Sales of Vitamins and Mineral Supplements Surpass Painkillers for The First Time in 11 Years

New UK figures show that supplement sales up 5.9 percent to £431.4 million (US$610 million). However, sales of aspirin, paracetamol and ibuprofen are down 0.7 percent to £361.6million (US$511 million).
 
Vitamin manufacturers have increasingly tapped into lucrative beauty market with claims supplements can hold back signs of ageing. Britons are also desperately trying to stave off illness and ageing.

 

Taking tablets, whether it is to combat the failure to eat healthily or protect the joints, has become part of the daily routine for millions.

 

The Grocer said the pressure of coping with increasingly hectic lifestyles has fuelled demand from men and women who feel they need extra help to make it through the day.

 

Products containing vitamins A and C are promoted with claims they can help protect the skin against sun damage or hold back the break down on collagen.

 

There may also be a guilt effect with parents worried about their children's diet, trying to make up for large amounts of junk food by handing out vitamins and supplements.

 

The UK Department of Health recommends that all children from six months to five years old are given supplements, in the form of vitamin drops, which contain vitamins A, C and D.

 

It seems many parents have taken this message on board and insist on youngsters being given pills throughout their lives. Sales of multivitamins for children are up by 16.8 percent a year, with the figure for adult multivitamins up by 7.4 percent.

 

The Grocer said: “An apple a day keeps the doctor away but it seems Brits believe a daily dose of vitamins could have the same effect.”

 

If the hype is to be believed, expensive vitamin and mineral supplements can prevent illness, boost energy, help weight loss, beat stress and reduce wrinkles.
But many experts are not convinced that they work.

 

Vitamins A, C and D, and omega 3 and folic acid are known to help certain people. But beyond this, the NHS says most people just need a balanced diet.

 

Research shows beta-carotene and vitamins C and E give no protection against cancer, strokes or heart disease, while some vitamins can be harmful. A few have even been linked to cancer.

 

Doctors argue that anyone eating a balanced diet, which includes fruit, vegetables and fish, do not need expensive supplements. In fact, there is research to show that overdosing on some vitamins can be positively harmful.
For example, taking too much vitamin C or zinc could cause nausea, diarrhea and stomach cramps.

 

Despite these concerns, the Grocer suggested people are choosing pills as a preferred nutrient source or a daily pick-me-up.

 

Analysts said Superdrug saw the fastest growth on any retailer with sales up 16.4 percent, closely followed by Wilkinson at 15.1 percent. High street stalwart Boots saw sales rise by 9.2 percent in the year to £13.5 million (US$19 million).

 

A spokeswoman for Superdrug said: “Healthy living has become a big trend in recent times. We have seen customers consciously choosing to make healthy choices in their everyday lives by incorporating vitamins into their daily routine.”