Vitamin D has overtaken vitamin C as the UK’s most widely used single vitamin according to a new research published by Mintel.
According to the market research analysts, usage of vitamin D has risen a glowing 7 percentage points in the last year, and today it is used by 33% of VMS users, up from 26% in 2017. The rise in vitamin D usage saw it overtake vitamin C in 2018, to become Britain’s most popular single vitamin supplement. While usage has ticked upwards for all age groups, it is 35-54-year-olds who are the main drivers, with usage rising from 22% in 2017 to 35% in 2018 among this group.
Britain’s top five single vitamin supplements are vitamin D (33%), vitamin C (27%), vitamin B complex (15%), vitamin A (12%) and vitamin E (10%). Meanwhile, well over half (56%) of VMS users take multivitamins.
Over the past year, six in ten (59%) Brits have taken VMS. Around one in three (34%) take VMS daily, with women (38%) considerably more likely than men (29%) to do so. Only a quarter (26%) of all Brits have never taken VMS.
Vitamin D has proved to be a star performer in the sector, with its health benefits during the winter months continuing to be a popular topic
Sales of vitamins and supplements are estimated to total £442 million for 2018 – a rise of 6% from £417 million in 2013. The sector is predicted to see a steady rise in value sales over the next five years, with the market forecast to grow a healthy 8% (over five years) to reach £477 million in 2023.
The survey’s findings are drawn from as poll of 2,000 internet users (aged 16+) carried out in June 2018.
Anita Winther, Research Analyst at Mintel, says: “The ongoing focus on health, both among consumers and in the public debate, is seeing people take a more proactive approach towards their wellbeing. The interest in health is expected to be a major driver for vitamin, minerals and supplements sales, while the ageing population should continue to drive growth in the over-50s segment. Vitamin D has proved to be a star performer in the sector, with its health benefits during the winter months continuing to be a popular topic. This will have undoubtedly helped boost usage, raising its profile among Brits.”
