Although the top reason for taking vitamins/supplements is generic, the rise in value sales
of vitamins/supplements specifically for men and women suggests that consumers want a
degree of personalisation, offering opportunities for the market. Driving further
segmentation within demographic groups could be a way to encourage growth. In 2014,
the ASA (Advertising Standards Agency) has shown evidence of clamping down on claims
in advertising, particularly when it comes to appearance benefits, suggesting that the
advertising and claims environment could become more challenging for brands.
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september2014report.html
Table of Content
Introduction
Definition
Methodology
Consumer research
Abbreviations
Executive Summary
The market
Figure 1: Best- and worst-case forecast for retail value sales of vitamins and supplements,
2009-19
Market factors
Companies, brands and innovation
Figure 2: New product launches in vitamins and supplements, % by top claims, 2013 and
2014
Figure 3: New product launches in vitamins and supplements, % branded vs. own-label,
2010-14
The consumer
Figure 4: Vitamins and supplements taken daily or occasionally in the last 12 months, June
2014
Figure 5: Interest in appearance benefits, June 2014
What we think
Issues & Insights
Consumers want personalisation
The facts
The implications
The ASA is clamping down on advertising
The facts
The implications
High interest in appearance benefits
The facts
The implications
Trend Application
Trend: The Big Issue
Trend: Influentials
Futures: Generation Next
Market Drivers
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