Vitamin D Market Size, Share, and Trends

Vitamin D Market Size to Worth USD 1,533.32 Bn by 2034

The global vitamin D market size was USD 792.80 million in 2023, accounted for USD 841.80 million in 2024, and is expected to reach around USD 1,533.32 million by 2034, expanding at a CAGR of 6.2% from 2024 to 2034. Rising cases of conditions due to vitamin D deficiency, heightened public awareness about maintaining a balanced diet, and increased demand for vitamin D in the food and beverage industry are some more notable factors driving the growth of the market.

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Vitamin D Market Key Takeaways

• Asia Pacific led the global vitamin D market in 2023.
• North America is expected to experience significant growth during the forecast period.
• By analog, the vitamin D3 segment dominated the market in 2023.
• By form, the dry segment led the market with the largest share in 2023.
• By form, the liquid segment will expand at a notable rate during the forecast period.
• By application, in 2023, the pharmaceutical segment dominated the global market, holding the largest market share.
• By application, the feed & pet food segment is observed to expand at a rapid CAGR during the forecast period.
• By end-user, the adult segment held the largest share of the market in 2023.
• By end-user, the pregnant women segment is anticipated to have a significant expansion throughout the forecast period.

Market Overview

Vitamin D is a steroid essential for maintaining normal metabolic functions in the human body. It plays a crucial role in promoting the absorption and metabolism of calcium and phosphorus in the intestines. Deficiency in this nutrient profile can result in bone deformities in children (rickets) and bone weakness in adults. It is vital for average growth and development, protects against muscle weakness, regulates heart functions, and is essential for maintaining healthy bones and teeth.

Vitamin D is found in eggs, fish, and dairy products and is also produced in the human skin through sun exposure. However, a large portion of the global population is experiencing a significant lack of vitamin D, primarily due to imbalanced diets and insufficient exposure to sunlight. Government organizations worldwide are taking necessary steps to address this deficiency.

Vitamin D Market Growth Factors

• Substantial market growth is anticipated due to the globally increasing incidence of osteoporosis and osteomalacia coupled with a growing awareness of bone and joint health among individuals.
• Growing awareness of the impact of various vitamin D supplements on body consumption, pubertal development, and bone growth among school-aged children greatly contributes to the market's dynamics. This widespread acceptance is further fueled by the growing penetration of supplements that enhance anthropometric and metabolic outcomes among consumers.
• The global vitamin D market is witnessing growth propelled by increasing consumer awareness of maintaining a healthy diet, rising spending capacity on well-being, particularly in developed regions, and the widespread availability of vitamin D products worldwide.
• Food and beverage manufacturers are placing greater emphasis on offering vitamin-fortified food products, responding to the increasing consumer awareness of the benefits of consuming nutritionally rich foods.
• The vitamin D market also caters to the need for supplements for pets and livestock. Vitamins are extensively utilized in pet food and animal feed products to improve their nutritional value, potentially fueling market growth.
• Advancements in vitamin D-rich food products and the presence of prominent multinational players in the vitamin D market are expected to impact the industry positively.

Market Scope

Market Dynamics

Drivers

Shifting consumers' preference toward fortified food

The increasing consumer preference for fortified food and growing awareness of the importance of assimilating fortified food into regular meals and diets are major drivers of the vitamin D market globally. Consumers seek nutrition-rich food and options that provide essential ingredients for better health and disease prevention. Key market players like BASF SE, Xiamen Kingdomway Vitamin Corporation, and Alliance Nutrition Inc. focus on developing improved and enhanced vitamin D-enriched products to meet the rising consumer demand worldwide.

• Nix & Kix launched a vitamin-enriched soft drink called "Vitamin Vitality" in November 2022. This product is available in flavors like orange passionfruit and tropical, containing added vitamins D, C, B6, and B12, and no added sugar.

Prevalence of chronic disorders among the majority of the population

The rise in chronic disorders, particularly rickets, a condition caused by vitamin D deficiency and poor dietary habits, is anticipated to aid the growth of the vitamin D market significantly. Urban residents, often spending prolonged hours in workplaces, are at a higher risk of vitamin D deficiency. As a result, there is an increasing demand for various vitamin D supplements and components, particularly in urban regions where the urban lifestyle may contribute to a lack of sunlight, a natural source of vitamin D.

• Studies reveal a higher prevalence of rickets in males (70%) compared to females (30%), with most cases observed in children aged 0-5 years.

Restraint

Side effects of vitamin D supplements

Long-term, excessive doses of vitamin D3 can lead to various health issues, including elevated blood and calcium levels and kidney failure. Common side effects include Headaches, nausea, loss of appetite, constipation, diarrhea, and vomiting. The vitamin D market faces challenges such as the high initial investments required for advanced manufacturing machinery, filling, and packaging to prevent contaminations, which may impact revenue growth. Limited natural food sources containing vitamin D contribute to the risk of deficiency among consumers. Additionally, vitamin D and other vitamins are experiencing raw material shortages, leading to price increases and a significant barrier to market growth.

Opportunities

Government support and frequent product launches by market players

One primary driver of the vitamin D market is the widespread vitamin D deficiency across the global population. The market is anticipated to grow due to increasing awareness of its benefits and the rising prevalence of bone-related disorders like rheumatoid arthritis. Factors such as the growing incidence of osteomalacia in adults and government regulations promoting vitamin D3 fortification in food contribute to the market's expansion.

Government agencies and key market players focus on enhancing vitamin D-enriched products to meet rising consumer demand worldwide. Support from organizations like the Food and Agricultural Organization (FAO) and the World Health Organization (WHO) highlights the importance of food fortification in addressing malnutrition, especially in developing countries.

• In January 2023, the United States Food and Drug Administration (FDA) permitted the use of vitamin D3 as a food additive in specific categories, including fruit juices, meal replacement bars, drinks, certain cheese products, and particular types of milk, in response to a petition from Kellogg Company.
• In February 2022, the Brazilian Health Regulatory Agency (ANVISA) approved Earthlight Whole Food Vitamin D, derived from mushrooms, for its inclusion in food, beverages, and supplements produced and sold in Brazil.

Form Insights

The dry segment led the vitamin D market in 2023. The increased preference for the dry form of vitamin D is primarily due to its benefits, such as stability, a long shelf life, ease of handling, transportation, and storage. Additionally, the high solubility of vitamin D has led to a growing demand for it in powder and capsule forms. Beadlets and crystalline forms are also part of this segment, finding use in various industries like medicine, animal feed, and cosmetics. The potency and effectiveness of dry forms make them suitable for supplements, contributing to the growth of the dry segment of the market.

• Dry vitamin D is particularly recommended for cattle feed, with pregnant heifers requiring up to 1,887 IU/kg of vitamin D daily.

During the forecast period, the liquid segment is anticipated to grow at a notable rate in the vitamin D market, driven by its growing application in the food and beverage industry and the pharmaceutical sector. This form is commonly used in food supplements to enhance immunity, support cardiovascular health, and fortify bones.

Application Insights

The pharmaceutical segment dominated the global vitamin D market share in 2023. This was driven by the increased use of plant and animal-based products as sources of vitamin D for various medicinal formulations. Additionally, the significant rise in the number of people experiencing vitamin D deficiency worldwide is anticipated to boost the segment's growth further in the coming years.

The feed & pet food segment is the fastest-growing market over the forecast period. Pet food is a specialized type of food formulated to meet the nutritional needs of domesticated animals. It typically includes meat, meat by-products, cereals, grains, vitamins, and minerals. These products are sold in pet stores and supermarkets as pet food is designed for specific animals, such as dogs or cats. It's important to note that the meat used in pet food is often a byproduct of the human food industry and may not be considered "human grade." moreover, innovative product launches by market players fuel the segment growth.

• In January 2024, PawCo Foods introduced two innovative plant-based dog food products, LuxBites and InstaBites. PawCo Foods utilizes artificial intelligence to optimize nutrition and improve the palatability of its products.

End-user Insights

The adult segment dominated the global vitamin D market in 2023 with the largest share. The increasing prevalence of diseases, such as osteomalacia, osteopenia, and osteoporosis, in individuals aged 50 and above due to severe vitamin D deficiency is a significant factor driving the demand for the product in this segment. The high content of vitamins D2 and D3 is utilized to address weaknesses in the human body, promoting healthy bones and teeth, leading to higher adoption of the product among adult consumers worldwide.

The pregnant women segment is anticipated to grow at a significant rate in the vitamin D market. The active form of vitamin D is crucial for facilitating calcium absorption from the gut, supporting normal bone mineralization, and promoting growth. In cases of severe maternal vitamin D deficiency during pregnancy, there have been associations with biochemical indicators of disrupted skeletal balance, congenital rickets, and fractures in newborns.

Regional Insights

Asia Pacific held the largest share of the vitamin D market in 2023, and it is anticipated that it will maintain this dominance throughout the forecast period. The market’s leading position is supported by the easy availability of raw materials, such as milk, and the consistent rise in consumer disposable income. Additionally, the high prevalence of vitamin D deficiency among people in the region contributes to the market's expansion. Malaysians exhibit a high incidence of vitamin D deficiency due to the increased prevalence of various non-communicable diseases like diabetes mellitus, as reported by the National Health Survey. The recent launches and acquisitions also serve the market.

• In April 2022, Abbott, a prominent global healthcare product and services provider, introduced Arachitol Gummies in India. This dietary supplement aids in maintaining essential vitamin D levels in the body. Currently available in orange flavor, the gummies have received approval from India's food safety and standards authority.

North America is expected to experience significant growth, driven by increasing consumer awareness of the health benefits associated with vitamin D consumption. Additionally, many Canadians face a deficiency in vitamin D levels due to its insufficient presence in their food. To address this deficiency, several key players are introducing new supplements that aim to mitigate vitamin D deficiency and reduce the risk of osteoporosis among Canadians.

• The Canadian Community Health Survey data reveals that nearly 90% of various age and gender groups have inadequate intakes.
• In November 2022, Genestra Brands introduced two enhanced vitamin D supplements, D-Mulsion 2500 and D3 2500.

Vitamin D Market Companies

• BASF SE
• Bio-Tech Pharmacal
• Divi's Nutraceuticals
• Synthesia, a.s.
• PHW Group Lohmann & Co.
• Sichuan Neijiang Huixin Pharmaceutical Co Ltd
• Fermenta Biotech Ltd.
• Dishman Group
• Abbott Laboratories
• DSM
• Zhejiang Xinhecheng Co., Ltd.
• Xiamen Jindawei Vitamin Co., Ltd.
• Zhejiang Medicine Co., Ltd
• HangZhou Think Chemical Co., Ltd.
• Kingdomway Nutrition, Inc.
• McKinley Resources Inc.

Recent Developments

• In December 2023, Diataal launched its latest campaign, #DilChaheSirfDiataalD, featuring Malaika Arora. Diataal D, an emerging multi-vitamin brand, stands out with its highly effective formulation enriched with vitamin D. Notably, Xtend, a Nutrabolt company, has expanded its product range.
• In July 2023, PanGenomic Health Inc. shared that its subsidiary, MUJN Diagnostics Inc., introduced a vitamin D health assessment service. They have also launched a corporate website, accessible at mujn.ai.

Segments Covered in the Report

By Analog

• Vitamin D2
• Vitamin D3

By Form

• Dry
• Liquid

By End Users

• Adults
• Pregnant Women
• Children

By Application

• Feed & Pet Food
• Pharma
• Functional Food
• Personal Care

By Geography

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East and Africa