Waitrose has reported an increase in the sales of vitamin D supplements and tinned fish, following a report on the potential health benefits of vitamin D.
The retailer saw a 70% increase in sales of vitamin D supplements and a 22% increase in sales of tinned fish, after a study found that vitamin D could help to prevent respiratory infections.
With sunlight the best source of vitamin D during the winter months, people in the north of Europe are more likely to need an additional, dietary source of the vitamin, such as oily fish. According to the British Nutrition Foundation, red salmon is the best dietary source, with 15.3 micro grams of the vitamin per 140 gr. of fish.
Significant Benefits
Considering the research, finding ‘significant benefits’ in added vitamin D, Waitrose nutrition manager, Moira Howie identified an opportunity to promote the range of Waitrose private label breakfast cereals, already fortified with vitamin D and possibly extend the Waitrose range of fortified foods,
"Awareness about the importance of vitamin D in the daily diet has been gaining momentum over recent weeks (..). The study highlights the opportunities for further fortified foods, which could have benefits for many individuals in the UK population."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign up to ESM: The European Supermarket Magazine.
