Male consumers drive supplements market

According to a new Mintel report Vitamins and Supplements UK (September 2013), while women, the elderly and those with young children consume the most vitamins and supplements, men are becoming more aware of their health and appearance and this is driving the sector’s performance.

38% of men are using vitamins and supplements on a daily basis, and 2012 saw a 25% growth in value of supplements aimed at men, reaching £5.1 million compared to £4.1 million in 2011. The figures suggest, says Mintel, that this demographic has enormous potential.

The reasons cited for vitamin use by men include boosting health in general (56%), maintaining healthy bones (25%), heart health (22%), improved appearance (17% and improved brain function and memory (22%).

Overall, 42% of UK consumers use vitamins/supplements, and women are at the top of the list with 46% taking them daily