services with discounts and free delivery with products arriving monthly in a giftwrapped box. Services such as this can be used to drive up compliance by encouraging people to use
up their vitamins before their next subscription. My Vitamins is another website offering online
discounts to consumers purchasing bundles of products (consisting of four products at a time with
different benefits). Retailers are taking note of the growth of the internet, as shown by Holland &
Barrett, which has invested in a new till system and internet platform.
Other channels have also seen some growth. A number of department store retailers offer supplements
along with lifestyle products, e.g. Harrods offers haircare brand Philip Kingsleys Hair Dietary
Supplement and a range of products from Perricone MD; Selfridges offers products from Cosmetics 27
and The Organic Pharmacy, while Harvey Nichols offers high-end supplements by skincare brand
Perricone MD, which retail for 30-75.
Key analysis: With the sales of supplements with lifestyle products in department stores, there is an
opportunity to drive sales through this channel by offering more premium vitamins/supplements,
which could be represented in the form of premium packaging. Vitamins that come in premium
designed jars that consumers will want to place on dressing tables could encourage frequency of
use, by ensuring that they remain visible to the consumer rather than hidden away in a cupboard.
Additionally, products for the improvement of appearance could be positioned as a gift to yourself,
or a way to spoil yourself, but featuring in more beauty-oriented packaging.
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The Consumer Usage and Frequency of


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The Consumer Usage and Frequency of Vitamins

and Supplements
Key points
Although 18 million Brits take vitamins/supplements on a daily basis, an additional 16

million are occasional users or have not taken them in the last 12 months. If frequency can
be encouraged, the overall value of the market will see strong growth.
Women, those with young children and the elderly are the highest users of
vitamins/supplements on a daily basis. However, with the growth of mens vitamins (see
Segment Performance section), targeting men could further boost the market.
Multivitamins remain the most popular vitamin due to their non-specific nature, making
them the easiest choice. Parents are most likely to take vitamins/supplements as they are
more likely to want to stay in the best of health to take care of small children. Parents are
also more likely to take vitamins/supplements for an energy boost.
Young adults (aged 25-34) tend to dip in and out of the category. With the population growth
of this group predicted (see Market Drivers), there are opportunities to drive frequency of
usage in this group. Making on-the-go vitamins available so young professionals can buy
them with their lunch at vending machines could be one way to drive frequency of use.
People are most likely to take vitamins/supplements to boost health as well as to give their
immune system a boost. Bone and heart health become more important with age whereas
appearance is more important to younger people.
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Young people more likely to dip in and out of the category

FIGURE 48: FREQUENCY OF VITAMIN/SUPPLEMENT USAGE, JULY 2013
SOURCE: GMI/MINTEL
Although 18 million Brits take vitamins/supplements on a daily basis, some 9 million Brits have never
taken them, remaining an untapped market. Additionally, 16 million Brits have taken them either
occasionally or not within the last 12 months suggesting a large proportion of the population dip in and
out of the category. Women are the higher users of vitamins/supplements, with 46% taking them on a
daily basis. However, the male market is not one to be overlooked, with 38% of men taking
vitamins/supplements daily. As Mintel trend Man in the Mirror suggests, men are taking a greater
interest in their health and appearance. According to Facial Skincare UK, May 2013, 54% of men
aged 25-34 use moisturiser, and men from this age group are more involved with their facial skincare
overall. This opens up the vitamins/supplements market to offer more products catered to men,
particularly focusing on appearance.
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The older demographics are more loyal to the category, with 46% of over-65s taking
vitamins/supplements on a daily basis compared with 41% of 16-24-year-olds. Its likely that greater
health concerns are resulting in older people taking vitamins/supplements more regularly, shown by
their higher usage of vitamins/supplements for specific uses. Younger people are less loyal users, with
a quarter of 16-24-year-olds and the same proportion of 25-34-year-olds taking vitamins/supplements
occasionally. This is likely driven by the feeling of not needing them regularly, as well as not
remembering to take them frequently. Parents with young children are also higher users, with 49% of
parents with children aged 0-4 using vitamins/supplements on a regular basis compared with 40% of
those with no children/teenagers in the house. Lifestyles of Mums UK, September 2012 shows that
38% of mums have a greater interest in eating healthier food since becoming a parent, suggesting that
parenthood triggers healthier lifestyle changes. With the growth in population of the age of
motherhood (see Market Drivers section), the market is likely to benefit from this group.
Key analysis: Young people could be encouraged to take vitamins/supplements more regularly by
targeting their concerns. As young people are more likely to be appearance-focused, positioning
products with appearance benefits is likely to resonate. For example, positioning vitamins for hair
towards young women who perhaps straighten/blow dry their hair often as a way to maintain the
health of their hair could be appealing. With 43% of 16-24-year-olds saying that they look for
haircare products based on a specific problem they are trying to solve (see Shampoos, Conditioners
and Styling Products UK, April 2013), positioning vitamins targeting their specific concerns is
likely to appeal.
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UK, September 2013
Multivitamins remain the most popular

FIGURE 49: USAGE AND FREQUENCY OF MOST POPULAR FIVE VITAMINS/MINERALS/SUPPLEMENTS, JULY 2013
SOURCE: GMI/MINTEL
Mintel trend FSTR HYPR suggests that we are living in a convenience culture, with the post-industrial
age in a large part identified by a constant race for faster, easier and more efficient ways to procure
things or get things done. This desire for convenient solutions is likely behind the popularity of
multivitamins, which theoretically enable people to get everything they need in one pill.
Multivitamins are the most popular, with a quarter of people taking the daily and 20% having taken
them occasionally in the last 12 months. Consumer attitudes show that almost four in ten adults agree
that taking multivitamins is just as effective as taking vitamins separately (37%, see The Consumer
Attitudes towards Vitamins and Supplements section). Daily usage of multivitamins is higher amongst
women (27% vs. 21% of men) who are also more likely to agree that taking multivitamins is just as
effective as taking vitamins separately (41%), and they are most popular amongst 25-44-year-olds
(28%). Those aged 25-34 are also most likely to use private health and fitness clubs (see Market
Drivers) suggesting that this demographic are using multivitamins as part of a normal, healthy
lifestyle. Those with young children are also more likely to take multivitamins, with 29% of those with
children aged 0-4 taking them on a daily basis compared with 22% with no children.
However, eight in ten people who take at least four different types of vitamins daily also include
multivitamins in this range. This suggests that multivitamins alone are not enough for these
consumers, and its likely that they are supplementing their vitamin dosage with other vitamins. This
may be occasional, ie when the need arises, or it could be daily.
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Key analysis: Mintel trend Make it Mine suggests that one-size-fits-all is dead and the ability for a
consumer to have some sort of input into what they buy has crossed every industry. With eight in ten
people taking at least four different vitamins/supplements daily or occasionally, the multivitamin
could have opportunities to be more personalised. Packs of multivitamins with different levels of
vitamins could appeal to people who want to dial up or down their vitamin intake depending on how
they are feeling. For example, a sachet with added Vitamin C for days when you feel a cold
approaching could be appealing, with an associated advertising campaign communicating the
benefits of being prepared before catching a cold. Alternatively, there may be a market for
customisation by allowing people to select the vitamins they want/need and creating a blend of
vitamins unique for them. This would facilitate seasonal customisation or a menu of supplements
depending on what people want to achieve, ie immune-boosting, clearer skin etc.
Young adults less committed to the category
Occasional users of vitamins/supplements are most likely to be aged 25-34. Across all vitamin usage,
this age group is most likely to dip in and out of the category. For example, 29% have taken Vitamin C
occasionally compared with 21% of 16-24-year-olds and 21% have taken cod liver oil occasionally
compared with 11% of 16-24-year-olds. This is also the age group where people are getting married
and having children (see Market Drivers section). With the predicted growth in population of this
group and the baby boom predicted to continue, this group is likely to be more interested in pregnancy
and fertility products. However, its also likely that post-pregnancy this group discontinues taking
vitamins/supplements, resulting in low long-term commitment to the category.
Key analysis: Driving frequency of usage amongst 25-34-year-olds is key to growing the market,
particularly as this demographic is predicted to grow in number by 2018. Its likely that frequency
of usage drops off due to forgetting to take vitamins regularly. Product innovations could make
frequency of use easier by catering different product formats to this group, ie easy-to-use products
that can be taken during the working day or more premium packaging that can sit on the dressing
table, or with other food products in the kitchen. With a third of this group listing energy boosting
as an important factor for using products in this category, vitamin/supplement snacks sold at
vending machines that people can have access to throughout the day could be appealing, tapping
into consumers demand for 24/7 access to everything (see Mintel trend Cool Vending).
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Top reasons for taking vitamins/supplements are generic

FIGURE 50: TOP REASONS FOR TAKING VITAMINS/SUPPLEMENTS, JULY 2013
You have indicated that you take or have taken vitamins/supplements in the past 12
months, which if any of the following describes your reasons for taking them? Select all that
apply.
Base: 1,253 internet users aged 16+ who have taken vitamins/supplements in the last 12 months and 771 internet
users aged 16+ who have given vitamins/supplements to their child/ren
SOURCE: GMI/MINTEL
Boosting general health and boosting the immune system are the top two reasons to take vitamins/
supplements or to give them to children. Almost six in ten adults take vitamins to help boost their
health, with a quarter of parents giving them to their children for this reason, and 46% taking them to
boost their immune system, with a quarter of parents giving them to their children for the same reason.
As a result, multivitamins, which are a general approach to taking vitamins/supplements, are the most
popular type of vitamin. Indeed, 66% of those who take multivitamins daily list boosting health in
general as a reason for taking vitamins/supplements. This is also likely the reason why Vitamin C,
known for its immune-boosting properties and often positioned as the vitamin to help recovery from a
cold/flu, is the second most popular vitamin taken daily. Some 59% of adults who take Vitamin C
daily do so to boost their immune system. The power of Vitamin C as a remedy for cold/flu is
reinforced by the fact that many cold/flu remedies now include Vitamin C in their formulations (ie
Beechams).
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UK, September 2013
Bone health is the next most important reason for adults to take vitamins/supplements. According to
the National Osteoporosis Society, 50% of over-75s are affected by osteoporosis, and so with an
ageing population (see Market Drivers section) bone health will become more important. This goes
some way to explaining why cod liver oil and Vitamin D are the next most popular
vitamins/supplements. According to the National Diet and Nutrition Survey (NDNS a survey
conducted over 2008-11, with results for 2012/13 pending, in conjunction with the Food Standards
Authority and the Department of Health), there is evidence of low Vitamin D in adults in the UK
which has implications for bone health. The survey also found that the mean consumption of oily fish
is also well below the recommended portion per week. As a result, bone health is an important factor
for consumers, particularly as they age. Some 46% of over-65s cite bone health as a reason for taking
vitamins/supplements compared with 19% of those aged 16-24. Heart health is also more important to
the elderly, with a third of over-65s listing this as important compared with 15% of 16-24-year-olds.
According to data published by the British Heart Foundation in 2012, cardiovascular disease (CVD)
was the UKs biggest killer in 2010 and in 2011, around 292 million prescriptions were issued for
CVD in England.
Key analysis: Although generic health benefits drive use of vitamins/supplements either amongst
adults or children, 15% of adults take four or more different types of vitamins/supplements on a
daily or occasional basis. Arguably, those with the busiest lifestyles are more likely to take at least
four different types of vitamins, with 18% of those living in inner and Greater London with this
habit compared only 11% of those in village locations. Additionally, 17% of parents with children
aged 0-4 take one type of vitamin/supplement daily compared with 21% who take at least four types.
With bone and heart health becoming increasingly important as the population ages, vitamins
which target specific concerns are likely to become more important.
Younger people driven more by appearance
For the youngest adults, appearance is the most important factor. A quarter of 16-24-year-olds list
improving the appearance of skin, hair and nails as a reason for taking vitamins/supplements compared
with 14% of the over-65s. According to Mintel trend Generation Next young people are under growing
pressure to look good. However, they are also extremely health-conscious and much more informed
than previous generations. This is reflected in the fact that a third of 16-24-year-olds agree that
applying vitamins to the skin is not as effective as taking them orally (see The Consumer Attitudes
towards Vitamins and Supplements section). This highlights an awareness of the connection between
what goes into the body and outward appearance.
Appearance is also important to 35-44-year-olds, 27% of whom listed improving their appearance as a
reason for taking vitamins/supplements. According to Facial Skincare UK, May 2013, 44% of
women in this age group use anti-ageing products compared with 19% of those aged 25-34. This
suggests that from the age of 35, women become aware of the appearance of ageing skin and are likely
to take action at this age. This may be the driving factor behind those in this age group taking
vitamins/supplements for their appearance.
Parents need a helping hand
Parents with children aged 0-4 take vitamins/supplements to boost energy (35%) and to help with their
digestive system (27%). The stresses of taking care of young children likely result in parents with low
energy levels and not having enough time to eat healthily (or take care of their own wellbeing).
Additionally, with 38% of mums agreeing that they have a higher interest in eating healthier food since
becoming a parent (see Lifestyles of Mums UK, September 2012), parents may be more aware of
their health and more likely to take vitamins/supplements due to a greater interest in their health.
Additionally, parents are likely to value their health more as they need to be in good health to take care
of small children, or to need more energy. Parents could also be using vitamins/supplements to
strengthen their immunity, particularly as children who go to nursery/primary school are more likely to
pick up minor ailments from other children and bring them home.
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UK, September 2013
Parents aged 25-34 are most likely to give vitamins/supplements to their children. Only 30% of this
age group dont give vitamins/supplements to their child/ren compared with 53% of 16-24-year-olds.
Additionally, parents are more likely to give vitamins/supplements to younger children than older
children. Some 54% of adults who are parents of children aged 16-18 dont give vitamins/supplements
to their children compared with 34% of those with children aged 5-9. Boosting health in general,
boosting immune system and improving brain function are the most important reasons why parents
give vitamins/supplements to their children.
Key analysis: With energy boosting being a key reason why parents are taking
vitamins/supplements, brands could do more to offer holistic solutions to tired parents. Products
aimed at boosting energy, for example Berocca Boost, could target parents with brand
communication, particularly using social media. Facebook pages could provide tips to tired parents.
Additionally, brands could offer discounts to parents for babysitters or even spa retreats to help
them relax and unwind. This would help engage parents and make them feel more connected with a
brand.
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The Consumer Factors Influencing Purchase of


UK, September 2013

Key points
Research is the most important influencing factor, with 28% researching what they will buy
ahead of purchase. People are more likely to go to someone for advice, whether its a health
store assistant or a friend/family member. Brands could target advice to consumers before
they are in-store, for example using Q&A chat with health professionals on websites.
Although brand loyalty is low, people tend to stick to the well-known brands. This is
reflected by the fact that market share is held by a few well-known brands, despite the fact
that launch activity is fragmented.
People are not experimenting and special offers are hampering frequency of purchase, for
example with three-for-two offers people can buy enough vitamins for longer before needing
to replenish stocks. Introducing weekly pack sizes, at a reduced cost but encouraging people
to take one vitamin a week and replenishing their stock at the end of every week, could be a
way to drive frequency of purchase and could encourage experimentation.
Shopping
FIGURE 51: MOST POPULAR ATTITUDES TOWARDS SHOPPING FOR VITAMINS/SUPPLEMENTS, JULY 2013

you?
Base: 1,321 internet users aged 16+ who take vitamins/supplements or have given them to their child/ren in the
past 12 months
SOURCE: GMI/MINTEL
81


UK, September 2013
Research is the most important influencer of what people buy

In an online discussion, 16 internet users aged 16+ were asked about where they get advice from on
which vitamins/supplements to purchase;
Sometimes we talk to our friends about advantages and disadvantages of vitamins.
I get advice from my social network friends and from my mother-in-law.
Friends and family who seem to know more about vitamins than me but also the internet.
Almost three in ten users of vitamins/supplements research for information before buying anything
(28%) and research is equally important to men and women. However, only 13% of people think that
articles in newspapers/magazines/online are good sources of information on vitamins/supplements. It
is likely that people are doing their research in the form of advice from friends, family and health
professionals. Some 22% get advice from a health professional and 17% get advice from
friends/family before buying. This suggests that using social media to encourage people to talk about
products and recommend them to family/friends would be a more powerful way to reach consumers
than to use websites.
Younger people are more likely to seek out advice, with 26% of 16-24-year-olds getting advice from a
health professional and 31% getting advice from friends/family before buying. Older people are more
likely to stick with what they know works best, with 37% of over-65s agreeing with this compared
with 12% of 16-24-year-olds. Older people are also more likely to stock up when products are on
special offer, with 31% of 55-64-year-olds stocking up compared with only 16% of 16-24-year-olds.
According to The Savvy Shopper UK, December 2012, 45% of 55-64-year-olds buy larger quantities
of products when they are on sale. This is driven by the fact that older people tend to stick with
products they are familiar with. Older people are also more regular shoppers, with 17% of 55-64-yearolds regularly shopping for vitamins/supplements.
People who use vitamins/supplements for the less popular reasons tend to research before buying.
Almost half (46%) of people who use vitamins/supplements to improve brain function, the same
proportion of those who use them for digestive health and 49% of people who use them for anti-ageing
properties research for information before buying. Similarly, people are more likely to turn to health
professionals for the less popular reasons too. Some 41% of people who take vitamins/supplements for
weight loss, 36% who take them to help improve brain function and 36% who take them to help with
the digestive system go to health professionals for advice. The lower popularity of vitamins targeted
for these reasons likely results in people feeling less confident about shopping for these vitamins.
Key analysis: Mintel trend Return to the Experts shows that humans are reasserting their value as
expert individuals, offering face-to-face wisdom and advice. Health specialists have this advantage,
and Holland & Barrett has shown examples of leveraging this angle (see Brand Communication
and Promotion section). This can be driven further, however, particularly as research and advice is
so important in this category. For example, stores can provide online chat services, enabling
consumers to ask questions as they search for products on websites and then order products straight
away. This could be particularly effective for stores such as Holland & Barrett, which could use this
to leverage its qualified customer assistants to give advice online.
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UK, September 2013
Brand loyalty is low

Only one in five people are brand-loyal, and although brand loyalty increases with age, it is still fairly
low. A quarter of over-65s stick to well-known brands compared with 18% of 16-24-year-olds. When
it comes to taking vitamins for skin, hair and nails, people are more likely to stick to what works best
and well-known brands. Some 32% of people who use vitamins/supplements for this reason stick to
what works best, 32% stick to well-known brands and 36% stock up on special offers.
Despite low brand loyalty, only 13% of people use three-for-two offers to try different types of
vitamins/supplements whilst only 23% use special offers to stock up. This suggests that special offers
are not helping to grow the category overall (see Market Size and Forecast section). As special offers
have become a permanent feature of this market, removing them may not be an option as its likely to
result in people dropping out of the category as it has become an expectation. Alternative approaches
to special offers and pricing are more likely to boost overall growth of the market and could encourage
experimentation. Cross-category special offers could be one way, eg offering discounted vitamins to
people who are likely to be buying products when they are unwell or to protect their immune system
(ie with antibacterial handwash). Offering smaller packs, for example weekly doses of vitamins, to
encourage more frequent shopping could be another way.
People who use vitamins and supplements for general wellbeing (who usually buy multivitamins) are
more likely to stock up when products are on special offer rather than buy products on a regular basis.
For example, 33% of those who use vitamins/supplements for general health stock up when products
are on special offer, compared with 15% who buy them on a regular basis.
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The Consumer Lapsed Users

UK, September 2013

Key points
Confusion about the effectiveness of vitamins and supplements and conflicting information
in the media are behind the reason why more than one in three lapsed users do not regularly
take vitamins/supplements. In-store diagnostic tools which enable people to monitor levels of
vitamins/supplements in the body could be one way to prove efficacy.
The cost is important, particularly amongst younger adults who think that
vitamins/supplements are too expensive. Smaller pack sizes which would cost consumers less,
for example weekly vitamins/supplements, could encourage weekly usage encouraging
people to go back and buy another pack with their weekly shopping. They could also be used
to encourage experimentation.
Some 31% of lapsed users agree that its impossible to get all the vitamins/minerals you need
from diet alone, suggesting that vitamins/supplements could be positioned as part of a
healthy diet.
Conflicting information is biggest reason for lapsed usage

FIGURE 52: MOST POPULAR VIEWS FROM LAPSED USERS, JULY 2013
You have indicated that you used to take vitamins/supplements, you take them
occasionally, or you dont take them. Please select which, if any, of the following
statements you agree with.
Base: 1,162 internet users aged 16+ who used to take or occasionally take vitamins/supplements
SOURCE: GMI/MINTEL
In an online discussion, 16 internet users aged 16+ were asked about how they know that vitamins and
supplements are effective:
More recently I have started to question taking vitamins as I am not sure whether they make
any difference. I certainly haven't noticed any particular results from taking them and I am
mainly going on what others say are the right things to take for specific conditions.
84

UK, September 2013
Over a third of lapsed vitamins users (ie adults who occasionally take vitamins/supplements, or who
used to take them) agree that there is too much conflicting information on vitamins/supplements to
know what you should take; women are more likely to agree with this than men (40% vs. 31%).
Mintel trend Factory Fear states that todays consumer is better equipped both to track and to report
faulty goods than ever before, which may be the reason there seems to be much more to be scared of.
In addition, with greater awareness of the nuances of their own bodies, consumers have a better
understanding of what should and shouldnt be on or near their bodies. This fear is also behind one in
five people agreeing that taking the wrong doses of vitamins/supplements can be dangerous to health.
The demographics most likely to be regular vitamin/supplement users are also more likely to agree
with this (28% of 55-64-year-olds and 26% of women). Allaying these fears is essential to bring
lapsed users back into the category and convert them into regular users. NHS Choices has a service
called Behind the Headlines which acts as a guide for consumers, investigating the science behind
health articles in the news. According to a report published by NHS Choices in 2011 (Supplements,
who needs them?), claims in news stories are not always supported by underlying research, and
conflicting stories in the media add to consumer confusion (see omega-3 example in Market Drivers
section).
Additionally, three in ten lapsed users agree that its impossible to know if vitamins/supplements
actually work. This is higher amongst the age demographic more likely to use vitamins/supplements
on a regular basis; 38% of 55-64-year-old lapsed users agree with this (compared with 34% of 16-34year-olds). This uncertainty is likely putting people off being regular users. Mintel trend Prove It
suggests that product recalls, questionable claims and shady business practices have resulted in
suspicious shoppers and the necessity for brands to be transparent has never been higher.
Key analysis: Lapsed users approach vitamins/supplements with a degree of scepticism, from not
knowing what they should be taking to not knowing whether vitamins/supplements even make a
difference. Proving the effectiveness of vitamins/supplements is problematic, as it is difficult to
attribute improvements in health over long-term use solely to vitamin/supplement usage. Therefore
another way of proving the effectiveness could be by health stores offering routine clinical tests
(eg blood tests or urine tests) that track the levels of vitamins in the body. In addition, consumers
can be encouraged to review their health on a regular basis, tracking the difference to their health
over time. Although this would not directly prove the effectiveness of vitamins/supplements, its
likely to create a strong story to bring lapsed users back into the category.
Money is an issue
To the oldest and youngest adults, expense is a barrier preventing them from being regular users of
vitamins/supplements. Three in ten 16-24-year-olds agree that vitamins/supplements are too
expensive, as do almost a third (32%) of 55-64-year-olds. As vitamins and supplements are not usually
available on prescription, cash-strapped adults may be hesitant to buy them. Indeed a third of those
who are struggling with their finances agree that vitamins/supplements are too expensive. According
to British Lifestyles 2013: Examining the Legacy of the Economic Downturn UK, April 2013 a
quarter of adults are spending less on healthcare products in 2013 compared with 2012. Additionally,
women, who are more likely to be regular users of vitamins/supplements, are spending less on
healthcare products than men (29% compared with 22% of men). With the sceptical attitude lapsed
users have towards vitamins/supplements, and the feeling that products are too expensive, its likely
this is one category where they are cutting back expenditure. In fact, those that are on higher incomes
are more likely to regularly take more vitamins/supplements (21% of people who describe their
financial situation as healthy are more likely to take four vitamins regularly/occasionally).
85

UK, September 2013
Key analysis: Mintel trend Why Buy? suggests that the rise of free content and product giveaways
has changed notions of what consumers should or shouldnt have to pay for. Manufacturers could
encourage usage amongst lapsed users by offering smaller pack sizes with weekly doses of
vitamins/supplements, encouraging purchase with a lower price but also encouraging people to go
back the following week and top up on their vitamins/supplements. This could be positioned as a
way of trialling vitamins/supplements and could also encourage experimentation.
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The Consumer Attitudes towards Vitamins and Supplements

UK, September 2013
The Consumer Attitudes towards Vitamins and

Supplements
Key points
There is a belief that its impossible to get vitamins/supplements from diet alone and that
people use them to fix a bad diet, however, 46% of adults agree that they are an important
part of maintaining good health.
A third of people agree that there is no evidence that vitamins/supplements work, suggesting
that they want proof.
With 30% of people agreeing that applying vitamins to the skin is not as effective as taking
them orally, vitamin brands could combine with skincare brands to offer a double-edged
approach to tackling appearance issues. This would also enable the vitamin category to tap
into skincare expertise to show the benefits of products to the appearance of the skin over a
long-term period.
Vitamins can be part of a healthy lifestyle

FIGURE 53: SELECTED ATTITUDES TOWARDS VITAMINS AND SUPPLEMENTS, JULY 2013
SOURCE: GMI/MINTEL
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The Consumer Attitudes towards Vitamins and Supplements

UK, September 2013
Half of adults agree that vitamins/supplements are used to fix a bad diet, with a third of agreeing that
its impossible to get all the vitamins/supplements you need from diet alone. Younger people are more
likely to agree, with some 53% of 25-34-year-olds agreeing that vitamins/supplements are used to fix a
bad diet and 43% agreeing that its impossible to get the vitamins/supplements you need from diet
alone. Its likely that 25-34-year-olds are health-conscious, being the group most likely to visit leisure
centres (see Market Drivers section), however, they are also most likely have a sporadic approach to
their health. According to British Lifestyles 2013: Examining the Legacy of the Economic Downturn
UK, April 2013, 67% of 25-34-year-olds go through phases of being healthy as well as phases of
getting into bad habits. This, combined with the high agreement that vitamins/supplements are used to
fix a bad diet, likely results in their higher occasional usage of vitamins/supplements, as they use them
when they feel the need.
However, despite the belief that vitamins/supplements are used to fix a bad diet, 46% of adults agree
that they are an important part of maintaining good health. Again, its the same age demographic (2534-year-olds) that are more likely to agree with this (54%). This suggests that there is a place for
vitamins/supplements to be positioned as part of a healthy lifestyle.
Key analysis: There is a high agreement that vitamins/supplements are an important part of
maintaining good health (46%) and vitamins/supplements should be used as part of a healthy
lifestyle (44%). However, in most supermarkets, vitamins/supplements are currently positioned by
the OTC aisle near medication for colds/flus and other ailments, which is an aisle people go down
when they are not feeling well. This suggests they should be taken when there is a need, rather than
supplementing a healthy lifestyle. This offers opportunities to reposition them, perhaps moving them
closer to the food/drinks aisles. Placing them closer to fruits/vegetables could be a way to improve
their healthy profile, encouraging people to buy them when they are shopping for other healthy
products or when they are trying to lead a more healthy lifestyle. Additionally, stocking
vitamins/supplements in sports specialists stores could be a way to promote their image as a
supplement to a healthy lifestyle.
Vitamins for appearance

A third of people dont believe that there is evidence that vitamins/supplements work. However, as
three in ten people agree that applying vitamins on the skin is not as effective as taking them orally,
there is potential for the vitamins/supplements industry to combine forces with the skincare industry to
provide the proof consumers are looking for. A joint effort with a skincare brand combining with a
vitamin/supplement brand could be used to draw more consumers into both categories, particularly
amongst younger people who are more likely to take vitamins/supplements for their appearance (see
The Consumer Usage and Frequency of Vitamins and Supplements section). Another opportunity to
boost the efficacy of products and offer proof of the effectiveness of consumers could be by
vitamin/supplement manufacturers offering topical as well as oral treatments. For example,
glucosamine vitamin manufacturers could launch a topical rub that people can use on the outside in
combination with the oral treatment. The topical rub could provide instant relief, showing consumers
that products are effective, whilst the oral vitamins provide long-term benefits.
88
Consumer Typologies

UK, September 2013
Consumer Typologies
Key points
Vitamin/ supplement Sceptics make up 45% of the population and are the biggest group.
They are most likely to be cautious of the category, questioning the results and favouring a
healthy diet. Converting the scepticism to confidence will engage this group, who have a low
vitamin usage (only 5% take multivitamins daily). Providing in-store diagnostic tools which
measure and track levels of vitamins in the body reassure these consumers.
Habituals, who make up 29% of the population, are most likely to use vitamins for generic
reasons, and so have higher usage of multivitamins. Although they agree that
vitamins/supplements can be used as part of a healthy lifestyle, they see them as a
supplement rather than for treating specific concerns. As this group is most likely to believe
that they get results from their usage, engaging this group using social media to talk about
their experiences and review products could be the key to converting non-users into the
category.
Solution Specific consumers make up 26% of the population. This group is most likely of all
the groups to look for products targeted to specific needs, both for themselves and for their
children. They are also more likely to turn to health and in-store professionals for help and
advice. Therefore targeting this group with more in-store help could result in higher usage
amongst them.
FIGURE 54: CONSUMER TYPOLOGIES IN THE VITAMINS/SUPPLEMENTS SECTOR, JULY 2013

SOURCE: MINTEL GNPD
89
Consumer Typologies

UK, September 2013
Sceptics (45% or the equivalent of 19.2 million adults)

The Sceptics, as the name suggests, are most likely to treat the category with caution, questioning the
impact that vitamins/supplements have on health and advocating healthy eating. Some 35% of Sceptics
agree that there is too much conflicting information on vitamins/supplements and 22% agree that
taking the wrong doses can be dangerous. Only 3% think that vitamins/supplements should be used to
improve appearance and 18% regard them as an important part of maintaining good health. Its likely
that Sceptics believe that diet alone is enough, as 85% disagree that its impossible to get all the
vitamins you need from diet alone. This results in a feeling that vitamins/supplements are not
necessary, with 85% of people agreeing that vitamins/supplements are used to fix a bad diet. As a
result, daily usage of vitamins in this group is low. Only 5% take multivitamins on a daily basis, and
almost six in ten (57%) have never taken them.
Sceptics are most likely to respond well to tools that provide them with proof of the effectiveness of
vitamins/supplements. Converting their scepticism into confidence is essential to bring these people
into the category. In-store diagnostic tools could measure what they are lacking in order to recommend
a tailored product that is better suited to them. They could also enable them to come back and measure
whether this has made a difference. These sorts of initiatives are most likely to appeal to this group.
Who are they?
Higher proportion of men (49% of men compared with 42% of women).
Higher older demographic with 57% of over-65s in this group compared with 36% of 25-34-yearolds.
More likely to live in a village/rural location (51% compared with 41% who live in an urban
location).
Habituals (29% or the equivalent of 12.4 million adults)

Just over seven in ten (71%) Habituals use vitamins/ supplements to boost their health in general and
this compares with 52% of Solution Specific. More than half (54%) use them to boost the immune
system compared with 44% of Solution Specific. They are less interested in more specific reasons for
vitamin usage, i.e. only 18% use them to improve brain function/memory. They have a similar
approach when it comes to giving vitamins/supplements to their children, with 35% giving them to
boost health in general. As a result, they are more likely to use the same product on a daily basis and
are high users of multivitamins (40% take multivitamins on a daily basis) with low usage of other
vitamins. Habituals stick with what they know works best (21%) with a third stocking up during
special offers. However, they are price-conscious with 90% agreeing that there is no difference
between branded and own-label vitamins/supplements. However, only 15% agree that its only worth
taking vitamins/supplements if they are on special offer and so although they are price-conscious, they
continue to buy vitamins/supplements.
The Habituals are health-conscious, and this is driving the frequent use of vitamins/supplements. Some
94% agree that vitamins/supplements are an important part of maintaining good health and the same
proportion agree that they should be used as part of a healthy lifestyle. As this group is most likely to
use products on a regular basis, they are the ones to engage in social media in order to drive the spread
of recommendations to non-users. Only 16% agree that there is no evidence that vitamins/supplements
are effective, and so Habituals are believers that the vitamins/supplements they take are making a
difference to their health.
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Consumer Typologies

UK, September 2013
Who are they?
A third of women (32%) and a quarter of men (25%) belong to this group.
Slightly higher number of older adults, with 35% of 35-44-year-olds, 32% of 45-54-year-olds and
32% of 55-64-year-olds.
More likely to have smaller household sizes, with a third coming from a one-person household
compared with 26% coming from a household of three.
Solution Specific (26% or the equivalent of 11.1 million adults)

Solution Specific are most likely to use vitamins/supplements for more specific reasons, for example
28% use them to improve brain function/memory compared with 18% of Habituals, and 25% use them
to help with their digestive system compared with 18% of Habituals. Some 16% also use them for
weight control, the highest of all groups, and just over one in five (21%) for anti-ageing properties.
With 27% of Solution Specific using them to improve the appearance of hair, skin and nails,
appearance is more important to this group than to the others. Indeed, 97% agree that
vitamins/supplements are important for improving your appearance and 92% agree that applying
vitamins/supplements to the skin/hair is not as effective as taking them orally. When it comes to giving
vitamins/supplements to their children, 18% of Solution Specific give them to their children to keep
their hearts healthy and 19% to improve their digestive system.
Solution Specific are most likely to seek advice from professionals, with 27% turning to a health
professional and 20% to an in-store professional. As a result of their desire for professional advice,
amongst lapsed users in this group, 21% agree that there isnt enough reassurance in-store and 18%
have gone in-store and walked away with nothing. Therefore more in-store guidance is likely to
resonate with this group. Solution Specific are likely to respond well to kiosks which enable them to
look up their desired end result (whether its improved heart health or improvement in the appearance
of nails) to get tailored solutions.
Who are they?
Equal proportion of men and women (26%).
Higher younger demographic, with 33% of those aged 16-24 and 40% of those aged 25-34 in this
group.
More likely to have young children with 41% of those with children aged 0-4 and 41% of those
with children aged 5-9 in this group.
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Appendix Segment Performance

UK, September 2013
Appendix Segment Performance

FIGURE 55: RETAIL VOLUME SALES OF VITAMINS AND SUPPLEMENTS, BY SECTOR, 2011 AND 2012
2011
(vol)
2012
(vol)
% change
2011-12
Vitamins:
Multivitamins/Minerals
Combined Vitamin C
Vitamin B
Vitamin B Complex
Vitamin C
2,380.2
464.3
475.2
233.8
353.0
2,404.0
459.8
662.5
227.4
359.7
+1.0
-1.0
+39.4
-2.7
+1.9
Other Supplements:
Glucosamine
Cod liver oil
Omega-3
Evening primrose oil
Ginseng
Echinacea
Ginkgo biloba
Starflower oil
309.2
1,417.1
425.2
217.0
41.5
25.9
18.1
14.9
305.9
1,273.9
456.0
197.6
27.4
23.4
17.9
13.5
-1.1
-10.1
+7.2
-8.9
-34.0
-9.6
-1.0
-9.5

FIGURE 56: UK RETAIL VALUE SALES OF VITAMINS AND SUPPLEMENTS, BY DEMOGRAPHICS AND CLAIMS, 2011 AND 2012
2011
(vol)
2012
(vol)
% diff
2011-12
By demographics:
Adult Multivitamins/Minerals
Women
Children
50+ Vits & Mins Vitamins & Minerals Sector
Men
Other supplements
815.2
723.4
557.9
99.1
20.1
193.4
829.6
741.1
534.6
105.3
27.3
176.5
+1.8
+2.4
-4.2
+6.3
+35.4
-8.8
By function:
Joint care
Energy and mind
Immune support
Pregnancy
Heart health
Bone care
1749.7
1067.3
658.9
229.0
397.1
215.8
1603.1
1260.4
645.7
240.4
415.2
281.2
-8.4
+18.1
-2.0
+5.0
+4.5
+30.3
92
Appendix Market Share

UK, September 2013
Appendix Market Share

FIGURE 57: BRAND SHARE OF VOLUME SALES IN VITAMINS AND SUPPLEMENTS, YEARS ENDING JUNE 2012 AND JUNE 2013
Brand
June 2012
(vol)
June 2013
(vol)
% diff
2012-13
Seven Seas
Berocca
Centrum
Bassetts
Sanatogen
Own-label
Others
918
97
94
128
68
3,596
1,899
13
1
1
2
1
53
28
829
108
124
131
67
3564
2208
12
2
2
2
1
51
31
-10
+12
+31
+2
-2
-1
+16
Total
6,801
100
7031
100
+3
93
Appendix Brand Research

UK, September 2013

FIGURE 58: BRAND USAGE, JULY 2013
Which single statement best describes your use of each of these brands?
Seven Seas
%
Berocca
%
Vitabiotics
%
Centrum
%
Holland & Barrett

%
14
53
11
11
7
4
11
33
86
33
49
4
7
5
2
9
19
67
55
35
2
3
3
2
4
10
45
24
53
7
8
5
3
9
23
76
6
38
16
22
12
5
29
56
94
Never used, and never heard of it

Never used, but have heard of it
Use rarely
Use sometimes
Use often
Use all the time
Used in the last 12 months
Ever used
Awareness
SOURCE: GMI/MINTEL
FIGURE 59: BRAND COMMITMENT, JULY 2013
Which single statement best describes your intentions towards each of these brands?
Base: internet users aged 16+ who have

heard of a brand and expressed an
opinion
I would never consider using this brand

I would only consider using this brand if I
had no other option
I have no preference for this brand over
others
I prefer this brand over others
This is a favourite brand
Committed
Seven Seas
Berocca
Vitabiotics
Centrum
1,735
1,365
913
1,541
Holland &
Barrett
1,899
5
11
6
10
5
11
6
10
3
6
68
69
70
69
64
13
3
16
13
3
16
11
2
13
12
4
15
21
5
26
SOURCE: GMI/MINTEL
94

UK, September 2013
FIGURE 60: BRAND MOMENTUM, JULY 2013
How well do you think the following brands are doing?

Base: internet users aged 16+
who have heard of a brand and
expressed an opinion
Seven Seas
1,735
Berocca
1,365
Vitabiotics
913
Centrum
1,541
Holland & Barrett

1,899
8
1
7
64
28
24
4
7
0
7
51
42
36
6
11
1
10
54
35
28
7
8
1
7
56
36
29
7
7
1
6
46
47
37
10
Falling behind
1 falling behind
2
3 standing still
Surging forward
4
5 surging forwards
SOURCE: GMI/MINTEL
FIGURE 61: BRAND DIVERSITY, JULY 2013
Which single statement best describes how well you think each brand stands out from
others?
Not diverse
It's the sort of brand that you don't
notice and it doesn't stand out at
all
It's much the same as most
brands and doesn't stand out
much
It isn't very different from other
brands but it does stand out
Diverse
It stands out as being somewhat
different from other brands
It's a unique brand which really
stands out from other brands
Seven Seas
1,735
Berocca
1,365
Vitabiotics
913
Centrum
1,541
Holland & Barrett

1,899
26
3
25
4
32
7
27
4
21
3
23
20
25
23
19
44
40
42
43
38
30
24
35
28
26
19
31
24
40
31
SOURCE: GMI/MINTEL
95

UK, September 2013
FIGURE 62: BRAND SATISFACTION, JULY 2013
How would you rate your overall satisfaction with the following brands?
Base: internet users aged 16+ who
have used/visited a brand and
Negative endorsement
Unsatisfactory
Poor
Average
Positive endorsement
Good
Excellent
Seven Seas
660
Berocca
376
Vitabiotics
201
Centrum
471
Holland & Barrett

1,126
3
0
3
32
66
50
15
5
1
5
27
68
47
22
4
0
3
27
69
42
26
3
1
2
29
68
44
24
2
1
2
29
68
49
19
SOURCE: GMI/MINTEL
FIGURE 63: BRAND ATTITUDE, JULY 2013
Choose all brands you associate with each statement.

A brand that I trust

A brand that is socially
responsible
A brand that has a good
reputation
A brand that is innovative
A brand that offers good value
A brand that is worth paying more
for
A brand that is consistently high
quality
A brand that make me feel
confident
A brand that I am proud to be
associated with
A brand that cares about my
health/wellbeing
Seven Seas
1,735
Berocca
1,365
Vitabiotics
913
Centrum
1,541
Holland & Barrett

1,899
42
26
30
21
26
20
35
25
54
40
57
38
32
47
65
21
23
18
26
18
16
26
20
15
28
22
17
31
48
22
48
35
34
43
56
23
20
16
23
33
22
17
18
22
32
51
41
42
47
60
SOURCE: GMI/MINTEL
96

UK, September 2013
FIGURE 64: BRAND IMAGE MACRO IMAGE, JULY 2013
From the pairs below, please choose the word from each pair that matches your image of
each brand.
have heard of a brand and
Boring
Fun
Tired
Vibrant
Exclusive
Accessible
Unappealing
Engaging
Unethical
Ethical
Seven Seas
1,735
Berocca
1,365
Vitabiotics
913
Centrum
1,541
Holland & Barrett

1,899
20
17
17
23
8
48
12
25
2
30
11
34
7
37
7
49
10
31
4
27
16
20
11
26
13
36
11
26
5
28
12
25
10
32
8
45
9
27
3
27
15
23
13
26
8
56
9
36
2
41
SOURCE: GMI/MINTEL
FIGURE 65: BRAND IMAGE MICRO IMAGE, JULY 2013
Now, from the list below, please select all words that describe your image of each brand.
Expert
Youthful
Indulgent
Effective
Cutting-edge
Classic
Quirky
Caring
Natural
Glamorous
Basic
Overhyped
Old-fashioned
Ineffective
Tacky
None of these
Seven Seas
1,735
Berocca
1,365
Vitabiotics
913
Centrum
1,541
Holland & Barrett

1,899
24
4
5
26
4
32
3
19
27
3
16
6
26
3
1
19
14
19
5
24
8
10
17
13
16
4
11
10
4
3
4
26
22
11
6
22
13
10
5
15
16
5
11
9
6
4
3
27
24
8
5
27
10
17
5
16
16
6
12
8
7
3
2
27
28
7
6
27
6
23
4
25
38
4
16
8
15
3
3
18
SOURCE: GMI/MINTEL
97

UK, September 2013
FIGURE 66: PROFILE OF TARGET GROUPS, BY DEMOGRAPHICS, JULY 2013
Different people have different views about themselves. Please tell me the extent to which
you agree or disagree with each statement on a scale of 0-5 (where 1 means you strongly
disagree and 5 means you strongly agree).
All
Conformists
Simply the best
Shelf stalker
Individualist
663
Habitual
shoppers
507
2,025
219
297
Gender:
Male
Female
50
50
44
56
57
43
51
49
57
43
37
63
Age:
16-24
25-34
35-44
45-54
55+
17
19
19
19
26
22
20
16
18
24
14
20
18
17
32
8
13
17
24
38
30
24
21
13
12
15
23
20
22
20
Gender and age:

Men 16-24
Men 25-34
Men 35-44
Men 45-54
Men 55+
Women 16-24
Women 25-34
Women 35-44
Women 45-54
Women 55+
9
10
9
9
13
8
9
9
9
13
9
7
6
9
13
13
13
9
9
11
9
10
11
9
16
5
9
6
7
15
3
7
9
13
19
5
6
8
11
19
17
16
12
6
6
13
8
9
6
6
6
8
6
9
8
9
15
14
13
12
14
12
17
11
17
12
24
28
25
27
21
21
13
10
16
11
19
17
21
13
17
19
14
10
9
13
11
9
10
9
10
16
9
8
11
12
8
12
11
9
14
31
51
18
30
54
16
32
49
19
24
53
23
40
48
12
30
52
18
Socio-economic
group:
ABC1
C2DE
58
42
56
44
66
34
58
42
56
44
53
47
AB
C1
C2
D
E
DE
29
29
21
14
7
22
21
34
22
16
6
22
44
22
21
7
5
13
29
29
18
14
10
24
29
27
22
15
6
22
20
33
22
18
6
24
Base: internet users

aged 16+
Region:
Inner and Greater
London
South East/East
Anglia
South West and
Wales
East and West
Midlands
North West
Yorks, Humberside
North and Scotland
Area:
Inner city/town
Town/city outskirts
Rural area
339
98
Internet access:
Using a computer at
work/university/colleg
e
Using my personal
computer
Using a tablet device
(eg iPad)
Using a gaming
device (eg Xbox, Wii)
Using an e-reader
(eg Kindle)
Using a
smartphone/BlackBer
ry
Other
Websites visited:
News sites (eg BBC
News)
Online magazines
(eg Ask Men, Vogue)
Online video (eg BBC
iPlayer, YouTube)
Blogs
Online maps/ GPS
services (eg Google
Maps)
Social networking
sites (eg Facebook,
Twitter)
Shopping sites (eg
Amazon, eBay,
ASOS)
Online supermarkets
(eg Tesco, Ocado,
Asda)
Brands own sites (eg
LOral, Apple)
Price comparison
sites (eg uSwitch,
Kelkoo, Compare the
Market)
Other
Social media usage:
Facebook
Twitter
Bebo
LinkedIn
Friends Reunited
MySpace
Other

UK, September 2013
42
43
48
37
45
43
95
98
97
97
90
96
30
30
42
23
35
28
18
17
22
12
23
20
12
15
11
11
12
51
49
61
43
53
57
86
85
90
86
85
87
44
40
50
33
56
44
89
91
93
87
87
90
58
89
50
89
64
90
49
89
67
86
63
89
78
80
79
69
86
81
97
98
99
98
95
98
74
75
77
68
80
76
68
63
79
63
71
70
79
77
78
79
78
82
79
77
81
83
74
79
96
51
13
28
23
17
19
96
49
6
18
11
10
14
94
53
12
37
25
15
17
95
44
7
25
20
11
16
98
58
26
34
32
28
30
97
49
8
25
17
15
15
SOURCE: GMI/MINTEL
99

UK, September 2013
FIGURE 67: PSYCHOGRAPHIC SEGMENTATION, BY TARGET GROUPS, JULY 2013

All
Conformists
Shelf
stalker
663
%
Habitual
shoppers
507
%
Individualist
219
%
Simply the
best
297
%
2,025
%
I consider all available

options before deciding what
product to buy:
Any agree
Neither agree nor disagree
Any disagree
76
20
4
82
16
2
63
25
12
84
14
3
63
32
5
87
10
3
I often buy things on the spur

of the moment:
Any agree
Any disagree
47
30
23
34
35
31
62
22
17
35
30
35
55
35
10
53
25
22
I tend to make purchase

decisions quickly, based on
'gut feeling':
Any agree
Any disagree
41
36
23
27
38
35
46
30
24
32
39
30
52
38
9
49
29
22
I only buy brands I have

bought before:
Any agree
Any disagree
17
34
49
11
30
59
7
33
60
7
34
59
48
47
5
1
18
81
61
31
8
34
42
23
69
25
6
57
34
8
60
36
3
80
15
4
28
34
39
13
27
59
41
37
22
8
25
67
41
44
15
44
35
21
I like people to admire things I

own:
Any agree
Any disagree
39
37
25
56
33
11
66
29
5
5
37
58
48
44
7
55
35
11
I do my own thing, regardless

of the current trends:
Any agree
Any disagree
82
15
3
69
24
7
82
12
5
93
6
1
64
31
5
94
5
1
I dont like to be too different

from everyone else:
Any agree
Any disagree
28
37
35
54
35
11
16
33
51
18
37
44
48
44
9
10
31
58
I like to try new brands that I

see:
Any agree
Any disagree
I want to stand out from the
crowd:
Any agree
Any disagree
339
%
100

UK, September 2013
I like to have new products

ahead of everybody else:
Any agree
Any disagree
29
34
37
20
30
50
48
34
19
7
28
65
46
42
12
36
35
29
I shop around from a variety

of brands:
Any agree
Any disagree
80
16
4
84
14
2
74
19
6
86
11
3
64
30
6
93
6
1
Once I find a brand I like I

tend to stick to it:
Any agree
Any disagree
51
36
14
71
25
4
68
25
7
49
39
12
59
37
5
14
44
42
I look for the lowest possible

prices when I go shopping:
Any agree
Any disagree
63
26
11
82
16
1
20
39
41
67
25
8
63
32
6
82
13
6
I always look out for special

offers:
Any agree
Any disagree
83
14
3
95
5
1
70
22
8
89
9
2
70
25
5
95
4
1
I am happy to pay extra for

better quality:
Any agree
Any disagree
61
28
10
49
38
13
91
8
1
67
24
9
52
37
11
46
35
19
33
41
26
8
38
54
66
29
5
25
46
29
45
45
10
17
37
45
38
34
28
22
36
42
65
24
11
30
35
35
52
39
9
18
32
51
I seek other peoples opinions

before choosing a product:
Any agree
Any disagree
27
35
38
40
37
23
16
29
55
22
32
47
43
45
12
14
29
57
I always buy the brands I

think my family/ friends would
approve of:
Any agree
Any disagree
23
30
47
21
30
49
18
27
55
8
26
66
52
40
8
16
27
57
I tend to go for premium

rather than standard
goods/services:
Any agree
Any disagree
I feel more comfortable
buying branded products
than a shop's own-label:
Any agree
Any disagree
SOURCE: GMI/MINTEL
101

UK, September 2013
FIGURE 68: BRAND USAGE, BY TARGET GROUPS, JULY 2013
Seven Seas:
Never used, and never heard of
it
Use rarely
Use sometimes
Use often
Use all the time
Ever used
Awareness
Berocca:
it
Use rarely
Use sometimes
Use often
Use all the time
Ever used
Awareness
Vitabiotics:
it
Use rarely
Use sometimes
Use often
Use all the time
Ever used
Awareness
Centrum:
it
Use rarely
Use sometimes
Use often
Use all the time
Ever used
Awareness
All
Conformists
Shelf
Stalkers
663
%
Habitual
Shoppers
507
%
Individualists
219
%
Simply the
Best
297
%
2,025
%
14
16
11
11
22
13
53
11
11
7
4
11
33
86
52
18
11
2
1
6
32
84
49
14
11
11
4
14
40
89
59
13
11
5
2
8
30
89
47
5
9
9
7
14
31
78
53
12
13
7
2
11
34
87
33
36
30
35
34
27
49
4
7
5
2
9
19
67
50
5
5
2
3
7
14
64
45
6
10
8
1
15
25
70
50
5
7
3
1
6
15
65
43
4
7
8
5
11
23
66
58
4
6
4
1
8
15
73
55
59
52
58
48
58
35
2
3
3
2
4
10
45
36
1
2
2
0
2
5
41
37
2
3
4
3
6
11
48
36
2
2
2
1
2
6
42
34
3
5
6
5
8
18
52
34
1
4
1
1
4
7
42
24
26
22
22
28
21
53
7
8
5
3
9
23
76
55
7
8
1
2
5
18
74
47
11
11
5
4
12
32
78
60
7
6
2
2
5
17
78
44
4
10
10
5
13
28
72
56
7
10
5
1
8
23
79
339
%
102
Holland & Barrett:

it
Use rarely
Use sometimes
Use often
Use all the time
Ever used
Awareness

UK, September 2013
13
38
16
22
12
5
29
56
94
47
21
17
8
4
24
50
96
30
16
26
18
6
37
67
96
38
18
25
11
5
30
60
97
41
8
20
12
7
23
46
87
37
18
21
12
5
29
56
94
SOURCE: GMI/MINTEL
Brand index
FIGURE 69: BRAND INDEX, JULY 2013
Mean
Seven Seas
Berocca
Vitabiotics
Centrum
Holland & Barrett
40.58
30.66
19.75
35.48
50.94
SOURCE: GMI/MINTEL
103
Appendix The Consumer Factors Influencing Purchase

of Vitamins and Supplements

K, September 2013
Appendix The Consumer Usage and Frequency

FIGURE 70: USAGE AND FREQUENCY OF MOST POPULAR FIVE VITAMINS/MINERALS/SUPPLEMENTS, JULY 2013
Sample
size
All vitamins
and
supplements
Take daily
Have taken but

not in the last
12 months
I have never
taken this
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
%
All
2,000
42
21
16
21
Gender:
Male
Female
1,000
1,000
38
46
21
20
16
17
25
17
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
41
44
40
40
41
46
25
25
22
21
16
13
15
13
16
18
21
19
20
19
22
21
22
22
Region:
Inner and Greater London
South East/East Anglia
South West and Wales
East and West Midlands
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
46
40
44
43
49
35
37
28
19
21
21
16
19
20
11
19
16
16
15
21
16
15
21
19
20
21
25
27
Area:
Urban location
Suburban location
Village/rural location/Other
832
798
370
45
41
38
22
21
18
16
15
21
18
23
24
104

Working status:
Employee full-time (30+
hours/week)
Employee part-time (less than
30 hours/week)
Any self-employed
In full-time education
Retired
Not working for any other
reason
Socio-economic group:
ABC1
C2DE
AB
C1
C2
D
E
Highest level of education:
No formal qualification*
GCSE/O-level or equivalent
AS/ A-level or equivalent
Vocational qualification (eg
NVQs, BTEC etc)
Further qualification (HNC,
HND etc)
University degree (including
undergraduate and masters
degrees)
Gross annual household
income:
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused
Housing Situation:
My home is being bought on a
mortgage
My home is owned outright
My home is rented from Local
Authority
My home is rented from
private landlord
housing association/Other

K, September 2013
825
42
24
13
21
290
45
19
20
17
154
177
330
224
37
36
48
36
21
23
13
22
21
18
18
18
21
23
21
24
1,155
845
578
577
414
290
141
43
41
45
41
40
40
46
22
19
21
23
23
17
13
15
19
15
14
18
22
16
21
21
19
22
20
21
24
91
455
305
292
42
39
43
38
13
18
24
18
12
19
14
20
33
24
19
24
166
41
22
16
21
580
45
23
15
17
140
311
423
743
242
141
41
41
45
41
40
40
19
19
16
23
29
16
14
20
17
17
13
16
26
20
22
20
18
28
735
41
22
16
22
549
192
46
40
17
20
17
14
19
26
376
39
25
18
19
148
41
19
16
24
105

Presence of own children:

Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
Any children or teenagers in
household
No children or teenagers in
household
Household size:
1
2
3
4
5 or more
Current marital status:
Single
Married/civil partnership/living
as married
Separated, divorced or
widowed
Trends in how respondents
would describe their
financial situation:
Healthy I have money left at
the end of the month for a few
luxuries or to add to my
savings
OK I get by, but there's not a
lot left by the time the basics
are taken care of
Tight I'm making ends meet,
but only just
Struggling I'm in danger of
falling behind with bills or loan
repayments/In trouble- I've
missed loan repayments or
household bills

K, September 2013
230
251
351
259
771
49
48
47
41
45
25
23
20
22
23
11
10
14
16
14
14
18
18
22
18
1,229
40
19
18
23
321
659
460
359
201
40
44
40
41
45
15
20
23
21
28
18
18
15
17
11
26
18
23
21
16
599
1,180
38
43
22
21
17
16
23
21
221
48
16
18
17
439
50
18
14
18
904
40
22
17
21
492
41
20
17
22
165
36
23
18
23
* small sub-sample (75-100)

SOURCE: GMI/MINTEL
106


K, September 2013
FIGURE 71: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY, JULY 2013
Take
daily
Have taken but

not in the last
12 months
I have never
taken this
Have taken
occasionally in the
last 12 months (ie
only when I need it/
remember to take it)
%
Multivitamins (ie a single supplement that

combines two or more types of vitamins)
Vitamin C
Cod liver oil
Vitamin D
Fish oil/Omega-3
24
20
22
34
14
14
11
11
20
13
14
13
23
25
19
22
43
49
55
55
Other vitamins
Vitamin B Complex
Vitamin A
Vitamin E
14
10
8
8
15
12
12
12
21
21
18
20
51
58
62
61
Other supplements/minerals
Iron
Garlic
Glucosamine
Calcium
Zinc
Magnesium
Evening primrose/Starflower oil
Other
23
9
7
7
7
6
5
4
7
20
15
12
9
11
11
9
8
8
22
27
15
17
17
15
13
19
15
35
50
66
67
66
69
73
69
71
SOURCE: GMI/MINTEL
107


K, September 2013
FIGURE 72: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY MULTIVITAMINS, BY DEMOGRAPHICS, JULY 2013
Sample
size
Take
daily
Have taken but

not in the last
12 months
I have never
taken this
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
%
All
2,000
24
20
22
34
Gender:
Male
Female
1,000
1,000
21
27
21
19
20
23
38
31
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
25
28
28
22
20
19
25
27
21
20
14
8
18
19
22
25
23
24
33
26
30
32
43
49
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
28
23
25
21
30
19
22
30
16
20
25
17
16
16
16
24
21
20
20
28
23
26
37
33
34
33
36
39
Area:
Urban location
Suburban location
Village/Rural location/Other
832
798
370
27
22
22
23
19
15
22
22
21
28
37
41
825
27
24
19
30
290
24
21
26
30
154
177
330
224
21
21
21
23
19
22
9
18
29
20
25
18
31
37
45
41
1,155
845
578
577
414
290
141
25
23
26
23
23
24
20
21
18
23
20
21
17
12
22
21
21
23
21
22
21
32
37
30
34
34
37
48
Working status:
hours/week)
Employee part-time (less than 30
hours/week)
Any self-employed
Retired
Not working for any other reason
ABC1
C2DE
AB
C1
C2
D
E
108


AS/A-level or equivalent
Vocational qualification (eg NVQs,
BTEC etc)
Further qualification (HNC, HND
etc)
degrees)
income:
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
mortgage
My home is rented from local
authority
My home is rented from private
landlord
My home is rented from housing
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
Married/Civil partnership/Living as
married
Separated, divorced or widowed

K, September 2013
91
455
305
292
18
22
22
24
14
16
24
17
16
22
22
23
52
40
32
37
166
20
20
27
33
580
28
23
22
27
140
311
423
743
242
141
23
25
24
23
25
26
15
15
19
23
25
14
16
22
22
22
23
22
46
37
35
32
27
38
735
26
21
22
31
549
192
23
22
17
21
22
16
38
41
376
22
24
23
31
148
29
14
22
35
230
251
351
259
771
29
31
31
22
27
30
27
23
22
25
21
19
19
21
22
20
23
28
35
26
1,229
22
17
22
39
321
659
460
359
201
23
23
23
25
29
15
17
22
24
27
21
24
22
22
15
41
36
33
30
29
599
1,180
24
24
19
21
22
22
35
33
221
26
16
21
37
109


would describe their financial
situation:
Healthy I have money left at the
end of the month for a few luxuries
or to add to my savings
OK I get by, but theres not a lot
left by the time the basics are
taken care of
Tight Im making ends meet, but
only just
Struggling Im in danger of falling
behind with bills or loan
repayments/In trouble Ive
household bills

K, September 2013
439
28
16
22
34
904
22
22
21
34
492
24
19
22
35
165
22
22
22
34

SOURCE: GMI/MINTEL
FIGURE 73: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY VITAMIN C, BY DEMOGRAPHICS, JULY 2013
Sample
size
Have taken
occasionally in
the last 12
months (ie only
when I need it/
remember to
take it)
%
Have taken but

not in the last 12
months
I have never
taken this
Take
daily
All
2,000
20
23
43
14
Gender:
Male
Female
1,000
1,000
20
20
20
26
46
40
14
15
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
21
29
22
17
14
13
17
22
23
26
26
25
46
35
39
44
50
50
16
14
16
13
11
13
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
33
17
18
21
16
18
16
19
25
25
20
21
27
27
32
44
44
42
46
47
45
15
14
13
16
18
8
12
Area:
Urban location
Suburban location
832
798
370
25
17
15
21
25
24
38
45
49
16
13
12
110

Working status:
hours/week)
hours/week)
Any self-employed
Retired
ABC1
C2DE
AB
C1
C2
D
E
BTEC etc)
etc)
degrees)
income:
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
mortgage
authority
landlord
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household

K, September 2013
825
24
21
41
14
290
18
30
36
16
154
177
330
224
23
18
13
17
24
19
25
23
36
49
50
49
18
15
12
12
1,155
845
578
577
414
290
141
22
17
23
20
21
18
8
22
24
19
26
24
25
24
41
46
41
41
44
44
53
15
13
17
13
12
14
15
91
455
305
292
10
14
21
19
16
26
25
23
59
47
38
46
14
13
15
12
166
19
25
45
10
580
25
21
38
16
140
311
423
743
242
141
16
17
20
20
27
21
24
26
24
24
19
18
45
43
42
44
35
50
15
14
14
13
19
12
735
21
23
42
13
549
192
17
19
22
25
45
42
15
14
376
22
25
41
12
148
20
19
45
16
230
251
351
259
771
25
30
22
19
24
26
21
21
23
23
31
31
38
42
36
18
18
18
16
17
1,229
17
23
47
12
111

Household size:
1
2
3
4
5 or more

Single
married
situation:
taken care of
only just
household bills

K, September 2013
321
659
460
359
201
15
18
22
23
25
25
25
23
23
17
48
44
43
41
37
12
14
13
14
20
599
1,180
20
20
20
23
46
42
14
14
221
19
30
38
13
439
18
21
42
19
904
21
23
42
13
492
20
23
46
11
165
18
28
41
13

SOURCE: GMI/MINTEL
112


K, September 2013
FIGURE 74: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY COD LIVER OIL, BY DEMOGRAPHICS, JULY 2013
Sample
size
Take
daily
Have taken but

not in the last 12
months
I have never
taken this
Have taken
occasionally in
the last 12
months (ie only
when I need it/
remember to
take it)
%
All
2,000
13
13
25
49
Gender:
Male
Female
1,000
1,000
14
13
13
12
23
27
50
47
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
11
11
11
12
17
23
11
21
13
10
9
10
22
25
28
27
24
25
56
44
47
51
51
42
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
12
14
13
14
13
16
12
20
10
10
13
15
10
12
25
25
26
25
20
27
28
43
51
50
48
52
48
48
Area:
Urban location
Suburban location
832
798
370
13
13
14
18
10
8
24
26
26
45
51
52
825
11
16
24
48
290
14
14
27
44
154
177
330
224
13
10
23
9
13
9
8
8
29
24
26
23
45
56
43
60
1,155
845
578
577
414
290
141
12
15
14
11
14
14
21
14
11
15
14
13
9
9
25
26
25
25
25
29
18
49
49
46
51
48
48
52
Working status:
hours/week)
hours/week)
Any self-employed
Retired
ABC1
C2DE
AB
C1
C2
D
E
113


BTEC etc)
etc)
degrees)
income:
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
mortgage
authority
landlord
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
married

K, September 2013
91
455
305
292
20
16
13
12
10
10
12
11
15
26
27
28
55
49
48
49
166
13
13
31
43
580
12
16
23
48
140
311
423
743
242
141
17
14
14
13
13
11
11
11
14
13
17
7
19
30
27
25
24
19
54
45
44
50
46
63
735
11
12
26
51
549
192
19
13
12
13
24
23
45
52
376
11
15
26
48
148
11
13
26
49
230
251
351
259
771
13
16
15
12
12
18
21
14
11
16
30
24
26
23
27
39
39
45
54
45
1,229
14
11
24
51
321
659
460
359
201
16
15
12
9
18
8
14
13
14
13
23
26
26
27
24
53
46
50
50
45
599
1,180
11
14
11
14
24
25
54
47
221
17
29
45
114


situation:
taken care of
only just
household bills

K, September 2013
439
19
14
25
42
904
12
14
26
49
492
13
10
24
53
165
11
10
28
52

SOURCE: GMI/MINTEL
115


K, September 2013
FIGURE 75: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY VITAMIN D, BY DEMOGRAPHICS, JULY 2013
Sample
size
Take
daily
Have taken
but not in the
last 12
months
I have never
taken this
Have taken
occasionally in
the last 12
months (ie only
when I need it/
remember to
take it)
%
All
2,000
11
14
19
55
Gender:
Male
Female
1,000
1,000
11
11
15
14
18
21
56
54
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
12
12
12
9
11
12
15
24
14
11
8
9
17
21
20
21
17
19
56
43
54
59
64
60
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
17
10
11
12
11
7
10
18
13
15
16
15
12
11
20
20
19
19
18
20
21
45
57
56
53
56
62
58
Area:
Urban location
Suburban location
832
798
370
12
11
9
18
12
9
20
19
19
50
57
63
825
290
11
12
18
16
19
23
52
49
154
177
330
224
12
11
12
10
9
12
8
12
23
15
19
19
56
62
61
59
1,155
845
578
577
414
290
141
12
11
13
10
8
13
14
16
12
16
16
14
10
11
20
19
20
19
19
20
17
53
58
51
55
58
58
58
Working status:
Employee full-time (30+ hours/week)
hours/week)
Any self-employed
Retired
ABC1
C2DE
AB
C1
C2
D
E
116


BTEC etc)
Further qualification (HNC, HND etc)
degrees)
Gross annual household income:
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
mortgage
authority
landlord
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
married

K, September 2013
91
455
305
292
12
9
11
12
11
11
17
10
12
19
19
18
65
60
52
61
166
580
8
13
14
17
22
21
55
48
140
311
423
743
242
141
12
12
12
9
14
13
13
15
13
14
19
11
19
18
20
20
21
14
56
55
55
57
45
62
735
15
20
55
549
192
12
14
11
14
18
18
58
54
376
11
18
21
50
148
14
12
16
57
230
251
351
259
771
16
15
15
12
14
22
24
15
13
18
23
20
21
20
21
39
41
50
56
47
1,229
10
12
19
60
321
659
460
359
201
10
11
10
11
15
11
11
15
19
19
17
21
20
17
20
63
57
54
52
46
599
1,180
11
12
15
14
18
20
56
54
221
11
12
19
57
117

Trends in how respondents would

describe their financial situation:
end of the month for a few luxuries or
to add to my savings
OK I get by, but theres not a lot left
by the time the basics are taken care
of
only just
repayments/In trouble Ive missed
loan repayments or household bills

K, September 2013
439
13
15
20
53
904
10
15
19
56
492
11
13
20
57
165
12
12
21
55

SOURCE: GMI/MINTEL
FIGURE 76: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY FISH OIL/OMEGA-3, BY DEMOGRAPHICS, JULY 2013
Sample
size
Take daily
Have taken
but not in the
last 12
months
I have never
taken this
Have taken
occasionally in
the last 12 months
(ie only when I
need it/remember
to take it)
%
All
2,000
11
13
22
54
Gender:
Male
Female
1,000
1,000
11
10
14
13
21
22
54
55
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
10
10
9
9
12
15
12
18
15
11
11
11
22
24
21
22
19
21
57
47
55
58
57
54
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
15
10
10
9
11
11
8
18
11
12
15
13
9
13
23
21
19
23
17
21
25
43
57
58
52
59
59
54
Area:
Urban location
Suburban location
832
798
370
11
11
10
16
11
10
22
21
22
50
57
58
118

Working status:
hours/week)
hours/week)
Any self-employed
Retired
ABC1
C2DE
AB
C1
C2
D
E
BTEC etc)
etc)
degrees)
income:
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
mortgage
authority
landlord
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household

K, September 2013
825
16
23
52
290
11
14
22
52
154
177
330
224
12
10
14
9
11
8
12
8
24
22
21
16
53
59
53
67
1,155
845
578
577
414
290
141
11
11
11
10
11
10
12
14
13
15
12
15
9
12
25
18
25
24
18
18
15
51
59
49
53
56
63
61
91
455
305
292
5
11
9
9
14
11
13
13
13
20
23
22
67
58
54
56
166
10
16
22
52
580
12
14
23
50
140
311
423
743
242
141
10
11
13
10
12
9
12
13
13
14
16
6
17
23
23
22
22
18
61
53
51
55
50
67
735
12
24
56
549
192
14
9
14
13
18
18
54
60
376
10
15
26
49
148
14
11
18
57
230
251
351
259
771
13
12
14
10
11
16
22
16
14
16
28
20
21
22
23
43
46
49
55
49
1,229
10
11
21
58
119

Household size:
1
2
3
4
5 or more
Single
married
situation:
taken care of
only just
household bills

K, September 2013
321
659
460
359
201
12
11
9
11
14
9
14
15
14
13
20
21
23
21
23
60
54
53
55
50
599
1,180
9
12
12
14
22
21
58
53
221
11
12
23
54
439
15
15
22
49
904
10
15
20
56
492
10
11
22
57
165
28
55

SOURCE: GMI/MINTEL
120


K, September 2013
FIGURE 77: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY OTHER VITAMINS, BY DEMOGRAPHICS, JULY 2013
Sample
size
Take
daily
Have taken
but not in the
last 12
months
I have never
taken this
Have taken
occasionally in
the last 12
months (ie only
when I need it/
remember to
take it)
%
All
2,000
13
15
21
51
Gender:
Male
Female
1,000
1,000
13
14
16
14
18
23
53
49
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
16
18
13
11
9
13
15
24
17
13
10
8
18
18
19
24
25
21
51
40
51
53
56
58
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
16
14
12
16
14
10
9
23
10
15
17
17
11
14
22
22
21
18
16
23
22
39
54
52
49
53
55
55
Area:
Urban location
Suburban location
832
798
370
16
12
11
19
14
8
20
21
20
44
54
60
825
13
21
18
48
290
13
17
24
46
154
177
330
224
16
14
12
14
13
10
7
8
24
18
24
20
47
58
56
58
1,155
845
578
577
414
290
141
14
12
15
14
10
13
18
17
12
19
16
15
10
8
20
21
21
19
23
19
18
48
54
46
51
52
57
56
Working status:
hours/week)
hours/week)
Any self-employed
Retired
ABC1
C2DE
AB
C1
C2
D
E
121


BTEC etc)
etc)
degrees)
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
mortgage
authority
landlord
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
married

K, September 2013
91
455
305
292
16
11
13
13
10
10
19
12
11
21
24
18
63
58
44
58
166
17
25
50
580
16
19
20
44
140
311
423
743
242
141
14
15
15
10
16
16
14
13
14
17
20
8
12
20
21
22
21
21
60
53
50
51
42
56
735
12
16
21
52
549
192
14
14
11
15
22
21
52
51
376
13
20
19
48
148
18
13
18
51
230
251
351
259
771
22
26
18
14
18
24
23
17
14
19
18
15
22
20
19
35
36
44
52
43
1,229
10
13
21
56
321
659
460
359
201
11
12
12
14
24
12
13
18
15
20
21
22
19
23
15
57
53
50
48
41
599
1,180
13
14
15
15
20
21
52
50
221
13
15
21
51
122


situation:
left by the time the basics are taken
care of
only just
loan repayments or household bills

K, September 2013
439
17
15
20
49
904
13
17
20
50
492
12
12
22
54
165
10
15
23
52

SOURCE: GMI/MINTEL
FIGURE 78: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY OTHER SUPPLEMENTS/MINERALS, BY DEMOGRAPHICS, JULY
2013
Sample
size
Take
daily
Have taken
but not in
the last 12
months
I have never
taken this
Have taken
occasionally in the
last 12 months (ie
only when I need
it/remember to
take it)
%
All
2,000
23
20
22
35
Gender:
Male
Female
1,000
1,000
20
26
21
19
16
28
43
27
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
23
24
21
23
21
28
23
27
22
19
12
13
13
19
22
23
30
27
40
30
36
35
36
32
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
26
21
25
27
26
22
17
29
17
19
18
21
18
20
17
24
21
23
16
21
26
28
38
34
32
37
40
37
Area:
Urban location
Suburban location
832
798
370
26
22
19
22
20
15
19
22
27
32
36
39
123

Working status:
hours/week)
hours/week)
Any self-employed
Retired
ABC1
C2DE
AB
C1
C2
D
E
BTEC etc)
etc)
degrees)
income:
Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
mortgage
authority
landlord
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household

K, September 2013
825
23
24
17
36
290
28
18
28
26
154
177
330
224
19
19
28
18
19
21
13
20
23
12
27
28
38
48
32
35
1,155
845
578
577
414
290
141
23
23
23
24
22
21
28
21
19
23
19
23
15
13
21
23
19
22
20
28
23
35
35
35
35
35
36
36
91
455
305
292
27
22
25
18
14
17
21
19
18
25
18
24
41
35
36
38
166
18
25
24
33
580
27
22
21
31
140
311
423
743
242
141
29
21
27
21
22
24
17
18
16
22
27
15
17
28
23
22
18
15
37
32
34
35
32
46
735
23
19
22
37
549
192
26
24
17
20
23
18
33
38
376
20
24
23
33
148
22
23
19
36
230
251
351
259
771
27
27
26
21
24
26
28
22
22
25
24
19
21
20
21
23
26
31
38
31
1,229
23
17
22
38
124

Household size:
1
2
3
4
5 or more
Single
married
situation:
taken care of
only just
household bills

K, September 2013
321
659
460
359
201
22
24
21
23
27
14
18
23
21
27
23
25
18
21
18
40
33
38
35
28
599
1,180
20
24
22
20
16
23
42
33
221
25
17
29
29
439
31
18
19
33
904
21
22
22
36
492
23
18
23
35
165
16
21
24
39

SOURCE: GMI/MINTEL
FIGURE 79: REPERTOIRE OF VITAMINS/SUPPLEMENTS TAKEN DAILY, JULY 2013
All
%
1 type
2 types
3 types
4+ types
None
13
8
6
15
58
SOURCE: GMI/MINTEL
125


K, September 2013
FIGURE 80: REPERTOIRE OF VITAMINS/SUPPLEMENTS TAKEN DAILY, BY DEMOGRAPHICS, JULY 2013

Sample
size
1 type
2 types
3 types
4+ types
None
All
2,000
13
15
58
Gender:
Male
Female
1,000
1,000
12
15
8
9
4
8
15
15
62
54
Age:
16-24
25-34
35-44
45-54
55-64
65+
344
381
379
370
266
260
13
16
13
14
11
12
7
7
9
8
11
10
5
4
4
6
6
8
16
17
14
12
14
15
59
56
60
60
59
54
Region:
North West
Yorks, Humberside
North and Scotland
271
496
267
326
204
172
264
12
13
16
13
15
12
11
10
7
7
6
12
9
11
6
6
4
7
7
3
5
18
14
16
17
15
12
10
54
60
56
57
51
65
63
Area:
Urban location
Suburban location
832
798
370
13
15
11
9
8
10
6
6
4
17
13
12
55
59
62
825
290
14
13
9
7
5
9
14
16
58
55
154
177
330
224
10
13
13
13
10
5
12
5
3
4
8
4
14
15
15
13
63
64
52
64
1,155
845
578
577
414
290
141
14
13
15
12
12
14
13
9
8
8
9
9
6
10
6
5
6
6
6
4
7
15
15
16
13
13
16
16
57
59
55
59
60
60
54
91
455
305
292
10
10
13
15
11
9
8
6
7
7
7
3
14
13
15
14
58
61
57
62
166
580
16
14
9
9
5
5
10
16
59
55
Working status:
hours/week)
Any self-employed
Retired
ABC1
C2DE
AB
C1
C2
D
E
Vocational qualification (eg NVQs, BTEC
etc)
undergraduate and masters degrees)
126


Under 9,500
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused
Housing situation:
My home is being bought on a mortgage
My home is rented from local authority
My home is rented from private landlord
association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
Any children or teenagers in household
No children or teenagers in household
Household size:
1
2
3
4
5 or more
Single
married
Healthy I have money left at the end of
the month for a few luxuries or to add to
my savings
OK I get by, but theres not a lot left by
the time the basics are taken care of
Tight Im making ends meet, but only
just
behind with bills or loan repayments/In
trouble Ive missed loan repayments or
household bills

K, September 2013
140
311
423
743
242
141
12
10
14
16
10
13
5
10
9
9
8
6
6
6
6
5
4
8
18
15
17
11
18
13
59
59
55
59
60
60
735
549
192
376
148
15
13
9
13
15
8
10
11
7
4
5
7
5
6
4
13
16
16
13
18
59
54
60
61
59
230
251
351
259
771
1,229
17
13
15
14
15
12
8
8
9
7
8
9
3
5
5
6
5
6
21
23
18
14
17
13
51
52
53
59
55
60
321
659
460
359
201
12
14
14
15
10
11
8
8
7
6
5
8
4
4
5
13
14
13
15
23
60
56
60
59
55
599
1,180
12
14
8
8
4
6
15
15
62
57
221
15
14
12
52
439
12
21
50
904
14
13
60
492
14
14
59
165
13
10
64

SOURCE: GMI/MINTEL
FIGURE 81: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY, BY REPERTOIRE OF VITAMINS/SUPPLEMENTS USAGE AND
FREQUENCY, JULY 2013
All
2,000
%
1 type
266
%
2 types
169
%
3 types
112
%
4+ types
291
%
None
1,162
%
Multivitamins (ie a single supplement that
127

combines two or more types of vitamins):

Take daily
Have taken occasionally in the last 12 months
(ie only when I need it/remember to take it)
Have taken but not in the last 12 months
I have never taken this
Vitamin C:
Take daily
Cod liver oil:
Take daily
Vitamin D:
Take daily
Fish oil/Omega-3:
Take daily
Other vitamins:
Take daily
Other supplements/minerals:
Take daily

K, September 2013
24
20
40
25
49
19
53
19
80
9
22
22
34
17
18
18
14
20
9
7
5
27
51
14
20
8
29
22
23
28
21
65
15
19
23
43
24
39
27
27
23
29
12
7
25
56
13
13
10
18
27
15
41
21
52
18
25
49
30
41
27
31
18
21
17
14
27
64
11
14
8
17
9
23
15
18
59
16
11
19
55
23
53
18
50
21
46
12
12
20
68
11
13
3
19
18
17
23
21
52
16
10
22
54
25
54
23
41
26
29
16
15
22
69
13
15
6
22
14
23
21
22
71
9
13
21
51
25
47
26
37
23
34
8
12
22
65
23
20
19
31
46
24
71
18
88
5
21
22
35
25
25
16
14
3
8
4
2
28
51
SOURCE: GMI/MINTEL
128


K, September 2013
FIGURE 82: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, JULY 2013
You have indicated that you take or have taken vitamins/supplements in the past 12
months, which if any of the following describes your reasons for taking them? Select all that
apply.
Base: 1,253 internet users aged 16+ who took vitamins/supplements in the last 12 months
All
%
To help boost health in general
To boost the immune system
To keep bones healthy
For an energy boost
To keep the heart healthy
To improve the appearance of skin, hair and/or nails
To improve brain function/memory
To help with my digestive system
For anti-ageing properties
To compensate for poor eating habits
For weight control
To boost fertility
None of the above
58
46
28
24
22
21
20
19
15
13
9
4
6
SOURCE: GMI/MINTEL
129


K, September 2013
FIGURE 83: MOST POPULAR REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY DEMOGRAPHICS, JULY 2013
Sample
size
To help
boost
health in
general
%
To boost
the
immune
system
%
To keep
bones
healthy
For an
energy
boost
To keep
the heart
healthy
1,253
58
46
28
24
22
Gender:
Male
Female
593
660
56
59
42
49
25
30
24
23
25
19
Age:
16-24
25-34
35-44
45-54
55-64
65+
226
261
235
226
152
153
52
48
61
62
66
62
41
41
55
51
45
39
19
16
24
33
42
46
27
33
30
19
16
10
15
15
25
24
28
32
Region:
North West
Yorks, Humberside*
North and Scotland
200
296
173
209
131
93
151
56
58
57
55
52
67
62
51
43
42
44
49
47
50
21
31
28
31
31
29
23
31
20
16
23
21
33
27
21
21
18
24
28
28
17
Area:
Urban location
Suburban location
551
495
207
55
58
63
49
44
44
27
28
32
29
20
19
22
22
21
543
55
47
22
25
21
184
54
43
26
29
17
89
104
203
130
66
60
63
59
57
45
39
50
37
22
47
25
28
29
12
20
27
17
33
17
746
507
380
366
259
164
84
57
59
56
58
59
60
56
48
43
49
46
46
43
36
26
31
26
25
28
30
43
23
25
23
22
30
23
17
21
24
22
20
24
21
32
All
Working status:
hours/week)
hours/week)
Any self-employed*
Retired
ABC1
C2DE
AB
C1
C2
D
E*
130


NVQs, BTEC etc)
etc)
degrees)
income:
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
authority
landlord
association/Other*
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
married

K, September 2013
261
204
166
56
60
58
44
48
49
36
23
30
25
21
24
19
23
28
105
63
43
33
25
24
395
57
48
23
24
20
83
188
261
474
167
80
53
58
56
61
53
58
36
40
44
48
53
48
28
30
32
28
17
31
20
24
23
23
26
28
17
22
23
22
22
26
458
57
46
25
24
18
351
116
60
56
43
56
35
29
17
34
26
30
239
57
47
23
26
21
89
55
40
26
30
24
171
179
237
161
527
46
50
54
52
52
40
42
51
47
45
16
23
27
25
22
35
35
29
29
30
19
23
23
25
21
726
62
46
32
19
23
179
419
287
222
146
65
63
52
55
49
45
45
43
52
48
36
32
26
21
23
18
19
24
27
38
26
22
20
20
23
358
752
56
56
45
46
22
29
29
23
18
23
143
69
47
39
15
27
131


situation:
end of the month for a few
luxuries or to add to my savings
taken care of
only just
Struggling Im in danger of
household bills*

K, September 2013
297
59
41
32
23
28
561
56
46
25
24
20
298
57
49
30
22
20
97
63
47
24
30
24

SOURCE: GMI/MINTEL
FIGURE 84: NEXT MOST POPULAR REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY DEMOGRAPHICS, JULY 2013
Sample
size
To improve
the
appearance
of skin, hair
and/or nails
%
To improve brain
function/memory
To help with
my digestive
system
For antiageing
properties
1,253
21
20
19
15
Gender:
Male
Female
593
660
17
25
22
18
24
14
14
15
Age:
16-24
25-34
35-44
45-54
55-64
65+
226
261
235
226
152
153
25
20
27
17
22
14
20
26
22
19
15
15
21
25
19
17
16
9
8
14
12
19
17
20
Region:
North West
Yorks, Humberside*
North and Scotland
200
296
173
209
131
93
151
27
16
18
22
21
27
23
28
18
17
24
19
18
15
22
16
16
22
17
22
17
17
15
13
15
15
11
14
Area:
Urban location
Suburban location
551
495
207
22
22
17
26
16
15
22
17
14
18
13
11
All
132

Working status:
hours/week)
30 hours/week)
Any self-employed*
Retired
reason
ABC1
C2DE
AB
C1
C2
D
E*
NVQs, BTEC etc)
etc)
degrees)
income:
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
authority
landlord
association/Other*
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household

K, September 2013
543
23
23
22
15
184
16
18
15
15
89
104
203
130
25
27
15
22
22
28
14
12
22
20
13
15
20
7
20
6
746
507
380
366
259
164
84
21
22
20
22
20
23
25
21
19
23
18
20
16
19
19
18
21
17
22
13
13
15
14
17
14
15
11
17
261
204
166
15
23
24
19
16
20
17
20
16
13
14
16
105
19
16
19
395
24
24
22
17
83
188
261
474
167
80
20
26
21
19
22
21
19
22
20
20
24
11
14
17
21
18
22
15
12
16
16
15
13
13
458
22
21
19
14
351
116
19
26
18
27
17
21
17
21
239
21
19
17
12
89
24
20
20
11
171
179
237
161
527
23
27
24
25
22
24
26
28
22
23
27
23
19
18
21
15
16
20
14
14
726
20
18
17
15
133

Household size:
1
2
3
4
5 or more
Single
Married/Civil partnership/Living
as married
situation:
OK I get by, but theres not a
are taken care of
Tight Im making ends meet,
but only just
household bills*

K, September 2013
179
419
287
222
146
23
18
22
22
27
23
17
17
23
27
16
17
22
16
24
20
15
11
15
16
358
752
25
19
24
19
20
19
11
15
143
24
17
15
20
297
21
24
19
16
561
22
19
19
14
298
21
20
19
15
97
22
20
14
12

SOURCE: GMI/MINTEL
134


K, September 2013
FIGURE 85: OTHER REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY DEMOGRAPHICS, JULY 2013
Sample
size
To compensate
for poor eating
habits
%
For weight
control
To boost
fertility
None of
the above
1,253
13
Gender:
Male
Female
593
660
15
12
10
8
5
4
6
6
Age:
16-24
25-34
35-44
45-54
55-64
65+
226
261
235
226
152
153
14
15
19
14
9
4
14
15
10
5
2
3
5
11
5
1
1
-
6
7
6
6
3
6
Region:
North West
Yorks, Humberside*
North and Scotland
200
296
173
209
131
93
151
17
13
13
11
10
19
13
16
7
7
8
10
11
7
4
4
3
5
6
6
5
6
7
6
6
5
6
4
Area:
Urban location
Suburban location
551
495
207
15
13
8
11
8
6
5
4
3
5
6
7
543
184
15
16
12
9
6
3
5
7
89
104
203
130
15
16
4
15
9
13
3
4
4
4
5
7
5
5
10
746
507
380
366
259
164
84
12
16
12
11
14
20
14
11
7
12
10
7
8
5
5
3
5
5
4
2
2
4
8
3
5
7
10
11
261
204
166
17
10
13
6
8
7
2
4
7
8
5
8
105
395
10
14
7
13
2
7
7
3
All
Working status:
hours/week)
Any self-employed*
Retired
ABC1
C2DE
AB
C1
C2
D
E*
BTEC etc)
degrees)
135


Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
authority
landlord
association/Other*
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
married
end of the month for a few luxuries or
to add to my savings
of
only just
loan repayments or household bills*

K, September 2013
83
188
261
474
167
80
13
19
11
12
16
11
8
7
10
7
16
9
7
4
4
4
6
12
7
6
4
5
6
458
14
10
351
116
11
15
5
10
2
4
3
7
239
16
11
89
12
11
10
171
179
237
161
527
16
15
15
16
15
16
16
13
9
13
11
7
6
2
6
6
5
7
9
7
726
12
179
419
287
222
146
24
7
15
13
16
6
5
11
11
16
1
3
8
6
4
5
5
7
6
5
358
752
19
10
11
9
4
5
6
5
143
15
297
10
11
561
12
298
15
97
22

SOURCE: GMI/MINTEL
136


K, September 2013
FIGURE 86: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY
MULTIVITAMINS, JULY 2013

took vitamins/supplements in the last
12 months

For an energy boost
To improve the appearance of skin,
hair and/or nails
For weight control
To boost fertility
None of the above
All
Take
daily
Have taken
but not in the
last 12
months
I have never
taken this
481
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
400
1,253
203
169
58
46
28
24
22
21
66
52
28
25
25
28
59
50
23
31
23
21
55
42
31
19
19
15
35
22
35
9
18
9
20
19
15
13
9
4
6
26
20
16
15
11
6
2
22
24
17
18
11
5
4
14
15
13
10
4
1
6
8
6
7
4
5
2
20
SOURCE: GMI/MINTEL
137


K, September 2013
FIGURE 87: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY VITAMIN
C, JULY 2013

took vitamins/supplements in the
last 12 months

For an energy boost
hair and/or nails
To compensate for poor eating
habits
For weight control
To boost fertility
None of the above
All
Take
daily
Have taken
but not in the
last 12
months
I have never
taken this
280
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
398
1,253
261
314
58
46
28
24
22
21
62
59
34
34
33
30
61
54
23
30
23
24
58
42
33
19
18
18
49
27
24
10
14
12
20
19
15
13
31
28
22
16
20
21
14
15
17
15
12
11
12
10
10
12
9
4
6
11
7
4
12
5
5
7
2
3
6
3
11
SOURCE: GMI/MINTEL
138


K, September 2013
FIGURE 88: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY COD
LIVER OIL, JULY 2013

last 12 months

For an energy boost
hair and/or nails
habits
For weight control
To boost fertility
None of the above
All
Take
daily
Have taken
but not in the
last 12
months
I have never
taken this
269
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
254
1,253
324
406
58
46
28
24
22
21
62
42
42
19
31
24
57
49
29
35
28
24
60
53
25
28
22
24
52
41
20
16
12
15
20
19
15
13
26
20
19
10
28
21
20
15
19
20
14
15
12
15
9
14
9
4
6
10
4
3
12
6
6
10
4
2
6
3
11
SOURCE: GMI/MINTEL
139


K, September 2013
FIGURE 89: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY VITAMIN
D, JULY 2013

who took vitamins/supplements
in the last 12 months

For an energy boost
To improve the appearance of
skin, hair and/or nails
To improve brain
function/memory
To help with my digestive
system
habits
For weight control
To boost fertility
None of the above
All
Take daily
Have taken
but not in the
last 12
months
I have never
taken this
224
Have taken
occasionally in
the last 12
months (ie only
when I need it/
remember to
take it)
284
1,253
248
497
58
46
28
24
22
21
61
52
38
31
32
29
54
46
25
36
25
25
58
52
29
25
21
22
58
40
24
13
16
15
20
31
24
21
12
19
25
26
21
10
15
13
21
16
18
13
15
14
9
12
9
4
6
14
8
4
13
6
5
8
3
4
5
2
8
SOURCE: GMI/MINTEL
140


K, September 2013
FIGURE 90: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY FISH
OIL/OMEGA-3, JULY 2013

last 12 months

For an energy boost
hair and/or nails
habits
For weight control
To boost fertility
None of the above
All
Take
daily
Have taken
but not in
the last 12
months
I have never
taken this
215
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
264
1,253
296
478
58
46
28
24
22
21
61
51
36
24
37
28
57
52
32
33
31
26
61
50
27
29
21
24
54
37
23
15
12
14
20
19
15
13
35
23
18
11
27
23
19
16
22
21
18
12
9
13
9
14
9
4
6
13
8
3
10
6
3
11
3
2
5
3
11
SOURCE: GMI/MINTEL
141


K, September 2013
FIGURE 91: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY OTHER
VITAMINS, JULY 2013

12 months

For an energy boost
hair and/or nails
For weight control
To boost fertility
None of the above
All
Take
daily
Have taken
but not in the
last 12 months
I have never
taken this
269
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
301
1,253
257
426
58
46
28
24
22
21
57
51
30
35
33
30
54
49
25
36
25
27
63
52
33
21
19
19
57
37
26
10
15
13
20
19
15
13
9
4
6
33
29
23
17
17
9
3
25
25
19
12
13
5
3
14
17
11
12
4
3
3
12
9
9
13
4
2
11
SOURCE: GMI/MINTEL
FIGURE 92: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY OTHER
SUPPLEMENTS/MINERALS, JULY 2013

12 months

For an energy boost
hair and/or nails
For weight control
To boost fertility
None of the above
All
Take daily
Have taken
but not in the
last 12 months
I have
never
taken this
464
Have taken
occasionally in
the last 12
months (ie only
when I need
it/remember to
take it)
400
1,253
198
191
58
46
28
24
22
21
60
48
38
26
29
26
55
50
25
29
24
21
61
47
22
22
16
19
55
30
16
10
9
12
20
19
15
13
9
4
6
27
22
19
11
13
5
4
21
22
14
16
9
5
7
12
16
11
14
8
4
4
10
7
9
13
3
2
12
SOURCE: GMI/MINTEL
142


K, September 2013
FIGURE 93: REASONS FOR GIVING VITAMINS/SUPPLEMENTS TO CHILD/REN, JULY 2013
Which, if any, describes your reasons for giving your child(ren) vitamins/supplements?
Base: 771 internet users aged 16+ who are parents
All
%
To help boost their health in general
To boost their immune system
To provide an energy boost
To keep their heart healthy
To help with their digestive system
To improve their appearance of skin, hair and/or nails
For weight control
None of the above
I dont give any vitamins/mineral supplements to my child(ren)
26
26
15
13
12
10
9
9
8
6
4
43
SOURCE: GMI/MINTEL
FIGURE 94: MOST POPULAR REASONS FOR GIVING VITAMINS/SUPPLEMENTS TO CHILD/REN, BY DEMOGRAPHICS, JULY 2013
Sample
size
To help
boost
their
health in
general
%
To boost
their
immune
system
To
provide
an energy
boost**
To keep
bones
healthy**
To keep
their heart
healthy**
To
improve
brain
function/
memory
%
All
771
26
26
15
13
12
10
Gender:
Male
Female
379
392
27
25
23
28
15
15
14
11
12
13
11
9
Age:
16-24
25-34
35-44
45+
164
193
222
192
18
23
33
29
16
26
33
26
9
23
13
15
8
17
14
10
8
11
14
16
8
11
9
10
115
183
81
127
88
177
29
26
27
28
22
26
32
25
28
24
28
22
28
14
7
16
14
12
22
9
9
14
17
8
13
11
7
17
14
12
15
8
5
13
7
11
341
319
111
28
26
23
30
24
18
18
14
7
18
10
5
13
13
9
14
7
5
Region:
South West and Wales*
North West*
Yorkshire and
Humberside/North and Scotland
Area:
Urban location
Suburban location
143

Working status:
hours/week)
30 hours/week)
In full-time education*
Retired/Not working for any
other reason
ABC1
C2DE
AB
C1
C2
DE
NVQs, BTEC etc)
degrees)
income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Housing situation:
mortgage
landlord
authority/Housing
Association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1-3
4 or more
Single
as married

K, September 2013
384
29
29
19
16
13
12
188
23
28
16
12
16
10
91
108
22
26
16
19
10
5
5
6
8
7
7
5
459
312
240
219
178
134
27
25
28
27
27
22
28
23
26
30
24
22
18
11
23
13
10
12
14
11
18
9
10
13
11
14
12
10
12
17
11
8
13
8
7
10
188
139
105
21
27
32
18
27
29
7
12
17
10
8
10
10
11
14
9
8
10
231
29
32
23
20
15
13
119
141
324
136
22
23
30
26
22
25
29
24
11
13
16
20
13
11
11
18
15
7
14
10
10
9
10
10
393
25
24
14
12
10
108
130
24
28
24
26
19
12
12
13
9
12
12
8
140
29
32
18
14
21
14
230
251
351
259
771
27
29
29
23
26
30
28
30
22
26
19
21
18
12
15
16
17
13
10
13
16
15
13
10
12
13
11
10
8
10
331
440
24
28
25
26
13
17
11
14
12
12
9
10
176
542
21
27
16
29
12
16
13
13
11
13
10
10
144


situation:
lot left by the time the basics are
taken care of
Tight/Struggling/In trouble

K, September 2013
154
23
25
18
15
10
12
356
27
27
16
14
12
11
261
28
25
13
10
14

** low response rate (75-100)
SOURCE: GMI/MINTEL
FIGURE 95: NEXT MOST POPULAR REASONS FOR GIVING VITAMINS/SUPPLEMENTS TO CHILD/REN, BY DEMOGRAPHICS, JULY
2013
Sample
size
To help
with their
digestive
system
To compensate
for poor eating
habits
To improve
their
appearance
of skin, hair
and/or nails
For
weight
control
None
of the
above
I dont give
any vitamins/
mineral
supplements
to my
child(ren)
%
All
771
43
Gender:
Male
Female
379
392
10
9
8
10
7
8
7
5
5
3
42
45
Age:
16-24
25-34
35-44
45+
164
193
222
192
11
12
10
4
7
13
6
10
3
12
9
7
7
11
5
1
7
2
4
4
53
30
43
49
115
183
81
127
88
177
16
5
9
12
11
7
10
7
5
7
16
10
13
7
4
7
15
5
10
4
5
8
6
5
4
5
2
4
3
3
27
50
44
40
41
50
341
319
111
13
7
5
10
8
5
10
8
1
9
4
3
5
4
2
35
46
63
384
11
10
10
36
188
10
10
41
91
108
10
1
7
3
4
4
7
1
9
3
56
60
Region:
South West and Wales*
North West*
Yorkshire and
Humberside/North and
Scotland
Area:
Urban location
Suburban location
Working status:
hours/week)
Employee part-time (less
than 30 hours/week)
In full-time education*
Retired/Not working for any
other reason
145

ABC1
C2DE
AB
C1
C2
DE
Highest level of
education:
NVQs, BTEC etc)
degrees)
income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Housing situation:
My home is being bought on
a mortgage
private landlord
local authority/Housing
Association/Other
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1-3
4 or more
Single
Married/Civil
partnership/Living as
married
Trends in how
respondents would
describe their financial
situation:
Healthy I have money left
at the end of the month for a
few luxuries or to add to my
savings
OK I get by, but theres
not a lot left by the time the
basics are taken care of
Tight/Struggling/In trouble

K, September 2013
459
312
240
219
178
134
11
7
13
8
8
5
10
7
10
11
7
7
8
8
11
5
6
10
7
4
9
5
4
4
4
4
4
4
2
7
39
50
33
45
47
54
188
139
105
4
9
15
5
3
10
6
4
7
4
4
4
8
3
2
55
46
40
231
12
14
12
10
31
119
141
324
136
7
8
10
10
10
9
8
8
7
10
7
10
4
10
3
10
4
4
3
4
51
45
41
36
393
47
108
130
14
8
7
10
9
5
6
5
4
2
34
42
140
13
11
41
230
251
351
259
771
14
10
9
6
9
10
11
11
7
9
10
12
8
6
8
9
8
6
2
6
3
3
5
5
4
37
34
40
54
43
331
440
10
9
9
9
7
8
5
6
4
4
45
42
176
542
8
10
9
9
7
8
6
6
6
3
52
40
154
12
12
10
11
37
356
11
43
261
47

SOURCE: GMI/MINTEL
146


K, September 2013
Appendix The Consumer Factors Influencing

Purchase of Vitamins and Supplements
FIGURE 96: SHOPPING FOR VITAMINS/SUPPLEMENTS, JULY 2013

you?
Base: 1,321 internet users aged 16+ who used vitamins/supplements or gave them to their child/ren in the past 12
months
All
%
Advice:
I get advice from a health professional (eg doctor/pharmacist/nurse) before I buy
I get advice from friends/family before I buy
I get advice from an in-store professional (eg a health store assistant) before I buy
38
22
16
13
Research:
I research for information on vitamins/supplements before I buy
Articles in health magazines/newspapers/online (eg blogs, social networks) are good sources
of information on vitamins/supplements
34
28
13
Experience:
I know what works best for me and I tend to stick with it
I stick to well-known brand names (eg Holland & Barrett)
I stock up on vitamins/supplements when there is a special offer (eg 3 for 2, price
promotions)
I use 3 for 2 offers to try different types of vitamins/supplements (ie ones I havent tried
before)
I shop for vitamins/supplements on a regular basis (ie at least once a month)
I know what work best for my child and I tend to stick with it
None of these
I have not bought any vitamins/supplements in the last 12 months
24
23
21
23
13
11
4
10
7
SOURCE: GMI/MINTEL
147


K, September 2013
FIGURE 97: MOST POPULAR SHOPPING FOR VITAMINS/SUPPLEMENTS, BY DEMOGRAPHICS, JULY 2013
months
Sample
size
Advice
Research
Experience
I research
for
information
on vitamins/
supplements
before I buy
1,321
38
34
Gender:
Male
Female
633
688
40
36
Age:
16-24
25-34
35-44
45-54
55-64
65+
242
276
257
239
154
153
Region:
North West
Yorks, Humberside
North and Scotland
Area:
Urban location
Suburban location
All
Working status:
hours/week)
30 hours/week)
Any self-employed*
Retired
reason
ABC1
C2DE
AB
C1
C2
D
E*
I stock up on
vitamins/sup
plements
when there
is a special
offer (eg 3
for 2, price
promotions)
%
I know
what
works
best for
me and I
tend to
stick with
it
%
24
28
23
23
34
34
21
27
27
29
19
27
20
25
50
48
35
34
25
27
33
37
35
33
36
28
12
18
24
31
34
37
28
29
30
27
31
22
16
24
26
23
31
25
12
16
20
29
34
37
205
318
180
217
137
103
161
44
33
26
45
43
40
38
42
30
32
37
36
32
30
20
25
22
23
26
27
28
33
24
28
32
30
27
24
26
25
17
21
20
29
28
19
24
22
22
26
25
25
580
526
215
44
35
29
38
33
26
24
24
27
31
27
23
23
24
24
22
23
27
576
40
35
22
27
22
20
196
40
37
22
34
22
22
95
116
203
135
41
51
24
33
41
31
33
28
23
14
39
24
29
28
26
25
25
19
28
26
21
12
39
24
788
533
406
382
278
170
85
41
34
43
39
36
33
27
36
32
37
34
36
27
27
23
27
23
23
26
24
33
30
26
31
28
29
23
20
26
20
24
27
20
22
18
21
25
22
20
24
24
32
148


NVQs, BTEC etc)
HND etc)
degrees)
income:
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
authority
private landlord
housing association/Other*
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
Married/Civil
partnership/Living as married
widowed

K, September 2013
280
216
176
33
42
35
28
34
31
25
24
26
22
31
26
23
22
20
25
24
23
108
31
37
31
30
23
30
413
41
40
23
32
28
21
86
194
270
508
178
85
34
39
37
38
44
32
29
30
36
36
37
28
27
31
24
24
21
20
21
25
30
29
30
26
23
21
26
22
29
16
26
30
24
21
20
19
498
38
33
22
27
28
20
360
119
35
43
33
41
30
26
27
33
22
24
29
23
248
40
38
21
32
21
21
96
40
26
21
21
15
20
190
198
277
182
595
48
42
42
42
43
37
38
36
32
36
19
20
22
24
22
29
29
29
30
30
24
24
19
19
20
16
16
18
22
18
726
34
33
27
27
26
27
179
423
310
248
161
27
34
44
40
45
33
33
33
38
35
34
27
22
19
20
26
28
26
31
28
26
28
22
20
18
34
26
20
17
17
377
796
41
39
35
34
19
25
29
28
20
25
18
23
148
26
33
38
25
26
37
149


savings
OK I get by, but theres not
a lot left by the time the basics
are taken care of
but only just
household bills

K, September 2013
308
40
33
27
26
24
26
595
42
34
23
27
23
22
316
32
36
25
32
24
23
102
27
29
25
26
21
24

SOURCE: GMI/MINTEL
FIGURE 98: NEXT MOST POPULAR SHOPPING FOR VITAMINS/SUPPLEMENTS, BY DEMOGRAPHICS, JULY 2013
months
Sample
size
I get advice
from a
health
professional
(eg doctor/
pharmacist/
nurse)
before I buy
I stick to
well-known
brand
names (eg
Holland &
Barrett)
I get advice
from friends/
family
before I buy
I get advice
from an instore
professional
(eg a health
store
assistant)
before I buy
I use 3 for 2
offers to try
different
types of
vitamins/
supplements
(ie ones I
havent tried
before)
%
1,321
22
21
16
13
13
Gender:
Male
Female
633
688
22
21
22
20
17
15
15
12
13
13
Age:
16-24
25-34
35-44
45-54
55-64
65+
242
276
257
239
154
153
26
24
21
20
16
20
18
22
21
23
21
25
31
22
16
9
5
3
14
21
11
13
8
8
15
15
11
15
12
7
Region:
North West
Yorks, Humberside
North and Scotland
205
318
180
217
137
103
161
27
18
11
25
26
24
24
22
21
17
23
20
24
22
18
14
13
21
16
16
13
18
10
9
19
13
13
11
18
10
8
16
12
16
11
Area:
Urban location
Suburban location
580
526
215
24
20
18
22
21
20
19
15
10
16
12
8
15
11
12
All
150

Working status:
hours/week)
30 hours/week)
Any self-employed*
Retired
reason
ABC1
C2DE
AB
C1
C2
D
E*
NVQs, BTEC etc)
HND etc)
degrees)
income:
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
authority
landlord
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more

K, September 2013
576
20
21
17
16
15
196
22
20
20
13
11
95
116
203
135
27
30
17
21
27
16
26
20
15
32
3
10
13
15
6
13
14
12
10
11
788
533
406
382
278
170
85
24
19
25
22
19
18
19
21
22
21
21
23
21
19
17
14
17
17
15
15
9
14
12
16
13
12
12
9
13
13
15
11
15
12
6
280
216
176
19
24
19
22
22
22
12
19
13
11
16
16
13
13
14
108
18
20
13
11
413
23
20
18
13
15
86
194
270
508
178
85
17
25
22
20
25
18
10
28
21
22
20
21
21
17
11
14
22
20
8
16
13
13
17
8
6
14
14
14
11
9
498
20
23
15
15
13
360
119
22
26
21
23
13
20
11
13
11
19
248
19
18
19
14
11
96
29
19
16
14
15
190
198
277
182
595
27
27
25
25
24
18
16
21
22
20
22
15
19
21
19
18
19
16
15
16
16
16
16
13
14
726
20
23
13
11
12
179
423
310
248
161
18
20
24
21
27
20
25
22
17
17
6
13
20
19
22
10
12
16
13
15
10
11
13
15
17
151


Single
as married
widowed
savings
are taken care of
but only just
household bills

K, September 2013
377
796
23
22
22
22
22
15
14
14
13
13
148
15
16
11
308
24
22
19
12
13
595
23
22
18
14
14
316
19
20
12
14
11
102
16
20
10
11

SOURCE: GMI/MINTEL
152


K, September 2013
FIGURE 99: OTHER SHOPPING FOR VITAMINS/SUPPLEMENTS, BY DEMOGRAPHICS, JULY 2013

months
Sample
size
Articles in
health
magazines/
newspapers/
online (eg
blogs, social
networks) are
good sources of
information on
vitamins/
supplements
%
I shop for
vitamins/
supplements
on a regular
basis (ie at
least once a
month)
I know what
work best
for my child
and I tend to
stick with it
None of
these
I have not
bought any
vitamins/
supplement
s in the last
12 months**
1,321
13
11
10
Gender:
Male
Female
633
688
13
12
11
11
3
5
12
8
9
6
Age:
16-24
25-34
35-44
45-54
55-64
65+
242
276
257
239
154
153
10
17
11
13
12
10
7
10
12
13
17
12
1
5
9
6
1
-
10
8
12
10
10
10
12
5
8
7
6
5
Region:
North West
Yorks, Humberside
North and Scotland
205
318
180
217
137
103
161
19
11
10
12
13
10
12
12
11
11
12
15
10
7
4
3
3
3
4
6
8
9
10
12
11
9
8
10
5
8
8
7
9
10
5
Area:
Urban location
Suburban location
580
526
215
14
12
8
12
9
15
5
4
3
8
11
11
6
9
8
576
14
11
11
196
11
13
95
116
203
135
22
8
11
9
13
4
12
11
4
3
4
7
7
9
16
8
16
5
8
788
533
406
382
278
170
85
13
12
12
13
14
9
13
10
13
10
10
13
14
12
4
4
3
5
4
5
4
9
11
7
12
8
14
14
6
10
6
5
10
9
9
All
Working status:
hours/week)
Employee part-time (less
than 30 hours/week)
Any self-employed*
Retired
reason
ABC1
C2DE
AB
C1
C2
D
E*
153

Highest level of
education:
NVQs, BTEC etc)
HND etc)
degrees)
income:
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
My home is being bought on
a mortgage
local authority
private landlord
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
Married/Civil
partnership/Living as
married
widowed

K, September 2013
280
216
176
13
8
11
11
11
9
3
1
7
12
8
13
8
10
7
108
10
12
14
413
16
13
86
194
270
508
178
85
15
12
13
12
16
7
12
11
14
10
8
14
3
3
2
5
6
5
13
9
9
10
8
16
10
8
9
5
8
11
498
13
10
11
360
119
11
18
11
15
2
8
8
9
6
8
248
13
13
10
96
10
11
11
13
190
198
277
182
595
13
16
12
10
13
8
12
10
12
10
8
9
11
8
9
7
4
8
6
7
8
12
13
16
11
726
12
12
12
179
423
310
248
161
16
11
14
12
12
15
13
7
10
11
1
7
7
7
17
10
9
7
7
3
5
8
11
11
377
796
13
12
10
11
1
6
11
9
10
6
148
13
16
11
154

Trends in how
respondents would
describe their financial
situation:
Healthy I have money left
at the end of the month for a
few luxuries or to add to my
savings
OK I get by, but theres
not a lot left by the time the
basics are taken care of
Tight Im making ends
meet, but only just
falling behind with bills or
loan repayments/In trouble
Ive missed loan
repayments or household
bills

K, September 2013
308
15
11
595
13
10
316
11
12
10
102
13
15
12

SOURCE: GMI/MINTEL
155


K, September 2013
FIGURE 100: SHOPPING FOR VITAMINS/SUPPLEMENTS, BY MOST POPULAR REASONS FOR TAKING VITAMINS/SUPPLEMENTS,
JULY 2013

who took vitamins/ supplements
in the last 12 months
Advice
Research
Experience
I research for information on
vitamins/supplements before I buy
I stock up on vitamins/supplements
when there is a special offer (eg 3 for
2, price promotions)
I know what works best for me and I
tend to stick with it
I stick to well-known brand names (eg
Holland & Barrett)
I get advice from a health professional
(eg doctor/pharmacist/nurse) before I
buy
I get advice from friends/family before
I buy
I get advice from an in-store
professional (eg a health store
assistant) before I buy
I use 3 for 2 offers to try different
types of vitamins/supplements (ie
ones I havent tried before)
Articles in health
magazines/newspapers/online (eg
blogs, social networks) are good
sources of information on
vitamins/supplements
I shop for vitamins/supplements on a
regular basis (ie at least once a
month)
I know what work best for my child
and I tend to stick with it
None of these
I have not bought any
vitamins/supplements in the last 12
months
All
To help
boost
health in
general
To boost
the
immune
system
To keep
bones
healthy
For an
energy
boost
To keep
the heart
healthy
1,253
721
575
350
297
277
To improve
the
appearance
of skin, hair
and/or nails
266
38
35
25
29
37
40
30
35
41
45
30
39
36
41
36
36
54
51
29
43
45
51
40
45
47
50
35
44
24
33
30
34
28
36
36
24
29
29
35
26
37
32
22
26
25
27
30
27
32
22
21
24
25
31
30
30
16
17
17
13
27
17
20
14
14
16
13
22
19
21
13
16
16
17
21
20
24
13
15
16
17
20
18
21
12
15
16
17
19
22
21
10
9
6
8
4
7
3
8
6
3
3
5
3
4
3
SOURCE: GMI/MINTEL
156


K, September 2013
FIGURE 101: SHOPPING FOR VITAMINS/SUPPLEMENTS, BY NEXT MOST POPULAR REASONS FOR TAKING
VITAMINS/SUPPLEMENTS, JULY 2013
All

who took vitamins/
supplements in the last 12
months
Advice
Research
Experience
I research for information on
vitamins/supplements before I
buy
I stock up on
vitamins/supplements when
there is a special offer (eg 3 for
2, price promotions)
I know what works best for me
and I tend to stick with it
I stick to well-known brand
names (eg Holland & Barrett)
I get advice from a health
professional (eg
doctor/pharmacist/nurse)
before I buy
I get advice from friends/family
before I buy
I get advice from an in-store
professional (eg a health store
I use 3 for 2 offers to try
different types of
vitamins/supplements (ie ones
I havent tried before)
Articles in health
magazines/newspapers/online
(eg blogs, social networks) are
good sources of information on
I shop for
vitamins/supplements on a
regular basis (ie at least once
a month)
I know what work best for my
child and I tend to stick with it
None of these
I have not bought any
vitamins/supplements in the
last 12 months
To help
with my
digestive
system
For antiageing
properties
To
compensate
for poor
eating habits
For weight
control
1,253
To
improve
brain
function/
memory
252
233
183
168
113
38
35
25
29
56
52
32
46
61
52
32
46
45
60
37
49
37
45
25
38
77
44
20
37
24
35
26
35
35
19
24
30
30
33
24
15
22
28
31
28
33
27
22
36
36
24
22
41
16
26
30
20
17
44
14
25
27
26
17
32
13
20
20
23
16
27
13
20
17
27
16
17
12
21
18
20
15
12
9
6
5
2
3
2
3
2
12
4
3
1
SOURCE: GMI/MINTEL
157
Appendix The Consumer Lapsed Users

UK, September 2013

FIGURE 102: REASONS FOR LAPSED USAGE, JULY 2013
You have indicated that you used to take vitamins/supplements, you take them
occasionally, or you dont take them. Please select which, if any, of the following
statements you agree with.
All
%
There is too much conflicting information on vitamins/mineral/dietary supplements to know what
you should take
Its impossible to know if vitamins/supplements are actually working
Vitamins/supplements are too expensive
Taking the wrong doses of vitamins/supplements can be dangerous to your health
You can get all the vitamins/minerals you need from fortified foods/drinks (ie food/drink with
vitamins already added to them, eg fortified cereals)
Its difficult to remember to take vitamins/supplements regularly
There isnt enough help in-store to reassure you that youre buying the right thing
You should stop taking vitamins/supplements if you feel they are no longer as effective anymore
Vitamins/supplements should be taken to help improve your appearance (eg poor skin)
I worry about vitamins/supplements interfering with other medication I take
I have gone in-store intending to buy vitamins/supplements and walked away without buying
anything
Vitamins/supplements should be taken when youre feeling unwell (eg digestive problems)
None of these
35
31
26
21
19
13
12
10
8
8
8
7
26
SOURCE: GMI/MINTEL
158

UK, September 2013
FIGURE 103: MOST POPULAR REASONS FOR LAPSED USAGE, BY DEMOGRAPHICS, JULY 2013
There is too
much
conflicting
information
on vitamins/
mineral/
dietary
supplements
to know what
you should
take
Its
impossible
to know if
vitamins/
supplements
are actually
working
Vitamins/
supplements
are too
expensive
Taking the
wrong doses
of vitamins/
supplements
can be
dangerous
to your
health
You can get

all the
vitamins/
minerals you
need from
fortified
foods/drinks
(ie food/
drink with
vitamins
already
added to
them, eg
fortified
cereals)
%
1,162
35
31
26
21
19
Gender:
Male
Female
618
544
31
40
30
31
24
28
17
26
18
19
Age:
16-24
25-34
35-44
45-54
55-64
65+
203
214
226
221
157
141
43
33
27
34
34
43
34
23
24
32
38
38
30
18
21
28
32
31
21
14
19
22
28
26
20
16
19
15
22
20
Region:
North West
Yorks, Humberside
North and Scotland
147
296
150
186
105
111
167
36
29
39
38
42
34
35
31
32
31
30
35
32
23
20
23
31
31
31
28
23
22
23
19
21
25
15
19
20
17
18
21
19
18
20
Area:
Urban location
Suburban location
460
471
231
34
37
33
28
30
35
23
28
28
20
22
20
20
18
17
478
31
26
23
15
16
160
36
33
24
26
16
97
113
170
144
34
42
40
36
27
33
40
33
25
26
35
31
27
21
28
21
26
23
22
19
662
500
320
342
249
175
76
34
36
37
31
39
35
32
29
32
32
27
32
29
39
26
27
28
24
25
26
34
21
20
20
23
20
16
29
18
20
20
16
23
15
20
Sample
size
All
Working status:
hours/week)
30 hours/week)
Any self-employed*
Retired
reason
ABC1
C2DE
AB
C1
C2
D
E*
159

NVQs, BTEC etc)
HND etc)*
degrees)
income:
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
authority
private landlord
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
Married/Civil
partnership/Living as married
widowed

UK, September 2013
277
173
180
36
36
36
31
30
33
25
28
31
19
18
21
14
20
22
98
41
32
21
28
17
317
32
29
26
22
21
83
182
231
437
145
84
34
33
35
37
34
31
25
32
33
32
27
26
25
41
27
22
22
23
24
23
22
20
19
17
22
20
18
20
16
15
436
31
30
26
22
19
294
115
40
36
35
24
30
27
24
16
21
18
230
36
28
23
19
16
87
33
30
21
16
17
117
130
185
154
424
26
28
33
37
31
21
25
34
33
28
20
25
23
29
24
15
15
21
23
18
14
18
18
19
17
738
37
32
27
23
20
191
370
278
212
111
38
36
33
34
32
32
31
28
32
30
27
28
23
27
23
23
25
14
20
23
17
19
18
22
18
374
674
36
33
32
30
29
24
20
20
20
18
114
42
31
32
28
15
160

savings
OK I get by, but theres not
a lot left by the time the basics
are taken care of
but only just
household bills

UK, September 2013
221
33
28
19
22
20
545
37
30
23
22
19
290
33
34
34
18
19
106
37
30
33
21
12

SOURCE: GMI/MINTEL
161

UK, September 2013
FIGURE 104: NEXT MOST POPULAR REASONS FOR LAPSED USAGE, BY DEMOGRAPHICS, JULY 2013
Its difficult to
remember to
take vitamins/
supplements
regularly
There isnt
enough help instore to
reassure you
that youre
buying the right
thing
%
1,162
Gender:
Male
Female
Sample size
Vitamins/
supplements
should be taken
to help improve
your
appearance (eg
poor skin)**
You should
stop taking
vitamins/
supplements if
you feel they
are no longer as
effective
anymore
%
13
12
10
618
544
10
16
10
14
11
8
7
9
Age:
16-24
25-34
35-44
45-54
55-64
65+
203
214
226
221
157
141
22
12
10
14
8
9
17
14
9
10
9
10
12
10
5
8
11
12
17
8
10
6
3
4
Region:
North West
Yorks, Humberside
North and Scotland
147
296
150
186
105
111
167
17
13
13
15
16
7
8
13
11
11
12
9
14
10
14
10
8
9
15
11
4
13
6
9
8
13
9
4
Area:
Urban location
Suburban location
460
471
231
14
12
12
12
13
8
11
10
6
10
8
5
478
12
13
160
14
12
97
113
170
144
12
23
8
11
9
13
8
12
12
11
14
10
10
11
3
10
662
500
320
342
249
175
76
13
12
13
13
14
11
8
11
12
12
10
12
13
11
10
9
11
9
9
6
14
7
9
8
7
11
9
7
277
173
180
12
17
11
13
13
11
8
12
8
7
12
11
98
13
10
10
317
11
11
10
All
Working status:
hours/week)
hours/week)
Any self-employed*
Retired
ABC1
C2DE
AB
C1
C2
D
E*
NVQs, BTEC etc)
etc)*
degrees)
162

income:
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
authority
landlord
association/Other*
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
household
Household size:
1
2
3
4
5 or more
Single
married
situation:
end of the month for a few
taken care of
only just
household bills

UK, September 2013
83
182
231
437
145
84
8
13
11
15
11
11
10
13
7
13
14
12
10
10
9
10
10
7
4
13
5
9
9
7
436
13
14
10
294
115
14
10
9
11
11
8
6
7
230
15
12
11
10
87
117
130
185
154
424
8
14
16
16
13
12
16
17
16
15
7
5
11
11
8
10
11
13
10
11
738
13
10
191
370
278
212
111
10
12
13
14
16
7
9
15
13
14
9
11
9
7
11
4
8
11
10
7
374
674
15
12
13
11
12
9
11
7
114
11
221
11
545
12
14
11
290
13
11
106
19
10
11

SOURCE: GMI/MINTEL
163

UK, September 2013
FIGURE 105: OTHER REASONS FOR LAPSED USAGE, BY DEMOGRAPHICS, JULY 2013
Sample
size
Vitamins/
supplements
should be
taken when
youre feeling
unwell (eg
digestive
problems)**
None of these
I have gone instore intending

to buy
vitamins/
supplements
and walked
away without
buying
anything**
%
1,162
26
Gender:
Male
Female
618
544
6
9
6
10
6
8
30
21
Age:
16-24
25-34
35-44
45-54
55-64
65+
203
214
226
221
157
141
4
8
5
6
13
13
12
8
5
9
6
5
14
8
6
5
4
4
21
24
30
27
29
24
Region:
North West
Yorks, Humberside
North and Scotland
147
296
150
186
105
111
167
7
8
7
8
9
8
7
10
6
7
5
11
6
9
13
5
5
8
9
9
4
20
28
23
25
22
31
29
Area:
Urban location
Suburban location
460
471
231
8
6
10
9
7
8
8
8
3
25
25
30
478
160
8
6
8
8
7
6
27
29
97
113
170
144
2
4
15
8
11
11
4
6
8
12
6
6
27
20
24
24
662
500
320
342
249
175
76
8
8
10
6
7
6
14
8
7
9
8
8
5
5
6
8
8
5
11
5
5
25
27
20
30
25
30
25
All
Working status:
hours/week)
Any self-employed*
Retired
ABC1
C2DE
AB
C1
C2
D
E*
I worry about
vitamins/
supplements
interfering with
other
medication I
take**
164

BTEC etc)
Further qualification (HNC, HND etc)*
undergraduate and masters degrees)
Under 9,500*
9,500-15,499
15,500-24,999
25,000-49,999
50,000 or over
Dont know/Refused*
Housing situation:
mortgage
My home is rented from local authority
landlord
association/Other*
Aged 0-4
Aged 5-9
Aged 10-15
Aged 16-18
household
No children or teenagers in household
Household size:
1
2
3
4
5 or more
Single
married
Healthy I have money left at the end
of the month for a few luxuries or to
add to my savings
of
only just
behind with bills or loan repayments/In
trouble Ive missed loan repayments
or household bills

UK, September 2013
277
173
180
9
6
8
6
7
8
8
8
7
28
27
24
98
317
6
9
9
8
6
7
24
23
83
182
231
437
145
84
11
12
8
7
6
1
6
7
5
8
10
10
2
11
6
6
8
7
29
24
29
23
23
40
436
25
294
115
230
9
7
6
9
6
8
6
8
5
24
29
27
87
10
29
117
130
185
154
424
4
5
6
8
6
9
5
7
6
7
5
8
9
10
8
30
25
26
23
25
738
26
191
370
278
212
111
12
9
7
6
5
6
10
8
6
5
3
6
10
9
6
28
25
28
24
23
374
674
5
8
8
8
10
6
24
27
114
18
23
221
29
545
25
290
24
106
12
27

SOURCE: GMI/MINTEL
165
Appendix The Consumer Attitudes towards


UK, September 2013
Appendix The Consumer Attitudes towards

FIGURE 106: ATTITUDES TOWARDS VITAMINS/SUPPLEMENTS, JULY 2013
People use
vitamins/supplements to fix
a bad diet
There is no difference
between own-label and
branded
vitamins/mineral/dietary
supplements
Vitamins/supplements are
an important part of
maintaining good health
Vitamins/supplements
should be used as part of a
healthy lifestyle
Multivitamins are just as
effective as taking individual
vitamins separately
There is no evidence that
vitamins/supplements are
effective
Its impossible to get all the
vitamins you need from the
food you eat
Applying vitamins on the
skin/hair (eg creams) isnt
as effective as taking them
orally
Vitamins/supplements are
important for improving your
appearance
Vitamins/supplements can
do more harm than good
Vitamins/supplements can
help you look younger
Its only worth taking
vitamins/supplements if
theyre available on offer (eg
3 for 2)
Any
agree
Strongly
agree
Agree
Any
disagree
Disagree
Strongly
disagree
Neither
agree nor
disagree
%
50
10
40
38
12
10
46
11
35
44
11
46
11
35
36
18
12
44
36
36
20
14
37
30
53
10
34
25
43
23
19
33
24
29
38
27
11
30
24
55
15
12
29
23
42
30
22
26
21
47
27
22
24
19
49
27
20
18
14
51
30
24
SOURCE: GMI/MINTEL
166
Appendix Consumer Typologies

UK, September 2013

FIGURE 107: TARGET GROUPS, JULY 2013
All
%
Sceptics
Habituals
Solution Specific
45
29
26
SOURCE: GMI/MINTEL
167

UK, September 2013
FIGURE 108: VITAMINS/SUPPLEMENTS USAGE AND FREQUENCY, BY TARGET GROUPS, JULY 2013
Other vitamins:
Take daily
Have taken occasionally in the last 12 months (ie only
when I need it/remember to take it)
Other supplements/minerals:
Take daily
Multivitamins (ie a single supplement that combines
two or more types of vitamins):
Take daily
Vitamin C:
Take daily
Cod liver oil:
Take daily
Vitamin D:
Take daily
Fish oil/Omega-3:
Take daily
All
Sceptics
Habituals
2,000
%
900
%
575
%
Solution
Specific
525
%
13
15
3
7
16
15
29
28
21
51
20
70
24
45
18
26
23
20
7
13
33
24
39
27
22
35
25
54
21
22
17
17
24
20
5
11
40
25
39
31
22
34
27
57
18
16
16
14
14
20
3
10
21
24
25
33
23
43
25
62
23
32
19
23
13
13
6
6
19
12
21
24
25
49
22
66
29
40
26
29
11
14
3
6
16
15
21
28
19
55
19
73
17
52
22
29
11
13
4
6
13
15
19
23
22
54
18
71
23
50
26
32
SOURCE: GMI/MINTEL
168

UK, September 2013
FIGURE 109: REASONS FOR TAKING VITAMINS/SUPPLEMENTS, BY TARGET GROUPS, JULY 2013
Base: internet users aged 16+ who took

vitamins/supplements in the last 12 months

For an energy boost
To improve the appearance of skin, hair and/or nails
For weight control
To boost fertility
None of the above
All
1,253
Sceptics
315
Habituals
483
Solution Specific
455
58
46
28
24
22
21
20
19
15
13
9
4
6
46
37
26
14
14
11
12
10
7
9
6
2
13
71
54
34
22
25
23
18
18
14
14
4
4
4
52
44
23
32
25
27
28
25
21
15
16
7
3
SOURCE: GMI/MINTEL
FIGURE 110: REASONS FOR GIVING VITAMINS/SUPPLEMENTS TO CHILD/REN, BY TARGET GROUPS, JULY 2013
Base: internet users aged 16+ who are parents
To help boost their health in general

To boost their immune system
To provide an energy boost
To keep their heart healthy
To help with their digestive system
To improve their appearance of skin, hair and/or nails
For weight control
None of the above
I dont give any vitamins/mineral supplements to my
child(ren)
All
771
%
Sceptics
288
%
Habituals
222
%
Solution Specific
261
%
26
26
15
13
12
10
9
9
8
6
4
43
14
13
3
5
5
3
3
4
2
2
6
67
35
29
12
11
18
9
6
7
6
3
3
45
33
38
31
23
16
18
19
16
16
13
3
16
SOURCE: GMI/MINTEL
169

UK, September 2013
FIGURE 111: SHOPPING FOR VITAMINS/SUPPLEMENTS, BY TARGET GROUPS, JULY 2013
Base: internet users aged 16+ who used

vitamins/supplements or gave them to their child/ren in the
past 12 months
Advice
Research
Experience
I research for information on vitamins/supplements before I
buy
I stock up on vitamins/supplements when there is a special
offer (eg 3 for 2, price promotions)
I know what works best for me and I tend to stick with it
I get advice from a health professional (eg
doctor/pharmacist/nurse) before I buy
I stick to well-known brand names (eg Holland & Barrett)
I get advice from friends/family before I buy
I get advice from an in-store professional (eg a health store
I use 3 for 2 offers to try different types of
vitamins/supplements (ie ones I havent tried before)
Articles in health magazines/newspapers/online (eg blogs,
social networks) are good sources of information on
I shop for vitamins/supplements on a regular basis (ie at
least once a month)
I know what work best for my child and I tend to stick with it
None of these
I have not bought any vitamins/supplements in the last 12
months
All
1,321
Sceptics
353
Habituals
498
Solution Specific
470
38
34
24
28
30
22
16
18
33
37
34
31
50
40
20
33
23
13
34
20
23
22
16
16
33
20
18
27
21
16
13
18
11
9
21
14
10
24
21
20
13
14
16
13
15
14
11
17
12
4
10
7
1
19
15
6
9
4
4
4
5
SOURCE: GMI/MINTEL
170

UK, September 2013
FIGURE 112: REASONS FOR LAPSED USAGE, BY TARGET GROUPS, JULY 2013
Base: internet users aged 16+ who used to take or

occasionally take vitamins/supplements
There is too much conflicting information on

vitamins/mineral/dietary supplements to know what you should
take
Its impossible to know if vitamins/supplements are actually
working
Vitamins/supplements are too expensive
Taking the wrong doses of vitamins/supplements can be
dangerous to your health
You can get all the vitamins/minerals you need from fortified
foods/drinks (ie food/drink with vitamins already added to
them, eg fortified cereals)
Its difficult to remember to take vitamins/supplements
regularly
There isnt enough help in-store to reassure you that youre
buying the right thing
You should stop taking vitamins/supplements if you feel they
are no longer as effective anymore
Vitamins/supplements should be taken to help improve your
appearance (eg poor skin)
I worry about vitamins/supplements interfering with other
medication I take
I have gone in-store intending to buy vitamins/supplements
and walked away without buying anything
Vitamins/supplements should be taken when youre feeling
unwell (eg digestive problems)
None of these
All
Sceptics
Habituals
1,162
745
222
Solution
Specific
195
35
35
36
34
31
30
34
30
26
21
26
22
28
18
25
19
19
19
18
17
13
18
20
12
16
21
10
10
11
16
17
12
18
10
26
32
14
17
SOURCE: GMI/MINTEL
171

UK, September 2013
FIGURE 113: ATTITUDES TOWARDS VITAMINS/SUPPLEMENTS, BY TARGET GROUPS, JULY 2013

All
Sceptics
Habituals
2,000
%
900
%
575
%
Solution
Specific
525
%
Health-conscious:
Any agree
Any disagree
60
11
21
23
86
2
97
-
Appearance-driven:
Any agree
Any disagree
85
15
46
54
96
4
100
-
Sceptics/confused:
Any agree
Any disagree
93
7
96
4
86
14
96
4
Anything goes:
Any agree
Any disagree
96
4
90
10
99
1
96
4
Vitamins/supplements are an important part of

maintaining good health:
Any agree
Any disagree
71
29
18
82
94
6
98
2
Its impossible to get all the vitamins you need from the
food you eat:
Any agree
Any disagree
47
53
15
85
48
52
90
10
Vitamins/supplements should be used as part of a

healthy lifestyle:
Any agree
Any disagree
69
31
17
83
94
6
97
3
Vitamins/supplements are important for improving your

appearance:
Any agree
Any disagree
49
51
3
97
63
37
97
3
Applying vitamins on the skin/hair (eg creams) isnt as

effective as taking them orally:
Any agree
Any disagree
66
34
30
70
71
29
92
8
Vitamins/supplements can help you look younger:

Any agree
Any disagree
47
53
7
93
53
47
92
8
59
41
81
19
16
84
75
25
80
20
85
15
76
24
78
22
49
51
73
27
8
92
74
26
There is no evidence that vitamins/supplements are

effective:
Any agree
Any disagree
People use vitamins/supplements to fix a bad diet:
Any agree
Any disagree
Vitamins/supplements can do more harm than good:
Any agree
Any disagree
172

UK, September 2013
Multivitamins are just as effective as taking individual

vitamins separately:
Any agree
Any disagree
78
22
48
52
94
6
81
19
There is no difference between own-label and branded

vitamins/mineral/dietary supplements:
Any agree
Any disagree
81
19
76
24
90
10
76
24
Its only worth taking vitamins/supplements if theyre

available on offer (eg 3 for 2):
Any agree
Any disagree
38
62
21
79
15
85
78
22
SOURCE: GMI/MINTEL
173
Appendix: Research methodology
UK Research Methodology

UK, September 2013
Mintel is an independent market analysis company that prides itself on supplying objective
information on a whole range of markets and marketing issues.
There are five main sources of research that are used in the compilation of Mintel reports:
Consumer research
Desk Research
Trade research
Statistical forecasting.
Mintels exclusive archive of over 40 years of analysis and expertise
Mintel reports are written and managed by analysts with experience in the relevant markets.
Consumer research
Exclusive and original quantitative consumer research is commissioned for almost all Mintel reports.
In addition, qualitative research is also undertaken for a large proportion of reports in the form of
online focus groups. Mintel invests a considerable sum each year in consumer research, and the
purchaser of a Mintel report benefits, as the price of an individual report is less than the cost of the
original research alone. The research brings an up-to-date and unique insight into topical issues of
importance.
Consumer research is conducted among a nationally representative sample of either adults or internet
users and is generally carried out by GMI (online), Ipsos Mori (face to face), while other suppliers are
used on an ad hoc basis as required. The results are only available in Mintel reports.
Sampling and weighting
Face to Face Surveys
Ipsos Mori
Ipsos MORI Capibus uses a two-stage random location sample design which generates a very high
quality sample representative of the Great Britain adult population. Interviews are sampled from 145
Output Areas, randomly selected every week, and MOSAIC is employed to set interlocking quota
controls specific to each interviewer location. This ensures consistent accurate representation of the
locations interviewed every week. By using this proven sample design, all sub-sectors of the
population are represented at a national and regional level.
All information collected on Capibus is then weighted to reflect the known profile of the adult
population in Great Britain. Capibus uses a rim weighting system which weights to mid-2010 census
and NRS defined profiles for age, social grade, region and working status - within gender. Additional
profiles used include tenure and car in household, for example.
Because the sampling process is repeated every week, the Capibus sample is matched wave on wave,
making it ideal for taking successive measurements on the same issue.
Online Surveys
GMI
175

UK, September 2013
Founded in 1999, GMIs double opt-in online consumer panel has reach to approximately 350,000
consumers in the UK. GMI delivers uniquely identified online respondents via extensive use of fraud
detection and location-verification technology at multiple points in the research cycle, from initial
registration through survey fielding and incentive redemption. GMI panelists are profiled on a wide
variety of attributes to deliver the specific hard-to-reach demographics.
TGI data
Additional quantitative data are taken from Kantar Media UK Ltd.s Target Group Index surveys. The
main TGI survey used is a continuous self-completion survey among a representative sample of
around 25,000 adults throughout Great Britain.
Unless otherwise stated, consumer research data is presented as penetration, ie as a percentage of
demographic sub-groups (usually in rows) such as age.
Population profile
GB population profile, by demographic group, 2012 Q2

Base: adults aged 15+
All
100.0
Gender:
Men
Women
48.8
51.2
Age group:
15-24
25-34
35-44
45-54
55-64
65+
15.7
16.1
16.8
16.9
14.2
20.3
AB
C1
C2
D
E
26.4
28.0
21.7
15.4
8.5
Presence of children:
Under 1 year
1-4 years
5-9 years
10-15 years
No children in household
2.4
10.4
11.2
14.4
71.1
Marital status:
Single
Married/living as married
Separated/divorced/widowed
25.7
60.6
13.7
Working status:
Full-time
Part-time
Not working
37.7
14.4
47.9
Household size:
1 person
2 persons
3 persons
19.1
36.0
19.4
176

UK, September 2013
4 persons
5 persons+
16.5
9.0
Region:
Greater London
South West
Wales
East & West Midlands
North West
Yorkshire & Humberside
North
Scotland
12.8
23.7
8.9
5.0
16.4
10.6
8.8
5.2
8.6
SOURCE: TGI /MINTEL
Definitions
Socio-economic group
Socio-economic groups are based on the head of household or chief income earner and are defined as
follows:
Socio-economic group
Occupation of chief income earner
A
B
C1
C2
D
E
Higher managerial, administrative or professional

Intermediate managerial, administrative or professional
Supervisory or clerical, and junior managerial, administrative or professional
Skilled manual workers
Semi and unskilled manual workers
All those entirely dependent on the state long term, through sickness, unemployment,
old age or other reasons
Retired persons who have a company pension or private pension, or who have private means are
graded on their previous occupation.
Students in higher education living at home are graded on the occupation of the head of the
household. Students living away from home are graded C1 (no account is taken of casual or vacation
jobs).
Lifestage and Special Groups
In addition to the standard breaks, Mintel also analyses consumer research in the following manner.
Lifestage
Lifestages are derived from analysis of consumer research and are split into four main groups, as
follows. The following percentages are nationally representative. An internet representative would
differ slightly.
% of
population
Pre-family/no family
Family
Third age
Retired
aged under 45 who are not parents

any age with at least one child aged under 16 still at home
aged 45-64 with no children aged under 16 still at home
aged over 65 with no children aged under 16 still at home
29.1
24.6
26.0
20.3
Special Groups
As part of an on-going policy to find new ways of analysing data, Mintel has created of consumers to
typify consumer habits in the early years of the 21st Century. Unlike the lifestage groups, these groups
represent only sections of the population and do not account for all adults.
177

UK, September 2013
% of
population
ABC1 Pre/no family
ABC1 Families
ABC1 Third Age
ABC1 Retired
Two full-time earners
One person households under 65
ABC1 Socio-economic group and in the pre/no

family lifestage
ABC1 Socio-economic group and in the family
lifestage
ABC1 Socio-economic group and in the third age
lifestage
ABC1 Socio-economic group and in the retired
(65+) lifestage
couples where both partners work full-time
aged under 65 and living alone
16.7
12.7
13.5
11.1
16.1
11.2
SOURCE: TGI / MINTEL
ACORN
Some reports also use consumer research analysed by ACORN category. ACORN is a geodemographic segmentation method, using census data to classify consumers according to the type of
residential area in which they live. Each postcode in the country can, therefore, be allocated an
ACORN category.
The classification is a more powerful differentiator of consumer behaviour than traditional socioeconomic and demographic indicators. The categories, and their components, are as follows:
ACORN category
ACORN group
% of population
Wealthy Achievers Category 1
A Wealthy Executives
B Affluent Greys
C Flourishing Families
19.3
5.7
6.2
7.4
Urban Prosperity Category 2
D Prosperous Professionals
E Educated Urbanites
F Aspiring Singles
10.4
1.9
4.6
3.9
29.7
Comfortably Off Category 3
G Starting Out
H Secure Families
I Settled Suburbia
J Prudent Pensioners
5.1
15.9
6.8
1.9
Moderate Means Category 4
K Asian Communities
L Post Industrial Families
M Blue Collar Roots
16.8
1.9
5.4
9.5
Hard Pressed Category 5
N Struggling Families
O Burdened Singles
P High Rise Hardship
Q Inner City Adversity
23.3
15.0
4.5
1.6
2.2
SOURCE: TGI / MINTEL
Confidence levels
Statistical confidence levels of + or 2% or 3% can be applied to the data, depending on sample size
and percentage of respondents. For example, if 20% of a total sample of 1,000 adults say that they do
something, you can be 95% certain that the figure for the population lies between 17% and 23%. For a
sample of 2,000 adults, you can be 95% certain that the figure lies between 18% and 22%.
178

UK, September 2013
Consumer research is stored in a database supervised by Mintels statisticians. Additional analysis of

information too abundant to be included in published reports may be available for an additional
charge.
Qualitative Research
Toluna/ 2020 Research
Toluna in partnership with 20/20 Research provide Mintel with qualitative bulletin board software.
This allows the creation of Internet-based, virtual venues where participants recruited from Mintels
online surveys gather and engage in interactive, text-based discussions lead by Mintel moderators.
Trade research
Informal
Trade research is undertaken for all reports. This involves contacting relevant players in the trade, not
only to gain information concerning their own operations, but also to obtain explanations and views of
the strategic issues pertinent to the market being researched. Such is Mintels concern with accuracy
that draft copies of reports are sent to industry representatives, to get their feedback and avoid any
misrepresentation of the market. These comments are incorporated into reports prior to final
publication.
Formal
Internally, Mintels analysts undertake extensive trade interviews with selected key experts in the field
for the majority of reports. The purpose of these interviews is to assess key issues in the market place
in order to ensure that any research undertaken takes these into account.
In addition, using experienced external researchers, trade research is undertaken for some reports. This
takes the form of full trade interview questionnaires and direct quotes are included in the report and
analysed by experts in the field. This gives a valuable insight into a range of trade views of topical
issues.
Desk research
Mintel has an internal team of desk researchers who monitor: government statistics, consumer and
trade association statistics, manufacturer sponsored reports, annual company reports and accounts,
directories, press articles from around the world and online databases. The latter are extracted from
hundreds of publications and websites, both British and overseas. All information is cross-referenced
for immediate access.
Data from other published sources are the latest available at the time of writing the report.
This information is supplemented by an extensive library of Mintels reports produced since 1972 and
added to each year by the 500+ reports which are produced annually.
In addition to in-house sources, researchers also occasionally use outside libraries such as the British
Library or the Department of Trade and Industry. Other information is also gathered from store and
exhibition visits across Europe, as well as using other databases within the Mintel Group, such as the
Global New Product Database (GNPD), which monitors FMCG sales promotions.
All analysts have access to Mintel s Market Size and Economic Database a database containing all
areas of consumer spend and retail sales as well as macroeconomic and demographic factors which
impinge on consumer spending patterns, going back some 20 years.
The database is used in conjunction with an SPSS forecasting program which uses weighted historical
correlations of market dynamics, with independent variables, to produce future spending scenarios.
179

UK, September 2013
Statistical Forecasting
Statistical modelling
For the majority of reports, Mintel produces five-year forecasts based on an advanced
statistical technique known as multivariate time series auto-regression using the statistical
software package SPSS.
Historical market size data feeding into each forecast are collated in Mintels own market size
database and supplemented by macro- and socio-economic data sourced from organisations
such as the Office for National Statistics, HM Treasury and the Bank of England.
Within the forecasting process, the model searches for, and analyses relationships between,
actual market sizes and a selection of key economic and demographic determinants
(independent variables) in order to identify those predictors having the most influence on the
market.
Factors used in a forecast are stated in the relevant report section alongside an interpretation
of their role in explaining the development in demand for the product or market in question.
Qualitative insight
At Mintel we understand that historic data is limited in its capacity to act as the only force
behind the future state of markets. Thus, rich qualitative insights from industry experts
regarding future events that might impact upon various markets play an invaluable role in our
post statistical modeling evaluation process.
As a result, the Mintel forecast complements a rigorous statistical process with in-depth
market knowledge and expertise to allow for additional factors or market conditions outside of
the capacity of the statistical forecast.
The Mintel fan chart

Forecasts of future economic outcomes are always subject to uncertainty. In order to raise
awareness amongst our clients and to illustrate this uncertainty, Mintel has introduced a new
way of displaying market size forecasts in the form of a fan-chart.
180

UK, September 2013
Next to historical market sizes and a current year estimate, the fan chart illustrates the
probability of various outcomes for the market value/volume over the next five years.
At a 95% confidence interval, we are saying that 95 out of 100 times the forecast will fall
within these outer limits, which we call the best and worst case forecasts. These, based on the
statistically driven forecast, are the highest (best case) and lowest (worst case) market sizes
the market is expected to achieve.
Over the next five years, the widening bands successively show the developments that occur
within 95%, 90%, 70% and 50% probability intervals. Statistical processes predict the central
forecast to fall within the darker shaded area which illustrates 50% probability, i.e. a 5 in 10
chance.
A general conclusion: Based on our current knowledge of given historic market size data as
well as projections for key macro- and socio-economic measures that were used to create the
forecast, we can assume that in 95% of the time the actual market size will fall within the
purple shaded fan. In 5% of all cases this model might not be correct due to random errors and
the actual market size will fall out of these boundaries.
Weather analogy
To illustrate uncertainty in forecasting in an everyday example, let us assume the following
weather forecast was produced based on the meteorologists current knowledge of the
previous weather condition during the last few days, atmospheric observations, incoming
weather fronts etc.
Now, how accurate is this forecast and how certain can we be that the temperature on
Saturday will indeed be 15C?
181

UK, September 2013
To state that the temperature in central London on Saturday will rise to exactly 15C is
possible but one cant be 100% certain about that fact.
To say the temperature on Saturday will be between 13C and 17C is a broader statement
and much more probable.
In general, we can say that based on the existing statistical model, one can be 95% certain that
the temperature on Saturday will be between 13C and 17C, and respectively 50% certain it
will be between about 14.5C and 15.5C. Again, only in 5% of all cases this model might not
be correct due to random errors and the actual temperature on Saturday will fall out of these
boundaries and thus will be below 13C or above 17C.
( To learn more about uncertainty in weather forecasts visit:
http://research.metoffice.gov.uk/research/nwp/ensemble/uncertainty.html )
European Research Methodology

Mintel surveys the four major European markets - France, Germany, Spain and Italy - with varying
samples of 1,000 and 2,000 adults aged 16+. The surveys are conducted online, via GMI, spanning ten
waves of research a year and all are representative of the online population in each country with quotas
on age, gender and region.
GMI
FOUNDED IN 1999, GMIS DOUBLE OPT-IN ONLINE CONSUMER PANEL HAS REACH OF APPROXIMATELY 240,000 CONSUMERS IN
GERMANY, 210,000 CONSUMERS IN FRANCE, 110,000 CONSUMERS IN ITALY AND 90,000 CONSUMERS IN SPAIN. GMI
DELIVERS UNIQUELY IDENTIFIED ONLINE RESPONDENTS VIA EXTENSIVE USE OF FRAUD DETECTION AND LOCATION-VERIFICATION
TECHNOLOGY AT MULTIPLE POINTS IN THE RESEARCH CYCLE, FROM INITIAL REGISTRATION THROUGH SURVEY FIELDING AND
INCENTIVE REDEMPTION. GMI PANELISTS ARE PROFILED ON A WIDE VARIETY OF ATTRIBUTES TO DELIVER THE SPECIFIC HARDTO-REACH DEMOGRAPHICS.
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Vitamins and

Market factors ............................................................................................................................... 10

The consumer ............................................................................................................................... 12

Driving frequency among adults ................................................................................................... 19

Sceptical about functional foods/drinks ........................................................................................ 22

Using the media to drive awareness ............................................................................................. 23

However, negative impact of conflicting information .................................................................... 24

Rise in tablet launches .................................................................................................................. 27

A fragmented category .................................................................................................................. 28

Vitabiotics and Seven Seas remain active year on year .............................................................. 29

Top claims are free-from ............................................................................................................... 33

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