Balchem's consumer research has revealed that populations across North America and Europe are interested in its Vital Trio concept.
The 3-in-1 formula combines its vitamin K2 MK-7 nutraceutical, K2VITAL DELTA, as well as Albion Minerals' chelated magnesium bisglycinate and vitamin D3.
K2VITAL, according to Balchem, is the first double microencapsulated, 99.7% trans vitamin K2 MK-7 ingredient on the market.
To cater to the growing demand of health-conscious consumers, Balchem incorporated the three on-trend ingredients into a singular formulation to deliver broad health benefits to users.
Ticking all the boxes
When asked whether the Vital Trio concept from Balchem would address unmet needs and promote holistic wellbeing, 74% of the respondents agreed.
As well as this, 841 survey respondents across Germany, Italy and the UK showed significant interest in the all-in-one concept.
Of these consumers, 78% were interested in purchasing the supplement, while 59% believed it to be a unique solution.
72% believed the product would have good health benefits, and more than half of participants stated that they'd pay a premium for its high quality.
There was also an interest in the specific health benefits of the trio, with 85% of consumers appreciating the effects the supplement could have on bone, heart and immune health.
Convenience is key
During the survey, it was also apparent that the consumers Balchem talked to strongly valued convenience when taking supplements.
Many participants praised the ability of the formula to target multiple health needs with one product.
With so many functional ingredients on the shelves for consumer purchase, many are turning to all-encompassing solutions that can benefit health in a range of ways.
Therefore, Balchem's Vital Trio concept could fulfil this unmet need in the market for simplifying the supplement purchasing process.
Consumers were also interested in attaining clearer information on how the product works, as well as studies to validate the concept's benefits.
Director of Business Development and Strategic Marketing, K2VITAL, Balchem Human Nutrition and Health, Thies Ripcke, commented: “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,”
“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.”
“This new market research demonstrates the untapped potential of the Vital Trio concept to help brands stand out in the crowded market,” added 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.”
References
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