“Essential nature of vitamins” holds health benefits, format and demographic opportunities, experts tout

30 May 2023 --- Consumer interest in managing health and general well-being for disease prevention is increasing, creating opportunities to develop new vitamin supplements and product formats for a growing range of health benefits. These should offer proven and convenient solutions, which results in challenges of stability and legislation for manufacturers.

NutritionInsight dives into opportunities and challenges in the vitamins market with professionals from Lycored, Bart, Gnosis by Lesaffre and PharmaLinea. 

“The essential nature of vitamins means there is constantly new research and learnings in support of their effectiveness in supporting human wellness,” explains Christiane Lippert, global product manager of Vitamins & Delivery Systems at Lycored. 

“The industry continues to focus on making them perform better in applications to better cater to consumers’ needs.”

The industry continues to make vitamins perform better in applications to cater to consumer needs.Vitamins have, in one way or another, always been a critical component in dietary supplements, adds Maja Orešnik, science & research director at PharmaLinea. 

“For example, vitamin C is used in dietary supplements for beauty, joints, cardiovascular health and sports. Vitamin D has recently been shown to play a large role in regulating blood glucose and developing diabetes.” 

“Vitamin K2 is mostly used for bone and cardiovascular health but can also be used for blood glucose balance. And lastly, B vitamins can be used for mood and pain support.” 

New health indications 
Advancements in the vitamin market must begin with the essential clinical validation that confirms safe and efficacious health benefits, cautions Philippe Caillat, global market manager at Gnosis by Lesaffre. 

For example, he shares scientific evidence on how vitamin K2’s cardiovascular mechanism plays a substantial role in its potential impact on other indications, such as brain health. The vitamin activates vitamin K-dependent proteins in the body to properly utilize calcium. 

“Our cardiovascular studies used pulse-wave velocity (PWV) testing to measure arterial flexibility,” Caillat explains. 

He notes that authors of a 2021 systematic review concluded that “aortic stiffness measured by aortic PWV was inversely associated with memory and processing speed and could be an independent predictor for cognitive impairment, especially for older individuals.” 

“A more recent study revealed that higher concentrations of vitamin K2 were linked to reduced risk of developing dementia (17%) and mild cognitive impairment (20%).” 

Caillat shares that there is also compelling evidence linking folate to other areas of health, such as mood, cognition and glucose management, plus its potential to enhance formulas when combined with synergistic nutrients. 

Lippert from Lycored adds, “New scientific publications continually shed light on areas previously less documented, such as vitamin D alongside omega 3 and its impact on autoimmune conditions.” 

Moreover, she notes research found “supplementation with vitamins C and E and beta-carotene modulates the diversity and abundance of the gut microbiome, maintains immune system function and improves intestinal barrier function.” 

An increasing number of brands connect their vitamin products to technology.Strategies for new product launches 
Matevž Ambrožič, marketing and PR director at PharmaLinea, shares examples of increasingly popular added-value sources of vitamins, such as liposomal. “For example, in 2022, Olimp labs launched a product – Gold-vit-C+D3 – based on a liposomal vitamin C.”  

Others include vitamins that are “microencapsulated, metabolite-enriched, in their active form, clinically studied and plant-based. In 2022, Ganestra launched emulsified vegetarian vitamin D3 drops.”

Companies also use innovative delivery formats to stand out on the market, such as gummies and chewables, continues Ambrožič. “For example, Gatorade launched immune support gummies in 2022.”

He highlights other product formats, including sprays – such as Natures Aid’s vitamin D3 sprays for children – orodispersible tablets, which dissolve in the mouth, syrups and drops. 

“One of the more notable innovations is the recent launch of a line extension of the Emergen-C brand by Haleon. In spring 2023, they introduced Emergen-C Crystals – direct sticks with powder that pop in your mouth.” 

Brands also differentiate their products with outcome-based positioning, says Ambrožič. “From products positioned purely as ‘vitamin X’ to products highlighting a specific functional benefit or outcome. Energy is on the rise and immunity is also still large.”

Moreover, an increasing number of brands connect their products to technology. “Ritual is using a social media component to boost compliance. DSM boosted their Ampli D product sales by offering a free vitamin D test. BetterYou is also offering vitamin D at-home test kits.” 

Companies use innovative delivery formats to stand out on the market, such as gummies and chewables.Challenges to overcome 
Lippert suggests vitamins should be provided in a format that withstands the processing and shelf life demands of those end applications.

“Vitamins are delicate nutrients and effective microencapsulation is important to create a more consistent product with better stability over shelf life.”

“There is a significant challenge within the vitamin space to provide stable products for various end applications, such as tablets, gummies, capsules, functional beverages, etc.” 

Orešnik adds that regulations represent another challenge, as there is no guarantee what the regulatory requirements for these new formats will be in the future.

“EU regulation says liposomal ingredients may be classified as a novel food. At the moment, liposomal vitamin C seems safe due to its favorable status in the Novel Foods Catalogue. Still, it is not yet clear how other liposomal vitamins will be classified in the future.”  

She also warns that not every mix of fatty components and vitamins is a liposomal ingredient. As a result, finished product manufacturers and end consumers must recognize raw materials’ liposomal grade.

Moreover, though naturally occurring B vitamins are increasingly popular, she notes that the stability of natural forms is well below expectations, adding: “There’s a long way to go before such formats are available in all product forms.” 

Addressing specific demographic groups  
Children are among the most popular groups to address with new vitamin products. The topic of effective supplementation applies to everyone, regardless of age, gender and type of profession, suggests Żaneta Adamczyk, head of the export department at Bart. “The priority is to provide our body with the right vitamins in the most bioavailable form.” 

“Recently, we have been observing a dynamic increase in the activity of producers in the field of introducing vitamins and dietary supplements to the market that are aimed at athletes, people on special diets, nursing mothers, pregnant women and children.” 

She continues: “Thanks to artificial intelligence, hyper-personalized supplementation will increase precision and credibility. There is room for a segment of vitamins here, but in a more technologically developed form, liposomal forms will play a very significant role here.”

PharmaLinea’s Ambrožič highlights opportunities for vitamins that address specific demographic groups, with children being the most popular group to address.  

“For example, KinderFarms’ is a line of liquid medication for children co-founded by Jessica Biel. BetterYou launched a special edition Roald Dahl supplement line for children in 2022 and Natures Aid is addressing children through various products and product formats with their Super Stars line.”  

Brands also address women and men of a specific age, he concludes. “An example of this is New Chapter’s 2022 multivitamin product for women under 40 or Solaray’s 2022 Liposomal multivitamin for women over 50.” 

By Jolanda van Hal