Some customers may be keen to build up their immunity before the winter months arrive

With the children back to school and acquiring every bug around, pharmacies can predict that sales of vitamins: especially anything marketed as improving vitality, will be popular in the coming months. It’s not only the threat of constant colds that sets up autumn as a good month to stock up on energyboosting supplements – the slow decline of sunlight towards winter saps energy and can cause many a tired consumer to spend time perusing the supplement shelves for an antidote to their constant tiredness.

The topic of immunity may even be on people’s minds more this winter, after reading almost daily about the troubles with the Ebola outbreak overseas. While it’s not a threat that is likely to reach the UK, it has been reported that a strong immune system can help repel the virus in its first stages, which reduces the chance of the disease developing to the serious second stage.

Vitamins and dietary supplements as a whole don’t seem to be losing any of their popularity; sales are expected to reach £786 million in the UK by 2018 with annual growth of one per cent. One of the key drivers of growth in the sector is likely to be consumer awareness about the role of supplements as part of a balanced, healthy lifestyle, so how can pharmacy capitalise on this and help consumers make the correct choices? Autumn is the time to start building up immunity as it takes up to three months for the body to build adequate levels of certain micronutrients, says vitamins manufacturer Vitabiotics. However, a healthy immune system is a good indicator of overall health and should be of utmost importance all year round. ‘Immunity boosting is especially important during colder months and many people start preparing their bodies once summer is over.’

‘Our ranges are supported by extensive consumer press advertising throughout the year. As a seasonal product, the frequency of Immunace advertising is increased over the autumn and winter periods when the product is most relevant and experiences highest sales. ‘Vitabiotics multivitamins, such as marketleading Wellman and Wellwoman offer all-round nutritional support, with nutrients like zinc, copper and selenium, which contribute to the normal function of the immune system. For specialist support, our supplements range also includes Immunace, Immunace Extra Protection and Echinacea. Immunace formula includes vitamin D, zinc and selenium that contribute to the normal function of the immune system. Immunace provides a daily source of vitamin C, which is not produced or stored by the body. Immunace Extra Protection offers additional extra strength vitamin D plus vitamins C and E, which contribute to the protection of cells from oxidative stress. It also provides specialist ingredients such as natural lycopene, l-carnitine, resveratrol, astaxanthin, alpha lipoic acid and others.

‘Vitabiotics also offers THR certified Echinacea tablets, a traditional herbal medicinal product used to relieve symptoms of common cold and influenza type infections. Exclusively based on longstanding use as a traditional remedy, echinacea is one of the most well-known and popular herbal remedies, especially during colder months.’

Autumn is the time to start building up immunity as it takes up to three months for the body to build adequate levels of certain nutrients

Plan for winter

Sharon Morey, a nutritionist from Quest Vitamins, believes that pharmacies are in a perfect position to help people understand the importance of building a healthy immune system in time for the onslaught of winter illnesses. The importance of prevention when it comes to health is recognised by health professionals and there is a shift within the NHS away from just focusing on sickness towards prevention and wellness in an effort to manage long term medical conditions.

‘Community pharmacists can play an important role in this shift by offering a range of preventative products to support immune health in the lead up to the cold and flu season – a vital, strong immune system reduces the chance of falling prey to opportunistic bugs. Some key nutrients for the normal function of the immune system are vitamin D, zinc, selenium and copper. Other supporting players include beta glucans and probiotic bacteria,’ she explains.

Quest’s Immune Biotix is a combination of seven ingredients that have been scientifically proven to support the immune system, such as aged garlic extract, vitamin D, beta glucans and lactobacilli bacteria. Immune Biotix has a DR Caps delivery method, which ensures that the supplement is released in the small intestine where it is best absorbed for optimal health benefit.

Part of the company’s mission is to help increase awareness amongst the general public on the benefits of taking nutritional supplements.

Ngaire Mitchell, brand manager for Spartone at Nelsons, believes that pharmacists’ expertise puts them in the perfect position to be able to help anyone who comes in looking for advice on immunity and vitality. ‘Pharmacists play a key role when it comes to helping consumers who are seeking treatment and advice regarding immunity and vitality – simply because they are specialists,’ she explains.

‘Pharmacists can develop their role by giving advice tailored to customers’ specific needs. It is important that the shopper feels they come way from the experience with more knowledge – education and advice is as important as getting the right product.

She adds: ‘Pharmacists have an opportunity to upskill themselves to be better able to help their customer understand which products can help them achieve their diet and nutrition goals. By offering tailored nutritional advice, pharmacists can play an important part in helping consumers maintain a healthy lifestyle through the winter months.’

Ms Mitchell suggests that keeping up-to-date with produce developments and the latest in natural healthcare can help both pharmacies and their customers. ‘Pharmacists can promote natural healthcare by telling customers about the benefits of natural products. Spatone, for example, can help maintain healthy iron levels.’

Stress is a major vitality sapper and affects the immune system, so anything that can help reduce stress levels before they have an effect on health has to be good. A new product launch from Rescue promises just that, and is available for pharmacies looking to support stressed consumers.

According to Rescue UK Senior Brand Manager Jane Lefever, ‘Our convenient spearmint chewing gum is targeted at busy women who want to keep calm on-the-go. Launching new Rescue Spearmint Chewing Gum will offer our existing customers another convenient Rescue format. Mint is the leading flavour of chewing gums and the introduction of a new, refreshing spearmint gum will further grow the brand through 2014 and beyond.’ Rescue claims 54 per cent share of total UK category.

2014 has seen supplement brand Redoxon, 80 years old this year, re-launched by Bayer with new packaging and new products added to the existing range. The addition of Redoxon Immune Support to the range, a multivitamin and multi mineral offering that brings together all the essential vitamins and minerals needed by the body everyday to maintain a healthy immune system, which includes vitamin C, zinc and selenium.’

The brand says that the new product aims to give consumers an everyday solution that can also help the pharmacy extend sales outside of the core immune season. 

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