Xampla research among the UK public found that two in five consumers (39 %)¹ are concerned about their vitamin D intake, rising to half of those aged 18 – 34¹. Particularly in the UK as we go into shorter days and longer nights, the importance of Vitamin D for bone health and a healthy immune system is pulled into sharp focus.

With nearly three in five consumers (57 %)¹ preferring to boost their vitamin intake through food and drink products rather than tablets, a solution for transporting and storing vitamins – at their full efficacy – within consumer’s favourite products, is critical.

However, preserving essential vitamins, such as Vitamin D has been a significant challenge for brands to overcome. Though vitamin D is vital for our overall health, it is very easily degraded by sunlight, pasteurisation and low pH when it is added to products.

As a result, vitamin D added to, say, orange juice is significantly less potent when it reaches supermarket shelves than it was in the factory, and less potent again by the time it is poured into a glass.

Xampla and Britvic’s partnership is therefore a game-changer for the food and beverage industry. A groundbreaking collaboration will bring to market their micropackaging technology, which protects vitamins and nutrients in liquid from UV light, external pH and heat shock by encasing them in an edible layer of plant-protein material.

This incredible 100 % vegan and gluten free technology isn’t limited to just vitamin D; it can be deployed for micropackaging any oil-based vitamin or flavouring, including vitamin A, D, E, or K. Best of all, drinks using this technology can be transported in clear plastic bottles because the nutrients are already protected from UV light.

This is particularly important, as Britvic’s research has shown that consumers are 40 % more likely to recycle clear bottles over coloured ones.

The exciting part of this partnership lies in its ability to bridge the gap between consumer needs and the limitations of traditionally unstable added ingredients. Britvic is proud to have been supported by the UK’s innovation agency, Innovate UK, in recognition of the opportunity this presents for the industry.

Now an additional Better Food For All government grant, which recognises innovation in nutrition, will enable Britvic to increase the roll out of these microcapsules on an even larger scale.

In the future, consumers will find an array of drinks fortified with vitamins, housed in clear recyclable plastic bottles, on local supermarket shelves. Together Britvic and Xampla are empowering consumers to make healthier choices without compromise.

¹Polling commissioned by Xampla. Fieldwork completed by Yonder from 12 August to 16 August 2022 of 4,000 UK adults.

As the nation struggles through the dark January days, with vitamin D in short supply, latest research from Mintel reveals some good news for the “sunshine drug”, as it is crowned Britain’s favourite single vitamin supplement.

According to Mintel, usage of Vitamin D has risen a glowing 7 percentage points in the last year and today it is used by 33 % of Vitamins, Minerals and Supplements (VMS) users, up from 26 % in 2017. The rise in Vitamin D usage saw it overtake Vitamin C in 2018, to become Britain’s most popular single vitamin supplement. While usage has ticked upwards for all age groups, it is 35 – 54-year-olds who are the main drivers, with usage rising from 22 % in 2017 to 35 % in 2018 among this group.

Britain’s top five single vitamin supplements are Vitamin D (33 %), Vitamin C (27 %), Vitamin B complex (15 %), Vitamin A (12 %) and Vitamin E (10 %). Meanwhile, well over half (56 %) of VMS users take multivitamins.

Over the past year, six in ten (59 %) Brits have taken VMS. Around one in three (34 %) take VMS daily, with women (38 %) considerably more likely than men (29 %) to do so. Only a quarter (26 %) of all Brits have never taken VMS.

Sales of vitamins and supplements are estimated to reach £442 million in 2018, a rise of 6 % from £417 million in 2013. The sector is predicted to see a steady rise in value sales over the next five years, with the market forecast to grow a healthy 8 % to reach £477 million in 2023.

Anita Winther, Research Analyst at Mintel, said: “The ongoing focus on health, both among consumers and in the public debate, is seeing people take a more proactive approach towards their wellbeing. The interest in health is expected to be a major driver for vitamin, minerals and supplements sales, while the ageing population should continue to drive growth in the over-50s segment. Vitamin D has proved to be a star performer in the sector, with its health benefits during the winter months continuing to be a popular topic. This will have undoubtedly helped boost usage, raising its profile among Brits.”

Rise in veganism offers opportunity for sales of calcium and iron supplements

Not to be outshone, calcium and iron usage among VMS users has shown an impressive rise in the last year; calcium usage increasing 9 percentage points (up from 20 % in 2017 to 29 % in 2018) and iron up 6 percentage points (up from 22 % to 28 %). The biggest increase for calcium was seen among 25-34-year-olds (up from 25 % to 39 %), while for iron, it is 35 – 44 year olds who have upped their intake the most (up from 22 % to 36 %).

Although vegetarianism remains relatively small, Mintel reveals that a flexitarian lifestyle is likely to be affecting what people look for in their vitamins and supplements. Indeed, more than one in ten (11 %) people who use and buy VMS see a vegetarian/vegan claim as an important factor when choosing one vitamin/supplement over another.

A long-term favourite with Brits, cod liver oil/fish oil remains the nation’s number one supplement, taken by 37 % of VMS users in the last year. Britain’s remaining top five supplements include calcium (29 %), iron (28 %), magnesium (16 %) and zinc (16 %).

“The trend towards meat reduction diets – including both strict vegan diets and the more lenient flexitarian approach – is likely boosting usage of iron. With as many as half of meat eaters believing their red meat intake should be limited, it is likely that people are looking to supplements to fill the iron gap left if they are reducing the amount of red meat they eat. The rise in usage of calcium could also be linked to the growing focus on plant-based foods, both in terms of vegan diets and dairy avoidance. With just three in ten adults in agreement that fortified foods and drinks are a better source of vitamins and minerals than taking supplements, consumers may well be feeling the need to complement these foods with a supplement.” concludes Anita.