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Vitamins and supplements with organic ingredients are seen as better for people’s health than non-organic ones by 61% of consumers. Despite consumer interest, organic claims are underexplored in VMS, featuring on just 9% of NPD in 2020. The COVID-19 pandemic has caused increased focus on consumer health and the environment, with 45% of category buyers reducing the amount of processed meat products they eat, indicating potential for further innovation.
While the pandemic boosted VMS sales in 2020, sales started to decline over Spring/Summer 2021 as fears around the virus subsided. The expected permanent shift towards more home working will also impede sales growth, with many employees now able to get important nutrients thanks to cooking from home.
Just 18% of adults expect to take vitamins/mineral supplements more once the outbreak eases. However, value sales of VMS in the over-50’s grew by 1.7% over 2018-19, with the aging UK population and falling birth-rates supporting sales among older consumers, particularly those supporting joint and bone health.
Read on to discover more details or take a look at all of our UK Health and Wellbeing market resSearch.
Quickly understand
- The impact of COVID-19 on the vitamins and supplements category
- Particular functional benefits that people are seeking from VMS
- Barriers to vitamins and supplements
- Factors prompting people to start taking VMS
- People’s shopping behaviours when buying VMS and the influence of price promotions
- Trends in launch activity and opportunities for further innovation
- The UK vitamins minerals and supplements market.
Covered in this report
Brands: Vitabiotics (Wellkid, Wellman, Wellteen, Wellwoman, Prenacare), Procter & Gamble (Seven Seas), Pfizer (Centrum), Bayer (Berocca), Pharmacare (Haliborange), Mondelez (Bassetts), Solgar, Nutrigums, HUM, Sambucol, Boots, Lifebio, Daylesford, The Beauty Chef, Wild Earth, Vitamin Kitchen, Parkacre, Holland & Barrett, Centred, Naturopathica, Together, Vitality CBD, Holistic Herb Premium, Minvita, Add CBD, Healthspan Direct, Ernest Jackson & Co, Pharmacare, Cambridge Nutraceuticals, New Nordic.
