Vitamin D Deficiency Emerges as New Epidemic

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Vitamin D Deficiency Emerges as New Epidemic; NIH Conference Calls for Public

Health Approaches to Address Growing Problem

 

 

 

 

 

 

 

BETHESDA, Md., Oct 10, 2003 (BUSINESS WIRE) -- Medical experts are talking about

a new health epidemic -- one that most thought was eliminated decades ago. It's

a lack of vitamin D. The surprising deficiency is increasing the risk of

osteoporosis and accounting for the re-emergence of rickets in children.

This overlooked health problem is getting new attention. Leading public health

experts are convening in Washington DC for a two-day summit to address the

vitamin D problem. The goal of the conference, undertaken by the National

Institutes of Health, is to identify public health strategies to address the

epidemic.

Called the sunshine vitamin because people make their own when sunlight hits the

skin, vitamin D is also found in fortified milk, one of the few food sources for

this nutrient. With people spending more time indoors, especially as cold

weather approaches, and the frequent swapping of milk for soda Americans aren't

getting the vitamin D they need.

According to Michael Holick, M.D., Ph.D., a leading vitamin D researcher and

professor at Boston University, it is a problem for teenagers, men and women and

a particular problem for African Americans, who are also not getting the calcium

they need. " A minimum of 25 percent of adolescents and adults in this country

are vitamin D deficient. Several factors are contributing to the increasing

rates of vitamin D deficiency we're experiencing today, " he said.

" Lower intake of vitamin D-fortified foods, particularly milk, along with

reduced intake of calcium-rich foods, including milk in adolescents and young

women, coupled with an increase use of sunblock to reduce exposure to sunlight,

are the driving factors placing our nation and its children at risk for vitamin

D-related diseases. As one easy solution, milk -- one of the best sources of

vitamin D -- should be incorporated as part of an overall healthy diet.

In addition to increased rates of bone-related disease such as rickets and

osteoporosis, mounting research now links chronic vitamin D-deficiency with

increased risks of certain cancers, diabetes, hypertension and diseases of the

immune system.

Drink Up

As the Conference attendees discuss public health strategies, experts say one of

the best ways to meet recommended Institute of Medicine vitamin D requirements -

200 international units, or IU, for adults up to age 50 - is by drinking milk,

which is fortified with vitamin D. An eight-ounce glass provides 50 percent of

the daily need and 30 percent of the daily calcium requirement. Vitamin D can

double the amount of calcium absorbed by your body, and enhances bone

mineralization.

Bone heath expert Robert Heaney, M.D. of Creighton University, who is one of the

experts speaking at the conference, says milk is the preferred source of vitamin

D because it is rich in calcium and protein, which are also important bone

builders.

" Teens who forego milk in favor of soft drinks maybe setting themselves up for

long term trouble if undetected and untreated vitamin D deficiency puts them at

risk for stunted growth and fractures, " he adds.

How to Get Enough?

Teens and adults need to drinking more vitamin D fortified milk - at least three

servings a day. Today milk comes in more varieties and grab-and-go packaging

than ever before. There are flavored, fat free and reduced fat milks to suit

every taste and dietary need. In addition, public health experts urge everyone

to get outside and get some sun. Besides the vitamin D, daily physical activity

helps promote good health.

The National Milk Mustache " got milk? " ® Campaign is jointly funded by

America's milk processors and dairy farmers: the MilkPEP Board in Washington,

D.C., and Dairy Management Inc., Rosemont, Illinois. The goal of the

multi-faceted campaign is to educate consumers on the benefits of milk and to

raise milk consumption. A series of educational brochures is available by

visiting the milk Web site at www.whymilk.com. Bozell New York is the creative

agency for The National Milk Mustache " got milk? " ® Campaign.

The tagline " got milk? " ® was created for the California Milk Processor Board

by Goodby Silverstein & Partners and is licensed by the national milk processor

and dairy producer groups.

SOURCE: National Fluid Milk Processor Promotion Board

CONTACT: Weber Shandwick Worldwide

Jody Menaker, 312-988-2361

jmenaker

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