Usage of Vitamin D has risen 8% in the last 12 months, and, today, it is taken by 38% of VMS users, up from 30% in 2019, according to the results of Mintel’s recent supplement usage survey covering June 2019 to July 2020.

New product development is on the rise as well; according to Mintel Global New Products Database (GNPD)​, there has been a 20% 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 the sunshine vitamin.

Emilia Greenslade, Mintel OTC and Personal Care Analyst, UK, said: “The rise in Vitamin D usage is likely due to its associations with immunity and memory improvement. Highly publicised research linking Vitamin D with protection against COVID-19​ may have also impacted usage, although this has been challenged by NICE which concluded that there is no evidence to support taking vitamin D​ supplements to prevent or treat COVID-19.

“Government advice may have also impacted usage, with the government advising that people consider taking a daily supplement​ containing 10 micrograms of Vitamin D as social distancing sees people spend fewer time in the sunlight and more time indoors.”

The market isn’t booming across the board though. With the exception of Vitamin C, which grew marginally – from 28% to 29% – usage of all other single vitamins has declined over the same 12 month period: Vitamin B complex 20%-16%; Vitamin A 19% to 11%; Vitamin E 10% to 6%.

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