“Rising Prevalence of Vitamin A Deficiency”
- The North America region has one of the highest rates of vitamin A deficiency (VAD) globally, especially among children and pregnant women, leading to increased demand for fortified foods and supplements to combat associated health issues such as vision impairments and compromised immunity
- For instance, countries have launched large-scale government-supported vitamin A supplementation and food fortification programs in partnership with global bodies such as UNICEF and GAIN (Global Alliance for Improved Nutrition) to combat widespread VAD
- Growing health awareness among consumers is leading to increased demand for vitamin A-fortified staples such as edible oil, milk, and infant formula particularly in urban areas where access to fortified products is rising through modern retail and e-commerce channels
- Food and beverage companies are expanding their fortified product portfolios in North America, focusing on vitamin A integration into ready-to-eat foods, dairy alternatives, and health-focused beverages to address consumer concerns over nutrient gaps
- The rise of preventive healthcare and functional nutrition trends across North America, , is pushing demand for vitamin A in dietary supplements, multivitamins, and immunity-boosting products
- Continued investments in public-private partnerships for fighting malnutrition, rising disposable incomes, and an expanding middle class are increasing consumption of value-added, nutrient-dense foods, indirectly boosting the vitamin A market across the region
