The Interview: SuraVitasan

We spoke with Iñigo Uriarte Pueyo, PhD in pharmacy and pharmaceutical technology from the University of Navarra, and for more than 7 years he has been the pharmaceutical technical director of SuraVitasan .

What makes SuraVitasan different from other supplement brands?

Our products are manufactured in Canada under the strictest manufacturing and quality standards. Our New Roots Herbal Inc. laboratory in Canada is ISO 17025 accredited, which guarantees technical competence and the reliability of analytical results. Both raw materials and each batch of finished product are analyzed to ensure quality.

On the other hand, regarding our products, we are characterized by the combination of traditional remedies and the latest scientific advances in synergistic formulas that achieve a greater effect than with each ingredient separately. Our catalog has more than 200 items, including formulas, fatty acids, algae, amino acids, a children's line, enzymes, fungi, probiotics, plants, vitamins and minerals, nutraceuticals, functional foods, and natural cosmetics.

SuraVitasan is an international brand, how does the Spanish market compare to others?

We are currently in 10 European countries, primarily Spain, Portugal, Germany, Austria, the United Kingdom, and the Netherlands. Each country has different preferences and product sales. Products that sell very well in Spain may not sell as well in Germany, or vice versa. Preferences, trends, and even taboo ingredients vary considerably from country to country.

What I would emphasize is that in Spain, consumers are increasingly informed about food supplements, natural products, and so on, something that is perhaps more common and prevalent in other countries. For this reason, despite the current global trend towards online shopping, at SuraVitasan we support training and take great care of our physical stores, as this close contact allows us to provide personalized advice to each customer.

Which product line sells the most?

SuraVitasan's best-selling product line is its probiotic line ( Acidophilus Ultra , Pro-Intensity , Human Biota , Pro-Urgency , etc.). Among the top-selling products, Omega 3 , Magnesium Bisglycinate Plus , and Vitamin D3 stand out.

And the most innovative?

Our probiotic line, featuring 11 high-potency products, is highly innovative in the European market. Our researchers in Canada have developed symbiotic formulas, meaning they contain both probiotics (live microorganisms) and prebiotics. Prebiotics are a type of fiber that the body cannot digest but that serves as food for the probiotics. These are multi-strain formulas (containing several probiotic strains) that work synergistically in the body. Another feature of our probiotics is their enteric-coated capsules, which protect the probiotics from stomach acid, ensuring the release of all the probiotics in the intestine.

Also noteworthy is the osteoarticular health line with synergistic formulas (PEA, Yoint Flex , Collagen Multi Max 5 , Yoint Tissue & MSM , Infla Heal , etc.).

SuraVitasan has a line of supplements for emotional well-being. How do these supplements that improve our mood work?

Mood, stress, and anxiety are multifaceted health problems, meaning they depend on many factors. Many neurotransmitters are involved, such as serotonin, norepinephrine, and dopamine. When we are stressed, cortisol levels spike; cortisol is a hormone produced by the adrenal gland. Ingredients like GABA, a neurotransmitter, inhibit the excitability of the nervous system; L-tryptophan amplifies serotonin production to improve mood and sleep patterns; B vitamins play a very important role in the nervous system, helping with stress and anxiety, and so on. There are also plants that aid relaxation and stress relief, such as lavender oil, ashwagandha, St. John's wort, and hypericum.

For good emotional health, adequate rest is also important. Melatonin is the hormone our body releases that regulates sleep-wake cycles. Other plants, such as passionflower, hops, and chamomile, have a sedative effect and help prolong sleep, providing restorative rest.

In this line I would highlight the products ZenPlus , Lavender-Stress , Omega Mood-EPA , Dormo-8 , GABA , Ashwagandha and L-Theanine .

Is there any product you're particularly proud of?

We are especially proud of the launch two months ago of two collagen formulas: one for skin health, Max Skin Collagen ; and another for bone and joint health, Multi Max 5 Collagen . Typically, collagen products on the market contain only magnesium or two or three other ingredients besides collagen itself. Our formulas are designed with more ingredients that work synergistically with collagen to enhance its beneficial effects on the skin and joints, respectively.

We are also very proud of our other more classic formulas such as Prosta (men's health), OstoFort (bone health), Candisan , Digestive Enzymes , etc. It's difficult to choose just one product from our catalog; several are very popular because they are a great help to many people, and that is the reason SuraVitasan exists.

Do you think supplement consumption will continue to increase? Why?

According to market research, sales of food supplements in Spain are growing by 4% annually in 2020 and 2021. The food supplement market is estimated to grow by 7% between 2022 and 2029.

Today, people are increasingly interested in a healthier lifestyle. They are more careful to ensure that the products they buy are natural, environmentally friendly, and healthy. The consumption of dietary supplements is expected to continue growing in the coming years. With our current lifestyles and an aging population, we are looking for solutions that meet our health and wellness needs.

Iñigo Uriarte Pueyo holds a PhD in Pharmacy and Pharmaceutical Technology from the University of Navarra, where he completed his doctoral thesis on medicinal plants in the Department of Pharmacognosy. He has worked as a medicinal plant researcher, as a manager of European research projects, in pharmaceutical logistics, and for over seven years has been the pharmaceutical technical director of SuraVitasan.