The men’s healthy-aging market is diverse, addressing numerous concerns. Prostate support remains a popular category, and there are also supplements to support testosterone loss, muscle function, erectile function, heart health, and more. A number of men’s health ingredients are being studied in new clinical research, making this space one to watch.

Saw Palmetto Relieves Symptoms of Enlarged Prostate

One tried-and-true men’s health ingredient is continuing to build credibility as a prostate-support supplement. A 2023 

 study examined the effects of saw palmetto 

 extract on 5-alpha-reductase expression in a set of cell cultures. The study, conducted and funded by Valensa International (Eustis, FL), compared the effects of Valensa’s branded USPlus saw palmetto extract and the saw palmetto extract drug Permixon from French company Pierre Fabre Medicament.

Both saw palmetto extracts were found to be strong inhibitors of both 5-alpha-reductase type 1 and 5-alpha-reductase type 2. In fact, the effects of both extracts were nearly identical. Given these results, the study authors concluded that Valensa’s proprietary 

 extract may help relieve symptoms of benign prostatic hyperplasia.

Uma Pal, Valensa’s CEO, says in the last two years the body of research around saw palmetto and prostate health has grown significantly. Other emerging evidence supports lipidosterolic extract of 

(LSESr) as a first-line supplement for lower urinary tract symptoms in men.

“Experts agree that the effectiveness of LSESr is related to the use of a product with a standardized lipid profile,” Pal explains. “Use of quality, standardized LSESr can support prostate and urinary tract health, can support urinary flow and control, and can address urinary frequency and urgency.”

Maca Root Supports Testosterone Production

As men age, testosterone production naturally tends to decline, bringing with it a variety of health problems. For instance, lower testosterone levels can result in anemia, erectile dysfunction, reduced bone mass, and a decline in mental health, says Sarah Goncalves, technical business development manager for nutraceuticals at Univar Solutions (Chicago). Supporting testosterone production during aging is key, and researchers are investigating which ingredients might help.

demonstrates the benefit of this Peruvian root in men’s health products,” Goncalves says. “The study found that 1 g of maca daily resulted in statistically significant improvements in multiple symptoms associated with hypogonadism.” 

 refers to reduced testosterone production.

The study, a randomized, double-blind, placebo-controlled trial, examined the effects of maca root on hypogonadism, prostate symptoms, and erectile function in 80 male subjects over age 40. The subjects were randomly assigned to receive either the maca root supplement or a placebo for 12 weeks. During the entire study, the subjects in the maca root group took two 1,000-mg maca tablets three times per day, for a total dose of 6 g of maca per day.

The subjects were assessed via the Androgen Deficiency in Aging Males (ADAM) questionnaire, the International Index of Erectile Function (IIEF-5) questionnaire, the International Prostate Symptom Score (IPSS), and the Aging Males Symptoms (AMS) scale. The subjects also had their blood drawn and were assessed for total testosterone, free testosterone, cholesterol, and body weight at baseline and after 12 weeks.

After 12 weeks, the subjects in the maca group reported statistically significant improvements on the AMS. Androgen deficiency rates in the maca group also fell, indicating significant improvements in androgen deficiency symptoms. While the placebo group showed no improvement in erectile function scores, the group receiving maca root showed great improvements at 4 weeks and at 12 weeks. Maca root consumption also resulted in improvements in prostate symptoms. The study authors determined that maca root may be a promising alternative therapy for age-related hypogonadism.

Billygoat Weed Reduces Hair Loss, Supports Prostate

One surprising ingredient that has found room to play in the men’s health arena is billygoat weed 

Native to Brazil, this plant extract has shown the ability to promote hair growth in men with male-pattern baldness.

A recent, yet-to-be-published, randomized, double-blind, placebo-controlled trial examined the effects of Gencor’s (Irvine, CA) branded 

 extract, HairAge Vitae, on hair growth in both men and women. The trial found that after 12 weeks, HairAge Vitae supplementation reduced hair recession and improved hair density compared to placebo, the company says. HairAge Vitae also caused a significant reduction in 5-alpha-reductase type 2, which is a biomarker for hair loss, as well as a reduction in prostaglandins.

Maggie McNamara, marketing director for Gencor, says 

 studies have shown that HairAge Vitae can inhibit 5-alpha-reductase and reduce expression of prostaglandin D2 and E2. A human clinical trial is currently underway to validate these results, she says.

Pine Bark Improves Erectile Function in Diabetes

The relationship between diabetes and erectile dysfunction has been well established in scientific literature. Now, emerging research indicates that one polyphenol-rich compound may have benefits that can aid diabetes patients suffering from erectile dysfunction.

One 2019 randomized, blinded, placebo-controlled trial examined the effects of Pycnogenol, a branded French maritime pine bark extract distributed by Horphag Research (Hoboken, NJ), on erectile function and lipid profile in 53 erectile dysfunction patients. The study divided subjects into a group that received 120 mg of Pycnogenol per day (n = 32) and a group that received a placebo (n = 21). The Pycnogenol group was then further subdivided into a subgroup of 15 patients with diabetes and 17 patients without diabetes, while the placebo group was divided into a group of 10 patients with diabetes and 11 without diabetes.

Subjects were assessed for erectile function via the International Index of Erectile Function questionnaire at baseline and at each of four study visits. The subjects also provided blood samples at baseline and on visits 1, 3, and 4.

The study found that Pycnogenol significantly improved erectile function in the patients with diabetes, reducing severity from severe to moderate. Meanwhile, the subjects without diabetes experienced improved erectile function but continued to have moderate erectile dysfunction. The placebo groups did not see a change in IIEF-5 scores. No adverse events were reported.

or tongkat ali, can support testosterone production in middle-aged men. One study, a double-blind, placebo-controlled, randomized trial, examined the effects of longjack and concurrent physical training on testosterone levels and erectile function in aging men with androgen deficiency.

For six months, the subjects, men aged 40 to 59 with low testosterone levels, were randomly assigned to receive either 1) a placebo (n = 12), 2) 200 mg/day of HP Ingredients’ (Bradenton, FL) LJ100 branded longjack extract (n = 11), 3) a placebo while undergoing concurrent training (n = 11), or 4) 200 mg/day of longjack extract plus concurrent training (n = 11). The subjects had their blood drawn and completed the Aging Males Symptoms scale, the IIEF-5 scale, and a demographic questionnaire at baseline and after one, four, and six months.

After six months, the men undergoing concurrent training in both the placebo and longjack conditions experienced improvements in erectile function scores. The most significant increase was in the exercise group that supplemented with longjack. The exercise group supplemented with longjack also exhibited a significant improvement in testosterone levels. While exercise and longjack were both independently associated with improved sexual function, pairing the two together created the strongest effect.

A variety of herbal ingredients are finding ways to support men in their healthy-aging journey, from sexual function and testosterone production to prostate support and hair loss. As research into these ingredients continues, expect the men’s health space to see more product launches addressing more conditions.

Cartwright, E.J.; Dohnalek, M.H.; Hill, W.S. Lipid Profile and 5alpha-Reductase Inhibition Activity of Proprietary Ultrahigh-Pressure Supercritical Carbon Dioxide and Hexane Saw Palmetto Extracts. 

Shin, D.; Jeon, S.H.; Piao, J.; et al. Efficacy and Safety of Maca (

) in Patients with Symptoms of Late-Onset Hypogonadism: A Randomized, Double-Blind, Placebo-Controlled Clinical Trial. 

Published online ahead of print January 1, 2023. DOI: 

Trebaticky, B.; Muchova, J.; Ziaran, S.; Bujdak, P.; Breza, J.; Durackova, Z. Natural Polyphenols Improve Erectile Function and Lipid Profile in Patients Suffering from Erectile Dysfunction. 

Leitao, A.E.; de Souza Vieira, M.C.; Pelegrini, A.; da Silva, E.L.; de Azevedo Guimaraes, A.C. A 6-Month, Double-Blind, Placebo-Controlled, Randomized Trial to Evaluate the Effect of 

(Tongkat Ali) and Concurrent Training on Erectile Function and Testosterone Levels in Androgen Deficiency of Aging Males (ADAM). 

New Research Shows Natural Antioxidant Pycnogenol Effective in Improving Symptoms of Mild Cognitive Impairment. News release. Pycnogenol; August 2, 2018. 

https://www.prnewswire.com/news-releases/new-research-shows-natural-antioxidant-pycnogenol-effective-in-improving-symptoms-of-mild-cognitive-impairment-300691405.html

Chan K.Q.; Stewart, C.; Chester, N.; Hamzah, S.H; Yusof, A. The Effect of 

on the Regulation of Reproductive Hormones in Young Males. 

Articles

New research on men’s healthy-aging ingredients.

Healthy aging for him: Natural ingredients tackle men’s health issues

Elderberry ingredient sales soared during the height of the pandemic, so much so that you could practically visualize the bottles flying off the shelves wearing their superhero capes. Like Mighty Mouse, here to save the day, the bright botanical was part of a consumer rush to bulk up their arsenal of immune-health protectors while also serving as a counterbalance to the drop in other categories of supplement sales.

Consumer sales of elderberry supplements jumped up 169% in mainstream retail channels in 2020. What about today? Sales dropped by 10% in 2022.

 And even though data from market researcher SPINS (Chicago) show that cold-and-flu supplement sales grew overall in 2022, in both the mainstream and natural retail channels, elderberry supplement sales were down.

The decline in sales begs these questions: Do these kinds of numbers signal a rational and realistic return to earth for elderberry? Or the start of a devastating downward decline?

Which Came First: The Pandemic or The Interest in Elderberry?

Shaheen Majeed, CEO of BGG Americas (Irvine, CA) and two of its subsidiaries, HBNI North America and Algae Health Sciences, says that “elderberry sales went ballistic during the COVID pandemic, and rightly so.” BGG supplies the branded elderberry ingredient EldPro, and Majeed calls elderberry “a great supplement for immunity, with solid clinical research showing benefits in fighting the viruses that cause colds and flu.”

Majeed also says that “While I’m unaware of any clinical trial specifically on elderberry for COVID-19 prevention or treatment,” he adds that “it’s a logical extension of the existing literature on elderberry that it may have some benefit for this novel virus as well.”

According to Eric Cohen, senior brand manager at The Vitamin Shoppe, “Although elderberry sales had significantly increased during the pandemic, it had been a strong seller prior to the pandemic.”

He adds that “increased media exposure touting the benefits of elderberry for immune and respiratory support occurred at the same time as many customers were seeking additional immune support to add to their supplement programs beyond vitamins C and D and zinc.”

Why elderberry? Cohen notes that elderberry “has a history of use as a safe, efficacious ingredient for decades and has gained acceptance as a mainstream supplement since the pandemic.”

He continues, “Elderberries naturally contain antioxidant compounds, including flavanols and anthocyanins. Elderberry can activate a healthy immune system by increasing inflammatory cytokine products and plays an immune-protective or immune-stimulatory role.”

Art Rowe-Cerveny is executive vice president, marketing, Americas, at PharmaCare U.S., manufacturer of the Sambucol dietary supplement brand. He says, “We actually sold more product in March 2020 than we had in an entire three years prior.”

He says once COVID hit, whether it was stocking up on toilet paper or elderberry supplements, everyone was looking to fortify their health (and other) supplies to protect their households.

However, Rowe-Cerveny agrees with Cohen that it wasn’t just a pandemic that pushed elderberry to the forefront. From his perspective, the elderberry growth spurt really began in 2018 when, he says, a serious cold-and-flu season and shortages of flu shots and other related influenza supplies, combined with viral social media attention, led people to discover the centuries-old remedy.

“So, by the time the pandemic hit in March 2020, elderberry was already growing as a recognized way to help support the immune system,” declares Rowe-Cerveny.

Randy Kreienbrink, CFS, vice president of sales and marketing at Artemis International (Fort Wayne, IN), recalls that “as news of the pandemic was spreading around the world and there was so much uncertainty, everyone was justifiably worried. People were on board with anything they could do to enhance their immune system and potentially fight infection.”

Artemis supplies branded ingredients ElderCraft and BerryDefense, among its other berryceuticals, and Kreienbrink says that elderberry’s “solid science behind its immune-support properties” and its delivery-method versatility—including tablets, capsules, teas, and gummies—were reasons why elderberry products “were flying off the shelves and being consumed in mass quantities.”

Now that the biggest fears for immune health have subsided, hopefully more than temporarily, how is elderberry faring?

Kimberly Kawa, product expert at SPINS and a member of 

 Editorial Advisory Board, agrees that “elderberry was widely accessible during the pandemic, and successful because it already had mainstream consumer familiarity.”

She adds that “with markets starting to normalize post-pandemic, it seems logical that the heightened growth rates for trending functional ingredients would drop down a bit.”

Kreienbrink confirms that the “elderberry market has chilled a bit, but the overall concern about immune system health and functionality is still strong.” And, he adds that “it was unrealistic to assume elderberry sales would continue such an exponential growth curve.”

Majeed does not seem worried either. “It’s human nature that once a threat is no longer imminent,” he says, “behavior will revert back to normality.” He advises that while the virus hasn’t disappeared, “the pandemic stage is over and many consumers aren’t thinking about modulating their immune systems like they were a couple [of] years ago.”

However, Majeed is optimistic, suggesting that “smart consumers will continue to focus on immunity as a key element of good health.” He believes that “immune-supplement ingredients will continue to have stronger sales than during the pre-pandemic era.”

Rowe-Cerveny points out that “sales have of course slowed from that meteoric rise,” but he claims it’s not just elderberry but also the immune health category in general that’s seeing a decline when compared to the height of the demand.

But he, too, doesn’t seem concerned, also suggesting that it was unrealistic and perhaps a bit of irrational exuberance on the part of the people predicting that elderberry sales would continue on that extreme upward trajectory. “Nothing can continue at such a pace,” he says. “The laws of nature eventually take hold.”

Rowe-Cerveny does wonder, however, if the American public has become somehow immune to protecting their immune health. He explains that “the American public is tired and no longer afraid and actually seems to be a bit fatalistic, adopting an ‘Oh well, I’m going to get sick with something’ attitude.”

And as long as he’s being realistic, he’s also upfront about the economic reality of inflation and market uncertainty, which, he says, “has also made the consumer a much fickler and more aware shopper.”

But still Rowe-Cerveny says this: “We believe the decline versus the height to be normal market reaction, and expected. As the true demand level is reached, and the opportunists and fakes leave the market as the category adjusts to its new reality,” he reminds us that the new reality is “still significantly above pre-pandemic levels.”

What Will Keep Everyone Interested in Elderberry?

For one thing, keeping adulterated ingredients out of the market can only serve to enhance industry and consumer confidence.

Says Rowe-Cerveny, “adulteration became something that permeated the elderberry landscape during peak demand, resulting in some consumers getting substandard product and not necessarily seeing any benefit.”

Thankfully, he believes the opportunistic adulterers have moved on to other trendy ingredients. Now, he says, in the age of the conscious consumer, both manufacturers and consumers are demanding more.

“Small things such as a particular variation of an ingredient, dosage, or even product claims will be under the marketplace microscope now more than ever,” Rowe-Cerveny proclaims. “Suppliers need to be open and transparent about sourcing and nutritional content.”

Along those lines, establishing standards will help. For example, earlier this year, BGG received awards recognition from the U.S. Pharmacopeia (USP) for the ingredient supplier’s work in helping establish a monograph for European Elder Berry Dry Extract.

, USP was quoted commending BGG’s efforts, saying “BGG’s contributions add significant public benefit to the standards-setting process in support of the USP mission.”

“We were honored to participate and contribute to the development of this monograph, especially having our test methods validated and adopted. The monograph sets up the pharmacopeial standard of elderberry extract and will benefit all stakeholders of the elderberry industry to fight against adulteration and assure protection of public health,” said Yanmei Li, PhD, global chief scientific officer at BGG.

The coverage in industry trade press about BGG’s work on the USP monograph led to increased interest in the BGG branded ingredient EldPro, reports Majeed, which doesn’t surprise him. “As with most topics in our industry, [positive] media attention is the key to keeping brands, as well as consumers, interested in something, [including elderberry],” he says.

Rowe-Cerveny says that “consumers are increasingly focused on innovation just as much as the origination. This is why it is imperative for companies to innovate in the space, not just in new form or flavor, but to continue to push the science, conduct clinical research smartly, and create better and more complete value propositions for the consumer.”

He adds that the recent research pointing to elderberry as a potent prebiotic and some of the topical/skincare applications being pursued are two great examples.

Kreienbrink would like to see more science for elderberry, too. “We have centuries of anecdotal usage plus an ever-growing body of modern science on our side,” he says. “With the completion of more efficacy studies using elderberry concentrates and standardized projects, you will see an influx and increased demand for foods, beverages, and supplements containing elderberry,” he asserts.

He is also keen on innovation. “The way to keep elderberry manufacturers and suppliers interested in elderberry is to offer innovative, interesting new options,” Kreienbrink says. “As examples, applications such as juices and other beverages containing elderberry, and nutritional bars featuring elderberry, would likely entice the general public to fortify health via functional beverages and bars. That’s just the beginning.”

“Although we saw some overall decline in elderberry supplements in the immune health category,” says Kawa, she’s upbeat about the prospects for elderberry moving forward. She advises “there were pockets of growth in 2022, both in that [immune health] space as well as in some niche segments.”

Most notably, Kawa says, elderberry as the primary functional ingredient in lozenge form is up 17.6% to $11.2 million, according to SPINS’s U.S. brick-and-mortar-sales data.

Additionally, she adds that other niche segments are “cough syrups for children, including dietary supplements and homeopathic formulas; liquid drops for babies; and gummies for children and adults.” These areas “are trending segments for dietary supplements reporting growth for elderberry ingredients,” she shares.

As for Kreienbrink’s earlier point about fortifying consumer health with functional beverages, Kawa is seeing some new products marketed with a Supplement Facts Panel that lists elderberry—although not as the primary functional ingredient, and not marketed for immune health—still showing growth. These elderberry ingredients, says Kawa, “appear in superfruit and juice concentrates and green food powders where elderberry is used as an adjunct ingredient in superfoods formulas sold as dietary supplements.” She believes this represents yet another niche opportunity for ingredient suppliers and product manufacturers and retailers.

Kawa also presents another consideration for the industry as she’s seeing some supplements that include elderberry also highlighting what she calls “other hero ingredients,” such as vitamin C, biotin, honey, spirulina, melatonin, maca, and probiotics. She says in these cases, elderberry is a team player, rather than flagged as the primary, or only, functional ingredient.

Kawa’s also noticing some newer growth-driver chewable tablets that highlight probiotics and immunity where elderberry is featured as one of several ingredients.

According to Kawa, understanding where the growth trends are—something which SPINS tracks—is key for continued elderberry growth. “Consider what delivery forms and what trending functional ingredients could work synergistically with elderberry to support a specific health focus,” she recommends.

This could be another avenue for the elderberry market, she says. “Formulas with dual health focuses are becoming more noticeable this year, so perhaps we’ll see elderberry used in applications where immunity is paired with sleep, stress, digestive health, and so on,” Kawa adds.

Kawa isn’t the only person with trends to share and optimistic advice for the future of elderberry.

The Vitamin Shoppe’s Cohen says that “more supplement companies offer elderberry products than in the past, and there are also more delivery form options available as well, including soft chews, powders, and gummies complementing the capsules, tablets, and liquids.”

The Vitamin Shoppe itself offers elderberry products in a greater variety of brands and delivery forms than in past years, shares Cohen. He believes that “these delivery forms provide customers with more ways to fit elderberry into their daily lifestyle, contributing to greater acceptance.”

Cohen continues, reminding industry that “although elderberry is used by many as a year-round supplement for immune support, we have also seen increases in sales corresponding with customer needs for seasonal immune support.”

Kreienbrink agrees, stating that “as some time has passed, the overall fear and concern about COVID and similar related health issues moderated. But the market for elderberry will always be strong, especially during the fall and winter cold-and-flu season in the northern hemisphere and most especially for individuals in occupations that expose them to colds and flu and/or who have a compromised immune system.”

He’s also “very optimistic that the elderberry market will continue to grow, albeit at a more normal pace now that we have moved beyond the initial shockwaves of COVID.” He adds: “That said, elderberry will grow much more quickly than other supplements out there today, thanks to Gen Z consumers starting to take their immune health seriously, because they have no time to be sick and out of action. Gen Z will be looking for health assurance through supplements and exercise.”

And Rowe-Cerveny predicts, “Further research will continue to create new innovative product development and allow the category to expand and grow at a solid pace.”

“We are very optimistic about elderberry’s prospects in the near and far future,” says Rowe-Cerveny. “After all, elderberries have been used throughout the world as natural health remedies dating all the way back to 400 BCE. These little berries offer some big benefits, and [elderberry] has now moved into the mainstream consciousness and will remain there as a top-of-mind ingredient for immune health.”

And Majeed is no less optimistic. “I think elderberry is such a solid ingredient that we’ll see sales rebound from this slight post-COVID slump,” he says. “I don’t see huge growth numbers for the rest of this year and beyond, but I believe elderberry should attain solid single-digit growth for the next few years.”

That would be a true sign that elderberry has arrived and is here to stay.

Hennessy Jr., M. Small Gains Are Good Gains. 

Grebow, J.; Krawiec, S. Ingredients to Watch: The 2023 List. 

BGG Receives United States Pharmacopeia Award for its Work on Elderberry Extract. News release. BGG World; January 17, 2023. 

https://bggworld.com/bgg-receives-united-states-pharmacopeia-award-for-its-work-on-elderberry-extract/

SPINS Cross-Channel Data. Natural Channel + Multi-Outlet Sales for 52 Weeks Ending March 26, 2023.

Read why elderberry stakeholders believe this immune-health powerhouse can endure.

Elderberry sales are declining, but experts aren’t worried. Here’s why.

Waste occurs throughout the supply chain. According to the Natural Resources Defense Council, 40% of all food in the U.S. goes uneaten, and according to the Environmental Protection Agency, 95% of all food waste ends up in landfills, causing methane emissions during decomposition.

 The amount of food waste is so immense that some estimates state that reducing food waste by 15% could feed more than 25 million people every year. For the average person, reducing waste means things like eating your food before it spoils, composting, buying and using less plastic and paper products, as well as thrifting clothes and buying used furniture. For large-scale manufacturers, reducing waste is more difficult, but there does exist an economy for the transformation of waste products. And while some things like “ugly” produce are very edible and fit for consumption, not all waste is fit for human consumption—yet.

Upcycling, as defined by the Upcycled Food Association (UFA; Denver, CO), is the use of ingredients that would otherwise “not have gone to human consumption, [that] are procured and produced using verifiable supply chains, and have a positive impact on the environment.” As many of you will recognize, this is not a new concept. Angie Crone, UFA’s CEO, acknowledges as much.

“Communities have been doing this since time immemorial. Companies, in particular, have been looking at waste valorization for decades,” Crone explains to 

“Upcycling food…is an ancient tradition based on the philosophy of using all of what you have. It’s about doing more with less, and elevating all food to its highest and best use. That said, as we’ve become more removed from our food, most consumers are blind to the waste that happens.”

The shift from local to global economies has in many ways made upcycling less practical. A good example of this is the brewing industry and brewer’s spent grain (BSG). The malted barley used to brew beer is all but discarded once the beer is made. This was not always the case.

“Imagine a world where beer was very local, it wasn’t pasteurized, it wasn’t distributed to all of the world as it is today, and the BSG at the time was used as an ingredient in making bread,” explains Jacqueline Hochreiter, global director of sustainability for EverGrain (St. Louis). “So, it didn’t always get disposed of or go to waste. Fast-forward to the global food system, one in which we do see profit prioritized over sustainability, and the brewing sector reorganized itself to treat BSG as a waste product.”

Consumers buy their favorite six packs of beer and most of the time don’t even think about how it’s made or where it comes from. Similarly, dietary supplements such as herbs and botanicals, and fish oils, have a natural source from which they came, but the way in which they are consumed can create a disconnect for the consumer with the source material. Upcycling seeks to make the most of these resources, and the motivation to upcycle is growing.

“Growth [of upcycled food and beverage products] is being driven by both consumers who are becoming more aware of the food waste problem and supply chain vulnerabilities laid bare by the pandemic, and by food companies that recognize the waste produced during the food-manufacturing process,” says Crone.

And while upcycling is not novel, the standardization and the marketing behind upcycled products is relatively new.

Technological advancements have made upcycling possible where it previously was not. This has created an influx of upcycled products and ingredients that are eye-catching and noteworthy. However, it’s important to acknowledge forms of upcycling that have existed for some time, demonstrating that it is a sustainable business model both for company coffers and the environment.

The fish oil industry is a good example of this. The lay person may not realize that omega-3 fish oil is, for the most part, manufactured from a byproduct of the industry that makes fish meal, which is used as feed for aquaculture facilities. According to the National Oceanic and Atmospheric Administration (NOAA), aquaculture facilities raising fish and other animals feed them a diet that consists, at least in part, of fish meal and fish oil. While 25%-30% of the fish meal and fish oil comes from fish byproducts, “the rest comes from forage fish caught specifically for the industry, such as anchoveta from the Peru and Chile fishery, the most popular fish caught around the world.”

NOAA states that in 2016, 12% of the global fish catch was reduced to fish meal and oil, with 70% of that going to aquaculture. When it comes to the omega-3 fish oil industry, manufacturers will buy the crude oil pressed out of the fish meal and process it further to raise the levels of EPA and DHA omega-3 fatty acids and make it acceptable for human consumption. While this is now a standard practice, there was a time when most of this oil was simply burned for energy because it did not have the same applications it does today. Brands like VivoMega (Kristiansund, Norway), which is part of the GC Rieber Group, take a crude fish oil that, best-case scenario, has an omega-3 content, including EPA and DHA, of 30%, and concentrate it to 85% total omega-3s.

Since the omega-3 fish oil industry is so well established thanks to brands like VivoMega, crude fish oil is no longer a byproduct but a side stream. “We call them side streams because they have value. We can apply them to the food chain again,” says Simon Riise, business development and sales manager at VivoMega. “It’s a not a definition question, more of a perception, a thinking around sustainability and how we incorporate that into our operation. It helps when you change how you name the products, perceive the utilization of them.”

Riise points out that while raw material utilization is a huge aspect for brands like VivoMega to reduce waste, there is a bigger picture to consider. For example, while, yes, the company uses what it calls a side stream of another industry, it is still the company’s responsibility to ensure that the crude was made from fish sourced by environmentally conscious fisheries but also that the quality of the crude is up to par. “That has been one of our strengths over time,” Riise explains. “We have worked very closely with specific producers in South America to apply our knowledge in terms of what we need of an oil and to support them through quality systems and improve the quality of the oil so that it can meet the standards for human consumption and the best-possible-quality oil fit for purpose.”

From there, the crude needs to get to the company’s facility. For this, VivoMega uses vessels that take the bulk crude to its facility located right on the coastline, replacing some 30 truckloads of goods. This same facility then utilizes seawater from the coast to cool its machinery and then repurposes that steam for energy. Of course, the concentration of the crude oil leaves behind its own waste, which VivoMega also repurposes, with two-thirds going back to the food chain as either feed for aquaculture or as fertilizer in agriculture. The remaining one-third can be used as biogas. All the while, 75% of these side streams are sold locally, offsetting carbon that would have otherwise been emitted during shipping.

What all this demonstrates is that upcycling a waste product is only one aspect of sustainability. It’s important to create a system of efficiencies that justify the resources required to make a different product. Does it make sense for what Riise calls the “triple bottom line”: the people, the planet, and profits?

Fisheries are just one of many industries that utilize millions of tons of natural resources and therefore produce millions of tons of waste. The brewing industry, mentioned earlier, is another one, which creates millions of tons of waste with BSG, a byproduct that typically either goes on to be used as animal feed or is disposed of in landfill. It also presents a major opportunity for brands who are willing to invest in research and development to devise ways to upcycle the byproduct. BSG is rich in fiber and protein, therefore very nutritious, but it’s also highly volatile and susceptible to bacterial growth. So how do you stabilize it and scale production to create a viable product?

EverGrain, which is an AB InBev company, has figured out how to make a high-quality protein from the BSG left behind from its brewing. The company has been working on the extraction technology to turn BSG into EverPro, a high-quality protein with a great deal of versatility, since 2013. Recently, EverGrain opened its first full-scale facility collocated with AB InBev’s St. Louis brewery.

According to Hochreiter, taking one brand’s BSG out of the 400 brands and 200 breweries the company owns, EverGrain is able to process 7,000 tons of protein in that one facility. This helps avoid a third of a trillion pounds of food waste every year when at full capacity. A life cycle assessment also found that EverGrain is responsible for five-times-lower carbon emissions than animal-based protein, 20-times land use avoided, as well as the lowest water usage compared to other proteins, plant or animal.

“The implication for the company is not so much decarbonization of the corporation, because we’re actually adding incremental carbon even though it’s very low; it’s more about the carbon avoided vis-à-vis the consumer choice today,” Hochreiter says. The company is reducing huge amounts of waste while also providing consumers with an alternative source of protein that is not only high-quality but less resource-intensive compared to other forms of proteins.

Of course, EverGrain is not the only company to see the value in BSG. ReGrained, for example, is taking BSG and turning it into consumer packaged goods such as baking mixes, puffed snacks, pastas, and bars that tout high fiber content as well as sustainability. Given the amount of BSG that leaves the brewing industry, the potential for innovation and new product development is high.

Other potential resources for upcycling are cacao fruit and cascara.

The chocolate industry is huge, and because of this cacao fruits are among the most-harvested yet most-discarded fruits on the planet since they are just harvested for the bean. According to Crone at UFA, every year 14 million tons of cacao fruit are harvested to make chocolate, and because the bean only makes up 30% of the fruit, 70% of the cacao fruit is thrown away, creating 10 million tons of waste. The discarded parts of the fruit are not without value as they are highly nutritious with antioxidants, electrolytes, fiber, calcium, and other nutrients. As such, major chocolate brands such as Nestlé, Barry Callebaut, and Hershey’s have already either launched or invested in products made from upcycled cacao fruit.

Crone also points to the massive opportunity for upcycling in the coffee industry. “Coffee is made from the seeds inside a coffee cherry, and cascara is the outside of the coffee cherry. For every 2 tons of coffee cherries harvested, 1 ton of cascara is discarded,” she explains.

One brand, called Riff, has developed immune-boosting energy drinks using the discarded coffee fruit. According to a white paper published by Riff in partnership with Oregon State University in June 2020, during the 2018/2019 growing season coffee production hit 24 billion pounds of coffee, with an estimated value of $48 billion. The coffee beans used to make this coffee were harvested from 120 billion pounds of coffee cherries, nearly 100 billion pounds of which was discarded, including 58 billion pounds of nutrient-rich coffee fruit.

Where there is massive industry, there is massive food waste, and there is awareness both internally and externally of the scale of the problem as well as the need to solve it. Luckily, progress is being made to reduce this waste through upcycling.

“The biggest areas of waste in many cases represent the largest opportunities, so we do feel the biggest offenders are being tackled,” says Crone. Of course, upcycling is not easy nor cheap. The technological innovation involved as well as the economies of scale required to reduce production and input costs are some major hurdles. Major companies like AB InBev have the capital to invest in creating value from their own waste streams, but so much of the push is being made by small startups “that might not have the capital for infrastructure and necessary R&D,” says Crone. As a result, these upcycling startups rely on government grants and private investment to push forward.

Additionally, success of these upcycling initiatives is only as good as the consumer awareness and acceptance. One of the biggest challenges for EverGrain, for example, says Hochreiter, is “perception and inertia in the food system.” Getting people to accept new ingredients into their diets can be very challenging, even if the ingredients are based on an ancient grain such as barley. Education is important, and leveraging upcycling as a selling point can be a great way to convince consumers. That’s where groups like the Upcycled Food Association come in.

Many consumers might be practicing upcycling in their personal lives by buying things secondhand or repurposing discarded items to make something new. This allows them to reduce the waste they produce while also being creative and saving money. Therefore, consumers are receptive to seeing upcycled food products in their grocery stores. To some, seeing an upcycled product on the shelf may be an introduction to the concept, increasing awareness among consumers who may not have thought about the environmental impacts of their favorite coffee or chocolate products. However, consumers can also be naturally skeptical of product claims, especially if they notice a trend in the marketplace.

“The Upcycled Certified mark removes the education burden from individual companies, is a powerful tool for brands to convey transparency and credibility to consumers, and unites both companies and consumers behind a vision,” explains Crone. “We know that there can be no confidence in sustainability claims without transparency. Transparency requires product attributes such as clear labeling, certification by trusted third parties, and company attributes like access and trust.”

The Upcycled Food Association’s Upcycled Certified program requires that products meet a minimum threshold of upcycled inputs—namely, 10% for products and 95% for ingredients. These products must also indicate what inputs were upcycled. Transparency is key here.

“We encourage companies and retailers, like they would with any other product, to underscore the sourcing or production story of a particular ingredient or product to grab the consumer’s attention and increase their trust,” says Crone. For added transparency and rigor, the Upcycled Food Association partners with an independent third-party certifying body called Where Food Comes From, which administers the standard’s verification process. Where Food Comes From has worked with other well-known certifications like Organic and Non-GMO, says Crone.

So far, 374 products and ingredients are certified by the Upcycled Food Association. “The Upcycled Certified mark de-risks greenwashing from individual companies, is a powerful tool for brands to convey transparency and credibility to consumers, and unites retailers, companies, their supply chain partners, and consumers behind a vision,” says Crone.

Food Waste: The Big Picture. Harvard T.H. Chan School of Public Health. Accessed April 20, 2023. 

https://www.hsph.harvard.edu/nutritionsource/sustainability/food-waste/

Removing Fish From Fish Diet for Tastier, More Sustainable Aquaculture. National Oceanic and Atmospheric Administration Fisheries. September 29, 2020. Accessed April 20, 2023. 

https://www.fisheries.noaa.gov/feature-story/removing-fish-fish-diet-tastier-more-sustainable-aquaculture#:~:text=The%20ingredients%20often%20come%20from,percentage%20is%20expected%20to%20increase

Here’s how food companies and ingredient suppliers are adding value through upcycling.

Opportunities for upcycling abound with food waste pervasive across the industry

Are prebiotics finally ready to move out from under the shadow of their better-known cousin, probiotics? Is this their moment?

Vaughn DuBow, global director of marketing, microbiome solutions, at ADM (Chicago), points to recent market research showing that probiotic sales have soared—but that prebiotics have kept a close pace. According to DuBow, “This data predicts that the total business-to-business global microbiome segment, which includes prebiotic and probiotic ingredients for foods, beverages, and dietary supplements, will have a CAGR of 8.6% during 2022-2027.”

Focusing on prebiotics specifically, FrieslandCampina Ingredients’ (Amersfoort, The Netherlands) Sophie Zillinger Molenaar, global marketing lead for Biotis, says, “The global prebiotics market is looking bright,” with some, she adds, predicting a CAGR of 14.9% between 2022 and 2030.

 That would bring the global market for prebiotics to $21 billion by 2030, an impressive bump from $6 billion in 2021. And while that’s still a far ways away from the estimated $73.9 billion global market for the granddaddy of biotics, probiotics, consider that the CAGR for probiotics is lower compared to the CAGR projected for prebiotics during the similar period.

Even though prebiotics currently own a smaller share of the biotics pie, their star is rising fast.

The difference in dollars today doesn’t deter Clasado Biosciences’ (Berkshire, UK) CEO Per Rehné, who reminds us that “since we are starting to see prebiotics featured more prominently in mainstream food and supplement products, and because it’s growing so rapidly, it’s easy to forget that the category is still relatively new to the market.”

But it’s not just the sales figures that spark confidence. It’s also consumer recognition about the health benefits of the gut microbiome.

For example, Denisse Colindres, manager, nutritional communication, North America, for Beneo (Parsippany, NJ), says, “COVID may be partially responsible [for the growth of the prebiotic market] as it brought to the forefront how prebiotics and digestive health are directly related to strengthening the immune system.”

She notes that “whereas pre-COVID, in 2018, 43% of consumers in the Americas were extremely interested in prebiotics, the share increased to 61% in 2022.”

That’s a trend Colindres expects to continue “as more and more consumers are recognizing the importance—and positive impacts—of a healthy diet and exercise [to] help to support good health and well-being.”

DuBow says the growth “is driven by increased interest in gut microbiome–supporting solutions at a time when 76% of global consumers recognize a link between their digestive and overall health.”

And like Colindres, DuBow believes that “consumers are increasingly focused on long-term wellness, with many considering digestive health support as key to a more proactive approach to well-being.”

Moreover, globally, 68% of consumers say they are interested in products that address digestive health, even when they are not experiencing concerns, says DuBow.

But there are some potential roadblocks. The biotics category can be a confusing scientific discipline for consumers.

According to the Global Prebiotic Association’s (GPA) website, there is some debate, even among industry insiders, as to the definition of a prebiotic—as well as the relationship between prebiotics, fiber, and probiotics, and the agreed assessment of health benefits.

However, debate can be a positive thing when an industry is looking to push a category segment towards greater growth. That’s why GPA’s perspective is a good one. As a category still in its adolescence, the opportunity is there to define and educate. And there is a role for trade associations to help shape the future market.

As one would expect, GPA didn’t end its website statement on a down-note. Instead, the association places the anticipated success of the prebiotic market in perspective: “It is clear...that like probiotics not too long ago, there is consumer, practitioner, and industry confusion; there is emerging science; and there is significant category growth and opportunity.”

GPA is run by Len Monheit, executive director of the growing trade association and also the CEO of the Industry Transparency Center (ITC), a strategy and insights firm in the health ingredients and natural products space. GPA, founded in 2017, now has over 40 members representing every aspect of the global prebiotic industry, including five new members added earlier this year.

When probiotics hit their stride, George Paraskevakos, executive director of the International Probiotics Association (IPA), was well positioned to represent probiotic companies, having incorporated the association some 20-plus years ago as a nonprofit organization. The association’s mission is “to promote the safe and efficacious use of probiotics throughout the world.” Now, with an announcement earlier this year that IPA is expanding its scope to include prebiotics, postbiotics, and synbiotics, Paraskevakos is looking to do the same for the other biotics.

According to an IPA press release, the association’s expanded scope is part of the organization’s strategy to help the biotics industry grow in response to market demands and strengthen its ownership within the biotics categories.

Paraskevakos says, “The structure and approach of IPA over the past 21 years advancing probiotics has set [a] successful framework for advancing the other biotic categories. IPA’s research determined that the industry is confused, and consumers are even more confused.”

A key part of IPA’s strategy is the notion of being “better together.” According to Sandra Saville, education and communication director for IPA, “Just as probiotics and the other biotics are consumed and take effect within the body, they are not acting alone as a separate entity; they work together to support health.”

IPA’s vision of biotics working better together in the human body could also be seen as an umbrella approach for strengthening the organization’s membership-expansion goals by offering broader protection.

GPA and IPA are also competing for members with at least some, if not all, of the “five families”—the American Herbal Products Association, the Consumer Heathcare Products Association, the Council for Responsible Nutrition, the National Products Association, and the United Natural Products Alliance—a situation perhaps not unlike prebiotic suppliers and manufacturers seeking market share from the category.

Do Consumers Know About Pre- and Other Biotics?

Beneo’s Colindres says, “We believe the average consumer who is focused on a healthy lifestyle generally knows what a probiotic is and is starting to hear more about prebiotics, but knowledge is very limited so far.” Furthermore, she adds, when it comes to postbiotics, that’s an entirely new concept that most consumers are not keenly aware of as postbiotics are generally not found in foods/beverages and are relegated, at this point, to supplements.

However, says Colindres, a Mintel consumer survey from 2021 indicated that nearly one-third of respondents understood the difference between prebiotics, probiotics, and postbiotics. As the sample included consumers who had taken an OTC supplement to manage digestive health in the past 12 months, she says it can be assumed “that consumers who are proactively looking for solutions to support their digestive health are already more educated in this field.”

Traci Kantowski, communications director for GPA and ITC, explained that “digestive support is the gateway to prebiotics for most people—those benefits are understood, and there is lots of science to support this area. It’s also the top-listed reason supplement consumers say they take prebiotics (29%) and probiotics (45%).”

“In the past couple of years,” Kantowski says, “we’ve also seen increasing science and understanding of immune health benefits—28% of prebiotic supplement consumers and 30% of probiotic supplement consumers say they take the products for this reason. And the body of evidence supporting the gut-brain connection is growing especially with the connection to stress/coping.”

Kantowski further advises that the consumers surveyed want information on how and when to take the products and to understand the similarities and differentiators. “Specifically, for prebiotics,” she says, “we are seeing increasing discernment. They are looking for specific prebiotic types.”

Beneo counts among its ingredients Orafti inulin and Orafti oligofructose, plant-based chicory-root functional-fiber prebiotics, which, says Colindres, are officially on the list of approved dietary fibers published by FDA.

“To extend the knowledge about prebiotics and their beneficial effect on consumers, we see it as a crucial aspect for manufacturers to communicate the advantages that prebiotics bring on-pack,” says Colindres.

“There isn’t a single silver bullet for ensuring long-term growth in prebiotics,” notes FrieslandCampina’s Molenaar. “Format, efficacy, scientific research, and consumer openness all have a role to play here,” she emphasizes.

“That said, innovation in delivery methods indeed has a critical part in success,” according to Molenaar. She explains that a product isn’t likely to take off if it doesn’t meet consumers’ consumption needs, regardless of how effective it is. She further suggests that “when it comes to gut health, we’re still witnessing continued growth in convenience and on-the-go formats like ready-to-drink applications.”

That’s not all. Molenaar shares that “we’re also seeing more people interested in supplements, especially gummies, as these can be easily incorporated into a daily routine. Some people find that a sweet gummy in an appealing flavor is easier to remember [to take] than a tablet or drink.”

With innovation in mind, last June FrieslandCampina expanded its Biotis portfolio with the addition of Biotis GOS-OP High Purity. “Historically, prebiotic tablet or gummy formulations have proven a challenge due to the high doses of the active ingredient needed to provide an effective solution,” says Molenaar. The product addition helps brands overcome this challenge, says Molenaar, thanks to Biotis GOS-OP High Purity’s unique patent-pending process and high concentration (at over 90%) of galacto-oligosaccharides. She says that research has shown that High Purity GOS can be effective at doses as low as 2 g.

This product introduction “is a significant development for prebiotic supplement innovation, as it means less product is needed to deliver health benefits and the ingredient can be formulated into smaller, trending formats that appeal to a wide range of consumers,” states Molenaar.

Clasado’s Rehné agrees that “the versatility of prebiotic fiber is an enormous influencing factor in market growth because it widens the range of functional products that can be formulated with prebiotics. As a substrate, prebiotics, such as our own Bimuno GOS, are stable across a wide range of pH and very heat stable—all part of modern manufacturing processes.”

This stability gives formulators an advantage, he says, providing them with more options when it comes to new product development and delivery methods. “For example,” says Rehné, “we are seeing new categories emerge alongside dietary supplements, such as prebiotic cereals and yogurts.”

Choice and convenience are among the expectations of today’s consumer, he adds.

Versatility Is Another Key to Market Growth

“While more consumers are turning to health-forward products, they will not settle for formats that don’t fit their individual lifestyles,” claims ADM’s DuBow.

He adds that “consumers are demanding products, like gummies and convenience foods like muffins, sipping broths, bars, etc., that support their distinct experiences and are an enjoyable addition to their daily routines.”

For his customers, DuBow suggests that “brands that can bridge this gap and provide tailored, convenient products that incorporate prebiotic fiber and meet high sensory expectations will capture consumers’ attentions from all walks of life. And incorporating prebiotics into food offers consumers greater flexibility to easily include prebiotics in their diets, especially among those who prefer food to supplements.”

ADM/Matsutani LLC’s Fibersol, a prebiotic dietary fiber, is “a notable example of a pioneering solution disrupting the marketplace and opening doors for innovative delivery formats,” states DuBow. “Due to its high solubility, low viscosity, clarity, and heat, acid, shear, freeze, and thaw stability, Fibersol can be used across categories, including dietary supplement gummies, baked goods, snacks, beverages, frozen treats, and more.”

Fibersol is also “a fantastic complementary ingredient for reduced-sugar foods and beverages,” says DuBow, noting that’s a quality that health-conscious consumers are also likely to seek when making functional product purchases.

“A recent poll of respondents in North America found that 26% indicated that food was their preferred delivery option for prebiotics, while 33% indicated that beverages were their preference,” shares Colindres. The poll showed that 32% preferred nutritional supplements, while 9% said they had no preference.

What will it take to make prebiotics a superstar?

Nutritional Outlook Vol. 26 No. 4

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Prebiotics in 2023 and beyond