Expensive vitamin sales fall in recession-hit Britain

Shoppers ditch expensive supplements in credit crunch times

Sales of vitamins have fallen as consumers ditch expensive health supplements to cut back on the cost of their shopping, research shows.
 
Britons are buying fewer pills and returning to a healthy diet to get their vitamins, according to a new report by Mintel, the market research company.

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.
 
Improved education on diet and nutrition has been a root cause for the slump in pills and return to real food.

While in previous years vitamin devotees flocked to the supplement aisles for all their nutritional needs, today more than a third of adults – 38% – prefer to get their vitamins and minerals from their diets than from supplements.

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Alexandra Richmond, Mintel’s senior health and beauty analyst, said: ‘Growth in functional foods and the focus on healthy eating are having a negative impact on the vitamins and supplements market.

She added: ‘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.’

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