An apple a day keeps the doctor away, but it seems Brits believe a daily dose of vitamins could have the same effect.
Sales through the major multiples have surpassed those of painkillers for the first time since 2005, rising 1.8% to £362.7m; adult analgesics, meanwhile, are down 0.7% to £361.6m [IRI 52 w/e 19 March 2016]. Kantar Worldpanel puts the market for vitamins, minerals and supplements in even finer fettle, with sales up 5.9% on volumes up 4.5%, taking category value to £431.4m [52 w/e 24 April 2016].
What’s behind this? As lifestyles become increasingly hectic, are Brits choosing pills as their preferred nutrient source? Or is it just a daily pick-me-up?
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