Vitabiotics owns eight of the UK's biggest brands in the nutritional supplements space. What business qualities and methods have led to that success?
When Vitabiotics was founded in 1971, vitamins were not considered for therapeutic effect beyond things like vitamin C for scurvy. We were one of the first to build specific categories within the vitamin industry, like supplements for men, women, pregnancy and joints. For example, we had a menopause supplement at a time when HRT was seen as the only treatment, and retailers were sceptical.
Since then, a lot of research has shown the benefits of vitamins.
We base our formulations on that research and conduct clinical trials on our products to demonstrate efficacy.
In many countries, our products, like Wellman, Wellwoman, and Pregnacare, are even prescribed by doctors. Today, we have a 28% market share for branded vitamin supplements in the UK, nearly three times larger than our nearest competitor.
What are some of the most compelling results from Vitabiotics’ clinical trials?
Our Pregnacare Conception clinical trial showed it more than doubled the chance of pregnancy (ongoing pregnancy rate) and significantly reduced the number of IVF attempts needed—results that were published in the Reproductive BioMedicine Online. Another trial published in the British Journal of Nutrition showed Pregnacare not only significantly improved nutritional status in mothers but reduced the number of babies who were clinically small for gestational age.
A 48-week trial on 481 HIV patients with our Immunace supplement, conducted with the London School of Hygiene and Tropical Medicine, showed an over-50% reduction in mortality rates in those with the lowest CD4 counts. These results, published in the journal AIDS, are significant – though UK regulations prevent the making of such claims unless the product is classified as medicine.
How is the segment for teen and children’s wellness products evolving, and what is Vitabiotics doing in this space?
Teenagers are an interesting and growing market, particularly as their diets are historically poor. We conducted a clinical trial with the University of Oxford and the Robert Clack School in London on teenagers aged 13–16, that showed that our Wellteen supplements improved student behavior according to the validated Conners Comprehensive Behaviour Rating Scale.
Parents today are more concerned about their children’s nutrition. Previously, most children’s supplements were sugary liquids, gummies or basic formulas with only two or three nutrients. We introduced Wellbaby, a liquid supplement combining a range essential vitamins and minerals, which is now the number one baby vitamin. We have also partnered with leading children’s brands like Disney, Marvel, and Peppa Pig for our Wellkid range. These partnerships combine trusted and iconic children’s brands with high-quality nutrition, which resonates well with parents in today’s market.
One of Vitabiotics’ new products in the pipeline is the Neuromind gummies supplement which will be aimed towards gamers. How did this come about and what are the needs of consumers in this niche?
Nutrients that improve mental focus or behaviour are an exciting area of research. Currently, the Neuromind tablet and “Plus” versions focus on people in their 50s, 60s, and 70s who want to maintain memory and cognitive function. We see significant potential in extending this to younger consumers, particularly students and gamers, who value sharp reaction times and mental focus. We will be launching the Neuromind gummy format in a few months.
Why is it not more common for nutrition companies to partner with institutions for research, when we know that consumers want science-backed products?
Collaborating with leading institutions does present barriers to entry. First, it requires significant in-house expertise to design the right protocols and find researchers willing to conduct the trials. Second, the costs can be very high, particularly for double-blind, placebo-controlled trials, which also require ethics approvals. It takes time, money, and commitment. Many companies prefer simpler routes, like consumer surveys, advertising or promotional marketing, because clinical trials are a major investment. Our partnerships with institutions to conduct rigorous trials help us to stand out.
How can social media help or harm credibility in the health and nutrition sector?
Social media has an important role, but it can blur the lines in terms of claims that are made, which can go undetected. Unlike websites, where advertising standards regulators can monitor content, social media is instantaneous—it can disappear quickly, yet still reach its target audience. It is essential for companies to stick to regulations to avoid damaging trust in the industry.
We do a lot of social media, and we outperform many of our competitors in content generation and user-generated content. We also work with brand ambassadors. For example, David Gandy has been taking Wellman since his 20s, and we also collaborate with sports personalities like cricketers James Anderson and Virat Kohli.
What are some key considerations when launching supplements products across different geographies and in new markets?
The supplements industry is very fragmented globally, with different market leaders in Germany, France, or elsewhere. Replicating success internationally is challenging. You need to adapt to each market’s approach—whether through medical promotion, consumer marketing, or hybrid models—and navigate regulatory barriers which determine how a product can be presented and what you can say about it. In terms of Vitabiotics’ biggest growth markets, the Middle East is very strong for us. We are the number one vitamin company in the UAE, Saudi Arabia, and Egypt, where much of our success comes from the support of the medical community and prescription generation.
When entering a market, we identify underserved segments where we can add value. It is about understanding the life stages of customers, focusing on a specific category or niche, building that relationship with the customer, then accelerating growth once it clicks. For example, most women start taking vitamins during pregnancy, and once they have built trust our Pregnacare brand, may transition to other products like Wellbaby, Wellkid, Wellteen, and even Wellman and Wellwoman as they age.
How does Vitabiotics engage with the Chinese and U.S. markets?
Initially in China, we tried a distributor model, but it was not working, so we pivoted to cross-border e-commerce. We launched with Alibaba’s Tmall Global platform and built a local team to focus our marketing on Chinese social media channels like WeChat, Weibo and Red. Today, we have 14 flagship stores across platforms including JD, Kuaishou, Douyin and of course Tmall. British heritage resonates strongly with Chinese consumers, especially with our Queen’s Awards for innovation and International Trade. We are likely to become the first British company to achieve Blue Hat registrations in China, which will allow us to sell products offline and in stores locally.
The US is a very interesting but highly competitive market. Each state is like its own country when it comes to building a brand, and the terrain can be unforgiving - it is often called the “graveyard” for British companies. We are currently selling on Amazon in the U.S. to test and learn which products and categories resonate with American consumers. We are gathering some valuable data, but the key is building trust with consumers first.
Which trends do you see moving the supplements market in 2025?
Digestion—like enzymes and probiotics—offers significant opportunities. Segmenting probiotics into categories, such as children’s or pregnancy probiotics, is particularly interesting. Formats also play a role; we are seeing a growing trend towards gummies and other food-based formats. For example, the company Rheal Foods has done very well by creating clean greens, superfood powders, and even mushroom coffee—niche products in sachets or powder formats that consumers can easily use in shakes or meals. The industry is constantly growing and innovating which is what makes it exciting, as people will always be interested in new ways to look after their health.
