AS British Summer Time ends once again and with sunshine in short supply, new research from Mintel reveals the nation’s use of the sunshine vitamin (D) is growing faster than any other vitamin supplement.
New product development is on the rise as well as according to Mintel Global New Products Database there has been a 20 per cent increase in new product launches containing Vitamin D from January to August 2020 compared to the whole of 2019, as brands respond to the nation’s insatiable appetite for Vitamin D.
By speaking to 1,978 internet users aged 16+ in July 2020 the report established that 24 per cent of those regularly taking vitamins had increased their consumption since the outbreak of the coronavirus pandemic.
Apart from the popularity of Vitamin D, overall sales of vitamins have declined this year with one exception, Vitamin C which has increased by just 1 per cent but the market is still worth almost £500 million (€550 million) and is forecast to grow in 2021.
The report says that, consumers are more worried about their health following the outbreak of Covid-19, and are seeking out preventative measures in the long term, including taking vitamins and supplements but not many people decided to start taking vitamins if they hadn’t before.
Those who did however said that they remembered the benefits that they had been told about when they were younger.
Mintel is one of the world’s leading market intelligence agencies.
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