Vitamin D in Russia: Why are his sales skyrocketing

Russians are more likely to buy vitamin D, the main source of which is sunlight, which stimulates its production in the skin. In the first nine months of 2025, 14.4 million packages of vitamin D were sold in Russia, which is 2% more than in the same period last year. This data is provided by the Honest Mark product labeling system. For more information, see the Izvestia article.

Popular Vitamin D

Vitamin D is a fat—soluble vitamin that promotes the absorption of calcium and phosphorus in the body and is necessary for the normal functioning of bones and teeth. Vitamin D is also involved in the regulation of the immune response and has a significant effect on the functioning of muscles, nervous system and heart.

The main source of vitamin D is sunlight, which stimulates its production in the skin, however, in some cases, especially in conditions of lack of sunlight, additional vitamin D supplementation may be required. In addition, vitamin D can be obtained from foods such as fatty fish, eggs, mushrooms, and fortified foods (such as milk or cereals).

The increase in vitamin D intake has been a global trend in recent years, and this trend is relevant for Russia as well, the Honest Sign told Izvestia. Since the COVID-19 pandemic, vitamin D has been actively studied and recommended to support the immune system, and doctors and the media often emphasize its importance, which increases awareness and demand.

Increased demand

In the first nine months of 2025, sales of vitamin D, which is classified as a dosage form rather than a dietary supplement, in Russia increased by 2% compared to last year and amounted to 14.4 million packages in physical terms, according to data available to Izvestia. At the same time, the cost of packaging increased by 22% over the same period, from 375 rubles to 460 rubles.

The leaders in sales growth by 10,000 people were the Republic of Ingushetia and the Vologda Oblast, which showed an increase of 13%, while the Kabardino-Balkarian Republic and the Belgorod Region increased sales by 11%.

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Significant changes were also noted in regions with increased vitamin D intake for medical use and preferential prescription leave: the Chukotka Autonomous Okrug became the leader with an increase of 17%, and the Republic of Ingushetia and the Tyumen Region — by 13%.

In Moscow, sales of vitamin D amounted to 1,730,000 packages, which is 0.8% more than in the same period last year, and in the Moscow region sales increased by 2.1%, reaching 1,112,000 packages.

What the doctors say

Irina Yakovleva, the chief physician of Gorklinika, said that from the point of view of evidence-based medicine, the reliable benefits of vitamin D have been confirmed specifically for the musculoskeletal system. Its intake reduces secondary hyperparathyroidism, prevents rickets in children and helps treat osteomalacia in adults, as vitamin deficiency worsens bone mineralization, increases the risk of osteoporosis, muscle weakness and seizures may occur.

— Correction of confirmed deficiency, primarily in the elderly, provides the maximum clinical effect. The well—being of patients with osteomalacia significantly improves, and vitamin D is needed as a basic support in the treatment of osteoporosis," said the internist.

According to her, in other cases, the effect on the body is weaker, it follows from the latest data, so taking "just in case" at normal vitamin D levels usually does not bring benefits.

She added that you can't take vitamin D on your own without a doctor's supervision — prolonged high-dose doses can lead to hypervitaminosis, although this rarely happens.