Keyword count within one cell

[pHil.PTI]

So I am trying to determine the frequency of specific keywords within a cell containing marketing language to help understand product positioning. The example below is somewhat rudimentary but all formulas I've found thus far will only tell me whether "vitamin" is present or not. How do I get the formula to count "3" for the example below?

I don't care about words within words OR it being case sensitive.

Many, many thanks.
Phil

A1: "Product contains vitamin A, vitamin C and vitamin D."
B1: vitamin
C1: Formula??

 

[pgc01]

Hi Phil
Welcome to the board

Try:

=(LEN(A1)-LEN(SUBSTITUTE(A1,B1,"")))/LEN(B1)

 

[shg]

Maybe ...

=(len(a1) - len(substitute(A1, "vitamin", ""))) / len("vitamin")

 

[pHil.PTI]

Thanks for the warm (and quick) welcome!

We are close to the formula... but what we have thus far is case sensitive. What would be the workaround?

 

[shg]

=(LEN(A1) - LEN(SUBSTITUTE(lower(A1), lower(B1), ""))) / LEN(B1)

 

[pHil.PTI]

Thanks SHG. I plugged it in across the workbook and it works like a dream!!

Cheers
Phil