Victoria Goldman guides independent pharmacists through the current VMS trends so they can stock products that customers may be looking for…

According to a Statista report on ‘Vitamins and Minerals – United Kingdom’ in February 2024, an increasing awareness of the importance of a balanced diet and a greater emphasis on preventive healthcare has meant that the vitamin, mineral and supplement (VMS) market in the UK has experienced steady growth in recent years.

While many people are taking daily supplements to ensure they are meeting their nutritional needs, others are looking for products that are tailored to their specific health goals – in a form of personalised nutrition. 

A survey in The Grocer in August 2023 revealed that doctors and pharmacists are most trusted for advice and guidance on VMS products, with 58 per cent of people surveyed saying that they trust healthcare professionals as a source of information.

Fifty-four percent of respondents said that greater scientific evidence of certain VMS would persuade them to make a purchase. Easier to understand descriptions, more advice from staff and easier-to-navigate fixtures would also help to incentivise sales.

So, what are the current VMS trends to look out for over the next few months, to make sure pharmacies are stocking products that customers may be looking for and that pharmacy teams can provide suitable advice?

Sports supplements

According to Supplement Factory’s “Supplement Trends” report in April 2024, this summer and autumn will see a growing trend of sports electrolyte supplements, especially liquid gels and stick packs. The Supplement Factory also revealed in March 2024 that whey protein continues to dominate the supplement scene.

In April 2024, Sports England’s “Active Lives Adult Survey” report revealed that two million more adults are getting active on a regular basis through sport and physical activity than in 2016, despite the impacts of the Covid-19 pandemic and increased cost-of-living pressures.

According to the British Nutrition Foundation, sports drinks containing carbohydrates and electrolytes can provide some extra calories and may be better than water at replacing any sodium lost through sweating. However, these supplements are only generally necessary for people training at high intensity for more than an hour or so at a time, for example in endurance sports. The British Nutrition Foundation also says that food sources of protein after an intense training session are most beneficial, but high-quality protein powders can be more convenient and transportable.

Sleep and stress

The Supplement Factory’s April 2024 report highlights that supplements designed to aid sleep are also becoming increasingly popular, with “many recent products incorporating adaptogens and other trending nootropic ingredients”. The equivalent “day” products are less popular, but the Supplement Factory believes the demand for these will rise in the coming months.

Adaptogens are herbs and other plant-based ingredients that help the body deal more efficiently with stress and aid sleep. Nootropics are substances that balance neurotransmitters in the brain, and may help to improve sleep quality. There is overlap between the two ingredients.

Popular sleep supplements often contain magnesium, valerian root extract, adaptogens/nootropics such as ashwagandha, ginseng, reishi mushrooms and rhodiola, and amino acids such as L-theanine and creatine.

The research behind many of these supplement ingredients remains limited. However, according to Mintel’s “The Future of Vitamins, Minerals and Supplements 2024” report: “Nootropics and adaptogens are seeing greater innovation and scientific backing within the vitamins, minerals and supplements global market.”

CBD products

According to a Statista report in March 2024, the UK’s CBD products market is also experiencing a surge in demand, driven by increasing awareness and acceptance of cannabis-based products. “Most people are choosing CBD supplements to help with sleep issues, mild pain or stress and anxiety,” says Jane Wragg, managing director from ADACT Medical, a regulatory compliance specialist company across a range of health-related fields including CBD.

“This is because scientific research is showing some benefits of CBD in these health areas.”

Many pharmacies are now stocking CBD supplements. The UK Food Standards Agency (FSA) introduced new regulations in October 2023 to ensure the safety and quality of CBD products. Healthy adults should limit their consumption of CBD from food to 10mg per day, which is around 4 to 5 drops of 5% CBD oil. The previous limit was 70 mg per day.

CBD products shouldn’t be taken by pregnant or breastfeeding women, children, anyone trying for a baby, or by people taking any medicines.

Weight loss

According to the Supplement Factory’s Supplement Trends in April 2024, there has been “a modest uptick in the popularity of weight loss supplements, primarily driven by the heightened public interest in Ozempic. Those who cannot use Ozempic are increasingly seeking alternative weight loss solutions.”

Weight loss supplements contain plant-based ingredients to control appetite, reduce fat absorption and aid energy release from food. The NHS doesn’t recommend any supplements, focusing instead on the importance of a balanced diet and regular exercise, or the use on the NHS of orlistat, liraglutide and semaglutide.

However, some people do find supplements helpful, and there is significant research to formulate more effective weight loss products.

Beauty collagen

In The Grocer survey in August 2023, 13 percent of respondents stated that they buy supplements for aesthetic/beauty reasons, while 19 percent take them to help with the symptoms of ageing. Anti-ageing beauty supplements tend to contain collagen, vitamins and minerals for healthy hair, skin and nails.

According to the Supplement Factory’s Supplement Trends in April 2024, beauty collagen supplements are gaining popularity, with increased innovation in this area. Liquid gel collagens are particularly popular, according to the Supplement Factory in March 2024.

“Collagen, part of the Beauty From Within sector, has become a leading category with increased sales,” says Nicola Sainty, education and training manager for Revive Active.

“However, whilst consumers have become widely educated around the beauty benefits of collagen, there needs to be further understanding regarding its other functional benefits within the body.”

Supplement formats

According to the Supplement Factory’s Supplement Trends in April 2024, tablets are waning in popularity. This may be partly because consumers are looking for natural products and trying to avoid binders that are typically found in tablets.

Instead, consumers are looking for more innovative options that provide an enjoyable experience, such as gummies, powders, and liquid gels. According to the Supplement Factory in March 2024, soft gels are also experiencing a notable decline.