Antioxidants represent a staple category in the dietary supplement market. But there has always been fierce debate about how much consumers really understand about the term 

Plenty of people support the term and believe in its health relevance, and yet others think 

 has lost a lot of its meaning over time.

On a very basic level, Ross Pelton, scientific director, Essential Formulas (Irving, TX), believes the term 

 still resonates well with people. “The generation of free radicals is one of the primary causes of biological aging, and an antioxidant’s ‘job’ is to neutralize excess free radicals,” he says. “For this reason, antioxidants will 

On the other hand, Morris Zelkha, CEO, TriNutra (Ness Ziona, Israel), believes the term 

is too general and not strong enough on its own to create sales. “Consumers are looking for more focused activities, and labels should clearly indicate what the extract is and what it has been clinically researched to do,” he comments.

Marcia da Silva Pinto, PhD, technical sales and customer support manager for Evolva (Reinach, Switzerland), thinks antioxidants have more of a holistic connotation. “Consumers are more aware that the ‘antioxidant’ benefit carries a more holistic meaning because it comprises benefits in several areas such as brain health, skin health, heart health, and, lately, immune health,” she says.

Evolva’s David Tetzlaf, director of marketing, adds his perspectives on this issue. “Data from Innova show that while there is healthy growth in products marketed as ‘antioxidants,’ most manufacturers are introducing products based on health indications, such as brain health, bone and joint health, eye health, heart health, and immune health,” he says. “These health indications are what drive consumers’ online searches or in-store purchases. Therefore, while 

is still relevant as many consumers understand the term, it is not the primary driver of consumer purchases as they evaluate products more holistically.”

Antioxidants have broad appeal because they have been linked to disease prevention and health maintenance, notes Steve Holtby, president and CEO, Soft Gel Technologies Inc. (Los Angeles), who says educating consumers about antioxidants has not been easy because it requires an understanding of cellular biochemistry and physiology.

“Marketers have simply touted that antioxidants help protect the body against oxidative damage caused by free radicals,” he says. “Properly promoting these key nutrients requires taking scientific evidence and presenting it to the consumer in a simple, understandable manner.”

TriNutra’s Zelkha believes the COVID-19 pandemic has increased supplement sales exponentially, particularly products that support immune health—and that consumers may classify antioxidant ingredients in this group. “Consumers are also looking outside of the supplement isle and looking to food, beverage, and even cosmetics with added antioxidants,” he claims.

Elyse Lovett, senior marketing manager, Kyowa Hakko (New York City), has also noticed an uptick in demand for antioxidants that support immune function during this time. “While antioxidants can’t prevent against the virus, I think it’s important to understand that there are ways consumers can maintain or increase their immunity with supplements,” she adds.

Kyowa Hakko manufactures Setria, a branded form of glutathione. Known as a “master antioxidant,” glutathione is found naturally in most cells in the body and can regenerate other antioxidants like vitamins C and E. It, too, offers immunity and detoxification benefits, the company says.

Since the novel coronavirus pandemic unfolded, veteran antioxidants like vitamin C are once again surging in popularity given their connections to immunity.

According to Rob Brewster, president of Ingredients by Nature (Montclair, CA), consumers are looking to do anything that helps them feel more in control of their health, and taking immune support supplements is a way they can do that. “Some antioxidants are even able to function synergistically for better results,” he adds. “Citrus flavonoids, for example, are recognized for their synergistic benefits with vitamin C to improve bioavailability and enhance support against free radical production.”

Soft Gel’s Holtby also believes that antioxidants tend to have more strength together than alone. “Some antioxidants may not have relevant biological activity on their own and they do not work through identical biochemical mechanisms. Together, however, antioxidants constitute an interlinked defense system that protects against diseases associated with oxidative stress,” he says. Holtby also points out that most antioxidants lose their protective power once they have quenched a single free radical. “Five antioxidants—alpha-lipoic acid, the complete vitamin E complex (tocopherols and tocotrienols), vitamin C (in both fat- and water-soluble forms), glutathione, and coenzyme Q10—are unique in their synergistic ability to ‘recycle’ one another into their active antioxidant forms,” he explains. “Selenium, an essential cofactor of the enzyme thioredoxin reductase, and flavonoids are also proven antioxidants in the body’s defense system against oxidation,” he adds.

Bruce Brown, president of Natreon (New Brunswick, NJ), considers antioxidants that support immune health one of the fastest growing markets today. He offers some examples of where he sees potential.

“Many consumers are aware of the benefits of potential immune-boosting properties of vitamin C and elderberry, but there are so many other options that provide immune support along with a variety of health benefits,” he says. “Natreon provides unique adaptogens standardized to bioactives with antioxidant potential. For instance, the bioactives in Sensoril ashwagandha support a healthy immune response and have been shown to reduce everyday stress, improve sleep and the ability to focus—all of which are needed during these unique times.”

He goes on to say that the potent polyphenols in another of the company’s ingredients, Capros amla, used to support healthy circulation, support a healthy immune response. The same goes for the company’s PrimaVie Shilajit, an herb standardized to fulvic acid, a bioactive that has been shown to modulate a healthy immune response, the company says.

Among the notable trends in today’s antioxidant market, Evolva’s Tetzlaf notes higher demand for beauty-from-within products, which often include antioxidants for skin health. For resveratrol products specifically, he says more than 31% of product launches in 2019 featured an antioxidant claim and nearly 20% of those launches were for skin health, which was higher than any other indication, including heart health.

There are, however, some terms that have become turnoffs for consumers, such as 

according to Sam Michini, vice president of marketing and strategy, Deerland Probiotics & Enzymes, (Kennesaw, GA). He insists consumers are turning away from any product shouting that it is “antiaging,” and embracing terms like 

 and that there is a subtle but important difference between these terms. “

 suggest that an individual has more control over how he or she constructs a healthy regimen that addresses the physical, mental, emotional, spiritual, and social,” Michini says.

Finally, as trends have encouraged the idea of adopting healthy, balanced diets, Sevanti Mehta, president of Unibar (Houston, TX), believes the opportunities to supplement a vast array of carotenoid antioxidants has become more possible, especially in replacing synthetic ones with natural versions.

“For the last few years, the food industry has also been making a switch from an abundance of synthetic antioxidants to natural ones,” Mehta points out. “Natural antioxidants are more environmentally friendly and safe and provide a solution for consumers that abstain from synthetic additives. Studies have also shown that natural antioxidants are able to be completely metabolized, in contrast to synthetic.”

A Roundup of New Antioxidant Developments

From 2015 to 2019, the antioxidant category witnessed a 5.7% increase in the number of product launches with antioxidant claims, in-line with the growth of general vitamins and minerals, which grew around 5% during the same period, according to market researcher Innova Market Insights. Helping fuel this growth were several new product introductions and recent research from various antioxidant suppliers.

Solarplast is Deerland Probiotics & Enzymes’ latest antioxidant entrant. An extract of organic spinach, Solarplast is enzymatically enhanced through a proprietary manufacturing process.

“Chloroplasts, such as those found abundantly in spinach and other leafy greens, are organelles within a plant that help it convert sunlight into energy, which helps the plant to grow,” Michini explains. “Chloroplasts in Solarplast contain a natural abundance of antioxidants, energy molecules, and molecular chaperones, and each plays a role in healthy aging by encouraging proteins to fold and refold. Chloroplasts also contain antioxidants that provide the components required to perpetuate the glutathione recycling mechanism (the recycling of spent antioxidants). Solarplast contains all the elements necessary for production and regeneration of glutathione.”

Eevia Health Oy (Seinäjoki, Finland) provides wild-harvested chaga from subarctic forests. Chaga, the company says, has been recorded as the strongest antioxidant ever registered in any natural food, and is particularly regarded for its anti-inflammatory and detoxifying properties. “Our pure, 100%-traceable extract is currently undergoing [ital] 

 models, but we may have novel focus in terms of looking at accumulated effects and total leverage of the product through indirect mechanisms,” says company CEO Stein Ulve. “For instance, any mode of action that promotes translation and activity of endogenous antioxidative enzymes is facilitating exponential antioxidative efficacy. A single enzyme can catalyze tens if not hundreds of thousands of antioxidative reactions, while a single antioxidative molecule can perform only one reaction.”

In 2019, Evolva introduced Veri-Sperse resveratrol, which brings increased bioavailability that is nearly twice as high compared to standard resveratrol, according to a recent human clinical trial. “This innovative product answers consumers’ concerns around bioavailability, in addition to increasing the accessibility of easy-to-take products such as fortified instant powder beverages, on-the-go gels, chocolate bars, and melt-in-mouth powder sticks,” says Tetzlaf. Veri-Sperse resveratrol allows formulators the flexibility and ability to meet rising consumer demand for improved absorption.

And that’s not all. In summer 2020, the company expects to introduce what it calls Veri-te Aqua resveratrol, says Clare Panchoo, vice president of health ingredients at Evolva. Veri-te Aqua is the first water-soluble resveratrol on the market, combining NovaSOL technology from German company Aquanova AG and Evolva’s Veri-te resveratrol. This new ingredient, Panchoo says, will give formulators the ability to develop crystal clear functional beverages, liquid shots, and liquid capsules.

Most recently for HP Ingredients (Bradenton, FL), its ParActin 

 has been revealed to have a new mechanism of action. “Oxidative stress occurs when there are too many free radicals for the body to neutralize,” says CEO Annie Eng. “Prolonged oxidative stress may cause damage to DNA and activates NF-κB, which leads to inflammation.” ParActin’s chief active ingredient, andrographolide, has been shown to create an increase in the Nrf2-Keap1-antioxidant response element (ARE) pathway. Andrographolide increases Nrf2 activity, cleaving it from KEAP1, allowing the body to increase antioxidant proteins and enzymes, such as glutathione, superoxide dismutase (SOD), and catalase (CAT), which leads to a reduction in oxidative stress and inflammation.

Brewster from Ingredients by Nature says the company’s lemon flavonoid blend, Eriomin Glucose, is unlike many others in that its antioxidant ability plays an integral part in helping to properly manage prediabetes as a result of supporting the body’s efforts to normalize blood glucose levels. By addressing oxidative stress and the production of free radicals, Brewster says the blend’s primary flavonoid eriocitrin helps to directly support the pathways that suppress cytokine generation and insulin resistance.

With the release of a new ingredient, Eriomin Esport, Brewster says its lemon flavonoids play an integral role in managing oxidative stress and balancing the level of free radicals in the brain, thereby helping neurons to communicate optimally. “Interest in video games continues to rise, and the trend is seen among all demographics because of their accessibility via smartphone, computer, or video game consoles,” he adds. “Now more than ever, video gamers need health solutions, and antioxidants like citrus flavonoids represent a perfect opportunity to address that demand.”

Natreon’s antioxidants are focused on skin health both topically and via “beauty from within.” In human clinical studies, the company says PrimaVie Shilajit has been shown to support the development and maintenance of skin health. “Internally, PrimaVie Shilajit has been shown to increase collagen synthesis, which is the key structural component of the skin, while externally PrimaVie Shilajit has been shown to improve the surface integrity of the skin,” Brown explains.

NextFerm (Yokneam Illit, Israel) just recently conducted a single-center, open-label, single-dose study on 12 healthy adults. 

analysis of human serum samples showed that Astaferm, the company’s astaxanthin derived from 

offers significant protection against lipid peroxidation, indicating strong antioxidant activity.

Meanwhile at TriNutra, the company has unveiled ThymoQuin, which it says is the first cold-press standardized black seed oil on the market. It is naturally standardized to 3% thymoquinone, which is its key phytonutrient. In addition, the free fatty acid content of ThymoQuin is below 2%, which helps amplify its anti-inflammatory effect, the company says. The product recently received self-affirmed GRAS status, as well as the recent publication of a study demonstrating its beneficial effects on the reduction of blood pressure in healthy adults.

Unibar just launched CapsiClear, which is the first xanthophyllic carotenoid extract to be standardized to 50% capsanthin. “Capsanthin has little to no previous research, but two recent studies show that it has a wide range of benefits for eye health. Carotenoids like lutein and zeaxanthin have shown an ability to improve protection against blue light, but capsanthin has a benefit profile that extends beyond what other carotenoids have displayed,” Mehta says. “When standardized to 50%, capsanthin becomes bioavailable enough to be able to help reduce intraocular pressure via oral administration, which is very unique.”

Soft Gel Technologies offers an exclusive, patented hops resin extract in softgels called Perluxan, which provides natural, fast-acting relief for minor aches and pains, without the side effects commonly associated with prescription anti-inflammatory products. “The alpha acids in Perluxan are potent antioxidants and are effective at both scavenging free radicals and inhibiting the chemical processes that cause oxidation,” Holtby explains. “Extensive laboratory tests have shown that Perluxan consistently exhibits low IC50 values for both Random Scavenging Activity (RSA) and Lipid Peroxidation Inhibiting Activity (LIA), with a strong effect upon copper induced oxidation in LDL.”

“Recent research has also demonstrated that up to 40% of pain-causing biochemicals (e.g., PGE2) in the body come from a non-enzymatic pathway related to free radicals; it is now considered that a viable anti-inflammatory agent should also have antioxidative activity,” Holtby adds.

Articles

Navigating the current market using a healthy dose of hindsight, antioxidants are well positioned to write a new chapter in their next phase of growth.

Antioxidants in 2020: Their next phase of growth

There is no shortage of innovation when it comes to natural sweeteners. Ingredient manufacturers are constantly improving their products and pushing the boundaries of what they can accomplish. Stevia sweeteners are an excellent example, because while they have been associated with certain formulation and flavor limitations, stevia manufacturers have made these concerns practically irrelevant.

“The majority of stevia product launches are new products, not reformulations, so these ingredients are also prompting significant innovation in many product categories, from energy drinks and baked goods to frozen treats and desserts,” says Andy Ohmes, global director of high-intensity sweeteners, Cargill (Minneapolis). “As a result, the market is now seeing expanding product launches featuring low-, no-, or reduced-sugar claims, especially in segments like bakery and dairy products.”

One such innovation is the use of fermentation to produce minor steviol glycosides such as Rebaudioside M (Reb M) and Reb D, which offer a sugar-like sweetness without the perceived bitterness of other steviol glycosides such as Reb A. Cargill’s EverSweet ingredient is an example of 

. Other stevia firms like PureCircle (Chicago) use 

 for Reb M and Reb D production and have increased stevia acreage and bred stevia plants to have a naturally high Reb M and D content.

One of the few remaining challenges in the alternative sweetener space involves the functionality of alternative sweeteners in specific applications, particularly bakery. Sugar is highly functional when baking, providing not only sweetness but mouthfeel, texture, and structure. Stevia alone cannot provide the ideal texture and mouthfeel for a baked good, therefore the addition of bulking agents such as the alternative sweetener erythritol as well as a fiber sweetener such as chicory root fiber can help.

Stevia is not the only player in the natural sweeteners game. Continued innovation from other ingredient sources showcases just how competitive the natural sweeteners space is.

For example, one brand called Purecane (Amyris Inc.; Emeryville, CA) manufactures a Reb M product derived from sugarcane. This is accomplished by pressing the sugarcane to remove the juices and adding them to fermentation tanks filled with yeast. The fermentation process converts the sugar into Reb M, says Beth Bannerman, senior vice president of corporate communications and engagement at Purecane. The Reb M is then separated from the yeast. The finished product is a zero-calorie, zero-glycemic-index sweetener with the functionality of traditional sugar, says Bannerman.

“Our process produces the best tasting, zero-calorie sweetener that is healthy and uses about 10 times less land than stevia farms use,” explains Bannerman. “And we use Brazilian sugarcane, which is one of the most regenerative and sustainable plants on the planet.”

Ingredients like Purecane could pose a challenge to other natural sweetener companies because sugarcane already enjoys name recognition with consumers. So, while stevia has been the most successful natural sweetener of late, it should not turn its back on competitors coming up the natural sweetener chain.

Above all, sweetener companies and formulators stay mindful that innovation and differentiation are important but only go so far if consumers don’t understand what they’re buying. For example, in a consumer survey

 conducted by Kerry International (Beloit, WI), stevia was just behind honey, sugar, and maple syrup as a preferred natural sweetener, but only 46% of the 760 surveyed consumers perceived stevia as natural. Other important and functional sweeteners were among those least preferred by consumers, including erythritol, monk fruit, and xylitol.

On the other hand, research from Mintel from 2019 shows that 59% of U.S. consumers would like to see more foods and beverages with naturally sourced sweeteners. So, as the market becomes more crowded, the way to compete for consumer spend may be through educational branding and helping consumers make informed decisions so that they can select the right natural sweetener for them.

Krawiec S. “Which sweeteners do consumers prefer? Kerry reveals new survey findings.” 

Published on August 28, 2018. Accessed at: 

https://www.NutritionalOutlook.com/trends-business/which-sweeteners-do-consumers-prefer-kerry-reveals-new-survey-findings

Reb M from sugarcane is just one newcomer challenging the natural sweeteners space.

Stevia is innovating, but other natural sweeteners are also on the rise

There’s no regulatory definition for the term

 in the food, beverage, and dietary supplements space. But that doesn’t mean there aren’t responsible ingredient suppliers defining the category, developing standards based on partnerships with finished product manufacturers (and ultimately demand from consumers), and then doing due diligence to ensure their standards are met and their promises are delivered.


And that hasn’t stopped consumer interest in a category that Brian Zapp, director of marketing, Applied Food Sciences (Austin, TX), refers to as “a movement,” one that he believes is evolving with the consumer base.

Brian Appell, director, global communications, OmniActive Health Technologies (Morristown, NJ), points to 

 “2019 Condition-Specific Report,” which placed the energy supplement category at $4.3 billion, representing nearly 10% of supplement market sales. And supplements are just one of the categories that include energy ingredients.

According to Lu Ann Williams, director of innovation for market researcher Innova Market Insights, new product launches in the U.S. market featuring energy/alertness claims in the food and beverage category (including supplements) grew by 12% from 2015 to 2019.

Williams further advises that clean labels and natural energy concepts are on the move. Based on labels from new product launches in the food and beverage and supplement space, she reports an increase from 2015 to 2019 in use of the following attributes: “no additives/preservatives” (up 17%), “GMO-free” (up 13%), “gluten-free” (up 13%), and “natural” (up 9%).

Appell points out that the clean-energy category “continues to evolve as consumers redefine what 

 means to them.” As an example, he refers to sugar, which he says by all accounts is considered natural but “has become a target to avoid by many scrutinizing consumers.”

Without a clear-cut regulatory definition, is 

 a marketing term that appeals to consumers because it represents seemingly healthy lifestyle choices and earth-friendly values that especially appeal to up and coming generations of Americans?

 may also come down to the source of the active and what other ingredients or excipients are used to make the product,” says Appell. “For example, OmniActive’s Xtenergy is naturally sourced from coffee beans using a natural extraction process and a solvent-free coating. Traceability and sustainability may also check a box for clean energy as consumers continue to weigh their purchase decisions against how they impact people and the environment.”

Marianne McDonagh, vice president, sales, Bioenergy Life Science (Ham Lake, MN), says her company “defines clean-energy ingredients as all encompassing; in other words, clean ingredients are all natural, clean label, third-party quality tested, and sourced from a consistent and transparent supply chain from batch to batch.” The company’s Bioenergy Ribose, a fully soluble, versatile, unique five-carbon carbohydrate and a staple ingredient for more than 30 years, exemplifies these standards, says McDonagh.

She’s also on board with growth in the category, verifying that “from our own sales data within the past 12 months, demand for clean-label, energy-enhancing ingredients has increased steadily.”

Applied Food Sciences, too, is energized by where it sees clean-energy products going. Zapp indicates that the company’s clean-energy/focus ingredients account for about 70% of its customer inquiries. With four ingredients in this category—including PurCaf Organic Caffeine, a highly water soluble, organic powdered extract, standardized at 95% pure caffeine and extracted from green coffee beans—Zapp views the term 

 as a philosophy of what his company strives to accomplish.

“In all practical functions, the philosophy driving the clean label is really that evolution of ‘free-from,’” Zapp says. Does the label have 40 ingredients with long chemical names that require 30 trips to Dictionary.com to understand? “I think the proof of a clean label is in the pudding,” he says.

When it comes to his company’s philosophy, Zapp focuses beyond the label. “We define 

 as aligning with the entire demonstration of the transparency as a whole. We want to make sure we’re providing clean ingredients from the seed all the way to the label. It’s the bigger picture of it all,” he says.

Added Functionality Fuels Clean-Energy Market

Zapp cites added functionality as a key trend to hit the clean-energy market. Referring to products that go beyond the initial function of energy drinks, he uses an example that might appeal to someone in an office job: the addition of branched-chain amino acids (BCAA) in combination with caffeine, providing functionality for mental focus.

“Physical energy is important to consumers, but equally important, and even more so according to some experts, is mental energy,” says Appell.

He refers to a November 2019 Euromonitor report noting that energy drinks are popular with consumers because they provide a mental boost during their busy day. But, Appell points out, the report also indicates that the energy category is evolving beyond just the boost, that formulas are targeting more specific benefits like mental focus and alertness.

RiaGev, Bioenergy Life Science’s latest propriety ingredient formulation, also fits the added functionality trend. McDonagh says that although the ingredient focuses more on healthy aging than just energy, “it was inspired by our desire to develop a product that controls metabolism while enhancing energy.” By combining Bioenergy Ribose with nicotinamide, an ingredient that delivers unique cellular benefits which promote healthy aging, RiaGev boosts energy while balancing the stress associated with energy production, says McDonagh.

Zapp mentions a second trend that involves companies marketing premium energy products that take a holistic, simplistic, minimalistic, and clean approach.

“You’d be looking for six ingredients or less, very clean in nature, a sparkling water energy drink. A little bit of flavor, no sugar, no carbs, zero calories, organic certified, but still with caffeine. Cleanly presented,” says Zapp.

According to Zapp, Millennials were responsible for the explosion of energy drinks back in the late nineties. Today, he believes, those same Millennials, now older and more mature, with families, and money to burn, are also the drivers of the clean-energy market.

“The market has evolved with the consumer base,” he says. And that evolution is a revolution of sorts. Millennials’ more settled lifestyles have converted their interest from these “very loud, monstrous energy drinks, more geared for hanging out with your buddies,” says Zapp, to energy products that fit their new station in life.

Millennials don’t want to leave the energy category because, Zapp says, “They’re accustomed to energy drinks.” But, he adds, “they’re evolving into something that’s more natural looking, maybe something with a tea-based caffeine.”

Another piece of the puzzle for Millennials, says Zapp, is transparency and authenticity. “There is a really deep-rooted experience that Millennials have about lack of trust or skepticism with the capitalistic mindset. And so, the more manufacturers say, the less these consumers are inclined to believe it.” Zapp recognizes it’s a tricky audience to market to because if you’re trying to sell a premium product, you want to talk about what makes it premium. But with a skeptical consumer base, he advises “show me, don’t tell me.”

“We’ve had a couple of our customers come with us to our organic coffee farm in southern India,” says Zapp. “They bring their own videographer with them and capture them helping with the harvest and talking with pickers and farmers—demonstrating ‘this is where your caffeine comes from, where your key active is sourced.’”

In turn this allows consumers to hear and see a story, to couple their values with the products they’re researching. “And now,” says Zapp, “the consumer starts to tell their own story about [the brand]. They start to build their own trust value in it and are more inclined to share it with others as well.”

Caffeine can be considered king of the energy category. Citing research from Innova Market Insights, Zapp notes that caffeine is still the go-to choice to energize, with caffeine representing 34% of new food and beverage (including supplements) launches tracked with energy/alertness claims in the U.S. in 2019.

Delivery methods are increasing, too. Says Zapp, “people are trying to figure out a way to get caffeine into everything. That’s certainly one area of innovation.”

And while caffeine’s not likely to be dethroned any time soon, “Companies are looking for alternative options in their formulations besides caffeine, because consumers are driving this new demand,” says McDonagh. Bioenergy Life Science’s two energy-related ingredients, Bioenergy Ribose and RiaGev, are both caffeine free.

Appell concurs about caffeine’s popularity, calling it “the most popular commodity for energy.” But, like McDonagh, he sees a consumer demand in the making.

To fill that demand, innovators are producing caffeine ingredients that maintain the benefits of caffeine—increased energy, decreased fatigue, and improved focus and concentration—but without the detrimental side effects such as jitters and crashes.

In short, Appell says, “Companies are developing solutions to make ingredients like caffeine work better.”

His firm developed Xtenergy to preserve the nootropic effects of caffeine and avoid the undesirable effects. Says Appell, “OmniActive’s Xtenergy sustained-release caffeine is built on a spray-melt technology that provides a very consistent payload of natural caffeine over an eight-hour time period, without reported jitters, tenseness, or crash typically experienced with instant-relief caffeine.”

However, Appell also notes the need to innovate with caffeine-free ingredients. “Consumers are increasingly looking for alternatives to caffeine that can deliver the same effects. This is, perhaps, the biggest area of innovation because caffeine itself is highly commoditized, and new formulas offer new opportunities to differentiate with unique benefits.” OmniActive offers enXtra, made from a proprietary blend of 

a commonly used spice in Asian cooking, as that caffeine-free alternative. Appell advises that several studies have shown that enXtra provides a same-day effect in supporting mental energy, specifically alertness and better focus.

Applied Food Sciences’ clean-energy ingredients all contain caffeine, but in a nod to innovation, the company’s Amatea Organic Guayusa Extract is standardized at 20% caffeine and is extracted from an Amazonian super-leaf that is a cousin to yerba mate, but with more antioxidants. Zapp says that with guayusa, there is a mechanism triggered which helps slow down the fluttery, anxious feelings some people get from caffeine.

Science Drives Innovation, Safety, Category Growth

For any product category that includes products that are consumed, a dedication to scientific research and science-based principles may not be considered trendy but should be considered as a foundation that drives the category forward. It’s science with a twist that drives innovation.

Appell is interested in science for specific benefits, claiming that “energy is no longer the benefit. It’s what energy means to the consumer that needs to be supported by science.” He explains: “Consumers are looking for specific benefits that suit their current needs. Whether it’s mental energy or physical energy, companies are starting to define their energy solutions by those benefits.”

Zapp is most intrigued by a human clinical trial his company is currently conducting in the eSports community of competitive, organized video gamers, a population that requires keen focus, steady energy, and mental stamina to succeed. Specifically, the research study population is Fortnite players, with the intention to compare guayusa to other caffeine sources and placebo, with results covering overall game performance, accuracy, reflexes, memory recall, and more. The trial is expected to be completed this year.

Bioenergy Life Science adds another consideration for innovation. “Focus upon research continues to drive innovation in the category with scientific methods and standards that are closer to the pharmaceutical model,” advises Michael Crabtree, ND, the company’s director of science. “The natural progression of research through animal testing into human testing, the acquisition of feedback, and carefully modeling the potential for adverse events prior to marketing campaigns ensures safety to the end user. The European model for regulating dietary supplements is probably closer to what the U.S. will see in the future.”

Whatever the future holds for energy products, the “clean” concept appears to have sustainability.

There’s no regulatory definition for the term "clean energy" in the food, beverage, and dietary supplements space. But that doesn’t mean there aren’t responsible ingredient suppliers defining the category.

The search for cleaner-energy ingredients continues

The pet nutrition market is undergoing a shift that mirrors recent trends in the human market. As more consumers become conscious of their own diets, they are also increasingly asking questions about what they’re feeding their pets and searching for ingredients on par with what they would consume themselves. Data from Nielsen indicate that in 2018, American consumers spent $33 million on pet food that contains human-grade ingredients.

 Meanwhile, the U.S. pet supplement market reached a value of $636 million in 2018, according to Packaged Facts.

Pet owners are scrutinizing pet products more closely. Whether they’re looking for a dietary remedy for a condition, responding to a pet’s allergy, or simply seeking out more nutritious pet food, consumers are judging pet foods and pet supplements on nutritional content, functional benefits, composition and filler, and even packaging. As demand for healthier pet products continues to grow, formulators are expanding their product lines with clean-label and functional ingredients that pet owners can feel good about buying. Here are some of the ways that formulators are changing their products to appeal to health-conscious pet owners.

Curcumin Increasingly Popular for Joint Health

Functional benefits are driving the pet health market, and one of the most popular functions that consumers seek out is anti-inflammation activity for joint health. Joint pain is among the most common health problems that pets face. One cross-sectional observational study of radiographic images from 100 cats found that 91% of cats suffer from a degenerative joint disease, such as osteoarthritis, in at least one joint. The study also found that while there is a strong correlation between age and prevalence of osteoarthritis, even young cats are susceptible to the disease.

Leisha Jenkins, marketing associate for Verdure Sciences (Noblesville, IN), says that joint health and motor function support are some of the functions driving interest in turmeric and curcumin products for animal health. Jenkins says that joint health is increasingly becoming a top concern for the equine market. Larger animals like horses tend to be more prone to joint problems, Jenkins notes, and also require larger doses. “The equine market is seeking solutions for inflammation and joint health because of the propensity of joint injuries and joint issues in horses,” Jenkins says.

She continues: “For large animals like horses, price per dose becomes a concern for added functional ingredients,” which is why her company’s curcumin, Longvida, “offers a dose that is attractive and manageable for owners. There may be a significant opportunity in the equine market for an added ingredient that specifically targets issues like lameness, joint health, and inflammation.”

Curcumin’s performance in clinical trials is fueling its rise in popularity for joint health applications. One 2012 animal study on 18 kennel dogs examined the effects of curcumin and NSAIDs on the genetic expression of peripheral white blood cells in cases of osteoarthritis. The dogs were divided into two randomly assigned groups of dogs with osteoarthritis (n=6 and n=6) and one group of healthy dogs (n=6). The osteoarthritis groups were given either a twice-daily 4 mg/kg dose of curcumin, or a 5 mg/kg/day dose of the NSAID firocoxib, for 20 days. The control group did not receive any drug or supplement. Blood samples on all three groups were taken at baseline and after 20 days.

The study authors found that curcumin and firocoxib had similar effects on gene markers for osteoarthritis. However, curcumin specifically targeted the interleukin-18 pathway, while firocoxib did not. The study authors concluded that this different mechanism of action makes curcumin an effective complementary remedy.

 The curcumin ingredient used in this study is a curcumin phytosome ingredient called CurcuVET from supplier Indena S.p.A. (Milan, Italy).

Verdure’s Jenkins says that curcumin is being incorporated in several pet formulations, and formulators are increasingly targeting functional ingredients toward specific health applications. Branded ingredients in particular, she says, are becoming popular among finished-product formulators. “Incorporating branded ingredients into a product is another way to offer consumers an additional layer of confidence,” she says. “Branded ingredients offer a layer of consistency and quality to support clean, reliable ingredients.”

Specialty Formulations Target Working & Competitive Animals

One emerging extension of the pet health market that is driving significant innovation is the professional animal market. Competitive animals like racehorses, as well as working animals like search and rescue dogs, have specific nutritional needs beyond those of house pets. Clinical data is showing that there may be benefits in tailoring specialty formulations to these kinds of animals.

One 2017 animal trial followed 16 search and rescue dogs for three months. The dogs were fed a high-protein, energy-dense diet according to each dog’s nutritional requirements based on body condition, body weight, and training activity. However, the dogs were randomly assigned to receive a diet that was either high (n=8) or low (n=8) in EPA and DHA omega-3 fatty acids, chondroitin sulphate, and glucosamine. All of the dogs were given hematology and clinical chemistry blood analysis tests, as well as lameness and joint pain evaluations, at baseline and once every 30 days. After three months, the dogs in the high-supplementation diet group showed higher values of erythrocytes, hemoglobin, and PCV/hematocrit relative to those on the low-supplementation diet. The study authors concluded that a high-supplementation diet may increase energy production during exercise and therefore improve dog performance during search and rescue tasks.

Michael Crabtree, ND, director of scientific affairs for Bioenergy Life Science (BLS; Ham Lake, MN), says that protein-based fortification and supplementation is an effective means of improving diet for animals that struggle to meet their daily dietary requirements. “Food manufacturers often think in terms of vitamin fortification, which involves adding nutrients back in after processing,” he says. “But what isn’t usually discussed is the impoverishment of the energy content of food after processing. Adding high-energy molecules like D-ribose, vitamin B3, electrolytes, or CoQ10 provides a distinct advantage.”

Crabtree says that energy and protein fortification could be an effective and budget-conscious way to ensure that high-activity animals meet their daily nutritional intake requirements. His colleague, Vice President of Sales Marianne McDonagh, adds that functional ingredients like Bioenergy’s branded D-ribose are continuing to expand into the animal market for this exact reason. “BLS entered the equine performance market years ago, and we saw a lot of racehorse owners using Bioenergy Ribose for performance, recovery, and endurance. The success of that market prompted us to invest more research into animal nutrition, and last year we announced our decision to enter the pet nutrition market and help dogs, cats, and other animals around the world.”

Pet foods are increasingly diversifying their functional claims, with specific SKUs now tailored for specific purposes. Sandra Perryman, director of quality, food safety, and co-manufacturing for pet food company “I and love and you” (Boulder, CO), says that there is a growing demand for customized pet food formulations that support particular life stages, breeds, or aspects of health.

“Foods that resonate with consumers contain ingredients that serve a purpose,” Perryman says. “For example, miscanthus grass is an alternative fiber source that is showing promise for digestive health support in dogs and cats. Miscanthus grass could serve as a substitute for cellulose or beet pulp in formulations.”

Perryman says that consumers are also seeking out pet food products that contain real meat, are grain-free, and consist of raw ingredients. Real meat, she says, provides essential nutrients and amino acids for dogs and cats that are often difficult to find from other sources. She notes that grain-free cat food is an essential requirement, as cats are obligate carnivores. For dogs, though, grain-free food is ideal for a dog with a grain allergy or intolerance. As for raw foods, consumers are looking for trustworthy brands that take the proper precautions.

“Many raw pet foods can be risky due to a higher risk of illness from salmonella,” Perryman says. “Our Stir & Boom product uses meat that is considered to be raw, but undergoes a proprietary high-pressure pasteurization process designed to reduce the risk of salmonella contamination.”

Pet Owners Go Online for Human-Quality Ingredients

While pet supplement usage is growing, pet owners are increasingly treating pet food as a first line of defense against various pet ailments. Functional ingredients are showing up in products with preventative, maintenance, and treatment claims for specific areas of pet health. Patrick Luchsinger, marketing manager, nutrition and pet food, for Ingredion (Westchester, IL), says that manufacturers are seeing an explosion in online sales. “There has been huge growth in online pet food sales, both on websites like Amazon as well as pet-specific shopping sites. Pet owners are using the Internet to become more informed on pet care, including how the latest ingredients can meet their pets’ changing health and wellness needs.”

Luchsinger points to the humanization of pets as a strong driving force behind consumers’ buying habits. Consumers are increasingly perceiving their pets to be members of their family, he says, and are consequently including their pets in their lifestyle choices. “As many consumers consider themselves to be parents to their pets, they are feeding their pets high-quality food with clean-label ingredients like pea protein. Human eating trends like clean eating and non-GMO are consistently trickling over into pet foods, as pet parents want their pets’ diets to match their own diets.”

Pet Ingredients Offer Opportunities for Brands

Consumers now view pets as members of their families. As pet parents seek out natural, clean-label nutritional products for themselves, they will also look for those same trends in their pets’ food and supplements. Formulators and finished-product brands can capitalize on this trend by creating and marketing specialty products with human-quality ingredients, zero fillers, and specific, research-validated functional claims.

Nielsen. “Who’s winning the claim game in the pet food arena?” Published online April 3, 2019.

Packaged Facts. “Pet supplements in the U.S., 7th edition.” Published online April 30, 2019.

Lascalles BD et al. “Cross-sectional study of the prevalence of radiographic degenerative joint disease in domesticated cats.” 

Colitti M et al. “Transcriptome modification of white blood cells after dietary administration of curcumin and non-steroidal anti-inflammatory drug in osteoarthritic affected dogs.” 

Veterinary Immunology and Immunopathology,

Vassalotti G et al. “Nutritional management of search and rescue dogs.” 

 vol. 6, no. e44 (August 2017). Published online August 29, 2017.

SciencePure Nutraceuticals Inc. press release. “Canadian brand, PureForm Pet Health Supplements, first to launch earth-friendly packaging.” Published online November 5, 2019.

Pet nutrition’s transformation: Pet food and supplements are getting healthier

The human microbiome-that vast collection of bacteria, fungi, and viruses occupying the human body-comprises trillions of microorganisms, outnumbering our own cells by 10 to one, 

 of those microbes on each square centimeter of skin.

Not long ago, the logical response to such a foreign presence would have been obliteration: Scrub the gunk away. But the more we learn about our skin’s microbiome, the more friend than foe these organisms appear to be.

This isn’t news to Paul Schulick, cofounder of For The Biome (Dummerston, VT), a skincare company that views the microbiome as the route to healthy skin. “The general population is beginning to understand that the innate resilience of the skin lies in the skin-microbiome relationship,” he says. “As more consumers become educated on the skin-microbiome relationship, they’ll naturally want to do a better job nourishing and protecting their skin’s microbial environment.”

 set to hit $37.8 million by 2025, per market researcher Hexa Research last April, those consumers will have their pick of products promising to do just that.

“Awareness of the skin’s microbiome is still in its infancy,” Schulick says, “but it’s being helped by the fairly well-established understanding of the gut microbiome. The concept of taking probiotics for a healthy gut is now shifting to, ‘Okay, how do we do this for skin?’”

The conversation is already playing out on social media, notes CÃ©cile Kalem, global marketing, active ingredients, BASF Beauty Creations (Pulnoy, France). “Consumers are fully aware of the value of preserving their skin microbiome,” she says, and a recent BASF analysis found females aged 13 to 24 leading the discussion on Instagram, in particular.

Hot topics include dry and sensitive skin, from redness and rashes to eczema and psoriasis; aging concerns like wrinkles, expression lines, and crow’s feet; and the consequences of oily skin: blackheads, pimples, scars, and their respective treatments.

Savvy brands are listening. As such, says Paula Simpson, beauty market expert and founder of 

, “There’s been an influx of microbiome-friendly skincare products hitting the market. Research on the human microbiome has exploded in the last 10 years, and with new discoveries about how microbes affect our health, a diverse skin microbiome is now considered key to keeping skin healthy.”

The reason is elementary. The skin is the body’s largest organ-its frontline barrier against the elements, infection, toxins, and the loss of water and nutrients.

At the very front of that frontline is what’s known as the visual stratum corneum, which is the uppermost, nonliving layer of the epidermis and “also the most active site where the skin microbiome resides,” Simpson explains.

“The microfloral component of the skin’s barrier is in constant contact with our environment, and works collectively to protect against invading pathogens, to influence or alter the immune response, to provide a source of nourishment to skin cells, and to break down natural metabolites on the skin.”

This symbiosis between our microflora, our environment, and ourselves is consistent with “hologenome theory,”

 which Schulick describes as “an acknowledgment that the whole, or ‘holo,’ of our microbial and human DNA, or ‘genome,’ is a collective community: a ‘hologenome.’”

The upshot: We don’t evolve alone. “Our microbiome acts as our copilot in this process and, in many ways, is as much a part of us as our human cells,” he says. “We’re part of a vast, interdependent network of nature’s kingdoms and the environment-all connecting, communicating, competing, and cooperating with each other for resources, survival, longevity, and legacy.”

That’s an intense relationship, and one that our modern world too often upsets-with the consequences plain to see.

Clinical studies associate skin conditions ranging from accelerated aging and skin sensitivity to atopic dermatitis and even dandruff with some level of what Simpson calls microbial “dysbiosis.” That could mean an over- or under-population of the bacterial genera or subspecies normally present on healthy skin, or a flourishing of transient or pathogenic bacteria that perturb otherwise balanced skin microflora.

For example, evidence hints that eczema could reflect a depleted skin microbiome, Schulick notes, “which, in turn, affects the skin’s ability to retain hydration, while increasing reactivity.” Meanwhile, acne may signal a diet- or stressed-induced imbalance of what he calls “commensal” bacterial strains. “The point,” he says, “is that all of this is connected: the skin, the microbiome, and the way we live our lives.”

Thus, he views such conditions less as “problems” than as messages from our skin. “What’s interesting,” he says, “is that when someone’s experiencing chronic stress, eating a nutrient-deficient diet, or struggling with mental health, they most likely have an unbalanced microbiome.”

Another habit wreaking havoc on a healthy skin microbiome is “our societal obsession with cleanliness and lack of awareness as to what harsh skincare ingredients do to our microbiome’s health,” Schulick continues. “Our microbiomes are part of us, yet we constantly stress and strip them.”

Simpson agrees: “Part of the problem is over-cleansing, over-treating, and using too many products that congest, strip, or break down a healthy, balanced skin microbiome.” Yes, exfoliation and peels decongest and reveal new skin cells, but they also eradicate the oils and microbes that moisturize, balance, and guard against skin damage.

So, a case of dermal dryness may not be a call to moisturize. “The issue,” Schulick says, “could be the trans-epidermal water loss that can occur in skin whose microbiome is continuously stressed or wiped out with harsh products.”

What to do? “Repopulating a rich and biodiverse microbiome is a great place to start,” he suggests, “and typically shows rewarding cosmetic results while helping skin adapt gracefully as it ages. Giving the skin a ‘breather’ allows the microbiome to recalibrate and flourish. Eliminating harsh ingredients is one of the best things to do for microbiome health, and one of the easiest to enact.” Formulators: take note.

“We know that certain ingredients disrupt the skin’s natural processes,” Schulick continues. “So, the obvious approach is to exclude these ingredients from product formulations and focus on the nutrients that feed the skin’s microbiome.”

Prime among those are probiotics. “As science and research advance,” Simpson says, “skincare and nutraceutical formulations will become more specialized and targeted. Clinical studies already correlate and target specific bacterial genera, subspecies, and strains to specific skin-health conditions, and integrated approaches via nutrition, supplementation, and skincare will continue to evolve.”

She’s particularly bullish on the nutrition arm, as evidence suggests that probiotics’ effects on skin-to say nothing of systemic health-“are superior through diet and supplementation over topical skincare alone,” she says.

In the gut, for example, “probiotics influence skin through the immune system, regulating inflammation and supporting the skin’s metabolism and barrier function to promote a balanced skin microbiome,” she explains. “Probiotics also detoxify and rid the body of pathogens or bad bacteria in the gut before they’re absorbed into the bloodstream. This communicative process between the gut and skin depends upon the trillions of microbes in the gut that trigger immune-communicative receptors that then influence skin-the gut-skin axis.”

That said, a role for topical application remains. “Applied topically, probiotics can complement nutrition by helping rebalance the skin’s ecosystem while controlling or destroying harmful bacteria that aggravate the skin,” she says. “They calm and nourish skin cells, and encourage water retention and skin moisture by strengthening the skin barrier-the primary active site of the skin microbiome-and provide extra support and protection against environmental and chemical pollutants and the harmful pathogens we expose or apply to our skin each day.”

Adds Shaheen Majeed, president worldwide, Sabinsa (East Windsor, NJ), “Because products in topical format are comparably less complex to develop and face less rigorous regulations, they can be developed more quickly than most other delivery systems.” Another advantage: most skincare formulations are applied topically-so they have the familiarity factor-and “yield results rapidly since they’re used directly at the affected site.”

In both topical and ingested formats, the species, subspecies, or strain makes or breaks the product. Unfortunately, current topicals usually mount what Schulick calls “a spray-and-pray approach: spraying yourself or ingesting strains that may not be compatible with your skin or gut’s commensal bacteria. You don’t know for sure which strains will take root or if they’ll encourage a healthy microbiome.”

The lesson, says Simpson, is that “not all probiotics are created equal. It’s imperative to use the correct bacterium according to the mechanism of action on the skin. For example, 

 has been found to promote skin hydration and ceramide production; other strains may help calm inflamed or blemished skin. To be effective, a product must provide a formulation with appropriate, viable strains.”

Probiotics are hardly the only game in town for formulating microbiome-based skincare. As Schulick says, “We’re seeing that the most effective way to nourish the skin’s microbiome is with prebiotic and postbiotic nutrients.”

He describes the former as “like a fertilizer for your microbiome,” while the latter are “invaluable nutrients created during fermentation.” Fermenting whole ingredients with strains like 

 produces “remarkable results for the skin,” he notes, adding that the postbiotic nutrients they create “truly ignite communication between the skin and its microbiome, helping to nourish the connection between the skin and all its response systems.”

BASF’s Kalem notes that the cosmetic use of fermented postbiotic ingredients first took root in Asia but is expanding as options and awareness grow. For its part, BASF produces its Phytofirm Biotic ingredient by fermenting non-GMO, traceable European soybeans with a specific strain of 

tests show that the peptide- and lactic acid–rich extract increases production of the dermis’s key architectural proteins collagen and elastin, promoting a more youthful appearance, she says.

As for prebiotics, Sabrina Leoty-Okombi, R&D project leader at BASF Beauty Creations, notes, “Oligosaccharides are the first molecules we think about-both for the benefits of their film-forming action, which improves the skin barrier and maintains good hydration-and for their sensorial properties, which are interesting for formulas.”

Majeed notes that xylitol, rhamnose, fructooligosaccharides, and inulin “are the most widely used prebiotics for nourishing probiotics. Obviously, it’s important to choose a prebiotic that can enhance the growth of the specific microorganism of interest, so that only a selective microbiome is propagated.”

Prebiotics also promote scalp health. “Our researchers studied the specific microbiotic composition of an oily scalp versus a normal scalp and highlighted the existence of six bacterial species more abundant on a healthy scalp,” Kalem explains. The result is Scalposine, a BASF ingredient that she says rebalances the scalp’s unique microbiome. An internal clinical study showed that it acts prebiotically to allow the recolonization of oily scalps with the beneficial strains, with 

results showing increased scalp comfort and longer time to hair re-greasing between washes.

So, what’s next for microbiome skincare? A mix of opportunities and challenges, say the experts.

“In other fields,” notes AurÃ©lie Courtois, scientific communication at BASF, “living bacteria have proven their effectiveness in nutraceutical and pharmaceutical applications, but little data currently exists on the ingredients incorporated into cosmetic formulas. That’s now the most challenging goal of the cosmetics industry: the introduction of live bacteria into cosmetic formulations.”

Simpson is optimistic. “Higher grades of efficacy and formulations tailored to specific skin conditions will improve and expand as science and formulation stability evolve,” she believes.

Nevertheless, the science supporting microbiome-based skincare is complex stuff, not to mention “a shift from how we’ve normally cared for our skin,” she says. So, when it comes to consumer demand, “There’s still a lot of work to do.”

No wonder Schulick considers education “the biggest challenge. This concept requires an acceptance of the interconnectedness of whole-body and mental wellness and how this impacts the health of the microbiome and, in turn, the skin.”

It may be something of a “rabbit hole,” he says, “but it’s one that most will be glad they jumped into. I know I am, and it’s what continues driving my motivation to grow public awareness.”

Clinical studies associate skin conditions ranging from accelerated aging and skin sensitivity to atopic dermatitis and even dandruff with some level of microbial “dysbiosis.”

Nutritional Outlook Vol. 23 No. 5

Antioxidants in 2020: Their next phase of growth

Stevia is innovating, but other natural sweeteners are also on the rise

The search for cleaner-energy ingredients continues

Pet nutrition’s transformation: Pet food and supplements are getting healthier

Skincare science and the microbiome

High anxiety: Will CBD ever be legal in foods and beverages?

Making immune health claims in the time of COVID-19? Be careful.

Pharmacist: Here's how consumers can fall prey to misleading information on immune health during COVID-19 pandemic

Does CBD work on the skin?