Vitamin D is top supplement amongst Irish consumers,

with immunity protection high priority, research from AYA reveals

Jodie Wood joins AYA as Brand Ambassador


Click here to see competition T&Cs to celebrate the partnership

AYA, the Irish vitamin and supplement brand developed by Uniphar, unveils new research* today which shows that Vitamin D was the most purchased supplement amongst consumers in Ireland in 2020, with 44% of those surveyed having purchased it. The research follows the announcement this week of the Report on addressing Vitamin D deficiency as a public health measure in Ireland, published by the Oireachtas Joint Committee on Health, which recommends daily Vitamin D supplements of 20-25µg/day (800–1000 IU/day) to the entire adult population, and states that addressing Vitamin D deficiency in our population must be established as an essential cornerstone of public health policy.

The report cites increasing international evidence from Finland, France, and Spain that high levels of Vitamin D in people can help reduce the impact of Covid-19 infections and other illnesses, and specifically mentions low Vitamin D levels in Ireland, stating half of 18 to 39-year-olds, one-third of 50 to 59-year-olds and two-thirds of people over the age of 80 are deficient.

AYA’s research reveals that Vitamin D is closely followed by Vitamin C in most purchased supplements, which was purchased by 41% of those surveyed. The findings point to a consumer shift towards supporting immunity, against a backdrop of the Covid-19 pandemic, with 42% of respondents citing ‘strengthening immune system’ as their primary reason for taking supplements, and 43% citing ‘general health and wellbeing’.

Louise Martin, Head of Consumer at Irish Company Uniphar, developers of the AYA range, comments,The fact that Vitamins D and C were the most popular supplements purchased by Irish consumers in 2020 speaks to the current climate we’re in, with most consumers motivated by a desire to enhance their immunity and improve their overall general health. It points to a seismic shift in how people understand the role that the right vitamins, along with a healthy diet and lifestyle, can play in supporting their health, particularly now.”

The research also shows that the majority of consumers who purchase supplements, young and old alike, do so consistently throughout the year, acknowledging the value of taking supplements regularly. These consumers cite a variety of reasons including prevention of illness, for a specific condition or deficiency, to manage stress levels, or simply for a little boost.

Multi-vitamins ranked third most popular at 40%, with Omega Fish Oils purchased by one third of those who regularly buy supplements. The AYA research also reveals that over half of Irish consumers (53%) prefer to purchase vitamin supplements from a pharmacy due to the advice they receive.

New AYA Brand Ambassador

The research launch coincides with the appointment of lifestyle influencer and qualified nutritionist Jodie Wood as AYA’s new Brand Ambassador.

Louise Martin adds,AYA is committed to delivering high quality products that consumers can have full confidence in, at an affordable price, and we’re delighted to bring Jodie Wood on board as Brand Ambassador to support our brand growth ambitions in 2021 and beyond.”

Jodie Wood, AYA ambassador, comments, “I’m thrilled to join AYA as Brand Ambassador, a natural fit for me with my background in nutrition. I’ve been using AYA’s home-grown range of supplements for myself and my family for some time now, so I completely trust and stand over the quality. As a busy mum of two, keeping on top of my nutrition needs is essential to staying well and maintaining good energy levels. I look forward to working with AYA throughout the year as it adds more great products to its already impressive range.”

Exclusive to Irish Pharmacy, the AYA range of 34 products for adults, children and babies is widely available across the country, including Allcare Pharmacy, Life Pharmacy, Hickeys Pharmacy, McCauley Pharmacy, and other leading Groups and Independent Pharmacies, where staff are trained to give advice and guidance on appropriate products. AYA’s research-backed products are formulated by scientists to deliver noticeable health benefits to customers and are gluten-free and vegan-friendly or vegetarian.

The distinctive blue bottles of AYA’s adult range reflect the iconic apothecary of the old world, with contents that have been formulated based on the latest cutting-edge research. While many of AYA’s colourful kids and baby range are unique products that contribute to the overall development in healthy children, and others help to support certain requirements or conditions.

*Qualitative research was conducted by Coyne Research on behalf of AYA Supplements, amongst a nationally representative sample of 1,000 adults between 18th December 2020 and 7th January 2021.