Growing Demand and Market Growth in the Vitamin D Industry Triggered by Increased Awareness and Health Concerns

Vitamin D Marketing Trends

Vitamin D, called the sunshine vitamin, is found naturally in some foods and added to others. It also is available as a dietary supplement and is produced endogenously when ultraviolet (UV) rays from sunlight strike the skin.

A variety of international organizations and professional societies have set varying guidelines for daily intakes of vitamin D. These vary, in part, because of different purposes for the guidelines and different use of observational studies and randomized clinical trials.

Product Development

A variety of product development initiatives are being launched by major players in the vitamin D market to cater to consumer demand. These products are intended to help consumers avoid vitamin D deficiency, which can result in rickets in children and osteoporosis in adults. The geriatric population is increasing worldwide, leading to an increase in the number of people suffering from vitamin D deficiency. This is driving the global vitamin D testing market. The market is also being driven by the growing awareness among consumers about the importance of vitamin D. Moreover, the changing reimbursement scenario for these tests is expected to propel market growth.

Vita D Marketing & Design is a full-service marketing agency focused on helping dental and health care practices grow. It offers a variety of services including website development, social media management, and more.

Market Research

The vitamin d market is expected to grow at a significant rate due to the rising number of diseases caused by Vitamin D deficiency. Moreover, the COVID-19 pandemic increased the awareness among people regarding better health and high immunity, which further fuelled the demand for vitamin D supplements. This led to the launch of numerous products to meet the requirements.

The global vitamin D market is primarily segmented by analog, application, form, and region. The value of the market is based on the ‘factory gate’ values, which include sales to manufacturers, distributors, wholesalers, and retailers.

The plant-sourced vitamin D market is expected to grow at a faster pace due to rising consumer preference for plant-based foods, increasing intolerance towards animal-derived products, and easy availability of raw materials. The geriatric population is also expected to drive the growth of the vitamin D market, as it requires a higher dose of this supplement. In addition, the Asia Pacific region is expected to witness sturdy growth in the vitamin D market as it offers an easy access to raw products such as milk.

Product Launches

Various companies launched vitamin D-enriched food products in the market. For instance, Nix & Kix introduced vitamin-enriched soft drink containing D3. This product aims to boost immune health and aid cognition. The company also included calcium and curcumin to help maintain bone health.

The dry form of vitamin D is expected to hold a major share in the global market due to its higher stability and longer shelf life. It is used in end-use industries like medicine, animal feed, and cosmetics. This segment is anticipated to grow at the fastest rate during the forecast period.

In addition to this, a few companies have launched at-home health tests for vitamin D deficiency. Hurdle (a Chronomics Inc brand) launched vitamin D test kits that allow consumers to monitor their level of vitamin D from the comfort of their home. These products are expected to drive growth in the vitamin D testing market. Additionally, the use of vitamin D in fortified foods and supplements is growing worldwide.

Public Relations

The Forum included a number of presentations on a wide range of topics, interspersed with discussions and debates. Prof Cashman (University of Cork, Ireland) summarised the key findings from his and the ODIN project’s work on food-based interventions to improve vitamin D intakes and status. He emphasised the importance of a population-level approach and that the challenge is how to translate research findings into successful intervention strategies for improving vitamin D intakes and levels in the population. He also highlighted that food fortification can be a particularly effective approach, using the example of Finland’s success with its national vitamin D fortification strategy(70). Gael Delamare (Campden BRI) gave a broad overview of technical and consumer considerations in selecting suitable fortification vehicles for vitamin D.(71)

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