Vitamin D deficiency is a widespread issue that is often overlooked, yet it significantly impacts athletic performance and general well-being. For athletes, maintaining optimal vitamin D levels is crucial to enhance performance, prevent injuries, and support their health as they push their limits in training and competition.

Adequate levels of vitamin D are essential for sustaining good health. This vital nutrient facilitates the absorption of calcium and phosphorus, which are critical for bone health and strength. It also supports a healthy immune system, helps regulate mood, and plays a role in muscle function. Without sufficient vitamin D, individuals may face increased risks of bone disorders, weakened immunity, and general fatigue, which can affect their quality of life and daily functioning.

In Southeast Asia (SEA), the vitamins and minerals market for pharmacies is growing rapidly, fuelled by a rising preference for preventive healthcare and greater awareness of the benefits of nutritional supplements for supporting immune function, boosting energy levels, and enhancing overall health. Countries such as Indonesia and the Philippines, where vitamin D deficiency is common due to limited sun exposure, are seeing a surge in demand for vitamin D supplements.

According to Statista, revenue in the vitamins and minerals market, including over-the-counter (OTC) natural and synthetic food supplements available through pharmacies in Southeast Asia, is projected to reach US$1.83 billion in 2024. The market is anticipated to grow annually by over 6% from 2024 to 2029, potentially reaching an estimated US$2.47 billion by 2029.

Globally, vitamin D deficiency affects approximately 1 billion people, with 50% of the population experiencing insufficiency. While it has long been established that adequate vitamin D is essential for bone and skeletal health, research highlights its critical role in non-skeletal functions. Vitamin D is increasingly recognised for its importance in skeletal muscle growth, immune function, inflammatory modulation, and athletic performance.

The Impact of Vitamin D on Athletic Health and Performance

For athletes, insufficient vitamin D extends beyond just fatigue and muscle weakness—it increases the risk of inflammation, stress fractures, and poor muscle performance. Athletes with low vitamin D levels may encounter performance issues such as reduced strength, decreased endurance, and longer recovery times.

Vitamin D status in athletes varies with season, training environment, and sport. Typically, levels drop during winter months. Athletes who train indoors or at higher latitudes generally have lower vitamin D levels compared to those who train outdoors or at lower latitudes.

For example, squash players, who predominantly train indoors in environments with limited sunlight, are particularly susceptible to vitamin D deficiency. The lack of consistent sunlight exposure, a primary source of vitamin D, can hinder their ability to maintain optimal levels, adversely affecting their muscle function and overall performance.

Thanit Apipatana, a sports enthusiast and Bangkok-based entrepreneur, investor, and startup advisor, emphasises that vitamin D is crucial for every athlete, and its significance cannot be overlooked. “For indoor sports like squash, where sunlight is scarce, maintaining adequate vitamin D levels is essential for peak performance and overall health. It’s key to sustaining strength, preventing injuries, and staying at the top of the game,” notes Apipatana, who has a keen interest in squash.

For a squash player, strong bone health is vital for both performance and longevity in the sport. Adequate vitamin D levels improve bone density and strength, reducing the risk of fractures and stress injuries.

Addressing Vitamin D Deficiency

Individuals who lead a sedentary lifestyle are more prone to vitamin D deficiency, like athletes who play indoor sports. One of the most effective ways to address vitamin D deficiency is through dietary changes. For athletes, incorporating foods rich in vitamin D into their diet is essential. Fatty fish such as salmon and sardines, egg yolks, and dairy products fortified with vitamins are excellent choices. If obtaining sufficient vitamin D through diet alone proves challenging, supplements can help bridge the gap. According to the Harvard T.H. Chan School of Public Health, supplements can help fill the gap if dietary intake is inadequate.

Personalised nutrition plans can offer substantial benefits, as nutritional needs and lifestyles vary greatly among individuals. For athletes, a tailored plan should reflect personal dietary preferences, exercise routines, and overall health. Seeking advice from a healthcare provider or a nutritionist can help create a balanced diet that ensures adequate intake of essential nutrients, including vitamin D.

Regularly checking vitamin D levels is essential for managing and preventing deficiencies. Blood tests can determine vitamin D levels and help decide whether supplementation or dietary changes are needed. Athletes should work with healthcare providers to monitor their levels and adjust their nutrition plans accordingly.

“In addition to dietary adjustments and supplements, increasing sun exposure can naturally boost vitamin D levels. Spending time outdoors and engaging in activities that involve sunlight can help boost vitamin D production,” adds Apipatana. However, for indoor athletes and individuals in areas with limited sunlight, relying on dietary sources and supplements may be the most practical way to ensure adequate vitamin D intake.

Rising Demand

Taking a proactive stance on nutrition and lifestyle decisions is crucial in preventing vitamin D deficiencies and enhancing overall well-being.

According to Statista, consumer preferences in Southeast Asia are shifting towards preventive healthcare. There’s a growing interest in natural and organic vitamins and minerals OTC supplements. Consumers are looking for products free from artificial additives and made from natural sources. In SEA, revenue per person from vitamins and minerals OTC supplements is estimated to be US$2.65 in 2024.

Underlying factors such as rising disposable incomes and urbanisation are also driving market growth. As the region’s economies expand, consumers have more money to spend on healthcare products, including vitamins and minerals supplements, according to Statista data. Urbanisation brings lifestyle and dietary changes, increasing the need for supplements to address nutrient gaps.

“As health consciousness rises and people increasingly prioritise preventive care with natural and organic healthcare products, the market is expected to continue its growth in the region,” notes Apipatana.

For athletes and active individuals, addressing vitamin D deficiencies is crucial for both peak performance and long-term health benefits. By adjusting their diet, undergoing regular monitoring, and making informed lifestyle choices, they can enhance their athletic performance and overall well-being.

Proper management of vitamin D levels, especially for those in indoor sports with limited sun exposure, is essential for achieving and sustaining peak performance.

About the author:

Thanit Apipatana is a Bangkok-based entrepreneur, investor, and advisor with a keen interest in venture building, real estate, F&B, education, sports, and philanthropy. Thanit Apipatana has advised companies in the region including Singapore-based proptech company Mogul.sg and Thai-based Life Below Labs, a project that is looking to catapult the Thai beer market to a new level with liquid yeast.