B12-Rich Foods and Drinks on the Rise as Research Reveals New Health Benefits

Sales of food and beverages rich in vitamin B12 are on the rise, as new research highlights emerging health benefits, according to FoodNavigator.

Food as Medicine

The growing “food as medicine” trend is transforming how consumers view the food and beverage industry as a whole.

Valued at an estimated $25 billion (€23 billion) and growing at a compound annual growth rate (CAGR) of 4.3% (Prophecy Market Insights), this trend is fueling demand for products believed to promote health and well-being.

It is also dominating the conversation around wellness, with thousands of related posts on TikTok, Instagram, and X.

Now, new research into vitamin B12’s role in preventing and potentially treating acute pancreatitis is further driving this megatrend.

What Is Acute Pancreatitis?

Acute pancreatitis (AP) is a severe gastrointestinal condition affecting people of all ages. It is a leading cause of hospital admissions worldwide, with approximately 1 in 5 patients developing moderate to severe forms of the disease.

Can Vitamin B12 Prevent Pancreatitis?

A research team led by Dr. Chuanwen Fan and Prof. Dr. Xianming Mo from the West China Fourth Hospital at Sichuan University conducted a study to determine whether vitamin B12 could help prevent or reduce the severity of acute pancreatitis.

The researchers began by analyzing large-scale genome-wide association studies (GWAS) to identify genetic links to pancreatitis.

They then used Mendelian randomization—a research method that uses genetic variation to assess the effects of specific nutrients—to examine whether nutrients involved in one-carbon metabolism (B6, B9, and B12) were associated with pancreatitis risk.

What Did the Results Show?

The results revealed a strong association between higher blood levels of vitamin B12 and a lower risk of developing several forms of pancreatitis.

The team then used experimental models of pancreatitis in CD320 knockout mice—which lack a key gene for B12 absorption—to explore whether vitamin B12 had protective or therapeutic effects.

The findings showed that:

• Vitamin B12 directly protects acinar cells (found mainly in the pancreas) from early-stage necrosis during acute pancreatitis.
• It also reduces T cell infiltration—a key marker of inflammation.

Notably, artificially increasing B12 serum levels both before and after pancreatitis onset not only reduced the severity of the condition, but also promoted tissue repair following pancreatic damage.

Additionally, vitamin B12 was found to increase ATP (adenosine triphosphate) production—the body’s primary energy source—in pancreatic tissue. This helped limit acinar cell necrosis and prevent disease progression.

“These exciting new findings add to growing evidence that vitamin B12 may reduce the severity of acute pancreatitis by boosting ATP production in pancreatic tissue. They offer new insight into potential therapeutic strategies for this disease,” said Professor Mo.

What Is Vitamin B12?

Also known as cobalamin, vitamin B12 is a water-soluble vitamin and one of the eight B vitamins. It is essential for:

• DNA synthesis
• Fat and amino acid metabolism
• Nervous system support
• Red blood cell development in the bone marrow

Foods Naturally Rich in Vitamin B12 Include:

• Red meat
• Poultry
• Fish and seafood
• Dairy products
• Eggs

Innovation and NPD Opportunities

This discovery could drive greater interest in the “food as medicine” trend, as consumers pay closer attention to how the food and drinks they consume can impact not just overall health, but also specific medical conditions.

In particular, sales of red meat, poultry, fish, seafood, dairy, and eggs—all naturally rich in vitamin B12 and widely available—could see a boost.

At the same time, functional foods and beverages fortified with vitamin B12 may gain popularity, especially among vegans, who cannot obtain B12 from plant-based sources alone.

Fortification is already a growing practice within the food-as-medicine space, with manufacturers reformulating products to meet the rising demand for targeted nutrition.