Meal replacements as a category have changed dramatically as consumers began more actively incorporating nutritional supplements such as protein into their daily regimens. What was previously an approach to weight loss became an opportunity to sip a nutrient-rich meal through a straw while catching the bus to work. As Mintel pointed out back in 2016, 39% of surveyed consumers reported using nutritional and performance drinks to replace breakfast, and 58% said they used nutritional and performance drinks as meal replacements.

“For some consumers, it’s now about supplementing their diets with protein, high fiber, and the essential vitamins and minerals they may miss out on should they be unable to sit down for a meal,” says Steven Riley, director of marketing and consumer sales at microbiome-focused firm OptiBiotix Health.

As the concept of meal replacements broadened to include many types of nutrient-dense drinks—including performance, nutritional, and sports drinks—some of the spotlight has moved off of drinks solely focused on weight loss. But no one is thumbing their nose at losing a few pounds. As Riley says, “There is still a major subset that wants to consume meal replacements to control or help with weight loss. Fortunately, many brands are altering their products to ensure they meet these consumer demands by providing quick and nutritious alternatives that reduce hunger cravings.”

Today, the focus of meal replacements appears to be on nutrient density over specific health outcomes. For example, OptiBiotix Health’s GoFigure Meal Replacement Shakes are high in fiber, high in protein, and contain 23 vitamins and minerals. GoFigure also contains 3 grams of SlimBiome, a functional prebiotic ingredient with glucomannan, chicory root fiber, and chromium that helps maintain healthy blood sugar, promote a healthy gut microbiome, and increase satiety to reduce food cravings over time and help with weight management.

The source of nutrients is also important. For example, Paul Tylla, CEO of Phox Foods Inc., originally created his Heal plant-based meal replacement when his wife was diagnosed with ALS and eventually became reliant on feeding tubes, which funneled synthetic ingredients into her body. With the help of Canadian food scientist Stacy Mitchell Doyle, MD, that plant-based formula free of synthetic vitamins and minerals became the product known as Heal. Heal contains 25 grams of protein and 24 vitamins and minerals, with two scoops equaling three to four servings of fruits and vegetables.

“What we are doing with Heal is disrupting the line between food for sick people and food for the health-conscious,” says Tylla. “Heal’s formulation is far superior to a single plant-based protein simply because of all of the value it delivers beyond just a protein source. Bottom line: What we are finding is people who discover Heal who are health-conscious are identifying it as a complete package of nutritional value, and sick people are seeing it as an optimal option to an underrepresented category and community of the sick and elderly.”

It is also worth differentiating meal replacements from protein powders. While someone could choose to substitute a meal with a protein shake, if that shake is not rich with vitamins and minerals, it is not a proper meal replacement.

There is no denying the utility of a meal replacement shake. It’s a guilt-free snack and a tool for weight management—but we now live in a world that has no shortage of guilt-free snacks. So, are functional foods such as bars, or even chips, going to overtake shakes in the meal replacement space? Not quite, says Riley.

“When it comes to the future of functional snacks, we know they bring excellent value to the ‘on-the-go’ nutrition market by offering consumers a healthy option to what has previously been convenience at a cost of health. Here, brands should not look to compete with shakes in this space due to their higher nutritional levels,” says Riley. “Instead, they can complement a meal replacement with a functional snack to help boost daily intake of key nutrients like protein and fiber.”

Tylla agrees. “I would certainly say a trend towards healthier on-the-go snacking has opened people’s eyes to the idea of meal replacements being for everyone, not just the sick or the elderly. I would say people are identifying food as more than just ‘healthy’ or ‘calories’ but something that deserves a bit more thinking.”

Interestingly, when it comes to meal replacements, Tylla observes that the category is moving away from ready-to-drink, with more consumers favoring powders which they can mix themselves. “As an example, almost everyone has been introduced to the idea of shaker cups, which in turn displace the need for ready-to-serve for convenience [and] also create a massive reduction in packaging and waste,” says Tylla. “Honestly, I think people are just becoming more aware of what they put in their body and the cost of convenience to them and the environment.”

Articles

Meal replacements: How manufacturers are differentiating their products from other functional foods and powdered supplements

Pet health and nutrition products increasingly resemble human health and nutrition products. You needn’t wander far down the pet supply aisle to see this development on shelf. If you’re formulating for pets, the name of the game is using healthier, sophisticated products from whole, fresh food sources and taking a more holistic approach to overall health.

Amanda Jepson, senior director of marketing and international sales for Biova (Johnston, IA), says the reason for this is that pet owners want to treat their pets as well as they do themselves. And they start with ingredient labels.

“Consumers take their pets’ health very seriously,” Jepson says. “While there are pets who need additional support in certain areas like joint health or mood, what’s more important to consumers is what a product is free from. A lot of these trends focus on grain-free, preservative-free, raw, clean-label options.”

As consumers become more educated about dietary trends and nutritional facts in general, they’ve become more discerning shoppers for their pets. Ingredient suppliers are responding by rolling out healthier options and those clinically researched for particular functional benefits.

For instance, the pet food market has long relied on filler ingredients and additives that serve some kind of structural purpose but that are devoid of nutritional benefits.

Ronald Figee, commercial development manager for Biomega Group (Hordaland, Norway), says the sugar alcohol glycerine is one of these ingredients. In pet foods, glycerine acts as a sweetener, preservative, and binding agent. But while Figee acknowledges that glycerine is Generally Recognized as Safe (GRAS), he also notes that it doesn’t necessarily offer any additional health or nutritional benefits.

Companies like Biomega are stepping in with alternatives. Biomega hypothesized it could replace glycerine in pet foods with its branded hydrolyzed liquid protein product, Salmigo Protect L60. In 2020, pet food research company Passion4Feed (Sandnes, Norway) conducted an independent ingredient development study of Salmigo to determine whether the product could mimic glycerine’s plasticizing effect, Figee says.

“The results concluded that Salmigo Protect L60 delivered high digestibility and hypoallergenic benefits, enhanced the shape and texture of kibbles, significantly improved palatability for cats, and slightly improved palatability for dogs,” Figee reports. “In addition, Salmigo Protect L60 improved production throughput for manufacturers.”

Figee says reformulating pet foods is increasingly common. Pet brands are now trading out certain preservatives, binding agents, and moisture-control agents for nutritionally dense, food-grade ingredients that can achieve the same structural purpose.

Products supporting human immune health are skyrocketing, so it’s not surprising to see immune health become a newer focus in pet products. While joint health and mobility are still the chief concerns among dog owners, immune support and digestive concerns are rapidly gaining traction, says Julie Gasper, global portfolio manager for Cargill Health Technologies (Minneapolis, MN).

Cargill’s branded EpiCor line of postbiotics has long standing in the human nutrition market. This year, Cargill expanded the EpiCor family with the launch of EpiCor Pets. It’s just one more example of ingredients that have historically been conceived of as “meant for people” now entering the pet space.

“EpiCor Pets is an advanced, natural—as defined by the Association of American Feed Control Officials—immune-support product that supports pet well-being and vitality,” Gasper says. By increasing beneficial bacteria in the gut, the ingredient helps boost both immune and digestive health.

Trust and transparency are key to pet owners, who increasingly define “high-quality pet food” and pet products as containing natural, recognizable, 

proven ingredients. “Consumers are hungry for pet supplements that are backed by credible research,” Gasper adds. “That’s one of the key reasons we’ve invested in more than a dozen published trials and multiple dog studies” on the company’s ingredient.

Protein is expected to be a significant growth market for animal health in the coming years. Just like in the human nutrition market, alternative-protein ingredients are gaining traction.

Amy McCarthy, vice president of pet nutrition at ADM Animal Nutrition (Quincy, IL), says that as consumers switch to a flexitarian diet for themselves by eating more plant-based foods, they will seek out alternative proteins for their pets.

“Owners expect meals for their four-legged companions to be healthy and nutritious, which is creating a growing interest in alternative ingredients like pulses, yeasts, and ancient grains incorporated into meat-based dog and cat food,” McCarthy says.

In 2020, market researcher Mintel reported that younger pet owners are especially interested in plant-based options for their pets. According to Mintel’s report, 40% of dog food buyers aged 16 to 24 prefer plant-based dog foods, compared to only 21% of dog food buyers aged 55+.

With such interest growing, McCarthy says, “ADM is also exploring other sources of protein for both people and pets, including mycoproteins from mushrooms and fungi, insect proteins, and fermentation-based synthetic and cell-based proteins.”

Consumers shopping for pet health products are often seeking support for aging animals. As mentioned, joint health remains one of the most popular categories in the pet supplements market.

Tim Hammond, vice president of sales and marketing for Bergstrom Nutrition (Vancouver, WA), says his company has seen a sharp rise in requests for its branded methylsulfonylmethane (MSM) ingredient, OptiMSM, for pets.

“Premium brands and concerned consumers are now more than ever prioritizing the safety and origin of ingredients they provide to animal companions,” Hammond says. “MSM benefits both active and aging pets by supporting joint health, reducing soreness, and improving range of motion.”

Skeletomuscular function is also a key determinant of pet heath, particularly as pets age. Ingredients that can help pets preserve muscle health are always of interest.

Recent research indicates that a purified seaweed extract could be a prime solution. A 2021 animal study

 sponsored by Marinova (Tasmania, Australia) examined the effects of Marinova’s fucoidan, a polysaccharide extracted from brown seaweed, on skeletal muscle mass in mice. The mice were randomly assigned to either 1) a control condition without exercise (n=8), 2) a control condition with exercise (n=10), 3) a fucoidan condition without exercise (n=10), or 4) a fucoidan condition with exercise (n=10). The mice in both fucoidan conditions received 400 mg/kg/day of fucoidan for four weeks, while the mice in the control conditions received a water placebo. The researchers used an exhaustion fatigue test on a motorized treadmill, gradually increasing speed. Other tests included a grip strength test and an in situ muscle function test. After four weeks, fucoidan administration was found to increase muscle size and strength in both the exercise and non-exercise conditions relative to placebo.

Krutika Sen, business affairs manager for Marinova, says this study suggests fucoidan influences skeletal muscle physiology. Marinova is currently working on further research to examine the effects of fucoidan on muscle maintenance and exercise performance.

“Marinova has identified three animal health markets for fucoidan,” Sen says. “The first is multifunctional ingredients for aging companion animals. Fucoidan fits well in this category. Marinova is also seeing increased uptake of fucoidan to target arthritis and gut health in companion animals.”

Discerning pet parents are driving the development of higher-quality, healthy, well-researched products. Nutritionally devoid fillers are rapidly falling out of popularity as consumers look for transparency and functionality. Organic, non-GMO, and clean-label products continue to trend. And with all the innovation happening in functional and alternative ingredients, don’t forget about the importance of taste/palatability.

Owners view pets as family members, says Kristen Marshall, digital marketing manager for Verdure Sciences (Noblesville, IN), and will continue purchasing accordingly. “Pet health products are targeting applications that mimic human counterparts. [These applications include] joint health and movement, gut and digestive health, stress, mood, immune health, and oral health, to name a few.” The pet health market often demands flexibility with respect to ingredient tolerability, solubility, and dosage, she adds, so formulators should be prepared to pivot and adapt as necessary.



Mintel report. “Four-Legged Flexitarians: Over a Third of UK Dog Food Buyers Believe It’s Good for Pets to Regularly Have Plant-Based Meals.” Published online February 7, 2020.

McBean SE et al. “Oral fucoidan improves muscle size and strength in mice.” 

If you’re formulating for pets, healthier, sophisticated products from whole, fresh food sources and a more holistic approach to overall health is the name of the game.

Pet nutrition products are healthier, more functional, and cleaner than ever

Out with the old; in with the new. When it comes to energy products, today’s shoppers are more informed and pickier then ever, seeking healthier, effective products to support their needs for energy—and more. They want a sustained boost without the crash and without added sugar. They also want enhanced mental energy and ability to focus, but without the adrenaline spikes and added stress associated with stimulants.

As consumer demands evolve, so, too, does the market. Ahead, we look at some of the latest developments in energy ingredients.

Shoppers are scrutinizing the safety and efficacy of energy products. Ingredient suppliers who come to the table armed with evidence of safety and efficacy have a leg up.

A 2020 randomized, double-blind, placebo-controlled clinical trial

 investigated both the safety and efficacy of EnXtra, a branded 

 mental-performance nootropic extract designed to improve alertness and focus when included in energy products. It is distributed domestically by OmniActive Health Technologies (Morristown, NJ) on behalf of Enovate Biolife (Mumbai, India).

The study tested EnXtra, with and without caffeine, in 69 healthy individuals between the ages of 18 and 45 with no history of cardiac, vascular, endocrine, GI, pancreatic, neurological, or mental illness. All study participants abstained from caffeine and alcohol prior to assessment visits. The subjects were randomly assigned to receive either: 1) 300 mg of EnXtra plus 200 mg of caffeine and 100 mg of microcrystalline cellulose placebo (n = 23), 2) 300 mg of EnXtra plus 300 mg of placebo (n = 23), or 3) two 300-mg capsules of placebo (n = 23), twice per day for 12 weeks. All subjects underwent ECG testing at baseline and on day 84. Subjects were assessed for blood pressure, heart rate, mood (via the Bond & Lader Visual Analogue Scale), daytime sleepiness (via the Epworth Sleepiness Scale), and sleep quality (via the Pittsburgh Sleep Quality Index).

Whether administered with a placebo or with caffeine, EnXtra did not negatively impact blood pressure, heart rate, or sleep quality after 84 days. Both EnXtra plus placebo and EnXtra plus caffeine doubled alertness scores on the Bond and Lader scale. No change in B&L scores was observed in the placebo group. The researchers also determined that EnXtra significantly increased calmness relative to placebo, both by itself and when given with caffeine.

Kimberly Smith, chief marketing officer for OmniActive Health Technologies, says EnXtra targets attention network function (ANF), which plays a critical role in mental alertness and focus. “ANF is the brain’s ability to allocate processing resources to a specific task,” she explains. EnXtra was also found to work quickly. Smith calls it “unique among caffeine-free energy supplements because of its same-day effect that can last for up to five hours.”

Nootropic ingredients like EnXtra that improve alertness, mood, and cognitive function without a crash continue to trend.

And while many energy ingredients focus on building energy through peripheral pathways, one ingredient that’s performing well in studies targets energy production at the cellular level.

 examined the effects of Bioenergy Life Sciences’ (Ham Lake, MN) branded RiaGev ingredient, a blend of ribose and nicotinamide, on cellular indicators of energy. The randomized, double-blind, comparator-controlled crossover study examined the effect of RiaGev on cellular ATP and glutathione levels, as well as NAD+ and NADP+ concentrations. NADP+ is an advanced product of NAD+, which itself is a molecule containing ribose and nicotinamide that facilitates ATP production.

Participants—18 healthy men and women between the ages of 35 and 65—received either 1) 2,000 mg of RiaGev per day (n = 9), or 2) an active comparator (n = 9), for five days. Then, after a seven-day washout period, the subjects crossed over to the opposite study protocol for another eight days. The subjects’ blood concentrations of NAD+ and NADP+ were measured at baseline and after 3, 5, and 8 days, along with serum glucose, insulin, salivary cortisol, and high-energy phosphate.

The yet-to-be-published study found that RiaGev caused statistically significant increases in NAD+ and NADP+ concentrations. RiaGev administration also increased serum concentration of the antioxidant glutathione by 11% over baseline. Salivary cortisol levels decreased in response to RiaGev by up to 10% relative to placebo.

Marianne McDonagh, vice president of sales for Bioenergy Life Sciences, says RiaGev is one example of how the energy market is moving beyond caffeine and to ingredients like ribose. “Custom energy blends are on the rise, and more formulators are using ribose because it boosts the performance of other energy ingredients like CoQ10.”

Consumers are increasingly demanding clean-label products sourced from natural ingredients—energy products especially.

Jessica Giancola, business development director of Coffee Fruit for FutureCeuticals (Momence, IL), says natural ingredients like her company’s patented Coffeeberry Energy provide certain advantages, in addition to a clean label, that both formulators and consumers will appreciate.

“Coffeeberry Energy was found to be less bitter than synthetic alternatives in recent FONA International research,” Giancola says, citing data gathered by flavor ingredients firm FONA. “Coffeeberry Energy delivers antioxidant polyphenols and chlorogenic acids from the whole coffee fruit, which provide a more neutral taste.”

FutureCeuticals recently launched its Natural Caffeine Solutions portfolio, which includes the patented ingredients Coffeeberry Energy whole coffee fruit extract and Coffeeberry Caffeine concentrated green coffee bean extract. Both ingredients are sourced from fair trade farms and can be incorporated in snack bars, beverages, gummies, yogurts, and capsules.

While energy products primarily work to boost physical or mental energy and stamina, consumers are also seeking multifunctional energy products that address other aspects of health.

Kyle Krause, product manager of functional fiber and carbohydrates for Beneo North America (Parsippany, NJ), points to consumer research backing this growing preference. “A 2020 survey commissioned by FMCG Gurus on behalf of Beneo indicated that since the onset of COVID-19, global consumers have become more conscious about their health and well-being,” he says. For instance, he reports, “64% of consumers are more concerned about their immune health, 34% are interested in products that fight fatigue, and 55% are looking for food and drink products that can boost their mood and mental well-being.” If you’re a formulator who can satisfy these interests in an energy formulation, the odds are in your favor.

The sports market is another avenue. Many consumers already seek energy products for sports needs, and if formulators can provide products that jive with healthier lifestyles, all the better.

Beneo’s branded isomaltulose ingredient Palatinose—a sugar-replacing, energy-providing, low-glycemic carbohydrate—can be used to create post-workout recovery beverages combining Palatinose with protein and electrolytes. The beverages, Krause says, provide sustained energy and improve fat oxidation while also delivering 9 g of protein per serving.

A controlled-release energy product with an ingredient like Palatinose is better suited to certain athletes than a high-sugar product made with syrups and sucrose, he points out. High-sugar ingredients provide a quick energy boost that may be ideal for a sprint race or a short, intense training session, Krause notes, but these products don’t serve endurance athletes well. “Low-glycemic carbohydrates with a more constant energy-release rate are better suited to endurance sports,” he says. And, he adds, “Everyone can benefit from reducing blood glucose responses, as this supports metabolic health in a holistic way.”

Tailoring energy products to different user profiles will in fact be an area of big opportunity for energy companies. Charlotte Yi, marketing and operations manager for PLT Health Solutions (Morristown, NJ), says formulators are now assessing energy ingredients to match the needs and desired experiences of different consumer types. Some consumers might use an energy product to wake up in the morning, or to stay up late at night studying, or to run a race, Yi says, and each consumer is looking for something slightly different in an energy product.

PLT Health Solutions’ branded zumXR line of caffeine ingredients, for instance, comes in both extended-release and delayed-release varieties. zumXR Extended Release delivers no more than 55% of its total caffeine concentration within one hour and another 25% over the next five hours. Meanwhile, zumXR Delayed Release delivers no more than 25% of its total caffeine within one hour and no less than 80% within two hours. zumXR Extended Release is designed for endurance athletes and students in a long study session, while zumXR Delayed Release is a pre-workout and intra-workout product.

The energy products market had been trending downward in recent years as consumers became wary of the risks and side effects of traditional energy drinks. As suppliers and formulators began replacing caffeine and taurine with newer-to-the-category ingredients that better meet today’s shopper preferences, consumers are taking a second look at the energy market.

To capture their interest, energy companies should continue formulating multifunctional, clean, healthier products that can provide a boost without disrupting sleep, causing jitters, increasing heart rate, or leading to a crash. Going forward, the winners in this category will be the subtler energy products that promote alertness without intensity or negative effects—and with plenty of health benefits to boot.

Srivastava S et al. “A randomized placebo controlled clinical trial demonstrating safety & efficacy of EnXtra in healthy adults.” 

Journal of the American College of Nutrition, 

Unpublished study. “Human clinical study shows RiaGev increases NAD+ and NADP+ levels in healthy, middle-aged adults.”

Multifunctional benefits, cleaner labels, and evidence of safety and efficacy are definitely on the list.

Energy Plus: Shoppers demand more from today’s energy products

It’s hard to overestimate just how “disruptive”—in a positive way, of course—the rise of personalized nutrition has been for the health-and-wellness industry. And it’s equally hard to overestimate how essential data’s been to making all the creative disruption possible. After all, how can brands tailor a nutrition regimen to an individual without data about that individual’s unique nutrition needs?

And yet data poses a touchy dilemma: Like fire, it can shed light; but like fire, it can also burn. And the last thing a wellness brand—or any brand, for that matter—wants is to burn the people it’s trying to serve. So brands have to be strategic, responsible, 

 respectful in how they acquire, safeguard, and use consumers’ data.

That’s a tall order, and delivering on it will require that brands be both enterprising and cautious.

Few know this as well as Brad Helfand, COO, Vous Vitamin LLC (Highland Park, IL). “We’re entering a period in which data science meets vitamin design,” he says, “so those brands with access to detailed consumer data have a better starting point to compose and properly dose a vitamin for individualized needs.”

That’s the enterprising part; as for the caution, Helfand continues, “There are immense risks to consumers if brands mishandle personal data.”

But he and others with a similarly bullish take on the personalized-nutrition wave calculate that, on balance, the potential benefits to consumers—and to industry—outweigh the risks, especially when personalized nutrition is done right.

As a concept, Helfand believes, personalized nutrition “has strong relevance” for shoppers today. “Consumers intuitively understand that everybody—

—is unique, with distinct personal profiles that dictate supplementation needs.”

As such, many are more than ready to move beyond the multivitamins-for-all model toward a paradigm that targets products directly at the individual. Helfand notes that 50% of respondents to 

LEK Consulting’s 2018 Beauty, Health & Wellness Consumer Survey

 professed moderate to very high interest in personalized nutritional supplements regardless of generation.

Personalized Nutrition Special Report 2021

predicts the personalized-nutrition supplements category will strengthen to an estimated market value of $1.8 billion by 2024. “So while it’s still in its infancy as a sector,” says Helfand, “personalized nutrition is set to grow extremely quickly in the coming years.”

Granted, the current state leaves room for growth. “Our own research at Vous Vitamin confirms a low starting market penetration for personalized nutrition,” Helfand concedes. “We surveyed more than 3,000 natural-product consumers and found that nine of 10 hadn’t tried any of the leading personalized or non-personalized direct-to-consumer brands. So we believe there’s going to be a wave of new consumers coming into this category soon.”

When they do, they’ll shake up nutritional supplementation as we know it, and as far as Helfand is concerned, it won’t happen a moment too soon. Why? Because the way we supplement today fails to produce the most good for the most people, he believes.

“The mass-market nutrition sector is stuck in a transactional relationship,” Helfand argues. “The consumer often doesn’t know what half of the ingredients on the label are or why they’re there, and the brand doesn’t know which needs they’re trying to address for that consumer or whether they stick with the vitamin routine they’ve chosen. So we’re confident that the whole sector and its consumers will benefit from a shift from this transactional relationship to a longitudinal one.”

But to transition away from that transactional arrangement, both parties need to get clear about data: on wellness states, needs, wants, and more. And savvy personalized-nutrition brands have to get their hands on that data in the first place. How will they do it?

The direct engagement that happens between brands and shoppers in the online marketplace certainly opens a window on intel, Helfand believes. “The fact that so many consumers have shifted to buying online and are more comfortable with direct-to-consumer brands has created an unparalleled opportunity to gather consumer insights that can drive better product formulation,” he says.

But reaching out proactively is also critical. “We’ve found that a well-constructed online survey assessment that asks the right questions around different aspects of health and lifestyle can advance our understanding of the consumer in meaningful ways for vitamin formulation,” he continues.

Adds Arielle Levitan, MD, a board-certified internal medicine physician and cofounder of Vous Vitamin, the idea is to approximate “the type of conversation you’d like to have with your doctor”—one that covers all the bases that she, as a doc, would touch in an office visit. Of course, few doctors have that luxury these days, let alone the grounding in nutrition to steer the conversation in an enlightened direction.

So by bringing that kind of conversation to consumers through their survey, Helfand concludes, brands like Vous “fill an important gap in the marketplace.”

But once the information is in their hands, personalized-nutrition brands have to protect it lest they open up a gap of their own—

And make no mistake: Consumers care. “They’re protective of their personal information and want to see signals of trustworthiness before submitting these details to brands,” Helfand says.

In Vous’s case, he adds, the fact that the technology and algorithms that analyze consumers’ data were designed by two doctors “who’ve dedicated a significant portion of their professional careers to studying vitamin and nutritional science” should reassure shoppers that “privacy issues are treated with the importance they deserve.”

Beyond that, how the company uses its patrons’ information—that is, to build smart formulations—is on the up-and-up. “It’s about pattern recognition and looking for meaningful data points that can drive formulation decisions,” Helfand explains. “We triangulate that data with leading clinical evidence to craft targeted solutions for consumers.”

Data also lets them make “bolder bets” about composition and dosing than is the norm with mass-market formulators, or even brands operating in online marketplaces where, he says, “the consumer is largely anonymous.”

All of which sounds revolutionary—until something goes wrong. And that’s a possibility that brands like Vous are both mindful of and prepared to avoid.

“Personalized-supplement brands have a responsibility to provide clear and accessible privacy policies published on their websites that inform consumers about the steps they take to protect privacy and associated risks,” Helfand declares.

Investing in airtight IT-security practices and establishing ethical internal data-handling measures are also top-priority. “We listen to our consumers, and when they request their data be deleted, of course we move quickly to accommodate,” he says.

And while it’s the specter of the massive data breach that scatters sensitive financial and health information to the four winds that keeps people up at night, the consequences of poorly handled data tend to be as mundane as inefficiency and hucksterism.

“The disappointing side of the industry,” Helfand laments, “is when data is used to drive more supplement sales and excess prescribing. Its greatest danger is as a marketing hook to get consumers to take more pills and powders than they need, or to drive up their out-of-pocket costs. We believe that appropriately used data should craft innovative, tailored products that move individuals toward a more efficient and less pill-burdened state, and with improved results.”

So those are the rules brands should follow. As for the consumer’s responsibility, it adds up to “buyer beware—

“It’s extremely important that consumers enter relationships with brands they trust,” Helfand says. For example, he suggests that consumers conduct a simple Google News search to uncover any reported lapses.

And when trust emerges this way, consumers and personalized-nutrition brands can carry on with the business of making everyone healthier. The goal, Helfand says, is “a two-way relationship between consumers and brands: Consumers invest their time and trust when they submit data, and brands invest their expertise and capabilities in analyzing and turning it into a superior product.”

L.E.K. Consulting Survey. “2018 Beauty, Health & Wellness Survey.” Published July 5, 2018. 

Personalized-nutrition brands have to be strategic, responsible, and respectful in how they acquire, safeguard, and use consumers’ data.

How personalized nutrition—and personal data—is revolutionizing dietary supplements

Throughout the plant kingdom, there are hundreds of different plants each containing many different bioactive compounds. The activities demonstrated by some of these compounds earn them the label 

and a huge market exists for these in health foods, beverages, and dietary supplements. “Antioxidants have broad appeal because they have been linked to disease prevention and health maintenance characteristics for a number of conditions,” says Steve Holtby, president and CEO of Soft Gel Technologies Inc. (Los Angeles), a manufacturer that provides many such ingredients.

But what separates one antioxidant ingredient from another? Educating consumers about antioxidants has not been easy, and marketers often simply tout that antioxidants help protect the body against oxidative damage caused by free radicals. By better communicating an ingredient’s specific advantages, however, could the industry help consumers make more informed decisions?

“To differentiate an antioxidant from a similar one already on the market, one needs to pay more attention to improvement in its health benefit, such as better delivery system, its manufacturing process (preferably no solvents), and its price,” says Holtby.

Others say the same. “Many factors influence the composition—thereby biological activity—of an extract, so different extracts, even derived from the same botanical sources, can and do function differently,” says Anthony Thomas, director of scientific affairs at Natreon Inc. (New Brunswick, NJ).

 as used by industry is rather nebulous, as many chemical compounds exhibit various levels of antioxidant activity in a test tube but do not function as such in the body.”

Natural ingredients promoted for their antioxidant status range from polyphenolic compounds found in common fruits and vegetables to extracts born from lesser-known botanicals. Manufacturers should remember to focus on the research supporting what are often very specific ingredients. The following are recent and notable developments in the broad category of antioxidant ingredients. And there are countless others.

In the mint family alone, numerous plants, such as rosemary and oregano, are used to develop health products. But it’s spearmint 

 that contains the greatest amount of rosmarinic acid. For this reason, Kemin Human Nutrition and Health (Des Moines, IA) has committed itself to building a market around spearmint.

“Rosmarinic acid is an ideal antioxidant based on its molecular structure, which contains four hydroxyl groups,” says Kelli Herrlinger, director of clinical research at Kemin. “Each hydroxyl group has the capacity to donate an electron to unstable a free radical, thus reducing the harmful effects of the free radical.”

Rather than settling for spearmint already rich in rosmarinic acid, researchers at Kemin selected spearmint plants with especially high levels of rosmarinic acid and propagated them to be a replicable raw material for their spearmint extract. These plants have an estimated 10% dry weight of rosmarinic acid before flowering and are grown naturally in the field. The resulting extract is standardized for rosmarinic acid and more than 50 other polyphenols that are understood to behave synergistically in the body.

Most recently, Kemin’s spearmint extract was studied on a mouse stroke model in which the extract showed neuroprotective effects.

 The study is the first demonstration of the ingredient as a safe free radical scavenger in the reduction of stroke onset and symptom severity, and it follows previous trials on humans showing cognitive benefits. Kemin’s spearmint extract is sold under the brand name Neumentix. It’s already present in a variety of U.S. dietary supplements relating to focus and cognitive performance.

Mushrooms contain many compounds of scientific interest, including ergothioneine. This amino acid is present in many plants but more so in mushrooms. Scientists speculate that it is derived from fungi in the soil. Unfortunately, modern agricultural practices may reduce the amounts present in nature.

Blue California (Rancho Santa Margarita, CA), an ingredient supplier with vested interest in ergothioneine, says that prior to 2010 there were less than 100 published studies on ergothioneine. In the years since, more than 300 additional studies have been completed on the ingredient. In some scientific circles, the ingredient is known as the “longevity vitamin.” Humans even bear a highly specific transport protein for ergothioneine, and this has captivated the interest of the scientific community.

Intending to be more than just a distributor of ergothioneine, Blue California is involved with its own research on the ingredient. Last year, the company filed two U.S. patents on ergothioneine relating to 1) reducing oxidative stress trigged by inflammation, and 2) inhibition of telomere shortening associated with oxidative stress. Both indications make positioning the ingredient in healthy-aging products a likely choice for manufacturers.

Because of ergothioneine’s unreliable presence in nature, Blue California’s ergothioneine is manufactured via a proprietary natural fermentation process. This method helps ensure a stable price, commercial availability, and high purity.

 grew substantially following beneficial coverage on the Dr. Oz television show back in 2011. Years later, consumers continue to purchase this red alga for uses ranging from sports performance to skin health. The continued success motivates astaxanthin suppliers’ ongoing investment and development.

BGG World (Irvine, CA) is actively marketing its astaxanthin in a synergistic combination with tocotrienols, and the company’s position is supported by a recent study

 finding that the two ingredients yielded greater improvements in cognitive health compared to either product alone. The company also speculates such synergy could cross over into other arenas like athletics and beauty.

In light of increasing concerns around the sustainability of palm oil, from which tocotrienols are often derived, BGG has switched out palm tocotrienols for ones derived from annatto and rice. Annatto is reportedly more concentrated in tocotrienols than palm, BGG says, and rice is said to be the only known plant source of tocotrienols present in all forms: alpha, beta, delta, and gamma.

A healthy market for astaxanthin recently motivated Stratum Nutrition (Carthage, MO) to enter the astaxanthin market, too. The company has partnered with an astaxanthin producer in the Chilean Atacama Desert. This region has the highest solar irradiance in the world, allowing for efficient production of algae under yearlong natural sunlight. Stratum sees particular promise for astaxanthin in the area of skin health in part due to an increasing body of supporting scientific evidence that the ingredient may reduce the appearance of fine lines and wrinkles, while providing other skin health benefits.

NextFerm Technologies (Yokneam, Israel), which sells a unique, fermentation-produced astaxanthin ingredient derived from 

 yeast, called Astaferm, has actively been pushing the envelope on delivery system innovation. Recently, the company debuted a fine, cold-water-dispersible powder especially geared to liquid applications. In addition, the firm will soon introduce an immunity-focused gummy featuring Astaferm alongside ingredients like vitamin D3, elderberry, and curcumin.

Elzaphan Hotam, CEO of NextFerm Technologies USA, says because Astaferm provides a high concentration of astaxanthin and is a flavorless powder, the ingredient sidesteps many of the sensory challenges otherwise associated with formulating gummies. The resulting gummies are not only potent but have good flavor and stability. It’s just the latest in the lineup of NextFerm introductions. Last year, NextFerm and Soft Gel Technologies collaborated on an Astaferm softgel.

As sustainability remains top of mind for manufacturers and consumers alike, antioxidants from renewable resources are becoming more and more attractive. Extracts from tree bark fit the bill because they are rich in well-studied antioxidant compounds and are frequently procured from lumber waste and trees that are regrown. Several species of tree are prized for nutritional bark contents, including Dahurian larch 

Dahurian larch is commonly used to manufacture dihydroquercetin, a potent antioxidant that has been evaluated in more than 600 published studies. According to Nutralliance (Yorba Linda, CA), a distributor of dihydroquercetin, the ingredient bears one of the highest antioxidant levels on the market (measured by ORAC score). This is largely believed to be responsible for dihydroquercetin’s association with cardiovascular and cognitive health improvements in various studies. Not bad for an ingredient produced from tree stumps left behind from Siberian lumber harvesting.

For French maritime pine, DRT (Dax, France) has created a vertically integrated company that grows the pine trees, harvests them for various industries, and grows an equal amount of new trees with full transparency. From the leftover waste, DRT extracts a pine bark extract and sells it under the brand name Oligopin. Historically, the ingredient has been sold for its antioxidant contents and is frequently paired with vitamin C. New research

 on Oligopin suggests the ingredient may have beneficial use in osteopenia relating to the ingredient’s antioxidant strength and its impact on bone health.

While much of the antioxidants category is made up of well-known ingredient formulations, Indena (Milan, Italy) continues to develop new antioxidant formulas to complement its portfolio of longstanding ones. Last year, the ingredient supplier introduced Mitidol, a combination of ginger 

Ginger has previously been studied for its potential pain-management use in athletes and women experiencing menstrual cramps. Alkamides are the principle active component of toothache plant and are associated with their own potential to act as a pain-management solution. Combined, the two ingredients in extract form demonstrate potential in human studies

 to improve markers associated with pain, in particular regarding knee function.

 and its constituent curcumin remain leading ingredients in the botanical supplements market. Research continues to explore the possible benefits of this root to human health, even while so many published studies already exist. Most notably, researchers at Swinburne University in Australia completed a multi-week study

 on Longvida Optimized Curcumin, a patented turmeric extract from Verdure Sciences (Noblesville, IN).

The partial replication study aimed to detect significant differences in memory performance and fatigue among elderly subjects consuming Longvida versus placebo. Improvements observed at 4 and 12 weeks into the study provided confidence in a pattern of results “consistent with improvements in hippocampal function” as a result of consuming turmeric. The findings support a growing market interest in turmeric products for healthy aging and cognition.

“The interest in turmeric and curcumin continues to climb, and this increase in demand leads to a crowded marketplace with every brand claiming to be better or the best,” says Kristen Marshall, digital marketing manager for Verdure Sciences. The company has most recently expanded its business into the Brazilian market.

Product manufacturers interested in a lesser-known ayurvedic ingredient may be interested in myrobalan 

Natreon Inc. has developed an extract from the fruits of this plant that yields a unique chemical composition unlike that naturally derived from myrobalan materials in the rest of the marketplace, the firm says. Named AyuFlex, it’s demonstrated meaningful benefits in areas of pain and joint discomfort in human trials.

“Although AyuFlex has shown high antioxidant activity, other biological mechanisms of action are likely contributing to the observed therapeutic effects based on available evidence, including inhibiting activity of enzymes that degrade connective tissues and generate proinflammatory fatty acid species, as well as the enzyme xanthine oxidase which reduces the body’s production of uric acid that can build up and contribute to joint degradation and pain,” says Natreon’s Thomas. “These specific biological effects will be more unique to AyuFlex, whereas general antioxidant activity that reduces oxidative stress and supports vascular function will be shared to varying extent with many more antioxidant ingredients.”

Natreon recently secured U.S. patents for the ingredient relating to the reduction of pain and inflammation associated with osteoarthritis.

Taira Y et al. “Antioxidative effects of a novel dietary supplement Neumentix in a mouse stroke model.” 

Journal of Stroke and Cerebrovascular Diseases.

Bian Y et al. “A polyphenolic complex attenuates inflammatory response and blood-brain barrier disruption.” 

Sekikawa T et al. “Cognitive function improvement with astaxanthin and tocotrienol intake: A randomized, double-blind, placebo-controlled study.” 

Journal of Clinical Biochemistry and Nutrition, 

Majidi Z et al. “Oligopin® supplementation mitigates oxidative stress in postmenopausal women with osteopenia: A randomized, double-blind, placebo-controlled trial.” 

Rondanelli M et al. “The use of a new food-grade lecithin formulation of highly standardized ginger 

 extracts for the treatment of pain and inflammation in a group of subjects with moderate knee osteoarthritis.” 

Cox KHM et al. “Further evidence of benefits to mood and working memory from lipidated curcumin in healthy older people: A 12-week, double-blind, placebo-controlled, partial replication study.” 

An update on the new research and developments in antioxidant ingredients.

Antioxidants: Unique ingredient formulas make antioxidants a market of specialized research

Immune support has been on the public radar a lot lately—for reasons that, at this point, are so obvious as not to need restating.

is the extent to which consumers, keen on toughening their inner defenses, have responded either by drafting immune-boosting supplements into the fight against emerging threats, or by seeking safe harbor in the antioxidant protection of whole fruits and vegetables.

in the case of a growing battalion, by earmarking a portion of their health-defense budgets for accumulating an arsenal of functional foods and beverages strategically formulated to strengthen immunity.

The entire health and wellness industry could gain from their efforts, wagers Cashtyn Lovan, marketing manager, Cargill Health Technologies (Ankeny, IA). As she points out, “It’s not so much that consumers are turning away from supplements,” she says, “as that they’re now expecting more from their food and beverage choices, too.”

And with brands recruiting promising immune-support ingredients into applications as appealing as they are effective, consumers are finding their expectations being met.

One of the more remarkable stories to emerge from the pandemic has been consumers’ awakening not just to immune health but to its relationship to diet and nutrition. And that awakening has rewarded the dietary supplement industry mightily.

“As we’ve witnessed over the past year,” says Lior Lewensztain, founder and CEO, That’s It. (Los Angeles), “immune-related supplements experienced a dramatic spike in demand as consumers looked for ways to proactively manage their health and immunity in the midst of a global pandemic.”

Pointing to SPINS data from late 2020, he says, “The U.S. supplements channel grew more than 40% over the previous year—a stunning increase, even in a space that was expecting consistent growth in the coming years.”

And this rising interest in immunity didn’t begin with the pandemic, either, Lovan points out—nor will it end with it. She cites data from HealthFocus International demonstrating that as far back as 2018, 4% of consumers claimed always to choose foods and beverages to boost their immune systems. “And by the fourth quarter of 2020,” she says, “that number had jumped to 13%.”

Another sign that immunity is here to stay: “The trend of consuming immune-health ingredients is shifting to a year-round strategy,” observes Maria Stanieich, marketing manager, Kyowa Hakko USA Inc. (New York, NY), “now that individuals are looking to support their immune systems proactively and consistently.”

Not only are consumers leaning into immunity these days; they’re learning about it, too—which is driving interest in attaining it via functional formulation.

As Lewensztain explains, “We’ve seen that consumers have had the time and interest over the past year to explore and research natural ways to improve and support their immune systems—and they’re looking beyond just supplementing with pills to shift more of their interest toward integrating food products with functional and immune benefits into their daily diets.”

Granted, Ali Webster, PhD, RD, director of research and nutrition communications, International Food Information Council (IFIC; Washington, DC), cautions that “while we know overall good nutrition is important to maintaining optimal immune health, there’s no clear evidence that any specific food or nutrient can provide a quick fix.”

Nevertheless, she continues, “It’s also clear that Americans have a sustained interest in the role that foods and certain nutrients can play in supporting immune health.” And that interest, in turn, is inspiring functional product development.

A lot of the action that’s happening is in the functional-beverage space, claims John Quilter, vice president of global portfolio, ProActive Health, Kerry (Beloit, WI). “Between 2016 and 2019—long before the events of 2020—launches of beverage products with an immunity claim grew 9% in the juice category, 43% in flavored bottled waters, and 32% in energy drinks,” he notes, citing data from Innova Market Insights.

None of which surprises Ilana Orlofsky, senior marketing manager, Imbibe (Niles, IL). As beverage-development specialists, her team has found that while immune-enhancing formulation has been a consistent project theme over the years, “We’ve seen a real surge of these requests in the past 12 months.”

The requests run the beverage gamut from juices, syrups, and powdered mixes to shots, sparkling water, and more. “They aren’t relegated to just one category or format,” Orlofsky says.

What’s more, Big Beverage is even getting in on the act. Case in point: Mountain Dew Rise incorporates vitamin C “to validate its immune-support claim,” she says, while PepsiCo’s LifeWTR immune-support SKU “leans on 10% of the RDV for zinc.”

Then there are the brands “that may not be household names,” she continues, but that are still moving the innovation needle, like Hellowater’s Defense line of fiber waters, Riff’s Sparkling Energy+ line with antioxidants, and Jordan’s Skinny Mixes’ Citrus Splash flavor, which delivers vitamins C and B

So why are consumers drinking their way to immunity?

“A lower barrier to entry, or a lower commitment, is a big driver for functional beverages in general,” Orlofsky posits. “There’s validity to the premise that building a habit of taking a pill or gummy until you’ve gone through a bottle of 60 to 100—

—requires much more devotion than drinking a 2.5-oz shot or 12-oz can once or twice.”

And when it comes to fueling interest in functional foods writ large, she adds, “We know that younger consumers are adventurous, and big proponents of snackification, which we believe holds appeal partly because it exposes them to more flavor profiles and sensory experiences—dimensions that resonate with Gen Z and Millennials.” And the experiential is what functional snacking and sipping is all about.

The actives working behind the scenes in those functional snacks and sips include both established immunity players and emerging nutrients just beginning to compile research records.

Speaking to the former, Orlofsky says, “the alphabet vitamins—A through E,” along with zinc, elderberry, echinacea, turmeric, and ginger all rank high among the immunity ingredients Imbibe is watching.

“We’re also seeing some fruits naturally rich in vitamin C pop up more,” she adds, “and we predict there will be more movement in these for the next several years.” Acerola cherry and camu camu both fall into that class.

“Another ingredient showing promise is beta-glucan,” she goes on, which she notes not only benefits immune health but is one of the actives present in trendy medicinal mushrooms, too.

Quilter points out that Kerry’s Wellmune, a natural yeast beta-glucan with immune benefits backed by more than a dozen published peer-reviewed clinical studies, has been a regular in immune supplements for years. But now it’s appearing in functional foods and beverages, as well.

“Last year, Charles & Alice, a leading manufacturer of healthy fruit and vegetable-based snacks, launched Fruit Friends Fortified Fruit Pouches with Wellmune for the U.S. market,” he points out. Also new in 2020, Simpl Innovative’s Phab protein powders and RTD shakes were India’s first protein beverages formulated with yeast beta-glucan for immune health, he claims.

“These are two very different products in different markets,” Quilter says, “but what they share is their ability to leverage the science behind Wellmune to demonstrate its real immune benefits—and when it comes to immune health, scientific substantiation is everything.”

Kim Edwards, global product manager, Kemin Human Nutrition and Health (Des Moines, IA), agrees, noting that in the Asia-Pacific region, algae has a long history of credibility in functional foods and beverages. What’s more, she says, Kemin’s BetaVia Complete, a beta-glucan sourced from a proprietary strain of 

algae, has shown up in everything from functional beverages, shots, and energy bars to eggrolls, fruit jellies, and soups.

“North America is just starting to take notice and formulate with this ingredient,” she says, “but we expect to see significant sales growth in various functional foods and beverages in the coming year.”

Are functional foods and beverages the latest frontlines for immune support?

Nutritional Outlook Vol. 24 No. 5

Meal replacements: How manufacturers are differentiating their products from other functional foods and powdered supplements

Pet nutrition products are healthier, more functional, and cleaner than ever

Energy Plus: Shoppers demand more from today’s energy products

How personalized nutrition—and personal data—is revolutionizing dietary supplements

Antioxidants: Unique ingredient formulas make antioxidants a market of specialized research

Food and drink: What’s on the menu for immune support?

The changing face of skincare: As consumers rethink their beauty priorities, healthy, holistic ingredients are set to win the day

Defending GRAS: Instead of saying GRAS doesn’t work, should we instead be talking about how consumers are using products?

CBD Playbook: What one company is doing while awaiting future hemp and CBD guidance

The personalized nutrition market isn’t one-size-fits-all