Consumers are more switched on to the positive impacts of supplementing their diets with vitamins, minerals and other nutrients than they have ever been. We report on the latest trends and developments to be aware of

A February report from Statista on the UK vitamins and minerals market found that this business segment has seen steady growth in recent years. This is mainly due to an increasing awareness of the importance of a balanced diet and a greater emphasis on preventative healthcare. Vitamins and minerals are essential components of a healthy diet, and many people are turning to supplements to ensure they are meeting their daily nutritional needs. There is also a rising interest in personalised nutrition, with consumers looking for products that are tailored to their specific health goals.  

Traditional barriers between dietary supplements, beauty and medicine are becoming increasingly blurred. “There’s a growing recognition across all sectors of the importance of holistic health – the need to address both physical and mental wellbeing,” says Susanne Bisinotto, Vitabiotics brand marketing director. 

“Alongside this remains, for many, a preference for natural or alternative remedies within the wellness sphere, with a focus on preventative care rather than solely pharmaceutical interventions. Moreover, the accessibility of certain medicinal products is on the rise, with many transitioning to non-prescription status and finding shelf space in mainstream retail.”  

Kenny Chan, Numark lead information services pharmacist, says that vitamins, minerals and supplements (VMS) is a very important category for pharmacy. “More and more people are becoming mindful of the importance of healthy eating and living and are using supplements to maximise potential,” he says. “An ageing population is also driving interest. Pharmacies need to stock a range of products to meet the growing trend.” 

Customer trends  

Vitamin D remains a hot topic in the category. According to a research review by the Health and Food Supplements Information Service (HSIS) in September 2023, published in The Food and Nutrition Journal, there is mounting evidence pointing to the importance of this nutrient in overall health and wellbeing, with a focus on bone health, immune health, gut microbiota, respiratory infections and cardiometabolic diseases such as heart disease and type 2 diabetes.  

“More people are being diagnosed with vitamin D deficiency,” says Chan. “Often, doctors will prescribe a loading dose, which would be a high strength vitamin D. Once this course is complete, they expect many people to keep taking a maintenance dose of vitamin D, which can be purchased in a pharmacy.”

It’s estimated that around one in three UK adults may be vitamin D deficient. The Government recommends a daily dose of 10mcg for adults, whereas the European Food Safety Authority (EFSA), the United States Institute of Medicine and Health Canada recommend a higher daily dose of 15mcg for adults. Some research suggests that postmenopausal women and older adults need doses of 20 to 25mcg a day. In a survey published in The Grocer in August 2023, in association with Centrum, 42 per cent of shoppers polled were buying vitamin D supplements. This was followed by general multivitamins (33 per cent), vitamin C (31 per cent) and omega-3s (25 per cent). Eleven per cent of shoppers were buying probiotics, and 15 per cent were buying age- or gender-specific multivitamins. 

Forty per cent of shoppers said that they wanted products tailored to their needs. Reasons for buying dietary supplements included boosting their intake of vitamins and minerals (55 per cent), boosting immunity (53 per cent), improving gut health (27 per cent), feeling more energised (27 per cent), to combat signs of ageing (19 per cent) or to aid a pre-existing medical condition (17 per cent). In addition, 15 per cent of respondents were taking supplements to boost their mental health, and 13 per cent for aesthetic or beauty purposes. 

Pharmacy-specific advice 

According to The Grocer survey, 58 per cent of people said they would ask a doctor or pharmacist for advice on which VMS products to buy, while 39 per cent of shoppers said they turn to specialist retailers. The survey found that shoppers are more likely to buy VMS if there are easier-to-understand descriptions in-store, easier-to-navigate fixtures, more advice from staff, and more products tailored to specific needs such as health conditions or life stages. Individualised healthcare advice to make the most of this growing category is important to drive customers into community pharmacies.

“As the UK market for supplements continues to expand, driven by an increasing focus on proactive health management, pharmacists are uniquely positioned to provide expert guidance and recommendations,” says Bisinotto. “Community pharmacists play a crucial role in educating customers on the most relevant products for them, including addressing ‘hot topic’ purchases such as vitamin D supplements and CBD.” 

While community pharmacies may find it difficult to match other retailers’ price cuts, their professional expertise may help to bring customers into stores. It’s important for pharmacy teams to be aware of what’s in the products they stock, what they are for and any possible interactions or contraindications. 

“Always check if the customer is taking any other medication, including over-the counter-medicines and other VMS products,” says Chan. “For example, St John’s Wort helps with moods and depression but can interact with many medications. Taking too much of some vitamins and minerals can also be harmful, so be sure to check whether the customer is already taking any supplements.”  

How to boost sales  

Dr Pamela Mason, researcher and nutritionist from the HSIS, recommends that pharmacies stock a range of quality brands – as many as shelf space allows. “A multivitamin and multimineral supplement providing a wide range of vitamins and minerals in 100 per cent nutrient reference value (NRV) amounts is likely to be of benefit to the majority of customers,” she says. “Relatively few people are short of just one vitamin or mineral, but many will have a range of dietary nutrient gaps. In many cases, customers will be potentially deficient in several micronutrients. Be aware that multi-nutrient preparations may not contain the NRV of minerals such as calcium, as this would make the tablets too large to swallow. So also stock separate calcium supplements and iron supplements.” 

Dr Mason says it’s important to stock supplements suitable for children as well. According to the survey in The Grocer, parents are giving VMS to their children for various reasons, including boosting their immunity, supporting their bones and teeth, supporting development and for cognitive development. “The Department of Health and Social Care recommends that children aged six months to five years take a daily supplement containing vitamins A, C and D,” says Dr Mason. 

She also says that plant-based ingredients are growing in popularity – not just with people following vegan and vegetarian diets. “Natural products containing botanicals of all types (including mushrooms, rhodiola and ginseng) are becoming increasingly popular as part of the wellness trend and people seeking holistic solutions to health and wellness,” she says. “Supplements such as these for – potentially – energy and immune function will feature highly in people’s minds. An emphasis on mental wellness is another key trend in food supplements, with younger generations particularly focused on mental wellbeing.”  

Andy Thomas, founder and chief executive of BetterYou, believes nutritional supplementation is becoming the consumer’s first choice for ‘drug-free’ treatment or natural prevention that provides a true sense of taking control of their health. It’s important that pharmacies stock reputable, evidence-based brands and offer a range of formats to suit different needs. “There has been much development in our knowledge of differing availabilities of active forms and the potential value of alternative delivery mechanisms,” he says. 

“It is essential that the brands that pharmacists recommend can demonstrate their absorption testing – one thing the VMS industry needs to improve on. With an estimation that at least one in three pharmacy customers is struggling to take tablets, or would rather not take more, there has been considerable interest in the use of oral sprays for the effective and convenient delivery of nutritional supplements.” 

CBD expansion  

In recent years, the VMS market has expanded to include CBD food supplements (tinctures, drops, syrup and infused olive oils). “CBD serves as a prime example of flourishing as a dietary supplement,” says Bisinotto. “The evolving landscape of CBD products, coupled with increased consumer education and acceptance, alongside tightening regulations and manufacturing standards, is paving the way for CBD to expand its market presence.” 

“In 2022, the UK was the second largest consumer cannabinoid market in the world, behind the US,” says Jane Wragg, managing director at ADACT Medical, a regulatory compliance specialist company. “CBD supplements in a range of formats continue to be sold in a variety of outlets – community pharmacies, health food stores and online – and they are very much mainstream.” 

The UK Food Standards Agency (FSA) cautions that CBD products shouldn’t be taken by pregnant or breastfeeding women, children, anyone trying for a baby, or by people taking medication. In October 2023, it issued updated precautionary advice: “Healthy adults should limit their consumption of CBD from food to 10mg per day, which is about four to five drops of five per cent CBD oil.” The previous limit was 70mg a day. 

Wragg says that pharmacies should make sure they stock reputable, quality products by checking the brand websites for testing certificates – known as a Certificate of Analysis (COA).  

“Pharmacy teams should recommend sticking with one product at a time and ask customers why they want to take the CBD supplement,” she says. “Mild pain, anxiety, stress, sleep and overall wellbeing are likely to be the most rational uses for CBD. Check whether the customer is taking any other medication as interactions may occur (e.g. drugs with a sedative action, anticonvulsants and opioid painkillers).”