The market for dietary supplements has been very strong over the last decade for several reasons, including:
- The ageing population
- Greater general interest in health and wellbeing
- More awareness of preventative healthcare
- More self-directed research on the internet, and
- A considerable amount of advertising by the leading brands
But there are challenges, as sales of branded vitamins and mineral supplements in the UK have flat-lined recently since a shift towards healthier diets has impacted many consumers’ perceived need for supplements, plus own label sales are growing. However, sales of demographically targeted supplements have continued to fare well, reflecting the consumer’s desire for personalisation.
These trends made it more important for our client to make the best use of their advertising budget as the company seeks to establish itself in the UK as well as highlighting the importance of demographically targeted products.