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However in spite of the boost in sales, the variety of users remains the same with the increase in value of the category in 2020 driven by increased use among existing users. Driving routines amongst periodic users is important to guarantee long-term engagement and sustained value development, and brand names can do this by utilizing apps to set suggestions and develop schedules or providing specialised strategies offering customers more structure to regimens." Mintel commissioned consumer research study to examine usage of and behaviours towards vitamins and supplements.

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* Mintel surveyed respondents' use frequency of vitamins and supplements from June 2019 to July 2020. ** Mintel asked respondents in July 2020: "How typically have you taken vitamins, minerals or dietary supplements in the last 12 months?" 24% responded with "Periodically (when I need them/remember to take them)".

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Proprietary Association of Great Britain. (March 31, 2021). Sales value of vitamins and minerals in Terrific Britain from 2009 to 2020 (in million GBP) [Chart] In Statista. Recovered March 16, 2022, from Association of Great Britain. "Sales value of vitamins and minerals in Terrific Britain from 2009 to 2020 (in million GBP)." Chart.