Consumer supplement survey validates K2 sales growth, identifying younger demographics seeking core benefits and focusing on branded ingredients
The Industry Transparency Center (ITC) has announced a new survey of 3500 dietary supplement consumers.
The “ITC Insights – 2022 Supplement Consumer Survey” was conducted by Dynata from 1–26 March 2022 and was written and analysed by the Industry Transparency Center.
The breakdown of supplement consumers included 1000 from the US, 1000 from China, 500 from the UK, 500 from Germany and 500 from Italy. Participants identifying as female represented 52% of respondents, whereas men represented 48% of respondents. Ages ranged from 18 to 65+ years.
Key findings from the survey included the following:
“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,” according to Xavier Berger, Global Market Manager with Gnosis by Lesaffre.
“It is also nice to see that ‘quality,’ ‘efficacy’ (i.e., proof that it works), and ‘safety’ are recognized in the branded ingredients. MenaQ7 is a standout Vitamin K2 in this regard, as it is the only K2 as MK-7 with clinical validation confirming bone and cardiovascular benefits.”
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 utilising these premium materials represent a competitive edge.
Berger added: “Very interesting is that 67% of consumers said they look for a specific vitamin K2 brand while purchasing their supplements, and our two brands – MenaQ7 K2 as MK-7 and vitaMK7 – are in the top 3 brands most sought out.”
The General Criteria for Participation included supplement users and qualification questions that corrected for participants who proclaimed they were "not a user" in questioning.