Mintel sees double for vitamin K2

The most active categories were vitamins and dietary supplements – accounting for 58% of launches – but Mintel recorded a higher penetration of soy-based drinks (25%), drinking yogurts and cultured milk (8% respectively).

“Vitamins and supplements continue to be the largest category in which vitamin K2 is used,” ​says Laura Jones, global food science analyst at Mintel. “However, ongoing research and ingredient firms' promotion of vitamin K2 as a health ingredient will likely assist its uptake in more food and beverages.​

Prevention of cancer ​

“And while vitamin K2 has been traditionally associated with cardiovascular and bone health, its role could extend beyond these features with its growing list of health benefits such as a role in sports nutrition and possibly in the prevention of cancer.”​

The health benefits of vitamin K could appeal to a considerable number of consumers. Over a third (35%) of UK consumers buy functional food and drink products to maintain a healthy heart and almost a quarter (24%) to lower blood pressure or cholesterol.

The use of cardiovascular and bone health claims is growing globally, with food and drink products holding bone health claims almost tripling in the past five years (+330%) and cardiovascular claims posting a 66% growth over from 2009 to 2012, which Jones attributes to interest in the global ageing population.