Untitled-4 1 8/23/11 12:09 PM
Make your product line impossible to resist.
Capsugel offers more than just beautiful capsules. We offer customized support to help
you strengthen your brand and set it apart from the competition. Learn more ways we can
help you make your brand irresistible. Call 888-783-6361 or visit capsugelsolutions.com.
IN-STOCK COLORGet popular colors, ready to ship right away.
BRAND AND COLOR DEVELOPMENT SUPPORT Build a stronger brand with expert help.
NATURAL COLORS Complement the healthy- lifestyle appeal of your brand.
CUSTOM PRINTING Put the power of your brand in the consumers hand.
CUSTOM COLOR AND PEARLESCENT FINISHES Give your brand a unique look that gets noticed.
Put th i
10C
AP
S24
30
CU
l
Attract new markets with custom options to set your brand apart.
2783_10CAP2430_ CCB_NW.indd 1 4/15/10 12:56:39 PM
Project11:Layout 1 4/16/10 10:31 AM Page 1
Untitled-18 1 8/17/11 12:24 PM
46 Fat Fighting StrategiesThe collective weight of the world has becomeunbearably burdensome, and the ripple effect couldbe felt for another generation.
58 Nutricosmetics:Creating Solutions for TodaysBeauty Consumer
Global potential of this burgeoning marketremains largely untapped.
Cover design by: Jessica Carlin
4 Nutraceuticals World www.nutraceuticalsworld.com September 2011
26 Business Insights by Greg Stephens
28 Capitol Comments by Todd Harrison
32 Eurotrends by Joerg Gruenwald
34 Quality Focus by Joseph Betz
36 Research Process by Doug Kalman
Columns
September 2011 Volume 14, No. 7
38 Up & Coming Markets:Mining the Mega-Market Re-DirectionIts anything but business as usual in the market thesedays, so understanding the new rules, roles and marketboundaries consumers are imposing on supplements,functional foods/beverages and natural remedies will bethe key to future success.
Table of Contents
46
58
4-6TOC0911.qxd:Layout 2 8/23/11 3:45 PM Page 4
The statements made in this advertisement have not been evaluated by the Food and Drug Administration. Lonzas Carnipure is not intended to diagnose, treat, cure or prevent any disease. No statement is intended or should be con-strued as a recommendation to infringe any existing patent. The information contained herein is believed to be correct and corresponds to the latest state of scientific and technical knowledge. However, no warranty is made, either express or implied, regarding its accuracy or the results to be obtained from the use of such information and no warranty is expressed or implied concerning the use of these products. The buyer assumes all risks of use and / or handling.
Carnipure the energy nutrient is produced via a unique process. Products carrying the Carnipure quality seal on the packaging show the consumer that they contain pure L-Carnitine from Lonza Ltd, Switzerland.
Lonzas Carnipure quality seal signifies: Evidence-based ingredients you and your
customers can trust Regulatory and scientific support Reliable service Available product forms: Carnipure tartrate,
Carnipure crystalline and Carnipure ALC
CarnipurePurity You Can Trust
Nutrition
Lonza Inc., Allendale, NJ, USATel +1 800 365 [email protected] www.carnipure.com
Untitled-14 1 8/16/11 4:44 PM
NUTRACEUTICALSWORLDS circulation is audited by BPA International. Authorization to photocopy items in NUTRACEUTICALSWORLD for internal or personal use, or internal or personal useof specific clients, is granted by Rodman Publishing, provided a base fee of U.S. $1 per page is paid directly to: Copyright Clearance Center, 27 Salem St., Salem,MA 01970 USA.
NUTRACEUTICALSWORLD (ISSN 1531 0671) is published 10 times a year (Jan/Feb;March; April; May; June; July/August; September; October; November,December), in addition to a CompanyCapabilities supplement and Beauty I&O supplement, by Rodman Publishing Corporation, 70 Hilltop Road, Ramsey,NJ 07446 USA. Phone: 201-825-2552. Fax: 201-825-0553. Periodical postagepaid at Ramsey,NJ 07446 and additional mailing offices. PublicationsMail Agreement No: 40028970: Return Undeliverable Canadian Addresses to Circulation Dept. or PO Box 1051, Fort Erie,ON L2A 6C7; [email protected]. POSTMASTER: Send address changes to NUTRACEUTICALSWORLD, 70 Hilltop Road, Ramsey,NJ 07446 USA. Printed in USA. Free subscriptions to NU-TRACEUTICALSWORLD are available to qualified individuals.Others are as follows: U.S. one year subscription $95.00,Mexico/Canada one year subscription $120.00 (5%GST required on Cana-dian orders.GST #134451756). Foreign Airmail one year subscription $195.00. Back issues available: $12/issue. Paymentmust bemade in U.S. dollars via U.S. bank or byVisa orMastercard.Thepublisher reserves the right to determine qualification of free subscriptions.Missing Issues: Claims formissing issuesmust bemadewithin threemonths of the date of the issue.
AlsopublishersofHOUSEHOLDANDPERSONAL PRODUCTS INDUSTRY (HAPPI),BEAUTY PACKAGING,NONWOVENS INDUSTRY, INKWORLD,LABEL&NARROWWEB INDUSTRY,COATINGSWORLD,CONTRACT PHARMA,MEDICAL PRODUCTOUTSOURCINGANDORTHOPEDICDESIGN&TECHNOLOGY.
Printed in the U.S.A.
18 64 66
Table of Contents
6 Nutraceuticals World www.nutraceuticalsworld.com September 2011
8 Top Of The News Nutraceuticals Market to Generate $207 Billion; Pfizer to Sell Nutrition Business
10 Editorial a word from the editor
12 Nutraceuticals World In Print & Online line-up of expanded coverage @ nutraceuticalsworld.com
14 Industry News ConsumersValue Functional Foods; Associations Oppose Supplement Labeling Bill
62 Nutraceuticals Research a recap of the latest clinical trials
64 Supply Source profiles on Gnosis and Nutra3 Complex
66 New Products recent nutraceutical product introductions
68 Suppliers Corner new developments from industry suppliers
71 People In The News whos who and whos moving where
72 Classified Section classified advertising section
73 Calendar upcoming industry events
73 Advertisers Index cross reference of advertisers in this issue
74 The Nutraceuticals Multiverse a quirky look at nutraceuticals in a parallel universe
Departments
4-6TOC0911.qxd:Layout 2 8/23/11 3:46 PM Page 6
Untitled-7 1 8/11/11 11:44 AM
8 Nutraceuticals World www.nutraceuticalsworld.com September 2011
Top OfThe News
The functional foods segment isexpected to attain a value of$49 billion by the end of 2011, andanalysts indicate the market will beworth more than $67 billion by 2016.
CompaniesandMarkets.com
The nutraceuticals market is growing rapidly, with a 2016 forecast value of $207billion, according to a new report available on companiesandmarkets.com.Thereare distinct opportunities for growth in the functional food, beverages and sup-plements market.Demand for healthy food and drink has increased in recent years, particularly
for multi-tasking products, which provide additional heath and well-being ben-efits. The termnutraceuticals is used to describe products of this nature, in-cluding foods, beverages and supplements.The functional foods segment is expected to attain a value of $49 billion by the
end of 2011, and analysts indicate the market will be worth more than $67 bil-lion by 2016, representing a growth rate of more than 6%.Food companies are using functional foods and beverages for differentiation
in the highly competitive food market. Currently, they are focused on vegetar-ian and food-allergy products, but a key future trend is the creation of functionalfood and drinks for childrencapitalizing on parental concern.Growth in the functional food and drink market has been encouraged by con-
sumer interest in healthy living, particularly from the younger demographic, al-though the aging population has also prompted sector expansion. Factorsrestraining growth in the nutraceutical segment include the time taken betweenconcept and product launch, as well as the impact of false product claims, whichhave affected consumer confidence.
In early July, Pfizer,NewYork,NY, announced plans to spin off its animal and nu-trition units. At the time, the company said it was considering options includ-ing, among others, a full or partial separation of each of these businesses fromPfizer through a spin-off, sale or other transaction. Given the separate and dis-tinct nature of Animal Health and Nutrition, the company said it might pursuea different strategic alternative for each business.Pfizer Nutrition is a leader in infant and pediatric nutrition, which it acquired
as part of its $68 billion takeover of Wyeth less than two years ago. It also pro-duces vitamins for pregnant women.This Nutrition business has operations on six continents, products available in
more than 60 countries, and a focused presence in key markets throughoutAsia,the Middle East, Europe and LatinAmerica, with China, Philippines, U.K.,Mex-ico andAustralia being among its top markets. Nutrition generated revenues ofnearly $2 billion in 2010.The Pfizer sale would be the largest of a vitamin or nutrition company in more
than a decade, according to data compiled by Bloomberg. The biggest deal inthat sector was Carlyle Groups $3.8 billion acquisition of vitamin maker NBTYInc. last year, the data show.Bloomberg says a successful bidderwhich analysts speculate could include
companies like Nestle, Danone, Abbott, Mead Johnson or Unileverwouldgain operations with sales approaching $2 billion annually and baby-formulabrands, including SMA Gold and Promil Gold. If Pfizer fails to fetch the priceits seeking for the infant-nutrition unit, it could spin out the business into aseparate company.
Nutraceuticals Market toGenerate $207 Billion by 2016
Pzer to SellNutrition Business
8-9TopNews0911.qxd:NUTWORLD 2009 Top of the News 8/23/11 2:33 PM Page 8
September 2011 www.nutraceuticalsworld.com Nutraceuticals World 9
Top Of The News
Smart Balance, Inc. has acquired Importations DE-RO-MA, which ownsGlutino Food Group (Glutino), for more than $66 million, from Claridge, aMontreal-based investment firm. Based in Laval, Quebec, Glutino is a leadingmanufacturer and marketer of premium-priced gluten-free foods sold underthe Glutino and Gluten Free Pantry brands. Glutino offers a wide range of shelf-stable and frozen gluten-free products, including snack foods, frozen bakedgoods, frozen entrees and baking mixes throughout North America and on itswebsite. Glutino had annual sales of nearly $54 million during its fiscal yearended March 31, 2011.Smart Balance paid $66.3 million in cash.The transaction was funded by Smart
Balances existing credit facility. As of the close of the acquisition, Smart Bal-ances long-term debt is estimated to be $115 million. The addition of Glutinoto Smart Balances portfolio of brands is expected to be accretive to earnings inthe next 12 months.Commenting on the announcement, chairman and CEO Stephen Hughes
stated,We are truly excited about adding the Glutino Food Group to our port-folio of health and wellness brands. Glutino has increased its sales approxi-mately 30% annually over the past three years, and we are confident about itsgrowth prospects and contribution to Smart Balance. The demand for gluten-free products is significant, and is now a category of over $2 billion in retail sales.We are bullish on the continuation of the categorys 10% compound annualgrowth rate due to increased awareness and diagnosis of gluten-induced ail-ments, including celiac disease, gluten intolerance and wheat allergies.Furthermore,Mr.Hughes stated,The gluten-free segment is complementary
with our corporate vision of creating a health and wellness innovation platformthat builds brands targeted at highly motivated consumer need states. Just asour Smart Balance, Earth Balance and Bestlife brands address the health andwellness needs of consumers, Glutino addresses a specific dietary need by elim-inating gluten in foods that consumers have to avoid for health reasons.I know I speak for the Glutino team when I say we are enthusiastic about
joining the Smart Balance organization,stated Terence Dalton, general man-ager.We are impressed with the companys leadership and vision and look for-ward to working together to grow its health and wellness platform. We areexcited to be part of a strategically focused organization, committed to meetingconsumer needs.
Minneapolis,MN-basedGeneralMills has completed its acquisition of a 51% con-trolling interest inYoplait S.A.S., and a 50% interest in a related entity that holds theworldwideYoplait brands, from PAI Partners and Sodiaal in a transaction valued atapproximately $1.2 billion. The remaining ownership stakes in both entities willcontinue to be held by Sodiaal, Frances leading dairy cooperative. Headquarteredin Boulogne-Billancourt, France,Yoplait is the second-largest brand in the global yo-gurt market.The business will be governed by a supervisory board with represen-tation fromGeneral Mills and Sodiaal. Chris OLeary,General Millsexecutive vicepresident and COO, International, will havemanagement oversight responsibilityfor General Mills, with Lucien Fa continuing asYoplaits executive chairman.
Smart Balance AcquiresGlutino for More Than$66 Million
General Mills Completes$1.2 Billion Acquisitionof Yoplait
8-9TopNews0911.qxd:NUTWORLD 2009 Top of the News 8/23/11 2:33 PM Page 9
Editor: Rebecca Wright([email protected])Associate Editor: Sean Moloughney([email protected])Online Editor: Joanna Cosgrove([email protected])Vice President/Editorial Director: Tom Branna([email protected])Art & Technical Manager:Michael Del Purgatorio([email protected])Designer: Jessica Carlin ([email protected])President: Rodman J. Zilenziger, Jr.([email protected])Executive Vice President/Publisher:Matthew Montgomery([email protected])Associate Publisher: Stephen E. Lipscomb([email protected])Advertising: Dayle Verrengia([email protected])Production Manager: Pat Hilla([email protected])
Circulation Manager: Joe DiMaulo([email protected])
Online Director: Paul Simansky([email protected])
70 Hilltop Road, Ramsey,NJ 07446 USATel: 201-825-2552; Fax: 201-825-0553E-mail: [email protected]: www.nutraceuticalsworld.com
Subscription Information:To renew/subscribe/update subscription
information, please visitwww.nutraceuticalsworld.com
and click on subscription services or [email protected]; 201-825-2552 x356
ColumnistsAnthony Almada MSc
GENr8, Inc.Paul Altaffer
RFI Ingredients, Inc.Paula Brown
British Columbia Institute of TechnologyJeff Crowther
The Natural Products Association (NPA),ChinaErik Goldman
Holistic Primary CareJoerg Gruenwaldanalyze & realize AGTodd HarrisonVenable LLPAdam Ismail
Global Organization for EPA & DHA (GOED)Doug Kalman
Miami Research AssociatesDr.A. Elizabeth Sloan
Sloan Trends, Inc.Grant Washington-Smith
Alticor, Inc.
Editorial Advisory BoardSteve Allen
Nutrition Capital NetworkNancy Childs, PhD
Saint Josephs UniversitySteven Dentali, PhD
American Herbal Products Association (AHPA)Loren Israelsen
United Natural Products Alliance (UNPA)Alex Merolli
Nutri+Food Business ConsultantsPaul Paslaski
BioVittoria LimitedEllen SchuttLaunchNaturalScott Steinford
ZMC USAGregory Stephens,RD
(Business Insights Columnist)Windrose PartnersRhonda Witwer
National Starch Food Innovation
10 Nutraceuticals World www.nutraceuticalsworld.com September 2011
All Shook Up
As I sat down to write my editorial for this issue, a 5.9 magnitude earth-quake hit the East Coast. Earthquakes are rare in this neck of the woodsbut they do happen. Anyway, it got me thinking about the nutraceuticalsmarket and how it has experienced a shake-up of its own during the lastseveral years.To put it all into perspective, trends expert Dr. A. Elizabeth Sloan takes
an in-depth look at the state of the nutraceuticals market by the numbersin this issue (page 38). She discusses a wide range of trends, from ingredi-ents to products to health issues to demographics. Dr. Sloan contends thatalthough consumers have been shaken by the economy and a healthcarecrisis, they are incorporating dietary supplements and functional foods intothe changes theyre making in their liveschanges that will likely remainpermanent for years to come. She believes this resetting of market priori-ties and product criteria will create numerous opportunities for companiesin this sector.A shift in thinking has also occurred in supermarket aisles across the
country, according toShopping for Health 2011,an annual study releasedby the Food Marketing Institute (FMI) and Preventionmagazine (page 18).While shoppers used to care most about undesirable characteristics theirfoods were devoid ofe.g., fat, sugar, salt, calories, etc.they are increas-ingly more interested in fortification and the inclusion of key health in-gredients, with fiber (44%) being the most sought-after component; wholegrain (36%), protein (27%), omega 3s (23%) and antioxidants (16%) follow.While the main criteria for healthy foods was previously determined
by ingredients it did not contain, todays shoppers are now instead won-dering whats in their food, seeking to better understand the nutritionalcomponents of what they eat,said Cary Silvers, director of consumer in-sights for Prevention.To take advantage of this, industry companies must take the lead in ed-
ucating consumers about these products and ingredients. Ignoring this re-sponsibility could potentially add up to billions in lost sales.Speaking of lost sales, FDAs release of its New Dietary Ingredient (NDI)
Guidance in July has some pundits claiming the industry will have to re-move several of its products from the market if finalized in its current form.Several trade associations (e.g., AHPA, CRN, UNPA, NPA, etc.) are work-ing tirelessly to make sense of it all. In the meantime, two stories in thisissue (pages 14 and 28) will help to paint a picture of the current situation.To avoid the worst-case scenario, companies must remain tuned into thisissuethe future depends on it.
From The Editor
10Editorial0911.qxd:NUTWORLD 2009 Editorial 8/24/11 2:02 PM Page 10
The choice for all of your testing needs.
Conception to Completion
CONSUMER PRODUCT TESTING COMPANY
70 New Dutch Lane, Fairfield, NJ 07004-2514Tel: 973-808-7111, Fax: 973-244-7507E-mail: [email protected]
DEAFDA EPA USDA GMP/GLP/GCP
We are Consumer Product Testing Co., Inc, a full
service independent laboratory with over 30 years
of experience. Leading companies in the cosmetic,
personal care, pharmaceutical, medical device and
specialty chemical industries have come to depend
on us. Critical evaluations in the fields of chemistry/
stability, microbiology, clinical safety and efficacy,
photobiology (SPF) and preclinical safety are routinely
provided. Our technical staff is available to discuss
scientific and regulatory issues in a timely and user
friendly fashion.
So check us out youll never choose another.
70 New Dutch Lane, Fairfield, NJ 07004-2514Tel: 973-808-7111, Fax: 973-244-7535E-mail: [email protected]
35
www.cptclabs.com
cptHAP0711.qxd:Layout 1 6/20/11 10:47 AM Page 1
Knowledge CenterIn an effort to help you access more than 10,000 articles from the past 12years of Nutraceuticals Worlds coverage, we have created aKnowledgeCenter,which contains a growing base of information designed to offer youthe most relevant news and articles associated with specific categories in thenutraceuticals industry. We have divided the Knowledge Center into twosub-categoriesNutraceuticals Markets and Health Conditions, which aredivided further into nearly 50 unique sections, such as Antioxidants, BabyBoomers, Cardiovascular Health, Immune Function and Sports Nutrition.
TrendSenseIndustry expert Liz Sloan is flexing her marketing muscles, offering analysison different segments each month using Sloan TrendsTrendSense models.You can find her analysis, complete with downloadable TrendSense DataCharts, under theResearchtab of our website.
Top Online Stories @ nutraceuticalsworld.com
Dissecting FDAs NDI GuidanceDiscussing the highlights of the new guidance and what it means for thesupplement business.
Fresh Opportunities in Functional FoodsSuccess in todays functional foods market can be found at the crossroads ofprice, taste, awareness and efficacy.
Great News for the Omega 3 MarketDouble-digit growth predicted thanks to ongoing demand for productscontaining omega 3 fatty acids.
The New NutraceuticalsWorld.comNutraceuticals World launched a redesigned website last year, featuring expanded content, enhanced navigational
tools and additional resources that streamline access to our comprehensive archive of market information.
Naturally Filtered BlogEach month associate editor Sean Moloughney will offer his thoughts on emerging trends.
Look for his blog under the Opinions tab of our website.
12 Nutraceuticals World www.nutraceuticalsworld.com September 2011
Stay connected withnutraceuticalsworld.com
12 Online0911.qxd:NUTWORLD 2009 Online Page 8/23/11 2:34 PM Page 12
Project6:Layout 1 12/16/10 1:54 PM Page 1
Most Consumers SeeValuein Functional FoodsMaintaining health and reducing risk ofdisease is at the forefront of many con-sumers minds as they age. New researchfrom the International Food InformationCouncil (IFIC) shows that Americans citecardiovascular disease (46%),weight (32%)and cancer (22%) as their top health con-
cerns. Along with these issues that can af-fect people as they age, almost one in fiveAmericans (19%) cite healthy aging as a tophealth concern.
The2011 IFIC Functional Foods/Foodsfor Health Surveyalso shows that peopleoften look to food for its health benefits.Ninety percent of Americans can name atleast one food and its associated benefit and
76% say functional foods, or foods that canpromote health, can have a meaningful im-pact on their health when they consumethem. The foods and food componentsAmericans look to themost to help improveor maintain their health are: fruits and veg-etables, fish/fish oil, dairy, whole grains andherbs and spices.The top components withbenefits mentioned in the survey include
Industry News
Maintaining health and reducing riskof disease is at the forefront of manyconsumersminds as they age.IFICs 2011 Foods for Health Survey
FDA Releases NDI Draft Guidance
Trade associations respond, requesting an extendedcomment period.
Potentially affecting consumer access to dietary supplements,
FDA released its much-anticipated draft guidance for New Di-
etary Ingredient (NDI) notications in July.
The Natural Products Association (NPA), Washington, D.C.,
voiced concern that FDA might be overstepping Congresss in-
tent as expressed in the Dietary Supplement Health and Educa-
tion Act (DSHEA), ultimately limiting the number of products in
the marketplace.
The draft guidance answers a lot of questions for the industry,
but it also raises concerns about its overall impact, said Cara
Welch, PhD, vice president of scientic and regulatory affairs with
NPA. It could profoundly affect the ability of Americans to get
the supplements they want and need.
In terms of proving that an ingredient was on the market be-
fore 99, FDA is asking for much more from the industry than
most companies can probably produce, she added. These re-
quirements will reduce ingredients meeting the established
grandfathered status to a regrettably small number.
NDI notications are required for: components of food mar-
keted after 99; a change in solvent when processing an ingre-
dient; a change in manufacturing that produces nanoscale
particles; and each manufacturer of each supplement containing
an NDI. The agency further claried that synthetic versions of di-
etary ingredients require an NDI notication, with the exception of
synthetic botanical constituents, FDA has declared are not con-
sidered dietary ingredients. These situations, experts contend,
have the potential to impact dietary supplement manufacturers
far and wide.
Today, half of all Americans trust dietary supplements and use
them as part of a healthy lifestyle, noted Dr. Welch. For them and
for our industry, its
vital that we make
sure consumers con-
tinue to have access
to popular, safe di-
etary supplements.
In a joint state-
ment, NPA, the
American Herbal
Products Associa-
tion (AHPA), the Con-
sumer Healthcare
Products Association (CHPA), the Council for Responsible Nutrition
(CRN) and the United Natural Products Alliance (UNPA) requested
an extension for submitting comments on the document.
Members of our respective organizations believe additional
time is needed to adequately prepare meaningful feedback for
the agencys consideration. Therefore, on behalf of AHPA, CHPA,
CRN, NPA and UNPA members, we are requesting that FDA ex-
tend the submission deadline by an additional 5 days (i.e., No-
vember 7, 20).
Steve Mister, president and CEO of CRN, said the draft guid-
ance is simply that; it is not a new regulation and does not create
new rights or responsibilities for the industry. Nevertheless, this
draft guidance does represent an important step for the dietary
supplement industryand for the agencyas it demonstrates
further implementation of the requirements of DSHEA and will
give companies clearer understanding of FDAs expectations
under the law.
He added, This guidance has potential for short- and long-
term implications for our industry and for our consumers ability
to have access to in-demand products and we want to be sure
the guidance is appropriate, reasonable and practical for industry
and the more than 50 million consumers who use dietary sup-
plements year after year.
FDAs new NDI Guidance could have a seriousimpact on the dietary supplement industry
and ultimately consumers.
Nutraceuticals World www.nutraceuticalsworld.com September 20
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:54 PM Page 14
Industry News
calcium (92%) and vitamin D (90%) forbone health, protein (87%) and B vitamins(86%) for overall well-being, omega 3 fattyacids (85%) for heart health and probiotics(81%) and fiber (79%) for digestive health.
Associations OpposeSupplement Labeling BillThe Natural Products Association (NPA),Washington, D.C., has launched a grass-roots campaign to oppose the DietarySupplement Labeling Actrecently intro-duced in Congress by Senator RichardDurbin (D-IL).NPA is urging its more than1900members to ask their legislators to op-pose the bill by sending them a letter atwww.npainfo.org/Durbin. Among otherprovisions, the bill would direct the De-partment of Health and Human Services(and presumably FDA) to create a list of in-gredients and proprietary blends of ingre-dients thatcould cause potentially seriousadverse events. According to NPA, thisoverly broad language (e.g., no definition isoffered ofcould cause) takes the regula-tion of supplements well beyond the cur-rent, effective rules governing the industry.Sen. Durbin cited the issue of energy
drinks and foods masquerading as dietarysupplements when introducing the legisla-tion. The most controversial part of the Di-
etary Supplement LabelingActmay be its re-quirement for product registration, a changethat Sen. Durbin has sought in the past.TheNPA supports actions by the FDA to
hold accountable those who violate the law,and weve done our part through self-regu-latory activities to ensure accuracy, qualityand safety in the dietary supplement indus-try, said John Gay, NPA executive directorandCEO.We believe, however, that currentregulations are sufficient. The U.S. supple-ment industry has an excellent safety record,and burdensome, duplicative new regula-tions are not needed.It may appear that this proposal has an
uphill climb in this Congress,he added,butit is important that we do not let bad bills getany traction. If we do not make our positionknown,we could find ourselves facing a billwith 30 co-sponsors.Things change in Con-gress, and when and if this bill moves wewant it to start from the one yard line, notfrom the 50.The Council for Responsible Nutrition
(CRN), Washington, D.C., also said it op-poses the bill. Steve Mister, president andCEO, CRN, called itmisguided.The bill contains duplicative require-
ments that already exist under current lawthat gives FDA the proper legal authority totake action to protect consumers andmain-
tain safety standards,he said.FDA needsto continue working toward becoming amore efficient steward of its resources, andwe continuously call on the agency to use itspower under the law.We urge Sen. Durbinto join us in that effort.
Novel Antioxidant Foundin Tomato PlantsA team of researchers from the Institute ofMolecular and Cell Biology (IBMCP)ajoint center of the Universitat Politcnica deValncia (UPV) and CSIC, the Spanish Na-tional Research Councilhave identified anovel and potent natural antioxidant occur-ring in tomato plants. The phenolic sub-stance is synthesized by the tomato plantwhen it is subjected to biotic stress.TheUPVand CSIC have registered the national andinternational patents of the new antioxidantand the laboratory procedures used to iso-late and synthesize it chemically. The find-ing was recently published in the journalEnvironmental and Experimental Botany.IBMCP researchers point out that the an-tioxidant potency of the new compound ishigher (about 14 times higher) than resver-atrol. In addition, it is 4.5 times more potentthan vitamin E and 10 times more potentthan vitamin C. This substance could havemultiple applications. It could be used as a
Reports Available
Awareness of omega 3 fatty acids, among the most important
nutrients for physical and mental health, has reached critical
mass, according to a new Packaged Facts report titled Omega-
3: Global Product Trends and Opportunities. Correspondingly,
the number of consumers who are seeking high-omega products
has increased dramatically over the past few years. In the U.S.
market, for example, 9% of grocery shoppers buy high omega 3
food or beverage products in a typical grocery shopping trip, and
the percentage of adults who take sh oil supplements has
jumped from 8% in 2006 to 17% in 2011. Packaged Facts esti-
mates that global consumer spending on omega 3 food and bev-
erage products (excluding sh), health and beauty care products
(including supplements), and pet products will reach $13 billion in
2011. For further information: www.packagedfacts.com
The omega 3 category is expected to witness considerable
growth, as it continues penetrating the functional food and di-
etary supplement markes, according to a new report from Mar-
kets and Markets titled Omega 3 & 6 Market by Source,
Applications, Geography Trends & Global Forecasts (2011-
2016). This market research study provides individual forecasts
for marine, algal and flaxseed oils. The study also analyzes the
supply chain, raw material supply, regulatory issues and com-
petitive structure of the market. It provides qualitative analysis
of the omega 6 ingredients market as well. For further informa-
tion: www.marketsandmarkets.com
A small number of products for specic diseases have been in-
troduced over the years, but companies have only recently
started to focus on the specic nutritional requirements of pa-
tients with different diseases in depth. A new report from Busi-
ness Insights examines the potential of this burgeoning market
by identifying areas of unmet need and the companies looking to
cater to this demand with new product development. The grow-
ing aging population and the fact that healthcare systems across
the globe are under nancial pressure are driving interest in this
emerging area. Research is, for example, investigating the possi-
bility that integrating nutrition in therapeutic schedules for cancer
might improve treatment outcomes. For further information:
www.business-insights.com
September 2011 www.nutraceuticalsworld.com Nutraceuticals World 1
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:54 PM Page 15
Industry News
preservative in food for human consump-tion, or in animal fodder, because of its ac-tion as a retarder of lipid oxidation. Thecompound could also have major applica-tions in the pharmaceutical industry.
Codex Decides on KeySupplement IssuesThe Codex Alimentarius Commission(CAC) has agreed on a way forward for keyissues in the food supplement sector, in-cluding steviol glycosides, nutrient refer-
ence values, genetically modified organ-isms and fish oils, according to the Interna-tional Alliance of Dietary/Food SupplementAssociations (IADSA). At its July meetingin Geneva, CAC, the highest decision-mak-ing body in Codex, adopted theGeneralPrinciples for Establishing Nutrient Refer-enceValues (NRVs) ofVitamins and Miner-als for the General Population. It alsoadopted aCompilation of CodexTexts Rel-evant to the Labeling of Foods Derivedfrom Modern Biotechnology, following a
decision from its food labeling committeeto discontinue work on definitions and la-beling conditions for genetically modifiedorganisms (GMOs) following no agree-ment, and to develop the compilation ofexisting Codex texts instead. Thirdly, theCAC endorsed the decision of its CodexCommittee on Fats and Oils (CCFO) to de-velop aStandard for Fish Oils,which willcover oil from fish and shellfish; and on theadditives front, it agreed to a maximumlevel for the use of steviol glycosides (INS
EFSA Finalizes Review ofGeneral Function Claims
Panel approves about one in five of the 2758claims evaluated.
This summer the European Food Safety Authority (EFSA) issued its
nal evaluations regarding Article 3. general function health
claims, excluding those related to botanical substances, culminat-
ing more than three years of work by experts.
Since 2008, the panel has assessed 2758 food-related general
function health claims to determine whether they were supported
by sound scientic evidence, thereby assisting the European Com-
mission and Member States in the establishment of a list of claims
authorized for food. These approved
claims will enable European consumers to
make informed choices about their diet.
This very challenging task was com-
pleted thanks to the dedication and com-
mitment of the experts on the NDA Panel
in collaboration with EFSA staff, who have
had to cope with an unprecedented and
unforeseen workload, coupled with very
tight deadlines and often poor information,
said Professor Albert Flynn, chair of
EFSAs NDA Panel. Despite these chal-
lenges our experts have assessed the
claims consistently and fairly to the highest possible scientic
standards. All this was achieved within the deadline agreed with
the Commission.
The outcomes of evaluations were favorable when there was
sufcient evidence to support the claims. This was the case in
about one in ve claims, which related mainly to: vitamins and min-
erals; specic dietary bers related to blood glucose control, blood
cholesterol or weight management; live yogurt cultures and lactose
digestion; antioxidant effects of polyphenols in olive oil; walnuts
and improved function of blood vessels; meal replacement and
weight control; fatty acids and function of the heart; the role of a
range of sugar replacers (such as xylitol and sorbitol) in maintain-
ing tooth mineralization or lowering the increase of blood glucose
levels after meals; and carbohydrate-electrolyte drinks/creatine
and sports performance.
Experts issued unfavorable opinions in cases where the informa-
tion provided did not allow a relationship between the food and the
claimed effect to be established. Reasons included: lack of informa-
tion to identify the substance on which the claim is based (e.g.,
claims on probiotics, or on dietary ber without specifying the
particular ber); lack of evidence that the claimed effect is indeed
benecial to the maintenance or improvement of the functions of
the body (e.g., food with antioxidant properties and renal claims
related to water elimination); lack of precision regarding the health
claim being made (e.g., claims referring to terms such as energy
and vitality, or claims on womens health or mental energy); lack
of human studies with reliable measures of the claimed health ben-
et; claims referring to food categories
which were considered to be too broad,
such as fruits and vegetables and dairy
products to be linked to specic effects.
EFSAs work on general function health
claims has highlighted the importance of
constructive dialogue between risk asses-
sors, scientists, decision-makers and
stakeholders and has contributed to our
thinking on the future shape of our organi-
zation, said Catherine Geslain-Lanelle,
EFSAs executive director. As a result,
EFSA plans to launch an applications help
desk to facilitate dialogue with applicants. By ensuring there is a
shared understanding of the scientic evidence required, the work
we have undertaken will, we trust, support the work of industry by
helping to establish future directions for research and innovation.
The NDA Panel will continue to assess health claims, such as
those submitted by individual applicants concerning claims based
on childrens development or health. Following a meeting with
stakeholders last year, EFSA has nalized a guidance document
for health claims related to gut and immune function and has
launched online consultations on guidance for health claims re-
lated to: bone, joint and oral health; oxidative damage and cardio-
vascular health; and satiety, weight management and blood
glucose concentrations.
EFSA has issued a positive opinion on liveyogurt cultures and lactose digestion.
Nutraceuticals World www.nutraceuticalsworld.com September 20
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:54 PM Page 16
September 2011 www.nutraceuticalsworld.com Nutraceuticals World 17
Industry News
960) as an additive in food supplements, atthe level of 2500 mg/kg as proposed byIADSA. This level and use applies only tochewable food supplements.
India NutraceuticalsMarket RisingMore than 200 experts from the fields ofnutrition science, pharmacy and health-care attended a conference in India inJune to discuss the future of the countrysfood supplement and nutraceuticals mar-ket as it continues to display fast growth,with new regulation on the horizon. Theconference, co-organized by IndiasHealth Foods and Dietary SupplementsAssociation (HADSA) and the Federationof Indian Chambers of Commerce and In-dustry (FICCI), was the third InternationalConference on Nutraceuticals, DietarySupplements and Functional Foods. Par-ticipants at the conference highlightedconsumer trust through the provision ofsafe and sustainable products as a key fac-tor for the nutraceuticals market, and ad-dressed the challenges at play, such as therapidly growing market and customiza-tion issues.The market in India has good potential
both locally and internationally as consumerdemand for products grows across theworld,saidAjit Singh, chairman ofHADSA.Last year it was estimated to be worth $2billion.Therefore it is important that we ad-dress the emerging opportunities in regula-tion and in customizing nutraceuticals.According to a Frost & Sullivan-FICCI
knowledge paper launched at the event, theIndian nutraceuticals market is expected togrow 16% year-on-year for the next fiveyears, reaching roughly $5 billion.Speaking at the event, Simon Pettman,
executive director of the International Al-liance of Dietary/Food Supplement Asso-ciations (IADSA), said: The market inIndia is growing fast and with as much po-tential as many of the fastest growing tech-nology sectors. Increasingly, productconcepts that once would have been onlylocal are now starting to have a regionaland global distribution.Mr. Pettman saidIndias food supplement sector was still inthe early stages of achieving its potentialand stressed the importance of investing inproduct quality.
NPA Endorses ExpandingHSA and FSA Coverageof SupplementsThe Natural Products Association (NPA),Washington,D.C., said it supports legislationrecently introduced in Congress that wouldallowAmericans to use their Health Spend-ing Account (HSA) and Flex SpendingArrangement (FSA) dollars on dietary sup-plements and meal replacement products.TheFamily and Retirement Health Invest-ment Act of 2011was recently introducedin the U.S. Senate by Senator Orrin Hatchand in the U.S. House by RepresentativeErik Paulsen.John Gay, executive director and CEO of
NPA said the bill would be an importantstep in promoting preventative health andwellness, and reducing overall healthcarecosts.Current law allows these dollars to bespent on prescription drugs but not supple-ments. NPA supports increased access tosupplements as part of our healthcare sys-tem so that it is truly a healthcare system andnot simply a disease treatment system. Let-ting HSA and FSA funds apply to supple-ments would bring us closer to that goal.Mr.Gay encouragedNPAmembers and theindustry to ask their senators and represen-tative to support the legislation as it worksits way through Congress.
Stevia AwarenessOutpaces SucraloseAwareness of stevia has grown rapidlyalongside a positive perception in the mar-ketplace, according to findings from a newconsumer study from PureCircle InsightsGroup. The study also identifies a starkcontrast between stevia development andother high intensity sweeteners.As of May2011, stevia awareness reached 62%, from46% just a year earlier in the general U.S.population. According to the study, steviahas now surpassed sucralose, which had42% recognition, since its launch in 1998.The study, based on a survey of consumersacross the U.S. in May 2011, covered suchareas as awareness, perception and pur-chase interest of branded and unbrandedsweeteners in the U.S. market, includinginterest in their use across a broad set offood and beverage categories.We had a hypothesis in early 2009 that
the stevia market needed to be looked at
very differently from earlier high intensitysweeteners,said Jason Hecker, vice presi-dent of global marketing and innovation,PureCircle.Traditionally, branded sweet-eners have had much greater awarenessand positive impression than their un-branded counterparts. Overall, the trendswith stevia are the reverse. The data indi-cates that consumers find the unbrandedmessage, in fact, to be the most natural.Perhaps this shouldnt be completely sur-prising as the commonly used term for thesweetener is also the name of the plant.
Provexis to StrengthenHeart Health PortfolioU.K.-based Provexis plc has entered a de-velopment agreement with DSM Nutri-tional Products, Parsippany,NJ, to develop anew ingredient based on DSM-owned in-tellectual property. Provexis plans to developthe naturally-derived casein, progressthrough clinical trials and gain the necessaryregulatory approvals.The partners will iden-tify themost appropriate commercializationarrangements before the product islaunched.Thismarks a second collaborationfor the two companies, after Provexis pro-prietary heart health technology, Fruitflow,was licensed to DSM in 2010. The acquisi-tion serves to strengthen Provexis pipelineof technologies for the functional and med-ical foods sectors, which now includes aplantain-derived extract for the treatment ofCrohns disease and work on an ingredientderived from cruciferous vegetables for car-diovascular inflammation.
Nestl Health SciencePartners with Vital FoodsFocused on digestive health issues, Switzer-land-based Nestl Health Science has be-come a strategic investor in NewZealand-basedVital Foods, taking a minor-ity stake in the company. The terms of thetransaction were not disclosed. NestlHealth Science was established in January2011 to pioneer personalized nutritional so-lutions to address chronic medical condi-tions, such as gastrointestinal disorders,metabolic conditions and cognitive decline.Nestl Health Science said it is interested inVital Foodsportfolio of dietary supplementsfor digestive health, particularly constipa-tion. The dietary supplementsKiwi Crush
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:54 PM Page 17
Industry News
and Phloeare already widely used andrecommended inNewZealand and are sup-ported by clinical trials. Founded in 1991with strong agricultural science credentials,Vital Foods has captured a strong marketposition in theNewZealandmarket with itskiwifruit-based digestive health products.The range is being expanded to focus onmaintaining consumersdigestive health andwell-being.
GanedenBC30Crosses the PondBringing its probiotic ingredient Gane-denBC30 to the U.K., India, Poland andFrance, Ganeden Biotech, Cleveland, OH,has partnered with U.K.-based CorneliusHealth and Food. Cornelius will promoteand raise awareness for the Ganeden brandin various food industries, such as bakery,confectionery and dairy.Ganedens vision todevelop new, innovative and patented tech-
nologies and applications will translate toCornelius goal of providing products thatare leading todays functional food and bev-erage markets.
AHPA Approves DMAALabeling RequirementThe American Herbal Products Association(AHPA), Silver Spring, MD, has approved atrade requirement for the labeling of prod-ucts containing the ingredient 1,3-dimethy-lamylamine (DMAA). The traderequirement, which becomes effective onJanuary 13, 2012, requires thatAHPAmem-bers do not label 1,3-dimethylamylamine,whether identified by this name or any syn-onym, as geranium oil or as any part of thegeranium plantwhether by the commonname of geranium or by the botanical nameof any plant known as geranium.Nothing inthe new requirement prevents labeling ofany compound that is in fact derived from
geranium plant materials by that com-pounds common or usual name.
Cott Licenses pTeroPure fromChromaDexCott Beverages Inc., Dunkirk, NY, a sub-sidiary of Cott Corporation, and Chro-maDex, Irvine, CA, have entered a licensingand supply agreement for the joint develop-ment of a clinically-backed, proprietary in-gredient blend to serve the food andbeverage, nutraceutical and cosmetic mar-kets. The agreement provides Cott access toChromaDexs pTeroPure pterostilbene plat-form. For ChromaDex, the agreement rep-resents an opportunity to license its growingportfolio of intellectual property.
JISSN Highest Rated SportsNutrition JournalThe Journal of the International Society ofSports Nutrition (JISSN), an open-access,
Heart Health & Fiber Drive Consumers toHealth Products
More consumers are being proactive and looking forhealthy ingredients.
A shift in thinking has occurred in supermarket aisles across
the country, according to Shopping for Health 20, a yearly
study released by the Food Marketing Institute (FMI) and Pre-
vention magazine, and published by Rodale Inc. Shoppers
used to care most about undesirable characteristics their
foods were devoid of: fat, sugar, salt, calories, etc. Now, how-
ever, fortification and the inclusion of key health ingredients are
on the rise, with fiber (44%) being the most sought-after com-
ponent; whole grain (36%), protein (27%), omega 3 (23%) and
antioxidants (6%) follow.
While the main criteria for healthy foods was previously deter-
mined by ingredients it did not contain, todays shoppers are now
instead wondering whats in their food, seeking to better under-
stand the nutritional components of what they eat, said Cary Sil-
vers, director of consumer insights for Prevention.
About half of shoppers have bought cranberry juice, dark
chocolate or almonds in the past year, due in part to marketing
campaigns and news coverage touting the health benets of
these so-called superfoodsdubbed as such because they
contain large quantities of specic nutrients. Shoppers are also
purchasing green tea (43%), pomegranate juice (25%) and Greek
yogurt (2%).
Certain health claims are also proving to be attractive to cus-
tomers. When purchasing food, heart health (73%) is the top
health claim on packaging that matters to con-
sumers. More energy (7%), digestive health
(66%) and improving mind health (65%) follow
closely behind.
But despite this attention to
healthy foods, lack of planning is
trumping health in the decision-mak-
ing process at the American dinner
table, as 72% of shoppers decide
what to have for dinner that day.
When same-day decisions for dinner
are made, health (52%) falls well be-
hind taste (73%), quickness of prepa-
ration (60%) and craving (52%). Lack
of meal planning is so pervasive that
one-in-four shoppers (24%) decide
what to have for dinner within one
hour before eating.
Shoppers can take many routes to
healthy eating, including how they
shop, how they prepare food and how they eat. Substantial num-
bers make an effort in each of these areas: 44% use a list when
shopping for healthy food most of the time; 54% have tried a
new healthy recipe in the past year.
Half of shoppers say they dont actively monitor their calorie
intake on a daily basis but do make an effort not to consume too
many calories at a time. About half say they are paying more at-
tention to consuming fewer calories than they did two years ago;
the same share say they are paying the same amount of atten-
tion; and just 6% say they are paying less attention.
Todays shoppers areinterested in whats intheir food (i.e., vitamins,fiber, etc.) instead ofwhats not (i.e., salt,sugar, calories, etc.).
Nutraceuticals World www.nutraceuticalsworld.com September 20
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:55 PM Page 18
September 2011 www.nutraceuticalsworld.com Nutraceuticals World 19
Industry News
peer-reviewed journal published by BioMedCentral, has received an official Impact Fac-tor score of 2.68, according to a Journal Cita-tion Report (JCR), placing the JISSN as thehighest rated sports nutrition related jour-nal. A journals Impact Factor is often usedas a means of assessing the quality of arti-cles publishedwithin the journal and impactthe journal ismaking on the field. JISSN alsoplaced among the top 12%of journals in theSports Sciences category (ninth of 79 jour-nals) and among the top 32% of journals intheNutrition&Dietetics category (22nd outof 70 journals).
ERSP EvaluatesLuraLean ClaimsThe Electronic Retailing Self-RegulationProgram (ERSP) has determined that clini-cal studies on a key ingredient, LuraLean,provide adequate support for performanceclaims made by DR-Hos for its SlimmiesWeight Loss Chocolates. The marketeragreed to voluntarily modify other claims asrecommended by ERSP.ERSP, the electronic
direct-response industrys self-regulatoryforum, is administered by the Council ofBetter Business Bureaus (CBBB) with policyoversight by the National Advertising Re-view Council (NARC). The marketers ad-vertising came to ERSPs attention pursuantto its ongoing monitoring program. ERSPreviewed online advertising for Slimmiesand identified several claims for review.As support for performance claims,
DR-Hos submitted various studies relat-ing to LuraLean, a form of glucomannan,and its effect on feelings of fullness andsatiety. The marketer explained that glu-comannan is a water-soluble dietary fiberderived from the konjac root. These stud-ies demonstrated that participants whoconsumed LuraLean prior to meals wereable to achieve greater weight loss thanwhile on a control treatment. Other stud-ies submitted showed that LuraLean ef-fectively reduced glucose levels.Regarding the claim that Slimmies canabsorb fat, DR-Hos informed ERSP that itwill modify the language to more accu-
rately reflect LuraLeans effect on meta-bolic activity.
Norway Company EntersSalmon Oil MarketHofseth Biocare (HBC), the Oslo, Norway-based division of Hofseth International AS,is entering the global salmon oil market.Thecompany enjoys global patent protection onitsmethod for processingmarine biomass ina low temperature, enzyme-driven process.This approach yields ingredients like salmonoil that are fresh,pure and 100% sustainable,with no impact onwild salmon populations,according to the company. The companystarts with fresh salmon and extracts virginsalmon oil within 24 hours. Rapid process-ing time and unmatched capacity and trace-ability make the companys offerings a newand interesting option for soft gel and liquidsupplement marketers and manufacturers.
Thorne Research AcquiresRights to CoQ10 FormulationSandpoint, ID-basedThorne Research, Inc.,
GELITA USA Sioux City, IA www.gelita.com [email protected]
GELITA Collagen Proteins. Innovative and Healthy Ideas.
The VITARCAL concept consists of a holistic range of collagen proteins, specifi cally optimized for reducing energy density in calorie management products.
The collagen peptides comprising FORTIGEL are scientifi cally proven to stimulate joint cartilage regeneration.
Geliko Kosher gelatine products are certifi ed Kosher pareve by the Orthodox Union. Health-concious consumers know the OU logo stands for quality beyond question.
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:55 PM Page 19
Industry News
has acquired the exclusive global rights tomarket Q-Cell, an advanced CoQ10 formu-lation previously marketed under the brandname Q-Best. Q-Cell has a unique, tri-lipidgel-based formulation that has been shownto increase absorption rates by up to 10-foldin comparison to dry powder supplements.The proprietaryQ-Cell formulation preventscrystallization, an after effect of someCoQ10formulas that can disrupt the absorptionprocess when metabolized in humans.To-gether with our recent alignment withHelsinn Pharmaceuticals, the addition ofQ-Cell to our portfolio represents anothermajor milestone in our efforts to developand market the finest supplements for arange of health needs, including supportivecare in the oncology market,said Paul Ja-cobson, CEO,Thorne Research.
FutureCeuticals TeamsUp with BioBoronResearch InstituteLooking to advance the scientific study
and global commercialization of FruiteX-B calcium fructoborate, a patented, nature-identical plant mineral complex,FutureCeuticals, Inc., Momence, IL, hasformed a strategic alliance with theBioBoron Research Institute and its direc-tor, the renowned chemist Dr. Ion Romu-lus Scorei. The collaboration creates apotent discovery engine for FutureCeuti-cals proprietary product.As part of the co-operative research, Dr. Scorei and his teamwill contribute to the chemical and bio-logical differentiation of calcium fructob-orate from other boron-based compoundsand borate complexes.
Sunsweet PurchasesFunction DrinksYuba City, CA-based Sunsweet Growers hasacquired FunctionDrinks,which is known forits line of dietary supplement beverages.Theacquisition is part of Sunsweets ongoing ini-tiative to leverage its resources to help emerg-ing beverage brands break through to
mainstream success. In conjunction with thetransaction, Sunsweet formed a whollyowned subsidiary named Disruptive Bever-ages Inc (DBI). DBI has been formed to helpdrive the growth of developing beveragecompanieswith strong products and ideas intodays increasingly competitive and capital-constrained landscape. Function is the firstfull acquisition as part of this plan and stronginterest remains in finding additional emerg-ing brands to add to its portfolio.Function co-foundersDaytonMiller, Josh Simon andAlexHughes will continue tomaintain leadershippositions in the company. While Sunsweetwill leverage its resourceswherever synergiesexist, the Function business will continue tooperate on afairly standalone basis.
Emerson to DistributeMetagenics ProductsNationallyEmerson Ecologics, LLC, Bedford, NH,has expanded its partnership with Meta-genics San Clemente, CA, becoming a
FDA Seeks Comment on Gluten-Free Labeling
Agency believes its proposed rule published in 2007remains valid.
As awareness of gluten intolerance and sensitivity increases, FDA
is looking to dene gluten-free for labeling food products, in-
cluding dietary supplements. The agency reopened the public
comment period on its proposed gluten-free labeling rule pub-
lished on January 3, 7. FDA is also seeking comments on a
report regarding the health effects of gluten in people with celiac
disease. The report includes a safety assessment on levels of
gluten sensitivity in people with the disease.
Technically, gluten represents specic proteins that occur nat-
urally in wheat. However, the term gluten is commonly used to
refer to certain proteins that occur naturally not only in wheat, but
also in rye, barley and crossbreeds of these grains and that can
harm people who have celiac disease.
Eating gluten doesnt bother most consumers, but some peo-
ple with celiac disease have health-threatening reactions, and
they need to know whether a food contains gluten. According to
the National Institutes of Health (NIH), celiac disease affects as
many as 1% of the U.S. population. Currently the only treatment
for this disorder is a life-long gluten-free diet.
Having a federal denition of gluten-free is critically impor-
tant, said Andrea Levario, executive director of the American
Celiac Disease Alliance. If we have one national standard, the in-
dividual will know that all products labeled gluten-free will have
no more than a minimal
amount of gluten.
FDA has been working to
dene gluten-free in an ef-
fort to: eliminate uncertainty
about how food producers
may label their products and
to assure consumers who
must avoid gluten that foods
labeled gluten-free meet a
clear standard established
and enforced by FDA.
In 7, FDA proposed to
allow manufacturers to label
a food gluten-free if the
food does not contain any of
the following: an ingredient
that is any type of wheat,
rye, barley or crossbreeds of these grains; an ingredient derived
from these grains and that has not been processed to remove
gluten; an ingredient derived from these grains and that has been
processed to remove gluten, if it results in the food containing
or more parts per million (ppm) gluten.
In the notice reopening the comment period, FDA stated that it
continues to believe the proposed denition of gluten-free is
the correct one. FDAs notice also describes current analytical
methods that can reliably and consistently detect gluten at levels
of ppm or more in a variety of foods.
Having a federal definition ofgluten-free is critically important,
so people know that all products la-beled gluten-free will have no more
than a minimal amount of gluten.
Nutraceuticals World www.nutraceuticalsworld.com September 11
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:55 PM Page 20
Industry News
national distributor for its full productline of nutritional supplements. For morethan 25 years, Emerson Ecologics hasbeen a West Coast distributor for Meta-genics. The expanded agreement enableshealthcare practitioners throughout theU.S. to order all Metagenics products di-rectly from Emerson. Metagenics has alsoqualified as an Emerson Quality ProgramGold Partner.The program is an exclusivequality assurance program that verifiesquality manufacturing procedures andstandards, as well as the potency,bioavailability and certainty of raw mate-rials used in nutritional supplements.Metagenics maintains triple Good Manu-facturing Practices (GMP) certification
from the three leading independent qual-ity organizations.
PureCircle & Firmenich InkDistribution AgreementAccelerating the commercialization of itsnew NSF-02 natural flavor, PureCircle, OakBrook, IL, has signed a global, multi-yeardistribution agreement with Switzerland-based Firmenich. PureCircle recentlylaunched its PureCircle Flavors product line,including NSF-02, which is designed towork in combination with the companyshigh purity stevia sweeteners, Reb A andSG-95, and sugar or high fructose cornsyrup, enhancing flavor, sweetness and tasteof food and beverages. Under the agree-
ment, Firmenichwill have exclusive rights tocommercializeNSF-02 both as a standaloneingredient and within the companys flavorsystems. PureCircle will retain rights to dis-tribute directly in select accounts. Also, aspart of the agreement, the two companieswill further collaborate on marketing andregulatory activities that will accelerate theadoption of the new flavor modifier acrossglobalmarkets beyond theU.S.,whereNSF-02 has Generally Recognized As Safe(GRAS) status.
ConsumerLab.com TestsCoconut Water Brands,Menopause SupplementsCoconut waterthe natural juice from
Stage Set for New Superfruit Stars
Strong supply chains and effective marketing of healthbenefits will lead to success.
Growing consumer awareness regarding the health benets as-
sociated with the high antioxidant content of superfruits has
helped to drive activity, bringing many little known fruits into the
mainstream market, according to The Netherlands-based Innova
Market Insights. Activity has been reected in growing use of su-
perfruits as ingredients and avorings in a
wide range of food and drink products.
Innova recorded a 10% rise in the number of
product launches marketed on a superfruit plat-
form in the year to the end of May 2011 over
the previous 12-month period. The soft drinks
category saw the greatest number of launches,
equivalent to nearly 40% of the total, primarily
in the fruit drinks and wellness drink arenas. But
there were products with superfruit ingredients
launched across most other sectors, led by
confectionery, dairy products, fruit and veg-
etable products and desserts and ice cream.
In terms of types of fruit, pomegranate ap-
pears to have emerged as the leader, accounting for more than
40% of the launches tracked containing a superfruit during the
June 2010 to May 2011 period. Other fruits are also continuing to
grow in popularity, including acai, goji and other berries. In the U.S.,
Innova Market Insights recorded highest levels of product activity in
pomegranate, ahead of blueberry, although interest in acerola also
appeared to be increasing, and there was ongoing interest in goji.
U.K. launches were focused strongly on pomegranate and berries,
particularly cranberries, blueberries and acai, while Germany has
seen rising levels of interest in Sanddorn (sea buckthorn).
New fruits are emerging on the superfruit bandwagon, all focus-
ing on high levels of antioxidants, often by comparison with levels in
more established superfruits, and often moving into food and drinks
following a period of launches in supplement form. The Maqui berry
from Chile (Aristotelia chilensis), also known as the Chilean
Wineberry, is one example of this trend.
Lu Ann Williams, head of research for Innova Market Insights,
noted that with so many different types of tropical and exotic
fruits, it is difcult to predict where the new success stories will
come from. But what is almost inescapable is that there will con-
tinue to be new varieties put forward as the market develops and
these will have to compete alongside more
established and familiar varieties. The ability
to supply the quantities needed and market
their multiple benets successfully will be key
to their future, as well as the willingness of
mainstream food and drinks companies to
take them up as ingredients in their products,
she concluded.
In other developments, ConsumerLab.com,
White Plains, NY, recently issued a review arti-
cle on baobab (Adansonia digitata) fruit pulp,
which is native to West Africa, saying the su-
perfruit has become an attractive ingredient
thanks to its tangy taste, high ber content and
antioxidant properties.
Dried baobab fruit pulp was approved for use as a food additive
in Europe in 2008. In 2009, FDA determined it was Generally Rec-
ognized As Safe (GRAS) for use as an ingredient in blended fruit
drinks at a level of up to 10% and up to 15% in fruit cereal bars. Oil
from baobab seed is used in various cosmetic products.
Baobab fruit pulp demonstrates signicant antioxidant activity in
the laboratory. Marketers claim its ORAC (oxygen radical ab-
sorbance capacity) value is double that of pomegranate and cran-
berries, and signicantly greater than fruits such as blueberries,
raspberries and blackberries.
Pomegranate has been leading productlaunches during the last year, accountingfor more than 40% of the introductions.
September 2011 www.nutraceuticalsworld.com Nutraceuticals World 21
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:55 PM Page 21
Industry News
green coconutsis often touted as a natu-ral alternative to sports drinks. But does itreally deliver?It depends on the brand,according to ConsumerLab.com president,Tod Cooperman, MD. ConsumerLab.comrecently purchased and tested three of themost popular brands of coconut water:O.N.E. Coconut Water, Vita Coco 100%Pure CoconutWater and Zico Natural PurePremium Coconut Water. Test resultsshowed that two of the products had farfewer electrolytes than claimed. One hadonly 18% of the listed amount of sodium,the key electrolyte for rehydration. The
other had only 59% of its promised level ofsodium.Magnesium levels were also lowerthan claimed (77% and 64% of the listedamounts). Only one of the three popularcoconut water products delivered itsclaimed electrolytes.Coconut waters have become a big
business.The company behindVita Coco,All Market Inc, predicts $100 million insales this year for its product alone.Among the coconut waters tested byConsumerLab.com, all contained signifi-cant amounts of potassium (about 570mg to 670 mg per serving), which is about
25% more than in a banana. However,this amount of potassium is not essentialfor efficient rehydration. Sodium, whichaccounts for the vast majority of mineralloss during exercise, is much more im-portant. Amounts of sodium in the co-conut waters ranged from just 11 mg (ina 330 mL suggested serving) to 160 mg(in a 414 mL suggested serving). Typicalsports drinks such as original Gatoradeprovide about 110 mg of sodium per cup(8 fluid ounces or 240 mL).In a separate review, Consumer-
Lab.com provided quality ratings for
Recent Certifications & Approvals
Robinson Pharma Inc. (RPI), Santa Ana, CA, has obtained conrma-
tion that its Omega-3 30% Fish Oil Softgels have been veried
through the USP Dietary Supplement Verication Program (DSVP),
earning the right to use the USP Veried Mark on its product label.
USP DSVP uses a rigorous standard that exceeds the federally man-
dated Good Manufacturing Practices (GMP) regulation. USP con-
ducted audits of Robinson Pharmas facility and quality systems,
including a review of staff training, manufacturing operations, supply
chain qualication for all ingredients used in the manufacture of the
product, and the stability studies for the product post manufacturing.
RPI has also received conrmation that four of its joint health for-
mulas manufactured in tablet form have been approved through the
USP DSVP. The products include Glucosamine HCL, Glucosamine
HCL with MSM, Glucosamine with Chondroitin and Glucosamine,
Chondroitin, MSM, with Vitamin D.
Aker BioMarine Antarctic, Oslo, Norway, has received conrmation
from FDA that the agency has no objections to the companys New
Dietary Ingredient (NDI) notication for Superba Kill Oil. FDA re-
viewed extensive toxicology and clinical research data obtained
from animal and human testing, which provides support for evi-
dence of safety. Aker BioMarine further provided detailed composi-
tion of krill oil, including the most extensive elucidation to date
showing 69 distinct choline-containing phospholipids, believed to
be responsible for the unique benets of krill.
FDA has also accepted with no objections the notication of the
companys independent Generally Recognized As Safe (GRAS) de-
termination for Superba Krill Oil for use as a food ingredient.
Nordic Naturals, Watsonville, CA, has earned certication from NSF
International, verifying that the companys new LEED-designed cor-
porate headquarters complies with Good Manufacturing Practices
(GMP) as set forth in NSF/ANSI Standard 173-008, Dietary Sup-
plements, Section 8. Nordic Naturals former facility was also GMP
certied, however, new certication was required when the com-
pany moved its headquarters in February of this year.
Marlyn Nutraceuticals, Inc., Phoenix, AZ, has received Good Manu-
facturing Practices (GMP) certication following a successful audit
of the companys facility by NSF International. The certication veri-
es that Marlyn Nutraceuticals is compliant with federal standards
outlined in 1 CFR Part 111.
GMP Laboratories of America, Anaheim, CA, has received certica-
tion that its facility meets Good Manufacturing Practice (GMP) stan-
dards following a successful audit conducted by Silliker, Inc. The
companys facilities have also been independently audited and cer-
tied GMP compliant by NSF and NPA.
HealthCo, a division of NOW Health Group, Bloomingdale, IL, has
received a letter of no objection from FDA regarding the Generally
Recognized As Safe (GRAS) status of its Stevia FSE. The company
self-afrmed this natural sweetener is GRAS in May 010 following
a comprehensive review of chemistry, safety and toxicology data by
an independent panel of scientists. Healthco sells Stevia FSE as a
bulk powder food ingredient, in private label consumer sizes and
food-service bulk packets.
The Wright Group, Crowley, LA, has obtained FSSC/ISO 000 cer-
tication. The Foundation for Food Safety Certication (FSSC) de-
veloped the certication of food safety systems for food
manufacturers that process or manufacture animal products, per-
ishable vegetable products, products with a long shelf-life and
(other) food ingredients like additives, vitamins and bio-cultures.
With more than 50,000 custom nutrient premixes, The Wright Group
continues to adhere to stringent quality and safety standards in the
food and beverage industries.
Ayush Herbs, Redmond, WA, recently received designation as an
Emerson Quality Program (EQP) Gold partner. The EQP, a quality
assurance program for the nutritional supplements industry, identi-
es and veries manufacturers with a commitment to quality manu-
facturing practices. Companies must meet several standards,
including compliance with Good Manufacturing Practices.
Nutraceuticals World www.nutraceuticalsworld.com September 011
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:55 PM Page 22
September 2011 www.nutraceuticalsworld.com Nutraceuticals World 23
Industry News
more than 20 menopause supplementsthat contain estrogen-like isoflavones(from soy or red clover), the herbal rem-edy black cohosh or creams containingprogesterone. Most products evaluatedpassed the review, however, one supple-ment contained only 32% of its listedisoflavones and another black cohoshsupplement was contaminated with asmall amount of lead.
Alternative therapies can help somewomen cope with menopause, said Dr.Cooperman.However, not every productcan be expected to work. And it is diffi-cult, if not impossible, to really knowwhats in a product and make meaningfulcomparisons without laboratory testing.With soy products, for example, as muchas half of the isoflavones listed on thelabel are actually just sugar moleculesthat are naturally linked to the phytoe-strogens, he added. Experts at Con-sumerLab.com, such as pharmacognosistWilliam Obermeyer, PhD, calculated theamount of active isoflavones in each
product, making it possible for con-sumers to compare products to one an-other and to clinical standards.
GLG Life Tech EstablishesNew Stevia FormulationCompanyFocused on providing naturally sweetenedzero- and reduced-calorie food and beverageformulations to customers outsidemainlandChina, GLG Life Tech Corporation,Vancou-ver, British Columbia, Canada, has created anew subsidiary, AN0C Stevia SolutionsCompany Limited.The new companywill beheaded by James Chen, who has more than30 years of consumer beverage and food for-mulation experience and is responsible fordevelopingmany leading food and beverageproducts inAsian markets.
All solutions and formulations providedto customers will be natural basednaturalsweeteners, natural flavors and natural col-ors.The company is alreadyworking on cus-tomer opportunities in the Middle East andIndia, and expects to be working on oppor-
tunities in other parts of the world withGLGs existing stevia distributors or throughdirect customer inquiries.
BioExx Signs DevelopmentAgreement with HormelBioExx Specialty Proteins Ltd., Toronto,Ontario, Canada, has signed a product de-velopment and sales license agreementwith Hormel Foods Corporation and itsCentury Foods International division,Sparta, WI. Under the agreement, whichcovers the U.S. and Canada, the companieswill co-develop BioExx proteins in variousnew products, which will be manufacturedandmarketed by Century to the sports nu-trition industry. Example products wouldinclude meal replacements, dietary supple-ments, weight-loss aids, powdered proteinsupplements, nutritional beverages andcustom formulations.
Nutrawise Debuts withHealth & Beauty ProductsA manufacturer and distributor of nu-
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:55 PM Page 23
Industry News
traceuticals looking to expand the definitionof health and beauty, Nutrawise recentlyopened its new headquarters in Tustin, CA.The company is led by founder and CEO,Darren Rude, who said:My talented lead-ership group is far from being a stranger tothis industry.Our lifes work has brought ushere, and our focus is to put our principlesand people first,while providing the highestquality products, service and value to ourcustomers.The Nutrawise facility exceedsGood Manufacturing Practice (GMP) stan-dards, he added.Prior to startingNutrawise,Mr. Rude served for a decade as executivevice president for the NeoCell Corporation.Nutrawise is developing, manufacturingand by late this year,will distribute a varietyof beauty and wellness supplements underits own brand,Youtheory.
Sensient ExpandsPharmaceuticalsBusiness in CanadaSt.Louis,MO-based Sensient Pharmaceuti-cal Coating Systems,which is a part of Sen-
sient Colors LLC, a business unit of SensientTechnologies Corporation, has expanded itspharmaceutical operations into Canada.This growth is a result of increasing indus-try demand for Sensients innovative phar-maceutical and nutraceutical coatingswithinthe United States and globally,said SteveStrickland, general manager of SensientPharmaceutical Coating Systems.
Biovelop Signs DistributionAgreement with BrenntagSweden-based Biovelop AB has signed anexclusive distribution agreement in the U.S.with Brenntag North America for its Pro-mOat product. BrenntagNorthAmerica, Inc.will distribute PromOat, a naturally-sepa-rated, oat beta-glucan-rich, soluble fiber,throughout the U.S.
SFS Grants Exclusive Licensefor ComfortezeScientific Food Solutions, LLC (SFS), Fair-field, CA, has entered into an exclusive li-censing agreementwith IntraFem for the use
ofComfortezewith a probiotic.Theproduct iscalled FloraFem. Comforteze is formulatedusing natural, low lead, USP grade calciumcarbonate, vitamin C and other alkalizingagents, utilizing a unique patent-pendingprocess.This acid-reducingproduct combinesnatural ingredients to deliver neutralizationof acids and increased bio-absorption of nu-trients, comforting the digestive system andassisting inmaintaining a proper body pH. Ithas a pHof 9.5 andnot only reduces stomachacid, but also increases the pH of the blood,which reduces overall body acidity.
Metabolic Technologies &TSI PartnerLooking to develop and commercializenew, innovative ingredients, MetabolicTechnologies, Inc. (MTI), Ames, IA, haspartnered with TSI Health Sciences, Mis-soula, MT.MTI develops safe and effectivenutritional products while TSI Health Sci-ences has evolved throughout the lastdecade to excel in manufacturing processesand assurances.
Patents
Nutra Products Inc., Faireld, CA, the parent company of Scientic
Food Solutions (SFS) has received U.S. Patent 7901717 B1 for an
alkalizing compound, which SFS is using to make nutritional ingre-
dients more palatable for consumers. The patent, dated March 8,
011, is for an Alkalizing Composition and Methods for Using The
Same. The patent covers several applications for products offered
by SFS including Garli-Eze, Comforteze, FAST-C and Aqua-Lyte.
Ethical Naturals Inc. (ENI), San Anselmo, CA, has obtained a patent
from the U.S. Patent and Trademark Ofce covering the companys
method for manufacturing high antioxidant extracts from grapes.
The process broadly covers extracts from any part of the grape that
exceed an ORAC (Oxygen Radical Absorbance Capacity) value of
10,000 mol TE/gram. ENIs antioxidant ingredient, ORAC-15M, is a
highly concentrated extract that is especially rich in polyphenols
and other naturally occurring grape antioxidant compounds. The
extract is also a key ingredient in ENIs multi-fruit extract, Standard-
ized Fruit Blend (SFB), which incorporates the same patented tech-
nology during the manufacturing process.
Pivotal Therapeutics Inc., Toronto, Ontario, Canada, has led ve
provisional patent applications with the U.S. Patent and Trademark
Ofce. The patent applications represent the initial lings contem-
plated by Pivotal Therapeutics in the development of a comprehen-
sive patent portfolio to protect its lead product Vascazen, a
prescription-grade omega 3 formula. Vascazens unique EPA to
DHA ratio contains sh oils produced exclusively for Pivotal Thera-
peutics by a unique patented manufacturing process, which en-
sures these oils are of the highest purity.
Lonza, Basel, Switzerland, has announced the World Intellectual
Property Organization (WIPO) published its International Patent Ap-
plication WO 011/038898 for Larch Arabinogalactan (LAG), the key
component in the immune ingredient ResistAid. The application ti-
tled Arabinogalactan for Enhancing the Adaptive Immune Re-
sponse contains patent claims relating to LAGs positive effect on
the adaptive arm of the immune system prior to, during and after
exposure to foreign antigens. Furthermore, the application claims
potential use in a vaccination kit comprising a composition with
Arabinogalactan and a vaccine.
Guiding Stars Licensing Co., Scarborough, ME, has received U.S.
patent No. 797881 for its Guiding Stars nutrition rating algorithm.
The Guiding Stars algorithm is grounded in evidence-based science
and the most current guidelines and recommendations of leading
national and international health organizations, such as FDA and
USDA. The system credits all edible foods based on the presence
of vitamins, minerals, dietary ber and whole grains, and debits for
the presence of trans fat, saturated fats, cholesterol, added sugars
and added sodium. Food items are then awarded zero, one, two or
three stars. One star means good nutritional value; two stars, better
nutritional value; and three stars, the best nutritional value.
Nutraceuticals World www.nutraceuticalsworld.com September 011
14-24IndustryNews0911.qxd:NUTWORLD 2009 Industry News 8/23/11 2:55 PM Page 24
Project8:Layout 1 7/22/11 9:40 AM Page 1
26 Nutraceuticals World www.nutraceuticalsworld.com September 2011
Earlier this year inBusiness Insights,I re-viewedKey Success Factors for Nutraceu-tical Products. These criteriaincludingsensory, efficacy, safetyare the critical fac-tors to be considered in the innovationprocess to help assure success of new prod-uct launches.This month, Ill reflect on howmarket dynamics over the past decade havechanged the relative importance and char-acteristics of the success factors.
Growth of Mainstream ConsumersNotably, in the evolution of the dietary
supplement market, the growth of main-stream consumers has significantly af-fected product development. Significantgrowth has been seen in thefood/drug/mass/club (FDMC) distribu-tion channel where consumers needsand desires are often quite different fromthe traditionalhealth foodconsumerin this case,health foodbroadly encom-passing the natural products, multi-levelmarketing and catalogue channels. Forstarter,s lets consider the importance oftaste and other sensory factors.
The success factor of sensory andorganoleptic characteristics encompassestaste as well as texture, color and smell.Not too long ago, there was a widely heldnotion that if a dietary supplement orhealth foodDIDNT taste bad, it prob-ably WOULDNT work. Given the pas-sionate belief of health food consumersin their products and the fact that pro-cessing technologies had not been fo-cused on this industry, many productslived up to the reputation.
For instance, omega 3s from fish sourceswere not as refined and encapsulationtechnologies were not widely utilized, thus
a strong fishy taste and aftertaste was oftenthe norm. Botanicals, amino acids, pep-tides and proteins and even fibers pre-sented substantive product developmentchallenges in terms of improving sensoryand organoleptic characteristics.
Over the years, however, food scien-tists have been quite successful at reme-dying many of these issues. And thatsgreat news, especially considering thattodays mainstream consumers are notwilling to sacrifice taste for health bene-fits. This is particularly true of productsproviding preventative health benefits,i.e., those that may be realized in the fu-ture. Therefore, to succeed in todays di-etary supplement and functional foodmarket, products must deliver on con-sumers high sensory expectations.
Clear & Compelling BenefitsAnd Therefore Efficacy
Driven by educated consumers withspecific lifestyle and life stage needs,products must provide clear and com-pelling benefits that address unmetneeds. These needs have evolved overtime driven by, for instance, the aging ofthe U.S. population.
Health issues faced by Baby Boomersare quite specific, ranging from joint pain,mental acuity, heart health and vision, tomore general categories such as health,energy and wellness. Further, BabyBoomers are not accepting aging as aninevitable decline in activity and per-formance, as their parents may have.
The proliferation of quality medical in-formation on the Internet, more knowl-edgeable healthcare professionals andconsumer expectation for clinical substan-tiation highlights the increasing need fordemonstrated efficacy. Historically, thestory behind a new dietary supplementwas often relied on to drive consumer pur-chase decision or belief.That story could bebased on anything from significance in
Greg Stephens, RD, is president of WindrosePartners, a company serving clients in the thedietary supplement, functional food and natu-ral product industries. Formerly vice presidentof strategic consulting withThe Natural Mar-keting Institute (NMI) and Vice President ofSales and Marketing for Nurture, Inc (Oat-Vantage), he has 25 years of specialized ex-pertise in the nutritional and pharmaceuticalindustries.His prior experience includes a pro-gressive series of senior management positionswith Abbott Nutrition (Ross Products Divisionof Abbott Laboratories), including developmentof global nutrition strategies for disease-spe-cific growth platforms and business develop-ment for Abbott's medical foods portfolio. Hecan be reached at 215-860-5186; E-mail:[email protected].
Business Insights
The last 10 years have hada sizable impact onproduct development.
By Gregory Stephens, RD
What a Difference aDecade Makes
26-27BusinessInsight0911.qxd:NUTWORLD 2009 Business Insights 8/23/11 2:57 PM Page 26
September 2011 www.nutraceuticalsworld.com Nutraceuticals World 27
Business Insights
clinical research to cultural beliefs andpractices from a faraway land.Interestingly, the need for a good story
is still effective in generating consumerinterest, however, todays consumer hasalso grown to expect solid clinical sub-stantiation as areason to believe.Prod-ucts targeting mainstream distributionwill always be held to a higher standard.As an executive from a major club storechain stated at the recent NBJ Summit,Our products must be on trend but willnever be trendy.
Safety is #1The safety of dietary supplements has
always been important to consumers;however, several recent surveys haveshown it is now the #1 product attributeaffecting consumer purchase decision.Negative media coverage of products notdelivering on label claim, poor quality ofsome imported ingredients or evendeaths associated with adulterated prod-ucts have elevated safety to a new level.Another change in consumersexpecta-
tion of safety is increased awareness of po-tential interactions between supplementsand Rx or OTC medications. Continuededucation of healthcare professionals, es-pecially pharmacists and primary carephysicians, will help to alleviate this con-cern. Unquestionable safety in consumersminds has become an ante for new prod-ucts entering the market.
Lifestyle FitLifestyle fit includes a fairly broad
group of characteristics, including, for ex-ample, convenience, eating and purchas-ing patterns, pill consumption, productforms and applications, sustainability andother environmental issues, as well aspreference for organic, natural and vege-tarian/vegan products.
Convenience. The demand for conven-ience has changed quite dramatically
over the years. No longer are customerswilling to
Top Related