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VITAMIN K2 USE, AWARENESS CONTINUES TO GROW: NEW CONSUMER SURVEY

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2022 Supplement Consumer Survey validates K2 sales growth, identifying younger demographics seeking core benefits and focusing on branded ingredients.

 

 

MARCQ-EN-BAROEUL, FRANCE, AND EAST BRUNSWICK, NJ (XX July 2022) – The Industry Transparency Center announced a new survey of 3,500 dietary supplement consumers.  The “ITC Insights – 2022 Supplement Consumer Survey” was conducted by Dynata from March 1-26, 2022, and was written and analyzed by the Industry Transparency Center.  The breakdown of supplement consumers included 1,000 from the US, 1,000 from China, 500 from the UK, 500 from Germany, and 500 from Italy.  Participants identifying as Female represented 52% of respondents, and Men represented 48% of respondents.  Ages ranged from 18 to 65+ years. 

 

Key Findings from the Survey: 

  • 63% reported, “I am proactive about my health and take steps to lower health risks,” while 76% said, “I use/have used vitamins, minerals, herbs or other dietary supplements to help manage my health.”  
  • 62% reported using Vitamin K2 supplements, ranking in the top 10 ingredients used.  
  • The 18 – 54 age group brackets showed an increase in usage of Vitamin K2 compared to those 55+.  
  • 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.   
  • “Perceived effectiveness” of K2 was greater in total supplement users surveyed compared to “regular users.” This suggests to the researchers that future growth is likely as people who do not currently use Vitamin K2 regularly have a high perception of it.  
  • For supplement users of branded ingredients, “Quality,” “Safety,” “Trust,” “Efficacy,” and “Clinical Validation” ranked as the top 5 reasons for use.  
  • Bone Health and Heart Health ranked as the top reasons for using Vitamin K2, especially for regular users. While irregular users noted various reasons, including “bioavailability of other supplements.”  
  • 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.” 

 

“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 utilizing 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. 

 

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About the Industry Transparency Center 

 

The Industry Transparency Center (ITC) is a strategy and insights firm driving transparency in the health ingredients and natural products industries through four key pillars: Insights, Stewardship, Strategy, and Community.  ITC provides guidance to organizations across the globe via strategic insights, category stewardship, world-class events and thought leadership. ITC also operates the Global Prebiotic Association, Global Curcumin Association, Collagen Stewardship Alliance and Coconut Coalition of the Americas.  Learn more at ITCStrategy.com 

 

  

 

About Gnosis by Lesaffre 

 

Gnosis by Lesaffre harnesses the power of microorganisms and biotransformation processes like fermentation to cultivate nutritional actives, probiotics, and nutritional and functional yeasts that benefit human health and wellbeing. The team draws on its focused research and application capabilities to collaborate with nutraceutical and pharmaceutical brands to develop game-changing products for their customers. 

 

 

For more information, please contact: 

 

Kate Quackenbush, Communications Director, k.quackenbush@gnosis.lesaffre.com, +1 609-454-2992 x220 

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MenaQ7 study with children

45 mcg per day of vitamin K2 was shown to support the needs of healthy bones in children

Growing Strong Bones

Childhood is the most essential period for developing and building healthy bone mass.
However, research shows children have 8 to 10 times higher levels of inactive osteocalcin, which means they are not optimally building the bone mass they require during this period.[3]

In turn, today we see an increase in low-energy fractures in children. Thankfully there is a way to mitigate this situation.

Studies show that children who have optimal levels of Vitamins K2 and D3 have fewer bone fractures than children with lower status of these two vitamins. [4,5]

MenaQ7® is the only Vitamin K2 on the market proven to benefit bone health in children.

[3] Theuwissen E et al. Food & Function. 2013;5(2):229-34
[4] Popko J et al. Nutrients. 2018 Jun 6;10(6):734.
[5] Karpiński M et al. J Am Coll Nutr. 2017 Jan;36(1):64-71

MenaQ7® study show

180 mcg per day of vitamin K2 maintain bone health in postmenopausal women

Well-Being in Times of Change

It is well recognized that women approaching and going through menopause are prone to develop weaker bones.

During this period, hormonal changes lower oestrogen levels, leading to bone loss and increased fracture risk.

Compromised bone health is estimated to affect 200 million women worldwide. Supporting bone health in women during this period of life is growing in importance, particularly as an ageing population seeks to maintain their quality of life.

The combination of Vitamins K2 and D3 is shown to have a more beneficial effect on this demographic’s bone strength than either vitamin taken alone.[5]

MenaQ7® is the only clinically proven K2 to deliver on the promise of maintaining bone health in postmenopausal women.[2]

[5] Ushiroyama T et al. Maturitas. 202 Mar 25;41(3):211-21.
[2] Knapen MHJ et al. Osteoporos Int. 2013 Sep;24(9):2499-507.

Supporting Mothers for Healthy Babies

Pregnancy is a time of extraordinary change and the WHO estimates 20-30% of pregnant women suffer from some kind of vitamin deficiency. Post-natal supplements are important for many women during this period of their lives to ensure not only their health, but their babies as well.

In particular, pregnant women are advised to increase their calcium levels to support the growing babies’ bone and teeth – and to maintain the mothers own bone mass, which is depleted during pregnancy and nursing.

Research shows that women's bone metabolic status significantly changes over the period between pregnancy and during nursing [6], and as much as 50% of newborns are K deficient. Incorporating Vitamins K2 with D3 in post-natal supplements would benefit both mother and child through their combined optimization of calcium.

[6] Miyamoto T et al. Sci Rep. 2019 May 13;9(1):6787.

MenaQ7® study show

180 mcg per day is beneficial for bone and cardiovascular health.

Do What You Love Longer!

Calcification is believed to be an inevitable and unfortunate result of aging, but studies show that arterial calcification is, in fact, an actively regulated process where Vitamins K2 and D3 play a critical role.

In 2020 the ageing population (people over the age of 65) grew to approximately 727 million. Supporting bone and heart health is vitalto ensure quality of life as we age.

A 2013 study [8] evaluating the cardiovascular effect of Vitamin K2 (MenaQ7®) plus Vitamin D or Vitamin D alone showed more beneficial results when the two nutrients were combined than when D was taken alone.

MenaQ7® is the only clinically Vitamin K2 as MK-7 proven to reduce arterial stiffness in adult populations.[9]

[8] Kurnatowska I et al. Pol Arch Med Wewn. 2015;125(9):631-40.
[9] Knapen MHJ et al. Thromb and Haemost. 2015 May;113(5):1135-44.

 

Active Lifestylers

The bone and joint market is still expected to be driven by aging populations, but trends like Healthy Aging and Fitter for Longer open the market for younger demographics. Since 2000, views have drastically evolved about the importance of staying active and the role bone/joint health plays in one’s ability to do so.

Bone fractures are an obvious hindrance to staying active. In fact, every 3rd woman and every 5th man over the age of 50 will experience osteoporotic fractures. It is also worth noting that young female athletes have higher fracture risks than male counterparts.

Knowing the intricate balance between Vitamins D3 and K2, and its combined benefits for bone and heart health, a product that aims to support active lifestylers should incorporate both.

Start supercharging your D3 here