英国における健康食品の小売動向：2008年

Abstract

There is little doubt that health food and VMS (Vitamins, Minerals and Supplements) are mainstream products, widely available in supermarkets and chemists. Distribution via websites and home shopping is also broadening. So, in this competitive climate Health Food Retailhealth food retail specialists have begun to carve out specialised niches. Holland & Barrett has specialised in VMS, others have diversified into massage, bodycare, herbal preparations or Chinese medicines.

New legislation that requires supplements to be licensed (in a similar way to pharmaceuticals) is coming into force in two years' time, and this could restrict the availability of VMS products, and it is claimed that this could damage the specialist retailers' sales.

Specialist health food retailers could start, and indeed are, licensing some products but this is an expensive process for them, whereas the large pharmaceutical companies have the expertise and funding to be able to afford to license more products. As a result more of the VMS supply could be concentrated into the hands of the big pharmaceutical suppliers.

On the other hand, tighter legislation could even boost the image of VMS as more of their health claims could be substantiated in a more scientific way, while confidence in the safety of some medicines could also be heightened.

Mintel last examined the UK market for Health Food Retailing in March 2006.

Key themes of the report:

• In view of legislation coming into force by 2010 requiring supplements to be licensed, is this a future problem or an opportunity for health food specialists? Will they simply adapt?
• VMS sees plenty of promotional offers, especially in Holland & Barrett and Boots. But is there simply too much discounting and does this undervalue the products?
• Supermarkets are embracing almost every aspect of health food retailing, so what must specialists do to survive?
• There are masses of stories in the media about diet and health and some have certainly proved important in stimulating demand for health foods. But is the health food landscape becoming too confusing for consumers?
• Is the Whole Foods store format the future of UK health food retailing?

Table of Contents

• Issues in the Market
• Key themes
• Definition
• Abbreviations
• Market in Brief
• Steady growth for specialists sector
• Highly competitive marketplace
• Emergence of organic specialists
• More awareness of healthy eating
• Expanding the market
• Consumers will take initiative
• New legislation will affect suppliers more than retailers
• Future for health food specialists
• Industry Insight
• Key points
• Independents losing footfall
• General consumer caution
• Premium products buoyant
• Consumer awareness stimulated
• Any publicity is good publicity
• Celebrities off the boil
• So who uses health food shops?
• When do they turn to health shops?
• Supermarkets strong in food
• Competition has intensified
• Health stores better as advisers
• But not a substitute for the doctor
• Vast array of formulae
• Too much discounting
• New therapies can stimulate interest
• Strained relationships with therapists?
• Internet making inroads
• Major commitment to run websites
• The EU food directive
• Whole Foods Market -- the impact
• Is there a future for independents?
• Internal Market Environment
• Key points
• Social change and celebrity educators
• Suspicion mounts
• Nanny knows best?
• Are health food retailers losing out?
• Organic plays a part
• Healthier lifestyles
  • Figure 1: Agreement with selected lifestyle statements on health, by gender, 2003-07
• Better safe than sorry
• Internet a source of information
  • Figure 2: Internet access, Jan 2001-Jan 2008
• Think slim
  • Figure 3: Adults who are trying to lose weight most of the time, by gender, 2000-07
• Ethical consumerism
  • Figure 4: Agreement with lifestyle statement ' I buy fair trade when available' , 2003-07
• Food intolerance and allergies
• Broader Market Environment
• Key points
• Price inflation
  • Figure 5: UK: Consumer price index: All goods and food, Dec 2005-Dec 2007
  • Figure 6: Trends and projections in UK population, by age, 2003-13
• Growing population
• Growing grey market
• More singletons
• Over-50s take more interest
• Responsibility for the children
• Growing wealth
  • Figure 7: PDI and consumer expenditure, at constant 2002 prices, 2003-13
• Busy people but less time
  • Figure 8: Time spent on occupation per day in an average week by full-time workers, 2002 and 2006
• Market in Context
• Key points
• Overall consumer spending
  • Figure 9: UK: Consumer spending on selected major goods categories, 2002-06
• High interest in personal care
• Price competition in medical goods
  • Figure 10: UK retail sales of vitamins, minerals and supplements and products that compete with them, 2002-06
• Complementary medicines help consumers take control
• Five-a-day changing habits
  • Figure 11: Family purchasing on selected food categories, 2003-06
• Functional and free-from foods popular, and growing
  • Figure 12: Estimated UK retail sales* of gluten-free, dairy-free and other free-from foods, by value, 2002-07
• Skincare
• Prescriptions dent free-from potential
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Sector Size and Forecast
• Key points:
• All retail sales growing
  • Figure 13: All retail sales, at current and constant 2002 prices, 2002-07
• Non-specialised food stores
  • Figure 14: Retail sales through non-specialist food stores, at current and constant 2002 prices, 2002-07
• Health stores running out of steam
  • Figure 15: Estimated sales and forecast through health food stores, at current and constant 2003 prices, 2003-13
  • Figure 16: Comparison of previous and estimated 5-year real growth of health food sector
• Future growth in the sector
  • Figure 17: Forecast growth of key segments of the health food market, 2007-12
• Factors used in the forecast
• Retail Competitor Analysis
• Key points
• Health food shops face intense competition
  • Figure 18: Retail distribution of main health food categories, 2007
• VMS share is large
• Chemists number one choice for medicines
• Slimming not so healthy?
  • Figure 19: UK: leading specialist health food retailers, 2007
• Retailer Profiles
• Key points
• Holland & Barrett
  • Figure 20: Holland & Barrett background and financial performance, 1997-2007
  • Figure 21: Holland & Barrett: Outlet data, 2002-07
• Julian Graves
• Grocery multiples
• Tesco
• Sainsbury' s
• Asda
• Morrisons
• Waitrose
• Marks & Spencer
• Non-specialists
• Chemists
• Boots The Chemists
• Superdrug
• Lloyds Pharmacy
• Independent health food shops
• NAHS
• The Health Store
• Small chain independents
• Rosemary' s Health Foods
• Revital
• Bean Freaks
• Fitzpatrick' s Herbal Health Shop
• Wyedean Wholefoods
• Organic food specialists
• Whole Foods Market (incorporating Fresh & Wild)
• As Nature Intended
• Planet Organic
• Other organic supermarkets
• Alternative medicines
• Dr & Herbs
• Dr China
• Neal' s Yard Remedies
• Culpeper
• Botanica Medica
• Direct sellers
• Online health food retailers
• Healthy Direct/Nature' s Range and Healthspan Direct
• Retailer Advertising and Promotion
• Key points
• Advertisers cut back on spend
  • Figure 22: Total health food store advertising spend, 2004-07
• Holland & Barrett get behind its promotions
  • Figure 23: Main monitored media advertising spend, by health food retailer and manufacturer, 2004-07
• Advertising strategy
• Promotional activity
• Holland & Barrett
• Nature' s Range/Healthy Direct/Healthspan Direct
• Health Foods and Supplements Bought
• Key points
  • Figure 24: Health foods and food supplements bought in the last 12 months, 2003-07
• Five-a-day on target
• Whole foods boom
• ' Good bacteria' popular
• Be nicer to your chickens
• Premiumisation
• Fresher for the kids
• Feminine influence
• Target their vanity
• Mums with young children
• Lunchbox health
• Healthy foods for celebrations
• Herbal teas and healthy drinks upscale
• Premium audience for brown bread
• Self-imposed special diets?
• Where Health Foods are Bought From
• Key points
• Number of health food stores gradually decreasing
  • Figure 25: Estimated number of specialist health food stores, UK, 2002-07
• Health food shops diversify
• Non-specialists take a slice of the market
• Industry representation
• Alliance for Natural Health (ANH)
• Training groups
• National Association of Health Stores (NAHS)
• The Vegetarian Society
  • Figure 26: Where health foods and food supplements were bought in the last 12 months, November 2005-January 2008
• Holland & Barrett dominates specialists
• Older consumers favour independent stores
  • Figure 27: Profile of shoppers at health food stores, and supermarket used, January 2008
• Boots gets the cream
• Superdrug sweeping up the price-conscious
• Upscale shoppers favour fresh specialists
• Purchasing Patterns
• Key points
  • Figure 28: Purchasing patterns of health foods and supplements, January 2008
• Supermarkets are good enough
• More potential for organic theme
• Too much discounting whilst maintaining loyalty
• Appendix: Internal Market Environment
  • Figure 34: Agreement with selected lifestyle statements on health, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car ownership, 2007
  • Figure 35: Use the Internet at home, 2004-07
  • Figure 36: British Internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, Jan 2001-Jan 2008
• Appendix: Sector Size and Forecast
  • Figure 37: Forecast sales of organic food, at current and constant 2007 prices, 2007-12
  • Figure 38: Forecast of UK retail sales of meat-free foods and meat substitutes, at constant prices 2001-11Figure 39: Forecast sales of VMS, herbal and homeopathic remedies, sports drinks and supplements and slimming products, at current and constant 2007 prices, 2007-12
• Appendix: Retailer Competitor Analysis
  • Figure 40: UK retail sales of vitamins and dietary supplements, by type of outlet, by value, 2002-06
  • Figure 41: UK retail sales of complementary medicines, by type of outlet, 2002-06
  • Figure 42: UK retail sales of meal replacements and appetite controllers/suppressants, by outlet type, 2001-05
  • Figure 43: UK retail sales of organic food, by outlet, by value, 2005-07
  • Figure 44: Retail distribution of meat-free foods, 2002-06
• Appendix: Health Foods and Supplements Bought -- Detailed Demographics
  • Figure 45: Health foods and food supplements bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
  • Figure 46: Health foods and food supplements bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
  • Figure 47: Health foods and food supplements bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
• Appendix: Where Health Foods are Bought From: Detailed Demographics
  • Figure 48: Where health foods and food supplements were bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
  • Figure 49: Where health foods and food supplements were bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
  • Figure 50: Where health foods and food supplements were bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
  • Figure 51: Where health foods and food supplements were bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
• Appendix: Purchasing Patterns -- Detailed Demographics
  • Figure 52: Purchasing patterns of health foods and supplements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
  • Figure 53: Purchasing patterns of health foods and supplements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008
  • Figure 54: Purchasing patterns of health foods and supplements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2008