Value sales of vitamins and mineral supplements flatlined in 2014, as reduced NPD (New Product Development) and a shift towards healthier diets impacted consumer interest in the market. Sales of demographically targeted vitamins continued to fare well, however, reflecting the consumer desire for personalisation.

chazSome 63% of adults have taken vitamins or supplements in the last 12 months, either daily or occasionally. Multivitamins are the most popular type, reflecting how consumers are inclined to take something of a catch-all approach when it comes to supplements. This suggests that the expansive range of supplements on the market has consumers confused; a sentiment that is reflected by the 42% of adults who agree they do not understand what all the different vitamins do. Educating consumers and equipping them with the ability to navigate the large range of vitamins and supplements could therefore help consumers to make more confident product choices.

In terms of segmentation, whilst tablets and capsules remain the dominant format in the vitamins and supplements market, powders have accounted for an increasing share of launches since 2013 as consumers seek out a more ‘natural’ proposition.

Powdered supplement brands could tap into the healthy eating boom by linking up with trendy social media food bloggers, such as Deliciously Ella and the Hemsley sisters.

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