Summary

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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  • Last update : 30/01/2023
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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 ...

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 ...

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, ...

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, ...

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: ...

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 ...

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 ...

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: ...

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 ...

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 ...

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, ...

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 ...

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 ...

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 ...

6 Positioning of the actors

6.1 Segmentation

List of charts

  • European market segmentation by product type
  • Global market segmentation by region
  • Size of the global dietary supplements market
  • Size of the UK dietary supplements market
  • Imports of food supplements
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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

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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