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Vitamins discovery in the 20th century contributed to improve human health. In modern societies where food is plentiful severe vitamin deficiencies are rare. Nevertheless, there is a renewed interest in understanding how changes in lifestyle, dietary habits and ageing impact vitamin status. Of note, vitamin deficiencies and novel vitamin roles are being identified in kidney diseases, bariatric surgery, hypertension, drug treatments and else. Thus, opportunities exist for vitamin-based nutraceuticals to address modern society vitamin requirements.