Vitamin K2 edges close to“universal growth” as consumers become increasingly aware of health benefits

26 Jul 2022 --- Vitamin K2 is one of the top ten ingredients used across a number of countries around the globe, seeing increasing popularity in adults up to the age of 54, according to a survey by the Industry Transparency Center. Commenting on the survey findings, Gnosis by Lesaffre is spotlighting its own two brands as being among the the top three most sought out.

“This survey confirms what we see commercially in many ways. Consumers have a high trust and interest in Vitamin K2, especially those looking for specific health benefits,” says Xavier Berger, global market manager at Gnosis by Lesaffre. 

The ITC surveyed 3,500 adults using dietary supplements, 1000 were US citizens and 1000 from China. The remaining were an equal split of 500 people from the UK, Italy and Germany. The gender distribution was approximately equal at 48% men and 52% women.

Bone and heart benefits at core
Consumers showed a willingness to pay a premium for products, and branded supplements are desirable in the market. Berger comments that 67% of consumers said they look for a specific Vitamin K2 brand while purchasing their supplements.

“Interestingly, 37% of regular users responded that they always look for branded ingredients and are willing to pay a premium, with an additional 22% looking for them but not willing to pay a premium. While nearly 60% of Vitamin K2 users are looking for branded ingredients, products utilizing these premium materials represent a competitive edge,” says Berger.Bone and heart health are key reasons for consuming Vitamin K2, even though potential mental health benefits exist.

The vitamin ranked in the top ten usage of 62% of the participants, and the age group 18 to 54 showed the most increased usage. 

Rife with opportunities?
Berger explains 67% of consumers responded they sought a specific Vitamin K2 brand while purchasing their supplements. The company’s two brands – MenaQ7 K2 as MK-7 and vitaMK7 – were in the top three brands most sought out.

“No single supplement increased usage across every country; however, Vitamin K2 was one of the closest to achieving universal growth. K2 also saw a sharp increase in use from 2020-2022,” the company underscores. 

The highest ranked reasons for vitamin K2 usage were quality, safety, trust, efficacy and clinical validation. Additionally, regular users emphasize attractiveness due to heart and bone benefits, whereas irregular users were more varied in their responses. 

“Brain Health and Mental Acuity also ranked relatively high and have a low gap between irregular and regular users. Researchers believe this partially confirms the earlier hypothesis of potential opportunities in this area,” the study notes.

A growing space
Previously, vitamin K2 has shown beneficial counteractive effects for children on medication and pregnant and lactating women. Additionally, studies have shown a reduced risk for cardiovascular disease (CVD) for people with nicotine addiction.

Similarly, vitamin K2 deficiency is often present in people with kidney problems, which has been related to an increased risk of mortality and CVD.

“Further, perceived effectiveness of K2 was greater in total supplement users surveyed compared to regular users. This suggests to researchers that future growth is likely because people who do not currently use K2 regularly have a high perception of it,“ the company notes.

The company mentions that there is potential in brain health and mental acuity, as “ranked relatively high and have a low gap between irregular and regular users.”

Edited by Beatrice Wihlander