The UK food supplements market is thriving, with around 59% of the adult population—equivalent to about 38 million people—taking vitamins, minerals, or other supplements regularly. This is a 4% increase in recent years, highlighting growing interest in health and wellness. The most popular supplements include multivitamins, fish oils, vitamin C, and omega-3s.
If you’re looking to market food supplements in the UK, understanding the regulatory landscape and consumer behavior is crucial. Here’s a guide that includes industry statistics and the do’s and don’ts of marketing.
Wondering what counts as a food supplement?
EFSA defines a food supplement as a concentrated source of nutrients (i.e. minerals and vitamins) or other substances with a nutritional or physiological effect that are marketed in “dose ” form (e.g. pills, tablets, capsules, liquids in measured doses).
The Do's of Marketing Food Supplements
- Stay Within Approved Health Claims: All marketing materials must adhere to EU and UK regulations regarding health claims. The UK relies on the EU’s Nutrition and Health Claims Regulation (NHCR), which provides a library of approved claims. These include benefits like “supports the immune system” for vitamin C or “contributes to normal bone health” for calcium. Make sure all claims on your product are in this library to avoid legal issues.
- Use Influencers Effectively: Influencers can showcase your product and demonstrate how they use it. They are allowed to show the packaging, but the health claims must be in line with approved guidelines. Influencers help to humanize brands and build trust with specific demographics, such as fitness enthusiasts or busy professionals seeking energy boosts
- Target Specific Health Concerns: Marketing should focus on what people are most concerned about. For instance, immunity and bone/joint health are top reasons for taking supplements, especially for older demographics. Additionally, younger adults might be more interested in supplements that boost energy and mental performance
- Educate Healthcare Professionals (HCPs): While HCPs cannot endorse specific brands or make claims on unapproved health benefits, they are still key in guiding consumer decisions. They can discuss the general benefits of supplements but must avoid promoting any specific product or showing packaging that contains claims not on the approved list
The Don'ts of Marketing Food Supplements
- Avoid Unverified Health Claims: It is illegal to make health claims that are not pre-approved by the NHCR. For example, saying that a supplement “cures” or “prevents” a disease is not allowed. Stick to approved functional claims like “helps maintain” or “supports” specific body functions.
- Don’t Target Vulnerable Groups with False Promises: Some audiences, such as those trying to lose weight or manage specific health conditions, may be more susceptible to misleading claims. Ensure your marketing is responsible and avoids overpromising results, as this can erode trust
- Do Not Mislead Through Packaging: Brands must ensure that the packaging of food supplements doesn’t exaggerate benefits. Even the images or designs on the pack should not imply health outcomes that are not approved by the regulatory authorities
- Don’t Overlook Consumer Trust: UK consumers tend to trust supplements bought from reputable retailers and are cautious about purchasing from unknown or “dodgy” sources. Building trust through transparency and certifications (e.g., from the HFMA) can bolster your product’s credibility
The Role of HCPs and Influencers in Food Supplement Marketing
Healthcare professionals can discuss the general role of supplements in a healthy diet but are restricted from promoting brands due to the potential influence on their patients. They cannot display packaging or make brand-specific claims.
In contrast, influencers, as part of digital marketing, are allowed to show the packaging, and this has become a popular channel for marketing food supplements.
Conclusion
The food supplement market in the UK is both highly regulated and competitive. Success lies in balancing creativity with compliance, ensuring that all health claims are substantiated and avoiding misleading marketing. By tapping into influencer marketing and ensuring that HCPs understand their role in recommending supplements, brands can effectively navigate the regulatory landscape while connecting with health-conscious consumers.
By understanding consumer motivations, staying compliant with health claim regulations, and using influencer marketing wisely, you can grow your presence in the UK’s booming supplements market.
