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Although the top reason for taking vitamins/supplements is generic, the rise in value sales

of vitamins/supplements specifcally for men and women suggests that consumers want a
degree of personalisation, ofering opportunities for the market. Driving further
segmentation within demographic groups could be a way to encourage growth. In !"#,
the A$A %Advertising $tandards Agency& has shown evidence of clamping down on claims
in advertising, particularly when it comes to appearance benefts, suggesting that the
advertising and claims environment could become more challenging for brands.
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'able of (ontent
(onsumer research
*+ecutive $ummary
'he market
,igure "- .est/ and worst/case forecast for retail value sales of vitamins and supplements,
)arket factors
(ompanies, brands and innovation
,igure - 1ew product launches in vitamins and supplements, 2 by top claims, !"3 and
,igure 3- 1ew product launches in vitamins and supplements, 2 branded vs. own/label,
'he consumer
,igure #- 4itamins and supplements taken daily or occasionally in the last " months, 5une
,igure 6- Interest in appearance benefts, 5une !"#
7hat we think
Issues 8 Insights
(onsumers want personalisation
'he facts
'he implications
'he A$A is clamping down on advertising
'he facts
'he implications
9igh interest in appearance benefts
'he facts
'he implications
'rend Application
'rend- 'he .ig Issue
'rend- In:uentials
,utures- ;eneration 1e+t
)arket Drivers
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