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More Brits are popping pills as part of their everyday routines, with sales of vitamin & mineral supplements having surpassed painkillers for the first time in 11 years.

Sales through the major mults are up 1.8% to £362.7m as those of adult oral analgesics dip 0.7% to £361.6m [IRI 52 w/e 19 March 2016].

Kantar Worldpanel data puts vitamin & minerals up 5.9% to £431.4m on volumes up 4.5% [52 w/e 24 April 2016].

“The greatest retailer contribution to growth is coming from the high street,” said Kantar analyst Alex Daykin. “Boots continues to lead the category with growth of nearly 10%, or £13.5m.”

See also: Healthcare & supplements category report 2016