Demand for vitamins is expected to remain above pre-pandemic levels over the forecast period despite predictions for slower retail volume and value growth (at constant 2023 prices) compared to the review period -the latter was artificially inflated at the height of COVID-19. The onset of the pandemic accelerated the growth of the health and wellness trend in the UK, leading to an increasing number of consumers taking preventative care by choosing vitamins to maintain and improve their health and avoid illness, a trend that is expected to remain constant throughout the forecast period.
Vitamins have been facing increasing competition from functional wellness products across different industries. There has been strong innovation in soft drinks, sports nutrition and packaged foods as brands add vitamins to their products, with players from this space looking to tap into the strong demand for vitamins as a result of the pandemic.
Unlike other consumer health industries, sales of vitamins through retail e-commerce continue to grow in 2023 as the channel has become a key purchase avenue for consumers. While share of shelf in pharmacies and other retail stores of vitamins are particularly limited, options are far greater online, meeting consumer desire to find the best product to meet their specific health needs.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Vitamins
This report originates from Passport, our Vitamins research and analysis database.
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