Vitamin D: a key nutrient for self-care this winter yet three quarters of Brits fail to follow official advice on supplements

Scientific evidence versus Brits’ ‘sunshine nutrient’ know-how exposed in the latest survey

Following its new real-world survey of over 1,000 Brits, the Health and Food Supplements Information Service (HSIS; hsis.org) today shines the spotlight on the disconnect between the latest evidenced vitamin D health benefits compared to Brits’ knowledge and understanding of this essential nutrient at the heart of self-care and wellbeing.

Despite all the advice from experts, only 26% of those surveyed on behalf of HSIS said they took a daily vitamin D supplement – even though 70% said they know what vitamin D does. This confusion could go some way to explaining the continually lower than required vitamin D levels among the British population.

“With growing evidence linking Vitamin D to immunity, bone health and mood regulation, we need to continue to encourage people to view supplementation as a core part of their everyday health routines,” says Dietitian Dr Carrie Ruxton from HSIS.

Vitamin D: the sunshine nutrient

Known as the “sunshine vitamin,” due to sun exposure being the primary way the body can access vitamin D, it’s perhaps unsurprising that levels in the UK remain low for many – thanks, at least in part, to the Great British weather.

“The National Diet and Nutrition Survey (NDNS)¹ shows that across the population, a significant proportion of adults and children have blood levels below the recommended threshold, particularly in winter months. This makes vitamin D supplementation and mindful dietary choices especially important for self-care,” says HSIS Nutrition Researcher, Dr Pam Mason, who goes on to cite studies from highly regarded scientific journals to back up vitamin D’s health benefits:

Science-backed self-care support

Regarding immunity and respiratory infections, the UK BioBank study found that people who took vitamin D supplements were less likely to test positive for Covid.²
A systematic review and meta-analysis in the journal Nutrition Reviews reported that vitamin D supplementation may protect bone mineral density of the lumbar spine and hip.³
While another meta-analysis in the Journal of Affective Disorders found that Vitamin D alleviated depressive symptoms in subjects with depression.⁴

Yet despite the evidence, the latest HSIS survey data reveals that Brits’ vitamin D know-how is patchy at best. For example, only about a quarter (27%) listed vitamin D on the list of most important day-to-day vitamins despite seven out of 10 (70%) saying they know what vitamin D does.

Yet more intriguingly, vitamin D (35%) came second on the top 10 list of vitamins and minerals people have tried to increase in their diets, with vitamin C taking the top spot (36%) and iron in third place (28%).

“Only 26% of those surveyed said they take a daily vitamin D supplement. Considering how hard it is to get enough vitamin D from sunlight and food, especially in the UK, and the latest research confirming its key health-promoting properties, it’s surprising – and problematic – that only a quarter of us take a vitamin D supplement,” says Dr Carrie Ruxton.

“As many as 59% of those surveyed may think they get enough vitamin D in their diet, but the official data still gives us cause for concern,” says Dr Pam Mason, who comments, “Vitamin D status has dropped since 2008. Overall, one in five Brits is deficient, with a much more serious nutrient gap in some groups. Despite advice from the UK’s Scientific Advisory Committee on Nutrition (SACN) to take supplementary vitamin D,⁵ two in five (39%) girls and 15% of boys aged 11 to 18 are deficient. In working-age adults, 19% of women and 16% of men are deficient and 13% of over-65s also fall short of the level needed to maintain good health.”

These statistics get all the more concerning when we consider them in light of a new research review published in the Proceedings of the Nutrition Society⁶ by an eminent UK professor. Professor Philip Calder has warned that the UK’s immune health is not ready to deal with future pandemics because of major nutrient gaps in vitamin D, along with zinc, selenium and Omega-3s.

Self-care through nutrient intake

When we consider the facts, it’s a ‘no-brainer’ that incorporating Vitamin D into our self-care routine is a proactive preventative measure to take in support of our health. With UK Public Health guidance recommending a daily supplement of 10 micrograms during autumn and winter, awareness and education are key. With this in mind, Dr Pam Mason and Dr Carrie Ruxton share their top self-care tips for maintaining vitamin D levels this winter:

“Take a daily multivitamin and multimineral supplement: always follow the government’s recommendation to take a 10-microgram daily vitamin D supplement – especially during autumn and winter.
“Incorporate vitamin D-rich foods: include oily fish, eggs, and vitamin-D fortified cereals and dairy alternatives in your diet.
“Get safe sun exposure: 15-20 minutes of sunlight on the skin in spring and summer is a good way to boost your body’s vitamin D production.
“Combine with other self-care practices: Pair vitamin D intake with regular movement – especially outside – and ensure balanced nutrition and quality sleep.”

“Self-care is about empowering people to take simple, sustainable steps that support long-term health. Taking a vitamin D supplement is one of the most straightforward and effective ways to do just that,” says Dietitian Dr Carrie Ruxton from HSIS.

ABOUT HSIS: HSIS (the Health and Food Supplements Information Service) is a communication service providing accurate and balanced information on vitamins, minerals and other food supplements to the media and to health professionals working in the field of diet and nutrition. Find out more at www.hsis.org.

Notes to editors:

https://www.gov.uk/government/statistics/national-diet-and-nutrition-survey-2019-to-2023/national-diet-and-nutrition-survey-2019-to-2023-report
Ma H, Zhou T, Heianza Y, Qi L. Habitual use of vitamin D supplements and risk of
coronavirus disease 2019 (COVID-19) infection: a prospective study in UK Biobank. Am J Clin Nutr. 2021;113(5):1275-1281. doi:10.1093/ajcn/nqaa381
Kazemian E, Pourali A, Sedaghat F, et al. Effect of supplemental vitamin D3 on bone mineral density: a systematic review and meta-analysis. Nutr Rev. 2023;81(5):511-530. doi:10.1093/nutrit/nuac068
Wang R et al. The effect of vitamin D supplementation on primary depression: A meta-analysis. Journal of Affective Disorders. 2024; 344: 653-661. doi.org/10.1016/j.jad.2023.10.021
https://assets.publishing.service.gov.uk/media/5a804e36ed915d74e622dafa/SACN_Vitamin_D_and_Health_report.pdf
Calder PC. Nutrition and immunity: lessons from coronavirus disease-2019. Proceedings of the Nutrition Society. 2025;84(1):8-23. doi:10.1017/S0029665123004792

µg	Microgram a measurement of weight equal to one millionth of a gram (or one thousandth of a milligram). Microgram (µg or mcg) is used for a number of nutrients found in food supplements.
Amino Acid	The building blocks of protein, there are eight essential amino acids which cannot be synthesised within the body and therefore must come from the diet. These are: isoleucine, leucine, lysine, methionine, phenylalanine, threonine, tryptophan and valine. In addition arginine and histidine are amino acids required by infants and young children which supports their rapid growth.
Antioxidant	A substance or nutrient which helps to protect our cells from damage caused by free radicals, damaging molecules which are found in pollution and tobacco smoke. Our bodies also produce free radicals as part of the normal biochemistry of living.
Deficiency	A lack of essential macronutrients or micronutrients which results in malnutrition and or disease. This may be the result of inadequate intakes or absorption issues associated with gastrointestinal disease. There are a number of recognised deficiency diseases including (but not exclusively): scurvy (vitamin C deficiency); rickets (vitamin D deficiency); anaemia (iron deficiency, but also deficiencies in B12 and folic acid) and Kwashiorkor (protein deficiency).
DH	The Department of Health is a UK Government department. It has responsibility for nutrition legislation and sets health policy for nutrition.
DHA	Docosahexaenoic acid; one of the key omega-3 fats that provides health benefits
Dietitian	An individual qualified in nutrition and dietetics who can assess, diagnose and treat health issues associated with nutrition and diet. Dietitians are governed by law with a statutory code of practice; they often work within the health service although increasing numbers are also working in a freelance capacity.
EFA	Essential fatty acids (omega 3 and omega 6) cannot be synthesised by the body and must be derived from the diet. EFAs do not provide fuel for energy production and are required for vital biological processes which support growth, development and health.
EFSA	European Food Safety Authority; the European Union food risk management agency which scientifically evaluates safety across all areas of food.
EPA	Eicosapentaenoic acid; one of the key omega-3 fats that provides health benefits.
Fat soluble vitamin	The fat soluble vitamins are vitamins A, D, E and K. Because they are fat soluble these substances can accumulate in the body, often being stored in fat cells, or in the liver. This can create health issues, particularly if intakes have been high for a prolonged period of time. For example, long term high intakes of vitamin D may lead to the laying down of calcium in tissues such as liver and kidneys which can cause nausea and vomiting.
Food supplement	A food supplement is a concentrated source of vitamins, minerals or other substances with a nutritional or physiological effect which is sold in small, measured unit doses.
FSA	The Food Standards Agency is a non-ministerial UK Government department responsible for food safety and food hygiene.
GLA	Gamma-linoleic acid is an omega-6 fatty acid (an essential fatty acid considered to be necessary for human health which must be derived from the diet). GLA is most commonly found in evening primrose oil (EPO), borage or starflower oil and blackcurrant seed oil.
Health claim	A health claim is any claim which states, or implies, that consumption of a specific food will have a beneficial effect on health. Claims may be written, verbal or pictorial.
Herbal medicine (herbal remedy)	A product is considered to be a herbal medicine if the main active ingredient/s are only herbal substances or preparations. Not all herbal products are medicines, some may be food supplements and some may be cosmetics. What determines if a product is, or is not a medicine is complex but generally rests with how the product is presented (i.e. does it make medicinal claims to treat, prevent or cure any disease) and what it does (i.e. does it have a physiological impact on, or alter, any body functions).
Macronutrient	Dietary constituents which are needed in significant amounts, generally protein, fat, carbohydrate, fibre and water.
Malnutrition	Malnutrition is a state in which the deficiency of nutrients such as energy, protein, vitamins or minerals results in measurable adverse effects on the body. Malnutrition may refer to insufficient intake of protein, carbohydrate and fats (macronutrients) which can result in overly low BMI. It may also be insufficient intake of vitamins, minerals and other micronutrients, which can impact on overall health and could include obese individuals with poor diets.
Mg	Milligram is a measurement of weight equal to one thousandth of a gram. Mg is used for a number of nutrients found in food supplements.
Micronutrient	A substance derived from food which is needed in extremely small amounts for the normal growth and development of living beings. Micronutrients are vitamins, minerals and essential fatty acids (omega-3 fats)
Mineral	Inorganic micronutrient essential to health and wellbeing. Minerals are absorbed from soil by plants which are in turn eaten by animals or humans. Minerals may be split into minerals which are needed in relatively high amounts (calcium, phosphorus, magnesium, sodium, chloride and potassium) and trace elements (iron, zinc, cobalt, copper, chromium, fluoride, iodine, manganese, molybdenum, boron and selenium) which are needed in very small quantities.
Multivitamin	A product which contains more than one vitamin, often multivitamins will contain all 13 vitamins although some may contain only the eight B vitamins, or a combination of some of the vitamins and some additional minerals.
NDNS	The UK National Diet and Nutrition Survey is a continuous rolling survey of the dietary habits and nutritional status of adults and children in the UK. The results are used to assess whether intakes of food and nutrients are adequate across different ages and population groups.
NRV	Nutrient Reference Value is the amount set by the European Food Safety Authority (EFSA), primarily to support food labelling, which the majority of the population requires to maintain health. Previously known as RDA
Nutrient	A substance derived from food which provides nourishment to the body and is essential for the maintenance of life and for growth and development.
Nutritionist	Nutritionists generally work for public bodies or governments, although some do work with private clients. They tend to look at large populations to determine risk factors and make dietary recommendations that are applied at population levels. For example, evidence on the incidence of type II Diabetes led public health nutritionists to determine that some populations are more at risk of developing this disease, and to make recommendations for dietary changes to either reduce the risk or manage the disease. However, public health nutritionists do not practice with individual patients.
Omega-3 fats	Essential fatty acids which cannot be synthesised by the body and must be derived from the diet. Primary sources for omega-3 fats are oily fish and fish oil supplements with some also coming from enriched eggs and fortified foods. There are a number of scientifically proven health benefits for omega-3 fats including supporting the health of the eyes, brain and heart, maintaining an appropriate balance of triglycerides in the blood and reducing blood pressure.
Omega-6 fats	Essential fatty acids which cannot be synthesised by the body and must be derived from the diet. Primary sources for omega-6 are vegetable oils such as sunflower and corn oils as well as nuts and seeds. There are a number of health benefits associated with omega-6 fatty acids; they are thought to be beneficial in the management of premenstrual syndrome and in some skin conditions including eczema and psoriasis.
PAGB	Proprietary Association of Great Britain (PAGB) is the UK trade association which represents the manufacturers of branded over-the-counter medicines, self care medical devices and food supplements.
Prebiotics	Foods which promote the growth of probiotics, the beneficial bacteria that inhabit our gut. Prebiotics are generally fibres such as inulin, which our bodies cannot digest and absorb but which provide a food source for probiotics.
Probiotics	Live bacteria (and some yeasts) which inhabit the digestive tract which are viewed as being beneficial to human health. There are thousands of different bacterial strains; some are resident in specific areas of the digestive tract whilst others are transient, simply passing through.
Public Health England (PHE)	Public Health England is an agency of the Department of Health responsible for improving public health. They work with local government, the NHS and non-governmental organisations as well as communicating public health messages to the general public.
PUFA	Polyunsaturated fatty acids (PUFA) are found in nuts, seeds, fish (and fish oil), krill and some algae, small amounts are also found in leafy greens. The omega-3 and omega 6 fats are PUFAs, which are generally associated with health.
RDA	Recommended Daily Amount; previously used terminology for the amount set, primarily to support food labelling, which the majority of the population require to maintain health. Now described using nutrient reference value (NRV)
SUL	Safe Upper Levels of vitamins and minerals were established by the Expert Group on Vitamins and Minerals who published a report in 2003 (https://cot.food.gov.uk/sites/default/files/cot/vitmin2003.pdf). The UK food supplements industry works to the levels set in this report.
Vitamin	Organic micronutrient essential to health and wellbeing. Vitamins cannot be synthesised in sufficient amounts by the animal or human body and must therefore be obtained from the diet. Plants manufacture vitamins which move up the food chain as the plants are consumed by animals or humans. Vitamins can be divided into fat soluble (vitamins A, D, E and K) and water soluble (vitamins B1, B2, B3, B5, B6, B12, biotin, folic acid and vitamin C).
Water soluble vitamin	The B vitamins and vitamin C are water soluble. They are not stored in any significant quantities within the body and are generally either utilised or excreted in the urine. As they are not stored in the body, they tend to have low toxicity and are needed on a daily basis.