33% of Brits take vitamin D supplements daily

Vitamin D is now the most popular single vitamin supplement taken by Brits, with usage increasing by 7% in the past year.

According to research by market analyst Mintel, vitamin D is now taken daily by 33% of vitamin, minerals and supplement (VMS) users, up from 27% in 2017, overtaking vitamin C in the popularity stakes. The 35 to 54-year-old age group is the main driver behind the boom, with vitamin D supplement usage among these people rising from 22% in 2017 to 35% in 2018, the report found.  

The other four most popular single vitamin supplements taken by Brits are vitamin C (27%), vitamin B complex (15%), vitamin A (12%) and vitamin E (10%). 

Sales of vitamins and supplements are estimated to reach £442 million this year, a 6% increase from £417m in 2013, and the market is forecasted to reach a staggering £477m by 2023, said the analyst. 

“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,” said Anita Winther, research analyst at Mintel.

Over the past year, more than half of Brits (59%) have taken VMS, with around one in three (34%) ingesting a supplement daily. The research also showed that women (38%) are more likely to invest in vitamin supplements than men (29%), while only a quarter of Brits have never taken any VMS.