A new study has revealed that 48% of the UK population struggle to attain the correct amount of vitamins and minerals in their daily diet — with this number rising to 61% in 18–24 year olds.
This follows a data release from NHS England in December 2024 highlighting the growing number of hospital admissions caused by vitamin deficiencies; with a lack of iron and B vitamins being the lead culprits.
Notably, the number of patients treated for iron deficiency-related anaemia and B vitamin deficiency-related conditions rose by 11 and 12%, respectively.
This trend can also be seen for vitamin D, as a 2023 study revealed that 20% of the UK population are deficient in the crucial nutrient — though a study conducted between February 2024–2025 found that 49.5% of UK adults have sub-optimal levels.
Maintaining a balanced diet
With data suggesting that vitamin deficiencies are rife within the UK, there is clearly a need to address this issue with the nation's population.
"Many people struggle to meet their daily vitamin and mineral needs, and breakfast is the perfect opportunity to kickstart the day with essential nutrients," noted dietitian, Dr Carrie Ruxton.
By incorporating vitamin-rich supplements or functional foods into their morning routine, consumers can "have a lasting impact on their energy levels and mental health for the day," she added.
With more than half of the UK population looking to incorporate more vitamins and minerals into their diet in 2025,* companies in the nutraceutical and supplement spaces have a great opportunity to provide the UK's demographic with science-backed and effective solutions.
However, to achieve this, brands may have to place a larger focus on education campaigns, which will keep people informed on what each vitamin does, why it's important and how to attain it through a combination of supplementation and dietary choices.