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Summary of our market study
The global dietary supplements market, valued at USD 153 billion in 2021, is forecasted to experience a substantial growth with a CAGR of 8.4% from 2022 to 2030, expecting to reach around USD 317 billion. The market's expansion is fueled by an increasing health consciousness heightened by the COVID-19 pandemic, which caused a surge in supplement sales. In the UK alone, the market has seen a 40% growth from 2009 to 2021, with a trade deficit indicating a higher demand for imported dietary supplements. Powdered proteins and oils like CBD are among the popular products. In 2021, 71.1% of the UK adult population consumed dietary supplements, a trend driven by an aging population and a decline in nutrient intake. The consumption patterns indicate a significant presence of daily supplement users. Regulation remains under scrutiny, ensuring that supplements are safe and properly labeled. Innovation in formats, targeted health benefits, and personalized nutrition shapes the market offerings while players in the segment are engaged in research to scientifically substantiate their health claims.
Exploring the UK's Burgeoning Appetite for Dietary Supplements
In recent years, the UK has seen a surge in the consumption of dietary supplements, reflecting a broader global trend which underscores an increasing public focus on personal health and wellness. More specifically, the market for dietary supplements in the UK has witnessed a remarkable 40% growth between 2009 and 2021, a testament to the country's rising health consciousness and evolving dietary habits. It is estimated that the value of the market stood at approximately GBP 453.7 million in 2021, while the proportion of the adult population incorporating these products into their diet exceeded 70%. Several factors have contributed to fueling the demand for dietary supplements. Among these factors is the aging British population, where more than 18% were aged over 65 as of 2021. This demographic shift is closely tied to increased usage, as older individuals generally have a higher inclination toward consuming supplements. Another pivotal factor is the decline in nutrient intake observed in the UK population over recent years.
For example, intakes of vitamin A and vitamin D have seen reductions of approximately 20% over the last two decades, prompting more people to turn to supplements as a means to address nutritional gaps. The prominence of dietary supplements is particularly visible across age groups with different preferences. Youths aged between 18-24, who formerly composed roughly a quarter of regular supplement consumers, now represent about 43% as of January 2023. This spike in interest from younger consumers amplifies the market's growth potential. Meanwhile, women are at the forefront of consumption compared to their male counterparts, with over half of the surveyed women consuming dietary supplements. As one delves into specific product types, multivitamins emerge as the front-runners, followed by popular choices like vitamin C, fish oil, and vitamin B. The UK market adapts to generational preferences, offering fish oil predominantly to those over 65, while younger generations, such as Generation Z and millennials, show a predilection for vitamin C. The heightened awareness surrounding health, combined with a decline in personal health perceptions, has spurred the British public to invest more in maintaining good health, with the average weekly spend on health rising from GBP 8.15 to GBP 8.82 in 2021.
Moreover, the sources influencing supplement purchases largely spring from personal research and advice from trusted circles like family, friends, and healthcare professionals, with social media influencers emerging as a modern-day catalyst in driving consumer choices.
Key Players Shaping the Dietary Supplements Market Landscape The dietary supplements market features a tapestry of dynamic entities, from retail giants to specialized health brands, all contributing to the sector's robust growth trajectory. Understanding the presence and positioning of these key actors provides a panoramic view of a marketplace that straddles health, nutrition, and personal well-being.
- Supermarkets and Hypermarkets Leading the distribution channels are supermarkets and hypermarkets, accounting for the lion's share of dietary supplement sales. These venues are vital for their accessibility, offering a wide range of dietary supplement options under one roof, appealing to the general population seeking convenience alongside their routine grocery shopping.
- Pharmacies Health-conscious consumers often turn to pharmacies for their dietary supplement needs, valuing the expert advice and trust associated with healthcare retail. Pharmacies like Boots and Superdrug represent prominent figures in dietary supplement distribution. Their established reputation for health and wellness products makes them favored destinations for consumers seeking quality assurances and professional recommendations.
- Health Food Stores With a focus on natural and organic products, health food stores like Holland & Barrett cater to a niche yet rapidly growing segment of the market. These stores specialize in meeting the demands of consumers who prioritize health products derived from nature, often incorporating ethical sourcing and environmental consciousness into their brand ethos.
- Online Retailers The ascendence of digital shopping solutions has seen online platforms become a crucial venue for the purchase of dietary supplements. Online retailing allows consumers to effortlessly browse a plethora of brands and products, often with the added convenience of home delivery and access to extensive product information and reviews.
- Innovative Brands Innovation plays a central role in driving the dietary supplements market forward. Endeavors in product format, such as Frunutta's sublingual dissolving supplements, reveal a market responsive to consumer needs for user-friendly application methods. Health&Her’s product line addressing menopausal symptoms shows how targeted research and development can result in specialized offerings that meet specific health needs.
- Manufacturers and Ingredient Suppliers At the core of the industry are the manufacturers and ingredient suppliers, who form the bedrock of the dietary supplements market. They are responsible for sourcing raw materials, producing high-quality ingredients, and developing formulations that underpin the effectiveness and safety of the end products consumed by health-seeking customers.
- Scientific Research and Clinical Trials Companies like Quality of Life and HVMN underline the market's drive towards evidence-based products. They commit to products supported by clinical trials and scientific research, aiming to provide consumers with transparency and substantiated health benefits
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
A food supplement is any foodstuff whose purpose is to supplement the normal diet. It is a concentrated source of a vitamin, mineral or other substance with a nutritional or physiological effect.
Food supplements are situated between nourishing food and healing medicine. Their effects mainly refer to three axes: filling nutritional deficiencies (anemia, for example), eliminating or alleviating everyday discomforts (difficulty falling asleep, for example) and preventing and maintaining good health (by reducing cholesterol, for example).
There are several types of natural or synthetic food supplements, the main ones being:
- vitamins: A, B, C, D
- mutlivitamin preparations
- substances with nutritional or physiological purposes: caffeine, glucosamine, omega-3, amino acids
- minerals: calcium, magnesium
- plants or plant preparations: valerian, hawthorn, harpagophytum
- ingredients of animal origin: royal jelly, propolis, fish oils
- ferments and yeasts: probiotics, brewer's yeast
Not included are prescription drugs and preparations that are not explicitly food supplements.
Dietary supplements are marketed in dose form, such as pills, tablets, capsules, liquids, tablets or powders.
The global dietary supplements market was worth USD 153 billion in 2021 and is expected to grow at a CAGR (combined annual growth rate) of 8.4% until 2030. The global market is driven by a growing concern for people's health, further enhanced by the Covid-19 epidemic that has led to a rebound in sales in many countries. However, the effects and implications of dietary supplements are regularly discussed and the regulation of dietary supplements is currently under debate.
In the UK, the dietary supplements market has been growing steadily for many years - the market has grown by 40% between 2009 and 2021. This growth is largely driven by the ageing population, the increasing concern of the population for their health, the development of self-medication and the particular success of natural products, including CBD. In the short term, the coronavirus crisis has also led to a rebound in sales of the stores that remained open during the containment.
1.2 A well-focused global market with good growth prospects
PrecedenceResearch estimates the size of the global market at nearly $*** billion in ****. They estimate a CAGR of *.*% per year between **** and **** with the market expected to generate around $*** billion globally in ****, an increase of ***% in * years.
x of the global dietary supplements market World, ****-*****, in billion dollars Source: ****
The global market is largely dominated by two countries, the United States and China. They accounted for **% of the market share in ****. Western Europe, meanwhile, accounts for **% of the market. The global market is therefore predominantly concentrated in these three regions, with all other countries accounting for only **% of the market. Global market segmentation by region World, ****, in % Source: Synadiet While Italy is the largest European market along with France and Germany (***), it is the Eastern European countries that are experiencing the strongest growth. These countries, which are less advanced in their development phase, are naturally experiencing a greater increase in demand for these products, particularly for plants and physiotherapy. In Europe, the most popular types of products are vitamins and minerals, which make up **% of dietary supplement sales. The success of dietary supplements for athletes, such as amino acids, proteins and ginseng, is also apparent since they represent **% of sales. Finally, ...
1.3 The British market is growing, driven by the growing concern of the British people for their health
The UK dietary supplements market was estimated to be worth £***.* million in ****. The growth of the market has been very high since **** - its turnover has increased by **% in ** years.[***]. ****, the year of the covid-** health crisis, was an all-time high in terms of turnover.
Size of the UK market for dietary supplements United Kingdom, ****-****, in million GBP Source: ****
In ****, **.*% of the UK adult population included dietary supplements in their diet. ** million people use food supplements on a daily basis in the UK. The covid-** health crisis even led to a **% increase in the overall number of supplement users.
This growth is expected to continue, driven by the increasing attention of the British people to their health, a growing interest in preventive health care, the increase in self-medication and the aging of the population. In addition, the decline in the consumption of nutrients by the British, as well as encouragement from government and experts, is expected to drive sales in the coming years. In particular, the general trend towards natural products should accelerate sales of natural, organic and vegan supplements.
1.4 International trade: a trade deficit
According to the French National Union of Food Supplements, the trade of food supplements is registered under the following HS code:
********: Food preparations, n.e.s., containing by weight *.*% milk fat, *% sucrose or isoglucose, *% glucose or starch
The figures in this section therefore correspond to the trade in this category, which is beyond the scope of the study but is indicative of trends in the trade of food supplements.
In addition, the coverage rate quantifies a country's economic dependence on a product and is calculated by the following formula: value of exports / value of imports x ***.
In ****, the coverage rate of the United Kingdom for this product category was equal to **.*%, which means that the United Kingdom is dependent on the outside world for its consumption of food supplements. It has a trade deficit and a negative trade balance.
Imports
In ****, imports of products registered under the code ******** by the United Kingdom amounted to £***.** million, up sharply from ****, illustrating the recovery of the sector.
Imports of food supplements United Kingdom, ****-****, in millions of pounds Source: ****
In ****, dietary supplements imports came mainly from Denmark, Germany, the Netherlands, followed by France. Origins of UK imports of dietary supplements United Kingdom, ****, as ...
1.5 The effect of Covid-19
The graph below describes the search interest for the term "vitamin" based on the number of Google searches on the subject. The results reflect the proportion of searches for a given keyword in a specific region and time period, compared to the region with the highest usage of that keyword (***). Thus, a value of ** means that the keyword was used half as often in the region and time period, and a value of * means that there is insufficient data for that keyword.
The correlation between the coronavirus epidemic and the interest in vitamins is clearly visible, the curve following relatively the same evolution as the number of cases. Indeed, the British population increased its search for vitamins from the beginning of March ****, the search interest then increased continuously as the epidemic grew to reach its peak in May **** and then decreased. Between November **** and January ****, there is a new peak in searches, which coincides with the second wave of the covid-** epidemic. In ****-****, the number of searches decreases and stabilizes, but remains significantly higher than in ****.
Search interest for the term "vitamin" United Kingdom, ****-****, Google Trends index Source: ****
Individuals are looking to boost their immune systems to guard against ...
2 Analysis of the demand
2.1 Consumer profiles: different profiles according to age
Who is buying?
The older consumers get, the more they consume food supplements. Nevertheless, there has been a very strong increase in the proportion of **-** year olds who regularly consume dietary supplements: they were **% in July **** and are **% in January ****.
Consumption of dietary supplements by age United Kingdom, ****, in % Source: ****
Therefore, the aging of the British population is a major contributor to the growth of the market and should continue to stimulate the sales of dietary supplements. Indeed, in the United Kingdom, the proportion of elderly people (***) has increased from **% in **** to **% in ****.[***]
In addition, in the UK, women consume more dietary supplements than men. According to a YouGov survey in January ****, **% of women surveyed were consuming dietary supplements, compared to **% of men, although this share is increasing.
What do they buy?
The most popular supplements are multivitamins, followed by vitamin C, fish oil, vitamin B and iron. It also appears that the consumption of dietary supplements is increasing overall and vitamins (***) have seen an increase in their consumption in recent years.
Ranking **** of the most popular dietary supplements :
*st: Vitamin D *nd: Multivitamin *rd: Vitamin A *th: Fish oil
Source: ****
When it comes to dietary supplement preferences, generational ...
2.2 Determinants of demand: the relationship of the British with their health
A preventive effect sought Maintaining good health is the main reason for purchasing food supplements, cited by **.*% of respondents, followed by vitamin deficiencies, cited by **.*% of respondents. The purchase of dietary supplements is therefore generally based on the desire to self-administer preventive health care. More specifically, dietary supplements are often used for joint health and energy improvement. Top reasons for taking dietary supplements in the UK United Kingdom, ****, % Source: ****
Decreasing nutritional intake and increasing concern for health
Consumers are driven by a desire for a more sustainable lifestyle and a growing awareness of health and wellness, based on the principle that when it comes to health, prevention is better than cure. In addition, purchasing decisions are influenced by people's perception of natural products as being healthier and more environmentally friendly. Increasingly, these consumers are therefore likely to supplement their daily diet with concentrated sources of food nutrients.
In the UK, individuals are consuming fewer and fewer nutrients, as noted by the Health and Supplements Information Service (***). This finding may stimulate the use of food supplements to compensate for this general decline in nutrient intake, as supplements can help fill these gaps and nutrient deficiencies.
The graph below illustrates the decline in ...
2.3 Demand trends: sport, natural and CBD
The growth of the sports-related segment
The market of food supplements for sportsmen is a segment of the food supplements market but also a segment of the sports nutrition market. The latter has developed a lot in recent years, driven by the democratization of food supplements that were previously consumed mainly by professional athletes.
Thus, in ****, the global sports nutrition market, of which dietary supplements are a segment, was worth £*** million, an increase of **% compared to ****. For comparison, global growth was *%.[***]
Natural food supplements
The growing concern of the population for its health is manifested in particular by a craze for natural products, considered better for humans and the environment. This trend, which can be observed in many Western countries, should in the future favor natural products, based on plants for example.
The dietary supplements market is not immune to the trends in the food industry. Thus, the demand for natural, vegan, organic or "clean label" supplements is showing a strong growth trajectory due to the increasing interest of consumers for natural products and products composed of a reduced number of chemical ingredients.
CBD
The rise of CBD is a testament to the natural craze.
CBD is a molecule that is ...
3 Market structure
3.1 Value chain of the food supplement industry
The dietary supplements industry includes several stages and several actors, as illustrated below.
Source: ****
In the first stage, ingredient suppliers produce raw materials, namely nutrients, but also flavors or dyes that will compose the food supplements.
From these ingredients, the producers manufacture the food supplements. There are two types of producers: the processors who supply supplements to several companies that will market them and the manufacturers who directly market the supplements they produce.
The products put on the market are then distributed through several channels and consumed by the population.
3.2 The production of food supplements
The production of dietary supplements itself includes several stages, the details of which may vary depending on the type of product manufactured[***] :
Reception of ingredients Storage: includes the quarantine of products to be controlled before acceptance, the storage of raw materials, work in progress and finished products as well as buffer storage Preparation and weighing: includes unpacking, picking and weighing of raw materials based on the recipe, as well as material preparation Manufacturing: includes drying, grinding, crushing, mixing, tarnishing, maceration, fermentation, percolation, pressing, extraction, cooking, sterilization, pasteurization, cooling, compression, capsule filling, etc Packaging: includes transferring, filling, sealing, crimping, heat-sealing and adding instructions Packaging Labeling Storage Transport by the manufacturer
The production of food supplements is registered under the following Eurostat code:
********: Food supplements (***)
In the United Kingdom, the production volume of Food Supplements has almost doubled in just * years between **** and ****. As a result, in ****, the UK produced **.** thousand tons of dietary supplements worth €***.** million.
UK production of dietary supplements United Kingdom, ****-****, in thousands of tons and millions of euros Source: ****
3.3 Distribution of food supplements
The survey illustrated below highlights the main distributors of food supplements.
When asked "Where do you buy your supplements?", **.*% of respondents said they buy them in a supermarket or hypermarket, **.*% in a pharmacy, **.*% online and *.*% in a health food store.
In addition, three chains of stores stand out, namely two pharmacy chains, namely Boots and Superdrug, and one health food chain, namely Holland & Barrett.
Where to buy supplements United Kingdom, ****, in % Source: ****
There are many dietary supplements distribution brands in the UK including Berocca, BassetTs, Wellwoman... Here are the top ** dietary supplements distribution brands in ****:
Sales evolution of the top ** dietary supplements brands United Kingdom, ****, in % Source: ****
The sales of these brands have contracted slightly over the year **** for the majority of them, due to the very good sales of the year ****.
4 Analysis of the offer
4.1 Typology and prices of food supplements
There are several types of natural or synthetic food supplements :
vitamins: A, B, C, D mutlivitamin preparations substances with nutritional or physiological purposes: caffeine, glucosamine, omega-*, amino acids minerals: calcium, magnesium plants or plant preparations: valerian, hawthorn, harpagophytum ingredients of animal origin: royal jelly, propolis, fish oils ferments and yeasts: probiotics, brewer's yeast fruits and vegetables: blueberry, black radish
[***]
The best-selling products are multivitamins. Glucosamine, fish oil, minerals (***).
Breakdown of sales by product type in the mass retail channel United Kingdom, ****, in % Source: ****
The TOP * sales on Amazon UK can thus give an insight into the latest product performance and trends (***). HIGH* Zero Electrolyte Hydration Tablets Added Vitamin C (***) Bio-Kult Advanced Multi-Strain Formulation for Digestive System,** Count (***) Vitabiotics Ultra Vitamin D Tablets **** IU Optimum Level - ** Tablets Omega * Fish Oil ****mg, EPA ***mg DHA ***mg per Daily Serving. *** Capsules Warrior Essentials Creatine -Blazin' Berry-***g
The diversity of products on the supplement market is reflected in the range of prices. Less than £** The most affordable supplements are often those with a simple formulation and format (***) and providing the most basic elements, namely vitamins and minerals. £**-£** This price category includes more specialized supplements such as proteins (***). Over £** In this category ...
4.2 Research at the heart of the offer
The role of innovation To stand out, many companies launch their research programs to innovate and create new products. The research concerns not only the ingredients, but also the formulations or the containers. The innovation related to natural, organic and vegan products is particularly developing. Among the innovations of the dietary supplements market, we can cite the following examples: Format innovation: Instead of traditional pills, Frunutta offers supplements that dissolve instantly under the tongue and thus eliminates many of the ingredients on which traditional supplements are based, such as sugars, coatings, artificial colors, preservatives and hydrogenated oils. [***] Goal-related innovation: In the U.K., Cardiff-based Health&Her announced in September **** the launch of the first range of supplements to manage menopausal symptoms and a digital training program.[***] Ingredient Innovation: Quality of Life's VitaPQQ program aims to slow the aging process and reduce age-related fatigue while improving short-term memory and concentration. The supplement contains the first new vitamin discovered since ****, PQQ (***), which nourishes the mitochondria that generate energy for our cells. VitaPQQ features a patented form of PQQ called MicroPQQ and is free of magnesium stearate and common allergens. Personalized nutrition is also being developed, based on the knowledge of each person's specific ...
5 Regulation
5.1 Current regulations
Regulations regarding dietary supplements are summarized by the UK Department of Health and Social Care.
Health claims and prohibited ingredients
Many products that are sold freely in other countries are not authorized or are considered drugs in the UK. Before placing the product on the market, it is advisable to contact the Medicines and Healthcare products Regulatory Agency (***) to check whether the product, any of its ingredients or any of its claims are considered medicinal. Dietary supplements are not permitted to contain medicinal ingredients.
The MHRA can be contacted through the following address: [email protected] using the borderline advice form.
The MHRA has produced guidance that may also be useful: A guide to what is a medicinal product
In addition, the UK prohibits the sale of any food containing kava-kava (***) is only permitted in food supplements, subject to purity and dose criteria. [***]
Labeling
The product must be labeled as a "food supplement".
The product label must include:
the name and address of the manufacturer, packager or importer in the European Union a list of ingredients, including common allergens that must be underlined conditions of use, including information on the recommended daily dose and a warning not to exceed ...
5.2 Government recommendations
The government provides recommendations on the nutritional intake of the population and recommends them to consume food supplements under certain conditions.
The recommended dietary intake guidelines can be found here.
The recommendations for dietary supplements can be found here.
Among the main recommendations, we can mention :
Taking a daily supplement containing ** micrograms of vitamin D for adults and children * years and older during the fall and winter and for people with little sun exposure. Daily supplementation with vitamins A, C and D for children aged * months to * years, except for those consuming *** ml or more of formula per day. Daily supplementation with *** migrograms of folic acid for women who are pregnant or may become pregnant from preconception to ** weeks of pregnancy.
6 Positioning of the actors
6.1 Segmentation
- Supplement Factory
- Vitabiotics
- Sainsburys
- Morisons
- Boots
- Superdrug
- Amazon UK
- Revital
- Holland & Barrett Retail Ltd
- My Protein (The Hut Group)
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the market for food supplements | UK
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