Exploring perceptions of vitamin D deficiency and cultural influences in people from minority ethnic groups aged 60 + in East London: a qualitative study

Nine participants were interviewed (7 in-person, 2 by phone). Participants were recruited by purposive and snowball sampling through East London organisations, local council authorities and website email contacts. A total of 4 themes were generated: vitamin D knowledge, sources of knowledge, barriers to vitamin D intake, and solutions to improve vitamin D intake. Solutions included 2 sub-themes: food fortification and supplementation, and education - further divided into (i) community and (ii) women as targets for education. There was some knowledge of vitamin D, however this was limited as few could name dietary sources of vitamin D. Barriers included cost of supplementation, accessibility to sunshine, and cultural factors (e.g. dietary behaviour, perceptions of sun exposure). Attitudes towards vitamin D supplementation were largely positive, whereas food fortification was more polarising. Targeted education was a suggested key solution, particularly within the community and amongst women - identified as a central figure in most families. Policy makers should engage communities and develop approaches that reflect the needs and characteristics of the population.