Britain’s supplement habit is now worth more than £1 billion a year.
In recent years the market has boomed, rising by an estimated 8 per cent year on year, with research suggesting that more than half of Britons now take some form of vitamin, mineral or other nutrient.
What was once largely the preserve of cod liver oil, vitamin C and the occasional multivitamin has evolved into a sprawling industry promising everything from sharper memory and stronger bones to glowing skin and better sleep.
Could they also make you live longer? Perhaps. Last month, scientists reported that taking a daily multivitamin could slow the body’s ageing clock in older adults – a finding that could mean more healthy years of life for about 5p a day. Vitamin D, magnesium and omega-3 remain among the most popular staples, but there has also been a surge in more targeted formulas marketed as the key to brain health, hormone balance, joint support and longevity.
Celebrities have been quick to cash in too, with a rise in A-list backed brands – from Davina McCall’s collagen range to Jennifer Aniston’s wellness venture.
Social media has only accelerated demand, with influencers touting mushroom powders, hormone blends and anti-ageing capsules to millions of followers.
‘We continue to see the market boom as people are more proactively managing their health,’ says Rachel Chatterton, director of product at health and wellness chain Holland & Barrett.
‘Demand within joint, bones and muscles is rising quickly, with magnesium now being our bestselling product, reflecting growing consumer focus on muscle support, recovery and everyday wellbeing.’
Research does suggest that some supplements can genuinely improve health
To sceptics, much of it can seem like slick marketing dressed up as science – expensive pills selling hope in a bottle. Yet research does suggest that some supplements can genuinely improve health when used properly, especially where deficiencies exist or in specific at-risk groups. Studies have linked supplements to improved cardiovascular health, a lower risk of some cancers and possible protection against degenerative brain disease.
The challenge for consumers is knowing what is worth taking – and what belongs in the bin. So to cut through the hype, we asked leading experts in their respective fields to reveal the supplements they actually take – and the ones they avoid.
The brain expert
Professor Sophie Scott
Neuroscientist Professor Sophie Scott is director of the Institute of Cognitive Neuroscience at University College London.
‘There is a lot of nonsense talked about the brain and supplements, but I do take a few – all based on the scientific literature,’ says Professor Scott, 59.
‘I take iron, as I tend to be anaemic, and when I try to donate blood they typically send me away. I normally take that in a multivitamin.’
She says the menopause badly affected her sleep, so she now takes magnesium glycinate. ‘A neuroscience colleague recommended it, and it does make me sleep better’ she says. ‘Trials have shown that it leads to improved sleep in people who have problems with insomnia.’
As someone who keeps up with the latest research, she has also recently added a rather unconventional supplement.
‘I recently went to an interesting talk showing some mild preventative effects of nicotine on Parkinson’s disease, so I am trying a low-dose nicotine lozenge once or twice a day,’ she says.
One of the first studies to suggest a link came in 2018, when data from 200,000 smokers found they were less likely to develop Parkinson’s disease. Scientists suspect nicotine may bind to receptors involved in dopamine signalling – a pathway known to be disrupted in the condition.
While not currently part of her routine, Professor Scott says there is one more supplement she is considering. ‘I am thinking about starting to take creatine as there is evidence that it can help with cognition, attention and information processing speed, and some of my neuroscience colleagues are evangelical about it,’ she says.
The hormone whisperer
Professor Annice Mukherjee
Professor Annice Mukherjee is a consultant endocrinologist, broadcaster and speaker. She is also author of The Complete Guide to The Menopause.
The market for supplements claiming to ease menopause symptoms has boomed, with an estimated 13 million women in Britain thought to be peri or post-menopausal.
But Professor Mukherje, one of Britain’s foremost endocrinologists and a specialist in hormonal health, believes that many of the products aimed at women in midlife are exploiting fears rather than solving problems.
‘The supplement industry is a massive scam and is absolutely monopolising the renewed menopause market,’ says Professor Mukherjee, 56, who works as a hormone specialist at University College London.
Instead, she focuses on a few core nutrients many experts recommend for general health.
The first is vitamin D, which supports bone health and immune function. Research suggests around one in five Britons are deficient, while many more have below-optimal levels.
‘Certainly this is important in the winter months, but I take it all year round as I don’t tend to sunbathe much,’ she says.
She also takes a general multivitamin, but is not loyal to any particular brand.
‘I vary the brand depending on what is on offer. The reason for taking it is that we all have busy lives and none of us have perfect diets – I think I can say that with some confidence.
‘And many of us are under stress, which can affect gut absorption, therefore we may not consume all of the micronutrients that are needed for optimal wellbeing or we may not absorb them if our gut is not working optimally.’
Professor Mukherjee also sometimes takes calcium. ‘I do dip in and out of calcium supplements,’ she says. ‘Most of us do not get enough calcium in our diet. Postmenopausal women, for example, should be having around 1000mg of elemental calcium daily.
‘If I don’t get enough calcium in my diet on a particular day, I take a gummy supplement that contains 320mg per gummy.’
The longevity specialist
Dr Ash Kapoor
Dr Ash Kapoor is founder of the Levitas Clinic, where he focuses on restoring health, balancing hormones, healing the gut and optimising patients’ lifespan.
Scientists have long debated the upper limit of human lifespan, but most place it somewhere between 115 and 125. Longevity specialist Dr Kapoor, 59, from London, believes that he has optimised his lifestyle to live to 123.
To chase that goal he follows a strict routine. He performs 150 squats and 150 press-ups every day, takes regular naps and practises breathwork.
Between Sunday morning and Monday evening he completes a 36-hour fast, consuming only water and vitamins. Once a month, he also undertakes a three-day fast.
Supplements are therefore central to his regime. He takes 16 a day, costing him hundreds of pounds every month.
In the morning, he says the aim is to improve focus, balance mood and support long-term immunity. He starts with cordyceps, creatine, methylated B complex, vitamin D3 and K2, omega 3, 6, 9 blended oil and a multivitamin.
While he admits his routine is not for everyone, he says: ‘If you’re new to supplements, the best place to start is with methylated vitamin B12 and vitamin D.
‘B12 protects the body through the formation of red blood cells – and the methylated form is most effective. Vitamin D supports strong bones, muscles and immunity.’
In the afternoon he takes CoQ10, an antioxidant linked to energy production, and lion’s mane mushroom, which some studies suggest may support heart health and decision-making. In the evening the focus turns to relaxation, immune support and sleep quality.
‘A good pre-sleep routine means you may need fewer hours overall, as your rest will be deeper and more restorative,’ says Dr Kapoor.
He takes zinc and copper, magnesium, reishi (an East Asian mushroom) and ashwagandha (from a shrub found in Middle East, India and Africa).
However, he stresses that supplements are only one part of the picture.
‘Supplements should, of course, complement a balanced diet built around whole foods and minimal ultra-processed products,’ he adds.
The skin doctor
Professor Tess McPherson
Professor Tess McPherson is a consultant dermatologist at Oxford University Hospitals and senior clinical lecturer at the University of Oxford.
Eating your skincare has become one of the latest wellness crazes.
Influencers fill social media with nutrient-dense smoothies, supplement stacks and collagen powders they claim give them a glow from within. On TikTok alone, videos promoting collagen powders, drinks and capsules have amassed tens of millions of views.
Professor McPherson, 46, is unconvinced. ‘I see a lot of claims for products, and we all have to be mindful that these claims can be based on little or no evidence and always consider who is making money out of this,’ she says. ‘So I do not take any of the many skin and hair vitamin concoctions like collagen as there is no good evidence for this – it’s all hype.’
Her personal routine is far simpler. Throughout winter she takes zinc, which studies show may reduce the chance of catching viral illnesses and lessen their severity. She also takes vitamin D to support her bone health after being diagnosed with osteoporosis, and magnesium at night.
‘This has pretty good evidence for sleep and muscle function, and I have found it helpful,’ she says.
Although she does not currently take supplements specifically for skin, one has caught her attention.
‘More recently I have been considering taking nicotinamide, a form of vitamin B3,’ she says, ‘as there is now good evidence for various anti-inflammatory properties and good evidence it reduces the risk of skin cancer.’
The cancer expert
Professor Hendrik-Tobias Arkenau
Professor Hendrik-Tobias Arkenau is a consultant medical oncologist specialising in gastrointestinal cancers, immunotherapy and early drug development.
For Professor Arkenau, there is only one supplement firmly in his own routine.
‘Apart from stealing my kids’ gummy multivitamins, because they are yummy,’ he says, ‘I take vitamin D. It can help with bone health and general immunity, particularly in the darker months, but research now suggests that there is some benefit specifically within the field of cancer.’
He points to evidence suggesting patients with higher vitamin D levels may tolerate cancer treatment better, while low levels have been linked to a higher risk of colorectal cancer, and to a lesser extent breast cancer.
Scientists believe vitamin D may help regulate T cells, which are crucial to the body’s immune defence against tumours.
The heart health guru
Dr Fozia Ahmed
Dr Fozia Ahmed is a consultant cardiologist at Manchester University NHS Foundation Trust, where she specialises in heart failure and cardiac devices.
As a woman in her 40s, consultant cardiologist Dr Ahmed says there is one supplement she has taken for years and considers essential – iron.
‘Iron deficiency is really common in women but often overlooked,’ she says. ‘I take a gentle iron supplement, about 20mg, the equivalent of what would be in a multivitamin.’
A 2025 study published in Nature found that iron supplementation could cut the risk of hospitalisation and death from heart failure in patients with a history of the condition.
‘Iron is essential at a cellular level. It’s needed to produce red blood cells, which carry oxygen and nutrients around the body. When levels aren’t optimal, the cardiovascular system can’t function at its peak,’ says Dr Ahmed. She also says iron may help with fatigue and brain fog often blamed on the menopause.
The only other supplement she takes is vitamin D, though there is one more she is watching closely. ‘Some colleagues are really positive about CoQ10, for its benefits to cardiovascular health, but I am not sure the research is there yet to discern whether it is just hype or there is some truth to it,’ she says.
