Sales of vitamins and mineral supplements now outstrip painkillers as we juggle hectic lifestyles and ageing fears

Sean Poulter Consumer Affairs Editor For The Daily Mail

Published:
08:43 EST, 13 June 2016

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Updated:
08:43 EST, 13 June 2016

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Vitamins and mineral supplements now outstripping painkillers in terms of sales as Britons desperately try and 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.

As a result, supermarket sales of the health supplements have overtaken those for painkillers for the first time since 2005.

The total rose 1.8per cent in the past year to hit £362.7 million, according to research by analysts IRI for The Grocer.

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, new figures show

Separate data from analysts Kantar Worldpanel puts the market for vitamins, minerals and supplements in even finer fettle with sales up 5.9per cent to £431.4 million.

By contrast, sales of adult analgesics, things like aspirin, paracetamol and ibuprofen, were down 0.7per cent to £361.6 million.

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.

Vitamin manufacturers have increasingly tapped into the lucrative beauty market with claims supplements can hold back signs of ageing.

Products containing Vitamin 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 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 16.8per cent a year with the figure for adult mutivits up by 7.4per cent.

Sales of vitamins and mineral supplements have now surpassed painkillers for the first time in 11 years

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.

‘More Brits are popping pills as part of their everyday routines with sales of vitamins and mineral supplements having surpassed painkillers for the first time in 11 years.’

The value of vitamin and mineral supplements is highly contentious.

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, diarrhoea 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 16.4per cent closely followed by Wilkinson at 15.1per cent.

High street stalwart Boots saw sales rise by 9.2per cent in the year – £13.5 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.’