Dietary Supplements in the United Kingdom

PROSPECTS

Natural products experience a revival, promising growth

The widespread trend towards natural ingredients and products across both the consumer health industry and the beauty industry is slowly transforming dietary supplements. Neglected by consumers for years, products with previously declining sales, such as echinacea, ginkgo biloba and St John’s wort, have seen positive growth, which is set to continue during the forecast period.

Mental health awareness gives renewed purpose to herbal supplements

St John’s wort is a natural, mood-elevating supplement that those suffering from anxiety or depression can take to alleviate symptoms. Holland & Barrett has seen sales increase sharply, as public awareness and acceptance of mental health continues to improve.

Strong branding solidifies the leading position of Vitabiotics

Commuters travelling on the Tube in London will generally see at least one Vitabiotics advert before they have even made it to the office. With big-name celebrity representatives like Nicole Scherzinger and David Gandy, the Wellwoman, Wellman, Pregnacare and Perfectil ranges have continued to solidify Vitabiotics Ltd’s leading position in dietary supplements.

COMPETITIVE LANDSCAPE

Big names consolidate dietary supplements – for lack of innovation, not opportunity

Despite exciting developments like those seen in Holland & Barrett, dietary supplements in the UK is consolidating as big players edge out smaller brands which do not offer the same reassurance or expertise or are less ubiquitous. Brands like Seven Seas, Red Kooga and Holland & Barrett private label have seized the opportunity to profit from the natural trend and their established consumer base has chosen to buy their products rather than trial new, unknown ones for fish oils, St John’s wort or ginseng.

Joint category is a tough one to crack but Seven Seas makes headway

The ageing population in the UK has given rise to positive growth in categories aimed at the senior demographic, particularly fish oils/omega fatty acids, glucosamine, calcium supplements and eye health supplements. Despite widely circulated negative publicity about the “false efficacy” of fish oils and omega supplements, Boots has continued to see positive growth in this area, continuing to reverse the decline seen previously.

Untapped senior demographic offers huge potential

With companies focusing so much on how to appeal to younger consumers, they miss out on the largely untapped senior consumer base in the UK. With life expectancy increasing in almost all areas of the UK, and the cultural shift towards preventive approaches as part of healthy living, more and more senior consumers are buying dietary supplements.

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