09.01.09
After years of pill popping, the latest research from Mintel, Chicago, IL, finds the number of Brits turning to supplements for their vitamin and mineral intake is on the decline.
The U.K.’s £396 million vitamins and supplements market is set to be a victim of its own nutrition agenda. Improved education on diet and nutrition has been a root cause of the struggles as the nation continues to eat more healthily and cuts back on its vitamin and mineral intake. The number of Brits popping supplements has been in steady decline since 2007, with the total number of users falling from 43% in 2006 to 41% in 2008. Meanwhile, the number of vitamin fanatics (those taking supplements once a day or more) has declined from 34% to 32% over the same two-year period.
While in previous years vitamin devotees flocked to the supplement aisles for all their nutritional needs, today, almost four in 10 (38%) adults prefer to get their vitamins and minerals from their diets rather than from supplements. This compares to just one in four (25%) in 2005.
“Growth in functional foods and the focus on healthy eating are having a negative impact on the vitamins and supplements market. As people eat more healthily, they do not feel that they need to take additional vitamins and minerals from supplements,” said Alexandra Richmond, senior Health & Beauty analyst for Mintel. “A shift toward stripping chemicals such as fertilizers and e-numbers out of the diet may well also be putting pressure on the vitamins and supplements market owing to the unnatural tablet or capsule format of many supplements. As a result the preference for natural sources of vitamins and minerals such as fruit, vegetables and dairy products is strong among many adults.”
“The worsening economy has also hampered growth in the market with Brits looking at cheaper alternatives to get their nutrition. For many, vitamins and supplements are considered a non-essential spend,” she added.
The U.K.’s £396 million vitamins and supplements market is set to be a victim of its own nutrition agenda. Improved education on diet and nutrition has been a root cause of the struggles as the nation continues to eat more healthily and cuts back on its vitamin and mineral intake. The number of Brits popping supplements has been in steady decline since 2007, with the total number of users falling from 43% in 2006 to 41% in 2008. Meanwhile, the number of vitamin fanatics (those taking supplements once a day or more) has declined from 34% to 32% over the same two-year period.
While in previous years vitamin devotees flocked to the supplement aisles for all their nutritional needs, today, almost four in 10 (38%) adults prefer to get their vitamins and minerals from their diets rather than from supplements. This compares to just one in four (25%) in 2005.
“Growth in functional foods and the focus on healthy eating are having a negative impact on the vitamins and supplements market. As people eat more healthily, they do not feel that they need to take additional vitamins and minerals from supplements,” said Alexandra Richmond, senior Health & Beauty analyst for Mintel. “A shift toward stripping chemicals such as fertilizers and e-numbers out of the diet may well also be putting pressure on the vitamins and supplements market owing to the unnatural tablet or capsule format of many supplements. As a result the preference for natural sources of vitamins and minerals such as fruit, vegetables and dairy products is strong among many adults.”
“The worsening economy has also hampered growth in the market with Brits looking at cheaper alternatives to get their nutrition. For many, vitamins and supplements are considered a non-essential spend,” she added.