the critical quad - enfasis.com · number of product launches with omega 3 + vitamin k2 market...
TRANSCRIPT
K2 MK-7 is an essential vitamin that helps bind calcium into bones and directs free calcium away from the arteries.
In balance
Foods containingVitamin K2 MK-7
25%Minimum recommended intake 75µg
K2 MK-7 is deficient in most diets and needs to be supplemented.
Meat Fish Milk Cheese Butter Natto
4.5 0.9 1.140.3 15.0
900
Amount of Vitamin K2 in Various Food(in μg / 100g food)
k2 Interaction
Calcium
Bones need calciumfor growth & stability
Too much calciumleads to blockages & hardening
Calcium alone is insufficient for bone building
Vitamin D3 absorbs calcium into the blood stream
Vitamin K2 activates the proteins that bind calcium into bone
K2 allows unlimitedopportunitiesfor convenient dose forms
K2 priceis right
K2 scienceis compelling
K2 is in demandand consumerawareness is rapidly increasing
K2 allows unlimitedopportunitiesfor convenient dose forms
K2 priceis right
K2 scienceis compelling
K2 is in demandand consumerawareness is rapidly increasing
Science Growth
PubMed results showing a spike in K2 publications in the last decade.
Vitamin K2-PubMed Results by Year
There are 20 published studies on K2 MK-7, from which experts have recommended certain structure function claims.
Science 20 clinical trials confirm k2 Effectiveness
Knapen, M.H., et al.
Vitamin K2-MK7 reduces bone loss in healthy postmenopausal women.
McFarlin, B.K. et al.
Oral intake of K2 results in increased maximum cardiac output during exercise (12% within 8 weeks).
Knapen, M.H., et al.
Vitamin K2 MK-7 improves arterial stiffness in healthy postmenopausal women.
Geleijnse, J.M., et al.
The intake of menaquinone (vitamin K2) is associated with a reduced risk of coronary heart disease.
Science 20 clinical trials confirm k2 Effectiveness
US FDA-guideline Structure Function Claims
Structure Function Claims for Bone Health Supplementation with K2 MK-7
⚫ K2 MK-7 is necessary to activate a protein that deposits calcium into the bone.
⚫ K2 MK-7 has an important function in bone development.
⚫ K2 MK-7, along with calcium and vitamin D, has an important role in bone formation.
⚫ K2 MK-7 helps maintain healthy bone mass in postmenopausal women.
⚫ K2 MK-7 helps maintain healthy bone structure in postmenopausal women.
⚫ K2 MK-7 at nutritional levels is important for maintaining healthy bone in postmenopausal women.
⚫ K2 MK-7 has a role in maintaining healthy bone mass and structure in postmenopausal women.
⚫ K2 MK-7 is important in activating a protein is necessary for bone development in children.
⚫ K2 MK-7 has an important function for bone development in children.
⚫ K2 MK-7 has an important role in bone growth in children.
Structure Function Claims for Heart Health Supplementation with K2 MK-7
⚫ K2 MK-7 helps maintain flexible arteries in postmenopausal women.
⚫ K2 MK-7 helps maintain healthy circulation in postmenopausal women.
⚫ K2 MK-7 helps maintain a healthy circulatory system.
⚫ K2 MK-7 helps maintain a healthy heart.
⚫ K2 MK-7 activates a protein that directs calcium away from the arteries.
⚫ K2 MK-7 may help trained athletes maintain maximal cardiac output during aerobic exercise.
⚫ K2 MK-7 helps trained athletes increase maximal cardiac output during aerobic exercise by 12%
Structure Function Claims for Bone and Heart Health Supplementation with K2 MK-7
⚫ K2 MK-7 helps bind/transfer/deposit calcium into bones for strong bone development and directs free calcium away from the arteries to maintain healthy circulation.
⚫ K2 MK-7 plays an important role in bone and heart health by activating key proteins that help (transfer, bind or deposit) calcium into bone and direct free calcium away from the arteries. These processes help promote strong bone development and the maintenance of a healthy circulation.
K2 allows unlimitedopportunitiesfor convenient dose forms
K2 priceis right
K2 scienceis compelling
K2 is in demandand consumerawareness is rapidly increasing
Market Channel Development
2017-18 mass market entries2019-20 mass market entriesMass markets cover: OTC, Pharmacy, Supermarkets, Drugstores, Health Food Stores
Practitioner
Direct-to-Consumer
MLM
Mass Market
Food
Today
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
1600score leading brands with K2
significantly more appealing in purchase intent and uniqueness
(Monadic Concept Screen)
ConsumerSurveys 2018/19
3000Claim K2 + D3
will be a major market supplement success
(Next® Trend Lab)
1000Report familiarity and usage
levels equal to CoQ10 and Prebiotics
(Trust Transparency Group)
$- $10.00 $20.00 $30.00
Magnesium
Vitamin D
Calcium
Vitamin K2 MK-7
Fish Oil
Multivitamin
Curcumin
Prebiotics
Probiotics
CoQ10
Astaxanthin
Protein Powder
Source: Ingredient Comparative Survey 2018: A commissioned study conducted by Trust Transparency Center on behalf of the Vitamin K2 Association, May 2018
Note: Regular Users indicated using supplement at least 4 times per week
Monthly Spend K2
Average Monthly Spend of Users
Regular users
2
41
7456
69
113
6
5569
92 97
145
59
153
198
231 223
338
0
50
100
150
200
250
300
350
2010 2014 2015 2016 2017 2018
ne
w p
rod
uct
lau
nch
es
(Global, 2010 – 2018)
EU North America worldwide Lineal (worldwide)
Number of Product Launches with Vitamin K2
Source: Innova Market Insights, www.innovadatabase.comAnalysis is performed based on new product launches tracked on the Innova Database. (Geography: Global; Time Frame: 2010 – 2018YTD (November/ December); Ingredients: Vitamin K2)
Market
D3 plus K2
Calcium, D3 plus K2
Magnesium plus K2
Omega3 plus K2
Major combinations are:
Concept tests
Market forecast Intent to purchase
Vitamin K2 + D3 82 10%
Calcium (with and without D3)
78 12%
Vitamin D (concept average)
75 9%
Vitamin K1 (concept average)
70 8%
Concept tests
In the benchmark, "the Perfect Pair" outperformed the category and concept averages for well-established supplements such as calcium and D3.
Source: Custom Concept Report Prepared for Kappa Bioscience AS by New Hope Network, 2018
Vitamins K2 + D3The perfect pair
2
2230 37
46
88
4
48 5564 71
119
7
73
94
132123
245
0
50
100
150
200
250
300
2010 2014 2015 2016 2017 2018
ne
w p
rod
uct
lau
nch
es
(Global, 2010 – 2018)
EU North America worldwide Lineal (worldwide)
Number of new Vitamin K2 + D3 Combination Products
Source: Innova Market Insights, www.innovadatabase.comAnalysis is performed based on new product launches tracked on the Innova Database. (Geography: Global; Time Frame: 2010 – 2018YTD (November/ December); Ingredients: Vitamin K2 and Vitamin D3)
Market
Market cases Vitamins K2 + D3
Co-Branding
Doppelherz/Queiser CanPrev ESN Fiore Femme
Vitamin K2 + D3 D3 K2 Drops Dietary Supplement D3+K2 Duo Pack
Vitamins K2 MK-7 and D3 Vitamins K2 MK-7 and D3 Vitamins K2 MK-7 and D3 Vitamins K2 MK-7 and D3
Tablets Drops Capsules Tablets
Concept tests
Calcium, Vitamins K2 + D3The Bone Health Triangle®
In the benchmark, “the Bone Health Triangle®" outperformed the diet and nutrition average as well as the supplements average.
Source: Custom Concept Report Prepared for Kappa Bioscience AS by New Hope Network, 2019
Market forecast Intent to purchase
Calcium, Vitamins D3 and K2The Bone Building Triple Play
78 13%
6
60 60
9585
171
0
20
40
60
80
100
120
140
160
180
2010 2014 2015 2016 2017 2018
ne
w p
rod
uct
lau
nch
es
(Global, 2010 – 2018)
Number of Product Launcheswith Calcium, Vitamins K2 + D3
Market
Source: Innova Market Insights, www.innovadatabase.comAnalysis is performed based on new product launches tracked on the Innova Database. (Geography: Global; Time Frame: 2010 – 2018; Ingredients: Vitamin K2 and Vitamin D3 and Calcium)
Concept tests
Magnesium + Vitamin K2Performance Booster
In the benchmark, “the Performance Booster“, its personal relevance scoreoutperformed that of the supplements average and both the heart and inflammation and bone and joint supplement averages.
Source: Custom Concept Report Prepared for Kappa Bioscience AS by New Hope Network, 2019
Market forecast Intent to purchase
Magnesium and Vitamin K2Performance Booster
72 10%
7
75
107114
99
192
0
50
100
150
200
2010 2014 2015 2016 2017 2018
ne
w p
rod
uct
lau
nch
es
(Global, 2010 – 2018)Number of Product Launches with Magnesium + Vitamin K2
Market
Source: Innova Market Insights, www.innovadatabase.comAnalysis is performed based on new product launches tracked on the Innova Database. (Geography: Global; Time Frame: 2010 – 2018; Ingredients: Vitamin K2 and Magnesium)
Market cases MAGNESIUM + Vitamin K2
Co-Branding
Zdrovit Cefak Scitec Nutrition Canprev
Molekin D3 + K2 + MgB6 Cefavit D3 K2 Mg D3+K2+Magnesium Magnesium + VeganD3 & K2
Magnesium, D3 and K2 MK-7 Magnesium, D3 and K2 MK-7 Magnesium, D3 and K2 MK-7 Magnesium, D3 and K2 MK-7
Tablets Capsules Capsules Capsules
Concept tests
Omega 3 + Vitamin K2The Heart Health Perfect Pair
In the benchmark, “the Heart Health Perfect Pair“ outperformed all relevant benchmarks on both Market Prediction and Purchase Intent.
Source: Custom Concept Report Prepared for Kappa Bioscience AS by New Hope Network, 2019
Market forecast Intent to purchase
Omega3 and Vitamin K2The Heart Health Perfect Pair
85 14%
3 3
24
11
9
29
0
5
10
15
20
25
30
2010 2014 2015 2016 2017 2018
ne
w p
rod
uct
lau
nch
es
(Global, 2010 – 2018)
Number of Product Launches with Omega 3 + Vitamin K2
Market
Source: Innova Market Insights, www.innovadatabase.comAnalysis is performed based on new product launches tracked on the Innova Database. (Geography: Global; Time Frame: 2010 – 2018; Ingredients: Vitamin K2 and Omega)
Market cases Omega 3 + Vitamin K2
Co-Branding
VP laboratory nutrition Ritual Heart and Barbell MORE NUTRITION
Bones 2 Cardio Essential for Woman O3 D3 K2 Essentials O3-D3-K2
Omega3, D3 and K2 MK-7 Omega3, D3 and K2 MK-7 Omega3, D3 and K2 MK-7 Omega3, D3 and K2 MK-7
Capsules Capsules Capsules Capsules
K2 allows unlimitedopportunitiesfor convenient dose forms
K2 priceis right
K2 scienceis compelling
K2 is in demandand consumerawareness is rapidly increasing
High dose K neededfor growing bones
Adjust high dose Kto reduce bone loss
VITAMIN K2 MK-7 SUPPORTS STRONG BONES FOR ALL CONSUMER SEGMENTS
Vitamin K2 For all life-stages
Beneficial for all customers regardless of age, life-stage or gender.
Bone
Heart
CHILDREN & ADOLESCENTS
EARLY ADULTHOODAGE 20 - 40
ACTIVE LIFESTYLESAGE 40 - 60+
SENIOR YEARS
Vitamin K2 For all life-stages
Inadequate intake of vitamins and MineralsMexico 2012
Most common micronutrients at risk of dietary deficiency:⚫ Vitamins: A, B-12, C, D and folate
⚫ Minerals: calcium, iron and zinc
Vitamin & Minerals intakes and inadequacy
⚫ For most of the vitamins, the highest prevalences of inadequate intakes were observed in adolescents and adults.
⚫ Calcium and iron were the most inadequately consumed minerals for the overall population. For calcium, the prevalence of inade-quate intakes in children aged 5–11 y, adolescents, and adults ranged from 55% to 88%, whereas in children aged 1–4 y, the prevalence was 26%.
Dietary patterns are associated with calcium and vitamin D intake in an adult Mexican population.
Source: National Health & nutrition survey 2012, ENSANUT (Encuesta Nacional de Salud y Nutrición)Salud Pública de México / vol. 59, no. 3, mayo-junio de 2017Nutr Hosp 2016;33(3):663-670
Unlimited k2 dosage opportunities
D3 plus K2
Calcium, D3 plus K2
Magnesium plus K2
Omega3 plus K2
Multivitamins
Major combinations are:
K2 works in synergy with many important vitamins & minerals for bone and heart health.
K2 allows unlimitedopportunitiesfor convenient dose forms
K2 priceis right
K2 scienceis compelling
K2 is in demandand consumerawareness is rapidly increasing
K2 allows unlimitedopportunitiesfor convenient dose forms
K2 priceis right
K2 scienceis compelling
K2 is in demandand consumerawareness is rapidly increasing
Only 6% of K2 products in combination with minerals met label claim when standard K2 MK-7 was used.
K2 Stability
Percent Label Claim: Unprotected/Natural Fermented K2 plus Calcium or Magnesium Finished Products
Tested Products: n = 94Kappa Bioscience Market Study 2017
WHY K2VITAL®?
K2VITAL® all-trans MK-7 (99.8%)
◼ Highest purity (USP grade)
◼ Highest bioavailability
◼ Best cost-in-use
K2VITAL® first microencapsulated K2 MK-7
◼ Stable with minerals and alkaline ingredients
◼ 3 years stability data in finished formulations
◼ Critical for content compliance
Double-coated Beadletwith two water-dispersible coatings
Kappa’s organic synthesisstarts with flowers
Menaquinone-7
Stability of K2VITAL® Delta is vastly superior to any other K2 MK-7
3 months recovery DELTA vs unprotected/fermented K2
100% K2VITAL®
DELTA
Fermented powder
Calcium L-Arginine
K2VITAL®
DELTA
Fermented powder
Magnesium
K2VITAL®
DELTA
Fermented powder
Krill Oil
K2VITAL®
DELTA
Fermented powder
USP requirementsk2VITAL®
all-trans Menaquinone-7
Parameter USP K2VITAL®
typical analysis USP method
trans-Menaquinone-7 NLT 96.0% 99.0%
cis-Menaquinone-7 NMT 2.0% 0.3%
Menaquinone-6 NMT 2.0% 0.0%
Residue on ignition NMT 0.2% 0.1%
Arsenic NMT 2.0 µg/g 0.05 µg/g
Cadmium NMT 1.0 µg/g 0.01 µg/g
Lead NMT 3.0 µg/g 0.03 µg/g
Mercury NMT 0.1 µg/g 0.02 µg/g
Total molds and yeast NMT 1x102 1x102
Salmonella sp. absent absent
Staphlococcus aureus absent absent
Escherichia coli absent absent
How can we help You capture the K2 upside?
⚫ K2 is an essential micronutrient
⚫ Benefits in bone and heart health well-established: 20 published studies
⚫ Market growth is exploding, K2 will be the next D3; concepts confirm appeal
⚫ K2VITAL® has significant advantages in stability, purity and price
⚫ Microencapsulated K2 stable when combined with calcium and magnesium
⚫ Synthetic patented process ensures high quality & low cost
⚫ K2VITAL® fills a gap in your nutrient portfolio
⚫ Kappa can enable you to capture K2 Market Growth with the best microencapsulated MK-7 and over 150 pre-developedK2 consumer product formulations
Sales & MarketingKappa Ingredients GmbHFriesenweg 4 | Building 13 22763 Hamburg | Germany
Headquarters & Manufacturing Kappa Bioscience ASSilurveien 2 | Building B0380 Oslo | Norway
NEW PRODUCT DEVELOPMENTSafe Iberoamericana S.A. de C.V.José María Rico 212 – 202 Col. Del ValleCiudad de México | México. C.P. 03100www.safeib.com.mx