Exploring Brand Equity and CEO Connection in the UK Supplement Market


Delving into the UK's multi-vitamin/mineral supplement market, we aimed to gauge Vitabiotics' brand equity among consumers. We sought to understand overall opinion and assess various brand attributes. Additionally, we aimed to explore the impact of linking Vitabiotics to its CEO, Tej Lalvani, on consumer perceptions.


We conducted a 10-minute online survey among 2,000 UK adults who regularly purchase vitamin/mineral supplements (at least every three months). The survey covered category attitudes and behaviour, purchase drivers, brand awareness, perceptions, and more.


Our comprehensive report unveiled the Vitabiotics brand's strengths and advantages compared to its competitors. We recommended effectively communicating CEO Tej Lalvani's association with the brand to raise awareness. Furthermore, we discussed the potential impact of this connection on Vitabiotics' brand opinion, trust, quality perceptions, value for money, and purchase likelihood.



Our detailed report identified the strengths and advantages that the Vitabiotics brand exhibits over its competition, and our recommendations discussed how best to communicate CEO Tej Lalvani’s link with the brand, in order to raise awareness, including what effect that would likely have on Vitabiotics’ overall Brand Opinion, Brand Trust, Quality Perceptions, VFM and, subsequently, Purchase Likelihood.