Human zinc (Zn) deficiency is prevalent in areas where cereals dominate in the diet. Soil Zn application may enhance the concentration of Zn in wheat grains and dietary Zn intake by target populations. However, its value has never been practically quantified in Zn nutrition of any population group. We, therefore, studied farming families in rural Punjab (Pakistan). The selected adults (n = 156, grouped based on age and gender) were Zn undernourished (as assessed by estimated Zn bioavailability in their diet) and their plasma Zn levels also indicated Zn deficiency. On average, wheat consumption by the adults contributed about 68% in total Zn and 93% in total phytate intakes. Soil Zn application to wheat fields significantly increased Zn and decreased phytate concentration in chapati (flatbread made of whole-wheat flour). From dietary phytate intakes by the adults, we calculated desired chapati Zn concentration and dietary Zn intake that would meet their daily Zn requirement. The physiological Zn requirements of adult women and men were estimated to be achieved by intake of, respectively, 10.4–15.3 mg Zn d−1 (37–46 mg Zn kg−1 in chapati) and 14.4–23.3 mg Zn d−1 (41–52 mg Zn kg−1 in chapati). It was evident that soil Zn application aiming at optimum grain yield of wheat significantly improved Zn nutrition of the studied adults, but not up to desired levels. High Zn applications (via soil and/or foliage) to wheat and growing cultivars specifically selected for Zn biofortification may be needed to optimise Zn nutrition in rural Pakistan.