You needn’t turn back the clock very far to recall a time when the alpha and omega of nutritional supplementation ran more or less from vitamins to minerals—

The mere idea of including something as exotic as a botanical in a general-purpose multi—to say nothing of touting its adaptogenic appeal or history in Ayurvedic or Traditional Chinese Medicine—seemed fringy at best, and downright countercultural at the extreme.

Fast-forward to now, and, boy, have the tables turned. Americans spent more on herbal supplements in 2021 than they ever had, according to the latest 

 published in the American Botanical Council’s (ABC; Austin, TX) journal 

 And in so doing, they elevated the category’s annual domestic take to a whopping $12.35 billion in value.

In fact, notes Tyler Smith, managing editor of 

 and the report’s lead author, “Sales of herbal supplements have largely outpaced those of other dietary-supplement categories for almost a decade, and annual sales of herbal supplements in the United States have increased every year since 2004. This sustained growth is truly remarkable: Products once considered fringe have now fully entered the mainstream.”

That’s certainly Holly E. Johnson’s reading of the ABC data. “Nearly three years after COVID-19 first upended our lives,” observes the chief science officer of the American Herbal Products Association (AHPA; Silver Spring, MD), “the data from ABC’s Herb Market Report suggests that increased demand for herbal supplements is here to stay and that botanicals now have a more long-term, if not permanent, place in the health regimens of consumers who may have previously only used vitamins or minerals.”

The reasons why are many. Anne Scott Livingston, senior data analyst, product intelligence R&D, SPINS (Chicago), points to consumers’ familiarity with and acceptance of natural products as a door-opener to the sector and notes that industry itself has “worked for years to increase that awareness and access.”

Distribution in emerging channels has also expanded access. According to 

 Smith, direct-to-consumer sales, including online sales from some retailers, have been trending higher than sales tracked by 

 in two brick-and-mortar channels (mass-market and natural/health-food/specialty) since at least 2005. “This essentially follows the rise of ecommerce,” he notes, adding that 2021 direct-to-consumer retail sales accounted for both the strongest growth and the highest overall take of these three market channels, “and by a wide margin.”

Accompanying botanicals’ expansion across channels has been a diversification in product formats, with everything from pills and oils to creams, tinctures, bath salts, and more now on offer. And for Livingston, that’s all to the good: “Having a wide range of products makes those products more accessible to more consumers,” she declares.

Of course, none of this growth would have ground to stand on were it not for “the ongoing, high-quality clinical research on medicinal plants,” Smith emphasizes, which he believes has buttressed consumers’ trust in herbal supplements.

But let’s be candid: The pandemic deserves a lot of credit for shooting botanicals into the stratosphere.

As Smith recounts, “Sometimes it’s a challenge to discern consumer trends when looking at annual sales data for herbal supplements, but the pandemic brought everything into focus.”

Especially during the uncertainty and fear of COVID-19’s first year, he continues, “Consumers appeared to embrace herbal options to help support the immune system. And in 2021, even with vaccines widely available and life slowly returning to normal, consumers continued seeking out herbs marketed for immune support.”

Livingston observed the same trend and notes that especially in early-COVID, “Immune-boosting ingredients like elderberry and camu camu gained popularity along with ingredients geared toward stress relief, such as chamomile and lavender.”

Though some of these herbs suffered slight sales declines in 2021, overall traffic in immune-support herbs remained “significantly higher than pre-pandemic levels,” Smith maintains, “with some industry experts calling immune-support supplements ‘the new multivitamins.’”

Like multivitamins, botanical immune-support products are adopting increasingly sophisticated formulations.

In particular, Smith says, “Combination herbal products with added immune benefits—so-called ‘immune-plus’ formulas—were especially popular during the pandemic’s second year.”

But the “-plus” phenomenon isn’t unique to the pandemic, as sales of multi-herb products outpaced those of their single-herb counterparts not just in 2021, Smith says, but in every year since 2011. “Although single-herb products still represent a slight majority of overall sales,” he wagers, “I think combination formulas tend to have broader appeal, and savvy consumers increasingly recognize that different botanicals can work synergistically or additively to help support a particular health function.”

Hence the appeal of those aforementioned “immune-plus” formulas. In fact, one of the trend predictions that Chicago-based natural-industry insights specialist Kimberly Kawa floated going into 2023 holds that supplements sporting dual primary health focuses will continue to shine. “And one note in the Herb Market Report that stood out to me was the pairing of botanicals with other synergistic ingredients to unlock multiple primary health benefits,” she says.

“So even though elderberry isn’t reporting overall gains within the wider supplement universe,” Kawa continues, “there’s a niche pocket of growth in the sleep-support-

-immunity set. And with pill fatigue another phenomenon mentioned in the Herb Market Report, it’s notable that many of the successful elderberry products in this sleep-plus-immune set are chewable.”

Immunity wasn’t botanicals’ only game in town, of course. “Consumers also gravitated toward herbal products for digestive, energy, and mood support in 2021,” Smith says, “and that also appeared to be in response to pandemic-related lifestyle changes.”

No surprise. Referencing the Herb Market Report, Kawa notes that keywords consumers used to describe their pandemic state of mind were “prolonged stress,” “languishing,” “stagnation,” “emptiness,” and—not coincidentally—“the need for supplements that support both anxiety plus sleep.”

Thus, demand for ashwagandha—“by far the most sought-after ingredient in the mood-support supplement set,” Kawa says—remains robust. Its high profile and appearance in snack and functional-beverage formulas aid its success, she believes, and she’s even noticed it teamed with magnesium in a dual-focus formulation addressing mind-body relaxation.

“Other than ashwagandha,” she continues, “the main ‘cortisol-reducing’ herb reporting sales gains in brick-and-mortar in the past 52 weeks ending December 4, 2022, is eleuthero, or Siberian ginseng. And even though we see declines for chamomile and rhodiola in supplements, we see dollar growth of these cortisol-reducing herbs in the shelf-stable-tea space.”

Closely allied with mood support are concerns around memory and cognitive function, notes Livingston, and emerging ingredients angled in this direction, like gotu kola, “have begun to take off.”

“In addition to cognitive function,” Livingston continues, “gut health has remained a key theme for consumers, and sales of ginger continue to rise.” Even botanical newbies are familiar with it, she says, “So those looking to promote healthy digestion are likely to seek it out.”

And botanicals with a tie to women’s health—“especially hormone regulation and fertility promotion”—also strike Livingston as primed for popularity. “Women’s health has been a key theme in botanical sales,” she says, “and maca, which many take to regulate and balance hormones, had continued strong growth in 2022 as women sought natural products to promote fertility and overall well-being.”

She mentions shatavari as another up-and-comer for women’s hormonal balance and fertility. An Ayurvedic staple, “It quickly gained popularity as an emerging herb in this space with notable growth in 2022 dollar sales,” she says.

Moving on from women’s wellness, Stefan Gafner, ABC’s chief scientific officer, considers algae-derived ingredients “products to watch,” and bets that growth in both adaptogens and mushroom supplements will continue.

“I’m actually a bit surprised that andrographis hasn’t seen stronger growth,” he notes, “as a number of good studies support its benefits for the immune system.” But given some settling of the pandemic’s immunity bounce, “It wasn’t too much of a surprise to see sales of botanicals in this category drop a bit,” he figures.

Either way, Gafner is bullish on botanicals’ future—though he’s also clear-eyed as to the sector’s challenges.

Sustainability, sourcing, supply chains, science: “You named some of the main issues,” he says. “Being able to provide high-quality ingredients to an ever-growing population in a way that treats the environment, growers, and harvesters respectfully is certainly one of my main concerns. So while I’m happy that affordability allows botanical supplements wider use, the race to the bottom with regards to pricing has yielded shortcuts in quality from some suppliers and manufacturers that we need to address.”

He’s especially uncomfortable to see the sale of products containing very little of named botanical but a whole lot of excipients. “I’m also concerned about manufacturers’ tendency to produce more multi-ingredient formulas,” he notes. “Many are great, but some contain ingredients at such low levels that there just doesn’t seem any reasonable explanation as to how the products could provide the expected benefits.”

But the bright side shines its own spotlight. “More clinical studies are published each year on both botanical ingredients and finished products,” Gafner points out. “I also believe that botanical supplements generally have a really good safety record, which makes them appealing to consumers.”

And sector companies are actively working to improve ingredient quality by publishing their own studies on method development, he says, “participating in validation studies or supporting initiatives like the ABC-AHP-NCNPR Botanical Adulterants Prevention Program. I believe this goes a long way toward increasing trust in these products and their benefits.”

 Herb Market Reports will reflect the dividends these programs pay. And while some industry sources have hinted at dampened sales growth for 2022, Smith remains undaunted. “The fact that we’re talking about any sales growth during a year with record inflation and steep interest-rate hikes speaks to herbal supplements’ resilience as a category,” he concludes.

Articles

Botanical and herbal supplement sales go from strength to strength.

The more you grow: Consumers embrace botanicals

Everything algae is in high demand as consumers turn to plant-based solutions for common health concerns. It’s not hard to see why. Algae is a highly abundant nutritional ingredient that’s sustainably sourced, and research is uncovering more of algae’s health benefits, further raising its profile.

Sales of algae ingredients have trended upward for the last decade, says Shaheen Majeed, CEO of BGG Americas (Irvine, CA)—especially sales of natural-astaxanthin ingredients, as opposed to synthetic. “While they share the same chemical formula, differences in molecular shape, esterification, and the presence of supporting carotenoids in algae-based astaxanthin lead to far superior health benefits over its distant synthetic cousin,” Majeed says. “A total of eight peer-reviewed studies have shown that algae-based astaxanthin is up to 90 times stronger as an antioxidant and performs far better across a variety of health benefits in animals.”

These health benefits are driving significant demand for algae-based astaxanthin. Majeed says BGG has had to quickly expand production capacity in order to meet demand. He notes that the company had barely finished an expansion in September 2021 before seeing signs that it would have to break ground on a new farm.

Ongoing research is demonstrating algae’s efficacy in numerous health areas. Ahead, we look at a few.

Astaxanthin Preserves Vision in Screen Users

Astaxanthin has a variety of applications, from cardiovascular health to sports nutrition and more. In fact, it was the heart health benefits of astaxanthin that led BGG to file a patent for its branded AstaZine ingredient, Majeed says. “Some of our most exciting research has focused on brain health benefits, with diverse studies showing enhanced cognition in seniors as well as mood-state improvements in athletes,” Majeed says.

Now, new AstaZine research is showing the ingredient has vision benefits. “Our most recent clinical trial showed that AstaZine can help protect vision in heavy users of video display terminals,” he says.

The study, a randomized, double-blind, placebo-controlled trial, was conducted by BGG and examined the effects of astaxanthin consumption on visual function in healthy adults between ages 20 and 64 who regularly work in front of visual display terminals. Subjects were randomly assigned to receive either 9 mg of AstaZine astaxanthin per day, or a matching placebo, for 6 weeks. At baseline and after 6 weeks, the subjects were tested for changes in visual acuity before and after playing Tetris for 60 minutes.

The study found that playing Tetris reduced visual acuity in both groups; however, the group taking astaxanthin saw less of a reduction than the control group. The study authors concluded that astaxanthin reduces visual stress caused by digital terminals.

Amanda Mackinnon, marketing and communications manager for Marinova (Cambridge, Australia), says her company has seen increased demand for its high-purity fucoidan 

 Fucoidan is a polysaccharide derived from select species of brown seaweed.

In Australia, fucoidan research is ramping up. Mackinnon says there is considerable interest and capital behind new initiatives to explore the potential of Australia’s marine bioproducts. The Australian government recently established the Marine Bioproducts Cooperative Research Centre (MB-CRC), a think tank that will invest $270 million AUD into marine product research and development in Australia over the next 10 years.

“Marinova is a leading industry partner in the MB-CRC and is already undertaking new research projects that are supported by this program,” Mackinnon notes. “Current estimates suggest the country’s high-quality marine bioproducts are on track to reach $1 billion in turnover by 2030.”

As for Marinova, the company recently commenced a $4.6 million AUD expansion of its fucoidan extraction facility in Australia. This expansion, Mackinnon says, will allow Marinova to triple its production capacity. Furthermore, Marinova is investing $5 million AUD into scientific research on the bioactive properties of fucoidan extract.

One recent study on Marinova’s fucoidan extract carried out by the National University of Singapore and Marinova examined the effects of fucoidan on norovirus replication in wild zebrafish 

 Zebrafish larvae were injected with 3 nL of norovirus; half of the larvae received just the virus, while the other half were injected with norovirus that had been suspended in a fucoidan solution for one hour.

The zebrafish larvae were harvested after 48 hours and were then placed in a centrifuge and tested via PCR analysis. The larvae that had been injected with fucoidan extract showed no detectable virus, while the control larvae still tested positive for norovirus.

In addition to motivating research, the growing demand for algae products has suppliers finding new ways of making their ingredients palatable in a variety of delivery formats. Elzaphan Hotam, CEO of NextFerm Technologies (Yokneam Illit, Israel), says his company’s branded AstaFerm astaxanthin ingredient is formulation-friendly, enabling its use in a number of specific delivery systems—something that will come in handy as consumers seek algae ingredients in more product types.

Rather than sourced from marine algae, AstaFerm astaxanthin is produced via fermentation. “AstaFerm is growing in popularity due to its unique physical properties—namely, lack of odor and high potency,” Hotam says. “It was initially introduced for applications where algae-based astaxanthin could not offer a reliable solution and is now expanding into mainstream astaxanthin for softgels.”

The algae market continues to grow, fueled by innovative research demonstrating the multifaceted capabilities of algae-derived ingredients. More opportunities lie ahead as companies pave the way with further ingredient research. Product makers will be watching, and so will consumers.

Sekikawa, T.; Kizawa, Y.; Li, Y.; Miura, N. Effects of Diet Containing Astaxanthin on Visual Function in Healthy Individuals: A Randomized, Double-Blind, Placebo-Controlled, Parallel Study. 

Tan, MTH.; Gorji, ME.; Toh, JYL.; et al. Fucoidan from 

Can Inhibit Human Norovirus Replication by Enhancing the Host Innate Immune Response. 

Talbott, SM.; Talbott, JA. AstaPure Arava Natural Astaxanthin Whole Algae Product Supports Immune Function and Improves Subjective Well-Being. 

https://www.ecronicon.com/ecnu/ECNU-17-01049.php

Here’s why consumers can’t get enough of ingredients from algae.

Algae ingredients demonstrate more health benefits in research

Everyone loves to snack, and while too much snacking used to be viewed as lacking self-control, and bad for you, the development of better-for-you options has made snacking a much more accepted part of our diets. In fact, people are snacking 

According to Mondelez International’s Fourth Annual State of Snacking report published this January, 64% of consumers surveyed across 12 countries in 2022 reported preferring to eat many small meals throughout the day as opposed to eating fewer larger meals. In some cases, snacking can replace typical meals. According to the same report, there was a 42% increase in morning snacking and a 22% increase in afternoon snacking, with 40% of consumers saying they skipped at least one meal the previous day in 2021, compared to 30% saying the same thing in 2013. Breakfast was the most frequently skipped meal. Overall, there was a 6% increase in the number of snacks consumed each day.

The demand for snacks is so big that the Kellogg Company split its business up into three companies focusing separately on snacks, cereals, and plant-based foods.

 According to Kellogg’s, snacks made up 80% of its sales in 2021, amounting to $11.4 billion. The rationale for the new corporate structure, according to Kellogg’s CEO Steve Cahillane, was to allow the new separate business units to focus on their own products instead of competing for resources with the high-growth snack category. Actions like this demonstrate just how profitable the snack category can be.

Because snacking is becoming a bigger and more desirable aspect of daily life, consumers are getting more selective about their snacks. According to the Mondelez report, in 2022 84% of consumers felt that snacks should meet the nutritional needs of different consumers, and 68% said they check nutrition labels on snacks before buying them. For example, offering snacks that target specific diets can boost sales. According to market researcher SPINS, Paleo-positioned products experienced 18.6% sales growth, and products with a grain-free label claim grew 15.9%, based on data from the 52 weeks ending October 2, 2022.

When it comes to reading nutrition labels, protein content is still super relevant and important to consumers. According to SPINS, for example, cookies and snack bars with more than 20 grams of protein saw 589% year-over-year sales growth in 2022. For vegans or vegetarians, protein content can be particularly important, but plant-based label claims continue to attract a wider audience, too. The Mondelez report states that 54% of consumers are making an effort to eat more plant-based snacks and that 70% of consumers believe that plant-based snacks are better for the future of the planet. That means that a large number of consumers are either flexitarian or actively vegan or vegetarian.

That is not to say that consumers are exclusively looking for healthy snack options. Consumers may be more mindful of how they eat, but they are still willing to indulge, says the Mondelez report. It states that 63% of consumers say they are less restrictive in their eating habits than they have been in the past, with mood and other factors guiding their food choices. Additionally, 78% say they are more likely to take the time to savor indulgent snacks, with 8 in 10 consumers stating they are more selective when choosing an indulgent snack. Therefore, it appears that many consumers are very discerning and are making highly informed decisions about their snacking choices.

Krawiec, S. Kellogg’s to Split Business in Three Companies that Focus on Snacks, Cereal, and Plant-Based Foods. 

. July 21, 2022. Accessed February 13, 2022. 

https://www.nutritionaloutlook.com/view/kellogg-to-split-business-in-three-companies-that-focus-on-snacks-cereal-and-plant-based-foods

. December 20, 2022. Accessed February 13, 2022. 

https://www.spins.com/7-trends-to-watch-in-2023/

Consumers are treating snacking like another meal leading them to make more deliberate and balanced choices.

Consumers are snacking more frequently, becoming more discerning about their snack options

In a supplement landscape abloom with products pinpointing specific conditions, leveraging AI for personalization, or even delivering the goods via platforms as novel as stick packs and “super coffees,” how relevant can a run-of-the-mill multivitamin be?

And that would be a real problem for industry if “run of the mill” captured the essence of the modern multinutrient supplement. But because savvy brands are evolving their multis in concert with evolving technologies, trends, and nutrition science, the multivitamins on shelves today give run-of-the-mill a run for its money.

Evidence of the multivitamin’s staying power is everywhere. One need look no further than the fact that despite near-exponential diversification within the VMS space, multivitamins still make up its largest category, notes Francis Lau, PhD, FACN, director of scientific affairs at Olly. “And that,” he says, “in itself demonstrates strength.”

Lau attributes that strength to “the breadth of multivitamin options available”—among other factors—and points out that “regardless of age, gender, or format preference, there’s a multivitamin out there that can be the foundation of a vitamin regimen.”

And don’t discount the power of the pandemic in boosting multis’ profile, adds Susan Mitmesser, PhD, vice president of science and technology at Pharmavite LLC. But while she acknowledges that the spread of COVID-19 undoubtedly focused attention on multivitamins’ preventive potential, she doesn’t think it tells the whole story.

“Multivitamins are absolutely still an important part of consumers’ health-and-wellness regimens,” she explains, “and while we can attribute this partially to the self-care and wellness booms of COVID-19, we can also credit multivitamins’ ability to ensure adequate micronutrient status—and we know for a fact that adequate micronutrient status leads to better long-term and short-term health outcomes.”

Supplement users know this, too, and as their appreciation for the interplay between nutrition and health grows, so does their interest in fine-tuning their supplementation strategies to optimize desired outcomes or attenuate pressing concerns.

That interest has begat a golden age of condition-specific supplements, with formulations aimed at increasingly precise wellness goals like improved sports and cognitive performance, or cellular health, women’s health, digestive support, and more.

Consumers are buying in with zeal—which is a plus for industry—but the rise of condition-specific supplements raises questions about where broad-based multivitamins fit into an evermore-segmented supplement shelf.

“With the heightened focus on health and wellness among VMS consumers, it makes sense that condition-specific supplements have become popular,” observes Jeff Wong, vice president, marketing, at SmartyPants Vitamins. “The more individuals learn about their personal health needs, the more they want to cultivate more tailored supplement regimens.”

“But condition-specific formulations,” he continues, “are just that: 

 While these can complement multis, they may not contain all the nutrients that multis do to help with whole-body health.”

Rachel Jones, MS, RDN, senior vice president and chief product innovation and science officer at GNC, agrees.

“Multivitamins have been a central part of wellness routines for years because of their efficacy and ability to help consumers set a baseline—providing an array of vitamins and minerals that fill nutrient gaps that may be present in an everyday diet.”

And while avid supplement users may not consider “baseline” enough, “That doesn’t negate the positive impact a traditional multi can have on overall wellness,” she insists.

Moreover, argues Wong, consumers shouldn’t have to build an elaborate supplement stack just to ground themselves in the basics. Rather, “We believe they should be able to opt for a quality daily multivitamin, and then opt for a condition-specific formulation on an as-needed basis.”

And to the extent that specific conditions like poor energy, high stress, or fractured sleep are products of nutrient gaps—as they often are—“Filling those gaps with a multivitamin can typically support common condition-specific needs, too,” argues Erin Barrett, PhD, director of product innovation and scientific affairs at Shaklee.

Finally, in an inflationary era, the multivitamin’s knack for multitasking is invaluable.

As Lau puts it, “When the economy takes a downturn, consumers often cut back on things that are ‘nice to have.’ But multis aren’t typically viewed as nice-to-haves, and many consider them essential. Their advantage in this environment is that they really are a staple of good health support.”

Jones even calls the multivitamin “one wellness product that budget-conscious consumers should be willing to purchase. It’s a foundational first step nearly everyone can benefit from, and it’s typically more economical than buying solutions separately and layering them together.”

Best of all, this multi-versus-specific debate needn’t be a debate at all: Consumers can have the best of both supplementation strategies.

“Often we’re looking at an ‘and’ instead of an ‘or’ when comparing condition-specific products to multivitamins,” Mitmesser says. “Multivitamins are easy, low entry points into foundational health and wellness, but for those with specific health concerns, condition-specific products packing a bigger punch can complement multivitamins.”

She considers both insurance policies, concluding that, “Effectively, consumers can’t go wrong using either multivitamins alone or stacking them alongside condition-specific products. What’s important is that they account for their goals and lifestyle considerations.”

And, it’s worth noting, for their diets.

“I want to add to the conversation that food is always first,” says Erin Stokes, medical director at MegaFood. “As a naturopathic doctor and mom, I believe in healthy food’s power to deliver essential vitamins and minerals. But there are real gaps in people’s diets, and we need a little help covering them.”

So when she discusses multivitamins, “I often invite people—myself included—to think about everything we’ve eaten in the last 24 hours,” she says. “This simple exercise generally reveals that while most of us are doing our best, our diets are definitely not perfect.”

And even if they were, she continues, “There’s clear evidence for the declining nutrient composition of food.” A study published in the 

Journal of the American College of Nutrition

 measured changes in the nutrient composition of 43 garden crops from 1950 to 1999 and found that, on the whole, the foods analyzed displayed declines in protein, calcium, potassium, iron, riboflavin, and ascorbic acid.

No wonder that “despite our best efforts to eat healthily,” Barrett says, “up to 90% of us don’t get the key nutrients we need from food.” And with more of us adopting restrictive “lifestyle diets”—think keto, paleo, gluten-free, intermittent fasting, et al.—nutritional equilibrium can tilt even further out of whack.

Thus, says Barrett, there’s still plenty of need for multivitamins that “help bring balance back to people’s diets by filling nutrition gaps.”

It helps if they can do so conveniently. As Wong points out, today’s multi users are “busy people who want the option best-suited to their needs without having to spend too much time, or money, investing in an entire cabinet’s worth of supplements. Fundamentally, they’re seeking the same thing they always have: the best option to help support their health and that of their families.”

But “best” means different things to different bodies, and, as Jones points out, “Regardless of where the consumer is on their wellness journey, they have higher expectations for the multivitamin. They want cleaner ingredients and expect claims such as vegan, plant-based, whole-food-sourced, gluten-free, and organic.”

They also expect an enjoyable experience. “It’s important to have solutions for people who prefer alternative delivery forms or struggle to swallow tablets or capsules,” Barrett emphasizes, noting that 40% of the general population counts themselves as part of the latter.

To answer these needs, Shaklee developed a multivitamin drink mix with 17 essential vitamins and minerals, most of which appear at 100% or more of their daily requirement. The company also designed a comprehensive prenatal supplement system comprising a multivitamin drink, “a tiny tablet to deliver strong-tasting minerals,” Barrett says, and a “gelly”—think “squishable gummy”—packed with omega-3s. “No more ‘horse pills’ that make compliance hard for the pregnant mama-to-be and her sensitive tummy,” she declares.

Wong notes that SmartyPants was among the first brands to offer gummy multivitamins and that the company is now zeroing in on the growing need for sugar-free gummy multivitamins with its late-March retail launch of a new line of sugar-free gummy multis in kids’, women’s, and prenatal formulations.

The products contain neither sugar nor sugar alcohols, relying instead on monk fruit and allulose for sweetness. With more than half of consumers actively trying to limit or avoid sugar, Wong reports, “This is an important white space that will have a significant long-term impact in the industry.”

Lau adds that Olly strives to deliver nutrients “in formats that are fun, easy to take, and so delightful that consumers actually look forward to taking them and can stick to the habit over time.” And for the traditionalists in their fan base, old-school platforms like softgels remain in the lineup.

“We’re keeping up with the ever-changing market by exploring new formats and ingredients, and when it comes to ingredients we’re keeping our eye on nootropics, adaptogens, and mushrooms,” Lau continues.

The company also sneaks some plays from the condition-specific space by formulating not just the essentials into their multis but “nutrients that address top health benefits for the intended end user,” too, Lau explains. They introduce this element of personalization by building a multi base that’s suited to everyone—men, women, teens, kids, prenatal, and gender-neutral users—and then adding nutrient “boosts” atop it as appropriate. So their women’s multi includes biotin for hair, skin, and nail support, Lau explains, while their men’s multi boasts B vitamins for cellular energy.

And as Melina Baxter, chief marketing officer at Shaklee, notes, “We understand that a multi isn’t a one-size-fits-all product, and that everyone’s unique.” In other words, “You can have two 30-year-old women who have very different nutrition needs, and a one-size-fits-all approach doesn’t work for them.”

Shaklee’s answer is Meology, which Baxter describes as “a personalized nutrition system that targets what you and only you need to thrive.”

Launched in 2020, the system takes users through a short diet and lifestyle questionnaire and then runs it through a back-end algorithm that cooks up “an essential program of core nutrients—a 21st-century multi—specifically for you,” Barrett explains. So while most contemporary multivitamins supply all the essential vitamins and minerals at levels near 100% of their daily values, she says, this system tailors both nutrient choice and level to a user’s specific needs as per age, gender, health status, food preferences, activity levels, and more.

It’s a tech-forward development that hints at a nutritional future we may already be living in.

Then again, technology—and science—have always underpinned responsible supplement development. For example, says Jones, “At GNC, research informs everything we do.” The company even conducted a clinical study on the multivitamin blend in the GNC Mega Men and GNC Women’s brands and found that participants improved their levels of key B vitamins and oxidative-defense nutrients compared to those receiving the placebo, she says, adding that their formulations “worked better than a basic multi at increasing levels of several nutrients.”

Meanwhile, Wong claims that SmartyPants always consults the latest science to determine whether or not to include hot new nutrients or benefits in their formulations. “‘Science-backed’ is the key point,” he says. “We’re looking for clear evidence, never reacting to trends.”

Their in-house nutrition-science team and scientific advisory board use NHANES data to understand nutrient gaps in demographics “so that we can formulate to fill them,” he explains. They also update and revise formulations to reflect the latest science and “ensure we’re giving consumers the most efficacious products we can.” Thus their products often contain not just the essentials but also nutrients “not commonly found in other multivitamins, like omega-3s, or vitamin B12 as methylcobalamin,” he says. “This all-in-one approach helps to effectively address a variety of deficiencies in one daily supplement serving.”

And that matters. “With 92% of American adults experiencing some form of nutrient deficiency,” Wong concludes, “the most important thing we can do is offer an accessible way for them to enter the category and start addressing those gaps.” If consumers graduate to condition-specific supplementation, great; if not, that’s great, too. “Thankfully,” he says, “they don’t have to choose.”

Davis, D.R.; Epp, M.D.; Riordan, H.D. Changes in USDA Food Composition Data for 43 Garden Crops, 1950 to 1999. 

Leading supplement brands explain how today’s multivitamins meet modern needs. 

How do you modernize the multivitamin?

One way to improve one’s quality of life—and, in turn, one’s health—is to reduce the stress in our lives. Stress can have a domino effect, causing one to eat too much or too little, develop bad habits such as tobacco use and excessive alcohol consumption, reduce motivation to be active and to exercise, as well as impact our interpersonal relationship because of irritability and anger.

According to Mintel’s Global Consumer Trends for 2023, a survey of 2,000 U.S. internet users above the age of 18 found that 49% of respondents reported experiencing stress in the last year, 38% reported feeling anxiety, 22% reported feeling mental exhaustion, and 20% reported feeling burnt out. In a survey of 1,537 internet users above the age of 18 in the UK that have experienced stress in the past year, 71% reported that managing diet and exercise was important for managing stress.

A proper diet and an active lifestyle can have an immense impact on one’s mental health, but consumers are always looking for an edge: that product that helps them meet their health goals. Dietary supplements that support cognitive health and reduce stress can offer the assistance consumers are looking for, but a novel approach of targeting the gut-brain axis may be the future of stress- and mood-supporting products.

reported in our January/February 2023 Ingredients to Watch issue, the use of 

 continues to grow. As our understanding of the microbiome becomes more sophisticated, so, too, are the products, which may benefit from taking on a targeted approach—in this case, brain health via the microbiome.

Formulating products that target the gut-brain axis can be an effective way to not only leverage the desire of consumers to improve their mental health but also the demand for microbiome-supporting products.

The idea that brain health is interconnected with digestive health has been posited for years, and while our understanding of the mechanisms behind these connections is still limited, knowledge on the topic is growing rapidly as researchers strive to solve the puzzle. And it indeed is a puzzle. To put things into perspective, the human gut has the highest cell densities documented for any ecosystem, containing around 10

 bacteria, with a diversity of at least 1,000 species.

The gut-brain axis is defined as the interaction between the enteric nervous system (ENS) that exists within the gastrointestinal (GI) tract, and the central nervous system. The ENS is even referred to as the second brain because it contains as many nerves as the spinal cord, is involved in the regulation of basic gut functions, and has similar neurotransmitters and signaling molecules as the brain.

A crucial neural pathway for the bidirectional communication between the gut and the brain is the vagus nerve, which has an influence on the hypothalamic-pituitary-adrenal (HPA) axis. The HPA axis is responsible for our adaptive stress response.

 Another pathway through which the gut and the brain communicate involves direct or indirect signaling via chemical transmitters such as microbial metabolites, and hormones or neurotransmitters which are directly synthesized or modulated by gut microbiota.

Metabolites such as short-chain fatty acids (SCFAs) are very important for GI health by maintaining intestinal barrier integrity, mucus production, and controlling inflammation, but they also play a role in the gut-brain axis. For example, SCFAs control the production of peptides by enteroendocrine cells that stimulate the synthesis of serotonin derived the from the gut.

 spp., also play a role in the production of neurotransmitters that control our cognitive functions. Namely, these bacteria are involved in the production of gamma-aminobutyric acid (GABA), acetylcholine, noradrenaline, dopamine, and serotonin.

Connecting the Gut Microbiome to Mental Health

We’re all familiar with the “butterflies in our stomach” cliché and have experienced GI symptoms in times of high stress. The idea of our guts and minds being linked is therefore somewhat intuitive. However, understanding these connections is more complicated, especially when they’re linked to serious diseases.

Researchers have found a correlation between our gut microbiome and neurological disorders.

Recently, the largest analysis to date investigating the association between the gut microbiome and depression was published in 

 The study investigated the relationship between fecal microbiome diversity and composition with depressive symptoms across 2593 individuals. Researchers identified 13 microbial taxa associated with depressive symptoms that included 12 genera and one microbial family, namely: 

Lachnoclostridium, Hungatella, Coprococcus, Lachnospiraceae

Sellimonas, Eggerthella, Lachnoclostridium,

 were more abundant in subjects with higher depressive symptoms, while all other taxa were depleted in those with higher depressive symptoms. These results are consistent with previous research. Bacteria such as 

 which were depleted in subjects with higher depressive symptoms, are known to be involved with butyrate production (a SCFA), and 

 has been found to be more abundant in those with an omega-3–rich diet.

 Omega-3s are also known to have a beneficial effect on cognitive health.

New findings from the study include the associations with genera 

Sellimonas, Lachnoclostridium, Hungatella, Eubacterium ventriosum, Lachnospiraceae

 for example, was positively associated with depressive symptoms. This is significant because it belongs to the family 

 are increased in those with inflammatory diseases. Higher abundance of 

 has also been observed after dysbiosis—the imbalance in the gut microbiome in which the gut is colonized with more harmful bacteria. 

 for its part, was found to be depleted with increased depressive symptoms, and previous animal studies showed it to be depleted in mice after traumatic brain injury.

 This is consistent because depression is known to be a symptom of traumatic brain injury.

Most of the microbiota identified in the study have an involvement with the synthesis of glutamate and butyrate. The researchers explain that glutamate is widely distributed in the brain and acts as a major excitatory synaptic neurotransmitter known to be involved with the regulation of neuroplasticity, learning, and memory. Low levels of glutamate have been associated in previous research with mood and psychotic disorders, and increasing glutamate levels is becoming a novel therapeutic target for treating depressive disorders.

Butyrate is a SCFA that modulates biological responses of host gastrointestinal health and can affect the gut-brain axis by enhancing “cholinergic neurons via epigenetic mechanisms” while also being able to cross the blood-brain barrier and activate the vagus nerve and hypothalamus, explain the researchers.

Other research has found associations between alterations in gut microbiome with neurodegenerative disorders such as Parkinson’s disease, Alzheimer’s disease, and amyotrophic lateral sclerosis (ALS).

 For example, Alzheimer’s disease patients, when compared to age- and gender-matched controls not suffering from the disease, were found to have decreased levels of bacteria known to be butyrate producers. Similarly, patients with Parkinson’s disease were also found to have a lower abundance of butyrate-producing bacteria and lower SCFAs overall compared to age-matched controls.

While consumers should not turn to dietary supplements to treat serious neurological conditions, this research demonstrates the relationship between our brains and microbiomes, and therefore offers a possible solution for consumers experiencing stress in their daily lives. Consumers are already looking for ways to reduce stress through dietary intervention, and dietary supplements can be a useful tool to this end.

Naturally, consumers looking for brain health solutions via the gut will turn to probiotics. Some probiotic manufacturers have already begun marketing strains for brain health and have clinical validation. IFF (New York City), for example, offers its Howaru 

Lpc-37 ingredient for stress support. One study found that 120 subjects given the probiotic for five weeks experienced significant reductions in perceived exhaustion, fatigue, and stress compared to those taking placebo. The reduction was particularly pronounced among women, whom the researchers noted had higher stress and sleep disruption compared to the men in the study.

Another probiotic strain, from Lallemand Health Solutions (Mirabel, QC, Canada)—

 HA-114—was found in a recent study to significantly impact eating behaviors and mood-related factors, compared to placebo.

 In the study, 152 adults were given a dietary intervention with the addition of either placebo or the probiotic strain. Both groups experienced reductions in their weight from the dietary intervention, but only the probiotic group experienced decreases in binge-eating tendencies, disinhibition, and food cravings. Lallemand has also recently announced that its Rosell Institute for Microbiome and Probiotics received a $1.6 million research grant from the Weston Family to study this same probiotic strain for its impact on ALS.

A probiotic blend from AB-Biotics (Barcelona, Spain), consisting of 

 KABP 023 (CECT 7485), was found to help subjects with stress-induced gastric distress.

 While the study was small, results showed that subjects taking the probiotic blend experienced improvements in mental health scores and saw significant improvements in diarrhea-related problems that led to better overall work habits, including less missed work and improved productivity. The researchers observed that improvements in gastric issues coincided with increased abundance of 

Based on these studies, modulating the gut microbiome with probiotics can have real-world impacts on people’s mental health, potentially improving their health in numerous other ways. Weight management, for example, can be a controversial category, but offering a product that bolsters a healthy diet and exercise by reducing disinhibited eating can be a real game changer, especially when you consider how many people use food as comfort during stressful situations. Similarly, stress-induced gastrointestinal issues can have real negative impacts on our personal and professional lives, compounding the stress one experiences. If probiotics can help alleviate stress and related issues, that, too, can have an immense positive impact on consumers.

Prebiotics, a well-known complement to probiotics, may help support the gut-brain axis as well. Defined as carbohydrates that are selectively fermented by gut microbiota, thus modulating the composition of the microbiome, prebiotics may help in the production of SCFAs like butyrate, which we’ve established confer numerous benefits, including potential brain-health benefits.

 SCFAs produced by microbes may also influence the expression of brain-derived neurotrophic factor (BDNF), which in turn supports the growth of new neurons and the survival of existing neurons.

 A recent preclinical study found that supplementation with a proprietary galactooligosaccharide (GOS) ingredient from Clasado Biosciences (Reading, UK) may reduce unfavorable metabolites while increasing healthy metabolites such as the SCFA butyrate.

 There may not yet be enough research to directly link prebiotics to the gut-brain axis, but the potential is there to elucidate their relationship with our brain.

Benefits to the gut-brain axis may not be isolated to pre- and probiotics either. Herbs known to support brain health may in fact have gut-modulating mechanisms. For example, 

to increase butyrate-producing bacteria and significantly alter the composition of gut microbiota.

 Once again, more research is necessary to understand this relationship, but in the future, the gut-brain axis may be another way to communicate the benefits of brain health–supporting herbs.

Concepts like the gut-brain axis provide a framework for understanding the interconnectedness of our bodies’ systems, which can be attractive to consumers who seek a more holistic approach to their health. Stress is also a universal experience that we all seek to avoid or minimize in our daily lives, and unfortunately, the ways people seek to alleviate stress are not always healthy and productive. Dietary supplements can offer a safer way to improve people’s quality of life.

The fact that microbiome-supporting products like pre- and probiotics are likely to be a part of consumers’ existing supplement regimen makes supporting the gut-brain axis a relatively easy sell. Researchers are still working out the details of the gut-brain relationship, but there is a growing acceptance of the concept, and study results are making their way to mainstream audiences. For example, the results of the 

 The gut-brain axis may not be mainstream quite yet, but now may be the time to start developing products that target the gut-brain axis, gaining a foothold in the category while boosting awareness and educating consumers.

Stress Symptoms: Effects on Your Body and Behavior. 

https://www.mayoclinic.org/healthy-lifestyle/stress-management/in-depth/stress-symptoms/art-20050987

Krawiec, S. Look Beyond the Gut and Take Advantage of the Growing Microbiome Space: 2023 Ingredient Trends for Food, Drinks, Dietary Supplements, and Natural Products. 

. January 31, 2023. Accessed February 10, 2023. 

https://www.nutritionaloutlook.com/view/look-beyond-the-gut-and-take-advantage-of-the-growing-microbiome-space-2023-ingredient-trends-for-food-drinks-dietary-supplements-and-natural-products

Peterson, C.T. Dysfunction of the Microbiota-Gut-Brain Axis in Neurodegenerative Disease: The Promise of Therapeutic Modulation With Prebiotics, Medicinal Herbs, Probiotics, and Synbiotics.

Pferchy-Wenzig, E.M.; Pausan, M.R.; Adjomand-Woelkart, K; Röck, S.; Ammar, R.M.; Kelber, O.; Moisel-Eichinger, C.; Bauer, R. Medicinal Plants and Their Impact on the Gut Microbiome in Mental Health: A Systematic Review. 

Radjabzadeh, D.; Bosch, J.A.; Uitterlinden, A.G.; Zwinderman, A.H.; et al. Gut Microbiome-Wide Association Study of Depressive Symptoms. 

Patterson, E.; Griffin, S.M.; Ibarra, A.; Ellsiepen, E.; Hellhammer, J. 

Lpc-37® Improves Psychological and Physiological Markers of Stress and Anxiety in Healthy Adults: A Randomized, Double-Blind, Placebo-Controlled and Parallel Clinical Trial (the Sisu Study). 

Emerging research highlights the nuanced connection between our brain and our gut, creating new opportunities for product development in the brain health and stress-support category. 

Nutritional Outlook Vol. 26 No. 2

The more you grow: Consumers embrace botanicals

Algae ingredients demonstrate more health benefits in research

Consumers are snacking more frequently, becoming more discerning about their snack options

How do you modernize the multivitamin?

The gut-brain axis and what it means for the brain health category

Sustaining interest: Keeping sustainability top of mind, even during crises

How is ecommerce for dietary supplements advancing in 2023?

Has CBD officially entered the mainstream?