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Vitamin D Sales Soar in Response to Research Findings

Posted on: Tuesday, 3 January 2006, 15:00 CST

Health and beauty retailers have seen a significant increase in sales of Vitamin D following recent research highlighting the supplement's positive benefits in reducing the risk of cancer.

The Moores Cancer Center team published their research online last week, through the American Journal of Public Health.

The study found that a large dose of vitamin D every day can halve the chance of developing cancer and also suggested that vitamin D deficiency may be responsible for thousands of cancer deaths a year. The vitamin is also thought to play a role in preventing heart disease, lung disease, diabetes, high blood pressure, schizophrenia, multiple sclerosis, rickets and osteoporosis.

According to the research, the daily dose of Vitamin D needed to maintain health is 25mg - five times the current recommended daily allowance in the UK. Multivitamin pills contain about a quarter of that amount, though there are higher levels in cod liver oil capsules and combined vitamin D and calcium pills.

Following the study's release last week, stores across the UK have been inundated with health conscious customers buying such 'preventative' supplements.

UK health and beauty retailer Superdrug, which usually sells on average around 60,000 supplements containing Vitamin D per month, said that in the two days after the research was released it witnessed around a 100% increase in sales of this kind.

Source: Datamonitor

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