Vitamin D Supplements Surge in UK as Promising Health Benefits Emerge

As of November 2025, vitamin D supplements have become a major part of the UK's vitamin market, making up more than a third of sales. This surge in popularity is driven by growing research that links the nutrient to a wide range of potential health benefits.

For example, a study published in the American Journal of Nutrition this past summer suggested that vitamin D could help slow the aging of cells. Another study by the University of Porto in Portugal found that supplements may even reduce hair loss. Eamon Laird, a vitamin D researcher at Trinity College, Dublin, explains that the nutrient "plays a crucial role in everything from preventing bone fractures to strengthening our immune health."

The problem is that up to 50% of people in the UK have low vitamin D levels during the winter months, when sunlight exposure is limited. To address this, health authorities advise everyone over age 4 to take a 10mcg (400 IU) supplement from October to April. Those who are housebound, have darker skin tones, or cover most of their skin when outdoors are strongly recommended to take 10-20mcg supplements year-round.

With so many options on the market, Laird assessed some of the most popular vitamin D supplements, rating them based on factors like dosage, form, and value. His analysis provides helpful guidance for UK consumers looking to maintain their vitamin D levels through the winter and beyond.