PROSPECTS AND OPPORTUNITIES
Vitamins faces challenges from combination dietary supplements
Retail value sales of vitamins are projected to maintain a positive trajectory over the forecast period, although growth is expected to soften in the forthcoming years. This deceleration can be partially attributed to the rising consumer preference for combination dietary supplements, which surpassed the growth of the standalone vitamins category in 2025, a trend anticipated to persist throughout the forecast period.
Affordability key to category’s future prospects
Affordability remains a critical factor influencing UK consumers’ decisions to purchase multivitamins and single vitamin supplements, especially in the current economic climate. With inflation reaching a 19-month high in July 2025, household budgets remain under pressure.
Functional/fortified food and drink expansion presents moderate challenges going forward
Competition from outside the traditional vitamins supplement space is also expected to intensify over the forecast period. Innovation across the health and wellness space continues to focus on nutrition, with brands releasing healthier foods and drinks through the addition of vitamins and supplements.
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Overview:
Understand the latest market trends and future growth opportunities for the Vitamins industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Vitamins in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Vitamins in United Kingdom?
- Which are the leading brands in Vitamins in United Kingdom?
- How are products distributed in Vitamins in United Kingdom?
- How has the regulatory and operating environment for Vitamins changed in United Kingdom?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in the United Kingdom - Category analysis
KEY DATA FINDINGS
2025 vitamin sales driven by category simplicity
Phizz Ltd goes from strength to strength
Online sales continue to gain share
Vitamins faces challenges from combination dietary supplements
Affordability key to category’s future prospects
Functional/fortified food and drink expansion presents moderate challenges going forward
Consumer Health in the United Kingdom - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Vitamins research and analysis database.
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