Surge in vitamin D sales

March 7, 2017

Waitrose reported a 70 per cent rise in vitamin D supplements
The research suggests a daily dose could help people avoid the flu
Humans produce vitamin D when our skin is in sunlight

Daily Mail Reporter

Published:
20:14 EST, 3 March 2017

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Updated:
20:14 EST, 3 March 2017

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Sales of vitamin D have surged after a major study highlighted its importance in preventing colds and flu.

Waitrose reported a 70 per cent rise in sales of the supplements in the week after last month’s report was published.

The research, which involved around 11,000 patients from 14 countries, also suggested a daily dose of the vitamin could help more than three million people avoid respiratory infections each year.

Foods like oily fish, red meat and egg yolks are all excellent sources of vitamin D

Foods such as oily fish and eggs contain vitamin D, but we produce most of the required amount ourselves when our skin is in sunlight.

The results of the study, collected from 25 clinical trials and published in the British Medical Journal, show there could be benefits from fortifying foods.

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Lead researcher Professor Adrian Martineau, from Queen Mary University of London, said: ‘Our study strengthens the case for food fortification to improve vitamin D levels in countries such as the UK, where profound deficiency is common.’

The report claimed this would significantly cut NHS costs.

The study claimed that by fortifying foods with vitamin D the NHS could save significant costs

Waitrose nutritionist Moira Howie added: ‘Through the spring, summer and autumn, when the sun shines, our bodies can generally make sufficient [amounts] for our needs.

‘A supplement can make good sense during the winter months.’