Food Supplements Market Research Report

Accelerate Associates has published a new food supplements market research report that provides a unique insight into the use of food supplements in the UK. Available to purchase now, the aim of the research was to determine:

  • What are the most commonly used food supplements in the UK?
  • What is the age and sex of food supplement users?
  • Where do consumers purchase their food supplements?
  • Will food supplement use increase, decrease or remain the same over the coming 12 months?
  • How trustworthy is the food supplements industry in the eyes of the UK consumer?
  • How do consumers determine whether a food supplement is suitable for use?

The food supplements market research study was carried out on food supplements users who were living in the UK at the time of data collection (Q4 2018). It indicates that many consumers are supplementing their diet for health, wellness or to fill particular nutrient gaps e.g. to support a plant-based diet.

Information within the food supplements market report is broken down to segment purchasing habits between genders and age groups and highlights that the majority of food supplement consumers are adults aged 31-64 years. The most prevalent types of supplements used by consumers include: multivitamins, Vitamin D, Protein, Cod Liver Oil and Omega 3. The study also demonstrates that certain types of vitamins are favoured by particular consumers e.g. the majority of users (78%) of Cod Liver Oil and Omega 3 supplements are females aged between 46-64 years.

The report details commonly used dosage forms and dosage frequency with tablets being the most popular form of dietary supplements with capsules a close second. Most protein supplements used by consumers are supplied as a powder. Other dosage forms reported by respondents included: pastilles, injections, chews and sprays.

Purchasing habits of food supplements users were also investigated as part of the study. The vast majority of consumers are using OTC food supplements. Supermarkets, as well as more specialised retailers are the key suppliers of food supplements on the high street. Consumers reported that food supplement purchases are also made online, with the leading retailers being highlighted in the report.

Consumers discussed their propensity to swap brands and drivers for doing so. This report also discusses consumer perception of the food supplement industry in terms of trustworthiness.

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