Global trends in vitamin D-fortified food and drink product launches (2019–2023)

Global vitamin D deficiency drives the need for fortification. This study explored vitamin D-fortified products launched 2019-2023 using Mintel's Global New Product Database. From 18,923 products identified, data on vitamin D content (µg/100g/ml) and product details (e.g. category/year/region) were extracted. Product launches increased over time, with +178% reported in 2020 vs 2019. Most were introduced in Asia and Europe (∼60%), with a ∼3.5-fold higher vitamin D in those launched in Asia vs Europe (11.3 ± 161.0 vs 3.3 ± 5.3 µg/100g, <i>p</i> < 0.001). "Dairy/dairy alternatives" were the most common fortification vehicle, but with relatively low levels of vitamin D. "Foods high in sugar/fat" and "hot beverages" had the highest levels. Most did not specify the use of vitamin D2/D3, and few used health claims. Global inconsistencies observed in vitamin D fortification supports the need for regional-specific guidance that is cognisant of the population's vitamin D-need and dietary patterns, to help consumers meet vitamin D requirements.