Consumers worldwide are more concerned about their personal health—and the health of people close to them—as a result of the COVID-19 pandemic. Many are now more proactive about health and specifically looking to buy nutritional foods and supplements. But what defines 

 for people who have different needs and objectives? Based on data from Innova Market Insights, this article dives into some of the main health concerns driving consumers’ food and supplement purchases.

Personalization is a major focus of the healthy food and drinks market today. Advances in science and technology have made it possible to increasingly personalize nutrition and health products. There is now an understanding that every consumer has different needs, and that to truly achieve holistic health, there will always be areas that specific consumers need to pay more or less attention to.

Products leading demand are those that enable consumers to tailor their eating according to functional or nutritional needs. This includes products that support relaxation or energy requirements, as well as those that fulfill specific nutritional requirements, such as the need for more protein or fiber. Mood support is also gaining prominence, cementing the idea that to consumers, health is no longer just about the body.

Innova surveyed consumers in 11 countries, asking them how interested they are in consuming foods and beverages personalized to support their health goals. Their answers indicated that they are “very/extremely interested”: 47% said they are interested in products to support their functional needs (such as relaxation, sleep, focus, and energy), with a similar number seeking nutritional assistance (e.g., level of protein, carbs, or fiber). Other areas of major consumer interest were mood, lifestyle (e.g., on-the-go, physically active), and body composition. One in three respondents said they are interested in products based on their genetic profile.

It’s also worth noting that respondents aged 26-35 are most likely to want personalized food and drinks going forward. This age group over-indexed the average by at least 7 percentage points for every response related to personalization of health.

In their quest to stay healthy, consumers are also prioritizing getting enough sleep and keeping their mind/body active—even before they start trying to improve nutrition. When asked what steps they have taken to improve their physical health over the past year, respondents ranked physical exercise and getting more sleep first and second, followed by “made changes to what I eat/my nutrition,” “chosen foods or drinks that boost my health,” and “taken more supplements.”

The bottom line is that consumers are taking various steps toward physical, mental, and spiritual well-being. Efforts to stay healthy are now more related to targeting the mind and emotions and not just pure physical health. Even exercising is now linked to mental well-being as a stress relief.

It is not surprising that only a small number of respondents (8%) indicated not taking any action to improve their physical health. The pandemic definitely highlighted, even more so, the importance of health. Concerns will keep evolving and reshaping, but one fact is constant: health will remain a contributing factor in consumer lifestyle choices moving forward.

Comparing Innova data between 2020 and 2021, it is clear how consumers’ health priorities have shifted.

There was increased interest in products specifically related to such concerns as heart, bone, and brain health, with the 36- to 45-year-old age group most likely to address these issues through diet. In contrast, concern about physical appearance dropped down the rankings, while concerns over energy, sports, and muscle issues fell out of the top 10 functions completely. Gen X and Millennials remain most invested in these categories.

Some health concerns remain unchanged from year to year in their rankings, however. Immunity stayed a top concern in both 2020 and 2021, cementing its status as a key health issue for consumers. (

As mentioned, the growth in attention on mental well-being has been remarkable, especially in recent years, and there is a rising recognition that nutrition can contribute. Innova survey responses show that up to 85% of consumers now at least occasionally take action for mental well-being. A further 78% get a spiritual boost by acting on environmental or social causes.

Mental health has influenced product development in supplements, food, and drinks. Innova data shows a 48% CAGR for dietary supplements launched for brain/mood health in 2017-2021. Meanwhile, food and beverage launches with brain health claims grew at a 12% CAGR over the same period.

Improved immunity is now firmly fixed as a health goal. Clearly, the pandemic accelerated new product development in this sphere, but are consumers equally turning to both immune-boosting foods and supplements?

New-product development in immune-boosting supplements has outpaced that of immune-healthy food and beverages over the past few years. Penetration within the supplements category is far more extensive than in the food category, maybe because consumers are looking for whole foods or superfoods to boost their immunity rather than just chasing immunity claims per se. (

Figures show that between 2017 and 2021, immune health supplements increased their share of total supplement launches from 25% to 36%. Meanwhile, in food and beverage, immune health penetration is much lower but still rose from 1.0% to 1.6% in the past five years.

In terms of food and beverages with immune health claims, baby food leads growth, followed by strong performance in the mainstream soft drinks market. In fact, soft drinks had one of the fastest growth rates for immune health claims in 2021, with a 78% increase between 2020 and 2021 alone. Other popular categories are hot drinks, sports nutrition, and dairy products. (

Ingredients are at the center of soft drink innovation, ranging from basic choices to complex blends. Among the most popular ingredients to help normal functioning of the immune system are zinc, probiotics, prebiotics, and essential vitamins.

Digestive health is also a leading purchase driver. Consumers now view gut health as holistic and interlocked with other conditions like immunity, energy levels, sleep, and mood.

However, Innova sees a decline in new-product launches simply making “digestive health” or “gut health” claims; rather, products seem to focus on ingredients like probiotics and prebiotics, which are gaining recognition on their own for providing numerous health benefits beyond just gut health. For instance, Innova has found that between 2017 and 2021, the number of global food and beverage launches making a general digestive/gut health claim actually shrank by 5%. By contrast, new-product launches centered specifically on probiotics grew 10%, and new-product launches focused on prebiotics grew 16%. Innova notes that the decline in gut health claims could also be caused by legislation varying across the globe, with some countries allowing claims highlighting certain formulations and other countries restricting particular claims. (

There is now a personalized approach to healthy eating. From reducing consumption of “bad” ingredients to choosing a more natural course or looking to increase intake of a nutrition booster, dietary consideration is increasingly geared toward balance and health-positive foods. When asked which methods of healthy eating they favor, consumers said they have made changes to what they eat by choosing highly nutritious products or products low in unhealthy nutrients.

When Innova asked consumers in a 2021 survey about their predominant approach to healthy eating, 37.5% said they try to limit or reduce products or ingredients that are “bad for me” (e.g., fat, sugar, salt), 22.7% said they choose natural foods for “inherent” nutrition (e.g., fruits, vegetables, nuts), while 21.2% of respondents said they choose products to “positively” boost their nutrition (e.g., of nutrients like protein and superfoods) or to improve how the body functions.

Overall, consumers seem to have adopted a more “positive” approach to health by removing the “bad” ingredients from their diets 

 adding more of the “beneficial” ingredients.

Sugar is now public enemy number one, with over 23% of consumers reducing consumption during the year, followed by reductions in sodium/salt, fat, and alcohol. Cuts in sugar, sodium, and fats indicate concern over issues such as weight and heart health, as well as general well-being.

There has also been a growing focus on positive, natural nutrition and increased intake of naturally healthy foods. The 2021 survey respondents reported upping their intake of fruits and vegetables (42% of respondents) in the past year, with significant numbers increasing fiber intake and protein consumption.

There can be generational differences in terms of the preference between reducing ingredients perceived to be bad for health and increasing “good-for-you” elements. For example, Gen Z and Millennial consumers were almost twice as likely as Boomers (27% versus 14%) to say they choose functional products to positively boost their nutrition. Boomers, meanwhile, most widely over-indexed on the average for limiting and reducing unhealthy ingredients.

CPG companies are also noting which ingredients consumers are most eager to reduce consumption of—and adjusting their products accordingly. There has been a steady increase in “no added sugar,” “low sugar,” and “sugar-free” new-product development.

Innova Market Insights tracked the percentage of global new food and beverage launches with sugar reduction/removal claims between 2017 and 2021. During that time period, there was a 16.6% CAGR for “no added sugar” claims. This accounts for almost 5% of all new food and beverage products, with penetration continuing to climb.

Similarly, there is also strength in “sugar-free” and “low sugar” positionings. There was a 13.2% CAGR for “sugar-free” claims and a 22.0% CAGR for “low sugar” claims in 2017-2021. (Though “low sugar” claims are experiencing the fastest growth, it’s important to note that this segment is still coming from a smaller base compared to the others.)

The faster growth in “low sugar” and “no added sugar” claims reflects consumers’ growing interest in reducing sugar without resorting to the artificial sweeteners that may be necessary in complete sugar-free formulations. “No added sugar” is now the most common sugar-related claim for foods and beverages, supporting the idea that consumers are interested in reducing sugar without seeking completely sugar-free options. This also supports the idea of positive natural nutrition as a route to holistic health. (

Fiber is another nutrient consumers are keen to get more of. Innova research shows that after fruits and vegetables, fiber and protein saw the highest net increase in consumption over the past 12 months.

Despite this, new-product development for high-fiber foods has lagged compared to demand, with launches rising only slightly ahead of total food and beverage development between 2017 and 2021. One thing to note is that, just like in the digestive health market, fiber-related claims are now more ingredient-centered, highlighting particular types of fiber—specifically, prebiotics. For instance, Innova Market Insights found that in 2017-2021, new food and beverage launches with a “high in/source of fiber” claim saw a 6.8% CAGR, while new food and beverage launches with prebiotic claims saw a 16.0% CAGR. (By contrast, the CAGR for total new food and beverage launches is 4.9%.)

Fiber and prebiotic claims are now made side by side to reinforce the benefits for gut/digestion. Categories that were previously not classified as high in fiber, such as chocolates, now report gut-related benefits thanks to the addition of prebiotics. Prebiotics also have other benefits such as the reduction of sugar in this type of product.

New food and drink launches marketed as “high in/source of protein” have shown strong growth in the past five years, rising at a 14% CAGR from 2017 to 2021. In 2021, these products held a 7.3% share of total new food and beverage launches globally. (

Higher interest in protein also reflects the popularity of positive, natural nutrition for whole-body health: over 7% of new products now make protein claims, and new-product development is diversifying. Consumers can now access protein from many different foods and beverages.

Similar growth/diversification is seen in plant-based foods. Consumers choose plant proteins for their own health and that of the planet, a trend supporting the idea that many consumers are seeking a boosted conscience and spirit alongside a healthier body.

The health of the planet is now catching up to personal health as a reason driving demand for plant-based meat and dairy alternatives. Generation Z and Millennial consumers are most likely to name environmental/ethical reasons for buying plant-based foods.

At the same time, there are more plant-based choices for shoppers. These products are no longer just an alternative to goods derived from animals; they are standing out on their own merits. Innova Market Insights tracked an impressive 53% CAGR in food and beverage new-product launches making plant-based claims globally in 2017-2021, with some launches diversifying well beyond meat and dairy alternatives. (

There’s a product for everyone in today’s sophisticated health and wellness market. Product choices continue to expand as marketers drill down into specific consumer wants and needs. For the consumer hungry for healthier products and better nutrition, the future looks bright indeed.

Articles

Innova Market Insights identifies key health concerns driving consumers’ food and supplement choices today.

Getting personal: Consumers seek nutritional products to support their personal health goals

The heart health supplements market is still growing robustly, particularly among aging consumers. While previous market trends showed consumers adopting supplements only once health problems arose, emerging research indicates aging consumers are increasingly proactive and are taking a preventative approach to heart health.

As consumers seek to live longer and stay healthier into old age, cardiac health has come into sharp focus for seniors and older adults. Here are some of the ways heart health supplements are evolving to meet this demand.

Brands Emphasize Science in Marketing Campaigns

Consumers are increasingly focusing on extending their longevity and living healthier in old age. In doing so, they’re looking for solutions with a critical eye.

Christopher Shade, PhD, founder and CEO of wellness brand Quicksilver Scientific, says aging consumers are increasingly sophisticated in their understanding of heart health strategies, and they’re looking for high-quality, personalized solutions.

“We’re seeing more consumers who are focused on longevity,” Shade says. “They’re asking questions about aging well. From a brand perspective, it’s important to bring research and education to these consumers. They’re often highly educated and knowledgeable about what they want.”

While consumers typically took a reactive approach in the past, Shade says aging consumers are now more proactive. These consumers are no longer waiting for health problems to arise; instead, they’re looking to prevent health problems, and they’re eager to adopt strategies tailored to their individual needs. That’s why Shade says it’s important for brands to bring research and education to these consumers, and to describe the science behind products.

Formulations Target Comprehensive Heart Health

Emerging heart health supplements are taking a holistic approach to heart health. Irfan Qureshi, ND, vice president of product development, research, and quality assurance at wellness company Healthy Directions, says heart health supplements are now evolving to provide more comprehensive coverage.

There is an increasing recognition that heart health is about more than just cholesterol support or the functioning of the heart itself, Qureshi says. “Products now address additional concerns like mitochondrial function, inflammatory markers, endothelial function, circulation and blood vessel health, and the heart-brain connection,” Qureshi says. “Newer ingredients offer multiple benefits across the category. [This includes] ingredients that target inflammation.”

While established heart health ingredients like coenzyme Q10 and magnesium are still playing a role in this market, Qureshi says herbal and botanical ingredients rich in polyphenols are now entering the heart health space in addition to ingredients that target inflammation. These include resveratrol, citrus bergamot, and curcumin from turmeric.

“Probiotics have also entered the space, with research showing various strains promoting heart health, including a reduction in inflammation as well as support for healthy cholesterol levels,” Qureshi explains. “There is now recognition among consumers that lifestyle factors alone may not be enough to maintain a healthy heart in old age; supplements should be seen as a key [component]…for improvements in heart health.”

The healthy-aging market offers a unique opportunity for heart health supplements. Shade points out that aging touches every part of the body, including the digestive system. That means as consumers age, their appetites drop and their digestive systems slow. As a result, aging consumers may struggle to meet their nutritional needs through diet alone.

“Conventional supplements taken by mouth may also lose effectiveness, with only a small fraction of the compounds metabolized,” Shade explains. “Fortunately, we have the technology to deliver supplements in highly bioavailable formats. Quicksilver Scientific’s liposomal delivery system allows nutraceuticals to pass between cells and enter the bloodstream after ingestion, reaching the harsh digestive tract that may not be optimally functioning in many aging people.”

The heart health supplements market is expanding as aging consumers begin to prioritize preventive solutions. Consumers are no longer approaching heart health in a reactive manner; instead, aging adults are proactively seeking out ways to maintain their heart health well into old age before problems arise.

Brands are responding to this demand with a renewed focus on science-driven educational marketing that highlights supplements’ unique role and opportunity in promoting heart health. Ingredients like botanicals, minerals, and curcumin are all finding room to play in this arena. As the population gets grayer, expect more opportunities for proven ingredients that can provide comprehensive cardiovascular support.

What are the emerging trends in heart health supplements?

Hearty demand: Cardiovascular health supplements are still popular with seniors

By the time a nutraceutical or any other health and wellness product hits full-scale manufacturing, the production process has been thoroughly ironed out to ensure the utmost precision, quality, and efficiency. To do that fine-tuning, engineers use R&D equipment.

“R&D-scale equipment is critical for companies for many reasons,” says Erin Dillon, media and marketing coordinator at Charles Ross & Son Company (Hauppauge, NY), an original equipment manufacturer (OEM) specializing in mixing, blending, and dispersion equipment.

First off, of course, R&D equipment helps troubleshoot any production problems, maximizing output while minimizing cost and waste. “For example,” Dillon says, “R&D mixing equipment allows companies to refine processes and recipes through exhaustive and iterative testing but using minimal amounts of raw materials.”

In the case of tablets, R&D equipment plays an integral role in material characterization and scaling up the ideal formulation, says Frederick Murray, president of tablet-press technology producer Korsch America Inc. (South Easton, MA). “Critical process parameters—tablet hardness as a function of compression force—is critical to understand at the development stage so that the process may be optimized at the production scale.” Also, he says, “Optimizing formulations, the flow properties of the material to achieve consistent tablet weight control at high speeds, the pre- and main compression parameters to achieve optimal tablet hardness, and the lubrication in the formulation to minimize ejection forces—all of this work is critical to ensuring success at the production scale.”

The takeaway? “Understanding the behavior of the material and defining optimal process parameters always pays dividends and should be considered a prerequisite for successful production,” he advises.

Once that’s done, R&D equipment can help validate the process. “This is required to ensure manufacturing processes are consistent, reproducible, and meeting quality standards,” says John Carey, vice president of sales at ACG Engineering (Piscataway, NJ). Capital investment in R&D equipment “can also help companies minimize risks and ensure that their products are market-ready before investing in full-scale production,” he adds.

Dillon makes another point—that “R&D-scale equipment helps companies comply with regulatory requirements. It enables them to perform the necessary testing and validation before launching new products, ensuring they meet regulatory standards and avoid any compliance issues.”

And perhaps what’s most exciting? R&D equipment lets companies test new ideas early on. “It provides a controlled environment where they can experiment and test out new ideas before committing to full-scale production,” she says.

With R&D machinery, “The main motivation is to develop and test new products, which enables companies to remain at the forefront of their product offerings,” Carey says. “Having cutting-edge equipment allows them to develop new product offerings, formulations, optimize processes, as well as to test product stability and shelf-life.”

“It is important to note,” he adds, “that dedicated R&D equipment allows this to be undertaken without any interruption to the day-to-day manufacturing operations.”

Simply put, R&D equipment helps companies remain nimble in the face of consumer demand. As Carey explains, it enables them “to respond faster to changing customer needs and to support new product formulations, such as targeted delivery through sustained or delayed release. This is helping them to remain at the forefront of the industry and to continually deliver quality health products to their customers.”

More companies are seeing the value of R&D technology and investing in it. “We are currently witnessing a significant number of companies that traditionally outsourced different aspects of manufacturing through contract research organizations (CROs) now investing in R&D equipment—for example, the QUEST series from ACG—to bring these capabilities in house,” Carey says.

Stan Matthews agrees. Matthews is director of sales, processing division, at MG America (Fairfield, NJ), a supplier of capsule fillers, tablet presses, and a range of other processing and packaging equipment. It is a subsidiary of MG2 (Bologna, Italy). “Yes,” says Matthews, “we see a broad array of nutritional companies using R&D equipment to help develop products and to improve the manufacturing process.” The investment is worth it, though, “as the R&D scale-up equipment requires less product for development and testing, which in turn saves on product cost.”

Dillon says Ross sees the same happening on the mixers side. Today, she says, “It’s common for companies to have a suite of basic lab-scale mixing equipment: benchtop high-shear mixers and dispersers for low-viscosity emulsions and slurries; small ribbon blenders or tumble blenders for dry powder recipes; and planetary mixers for thick pastes and doughs.”

Today’s OEMs offer a suite of not only commercial production equipment but R&D production equipment.

“Many companies offer R&D equipment ranging from pilot scale through to full production machinery, as well as the associated services to support the technical transfer to manufacturing-scale process,” Carey says.

Matthews says, “Typically, manufacturers use R&D equipment for development and then transfer the technology to the same equipment manufacturers’ production-scale equipment.”

In fact, Carey warns, when evaluating R&D equipment, a “fundamental consideration” should be “whether the supplier has the ability to deliver and support production-scale equipment for any product or process developed on the R&D platform.”

An OEM who knows what a company will need at both ends of production is invaluable. For instance, in terms of mixers, Dillon says, “Scaling up from a laboratory or pilot plant operation requires that the physical and chemical properties of the product are duplicated at the full-scale plant level. The desired outcome must also be produced within a reasonable amount of time.”

You’ll want to consider the following, she says: “1) Maintain tip speed and agitator geometry. Account for longer mixing and heating times due to the unavoidable decrease in surface area–to–volume ratio and/or per-unit volume. 2) To obtain reliable data for scale-up, a good rule of thumb is to test on a mixer that is no smaller than 10% of the capacity you are looking to scale up to. 3) Determine the quantity of full and partial batches that can be made on a particular mixer model to accommodate fluctuations in product demand.”

When it comes time to move up to commercial scale, experts guide companies on their way. For instance, in the tablet-press world, “A mid-range tablet press (16-30 stations) can be used for product scale-up to permit an assortment of the product performance at higher speeds,” says Korsch’s Murray. “An instrumented press will permit optimization of precompression and main compression forces, and ejection forces over extended batch production. Advanced tablet presses offer full production controls—including electronic audit trail, press force control, single-tablet rejection, and a product recipe capability to fully characterize production and streamline the tech transfer to production scale. In addition,” he says, “compaction simulators also offer the ability to predict tablet performance at high speeds using minimal material quantities.”

The experts in this story advise companies to work with an experienced OEM because, as Dillon notes, “Even in ideal circumstances, scale-up will require some degree of tweaking to optimize your process in a larger volume.” Fortunately, Ross offers its customers an array of R&D support through its Test and Development Center, where the company’s experts can help with equipment selection, process recommendations, and optimization. The company also offers rental equipment to help customers with “urgent projects and short-term campaigns,” she says.

“A competent supplier with established equipment designs and experience should be able to confidently recommend and supply R&D-scale, pilot-scale, and production-scale mixing equipment,” she concludes.

And when they are designing R&D equipment, they know what their customers are looking for. Robustness and ease of use are key, Dillon says. Also, she points out, “With the ever-changing demands of the market, they need equipment that can quickly adapt to different projects and formulations.”

Carey says the same. “Companies are looking for R&D machinery that is versatile, efficient, and reliable. The machinery needs to effectively support their product development processes, improve on quality, and deliver new products to market faster and more efficiently. As a result, they want machines that can handle various formulations and processes while providing accurate and repeatable results.”

“Additionally,” he adds, “companies are looking for machines that can be easily integrated into their existing processes and workflows, ensuring they can respond to market demands more easily.”

And it’s important to note that the R&D equipment itself is getting more high-tech. For instance, Carey says, the machinery is becoming more automated and able to provide real-time data and analysis.

In mixing and processing equipment, the main advancements have been in controls, Dillon says. “New software, programmable logic controllers (PLCs), and user interfaces are being adopted to optimize production reduce costs, increase service life, and improve operator safety,” she notes.

Over in tablet presses, Murray says, “One major advancement is the ability to leverage the predictive prowess of compaction simulators for material characterization and product scale-up. Other new advancements in small-scale and mid-range tablet presses include flexible designs that produce tablets of all shapes, sizes, and formats (single- or multilayer) as well as advanced control systems comparable to those used for full production scale. These offer far more insight into the process and a solid basis for product development, optimization, and scale-up.”

And Matthews at MG America notes that “Equipment manufacturers are developing R&D machines that offer high-level feedback on how the product is behaving, as well as how it will perform in the production environment. This insight is invaluable amid efforts to optimize production and maximize quality and output.”

Like any good investment, the up-front costs of R&D and pilot equipment are daunting but pay off in the long run. As more complex, sophisticated products hit the health and wellness space, figuring out the best production processes early on and how to scale those up becomes increasingly critical.

As Dillon says, “Investment in R&D-scale equipment goes a long way towards quickly meeting customer demands, outpacing competitors, improving product quality, and identifying cost-saving opportunities.” She concludes: “While investing in R&D-scale equipment can be a significant expense, it brings many long-term benefits, including the ability to constantly innovate, improve efficiency, reduce waste, and ultimately achieve business goals.”

Here’s why more health and wellness product companies are investing in R&D-scale equipment.

Practice makes perfect: Nutraceutical firms use R&D-scale equipment to perfect products and innovate new ones 

As a personal care or nutricosmetic company, are you doing enough to capture the male demographic? A recent survey

 of 800 men over the age of 18 found that 56% of the surveyed men spent between $26 and $100 per month on personal care products. When asked what type of products they are buying more of compared to five years ago, 57% said they were buying more supplements, 56% said they were buying more facial skincare products, 44% said they were buying more body skincare products, and 39% said they were buying more haircare products.

Men’s personal care needs include typical maintenance, such as for dry skin, sun protection, wrinkles, and acne, but they include more specialized needs as well. For example, in the case of facial skincare, there are shaving-related concerns like irritation and ingrown hairs. For men with facial hair, there are beard-care products. When it comes to haircare, there is the typical cleaning and conditioning needs, but as men age, concerns about hair loss drive purchasing in that direction, with hair growth and hair loss–prevention products making up 20% and 17% of purchases, respectively, according to the survey.

In some cases, men feel dissatisfied with the results of their facial skincare products and continue to seek out products that work best for them. More specifically, the survey found that “33% of men don’t feel their moisturizer is working for them, 33% don’t find their products for dark undereye areas or bags to be sufficient, and 28% believe their products to address fine lines and wrinkles are lacking.”

Indeed, men have different needs than women when it comes to skin and hair health. “Marketing to the male audience should be inclusive to their interests and physiological differences over the female audience,” says Paula Simpson, BSc (Nutritional Sciences), RNCP, R. Herbalist, and founder of Nutribloom Consulting. “Skin and hair aging are driven by differentiation in physiology, endocrine, and lifestyle drivers and should be considered when marketing to the male audience.”

For example, one review of research found that sebum content is higher in men because sebum is influenced highly by sex hormones, and men have thicker skin, higher levels of skin pigmentation, deeper facial wrinkles, and more prominent facial sagging in the lower eyelids. However, parameters like skin elasticity saw no significant differences between the sexes.

“Skin physiology does differ due to interplay between estrogens and androgens in men and women,” elaborates Simpson. “This modulates dermal thickness, sebum production to skin, scalp microbiome diversity, and surface pH, which influences rate of skin aging, hair condition, as well as the incidence of conditions such as acne.”

In terms of the best way to market personal care and nutricosmetic products to men, Simpson suggests using realistic claims and appealing to lifestyle. “I think men are more likely to seek out multifunctional and skin minimalist–type products and brands,” Simpson explains. “As per aesthetic-focused supplements, products catering to lifestyle focus with aesthetic benefits, or targeted aesthetic concerns such as hair thinning, are strong drivers for product loyalty.”

Men may be less inclined to participate in an elaborate skincare routine and will therefore value ease of use of a multifunctional personal care product. This may translate to products with more focused benefits like a shampoo that is designed to strengthen thinning hair. But when seeking specific results, men may be more inclined to pick up a supplement.

In terms of lifestyle, men like products they can identify with or that represent something they aspire to. For example, current trends in menswear show an overlap between high-end men’s fashion and rugged workwear. You don’t need to be a tradesman to wear a Carhartt jacket, but it may make you feel a certain way. Therefore, it may be beneficial to appeal to specific lifestyles that can draw in different, and often multiple, subsets of the male demographic.

“I believe lifestyle-focused brands are more likely to succeed with this market versus direct beauty-focused claims,” concludes Simpson.

Herich, D. Survey: Men’s Attitudes On Beauty & Personal Care. 

https://gcimagazine.texterity.com/gcimagazine/october_2022/MobilePagedArticle.action?articleId=1823533#articleId1823533

Rahrovan, S.; Fanian, F.; Mehryan, P.; Humbert, P.; Firooz, A. Male Versus Female Skin: What Dermatologists and Cosmeticians Should Know. 

Approaches to men’s personal care and nutricosmetic products.

Navigating men’s personal care and nutricosmetics

Consumers young and old worry about their brain health today. As a result, the brain health supplements market is seeing growing demand for products that address not only cognitive function during aging but also products that support mental health, stress, anxiety, and mood.

“The brain health segment has diversified and expanded in the last few years into a broader category of mental health, which includes memory and focus, mood and stress, and even sleep,” says Laurentia Guesman, business manager, food and supplement ingredients, at AIDP Inc. (City of Industry, CA), a supplier of brain health ingredients like Magtein magnesium L-threonate.

For older customers, cognitive function is a critical part of healthy aging. “Older consumers currently dominate the category of preventative supplements for brain health as fears of developing age-related cognitive decline, dementia, and other cognitive conditions are the primary factor driving this,” says Irfan Qureshi, vice president, product development and quality assurance, for wellness brand Healthy Directions.

Maria Stanieich, marketing manager, Kyowa Hakko USA (New York City), known for its Cognizin citicoline ingredient, adds, “There is an emerging concept of longevity and greater focus on quality of life. We have seen the conversation in this market evolve from ‘anti’ aging messaging to brands and products that embrace the aging process and help consumers continue to live fully and enjoy their hobbies. If your cognition and memory, for instance, are not performing optimally, you are likely not living life to the fullest. Consumers who prioritize their physical, mental, and social well-being are the consumers who tend to live the healthiest lives overall.”

Younger and middle-aged customers are also concerned about age-related cognitive function, but it’s more-immediate struggles that are drawing these generations to the brain supplements market today—namely, maintaining mental health in the face of peak levels of stress and anxiety. “Younger consumers are becoming more interested as people are increasingly facing challenges coming out of the pandemic that are aggravating cognitive health issues,” Qureshi explains.

Adds Guesman: “As [the brain health] segment broadens, we have seen older populations gravitate towards memory and focus, while the younger demographic gravitates towards products for mood and stress.” She cites findings of a recent supplement-user consumer survey by Ingredient Transparency Center that found the top three health concerns for U.S. adults aged 18-34 are 1) anxiety/stress (37%), 2) depression (32%), and 3) lack of energy (28%).

That’s not to say that these younger customers aren’t thinking about tomorrow. With more younger consumers thinking about mental health, they’re also becoming increasingly attuned to their cognitive function. As Qureshi points out, “Research shows a strong link between higher stress and anxiety levels and poor cognitive function, both in the short-term and long-term. This means that elderly customers as well as those who are significantly younger are increasingly likely to look for supplements that support cognitive health.”

Younger consumers are also reminded of how precious brain functioning is when they see headlines in the news about traumatic brain injuries in athletes, says Nathan Price, PhD, chief scientific officer for wellness brand Thorne. “Brain health continues to be talked about more and more outside of consumer circles that skew older.”

He points to topics like concussions, subconcussive trauma, and traumatic brain injuries. “You see a lot of athletes talking about the importance of brain health because subconcussive impacts—and, worst-case scenario, concussions—are a huge factor in many sports, and for both professional and non-professional athletes alike.” For this reason, in 2021 Thorne worked with Mayo Clinic to bring to market SynaQuell and SynaQuell+, which Price calls “the first multi-ingredient nutritional supplement formulated to support pre- and post-impact brain health” for people involved in contact sports or other high-impact activities. SynaQuell is also being studied in clinical trials.

Price adds: “Brain health is absolutely central to long-term health and wellness concerns, including not only dementia-related fears as we age but also the effects of impacts, through sports or abuse, on health throughout life.”

And just in general, he says, younger people want to perform better cognitively. “There is clearly a developing movement around brain health that is skewing younger as ambitious individuals are looking for ways to be as sharp and productive as they can. They are focusing on brain performance just like athletes focus on body performance.”

Says Qureshi: “As these younger consumers are more aware of age- and stress-related changes impacting their cognitive abilities, they are educating themselves on natural and nutritional solutions that are available to address these health concerns as well as prevent further deterioration.”

What types of ingredients will they find in natural products for brain health? The list is long. “There are a number of ingredients that are trending in this area and others that have been well-researched for helping with cognitive health and other mental concerns,” Qureshi notes.

Citicoline is one of them. “Citicoline is a choline source and a precursor for the neurotransmitter acetylcholine,” he says. “Studies indicate that citicoline supports several aspects of cognitive health through its ability to promote neuroplasticity, making the nervous system more agile and enhancing its functionality.”

Phosphatidylcholine, a phospholipid, has long been present in cognitive supplements, too, says Price. “Individuals who eat diets rich in this compound, found in eggs or in supplement form, are affected by Alzheimer’s disease three years later on average according to a published study,” he notes.

Omega-3 fatty acids like DHA and EPA are also key players. “DHA is important for maintaining healthy brain cell membranes as well as promoting balanced inflammatory responses in the brain,” Price explains. “Thus, DHA affects both cognitive function and learning. It also supports a healthy level of brain-derived neurotrophic factor (BDNF).”

Kimberly Kawa, a product expert at market researcher SPINS (Chicago), points to a wide range of brain-health ingredients for adults, based on SPINS Natural Channel and MULO (powered by IRi) data in the U.S. covering the 52 weeks ending January 29, 2023. “Cognitive health supplements mainly target mental clarity, mental focus, and memory strengthening through decreasing oxidative stress and targeting neuroregeneration. Notable cognitive health formulas contain one or several of the following functional ingredients: bacopa, betaine (trimethylglycine), choline, coffee fruit extract, fish oil omega-3s, 

gotu kola, huperzine A, lion’s mane mushroom, lutein, magnesium L-threonate, niacin, oat straw, phosphatidylserine, and reishi.”

Both Kawa and Price point to niacin in the form of nicotinamide riboside as a key upcomer. Nicotinamide riboside promotes the production of BDNF, which is “a protein produced in the body that promotes growth of brain and nerve cells, and that declines as we age,” Kawa says. Price says, “Nicotinamide riboside is converted to NAD+ in the body. NAD+ helps convert food into energy and protects cells from damage while also supporting learning, memory, and other cognitive functions.”

Kawa also gives a shout-out to magnesium. “Magnesium L-threonate is worth an extra mention. This is magnesium chelated with threonic acid, a vitamin C metabolite, used in Alzheimer’s research, with noted benefits of reducing brain inflammation and increasing brain plasticity.”

Price also mentions the role of CoQ10 and branched-chain amino acids. “Coenzyme Q10 reduces oxidative stress and enhances mitochondrial functioning in the brain. Branched-chain amino acids are important precursors to the brain’s neurotransmitters dopamine, serotonin, and norepinephrine.”

He also highlights ketones like beta-hydroxybutyrate (BHB), which he says “supply 70% of the brain’s energy needs—and do so more efficiently than glucose. BHB is neuroprotective because it increases the production of new mitochondria, which in turn increases ATP (energy production) in the brain’s nerve cells. BHB also enhances blood flow in the brain, which becomes increasingly important to staving off loss of cognition as we age.”

Qureshi also points to growing research showing the benefits of carotenoids like lutein and zeaxanthin, well known for eye health, for cognitive function.

Herbal ingredients also play richly in the cognitive space. “There are several botanicals with neuroprotective and cognition-enhancing effects,” Qureshi says. “These include several that come from the Ayurvedic tradition, such as turmeric and its constituent curcumin, bacopa, and ashwagandha. Ashwagandha has adaptogenic effects and can support mood, mental health, and sleep in addition to promoting aspects of cognitive health and executive function. American ginseng is another adaptogenic herb that supports executive functioning and also provides support for mood and mental health.”

Another plant ingredient Kawa highlights is coffee fruit extract. “Coffee fruit extract is found in several formulas in both regular retail and physician lines and is also touted to support BDNF production. In one successful formula in brick-and-mortar, with multiple brain-support mentions (memory, focus, concentration, learning, and accuracy), coffee fruit extract is paired with phosphatidylserine.” She wonders: “Would this type of marketing appeal to young adults and seniors even though it is not overtly marketed to a specific life stage?”

Kawa points to a number of ingredients she sees playing in mood support for adults. These “mainly focus on supporting neurotransmitter production and the gut-brain connection,” she says. “Calming neurotransmitter-support ingredients and stress-reduction marketing is prominent in this segment, with key functional ingredients including ashwagandha, GABA, magnesium, vitamin D, L-theanine, CBD, and probiotics.”

Interest in the cognitive benefits of probiotics is growing, Qureshi agrees. “Research on probiotics is an emerging area of science for cognitive and mental support,” he notes. “Probiotics act through the gut-brain axis and can have direct effects on the gut that lead to benefits for brain health. The GI tract is rich in neurotransmitters like serotonin and others, and probiotics can influence neurotransmitter levels in the gut, leading to impacts on cognition and mood.”

And don’t forget the nutritional benefits of some of these brain health ingredients for the youngest population of all. “Cognitive health supplements for younger consumers mainly target brain building and concentration,” Kawa says. “Noticeable primary ingredients in popular supplement formulas include choline, DHA omega-3, eleuthero (Siberian ginseng), and ginger. Within the children’s mood-support space, we’re looking mainly at calming formulas containing magnesium, GABA, or L-theanine. Also seeing success is formulas that support the microbiome and the gut-brain connection with dual marketing for calm mood, positive mood, or focus, paired with detoxing microbes tied to cognitive issues. Primary ingredients in these formulas include black walnut, reishi, and probiotics.”

She concludes: “Cell membrane protection, neurotransmitter production, and microbiome support tie certain ingredients for cognitive benefits across multiple life stages.”

There’s incredible promise for the brain supplements market given growing focus on healthy aging and mental health. “Most predictions are that the market for preventative supplements in the brain health space is poised to see significant growth over the next decade,” Qureshi says. “Similar to several other categories of supplements designed to prevent adverse health outcomes, brain health is top of mind for an increasing number of consumers.”

To succeed with consumers, supplement brands will have to do a few things.

First and foremost, they should rely on well-researched and substantiated ingredients with proven safety and efficacy preferably shown in published, double-blind, placebo-controlled human studies, those interviewed here say. “There will continue to be demand for scientifically proven and clinically safe ingredients to attract and build trust as consumers are looking to ensure they are getting the necessary ingredients to fortify and manage their health,” Kyowa Hakko’s Stanieich says. “Studies that contribute to the growing body of evidence that demonstrates the clear value of cognitive function will continue to attract a consumer.”

Secondly, brain health brands today are addressing a wide range of consumer concerns related to cognition. This includes related health areas. “There are a few important elements that are keys to success in today’s brain health supplements market,” Qureshi says. “In order to resonate with today’s cognitive health consumer, supplements need to go beyond just offering support for memory, focus, attention, and other executive functions. The products also need to address related issues consumers are facing today, including stress, anxiety, and sleep challenges. Consumers are increasingly aware that these issues are key contributors to cognitive decline and are looking for supplements that support these important health factors in addition to supporting traditional cognitive health measures. To connect with younger, highly educated consumers in the market, addressing these factors is a must.”

Alternative delivery forms will also play a key role in expanding the audience. Says Qureshi, “In my experience, elderly consumers still gravitate to the traditional pill delivery forms that they are used to; however, the emerging younger demographic that is interested in preventative brain health solutions is gravitating towards alternative delivery forms such as gummies and beverages, in addition to standard pill-based products.”

What these customer want is convenience. “If products can be dosed only once or twice daily and can be taken on-the-go, they will tend to win out in the marketplace,” Qureshi says. Products like these will have staying power as long as they are effective and substantiated.

The point is that today’s brain health audience is expanding, and companies need to be sure they are meeting the needs of a widening array of supplement users. “What we typically think of as target demographics and different functional reasons for brain health may be shifting as healthy aging is top of mind even for the younger consumer, not only the aging population,” says Stanieich. “This consumer is incorporating brain health into an everyday lifestyle to sustain and enhance focus, attention, and memory.” She adds: “Healthy-aging products are not just for older populations.”

The long-term effects of brain health supplementation might not be felt right away, but other more experiential benefits may be felt quicker and help convince these customers that the products work. So will clinical research backing ingredients and products. Says Price: “Ideally, you want something that not only is useful in the long run but that also provides a cognitive boost in the short term, so benefits are achieved throughout the product’s use. You also want to be able to achieve success on each facet that drives brain health, including energy, cognition, focus, and low inflammation.”

“People generally know and understand that maintaining, and even enhancing, their brain health is critical,” he continues. “The hard part, of course, is to be convincing and credible that a particular product formula will actually make a real difference in their lives. Thus, the key really is to demonstrate real effectiveness and to make enough of a positive impact in a person’s life that they will recommend the product to their friends.”

The audience for cognitive and mental health supplements is growing.

Cognitive and mental health supplements cater to customers young and old

Many people gained weight—“the COVID 15”—during the COVID-19 pandemic. According to 

 15 million patients’ electronic health records in 2021 showed that 39% gained weight (2.5 lb or more) after the pandemic began.

 So it’s somewhat surprising to hear that, three years into the pandemic, weight loss may not be consumers’ leading health concern. As it turns out, other priorities that peaked in recent years—like mental health and sleep—are in the front seat.

Eleanor Johnson, a data analyst for market researcher FMCG Gurus, says weight management ranked sixth on consumers’ list of health goals in FMCG Gurus’ Health and Wellness 2023 survey. “Our research finds that 36% of global consumers claim they want to improve their weight over the next 12 months,” she says. “This falls behind other areas of health, such as sleep health, immunity, mental well-being, and digestive health.”

Over at market research firm Murphy Research, Director of Syndicated Research Sarah Marion, PhD, sees the same. “In the context of their overall life priorities—including things like spending time with others, work-life balance, career success, etc.—consumers place a lower priority on managing weight today compared to 2019.”

Physical and mental health are bigger concerns today, Marion says. “Losing weight has become a less important priority and motivator for exercise or healthy eating than pre-pandemic. Consumers still want to lose weight, but the overall mental and physical health benefits of exercise and healthy eating have become more important, and weight loss relatively less so.” She adds: “Consumers are bringing a different mindset to weight than pre-pandemic. Fewer health-engaged consumers are exercising or improving their diets specifically to lose weight compare to pre-pandemic.”

 want to lose weight. In fact, Johnson says FMCG Gurus’ 2023 data shows that over one-third of consumers do want to address weight loss this year. They just regard weight management differently now.

As Marion notes, “Qualitatively, consumers tell us that they are less concerned about being thin or looking a certain way than they were pre-COVID. Instead, they’re focused on more positive motivations like feeling strong, boosting energy, reducing stress, and generally feeling healthy.”

“In sum,” she concludes, “there has been a broad shift toward a mindset more focused on positive feelings and improved mental health and less focused on personal appearance and weight.”

Consumers want to view weight management through a happier lens. “Positioning that is focused on restriction, shame, and guilt is less likely to resonate now,” Marion says. “Consumers want body positivity, affirmation, good vibes—messaging that promotes healthy choices as self-love and self-care, rather than trying to change yourself to fit a mold.”

People are likewise less interested in restrictive eating, choosing instead to focus on 

 eating, Marion says. “They have become less likely since 2019 to restrict specific ingredients—especially the big food ‘villains’—sugar, soda, fried foods, ‘bad’ fats. Interestingly, each generation has become less likely to restrict its own nutritional bogeyman. Millennials and Gen X are less likely to restrict sugar and soda. Boomers are less likely to restrict fried foods or saturated fats.”

This tracks with what FMCG Gurus sees. Johnson says FMCG data from 2021 showed that “consumers who are on diets to lose weight are taking positive steps to change their eating habits to ensure they eat a healthy and balanced diet, [and] only 22% stated they believe a diet to be sticking to a rigid diet plan.”

And of consumers who do follow a food plan like intermittent fasting, keto, WeightWatchers, Paleo, vegan, etc., “In practice, consumers use food plans/diets less as a strict set of rules and more as guidelines and suggestions that they pick and choose to develop a way of eating that works for them,” Marion notes. “This means that claims about what diets a product suits are very important. Consumers use these as a shortcut to understand if a product is right for their way of eating. They might not be strictly keto but taking a lower-carb, higher-fat/protein approach, so a keto claim on a product tells them that it suits their needs regarding macros and ingredients.”

Consumers want to incorporate healthier foods generally, instead of searching for foods claiming “weight management” specifically on the label. “In line with their positive health motivations,” Marion says, “it means they’re looking more for claims around ingredient quality, positive nutrition, and functional positives like energy or immunity boosting.”

Citing data from FMCG Gurus’ Weight Management 2021 survey, Johnson says, “Our research finds that of those consumers on a diet, the most popular step taken to lose weight was to consume more fresh food and vegetables (63%), followed by reducing the consumption of sugar (59%). From this, we can conclude that most consumers looking to lose weight do so by limiting their intake of ingredients seen as ‘bad,’ while increasing their intake of foods that are fresh and healthy.” FMCG Gurus data show that among consumers seeking ingredients they believe can help them lose weight, 38% increased their intake of protein, and 14% increased their intake of fiber.

Moreover, “Our research finds that 47% of global consumers turn to functional and fortified food to boost their health, and 39% use functional and fortified drinks,” says Johnson. “Functional food and drinks are defined as products that contain added health ingredients to offer a health boost beyond basic nutrition, and these products can aid in weight loss and weight maintenance.”

Supplements provide added nutrition, too. The 2021 FMCG Gurus weight management survey showed that of those trying to lose weight and taking steps “perceived as more drastic than simply changing their diet to include more healthy foods,” 19% used nutritional supplements, 18% had consumed a nutritional shake or beverage as part of a diet plan, and 7% used over-the-counter tablets/medication.

“Consumers today follow a wide range of weight-management strategies, from optimal nutrition to Rx treatments to supplements,” observes Suleen Mak, vice president of innovation and strategy at wellness-product company Iovate Health Sciences, whose flagship supplement brands include Hydroxycut for weight management and MuscleTech for active nutrition.

When asked about trends she sees happening in weight management, Mak says, “Consumers today want weight-management results that go beyond the scale alone. They want to feel good both mentally and physically, and our innovation pathway is focused on delivering holistic solutions.”

She continues: “I think there is a movement towards better nutrition as opposed to calorie restriction, and there has also been a shift towards body composition—for example, more lean muscle and lower body fat versus focusing on the scale alone. At Iovate, we’ve focused on macro-level trends, as well, such as clean energy, stress reduction, mental focus, and flavorful formats which you can take on the go.”

With the goal being holistic health, these products help consumers tackle multiple health goals, healthy weight and body composition included. And they do so using a variety of ingredients. “In natural health products, the ‘better for you’ focus has become a consumer expectation, so you’ll see ingredient trends such as plant-based, collagen, and superfoods overlap with weight management,” Mak says. Iovate’s supplement brand Hydroxycut is leveraging an exclusive capsaicin-related ingredient called Axivite—“a super-bioavailable form of the hot chili pepper that’s exclusive to Iovate,” Mak explains—to help reduce body weight and fight obesity, increase metabolism, and lower calorie intake, all while balancing intestinal flora and reducing gut inflammation. Iovate’s MuscleTech brand is including “ingredient breakthrough” Enfinity paraxanthine in some of its preworkout and thermogenic products. Mak describes Enfinity as “a metabolite of caffeine without many of its perceived and historically known downsides.”

The company is also focusing on delivery formats catering to consumers’ current preferences. “Consumers want flavor and convenience in weight management, so gummies, drink mixes, and RTDs will continue to grow,” she predicts.

Will consumer attitudes toward weight management change yet again? “It’s possible that the trend away from weight loss and restriction could correct itself in the coming year, which promises to be much more ‘normal’ in terms of social life than last year,” Marion says. Also, she notes, new prescription drugs like Wegovy and Ozempic could have consumers thinking about weight loss in a new way. “These are still new and relatively unfamiliar, but as more consumers gain awareness and access, they may explode in popularity and change the entire conversation around weight loss for CPG brands.”

For now, though, the focus on overall wellness, healthy nutrition, and positive messaging endures. As Marion notes, “Consumers are more likely than ever to take a holistic approach to health. This means that for consumers, weight management is related to mental health, to reducing stress, and definitely to boosting energy and immunity.”

Did We Really Gain Weight During the Pandemic?

 Harvard Health Publishing blog. October 5, 2021. 

https://www.health.harvard.edu/blog/did-we-really-gain-weight-during-the-pandemic-202110052606

How have consumers’ weight-management goals changed, and how can wellness brands help them?

Weight-management market focuses on holistic health and positive messaging

Intra-workout products taken during exercise are a great way to support recovery between workouts and can complement preworkout products athletes consume ahead of exercise. As diverse as sports nutrition consumers can be, intra-workout products can be formulated and marketed to target multiple subsets of sports supplement users. For example, products with a focus on recovery may be best marketed to weightlifters, while runners and bikers might be more enticed by products that support endurance 

“The original intention of intra-workout products was to provide amino acids during exercise to fight the catabolic effect of long workouts,” explains Dustin Elliott, senior brand manager, sports nutrition, at The Vitamin Shoppe. “Popular products even included amino acids to promote nitric oxide and exercise endurance as well.” Branched-chain amino acids (BCAAs) became most popular, “as they were seen as the group of essential amino acids most responsible for anabolic signaling,” he says.

BCAAs include leucine, isoleucine, and valine, which stimulate the building of protein in muscle. For the purpose of intra-workout, they may also reduce muscle breakdown.

 This is the catabolic effect Elliot is referring to. Catabolism can be thought of as digestion, breaking down larger structures like protein, fat, and tissue into smaller units such as cells and fatty acids. Anabolism is when smaller units like nutrients, cells, and amino acids are bonded to create bigger structures, in this case resulting in muscle growth and recovery.

Depending on the exercise, your body needs different things. Anabolic exercises (also known as anaerobic exercises) such as weightlifting help build muscle and increase strength. While strenuous, this form of exercise requires relatively little oxygen and energy use during the exercise itself, with the body expending more energy afterward to repair and strengthen the muscles.

 Hence, the need to promote recovery. Catabolic exercise (also known as aerobic exercise), on the other hand, such as running, biking, or swimming, demands a great deal of oxygen and energy during the workout, which makes it great for burning fat and glucose but also strains muscles over long periods of time. In this case, intra-workout products are meant to slow down muscle fatigue, bolstering endurance.

In either case, fatigue is a real problem, and amino acids may play an important role in how much fatigue we experience. For example, many are aware of the mental health benefits of exercise, improving mood and reducing stress. This is because of the metabolism of tryptophan, which is a precursor to the neurotransmitter serotonin, which modulates mood, among other things.

 It is, therefore, not unusual to find L-tryptophan in an intra-workout product because some research suggests that the essential amino acid may help increase endurance by decreasing the perception of fatigue, possibly even tolerance to pain.

 And after all, motivation is a huge factor in fitness, whether you’re trying to get in that next rep on a bench press or biking up a steep hill.

Conversely, too much serotonin production during exercise may cause fatigue, particularly during prolonged aerobic exercise. This is where a healthy balance of BCAAs and other essential amino acids, such as tryptophan, comes into play. This is because during prolonged aerobic exercise, muscle glycogen depletes, increasing the muscles’ reliance on BCAAs for fuel.

 This decreases the ratio of plasma BCAAs to free tryptophan, and because these amino acids compete for entry to the brain, less BCAAs means more tryptophan gets to the brain and more serotonin is produced. Having enough BCAAs to reduce the amount of serotonin production may therefore delay fatigue and enhance performance during exercise.

In fact, the more essential amino acids, the merrier. For example, one small study found that combining the essential amino acids arginine and citrulline with BCAAs may improve the performance of BCAAs to support endurance.

 This is because the metabolism of BCAAs is accompanied by excess hyperammonemia (accumulation of ammonia in the blood), which could induce fatigue. The addition of arginine and citrulline could reduce exercise-related accumulation of ammonia because they increase the urea cycle and nitric oxide biosynthesis.

 Results showed that the combination significantly reduced the ratio of tryptophan to BCAA as well as ammonia content after exercise.

Recovery following exercise is just as important to athletes as reducing fatigue during a workout because it means they can exercise more frequently while reducing their risk of injury. Research has shown that the consumption of BCAAs has been associated with the reduction of muscle soreness, based on a lower presence of muscle damage indicators such as creatine kinase and lactate dehydrogenase. This is particularly true after resistance training, like weightlifting.

How manufacturers formulate an intra-workout product depends on how they want to market it. For example, citrulline was mentioned before as a complementary amino acid to BCAAs. You may recognize citrulline as a popular ingredient in preworkout products because of its ability to support nitric oxide production. If you want to create a series of products for pre-, intra-, and post-workout purposes, you may want to put citrulline in the preworkout product. Assuming consumers take the products in series, the BCAAs in the intra-workout product would still benefit from the citrulline consumed in the preworkout product. That is, in fact, a popular strategy, and most manufacturers like to delineate between these products so that consumers see the value of buying each one, making it beneficial to avoid too much ingredient overlap between these products.

“Preworkouts focus on ingredients that promote energy, cognitive function, nitric oxide, and endurance, whereas the intra- and post-workout categories focus on muscle recovery, which mostly means using amino acids that don’t have much association with performance benefits,” explains Elliot. “Also, many companies that make preworkouts also play in the intra- or post-workout categories; as a result, they create products that can be taken together, hence the lack of overlap.”

Interestingly, Elliot points out that marketing products as “post-workout” may not have as much value as it did in the past. “The idea of a true ‘post-workout’ product has become a thing of the past for the mainstream sports nutrition audience as this role today is filled solely by protein powders,” he explains. Indeed, protein powders are the accepted way to build muscle following exercise. In fact, you’ll find a number of products on the market labeled “intra/post-workout,” giving consumers opportunity to use the product as they see fit.

That said, a different segment of consumer athletes might want a more comprehensive intra-workout product that supports endurance in addition to recovery. Runners and cyclists, for example, may be more interested in an intra-workout product that helps them run or bike for longer while also supporting recovery. This brings us to another important consideration for
intra-workout products: hydration.

Help consumers work out longer and recover faster with intra-workout products.

Nutritional Outlook Vol. 26 No. 3

Getting personal: Consumers seek nutritional products to support their personal health goals

Hearty demand: Cardiovascular health supplements are still popular with seniors

Practice makes perfect: Nutraceutical firms use R&D-scale equipment to perfect products and innovate new ones

Navigating men’s personal care and nutricosmetics

Cognitive and mental health supplements cater to customers young and old

Weight-management market focuses on holistic health and positive messaging

Intra-workout sports supplements: What to know

Are consumers ready for bioactives? Natural Products Expo West report

How are natural product shoppers responding to inflation?

The pandemic brought new consumers to the supplements market. How can companies keep this new audience engaged?

Health and wellness: Mergers and acquisitions in 2023