Vitamin and supplement sales soar 8% as Brits invest in immune health during Covid-19

Sales in the vitamins and supplements sector is predicted to grow 8% this year, reaching a market value of almost £500 million, as health conscious Brits dose-up their vitamin intake during the coronavirus pandemic, according to new research from market analyst Mintel.

A quarter (24%) of consumers have taken more vitamins, minerals and supplements this year as a result of the Covid-19 pandemic, with immune health now a priority, the report found. More than a third (36%) take them to strengthen their immune system and around one in seven are using them to improve their mood (15%) and combat stress (13%). 

“Undoubtedly, consumers are more worried about their health following the outbreak of Covid-19, and are seeking out preventative measures in the long term, including taking vitamins and supplements,” said Emilia Greenslade, Mintel’s OTC and personal care analyst, UK. 

The vitamins and supplements market is reaching a value of £494m and it shows no signs of waning, set to top the half-billion pound mark (£515m) in 2021 and reach £559m in 2025 – a 13% increase in sales from 2020.

Find out how to personalise skin supplements for your salon clients. 

Which vitamin is most popular with Brits?

Vitamin D is the most popular supplementation among Brits. Sales in the vitamin have increased 8% in the past 12 months (June 2019–July 2020), and is now taken by 38% of vitamin, mineral and supplement users – a figure that’s up from 30% in 2019. 

Brands have also been responding to customers appetite for vitamin D with a 20% increase in new products containing it from January to August 2020, the report found. 

“Government advice may have also impacted usage, with the Government advising that people consider taking a daily supplement containing 10 micrograms of vitamin D as social distancing sees people spend fewer time in the sunlight and more time indoors,” added Greenslade.

Vitamin C supplements also grew marginally during this time period, from 28% to 29%, while usage of other single vitamins – vitamin B complex, vitamin A and vitamin E – declined.  

Mintel commissioned this consumer research to assess the usage of and behaviours towards vitamins and supplements. The research was carried out among 1,978 internet users aged 16 plus in July 2020.   

Have you noticed an increase this year in clients taking supplements? Comment below.