Millennials may be putting off getting married, buying houses, and starting families, but according to 

there’s one milestone they’re not missing: adopting their first pets. Not only do around 75% of Americans in their 30s own a dog, but 44% of Millennials see their furry companions as “practice” for being a parent. And this is transforming the pet health ingredient market from one that’s specialty to one that’s increasingly mainstream.

According to Packaged Facts’ most recent “Pet Supplements in the U.S.” report, published in April 2017, 38% of Millennials purchase pet health supplements, making them 41% more likely than average to do so. Thanks to their enthusiasm, sales of pet supplements have seen increases ever since the Great Recession, at a compound annual growth rate of 3.5% through 2016. Dog owners make up the most active share of the market, buying three times as much product as cat owners.

If you ask Nena Dockery, technical services manager at Stratum Nutrition (Carthage, MO), single-person families and empty-nest Baby Boomers-two groups who, like Millennials, see their pets as family-are also driving sales across the pet health market, and “pet food advertising has capitalized on this movement, focusing on nutrient-rich and more natural pet food ingredient formulations,” she says. Additionally, the veterinary community has mirrored the physician community in that it’s increasingly receptive to recommending supplements as part of a healthy-living plan. All of this has only further served to spread the word about natural solutions and supplements for pets.

“Many consumers consider their animal companions to be family members, so are equally concerned about their pets’ health and wellbeing,” says Shaheen Majeed, worldwide president of Sabinsa (East Windsor, NJ), which offers a number of ingredients for pet products under the brand name VetVitals. As a result, he explains, consumers extend their own self-care practices-which increasingly includes supplements-to their pets.

As interest in the pet health supplement market grows, so too do opportunities for brands. “As companion animals live longer lives, their health needs will continue to expand,” says Dockery. “This will provide both challenges and opportunities for those companies who commit to providing safe and effective foods and supplements for pet owners who desire to support the health needs of their animal friends in the best way possible.”

As in the human supplement market, clean-label trends are putting pressure on pet health supplement brands to reformulate. According to Majeed, consumers want to know exactly what goes into the supplements they feed their pets, and are looking for brands that can put that information right on the label. Specifically, Majeed sees demand to eliminate artificial colors and flavors, grains, gluten, and corn from pet products. “Suppliers need to ensure that their ingredients are free from all of these,” he says.

Jon Getzinger, chief marketing officer at Puris (Minneapolis, MN), is also seeing trends from the human supplement market bleed into the pet sector, especially trends towards using less corn and soy, and beefing up formulations with more protein. He has noticed that ingredients like Puris’s pea starches, which would not have been top of mind for pet formulators in years past, are increasingly in demand as alternatives to corn starches.

But, with better ingredients comes a bigger price tag, and that’s one of the biggest challenges that Getzinger sees in the pet market today. The solution? “Talented marketers are finding ways to pass along these additional costs to purchasers by properly positioning the end products as premium,” he says, which also increases margins. Another possible solution to offset rising costs is bundling ingredients from the same process-for instance, pea proteins, starches, and fibers. This helps suppliers “spread overhead across all the products, and not just the protein,” says Getzinger, which results in “not only lower overall costs, but provides a great story for consumers tracing our ingredients from the U.S. farmer to their pets’ dinner bowl, while sustainably using all parts of the pea and not just the protein.”

The key for this, explains Bill Bookout, president of the association the National Animal Supplement Council, is for brands to reach out to consumers directly to tell their stories and, therefore, justify pricing. Selling products through a veterinarian’s office can build advocacy, but it adds a layer between the company and its consumer. “I’ve always been of the opinion that the company that reaches out and educates the end user will be successful at the end of the day,” he says.

Another challenge still facing this sector is determining the correct dosage for animal products, says Dockery, as even within the same species of animal there can be drastic differences in size. “This is particularly true for dogs,” she says, “where the weight can vary by more than 100 pounds between breeds.” The only way to combat this challenge, she adds, is to be knowledgeable in the physiology of the animal and also know “how to adjust dosing to be the safest and most effective, particularly when formulating for animal species in which there is a large variation in size.”

The way forward is through animal research that not only tests for safety in lab animals, but also tests for efficacy in the companion animals that will ultimately use the product. And many brands and suppliers are beginning to do so.

AstaReal Inc. (Burlington, NJ) recently published a study examining whether a nutritional antioxidant supplement could improve visual function in healthy dogs

. A total of 12 Beagles, ages six through eight with normal eyes, were randomly assigned to receive a feeding regimen for six months either with or without supplementation. What researchers found was that, compared to the control group, dogs that took the antioxidant showed improvement in retinal function and significantly less decline in refractive error. “Dogs, like humans, experience retinal and lens functional decline with age,” says Karen A. Hecht, scientific affairs manager at AstaReal. “Antioxidant supplementation as demonstrated may be beneficial and effective in the long-term preservation and improvement of various functions of the canine eye.”

In 2017, new research from Lonza (Basel, Switzerland) demonstrated the positive impact of L-carnitine in the performance and 

. A total of 96 Labrador Retrievers were given 250 mg of Carniking L-carnitine once daily for up to 14 weeks. Along with exercise, supplementation was shown to improve activity, body composition, and recovery markers. Specifically, the dogs gained lean muscle mass, were more active during test sprint and endurance runs, and had a lower creatinine kinase level (a marker for muscle damage). According to Aouatef Bellamine, senior scientific manager at Lonza, this data is promising for senior pets, in particular, among whom muscle performance is an unmet need.

Maintaining physical performance was also at the center of a canine study recently published in 

 which examined the efficacy of Stratum Nutrition’s NEM eggshell membrane

. Fifty-one privately owned dogs having mild to moderate persistent sub-optimal joint function (for example, difficulty in getting up from a lying position, a noticeable limp, impaired gait, difficulty in climbing stairs, etc.) received either oral NEM at a dose of 6 mg/lb or placebo once daily for six weeks.

Researchers found that supplementation with NEM significantly reduced joint pain and improved joint function rapidly, and demonstrated a lasting improvement in joint pain, leading to an improved quality of life. Moreover, a profound chondroprotective effect was demonstrated following six weeks of supplementation with NEM. There were also clinically meaningful results from a brief responder analysis, demonstrating that a significant proportion of treated dogs may benefit substantially from NEM supplementation.

Pet Health Supplements: Paw-Portunity Knocks

Pet Food Trends in 2017: Clean Label, Healthy, and Premium

Wang W et al. “Antioxidant supplementation increases retinal responses and decreases refractive error changes in dogs.” 

Varney JL et al. “Utilisation of supplemented L-carnitine for fuel efficiency, as an antioxidant, and for muscle recovery in Labrador retrievers.” 

Ruff KJ et al. “Effectiveness of NEM brand eggshell membrane in the treatment of sub-optimal joint function in dogs: a multicenter, randomized, double-blind, placebo-controlled study,” 

Veterinary Medicine: Research & Reports, 

Articles

As in the human supplement market, clean-label trends are putting pressure on pet health supplement brands to reformulate.

Pet health supplements raise the bar with clean, well-researched ingredients

Clean-label favors are no longer a trend but a requirement of today’s discerning food and drink consumers. While consumers and manufacturers have their own ideas about what constitutes a clean-label favor, Dave Franz, senior director, business development, Kerry Ingredients (Beloit, WI), tells 

 that generally, clean-label favors are considered to be those that are all natural, or “natural WONF” (“with other natural favors”) added for favor complexity. While demand is growing for natural favors, however, it can be difficult for favor suppliers to actually get their hands on the source materials for certain natural favors. Here’s a look at some of the biggest challenges favor firms say they are facing now.

According to Philip Caputo, marketing and consumer insights manager, Virginia Dare (Brooklyn, NY), the raw materials for certain trendy superfruit flavors can be difficult to bring in house. “Exotic” natural flavors like mangosteen and dragon fruit, among others, are often sourced abroad, which means that they must be shipped overseas without losing their flavor. Karen Manheimer, vice president, natural products division, Kerry Ingredients, explains that “‘in demand’ products such as…mangosteen, dragon fruit, snake skin fruit, etc., are difficult to transport from their country of origin. Often these fruits are delicious when fresh but lose their appeal when they are processed into juice or other ingredients that could be used in a natural flavor.”

Another reason these exotic flavor materials are difficult to source is because of the scale of their supply, says Caputo. “In many cases, the raw ingredient supply simply doesn’t exist at the volume required to develop natural flavors with ease,” he says. For example, although blood orange is now a popular flavor, a few years ago it was difficult to find in products and on menus. As consumer desire for blood orange has grown, U.S. growers have started growing the crop to help meet the demand, he says.

Up-and-coming flavors like dragon fruit aren’t the only flavors that can be difficult to source. Take vanilla, for instance-a consumer-beloved flavor that is universally used. It is well known that monsoons have impacted slow-growing vanilla crops in recent years, causing worldwide shortages. Humans can also be as much to blame for raw material sourcing dilemmas as Mother Nature, says Cyndie Lipka, master flavorist, Prinova (Carol Stream, IL): “The shortage of [vanilla] beans makes the crop very valuable, and there have been instances where the entire crop is stolen. Some farmers get nervous and they wind up harvesting early when beans are not at their best from a flavor development standpoint.” Lipka adds that crop shortages aside, vanilla beans are also “quite finicky, and require hand pollination for a bean to grow.”

Citrus crops, meanwhile, are also facing unforeseen ecological setbacks. Lipka cites USDA data estimating that 2018’s citrus crop yield will be the smallest it’s been since the 1940s, due to various environmental impacts. “Oranges have been demolished by a vector-transmitted pathogen which causes a disease called Huanglongbing, or HLB,” she says. “This insect [transmitting this pathogen] affects trees by killing branches, causing unsellable bitter fruit and stunting growth.”

U.S. grapefruit crops have also been nearly decimated by natural disasters. Kerry Ingredients’ Manheimer states that while the “best quality” grapefruit oil is produced in Florida, recent years have seen many acres of grapefruit crops destroyed by hurricanes. This is a big concern for many in the beverage space who rely on the popular flavor in beverage formulations.

It’s worth noting that there are many trending flavor ingredients that do not come with some of the sourcing challenges that other unique flavors do. Manheimer points to turmeric extract, ginger oil, cinnamon oil, and cardamom oil, which she says are currently less difficult to source.

Fermented Flavors Driving Food, Beverage Innovation, Symrise Says

Flavor firms discuss some of the challenges they face when sourcing certain natural, clean-label flavors.

These natural flavors are not easy to source

Consumer products offering increased, longer-lasting energy are evolving. While those featuring refined sugars, large doses of caffeine, preservatives like benzoates and propionates, and the amino acid taurine remain popular, consumers are also increasingly asking for healthier, cleaner, more-natural energy-conferring foods, beverages, and supplements. In fact, Mintel noted in a 2017 report that by mid- 2016, introductions of energy drinks bearing an “organic” claim, in particular, had reached a record high.

By July 2016, 6% of global energy-drink launches for the year bore the “organic” claim. “The rise in organic launches comes as consumers show strong interest in more natural energy drinks,” the report states. “Indeed, one in four (26%) U.S. consumers say they would be more comfortable drinking energy drinks or shots made with all-natural ingredients,” the authors wrote. “The rise in global organic energy-drink offerings illustrates how the sector is attempting to appeal to a broader audience by conveying a more natural image.”

“For the foreseeable future, brands will remain under pressure to reformulate with better-for-you ingredients,” they concluded.

That future is here, and the current “clean” trend in foods, beverages, and supplements remains strong and influential-but which ingredients are viewed as “clean” in the energy products market? According to suppliers and their customers, “clean” refers primarily to four types of ingredients: 1) caffeine from “pure,” natural, and organic sources; 2) botanicals and their extracts; 3) low-glycemic sweeteners; and 4) slow-release, recognizable carbohydrates.

As the stimulant identified in coffee, black and green teas, and chocolate, traditional caffeine has long been a player in the energy-ingredient field. What’s new to the game is what suppliers and brands alike call “clean caffeine.” Caffeine sources considered “clean” include yerba mate, whole coffee fruit, organic roasted coffee beans plus medium-chain triglycerides (MCTs), and guayusa. The following products represent some developments in the clean-caffeine market.

Mamma Chia brand founder and CEO, Janie Hofman, defines her energy drinks’ “clean caffeine” as “the naturally occurring, organic energy sources of our organic yerba mate and organic green coffee bean. It is devoid of any harsh chemicals found in many energy drinks on the market.” The company’s new Organic Clean Energy Beverages contain 90 mg of this “natural” caffeine per serving, she says.

FutureCeuticals (Momence, IL), supplier of Coffeeberry Energy extract, gleans its “clean caffeine” from the whole coffee fruit (or coffee “cherry”), the company’s Corporate Communications and PR Manager Vicki Gawlinski shares.

“The coffee beans are on the inside of the whole coffee fruit,” she explains. “The outside of the fruit is referred to as ‘cascara,’ which in Spanish means the skin or husk of the coffee fruit. In conventional coffee production, the green coffee bean is removed and is roasted for coffee, while the cascara is typically discarded. Coffeeberry Energy, on the other hand,” Gawlinski continues, “is our proprietary combination of organic caffeine and unique polyphenols from the whole coffee cherry-cascara plus bean.” The extract delivers 70% standardized levels of caffeine, she adds, plus the benefit of chlorogenic acids found in the cascara, and is applicable to energy drinks, coffees, teas, protein drinks, dairy and dairy-alternative beverages, and waters.

Wonder Fuel coffee-favor energy drink likewise features a potentially better-for-you caffeine ingredient, in this case from organic roasted coffee beans. In its coffee-favored version, Wonder Fuel combines 90 mg of caffeine from organic coffee with 7 g of organic coconut medium-chain triglycerides (MCTs). “The way MCTs are metabolized-providing long-lasting cellular energy-makes the caffeine effect become smoother, longer lasting, and without the typical crash,” the company told 

 via spokesperson Tana Siebold, Orca Communications Unlimited.

According to Wonder Fuel, the concept of combining caffeine and MCTs originated in Nepal, where tea was served with MCT-containing yak butter to lend the person drinking it additional energy and stamina in the high altitudes of the Himalayas.

Applied Food Sciences (Austin, TX), an ingredient supplier, is capitalizing on the clean-caffeine movement via its Amatea guayusa extract, which it markets as an energy-conferring ingredient. Guayusa, a caffeinated leaf of the holly species 

 that grows in the Amazonian regions of Ecuador and Peru, is described by Applied Food Sciences as “one of the most exciting new ingredients in energy.”

Guayusa’s polyphenol makeup, the supplier explains, includes the antioxidants found in green coffee beans, including chlorogenic acids, plus the catechins found in green tea. The company’s own research has found that its Amatea guayusa extract “was able to regulate the release of epinephrine, a key part of the fight-or-flight adrenal response, upon caffeine ingestion,” says Applied Food Sciences’ creative director Brian Zapp, resulting in a less-jittery, smoother caffeine buzz for the consumer.

In addition to its “clean caffeine” and antioxidant components, guayusa has “a very pleasant taste profile” and “a refreshing sweetness,” Zapp says, thanks to its relatively low level of tannins and, therefore, lack of astringency. The ingredient lends itself to functional-beverage and sports-nutrition applications, he adds.

Likewise, Lisa Kim, director of digital marketing for beverage company Runa, reports that her brand’s “clean energy drinks” provide 150 mg of natural caffeine from brewed guayusa leaf, which is more than is offered by yerba mate, but without any of that same bitterness or astringency mentioned by Applied Food Sciences’ Zapp.

Consequently, Kim explains, no artificial ingredients or sweeteners need to be added to Runa’s energy beverages to mask bitterness. “The guayusa leaves are grown and harvested by Ecuadorian farmers who own the land,” she says. “Runa pays a fair-trade price for the leaves, which are brewed like tea into a concentrate. Then we add natural and organic flavors and carbonated water. Some flavors also include organic cane sugar.” She adds that formulating other energy drinks based on other caffeine sources is “more complicated.”

As evidenced by some of the ingredients highlighted above, the appeal of a variety of botanicals credited with boosting energy in the consumer and perceived as “natural” remains strong. Director of R&D for Draco Natural Products (San Jose, CA), Brien Quirk, confirms that his clients’ demand for energy-conferring botanicals for food, beverage, and supplement applications is high.

“We have numerous project requests all the time both in the United States and internationally,” he says, citing Asia as a particularly big market. “The growth has been amazing, and it continues to be the most sought-after application we get requests for.” Green tea with caffeine is one botanical ingredient in which he sees “strong customer interest” for energy-conferring products, as well as astragalus, rhodiola, reishi, schisandra, ginseng, eleuthero, and goji berry. “Most of these are the main energy-tonic herbs described in traditional Chinese medicine as being ‘qi’ or ‘chi’ tonics, a term which designates them as supporting vital energy,” Quirk says.

The company blends its energy-conferring botanicals in various combinations it calls “Action Synergized Formulas,” which, Quirk claims, “have overall better efficacy than standalone herbs.” One such formulation contains naturally occurring nitrates from beets and celery, along with nitric oxide–stimulating herbs such as notoginseng. (Quirk points to a 2016 study published in 

that suggests that enhancing a person’s nitric oxide levels with beet juice can “significantly increase exercise endurance and oxygenation for an overall increased energy effect,” he says.)

Draco is also involved with a coffee-based product that includes MCTs “plus a metabolism-stimulating, insulin-sensitizing omega-7 palmitoleic acid and omega-9 lipid-rich oil specially processed from egg yolk, called Yolk Oil,” Quirk reports. He says that delving into omega-7 fats is a new direction for the company and an area that is generally underappreciated. Palmitoleic acid can increase fat metabolism and insulin sensitivity, he says, “which relate directly to energy production.”

Another newer energy product featuring botanicals is InnoBev’s WakeUp, developed with the Technion-Israel Institute of Technology and the Weizmann Institute of Science (also in Israel). The daily-dose shot includes extracts of guarana, 

, elderberry, and FruitUp (a low-glycemic-index fruit syrup), and was developed in part as a response to the “growing [complaints] expressed against the high-caffeine, high-sugar energy drinks,” according to Eli Faraggi, cofounder and CEO of InnoBev.

The company says the product “improves alertness and cognitive performance for at least 120 minutes with minimal caffeine, no heart-rate effects, and no tolerance effect over time,” and Faraggi cites a small study published in the 

Carbohydrates have gotten a bad rap over the years, earning a reputation for contributing to weight gain, diabetes, and crash-and-burn energy dips. Suppliers such as Beneo (Morris Plains, NJ) and Ingredion (Westchester, IL), however, have formulated carbohydrate-based ingredients for nutrition brands looking for “clean,” low-glycemic-index carbs to incorporate into their functional foods and beverages.

Beneo’s Palatinose (isomaltulose) is a non-GMO carbohydrate made from sugar beets, President Jon Peters says. He describes it as “fully digestible” and “slow release.” This low-glycemic-index (32) ingredient, at a concentration of 4 kcal/g, provides the same amount of energy as sucrose; “however,” Peters adds, “because of its stable molecular makeup, this functional carbohydrate is digested more slowly and delivered in a sustained way to the body’s cells.”

Ingredion’s Sustra 2434, another slowly digested carbohydrate, was just recently launched in September of 2017. Containing corn starch and tapioca flour and best suited for cold-pressed-bar and smoothie applications, this ingredient is “clean-label, gluten-free, easy to formulate with, and certified in conformity with Ingredion’s TrueTrace program for non-genetically modified ingredients,” says Patrick Luchsinger, marketing manager, nutrition, for Ingredion Inc. “This starch blend has been scientifically shown to effect a lower glycemic index and steadier blood-sugar levels over an extended period, leading to balanced, long-lasting energy.” He adds that there has been a lot of interest in and sampling of the ingredient by customers, who are now testing it out in formulations.

Cleaner, More Natural, “Better For You”

Beverages, snacks, and supplements formulated to increase and sustain energy in the consumer are clearly following the larger industry trend of “cleaner,” more natural, better-for-you ingredients. As consumers of all ages-and particularly Millennials- become ever more adept at using Internet sources and social media to further their health education, inform themselves, and share what they’ve learned within minutes via large-scale online platforms, brand managers and suppliers should respond with products perceived as more natural, healthful, and clean.

Conventional energy drinks, snacks, and supplements remain popular, but “cleaner,” “more natural” versions are occupying a greater portion of new product launches.

Energy Products Using Wide Range of Natural and Organic Ingredients

Nutricosmetics, also sometimes called “beauty foods,” are meeting growing demands for convenient, proactive tools for looking youthful longer. These beauty products combine elements of functional foods, dietary supplements, and cosmetics. The majority of nutricosmetics in the market are nutritional supplements designed to support the structure and function of the skin. Nutricosmetic ingredients include micronutrients such as vitamins with antioxidant properties, as well as omega-3 fatty acids, carotenoids, and flavonoids to protect the skin from damaging ultraviolet light. There are also products for hair and nail care, with more mainstream beverages starting to tout claims related to these areas.

Nutricosmetic sales are growing globally. While the more established market is in Asia, growth is actually stronger in North America and Western Europe, where aging populations are looking to maintain health, including appearance, into later life.

dietary supplement market is still small. According to Innova Market Insights data, just under 2% of global dietary supplement launches recorded in 2017 were specifically targeted at hair, skin, and/or nail health, up from 1% of product launches five years previously. In Asia, unsurprisingly, nutricosmetic launch activity is higher, accounting for nearly 3% of the region’s supplement launches in 2017. The United States was well below the global average, by comparison; just 1% of U.S. supplement launches targeted hair, skin, and/or nail health. Still, this percentage is an improvement over the 0.6% share that such supplement launches had in the U.S. in 2012.

Imedeen was probably the first global nutricosmetic brand to come to market. The brand was developed in the late 1980s in Scandinavia and is available globally today. The company’s range of skincare tablets was promoted as working from within to nourish the deep layer of skin “untouched by traditional creams and lotions.”

One of the most recent entrants to the U.S. nutricosmetic market is direct marketer Avon, which launched its Espira range of health and wellness supplements in early 2018. The line is segmented into Restore, Boost, and Glow sub-brands, with the Glow range focusing on hair, skin, and nail care and featuring key ingredients such as antioxidants, biotin, vitamin C, and collagen peptides. The Glow range includes an AM Protect product for protecting skin and building healthier hair and nails, as well as a PM Restore product, a powdered mix to support better skin and nail quality in just 30 days.

Many nutricosmetic launches focus their marketing on skin, hair, and nail health and avoid mentioning the term 

specifically, perhaps in order to reduce the risk of challenges over claims. There are some products, however, that do feature beauty in their names. One example is Viatal’s Better Beauty supplement, which is launching this fall.

Finally, there is ongoing interest in developing more mainstream food and drink products with a beauty positioning, although Japan is the only part of the world where this is really an established part of the market. Beauty food and drink launches have been largely confined to the dairy and beverage categories. In the U.S., activity is highest in beverages. Oftentimes, these are soft drinks, particularly juice-based lines, that offer a range of active ingredients targeting a variety of health concerns, one of which is maintaining beauty and skin health.

In the U.S., ingredients used in beauty drinks have mainly been vitamins, minerals, and high-antioxidant botanical extracts. In the tea-based drinks market, products often promote a high antioxidant content, but instead of making specific beauty-related claims, these products rely on consumer awareness of the relationship between antioxidants and antiaging properties in areas such as skin, hair, and nail health.

Plant-based waters and juice drinks have seen a high level of nutricosmetic activity, with launches such as Botanic Water’s 100% Plant-Based Rose Water for “multifunctional hydration,” purification of toxins, and improvements to skin texture. Meanwhile, Bonafide Prairie’s Glow Drinkable Veggies + Bone Broth includes collagen, protein, and nutrients from whole organic vegetables, while Lakewood Organic’s Cold-Pressed Super Veggie Juice claims to keep eyes and skin healthy, as well as promote normal cell growth.

In the hot-beverages category, herbal and fruit teas are leveraging their natural image and traditional health associations. Recent launches include the mainstream Tetley brand with its Tetley Glow Pineapple & Citrus Herbal Infusion containing vitamin B7 for glowing skin, as well as Bigelow Tea’s Bigelow Benefits Radiate Beauty Blueberry & Aloe tea, which also features rosehips, acerola, and elderberries.

Outside of Asia, the beauty food and drinks market is still in its infancy, but is increasingly being driven by the growing number of customers, primarily women, who want to maintain or achieve a youthful and beautiful outward appearance. The “beauty from within” concept is now more widely recognized and, along with interest in antiaging products in general, is driving demand among all age groups.

Innova Market Insights is your source for new-product data. The Innova Database (

) is the product of choice for the whole product-development team, offering excellent product pictures, search possibilities, and analysis. See what food manufacturers are doing around the world: track trends, competitors, ingredients, and flavors. In today’s fast-moving environment, this is a resource you cannot afford to be without.

Are Nutricosmetic Supplements Ever Allowed to Make Sun Protection Health Claims?

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However, nutricosmetics’ share of the overall dietary supplement market is still small.

Nutricosmetic Sales Are Growing Globally, Ranging from Pills to Beauty Food and Drinks

The worldwide prevalence of cardiovascular diseases, coupled with the proactive wellness practices increasingly adopted by consumers today, are driving demand for dietary supplements with proven benefits for cardiovascular health.

Astaxanthin is an extremely potent antioxidant, and its unique chemical properties make it an ideal ingredient for heart health supplements. There is a growing body of scientific evidence supporting the benefits of astaxanthin for heart health, including reduced oxidative stress and inflammation, improved lipid profiles, and better blood flow.

Cardiovascular diseases (CVDs) have become one of the primary health concerns worldwide. Every year, disorders of the heart and blood vessels take the lives of 17.7 million people, accounting for a staggering 31% of all global deaths.

 This number is projected to reach 23.3 million by 2030

 due to population aging and unhealthy lifestyles. CVDs are equally alarming when it comes to their financial burden. The cumulative economic losses from CVDs in low- and middle-income countries from 2011 to 2025 is estimated at $3.76 trillion.

Given these sobering statistics, it is not surprising that cardiovascular health is an important topic for consumers of dietary supplements. In the past three consumer surveys measuring consumer attitudes towards dietary supplements conducted by the Council for Responsible Nutrition (CRN; Washington, DC), heart health ranked number six or higher among the reasons why Americans take supplements.

A powerful antioxidant that is attracting a lot of interest in the heart health category is astaxanthin, a naturally occurring carotenoid (organic pigment) sourced from the microalgae 

In nature, astaxanthin is produced by microalgae as a defense mechanism against harsh environmental conditions. For humans, astaxanthin is a powerful dietary supplement that can provide a superior nutritional advantage.

Due to its unique chemical properties, astaxanthin is regarded as one of the most powerful natural antioxidants known. It is 6,000 times more powerful than vitamin C, 100 times more powerful than vitamin E, and five times more powerful than beta-carotene in its ability to trap energy from singlet oxygen.

In practice, this means that a higher dosage of these other antioxidants is required per serving-around 1000 mg of vitamin C, and 20-40 mg of lutein, for example-to equal the antioxidant capacity of astaxanthin.

Antioxidants like astaxanthin help to counteract the damaging effects of reactive oxygen species (ROS), promoting a healthy oxidative balance. Simply put, an antioxidant is a molecule stable enough to donate an electron to a ROS and neutralize it, thus reducing its capacity for damage. Due to its ability to combat ROS, astaxanthin can play an important role in support of cardiovascular health.

The Link Between Oxidative Stress and CVD

The overproduction of ROS can have harmful effects on many important cells and tissues in the body. It is estimated that each cell in the body forms more than 20 trillion of ROS per day through normal metabolism, and each cell in the body is believed to be attacked by these reactive molecules 10,000 times per day.

 While the body produces its own antioxidants to keep ROS under control, this natural defense system grows weaker as we age and may also be compromised due to certain nutritional and lifestyle choices.

The damage caused by ROS is called oxidative stress and it is a key contributor to CVD.

 In particular, oxidative stress has emerged as a common mechanism in atherosclerosis

, a disease in which plaque builds up inside blood vessels. Atherosclerotic plaque rupture is a common reason for CVDs such as stroke and myocardial infarction.

 A recent review of oxidative stress–mediated atherosclerosis

 concluded that avoiding elevated ROS levels or increasing antioxidant capacity are considered key strategies for the prevention and treatment of atherosclerosis.

How Astaxanthin Supports Cardiovascular Health

Research has shown that astaxanthin can reduce oxidative stress and inflammation, improve lipid profiles, and promote better blood flow.

Supplementation with astaxanthin has been shown to support a healthy oxidative balance in groups at elevated risk of CVD. A 2014 study with postmenopausal women

, for example, concluded that this group could benefit from supplementing with astaxanthin. Additionally, research has demonstrated the benefits of astaxanthin in fighting obesity-induced oxidative stress in overweight young adults

 and in women with an increased oxidative stress burden.

Like oxidation, inflammation is an established process contributing to CVD.

 and animal studies, astaxanthin has been shown to reduce markers of inflammation.

 A 2013 study on human vein cells found that astaxanthin inhibits the production of the inflammatory biomarkers involved in endothelial dysfunction and CVD.

Elevated levels of LDL (“bad”) cholesterol combined with low levels of HDL (“good”) cholesterol increase the risk of CVD.

 For instance, research shows that the oxidation of LDL in the blood has a significant role in the development of atherosclerosis.

Astaxanthin has been shown to help support a healthy lipid profile. A 2010 human study on the effect of astaxanthin on dyslipidemia (an excess of LDL and other lipids in the blood) found that supplementation decreased levels of triglycerides, a lipid that has been shown to increase the risk of CVD. The same study also demonstrated that astaxanthin significantly increased levels of HDL cholesterol.

Astaxanthin also offers additional support for cardiovascular health. For example, its antioxidative and anti-inflammatory properties can significantly shorten blood transit times.

 Several studies have also indicated potential to lower blood pressure2, and a recent meta-analysis concluded that it has a minor glucose-lowering effect.

As populations continue to live longer, new strategies to support healthy aging become increasingly important. Astaxanthin’s scientifically proven benefits mean it has enormous potential in the maintenance of cardiovascular health.

There is a solid scientific foundation supporting the case for astaxanthin as an effective ingredient for heart health supplements. Studies continue to consistently indicate positive results for astaxanthin’s ability to reduce oxidative damage and inflammation as well as to provide additional heart health benefits such as improved blood flow. Furthermore, it is safe, natural and can be sustainably produced, adding to its consumer appeal globally.

Tryggvi StefÃ¡nsson, PhD, is science manager for algae-ingredients supplier Algalif (Reykjanesbaer, Iceland). StefÃ¡nsson has a PhD in microbiology and genetics from ETH Zurich in Switzerland. He joined Algalif in early 2014 and, since 2015, has led the company’s R&D and scale-up department as science manager. Among other responsibilities, StefÃ¡nsson’s department oversees the continuous optimization of algae-cultivation parameters.

Algalif Astaxanthin Gains Novel Food Status as Ingredient Gains Traction in Europe, North America, and Asia

First Astaxanthin Product Debuts with Natural Algae Astaxanthin Association Verification Seal

World Health Organization (2017). “Cardiovascular Diseases (CVDs) Fact Sheet.”â¨

Visioli F et al. “Astaxanthin in cardiovascular health and disease: mechanisms of action, therapeutic merits, and knowledge gaps.” 

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Astaxanthin Is a Heart-Health Ingredient with Growing Science

Just like a wedding photographer or a landscape architect, a nutritional ingredient can gain a real market advantage when it specializes. Look no further than the carotenoid lutein, which may come closer than any other to being a household name thanks to its widely publicized-and even more widely substantiated-association with ocular health.

And yet the more we learn about just how embedded-

-lutein is with healthy vision, the more evidence we uncover that its benefits redound elsewhere. And that should open up eyes to lutein’s benefits well beyond its traditional base of-let’s be honest-older fans.

As Brian Appell, marketing manager for OmniActive Health Technologies (Morristown, NJ), puts it, “Right now, lutein’s primary driver is consumers concerned about age-related conditions like macular degeneration. But new studies on lutein are showing that it has benefits in other fast-growing categories, like brain health, sports nutrition, skin health, and sleep. This new science is expected to increase demand in different consumer segments.” And it should signal a bright future for lutein and those who use it.

Ceci Snyder, MS, RD, global vision product manager, human nutrition & health, Kemin (Des Moines, IA), shares Appell’s bullishness. “The more you know about lutein, the more amazed you are at its potential to help at all ages,” she says. “Based on the number of new products that cross age groups and body systems, interest in lutein beyond eye health is growing.”

That’s growing lutein’s sales, as well, with the ingredient’s global take expected to rise at a CAGR of 6.3% from 2017 to 2022, topping out above $350 million by the end of that timeframe, according to a report

But despite lutein’s spread into untapped systems and need states, its calling card remains its reputation for ocular support. For it’s here, Appell says, where “the science on lutein is most well established.”

What that science tells us is that of the 600-plus carotenoids found in nature, only three-lutein and the zeaxanthin isomers RR-zeaxanthin and RS (meso)-zeaxanthin-congregate in the eye, forming a protective layer in the macula, a structure located in the rear of the eye that’s responsible for clarity in the direct field of vision.

But while the macula is the part of the retina most involved in high-level visual performance, it’s also the part most susceptible to photo-oxidative damage as a result of its continual exposure to high-energy light-particularly light with a wavelength in the blue portion of the spectrum.

And this is where lutein and zeaxanthin-collectively known as macular carotenoids-come in. As Appell explains, they “play two primary roles in the eye.” One, they quench the free radicals that flood the eye subsequent to photo-oxidation. And, two, they filter some of the high-energy blue-wavelength light that causes the most damage. Given these defensive actions, Appell concludes, “the more macular carotenoids you can build up in the macula, the greater the protection for the eye and ability to see clearly.”

How this plays out with respect to cataracts and age-related macular degeneration (AMD)-present in its advanced stage in 2.1 million Americans age 50 and older and likely to affect one in 10 Americans by the time they turn 80, according to the National Eye Institute of the National Institutes of Health

 showed that in subjects with the lowest dietary intake of lutein and its carotenoid cousin zeaxanthin, supplementation with the two macular pigments reduced the risk of progression to advanced AMD by 26% above the effects of the supplement formula used in the earlier AREDS study, which didn’t include lutein and zeaxanthin. In the dietary supplements industry, lutein and zeaxanthin are most often commercially sourced from the marigold flower.

“Based on that study,” she says, “the National Eye Institute recommended adding 10 mg lutein and 2 mg zeaxanthin to the AREDS formula.” Study results also show that subjects supplementing with both lutein and zeaxanthin saw a significant reduction in risk of progression to cataracts or cataract surgery compared to those who took no lutein and zeaxanthin

While the role of lutein and zeaxanthin in the AREDS results has been shaping opinions and interventions vis-Ã -vis eye health for years, Appell notes that “there’s new science on how the macular carotenoids can protect against the more immediate effects of exposure to high-energy blue light.”

This matters because blue light is a primary emission product not only of electronic device screens-think laptops, mobile phones, and even old-fashioned televisions-but of now-ubiquitous LED and compact-fluorescent lights, as well. And, says Shaheen Majeed, worldwide president, Sabinsa (East Windsor, NJ), supplier of lutein-plus-zeaxanthin ingredient ZeaLutein, “Studies have shown that higher exposures to blue light is damaging to your eyes-particularly to the retina.”

“In this digital era,” Majeed continues, “as people spend considerable time every day with their devices, they’re experiencing the eye fatigue, eye strain, and headaches collectively termed ‘computer vision syndrome.’ The problem arises from uninterrupted focusing on a computer or mobile display for a prolonged period. And though it’s temporary in nature, it can seriously influence visual acuity in the long run.”

Fortunately, research shows that the higher the level of macular pigment optical density (MPOD)-which Snyder describes as “a measure of lutein and RR-zeaxanthin status in the eye”-the greater the protection against excess blue light.

, which explored how macular carotenoids can protect against the effects of the blue spectrum, found that supplementing with OmniActive’s Lutemax 2020 (containing 20 mg lutein and 4 mg RR- and RS-zeaxanthin) yielded a statistically significant decrease in symptoms of computer vision syndrome, including an almost 30% reduction in eye strain, eye fatigue, and headache frequency.

“These study results,” he says, “have implications across all age groups and offer a simple, effective solution to protect the eyes from daily exposure to digital screens.” And because most people don’t consume enough lutein and zeaxanthin from natural sources like green leafy vegetables, supplementation, he says, “is the only way to get sufficient levels of these important nutrients.”

Snyder agrees. “Consumers might not be aware of the connection” between screen time and downstream deleterious effects. But lutein suppliers are getting the message out. “Based on the prevalence of digital devices and the likelihood of continued use even after learning about blue light,” she adds, “we see opportunities for brands to develop products for all demographic profiles.”

“Vision will always play a big role in the lutein market because-well, vision loss is a top concern, and the macular carotenoids are critical components in protecting eyes,” Appell says. “The challenge has been bridging the importance of lutein to a younger consumer who isn’t necessarily supplementing to prevent a condition like AMD.”

With supplier efforts like clinical research and marketing campaigns, he continues, “We’re seeing the momentum build as consumers understand how lutein and the macular carotenoids help protect not only their eyes well into old age, but also how it can have more immediate effects that [these consumers] want to address.”

Take improved cognition. Turns out that lutein’s ability to promote eye health underscores how it helps nearby structures in the brain. As Snyder explains, “The connection between the proximity of retinal tissue, the optical nerve, and brain tissue allows for brands to explain the similar role that lutein plays in different parts of the body.”

Indeed, “Lutein’s role in the brain is an exciting area of growing research,” she says. “Observational studies

 provided the foundation for interest, such as looking at the relationship between MPOD and temporal processing speed as a marker of central nervous system health.”

Last year saw publication of results from two intervention studies

 showing, respectively, that Kemin’s FloraGLO lutein and ZeaONE natural zeaxanthin ingredients support neural response and blood flow to specific areas of the brain in healthy older adults, and that supplementation with the two carotenoids 

improves cognitive function in healthy older adults

 as measured by complex attention and cognitive flexibility.

Appell points to a study showing that subjects taking OmniActive’s Lutemax 2020 supplement exhibited higher levels of brain-derived neurotrophic factor (BDNF), a protein that participates in neuroplasticity-“the ability to grow and differentiate the growth of neurons,” he says-as well as in learning, memory, and cognition. The 

Lutein, Vision, and Mental Acuity II (LAMA II) study

 also showed the supplement’s effects on lowering cortisol levels, which are associated with stress, by 50% and in producing higher scores on subjects’ health-status questionnaires.

Just as lutein collects in the macula to protect it against the effects of photo-oxidation, it’s selectively deposited in the skin to perform a similar service.

 to examine the role of Lutemax 2020 in skin health and found that supplementation with 10 mg for 12 weeks “demonstrated a rare combination of benefits,” Appell says: increases across the board in overall skin tone, lightening, and elasticity, and an increase in the minimal erythema dose (MED), a measure of how much UV light is needed to elicit a burn response. A higher MED means greater sun protection. And unlike other carotenoids, Appell says-think beta-carotene-Lutemax 2020 doesn’t produce carotenoderma, the supplement-induced yellowing of the skin.

“Consumers are looking for whole-body approaches to skin and beauty, as with collagen and similar supplements,” Appell says. “Even though this is a new category for lutein, it’s unique because it addresses some of the big concerns consumers have-skin tone and sun protection, to name a few. This is a major benefit for the beauty-from-within category.” And it’s a major benefit to consumers who are discovering all that lutein can do.

The Blue-Light Message: Explaining the Benefits of Lutein and Zeaxanthin

Lutein and Zeaxanthin Benefit Young and Old Alike

Tomato, Rosemary, and Lutein May Play Synergistic Role in Promoting Eye Health, Study Finds

“Lutein Market by Form (Powder & Crystalline, Oil Suspension, Beadlet, Emulsion), Source (Natural, Synthetic), Application (Food, Beverages, Dietary Supplements, Animal Feed), Production Process, and Region - Global Forecast to 2022.” MarketsandMarkets, December 2017.

“Age-Related Macular Degeneration” information page. 

Age-Related Eye Disease Study 2 Research Group. “Lutein + zeaxanthin and omega-3 fatty acids for age-related macular degeneration: the Age-Related Eye Disease Study 2 (AREDS2) randomized clinical trial.” 

Research on lutein continues to unveil benefits for eye health as well as in emerging interest areas like brain and skin health, expanding its consumer base from old to young.

June 2018 Issue