Tailored solutions for wellness and longevity unlock new era of vitamin supplementation

03 Apr 2024 --- According to industry experts, vitamins D3, C and B dominate the sector and will continue to do so for the foreseeable future because consumers are hyper-obsessed about boosting their immunity over other areas of wellness. However, the market now focuses on “smart supplementation” through nano-coated vitamins, fat-soluble and micronutrient premixes.

Nutrition Insight explores these industry dynamics with Bart, Blue California and SternVitamin specialists. 

“Globally, one of the most significant trends in the vitamins segment is the growing demand for immune-boosting vitamins and supplements, largely due to the COVID-19 pandemic. During this time, certain vitamins, such as C and D3, gained popularity and have remained as optimal solutions for supporting immune health,” says Żaneta Adamczyk, export director at Bart.

Adamczyk notes that the category of fat-soluble vitamins, such as A, E, and K2, is also trending because they complement effective daily immune supplementation. Its popularity is driven by increased awareness of vitamins’ role in supporting preventative health measures.

Driving demand
Innova Market Insights data suggests 32% of consumers in Gen Z, 38% of millennials, 40% of Gen Xers and 36% of boomers say they had purchased a food and beverage for immunity in previous months.

“Immune health, in particular, offers appeal across demographic groups. It ranks ahead of heart, brain and joint health as a desirable function in a food and beverage product, and it’s a clear purchase driver across demographic groups,” reveals Clarissa Gödde, product manager at SternVitamin.

“Consumers connect certain vitamins with certain health areas. One obvious example is the powerful association of vitamin C with immune support, which has driven demand in the post-pandemic world.”Vitamins aimed at boosting immunity and longevity will dominate the market for the foreseeable future (Credit: Blue California). 

Globally, one in five consumers takes immune health supplements regularly, and one in four says they are aware of label claims stating that a food or beverage product supports immune health.

“Furthermore, consumers’ purchasing decisions are commonly influenced by on-pack claims. The inclusion of vitamins allows brands to highlight a health benefit of their product. For example, stating that vitamin C contributes to the normal function of the immune system,” says Gödde. 

Longevity focused lifestyle
The vitamin market is poised for continued innovation, particularly in healthy, longevity-focused products. The vitamins segment is trending toward embracing a longevity-focused lifestyle, driven by a growing desire for longer, healthier lives. 

“This movement is fueled by the heightened awareness that dietary habits directly impact the aging process and overall health,” explains Linda May-Zhang, Ph.D., VP of science and innovation at Blue California.

“Emerging as a game-changer is the ‘longevity vitamin’ ergothioneine, an amino acid recognized for its potential to maintain long-term health. Blue California’s ErgoActive ergothioneine distinguishes itself through its notable antioxidant properties, promising healthy aging benefits and high bioavailability.” 

Ergothioneine is popular because it supports health from telomere length and cellular vitality. Blue California recently completed a randomized, double-blinded, placebo-controlled clinical study in healthy older adults, which showed that ErgoActive supplementation improved cognitive function, memory and ability to get to sleep. 

“ErgoActive ergothioneine, with its clinically validated health benefits, offers a versatile foundation for formulations across healthy aging, brain health, immune support and sleep enhancement sectors,” says May-Zhang.There is a growing lifestyle focus around the positioning of the health benefits of vitamins.

Consumer awareness about the impact of dietary choices on long-term health is at an all-time high, which drives the demand for scientific substantiation, particularly with human clinical studies.

Gödde echoes the sentiment: “One of the key trends is growing demand for proof points. Consumers are increasingly scientifically savvy and want to see research data on the efficacy of vitamins in specific health areas for products supporting sleep. As well as consumers, more and more food and beverage manufacturers are expressing interest in studies on the efficacy of vitamins, particularly in food supplement applications.”

“There’s also a growing focus on bioavailability, an area where liposomal vitamins offer a potential solution. Although research on this topic is still in its infancy and further clinical studies are required.”

Bioavailability and dosage regulation
Vitamins are more specific than other supplements because they are made of the essential nutrients needed for bodily functions. By supplementing these to a daily diet, the consumer expects effects that support exact health concerns.

“By taking optimal daily doses regularly and in highly bioavailable forms, consumers can enhance their efficacy and improve overall well-being. Some vitamins, such as D3, C, B-complex and multivitamins, are undoubtedly the most popular, and this trend is likely to continue,” Adamczyk says. 

“Knowledge of their biochemistry instills confidence in the necessity of their supplementation. On the other hand, there is a consensus that nowadays we require the maximum bioavailability of these substances to ensure their effectiveness.” 

As people become more educated about maintaining their physical and mental health, they look for more sophisticated solutions to enhance their overall well-being. There is a heightened expectation for high-quality and bioavailable vitamins, with liposomal forms playing a significant role.

“Lifestyle factors such as poor dietary habits, stress and lack of sun exposure contribute to vitamin deficiencies, necessitating supplementation. Furthermore, advancements in science and research have shed light on how certain vitamins can help address specific lifestyle diseases, prompting individuals to opt for more personalized solutions,” Adamczyk explains.

“There is a notable increase in the popularity of coated vitamins, which can be delivered to the small intestine without being damaged in the gastric tract. The popularity of nano-coated vitamins, such as liposomal forms — Liposovit-C, Liposovit-D3 — indicates the direction of smart supplementation for future generations.”

Personalized nutritional supplementation, combining bioavailable forms of vitamins, can provide consumers with tailored solutions. This is feasible for vitamins that are poorly absorbed by the body, such as vitamin B12, or those quickly disposed of by the body, such as vitamin C, for which Liposovit-B12 and Liposovit-C Direct are ideal.

Micronutrient premixesScientific proof points are critical to vitamin portfolios today. 
SternVitamin has observed a rise in popularity in vitamin B and C blends across the fortified food and beverage space in the last two years. B vitamins mainly increase energy and alertness, while vitamin C improves the immune system.

“We’ve observed high levels of interest in fortified food, beverages and supplements that support immune health, energy and alertness, and brain or mood health. Recently, we’ve also noticed increased interest in micronutrient premixes for products that address the needs of women in perimenopause. This phase describes the years around menopause, defined as the time around the final menstrual period,” says Gödde.

Innova Market Insights 2023 suggests B vitamins, particularly B6, lead the charge in new product launches with brain/mood claims. 

May-Zhang explains: “Other areas of growth in vitamins and minerals for brain-boosting are vitamin C and zinc, which are notable also for their immune-boosting properties. Vitamin B6 also grew in products with insomnia claims, alongside non-vitamin ingredients like melatonin, ashwagandha and mushroom products.” 

Vitamins play an important role during perimenopause, which can last up to 14 years. These biological changes can increase the risk of several diseases. “It’s great to see more and more education and awareness around this topic since it affects a significant target group.”

“Micronutrient premixes are easier to integrate into final products than single raw materials. If you’ve got just one supplier and one step in the production process, that makes life a lot easier,” says Gödde.

The volatile global situation continues to affect the price and availability of many vitamins. Meanwhile, the European Commission’s plan for maximum permitted levels of vitamins and minerals is expected to have a significant impact on manufacturers and suppliers. 

“To differentiate from competitors, manufacturers will need to respond to legal changes, for example, by offering products with better bioavailability and using naturally sourced vitamins, which is also a trending consumer need,” Gödde concludes.

By Inga de Jong