Parents reported a low level of satisfaction with vitamin D information: many thought it was limited and recommendations on supplements were unclear. Resultsįifty-seven percent ( n = 110) of parents reported receiving information about vitamin D during pregnancy and 52% ( n = 100) after the birth of their child. A thematic analysis methodology was applied. Eighteen participated in 5 focus groups (13 parents), and 5 individual interviews. Recruitment posters advertising the focus groups were placed in community centres. Participants provided an email address if they wanted to be contacted about the focus groups. The majority of participants were mothers, White-British ethnic background, aged 25–44 years. One hundred and ninety-four parents completed an online questionnaire, advertised to parents with one child aged up to 2 years on popular social media websites. This study uses quantitative and qualitative methods to explore parents’ perceptions, awareness and behaviours around vitamin D intake, and the acceptability of and factors affecting purchasing of food and drink fortified with Vitamin D in children aged 0–2 years old. One in four toddlers are not achieving the recommended intake for their healthy development. Vitamin D deficiency has been highlighted as a serious public health problem in the United Kingdom.
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