Alternative medicines are fast becoming the new mainstream as Britons increasingly turn to self-medication. Sales of herbal and homeopathic remedies in chemists, health stores and supermarkets have doubled in a decade and are now estimated to be worth £200m.

And there is no sign of a slowdown as consumers - the majority women aged more than 35 years - are expected to continue sweeping 'natural' pills, potions and ointments off the shelves, according to new research.