Hair loss affects 85% of men and 40% of women in the UK by the age of 50, sparking widespread concern across age groups. A study by LloydsPharmacy Online Doctor found that 22% of UK adults feel “very concerned” about the possibility of losing their hair, while 35% said they are “somewhat concerned”. The emotional toll is notable: half of those surveyed said they would feel self-conscious if hair loss began, a third would feel insecure, and 40% would feel devastated. By contrast, 34% said they would feel merely “saddened”.

Younger men appear particularly vulnerable to the emotional impact. Three in four men under 35 believe hair loss would negatively affect their confidence. Among men over 35, this figure drops to 40%. Women report even higher levels of worry, with 59% feeling “concerned” or “very concerned” compared to 53% of men. Only 12% of women said they were “not concerned at all”, compared with 24% of men.

The booming hair vitamin market reflects these anxieties and is projected to reach £431.6 million by 2030. According to the study, 66% of women and 55% of men would consider taking supplements to promote hair growth. But Sheena Bagga, pharmacist prescriber at LloydsPharmacy Online Doctor, warns that while deficiencies in certain vitamins such as Vitamin D, B12, Iron, and Biotin may contribute to hair loss, overconsumption of nutrients like Vitamin A or Selenium can also cause shedding. She explains: “A lot of people don’t realise Vitamin D plays a key role in the hair growth cycle, and deficiency has been associated with various types of hair loss including telogen effluvium and alopecia areata.” Bagga adds: “Too much Vitamin A can be a big problem. While a deficiency can lead to hair thinning, overdoing it, especially through supplements, can actually cause hair loss.”

The study revealed a lack of awareness about these risks. 64% of women and 65% of men did not know that taking too many vitamins could lead to hair loss. Furthermore, 44% of respondents believed that consuming more than the recommended dose would be more effective.

Vitamin D deficiency is widespread, affecting around half of Brits. The NHS recommends 400 IU for children up to 12 months, 600 IU for individuals aged 1 to 70, and 800 IU for those over 70. Bagga notes its importance in maintaining healthy hair follicles and overall scalp health.

Biotin, or Vitamin B7, is used by 25% of respondents. It is believed to support keratin production. Bagga says: “For those that are deficient in Biotin, they’re likely to experience brittle hair or increased shedding, so taking a supplement can make a big difference. However, Biotin deficiency is incredibly rare.” Recommended daily intake ranges from 25 to 100 micrograms depending on age.

Iron is another key nutrient. It helps carry oxygen to hair follicles, which is essential for growth and strength. Bagga states: “Iron helps carry oxygen to your hair follicles, so without enough the hair can start to thin or shed more.” Iron deficiency is especially common among menstruating women and vegetarians. The NHS advises a daily intake of 8.7 milligrams for men over 19, 14.8 milligrams for women aged 19 to 49, and 8.7 milligrams for women over 50.

Selenium also plays a role in hair health, although both deficiency and excess can be harmful. Bagga comments: “The line between ‘just enough’ and ‘too much’ is pretty thin. While low levels can occasionally affect hair growth, it’s high selenium intake that’s more often linked to hair shedding.” The recommended daily amount is 75 micrograms for men and 60 micrograms for women.

Collagen has also gained popularity, with 15% of respondents reporting its use. There were 139,000 Google searches for collagen in March 2025. Bagga advises caution: “Not all collagen products are created equal, so quality and consistency matter more than hype.” She notes that scientific evidence supporting collagen’s effectiveness for hair growth remains limited.

Despite strong interest, some remain sceptical. Seventeen percent of participants questioned whether vitamins work at all, 13% cited cost as a barrier, and 9% expressed concerns about side effects. Bagga recommends that anyone noticing significant hair thinning or loss should consult their GP to identify the root cause and find the most suitable treatment. LloydsPharmacy Online Doctor provides virtual consultations for those seeking tailored advice.