Two in three consumers fear Vitamin D deficiency during lockdown, Lycored survey shows

Lycored has spotlighted the role of Vitamin D supplementation during the coronavirus pandemic, with two in three consumers concerned they are not getting enough of the micronutrient.

Vitamin D helps regulate levels of calcium and phosphate, which are needed to keep bones, teeth and muscles healthy. Along with factors such as age and poor diet, a lack of sun exposure is a key reason for Vitamin D deficiency.

Lycored surveyed 500 physically active consumers in the US, Australia and New Zealand. Two thirds (66%) believed they might not be getting enough Vitamin D as a result of spending more time indoors because of coronavirus. This concern was particularly high among millennials, with three quarters (74%) of 25-34 year-olds worried about Vitamin D deficiency.

The research was undertaken between 8th and 14th October, when various different rules were in place in the three countries. Possibly reflecting the fact that restrictions on movement had been removed in much of New Zealand, fewer consumers there (53%) were worried about Vitamin D deficiency than in the US (72%) or Australia (69%).

The findings are in line with social listening research indicating a sharp increase in consumer interest in Vitamin D. Mentions of the micronutrient in US social media increased by 181% between September 2019 and September 2020, when it was the most mentioned vitamin.1

Interest is also high in other countries, sometimes driven by official advice. In the UK, where people are now advised to take 10 micrograms per day, there was a 20% increase in new product launches containing Vitamin D between 2019 and 2020.3

Christiane Lippert, Global Product Manager, Vitamins and Delivery Systems at Lycored, said: “Of course the coronavirus pandemic has had a huge impact on vitamin and supplement markets and one of the most obvious trends has been increased interest in Vitamin D. Our research supports the case that this is largely a result of concern about the effects of spending more time indoors. Clearly, many sun-deprived consumers are looking to supplements, and this demand is likely to increase in the near future, especially in countries entering the winter months.”

Lycored’s Vitamin D range includes D2 (Ergocalciferol) and D3 (Cholecalciferol) products. The company’s unique microencapsulation technology allows effective dosage for maximum efficacy in supplements, beverages and nutraceuticals.

Products can be provided in forms such as microencapsulated starch beadlets for use in two-piece or hard shell capsules, dry mixes and liquid suspensions for softgels. The range includes kosher, halal, vegetarian, allergen-free and silicon dioxide-free options.

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