Calcium has long dominated the bone health market, but new research on ingredients is opening doors to the next generation of supplements. Product formulators now have opportunities to create synergistic blends of ingredients like vitamins, botanicals, non-calcium minerals, collagen, and omega-3 fatty acids, all bolstered by credible research that’s ongoing.

Vitamins and Minerals: Not Your Grandmother’s Calcium

Vitamins and minerals like vitamin D and calcium remain popular bone health supplements. Today, vitamin D and calcium products are becoming more targeted and advanced, with new studies showing benefits when these ingredients are combined with others in synergistic blends.

Take vitamin K2. The vitamin K2 ingredient menaquinone-7 (MK-7) is an essential bone health ingredient that enables the body to better utilize calcium, explains Xavier Berger, global marketing manager for Gnosis by Lesaffre (France). When activated by menaquinone-7, osteocalcin binds to the calcium in the bone matrix where calcium is most needed. Menaquinone-7 also activates matrix Gla protein (MGP) to inhibit calcium deposition where it is 

Vitamin K2 menaquinone-7 is a promising addition to calcium and vitamin D formulations for this reason. “Vitamin K2 is growing in more consumer-friendly applications like gummies and liquids,” Berger says. “It’s a core ingredient in bone health supplements, working synergistically with other bone-supporting nutrients like calcium and vitamin D. Menaquinone-7 should be paired with vitamin D3…the combination is clinically proven to have an effect on bone health.”

Calcium ingredients are also advancing in their own right. Vitamin and mineral suppliers, for instance, are improving ingredient bioavailability. Traditional calcium supplements have come under fire for poor absorption; calcium carbonate, the most commonly used form of calcium in years past, is falling out of favor as newer forms of calcium emerge.

“Calcium carbonate is made from rocks, which we are not evolved to consume,” explains Crawford Currie, MBBS, head of research and development at Hofseth BioCare (Norway). By contrast, “Calcium phosphate is derived from a living organism, which our bodies can more easily absorb and digest.”

 published in January 2022 examined the effects of Hofseth’s branded calcium collagen complex CalGo on serum calcium levels in 12 postmenopausal women. Subjects in Group A received four 500-mg CalGo capsules on day 1, took a blood test on day 2, and then were given four 250-mg calcium carbonate capsules on day 8 after a seven-day washout period. Subjects in Group B followed the same protocol but started on the calcium carbonate regimen first before later crossing over to the CalGo regimen. All subjects gave another blood sample on day 9.

The study, which Hofseth BioCare conducted, showed that CalGo increased calcium levels by 1.28% after 24 hours, while calcium carbonate did not change calcium levels. The authors concluded that CalGo is more bioavailable than calcium carbonate.

Currie, the study’s lead author, says CalGo is in fact six times more absorbable than calcium carbonate. Marine-sourced calcium-collagen complexes offer good bioavailability and a better safety profile than historical calcium supplements, he says.

Bioavailability is a priority for many bone health ingredient suppliers. Other sources of calcium, like calcium malate or 

 offer better absorption profiles than traditional calcium, says Thies Ripcke, director of business development, North America, Kappa Bioscience (Oslo, Norway). Vitamins D3 and K2 can offer synergistic benefits, he adds.

“Vitamin D3 can aid in the expression of calcium-binding proteins, but alone, can only express them in their inactive form,” Ripcke explains. “This leaves the body effectively unable to regulate the integration of calcium from the intestines.” An adequate intake of vitamin K2 can help ensure that vitamin K–dependent proteins (VKDPs) are effectively carboxylated, which in turn helps the body bind calcium to bones.

Kappa Bioscience is currently running a clinical trial investigating the effects of vitamin K2 supplementation on cardiovascular, metabolic, and bone health. The study is being conducted in partnership with Bispebjerg Hospital in Copenhagen, Denmark. This trial is investigating the effects of 333 mcg per day of Kappa’s branded vitamin K2 ingredient K2VITAL on bone health in 450 healthy participants. When complete, Ripcke claims, it will be the largest and most extensive bone health trial ever conducted on its chosen endpoints.

The fact is that today, consumers are increasingly looking for a more holistic approach to bone health, says Laurentia Guesman, business manager, food and supplement ingredients, AIDP (City of Industry, CA). This interest is responsible for consumers’ diversified interest in bone health ingredients.

AIDP’s branded KoACT, a patented collagen peptide and chelated calcium blend, drives collagen into the bones to improve bone strength. One randomized controlled trial

 examined the effects of KoACT on bone metabolism and bone mineral density loss in 39 postmenopausal women with osteopenia.

The subjects received either 5 g of KoACT containing 500 mg of calcium and 200 IU of vitamin D per day, or a control supplement containing only the calcium and vitamin D, for 12 months. Subjects were assessed for total body, lumbar, and hip bone mineral density, as well as blood biomarkers of bone loss, at baseline and after six and 12 months. After 12 months, the KoACT group had higher levels of bone-specific alkaline phosphatase and lower levels of sclerostin and tartrate-resistant acid phosphatase isoform TRAP5b than the control group, indicating a lower rate of bone mineral loss.

Botanicals Decrease Bone Loss from Osteoporosis

Osteoporosis primarily affects postmenopausal women, but research indicates that people who take glucocorticoid medications are also at increased risk of the disease.

 Doctors prescribe glucocorticoids to treat a number of inflammatory diseases, from rheumatoid arthritis to asthma. Thus, osteoporosis prevention is an important priority for a number of consumers.

Certain herbal ingredients may help prevent bone loss in menopausal women and others, especially with new technologies enabling superior absorption, says David Liu, PhD, chief technology officer for Chenland Nutritionals (Irvine, CA). Liu says Chenland recently developed a patent-pending co-grinding solvent-free (CGSF) production technology that can enhance the bioavailability of active ingredients. The company’s branded CuminUP60 curcumin 

 was the first ingredient in its portfolio developed with this technology.

“In clinical studies, CuminUP60 has shown inhibitory effects on the process of osteoporosis. The mechanism of action is via modulation of densitometry indices and bone resorption markers,” Liu says. “The CGSF technology enhanced the curcumin’s bioavailability by a factor of 14.”

More recently, Chenland Nutritionals completed an animal study

 that examined the effect of the company’s branded EuBone solution, a blend of the herbal extracts eucommia, cuscuta, and drynaria (ECD) on glucocorticoid-induced osteoporosis.

In this study, 40 female Wistar rats were randomly assigned to one of five groups. The rats underwent a one-week adaptation period in the study facility, followed by an eight-week study period. The rats received either saline via injection and gavage, or 4.5 mg/kg of prednisolone hydride twice per week to induce osteoporosis. After this run-in period, the rats were assigned to one of four groups. The first group received a saline control compound, while the other groups received varying dosages of the ECD blend for eight weeks (90 mg/kg/day, 135 mg/kg/day, or 180 mg/kg/day).

The rats were weighed and had their body temperatures taken once per week. After eight weeks, the study authors collected overnight urine from the rats via a metabolic cage. The study authors then sacrificed the rats and collected blood samples.

The study authors found that EuBone administration mediated body weight loss and restored serum calcium and phosphorus levels. The ECD blend also restored bone marrow structure and preserved osteocalcin and CTX levels, indicating superior osteogenesis. Micro-CT scanning showed that glucocorticoid administration decreased bone volume, but medium and high doses of ECD reversed the glucocorticoid’s effects.

This study demonstrates EuBone’s ability to increase bone mineral density and upregulate bone formation gene expression, says Liu, who coauthored the study. Liu expects that more herbs and botanicals will undergo study for bone health applications in the near future.

The bone health market is undergoing a transformation as innovative new ingredients gain clinical validation. While calcium remains dominant, newer minerals, vitamins, and botanicals are carving out market space thanks to the robust clinical studies fueling them. Synergistic blends are also gaining ground, incorporating newer ingredients like menaquinone-7 and collagen. As research and development activity continues, more bone health ingredients of various types will offer formulators additional flexibility.

A randomized, blinded, calcium-carbonate controlled cross over study of serum calcium levels 24 hours after CalGo oral supplementation in post-menopausal women

Biomedical Journal of Scientific & Technical Research

A calcium-collagen chelate dietary supplement attenuates bone loss in postmenopausal women with osteopenia: A randomized controlled trial.

.” The Endocrine Society website. Updated January 24, 2022.

Eucommia, cuscuta, and drynaria extracts ameliorate glucocorticoid-induced osteoporosis by inhibiting osteoclastogenesis through PI3K/Akt pathway

Vitamin K-containing dietary supplements: Comparison of synthetic vitamin K1 and natto-derived menaquinone-7

vol. 109, no. 8 (April 15, 2007): 3279-3282

Articles

Newer bone health ingredients are building on strong research.

Better Bones: Next-generation bone health ingredients give formulators more options

Protein still dominates the nutrition bar category as a major purchase driver, experts say. “With the snackification trend, people increasingly see snack bars as a healthy way to eat on the move at any time during the day. Adding protein is one key way for manufacturers to differentiate their products,” says Mindy Leveille, senior global marketing manager, dairy and plant proteins, Kerry (Beloit, WI).

Not only that, says Leveille, “Our 2021 Kerry global consumer protein study found that more than 50% of protein consumers in every region we surveyed would pay 10% or more extra for a protein premium. More than 15% globally would pay a 25%-or-more premium for added protein.”

Courtney LeDrew, senior marketing manager at Cargill (Wayzata, MN), agrees that consumers can’t seem to get enough of protein. “Most consumers are looking for total grams of protein—and, in general, the more protein, the better. Our proprietary research finds six in 10 snack bar shoppers say they are likely to look at the amount of protein.”

While protein content is important, protein type is also important to shoppers. Their choices will depend on their particular lifestyle, dietary restrictions, beliefs, or personal preferences. For example, when it comes to plant protein, lifestyle and dietary restrictions play a large role, but broader concerns about the environment and a desire for more sustainable living are also drivers.

“Protein type is rising in priority as climate change begins to have an impact on consumer habits and trends,” Leveille says. “Sustainability and environmental concerns are rising, and these should translate into increased consumption of plant-based protein products in the years to come as consumers come to realize the benefits of plant-based proteins in terms of health and sustainability perspective.”

Offering hybrid bars marrying plant-based and dairy protein is a good solution for brands. The plant protein can give bars a more sustainable halo without requiring formulators to commit entirely to plant-based protein. These products also bring in flexitarian consumers looking to reduce their consumption of animal-based foods but who are not zealous about cutting out animal products in totality.

Protein content is not consumers’ only priority when it comes to bars. Both Leveille and LeDrew agree that consumers also want their protein bars to be lower in sugar. But sugar may raise other challenges for formulators.

“Low/reduced sugar is one of the most influential purchase drivers with snack bars,” says Leveille. “Sugar reduction often leads to product development challenges in terms of sweetness, taste perception, mouthfeel, and texture.”

Not only that, “There’s definitely room in the marketplace for snack bars that offer other health-supportive benefits, too. Coming out of COVID-19, immunity is a big area of interest,” LeDrew adds. “Consumers are always looking to experiment and try new things.”

Of course, products that offer high protein, low sugar, clean labels, sustainability, delicious taste, unique flavors, and additional health benefits such as immune and digestive health are not easy, nor cheap, to formulate and produce. That said, consumers may be willing to pay up for a premium product, says Leveille. She calls this premiumization, which is appealing to consumers by emphasizing superior quality and exclusivity.

“Premiumization continues to rise driven by health and wellness and sustainability concerns as consumers are increasingly focusing on these aspects,” Leveille explains. “Consumers are now willing to pay premium prices on value-added products with real benefits. Our research also revealed that globally, 72% of consumers are willing to pay a price premium for protein-fortified food and beverage products.”

Of course, explaining to consumers why these premium bars are worth the money may require education. Consider the benchmarks often used to explain protein content. There is only a 28% global awareness of what the Protein Digestibility Corrected Amino Acid Score (PDCAAS) is, for instance, which is not ideal if you are using PDCAAS as a way to get customers to understand why your protein may be superior to a competitor’s. Tell them what PDCAAS means and why it is important.

People want bars with all the bells and whistles, but they also want to know what it is they are paying for. Ultimately, the snack bar category may be saturated, but companies that can demonstrate the value of their product with the right creativity and know-how will win the game.

And don’t forget to educate consumers about the benefits your bar provides. 

Best practices for bars: Raise the protein, cut the sugar

Omega-3 fatty acids have one of the most inspiring success stories in the supplements space—not just because of the benefits they’ve brought consumers, but because of the benefits they’ve brought the industry itself.

Yet despite no longer being the new kids on the supplement shelf, omega-3s still aren’t reaching as many users as they should.

“We conducted a survey of 1,200 U.S. vitamin, mineral, and supplement consumers who’d purchased any dietary supplement in the past 12 months to gauge their opinion on omega-3s,” explains the nutraceutical lead for Nuseed Nutritional, Nuseed (West Sacramento, CA). “The good news is that 81% have a positive opinion of omega-3 nutrients; the bad is that fewer than 20% are getting enough through diet or supplementation.”

That tells him that existing products don’t meet contemporary consumers’ evolving needs. And while that means brands need to up their games, he says, it also gives those same brands “more opportunity to bring these essential nutrients to more people than ever.”

Intake gaps notwithstanding, one clear trend in the omega-3 sector remains consistent strong demand.

As evidence, the recently completed annual ingredient-marketing report from the Global Organization for EPA and DHA Omega-3s (GOED; Salt Lake City, UT)—covering omega-3 use across everything from supplements and infant formulas to functional foods, pharmaceuticals, pet foods, and more—calculated 2021 volume growth for the sector of 2%, totaling 115,031 metric tons.

Market value, meanwhile, rose 5.5% to $1.53 billion, with dietary supplement oils accounting for $769.2 million of that total, and U.S. users gobbling up 29% of the demand. “And it merits mention,” notes Ellen Schutt, GOED’s executive director, “that omega-3s, like many supplement categories, benefited in 2020 from a COVID-19 boost—and 2021 was another solid year for sales.”

But while the sailing has been relatively smooth for omega-3 demand, the supply-side situation has experienced a bumpier ride.

“Delays in shipping and softgel production availability, labor issues, and higher prices both for omega-3 oils and necessary manufacturing components all play a part,” Schutt concedes. Add the war in Ukraine and general inflation to the picture and “there’s definite concern about a drop in short-term sales,” she warns.

But supplement consumers appear to be saving the day by remaining bullish on omega-3s. “Despite the issues—and the fact that omega-3s are a mature category rather than the latest fad—the market remains robust,” Schutt maintains. “GOED members report higher-than-expected demand for omega-3 oils, capacity expansions are in the works, and the long-term forecast for EPA and DHA omega-3s is strong.”

One of those members happens to be supplier GC Rieber VivoMega (Kristiansund, Norway). Ole-Johan Nekstad, sales manager at the company, reinforces Schutt’s observations.

“Because omega-3s are known to benefit many aspects of health, their popularity keeps rising,” he says. “Even on social, there’s an incredible conversation surrounding omega-3s, with more than 2.1 million Instagram uses of #Omega3, and nearly 72,000 more of #Omega3s.”

TikTok videos with #Omega3 in the captions have captured 220 million-plus views as of August 30, 2022, too, he adds, all of which convinces him that “the omega-3 market continues to interest consumers and benefit the industry in general.”

And yet, consumption gaps remain—confoundingly so.

“Omega-3s have enjoyed the success they have because of the strong body of evidence around EPA’s and DHA’s benefits—more than 45,000 scientific publications,” Schutt notes. “And the science keeps growing, with approximately 2,000 papers published each year. But in 2015, the U.S. Dietary Guidelines Advisory Committee reviewed data from What We Eat in America/NHANES and found 90% of Americans below the recommended intake of 250 mg DHA+EPA daily.”

That bodes ill not just for sales but for public health, as well. “Omega-3s are in every cell of the body,” stresses Barbara Davis, PhD, RDN, Nutriterra science and regulatory at Nuseed, “and they’re essential to maintaining good health. Up to 10% of the brain is composed of DHA, making it fundamental to healthy brain function.”

But because we can’t synthesize these essential fats from scratch, we’ve got to obtain them, or their building blocks, from somewhere—and many consumers apparently haven’t figured out where that is.

That’s not because they lack options; the variety and experiential appeal of omega-3 supplements and functional foods and beverages has advanced astoundingly compared to what it was even a few years back.

But brands still need to get strategic about building a bigger base.

And one such strategy is to spotlight the science, says Chris Kalodis, North American marketing manager, dietary supplements, DSM (Parsippany, NJ)—a strategy he credits for having “the potential to take omega-3s to a new level of relevance.”

Pointing to “a wealth of new research into omega-3s’ role in supporting heart, brain, and eye health,” he notes that “an increasing body of evidence even suggests that they help support immunity, sleep, and more. Studies are now underway examining the nutrients’ roles in aspects of cognition, cancer, pregnancy, and other conditions, too.”

Kalodis also believes that omega-3 brands “would do well to attract younger consumers” by attending to the topics that resonate with them—like sustainability, plant-based sourcing, and benefit claims around mood, sleep, wellbeing, and immunity, he suggests.

Nekstad agrees. “There’s a generational change going on,” he argues. “Younger consumers are more aware of and focused on sustainability and the footprints of the products they choose—and they’re willing to pay more for ones that demonstrate traceability, certifications, and sustainable sourcing and production.”

In other words, “Good for me; good for the planet” might be the maxim that omega-3 brands need to adopt.

But making omega-3 sourcing as good for the globe as it is for the individual could prove a sticky wicket, given the sector’s heavy reliance on marine sources that limits sustainable—and, therefore, long-term—growth.

As Katrina Benedicto, Nuseed Nutritional’s sustainability director, explains, though the fish species from which industry has traditionally extracted omega-3 oils are “technically” renewable resources, “they don’t reproduce quickly enough to meet growing omega-3 demand.” What’s more, the United Nations Food and Agriculture Organization warns that 70% of the world’s fisheries are harvested at capacity, with future supplies vulnerable to environmental pressures like ocean acidification and climate change.

The latter is already affecting the abundance and migratory patterns of wild-harvested anchovy and krill species, notes Greg Cumberford, vice president, science and regulatory, Natures Crops International (Winston-Salem, NC), adding that a petroleum spill off Peru’s coast in January, not to mention Japan’s plans to release nuclear Fukushima wastewater directly into the ocean, “don’t help.”

Much of the sector’s wild-caught marine suppliers struggle to sustainably meet current demand already, he says; one can only wonder what that struggle will look like in 10 years.

Thus, observes Smith, “The appetite for new omega-3 sources is huge.” According to Nuseed’s survey of 1,200 vitamin, mineral, and supplement consumers, in fact, fully 64% preferred a plant-based omega-3 option when such an option was on offer.

It all leads Cumberford to conclude that “humans, globally speaking, can’t meet recommended omega-3 intakes in an ecologically feasible manner from fish-oil sources.” And the “obvious solution” he advocates “is to dramatically reduce pressure on wild marine omega-3 sources by switching to regeneratively grown, non-GM terrestrial sources.” Why non-GM? “We believe that widespread production of GM commodity crops developed for their EPA and DHA permutations poses significant supply-chain challenges, considering that natural and bioengineered species-specific traits cannot comingle with members of the same species,” Cumberford states.

One such regeneratively grown, non-GM terrestrial source is ahiflower, which Cumberford describes as a hedgerow weed species endemic to the UK whose production Natures Crops manages and fully traces.

From a supply perspective, Cumberford claims that ahiflower oil and its plant source “aren’t impacted by pandemic disruptions, war, or climate change, and are fully scalable to meet aggressively rising demand.”

As for the oil’s ability to improve omega-3 status, preliminary results

 from a dietary-intervention trial that measured DHA turnover—that is, the body’s de novo synthesis—in mice showed that the “uniquely high” levels of alpha-linolenic acid (ALA) and stearidonic acid (SDA) in ahiflower oil “biosynthesized” to DHA with “comparable efficiency” to marine DHA, and significantly faster than flaxseed oil, Cumberford says.

“This preliminary evidence indicates that in mammals, plant-based sources—led by ahiflower oil—provide all the omega-3s needed to support normal functioning for optimal wellness,” he says, “indicating that high DHA intake isn’t the only option and likely isn’t necessary to provide cells and tissues a more complete array of dietary omega-3 benefits.”

And it comes atop published human studies showing that ahiflower oil boosts circulating EPA significantly more than does flaxseed oil, he adds, thanks to ahiflower oil’s SDA, which appears to convert to EPA more readily than does ALA.

Beyond regeneratively grown weed species, farm-raised algae offers another solution to omega-3’s sustainable-sourcing crisis.

“Producers continue introducing many new algal products,” Schutt notes, “capitalizing on both the new capacity coming online and on consumer interest in plant-based eating.” Developments that have struck her eye include the launch of several algal concentrates “with more EPA and/or DHA per serving than was previously available,” she says.

Kalodis points out that DSM built its life’sOMEGA portfolio around “100%-vegan omega-3s naturally derived from sustainably cultivated algae—leaving no impact on marine ecosystems and appealing to eco-conscious consumers.” It’s an effort the company is especially proud of, he adds, as “the world needs more sustainable solutions to preserve marine life and ecological biodiversity.”

And while naturally farmed algae and regenerative crops deserve applause for their contributions to sustainable omega-3 production, Davis and Nuseed are unapologetic in embracing biotechnology as a tool to keep the market for, and access to, omega-3 fatty acids a going concern for generations.

“Advances in biotechnology have real potential to solve our biggest nutrition, environmental, and supply chain challenges,” she declares, “and Nutriterra”—Nuseed’s omega-3-rich canola—“is a major advance in modern plant biotechnology.”

It all started when the company introduced microalgae genetics into its Nuseed canola crops, allowing them to produce long-chain DHA and EPA while also doubling the canola’s ALA content relative to conventional crops.

The payoff is a plant-based oil that not only comprises 10% DHA and EPA and 20% ALA, but that also shifts conventional canola’s omega-6/omega-3 ratio from 2:1 to the more desirable 1:4 ratio in favor of omega-3s.

“This is vitally important for rebalancing the body’s ratio of omega-6s to omega-3s,” Davis explains, “which helps to maintain a healthy inflammatory response.”

Ecologically, the oil could double global DHA supplies “without pressuring ocean resources or converting open spaces for cultivation,” Nuseed’s Benedicto adds, noting that just 1 to 2 hectares of Nuseed’s omega-3 canola produces as much DHA as 10,000 1-kg fish.

“Canola already grows on five continents with a well-established infrastructure for producing and processing the seed into oil,” she continues, noting that domestic growth and processing reduce the oil’s carbon footprint for U.S. users and simplify supply chains by eliminating “complex import requirements around catch quotas and sourcing documentation.”

And in applications, she claims, “Its milder taste and aroma compared to marine options make it easy to formulate with and give it the potential to attract lapsed omega-3 users who left the category over sensory challenges.”

As far as Cumberford is concerned, plant-based sourcing proves that the world 

 close its omega-3 gap without decimating fish stocks or resigning itself to fishy-tasting supplements.

And we have not only savvy omega-3 ingredient suppliers to thank, but the march of time itself.

How so? “Evolutionarily, we humans didn’t develop our magnificent craniums from ready access to preformed DHA or oily sardines and anchovies in coastal waters. We 

 develop an innate capacity to convert diverse, essential plant-based omega fatty acids from nuts and seeds in hunter-gatherer diets into all the longer-chain omegas needed for optimal wellness.”

Consumers can “get lost in the omega-3 acronym soup,” he says, but “there’s no dispute that we need these nutrients, and that most of us aren’t getting enough. Now we can supply them regeneratively. So from both a business and a sustainable-health proposition, there’s so much to be excited about.”

Scientific abstract. Metherel M et al. “Blood and tissue DHA synthesis and turnover rates are faster in mice fed Ahiflower oil compared to flaxseed oil using compound-specific isotopic analysis.” Presented at the Canadian Nutrition Society Annual Conference (May 5-7, 2022).

To stay relevant moving forward, products must evolve to meet today’s consumer needs.

Lasting benefits: How omega-3s remain relevant in a complicated wellness space

Innovative plant-based products are entering the food, beverage, and supplements markets at an incredible rate. Shaking off the limiting label of 

 this growth aims to satisfy demand for a standalone plant-based category based on health, taste, variety, and fun—one that is the equal of any other. As new products, ingredients, and technologies address concerns and purchase barriers, the consumer base is also rapidly expanding far beyond traditional devotees.

Plant-based products are growing cross-category. For instance, the number of plant-based dietary supplement launches grew more than 63% between July 2017 and June 2022, per Innova Market Insights data. Plant-based food and beverage launches are also on the rise globally, with an average annual growth rate of more than 21% between July 2017 and June 2022. 

Many customers going plant-based today say their goal is to achieve a healthy and sustainable balance in their diet and nutrition intake. Flexitarians, for instance, follow a plant-based diet but may also occasionally eat animal products. Today, flexitarians outnumber the combined number of strict vegans and vegetarians, while young consumers are particularly drawn to plant-based products. Therefore, ensuring products appeal to these shoppers is also important.

Companies making plant-based products today are focused on offering a variety of choices in order to meet the needs of all these diverse consumer groups, including the expanding audience of mainstream customers. Luckily, the growing sophistication of meat-alternative, dairy-alternative, and other plant-based ingredients is allowing them to do just that.

More than ever, consumers are seeking better-for-you products. Many see plant-based offerings as healthier. For instance, in a 2021 Innova Market Insights consumer survey, half of global consumers polled said they use dietary supplements to stay healthy, and 37% of consumers globally said they prefer a plant-based alternative because they feel it is healthier.

Similarly, those opting for plant-based food and beverages require at least an equal benefit to food and beverages derived from other sources. The aforementioned consumer survey found that nearly one in two consumers said it is very or extremely important for plant-based products to match their animal-based counterparts in terms of nutritional profile.

Consumers also want to know that plant-based choices are better for the planet. Health may be the number-one reason driving consumers to plant-based, but health of the environment is gaining importance. Expect conscience-driven issues to become more important in the plant-based market going forward. Consumers 

 more aware of the environment and its connection to nutrition. The environment is not the primary purchase driver for mainstream consumers, but it can be a tiebreaker when choosing between products.

Many varied categories have seen an explosion of plant-based launches over the past five years. In the food and drink sector, some of the fastest-growing categories have been alcoholic beverages (+67% CAGR); meat, fish, and egg substitutes (+57% CAGR); and baby/toddler items (+41% CAGR). Innovation is now focused mainly on improving taste, texture, and nutrition, with a goal of making plant-based foods stand on their own.

Alongside these developments, we are still seeing significant launch activity in the more “traditional” plant-based categories. Meat-substitute and dairy-alternative launches grew at +35% CAGR and +22% CAGR, respectively, from July 2017 to June 2022. Among the other fast-growing subcategories for plant-based are sports nutrition, bakery, spreads, and confectionery.

The number of plant-based dietary supplement launches is also growing. Between July 2017 and June 2022, subcategories with the fastest-growing number of launches included hair/skin/nails (+130% CAGR, albeit from a smaller base); women’s specialty supplements (+101% CAGR); and miscellaneous softgels, capsules, tablets, and powders (+100% CAGR). The number of plant-based launches in men’s specialty supplements is also growing quickly (+129% CAGR), but from a much smaller base.

For plant-based product marketers, the supplements space is promising. According to a 2022 Innova Market Insights “Lifestyle & Attitudes Survey,” 27% of consumers globally said they have increased their supplement usage, while 47% said they are at least maintaining the same level. Asia and North America dominated supplement sales globally in 2021.

Plant-based supplements are making use of a growing range of botanical ingredients, such as spices, tea, and fruits. These products are also serving a wider range of health needs (e.g., lung health and mood boosting). Plant-based nutrition will only increase in supplements, including botanical and specialty products. Consumers are still seeking out natural and health-promoting nutritional products, and plant-based supplements can fit in nicely here.

So, which ingredients are winning in plant-based food, beverages, and supplements? Consumers are generally most accepting of the ingredients from nature that are most familiar to them. Almonds and beans, for instance, over-index in terms of their acceptance versus familiarity.

Within all food and beverages carrying plant-based claims, pea protein is now the single most important protein in use. However, growth rates are also high for the likes of fava bean protein, while chickpea is also emerging. In meat alternatives, beans, rice, and pea are showing the best growth. In dairy-alternative drinks, oat and pea are fast-growing. 

In the wider supplements market, collagen is an extremely popular ingredient, and now, 

 collagen supplements are trending. For instance, while the number of supplement launches referencing 

in their product name or product description grew at a 59% CAGR between 2017 and 2021, by comparison the number of supplement launches referencing the words 

In terms of other ingredients, traditional plant-based herbs like ashwagandha are growing, as are more “modern” ingredients like cannabidiol (CBD), where regulations allow.

In the food and beverage product category, immune health is a fast-growing health claim associated with plant-based food and beverage launches, showing a +53% CAGR globally in 2017–2021.

Brain and mood health is also one of the fast-growing active health claims within plant-based supplement launches, with a +254% CAGR between July 2019 and June 2022, albeit from a small product base.

Plant-based supplement launches with skin health claims are also on the rise, growing globally at a +51% CAGR in July 2019 to June 2022.

Meanwhile, within the plant-based launches, “free from” claims are growing at a fast clip. 

Nearly one in two plant-based food and beverage launches today is gluten-free, for instance.

A “source of protein” claim is also growing in plant-based launches, at a +23% CAGR.

Additionally, to satisfy consumers seeking more sustainable products, ethical and environmentally friendly claims are growing among plant-based product launches, at +24% CAGR in July 2019 to June 2022. This is a clear indication that the industry is responding to how personal and planetary health concerns keep intertwining.

In the future, consumer demand for variety will be the impetus for evermore-complex plant-based product development.

Taste and texture are two of the most important attributes considered when developing new solutions for the plant-based market. Although consumers, especially young consumers, are becoming more positive toward plant-based alternatives in general, price, taste, and flavor are still barriers to consumption. Expectations around these qualities are higher than ever for plant-based innovation, especially as these products are no longer simply alternatives but represent a major area of innovation.

It’s also worth noting that Gen Z consumers are generally more invested in the environment/values/ethics proposition when it comes to purchasing plant-based products. Older consumers, who are often considered the “new” plant-based consumers, will be more challenged in general by their current lack of knowledge around plant-based options.

The plant-based category is a breeding ground for new technologies and, as such, there is clearly a strong link between these two trends Innova Market Insights previously identified in its “

”: Plant-Based and Tech-to-Table. The good news is that almost half of consumers surveyed by Innova say they would accept new plant-based food technologies, particularly if they helped improve taste, health, safety, or the environment.

Alongside technological advances, ingredient suppliers are working hard to break down taste barriers with more blending of ingredients to hit optimum quality levels. For now, it’s common to see claims on products referencing a product’s taste as a benefit.

The sheer volume of plant-based products consumers now see in stores and online is helping to spread awareness about the category. Per Innova Market Insights data, one in three consumers say they have purchased more plant-based food because there are more products available.

And the innovation continues. Supplement formulations now feature a wider range of plant-based ingredient sources, using traditional/medicinal herbs in new ways or in different Western markets. Blending plant-based sources is also increasingly common as a means of achieving the optimum taste, nutrition, or cost profiles for these products.

The challenge for innovators will be to keep “new” consumers in the category who may have become fatigued by supplement usage or health concerns over recent years. They can do so by introducing novel ingredients and fun delivery formats. Quick, easy, and on-the-go formats such as gummies are performing well globally.

Plant-based supplements that address multiple combinations of health concerns will also appeal as easy, time-saving solutions. For instance, the buzz around “adaptogens” and “nootropics” is creating new interest in plant-based products.

As plant-based products burst out of the shadows and appeal to a wider audience, so the plant-based claim is touted proudly and prominently. Many now advertise their hero plant protein ingredients as a major positive, signifying the very things consumers expect from any food, beverage, or supplement. We expect this practice only to increase.

Lu Ann Williams is co-founder and Global Insights Director at 

, a global market research firm headquartered in The Netherlands. An expert on trends driving the food and beverage industry, she is a frequent speaker at industry events. Thirty years of global experience, data analysis, and trendspotting give her a unique foundation for insights into what’s coming next in the industry in every region of the world.

Companies making plant-based products today are focused on offering a variety of choices in order to meet the needs of diverse consumer groups, including an expanding mainstream audience. Luckily, the growing sophistication of plant-based ingredients is allowing them to do just that.

Plant’s Progress: Innovation is creating a new breed of plant-based food, beverages, and supplements

Though knowing the size of the women’s health supplement market is helpful ($55.4 billion globally in 2021, according to Grand View Research

), perhaps what matters more is that interest is through the roof—as is the opportunity for supplement brands and formulators. According to data from Spoonshot, which tracks trends in terms of media references by both businesses and individuals, there is significant opportunity in the market when it comes to addressing women’s health issues.

“Consumer interest has been consistently higher than business interest since 2016,” says Suraksha Rajagopal, head of research and strategy at Spoonshot, which indicates considerable white space in the market. That said, the business community is catching on: business interest in women’s health grew 50.3% in the 12 months leading up to July 2022, and it’s projected to grow by a further 54% in the coming 12 months. “This is an indication that we can expect the market for women’s health products to see significant growth in the coming years,” Rajagopal adds.

This growth is much needed, as Spoonshot finds that only 0.1% of products across categories are tailored to women’s needs; the health supplements category is slightly better than average, with 2.1% of launches calling out women’s health needs.

“Women are now at the forefront of the wellness movement, and what we are demanding in 2022 is profoundly different from two years ago,” says Angie Tebbe co-founder and CEO of Rae Wellness (Minneapolis). “This is driven by several factors, including an increased focus on mental and emotional health, and a return to fundamentals like sleep, movement, stress management, and digestion.” Getting back to basics means that demand is rising in a few different categories, especially as women understand that a holistic approach is the best one for overall health. At Rae Wellness, such categories on the rise include digestion, stress, sex, hormones, skin, and supplements geared towards whole-body health. At contract research organization Vedic Lifesciences (Mumbai), categories in the spotlight include fatigue, weight management, skincare, menstrual support, and bone health (especially for postmenopausal women).

One way brands are helping to bring focus to this broad range of demands is by tailoring supplements to the various phases of a woman’s life. Pharmavite is one example, offering the Nature Made brand (for women in their childbearing years, pregnancy, lactation, and over 50), Uqora (for a proactive approach to urinary tract health), and Equelle (non-prescription, non-hormonal supplements for menopausal symptoms like hot flashes, mood imbalances, and poor sleep).

“Each stage of a woman’s life—from the childbearing years to the menopause transition and beyond—is an important milestone filed with both exciting and challenging changes to her body and heath,” says Pharmavite Vice President of Science and Technology Susan Mitmesser, PhD. “Each stage poses unique health concerns—from filling in any nutrient gaps during the childbearing years to managing menopause symptoms later in life—and the right supplements can help support women’s health and wellness through each stage.”

Spoonshot analysis of women’s health supplements confirms this preference for products designed with the phases of life in mind. Emerging ingredients include, first, black cohosh extract, known as a menopause-friendly supplement that can help with hot flashes and night sweats. Spoonshot also identifies fenugreek seeds, which are promoted for digestive and colon health as well as lactation and postnatal support. Finally, wild yam root is also on the radar as another menopause-related supplement ingredient that can also be used for menstrual issues.

It’s important for brands to do their due diligence when developing and presenting products for women during times of delicate life changes. “The packaging, labels, names, and formulations have to speak to the consumer,” says Jessica Sepel, clinical nutritionist and founder of JSHealth Vitamins (Sydney, Australia). But it doesn’t end there. “These days, I believe the consumer is looking for more than a product,” says Sepel. “They want to feel connected to a brand and also feel part of a community.”

At GNC (Pittsburgh, PA), this means communication is key, especially when it comes to topics once under wraps. “Topics that were once considered taboo like periods, menopause, infertility, and sexuality are discussed more freely,” says registered dietitian and Senior Director of Technical Product and Content Design Rachel Kreider. “A strong communication mechanism is important to allow women to connect and understand the benefit of a brand or product.”

Transitional times for women—like pregnancy, breastfeeding, and menopause—are indeed prime opportunities for brands to make an honest connection with consumers, says Mitmesser, as they search for assistance and support. “Supplement companies can reach these unique audiences and attain loyal customers by providing additional education and a sense of community that empowers and supports them to achieve their health and wellness goals,” she adds. One educational service offered at Pharmavite falls under its Equelle brand; it’s a Menopause Symptom Tracker, which helps patients manage their symptoms and provides an avenue to openly discuss concerns with their healthcare provider. Additionally, Uqora subscribers receive newsletters and access to resources that similarly provide a sense of community to those searching for support and information.

According to Spoonshot research, the women’s heath supplement space is currently dominated by products for gut and urinary health, and menopause support. “However, a look at the online conversations on women’s health indicates a much wider range of issues of concern for women,” says Rajagopal, “ranging from general wellness and mental health to beauty and skincare.” As such, the future of women’s health could benefit from innovation in ingredients and condition-specific formulations.

Similarly, most products available are in the form of capsules, tablets, and gummies, says Spoonshot; here, too, there is room for innovation. At Famenity Co. (Uiwang, Gyeonggi-do, South Korea), softgels and coated tablets make more sense for women’s health supplements, since they can minimize the potential odor and taste of medicinal plant extracts. “In addition, although the unit price is relatively expensive, it is appealing for portability and convenience” to offer pouches and stick packs instead of bulk packaging like a bottle, says pharmacist and CEO Jiwon Lee.

Most importantly, however, is that the women’s heath market going forward will benefit from increased communication and less shame surrounding natural changes and experiences. “As women are redefining their personal definition of wellness, it is leading to a great ‘un-tabooing’ of many, varied aspects of their health,” says Tebbe. “The wellness industry is getting real about sex, stress, hormones, and other previously stigmatized categories. New categories are being developed in ways that support both the bodies and minds of women, creating support for holistic day-to-day needs. This provides tremendous runway for companies to address their needs through personalized solutions.”

Women’s Health and Beauty Supplements Market Size, Share & Trends Analysis Report By Product, By Application, By Age Group, By Consumer Group, By Sales Channel, By Region, and Segment Forecasts, 2022-2030

As women become more open about their daily wellness struggles, they’re looking for supplements and brands to address the sometimes uncomfortable aspects of womanhood head on.

Get real: Women’s health supplements target formerly taboo issues

Hemp-derived cannabinoids like cannabidiol (CBD) are rapidly making their way into the pet health space, capitalizing not only on the popularity of the cannabinoids themselves but also the ongoing trend of supplement companies more broadly creating products for companion animals.

“We’ve seen a rise in supplements in pets in general as people continue to treat their pets as members of their family. This humanization—we’re seeing that in pet food and treats as well,” explains Scott Dicker, senior market insights analyst at SPINS (Chicago). “And also, the addition of other functional ingredients that have specific health focuses that are traditionally found in human supplements is making its way over to pets. CBD is certainly one of those.”

According to 2020 data from brand strategy firm Finn Cady, one in four dog owners and one in four cat owners report having fed their pets hemp-derived CBD products.

 Two inthree dog owners and three in four cat owners report that they would do so again. SPINS data states that 68% of dollar growth in CBD in the companion-animal market is coming from the subcategory of treats, and 32% of dollar growth is in vitamins and supplements. Also big: 60% of dollar growth in the pet supplement category can be attributed to CBD.

For manufacturers of hemp-derived cannabinoids, the pet health space is a category in which CBD and other cannabinoids are seeing consistent sales growth—unlike in the human space, where cannabinoid product sales have been slowing down since 2020. “I think it’s worth noting as you see a big decline in human CBD sales—and that’s for a variety of reasons—we do continue to see [CBD] as a bright spot in the pet channel,” says Dicker.

That is not to say that everyone should jump on the pet health CBD bandwagon. There’s a lot you need to understand about the pet space first.

Hemp-derived CBD and other cannabinoids have many potential benefits that compel consumers to buy and use these products. For one, the endocannabinoid system is believed to be physiologically involved in the regulation of many bodily functions, including appetite, pain, mood, memory, inflammation, insulin sensitivity, as well as fat and energy metabolism.

 Therefore, cannabinoids such as CBD, through activation of CB1 and CB2 receptors, may exert benefits in these areas.

For example, preclinical research in mice found that CBD may have anxiolytic effects as well as immune-modulating and anti-inflammatory properties. A recent large-scale, blinded, randomized clinical trial found that supplementation with CBD and other minor cannabinoids, including cannabichromene (CBC) and cannabigerol (CBG), led to statistically significant improvements in pain, anxiety, sleep quality, and overall quality of life.

 It’s also worth noting that CBD has been approved as a drug to treat epilepsy, called Epidiolex. There is, therefore, a draw to hemp derivatives that has made its way to the care and wellbeing of pets.

Research on the effects of CBD and other cannabinoids in companion animals such as dogs, cats, and horses is somewhat limited, but there are promising results here as well.

For example, studies have found positive results for relief from osteoarthritis-related pain. One 90-day study published in the 

Journal of the American Holistic Veterinary Medical Association

 found that 30 out of 32 dogs with osteoarthritis that completed the study benefited from supplementation with the CBD oil product, ending the study with reduced pain scores, improved mobility, and improved quality of life.

At the start of the study, 23 dogs were taking gabapentin as part of their pain management protocol. Ten of these dogs were able to discontinue use of gabapentin following the introduction of CBD oil, and 11 were able to have their daily dose of gabapentin reduced. However, among this study’s limitations is the absence of a placebo group.

One randomized, double-blind, placebo-controlled study of 20 dogs with osteoarthritis found that CBD significantly decreased pain and improved mobility in a dose-dependent manner after four weeks of use.

 On the other hand, a different prospective, double-blinded, crossover, placebo-controlled study of 23 dogs found that there were no differences in osteoarthritis between groups at any point during six weeks of treatment in that study.

 This study also saw some adverse events among the dogs, including elevated liver enzymes in 14 dogs and vomiting in two. Ultimately, larger, more comprehensive studies need to be conducted to determine the effects of CBD on these and other outcomes more definitively.

That said, many animals may stand to benefit from hemp-derived CBD and cannabinoid products as CB1 and CB2 receptors have been identified in multiple animal species, with dogs having a particularly high density of CB1 receptors in their cerebellum.

It should be common knowledge at this point that the U.S. Food and Drug Administration (FDA) does not recognize cannabidiol (CBD) as a dietary ingredient because of the drug preclusion clause of the Federal Food, Drug, and Cosmetic Act. This means that because CBD has been previously investigated as a new drug (and subsequently approved as a drug), CBD does not qualify to be marketed as a dietary ingredient in dietary supplements. While stakeholders argue that hemp-derived extracts such as CBD have been marketed as dietary supplements prior to CBD’s investigation as a new drug, FDA’s stance remains unchanged. That said, the agency has been exercising enforcement discretion in the regulation of CBD products on the market, not taking wholesale action against manufacturers of hemp-derived CBD but instead targeting companies that sell adulterated products that make false and illegal claims.

What’s important to understand about the pet health space is that dietary supplements for animals are not regulated by the Dietary Supplement Health and Education Act (DSHEA), like they are for humans, and therefore they are not recognized as a special category by FDA.

“This is the conundrum: for animals, products are either designated as food or drugs. There is no approval process for dietary supplements in animals,” explains Charlotte Lacroix, DVM, JD, founder and CEO of Veterinary Business Advisors Inc. (Whitehouse Station, NJ). Instead, says Lacroix, the agency within FDA that regulates animal products, the Center for Veterinary Medicine, created Compliance Policy Guide (CPG) Sec. 690.100, essentially exercising enforcement discretion on pet products marketed as supplements. As a result, says Lacroix, “The regulatory status of any product is really going to be determined by the Center for Veterinary Medicine on a case-by-case basis.”

More specifically, the CPG states that CVM will “not generally object to the marketing of nutritional supplements for oral administration to companion animals provided they conform to the following restrictions, 1) there is a known need for each nutrient ingredient represented to be in the product…, 2) the label represents the product for use only in supplementation [of], and not as a substitute for, good daily rations, 3) the product provides [a] meaningful but not excessive amount of each of the nutrients [it] is represented to contain, 4) the labeling should bear no disease-prevention [or] therapeutic, including growth promotional, representations, 5) the labeling should not be otherwise false or misleading in any particular, and 6) the product is neither over-potent nor under-potent nor otherwise formulated so as to [pose] a hazard to the health of the target animal.”

“The problem with CBD is that it’s not a nutrient, and when you’re looking at dietary supplements and what dietary supplements are, it’s really hard for CBD to fall into any of the dietary supplement categories [specified in the compliance policy guide],” says Lacroix, adding that CBD is also still subject to drug preclusion in the animal category.

Importantly, Lacroix points out that given CBD’s regulatory status, federally, veterinarians are, for the most part, prohibited from discussing or recommending the product to their clients. While physicians treating humans, too, need to exercise caution when it comes to recommending CBD and other cannabinoids, veterinarians have very little flexibility in this area.

“Veterinarians have to follow federal law. Veterinarians are not allowed to discuss, to endorse, to recommend, to shelve [CBD products],” explains Lacroix. “There are state exceptions, like California, which does allow veterinarians to discuss it, but the fact of the matter is the law, like so many laws, is not in alignment with reality or practicality.”

In a legal update published in 2019, the American Veterinary Medical Association stated: “Under existing federal and state law, veterinarians who administer, dispense, prescribe, or recommend ‘hemp’ or other cannabis-derived products that are not approved for use in animals, or approved for animals or people in accord with FDA extra-label drug-use regulations, face increased potential legal risk if there is an adverse event. Adverse events can include unintended effects (side effects) of a drug, or it could be that the drug doesn’t deliver the intended therapeutic effect. Legal risk can be heightened if there are approved drugs available to treat the condition and those are not selected as part of a treatment plan or in the absence of a related standard of care.”

Essentially, veterinarians who stick their necks out because they believe in the potential of hemp-derived CBD and other cannabinoids and want to help their clients safely administer the products could be vulnerable to disciplinary action from veterinary medical boards if there are complaints from clients. Because hemp-derived CBD and cannabinoids are not federally allowed in supplements or foods for companion animals, there would be little if any legal defense for recommending or administering the product.

“There’s no question that veterinarians are discussing this, but I think they are tiptoeing because there are no clear guidelines as to what that is—discussing versus endorsing,” says Lacroix. “Common sense would say it’s better to engage in a conversation with your client even if it’s to say you do not recommend using it because there are no methods of controlling the products, there’s no approval process, no quality control, you have no idea what’s in there, or how much is in there.”

This communication gap can be potentially detrimental for brands who want to earn the trust of consumers. While many consumers may believe in hemp-derived CBD and cannabinoids, many others may be unwilling to try it without a veterinarian’s go-ahead. It’s also unfortunate because veterinarians can not only help improve the category’s credibility but also keep animals safe. In states where recreational marijuana is legal, for example, unsupervised administration of tetrahydrocannabinol (THC) in companion animals can lead to adverse events, whereas veterinarian guidance could reduce adverse events and instead provide beneficial effects.

Exploring the opportunities and regulatory challenges of hemp-derived cannabinoids in pet supplements.

Nutritional Outlook Vol. 25 No. 8

Better Bones: Next-generation bone health ingredients give formulators more options

Best practices for bars: Raise the protein, cut the sugar

Lasting benefits: How omega-3s remain relevant in a complicated wellness space

Plant’s Progress: Innovation is creating a new breed of plant-based food, beverages, and supplements

Get real: Women’s health supplements target formerly taboo issues

Cannabinoids and Pets: Promise or Problem?

Probiotic benefits extend beyond the gut

Going for Green: Challenges and opportunities for plant-based supplements

Inflation: How are dietary supplement contract manufacturers dealing with inflation?

Prebiotics are popping up in food, drinks, and gummies

Is CBN the next big star in hemp supplements?

Joining the entourage: Is CBDA a hot prospect, or just too unstable to succeed?