Vitamin D has overtaken vitamin C as Britain's favourite single vitamin supplement. Last year saw a 7% increase in vitamin D usage and today it is used by 33% of vitamins, minerals and supplements (VSM) users. The data was revealed by Mintel whom also noted that overall supplement sales have gone up as dieters look to fill nutritional gaps.
Vitamin D usage increased in over 35's
Usage of vitamin D has increased for all age groups but it is the 35-54 age group that is the biggest driver - their usage rose 13% in one year.
According to the research, Britain's top 5 single vitamin supplements are as follows:
- Vitamin D (33%)
- Vitamin C (27%)
- Vitamin B complex (15%)
- Vitamin A (12%)
- Vitamin E (10%)
Other long term favourites include cod liver oil, calcium, iron, magnesium, and zinc.
People are now far more proactive about their own health
Both among consumers and in the public arena there is an ongoing focus on health and people are far more proactive towards their own well being. This interest in health combined with an ageing population will continue to drive vitamin and supplement sales, with vitamin D being particularly popular due to the health benefits it brings during winter months.
Lifestyle choices also affect sales, with many people these days opting for vegan, vegetarian and flexitarian diets. The trend towards meat reduction diets could explain increase in people taking iron supplements for example. In other words people are looking to fill the iron gap left by reducing or eliminating meat from their diets.
The biggest increase for calcium was seen amongst 25-34 year olds and this could be linked to the growing focus on plant based foods both in terms of vegan diets and the large numbers now excluding dairy.