A new poll has revealed 50 per cent of Brits take a daily supplement, with magnesium, collagen and probiotics being among the most popular.
The research from product intelligence business, Vypr, found that younger consumers are especially keen on supplements with half of those aged 18-24 taking supplements every day.
Vypr’s research suggests people are increasingly turning to supplements to improve their overall wellbeing rather than address specific medical concerns. Nearly half (47 per cent) said increased energy was the most appealing benefit when considering a supplement, closely followed by better sleep – 46 per cent. More than a third (34 per cent) were attracted by anti-ageing benefits, while 29 per cent cited reduced anxiety and 26 per cent improved focus.
Multivitamins remain the nation’s most widely used supplement, taken by 40 per cent of users, but Brits are increasingly turning to products linked to specific wellness concerns. Magnesium is now the second most popular supplement overall (24 per cent), reflecting growing demand for better sleep and stress relief. Omega 3 (22 per cent), probiotics (18 per cent) and collagen (18 per cent) follow, highlighting rising interest in gut health, cognitive function and skin health, while protein powders (14 per cent) point to the continued influence of fitness and high-protein diets.
