Of the grocery retailers, Tesco (18%) and Aldi (17%) are closely matched with Lidl in third place (12%) in terms of purchase behaviour for Irish adults looking for supplements and minerals.
Almost six in 10 (59%) adults are currently taking some form of vitamin or mineral supplements. Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,008 adults aged 18+, sought to understand which vitamins and minerals are most used and where consumers are purchasing these products.
Females (64%) and those aged 25-34 (68%) are most likely to be currently consuming vitamin and mineral supplements. Multi-vitamins are most popular, with just over 1 in 5 (22%) adults currently consuming, ahead of Vitamin D (18%), Vitamin C (16%) and Cod Liver Oil (13%).
Pharmacies are the key point of purchase for these vitamin and mineral supplements, with over four in 10 (43%) who are currently consuming these products purchasing them in a pharmacy. Holland & Barrett is performing well, with a quarter (25%) purchasing their vitamin and mineral supplements there.
Seeds are also proving to be extremely popular at the minute. with almost four in 10 (37%) adults currently consuming seeds. Sesame Seeds (22%) are marginally ahead of pumpkin seeds (20%) in popularity, with chia seeds (18%) and flaxseeds (15%) also proving to be popular. Grocery retailers command a higher proportion of market share when it comes to the purchase of seeds than we have seen for vitamins and minerals. Tesco (38%) lead in terms of outlets where seeds are currently purchased, with Aldi (34%) and Lidl (24%) in second and third place respectively.Holland & Barrett (22%) are closely matched with both Dunnes Stores (22%) and SuperValu (22%) in terms of overall purchase levels.
For further information and more in-depth analysis in relation to consumer spending on vitamins and minerals, as well as their behaviour in relation to overall consumption and their perception of the benefits being derived from these products, please contact Robbie Clarke at Empathy Research: [email protected]
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