Vitamins, Minerals and Supplements

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VMS – It’s Not One Size Fits All

With so many options, it can be challenging for patients to navigate the benefits and potential risks of vitamins, minerals and supplements, writes Kathy Oxtoby…

Rise of the VMS market

The UK vitamins and minerals market has been “experiencing steady growth” in recent years, according to Statista.¹

“Customer preferences for health and wellness products, along with an increasing awareness of the importance of a balanced diet, have contributed to the development of this market,” Statista adds.

Vitamins, minerals and supplements (VMS) are “a very important category for pharmacy”, says Kenny Chan, Numark’s lead information services pharmacist.

“More and more people are becoming mindful of the importance of healthy eating and living and are using supplements to maximise potential. An ageing population is also driving interest in this category. This is simply because it covers such a wide range of conditions.”

Making the right choices: a pharmacist’s role

"Pharmacists are well placed to support patients in making informed decisions about vitamins, minerals and supplements," says Alwyn Fortune, the Royal Pharmaceutical Society’s policy and engagement lead.

“They can offer tailored advice based on an individual’s health needs, existing conditions and discuss any potential interactions with any medicines they are taking.”

Lila Thakerar, superintendent pharmacist at Shaftesbury Pharmacy in Harrow, stresses that advice should be provided on an individual basis—“it’s not one size fits all”.

Understanding the patient’s needs

A pharmacist should first establish why a patient is seeking a supplement:

• Have they had a blood test confirming a deficiency, such as iron or vitamin D?
• Are they feeling run-down and self-diagnosing their needs?
• Has a clinician recommended a specific supplement?

“A background consultation should take place before the pharmacist can recommend a supplement,” says Ms Thakerar.

🚩Risks of overuse: more isn’t always better

When talking to individual patients about supplements, pharmacists need to outline their benefits and risks. “Some people think that the more supplements they have, the healthier they will be,” says Ms Thakerar. “But pharmacists need to discuss the harm each supplement can do if taken excessively.”

• Excessive iron → toxicity, gastrointestinal upsets, nausea
• Excessive magnesium → increased urination, stomach bleeds, erratic heart rate

“People need to understand that not every vitamin is good for you in high doses. They need to take only what the body requires. With supplements, it’s not more that’s good—it’s about the right dose.”

💡 Pharmacist guidance:

• Discuss potential side effects and recommended dosages
• Advise on when and how to take the supplement (e.g., with meals, morning vs evening)

Drug interactions: what pharmacists need to check

Before recommending a supplement, pharmacists must check for possible interactions with:

✅ Prescription medications
✅ Over-the-counter medicines
✅ Other VMS products

“For example, St John’s Wort helps with mood and depression but can interact with many medications,” warns Mr Chan.

Maximising the nutritional supplements category

To optimise supplement sales while ensuring patient safety, pharmacists should adopt expert strategies from Cara Shaw, nutritionist for liquid iron supplement brand BlueIron:

• Collaborate with specialists – work with nutritional therapists for tailored advice and to build trust
• Stock top-quality, evidence-backed brands – that cater to general wellness and niche health concerns
• Educate customers – use social media and workshops to share expert advice
• Stay informed – follow industry research to keep up with trends

Branded vs generic supplements: cost considerations

“Branded products are often more expensive than generic options, so it is important to compare prices and value for money,” says Ms Thakerar.

Stocking tips for pharmacies:

• Offer both branded and generic choices with equivalent ingredients
•  Stock a range of pack sizes, from budget-friendly to bumper packs
• Provide supplements in different formats (tablets, soluble versions, chewables, gelatin-free)

Key supplements & their edge

It is widely acknowledged that patients should be made aware that these products will “supplement their daily lifestyle and assist with minor aspects of conditions, but will not reverse or cure conditions". They offer benefits when used appropriately, but should never replace a balanced diet.

Multivitamins: the popular choice
Multivitamins offer a combination of nutrients at the recommended daily allowance (RDA). “However, they should only be taken if the patient needs them,” says Ms Thakerar.

Other common options in pharmacy

Vitamin D → essential in winter due to low sunlight exposure. Often prescribed at high doses before patients transition to a maintenance dose.

Omega-3 → supports:

• Heart health
• Brain & eye function
• Reduced inflammation in rheumatoid arthritis

🥛 Probiotics → help with:

• Gut health
• Digestion
• IBS symptom relief

Supplement quality: buyer beware

The rise of supplements means quality varies. “There is a wider range of products, but the industry isn’t regulated as tightly as prescription medicines,” says Mr Fortune. “It’s always best to buy supplements from trusted brands and shops.”

The rise of personalised nutrition

The future of supplements includes:
✔ Online consultations
✔ At-home nutrition testing
✔ Subscription-based personalised supplements

Managing patient expectations in pharmacy

With social media and online self-diagnosis fuelling demand, pharmacists must manage expectations, however challenging.

“Some of the potential benefits are justified, however, some are just hearsay. Whatever the reason for their supplement purchase, the pharmacist needs to give the patient appropriate advice that is evidence-based.” says Ms Thakerar.

Pharmacists must provide:

• Evidence-based guidance
• Personalised assessments
• Trusted product recommendations

🌟 By offering expert-led, personalised support, pharmacy teams can build trust and encourage long-term customer relationships.

References:
1. Statista (n.d.) Vitamins & Minerals - United Kingdom