Balchem, a leading global manufacturer of specialty ingredients for human nutrition and health, has conducted new consumer research which reveals strong purchase interest in its Vital Trio concept. This 3-in-1 formula combines K2VITAL™ DELTA – the world’s only patented double microencapsulated typically 99.7% all-trans vitamin K2 MK-7 ingredient – with Albion® Minerals chelated magnesium bisglycinate and vitamin D3 for immune, cardiovascular and bone health. The results indicate positive sentiment, with 74% of respondents stating that the Vital Trio addresses unmet needs by providing a convenient way to promote holistic well-being. These findings present a promising opportunity for brands to innovate with appealing solutions that tick all the boxes: overall health support, superior efficacy, quality, convenience and scientific evidence.
“We first developed the Vital Trio concept to explore how these three on-trend ingredients – magnesium, vitamin K2 and vitamin D3 – could be combined to deliver even broader health benefits and superior efficacy,” comments Thies Ripcke, Director Business Development and Strategic Marketing, K2VITAL, Balchem Human Nutrition and Health. “Magnesium is the fastest growing mineral in US retail,1 gaining attention and popularity for its sleep, relaxation and mood-boosting benefits. At the same time, demand for vitamin D continues to grow steadily – especially during the winter seasons.2 The challenge is the sensitive nature of vitamin K2 can present stability issues when combining it with minerals. But thanks to K2VITAL™ DELTA’s advanced and patented microencapsulation technology, which offers enhanced stability and bioavailability in all environments, the Vital Trio successfully overcomes this problem.”
Vital Trio proves a hit with European and American consumers
After receiving highly positive feedback for the Vital Trio concept from initial surveys conducted in December 2023 in North America, Balchem repeated the exercise in August 2024 across three major European markets – Germany, Italy and the United Kingdom – to gain broader global insights. The research involved 841 health-conscious participants aged 25-55 who had purchased vitamins, minerals or supplements in the previous six months, and tested the Vital Trio against three control concepts, one for each market, benchmarking them against appropriate standards for each country.
- Purchase interest reached a robust 78%, matching the control concepts, while the Vital Trio scored higher than control for uniqueness (59% versus 48%) and perceived health benefits (72% versus 67%).
- Consumer sentiment was highly positive, with 74% of respondents stating that Vital Trio addresses unmet needs.
- More than half of the participants expressed an inclination to pay a premium for its high quality.
- Additionally, 85% also appreciated its benefits for bone, heart and immune health.
Convenience was also a standout feature, as many consumers praised how the on-the-go formula targets multiple health needs within a single product. The research underscored consumers’ interest in science too, with respondents looking for clearer information and studies to further validate the concept’s benefits.
Synergies in action
The synergistic effects of the ‘perfect pair’, vitamin D and K, have been demonstrated in numerous studies for bone 3,4,5 and cardiovascular health,6,7,8 including the latest review by Aaseth and al. showcasing the importance of these two vitamins for bone health.9 By incorporating magnesium into this mix, brands can create more effective solutions. Magnesium is involved in bone formation and plays a key role in vitamin D activation, a major regulator of bone homeostasis.10 Vitamin D3 facilitates calcium absorption into the bloodstream and synthesis of Vitamin K-dependent proteins,11 while vitamin K2 activates these proteins to direct calcium into the bones.12 In addition to bone health, vitamin K2 and magnesium both contribute to cardiovascular support, respectively maintaining flexible arteries13,14 and blood vessel function.15 Magnesium is also involved in immune cell activation and function,16 while vitamin D helps regulate the immune response and immune cell activity.17
“This new market research demonstrates the untapped potential of the Vital Trio concept to help brands stand out in the crowded market,” comments Ripcke. “Through projects like this, we aim to help our partners differentiate their offering by showing how they can leverage the synergies between our flagship ingredients to craft appealing solutions that resonate deeply with consumers’ needs.”
To find out more about Balchem’s human nutrition and health portfolio and unlock new partnership opportunities, click here: Balchem Human Nutrition and Health
1 SPINS 2024 Trend Predictions | *Nielsen xAOC sales period ending 1/27/2024
2 Straits Research Global Vitamin D market Size, demand, top share to 2031. Available at: https://straitsresearch.com/report/vitamin-d-market
3 Van Ballegooijen A.J et al., The Synergistic Interplay between Vitamins D and K for Bone and Cardiovascular Health: A Narrative Review, Int J Endocrinol, p. 7454376, (2017).
4 Rønn SH et al., Vitamin K2 (menaquinone-7) prevents age-related deterioration of trabecular bone microarchitecture at the tibia in postmenopausal women, Eur J Endocrinol, Vol. 175(6): 541-549, (2016)
5 Kuang X. et al., The combination effect of vitamin K and vitamin D on human bone quality: a meta-analysis of randomized controlled trials, Food Funct, 11(4):3280-3297, (2020).
6 Van Ballegooijen A.J et al., The Synergistic Interplay between Vitamins D and K for Bone and Cardiovascular Health: A Narrative Review, Int J Endocrinol, p. 7454376, (2017).
7 Mayer O.Jr. et al., Synergistic effect of low K and D vitamin status on arterial stiffness in a general population, Nutr Biochem, 46: p.83-89, (2017).
8 Kurnatowska I. et al., Effect of vitamin K2 on progression of atherosclerosis and vascular calcification in nondialyzed patients with chronic kidney disease stages 3-5, Pol Arch Med Wewn, 125(9): p. 631-40, (2015).
9 Aaseth J.O. et al., The Importance of Vitamin K and the Combination of Vitamins K and D for Calcium Metabolism and Bone Health: A Review, Nutrients; 16(15):2420, 2024. https://doi.org/10.3390/nu16152420
10 National Institutes of Health, Dietary Supplement Fact Sheets, Magnesium. Available at: Magnesium – Health Professional Fact Sheet (nih.gov)
11 National Institutes of Health, Dietary Supplement Fact Sheets, Vitamin D. Available at: Vitamin D – Health Professional Fact Sheet (nih.gov)
12 National Institutes of Health, Dietary Supplement Fact Sheets, Vitamin K. Available at: Vitamin K – Health Professional Fact Sheet (nih.gov)
13 Knapen M.H.J. et al., Vitamin K2: A neglected player in cardiovascular health?, British Journal of Nutrition;113(5):1135-44, (2015).
14 Vermeer C and Vik H, Vitamin K: The effect on vascular calcification and cardiovascular risk, Vascular Diseases and Therapeutics, 5:1-4, (2020).
15 National Institutes of Health, Dietary Supplement Fact Sheets, Magnesium. Available at: Magnesium – Health Professional Fact Sheet (nih.gov)
16 Ashique S, Kumar S, Hussain A, et al. (2023) A narrative review on the role of magnesium in immune regulation, inflammation, infectious diseases, and cancer. J Health Popul Nutr. 2;42(1):117.
17 Aranow C, Vitamin D and the immune system. J Investig Med. 59(6):881-886, (2011)
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