The UK’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 vitamins and minerals 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 2 year period.