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Raising awareness of vitamin D deficiency

Raising awareness of vitamin D deficiency

Despite a growing awareness of vitamin D and its importance to our wellbeing, deficiency is estimated to affect over 10 million people in the UK alone. Vitamin D has now overtaken vitamin C as the best-selling single food supplement in the UK and yet, 1 in 6 adults and 1 in 5 children are considered deficient in the ‘sunshine’ vitamin.

At BetterYou, we’re the experts in effective vitamin D supplementation and our award-winning range of Vitamin D Oral Sprays has been designed to improve intake for everyone, whatever your age, genetic make-up or lifestyle.

We’re on a mission to eradicate vitamin D deficiency once and for all and this year, we’re running our biggest public awareness campaign yet!

Spot the deficiency: Are you at risk?

In Britain, the Scientific Advisory Committee on Nutrition (SACN) advises that everyone supplement vitamin D during autumn and winter months and the Department of Health recommends that at-risk groups take a supplement all year round.

So, who is considered most at-risk of deficiency?

In a bid to raise awareness amongst the most at-risk groups of people, we gathered a group of real people - including our very own customers! - for a fun photoshoot. The seven people pictured may appear very different, but they represent the groups of people for whom vitamin D deficiency is most prevalent.

Samantha, 36-years-old

Expectant mothers are the only source of vitamin D for their baby.

Recent research regarding vitamin D supplementation for preconception and pregnancy suggests that it is important for conceiving and the delivery of healthy full-term births. Studies have also shown that these benefits extend into supporting infants’ growth and development.

SACN and the National Institute for Health and Clinical Excellence (NICE) recommend that pregnant and breastfeeding women take a vitamin D supplement of at least 400IU per day. .

Recommended product: DLux 3000 Vitamin D Oral Spray

Sophie, 27-years-old

Whether it’s animal welfare, environmental benefits or personal health, there are a handful of reasons behind modern dietary shifts; with 28 per cent of Brits now identifying as ‘meat reducers’.

For those following a plant-based diet, it’s essential to uphold nutrient levels for optimal health, and as the best food sources of vitamin D are animal products such as beef, eggs and cheese, vegans are more likely to be at-risk of deficiency.

Studies have found that the vast majority of those following a plant-based diet have sub-optimal levels of vitamin D.

Recommended product: DLux1000 Vegan Vitamin D Oral Spray

Simone, 27-years-old

Vitamin D deficiency is prevalent in those with darker skin tones, as they have a natural barrier towards the UVB rays needed to penetrate the skin.

This natural barrier comes in the form of melanin. Melanin competes with vitamin D in the skin for UVB absorption, meaning that darker skin types allow less UVB to enter the skin and consequently produce less vitamin D.

Current dosage recommendations for vitamin D do not differentiate between ethnic groups, however the Department of Health recommends that those with darker skin supplement all year round, with the Institute of Medicine setting a safe upper limit of 4000 IU per day for healthy adults.

Recommended product: DLux3000 Vitamin D Oral Spray

Adam, 36-years-old

It is now estimated that full-time employees in the UK spend over 42 hours per week at work.

With limited opportunities to spend time outside in the sunshine, there are growing concerns that Britain’s office workers are increasingly at-risk of vitamin D deficiency.

A recent study discovered that vitamin D deficiency was the highest among shift workers and indoor workers, with nine out of ten office workers found to have insufficient levels.

Recommended product: DLux 3000 Vitamin D Oral Spray

Vitamin D and the under 5's

Oliver wears sunscreen most days, except for cold winter days when he’s wrapped up, so although he usually spends between two to four hours outside each day, he is always protected from sunlight. A daily supplement allows me to ensure he gets all of the vitamin D his growing body needs.

- Rebecca, Oliver's mother (pictured)

Without vitamin D, children can develop problems with their bones and muscles and any child that doesn’t get enough vitamin D, either through diet or from sunlight, can develop rickets.

Babies and young toddlers are particularly susceptible to low blood calcium levels if they do not have sufficient vitamin D and the Department of Health recommends that children under five-years-old should be given a daily supplement.

Charities such as UNICEF have highlighted the need for 400IU of vitamin D supplementation in babies that are breastfed, as their formula-fed counterparts already receive supplementation through their formula milk.

Recommended product: DLux Junior Vitamin D Oral Spray

Vitamin D and the over 65’s

It was only when my wife began to research vitamin D that we realised that we are more susceptible to a vitamin D deficiency as we get older! While I pride myself on having a healthy diet, I only spend half an hour to an hour out in the sunshine each day, so a daily vitamin D supplement is now an important part of our routine.

- Keith, 80-years-old

Older adults are at-risk of lower levels of vitamin D due to the body’s reduced ability to synthesise the vitamin, along with decreased dietary intake with age.

Inadequate amounts of vitamin D in older people reduces wellbeing both physically and mentally and can aggravate the ageing process. In particular, vitamin D deficiency can contribute to reduction in mobility and may add to the severity of osteoporosis, increasing the risk of falls and fragility fractures.

Recommended product: DLux+ Vitamin D+K2 Oral Spray

Vitamin D and adolescents

I can’t believe that this is the most important age to support my bones! This has totally changed my attitude towards taking vitamins.

- Brodie, 12-years-old

I can’t believe that this is the most important age to support my bones! This has totally changed my attitude towards taking vitamins.

In addition to helping to maintain a normal, functioning immune system, vitamin D is essential for teens and pre-teens due to its role in ensuring healthy bones. Adolescence is a key time for bone development and it’s once a teenager’s growth spurt is complete, at around 17-years-old, that more than 90 per cent of adult bone mass is established.

NICE advises all young people living in the UK to take a 400 IU daily vitamin D supplement throughout the year.

Recommended product: DLux 1000 Vitamin D Oral Spray


No photoshoot is complete without a little behind-the-scenes action!

Our real models did a fantastic job representing the most at-risk groups when it comes to vitamin D deficiency and it was great to involve you, our loyal customers, in this awareness campaign.

Are you at risk of deficiency?

If you are concerned that your levels may be low, the best way to establish your supplementation needs is with a Testing Service. You can visit your GP or purchase our at-home test kit to establish your levels and create a personalised supplementation plan, tailored to you.

Are you at risk of deficiency?

Whether you are represented in our campaign as someone in one of the at-risk groups, or you would simply like to join our mission to eradicate deficiency once and for all, we invite you to help us raise vitamin D awareness across the UK and beyond!


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