Each month, we release the ASK BOSCO® Index league table for a specific retail category. This involves evaluating the “credit score” or digital presence of leading retailers in the category and comparing their performance using our competitive benchmarking tool. This month, we turned our focus to the vitamins and supplements industry—a rapidly growing sector, especially as consumers prioritize health and wellbeing heading into the new year.
The Competitive Benchmarking feature within the ASK BOSCO® platform allows you to see how your website’s online presence measures up against your closest competitors.
What does the vitamin and supplement sector look like?
In 2023, the UK’s supplements market was valued at approximately £3.13 billion and is projected to grow by 10% reaching around £5.9 billion by 2032. The industry is seeing a strong shift towards personalized nutrition, driven by consumer demand for tailored health solutions. Companies are increasingly offering subscription-based services that provide custom supplement packs based on individual health goals, lifestyles, and genetic data. Here’s the headlines from this year:
Plant-based and preventative health focus
There’s a growing preference for plant-based, organic, and clean-label supplements, aligning with consumer preferences around natural ingredients. Plant proteins, herbal remedies, and natural multivitamins are gaining traction.
Consumers are prioritizing immunity-boosting and preventative health products, especially post-COVID-19, leading to increased demand for supplements containing Vitamin D, C, Zinc, and probiotics.
E-commerce growth
Online sales dominate the market, boosted by convenience and subscription models. Direct-to-consumer brands and health-focused marketplaces are capturing a significant share.
Projections for 2025:
Technology integration
Expect more AI-driven personalization in products and virtual consultations. Wearable health tech may also play a role in recommending real-time adjustments to supplement regimens.
Expansion of functional foods and sustainability
The line between food and supplements will blur further, with fortified snacks, beverages, and meal replacements integrating targeted nutrients.
A heightened focus on sustainable packaging, ethically sourced ingredients, and carbon-neutral manufacturing processes will be key differentiators for brands.
Increased regulation
As the market grows, governments are likely to introduce stricter regulations to ensure safety and efficacy, which may reshape product development strategies.
Overall, the vitamin and supplement sector is set for continued innovation, with a strong emphasis on personalization, sustainability, and integration with broader health tech trends.
What is the ASK BOSCO® Index?
Curious about how your brand stacks up against the competition online—and how to outpace them?
The ASK BOSCO® Index, part of the Competitor Benchmarking section in our platform, is your go-to tool. It measures your digital presence and evaluates the impact of your SEO, paid search, website health, and other marketing efforts.
Unlike traditional metrics that focus solely on marketing budgets, the ASK BOSCO® Index takes a holistic view. It analyzes your performance across both paid media and organic traffic, using data from trusted third-party sources to provide a comprehensive and accurate assessment of your online presence.
So, what’s a good ASK BOSCO® Index score? Scores range from 0 to 1000, with the average for brands and retailers hovering around 500. A higher score signals stronger online performance. Think of it as your digital marketing “credit score.” The closer to 1000, the better you’re doing as a retailer online!
Here’s how we scored the top 10 vitamin and supplement retailers
Who topped the vitamin league table?
Holland & Barrett
At the start of this year, the company launched a £4 million campaign titled “Get Your Year Off to a Glowing Start.” This initiative encourages consumers to prioritize health and happiness by showcasing simple changes to support overall wellness, such as boosting immunity and enhancing mental performance. The campaign included TV adverts, digital content, and a partnership with The Guardian, emphasizing gut health and offering personalized nutrition plans through consultations with qualified nutritionists. We suspect this will be something they continue heading into the new year, after releasing their Wellness Trends Report for 2025.
Ending the year on a high, Holland & Barrett have introduced its highest-value beauty advent calendar to date, priced at £45 with contents worth over £219. The calendar features 25 days of vegan-friendly beauty and wellness products, including 16 full-sized items from brands like H&B Biotin, VitaSkin, Evolve, Dr Organic, and Weleda. This offering aims to provide customers with a luxurious self-care experience leading up to Christmas.
Holland and Barrett topped both of our SEO (785) and Paid Search (794) categories, they performed particularly well in driving traffic to their website through paid search activity and through their SEO work.
Bassetts Vitamins
In September 2024, Bassetts Vitamins appointed Tin Man to handle UK consumer public relations. The agency is tasked with developing creative campaigns, managing press relations, and executing an influencer program to promote Bassetts’ “vitamins for people that don’t do vitamins” positioning and to introduce new products for the cold and flu season. Bassetts performed the best in our Website Health category with a score of 714, encouraging for customer’s who are looking to invest in vitamins as their website loads quickly, and is optimised for search engines.
Want to know more?
If you’d like to know more about the ASK BOSCO® competitor benchmarking feature and find out where your brand sits on our league table rankings, simply get in touch with us at team@askbosco.com – we’d love to hear from you.
