A daily glass of pure juice could be the most effective way to ensure you get enough vitamin C from your diet, new research suggests.

The latest study, published in the journal Nutrients, found that drinking 100 % fruit and vegetable juice results in the body absorbing higher levels of vitamin C compared with taking a vitamin C supplement or eating the whole fruits and vegetables.

In a randomised clinical trial, university researchers from South Korea compared vitamin C levels in the blood after participants consumed equivalent doses of vitamin C (102 mg) from three sources: a tablet; chopped tomatoes, peppers, and mandarin oranges; and a juice made from these same fruits and vegetables.

The juice was found to deliver the highest vitamin C levels to the bloodstream, a result attributed to the juice matrix enhancing the vitamin C’s availability for absorption.

The “juice matrix” refers to the way the components of fruit juice – such as polyphenols, vitamins and minerals in solution – work together to make vitamin C easier for the body to absorb.

Vitamin C is a crucial water-soluble compound that supports essential physiological processes. While most animals can synthesise vitamin C internally, humans and a few other mammals must obtain it through dietary sources due to a genetic mutation.

Vitamin C is essential for breaking down nutrients like tyrosine, folic acid, and tryptophan. It also helps your body produce collagen, supports your immune system, and acts as a powerful antioxidant.

Lead researcher, Dr Mijoo Choi, said: “The juice matrix appears to facilitate better absorption of vitamin C, making it a practical choice for those looking to optimise their intake.”

Award winning dietitian and public health nutritionist, Dr Frankie Phillips, added: “With winter flu season approaching, it’s especially important to make sure you’re getting enough vitamin C into your body to support your immune system. This new study emphasises how a simple glass of fruit juice is an excellent way to maximise absorption of vitamin C. A daily glass of orange juice provides more than 80 % of the European recommendation and is a nutritious start to the day.”

Vitamin C is a unique, flavourful, and tasty ingredient found naturally in fruits and vegetables, with essential health-boosting properties.

The growth in popularity of vitamin C stems from the ingredient’s versatility across categories where it adds functional health benefits to snacks, energy and vitality to beverages, and natural everyday support for baby care products, says GlobalData, a leading data and analytics company.

Vitamin C, also known as ascorbic acid, is a water-soluble vitamin essential for various bodily functions, including collagen synthesis, immune function, and antioxidant protection. It is commonly found in citrus fruits like oranges, lemons, and grapefruits.

The ingredient is the subject of GlobalData’s latest report: “Ingredients Insights: Vitamin C”, which combines findings from the company’s Ai Palette innovation and consumer insights platform with GlobalData’s consumer intelligence center insights to provide a deep dive understanding of why vitamin C enjoys such positive consumer sentiment and how it is being used as a beneficial ingredient in various markets and categories. The research report also identifies the consumer trends that are driving Vitamin C’s popularity, provides suggestions for other compatible ingredients and reviews how manufacturers can use vitamin C in their products.

Leveraging the world’s largest consumer data lake, with a staggering 61 billion global data points collected in real-time from social media, e-commerce, and foodservice menus, GlobalData’s Ai Palette platform has conducted a thorough analysis of Vitamin C’s ‘engagement score’ and data point growth rates over the latest two-year period. This analysis has pinpointed key innovation opportunities for Vitamin C across key categories. In the food and beverage sector, the primary focus areas are snacks and beverages, while in the beauty and personal care sector, the baby care category stands out.

Beverages

South Korea, the UK, and the US are the top three beverage markets for vitamin C. The natural presence of vitamin C in fruit-based drinks, such as orange and citrus juices, and its increasing inclusion in functional beverages and mocktails have boosted the ingredients’ popularity in these markets.

Vitamin C in non-alcoholic beverages aligns with the vitality and balance trend, which emphasises health, well-being, and maintaining an active lifestyle. This trend is particularly appealing to older demographics, who prioritise ingredients like vitamin C for its role in skin health and joint support.

Olivier Fevre, Associate Consumer Analyst at GlobalData, comments: “Consumers and brands associate vitamin C with a healthy lifestyle. Tapping into the health & wellness trend is crucial for brands using vitamin C, as consumers increasingly value ingredients that support overall wellbeing. Vitamin C is strongly associated with skin care and nourishing benefits, making it a natural fit for products positioned around gentle care or daily wellness routines. By delivering added nutrition or nourishing properties, such as natural energy or supporting skin health, products containing vitamin C are a simple, everyday way for families to boost their health and wellness from the snacks, beverages, and baby care categories.”