Vitamins and Supplements UK September 2013:Industry Analysis Report @ http://www.researchmoz.us/vitamins-and-supplements-uk-september-2013-report.html

1. Vitamins and Supplements - 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.
table Of Content
introduction
definitions
methodology
consumer Research
abbreviations
executive Summary
the Market
figure 1: Best- And Worst-case Scenario For Retail Value Sales Of Vitamins And Supplements, 2008-18
market Factors
companies, Brands And Innovation
figure 2: New Product Activity In Vitamins And Supplements, % Share By Top Six Manufacturers, 2009-13
the Consumer
figure 3: Frequency Of Vitamin/supplement Usage, July 2013
figure 4: Most Popular Attitudes Towards Shopping For Vitamins/supplements, July 2013
figure 5: Selected Attitudes Towards Vitamins And Supplements, July 2013
what We Think
issues In The Market
how Have Special Offers Impacted The Market?
which Age Groups Show The Greatest Potential For The Market?
how Has Changing Legislation Impacted The Market?
are Consumers Still Sceptical Of Products?
trend Application
trend: Make It Mine
Vitamins and Supplements - UK - September 2013

2. trend: Prepare For The Worst
trend: Generation Next
market Drivers
key Points
rise In The Population Of Children
figure 6: Trends In The Age Structure Of The Uk Population, 2008-18
driving Frequency Among Adults
rise In Elders
exercise Is More Than Important Diet
figure 7: Factors Important For A Healthy Lifestyle, November 2012
figure 8: Attitudes Towards Weight Loss, September 2012
sceptical About Functional Foods/drinks
figure 9: Frequency Of Using Functional Food And Drink Products, November 2012
using The Media To Drive Awareness
figure 10: Awareness And Understanding Of Functional Ingredients, November 2012
however, Negative Impact Of Conflicting Information
who’s Innovating?
key Points
decline In Total New Launches
figure 11: New Product Launches In Vitamins And Supplements, % Branded Vs. Own-label, 2009-13
figure 12: Examples Of Own-label Launches In 2012/13 In The Effervescent Tablet Format
rise In Tablet Launches
figure 13: New Product Launches In Vitamins And Supplements, % Share By Format, 2009-13
a Fragmented Category
figure 14: New Product Activity In Vitamins And Supplements, % Share By Top Six Manufacturers, 2009-13
vitabiotics And Seven Seas Remain Active Year On Year
figure 15: Examples Of New Launches By Vitabiotics, 2009-july 2013
figure 16: Examples Of New Launches By Seven Seas, January 2012-july 2013
top Claims Are Free-from
figure 17: New Product Launches In Vitamins And Supplements, % By Top Five Claims, 2009-13
figure 18: Examples Of Botanical Claims In 2012 And 2013
market Size And Forecast
key Points
slow Growth Hampered By Special Offers
figure 19: Value Sales Of Vitamins And Supplements, 2008-18
targeted Launches Could Grow The Market
figure 20: Best- And Worst-case Scenario For Retail Value Sales Of Vitamins And Supplements, 2008-18
Vitamins and Supplements - UK - September 2013

3. forecast Methodology
segment Performance
key Points
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
men’s Vitamins See Greatest Boost
figure 22: Uk Retail Value Sales Of Vitamins And Supplements, By Demographics And Claims, 2011 And
2012
figure 23: Product Launch Aimed At Men In 2013
oldest And Youngest Demographics Also Show Potential
market Share
key Points
centrum Has Seen The Biggest Growth
figure 24: Brand Share Of Value Sales In Vitamins And Supplements, Years Ending June 2012 And June
2013
companies And Products
seven Seas
figure 25: Financial Performance Of Seven Seas Limited, 2010 And 2011
figure 26: Seven Seas’ Product Launches In The Vitamins And Supplements Market, 2013 (to June)
bayer
boots
figure 27: Financial Performance Of Alliance Boots, 2012 And 2013
figure 28: Boots’ Product Launches In The Vitamins And Supplements Market, 2013 (to June)
galenica
figure 29: Financial Performance Of Vifor Pharma Uk Ltd., 2011 And 2012
holland & Barrett
figure 30: Financial Performance Of Holland & Barrett Retail Limited, 2011 And 2012
vitabiotics
figure 31: Financial Performance Of Vitabiotics Ltd., 2010 And 2011
figure 32: Vitabiotics’ Product Launches In The Vitamins And Supplements Market, 2013 (to June)
brand Communication And Promotion
key Points
decline In Advertising Spend
figure 33: Main Monitored Media Advertising Spend On Vitamins And Supplements, 2009-13
vitabiotics And Bayer Dominate Advertising
Vitamins and Supplements - UK - September 2013

4. figure 34: Main Monitored Media Advertising Spend On Vitamins And Supplements, % Share By Advertiser,
2012
television Advertising Most Popular
figure 35: Main Monitored Advertising Expenditure On Vitamins And Supplements, % Share By Medium,
2009-13
brand Research
brand Map
figure 36: Attitudes Towards And Usage Of Brands In The Vitamin And Supplement Sector, July 2013
correspondence Analysis
brand Attitudes
figure 37: Attitudes, By Vitamin And Supplement Brand, July 2013
brand Personality
figure 38: Vitamin And Supplement Brand Personality – Macro Image, July 2013
figure 39: Vitamin And Supplement Brand Personality – Micro Image, July 2013
brand Experience
figure 40: Vitamin And Supplement Brand Usage, July 2013
figure 41: Satisfaction With Various Vitamin And Supplement Brands, July 2013
figure 42: Consideration Of Vitamin And Supplement Brands, July 2013
figure 43: Consumer Perceptions Of Current Vitamin And Supplement Brand Performance, July 2013
brand Index
figure 44: Vitamin And Supplement Brand Index, July 2013
target Group Analysis
figure 45: Target Groups, July 2013
figure 46: Vitamin And Supplement Brand Usage, By Target Groups, July 2013
group One – Conformists
group Two – Simply The Best
group Three – Shelf Stalkers
group Four – Habitual Shoppers
group Five – Individualists
channels To Market
key Points
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
online Sales Show Growth
the Consumer – Usage And Frequency Of Vitamins And Supplements
key Points
young People More Likely To Dip In And Out Of The Category
Vitamins and Supplements - UK - September 2013

5. figure 48: Frequency Of Vitamin/supplement Usage, July 2013
multivitamins Remain The Most Popular
figure 49: Usage And Frequency Of Most Popular Five Vitamins/minerals/supplements, July 2013
young Adults Less Committed To The Category
top Reasons For Taking Vitamins/supplements Are Generic
figure 50: Top Reasons For Taking Vitamins/supplements, July 2013
younger People Driven More By Appearance
parents Need A Helping Hand
the Consumer – Factors Influencing Purchase Of Vitamins And Supplements
key Points
shopping
figure 51: Most Popular Attitudes Towards Shopping For Vitamins/supplements, July 2013
research Is The Most Important Influencer Of What People Buy
brand Loyalty Is Low
the Consumer – Lapsed Users
key Points
conflicting Information Is Biggest Reason For Lapsed Usage
figure 52: Most Popular Views From Lapsed Users, July 2013
money Is An Issue
the Consumer – Attitudes Towards Vitamins And Supplements
key Points
vitamins Can Be Part Of A Healthy Lifestyle
figure 53: Selected Attitudes Towards Vitamins And Supplements, July 2013
vitamins For Appearance
consumer Typologies
key Points
figure 54: Consumer Typologies In The Vitamins/supplements Sector, July 2013
sceptics (45% Or The Equivalent Of 19.2 Million Adults)
who Are They?
habituals (29% Or The Equivalent Of 12.4 Million Adults)
who Are They?
solution Specific (26% Or The Equivalent Of 11.1 Million Adults)
who Are They?
Vitamins and Supplements - UK - September 2013

6. appendix – Segment Performance
figure 55: Retail Volume Sales Of Vitamins And Supplements, By Sector, 2011 And 2012
figure 56: Uk Retail Value Sales Of Vitamins And Supplements, By Demographics And Claims, 2011 And
2012
appendix – Market Share
figure 57: Brand Share Of Volume Sales In Vitamins And Supplements, Years Ending June 2012 And June
2013
appendix – Brand Research
figure 58: Brand Usage, July 2013
figure 59: Brand Commitment, July 2013
figure 60: Brand Momentum, July 2013
figure 61: Brand Diversity, July 2013
figure 62: Brand Satisfaction, July 2013
figure 63: Brand Attitude, July 2013
figure 64: Brand Image – Macro Image, July 2013
figure 65: Brand Image – Micro Image, July 2013
figure 66: Profile Of Target Groups, By Demographics, July 2013
figure 67: Psychographic Segmentation, By Target Groups, July 2013
figure 68: Brand Usage, By Target Groups, July 2013
brand Index
figure 69: Brand Index, July 2013
appendix – The Consumer Usage And Frequency
figure 70: Usage And Frequency Of Most Popular Five Vitamins/minerals/supplements, July 2013
figure 71: Vitamins/supplements Usage And Frequency, July 2013
figure 72: Vitamins/supplements Usage And Frequency – Multivitamins, By Demographics, July 2013
figure 73: Vitamins/supplements Usage And Frequency – Vitamin C, By Demographics, July 2013
figure 74: Vitamins/supplements Usage And Frequency – Cod Liver Oil, By Demographics, July 2013
figure 75: Vitamins/supplements Usage And Frequency – Vitamin D, By Demographics, July 2013
figure 76: Vitamins/supplements Usage And Frequency – Fish Oil/omega-3, By Demographics, July
2013
figure 77: Vitamins/supplements Usage And Frequency – Other Vitamins, By Demographics, July
2013
figure 78: Vitamins/supplements Usage And Frequency – Other Supplements/minerals, By
Demographics, July 2013
figure 79: Repertoire Of Vitamins/supplements Taken Daily, July 2013
figure 80: Repertoire Of Vitamins/supplements Taken Daily, By Demographics, July 2013
figure 81: Vitamins/supplements Usage And Frequency, By Repertoire Of Vitamins/supplements Usage And
Vitamins and Supplements - UK - September 2013

7. Frequency, July 2013
figure 82: Reasons For Taking Vitamins/supplements, July 2013
figure 83: Most Popular Reasons For Taking Vitamins/supplements, By Demographics, July 2013
figure 84: Next Most Popular Reasons For Taking Vitamins/supplements, By Demographics, July 2013
figure 85: Other Reasons For Taking Vitamins/supplements, By Demographics, July 2013
figure 86: Reasons For Taking Vitamins/supplements, By Vitamins/supplements Usage And Frequency
– Multivitamins, July 2013
figure 87: Reasons For Taking Vitamins/supplements, By Vitamins/supplements Usage And Frequency
– Vitamin C, July 2013
figure 88: Reasons For Taking Vitamins/supplements, By Vitamins/supplements Usage And Frequency
– Cod Liver Oil, July 2013
figure 89: Reasons For Taking Vitamins/supplements, By Vitamins/supplements Usage And Frequency
– Vitamin D, July 2013
figure 90: Reasons For Taking Vitamins/supplements, By Vitamins/supplements Usage And Frequency
– Fish Oil/omega-3, July 2013
figure 91: Reasons For Taking Vitamins/supplements, By Vitamins/supplements Usage And Frequency
– Other Vitamins, July 2013
figure 92: Reasons For Taking Vitamins/supplements, By Vitamins/supplements Usage And Frequency
– Other Supplements/minerals, July 2013
figure 93: Reasons For Giving Vitamins/supplements To Child/ren, July 2013
figure 94: Most Popular Reasons For Giving Vitamins/supplements To Child/ren, By Demographics, July
2013
figure 95: Next Most Popular Reasons For Giving Vitamins/supplements To Child/ren, By Demographics,
July 2013
appendix – The Consumer – Factors Influencing Purchase Of Vitamins And Supplements
figure 96: Shopping For Vitamins/supplements, July 2013
figure 97: Most Popular Shopping For Vitamins/supplements, By Demographics, July 2013
figure 98: Next Most Popular Shopping For Vitamins/supplements, By Demographics, July 2013
figure 99: Other Shopping For Vitamins/supplements, By Demographics, July 2013
figure 100: Shopping For Vitamins/supplements, By Most Popular Reasons For Taking
Vitamins/supplements, July 2013
figure 101: Shopping For Vitamins/supplements, By Next Most Popular Reasons For Taking
Vitamins/supplements, July 2013
appendix – The Consumer – Lapsed Users
figure 102: Reasons For Lapsed Usage, July 2013
figure 103: Most Popular Reasons For Lapsed Usage, By Demographics, July 2013
figure 104: Next Most Popular Reasons For Lapsed Usage, By Demographics, July 2013
figure 105: Other Reasons For Lapsed Usage, By Demographics, July 2013
Vitamins and Supplements - UK - September 2013

8. appendix – The Consumer – Attitudes Towards Vitamins And Supplements
figure 106: Attitudes Towards Vitamins/supplements, July 2013
appendix – Consumer Typologies
figure 107: Target Groups, July 2013
figure 108: Vitamins/supplements Usage And Frequency, By Target Groups, July 2013
figure 109: Reasons For Taking Vitamins/supplements, By Target Groups, July 2013
figure 110: Reasons For Giving Vitamins/supplements To Child/ren, By Target Groups, July 2013
figure 111: Shopping For Vitamins/supplements, By Target Groups, July 2013
figure 112: Reasons For Lapsed Usage, By Target Groups, July 2013
figure 113: Attitudes Towards Vitamins/supplements, By Target Groups, July 2013
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Vitamins and Supplements - UK - September 2013