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The pandemic has shifted consumer attitudes towards health, with preventative measures gaining popularity, and supplements seeing a spike in sales. Recent IRI data shows that vitamins, minerals and supplements (VMS) have maintained the popularity sparked by the outbreak of Covid-19.
The VMS category is now worth £634.8 million, with numbers of new shoppers entering the category peaking in February 2021. Multivitamins represent the biggest market share at 46 per cent and still growing. However, Vitamin D is showing the strongest growth in the category, according to Kantar data for year to October 2021.
Overall, sales of natural health foods, vitamins and supplements are up nearly 20 per cent on two years ago (pre-lockdown), says Health Food Manufacturers’ Association executive director Graham Keen. “The most recent data suggests a slowing down in the rate of this increase, but the numbers are still very positive,” he says. “Sales of natural health products, which mainly comprise vitamins and supplements, reached an all-time high in 2021. Lockdowns encouraged many people to consider and take up supplementation, and many consumers were increasingly recognising the value of investing in their health naturally.
“As we emerge from the pandemic, it’s clear that food supplements, and their vital role in supporting the immune system, have been embedded in many consumers’ wellness routines, and this is reflected in the continued very positive sales data. I certainly expect this upward trend to continue.”
Positive outlook
Research suggests that the pandemic-inspired quest for better health continues to affect the energy products market, according to Pro Plus, which reports increased consumer demand for healthier alternatives to improve struggling energy levels.
Samantha Ross, brand manager for the Pro Plus range at LanesHealth, comments: “Over the past two years, consumers of all ages have been reaching for energy products to enhance their physical and mental performance. Today’s health conscious consumers desire energy products that provide long-lasting, continuous energy, without any negative side effects.”
To cater to this demand, the company has launched Pro Plus Ultra, which contains slow-release caffeine. Ms Ross says this differs to other products on the market by providing a sustained release of energy, “helping to reduce tiredness and fatigue without unwanted highs or lows”.
According to Skye Walter, marketing manager for Bassett’s Vitamins, the pandemic had driven particular demand for multivitamins, with consumers looking for products that can support their health generally. In terms of outlook for the coming year, she says: “As more people are looking to proactively take care of their everyday health and buying into the category, now, more than ever, efficacy and value for money are important attributes for vitamin buyers. Many consumers want to take a supplement each day, but are put off by difficult to swallow or unpalatable formats.” Ranges like Bassett’s, which offer palatable formats such as gummies, are therefore becoming increasingly popular.
Bassett’s recently announced a partnership with the Royal College of Obstetricians and Gynaecologists, which focuses on encouraging optimal maternal nutrition during pregnancy. The partnership has produced educational content designed to support pregnant women – and the healthcare professionals advising them – and highlighting the importance of folic acid and vitamin D intake during pregnancy. The company plans to share this information across packs, point of sale and online, as well as through events and activities. “Our shared aim is to raise awareness of the role of vitamin supplements when planning a pregnancy and during pregnancy, whilst supporting people to make informed decisions about their own health and that of their babies,” explains Ms Walter.
Product updates
• Rescue has created a new ‘fusions’ range based on an ‘unmet consumer need for natural support in balancing emotions and mood’. The range, featuring Bach flower essences along with plant-based botanicals, vitamins and minerals, is vegan, sugar-free and available in a range of formats. The launch is being supported by a campaign designed to engage consumers across every touchpoint, involving the largest marketing investment in the brand’s history.
• Solgar has a raft of new products, including two designed to support relaxation and mental wellbeing: Ultimate Calm and Ultimate Calm Daily Support. Ultimate Calm features two scientifically studied ingredients: Ashwagandha KSM-66 and affron Saffron. Ultimate Calm Daily Support includes Panmol B-Complex and rhodiola extract. The company has also added
EarthSource Food-Fermented Koji Zinc to its growing range of koji-fermented supplements, which it says are increasingly in demand at the moment. It has also introduced Solgar Ester C Plus Effervescent, a scientifically formulated, orange flavoured drink that offers the recommended daily dose of Vitamin C plus other immune supporting nutrients.
• Spatone has signed Scottish athlete Eilish McColgan as its new brand ambassador. The triple Olympian is featuring in an integrated campaign for the brand, which is appearing across print, social media, online channels and in store.
Vitamin deficiency and immunity
A new research review commissioned by the Health and Food Supplements Information Service (HSIS) offers compelling evidence that vitamin deficiency can lead to poor vaccine response. Reviewing evidence from more than 70 studies, lead author and nutritionist Dr Pam Mason highlighted 10 nutrients essential for a healthy immune system.
“A meta-analysis of nine studies found that vitamin D deficiency led to less protection from flu vaccines. However, supplementation with vitamin E, selenium, probiotics, and prebiotics has been found to improve vaccine responses,” says Ms Mason.
She adds: “Studies show that people with a good nutritional status fare better in terms of resisting viral infections, recovering quicker, and experiencing less severe illness. In contrast, studies show that people with a poor nutritional status and low intake of immune-supporting nutrients are worse off. “An international study of nearly half a million people by King’s College found that those who regularly took multivitamins, vitamin D, omega-3 fats and probiotics had a lower risk of coronavirus infection.”
Many people don’t eat a diet rich enough in nutrients, and a daily supplement can bridge the gap. Studies have also shown that optimal immunity requires more vitamin D and vitamin C than is typically recommended, and which is difficult to obtain from the diet alone.
Views of the P3pharmacy category panel
“We’ve noticed increased demand in the last year as customers look to protect their health. We try to stock a variety of ranges at different price points, as well as vegan, halal and organic products. We stock gender-specific products, as well as some for children and teens. Our customers prefer combination vitamins rather than single ones. It’s important to stock a variety of formats – mouth sprays and liquids as well as tablets and capsules. Good sellers include Solgar, Wild Nutrition, Viridian and Bare Biology. For CBD, we find Yourzooki, Kiki Health and Canary CBD are our top sellers, although demand for CBD products has plateaued.”
Sarina Mughal, Day Lewis, Knightbridge
“New Year resolutions have bolstered demand for optimising nutrition in the wake of the pandemic. We use the vitamin section to spark conversations about weight management too. We are regularly asked for vitamin D supplements. Iron tablets are one of our strongest lines; sales are increasing after completing the training from the Pharmacy Academy. As a small village pharmacy with little space, we rely on the Valuepak range. Our customers know we can place bespoke orders, so we do well with Macushield for macular degeneration. Alphabetizing the vitamin range sounds simple, but really helps customers browse.”
Gareth Evans, Winsford Pharmacy, Peterborough
“Requests and queries are up, with patients asking about tiredness or lack of energy, or taking vitamin D. More people are working from home, so may not be going outside as often. Floradix is a popular choice for those that feel tired or may be lacking in iron; we advise patients to have their blood levels checked at the same time. Metatone is a good option for those feeling generally run down, especially after a cold. A multivitamin is great for those who want it. However, it may not contain enough of a specific vitamin a patient really needs, so have some single ingredient products too, like iron, vitamin D and calcium.”
Ellis Nugent, Well Pharmacy, Llantwit Major, South Wales