Vitamin D is now the UK’s most popular single food supplement as sales of vitamin D supplements increased by 7% in 2018.
According to Mintel, around 33% of supplement buyers and consumers chose to purchase vitamin D supplements, followed closely by vitamin C at 27%. Around £442 million was spent on vitamins in 2018 within the UK, up from £417 million in 2013, with sales predicted to rise to £447 million by 2023.
Vitamin D helps the body to regulate the amount of calcium and phosphate within the body and is important for the maintenance of healthy teeth and bones. The body creates vitamin D from sunlight while outdoors, as the rays hit your skin. However in the winter months, there is a shortage of bright sunlight and people often feel the effects of a lack of vitamin D and sunshine.
The NHS recommends that people should consume vitamin D supplements between October and March, advising that people will find it difficult to source enough vitamin D from food alone in the colder months, everyone including pregnant women and the elderly should consider consuming a vitamin D supplement containing more than 10mg of vitamin D during autumn and winter.
Within the UK, a trend has been spotted as the general public begin to take a proactive approach to finding the best well being products to stay happy and healthy. The interest in health is expected to be a major driver in the rise of vitamin supplements being purchased and consumed, boosting supplement sales.
Around 60% of the British population have consumed a food supplement within the past year, with 33% of this population claiming to consume a food supplement daily. 38% of women claim to consume vitamins every day, compared to 29% of men.
While vitamin D has increased throughout all age groups, the highest change was seen within the age 35-55 category, rising from 22% to 35%.
When should you take a vitamin D supplement?
Some research links vitamin D levels to bad sleep quality. Several sleep studies associate low levels of vitamin D within your blood to a higher risk of sleep disturbances and poorer sleep quality.
To ensure vitamin D is well absorbed within the blood and doesn’t affect sleep, it is recommended that the supplement is taken in the morning with breakfast.