Cognis Nutrition & Health’s global vitamin E manager Carrie Potaczek says the category is looking up after some tough years.
NBJ: The vitamin E market seems to be recovering from the bad press it received a couple of years back. Would you agree?
CP: Yes, we are pleased to report that the vitamin E market appears to be stabilizing since the meta-analysis triggered the avalanche of negative media coverage. We are also happy to see renewed interest in the natural form of vitamin E. One of the good things that resulted as vitamin E was examined under the magnifying glass is that media reported on how the natural form is twice as bioavailable as the synthetic form. Market surveys show that consumers continue to prefer natural products when given a choice.
NBJ: Which market is showing strongest growth at the moment? Cosmetics, supplements or feed?
CP: Cognis is seeing the strongest growth in dietary supplements followed by functional foods. While overall, IRI data shows flat sales for vitamin E, we are seeing increased sales among our key customers...
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