The shift you've probably been hearing about
For decades, synthetic vitamins were the only commercially viable option. Everyone in food and drink defaulted to them - including the brands you compete with.
That's no longer true. Natural vitamins now match synthetic on bioavailability (clinically proven at Swansea University), are preferred by 73% of UK shoppers on pack, and unlock a clean-label story synthetic alternatives can't carry.
Cost of goods impact is typically around 1%.
The comparison below covers every factor that matters to a switching decision - source, performance, pack, claims, and cost.
Key findings from our groundbreaking research
We commissioned independent research through Vypr to find out what UK consumers actually want from fortified food and drink. The findings are clear: natural is no longer a niche preference - it's a mainstream expectation, and a commercial opportunity for brands ready to make the switch.
Of UK supermarket shoppers prefer natural vitamins to be added to their food ***Sources: Vypr (2025–2026)
Of functional drink users chose the BIOVIT-fortified drink over synthetic alternatives
Of functional drink users say it's important that added vitamins are natural
Are vitamins natural?
In this 30-minute BIOVIT Live, our Head of Nutrition Eiméar Sutton (RNutr MSc) walks through how natural vitamins and minerals are sourced, how they compare to synthetic alternatives on bioavailability and efficacy, and why the distinction matters for the products you put on shelf.
Still Not Sure?
Book a call with our team to discuss your specific product and whether natural is right for you. No pressure, no commitment - just an honest conversation about what works best for your brand.