With all the hoopla over health and wellbeing right now, you’d be forgiven for thinking sales of vitamins and minerals would be in rude health. Not so.

“The market has stagnated this year, with 0.3% value growth compared with 5.5 % the previous year,” says Kantar analyst Hanna Ulstein.

The two key drivers of this stagnation are falling volume sales and fewer numbers of households buying into the category.
Ulstein suggests growing awareness of the need for a balanced diet could be behind the drop in penetration for the category, which is being driven by the core female demographic.

Average prices have increased as brands have grown share. “Private label is in overall decline,” adds Ulstein. “Despite this, Boots brands experienced 14% growth.”

Kantar’s Worldpanel FMCG service monitors consumer behaviour across Great Britain. Its primary panel tracks take-home purchases of 30,000 demographically representative households. Data on consumption habits, nutrition and out of home sales is collected through subsidiary panels. Visit kantarworldpanel.com for details