Changes in Knowledge, Attitude and Behaviours towards Vitamin D and Sun Exposure of Parents of Infants and Young Children in New Zealand ^†

Abstract

Vitamin D deficiency can have serious health implications for infants and young children. In 2012, the Ministry of Health released a Consensus Statement on Vitamin D and Sun Exposure. Following this, a Companion Statement for Pregnancy and Infancy was released in 2013 with subsequent public health messaging. We aimed to identify the impact of these statements on parents’ vitamin D and sun exposure knowledge, attitudes and behaviours and investigate their sources of information. This ecological study utilised a cross-sectional questionnaire in 2009 and 2021 to collect data from parents of infants and young children throughout New Zealand. Descriptive statistics were conducted to analyse the results. A total of 9834 parents completed the questionnaire (2009 N = 8032, 2021 N = 1802). A similar percentage of parents (63.1%, 61.3%) identified the role of vitamin D in bone health, with greater awareness of its role in immunity in 2021 (29.1%, 48.2%). Most parents lacked knowledge of high-risk factors for deficiency, including exclusive breastfeeding (98.1, 95.1%) and darker skin colour (92.9%, 77.5%). Health professionals were not the main source of information to parents (15.8%, 24.8%), with low rates of advice on supplementation and sun exposure reported. However, 60.2% reported health professionals or the Ministry of Health as their preferred source of information, followed by the media, including social media (24.5%), in 2021. Safe sun exposure practices were performed frequently amongst children and pregnant mothers, with 86.5% and 83.3% concerned about skin cancer. With 72.4% and 78.4% reporting they find vitamin D and sun exposure recommendations confusing because of skin cancer prevention messages. Overall, the impact of the Ministry of Health statements and subsequent public health messaging on parents’ knowledge has been minimal. To ensure public health information is communicated effectively to parents, the Ministry of Health and health professionals could utilise emerging tools, including social media, to improve parents’ knowledge.