As the nation struggles through the gloomy Winter days, the sales of Vitamin D have risen and for the first time “the sunshine drug” has topped the top selling single vitamins chart.
In their latest report, Mintel retail analysts said 56 per cent of those who use supplements take a multivitamin. Of those who take a single supplement, 33 per cent take vitamin D, 27 per cent vitamin C, 15 per cent vitamin B, 12 per cent vitamin A and 10 per cent vitamin E.
Mintel found that vitamin D usage has ticked upwards for all age groups, but the biggest change was among those aged 35-54 with a rise from 22 per cent to 35 per cent.
Vitamin D is important for keeping bones, teeth and muscles healthy. It is also said to ease depression, help reduce inflammation, ward off viruses and even halve the risk of severe asthma attacks. Worryingly, a lack of vitamin D has been associated with a return in rickets among children.
Anita Winther, Research Analyst at Mintel, said: “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.”
In addition to emerging positive research results, highlighting the benefits of this famous nutrient, and popular social campaigns such as Vitamin D Awareness Week,, it’s also the advice coming from medical experts that might have boosted the sales. The NHS says Britons do not get enough vitamin D from sunlight between October and early March and encourages people who do not get enough of this nutrient from diet to supplement its intake during the Autumn and Winter months.
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