Vitamin pill sales treble in two years

BRITONS are turning into a nation of pill-poppers, with the sales of vitamin tablets more than trebling in just two years, according to a major supermarket chain.

Sainsbury’s said yesterday that sales of its Vitamin C lines were up by more than 200 per cent, compared with two years ago. Meanwhile, sales of multivitamins have doubled over the same period. The trend looks set to continue, with sales of vitamins peaking in January.

Women are the biggest consumers, accounting for nearly three-quarters of the vitamins, minerals and supplement sales, according to consumer data of 12 million shoppers.

Flu vaccinations have also more than doubled since last year as shoppers take preventive measures to beat winter illness.

Sales of anti-bacterial hand gel is up 145 per cent compared with 2010, as customers try to prevent illness and the spread of germs.

Richard Holland, Sainsbury’s healthcare buyer, said: “It seems our customers aren’t prepared to take any chances this year – there’s a real focus on prevention over cure.”