The next time you see young parents pushing a baby carriage down the street, you may want to check before congratulating them on the birth of their new child-it could very well be a dog. Today’s 20- and 30-somethings are spending and doting on their “fur babies” like new moms and dads, and even considering them as practice for the real thing. They dress them in clothes, bring them everywhere, and, yes, seek out the highest-quality foods and wellness products for them. And this is great news for pet nutraceutical ingredient suppliers and brands.

“The state of the pet health market as a whole is on the rise because of the overwhelming growth in the number of Millennial pet owners” who are willing to loosen their purse strings for high-quality food and nutritional supplements, says Jon Getzinger, chief marketing officer at Puris (Minneapolis, MN). In fact, according to Nielsen Product Insider, demand for high-quality premium pet food has boosted sales dramatically, with annual pet food household spending increasing 36% between 2007 and 2017.

 Looking ahead, the global pet supplement market is expected to expand at a CAGR of about 5% between 2018 and 2026, says Research and Markets.

“I’ve been in this industry since 1999, and I would say that the industry is stronger now, and the growth more dynamic and robust, than I’ve ever seen it,” says National Animal Supplement Council president Bill Bookout. “The changes in society being more conscience of what we eat, like GMOs, as well as a focus on the importance of nutrition, exercise, and health in general-all of this is fueling growth in the human area and then in the pet area.”

Bookout says that tried-and-true ingredients in the pet space, like chondroitin and glucosamine, remain popular. In fact, he adds, 20% of the ingredients on the market make up 80% of the demand for products. So there are still some big players that are and always have been on pet owners’ radars.

That said, trends in the human supplement market are trickling into the pet supplement arena, opening the door for new and interesting ingredients and research.

According to Packaged Facts’ most recent “Pet Supplements in the U.S. report,” digestive-health supplements have joined joint-health supplements as the most commonly purchased condition-specific supplement types among dog owners, with 13% of buyers purchasing them. Digestive-health supplements actually surpassed their joint-health counterparts among cat owners, with 7% and 5% purchasing these types, respectively.

“Digestive support is a priority for pets, as it is not uncommon for dogs or cats to experience episodes of spontaneous vomiting, regurgitation, flatulence, and diarrhea,” says Sam Michini, vice president of marketing and strategy at Deerland Probiotics and Enzymes (Kennesaw, GA). “In both dogs and cats, many studies have shown that a healthy population of gut bacteria is vital to a well-functioning gastrointestinal tract.” And, as pet owners understand the importance of a healthy microbiome for themselves, they are looking to support the same in their pets. According to Michini, strains known to benefit dogs include 

, “which has been shown to improve frequency and quality of stools in dogs with sensitive digestive systems,” he adds.

Enzyme ingredients represent yet another digestive-health category heavily in demand for pets. Michini says popular enzymes for pets include protein-digesting protease, bromelain, and papain; fat-digesting lipase; carb-digesting xylanase, cellulase, beta-glucanase, amylase, and glucoamylase; and pancreatin (a combination ingredient).

Joint health has always been a popular category for pet supplements. “Since joint pain is one of the most prevalent issues for pets, joint-health products are commonly sought after by pet owners,” says Andrew Rice, director of product and brand strategy at Stratum Nutrition (Carthage, MO). The downside? “Many joint-health ingredients that have been on the market for some time take several weeks to work-if they work at all-which is displeasing for pet owners.” That’s why his company’s NEM brand eggshell membrane is piquing the interest of pet supplement brands and shoppers alike. According to Rice, NEM’s results can be seen in just one week.

Collagen is yet another joint-health ingredient that’s incredibly popular in the human supplement market and making its way to the pet aisle. “Lonza’s UC-II undenatured type II collagen, which forms part of the increasingly popular super-premium pet food category, helps to enable mobility, flexibility, and healthy joints,” says Kevin Owen, global business development, companion animals, for Lonza Consumer Health and Nutrition (Morristown, NJ).

It’s no surprise, also, that pet owners are also seeking out weight-control ingredients. No, Millennial pet parents haven’t completely gone off the deep end-healthy weight often means less stress on joints. And, for that, Lonza offers its weight-management ingredient Carniking L-carnitine.

“L-carnitine helps the animal’s body to metabolize and convert dietary fat into energy, enabling more effective fat utilization,” Owen explains. “Lonza’s Carniking L-carnitine ingredient, for instance, has been shown to help maintain lean muscle mass in active dogs, while also aiding recovery after exercise.” Last year, the ingredient was granted a U.S. patent for use in pet food at a dose of 250 mg/day.

The ingredient has also been shown to help with energy, another category seeing growth in the human and pet supplement aisle. In four canine research studies, Lonza says, Carniking was shown to improve exercise performance, activity, lean muscle mass, muscle recovery, and oxidative stress during strenuous exercise.

But no discussion of performance-pet or otherwise-is complete without touching on protein. Getzinger says that pet brands are moving towards more high-protein products, and away from grains, just like in the human market. “Pulse proteins and pulse starches and fibers have been a strong portion of pet diets over the last decade,” he says, “but consumers are always looking for the next best thing.” For Getzinger, this means a shift towards sustainable, regenerative, and ethically sourced ingredients (yet another trend that’s trickling in from the human side), such as those from the pea. “Puris pea starch is one of the newest products being offered, alongside our protein line,” he adds. “Peas are unique because they have the ability to not only provide nutritious food for people and pets, but they provide nutrients to the soil” as they pull nitrogen out of the air and pack it back into the earth-which leaves the terrain healthier than before they were planted.

According to National Animal Supplement Council president Bill Bookout, hemp cannabidiol (CBD) represents the most innovative and exciting newcomer to the pet supplement market. Here, he tackles some of the most pressing questions facing the industry.

Q: Why is hemp oil in demand right now for pet owners?

A:  Like many trends on the companion animal side, they tend to follow those established on the human side. People make the assumption, sometimes wrongly, that what is good for them may also be good for their dog, cat, or horse. This is not always the case, and an example would be [the cannabinoid] tetrahydrocannabinol (THC) toxicity in animals where the response or sensitivity levels would be different than people’s. That’s why I always recommend buying a product from a quality company experienced with these types of products specifically marketed for animals.

Q: What are some of the concerns with using CBD or hemp oil in pet supplements?

A: Very simply, I think the two greatest concerns right now are the regulatory uncertainty and opportunistic suppliers getting into the market who want to make a fast buck. As I have said about all supplements, there are two things that are always true. First, cheap products are generally cheap for a reason; quality costs money, and you usually get what you pay for. Second, companies that make claims that sound too good to be true probably are. If you see a company with a product claiming to help cancer, arthritis, Cushing’s syndrome, seizures, etc., or implying potential benefits for treating or preventing any disease, the company is irresponsible. Don’t buy their product. They are in violation of the law and should be a concern to all responsible members of the industry.

Q: Where should supplement brands and manufacturers look for the most updated information on this topic?

A: This particular topic is a very fluid and dynamic environment. Many people have opinions but the fact is no one really knows what the final pathways for marketing these products will look like until FDA gives us all more definitive guidance. [Recently resigned] FDA Commissioner Dr. Scott Gottlieb indicated this guidance may take two to three years to be developed, and Congress may further consider the issue as well. The legal blogs usually do a pretty good job of presenting the current facts; however, opinions here still vary. My best advice is to get information from multiple credible sources and not rely on any one particular opinion.

Nielsen Product Insider. “Trends in Pet Care Mirror Those of Pet Owners.” Published April 26, 2018.

Research and Markets. “Global Pet Supplements Market, 2018-2026 - Rising Endorsements of Pet Supplements by Veterinaries.” Published June 14, 2018.

Articles

More and more shoppers want their pets to have the same high-quality, cutting-edge ingredients found in human supplements.

For humans, now pets: Pet-health supplement ingredients

Beauty may be only skin deep, but so is collagen. And without this structural protein’s contribution to our dermal matrix, much of what we consider beautiful about skin-its tautness, its smoothness, its elasticity-would slip away.

So it makes sense that collagen may be one of the most important ingredients to include in beauty formulations, topical or ingested.

But getting U.S. consumers to see the beauty, so to speak, in collagen won’t happen overnight, as the perception persists that collagen is mainly a joint- and bone-boosting ingredient. Only with a focus on science, efficacy, and innovative delivery-and perhaps with a reputational lift from Asia’s trending nutricosmetic scene-can we effectively push collagen more firmly into our own beauty mainstream.

There are plenty of reasons to be bullish on collagen. As Frank Engel, global market development manager for Peptan, Rousselot (Mukwonago, WI), puts it, “Collagen is the leading driver for innovative beauty products due to its long, established reputation on the global nutricosmetics market”-a market, he adds, that’s set to rake in an estimated $7.5 billion by 2024.

And collagen’s nutricosmetic reputation is hardly a matter of hype, for not only is it one of the most ubiquitous proteins in the body; it’s a fundamental component of skin’s very architecture.

Fully 70% of skin’s dry mass is collagen, which-along with the glycosaminoglycan hyaluronic acid (HA) and the protein elastin-form a network that keeps skin elastic and hydrated. As Susan M. Piergeorge, MS, RDN, LDN, a nutritionist for NeoCell (Irvine, CA), says, “You can think of collagen as a type of internal mesh of strands sewn together within your tissues and organs that provide structural support.”

Of collagen’s more than two dozen “types”-categorized by their size, function, and amino acid makeup-type I, and to a lesser extent type III, appear to participate most in maintaining skin’s health and appearance. Indeed, Engel notes, type I collagen accounts for three-quarters of our bodies’ dermal structure.

But beginning in one’s twenties, Engel continues, “The skin cells known as fibroblasts that are responsible for collagen production become less active.” Further, crosslinking of collagen fibers, often in response to oxidative assault or exposure to compounds known as advanced glycation end products (AGEs), renders the fibers stiff and less functional. The upshot, says Engel, is that the collagen matrix “progressively disintegrates, leaving the skin dehydrated, thinner, and prone to wrinkles.”

While some degree of collagen deterioration is inevitable, it by no means need be unstoppable, as the track record for collagen supplementation bears out-or, more accurately, as the track record for supplementation with collagen peptides-the short, highly digestible, bioactive byproducts of collagen hydrolysis-bears out.

Collagen peptides send specific signaling messages to connective tissue cells, Engel explains, and “one of those messaging functions sends a false signal to the body that collagen degradation has occurred, activating the synthesis and reorganization of new collagen fibers.” Production of HA and elastin also upregulate in response to these signals. A clinical study awaiting publication found that daily consumption of Rousselot’s branded Peptan collagen peptides increased dermal collagen density, reduced perioral and periocular wrinkling, strengthened hair, and made pores less visible.

It’s no accident that the study obtained its results via oral supplementation, for despite the prevalence of topically applied collagen products, “recent scientific evidence confirms that the highest efficacy comes when collagen is ingested orally,” says Heather Arment, marketing coordinator, North America, Gelita (Sergeant Bluff, IA).

Not currently the Western norm, oral supplementation with nutricosmetic collagen is de rigueur in Asia, and one could argue that supplementation’s effectiveness has made collagen a trusted ingredient in that part of the world.

“In Japan and China, collagen is widely popular and has long been praised for its rejuvenating and antiaging properties,” Engel notes. And though collagen’s standing in the U.S. still rests on its sports nutrition benefits, “that perception is starting to shift and consumers are becoming more aware of collagen’s beauty-from-within properties,” he says.

Arment agrees. “Although Japan leads the way in the field of beauty care and foods containing collagen, this trend is spreading quickly in the U.S. and Europe, as evidenced by the staggering upward growth of U.S. collagen-based beverages, foods, and supplements,” she says.

Engel’s noticed the same uptick, and he thinks it makes sense, as such products “offer on-the-go and portable solutions for consumers leading hectic lifestyles and looking for maximum convenience to maintain their skin.” He’s seen his company’s own peptides appear in everything from bone broths and on-the-go soups to low-carb bread-in-a-mug, breakfast smoothies-even collagen waters and dark chocolates.

Piergeorge also points to collagen waters, as well as creamers and gummies, as products that “stand out, as they provide new use occasions for consumers to take collagen on the go and personalize their beauty routines even further.” To make that possible, her company supplies collagen types I and III in powdered, gummy, and chew form, as well as in tablets and liquids that combine the peptides with antioxidant vitamin C.

That collagen can show up in such a panoply of applications testifies to its practicality. Notes Paula Simpson, nutricosmetics formulator and founder, Nutribloom Consulting (New York and Toronto; 

), “Collagen is a versatile and stable ingredient that can be formulated into various product forms, added to beverages and water, and even cooked with to reap its health and beauty benefits.” Its neutral sensory characteristics, ease of use, and noticeable results when taken regularly, she believes, have helped it “succeed as a go-to ingredient for both manufacturers and consumers.”

Collagen also enjoys some cachet as a prestige ingredient thanks to its frequent appearance in posh “K-” and “J-beauty” products from Korea and Japan. Piggybacking on that renown, Piergeorge says, “Many other beauty brands are including it in a variety of different forms that help enhance beauty and skincare routines.”

Engel wagers that nutricosmetic companies can grow the category even further-and further boost collagen’s image-by “looking to expand their portfolio through cobranding with well-respected, established collagen brands.”

Douglas Jones, global sales and marketing manager, BioCell Technology (Irvine, CA), agrees. “We’ve really seen the rise of branded ingredients,” he says. And for good reason. “The value a branded ingredient brings to the formulator, marketer, and, ultimately, the consumer is supply-chain visibility: you know where your ingredient is coming from. And in our case, you not only know where it’s coming from, but you also know the clinical trials and the benefits you can expect. It’s typical that premium products are those with ingredients that have the science behind them.”

Piergeorge suggests beauty brands leverage collagen science “to create premium collagen products with other beauty-enhancing ingredient blends that address prevailing beauty concerns. Beauty brands should then educate consumers on the benefit of collagen and drive awareness through marketing efforts.”

Regardless of branding or positioning, Simpson concludes, “We know collagen works. Depending on the form or source used, any supportive ingredients, marketing claims, research backing-all these factors will determine the ‘prestige’ of the product in the market. And I think collagen will be here for a long time within the healthy-aging and beauty categories.”

Global Industry Analysts Inc. “Increasing Emphasis on Oral Supplements for Maintaining and Enhancing Physical Appearance to Drive Growth in the Nutricosmetics Market.” Published March 2018.

Campos MP et al. “Oral intake of collagen peptides for the improvement of skin and hair aging: a clinical study using non-invasive imaging techniques and evaluation of mechanical properties.” Submitted for publication (2019).

And why getting U.S. consumers to see the beauty, so to speak, in collagen still won't happen overnight.

Collagen: Why collagen is today’s most popular nutricosmetic ingredient

Chocolate consumers are becoming more discerning. This, in turn, is steering the business of chocolate companies. A good example is the increase in dark chocolate SKUs from brands trying to meet consumer demand for refined flavors and more wholesome ingredient decks.

“Total U.S. chocolate candy market sales have seen a slight compound annual growth rate over the past six years, which can be attributed to product premiumization,” explains Gretchen Hadden, marketing communications manager for Cargill Cocoa & Chocolate North America (Milwaukee, WI). “As many consumers are becoming increasingly health conscious, indulgent consumption has become more about quality over quantity, with consumers gravitating towards gourmet chocolate in order to really make the moment count. Dark chocolate, which often in the eyes of consumers holds some cachet amongst other chocolate varieties, is often at the center of the premium chocolate space.”

Among consumers, dark chocolate has a healthier halo because it often has less sugar compared to milk or white chocolate, and a higher cacao content which not only offers a unique flavor profile, but also perceived health benefits. Health food bloggers often tout dark chocolate’s rich antioxidant content, among other benefits. Additionally, a dark chocolate product allows for a smaller ingredient deck.

“You’re seeing higher levels of consumers looking for ‘free from’ products,” says Laura Bergan, director of marketing for Barry Callebaut (Zurich, Switzerland). “Consumers are more than ever looking at ingredient decks, the backs of labels, to determine what’s in their products, what kind of allergens are in there, and how clean the ingredient deck is.”

At the same time, says Bergan, consumers don’t want to sacrifice flavor. Chocolate is still a treat, an indulgence, and they’re willing to pay up for quality. “We’re starting to see a split within the market of premium vs. value, and a lot of food companies are choosing that premium route, looking for premium solutions and offering those to their consumers,” she explains.

As Hadden points out, for consumers these days, it’s more about quality than quantity. Suppliers are taking notice, too. Cargill, for example, recently closed on its acquisition of Smet, a Belgium-based supplier of chocolate and sweets decorations to the food service and confectionery markets. With the acquisition, Cargill hopes to provide product portfolio and services to artisans and chocolatiers, bakeries, hospitality businesses, and food service industries, as well as accelerate growth in the gourmet segment.

Barry Callebaut, for its part, has released a unique premium chocolate called Ruby Chocolate, which Bergan says meets multiple consumer need states no other chocolate has met before.

“Ruby really hit the area of extreme indulgence. There’s not a chocolate that existed before it that really met the hunger for a multi-sensorial delight,” explains Bergan. The chocolate is the result of 10 years of research and development. It is sourced from a cocoa bean that delivers a fresh berry–fruitiness, smoothness in flavor that is not bitter nor too sweet, and a ruby color, without added flavors or color, which also meets demands for clean label. Because it’s a rather novel product, it’s still awaiting regulatory approval in the United States, but has launched globally in Shanghai, China, and was used in a Kit Kat SKU exclusive to Japan. In the U.S., Ruby Chocolate is being piloted by three premium brands-Chocolove, Harry & David, and Vosges-though they are yet unable to call it chocolate before approval from FDA.

“Eating chocolate has become more of an experience,” says Hadden. It’s clear that consumers will continue to chase unique experiences and challenge suppliers and manufacturers alike to continue innovating.

Consumers are demanding more from their chocolate and willing to pay up for quality.

Healthy chocolate?

Traditional energy drinks like Monster, Rockstar, and Red Bull have long dominated the energy products space. These first-generation energy products, the darlings of adrenaline junkies everywhere, gained notoriety through smart marketing partnerships with major athletic events and by appealing to a youthful demographic with hip and cool marketing campaigns.

But energy products are no longer just for twenty-something college students. Penny Portner, director of marketing for Bioenergy Life Science (Ham Lake, MN), says that energy products have grown up and are expanding in ways that allow these products to offer more than just a caffeine boost.

“A lot of brands are creating cross-functional products, while others are adding natural ingredients or reducing sugar and caffeine,” Portner says. “Too much sugar and too much caffeine were obvious health concerns [with traditional energy products]. These newer products are either going caffeine-free or are using alternative, natural sources of caffeine like ribose and green tea.”

Portner points to Bioenergy Life Science’s branded ribose supplement as evidence of this trend. Rather than hitting the consumer with a megadose of caffeine, Bioenergy Ribose provides consumers with exogenous ribose, the building block of ATP.

As consumers seek healthier energy alternatives, expect the energy products category to present opportunities for market growth and product innovation. Here are just some of the trends driving the energy market.

The energy products industry is no longer just about energy. Julie Deustua, PR and events manager for Compound Solutions (Carlsbad, CA), says that energy products are now turning toward additional functional concerns instead of merely adding more and more caffeine.

“The trend is toward a maximum of about 200 to 300 mg of caffeine,” Deustua says. “Products are layering mood and focus on top of energy. There’s also organic caffeine and adaptogens like cordyceps and ashwagandha for the natural crowd.”

Deustua says that Compound Solutions’ branded energy products TeaCrine and Dynamine are quite popular among biohackers and gamers, two consumer groups who are looking for a long-lasting energy boost. Functional energy, she says, is the cool new kid on the block.

Says Deustua: “After 20 years of Monster and Red Bull, the market has finally innovated beyond just ‘energy’. Mood, motivation, and focus is the new white space.”

Millennials Seek “Grown-Up” Energy Drinks

Millennial consumers have long been the prime audience for traditional energy drink brands like Monster and Red Bull. A press release by Mintel noted that 61% of Millennials consumed energy drinks in 2015, up from 55% the year prior. Millennial consumers-and Millennial men in particular-have long been the face of energy drinks, and Mintel notes that two-thirds of older Millennial consumers believe that energy drinks and shots are good alternatives to coffee and sodas.

 Mintel is forecasting that the United States energy drinks/energy shots market will reach $19.2 billion in sales by 2021, a 47% increase over 2016.

Brian Zapp, creative director for Applied Food Sciences (Austin, TX), says that 18- to 35-year-old males are a key demographic for energy product brands. Millennial consumers, he says, are also the same consumer base that is driving industry-wide changes.

“It’s important to observe that as this core consumer base matures, they will need ‘grown-up’ energy products that also fit with their values,” Zapp says.

Energy products and ingredients are undergoing an evolution. Zapp says that a large subset of energy product consumers don’t trust the artificial ingredients in mainstream energy drinks. By substituting artificial and unrecognizable ingredients with known ingredients like coffee and tea, he says, energy brands can leverage consumer familiarity to build trust.

“The image of energy is quickly changing into what is being identified as ‘clean energy,’ and even the largest companies are trying to evolve to stay on top of this trend. AFS has a core set of ingredients within the clean-energy category…over the last three years, AFS has been studying 

 in depth to research its nootropic functionalities.”

 is a sweet-tasting caffeinated leaf of the holly species that grows in the upper Amazon basin in Colombia, Ecuador, and Peru and is related to yerba mate 

. Zapp says that guayusa is just one of many clean-label ingredients that make up what Applied Food Sciences calls “the next generation of caffeine.”

“The largest area of use for guayusa is in beverages,” Zapp explains. “Our branded Amatea organic guayusa extract targets the modern workforce and even gamers-consumers who need a premium energy experience that boosts cognition.”

One emerging trend in the energy supplements space is the trend toward jitter-free products. Zapp says that Applied Food Sciences is pursuing research into the nootropic aspects of various botanical ingredients in order to provide the consumer market with better alternatives to caffeine. Caffeinated products, he says, come with a price: The jitters.

“When caffeine is metabolized, the adrenal medulla releases the fight-or-flight hormone epinephrine,” Zapp says. “So the side effects of caffeine resemble the same feelings of nervousness or anxiety that are triggered when the body is under stress. We all know what that feels like, [that feeling] after you’ve had one too many cups of coffee.”

Zapp says that guayusa leaf extract presents a unique new opportunity in energy supplements: A boost without the jitters. He cites the results of a double-blind crossover clinical trial

 published in 2016 that examined the effects of guayusa leaf extract. In this trial, 12 healthy men between the ages of 21 and 34 were randomly assigned in a block-6 design to receive 200 mg of caffeine sourced from green coffee extract (n=4), the same amount of caffeine sourced from guayusa leaf extract (n=4), or a synthetic control (n=4). Three visits were scheduled at least 48 hours apart, and the participants crossed over to a different condition after each visit. The participants were assessed for serum caffeine levels, blood pressure, heart rate, and urinary levels of serotonin, GABA (gamma-aminobutyric acid), dopamine, epinephrine, norepinephrine, and glutamate.

This trial, which was funded by Applied Food Sciences, found that guayusa leaf extract did not cause any statistically significant changes in serotonin, dopamine, norepinephrine, or GABA levels. The study authors concluded that caffeine sourced from guayusa leaf extract may have fewer or less intense adrenaline-related side effects when compared to synthetic caffeine and caffeine sourced from green coffee extract.

Energy product brands have started branching out into the cognitive performance market to appeal to biohackers, gamers, and busy working professionals. Deustua says that brands are now adopting ingredient blends that boost cognition by working directly in the brain as well as by leveraging the gut-brain connection.

“[Brain-oriented energy products are] using ingredients that hit the [central nervous system], but also stimulate a cognitive symphony of serotonin, dopamine, and acetylcholine,” Deustua says. “A separate segment that has been taking off is the low-carb energy segment-particularly, beta-hydroxybutyrate. This segment has seen exponential growth, and formulators are repurposing existing ingredients into nootropics products.”

Bioenergy Life Science’s Portner says that energy product brands would do well to simplify their marketing efforts. Nutritional factsheets are confusing, she says, and it’s not always easy for consumers to understand what they’re getting.

“There are just too many options out there,” Portner says, “and many of those options are too similar. So consumers either choose the brand they know, or they spend time reading nutritional facts until they find what they want. Brands need to simplify their formulations to be clean and unique.”

Deustua says that the energy market is increasingly moving online and direct-to-consumer, particularly where powders are concerned. Distribution and cooler space issues are making ecommerce solutions like Amazon more attractive options for energy brands given the lower overheads associated with online sales.

Consumers’ lives are getting busier and more complicated by the day. Long work hours, active family lives, and all manner of personal obligations encroach on their time and energy. As mainstream consumers turn to supplements and nutritional products to enable them to keep up with the busy pace of modern life, they will undoubtedly turn to healthier options that don’t leave them feeling jittery and nervous. Expect cross-functionality and different consumer subsets to open up a variety of verticals in the energy space in the future.

Mintel. “Safety concerns haven’t slowed energy drink consumption for U.S. parents.” Published online May 28, 2015.

Caballero M. “Energy’s evolution: It’s a huge category. But where do energy drinks go next?” 

Krieger DR et al. “The safety, pharmacokinetics, and nervous system effects of two natural sources of caffeine in healthy adult males.” 

As consumers seek healthier energy alternatives, the energy products category is finding opportunities for market growth and product innovation.

Energy: Five trends driving healthy energy products

The antioxidant market is rapidly growing, and this growth is driving important changes in the way antioxidant ingredients are formulated and marketed. Lower manufacturing costs and higher consumer demand for natural products are expected to ultimately drive the global antioxidant supplement market to a USD $4.5 billion valuation by 2022, up from USD $2.9 billion in 2015, per Allied Market Research.

As this market growth opens up new opportunities for antioxidant brands and manufacturers, expect consumer needs and ingredient research to influence how brands will successfully develop and market antioxidant supplements. Here are just some of the ways that the antioxidant market-and antioxidants themselves-are evolving.

Resveratrol Performs Unique Functions among Antioxidants

David Tetzlaf, senior marketing manager at Evolva (Reinach, Switzerland), says that resveratrol is unique among antioxidants in that it targets a number of proteins and has mechanisms of action beyond just preventing oxidation. Tetzlaf points to recent studies that confirm resveratrol’s role in activating mitochondrial biogenesis and increasing bone density. Evolva’s Veri-te resveratrol ingredient, he says, is ideally positioned to meet consumer demand for antioxidant ingredients that also have a broader impact.

Says Tetzlaf: “Preclinical and clinical studies have documented a number of direct protein activity improvements. Resveratrol targets SIRT1 (sirtuin 1) and AMPK (adenosine 5’ monophosphate-activated protein kinase), for example, which are both important factors in healthy aging. AMPK is also one of the main gatekeepers involved in cellular glucose uptake. Other studies emphasize further protein interactions such as activation of nitric oxide synthase. These additional functions make resveratrol a unique ingredient in a crowded field of other antioxidants.”

Researchers are still unraveling the many ways that resveratrol affects human health. At an event called the Resveratrol 2018 conference in Xi’an, China, it was announced that resveratrol has vasoactive properties that can stimulate cerebrovascular function and reduce the perception of pain. Tetzlaf says that resveratrol may also have bearings on gut health and oral health, as it exhibits selective antibacterial properties that make it desirable for such targeted applications.

Tetzlaf says that while consumer awareness of antioxidants is high, the broad array of products on the market can be confusing. He notes that the affluent baby boomer market in particular is looking for more specific solutions around the wellness concerns that matter most to them, and are searching for clinical evidence to back up product claims.

Shaheen Majeed, president, worldwide, of Sabinsa (East Windsor, NJ), says that resveratrol may hold promise as an exercise supplement due to its antioxidant properties. He cites the results of a Sabinsa-sponsored study involving Sabinsa’s branded resveratrol ingredient, Resvenox. The study

, a double-blind, placebo-controlled clinical trial, followed 16 healthy young adults for four weeks and tracked their mitochondrial performance during low-intensity exercise. Participants received either 1000 mg of Resvenox and 20 mg of BioPerine brand piperine (n=8), or a matching placebo (n=8), daily for the duration of the trial. Participants completed three sessions of submaximal endurance training per week, focusing on the wrist flexor muscles in the participants’ non-dominant arms. Participants’ dominant arms were used as a control for the training effect.

The study authors tracked mitochondrial capacity using near-infrared spectroscopy and found statistically significant differences in mitochondrial capacity between the resveratrol/piperine group and the control group. The resveratrol/piperine group saw a 40% increase in mitochondrial capacity, relative to a 10% increase in the control group. Neither group exhibited changes in mitochondrial capacity in the untrained arm. 

While consumers are already quite familiar with antioxidants in their traditional applications, Majeed says that increased clinical substantiation is motivating further market diversification. “Antioxidants neutralize free radicals and prevent damage to cells. But recent research suggests that antioxidants may have more profound and specific effects on the body than was previously thought, playing a significant role in aging, immune support, eye health, joint support, and blood sugar support. Because of this increased understanding, antioxidant supplements are more personalized and targeted than ever before.”

Lycopene Gains More Validation as a Skin Health Supplement

Antioxidants in general are seeing broad acceptance in the mainstream and alternative health and wellness communities. Golan Raz, head of the global health division at Lycored (Secaucus, NJ), says that antioxidants enjoy an important benefit: Simplicity.

“Consumers feel knowledgeable enough about antioxidants to add these ingredients to their diets,” Raz says. “We’re also seeing an interesting expansion in the kinds of delivery systems being used, with bars and beverages often utilized as delivery platforms.”

Lycored recently reported the results of a newly published clinical trial

examining the efficacy of Lycoderm, Lycored’s carotenoid-rich tomato nutrient complex with rosemary extract. The study found that supplementation with the nutricosmetic Lycoderm supported skin’s resilience to UV rays. The randomized, double-blind, placebo-controlled multicenter study included 149 healthy volunteers who were randomly assigned to take either Lycoderm or placebo for 12 weeks, followed by a five-week washout phase. Results showed that supplementation with the tomato nutrient complex significantly protected subjects against UVB-induced erythema formation compared to placebo. It also protected against UVB-induced upregulation of interleukin-6 and tumor necrosis factor-alpha when compared to placebo.

Consumers Turn to Lutein for Antiaging, Cognitive Health

An aging baby boomer population and a growing knowledge economy workforce have created demand for supplements that preserve cognitive health and general vitality. Ceci Snyder, global vision product manager for Kemin (Des Moines, IA), says that lutein’s role as an antioxidant makes it ideal for branding and positioning in these verticals.

“Consumers are becoming more engaged and motivated to improve their health,” Snyder says. “An aging population of baby boomers eager to stay active, younger Americans looking for healthier dietary choices, and a growing knowledge of how antioxidants work are all driving growth in antioxidants.”

Snyder also notes that cognitive health is a growing area of consumer interest for antioxidants. Consumers are looking for brain health supplements with a proven track record, and high-quality clinical trials will give consumers confidence that they’re opting for supplements that work.

For instance, “Cognitive health is an exciting area of new research with [Kemin’s branded] FloraGLO lutein,” Snyder says. “In one randomized, double-blind, placebo-controlled clinical trial, increased macular pigment optical density was found to be related to improved visual memory, complex attention, and reasoning ability.”

 Snyder references followed 51 healthy young adults between the ages of 18 and 30. Subjects received 10 mg of FloraGLO lutein and 2 mg of zeaxanthin per day (n=37) or a matching placebo (n=14) for 12 months. The participants were assessed for serum lutein and zeaxanthin concentration, verbal memory, visual memory, reasoning ability, executive function, complex attention, and cognitive flexibility at baseline and after 12 months. After controlling for practice effects, the researchers found a statistically significant improvement in cognitive performance in the experimental group.

The clean-label trend has penetrated the antioxidants niche, particularly with respect to vitamins. Consumers-specifically Millennial consumers-are looking for more than just the lowest-price brand.

Saumil Maheshvari, marketing analyst for Orgenetics (Brea, CA), says that antioxidant vitamins are going up-market. “The antioxidant market may be following suit with the vitamin/mineral category, moving down the whole-food and USDA-organic route. The reason for that could be the increasing consumer awareness about clean labels and clean supply chains.”

Maheshvari says that consumers have started connecting the dots regarding antioxidant research and are looking for ways to supplement a diet that may not be very rich in antioxidants. As the antioxidant space continues to grow, Maheshvari expects consumer education to become a priority.

“One of the challenges of marketing antioxidants is that there are so many different types,” he says. “These antioxidants can have different effectiveness, and the use of ORAC values has been up for a bit of a debate. It depends on which antioxidant is prevalent in the product, as different antioxidants may have different properties.”

Orgenetics has followed the clean-label trend with its own products. Orgenetics’ branded Orgen line of vitamin-based antioxidant supplements has been standardized to ensure a consistent dosage, and the company uses water-based extraction to avoid contaminating ingredients with harmful solvents or excipients.

One product category that antioxidants may not have traditionally been considered to occupy is bone health, which is what makes data on antioxidant ingredients like resveratrol so exciting. New research is also showing that certain vitamin E antioxidants can help promote bone health in a variety of ways.

Anne Trias, product director for American River Nutrition (Hadley, MA), says that while alpha-tocopherol vitamin E has long been prominent in the antioxidant space, the other family of vitamin E ingredients, tocotrienols, are now showing even more promise for a variety of applications. Delta-tocotrienol, in particular, Trias says, appears to be the most bioactive of the vitamin E group.

Says Trias: “Antioxidant studies have found that tocotrienols are much more potent antioxidants, by about a factor of 50, than alpha-tocopherol. Of the tocotrienol isomers, delta-tocotrienol is the most active due to its preferable molecular makeup. Delta-tocotrienol isn’t a common vitamin in the Western diet, but a high concentration of it can be found in annatto, a plant whose extracts are used for food coloring.”

American River’s branded DeltaGold tocotrienol ingredient has been shown in studies to be particularly effective as a bone health supplement. One randomized double-blind placebo-controlled clinical trial

 followed 87 postmenopausal women (average age 60) with lower-than-average bone density for 12 weeks. Participants were randomly assigned to receive either 860 mg (n= 30) or 430 mg (n= 29) of DeltaGold brand tocotrienol per day, or a 430 mg placebo made from olive oil (n= 28), for 12 weeks. Study authors measured participants’ bone mineral density, vitamin D concentrations, and thyroid-stimulating hormone concentrations at baseline, week 6, and week 12. The study found that tocotrienol supplementation decreased bone resorption and improved bone turnover rate. The authors hypothesize that tocotrienol’s osteoprotective effects may be a result of its antioxidant properties.

Trias says that antioxidants have become synonymous with antiaging given that many aging processes are linked to oxidative stress. Older consumers, she says, are a strong market for antioxidants: “A 2018 consumer survey commissioned by the Council for Responsible Nutrition showed that 78% of adults over age 55 take dietary supplements, and the main reasons for supplementation included bone health, heart health, and healthy aging. Antioxidants play a role in all three of these categories, and older adults are likely to turn to formulations addressing these concerns first.”

Expect the industry trends that have influenced other popular ingredient markets to continue changing the antioxidants market as well. Tetzlaf says consumers are looking for two things from antioxidant brands: Honest marketing and an easy-to-use format. Consumer demand for transparency will mean clean-label brands will perform best, while busy lifestyles will open up opportunities for convenient product formats like powders, gels, and stick packs. Antioxidants play many roles in human health, but consumers are looking for solutions to specific problems, which means product positioning and specificity matter.

Sidebar 1: Polyphenols Boost Antioxidant Reserves in Healthy Adults

Polyphenols have long been known to have 

 antioxidant capabilities, but their efficacy 

 was called into question 10 years ago, when certain research indicated the human body synthesizes enough polyphenols on its own to meet most people’s wellness needs.

 Now, though, new research has demonstrated that polyphenol supplementation does indeed boost plasma antioxidant levels in healthy adults. A randomized, placebo-controlled, double-blind crossover trial

, first reported in an October 2018 press release by Fytexia (Vendres, France) on the company’s unique Oxxynea polyphenol ingredient blend, showed that polyphenol supplementation increased antioxidant defense and reserve capacity. This makes polyphenols a potentially important supplement for adults who may not eat enough fruits and vegetables in their diet.

Poor Consumer Diets Create Market Opportunities

Laure Nogier, marketing project manager for Fytexia, says that changing consumer lifestyle habits are opening up opportunities for supplement brands in the antioxidant space. Fruits and vegetables are the richest dietary source of antioxidants, Nogier says, particularly in the case of polyphenols. But with most consumers eating less than the World Health Organization’s daily recommended intake of 400 grams of fruits and vegetables, most consumers aren’t getting enough polyphenols from diet alone to meet their antioxidant needs.

“Knowledge of phenolic compound metabolization and bioavailability has helped us develop an innovative formula for bioactive polyphenols within the main sub-families of phenolic compounds,” Nogier says. “The concept of [supplement-to-whole-food] equivalence is a friendly concept for consumers that helps them meet their dietary needs, which is why Oxxynea 5-a-day is recommended at a dosage of 450 mg per day to equal five servings of fruits and vegetables.”

Nogier says antioxidants are gaining popularity for a number of reasons. Consumers are looking for health maintenance products that can fend off free radicals accumulated by any number of daily lifestyle factors, such as pollution, UV exposure, or lack of physical activity. Nogier notes that word

is well understood by consumers, and a number of brands are now narrowing focus on particular kinds of antioxidants like polyphenols, which appeal to an audience looking for plant-based solutions.

Sidebar 2: Studying Antioxidant with Physics

The worlds of nutrition and physics are about to collide as researchers examine antioxidants from both angles. Recently, Osaka University professor Kazuo Kobayashi (Osaka, Japan) conducted a series of experiments that involved using a linear electron accelerator, or LINAC, to shoot electrons at water molecules, causing the molecules to produce free radicals. Kobayashi said in a press release that his experiment has proven that LINACs are a valuable tool for biological research, and this opens up new avenues of study for biologists and other professionals who research antioxidants for a living.

Prasad E. “Antioxidants market by type, natural (Vitamin A, Vitamin B, Vitamin C, and Rosemary Extract), synthetic (butylated hydroxyanisole, butylated hydroxytoluene, and others) – Global opportunity analysis and industry forecast, 2014-2022.” Allied Market Research. Published online December 2016.

Polley KR et al. “Influence of exercise training with resveratrol supplementation on skeletal muscle mitochondrial capacity.” 

Applied Physiology, Nutrition, and Metabolism,

Groten K et al. “Tomato phytonutrients balance UV response: results from a double-blind, randomized, placebo-controlled study.” 

Renzi-Hammond LM et al. “Effects of a lutein and zeaxanthin intervention on cognitive function: A randomized, double-masked, placebo-controlled trial of younger healthy adults.” 

vol. 9, no. 11 (November 2017): 1246-1258

Shen CL et al. “Tocotrienol supplementation suppressed bone resorption and oxidative stress in postmenopausal osteopenic women: A 12-week randomized double-blind placebo-controlled trial.” 

Starling S. “Veteran researcher: Polyphenols don’t work as antioxidants 

but…” Nutraingredients.com. Published online July 11, 2010.

“Fytexia launches a new grade of Oxxynea supplying clinically proven bioavailability and demonstrated efficacy in counteracting oxidative-stress

” Fytexia website. Published online October 18, 2018

Obayashi S. “Electron accelerators reveal the radical secrets of antioxidants.” 

EurekAlert/American Association for the Advancement of Science. 

Consumer needs and new ingredient research are influencing how brands successfully develop and market antioxidant supplements.

Antioxidant research update: Polyphenols, resveratrol, lycopene, lutein, and tocotrienols

 applied mainly to things we ate-or, like supplements, swallowed in pill or powder form. But lately, says Ramon Luna, marketing coordinator, Ecuadorian Rainforest (Clifton, NJ), “Store shelves are lined with more than just natural foods and supplements. There are natural cleansers, shampoos, body-care products, and more.”

And it makes sense: Given the inordinate energy we spend vetting what goes 

 our bodies, shouldn’t we devote the same scrutiny to what goes 

So with consumers “shopping more scrupulously,” as Luna puts it-even for ostensibly surface-level lotions and potions-“they’re more aware of what they use on their bodies, and they’re realizing that instead of using chemicals, they can rely on natural products to get the look they desire.”

The upshot: These are boom times for botanical beauty and plant-based personal care. And as suppliers refine their crop of botanical ingredients, the benefits both to consumers and to brands promise only to grow.

“Natural, sustainable, and plant-based beauty is taking a major stake hold in the market today,” declares Paula Simpson, nutricosmetics formulator and founder, Nutribloom Consulting (New York and Toronto; 

). “Plant-based and botanical ingredients are a natural fit within this category.”

Of course, botanical ingredients have been standard in personal care since before it was even a category. So if you thought those green bottles of Clairol Herbal Essence were a throwback, consider that “we’ve relied on plants and botanicals for thousands of years to promote health and vitality, manage chronic conditions, and contribute to skin and beauty regimens,” Simpson says.

The difference is that science is finally catching up to the folklore, elucidating how whole-plant or isolated phytochemical actives work “either systemically or topically for natural beauty,” Simpson continues. “From large classed groups like carotenoids and polyphenols-with their effects on oxidative stress, inflammation, epigenetics, or even the microbiome-to isolated actives that target a specific mechanism of action, botanicals offer a multitude of benefits and a variety of claims that both nutricosmetic and natural skincare products can capture.”

Even better, contemporary extraction and processing methods are improving ingredient quality, stability, and effectiveness, while granting consumers the transparency they prize. That’s giving botanical beauty ingredients more than just a cosmetic role in…err, 

As Shaheen Majeed, president worldwide, Sabinsa (East Windsor, NJ), puts it, “Though botanical ingredients have been included in modern beauty products for years, they were present mostly in small amounts as ‘claim’ ingredients-people liked that the botanicals were there, so the ingredients helped sell the product.”

Now “there’s been a shift toward using botanicals as performance ingredients because they deliver benefits,” Majeed continues. “This advance happened as technology evolved to process them into stronger actives and to measure performance, thereby demonstrating benefits.”

Contemporary purification and standardization methods for natural ingredients also ensure performance consistency, too, Majeed adds, “which is important with a botanical that can vary from season to season.”

We also better understand how botanical ingredients act on skin, hair, and nails-enabling brands to fine-tune formulations to target benefits.

In most cases, says Brien Quirk, director of R&D, Draco Natural Products (San Jose, CA), a botanical’s mechanism of action produces “a physical effect, such as moisturizing or enhancing the skin’s barrier function. But at a deeper level, the bioactive phyto-compounds exert effects on cell signaling and at the genetic level to modify inflammation, protein synthesis, cell growth and division-rejuvenation-and, ultimately, cell longevity.”

Majeed adds that some nutricosmetic beauty botanicals help inhibit formation of advanced glycation end products (AGEs), which research implicates in exacerbating myriad age-related ills, including those that weaken skin. Meanwhile, other ingredients stanch free-radical and singlet-oxygen-induced lipid peroxidation and prevent the fragmentation and degradation of collagen and elastin fibers.

Applied topically, Majeed says, “Botanical extracts can even skin tone and provide antiaging properties by inhibiting tyrosinase enzyme and melanin production”-responsible for darkening skin-“and can protect cells from harmful UV radiation, act as antioxidants, improve hydration, and promote synthesis of fibrous proteins in the dermis.”

So are consumers better off ingesting beauty botanicals, or letting them work from the outside in?

“Beauty ingredients applied topically show more immediate effects compared to ingestion, which is more subtle and takes time,” Majeed says. “The activities are different. Oral ingredients are taken in milligrams, whereas for topical application they’re used in percentage levels.”

Ultimately, given that visible signs of aging like wrinkles and sagging skin result from both extrinsic and intrinsic factors, Majeed recommends a tag-team approach of topical application and ingestion to supply the optimum “synergistic potential compared to using either alone.”

And what’s next for botanical beauty? “Lately we’ve seen requests for multi-botanical formulas that deliver more therapeutic aspects, addressing such conditions as itchy scalp, hair loss, and antioxidant skin protection,” Quirk says. “Antiaging seems still to be trending strongly-probably never will let up-and moisturizing is always essential.”

Whatever perks consumers seek, they’ll likely keep looking for them in the garden. As Majeed says, “People like naturally derived ingredients, and they also like products that work. With today’s botanicals, they can have both.”

Read on to see which beauty botanicals experts think are sitting pretty.

Those of us who get our five-a-day of fruit know how good apples, peaches, pears, and the like are for our insides. But Quirk points to “exciting developments with fruit-derived polysaccharides” that hint at benefits for our outsides, too.

“We know that fruit extracts, such as apple, pineapple, peach, apricot, jujube, and goji berry, have high levels of pectin-based polysaccharides that are good at locking in moisture because of their enormous, complex honeycomb molecular structure,” he explains. These compounds are water-based and leave no oily sheen, and can replace synthetics like carboxymethylcellulose and carbomer, too, he adds. “Another good example is from Japanese Elm bark, which has been compared to hyaluronic acid in terms of efficacy.”

The catch: To ensure peak efficacy, water extraction of fruit-derived polysaccharides is best, Quirk says; products made via ethanolic extraction exhibit poor solubility and polysaccharide content.

According to Quirk, the domestic market for botanical beauty still tilts toward topicals-particularly in the absence of sufficient clinical support to breed full consumer confidence in ingestible “beauty-from-within.”

But cannabidiol (CBD), the non-psychoactive cannabinoid found in hemp and marijuana, offers a case study in how botanical beauty ingredients can “code-switch,” so to speak.

“Even though topical use of CBD is mainly marketed for transdermal absorption into systemic circulation for pain relief and calming actions,” Quirk says, “there are growing uses for local topical benefits, like reducing acne inflammation and addressing other inflammatory skin conditions, such as psoriasis and possibly general skin inflammation.”

Brands can also pair CBD with agonists-like those derived from black pepper, clove, and cinnamon essential oils-to support cannabinoid receptors and enhance CBD absorption and activity, Quirk says.

What does insulin response have to do with aging skin? More than you might think.

When the body’s ability to release insulin following a blood-sugar spike flags, levels of circulating sugars remain high. “Increased sugar levels bind to proteins by the process of glycation,” Majeed explains, “and produce AGEs, which in turn damage collagen and elastin.”

Pterostilbene-a stilbenoid compound related to resveratrol and found in the Indian kino tree 

-has been shown to effectively control blood-sugar levels by inducing the pancreas’s beta cells to release insulin.

 That means fewer building blocks for age-promoting AGEs.

Sabinsa’s branded ingredient Silbinol is sourced from Indian kino and standardized to contain a minimum of 90% pterostilbene.

Practitioners of both Chinese and Ayurvedic medicine have turned to the South and Southeast Asian herb 

A look at herbal beauty ingredients, from turmeric to CBD.

Nutritional Outlook Vol. 22 No. 4

For humans, now pets: Pet-health supplement ingredients

Collagen: Why collagen is today’s most popular nutricosmetic ingredient

Healthy chocolate?

Energy: Five trends driving healthy energy products

Antioxidant research update: Polyphenols, resveratrol, lycopene, lutein, and tocotrienols

Beauty botanicals: Which botanicals make promising skincare ingredients?

Paleo Diet: Is the paleo diet here to stay, or a short-lived trend?

Plant protein products need to target flexitarians, not just vegans or vegetarians, new Cargill market research finds

8 biggest caffeine myths