Half of us are popping a daily dose of vitamins
ALMOST half of Britons take a daily vitamin or supplement despite research questioning their value.
The number of health-conscious daily users has jumped by 5 per cent to 46 per cent in the past year, a study shows.
Sales of vitamins and supplements increased 2 per cent between 2014 and 2015 to £414million. This year sales are set to increase a further 2 per cent to £421million, says the study by consumer analysts Mintel.
While 46 per cent of the population pop the pills on a daily basis, occasional use is put at 65 per cent.
Vitamins marketed at particular groups such as women, children or the over-50s, with claims of specific benefits, are selling especially well in the face of research from a variety of sources questioning the value of the pills and potions.
Research published by Which? in the summer said there was ‘no robust evidence’ to support claims that various products containing Ginkgo biloba, vitamins B and D and fish oil could boost brain power or help stave off dementia.
In Britain, parents are advised that children aged six months to five years should be given supplements in the form of drops which contain vitamins A, C and D. Folic acid supplements are recommended for women who may become pregnant.
Beyond that, the official NHS advice is that most people can get all the vitamins and minerals they need by eating a healthy, balanced diet.
Jack Duckett, senior consumer lifestyles analyst at Mintel, said: ‘Vitamins and mineral sales continue to be propelled by consumers’ emphasis on health and wellbeing, leading people to take a more proactive approach towards their health.’
Sales of women’s supplements account for the largest share of the sector aimed at specific groups, up by 2.5 per cent to £55million in the year to May.
The men’s vitamins and supplements market is comparatively small but saw some of the biggest growth, with the value of sales rising 29 per cent to £11million over the same period.
Despite this, male non-users – 53 per cent – are among the most likely to reject supplements on the basis they do not believe they need them, compared to 44 per cent of women.
A third of women users say they began taking supplements on a health practitioner’s recommendation, compared to one fifth of men.
Mr Duckett said: ‘Whilst men continue to be less likely to use vitamins or supplements than women, the proportion of men taking vitamins on a daily basis has increased significantly, illustrating men’s increased engagement with their health and personal care.’
‘Eat a healthy balanced diet’