The Rise of Veganism and Senior Health: What is the Trend in Vitamin B12?

December 5, 2025 •

4 min read

According to research, up to 40% of the elderly population may have a vitamin B12 deficiency, with prevalence increasing with age. In addition, the growing popularity of plant-based diets, particularly veganism, presents another major factor influencing the trend in vitamin B12, as this crucial nutrient is primarily found in animal products. This dual trend has led to a significant boost in the market for supplements and fortified foods.

Quick Summary

The market for Vitamin B12 supplements and fortified foods is expanding due to rising deficiency rates. Factors driving this increase include the growing vegan and vegetarian populations, alongside age-related malabsorption issues in older adults. This shift highlights a need for greater public awareness and strategic nutritional planning across different demographics.

Key Points

Rising Deficiency Rates: Growing prevalence of vitamin B12 deficiency is observed among vegans, vegetarians, and the aging population due to dietary gaps and malabsorption issues.
Market Growth in Supplements and Fortified Foods: Demand for B12 has driven a significant increase in the market for supplements, fortified cereals, and plant-based milks.
Technological Innovation in Delivery Methods: The market is expanding with innovative products like sublingual tablets, oral sprays, and gummies that offer better absorption and convenience.
Increasing Health Awareness: Heightened consumer knowledge of B12's importance for energy, cognitive function, and nerve health is a major market driver.
Digital Health Integration: Telehealth services and AI platforms are increasingly used to recommend and track B12 supplementation plans, particularly for at-risk individuals.
Risk Associated with High B12: While deficiency is a concern, excessively high B12 levels can sometimes indicate underlying medical issues like liver disease or malignancies, necessitating medical evaluation.

The Expanding Landscape of Vitamin B12 Deficiency

The global trend in vitamin B12 is marked by a noticeable increase in deficiency, particularly among two distinct yet expanding population segments: those adhering to plant-based diets and the growing elderly demographic. While vitamin B12, or cobalamin, is vital for nerve tissue health, brain function, and red blood cell production, it is naturally present only in animal products. This creates a significant challenge for individuals who are moving towards more sustainable, plant-based diets for ethical, environmental, or health reasons. Similarly, aging naturally impairs the body's ability to absorb nutrients, including B12, even from a well-balanced diet. These converging factors are fueling a surge in the dietary supplements market, driven by heightened consumer awareness and strategic product innovation.

The Impact of Plant-Based Diets on B12 Status

As veganism and vegetarianism gain momentum worldwide, the risk of B12 deficiency is increasing for those who do not adequately supplement their diets. Studies show a significantly lower intake of B12 among vegans compared to meat-eaters. While fortified foods like plant-based milks and cereals offer some dietary B12, they are not always reliable or sufficiently fortified across all brands and regions. This has led to a strong emphasis on consistent B12 supplementation for anyone following a strict plant-based diet to prevent neurological and hematological issues. Interestingly, while vegan diets often feature favorable patterns for lipid metabolism, the risk of B12 deficiency remains a major vulnerability that is best addressed through regular supplementation.

Age-Related Factors and B12 Absorption

For the elderly, B12 deficiency is primarily a problem of malabsorption rather than poor dietary intake. As people age, stomach acid production can decrease, which is essential for separating B12 from the protein in food so it can be absorbed. Pernicious anemia, a condition where the body cannot produce intrinsic factor needed for B12 absorption, also becomes more common with age. This explains why high doses of oral supplements, which do not require stomach acid to be absorbed, are an effective treatment strategy for older adults. In severe cases, injections may be necessary. Awareness campaigns and routine screening are becoming more important to catch this prevalent and often undiagnosed issue in older populations.

Comparison of B12 Supplement Types


Feature	Cyanocobalamin	Methylcobalamin	Hydroxocobalamin
Cost	Generally more cost-effective	Often more expensive	Typically used for injections
Stability	Very stable form	Less stable than cyanocobalamin	Moderately stable
Common Use	Fortified foods, oral supplements	Oral supplements, sublinguals	Injections for severe deficiencies
Conversion Required?	Body must convert to active forms	Body uses directly, active form	Requires conversion to active forms
Availability	Widely available	Becoming increasingly popular	Primarily in clinical settings
Delivery Methods	Tablets, capsules, fortified foods	Tablets, sublinguals, sprays	Injections

The supplement market reflects this growing demand with a variety of delivery methods and forms. Cyanocobalamin, the most stable and cost-effective form, is prevalent in fortified foods and standard oral supplements. However, methylcobalamin, an active form of the vitamin with superior bioavailability, is gaining popularity for its perceived effectiveness. Innovative formats like sublingual tablets and sprays are also trending, catering to consumer preferences for convenient and effective absorption.

Fortified Foods and New Product Development

The food and nutraceutical industries are heavily investing in product innovation to meet the demands of both plant-based consumers and the health-conscious public. The market is seeing an influx of plant-based milks, cereals, and energy drinks enriched with B12, alongside a rise in specialized multi-nutrient formulations. This expansion is driven by both rising consumer awareness and increasing disposable incomes in key markets like the Asia-Pacific region. Product launches like new vitamin B12 gummies and nasal sprays demonstrate how manufacturers are responding to consumer demand for more palatable and convenient delivery options.

The Rise of Digital Health and B12 Monitoring

A notable trend is the integration of vitamin B12 tracking into digital health platforms. AI-driven nutrition platforms and telehealth services are now increasingly recommending and monitoring B12 levels, especially for at-risk populations. This digital integration helps track nutritional adequacy, promotes compliance with supplementation, and can help users identify potential deficiencies early. This approach supports a more proactive and personalized strategy for managing B12 intake.

Conclusion: The New Focus on B12 for Modern Health

In conclusion, the trend in vitamin B12 is defined by a significant increase in both deficiency rates and market demand for solutions. The rise of veganism and the demographic shift toward an aging population are the primary drivers behind this trend, creating a "hidden hunger" that is becoming more visible. This has spurred a robust response from the nutraceutical and food industries, resulting in a variety of fortified products, innovative supplements, and more accessible healthcare solutions for monitoring nutrient levels. As awareness grows, proactive supplementation and regular monitoring will become standard practice for millions, ensuring better neurological, cognitive, and overall health in the face of evolving dietary and demographic landscapes.

A comprehensive review of B12's role in health can be found here: Emerging Roles of Vitamin B12 in Aging and Inflammation.

Frequently Asked Questions

Deficiencies are increasing due to the global rise in plant-based diets, which lack natural B12 sources, and the growing elderly population, which experiences age-related B12 malabsorption.

Cyanocobalamin is a more stable, synthetic form of B12, while methylcobalamin is a naturally occurring, active form with superior bioavailability. Both are effective, but methylcobalamin is often preferred for supplementation.

While fortified foods are helpful, relying solely on them can be risky, as fortification levels can vary. For those on a vegan diet, regular supplementation is the most reliable way to prevent deficiency.

Vegans, vegetarians, older adults over 60, and individuals with certain digestive disorders (like Crohn's disease or gastritis) or who have had bariatric surgery are at the highest risk.

For most people with a non-severe deficiency, high-dose oral supplementation is as effective as injections. Injections are typically reserved for severe deficiencies or certain malabsorption issues, such as pernicious anemia.

Excessively high B12 levels are uncommon and usually indicate an underlying medical condition, such as liver disease or a blood disorder. They are not typically caused by dietary intake but require further medical investigation.

Aging reduces stomach acid, impairing the release and absorption of B12 from food. Metformin, a diabetes medication, can also interfere with B12 absorption, increasing deficiency risk in users.