Vitamin D:beyond bone health

WHILE vitamin D is renowned for its bone health benefits, it is increasingly evident that the benefits offered by this ingredient are not limited to the aforementioned. Traditionally, vitamin D always piggy-backed on the credentials of calcium as it is a nutrient that is required for the proper absorption and utilisation of calcium. Thus, any bone health product in the market with calcium would also include vitamin D in it. Since early 2000, however, the nutraceuticals industry started witnessing influx of science supporting the distinct benefits of vitamin D. The growing array of health benefits of vitamin D includes prevention of fall and neuromuscular function, improved immunity, insulin response and gastrointestinal health. Fall prevention, which is a major risk factor for those with osteoporosis, is one of the critical benefits conferred by the vitamin. In addition to the expanding portfolio of health benefits, a growing number of scientific evidence is demonstrating the prevailing deficiency of this crucial vitamin. In fact, recent studies suggest that the rate of vitamin D deficiency in the United States and Europe is on a steady high. Adding credence to the statistics is the recent demand of the scientific community to revise the daily intake values of vitamin D. With an avalanche of scientific support on the benefits of vitamin D intake, scientists are now proposing an increase in the recommended daily intake (RDI) to 2000 IU, which is yet to receive the much needed regulatory approval. In addition, companies like Kraft have petitioned for an increase in the amount of vitamin D to be added to their foods. Dynamic marketplace Although the supplements market is the largest end-user for vitamin D, it is also used extensively in food fortification. A wide range of dairy products such as milk, cheese and infant formula are fortified with vitamin D. It is also used to fortify a variety of fruit juices, the most popular one being orange juice with vitamin D. The chart illustrates the key driving factors of the vitamin D market. The growing scientific evidence of the wide array of health benefits and the scientific community's endorsement of the need for a revised RDI are anticipated to keep up the high demand for vitamin D supplements and enriched foods. The existing deficiency/insufficiency and "need" for greater levels of vitamin D present viable opportunities for the expansion of the vitamin D market. Bending barriers Regulatory standards are undoubtedly the primary factor holding back the potential boom of the vitamin D market. For example, fortifying foods with vitamin D is not permitted in Europe, unless specifically provided for in the legislation or by authorisation from a higher authority. Unlike the United States where fortification of milk with Vitamin D is mandated, the milk manufacturers in the United Kingdom do not fortify because they sell non-synthesised milk, which is argued to retain its natural vitamin D content. For the manufacturers, poor stability of vitamin D would challenge the penetration of the functional food sector. Presently, vitamin D fortification is used only in cold processed foods. Stability depends largely on the effect of time and temperature on the shelf life of vitamin D fortified foods. Being a highly sensitive ingredient, it cannot be added in equivalent quantities as that of dietary supplements. Thus, it is likely that dietary supplements will continue to be the dominant channel for vitamin D. (Frost & Sullivan) Frost & Sullivan leverages over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 40 offices on six continents.(the end)Vêtements et équipement Lifestyle pour Femme