Research which established and mapped safe levels of sun exposure while meeting vitamin D requirements for different skin types has led to new public health advice and guidance from a range of UK public health, medical professional and charitable bodies. This includes a recommendation from Public Health England that everyone take a vitamin D supplement in
autumn/winter or all year round in particular cases (given sun exposure and skin pigmentation). Making use of the team’s UK ultraviolet radiation (UVR) and vitamin D availability map, Boots Plc undertook a UK-wide press campaign promoting vitamin D supplementation and other bone health products with a [text removed for publication]
increase in like-for-like sales of vitamin D, showing a shift in public behaviour re vitamin D supplementation.