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Brits are tired, fatigued and stressed, which correlates with a rise in sales of certain supplements, reveals new research.

Market research company Mintel has found that modern life is taking its toll on British people, with an average of 40 per cent currently feeling tired or fatigued. This figure has regional variations, with 26 per cent of Welsh consumers and a staggering 47 per cent of Londoners saying they're tired or fatigued. Similarly, an average of 29 per cent of Brits agree they are currently stressed, compared to 23 per cent of Welsh consumers and 36 per cent of Londoners.

These high figures are thought to be having a positive effect on sales of energy and mind supplements, which have risen five per cent in the past year.

Despite this rise in sales of energy and mind supplements, overall sales of vitamins and supplements are expected to show growth of just one per cent in 2015, after seeing no growth in 2013/14. It would seem that the rising interest in healthy eating in the UK is having a negative impact on the vitamins and supplements market, with some 67 per cent of Brits agreeing that it is better to get vitamins from a healthy diet than to rely on vitamin, mineral or supplement products.

Despite overall sales of vitamins and supplements slowing down, Jack Duckett, consumer lifestyles analyst at Mintel says: €Sales of demographically targeted vitamins continue to fare well, reflecting the increasing consumer desire for personalisation. Developing new products that address the needs of niche demographic groups and lifestyles could help to drive top line category sales growth.€