vitamin D
& COVID-19

Both industry and consumer media are flooded with more and more findings linking vitamin D and COVID-19. Our Science & Research team performed a critical review of the available publications and our marketing team collected data on the market reaction.

growth & quality.

In the article, our S&R Director Maja Orešnik reveals some of our plans:

  • orodispersible powders in stick packs
  • new product lines targeting stress, oral health and pain
  • extension of our pregnancy product line

2020 is promising to be an exciting year, with the first new launches
coming already in spring.

Key findings of the scientific review:
  • the relationship between low vitamin D levels and COVID-19 occurrence and severity has been shown in a significant number of studies
  • vitamin D is cheap, safe, and has many known benefits – there is nothing to lose from supplementation and potentially much to gain
  • more well-designed interventional studies are needed to confidently state that vitamin D supplementation aids in response to COVID-19

The highest growth for the next 5 years is expected for Thailand and Vietnam, while the more mature market of South Korea is projected to exhibit less growth. However, the latter is already nearly 4 times the size of the UK market.


{Your} Iron Syrup’s efficiency was confirmed in a gold-standard clinical trial encompassing 50 children. Upon administration of our product for 12 months, ferritin levels were icreased by 56% when compared to placebo.

indications, forms & plans.

Klopčič went on to add: “The top-performing categories vary significantly from market to market, but the most common to take top positions are immune system, bone health, cognitive health, beauty and other health areas. The latter is a category where we often find products such as the ones addressing iron deficiency, where we are specialists. Our iron line has been in high demand because iron deficiency is typically more problematic in the region and the available solutions often come with drawbacks such as low absorption and side effects.

With markets evolving faster and faster and consumers in Southeast Asia demanding more and more from their supplement user experience, we are increasingly partnering with companies in the region by providing them with supplements in liquids, sachets, sprays, and other user-friendly product forms. Not to dismiss more traditional, yet still successful capsules and tablets.

We are currently working in Vietnam and South Korea and we are in various stages of registration processes in Indonesia, Malaysia, and the Philippines. We have already seen 100% growth in business from Southeast Asia last year and we project the growth to rise to more than 150% with the launch of more products.”

The market is growing at an outstanding rate.

Google trends data show that 2020 saw 35% more searches for “vitamin D” than 2019. According to Euromonitor, the global vitamin D market will grow 13,1% y-o-y in 2020. Many markets show very high CAGR in 2019-2025 (e.g. 14,7% in Russia)

To answer increased demand, our partners have been successfully launching both our dedicated vitamin D3 products and >Your< Immuniq Line products, which contain vitamin D3. With a short time to market and clear product differentiation, our vitamin D3 products were well received in different markets and their turnover has tripled in 2020. View the presentation below to see how we can support you in addressing the vitamin D market.

reach out.

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