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According to the ‘Supplement Trends 2024’ article in The Grocer in August 2024, innovative formats are driving the vitamins and supplements market. New drinks powders enable people to add supplements to water, smoothies and even hot drinks, and chewy gummies are easy to take and highly portable. While multivitamin and mineral supplements are still a popular purchase, many people are also looking for products that target their specific age group, health needs or lifestyle.
Should customers be supplementing?
Social media is a significant driving force behind key supplement trends, and many people are seeking personalised tailored solutions to address their specific dietary needs.
In the recent ‘British Dietary Habits and Declining Nutrient Intakes’ review published by the Nutrition and Food Technology journal in September 2024, 80 per cent of participants were confused about what healthy eating means to them, and nearly half had no idea about the recommended daily intake levels of nutrients. Pharmacy teams should be able to advise customers on how to use supplements safely, especially in different age groups or for people with specific medical conditions.
Dr Nisa Aslam, GP and spokesperson for the Health & Food Supplements Information Service (hsis.org), says that pharmacy teams should take a personalised approach and make recommendations on which supplements may be suitable according to life stage, particular dietary needs (e.g. vegetarian or vegan), and format preferences (e.g. capsules/tablets, powders or jelly capsules).
“A healthy and balanced diet is always needed first and foremost,” says Dr Aslam. “That said, modern lifestyles are fast paced, and it can be challenging to obtain all of the nutrients in the right amounts from the diet alone. This is where supplements come in – and they are not a waste of money as a result, because they bridge dietary health gaps.”
“Modern lifestyles are fast paced, and it can be challenging to obtain all of the nutrients in the right amounts from the diet alone”
Current trends
To immunity and beyond
Reports looking at supplement trends in the UK have revealed that immune health is a top priority, partly fuelled by the Covid-19 pandemic. Immune health is now seen as more than simply a defence against infections such as colds and flu – for many people, it is related to improving their overall health and energy levels.
“Multivitamins, often packed with vitamin C, vitamin D and zinc, are popular choices for their immune-boosting properties,” says Kenny Chan, lead information services pharmacist at Numark. “Additionally, herbal supplements such as echinacea are gaining attention for their potential benefits to the immune system.”
According to the ‘British Dietary Habits and Declining Nutrient Intakes 2024’ review, millions of adults and children could be at heightened risk of infections unless they tackle their persistent low nutrient intakes.
“Our in-depth analysis revealed sizeable shortfalls in intakes of essential micronutrients across the UK,” says Dr Pamela Mason, nutritionist and co-author of the review. “Many of [these micronutrients] are key in helping to protect us from common illnesses, especially winter bugs. Notable examples are vitamin D, iron, zinc and selenium. As it takes time and effort to get our diets back on track, we suggest that people top up with a daily multivitamin and multimineral supplement.”
Gut instinct
Gut health has seen a surge in popularity in recent years, as people become more aware of its connection with overall wellbeing. A well-balanced gut microbiome helps to defend against harmful microorganisms, digests dietary fibre, and aids in the absorption of essential nutrients. Problems with the gut microbiome have been linked to various long-term health problems, including digestive diseases, autoimmune and inflammatory diseases, diabetes, obesity and even some types of dementia.
Gut health supplements are available in a range of different formats. “Known as ‘friendly’ bacteria, probiotics can help restore the natural balance of gut bacteria, especially after disruptions caused by illness,” says Kenny. “Having a healthy gut can influence digestion, immunity and even mental health.”
According to the NHS, probiotics are generally considered safe for healthy people of all ages and don’t usually cause side effects. However, anyone with an existing health condition or a weakened immune system should speak to a doctor before taking them.
Menopause
The menopause is still a hot topic, with regular media reports about ‘miracle cures’ for troublesome symptoms. Many menopausal women take a daily multi-nutrient menopause supplement or individual supplements such as calcium and vitamin D, magnesium and/or vitamin B6. Shop shelves are also stacked with herbal supplements – containing evening primrose oil, black cohosh, St John’s wort or red clover, for example – to help ease troublesome menopause symptoms. However, there is limited or consistent evidence to show how well some of these supplements work.
According to the latest National Institute for Health and Care Excellence (NICE) guidance on menopause management, there is some evidence that isoflavones or black cohosh may relieve hot flushes and night sweats, but products vary in effectiveness and safety. St John’s Wort may also help to ease hot flushes and night sweats as well as a low mood, but it shouldn’t be taken with some medicines, including hormone replacement therapy (HRT).
“Supplements can interact with medications, sometimes reducing their effectiveness,” says Kenny. “St John’s wort, a popular herbal remedy for mild depression, is known to interact with a variety of medications, including antidepressants, contraceptive pills, heart medications and transplant drugs. Pharmacy teams have an important role in identifying potential interactions and providing advice on the safe use of supplements.”
Women should always speak to their GP before taking herbal products for the menopause if they have underlying health conditions, are taking other medicines or have/have had breast cancer. The Gen M website (gen-m.com) has a list of brands and products that meet the strict safety and effectiveness criteria to display the MTick, the universal shopping symbol and certification for menopause-friendly products.
The pros and pres
Many people are confused by the terms ‘probiotics’ and ‘prebiotics’ and use them interchangeably. However, these are two very different products, although both types can support the gut microbiome.
Probiotics are ‘good’ or ‘friendly’ live gut bacteria found in certain food products (e.g. live or actively cultured yogurts or fermented foods) or dietary supplements (e.g. capsules and sachets). These dietary supplements may be used to improve the natural balance of beneficial gut bacteria, especially after an illness (e.g. gastroenteritis) or treatment (such as antibiotics). Some people find that probiotics improve the symptoms of certain digestive conditions, such as irritable bowel syndrome and constipation. The most highly researched strains of probiotics include Lactobacillus and Bifidobacterium bacteria.
Prebiotics are food sources for probiotics and are mainly fermentable, indigestible carbohydrates that are often a source of fibre. These don’t contain any live bacteria but help more beneficial bacteria to grow in the gut. Small amounts of prebiotics can be found in certain foods, such as onions, garlic, bananas and apples. However, most people prefer to take prebiotics in supplements containing inulin, fructooligosaccharides (FOS) and galactooligosaccharides (GOS).
Big on the brain
Mental wellness is another key trend as people struggle to juggle their work-life balance. Many ‘cognitive’ supplements aim to support healthy brain function, with a particular focus on mental fatigue, stress reduction and emotional resilience. Nootropics are products that may boost brain performance – often called cognitive enhancers. Popular cognitive supplements include omega-3 fatty acids, B vitamins, adaptogens such as ashwagandha and rhodiola, and herbal extracts such as ginkgo biloba that are claimed to boost memory, focus and mood. Some supplements may also help to improve sleep and reduce anxiety.
“As awareness of mental health grows, consumers are turning to supplements that support energy, mood and cognitive function,” says Kenny. “Omega-3 fatty acids are known for aiding brain health, while herbal supplements such as ashwagandha are becoming increasingly popular for their stress-relieving properties.”
Fountain of youth
Many people take nutritional supplements to improve their skin, hair and nails. These products often contain vitamins and minerals that support skin health, such as vitamin E, biotin and antioxidants. Collagen ‘anti-ageing’ supplements and drinks are particularly popular among people wanting to retain their youthful looks, especially women during the menopause. Collagen is a key structural protein in the body and gives skin its structure and elasticity. Its production decreases with age, leading to the formation of wrinkles and sagging.
How well oral collagen products work remains under debate. Clinical research is limited, although some studies suggest that the products may support healthy skin, reduce wrinkles and improve skin hydration as people get older. However, most of the body’s collagen comes from eating a protein-rich diet, and low oestrogen, sun exposure, sugar consumption and smoking have a significant impact on the skin’s collagen levels.
Pharmacies should aim to stock supplements in various formats to suit customer preferences, like sachets and chewable gummies.
Plant power
Sustainability is becoming increasingly important as people investigate the environmental impact and carbon footprint of the products they buy. Ethical supplements, with environmentally friendly production processes and packaging, are growing in popularity. Vegan supplements (including those without gelatine capsules) are also a key trend, especially among younger people.
“Plant-based diets are gaining in popularity and so are plant-based supplements,” says Kenny. “Often suitable for vegans as well as vegetarians, these products are alternatives to animal derived products such as omega-3 sourced from algae.”
“It’s important that pharmacy teams advise customers about evidence-based products”
Safety awareness
Taking dietary supplements is often seen as a healthy way to keep well, but it’s important that pharmacy customers are aware of any safety concerns. Reading each product label to check the daily dose and maximum recommended dose is essential, as products’ active ingredients vary significantly. Many supplements can cause side effects, and taking too much of certain vitamins or minerals can be dangerous. If people are taking more than one supplement product, they should also check that they’re not doubling up on doses. For example, taking a vitamin D supplement alongside a multivitamin supplement that contains vitamin D.
“Most vitamins and minerals are already present in the foods you eat, so adding supplements can sometimes lead to excessive intake,” says Kenny. “This isn’t always beneficial and can increase the risk of side effects. For instance, too much vitamin A can lead to headaches and liver damage.”
Some nutritional supplements aren’t suitable for people with specific health conditions or taking certain medicines, both prescribed and over-the-counter products. “The pharmacy team can provide crucial advice on which supplements to avoid based on health conditions, helping customers make safe choices,” says Kenny. “Vitamin K plays a role in blood clotting, for example. If the customer is on blood thinners, supplements containing vitamin K could interfere with their medication.”
Some dietary supplements are very expensive, but this doesn’t mean that they are more effective or safer than cheaper versions. Many supplements also have no proven benefits, are unregulated or carry unsubstantiated health claims. It’s important that pharmacy teams advise customers about evidence-based products, directing them to reputable, clinically backed brands to suit their budget and individual needs. If customers have any particular dietary concerns, they should be encouraged to speak to their GP or a dietitian.
Always make sure that customers are not overlapping supplements or taking medication that supplements can interfere with.
Low iron levels
Iron plays an essential role in the body, helping to make haemoglobin, a protein in red blood cells that transports oxygen around the bloodstream. According to the Health & Food Supplements Information Service (HSIS), half of girls aged 11-18 years, and a quarter of women, don’t get enough iron in their diet. This increases their risk of iron deficiency anaemia. Iron-rich foods include dark green leafy vegetables, iron-enriched cereals and breads, meat, pulses and dried fruit. Iron deficiency has several other causes, including blood loss (such as from heavy periods or gastric ulcers), pregnancy or poor absorption due to underlying medical conditions such as coeliac disease.
Mild iron deficiency causes tiredness, a lack of energy, brain fog and shortness of breath. More severe deficiency can lead to heart palpitations, thinning hair, brittle nails, itchy skin and mouth sores or ulcers. If iron deficiency anaemia is left untreated, it can make people more susceptible to illness and infection.
Iron deficiency is treated by eating more iron-rich foods and taking iron tablets. Drinking orange juice when taking iron tablets can increase iron absorption. Some people find that iron tablets cause nausea, constipation, heartburn and darker stools; taking the tablets with or soon after food may reduce any side effects. Iron supplements that are gentler on the stomach are available to buy as tablets, capsules or liquids, but customers should check that these are providing a high-enough dose to treat their deficiency. Otherwise, their doctor can prescribe an alternative.
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