Vitamin D Market

Market Overview

The global vitamin D market size was valued at USD 1.69 billion in 2023. It is estimated to reach USD 3.01 billion by 2031, growing at a CAGR of 7.48% during the forecast period (2023–2032).

Vitamin D is a cluster of fat-soluble secosteroids that improve intestinal absorption of calcium, phosphate, and magnesium and exert numerous other biological effects. Vitamin D3 (cholecalciferol) and vitamin D2 (ergocalciferol are the most important compounds in this class for mammals. Vitamin D3 is primarily obtained from a photochemical reaction of ultraviolet B (UVB) light caused by exposure to UVB from the sun or UVB bulbs in the lower layers of the skin's epidermis.

Cholecalciferol and ergocalciferol can be obtained through dietary sources and dietary supplements. Only a few foods, such as fatty fish flesh, naturally contain significant quantities of vitamin D. Dietary vitamin D and vitamin D produced by the epidermis are biologically inactive. The hydroxylation of two protein enzymes activates it, the first in the liver and the second in the kidneys. Most mammals, including humans, can produce enough vitamin D through skin exposure to sunlight, so it is not properly classified as a vitamin.

Market Dynamics

Global Vitamin D Market Drivers

Increasing Prevalence of Vitamin D Deficiency

It is predicted that over 1 billion individuals globally suffer from a deficiency in vitamin D, with more than half of the population having an inadequate intake of this essential nutrient. This insufficiency in vitamin D intake leads to the development of various deficiencies and disorders. Vitamin D deficiency is common among people who live in high altitudes and is mainly caused due to dietary habits, dark skin pigmentation, and the absence of vitamins in food. Increasing urbanization forcing people to spend more indoors is also a primary factor causing vitamin D deficiencies. These underlying health risks have increased consumer reliance on vitamin D supplements, thereby facilitating market expansion.

Rising Intake of Fortified Foods

It is estimated that more than 2 billion people worldwide suffer from micronutrient deficiencies, with intake levels of vitamins and minerals lower than required. The concept of fortified foods was introduced in the 1930s. Fortified foods boost the intake of vitamins and minerals among adults and children. The fortification of milk with vitamin D and the addition of calcium to fruit juices are some.

The elderly population in Denmark is the ideal consumer segment for fortified foods, especially during the winter season of the common applications in the industry. Countries like the US have been consuming fortified foods for years, potentially eliminating common diseases such as rickets, pellagra, and other nutrient deficiencies. The US, Canada, India, Finland, and Denmark are some of the major markets for fortified vitamin D foods. The mandatory requirement is to provide vitamin D in fortified foods in the US and fortified milk in Canada. Such factors drive the vitamin D market growth.

Global Vitamin D Market Restraint

Risks Associated with Vitamin D Toxicity

Vitamin overdose is an issue of concern, especially among children. Rising awareness of the benefits of vitamin D supplements and their widespread availability has increased the risks associated with overdosing on vitamins. In fortified foods, the amount of vitamins often exceeds the recommended levels. In addition, Vitamin D toxicity prevalence is more common among adults who take supplements. Therefore, it is recommended to consume 4,000 IU of vitamin D daily. The side effects of overdosing include no symptoms to life-threatening medical complications. Thus, the factors above are expected to restrict the market growth.

Global Vitamin D Market Opportunities

Increasing Demand for Nutricosmetics and Vitamin Formulations

In the cosmetics industry, there is a need to develop ground-breaking formulations that can maintain the skin's health. This has led to the development of nutricosmetics, products that act as nutritional supplements for the skin. They have ingredients as nutritional supplements for nails, skin, and hair. Proteins, vitamins, collagens, minerals, omega-3 fatty acids, and other plant extracts are used in the nutricosmetics segment.

The global nutricosmetic market is expected to surpass USD 2 billion by 2026 and support vitamin D manufacturers' growth in the coming years. Women aged between 30 and 60 give importance to skin nutrition and well-being in general. The market is expanding as more men are becoming aware of ways to prolong the life of their skin. It is also estimated that over 55% of millennials take good care of their skin. This is expected to create opportunities for the market for vitamin D during the forecast period.

Regional Analysis

Based on region, the global vitamin D market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.

Europe Dominates the Global Market

Europe is the most significant global vitamin D market shareholder and is estimated to exhibit a CAGR of 7.81% during the forecast period. Changing lifestyles, an increase in the usage of nutricosmetics, and the concentrated presence of pharmaceutical manufacturers in the region are expected to sustain growth in the coming years. Germany, the UK, France, Spain, and Italy were the major revenue drivers in 2022, along with the presence of several end-user industries. In addition, Switzerland, Netherlands, Denmark, and Belgium are other significant markets for growth in the cosmetics, animal feed, and supplement segments. More than 70% of the European population is either insufficient or deficient in vitamin D, making it one of the ideal markets for vitamin D penetration. Serum levels are also diversified between northern and southern Europe. Among the insufficient population, the vitamin D level in southern Europe was between 20 and 30 nmol/L and 40 – 50 nmol/L in northern Europe.

Additionally, initiatives and strong recommendations from organizations such as Public Health England (PHE) support the intake of vitamin D supplements in the autumn and winter seasons, thereby fueling market growth. Germany is the largest exporter of medical supplies and supplements and continues to offer significant growth opportunities for the vitamin D market during the forecast period.

North America is predicted to exhibit a CAGR of 8.45% over the forecast period. Food fortification is the major factor driving the demand for vitamin D ingredients. Favorable laws and government programs support this in the North American region. A lack of vitamin D affects 42% of US consumers. The need for vitamin D in the pharmaceutical industry has increased as cases of bone and joint disorders are becoming more common. In the US, there are over 54 million adults who are in danger of developing osteoporosis. Over 2 million people in the US experience osteoporotic fractures every year. In addition, manufacturers and licensed retailers are becoming more popular places to buy vitamin D supplements. The regional market growth is pushed by the typical supplement consumers, including vegans, IBD sufferers, and people working inside.

Asia-Pacific is expected to grow at the quickest CAGR during the forecast period. Rapid urbanization, changes in lifestyle, western influence on food consumption, demographic profile, and favorable opportunities for industrial investments and expansions are expected to drive the market during the forecast period. Food fortification is an ideal technique for addressing nutrient deficiencies due to the prevalence of lactose malabsorption in the Asia-Pacific region. While China, Japan, and South Korea are considered the major markets, Singapore, Malaysia, and Indonesia are also expected to become secondary vitamin D markets during the forecast period. The obsession with fairness in the Asia-Pacific region is predicted to drive the demand for vitamin D in the personal care segment.

Micronutrient deficiencies are widespread in Latin America's developing countries because of poor diets and reduced exposure to sunlight. With rapid upgrades and increasing awareness among individuals, the region is expected to generate incremental revenue of USD 100.99 million in the vitamin D market during the forecast period. The market is also primarily driven by the booming nutricosmetics and pharmaceutical industry in major countries such as Brazil, Mexico, and Argentina. Economies such as Chile, Peru, and Colombia are potential secondary markets for expansion.

The Middle East and Africa have high rates of osteomalacia despite receiving plenty of sunlight. The daily vitamin D intake among girls in Iran and Saudi Arabia is less than the recommended level of 25 nmol/L. Likewise, seasonal variations and the economy determine the nutritional model for a particular region. Since the prevalence of osteoporosis is highest among women in the Middle East and Africa region, the demand for vitamin D supplements is expected to soar during the forecast period.

Segmental Analysis

The global vitamin D market is bifurcated into analog, form, and application.

Based on analog, the global market is bifurcated into vitamin D2 and D3.

The vitamin D3 segment owns the highest vitamin D market share and is predicted to exhibit a CAGR of 8.65% over the forecast period. Vitamin D3, known as cholecalciferol, is mostly obtained from animal sources like egg yolk and fish oil. It is also produced by the skin when exposed to sunlight. Both human and animal bodies contain vitamin D3, the form of the vitamin that is biologically active. Vitamin D3 is more advantageous because it occurs naturally and has been shown to effectively increase vitamin D levels. In addition, D3 is the most popular option in the pharmaceutical industry because it enhances health and treats illnesses. D3 is also better absorbed by humans. Research shows that it works better than D2 at increasing serum levels of 25-hydroxyvitamin D. As a back-end support for segment growth, favorable government regulations, easy medication access, and clear labeling are all important factors.

Vitamin D2 (ergocalciferol) is mostly derived from a common plant steroid, ergosterol. Though it is widely assumed that living plants do not contain vitamin D2, certain plants contain compounds of vitamin D activity. The widespread availability of vitamin D2 and comparatively cheaper production have increased its usage in the pharmaceutical industry and in the formulation of fortified foods. In addition, milk and cereals are the most common food items fortified with vitamin D2. With the outbreak of COVID-19 in 2020, the demand for vitamin D2 surged owing to its increased usage in manufacturing drugs and medicines.

Based on form, the global market is divided into dry and liquid forms.

The dry-form segment accounts for the largest market share and is anticipated to exhibit a CAGR of 8.51% over the forecast period. Due to its higher stability and longer shelf life, the dry vitamin D category held a leading market share. Beadlets and crystalline forms are also included in this segment because they are used in end-user industries like medicine, animal feed, and cosmetics. Dry vitamin D is recommended greatly for cattle feed. For instance, pregnant heifers need up to 1,887 IU/kg of vitamin D daily. Since dry forms are more potent and effective, they are also utilized in supplements. The spike may aid the expansion of the dry vitamin D segment throughout the predicted period in demand for encapsulated forms and premix formulae.

Vitamin D is presented in the segment in liquid forms like oil and oil resin. The animal feed industry that is expected to shape the future of the vitamin D market requires vitamin D in the form of oil dilutions, oil absorbates, dispersible liquid concentrates, and emulsions. It is also considered the ideal delivery form for soft gel capsules, injectables, and food and beverage fortifications. With increasing demand in the supplements and feed industry, the segment is expected to pose an absolute growth during the forecast period.

Based on application, the global market is divided into pharmaceuticals, animal health, functional food and beverages, and personal care.

The pharmaceuticals segment is the most significant contributor to the market share and is anticipated to exhibit a CAGR of 9.23% over the forecast period. The pharmaceutical industry dominates the global vitamin D market with increasing applications in novel segments like vitamin therapy and beauty supplements. For most pharmaceutical businesses, vitamin D is essential because it is a hormone that aids in the body's calcium absorption. In addition, vitamin D2 and D3 supplements improve immunity and reduce tiredness, depression, and muscle weakness. Consumption is more common among women to improve bone health. The impact of COVID-19 in major economies is expected to accelerate the demand for vitamin D during the forecast period.

The increasing demand for on-the-go convenience foods and increasing health awareness among people have enhanced the use of vitamin D in the functional foods and beverages segment. In the functional food and beverage segment 2019, 14% of new product launches made ethical claims and claimed to have fortified vitamins or minerals. The surging disposable income of the middle class in the developing economies of Asia-Pacific and Latin America has accelerated the demand for vitamin D supplements. The US, Japan, and China are some of the major markets for vitamin D-fortified foods and beverages. Lesser toxicity of vitamins in fortified foods and beverages also promotes the segment's growth.

Recent Developments

• May 2023- Koios Beverage Corp. introduced a new, innovative "Swol Bears" gummy line to complement its popular, healthier Fit Soda™ beverage line. This new line of gummy candies, made with all-natural ingredients and infused with vitamin D, provides a delicious and healthier snacking option following the company's mission to promote health and wellness.
• July 2023- PanGenomic Health Inc. (AQSE: NARA) announced that its subsidiary, MUJN Diagnostics Inc. ("MUJN Diagnostics"), has launched a Vitamin D health assessment service and a corporate website located at mujn.ai.