Retail Intelligence

Vitamins Prove Popular With Over Half Of Irish Consumers

By Publications Checkout
Vitamins Prove Popular With Over Half Of Irish Consumers

According to the latest Consumer Insights report from Empathy Research, just over half (52%) of Irish consumers buy/take vitamins. This is predominantly driven by females (59%), with males less likely to buy/take vitamins (44%).

Of those who buy/take vitamins, over half (55%) take them every day, while a further three in ten (31%) take vitamins a few times a week. Looking at this by age, older age groups are also more likely to take vitamins daily compared to younger age groups; 18-24 years (18%), 25-34 year (52%), 35-44 years (54%), 45-54 years (65%) and 55+ years (69%).

Two fifths (40%) of Irish vitamin buyers purchase their vitamins from supermarkets most often, while one in three (33%) indicated they prefer to buy vitamins in pharmacies most often.

Fewer than 1 in 4 (24%) vitamin buyers purchase vitamins from a health food store most often. This is predominantly driven by those with no children (29% vs. 17% with children).

Two in five (40%) vitamin buyers also say they prefer to buy mainstream brands of vitamins over own-brand products. Both male (40%) and female (39%) buyers appear to be of equal agreement here.


Those who buy vitamins from a pharmacy (48%) or a health food store (41%) most often are significantly more likely to purchase mainstream brands compared to those who buy vitamins from supermarkets (30%). More than a quarter (28%) of vitamin buyers indicated that they typically by store own brands of vitamins and the remaining 32% of vitamin buyers purchase a mixture of both.

Price and promotions appear to be important driving factors when buying vitamins, with almost half (47%) of vitamin buyers indicating they only buy branded vitamins if they are on special offer. Trust is also a key driver, with a similar level (46%) of buyers saying they only buy vitamins from brands they recognise.

Click here for more information from Empathy Research

© 2015 - Checkout Magazine by Niall Swan.

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