Capstone Partners released its May 2023 “Vitamins & Supplements M&A Update,” which notes a “modest slowdown” in M&A activity but overall says investment in the sector remains “healthy.”

M&A activity for vitamins and supplements slowed slightly but remains healthy despite inflation

Innova Market Insights identifies key health concerns driving consumers’ food and supplement choices today.

Getting personal: Consumers seek nutritional products to support their personal health goals

 investigated the relationship between dietary supplements and eating disorders, finding no causal relationship between dietary supplement usage and the development of eating disorders. Certain groups such as the Harvard T.H. Chan School of Public Health’s Strategic Training Initiative for the Prevention of Eating Disorders (STRIPED) have attempted to link eating disorders with the usage of dietary supplements marketed for weight management. As a result, they have lobbied for 

 throughout the country that would restrict minors from purchasing weight management dietary supplements. The review was written by Susan J. Hewlings, PhD, who was director of scientific affairs of the contract research organization Nutrasource at the time, with funding from the Council for Responsible Nutrition (CRN; Washington, D.C.). The review addressed the flaws in the evidence used to justify the conclusion that dietary supplement usage can lead to eating disorders.

For example, many of the studies lump dietary supplements in with other over-the-counter drugs and adulterated products as “diet pills,” without providing a definition for what they mean by “diet pill.” One 

 cited by the review investigated the connection between “ergogenic supplement use and disordered eating attitudes and behaviors,” among 1633 university undergraduate students from 10 top-ranked National College Athletics Association (NCAA) Division I colleges. In the study, subjects completed a non-validated online survey on supplement use, athletic activities, and eating attitudes and behaviors.

“A major design flaw in this study is that illegal substances and prescription drugs such as anabolic steroids, human growth hormone, and androstenedione were grouped together with dietary supplements. These are not dietary supplements and are not sold under this regulatory classification,” wrote Hewling. And while the study found that “supplement use was associated with higher Eating Disorders Examination-Questionnaire (EDE-Q) Global, Shape Concern, and Restraint scores in both males and females,” Hewling points out that this does not represent a causal relationship, and studies such as this do not prove that supplements cause eating disorders but that dietary supplements may be abused by those with eating disorders. She acknowledges that the DSM-V states that “dependence on enteral feeding or nutritional supplements taken orally is a symptom or warning sign of an eating disorder, specifically Avoidant/Restrictive Food Intake Disorder,” but emphasizes that a warning sign is not a “risk factor,” which occurs before the associated outcome, increasing its likelihood.

“The key issue is not supplements, or specific ingredients, but the intent or behavioral drivers,” explained Hewling to 

. “Dietary supplements could be compared to exercise. For example, if we looked only at time spent exercising, we could say any professional athlete engages in excessive exercise to compete at the top level. However, most engage in well-designed programs with plans for recovery and nutrition to support their endeavors. When one engages in the exercise with a focus on thinness or achieving a body ideal as opposed to achieving optimal health or performance that’s when a problem is likely. It is a fine line but there are some warning signs that separate eating disorder behaviors from health or performance behaviors.”

The fact is that eating disorders are highly complex, as are its triggers. However, Hewling pointed out in an interview that a well-documented aspect of eating disorders are cultural ideals of body image. This was once portrayed in advertising campaigns for clothing and beauty products but has since been exacerbated by social media that now finds people digitally manipulating the way the look via filters. There is also the issue of bullying that happens through online forums that can be intense and traumatic. It shouldn’t be ignored that dietary supplements have made their way into the discussion about eating disorders, in part, because teens on social media are seeing influencers market weight management products in ways that may set unrealistic expectations and trigger unhealthy behaviors. But, are dietary supplements the real problem here?

“This is a comprehensive cultural issue we are dealing with, so merely blocking access to some supplements to those under 18 isn’t based on the science as we know it,” said Hewling.

Articles

A recent review investigated the relationship between dietary supplements and eating disorders, finding no causal relationship between dietary supplement usage and the development of eating disorders.

Recent review does not find causal link between dietary supplements and eating disorders

Mike Straus is a freelance writer living in Kelowna, Canada. He has written for publications including 

Canadian Chiropractor Magazine, Massage Therapy Canada, 

The men’s healthy-aging market is diverse, addressing numerous concerns. Prostate support remains a popular category, and there are also supplements to support testosterone loss, muscle function, erectile function, heart health, and more. A number of men’s health ingredients are being studied in new clinical research, making this space one to watch.

Saw Palmetto Relieves Symptoms of Enlarged Prostate

One tried-and-true men’s health ingredient is continuing to build credibility as a prostate-support supplement. A 2023 

 study examined the effects of saw palmetto 

 extract on 5-alpha-reductase expression in a set of cell cultures. The study, conducted and funded by Valensa International (Eustis, FL), compared the effects of Valensa’s branded USPlus saw palmetto extract and the saw palmetto extract drug Permixon from French company Pierre Fabre Medicament.

Both saw palmetto extracts were found to be strong inhibitors of both 5-alpha-reductase type 1 and 5-alpha-reductase type 2. In fact, the effects of both extracts were nearly identical. Given these results, the study authors concluded that Valensa’s proprietary 

 extract may help relieve symptoms of benign prostatic hyperplasia.

Uma Pal, Valensa’s CEO, says in the last two years the body of research around saw palmetto and prostate health has grown significantly. Other emerging evidence supports lipidosterolic extract of 

(LSESr) as a first-line supplement for lower urinary tract symptoms in men.

“Experts agree that the effectiveness of LSESr is related to the use of a product with a standardized lipid profile,” Pal explains. “Use of quality, standardized LSESr can support prostate and urinary tract health, can support urinary flow and control, and can address urinary frequency and urgency.”

Maca Root Supports Testosterone Production

As men age, testosterone production naturally tends to decline, bringing with it a variety of health problems. For instance, lower testosterone levels can result in anemia, erectile dysfunction, reduced bone mass, and a decline in mental health, says Sarah Goncalves, technical business development manager for nutraceuticals at Univar Solutions (Chicago). Supporting testosterone production during aging is key, and researchers are investigating which ingredients might help.

demonstrates the benefit of this Peruvian root in men’s health products,” Goncalves says. “The study found that 1 g of maca daily resulted in statistically significant improvements in multiple symptoms associated with hypogonadism.” 

 refers to reduced testosterone production.

Pycnogenol Boosts Cognitive Function in Aging Men

One 2018 study examined the effects of Pycnogenol on symptoms of mild cognitive impairment in 87 men aged 55 to 70. Subjects supplemented with 150 mg/day of Pycnogenol for eight weeks. All subjects were scored on a 30-item Mini-Mental State Examination (MMSE ) questionnaire before and after the study. By the end of the study, the subjects increased their MMSE scores by 18%.

The study, a randomized, double-blind, placebo-controlled trial, examined the effects of maca root on hypogonadism, prostate symptoms, and erectile function in 80 male subjects over age 40. The subjects were randomly assigned to receive either the maca root supplement or a placebo for 12 weeks. During the entire study, the subjects in the maca root group took two 1,000-mg maca tablets three times per day, for a total dose of 6 g of maca per day.

The subjects were assessed via the Androgen Deficiency in Aging Males (ADAM) questionnaire, the International Index of Erectile Function (IIEF-5) questionnaire, the International Prostate Symptom Score (IPSS), and the Aging Males Symptoms (AMS) scale. The subjects also had their blood drawn and were assessed for total testosterone, free testosterone, cholesterol, and body weight at baseline and after 12 weeks.

After 12 weeks, the subjects in the maca group reported statistically significant improvements on the AMS. Androgen deficiency rates in the maca group also fell, indicating significant improvements in androgen deficiency symptoms. While the placebo group showed no improvement in erectile function scores, the group receiving maca root showed great improvements at 4 weeks and at 12 weeks. Maca root consumption also resulted in improvements in prostate symptoms. The study authors determined that maca root may be a promising alternative therapy for age-related hypogonadism.

Billygoat Weed Reduces Hair Loss, Supports Prostate

One surprising ingredient that has found room to play in the men’s health arena is billygoat weed 

Native to Brazil, this plant extract has shown the ability to promote hair growth in men with male-pattern baldness.

A recent, yet-to-be-published, randomized, double-blind, placebo-controlled trial examined the effects of Gencor’s (Irvine, CA) branded 

 extract, HairAge Vitae, on hair growth in both men and women. The trial found that after 12 weeks, HairAge Vitae supplementation reduced hair recession and improved hair density compared to placebo, the company says. HairAge Vitae also caused a significant reduction in 5-alpha-reductase type 2, which is a biomarker for hair loss, as well as a reduction in prostaglandins.

Maggie McNamara, marketing director for Gencor, says 

 studies have shown that HairAge Vitae can inhibit 5-alpha-reductase and reduce expression of prostaglandin D2 and E2. A human clinical trial is currently underway to validate these results, she says.

Pine Bark Improves Erectile Function in Diabetes

The relationship between diabetes and erectile dysfunction has been well established in scientific literature. Now, emerging research indicates that one polyphenol-rich compound may have benefits that can aid diabetes patients suffering from erectile dysfunction.

One 2019 randomized, blinded, placebo-controlled trial examined the effects of Pycnogenol, a branded French maritime pine bark extract distributed by Horphag Research (Hoboken, NJ), on erectile function and lipid profile in 53 erectile dysfunction patients. The study divided subjects into a group that received 120 mg of Pycnogenol per day (n = 32) and a group that received a placebo (n = 21). The Pycnogenol group was then further subdivided into a subgroup of 15 patients with diabetes and 17 patients without diabetes, while the placebo group was divided into a group of 10 patients with diabetes and 11 without diabetes.

Subjects were assessed for erectile function via the International Index of Erectile Function questionnaire at baseline and at each of four study visits. The subjects also provided blood samples at baseline and on visits 1, 3, and 4.

LJ100 Helps Young Men Gain Muscle in Study

A 2021 placebo-controlled, double-blind, match-paired study examined the effects of 600 mg/day of HP Ingredients’ branded 

extract, LJ100, on total testosterone and free testosterone levels in 32 young men aged 20 to 28. The subjects were assigned to receive either 600 mg/day of LJ100, or a placebo, for two weeks. After two weeks, the LJ100 group experienced higher levels of total testosterone, free testosterone, and estradiol compared to the placebo group, indicating a steroidogenic effect. “Consequently,” the researchers wrote, “the raised testosterone following 

 supplementations could benefit muscle and strength gain in young adults.”

The study found that Pycnogenol significantly improved erectile function in the patients with diabetes, reducing severity from severe to moderate. Meanwhile, the subjects without diabetes experienced improved erectile function but continued to have moderate erectile dysfunction. The placebo groups did not see a change in IIEF-5 scores. No adverse events were reported.

or tongkat ali, can support testosterone production in middle-aged men. One study, a double-blind, placebo-controlled, randomized trial, examined the effects of longjack and concurrent physical training on testosterone levels and erectile function in aging men with androgen deficiency.

For six months, the subjects, men aged 40 to 59 with low testosterone levels, were randomly assigned to receive either 1) a placebo (n = 12), 2) 200 mg/day of HP Ingredients’ (Bradenton, FL) LJ100 branded longjack extract (n = 11), 3) a placebo while undergoing concurrent training (n = 11), or 4) 200 mg/day of longjack extract plus concurrent training (n = 11). The subjects had their blood drawn and completed the Aging Males Symptoms scale, the IIEF-5 scale, and a demographic questionnaire at baseline and after one, four, and six months.

After six months, the men undergoing concurrent training in both the placebo and longjack conditions experienced improvements in erectile function scores. The most significant increase was in the exercise group that supplemented with longjack. The exercise group supplemented with longjack also exhibited a significant improvement in testosterone levels. While exercise and longjack were both independently associated with improved sexual function, pairing the two together created the strongest effect.

A variety of herbal ingredients are finding ways to support men in their healthy-aging journey, from sexual function and testosterone production to prostate support and hair loss. As research into these ingredients continues, expect the men’s health space to see more product launches addressing more conditions.

Cartwright, E.J.; Dohnalek, M.H.; Hill, W.S. Lipid Profile and 5alpha-Reductase Inhibition Activity of Proprietary Ultrahigh-Pressure Supercritical Carbon Dioxide and Hexane Saw Palmetto Extracts. 

Shin, D.; Jeon, S.H.; Piao, J.; et al. Efficacy and Safety of Maca (

) in Patients with Symptoms of Late-Onset Hypogonadism: A Randomized, Double-Blind, Placebo-Controlled Clinical Trial. 

Published online ahead of print January 1, 2023. DOI: 

Trebaticky, B.; Muchova, J.; Ziaran, S.; Bujdak, P.; Breza, J.; Durackova, Z. Natural Polyphenols Improve Erectile Function and Lipid Profile in Patients Suffering from Erectile Dysfunction. 

Leitao, A.E.; de Souza Vieira, M.C.; Pelegrini, A.; da Silva, E.L.; de Azevedo Guimaraes, A.C. A 6-Month, Double-Blind, Placebo-Controlled, Randomized Trial to Evaluate the Effect of 

(Tongkat Ali) and Concurrent Training on Erectile Function and Testosterone Levels in Androgen Deficiency of Aging Males (ADAM). 

New Research Shows Natural Antioxidant Pycnogenol Effective in Improving Symptoms of Mild Cognitive Impairment. News release. Pycnogenol; August 2, 2018. 

https://www.prnewswire.com/news-releases/new-research-shows-natural-antioxidant-pycnogenol-effective-in-improving-symptoms-of-mild-cognitive-impairment-300691405.html

Chan K.Q.; Stewart, C.; Chester, N.; Hamzah, S.H; Yusof, A. The Effect of 

on the Regulation of Reproductive Hormones in Young Males. 

New research on men’s healthy-aging ingredients.

Healthy aging for him: Natural ingredients tackle men’s health issues

Winnipeg Technical Centre. Image courtesy of Burcon.

Burcon NutraScience Corporation (Vancouver, British Columbia) has announced the expansion of its protein development and innovation business by offering pilot plant processing and scale-up validation as a service for partners and customers.

“After a successful round of financing, we are thrilled to move forward on our Burcon 2.0 strategy. In order to engage the market and improve our customer intimacy, we are excited to offer Burcon’s world-class expertise and pilot-scale processing as a service,” said Kip Underwood, Burcon’s chief executive officer, in a press release. “Our Winnipeg Technical Centre offers a comprehensive range of plant protein processing capabilities. We look forward to supporting our fellow industry peers to develop the next generation of best-in-class ingredients and products.”

The Winnipeg Technical Centre has 10,000 square feet of lab and pilot-scale production area that utilizes state-of-the-art commercial processing equipment for start-to-finish product development. The Centre’s infrastructure also includes:

Analytical, Functionality & Product Application Labs

Manufacturers can leverage the company’s infrastructure and food processing expertise for product and process development or process scale-up and validation. Burcon’s core competencies include:

Aqueous protein extraction and purification

Upcycled value-added ingredient isolation

“Over the years, Burcon’s world-class team of experts has worked with industry partners to solve many different challenges in food processing and protein development,” said Randy Willardsen, Burcon’s senior vice president of process, adding, “Burcon is delighted to make our services and problem-solving expertise available to our customers and the general food and beverage industry, as the marketplace goes through a period of unprecedented change and amazing opportunity over the next few years and decades.”

Burcon now offers ingredient processing and scale-up services

Jennifer Grebow is the editor-in-chief of 

, an award-winning media-content provider in the dietary supplement and natural products market. 

, an MJH Life Sciences brand, provides insights and industry updates critical to manufacturers of dietary supplements, healthy foods, and nutritious beverages. 

 keeps industry abreast of current market trends, research updates, news, and regulatory developments. 

goes beyond the 24-hour news cycle and provides in-depth analysis to help industry players navigate the challenges and changes in the near- and long-term. 

, the largest privately held, independent, full-service medical media company in North America, dedicated to delivering trusted health care news across multiple channels.

Black seed oil supplier TriNutra (Harrison, NY) announced a new European Patent for its ThymoQuin cold-pressed black seed oil 

. The company says ThymoQuin’s unique makeup offers improved stability and bioavailability of its key active ingredient, thymoquinone. It says ThymoQuin is the first cold-pressed black seed oil to be standardized to 3% thymoquinone.

“Thymoquinone, a key and potent active component in 

(black seed oil), is unstable in the presence of oxidants like free fatty acids,” the firm’s press release states. “This leads to reduced potency of the black seed oil and rancidity. It was, therefore, a major goal of TriNutra to find a way to standardize and stabilize its black seed oil.”

The company says ThymoQuin may provide benefits for obese individuals suffering certain metabolic conditions. The new patent cites how ThymoQuin’s composition was able to increase expression of the OPA1, MFN1, and MFN2 proteins in obese mice.

“These results suggest our standardized, cold-pressed, full-spectrum black seed oil is both stable and highly bioavailable,” stated TriNutra’s CEO, Morris Zelkha, in the press release. “Such composition was shown to improve the impaired mitochondrial functions related to metabolism and energetic processes in the mitochondria and therefore has the potential to assist in managing metabolic conditions using low dosage and high efficacy.” Animal studies have also shown ThymoQuin decreasing blood glucose, LDL, and oxidized LDL while increasing VO

 and balancing blood pressure, the company adds.

The company says ThymoQuin’s unique makeup offers improved stability and bioavailability of its key active ingredient, thymoquinone.

TriNutra’s ThymoQuin black seed oil gains European patent for composition

Pictured: Snorre Glærum Strand. Photo from GC Rieber VivoMega.

GC Rieber VivoMega (Norway), a supplier of omega-3 concentrate ingredients, has named Snorre Glærum Strand its new CEO. Strand previously served as finance manager and then CFO for GC Rieber VivoMega.

Strand holds an MSc in Economics from the Norwegian Business School BI. His previous experience also includes working at AstraZeneca and Nordea Bank. At GC Rieber VivoMega, he worked closely with now-former CEO Jan Roger Bjerkestrand.

“As Snorre steps into the CEO role, the owners of GC Rieber have elected former CEO Jan Roger Bjerkestrand as the new chairman of the board of GC Rieber VivoMega, allowing for a smooth transition and continuation of the fruitful collaboration between the two,” the firm’s press release states. Bjerkestrand added that Strand “has been fundamental in planning the ongoing expansion of the VivoMega production facilities in Kristiansund, where we aim to double the production.”

Snorre Glærum Strand previously served as finance manager and then CFO for GC Rieber VivoMega.

Omega-3 concentrates supplier GC Rieber VivoMega names new CEO

 to be director of the National Institutes of Health (NIH) Office of Dietary Supplements. He will begin in his new role on July 16, 2023. Currently, Pasiakos is a research physiologist and chief of the military performance division at the United States Army Research Institute of Environmental Medicine (USARIEM). There, he leads a research program and scientific team to develop evidence-based solutions to limit musculoskeletal injuries, accelerate return to duty, and optimize physical and behavioral performance in military training and operational environments. Pasiakos received his PhD in Nutritional Science in 2008 from the University of Connecticut, and completed his postdoctoral fellowship in the military nutrition division at USARIEM in 2012 as a United States Army Medical Service Corps officer.

Between 2012 and 2021, Pasiakos led an interdisciplinary research program in the military nutrition division to refine dietary protein requirements for soldiers as well as develop targeted dietary strategies to sustain muscle mass during strenuous operations. He has published more than 150 articles on a number of scientific domains, including diet and supplemental nutrition, muscle physiology, human performance, and bioenergetics of exercise metabolism.

“[The Consumer Healthcare Products Association (CHPA; Washington, D.C.)] welcomes Dr. Pasiakos to this new role, where he will be instrumental in helping advance ODS’s mission as its permanent director. ODS plays a critical role in strengthening the public’s knowledge and understanding of dietary supplements by advancing scientific information, supporting research, and disseminating results into findings that are beneficial for consumers, healthcare professionals, and policymakers," said Scott Melville, president and CEO of CHPA, in a prepared statement. "As more Americans incorporate supplementation into their overall self-care plans, we at CHPA look forward to working with Dr. Pasiakos to support scientific evidence that strengthens the understanding of how supplements can be used to optimize overall health and well-being.”

Pasiakos will be taking the place of Dr. David M. Murray, who has been serving as acting director of the Office of Dietary Supplements from January of 2023.

Stefan M. Pasiakos, PhD, FACSM has been selected to be director of the National Institutes of Health (NIH) Office of Dietary Supplements. He will begin in his new role on July 16, 2023.

Stephen M. Pasiakos has been chosen to lead NIH Office of Dietary Supplements

Journal of the American Nutrition Association

 found that cannabinoids are safe and effective to support sleep quality, with effectiveness similar to that of melatonin. In the study, 1793 adults experiencing symptoms of sleep disturbance were randomly assigned to receive a four-week supply of either 15 mg of cannabidiol (CBD) or 5 mg of melatonin, alone or in combination with other cannabinoids.

These combinations include 15 mg of CBD with 15 mg of cannabinol (CBN) and 5 mg of melatonin, 15 mg of CBD with 15 mg of CBN, 15 mg of full spectrum CBD with 15 mg of CBN, and 15 mg of CBD with 15 mg of CBN and 5 mg of cannabichromene (CBC). Sleep disturbance was assessed over five weeks (one week for baseline, and four weeks taking the product) using the Patient-Reported Outcomes Measurement Information System (PROMIS) Sleep Disturbance SF 8A, which was administered through weekly online surveys.

Results showed that all the formulations had a favorable safety profile and subjects taking them experienced significant improvements to their sleep disturbance. Only 12% reported adverse events and these were deemed not serious, with the most common symptoms being fatigue/grogginess, insomnia/sleep disturbance, headache, upset stomach, dry mouth, and nausea/vomiting. Across all formulations, 67% of participants experience minimal clinically important difference (MCID). There were no statistically significant differences in effect between the different formulations.

The study was conducted by Radicle Science which recruited subjects from across the U.S. through social media, its electronic mailing list, and a third-party consumer network. It was entirely virtual, and researchers collected data via online surveys, and communication with participants occurred through email or SMS text message. All the products used in the study were provided by Open Book Extracts (Roxboro, NC).

Saleska, J.L.; Bryant, C.; Kolobaric, A.; D’Adamo, C.R.; Colwell, C.S.; Loewy, D.; Chen, J.; Pauli, E.K. The Safety and Comparative Effectiveness of Non-Psychoactive Cannabinoid Formulations for the Improvement of Sleep: A Double-Blinded, Randomized Controlled Trial. 

In the study, conducted by Radicle Science, in partnership with Open Book Extracts, 1793 adults experiencing symptoms of sleep disturbance were randomly assigned to receive a four-week supply of either 15 mg of cannabidiol (CBD) or 5 mg of melatonin, alone or in combination with other cannabinoids.

New study demonstrates safety and effectiveness of cannabinoids in supporting sleep quality

Journal of Clinical and Translational Ophthalmology

 suggests that a standardized pomegranate fruit extract called Pomanox, manufactured by Euromed (Barcelona, Spain), may offer anti-inflammatory benefits to support ocular health. In the 

 study, researchers used a model of reconstituted human corneal epithelial to test the modulation of cytokines secretion activity of the pomegranate fruit extract. Specifically, they evaluated cell viability and inhibition of the release of interleukin-8 (IL-8) in four conditions: negative control, positive inflammatory control with lipopolysaccharide (LPS) from Escherichia coli, positive anti-inflammatory control (LPS plus dexamethasone), and LPS plus PMX after 24 h of culture.

Results showed that the pomegranate fruit extract exerted significantly higher inhibition of IL-8 compared to controls when inflammation was induced. The percentage of cell viability was also higher for the extract. Pomanox is standardized for punicalagins α + β 50% and ellagic acid 5%, both of which are known to exert anti-inflammatory properties in previous research.

“Despite pomegranate’s various benefits for overall wellbeing, there is limited data on how it can support eye health,” said Andrea Zangara, head of scientific communication and medical affairs and one of the study’s co-authors, in a press release. “So far, experimental studies have mostly examined the antioxidant activity and not the anti-inflammatory potential of Pomanox in corneal tissue samples. This latest study provides evidence of its possible use for eye health, which is promising. Considering the ageing population and increasing screen time embedded into our daily lives, vision health looks set to become one of the key concerns for consumers globally.”

Peñalver-Mellado, M.; Silva-Fuentes, F.; Villar, A.; Mula, A.; Zangara, A. In Vitro Anti-Inflammatory Potential of Pomegranate Extract (Pomanox®) in a Reconstituted Human Corneal Epithelium Model. 

Results showed that the pomegranate fruit extract, called Pomanox, exerted significantly higher inhibition of IL-8 compared to controls.

Standardized pomegranate extract may support ocular health, says recent study

Sixty percent of peanuts grown in the U.S. are used for peanut butter production, with 15% of the crop being crushed for oil, producing cake and meal as byproducts.

https://www.agmrc.org/commodities-products/nuts/peanut-profile

Fun fact! Sixty percent of peanuts grown in the U.S. are used for peanut butter production, with 15% of the crop being crushed for oil, producing cake and meal as byproducts.

Peanuts

Consumers worldwide are more concerned about their personal health—and the health of people close to them—as a result of the COVID-19 pandemic. Many are now more proactive about health and specifically looking to buy nutritional foods and supplements. But what defines 

 for people who have different needs and objectives? Based on data from Innova Market Insights, this article dives into some of the main health concerns driving consumers’ food and supplement purchases.

Personalization is a major focus of the healthy food and drinks market today. Advances in science and technology have made it possible to increasingly personalize nutrition and health products. There is now an understanding that every consumer has different needs, and that to truly achieve holistic health, there will always be areas that specific consumers need to pay more or less attention to.

Products leading demand are those that enable consumers to tailor their eating according to functional or nutritional needs. This includes products that support relaxation or energy requirements, as well as those that fulfill specific nutritional requirements, such as the need for more protein or fiber. Mood support is also gaining prominence, cementing the idea that to consumers, health is no longer just about the body.

Innova surveyed consumers in 11 countries, asking them how interested they are in consuming foods and beverages personalized to support their health goals. Their answers indicated that they are “very/extremely interested”: 47% said they are interested in products to support their functional needs (such as relaxation, sleep, focus, and energy), with a similar number seeking nutritional assistance (e.g., level of protein, carbs, or fiber). Other areas of major consumer interest were mood, lifestyle (e.g., on-the-go, physically active), and body composition. One in three respondents said they are interested in products based on their genetic profile.

It’s also worth noting that respondents aged 26-35 are most likely to want personalized food and drinks going forward. This age group over-indexed the average by at least 7 percentage points for every response related to personalization of health.

In their quest to stay healthy, consumers are also prioritizing getting enough sleep and keeping their mind/body active—even before they start trying to improve nutrition. When asked what steps they have taken to improve their physical health over the past year, respondents ranked physical exercise and getting more sleep first and second, followed by “made changes to what I eat/my nutrition,” “chosen foods or drinks that boost my health,” and “taken more supplements.”

The bottom line is that consumers are taking various steps toward physical, mental, and spiritual well-being. Efforts to stay healthy are now more related to targeting the mind and emotions and not just pure physical health. Even exercising is now linked to mental well-being as a stress relief.

It is not surprising that only a small number of respondents (8%) indicated not taking any action to improve their physical health. The pandemic definitely highlighted, even more so, the importance of health. Concerns will keep evolving and reshaping, but one fact is constant: health will remain a contributing factor in consumer lifestyle choices moving forward.

Comparing Innova data between 2020 and 2021, it is clear how consumers’ health priorities have shifted.

There was increased interest in products specifically related to such concerns as heart, bone, and brain health, with the 36- to 45-year-old age group most likely to address these issues through diet. In contrast, concern about physical appearance dropped down the rankings, while concerns over energy, sports, and muscle issues fell out of the top 10 functions completely. Gen X and Millennials remain most invested in these categories.

Some health concerns remain unchanged from year to year in their rankings, however. Immunity stayed a top concern in both 2020 and 2021, cementing its status as a key health issue for consumers. (

As mentioned, the growth in attention on mental well-being has been remarkable, especially in recent years, and there is a rising recognition that nutrition can contribute. Innova survey responses show that up to 85% of consumers now at least occasionally take action for mental well-being. A further 78% get a spiritual boost by acting on environmental or social causes.

Mental health has influenced product development in supplements, food, and drinks. Innova data shows a 48% CAGR for dietary supplements launched for brain/mood health in 2017-2021. Meanwhile, food and beverage launches with brain health claims grew at a 12% CAGR over the same period.

Improved immunity is now firmly fixed as a health goal. Clearly, the pandemic accelerated new product development in this sphere, but are consumers equally turning to both immune-boosting foods and supplements?

New-product development in immune-boosting supplements has outpaced that of immune-healthy food and beverages over the past few years. Penetration within the supplements category is far more extensive than in the food category, maybe because consumers are looking for whole foods or superfoods to boost their immunity rather than just chasing immunity claims per se. (

Figures show that between 2017 and 2021, immune health supplements increased their share of total supplement launches from 25% to 36%. Meanwhile, in food and beverage, immune health penetration is much lower but still rose from 1.0% to 1.6% in the past five years.

In terms of food and beverages with immune health claims, baby food leads growth, followed by strong performance in the mainstream soft drinks market. In fact, soft drinks had one of the fastest growth rates for immune health claims in 2021, with a 78% increase between 2020 and 2021 alone. Other popular categories are hot drinks, sports nutrition, and dairy products. (

Ingredients are at the center of soft drink innovation, ranging from basic choices to complex blends. Among the most popular ingredients to help normal functioning of the immune system are zinc, probiotics, prebiotics, and essential vitamins.

Digestive health is also a leading purchase driver. Consumers now view gut health as holistic and interlocked with other conditions like immunity, energy levels, sleep, and mood.

However, Innova sees a decline in new-product launches simply making “digestive health” or “gut health” claims; rather, products seem to focus on ingredients like probiotics and prebiotics, which are gaining recognition on their own for providing numerous health benefits beyond just gut health. For instance, Innova has found that between 2017 and 2021, the number of global food and beverage launches making a general digestive/gut health claim actually shrank by 5%. By contrast, new-product launches centered specifically on probiotics grew 10%, and new-product launches focused on prebiotics grew 16%. Innova notes that the decline in gut health claims could also be caused by legislation varying across the globe, with some countries allowing claims highlighting certain formulations and other countries restricting particular claims. (

There is now a personalized approach to healthy eating. From reducing consumption of “bad” ingredients to choosing a more natural course or looking to increase intake of a nutrition booster, dietary consideration is increasingly geared toward balance and health-positive foods. When asked which methods of healthy eating they favor, consumers said they have made changes to what they eat by choosing highly nutritious products or products low in unhealthy nutrients.

When Innova asked consumers in a 2021 survey about their predominant approach to healthy eating, 37.5% said they try to limit or reduce products or ingredients that are “bad for me” (e.g., fat, sugar, salt), 22.7% said they choose natural foods for “inherent” nutrition (e.g., fruits, vegetables, nuts), while 21.2% of respondents said they choose products to “positively” boost their nutrition (e.g., of nutrients like protein and superfoods) or to improve how the body functions.

Overall, consumers seem to have adopted a more “positive” approach to health by removing the “bad” ingredients from their diets 

 adding more of the “beneficial” ingredients.

Sugar is now public enemy number one, with over 23% of consumers reducing consumption during the year, followed by reductions in sodium/salt, fat, and alcohol. Cuts in sugar, sodium, and fats indicate concern over issues such as weight and heart health, as well as general well-being.

There has also been a growing focus on positive, natural nutrition and increased intake of naturally healthy foods. The 2021 survey respondents reported upping their intake of fruits and vegetables (42% of respondents) in the past year, with significant numbers increasing fiber intake and protein consumption.

There can be generational differences in terms of the preference between reducing ingredients perceived to be bad for health and increasing “good-for-you” elements. For example, Gen Z and Millennial consumers were almost twice as likely as Boomers (27% versus 14%) to say they choose functional products to positively boost their nutrition. Boomers, meanwhile, most widely over-indexed on the average for limiting and reducing unhealthy ingredients.

CPG companies are also noting which ingredients consumers are most eager to reduce consumption of—and adjusting their products accordingly. There has been a steady increase in “no added sugar,” “low sugar,” and “sugar-free” new-product development.

Innova Market Insights tracked the percentage of global new food and beverage launches with sugar reduction/removal claims between 2017 and 2021. During that time period, there was a 16.6% CAGR for “no added sugar” claims. This accounts for almost 5% of all new food and beverage products, with penetration continuing to climb.

Similarly, there is also strength in “sugar-free” and “low sugar” positionings. There was a 13.2% CAGR for “sugar-free” claims and a 22.0% CAGR for “low sugar” claims in 2017-2021. (Though “low sugar” claims are experiencing the fastest growth, it’s important to note that this segment is still coming from a smaller base compared to the others.)

The faster growth in “low sugar” and “no added sugar” claims reflects consumers’ growing interest in reducing sugar without resorting to the artificial sweeteners that may be necessary in complete sugar-free formulations. “No added sugar” is now the most common sugar-related claim for foods and beverages, supporting the idea that consumers are interested in reducing sugar without seeking completely sugar-free options. This also supports the idea of positive natural nutrition as a route to holistic health. (

Fiber is another nutrient consumers are keen to get more of. Innova research shows that after fruits and vegetables, fiber and protein saw the highest net increase in consumption over the past 12 months.

Despite this, new-product development for high-fiber foods has lagged compared to demand, with launches rising only slightly ahead of total food and beverage development between 2017 and 2021. One thing to note is that, just like in the digestive health market, fiber-related claims are now more ingredient-centered, highlighting particular types of fiber—specifically, prebiotics. For instance, Innova Market Insights found that in 2017-2021, new food and beverage launches with a “high in/source of fiber” claim saw a 6.8% CAGR, while new food and beverage launches with prebiotic claims saw a 16.0% CAGR. (By contrast, the CAGR for total new food and beverage launches is 4.9%.)

Fiber and prebiotic claims are now made side by side to reinforce the benefits for gut/digestion. Categories that were previously not classified as high in fiber, such as chocolates, now report gut-related benefits thanks to the addition of prebiotics. Prebiotics also have other benefits such as the reduction of sugar in this type of product.

New food and drink launches marketed as “high in/source of protein” have shown strong growth in the past five years, rising at a 14% CAGR from 2017 to 2021. In 2021, these products held a 7.3% share of total new food and beverage launches globally. (

Higher interest in protein also reflects the popularity of positive, natural nutrition for whole-body health: over 7% of new products now make protein claims, and new-product development is diversifying. Consumers can now access protein from many different foods and beverages.

Similar growth/diversification is seen in plant-based foods. Consumers choose plant proteins for their own health and that of the planet, a trend supporting the idea that many consumers are seeking a boosted conscience and spirit alongside a healthier body.

The health of the planet is now catching up to personal health as a reason driving demand for plant-based meat and dairy alternatives. Generation Z and Millennial consumers are most likely to name environmental/ethical reasons for buying plant-based foods.

At the same time, there are more plant-based choices for shoppers. These products are no longer just an alternative to goods derived from animals; they are standing out on their own merits. Innova Market Insights tracked an impressive 53% CAGR in food and beverage new-product launches making plant-based claims globally in 2017-2021, with some launches diversifying well beyond meat and dairy alternatives. (

There’s a product for everyone in today’s sophisticated health and wellness market. Product choices continue to expand as marketers drill down into specific consumer wants and needs. For the consumer hungry for healthier products and better nutrition, the future looks bright indeed.

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