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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.”

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About the Author

Jim Manson

Editor-in-chief
Jim Manson is Editor-In-Chief of Diversified Communication UK's natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, Time Out and World Bank Urban Age.

Articles by Jim Manson
Jim Manson
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