Sun in capsules: uncontrolled intake of vitamin D is growing in Russia
Against the background of spring vitamin deficiency, Russians are increasingly taking vitamin D. Pharmacy analytics show that the market continues to grow in monetary terms, but sales in packages are declining, and the structure of demand is changing: consumers are switching from mass-produced dietary supplements to more expensive dosage forms. Experts warn that this trend is accompanied by risks of uncontrolled intake and can lead to health problems. About how vitamin D intake is changing in Russia and how dangerous it is, see the Izvestia article.
How the vitamin D market has changed
According to the DSM Group marketing agency, which specializes in the pharmaceutical industry, the vitamin D market in Russia continues to grow in monetary terms, but a decrease is recorded in physical terms.
Thus, according to the results of January – February 2026, the volume of pharmacy sales amounted to 3.14 billion rubles against 2.95 billion rubles a year earlier, which corresponds to an increase of 6.5%. At the same time, sales in packages decreased from 5.54 million to 5.36 million, that is, by 3.2%.
The main changes occur within the segments. The dietary supplements segment shows a decrease: sales decreased to 1.45 billion rubles (-1.8%), and in packages — more noticeably, to 2.02 million (-13.2%).
At the same time, medicines show steady growth: their sales increased to 1.69 billion rubles (+15%), and in packages — to 3.34 million (+4.1%). The long-term dynamics also confirms the trend towards market growth. By the end of 2025, sales of vitamin D reached 17.2 billion rubles against 14 billion rubles a year earlier, an increase of 22.7%. At the same time, the growth in packages was much more modest — about 3.4%.
The vitamin D market in Russia is changing its structure: with an overall increase in costs, the mass consumption of supplements in packages is decreasing and the demand for dosage forms is increasing, which may indicate a transition to a more conscious and controlled intake.
According to Marina Zhuravleva, MD, Professor of the I.M. Sechenov First Moscow State Medical University, clinical pharmacologist, the demand for this nutrient has steadily increased until 2026.
— Data from individual pharmacy chains indicate a 25% increase in vitamin D sales in 2023 compared to 2022. According to the Honest Sign product labeling system, sales growth of vitamin D packages in pharmaceutical form increased by 2% in 2025 compared to 2024. In Moscow, vitamin sales increased by 0.8% from 2024 to 2025," she noted.
However, the situation has changed this year.
— In January 2026, the demand for vitamin D decreased by 3% compared to January last year, while in some areas there is a more significant decrease in demand. So, in the Rostov region, demand decreased by 12%," the expert explained.
According to her, one of the reasons may be rising prices, as well as a change in consumer behavior.
"A culture of regular vitamin D intake is being formed, not just seasonal,— Zhuravleva emphasized.
Why do Russians take vitamin D without a doctor?
Anastasia Ignatiadi, an endocrinologist and nutritionist at the National Research Medical Center for Therapy and Preventive Medicine of the Russian Ministry of Health, notes that demand is fueled by several factors at once.
— There is more and more scientific evidence about the role of vitamin D in the prevention of osteoporosis, autoimmune and cardiovascular diseases. The media and social networks are actively discussing its benefits, and doctors are increasingly including vitamin D monitoring in practice," she explained.
However, this also leads to the downside — self-medication.
— There are many dosage recommendations on the Internet that are not always based on scientific evidence. People start taking vitamin D without analyzing it and consulting a doctor," Ignatiadi noted.
Marina Zhuravleva adds that the indirect confirmation of this is the structure of the market.
— Registration of vitamin D in the form of dietary supplements prevails over the dosage form, while dietary supplements are products that the population mostly purchases independently, without a doctor's prescription. The behavioral factor is also important: during the COVID-19 pandemic, the demand for vitamin D increased significantly, and people often take it "for prevention" without consulting a doctor, she said.
According to nutritionist Veronika Gusakova, the scale of the problem is significant.
— According to various estimates, up to half of Russians use supplements without prior tests and doctor's recommendations, — said the specialist.
Why vitamin D deficiency has become widespread
Veronika Gusakova emphasizes that the problem of scarcity is objective and is most often related to climatic and geographical factors.
— Vitamin D deficiency occurs in a significant part of the Russian population — in different regions from 60 to 80%. This is due to the climate, but even in warm climates, people often spend little time in the sun. Everyone who lives beyond 52° north latitude does not get vitamin D naturally from October to April. Moscow is located at 55°, St. Petersburg is at 59°. Even in the south of the country, synthesis practically does not occur in winter," the expert explained.
What is the danger of uncontrolled reception?
Despite its reputation as a "safe vitamin," excess vitamin can be dangerous.
—Excessive intake of vitamin D can lead to hypercalcemia, impaired kidney function and cardiovascular system,— warned endocrinologist Anastasia Ignatiadi.
Nutritionist Veronika Gusakova also confirmed that the effects of excess vitamin D can hit the body hard.
— Vitamin D is fat-soluble and accumulates in the body. When there is an excess, the level of calcium in the blood increases, which can cause weakness, nausea, and cardiac arrhythmias. In the long term, kidney stones and calcium deposits in blood vessels may occur," she noted.
Why food doesn't solve the problem
Many Russians are trying to compensate for the deficit with food, but experts consider this approach to be limited.
— Vitamin D is found in cod liver, oily fish, eggs and mushrooms. But that's not enough. For example, to get a norm from eggs, you need to eat about 15 pieces," Gusakova explained.
Marina Zhuravleva adds that nutrition can only be a supplement, but each patient needs a special approach.
— It is difficult to get enough vitamin D from food. Therefore, low—dose prophylactic is allowed, but the need must be determined individually," she noted.
How to take vitamin D correctly
As with any other vitamins, the body's characteristics help determine the appropriate dose.
— Before taking it, it is necessary to determine the level of 25 (OH)D is the main metabolite of vitamin D in the blood, and only then select the dosage. This avoids both scarcity and excess. Small dosages are acceptable for preventive purposes, but even they must take into account individual characteristics: body weight, age, and the presence of chronic diseases. Dosages above 4,000 IU are considered therapeutic, and they should never be taken on their own without a doctor's prescription," said nutritionist Veronika Gusakova.
Endocrinologist Anastasia Ignatiadi clarifies that it is important to consider the form and quality of the drug.
— The most effective form is vitamin D3. You should pay attention to the dosage, manufacturer, registration and composition. Give preference to well-known pharmaceutical companies that have a good reputation and whose products have passed appropriate clinical trials and registration. Pay attention to the presence of the registration certificate. Always check the expiration date of the drug," she stressed.
According to Marina Zhuravleva, the average preventive dose is 600-800 IU per day, but it may vary depending on age and health status. This dose will be higher in certain population groups. Among them: children, the elderly, pregnant women, people with prediabetes. The expert also advised to check the quality of dietary supplements in the Unified Register of State Registration Certificates. This will help to avoid fakes.
Experts emphasize that the growing interest of Russians in vitamin D is a positive trend, but it requires a competent approach.
— Self-medication can lead to undesirable consequences. It is important to combine awareness with medical supervision," concluded Anastasia Ignatiadi.
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