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VITAMIN & SUPPLEMENTS BESTSELLERS 
IRI: 52 w/e 15 April 2017    
  VALUE VOLUME
  £m y-o-y% count (m) y-o-y%
Own Label £120.0 -0.7 2,648.2 -0.1
Seven Seas £24.9 -8.4 443.2 -8.4
Well Man/Woman/Teen/Kid/Family £22.5 7.9 236.2 10.6
Berocca £21.1 -3.0 80.1 -5.1
Pregnacare £19.1 -2.2 116.2 -4.4
  • The vitamins, minerals & supplements category is in strong growth, having added £8.9m in sales in the past year. However, this is down significantly on the 5.9% value growth we reported a year ago.
  • Multivitamins continue to keep the category buoyant, with strong growth in both adult and children’s products. Both have gained shoppers this year, as well as customers buying them more frequently and trading up to more expensive lines.
  • Own label stole share from brands, with overall volumes up 4.4% compared with a 3.3% decline for brands. Only herbal and kids supplements delivered volume growth for brands at sector level.
  • Overall vitamin D sales are up by nearly a third,  benefitting from recent PHE studies suggesting Brits don’t get enough sunshine.
  • Fish oils, on the other hand, have fallen from favour, with cod liver and ‘other fish’ oils seeing value and volume declines. Own-label cod liver oil sales have decreased pretty starkly – a 16.5% drop to £24.4m.
  • Tesco is responsible for the biggest growth in VMS with sales up 6.9% as the retailer seeks to address its undertrade in the sector. Wilkinson has also seen strong growth, albeit from a much smaller base.
TAKE HOME SHARE
Kantar Worldpanel: 52 w/e 29 January 2017
  VALUE VOLUME
  £m y-o-y% packs (m) y-o-y%
Adult Multivitamins           112.6 6.0 27.5 0.5
Other Supplements             51.1 7.2 7.7 -1.0
Childrens Multivitamins             47.3 14.0 14.2 10.8
Cod Liver Oil             39.0 -10.6 10.8 -8.1
Glucosamine             38.3 -2.4 5.5 -5.6
Vitamin C             27.2 -0.6 12.6 4.6
Mineral             25.9 -3.5 7.2 1.8
Other Fish Oils             23.9 -10.5 4.6 -6.9
Herbal Supplements             22.8 4.4 3.8 9.7
Pregnancy Multivitamins             18.4 0.3 2.6 -4.7
GLA             12.6 4.5 3.4 -3.4
50 Plus Multivitamins             11.2 -11.5 2.0 -11.0
Vitamin B               7.5 4.5 2.9 3.4
Vitamin D               7.0 32.9 2.2 40.2
Garlic               6.1 12.9 1.9 1.9
Vitamin E               2.4 -1.5 0.8 10.6
TOTAL CATEGORY         453.4 2.0 109.7 1.0
     
BRANDS VS OWN LABEL
Kantar Worldpanel: 52 w/e 29 January 2017
  VALUE VOLUME
  £m y-o-y% packs (m) y-o-y%
Branded         241.4 1.1           45.9 -3.3
Own label         212.0 3.0           63.8 4.4
     
Retail Share
Kantar Worldpanel: 52 w/e 29 January 2017
  TRADING VALUE
retailers Grocery Healthcare  Index y-o-y%
Holland and Barrett   0.2 3.1 400.0 1.0
Boots   1.9 30.6 126.1 1.5
Hard Discounters   9.3 1.7 100.0 7.3
Total Tesco   25.2 20.7 93.7 6.9
Total Sainsbury's   14.2 9.9 71.7 -11.0
Total Asda   13.2 8 71.3 1.1
Superdrug   0.5 4.3 69.8 1.4
Wilkinson   0.7 2.7 70.4 38.1
Lloyds Chemist   0.0 2.1 57.1 5.9
Total Morrisons   10.0 4.4 45.5 1.0