Health-minded consumers place a premium on dietary supplements. Within the broader life science market segment, plant-based and clean-label supplements have enjoyed steady growth that mirrors a shift toward vegetarian, vegan, and organic products. Today, manufacturers are looking for cost-effective ways to augment existing synthetic vitamins and supplements with new alternatives.
A Winning Segment of the Life Sciences Market
The US dietary supplements market reached an all-time high of $45.1 billion in 2023, a 5.78% increase over the previous year. Spurred by increased demand for health and wellness products post-pandemic, vitamins and supplements became a core component of consumer spending within the life science market. The segment includes a wide range of products, including:
- Multivitamins
- Protein products
- Mineral supplements
- Sports supplements
- Weight loss supplements
Most of these products have remained largely unchanged over the past decade, except for minor reformulations. Recently, consumers have pushed for natural plant-based supplements to replace existing offerings. It’s worth differentiating synthetic and natural vitamins to define the ingredients and practices required to meet changing demand for each.
Related: The Rise of Plant-Based Proteins
Natural Vitamins vs. Synthetic: The Real Difference
As in most other debates involving artificial and natural ingredients, vitamins share remarkable similarities – with some important differences as well. At the molecular level, natural and synthetic vitamins are nearly identical; the difference is how they’re sourced.
What Are Natural Vitamins?
Natural vitamins are derived from whole food sources. Generally, vitamin-rich foods are dried and concentrated before undergoing a complex extraction process involving water or alcohol. Once isolated, vitamins are added to pills, capsules, or supplements, typically as a powder.
What Are Synthetic Vitamins?
Synthetic vitamins are created in a laboratory as either a single vitamin product (Vitamin C) or as a multivitamin, with multiple components combined in the formulation. Most commercially available vitamins are synthetic because they are less expensive to produce.
Are natural, plant-based supplements better?
Both natural and synthetic vitamins offer health benefits, especially for individuals unable to source vitamins through diet or due to certain health conditions. Crucially, natural and artificial vitamins are nearly identical at the molecular level. While several animal-based studies indicate the body absorbs natural vitamins more efficiently, the difference varies by vitamin and further research is needed.
Enter Plant-Based Health Supplements
Plant-based products have enjoyed an exceptional rise in popularity, a trend that has grown into the dietary supplement market. 45% of consumers want more plant-based vitamin, mineral, and supplement products, pushing manufacturers to formulate new offerings.
The distinction between natural and plant-based has divided the natural vitamin category. Most natural offerings include animal products in functional roles like coatings, emulsifiers, or to improve efficacy. Some common animal-based ingredients in life science products include:
- Gelatin
- Lanolin
- Iron
- Collagen
Formulating effective plant-based alternatives is especially challenging for several popular vitamins not common in plants. Vitamin B-12, vitamin D, and omega-3 fatty acids are difficult to source and have lower bioavailability when derived from plants.
Technology Drives New Vegan and Vegetarian Options
Thanks to new techniques, researchers have discovered innovative ways to produce these vitamins. Wider adoption and investment in supply-side production facilities, which is already underway, should lower the costs of these processes. Two examples of plant-sourced iron and fatty acids illustrate how science is making organic plant-based supplements possible.
“Vegetarian” Iron
Many health experts recommend iron supplements for vegans and vegetarians – and with good reason. The iron in plants (non-heme) is different than that found in animals (heme). Heme iron is more easily absorbed by the body, which means non-heme iron intake must be considerably higher to achieve the same health benefits. New extraction techniques allow suppliers to use more non-heme iron from plant sources to meet dietary recommended values.
Algae Oil
Docosahexaenoic acid (DHA) and eicosatetraenoic acid (EPA) are two essential omega-3 fatty acids commonly found in fish oil. Like iron, innovative extraction techniques allow suppliers to source vegan fatty acids from several types of algae.
Rapid Growth in the Plant-Based Vitamins Segment
The plant-based supplement market size is expected to grow at 11.9% CAGR through 2028, surpassing the broader dietary supplement category’s 2.5%. It is a tremendous growth opportunity for suppliers and manufacturers alike. Having a reliable source of plant-based ingredients also supports new, cost-effective life science projects or food and beverage product line extensions.
Your Source for Quality Plant-Based Ingredients
From life science to convenience foods, Tilley Distribution provides an expansive catalog and deep formula expertise. Augment your internal formulation experts with our technical teams and simplify sourcing with Tilley’s unmatched customer service. Let’s grow together; contact a Tilley representative today to get started.
