Are we in? Are we out? As we near the end of 2022, the impact of the global pandemic is still making us wary—and weary. Meanwhile, the war in Ukraine, lingering supply chain issues, the ups and downs of the financial markets, and the threat of inflation worldwide are causing new worry: uncertainty about future consumer demand for dietary supplements.

Suppliers in the minerals market, however, view the mineral supplements category as rock solid rather than on a rocky road. And that’s because the sales numbers are still encouraging as the essentialness of minerals for basic body functions is undisputed.

Certainly, the numbers look good. According to Expert Market Research, the global mineral supplements market is expected to grow at a CAGR of 5% in the forecast period 2022-2027, reaching $14.8 billion by 2026.

Companies are reporting positive responses to the category, too—albeit with some concerns.

For example, Youval Saly, vice president, sales and marketing, Gadot Biochemical Industries Ltd. (Haifa Bay, Israel), says that during the pandemic the company experienced a peak in demand—increasing at 3%-5%—because, he says, “most customers wanted to secure their stocks.” He observes that even as recently as the beginning of 2022, “we saw optimistic growth in the minerals market, especially in the dietary supplements and functional foods categories that have a higher increase in sales than other categories.”

But then, Russia began its invasion of Ukraine, and according to Saly, the war, combined with supply-chain disruptions and the global energy crisis, created a more conservative scenario, specifically in Europe. But, he says, “there is still room for growth, especially in North America.”

That growth may well rely on companies moving minerals beyond the body basics and into fulfilling consumer expectations for value-added functional and condition-specific ingredient combinations, increased bioavailability, and new delivery methods.

“By far, the fastest-growing product is magnesium,” says Saly. He shares that Gadot Biochemical successfully launched its ingredient Cal2Mag in early 2022. The branded ingredient is a unique blend of calcium citrate and magnesium citrate specially designed for calcium fortification and to support optimal bone health.

Saly likes the addition of magnesium, “in the perfect ratio with calcium,” to offset the potential problem of calcification leading to heart problems from the use of calcium by itself. He believes the combination of the two high-bioavailable ingredients “may decrease the risk of calcification.”

Brandon Johnson, MS, vice president, product innovation, Trace Minerals (Ogden, UT), thinks that “condition specific–related ingredients is a fun and exciting area with a lot of growth potential.” Case in point: earlier this year Trace Minerals introduced a new magnesium dietary supplement to support healthy blood pressure levels.

That introduction was one of nine new products added to Trace Minerals’ already extensive product line. According to a press release

, Trace Minerals’ Blood Pressure Support is an orange mango mix-in drink powder that contains 250 mg of magnesium citrate, 90 mg of potassium bicarbonate, and 50 mg of Trace Minerals’ proprietary Ionic Trace Minerals complex. Each serving of Trace Minerals Blood Pressure Support has just 10 calories and 2 g of carbohydrates, and is gluten free and certified vegan. The company also introduced a new flavor of magnesium gummies.

Marlena Hidlay, global strategic marketing manager, Albion Minerals at Balchem (New Hampton, NY), also sees magnesium as a stalwart ingredient with room for growth. She says, “Magnesium saw tremendous growth in 2020, 11.4% versus prior year, and has continued to grow.” According to Hidlay, 

 projects above-market growth in 2023 and 2024.

Zinc, too, is on the rise, according to Hidlay. Balchem’s own consumer research

 indicates that more than one in three U.S. consumers currently takes a zinc supplement to support immunity. Zinc was another ingredient that “realized pandemic-induced growth as immunity has been top of mind with consumers,” she adds.

Additionally, says Hidlay, external market research from Mintel advises that more than half (53%) of Americans say their ideal dietary supplement would offer immune support.

“To address the needs of our customers and their consumers, Balchem developed a new product form, Zinc Max, a 27% zinc bisglycinate chelate,” advises Hidlay. The branded ingredient, introduced in March 2022, is now commercially available. It is the latest zinc offering within the Z-life brand in the Albion Minerals portfolio. Further, says Hidlay, “It meets the clean-label demands of today’s consumers and is silica free, not bioengineered, vegan, and Non-GMO Project verified.”

Trace Minerals also introduced two new products with zinc this year, including Liquid Zinc + Quercetin in an orange mango flavor and Quercetin+ Zinc Powder in an orange cream flavor.

According to Saly, consumer demand for minerals is rising as “consumers understand the need to consume magnesium, calcium, and zinc to support their immune system and reinforce holistic health.”

Angel Aponte, MS, senior sales executive and brand manager, AIDP Inc. (City of Industry, CA), says “AIDP has been selling minerals for many years. Recently, we have seen growth in many of the commodity minerals that support the immune system. We also see an increased interest in added-value minerals.”

To that point, in January, AIDP announced its role as the exclusive supplier of the Ultimine line of minerals for the Americas, according to a company press release. Cura Global Health Inc. (Ames, IA) has a 10-year history of developing the brand of plant-based, whole food–derived minerals and invented “Koji Inspired Wellness.” The brand is derived from natural fermentation of Koji fungi 

 The minerals—including iron, zinc, and multi-minerals—are taken up by the fungus through a patented fermentation and harvesting process to yield highly bioavailable minerals.

AIDP President Mark Thurston stated, “We believe these unique, food-derived, bioavailable minerals fermented from Koji fungi have a large market potential.”

More recently, AIDP introduced a second new line, this one consisting of highly bioavailable, fully reacted minerals allowing for easier transport and reducing GI issues common with many minerals, according to Aponte. This new line of pure minerals, she says, “will focus on only what you need in a mineral without any fillers.”

There’s another condition-specific area for another mineral ingredient that Hidlay suggests. “While focus on proactive health and immunity continues, [consumers] now more clearly recognize the impact of mental and emotional health.”

 It is here that Hidlay sees potential growth opportunity for iron, which she says consumers associate with brain health. In fact, she’s aware of research that positions iron among the top five ingredients with brain health benefits, according to U.S. consumers.

 Balchem supplies Ferrochel, its flagship ferrous bisglycinate chelated iron ingredient.

“Our customers are looking for specialty chelates. Mineral chelates have enhanced solubility and limited interaction with other dietary components, leading to enhanced mineral absorption,” Hidlay explains.

Not only does Gadot’s Saly see brain health and immunity as specific condition-related categories of growth for minerals, he also sees possibilities for that category in sports nutrition and mood support. And he’s not alone.

Johnson at Trace Minerals, too, is optimistic about the many places minerals can move into. He explains that “

 are popular buzzwords. As we demand more and more of our time and our bodies, we are always going to be looking for how to recover quickly and optimize our performance. Those are two big markets that minerals play important roles in,” he claims.

The mindset of the consumer is what Saumil Maheshvari, senior vice president of business development at Orgenetics Inc. (Brea, CA), recognizes as one of the keys to unlocking growth for the minerals category. Orgenetics has two branded ingredients lines, Rgen and Orgen, that supply organic minerals such as calcium, chromium, and magnesium, among others.

( As Maheshvari explains, there are different drivers for different subsets of consumers, including those seeking specific condition-related ingredients, while others are intrigued by ingredients that are buzz-worthy. Some are just looking for palatable pricing, he adds.

“There are some consumers who were attracted to the supplement space or health industry during the pandemic, looking for answers and immune protection,” says Maheshvari, “and perhaps they are more oriented towards press attention and functional benefits. There are other consumers who are hyper-aware of their health conditions and the supplementation that can help with those conditions.” For that subset of consumers, he says “it is a lot of science and research-driven choices” that motivates them.

Maheshvari advises that companies might have to choose a subset to aim a particular product or brand to. Further, he reminds us that age plays a role, too, in growth, explaining that age demographics are dynamic, allowing for growth even in the basic minerals as consumers age. It’s here that health conditions, combined with age, come into play.

For example, Maheshvari observes that health priorities change given “macro conditions or world events. So those different strata of consumers will find that basic mineral supplementation like calcium or iron are important [for] certain age groups—often directed by their physicians. Additionally, as the world population in general gets older and larger, there is still room for growth in the basics,” he says.

Mineral Companies Tout Changes in Mindset

Balchem’s Hidlay points to a company blog post that explored the notion that “trends are always in flux, but the recent global health crisis created changes that are here to stay.”

Allowing that the pandemic provided people with “a period of recalibration, reflection, and resilience,” the blog post philosophized that consumer lives were disrupted in ways that led people to become more purposeful in addressing their health. Living witnesses to a more realistic understanding of human frailty put them on a path to mindful wellness.

As many have recognized, that revitalized commitment to health is one of the welcome changes which the industry is banking will remain a behavioral habit, rather than just a movable trend.

Not that mineral companies aren’t happy to wade into trends where other categories have been swimming. They are.

For example, Johnson says that Trace Minerals still sees a very good response to foundational health ingredients like calcium, magnesium, and zinc. He thinks that “some of the biggest growth opportunities will come in the form of novel delivery systems.” As an example, he observes that “we are already seeing a huge growth in the gummy market for both standalone mineral ingredients as well as full multivitamin/mineral types of products.”

“People are always looking for convenient, fun, and good-tasting delivery systems. I think we will see the gummy market continue to grow as well as other forms of chewable delivery systems,” Johnson adds.

Both Aponte and Saly are counting on a growing awareness of changes in the earth that are changing behaviors in the diet.

Says Aponte, “Consumer awareness of the importance of minerals is growing, specifically magnesium and zinc for immune support. In addition to supporting immune health, consumers seem aware of how minerals are being depleted in the food supply. Customers are more aware than ever that poor diet can cause a host of deficiencies, including minerals.”

Post-pandemic (if there ever is such a thing), Saly sees growth for minerals driven by consumers who have become more educated and more health conscious, understanding the importance of taking minerals daily.

Given that “nutrients are deficient in foods due to a lower concentration of minerals in soil and water,” he says, consumers will need to find these minerals “in fortified foods and beverages and nutraceuticals”—another opportunity for industry to shore up market growth.

Take healthy drinks, for instance. “Natural energy drinks are fortified in minerals and low in calories,” says Saly. “These drinks reflect the new health-conscious consumers that are looking for low-carb, plant-based, and high-protein sources.” And all these drinks are fortified with minerals such as potassium, sodium, magnesium, and zinc, he adds.

Education is also key. “The mineral category’s growth is still geared towards plant-based, digestive-friendly minerals,” says Maheshvari. “Gut health is becoming more and more prominent, as is health education towards mineral supplementation in varied diets across the world. For example, many vegans are aware that they will need iron supplementation of some sort.”

It’s not only consumers who may need to consider a change in mindset for industry growth to continue.

Maheshvari raises a different issue, suggesting that the major problems or questions may lie with the international regulatory landscape. “It seems there has been a ‘de-globalization’ movement, where countries have opted to become more fragmented during the age of COVID, most noticeably with the border closures,” he says.

He realizes this may be a more philosophical question which may need to be put aside for now, based on other tangible worries. But still, he wants to raise the issue. Here is Maheshvari’s question: “Do we work together and collaborate across countries [for] tackling future pandemics, supply chains, regulatory compromise, etc., or do we continue to fragment further to work with only the domestic country’s regulations? That’s a debate worth considering.”

One unknown that has companies and consumers on high alert is whether inflation will grab hold or just continue to toy with us.

“Inflation affects the world over in many, many aspects of life. Labor shortages and wage growth make a huge jump in cost of goods in labor-intensive or farm-intensive ingredients,” says Maheshvari.

He adds that “for many manufacturers or brands, the cascading effect of an increase in labor, materials, and freight makes for a nightmarish situation when looking at the final bill. Ultimately, businesses have to remain profitable—whether it is a small mom-and-pop shop or a Fortune 500. So, this becomes a positive feedback loop where the prices inevitably have to get passed on to the consumer, who then ask for wage increases to support the increases in prices.”

Gadot’s Saly doesn’t shy away from potential realities either. “During the pandemic,” he says, “prices increased due to a higher demand than supply. Now that prices are in control, and even slightly going down, the only element that reflects the cost is the energy due to lack of gas.” That leads to his concern that “the main factor that is affecting prices is the price of energy becoming a major global problem.”

He acknowledges that “prices are bound to raw material and energy increases, and we will try to do our best to maintain the most competitive pricing. There are times of uncertainty, but due to our localization, we fortunately have enough energy and raw material supplies.”

Aponte adds to where the other suppliers are going—that having the right partners goes a long way, especially during tumultuous times. “Prices have gone up across the board, and minerals are not exempt,” she says. “AIDP has worked for over 25 years in establishing long-term relationships with our suppliers, allowing us to aid in easing the immediate impacts of inflation.”

Supply Chain Concerns Can Depend on Your Supplier

And Aponte doesn’t pussyfoot around another potential disruption that became highlighted during the pandemic. “Supply chain issues still remain and will likely remain in the short term,” she says. “However, with the increasing trend to diversify outside of China, these burdens are being lessened.” AIDP has strategically worked to source many of its value-added minerals from non-Chinese sources, she advises.

Orgenetics’ Maheshvari, too, points to the work his company has done to lessen supply chain issues. “Fortunately for us, we have invested into domestic supply chains through the pandemic and have worked closely with our international supply chain partners to streamline quite a bit. So, we are seeing supply chain nightmares ease. Being vertically integrated down to the farm level has certainly helped us ride the storms better.”

In the last two years, observes Saly, there was a major lack of vessels worldwide. “It looks like that problem is over,” he states. “Now the only shortage is the availability of drivers to bring the raw material[s] in time [to] the warehouse.” But he is not deterred, advising that problem, too, will be solved.

With everything going on in the world, there is, as Saly puts it, “uncertainty in regard to what will happen next.” But Saly reminds us that one thing is certain in this age of uncertainty.

“While the overall category suffered a lack of raw materials, especially from the far east, fortunately none of our customers suffered,” says Saly, “since we had sufficient raw materials and we delivered ingredients on time, and we covered customers.”

In other words, choosing the right supplier and maintaining those trusted relationships with manufacturers still matter.

Global Mineral Supplement Market: By Product: Calcium, Magnesium, Iron, Potassium, Zinc, Chromium, Selenium, Others; Regional Analysis: Historical Market and Forecast (2017-2027); Market Dynamics: SWOT Analysis, Porter’s Five Forces Analysis, EMR’s Key Indicates for Demand; Competitive Landscape; Industry Events and Developments

Gadot Launches Calcium, Magnesium Mineral Blend for Bone Health Products

Trace Minerals Announces Launch of Nine New Products at Expo West as It Returns to First In-Person Event Since 2019

 report. “2021 Supplement Business Report: Minerals”

Consumer Survey. “Consumers’ Redefined Path to Wellness: Attitude & Usage Study.” Conducted by FRC for Balchem Human Nutrition & Health. November 2021.

Data from Mintel Global New Products Database. April 2021.

Delivering Optional Nutrition Through the Lifespan with New Z-life Zinc Max. 27% Zinc Bisglycinate Chelate

Company press release. “AIDP, Inc. to Distribute Whole Food Minerals from Cura Global Health Under the Ultimine Brand.” AIDP Inc. Posted January 25, 2022.

” Balchem Human Nutrition & Health. Published June 21, 2022.

Articles

Going forward, growth will rest on moving minerals beyond the body basics to fulfilling consumer expectations for condition-specific ingredient combinations, increased bioavailability, and new delivery methods.

The mineral supplements market is rock solid in 2022

“Oh, my aching back!” In a comedy movie, this statement accompanies actors exaggeratingly clutching their spine. In real life, however, chronic pain is far from a laughing matter.

According to a 2019 National Health Interview Survey, approximately 50.2 million adults in the United States reported feeling pain on most or every day, a study reported.

 Though many do seek conventional treatments and pharmaceuticals, these don’t always work for those experiencing pain. Most individuals don’t want the side effects that often accompany conventional medicine either.

Thankfully, new natural health ingredients and products are on the rise. Continuing studies show promising results for individuals desiring natural pain-management solutions.

Natural Alternatives to Prescription and OTC Drugs

Throughout history, certain herbs and spices have been used to relieve inflammation and pain, says Benny Antony, PhD, joint managing director for Arjuna Natural, whose U.S. headquarters is in Irving, TX. “Natural ingredients have also been generally associated with providing support for chronic pain management,” Antony says.

Arjuna Natural launched its product Rhuleave-K, for instance, to provide a natural alternative to chronic pain sufferers. “It is a proprietary botanical formula composed of turmeric and boswellia combined in black sesame oil and clinically supported to bestow safe pain relief at an efficacy and speed comparable to popular OTC drugs,” says Antony. “Consumers are looking for effectiveness, and there is a high interest for clinically proven natural products that have potency in lower doses.”

Nicole Brown, chief innovation officer at Open Book Extracts (Roxboro, NC), says that as the cannabidiol (CBD) market continues to mature, it’s offered consumers fresh ways to deal with chronic pain.

Brown points to a recent New Frontier Data “Consumption Drivers” report

 which states that there are four main types of CBD consumers: 1) those who choose it for medical purposes, 2) for pain management, 3) for general wellness, and 4) for unwinding. Pain-management users are the largest and oldest group, says Brown. These individuals tend to be highly satisfied with CBD products in treating their pain issues.

“As a group, pain-management consumers have successfully addressed a specific need, are happy with results, and are uninterested in further adjusting their habits,” says Brown.

Types of Ingredients Pain-Sufferers Are Drawn to

Brown notes that, according to the global management consulting firm McKinsey & Co., wellness-minded shoppers are looking for products that are natural, clean, designed to improve health and mental wellbeing, and that are tested and approved by social media influencers.

Then, of course, there are tried-and-true natural ingredients like turmeric, boswellia, clove, and caffeine, says Antony. “Turmeric has been the go-to herb for addressing many degenerative conditions and having proven anti-inflammatory effect activities,” he says. Meanwhile the potency of curcumin, the active ingredient in turmeric, is well known for its positive effects on managing pain.

Buyer Beware! What Claims Can Natural Pain-Management Products Make?

But how do manufacturers make healthy claims about their products without straying into pharmaceutical territory? “It’s a gray area since pain is a very controversial and sensitive claim,” says Antony—“but clinically documented products should be allowed to make claims that relate to the benefits shown on the clinical trials.”

Brown says that for CBD-related products, the balance is even trickier. “Before marketing a CBD product, it’s important to know what constitutes a health or disease claim,” says Brown.

Anything ending in “-itis” refers to inflammation, says Brown. Similarly, anything ending in “anti-” relates to anti-inflammatory. And using the name of any specific illness, such as depression, is risky. “Using the words 

is considered mid-level risk and should be avoided,” adds Brown. “A more compliant way to state such information is to address a product’s use for discomfort.”

With so many Americans dealing with acute and chronic pain issues, the field for natural pain-management products continues to grow. According to Mordor Intelligence, the global pain-management market was valued at $79 million in 2021 and is projected to grow to $121 million by 2027.

 Clearly, there is room for both traditional and natural products that may help manage pain symptoms for individuals throughout the country and the world.

Prevalence of chronic pain among adults in the United States

.” Pain, vol. 163, no. 2 (February 1, 2022): e328-e332

Who Is Driving CBD Consumption? Four Groups Define Sales.

Pain Management Market – Growth, Trends, COVID-19 Impact, and Forecast (2022-2027)

Continuing studies show promising results for individuals desiring natural pain-management solutions.

Natural pain management: Alternatives to traditional pain medications are expected to grow

Fruit powders can give beverages authentic flavor, color, and nutritional value, creating a healthy halo that draws in customers interested in “natural,” clean-label products. When formulating beverages using fruit powders, however, dispersibility is an important quality to consider.

First, Melanie Bush, vice president of science and research at Artemis International (Fort Wayne, IN), explains the distinction between 

 when formulating liquid applications. “If a fruit powder is not soluble, it is because it contains insoluble material, like pulp or unfiltered particles, that were in the juice when it was dried. Perhaps the more relevant descriptor for formulating liquid applications is its ‘dispersibility,’ meaning how well the fruit powder can uniformly distribute in solution,” explains Bush. “Think of it in terms of how easy or hard it is to get the product into solution.”

“The distinction,” she adds, “is important because you should ultimately be able to get any soluble fruit powder into solution, provided that it doesn’t contain actual insoluble material, with enough high-speed mixing. But some are definitely harder to mix than others.”

Then there’s consumer preference. While insoluble materials, like pulp, may denote to some consumers that the product is natural, most mainstream consumers may find floating particles in liquid unappealing. Removing insoluble materials solves the solubility issue to make a more attractive product.

A number of factors may still affect the dispersibility of a fruit powder in solution. Particle size is one factor that may impact how well a fruit powder mixes into liquid. Ironically, the smaller the particle size, or the finer the powder, the more difficult it can be to dissolve in liquid. “This occurs because the surface area is larger, so it takes up water too fast to form clumps and tends to float on the surface instead of dissolving rapidly,” says Bush. “Partially agglomerating powders to create larger particles can help make them easier to dissolve.”

 dissolve; it just may require more vigorous mixing or other dispersion methods. Keep in mind, however, that vigorous mixing may cause foaming, especially when mixing concentrated solutions, says Bush. This becomes less of an issue when using more water in the formula, but when making a concentrated solution, it may help to premix powders with something more soluble such as propylene glycol or even just sugar to slow down the absorption rate to make the powder easier to mix, she suggests.

The same considerations should be made for powders being sold to consumers for dispersion in at-home or on-the-go beverages, with the added precaution against hygroscopicity. Fruit powders that contain high levels of hygroscopic sugars such as fructose are known to absorb moisture from the air and clump. “Vacuum packaging can help somewhat but becomes a challenge for partially opened or resealable packages,” says Bush. “Many manufacturers need to mix fruit powders with a carrier like maltodextrin, or substances like calcium silicate, to help combat this problem.”

While the particle size and agglomeration don’t impact the nutritional value of a fruit powder, the addition of excipients such as maltodextrin may affect the strength of the product. Formulators should therefore take that into consideration and use the right amount of fruit powder to achieve the desired level of active ingredients in the finished product, says Bush. “Also, if heat is used to aid in the dispersion of a fruit powder, formulators should note that prolonged high heat can be detrimental to the stability of certain bioactives in fruit like anthocyanins [red-purple-black color pigments],” she adds.

When formulating beverages using fruit powders, dispersibility is a key consideration.

In the Mix: Solving issues with dispersion of fruit powders in liquid

Joint health supplements are soaring in popularity, with consumer demand for these products driving a wave of innovation. While legacy ingredients are falling out of favor, a flurry of research activity on newer ingredients has captured consumers’ attention. In fact, the joint health market is a dominating force among nutraceuticals, having reached an impressive $10.8 billion worldwide valuation in 2021, says Lindsey Toth, director of global marketing for capsules and health ingredients at Lonza (Basel, Switzerland).

Consumers adopted sedentary lifestyles in droves during the COVID-19 pandemic, Toth explains, which contributed to an increased prevalence of weight gain and joint stiffness. With consumers eager to move on from the pandemic and get moving again, demand for joint health products is now at an all-time high, she says. Here are some of the ongoing innovations in joint health ingredients that aim to meet the unprecedented demand for proven products.

Collagen Recovers Function, Relieves Pain

Recent research shows that collagen—both by itself as a single-ingredient product and when incorporated in blends—has potent effects on joint function.

 Lonza conducted examined the effects of Lonza’s branded UC-II, an undenatured type II collagen ingredient, on range of motion in knee flexion and extension angles in healthy subjects aged 20 to 55 with activity-related joint discomfort. Subjects received either 40 mg of UC-II per day or a placebo for 24 weeks. At the end of the study, subjects who received UC-II exhibited a 3.23-degree increase in flexion range of motion and a 2.21-degree increase in extension range of motion. These increases were statistically significant. And subgroup analysis found that subjects over the age of 35 exhibited even greater increases.

Toth says the 3-degree increase in knee range of motion represents a recovery of more than a decade’s worth of joint function. Furthermore, she explains that in this study, UC-II worked 15 times better than placebo.

Collagen also shows efficacy when incorporated in blends. One post-marketing surveillance study

—a single-arm, open-label, observational pilot study—assessed the efficacy of a product called AflaB2 on 40 male and female outpatients with knee osteoarthritis. AflaB2 is a blend of Laila Nutraceuticals’ (India) branded 

 extract Aflapin and Bioiberica’s (Spain) branded Collavant n2 type II collagen.

All patients in the study were administered a once-daily dose of an oral solution containing 40 mg of type II collagen and 100 mg of 

a extract. Subjects stayed on the protocol for three months and were assessed for Visual Analog Scale (VAS) pain scores and Western Ontario and McMaster Universities Osteoarthritis Index (WOMAC) scores on days 0, 5, 15, 30, 60, and 90. After 90 days, subjects exhibited a 73% reduction in VAS scores and a 76% reduction in WOMAC total scores.

This study demonstrated that collagen may be more effective when incorporated in blends with herbal ingredients, says Jaume Reguant, healthcare director at Bioiberica. Reguant notes that in the AflaB2 trial, the researchers observed a significant reduction in VAS pain starting on day five of the study.

“Alone, the benefits of native type II collagen are typically observed in one or two months,” Reguant says. “This study suggests, however, that when used in combination with 

“One of the most exciting developments in joint health right now is the exploration of how we can take ingredient efficacy to the next level with unique and powerful combinations,” he declares.

Curcumin Relieves Inflammation, Dispersion Boosts Absorption

 is an effective multimodal ingredient for use in joint health formulations, but the ingredient’s poor absorption profile has historically limited its potential. The problem is worth addressing, as curcumin has been shown to be a valuable joint health ingredient.

Curcumin exerts anti-inflammatory, antioxidant, and pro-apoptotic effects on several biological systems, says Maggie McNamara, marketing director for Gencor (Irvine, CA). The ingredient may also reduce inflammatory cytokine and prostaglandin production by modifying COX-2 pathway signaling.

While curcumin has been a challenging ingredient to formulate with, suppliers have focused for years on innovating new forms of more-bioavailable ingredients. “The main factor restricting the use of curcumin as a therapeutic agent is its poor oral absorption,” McNamara says. She notes that Gencor’s branded HydroCurc ingredient combines curcumin and LipiSperse technology designed “to increase the bioavailability and functionality of lipophilic actives.”

One recent randomized, double-blind, placebo-controlled clinical trial assessed the efficacy of 500 mg/day of Gencor’s HydroCurc on morning joint pain over the course of two weeks. This study, which was accepted by an academic journal and is pending publication, found that HydroCurc was effective in reducing joint pain. HydroCurc demonstrated statistically significant efficacy relative to baseline starting on day 5. The ingredient also showed a significant difference relative to placebo starting on day 11.

 joint health benefits may be due to calebin A, a curcuminoid compound and curcumin analog with anti-inflammatory properties, one company has discovered.

Muhammed Majeed, PhD, founder and chairman of the Sami-Sabinsa Group (East Windsor, NJ), says calebin A works to inhibit inflammatory cytokines such as interleukin-6, TNF-alpha, and interferon-gamma. Majeed notes that calebin A has also been found in studies to inhibit the production of osteoclasts, indicating an osteoprotective effect. One 

 conducted by Sabinsa and the University of Texas (Houston) found that calebin A suppressed the production of osteoclasts in cancerous cells isolated from mice.

“Osteoclasts are responsible for bone destruction,” says Majeed, who coauthored the study. “[This study demonstrated that] calebin A kills the cells that destroy bone.”

In March 2022, Sabinsa launched its branded CurCousin ingredient, a nature-identical synthetic calebin A ingredient standardized to a 98% concentration. Sabinsa holds 13 patents on calebin A for protection of articular cartilage, with two more patents pending, and three patents as a therapeutic for osteoporosis.

Botanical ingredients continue to capture more of the joint health market. As consumers become more sedentary, and demand for joint health ingredient grows, traditional joint health supplements like glucosamine and chondroitin are unable to match consumer expectations, says Shalini Srivastava, MD, director of clinical development for contract research organization Vedic Lifesciences (India). Meanwhile, diversification within the consumer base is also splitting demand between vegan and non-vegan options.

The result? “Fast-acting ingredients are being appreciated,” Srivastava says. “Demand for botanicals has increased with the rise of the vegan trend, while eggshell membrane is meeting the needs of omnivores.”

Joint health ingredients are experiencing renewed interest as consumers seek validated products that can help maintain an active lifestyle. While more traditional ingredients like glucosamine and chondroitin are falling out of favor, newer ingredients like curcumin and collagen continue to see robust research investment and a welcoming consumer audience. Formulators have ample room to experiment with novel ingredient combinations, enabling brands to capitalize on consumer demand for unique and effective products.

UC-II undenatured type II collagen for knee joint flexibility: A multicenter, randomized, double-blind, placebo-controlled clinical study.

Journal of Integrative and Complementary Medicine, 

AflaB2 and osteoarthritis: A multicentric, observational, post-marketing surveillance study in Indian patients suffering from knee osteoarthritis

International Journal of Research in Orthopaedics, 

Calebin A downregulates osteoclastogenesis through suppression of RANKL signalling

Archives of Biochemistry and Biophysics, 

Regrowing cartilage in a damaged knee gets closer to fixing arthritis

An influx of next-generation ingredients and a growing consumer need are driving joint health supplements to new heights.

Flex time: Joint health supplements are more popular than ever

Designing clinical trials is tricky business, especially when you’re limited to studying healthy populations. While the pharmaceutical industry has the advantage of conducting studies on diseased populations, where any improvement is easily noticeable, dietary supplement companies can only base claims on studies performed on healthy subjects. These and other constraints typically mean making changes to study parameters or recruiting a larger sample, both of which can be time-consuming and expensive to do.

So how can supplement companies design and conduct sound clinical trials to prove the health benefits of their products? Here’s what clinical trial experts recommend.

Tip 1: Choose Pre-Disease Risk Factors as Study Endpoints

While supplement companies can’t directly research diseased populations, they 

 examine certain pre-disease risk factors within healthy subjects. Jayesh Chaudhary, founder and CEO of contract research organization Vedic Lifesciences (Mumbai, India), says there are two main types of supplements: 1) lifestyle and wellness supplements, which keep consumers in peak physical and cognitive condition, and 2) condition-specific supplements, which address a condition that is likely to worsen over time.

“There are several early signs of [conditions] that don’t get reported to doctors and hence aren’t termed as ‘disease,’” Chaudhary explains. “We can use these as endpoints for supplement studies.” In India, he adds, nutritional researchers don’t need to file an Investigational New Drug (IND) application with the government—that is, India’s equivalent of the FDA—even if they are testing a condition-specific supplement.

Tip 2: Limit Studies to One or Two Variables

When researching the effects of supplements in healthy populations, clinical trials need to have the necessary statistical power to show a benefit. Chaudhary notes there are several methods of adequately powering studies, but one of the most effective ways is to be selective about dependent variables.

“Choose only the variables that are likely to move noticeably in a short period,” he advises. “Use sensitive equipment, tools, or questionnaires that can spot small changes quickly. Place your bets on only one, or at the most two, key variables, and recruit to sharply control these at baseline.”

By having only one primary endpoint, Chaudhary explains, researchers will have an easier time identifying changes. This endpoint should be carefully chosen, and any other endpoints should be designated as secondary.

There’s no shortage of challenges researchers encounter when designing and recruiting for nutritional supplement trials. Issues like confounding dietary factors, difficulty recruiting or retaining participants, and poor compliance with the study protocol can all derail a trial. Chaudhary says these problems make it necessary to invest heavily in recruitment.

“We need to recruit study participants to meet requirements of the primary variable in a way that leaves room for improvement with the supplement under study,” he notes. “We also need to keep standard deviation as low as possible. Tight recruitment strategies can increase screening failures and costs, but they pay off in the long run.”

Study location may also be an important consideration. Chaudhary says the urban and semi-urban areas of India have above-average recruitment rates and below-average study dropout rates, making India a favorable location for clinical research.

Clinical research can be expensive. While it may sound counterintuitive to invest in multiple studies at the same time, Chaudhary says that planning for two clinical trials instead of one is the most cost-effective approach. Even if local regulators don’t require multiple trials, having a pilot trial and a confirmatory trial makes economic sense.

“The first pilot study helps [create an effective] design, which saves on unnecessary costs in the second confirmatory study,” Chaudhary explains. “It may sound frivolous [to invest in two studies], but this is the cardinal rule of clinical development we recommend, especially if prior human data is sketchy or absent.”

While there are challenges involved in studying healthy populations, a robust library of clinical research is still any brand’s best bet for marketing its supplements. Effective trial design can overcome many of the limitations supplement brands face in conducting research, and the potential ROI of a well-done trial is a compelling reason to invest in clinical studies. Consumers ultimately care about efficacy, and no amount of marketing hype will make up for a dearth of clinical validation.

Clinical trials design best practices for nutraceuticals

Clinical trials: How can supplement companies design effective trials in healthy populations?

Feeling slumped? Grumpy? Not quite your full self? That’s understandable. These are trying times, and perhaps we can chalk up that pervasive sense of malaise at least in part to the weight of current events.

Then again, maybe it was just your last meal. No, not 

 last meal; we mean the one you just ate—and, more likely than not, the one that isn’t digesting optimally.

 In fact, says Kalyanam Nagabhushanam, PhD, president of R&D, Sabinsa Corp. (East Windsor, NJ), “Indigestion is all too common and takes a major toll on one’s health and wellbeing. Stomach disturbances invariably change the disposition of any individual, affecting mood, appearance, posture, and performance in the most palpable way.”

The upshot: Poor digestion is a holistic concern begging for a holistic solution. And though pre- and probiotics have earned a reputation—and serious sales—as the alpha and omega of digestive-health holism, they don’t quite complete the circle. For that, industry insiders say, you need enzymes.

Or, as Nagabhushanam puts it, “A thoughtfully formulated blend of enzymes can address digestive concerns in a holistic way.” And in so doing, it can be an effective tool for formulating the next generation of digestive-health supplements.

“There’s no gainsaying that the consumption of good food followed by good digestion is a natural, inborn pleasure for every human,” Nagabhushanam declares. That being so, “Biological imperfections that hamper that enjoyment are unwelcome, making the factors that contribute to good digestion among people’s top health considerations.”

 consumer survey conducted earlier this year found 27% of respondents rating gut health among their top experiential concerns.

And whether it’s a cruel irony or a logical conclusion, those same gut-health concerns are also occurring more frequently: A 2020 Mintel survey found not only that 72% of adults experienced digestive discomfort at some point during the previous twelve months, but that 25% reported suffering more such flare-ups since the pandemic started.

So with digestive wellness—or its absence—an inescapable reality, it’s no wonder that Straits Research appraised the global market for digestive-health products at just shy of $40 billion in 2021—and destined to hit $80 billion by 2030, buoyed by compound annual growth of 8%.

After all, says Mark Walin, senior vice president of business development and marketing, Bio-Cat (Troy, VA), “We typically eat two to three meals per day and are constantly getting feedback on how well—or not—our digestive system is functioning. So especially during a pandemic when self-care initiatives peaked, interest in the gut and diet has increased consumer understanding and led to the topic’s being ‘hot.’” 

Beyond that, Walin credits “new and increasingly affordable technologies for characterizing our gut microbiomes” with generating a “flood” of knowledge about the relationship between our guts and our health—which has helped reveal not only the extent of our gut issues, but their causes, as well.

Like, for example, modern life. “It’s undeniable that our lifestyles contribute to stomach upset and digestive disturbances,” states Kristin Wilhoyte, global director of product marketing, Deerland Probiotics & Enzymes (Kennesaw, GA). “From convenience foods and meals that lack beneficial bacteria to heightened stress and inadequate sleep, our bodies often struggle to keep up.”

And the struggle intensifies as we grow older. When FMCG Gurus quizzed North American consumers on supplement trends, it found 55% of baby boomers willing to pay extra for supplements that address digestive health

—a finding that “may align with the common experience of bloating and constipation among aging consumers,” Wilhoyte notes.

“That’s not to say that GI discomfort doesn’t affect other population segments,” she continues, pointing to advertising campaigns that target young women with bowel irregularity or constipation as evidence. Children’s gut health is even “a growing trend,” she adds, “as many kids experience constipation and other digestive discomforts.”

Poor diets certainly exacerbate these discomforts, but even good nutrition can make matters worse. Take flexitarianism. Although adding more plants to our meals is healthful, “The human body doesn’t produce the enzymes that break down the components of plant cell walls,” Wilhoyte explains, “possibly causing digestive discomfort in some consumers, but also hinting that we may be missing out on the key nutrients these veggies offer.”

The lesson Walin draws is that while “nutrition sounds easy enough,” it doesn’t “solve” digestive health issues on its own. But supplementation with strategically chosen and carefully formulated enzymes “

 be a solution to some of these digestive-health challenges and is critical for healthy digestion,” he says.

The reasons lie in our own biology. As Wilhoyte explains, “As soon as food enters the mouth, our bodies launch an enzymatic cascade. Each enzyme has its own target: Lactase breaks down the lactose in dairy, amylase breaks down carbohydrates, lipase breaks down fats, and proteases break down proteins. Other enzymes lend a hand, but all work in concert to catalyze the reactions that extract nutrients as raw materials for the body’s functions.”

Supplementing with exogenous enzymes “can amplify these endogenous enzymes’ effectiveness so that they boost digestive health,” Walin adds.

This comes in especially handily when the body can’t produce important enzymes on its own, or produces them in such limited quantities as to be ineffective—as can be the case with lactose intolerance, or our inability to make those aforementioned enzymes that break down plant cell walls.

Another advantage of enzymes is that they act fast, Walin continues, yielding almost-immediate relief in some cases, “whereas probiotics work best with continuous supplementation.”

That being the case, Walin believes enzymes “clearly deserve as much attention as pre- and probiotics, given their established role in the human body.” And the fact that they haven’t gotten it suggests to him that some good PR may be in order.

After all, thanks to what he calls “a probiotic marketing and research surge over the past 20 years,” the mere term 

has become “an excellent, consumer-friendly way to communicate the benefits of what people are consuming,” he says.

With far less marketing and education support, “Enzymes haven’t had a chance to make their name sound as consumer-friendly,” he argues. “And because of that, there’s less awareness. So just as wellness brands have made a name for probiotics, they can—and should—focus on how enzymes are as beneficial.”

As for how they might do that, “Product concepts should help educate consumers on enzymes’ digestive importance,” Walin advises, “which, in turn, will allow companies to strengthen and even broaden their product pipelines.”

And this needn’t be a zero-sum game: “Probiotics help the digestive system maintain balance over weeks and months,” he points out, “while enzymes break down food into nutrients following one dose. Therefore both are necessary for a complete digestive-health portfolio.”

Others in the sector agree. Srikanth Ineedi, senior marketing manager of dietary supplement/gut health, health, nutrition and care, DSM North America (Parsippany, NJ), notes that because enzymes work at relatively small doses by weight, they fit well into “a wide variety of dosage forms, such as capsules, tablets, and powders.”

And Wilhoyte advocates for leveraging “the immense popularity of probiotics” to introduce enzymes—“digestive powerhouses,” as she calls them—“to the masses, with prebiotics, probiotics, postbiotics, synbiotics, and enzymes sharing the stage as partners in chyme.”

Probiotics and prebiotics might be trending, but don’t forget about enzyme supplements, experts say.

Nutritional Outlook Vol. 25 No. 7

The mineral supplements market is rock solid in 2022

Natural pain management: Alternatives to traditional pain medications are expected to grow

In the Mix: Solving issues with dispersion of fruit powders in liquid

Flex time: Joint health supplements are more popular than ever

Clinical trials: How can supplement companies design effective trials in healthy populations?

The breakdown: Leveraging enzymes for better digestive-health formulations

Active nutrition for all: Sports supplements court a broader audience

Do mushroom species work better when combined?

The business case for kratom: Why this controversial herbal remedy presents opportunities worth the risk, says expert

Will climate change hurt the botanicals industry? It already is.