Vitamin D Deficiency in Europe: A Category Tailwind

Vitamin D shortfall remains widespread across Europe — pan-European studies consistently show that a sizeable share of adults sit below recommended serum levels at the end of winter.

For supplement brands, this is a structurally helpful demand signal. The category keeps growing because the underlying need keeps showing up in clinical and nutrition surveys.

If you are building a wellness brand for 2025+, a vitamin D3 gummy at 1000 IU is the closest thing to a category staple — accessible at MOQ 1000, simple to position, and easy to bundle with a multivitamin SKU.