HEALTHY AGING: The Long Game - A SUPPLEMENT TO - myHMB
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A SUPPLEMENT TO
APRIL 2021 | Vol. 24, No. 3
HEALTHY AGING:
The Long Game
Strategies for aging well
and improving healthspan
Nutritional Outlook
Editorial Advisory Board MJH Life Sciences
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2 APRIL 2021 ■ NUTRITIONAL OUTLOOK
CONTENTS
APRIL 2021 / VOLUME 24, ISSUE 3
8
4 6
4 Consumer Insights 13 Brain Health 21 Joint Health
COVID-19 kicked proactive Supplement opportunities Ingredient innovation is
healthcare into overdrive are growing for young expanding options for
and influenced consumers’ and old. supplement makers.
approach to healthy aging.
16 Bone Health 23
2021
8 Muscle Health Many people need support. Healthy-Aging
Ingredients to combat Will more turn to dietary
age-related muscle loss supplements?
Product Showcase
11 Inflammation 19 Heart Health
The Herbal Pharmacist’s take Finding opportunities RESOURCES
on leading ingredients to for supplements in
fight inflammation a crowded field
36 Advertiser Index
3 APRIL 2021 ■ NUTRITIONAL OUTLOOK
GLOBAL
CONSUMER
INSIGHTS
URGENTCare
More than ever, consumers are embrac-
ing the notion of healthy aging, seeking to
become fit and active until as late in life as
possible. This, in turn, is influencing dietary
habits. Consumers want nutritious prod-
COVID-19 kicked proactive healthcare and ucts they know and trust and can easily
incorporate into their daily health regimen.
healthy-aging efforts into overdrive. FMCG Gurus research in 2020 shows that
42% of global respondents say they have
BY WILL COWLING, FMCG GURUS adopted a long-term approach to health
PHOTO © KONSTANTIN YUGANOV - STOCK.ADOBE.COM
maintenance. Many are recognizing that
their diet and lifestyle are not as healthy as
C OVID-19 has fundamentally changed
consumer attitudes about health.
In short, it’s given proactive healthcare a
intensified focus, placing greater empha-
sis on health maintenance to stave off
disease. FMCG Gurus research shows
they should be, increasing the risk of imme-
diate and long-term health problems.
For instance, 41% say that in the last 12
shot in the arm. that any reaction to the virus amongst months, they have experienced health prob-
Even before the pandemic, consumers consumers is not short-term; on the lems that impact their quality of life. Up to
were becoming more conscious about the contrary, consumers appear to have 23% describe their diets as unhealthy. And
impact of their current diet and lifestyle changed their attitudes and approach to 52% say they are concerned about the amount
on their health. The pandemic, however, health long-term. of time they spend indoors on digital devices.
4 APRIL 2021 ■ NUTRITIONAL OUTLOOK
CONSUMER
INSIGHTS
Even before the pandemic, consumers realized the need to make
improvements; however, this realization intensified over the past Standardized Dragon Fruit Extract
year and will continue to do so. Indeed, 58% of global respondents
say they are concerned about a third wave of the virus, while 19% be-
lieve it will continue to impact our day-to-day lives for years to come.
Before the pandemic, health goals were often aspirational and less
urgent. The pandemic changed all that. Consumers are now ques-
Benefits of CactOLean™
tioning their vulnerability to disease and illness and looking to take
steps to minimize their exposure to germs like viruses and bacteria.
Research in February 2021, for instance, shows that 65% have be-
come more conscious about their immunity as a result of the virus. • Appetite modulator to feel satiated
This highlights two key issues. Firstly, more than a year into the vi-
rus, instead of developing COVID fatigue or believing the pandemic to • Thermogenic effect causing body to burn fat
be sensationalized, consumers remain concerned about their health.
Secondly, concern about vulnerability to disease and illness is not just • Natural diuretic to minimize water build-up
restricted to those more vulnerable to COVID-19, such as the elderly.
In laying out their proactive plans, 76% of consumers say they plan • Reduce LDL, lowers bad cholesterol
to eat and drink more healthily as a result of the virus, while 75%
say they plan to lead an overall healthier lifestyle. These sentiments • Lipolytic capabilities to breakdown lipids and fat
have remained steady over the course of the pandemic, with mini-
mal change in the proportion of people saying this in February 2021 • Powerful antioxidant
compared to when the survey was last run in July 2020.
Consumers remain committed to leading a healthier lifestyle. When
looking to improve their diets, they will most likely strive to increase
their intake of functional ingredients while reducing those deemed to
be dietary evils. Ingredient-led claims will become more influential on
purchasing habits.
When it comes to diets, however, consumers can often demonstrate
attitude/behavior gaps. This is why the prevalence of lifestyle-related
health problems continues to rise despite more people than ever saying
they are committed to improving their eating and drinking habits.
Helping Consumers Overcome Barriers
These barriers are still present in a pandemic environment. Research
conducted in 2019 showed some of the key obstacles cited by con-
sumers when trying to lead a healthy lifestyle: 1) healthy food is seen
as bland and boring (31%), 2) time-scarcity means an overreliance on
convenience food (45%), 3) better-for-you products are often more ex-
pensive (48%). The cost barrier is likely to have intensified as a result of
the recession created by the pandemic.
This means that if brands are to truly help consumers facilitate
Get more info here!
healthy-aging plans, they need to ensure products are nutritious and
hassle-free so they can be easily incorporated into daily diets. In ad- www.vestanutra.com
dition to being convenient, affordable, and tasty, products must be sales@vestaingredients.com
high in good ingredients, low in bad ingredients, and carry credible 888-558-3782
claims on packaging.
AUTHOR’S NOTE: This article is based on the following FMCG Gurus surveys:
1) FMCG Gurus Personalized Nutrition Survey (2020), and 2) FMCG Gurus
COVID-19 Survey Series (February 2021).
Will Cowling is the marketing manager at FMCG Gurus. For more infor-
mation about FMCG Gurus’ latest reports, including its COVID-19 survey
series, please e-mail info@fmcggurus.com.
5 APRIL 2021 ■ NUTRITIONAL OUTLOOK
GLOBAL
CONSUMER
INSIGHTS
Aging, date were in patients aged 65 and older, with
as many as 94% of Idaho’s deaths occurring
in that age range. In light of such numbers,
the sunny notion of “healthy aging” that’s
INTERRUPTED
gained traction of late—a notion in which se-
niors don’t just live longer, but better—seems
a bygone luxury.
Once we emerge from the pandemic,
however, we may be ready to pursue health-
ful aging with a wiser, more comprehensive
How COVID-19 influenced consumers’ perspective as to what it actually means—
and what it takes to achieve it.
approach to healthy aging
PHOTO © PIKSELSTOCK - STOCK.ADOBE.COM
As Will Cowling, marketing manager at
market researcher FMCG Gurus (St. Albans,
BY KIMBERLY J. DECKER UK), predicts, “Consumers will expect brands
to help facilitate this long-term approach to
W e all know that COVID-19 doesn’t
discriminate: Every age, gender,
race, and ethnicity has suffered its preda-
But the disease inarguably takes a higher
toll on the elderly.
A Kaiser Family Foundation analysis1 found
health maintenance. That means it’s crucial
that any products geared to this market be
compromise-free in taste, cost, and conve-
tions mightily. in July 2020 that 80% of U.S. COVID deaths to nience.” And in effectiveness.
6 APRIL 2021 ■ NUTRITIONAL OUTLOOK
CONSUMER
INSIGHTS
Senior Dilemma ages stepping back, reevaluating their Yet nutritional needs “are unique to
The bumper sticker warned us that “getting diets and lifestyles, and questioning if each person’s health context,” Copeland
old isn’t for sissies.” But if that statement held those factors increase their risk of having continues, “and this is especially true for
true during the best of times—well, the past health problems later in life,” he says. “It’s seniors.” All of which, he believes, gives
12 months haven’t been the best of times. the 25- to 34-year-old questioning how supplementation an edge. “Supplementa-
“COVID-19 posed a risk to every senior,” their current eating and drinking hab- tion offers options for tailoring nutrition to
observes Jon Copeland, research strategist its might increase the future risk of can- meet those needs that go unmet through
at brand strategy firm MarketPlace (St. Lou- cer, for example.” diet,” he argues.
is, MO). “Not only did they face a risk of in- And it’s not all about immunity, either.
fection; isolation, boredom, and ennui also Immunity on the Mind “In our survey of last summer, we found
took their mental tolls.” For now, however, any notion of healthy older consumers turning to supplements
The breadth of those effects, FMCG’s Cowl- aging—whether among the aged or those to help with both short-term needs, like
ing believes, “has fundamentally changed just planning on getting there someday— boosting energy and alertness for the day,
consumers’ attitudes toward health and first has to contend with surviving the and with long-term goals like support-
wellness, including during old age. They’re coronavirus. And that’s directed consum- ing bone and joint health, mobility, and
concerned about how long the threat will ers’ attention squarely at immunity. other conditions that relate directly to
linger while also wondering whether this “Interest in immunity definitely spiked quality of life.”
was a once-in-a-lifetime pandemic or if glo- across the board during the pandemic,” The same survey found consumers of all
balization will make such viruses more com- MarketPlace’s Copeland says, “and because ages “actively tending to digestive health for
mon. As such, they’re questioning aspects seniors were at high risk for serious illness long-term wellness,” he adds, noting “a ton
of their lives that they’d taken for granted, from COVID-19, this took on special ur- of interest in applications with fermented
while changing their health goals from be- gency. If healthy aging is about protecting cultures, like kombucha, kefir, and yogurt.”
ing aspirational to driven by concern about and preserving the body for better quali- Probiotics are benefitting from the boom,
disease and illness.” ty of life over time, then the pandemic has too, and from mounting evidence for and
Far from spelling the death of “healthy brought into sharp focus immunity’s role insights about the microbiome’s influence
aging,” though, this shift might actual- in that process.” on mental as well as physical health, he says.
ly kick the trend into higher gear if it Cowling agrees. Yet again, he widens the And that almost takes us back to what
leads forward-thinking consumers to curtain to note that younger consumers healthy aging looked like as 2020 began—but
“take an even more proactive and long- take immunity seriously, too. with a twist. “The pandemic’s taught us so
term approach to health than ever be- “While it’s true that seniors have been much about how adaptive our bodies are,”
fore,” Cowling says. more adversely exposed to COVID-19’s Copeland reflects. “In the face of a dire situa-
devastating impact, it’s important to rec- tion with no certain end, we’ve became acute-
Adding Life to Later Years ognize that fears about vulnerability to ly aware of our physical response to isolation
When you get down to it, that’s what healthy the virus aren’t restricted to this demo- and extreme stress. Personal wellness is both
aging is all about. graphic,” he notes. “Consumers of all ages a weapon and a shield against those negative
“Healthy aging isn’t so much about add- are conscious about how susceptible their effects. These are lessons that will serve us
ing years to one’s life as it’s about adding immune systems are to the serious health well as we age.”
life to one’s years,” Copeland explains. “It problems arising from this virus, and as
involves protecting seniors’ bodies and a result they’re looking to improve their
preserving their ability to do the things habits to recognize the immediate and Kimberly J. Decker writes for the food and
they want to do—even later in life. That’s long-term benefits.” nutrition industries from her base in the San
because today’s seniors aren’t content to Francisco area, where she enjoys eating food as
sit quietly at home. They want to be ac- Nutrition the First Step much as she does writing about it.
tive and social.” Among the first habits they aim to improve:
Moreover, the healthy-aging approach what and how they eat. References
appeals to consumers well before they According to Copeland, a MarketPlace 1. Freed M et al. “What Share of People Who
rank among the “aged.” It’s an all-ages strat- study2 conducted between March and June Have Died of COVID-19 Are 65 and Older—
egy for attaining longevity, and as with of 2020 “found seniors turning to diet and and How Does It Vary By State?” Kaiser
building a retirement nest egg, the earlier nutrition as a way to take charge of their Family Foundation website. Published on-
one starts, the more the investment pays situation.” And for good reason: “Meals and line July 24, 2020.
off down the road. supplementation can be powerful ways 2. Hook M. “Consumer Insights for Building a
That’s certainly Cowling’s conclusion. to boost immunity and mental well-being Post-Pandemic Supplement Brand.” Market-
“Healthy aging involves consumers of all during these times,” he notes. Place blog. Published online June 23, 2020.
7 APRIL 2021 ■ NUTRITIONAL OUTLOOK
Muscle Health
Sarcopenia Stoppers
Ingredients to combat age-related muscle loss
BY MIKE STRAUS
T
he United States Census Bureau predicts that by 2034, people over “The number of men and women working past the age of 65 rose
age 65 will outnumber people under age 18 for the first time in his- sharply over the past 30 years, and it appears this trend will contin-
tory.1 Meanwhile, average life expectancy continues to grow, with ue,” LeDoux says. “This should create enormous demand for products
those born in 1990 expected to live an average of five years longer than that can elevate health and well-being through one’s golden years.”
those born in 1960.2 A graying population with a longer life expectancy One randomized, double-blind, placebo-controlled, parallel-arm
will be a continuing trend for decades to come, and as more consum- clinical trial4 examined the effects of beta-alanine supplementation on
ers stay in the workforce past age 65 and in general look to stay mobile exercise capacity and executive function in 12 healthy adults between
longer, demand for products that can help prevent age-related muscle the ages of 51 and 74. Subjects were randomly assigned to receive
loss, or sarcopenia, will only increase. Mordor Intelligence forecasts that either one 800-mg capsule of Sigma-Aldrich (St. Louis) beta-alanine
the sarcopenia-prevention market will post a 5.71% CAGR through 2025.3 three times per day (n=7) or a matching placebo (n=5) for 28 days. Sub-
As interest grows in nutritional ingredients that may help combat jects’ exercise capacity was assessed via a time-to-exhaustion (TTE)
sarcopenia, consumers will seek out clinically validated products trial performed on a cycle ergometer. Executive function was assessed
supported by robust research. Here are some of the muscle-health via the Stroop test. After an initial screening visit, subjects participated
PHOTO © SHURKIN_SON - STOCK.ADOBE.COM
ingredients that are performing well in clinical trials. in one pre-supplementation visit and one post-supplementation visit.
Both groups exhibited similar TTE scores at the pre-supplementa-
Beta-Alanine Improves Muscle Strength, tion visit. On the visit following supplementation, the experimental
Nerve Function group experienced a statistically significant increase in TTE scores,
A growing body of research is demonstrating that beta-alanine can while the placebo group did not. Beta-alanine supplementation
promote muscle growth and improve nerve function in older adults. subjects also experienced a statistically significant improvement in
Mark LeDoux, chairman and CEO of Natural Alternatives Interna- Stroop test performance relative to placebo. The study authors con-
tional (Carlsbad, CA), says building muscle is critical for seniors in cluded that beta-alanine improves exercise capacity and mitigates
order to maintain an active lifestyle. post-exercise executive function deficits in older adults.
8 APRIL 2021 ■ NUTRITIONAL OUTLOOK
Muscle Health
LeDoux says this and other trials demonstrate the efficacy of can deliver protein without being heavy to consume, as well as pow-
beta-alanine in promoting muscle function and mental acuity in ders and gels that are easy to add to a daily routine.
seniors. With over 74 million baby boomers turning 65 to 85 within “Globally, muscle and mobility is the number-one concern for older
the next decade, LeDoux notes, there will be enormous demand for people,” Davies says. She notes that “47% of consumers aged 55 to 64,
clinically proven products that can support muscle health in old age. and 49% of consumers over 65, are worried about their strength as they
“Strong muscles aren’t just for bodybuilders,” LeDoux says. “Muscle age. Older adults also have a reduced appetite and can find it difficult to
mass decreases as we age, so building muscle is critical to help main- get enough protein through diet. Applications set to grow in this space
tain activities of daily living and to reduce the risk of falls and frac- include shots, drinks, jellies, powders, and snacks.”
tures. As the workforce and the general population gets older, many
will need help pushing through the daily grind without suffering from HMB and Vitamin D3 Boost Functional Strength
physical and mental fatigue.” Independent of Exercise
While exercise is an important component of a healthy lifestyle and an
Whey Protein Products Promote effective way to build muscle, new research indicates that seniors may
Muscle Synthesis benefit from certain nutritional interventions even if they cannot or
Protein powders aren’t just for 20-something athletes. Vicky Davies, will not exercise. One randomized, double-blind, placebo-controlled,
global marketing director of performance, active, and medical nutri- 2×2 factorial-design clinical trial7 published last year examined the
tion for FrieslandCampina Ingredients (Amersfoort, The Netherlands), effects of TSI Group’s (Missoula, MT) branded ingredient myHMB, a
says whey protein isolate has a well-established mechanism of action blend of calcium beta-hydroxy-beta-methylbutyrate (HMB) and vita-
in building muscle, making it an ideal base for sarcopenia-related min D3, on muscle strength, physical functioning, and body composi-
products like FrieslandCampina’s Sarcopenia Powder. tion in 117 men and women over age 60.
“Our Sarcopenia Powder offers 25 g of protein per serving,” she says. Subjects were randomly assigned to receive either 3 g/day of calci-
“It’s a blend that brings together whey protein, leucine, vitamin D, and um HMB plus 2,000 IU/day of vitamin D3, or a placebo, for 12 months.
calcium to support the needs of elderly people who wish to stay active The subjects were then further subdivided into four groups. The first
and mobile for longer.” group (n=27) received HMB and vitamin D3 but was instructed to ab-
Past studies have found that protein supplementation increases stain from exercise for 12 months. The second group (n=26) received
muscle synthesis, and the addition of leucine enhances this effect. One a placebo and also abstained from exercise. The third group (n=30)
meta-analysis5 of 22 randomized clinical trials involving 680 subjects ex- received HMB and vitamin D3 and was placed on a resistance-training
amined a subset of six randomized placebo-controlled trials involving exercise regimen. The fourth group (n=34) received a placebo and fol-
a total of 325 older subjects with an average age of 62. These six trials lowed an exercise regimen. The exercise groups performed 60 minutes
found that protein supplementation improved muscle strength and in- of supervised resistance training three times per week for 12 months.
creased the maximum load participants could press on the 1-leg press Participants were assessed for bilateral elbow and knee extension
test by an average of 13.1 kg. and flexion peak torque using isokinetic dynamometers. The subjects
Another clinical trial6 on Arla Foods Ingredients’ (Viby, Denmark) were also given the Timed Up and Go Test and the Get Up Test to
branded ingredient Lacprodan Hydro.Rebuild, a hydrolyzed whey measure physical function, and a handgrip dynamometer test to as-
protein, examined the effects of whey protein on skeletal muscle sess grip strength. All functional test scores were aggregated into the
mass and functional capacity in 30 women between the ages of 64 Composite Functional Index, a score approximating overall changes
and 73. Subjects were randomly assigned to receive either 35 g of across all tests. These tests were administered at baseline and after
whey protein per day, or a matching placebo, for 12 weeks. Subjects three, six, nine, and 12 months.
in both conditions participated in resistance-training sessions three HMB+D3 supplementation was found to improve lean body mass
times per week for the duration of the study. Participants were as- without exercise after six months; however, this improvement was
sessed for blood pressure, strength, and body composition at the start not observed at the 12-month follow-up. In the non-exercise group,
and at the end of the study. HMB+D3 supplementation caused a statistically significant improve-
After 12 weeks, the subjects receiving Lacprodan Hydro.Rebuild saw ment in composite functional index scores after three months that
statistically significant improvements in muscle mass and functional continued to increase on subsequent assessments. Both exercise
capacity relative to the control group. Whey protein administration was groups exhibited statistically significant improvements in composite
also associated with reductions in body fat and waist circumference. functional index scores after three months that continued to increase
Mads Dyrvig, head of sales development for the health and perfor- at all subsequent assessments; however, no statistically significant
mance business unit at Arla Foods Ingredients, says a growing consumer differences were found between the HMB+D3 subgroup and the con-
awareness of age-related muscle loss is increasing demand for protein trol subgroup. The study authors determined that calcium HMB and
ingredients. As more health-conscious seniors look to live longer, health- vitamin D3 did improve muscle strength independent of exercise but
ier lives, new whey protein ingredients are launching to meet their needs. did not have an additive effect in exercising older adults.
Davies predicts that muscle-building products for seniors will see Larry Kolb, president of TSI Group, says this study is significant be-
significant growth in the coming years, particularly in convenience cause prior to this clinical trial, the only known intervention that con-
formats. She says active seniors will reach for shots and drinks that sistently improved muscle strength and function was exercise. Many
9 APRIL 2021 ■ NUTRITIONAL OUTLOOK
Muscle Health
older adults are unable or unwilling to exercise at a high enough
frequency and intensity to maintain or improve muscle health, Kolb
#1
says, which is why myHMB may be a viable alternative for these sed-
entary consumers. However, Kolb cautions that this study doesn’t The
necessarily mean that exercise isn’t important.
Kolb says, “myHMB has been shown to boost muscle strength ben-
information
efits in combination with resistance training in younger adults, [which
is why] it was unexpected that similar results were not observed in the
source for
Rathmacher study7. myHMB provides the most benefit when combined NUTRACEUTICAL
with high-intensity exercise, so it’s possible that the resistance-training
program used in this study wasn’t sufficiently stressful to the system to PROFESSIONALS
see an additional benefit of HMB over and above exercise, or vice versa.
Regardless, when considering the small proportion of older adults that
participate in resistance training, the benefit of myHMB+D3 in those
who do not is likely to be more impactful overall.”
Nutritional Outlook®’s website
Muscle Preservation Market Set for Growth delivers comprehensive and insightful
Longer lifespans and a growing population of senior citizens are
industry coverage of the ingredient
creating new opportunities for muscle-health products. As more
aging consumers look for ways to maintain their vitality and muscle research, business developments,
strength well into their old age, this market will offer a variety of op- regulations, and manufacturing
portunities for a diverse array of products. The old adage that none of
us are getting any younger will ensure that these products remain in
techniques that are shaping the industry.
demand for decades to come.
Stay up-to-date with the latest
news, trends, elearning
Mike Straus is a freelance writer living in Kelowna, Canada. He has
written for publications including Canadian Chiropractor, Grow Oppor-
tools, and more!
tunity, and Massage Therapy Canada.
References
1. “Older People Projected to Outnumber Children for First Time in U.S. His-
tory.” United States Census Bureau press release. Published March 13, 2018.
Updated October 8, 2019.
2. Medina L et al. “Living Longer: Historical and Projected Life Expectancy
in the United States, 1960 to 2060.” United States Census Bureau website.
Published February 2020.
3. Mordor Intelligence. “Sarcopenia Treatment Market—Growth, Trends, and
Forecast (2020-2025).” Published online July 7, 2020.
4. Furst T et al. “β-alanine supplementation increased physical perfor-
mance and improved executive function following endurance exercise
in middle aged individuals.” Journal of the International Society of Sports
Nutrition, vol. 15, no. 1 (July 11, 2018): 32
5. Cermak NM et al. “Protein supplementation augments the adaptive response
of skeletal muscle to resistance-type exercise training: a meta-analysis.” Amer-
ican Journal of Clinical Nutrition, vol. 96, no. 6 (December 2012): 1454-1464
6. Nabuco HCG et al. “Effects of protein intake beyond habitual intakes as-
sociated with resistance training on metabolic syndrome-related parame-
ters, isokinetic strength, and body composition in older women.” Journal of
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Rathmacher JA et al. “Long-term effects of calcium β-hydroxy- β-methylbu-
Start discovering today!
tyrate and vitamin D3 supplementation on muscular function in older adults NutritionalOutlook.com
with and without resistance training: A randomized, double-blind, controlled
study.” The Journals of Gerontology, vol. 75, no. 11 (October 15, 2020): 2089-2097
10 APRIL 2021 ■ NUTRITIONAL OUTLOOKInflammation and Aging
The Inflammation
Toolbox
The Herbal Pharmacist’s take on leading ingredients to fight inflammation
BY ROBBY GARDNER
I
nflammation is a critical element of human survival. It’s the body’s factors, and recommendations will likely change as scientists con-
defense against infection and damaged tissue, and yet chronic tinue learning about ingredients over time. The following are some
inflammation can damage cells and organs, creating many of to- considerations gleaned from an interview with Foreman.
day’s common health problems. In the aging population, finding ways
of slowing down inflammation becomes all the more important. Joint Inflammation
David Foreman, RPh, popularly known as “The Herbal Pharmacist” Chief among concerns relating to inflammation, especially in older
and president of Herbal Pharmacist Media LLC, discusses the need consumers, is joint health. Increasing age, injury, and weight gain can
to curb inflammation in aging populations and in all stages of life. As weaken the joints and create conditions such as osteoarthritis and
PHOTO © FRESHIDEA - STOCK.ADOBE.COM
consumers become more aware of the harmful effects of inflamma- rheumatoid arthritis. Fortunately, research is mounting on botanical
tion and its impact on different parts of the body, he says, the number ingredients that may stop these aggravated health conditions before
of nutritional ingredients to consider grows. they fully manifest, or provide some pain relief and restore mobility in
From diet to supplementation, researchers are increasingly learn- those who are already ailing.
ing about how the ingredients we consume can influence inflamma- With joint health being such a successful dietary supplement cate-
tion. A balanced diet can influence inflammation as can herbs and gory, considerable funding has gone into exploring many botanicals for
botanicals with antioxidant potential. Which nutritional interven- joint health. Foreman mentions turmeric, ginger, and the Ayurvedic herb
tions are most effective in fighting inflammation depends on many bacopa as a few that are showing promise through expanding research.
11 APRIL 2021 ■ NUTRITIONAL OUTLOOKInflammation and Aging
In a recent study on 60 adults with chronic knee osteoarthritis, strains of bacteria are showing the potential to counteract inflamma-
a combined supplement of turmeric, ginger, and black pepper was tion in the gut and elsewhere throughout the body.
deemed similarly as effective as Naproxen, an anti-inflammatory While much gut research focuses on how individual strains can
drug, in reducing inflammation.1 benefit human health, there have also been projects that examine
the overall microbial community and how it changes with age. Re-
Skin Inflammation cently, Chinese and U.S. scientists examined bacterial samples from
Lifestyle factors such as sun exposure, allergies, diet, and viral in- newborn to elderly humans, healthy and diseased, and identified an
fections can cause skin inflammation. There’s no shortage of in- aging progression reflected in the gut microbiota and associated with
gredients marketed for combating the effect of these elements on declining health factors and inflammation.3
skin tissue. They include ingredients sourced from land and open Countless dietary foods and nutritional interventions can be em-
water. A particular ingredient that continues to show promise in ployed to alter and improve the gut microbiota in humans of all ages.
this category is astaxanthin, a carotenoid which can be sourced “Eating a diet which contains naturally fermented foods—i.e., kefir,
from algae and yeast. yogurt, etc.—and supplementing with probiotics is a great start,” says
The global market for astaxanthin is supported by research en- Foreman. “We also need to consider eating more fibrous foods such
deavors around the world. Most recently, researchers who compiled as fruits, veggies, nuts, and seeds. These fibers are needed to yield the
a scientific review of astaxanthin clinical trials on skin health con- full potential benefits of consuming friendly microbes.”
cluded that considerable evidence exists to support the ingredient’s He adds: “This area is most likely more important in older people
use for this purpose, especially for sun-damaged skin.2 Published as they have had a lifetime to be exposed to things which negatively
studies have focused on astaxanthin for UV-induced skin damage impact the microbiome, such as antibiotics, non-organic foods, envi-
but also for improving skin texture, appearance, and moisture con- ronmental toxins, and poor water sources.”
tent. However, small sample sizes and private funding are potential
conflicts of interest. Research continues to examine the relationship Calorie Restriction
between astaxanthin consumption and skin health, primarily focus- In addition to nutrient interventions, calorie restriction is an import-
ing on the ingredient’s actions as a powerful antioxidant. ant consideration in the aging process. Limiting caloric intake with-
Alongside a healthy diet and responsible lifestyle practices, di- out causing undernourishment can curb weight gain in overweight
etary supplementation with astaxanthin or other science-backed and obese individuals and reduce the likelihood of developing in-
anti-inflammatory ingredients may provide significant benefit for flammatory health conditions. But research is still inconclusive as
the skin at all stages of aging. to what extent caloric restriction can be beneficial to human health
and the aging body.
Essential Fatty Acids “Depending on the age or state of health of a person, calorie restric-
Healthy fats are an important part of optimal nutrition. As Foreman tion can be both good and bad,” says Foreman. “If someone is calorie
suggests, they are critical for many aspects of health and for slowing restricting and not consuming enough protein, then we have the risk
the aging process. of developing sarcopenia, a very debilitating disease and the leading
“They are important for every cell in the body as well as providing cause of ‘loss of independence’ among aging people. On the other
benefits for fighting inflammation, cardiovascular health, immune hand, calorie restriction is a good thing for those who are either pre- or
health, skin health, eye health, brain health, and so much more,” he type II diabetic, overweight, or have cardiovascular disease.”
says. “Considering their importance to each cell in the body, we can When formulating health products, consider the intended use and
extrapolate that dietary lipids are important for all the health chal- target consumers to assess the role calories may play in a given health
lenges we face.” food or beverage.
Essential fatty acids are the foundation of a diet containing healthy
fats. The prevailing scientific theory is that increasing consumption
of polyunsaturated omega-3 fatty acids is the best approach, since Robby Gardner is a freelance journalist in Los Angeles specializing in
western diets are generally high in omega-6 fatty acids. A better fresh produce and health food ingredients.
balance of omega-3 and omega-6 is believed to promote health and
lower levels of inflammation in the body. Research will continue to References
elucidate the complex relationship between various types of fats, 1. Heidari-Beni M et al. “Herbal formulation ‘turmeric extract, black pep-
diet, and inflammation. per, and ginger’ versus Naproxen for chronic knee osteoarthritis: a ran-
domized, double-blind, controlled clinical trial.” Phytotherapy Research,
Gut Health vol. 34, no. 8 (August 2020): 2067–2073
The gut and its microbial community profoundly influence human 2. Ng QX et al. “Effects of astaxanthin supplementation on skin health: a
health beyond digestion, as we are increasingly learning. Public and systematic review of clinical studies.” Journal of Dietary Supplements.
private research institutions have a devoted significant amount of Published online March 23, 2020.
time and resources to studying the effects of individual microbes, in 3. Xu C et al. “Aging progression of human gut microbiota.” BMC Microbiol-
the form of probiotics, on human health. In many cases, these isolated ogy. Published online October 28, 2019.
12 APRIL 2021 ■ NUTRITIONAL OUTLOOKHealth Focus
Brain Health
Supplement opportunities are growing for young and old.
BY SEBASTIAN KRAWIEC, EDITOR
C
ognitive health is a concern for people of all ages. Fac- mainstream brain health ingredient sales for that period compared
tors like energy, concentration, and memory are crucial to the previous year. This area will only continue to grow as scien-
for functioning on both a professional and social level, tific research and food technology advances create innovative new
and only get harder as we age. Add in concerns about maintain- products in multiple dosage formats.
PHOTO © VELERI_KZ - STOCK.ADOBE.COM
ing brain health in the face of age-related cognitive decline, and
it’s no surprise that the cognitive health dietary supplements cat- Memory
egory is a major area of opportunity for ingredient suppliers and Memory support has historically been a focus of the cognitive health
finished-product manufacturers. space, with predominantly older consumers turning to dietary sup-
According to data from market researcher SPINS (Chicago) on plements as a way to manage common symptoms of age-related
the 52 weeks ending November 29, 2020, brain health was among cognitive decline. While many adults do not think about cognitive
the top 10 bestselling ingredient categories in the mainstream U.S. decline until they begin to experience it, early intervention may
dietary supplement market. SPINS data indicate 68.6% growth in be beneficial. According to Alan Snow, PhD, founder and CEO of
13 APRIL 2021 ■ NUTRITIONAL OUTLOOKHealth Focus supplements company Cognitive Clarity Inc. (Edmonds, WA), the at a younger age. Younger consumers are already beginning to un- reason memory declines as we age is because of the development of derstand how supplements can support their cognitive health in plaques and tangles in the brain. tangible ways. “The plaques look like Swedish meatballs in the brain,” explains Snow. “They consist of a protein called beta-amyloid protein, and Performance they start approximately in your 20s in about 95% of the popula- Outside of memory, cognitive-performance factors such as energy tion, but nobody knows why it’s caused; it’s not genetic.” and focus are becoming increasingly important to health-conscious He goes on: “Plaques are outside neurons, so they’re in between consumers. These consumers are now seeking ingredients that can neurons in the brain. Tangles consist of a protein called tau pro- help them increase energy and focus and reduce their intake of sug- tein, which is normally a microtubule-associated protein. Some- ar and caffeine, which have traditionally been used to increase ener- thing goes awry where the tau protein becomes tangled, kind of gy and focus. Innovative supplements—and in particular functional looks like dried-up spaghetti in the neuron, and then the neuron food and beverages that support not only energy, but focus, without actually dies.” negative side effects such as crash or jitters—can be a big win for Both plaques and tangles are neurotoxic to the brain, and their manufacturers. development in and between neurons essentially blocks communi- The shift toward energy with a performance paradigm has cation to different parts of the brain, impacting memory. Plaques opened up important niche markets for products, such as in es- and tangles are responsible for 90% of memory loss that people ports. Brands like XP Sports develop products that meet the experience, with inflammation eventually contributing to mem- unique needs of esports athletes such as the need for focus, energy, ory loss even further. Percepta, a dietary supplement developed and alertness. Of course, these needs are attractive to a wide range by Cognitive Clarity and composed of a proprietary cat’s claw and of consumers. oolong tea extract, has been clinically demonstrated to inhibit both “We designed our products with top-of-class ingredients to plaques and tangles.1 achieve optimal results and a unique sensory experience,” says According to the research published in Scientific Reports in 2019, Raza Bashir, vice president of scientific affairs, innovation, and the proprietary cat’s claw, with its 11-13 major polyphenolic com- procurement for Iovate Health Sciences Inc., XP Sports’ parent ponents, not only prevented the formation of plaques and tangles company. “We’ve included ingredients such as L-theanine, phos- but also reduced existing plaques and tangles. The study identi- phatidylserine, and lutein, researched to support relaxation, men- fied one particular proanthocyanidin that potently reduced plaque tal clarity, and eye health, respectively, and which were not avail- load in “plaque-producing” transgenic mice, which correlated with able together anywhere else in the market.” improvements in short-term memory. Bashir continues: “We wanted to cater to all adults, not only While Snow’s research focuses on cat’s claw, it also sheds some gamers, which is why we created a wide-ranging assortment light on the benefits that polyphenol and proanthocyanidin-rich of products, from a carbonated liquid dietary supplement and a ingredients have on brain health. In fact, Cognitive Clarity also ready-to-mix powder to a capsule and delicious gummy, to help makes a practitioner line of Percepta that contains black currant gamers stay locked in.” extract. The vast majority of consumers find themselves behind a screen “The black currant extract we use contains 25% proanthocyan- for work, school, and recreation and therefore need real-world idins,” Snow explains. “What we found in our work on cat’s claw is solutions to optimize their health and functioning. Brands like that proanthocyanidins, which are epicatechin-dimers, seem to be XP Sports offer these solutions, even if they are actively targeting very important for reducing plaques and tangles, so we did a lot of a niche segment. These niche segments will eventually bleed into research and testing, and we identified black currant.” mainstream markets the same way sports nutrition products and Of course, as with all ingredients, sourcing and scientific valida- ingredients such as protein did. tion are crucial. Snow points out that not all ingredients are creat- The same is true the other way around. Athletes, particularly ed equal. Polyphenol-rich ingredients have been growing in popu- professional athletes, recognize the importance of supporting their larity, and as more manufacturers develop products for the brain cognitive health. This is especially true in contact sports where re- health market with these ingredients, the best way to differentiate petitive head trauma can have tragic long-term consequences. In is to offer ingredients backed with clinical research. fact, says Snow, a blow to the head causes the formation of tangles Snow’s research also evaluated mice of different ages. “We almost instantly. This is why Percepta offers an NSF Certified for looked at both younger animals, in which 3% of their cortex were Sport product verified by NSF International (Ann Arbor, MI). plaques. Then we looked at older animals, in which 10% of their “Athletes, including the Tampa Bay Buckaneers, the Miami Dol- cortex was filled with plaque, and [who] had severe memory loss,” phins, and the New England Patriots, have all been taking Percepta explains Snow. “We were able to reduce plaques in both sets. In Sport for the last few years,” says Snow. “The Patriots started using younger animals, there was a 70% reduction, and in older animals, it as soon as we certified it for sport. The certification means that there was a 58% reduction.” they look for 272 banned substances in our dietary supplement, Therefore, while older consumers may derive a benefit from sup- which is third-party tested, and then NSF International certifies plementation, it may be advantageous to begin supplementation that professional athletes can take it.” 14 APRIL 2021 ■ NUTRITIONAL OUTLOOK
Health Focus
The cognitive health space is becoming
a diverse product category, with brands offering solutions
to multiple subsets of consumers.
Because full-contact sports can be played from a rather young cellular level, and enhance mood. We really liked the cordyceps
age, it is not hard to imagine parents and coaches seeing the and ginseng for this purpose.”
utility of incorporating products like Percepta in their children’s Ashwagandha has seen immense growth in recent years as
routine. Brain health products can therefore play an important well-known consumer packaged goods brands began to incorpo-
role in supporting long-term cognitive health and development. rate the ingredient into their products and more consumers dis-
covered its many benefits. For example, according to SPINS, in
Feel Good the 52 weeks ending November 29, 2020, ashwagandha ingredient
Mood is another important aspect of cognitive health that is sales grew nearly 4000% in the U.S. mainstream sleep supplements
gaining traction in the supplements space. For example, mood category. In the brain health supplements category, ginseng grew
support was among the top four bestselling product categories in 23%. Cordyceps are less well known in the U.S. mainstream mar-
the U.S. natural dietary supplement channel during the 52 weeks ket but in the natural channel grew 43.7% in the immune health
ending November 29, 2020, according to SPINS. Mood-support category. The inclusion of ashwagandha and cordyceps in Min-
products often focus on stress management. Stress management dright signals that the ingredients are growing one step closer to
is something we can all benefit from, therefore presenting im- wider consumer acceptance.
mense opportunity for dietary supplement and functional food Of course, the right vehicle is needed to bring these ingredients
manufacturers. One recent addition to the space is Mindright, a to consumers. Food and drinks are increasingly a favored choice.
brand founded by entrepreneur and TV personality Rob Dyrdek For instance, bars are not only accessible but offer convenience on
and entrepreneur Chris Bernard. top of functionality, product traits more consumers have come to
“We believe that a positive mindset leads to increased produc- expect. The mood angle, with ingredients like ashwagandha, offers
tivity, energy, and focus, which ultimately influences our health a point of differentiation in the bar market.
and success in our work and personal lives,” says Bernard, cofound- “We began our journey focused on brain health, antiaging, and
er and “chief mood officer” at Mindright. “If you’re happier, you’re enhancing cognitive brain function, and what indexed greater
healthier, and if you’re healthier, you can realize your full potential. than all of these [attributes] was consumers’ desire to feel happy
There’s no simpler path to health and success than happiness and and be focused. It was this point that led us to lead with mood,”
reducing negativity as much as possible.” explains Bernard. “Mindright bars are for everyone, but specif-
Mindright currently sells bars formulated with ginseng, ash- ically we want to speak to a new audience: the ‘Happy Hustler,’
wagandha, cordyceps, and medium-chain triglycerides (MCTs) in or the consumer that has the same understanding that a better
three flavors: Peanut Butter Cup, Toasted Coconut, and Blueberry mood leads to increased productivity, energy, and focus in their
Almond. Bars are certainly not a new delivery format, but when day-to-day lives.”
it comes to delivering active mood-support ingredients, they are The functional food cognitive health space has not stopped at
unusual. As such, incorporating mood-support ingredients into a bars, and nor will Mindright, which has salty snacks such as popped
palatable bar was not without its challenges. chips and functional beverages in the pipeline. The cognitive health
“We worked on many variations of the blend,” says Bernard. space is becoming a diverse product category, with brands offering
“All had positives and negatives around the physiological effect solutions to multiple subsets of consumers. However, it will also
and, ultimately, the taste of the finished product. It was import- become increasingly competitive. Finding points of differentiation
ant to us that the finished product was both functional and felt in combination with efficacious ingredients will be an important
consumer-friendly and approachable.” way to establish a foothold in the space.
He says: “Partnering with KSM-66’s ashwagandha suppli-
er gave us great confidence in the output, safety, and efficacy Reference
around the ingredient based on their vast studies and clinical 1. Snow AD et al. “The Amazon rain forest plant Uncaria tomentosa (cat’s claw)
trials. This ingredient really became our star, doing a lot of the and its specific proanthocyanidin constituents are potent inhibitors and re-
heavy lifting in the matrix. With this ingredient in place, we ducers of both brain plaques and tangles.” Scientific Reports, vol. 9 (2019): 561
wanted to complement it with others that helped to pick up
where ashwagandha left off: to address the lift in energy at the This story was originally published in Nutritional Outlook’s April 2021 issue.
15 APRIL 2021 ■ NUTRITIONAL OUTLOOKHealth Focus
Bone Health
Many people need bone support. Will more turn to dietary supplements?
BY ALISSA MARRAPODI, CUSTOM CONTENT EDITOR
C
all it healthy aging, getting old in style, or gracefully aging; fracture or premature bone loss are genetically inherent within the
the older we get, the more our bodies wear down and slow family,” Marsh adds.
down—and the more consumers look for ways to thwart Women are currently the category’s biggest customers. “The most
the process. Bone health is a main concern in aging. Nutritional in- engaged consumer looking for bone-supporting supplementation is
terventions can play a significant role in the fight against adverse still women,” says Michael A. Smith, MD, director of education for
bone-related aging—if consumers choose to use them. supplements brand Life Extension.
PHOTO © METAMORWORKS - STOCK.ADOBE.COM
The Council for Responsible Nutrition’s (CRN; Washington, DC)
Who Needs Support? 2020 Consumer Survey on Dietary Supplements affirms this. The
Women especially need bone support as they age. “Of the 10 million survey found that while 21% of total dietary supplement users took
Americans diagnosed with osteoporosis, it is estimated that 80% of supplements to support bone health, more women (25%) are doing
them are women,” says Justin Marsh, CEO of dietary supplements so than men (17%).
brand Arthur Andrew Medical. “Estrogen is essential for optimal bone But men need support, too. “The male consumer tends to be un-
health, and women are at an increased risk of developing osteoporo- derserved, particularly men over the age of 50, who also need to be
sis compared to men because of hormonal changes at menopause.” aware of calcium intake and bone health,” Smith continues.
Supplementation even from an earlier age is beneficial. “Even To no one’s surprise, bone health supplement consumers nat-
young adult women are often interested in preemptive nutrients if urally skew older. CRN’s survey breaks down the age range of
16 APRIL 2021 ■ NUTRITIONAL OUTLOOKYou can also read
