Balchem unveils new consumer research on Vital Trio Concept

Image courtesy of Balchem

In a recent press release Balchem, a leading global manufacturer of specialty ingredients utilized for human health and nutrition, unveiled new consumer research showing a heightened interest in purchasing the company’s 3-in-1 Vital Trio Concept formula product. The research study concluded that 74% of the participants mentioned that the “Vital Trio addresses unmet needs by providing a convenient way to promote holistic well-being.” Vital Trio Concept’s formula is comprised of K2Vital Delta - the world’s only patented double microencapsulated typically 99.7% all-trans vitamin K2 MK-7 ingredient - with Albion Minerals chelated magnesium bisglycinate and vitamin D3 which is used for immune, cardiovascular and bone health, as mentioned in the press release.

“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,” said Thies Ripcke, director business development and strategic marketing, K2VITAL, Balchem Human Nutrition and Health, in a press release.

“Magnesium is the fastest growing mineral in US retail, gaining attention and popularity for its sleep, relaxation and mood-boosting benefits," Ripcke added. "At the same time, demand for vitamin D continues to grow steadily - especially during the winter seasons. 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.”

The consumer research study began in December 2023 focusing in on the North American market. Through the positive commentary that was received, Balchem decided to do the survey outreach in Germany, the United Kingdom, and Italy. The research study consisted of 841 participants whose focus was on their health. Study subjects varied in age from 25 to 55 years old. The press release included additional information on the participants stating that the individuals in the study had in the last six months, bought supplements, vitamins, or minerals and also tested the Vital Trio product against three control concepts.

Image courtesy of Balchem

As mentioned in the press release, the data revealed:

• Purchase interest reached a robust 78%, matching the control concepts, while the Vital Trio scored higher than control for uniqueness (59% versus 48%) and perceived health benefits (72% versus 67%).
• Consumer sentiment was highly positive, with 74% of respondents stating that Vital Trio addresses unmet needs.
• More than half of the participants expressed an inclination to pay a premium for its high quality.
• Additionally, 85% also appreciated its benefits for bone, heart and immune health.

“This new market research demonstrates the untapped potential of the Vital Trio concept to help brands stand out in the crowded market,” Ripcke expressed. “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.”