More Vitamin K2 Launches


Mintel reports that vitamin K2 launches have doubled in the past five years.

Over the past five years, vitamin K2 product launches have nearly doubled, according to the market research group Mintel. The ingredient is appearing in foods and beverages, but most product activity is occurring with dietary supplements.

Vitamin K2 has emerged as candidate for bone health formulations because of its ability to active osteocalcin, a protein needed to move calcium from blood to bones. Vitamin K2 has a longer half-life than vitamin K1, the more common form of vitamin K, but it is still nowhere near the market penetration of vitamin K1.

In 2012, vitamins and dietary supplements were responsible for 76% of new launches with vitamin K2, followed by baby formula, beverage mixes, and flavored milks at 6% each. Soy-based drinks with vitamin K2 dramatically increased to 25% of new K2 launches in 2013.

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