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● The vitamins, minerals and supplements category has grown consistently since 2014, and the past couple of months have seen performance accelerate to +4.4% (+£21m). The category holds 25% of the healthcare market, and that figure is growing as it outpaces the wider sector. 

● Multivitamins make up 43% of the category. All four sectors – adult, children, 50-plus and pregnancy – have made a positive contribution to growth. Brands are outgrowing private label in this area, with performance largely being driven by Vitabiotics brands such as Wellman and Wellwoman. 

● Multivitamins look set to continue gaining share as shoppers move towards these all-encompassing solutions. The category attracts an older consumer than the average healthcare shopper, and with the UK facing an ageing population, it is in a good position to capitalise on the demographic change. 

● The discount channel is enjoying some of the highest growth rates this year. The performance of Aldi and Lidl is driven by their private label offerings, while Bargain Stores is following the market trend of brands contributing the most to growth. 

Christopher Evans, Kantar Worldpanel

A world away from the standard vitamin supplement, which typically costs 5p per pill, super supplements are a growing phenomenon.

The latest to hit shelves is Lyma, developed by celebrity personal trainer Russell Bateman alongside former fashion journalist Lucy Goff. “Drawing on years of experience, from training the world’s A list to nourishing the British Olympic team, our nutritional scientists have ensured this easy to take, all-in-one capsule delivers maximum benefits for both the body and mind,” says the Lyma site.

Lyma’s formula promises to help to strengthen hair, skin, nails, fight stress, improve the cardiovascular system, maximise immunity, and promote stronger bones. Plus, they are claimed to improve brain function, skin and sleep patterns. But all this comes at a price. A starter pack of £199 includes 120 capsules (a month’s supply) and a hand-crafted copper case. After that, monthly refills are available at a regular price of £149.

The price hasn’t deterred Lyma’s high-end customers. It sold out within weeks of launching this February with endorsements from Vogue and Cosmopolitan.

“Some people might feel quite daunted by spending £150 a month on a super supplement,” concedes Goff. “But it’s about investing in a supplement that could genuinely up the game of your health and your wellbeing.”
Goff stresses the formula contains “the most effective ingredients” possible, including vitamins K2 and D3, of which people have insufficient quantities in their daily diet.

“We decided to launch a true super supplement, collaborated with a team of nutritional scientists and our journey took us outside of the stock list of any white label vitamin factory,” she says.

Goff says customers have described the supplements as life-changing. So could this promise attract more than just an exclusive celebrity clientele?