Companies around the world are adding vitamin D to more foods and drinks than ever before. Researchers looked at nearly 19,000 new products launched between 2019 and 2023 to see which foods were getting this nutrient added. They found that product launches jumped by 178% in 2020 compared to 2019. Most of these fortified products came from Asia and Europe, and interestingly, Asian products had much more vitamin D added than European ones. The study shows that while dairy products are the most common choice for adding vitamin D, sugary foods and hot drinks actually contain higher amounts. The researchers suggest that different regions need their own guidelines for how much vitamin D to add based on what people in that area actually need.

The Quick Take

  • What they studied: How many new foods and drinks with added vitamin D were launched worldwide, where they came from, and how much vitamin D they contained
  • Who participated: Analysis of 18,923 new food and beverage products launched globally between 2019 and 2023, tracked through a major product database
  • Key finding: The number of vitamin D-fortified products nearly tripled in 2020 compared to 2019, with Asian products containing about 3.5 times more vitamin D than European products
  • What it means for you: You have more options to get vitamin D from fortified foods, but the amount varies greatly depending on where you live and what type of food you buy. Check labels to see how much vitamin D is actually in the products you choose

The Research Details

Researchers examined a large database of new food and drink products launched worldwide from 2019 to 2023. They looked at nearly 19,000 products that had vitamin D added to them. For each product, they recorded important information like how much vitamin D it contained, what type of food it was, what year it launched, and which region it came from. They then analyzed this information to spot patterns and trends—like which regions launched the most products, which food categories were most commonly fortified, and how much vitamin D was typically added.

This approach is like taking a snapshot of what’s happening in the global food market rather than doing an experiment. The researchers used an existing database (Mintel’s Global New Product Database) that tracks new products as they’re launched, so they didn’t have to create their own data collection system. They focused on extracting specific information about vitamin D content and product characteristics to understand the bigger picture of fortification trends.

This type of research is important because it shows us what’s actually happening in real stores and markets around the world. Rather than testing whether vitamin D fortification works (which other studies do), this research reveals trends in how the food industry is responding to vitamin D deficiency. Understanding these trends helps health officials and policymakers see if current fortification efforts are adequate and where improvements might be needed. It also helps consumers understand what options are available to them.

This study provides a broad overview of global trends based on a large database of real products. The strength is that it captures actual market data from nearly 19,000 products across multiple regions. However, the study doesn’t measure whether people are actually consuming these products or whether they’re getting enough vitamin D from them. The database may not capture every single product launched worldwide, so some regional products might be missing. Additionally, the study doesn’t explain why certain regions chose to add more or less vitamin D—it just reports what happened.

What the Results Show

The research revealed a dramatic increase in vitamin D-fortified product launches over the five-year period. In 2020, there was a 178% jump in new products compared to 2019—meaning nearly three times as many products were launched that year. This suggests that food companies significantly increased their focus on vitamin D fortification, likely in response to growing awareness of vitamin D deficiency worldwide.

Geographically, Asia and Europe dominated the market, accounting for about 60% of all new vitamin D-fortified products. However, there was a striking difference in how much vitamin D was added: Asian products contained an average of 11.3 micrograms per 100 grams or milliliters, while European products averaged only 3.3 micrograms—making Asian products about 3.5 times higher in vitamin D content.

When looking at food categories, dairy products and dairy alternatives (like plant-based milks) were the most common vehicles for vitamin D fortification. However, these products actually contained relatively low levels of vitamin D. Interestingly, foods high in sugar and fat, as well as hot beverages like coffee and tea, contained the highest amounts of added vitamin D.

The research found that most manufacturers didn’t specify whether they used vitamin D2 (the plant-based form) or vitamin D3 (the animal-based form), which is important information for consumers with dietary restrictions. Additionally, very few products made health claims about vitamin D on their labels, meaning consumers might not even realize they’re buying fortified products. This suggests there’s room for better labeling and consumer education.

This study builds on previous research showing that vitamin D deficiency is a global health concern. Earlier studies have documented that many people worldwide don’t get enough vitamin D from sunlight and diet alone. This new research shows that the food industry is responding to this problem by fortifying more products, particularly in recent years. However, the inconsistency in how much vitamin D is added across regions suggests that global fortification efforts are not yet coordinated or standardized.

This study only looked at new products launched during a specific five-year period, so it doesn’t tell us about products that were already on the market before 2019. It also doesn’t measure whether people are actually buying or consuming these fortified products, or whether the vitamin D amounts are enough to prevent deficiency. The database used may not capture all products, especially smaller regional brands or products sold in less developed markets. Finally, the study doesn’t explain the reasons behind regional differences—it only reports that they exist.

The Bottom Line

If you’re concerned about vitamin D intake, look for fortified foods when shopping—there are increasingly more options available. Check product labels to see the vitamin D content and choose products with higher amounts if you’re at risk for deficiency. Dairy products and plant-based milk alternatives are common fortified options, though they tend to have lower vitamin D levels. If you live in a region where fortified products are less common or contain lower amounts, consider discussing vitamin D supplementation with your doctor. Confidence level: Moderate—while fortified foods are becoming more available, individual needs vary based on age, location, and sun exposure.

This research is most relevant for people who may not get enough vitamin D from sunlight and diet alone, including those living in northern climates with limited sun exposure, people with darker skin tones who produce less vitamin D from sun exposure, older adults, and people with certain health conditions. It’s also important for parents choosing foods for children, as vitamin D is crucial for bone development. Healthcare providers and policymakers should care about this research because it shows gaps in fortification efforts that could be addressed with better guidelines.

If you start consuming more vitamin D-fortified foods, you won’t notice immediate changes. Vitamin D builds up in your body over weeks and months. It typically takes 2-3 months of consistent vitamin D intake to see improvements in blood vitamin D levels. For bone health benefits, you’d need to maintain adequate vitamin D intake over years.

Want to Apply This Research?

  • Track daily vitamin D intake by logging fortified foods consumed and their vitamin D content (in micrograms). Set a daily target based on your age and health status (typically 600-800 IU for adults, which equals 15-20 micrograms), and monitor weekly totals to see if you’re meeting recommendations
  • When grocery shopping, scan product labels for vitamin D content and choose fortified options. Start by replacing your regular milk with fortified milk or plant-based alternative, and gradually add other fortified products like cereals, juices, or yogurts to your regular purchases
  • Create a weekly vitamin D food log within the app, categorizing products by type (dairy, beverages, other). Track which fortified products you regularly consume and their vitamin D amounts. Review monthly trends to identify gaps and adjust food choices accordingly. Consider periodic blood tests (every 6-12 months) to verify that dietary fortification is meeting your vitamin D needs

This research describes trends in vitamin D-fortified product availability and does not provide medical advice. Vitamin D needs vary by age, health status, geographic location, and sun exposure. Before making significant changes to your diet or starting vitamin D supplementation, consult with your healthcare provider or a registered dietitian. This is especially important if you have existing health conditions, take medications, or are pregnant or breastfeeding. Blood tests can determine your individual vitamin D status and help guide personalized recommendations.