Supplements

2021
Annual Insight
Report
 Editor’s
Note.
“
This report We are Salience. Congratulations on making it to 2021.

focuses in on both
We believe in publishing free insights to bring us closer to our
favourite brands. If this is the first time you’ve seen our annual
market report, we’re a UK search marketing agency who specialise in

UK supplement SEO, Paid Media & Content.

brands & retailers,

This report highlights your brand’s successes & shortcomings
compared to your industry’s biggest names across ten key digital
metrics, from your market share of organic visibility to social prowess

meaning websites and consumer search trends.

that compete
The data covers 12 of the most turbulent months we’ll, hopefully, ever
see. Look to those who performed well not just for search prowess,
but also their agility and tenacity as brands.
across supplement The office is empty and we’re all now allergic to Zoom quizzes, but

products. that doesn’t mean we’re not working hard to provide you with as
much relevant market data as we can. If you have questions about
the data or how it can help enable your digital growth, get in touch
with the team.

2020-2021 has We hope you find value in these insights and have a prosperous new
year.

been wild and RICHARD WATERS

unpredictable, no SALES & MARKETING DIRECTOR

01244 564 501

surprise online is
richard@salience.co.uk

more crucial than

ever.
About Our Services.
Salience.
We are search marketers with an edge. From data-fuelled
content marketers to business and data analysts, UX designers
and technical gurus, we have the skills and know-how to grow Technical Content User Paid
your brand in whichever direction it needs. From new site builds
to market leading search campaigns, we’re the go-to agency for
SEO Marketing Experience Media
household names, challenger brands and ambitious start-ups.

Starting in Chester as an SEO & PPC agency, we’ve expanded our

skills and team exponentially over the last 9 years to ensure our
clients’ digital activities are in peak condition, from analytics
to content marketing, we have the skills in-house to give your
brand the competitive edge required to compete in today’s
digital world.

Copywriting Analytics Design CRO

 Contents.
01 Visibility Year on Year

09 Visibility vs Authority

17 Page Speed

21 Search Volume Trends

23 Keyword Trends

29 High Competition Keywords

31 Opportunity Keywords
16

“ You can assess the overall 16 Trust

35

success of a site based off 17 Online Reviews

39

of 10 key metrics... 43 Digital Brand Reach

01 02

Visibility
Year on Year.
The key SEO metric. Visibility is all 93% of all online
experiences begin
about how easily your brand can be
found online.

It’s a little like the footfall of the

with a search engine.

internet. The greater your brand’s
visibility, the more likely you can be
found by your target market.

Year-on-year visibility
identifies which brands are
growing and those who are
on a downward trajectory.

Brands with high visibility

dominate search engines.
They’re first to be seen and
first to be clicked.

At it’s most basic level, the

higher your visibility, the
more people you can get
through the front door.
03 04

Visibility
Findings. Bottom 5 Losses
Top 5 Wins On the opposite end of the spectrum, these brands have had the
biggest visibility drops. They’re likely to have been punished by a
search algorithm update or have let things slide over the course of the
year. Either way, learn from their mistakes.

01 01

02 02

03 03

04 04

05 05

These brands are the ones to watch. They’re on the rise with the
biggest growth in the market. Whatever they’re doing, search engines
are loving it and you’ll want to work out what that is and emulate their
strategies, fast.
05 06

Visibility
Scores.
Site Overall YoY Visibility Visibility YoY Compared Site Overall YoY Visibility Visibility YoY Compared
Rank Change 2021 2020 Change to Market Rank Change 2021 2020 Change to Market
hollandandbarrett.com 1 - 40940 40953 -0.03% +0.08% supplementplace.co.uk 26 +5 495 345 +43% +44%
myprotein.com 2 +1 7705 6829 +13% +13% vitabiotics.com 27 +3 480 391 +23% +23%
bodybuilding.com 3 -1 7070 9835 -28% -28% predatornutrition.com 28 -1 476 513 -7% -7%
powerhouse-fitness.co.uk 4 - 5642 6751 -16% -16% biocare.co.uk 29 -3 461 551 -16% -16%
discount-supplements.co.uk 5 +1 3873 2911 +33% +33% gnc.com 30 +2 399 305 +31% +31%
maximuscle.com 6 -1 3413 4020 -15% -15% cnpprofessional.co.uk 31 +2 397 300 +32% +32%
naturesbest.co.uk 7 - 2795 2642 +6% +6% centrum.co.uk 32 -7 388 570 -32% -32%
phd.com 8 +6 2729 1253 +118% +118% proteinpickandmix.co.uk 33 +3 379 222 +71% +71%
healthspan.co.uk 9 -1 2558 2560 0% 0% revital.co.uk 34 -19 363 1014 -64% -64%
dolphinfitness.co.uk 10 +2 2393 1581 +51% +51% formnutrition.com 35 +3 345 185 +86% +87%
bulk.com 11 +39 2138 0 +100% +100% supplementcentre.com 36 -26 339 2481 -86% -86%
bodybuildingwarehouse.co.uk 12 -3 1766 2530 -30% -30% cytoplan.co.uk 37 -20 280 955 -71% -71%
simplysupplements.co.uk 13 +8 1753 671 +161% +161% cardiffsportsnutrition.co.uk 38 +5 221 157 +41% +41%
grenade.com 14 +8 1485 655 +127% +127% huel.com 39 -5 195 270 -28% -28%
powerbody.co.uk 15 -2 1407 1328 +6% +6% otesports.co.uk 40 +7 190 62 +206% +207%
theproteinworks.com 16 -5 1192 2474 -52% -52% ghostlifestyle.com 41 - 159 171 -7% -7%
bodyandfit.com 17 +7 1171 581 +102% +102% optibacprobiotics.com 42 -3 137 178 -23% -23%
foodspring.co.uk 18 +17 866 257 +237% +237% foodcirclesupermarket.co.uk 43 +3 134 84 +60% +60%
scienceinsport.com 19 +1 847 685 +24% +24% naturalcollection.com 44 - 134 117 +15% +15%
proteinworld.com 20 +22 790 162 +388% +388% uk.iherb.com 45 +3 127 13 +877% +877%
optimumnutrition.com 21 -2 652 710 -8% -8% nowfoods.com 46 -6 126 174 -28% -27%
nutriadvanced.co.uk 22 +7 644 507 +27% +27% pulsin.co.uk 47 -2 115 85 +35% +35%
reflexnutrition.com 23 - 618 618 0% 0% supplemented.co.uk 48 +1 99 8 +1138% +1138%
biggreensmile.com 24 -6 607 934 -35% -35% vivolife.co.uk 49 -12 98 213 -54% -54%
musclefood.com 25 -9 533 1012 -47% -47% myvitamins.com 50 -22 94 512 -82% -82%
07 08

-0.11% Got a
Industry Variance Question?

“
Come across any head-scratchers in this report so far? Get in touch for a
Industry variance is the no-strings chat and we’ll run you through any metrics and how they apply to
your brand.

average of how much

visibility change there has

been in the market.

So here, this indicates a

Email us.
-0.11% decrease in overall

organic growth within this

industry. If the market’s

Live chat.
growing, you should

be too. If it’s shrinking,

you need a precise and

MARCUS OVEREND
targetted search strategy. SEARCH EXPERT Arrange a
01244 564 501
marcus@salience.co.uk
call.

Book a Chat
09 10

Visibility vs
Authority.
Authority is about the stature and reputation of your website. Search
engines like high authority sites as they’re loaded with trust-worthy
signals and likely to provide useful services and content. Authority is
measured through a metric called domain rating. The higher it is, the
more chance you have to rank for competitive keywords and boost
your visibility.

Search engines judge Authority is best achieved

authority through a
domain’s popularity,
size, and age. They use
on and off-site signals
to determine your rank.
through link-building. But
it’s not about quantity.
A few high quality links go
miles further than loads
of spam.

By matching visibility Low authority brands

scores to authority, who are ranking for high
we identify which sites volume terms are the
are performing beyond ones to watch. Target the

“ Analysing visibility vs authority

their means. These are keywords they perform
the ones to learn from. well on for quick growth.

is a great way to find sleeping

giants in the industry.
11 12

Visibility vs
Authority Scores.
Key:
hollandandbarrett.com 1 scienceinsport.com 11 predatornutrition.com 21
bodybuilding.com 2 simplysupplements.co.uk 12 biggreensmile.com 22
myprotein.com 3 theproteinworks.com 13 proteinworld.com 23
powerhouse-fitness.co.uk 4 dolphinfitness.co.uk 14 vitabiotics.com 24

A B
discount-supplements.co.uk 5 phd.com 15 musclefood.com 25
healthspan.co.uk 6 powerbody.co.uk 16 nutriadvanced.co.uk 26
maximuscle.com 7 grenade.com 17 uk.iherb.com 27
naturesbest.co.uk 8 bodybuildingwarehouse.co.uk 18 foodspring.co.uk 28
bodyandfit.com 9 optimumnutrition.com 19 biocare.co.uk 29
bulk.com 10 gnc.com 20 reflexnutrition.com 30

A B
Visibility

Those with high visibility but low
authority have laid good foundations
for their site and would benefit from
increased search marketing activity
to build on those foundations.
Hats off to these guys. They’ve built
their house right and have the search
marketing strategy to expand. At this
point, you should be thinking about
solidifying yourself as market leader.

C Sites with low visibility and authority.

Look on the bright side, there’s a lot
of room for improvement. Brands in
this zone should consider urgently
rethinking their on-site technical and
structural setup, also their keyword
strategy and off-site campaigns.
D Low visibility, high authority. At school,
these sites were the kids who ‘had
potential.’ There are clearly some on-
site issues holding these brands back.
Whether those issues lie in content,
structure, or tech, an on-site review is
highly recommended.

C Authority D
13 14

Visibility vs
Authority Findings. These brands could benefit
most from resolving their
on-site tech and structural
issues. Identification of
those problems, and dealing

Low authority,
with them in a priority

High authority, order, should be their key

objective.

High visibility Low visibility

01 01

02 02

03 03

04 04
These brands could benefit
most from a more expansive
search marketing campaign.
05 Things are looking good 05
technically, and a strategic
content marketing campaign
is likely to yield positive
results.
15 16

Our “ The results we’ve

Experience. achieved from Salience’s
content marketing efforts
Since 2009, we’ve provided search marketing services for household names,
challenger brands and ambitious start-ups across retail, lead generation,
finance & charity sectors. We work on agile principles, born from the belief
have exceeded my
expectations.
that marketing challenges rarely come with six month’s notice, so there’s
no point in making planners that far in advance. We assess the biggest
issues and opportunities for our clients at the start of every sprint. We are
a new breed of search marketing agency that moves fast and adapts to
opportunities in the moment, not in a month. - Paul Hambridge, MD

Read the Case Study

10+ £85M 58M

years organic organic
experience transactions sessions

Find Out More

17 18

Page
Speed.
Perhaps 2021’s biggest news in the
world of digital marketing, Google have

“ A 1 second
announced a new ranking factor set to
shake up the web.

Titled Core Web Vitals, this new

ranking factor will centre around page
speed. We’re talking largest contentful
delay in page
paint (LCP) and first input delay (FID)
- in simple terms, how fast your site
loads and how fast it can be interacted
load time results
with.

The first step is to check how you

in a 7% loss in
compare against the rest of your
industry. conversions.
Luckily, we’ve got just the thing. Our
page speed leaderboard shows which
brands are lightning fast and those
lagging behind.
19 20

Page Speed
Scores. “
Google announced
that it is postponing

supplementcentre.com
the rollout of the page
maximuscle.com
powerhouse-fitness.co.uk
centrum.co.uk
experience update,
simplysupplements.co.uk
myprotein.com
proteinpickandmix.co.uk specifically the ranking
supplemented.co.uk

change, from May 2021

uk.iherb.com
myvitamins.com
formnutrition.com
bodybuilding.com
dolphinfitness.co.uk
pulsin.co.uk Key: to be a gradual rollout
ghostlifestyle.com

that won’t start until

otesports.co.uk
nowfoods.com
naturalcollection.com

mid-June 2021 and

optibacprobiotics.com
huel.com
Desktop Mobile
hollandandbarrett.com
foodcirclesupermarket.co.uk
revital.co.uk
foodspring.co.uk won’t be fully rolled out
vivolife.co.uk

until the end of August.*

gnc.com MARCUS OVEREND
powerbody.co.uk SEARCH EXPERT
bodybuildingwarehouse.co.uk
naturesbest.co.uk 01244 564 501
biocare.co.uk marcus@salience.co.uk

0 50 100 150 200

Critical Fair Good Hyperspeed

Email us. Live chat. Arrange a

call.
* Source:
searchengineland.com
21 22

Search Volume
Trends. We can see a big drop in
search interest at the start
of the 2020 pandemic.
In a nutshell, search volume trends show how interest has changed for the
products, services, and content provided within your industry. A downward
trend means less people are searching. An upward trend means interest

This has since recovered

is on the rise and new opportunities are up for grabs. Either way, it’s
important to stay on top of when search is high and low to help inform
your strategy for search.

150
back to normal.
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90 2020

80 2021

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RICHARD WATERS
SEARCH EXPERT
01244 564 501
richard@salience.co.uk

Book a Chat
23
Keyword
Trends.
We’ve been keeping a close eye
on what keywords people are
searching for in the market,
allowing us to see what is trending.
In the following sections we’ll
give you the heads up on which
keywords are on the rise and need
your attention, alongside those
which are becoming less and less
important.
24
“ 2020 and COVID brought
monstrous changes to most
Using historical search data, we’re
able to find trend patterns and
identify opportunities ahead of the
of the consumer landscape.
curve.
Our search and content strategists Monitoring changes in search
continually monitor industry
volume for keyword groups
movements. From here, we’re able
to spot content and category gaps
before they’re deemed industry-
is essential to spotting new
standard.
trends and surging demand.
25 26

Emerging Trends Receding Trends

Emerging Products Receding Products
Keyword Search Volume Interest Trend Keyword Search Volume Interest Trend
protein bar 22,200 +47% best multivitamin uk 2,400 -21%
vital proteins collagen 1,000 +276% hemp protein 2,400 -29%
protein bagels 1,000 +164% form protein 720 -43%
protein powder for weight gain 1,000 +150% joe wicks protein pancakes 720 -44%
vital proteins collagen peptides 880 +218% free soul protein 590 -45%
vegan omega 3 supplements 880 +171% immune system supplements 480 -83%
probiotics for dogs uk 720 +203% rainbow light men's one multivitamin 390 -85%
hey nutrition probiotic complex 390 +100% bassetts multivitamins adults 320 -81%
fiber one protein bars 390 +12100%
feel multivitamins 390 +485%
protein baked oats 320 +1083%
queen protein
protein world mug cake
320
260
+1525%
+2858%
Receding Brands
my protein flavdrops 260 +1400%
the protein queen 210 +1826% Keyword Search Volume Interest Trend
holland and barrett 823,000 -18%

Emerging Brands
muscle food 165,000 -69%
health span 49,500 -23%
body building 49,500 -18%
dolphin fitness 40,500 -41%
Keyword Search Volume Interest Trend protein world 33,100 -17%
my protein 368,000 +6% natures best 27,100 -23%

huel 90,500 +3% powerhouse fitness 22,200 -68%

phd 33,100 +7% grenade 22,200 -8%

vitabiotics 18,100 -24%
the protein works 22,200 +47%
simply supplements 18,100 -29%
supplemented 18,100 +7%
maxi muscle 9,900 -42%
optimum nutrition 14,800 +8%
centrum 9,900 -18%
body building warehouse 9,900 +46%
cytoplan 8,100 -18%
uk iherb 9,900 +22%
my vitamins 8,100 -9%
predator nutrition 8,100 +7%
revital 6,600 -42%
bulk 6,600 +513%
biggreen smile 4,400 -59%
optibac probiotics 6,600 +31%
natural collection 4,400 -49%
gnc 5,400 +82%
biocare 4,400 -29%
food circle supermarket 1,300 +110%
27 28

“Lots of Got a
Question?
movement
Come across any head-scratchers in this report so far? Get in touch for a

here across
no-strings chat and we’ll run you through any metrics and how they apply to
your brand.

both brand
& product
keywords.
Email us.

MARCUS OVEREND Live chat.

SEARCH EXPERT
01244 564 501
marcus@salience.co.uk

Book a Chat

Arrange a
call.
29 30

High Competition 1 supplement

Keywords. 90,500 75

probiotics
These keywords are the heavyweight belts, the golden tickets, the
ones to tell your nan about. For top of market brands holding these
2 60,500 77 Key:
positions, close monitoring and continued search marketing activity is
needed to safeguard them. For challenger brands looking to weigh in, Local Monthly
protein
3
you best bring your A-game. Searches (UK)

High competition keywords are typically sought after by big

60,500 72 Competitiveness
brands. We’re talking those with brick and mortar stores & Score
large brand reach.
vitamin d supplement
Qualifying intent is more important than ever on these
keywords. Providing the correct user journey upon first click
4 33,100 71
is critical.

protein powder
5 60,500 57

whey protein
6 40,500 59

protein shakes
7 49,500 54

magnesium supplements
8 22,200 69

supplements
9 18,100 68

multivitamin
10 27,100 48
31 32

Opportunity 1 protein bar

Keywords. 27,100 36

vanilla protein powder

These terms have less competition
yet high search volumes. As such,
they are a perfect battle ground for
all brands in the industry to increase
their digital reach.
Marketing teams across the industry
ignore these terms but audiences
are interested. With strong volumes
For challenger and low-visibility
brands, these are the terms
2 4,400 26
where you’ll see most success.
Concentrate on these and you’ll
best multivitamin uk
3
see traffic and revenue start to
grow.
3,600 29
For market leaders, these are the
terms that have probably skipped

diet whey protein

4
and low competition, they’re ripe for your radar. Dig into these and
the taking. corner the market.
3,600 35

chocolate protein powder

5
“ Opportunity keywords are 2,900 34

protein shakes for weight

simply one indicator of who has 6 2,900 34

the most potential to increase vegan multivitamin

7 1,900 26 Key:
their organic channel revenue in pea protein powder Local Monthly
8 2,400 34 Searches (UK)
the foreseeable future.
vegan probiotics Competitiveness
9 1,900 29 Score

vital proteins collagen

10 2,400 36
33 34

Our
Clients.
Our clients are an eclectic mix from all over the globle. But they all share
the same goal, to be more prominent across their market and increase
their profitability.

We’ve provided blended solutions across SEO, paid search, content

marketing, user experience, CRO, digital PR and social media. Over the last
10 years, we’ve worked hard, delivered results and won awards.

638 Clients over

the years

Find Out More

4 UK Search Award
Nominations in 2020
35 36

Trust.
First introduced with the E-A-T Algorithm update in 2018, trust has since
become a critical ranking factor. But there’s no single score to judge
trust. Instead, it’s a holistic view of your website’s expertise, authority
and trustworthiness. It centres around both on and off-site signals.

Trust centres
Think external review platforms, high-quality links, transparency over
processes and policies, and plenty more.

around both
Your Money Your Life Search quality evaluator
(YMYL) / eCommerce guidelines identify
brands are those most how manual reviewers

on and off-site
likely to see visibility evaluate your site’s
drop as a cause of trust-worthiness. Use
poor trust signals. these to get ahead.

signals.
37 38

Checklist For Building

Customer Trust
A website can be used to build trust. You can do this through “trust
signals”.

Trust signal are content embedded within your website that builds up
credibility. A lot of things can be considered a trust signal. Like:

• User reviews (TrustPilot, Fefo)

• Testimonials
• Guarantees (free returns, warranties)
• Credential badges (Industry recognised certifications, think
Informed Sport for a supplements brand)

Having these things strategically placed around the site builds trust
from users & search engines alike.

Here is a quick checklist of where you could

place trust signals:
Trust bar across the site (a small bar that holds all your
guarantee’s, warranties etc.)

Review profile embedded in the home page & key category pages
https://uk.huel.com/ are a great example.

Customer testimonials in product pages, convince the user at point

of purchase

Individual product reviews. Bonus points if you can link this with a
review profile

Embed credential badges on shopping cart pages & other high

intent pages
39 40

Online
Reviews.
A key element of trust, reviews are essential to your search marketing
90% 94%
arsenal. Having more good reviews than your competitors is important for of people check online of people say they
off-site trust signals (part of the EAT update), local pack prominence, and
CTR where star-ratings feature in the SERPs. reviews before buying often avoid businesses
from a business. * below a 4 rating. *

Incorporate external
review platforms
into your buying
process to ensure
Bad reviews need to
be answered and fast.
Users are more likely
to ignore bad reviews
eCommerce sites are
judged by both users
and search engines
on their review
48% 45%
maximum take-up. if they see fast replies. platforms. of people only pay of people are more
attention to reviews likely to visit a business
written within the past that responds to their
2 weeks. * negative reviews. *

* Sources:
lyfemarketing.com
brightlocal.com
41 42

Highest Reviewed Sites.

Average Industry 1 simplysupplements.co.uk

Review Score:
4.8 48,014

musclefood.com
2 4.3 103,142

myprotein.com
3 4.5 61,280

naturesbest.co.uk
4 4.8 27,980

This is the average review score

scienceinsport.com
across your industry. Simply, you
need to make sure your reviews are 5 4.4 46,882
singing similar notes.

bulk.com
Take a look at the highest reviewed
sites on the next page to find out 6 4.5 29,667
how you compare. If you’re lagging
behind, explore how your competitors
Key:
vitabiotics.com
maximise their amount of reviews or
get in touch and we’ll audit your site 7 4.7 17,697 Review Score
and work out how you can improve.

theproteinworks.com
We’ve not included the full data set
here so if you’re intrigued to see how 8 4.6 20,293
Number of Reviews

you can compare, get in touch and

we’ll send across the full package.
maximuscle.com
9 4.8 11,326

discount-supplements.co.uk
10 4.8 10,065
43 44

Digital Brand
Reach.
Digital Brand Reach centres around how well recognised your brand
is within the industry. To calculate this figure, we blend traditional
search metrics with performance of social channels across the sector.
This helps identify which brands are most prominent across a range of
channels and those who are lost to the abyss.

Brand searches are a traditional measure. Owned social score is really

important too. This identifies audiences you have access to.

Brand searches are a Owned social scores are

traditional measure
of how many people
are searching for your
brand name through
search engines.
increasingly important
in this hyper-digital
world. Improving yours
is key to cross-channel
traffic acquisition.
45 46

Brand Reach Top 5 Social Scores

Findings. 1 10,323

Top 5 Brand Searches

2 7,746
Owned Social Score

Social score considers

followers and engaged

1 823,000
conversations on all major
social platforms. The top

3 5,314
five have a strong following,
creating engagement
through content and product
campaigns.

2 Monthly Searches (UK)

4
368,000 Monthly brand searches
shows an indication of
brand recall within search 4,323
behaviour. The top five
are the most recalled

3 names within search.

165,000 5
2,322

4
90,500

5 49,500
47 48

Brand Reach
Scores.
My Protein leading the
Site Brand Searches
Per Month
Owned Social
Score
Rank way on digital brand
reach, with Holland and
myprotein.com 368000 5314 1
hollandandbarrett.com 823000 1245 2
bodybuilding.com 49500 10323 3

Barrett following close

musclefood.com 165000 2322 4
uk.iherb.com 9900 7746 5
optimumnutrition.com 14800 4323 6
huel.com 90500 516 7

behind.
proteinworld.com 33100 996 8
vitabiotics.com 18100 1169 9
grenade.com 22200 873 10
theproteinworks.com 22200 686 11
healthspan.co.uk 49500 216 12
phd.com 33100 260 13
simplysupplements.co.uk 18100 420 14
bulk.com 6600 845 15
scienceinsport.com 8100 652 16
maximuscle.com 9900 506 17
gnc.com 5400 783 18
supplemented.co.uk 18100 196 19
bodybuildingwarehouse.co.uk 9900 264 20
discount-supplements.co.uk 14800 171 21
dolphinfitness.co.uk 40500 40 22
powerhouse-fitness.co.uk 22200 45 23
supplementcentre.com 4400 212 24
myvitamins.com 8100 112 25 RICHARD WATERS
centrum.co.uk 9900 85 26 SEARCH EXPERT
vivolife.co.uk 3600 220 27 01244 564 501
ghostlifestyle.com 1300 524 28 richard@salience.co.uk
foodspring.co.uk 320 1884 29
naturesbest.co.uk 27100 22 30 Book a Chat
49 50

Get in
Touch.
This report shows industry data at a top level; We simply
don’t have space to add all the resulting insight as well.
Give us 30 minutes of your time and we’ll be able to give you
actionable steps to improve your position in the rankings, or
further dig down into your competitors’ movements.

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