Vitamins, Minerals and Supplements Buying Guide

The vitamin, mineral and supplements market can be a tricky one to tackle, with such an incredibly varied range of products and consumer needs, not to mention the influx of conflicting stories in the media that can create confusion for consumers. One thing that is clear however, is that the market continues to enjoy steady growth, with an increase of £8.9 million in sales in 2016*. This equates to an annual spend of £453 million* with 65% of UK adults buying from this category in 2016, whilst 46% of adults take vitamins, minerals or supplements on a daily basis.**The effect of an ageing population, the growing access to online healthcare information and the subsequent trend for self-diagnosis and self-treatment are all helping to drive sales, diversity and product innovation within the market. Younger consumers are turning to VMS to self-treat symptoms or meet certain diet and fitness requirements, whilst older generations are often using VMS to avoid sickness and the development of chronic health conditions. New formats such as powders, chews, drinks, transdermal sprays and creams are also helping to broaden the appeal of VMS, making it easier and more convenient to include supplementation as part of your daily routine.

To help guide you through this exceptionally diverse category, we’ve launched this new and updated version of our VMS Buying Guide, packed full of the best-selling and latest new products. The easy-to-use guide is categorised by Vitamins, Minerals and Supplements, which is then further broken down into sub-categories by target audience, benefit or product type. We’ve also included the latest market data and guidance from our industry experts: Andrea du Plessis, Nutrition Expert for Efamol and Libby Limon, Nutritional Therapist from Simplee Aloe.
*Kantar Worldpanel: 52 w/e 29 January 2017 **Mintel September 2016

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