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Generating evidence for vitamin D supplementation
Supporting product development and evidence generation for BetterYou
The challenge
As demand grows for alternatives to traditional tablets and capsules, supplement manufacturers need robust, independent evidence to understand nutritional needs, support product development and identify opportunities for innovation.
BetterYou, a UK-based nutritional supplement company specialising in alternative delivery formats such as oral sprays, partnered with HNERC for Business to strengthen the evidence base around vitamin D deficiency in populations most at risk of low vitamin D status.
The project focused on older adults and people from minoritised ethnic backgrounds living in northern Britain, groups known to be at increased risk of vitamin D insufficiency.
The solution
We designed and delivered an independent research study to investigate vitamin D status throughout the year in at-risk populations.
The project combined community-based recruitment, participant screening and laboratory analysis to generate new evidence around the prevalence of vitamin D insufficiency and seasonal variation in vitamin D levels.
Importantly, the research was designed, delivered and analysed independently by us, ensuring scientific rigour and impartial interpretation of the findings.
Our work with Newcastle University to better understand product absorption rates, delivery mechanism benefits and competitive performance has become fundamental to our communication programmes. Their work, quite simply put, is best in class.
Our approach
The project drew on our expertise in human nutrition research, participant recruitment and community engagement.
The team recruited almost 300 participants from across northern Britain, including older adults and individuals from minoritised ethnic communities. Participants completed finger-prick blood testing, with samples analysed through specialist laboratory facilities.
The study was supported by:
- expertise in vitamin D and nutritional intervention research
- established engagement networks within underserved communities
- experience delivering large-scale human nutrition studies
- specialist laboratory analysis and interpretation
- rigorous academic study design and data management
Results and impact
The study revealed that vitamin D insufficiency remained widespread among both participant groups throughout the year.
More than half of older adults were found to have insufficient vitamin D levels, with even higher rates observed among participants from minoritised ethnic backgrounds.
Significantly, vitamin D levels did not improve during the summer months, challenging the common assumption that increased sunlight exposure alone is sufficient to restore healthy vitamin D status.
The project generated several important outcomes:
- evidence from almost 300 participants across northern Britain
- publication in the European Journal of Clinical Nutrition
- new insights into year-round vitamin D insufficiency in at-risk populations
- findings relevant to public health policy, healthcare delivery and nutritional supplementation
- national media coverage highlighting the importance of vitamin D awareness
The findings strengthen the evidence base around vitamin D deficiency and provide valuable data that can inform future product development, nutritional interventions and targeted public health approaches.
Bernard Corfe, Professor of Human Nutrition and Health said:
“What’s striking about these findings is that vitamin D levels didn’t improve, even in the summer months when we would usually expect them to recover.
For people living in places like the North of England, this shows that sunlight alone may not be enough, particularly for older adults and those from minoritised ethnic backgrounds.”