Vitamin D: Ingredient Spotlight

Published: June 19, 2020
Updated: June 17, 2024

In the eyes of consumers, vitamin D is synonymous with immune support—and for good reason. It’s been well-established in research that vitamin D prevents adverse health effects. However, immune support is only one facet of the micronutrient’s health benefits. Vitamin D has also been shown to support bone health, mental well-being, the cardiovascular system, and more. With a multitude of positive effects, it’s no wonder why the vitamin is in high demand.

The US market for vitamin D supplements is expect to reach $1.9 billion USD by 2027, growing at a CAGR of 7.1%. Consumption of vitamin D has been increasing as consumers become more health-conscious and mindful of their body’s micronutrient needs. This trend was especially amplified during the COVID-19 pandemic, which caused many people to take their health more seriously through a balanced diet and supplementation.

Despite the efforts of consumers to take better care of their bodies, approximately 35% of adults in the United States have vitamin D deficiency. Primarily, this is due to inadequate sun exposure. Working indoors without taking breaks to go outside and living a sedentary lifestyle are common examples of barriers to sun exposure. Supplementation is one solution to maintain healthy vitamin D levels, but it’s important to know the differences between vitamin D supplement variations.

Vitamin D comes in two forms—D2 (ergocalciferol) and D3 (cholecalciferol). The differences between D2 and D3 lie in their structure and source. D2 is man-made and is commonly used in supplementation and to fortify foods. D3, on the other hand, is synthesized in the skin from exposure to the sun but can also be consumed through the intake of animal-based foods. Furthermore, although both forms are useful, studies have shown D3 to be more effective at raising vitamin D levels than D2. Brands have been incorporating both D2 and D3 into their products to amplify their nutrition labels and provide an extra benefit to consumers.

From 2020-2024, the top subcategories for product launches with added vitamin D were vitamin/mineral supplements at about 28% of total launches according to Innova Product Launch Database. The next subcategories were cold cereal (7.8%), baby formula/milk (7.5%), meal replacements (3.7%), and women’s specialty products (3.6%).

Within supplements, the fastest growing subcategories for new product launches are hair, skin, and nails products with a 45% CAGR from 2020-2024, and men specialty products with a 28.7% CAGR in the same period.

The most common format for vitamin D supplements are gummies followed by capsules, tablets, Vcaps, and soft gels. Capsules experienced the highest CAGR in the time frame at 21.8%. It’s important to note and communicate with consumers that vitamin D is a fat-soluble vitamin, so it should be taken with a meal for maximum absorption. Additionally, some products feature complimentary ingredients such as vitamin K, which works with vitamin D to balance calcium levels in bones. Incorporating the right form of vitamin D with carefully selected ingredients can help differentiate a product on the shelf.

With the importance Vitamin D may play in immune health we expect to see this trend continue for the foreseeable future. When sourcing vitamin D, it’s crucial to know where your product is coming from, what quality assurances are in place, and the sustainability impact of the supply chain. At Prinova, our global supply chain coupled with our team of market insight experts provide a reliable and high-quality to assist with your ingredient sourcing needs.

Complete the form below to connect to one of our experts today and find out how Prinova can help your ingredient sourcing and product development needs.

Sources: NutraIngredients-USA: Overwhelming evidence supports vitamin D’s immune function benefits; Google Trends; Innova Market Insights: Innova Database