“Vitamin D may well be the next blockbuster supplement,” said Katherine Mardesich, Nature Made senior product manager. “It has earned the government’s attention and is backed by strong science. We’re pleased that Nature Made is the first broadline vitamin brand to offer vitamin D at the new government-recommended intake level.”

Known as the “sunshine vitamin,” vitamin D is made by a natural chemical reaction when the skin is exposed to sunlight. The government’s new guidelines for increased vitamin D intake are targeted at older adults, people with dark skin, those who wear sunscreen and those lacking adequate exposure to sunlight, such as housebound individuals.

“Vitamin D is difficult to obtain through diet alone,” said Carroll Reider, M.S., R.D. Nature Made consumer education specialist. “To meet the 1,000 IU recommended dosage, you’d have to consume five cups of milk, three cups of fortified cereal and three cups of fortified juice.”

Vitamin D plays a major role in bone and joint protection by aiding calcium absorption. Additionally, preliminary studies indicate vitamin D helps maintain prostate health . New science supports the need for higher vitamin D intakes , which typically prompts consumer demand.

“As more news on vitamin D’s benefits is published, consumers will reach for our new higher-dosage product. This will grow Nature Made’s incremental sales and the vitamin D category,” added Mardesich.