Sirius Snapshot: Vitamins Seasonality Analysis

Key Findings:

1. High Overall Seasonality: The vitamins category shows strong seasonal fluctuations, with peak sales in January and lowest sales in August. This pattern is largely driven by winter health concerns, cold and flu season, and New Year’s resolutions.
2. Vitamin D Dominance: Vitamin D exhibits the highest seasonality among all sub-categories, with a primary peak in January and secondary peaks in October-November. This trend closely aligns with reduced sunlight exposure during UK winters.
3. Moderate Seasonality Group:Vitamin C, Multivitamins, and Vitamin B-Complex display moderate seasonality, with peaks coinciding with the onset of cold and flu season and winter months.
4. Varied B Vitamin Patterns: While the overall Vitamin B category shows moderate seasonality, individual B vitamins display diverse patterns, suggesting different use cases and consumer behaviours.
5. Prenatal Vitamins Cycle: Prenatal vitamins show a unique seasonality pattern, potentially linked to birth patterns and family planning trends.

The report suggests several strategic implications for industry players: