Vitamins in the United Kingdom

PROSPECTS

Multivitamins leads the way as consumers look for all-encompassing solutions

Multivitamins increased their presence and importance across all consumer groups - adult, children, 50-plus and pregnant women. Growth is mainly driven by Vitabiotics and its Wellman and Wellwoman multivitamins.

The “sunshine” vitamin is the most popular among all vitamins in the UK

Some UK consumers need more targeted solutions rather than multivitamins. The “sunshine” vitamin, vitamin D, is one of the most commonly bought vitamins in the UK.

Millennials take responsibility for their health and increase vitamins intake

Health and wellbeing are on the agenda of UK consumers. Especially, millennials are taking under consideration their health and treat it as their investment in the future.

COMPETITIVE LANDSCAPE

Holland & Barrett is the place “to go” for vitamin supplements

Holland & Barrett continues to be the leading player in the single vitamins space. The brand offers a personalised approach to dietary support and supplementation with highly educated sales assistants.

Vitabiotics taps into the menopause and brain health with its products

Vitabiotics continues to expand its range and target all the relevant areas of UK consumers’ lives. Brain health is one of the hottest topics in the UK.

Pfizer and GSK joint venture will shake up consumer health

Announced at the end of 2018, the Pfizer and GSK joint venture will shake up consumer health and at the same time the vitamins category. The Pfizer and GSK joint venture "will be a category leader in pain relief, respiratory, vitamin and mineral supplements, digestive health, skin health and therapeutic oral health and will be the largest global consumer healthcare business".

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