The concept of “vitality” in nutritional supplements is undergoing a significant shift, moving beyond simply addressing energy levels to encompass a more holistic view of long-term health, cognitive function and cellular resilience. This evolution is driven by increasing consumer awareness of underlying biological processes and a desire for preventative wellness strategies, according to nutrition industry experts.
Currently, , 86% of global consumers pay attention to vitamins, with 62% actively incorporating more of them into their diets, according to data from Innova Market Insights.
From Energy to Cellular Health
Lauren Eisen, senior marketing and business development manager in Minerals and Nutrients at Balchem, explains that consumers are increasingly seeking a “multi-system state of long-term resilience,” focusing on optimizing biological processes like methylation. Terms like “cellular health” and “epigenetic health,” once confined to scientific literature, are now entering mainstream wellness conversations.
“This shift aligns with emerging science linking methylation, homocysteine metabolism, and epigenetic processes to whole-body vitality,” Eisen stated.
Methylation, a biological process where methyl groups are added to DNA, acts as a molecular switch influencing gene expression and cellular function, playing a key role in healthy aging. Understanding this process, and the nutrients that support it, is becoming increasingly important for consumers.
Multi-Functional Formulations and Key Ingredients
Silvia Pisoni, global operational marketing director at Gnosis by Lesaffre, highlights strong demand in areas like bone and cardiovascular health, as well as cognitive and cellular health. She emphasizes the potential of strategic ingredient combinations to synergistically support these different health areas.
S-Adenosyl-L-methionine (SAMe) is a versatile compound crucial for one-carbon metabolism, essential for energy production, neurotransmitter synthesis, and cellular function. Folate (vitamin B9) is also integral to this pathway, working with SAMe to optimize energy metabolism and cellular processes. Adequate folate levels are essential for physical energy, cognitive performance, and overall well-being.
Vitamin K2, specifically the MK-7 form, is also gaining prominence for its cardiovascular and bone support, with emerging research suggesting potential benefits for brain health and cognitive function. Combining these ingredients, Pisoni suggests, can provide a comprehensive solution for overall well-being and longevity.
The Importance of Bioavailability
New product launches are increasingly focusing on ingredients with high bioavailability, reflecting a growing market emphasis on scientifically supported formulations. From September 2020 to October 2025, there has been a 9% growth in bioavailability claims in global supplement launches.
For folate, the form of the vitamin matters significantly. Folic acid, the synthetic form, requires enzymatic conversion to become the biologically active L-5-methyltetrahydrofolate (L-5-MTHF). Forms like L-5-MTHF offer a more effective way to support vitality outcomes.
Research has shown that Balchem’s choline-enriched L-5-MTHF, Optifolin+, is 2.6 times more bioavailable than folic acid, absorbing in less than a third of the time, and provides seven times the methyl groups found in standard folate forms for methylation support. This difference, according to Eisen, can translate to tangible benefits for folate levels and long-term health.
Delivery Technologies and Gummy Supplements
Combining clinically validated nutrient forms with innovative delivery technologies is considered a “winning strategy” for effective vitality outcomes. Gnosis by Lesaffre offers technologies like MenaQ7 Matrix, a patented delivery system for vitamin K2 (menaquinone-7) that enhances bioavailability and stability. They also offer Quatrefolic Pro, a versatile powder form of active folate suitable for various product applications.
Their Adonat Premium SAMe is the first commercial form of the compound, requiring specialized expertise to maintain quality due to its sensitivity to moisture and heat.
Jenniffer Toomey, VP of Product, North America, at TopGum Industries, predicts that gummies are emerging as the “ultimate delivery format for vitality” due to their positive user experience and potential to improve adherence. TopGum Industries’ TopCap microencapsulation technology protects sensitive ingredients, improves stability, and enhances performance in gummy formulations.
Toomey notes that the strongest demand growth is currently seen in energy and fatigue management, immune health, stress and mood support, cognitive function, and women’s health, reflecting consumers’ desire for solutions that address their daily needs and improve how they feel.
Holistic Healthy Aging and Future Trends
The definition of “vitality” in vitamins has evolved to encompass “holistic, everyday performance,” covering physical energy, mental clarity, stress resilience, immune support, sleep quality, and long-term health.
While consumers are increasingly interested in topics like epigenetic wellness, Eisen cautions that understanding of the underlying mechanisms, such as methylation, remains limited. Brands that can effectively connect these processes to specific nutrients, like folate, have the opportunity to lead this growth and translate scientific concepts into tangible benefits.
Over the next two to three years, Toomey predicts that vitality vitamins will evolve toward greater personalization, more effective formats, and expanded commercial opportunity, driven by consumer demand for functional, emotionally relevant, and experience-first solutions.
