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Table of Contents January/February 2011 • Volume 14, No. 1
30 The Next Frontier for Nutrition Bars The market continues to hold its own, but falling consumption and product saturation may threaten future growth.
Cover design by: Jessica Carlin
35 Mood Health:
35
Ingredients for a Healthy Mind Consumers want to strike a healthy balance in their lives, and mood is a very important part of that equation.
40
40 Delivery Strategies In Transit The days of bulky, chalky ‘horse pills’ are virtually over, along with the notion that gummies, chews and other fun delivery formats are reserved for kids.
Columns 22 • Business Insights by Greg Stephens
26 • Eurotrends by Joerg Gruenwald
24 • Capitol Comments by Todd Harrison & Andrew Bigart
28 • Quality Focus by Paula Brown, Melissa Phillips, Catherine Rimmer & Laura Wood
4 • Nutraceuticals World
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January/February 2011
Table of Contents
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45
46
Departments 8 • Top Of The News • Dietitians are healthiest; IOM sets new DRIs for calcium & vitamin D 10 • Editorial • a word from the editor 12 • Nutraceuticals World In Print & Online • line-up of expanded coverage @ nutraceuticalsworld.com 14 • Industry News • Healthy eating habits vary by generation; ConsumerLab.com spars with AHPA 44 • Nutraceuticals Research • a recap of the latest clinical trials 45 • Supply Source • a profile on Fluxome 46 • New Products • recent nutraceutical product introductions 47 • Suppliers Corner • new developments from industry suppliers 48 • People In The News • who’s who and who’s moving where 48 • Classified Section • classified advertising section 49 • Calendar • upcoming industry events 49 • Advertisers Index • cross reference of advertisers in this issue 50 • The Nutraceuticals Multiverse • a quirky look at nutraceuticals in a parallel universe NUTRACEUTICALS WORLD’S circulation is audited by BPA International. Authorization to photocopy items in NUTRACEUTICALS WORLD for internal or personal use, or internal or personal use of 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. NUTRACEUTICALS WORLD (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 Company Capabilities 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 postage paid at Ramsey, NJ 07446 and additional mailing offices. Publications Mail 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 NUTRACEUTICALS WORLD, 70 Hilltop Road, Ramsey, NJ 07446 USA. Printed in USA. Free subscriptions to NUTRACEUTICALS WORLD 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 Canadian orders. GST #134451756). Foreign Airmail one year subscription $195.00. Back issues available: $12/issue. Payment must be made in U.S. dollars via U.S. bank or by Visa or Mastercard. The publisher reserves the right to determine qualification of free subscriptions. Missing Issues: Claims for missing issues must be made within three months of the date of the issue. Also publishers of HOUSEHOLD AND PERSONAL PRODUCTS INDUSTRY (HAPPI), BEAUTY PACKAGING, NONWOVENS INDUSTRY, INK WORLD, LABEL & NARROW WEB INDUSTRY, COATINGS WORLD, CONTRACT PHARMA, MEDICAL PRODUCT OUTSOURCING AND ORTHOPEDIC DESIGN & TECHNOLOGY. Printed in the U.S.A.
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January/February 2011
“…96% of registered dietitians report using dietary supplements at least seasonally—
Top Of The News
74% say they take them regularly…” —CRN Life…supplemented” Healthcare Professionals Survey
Dietitians Are Healthiest, According to CRN Survey
When it comes to eating a balanced diet, taking vitamins or other dietary supplements, exercising regularly and engaging in other wellness behaviors, registered dietitians come out on top among eight healthcare professional populations, according to the “Life…supplemented” Healthcare Professionals (HCP) Impact Studies. The research studies, conducted in 2007, 2008 and 2009, are part of the “Life… supplemented” consumer wellness campaign, which is dedicated to helping Americans live a healthy lifestyle by engaging in the three pillars of health: a healthy diet + supplements + exercise. The 2009 study shows that 96% of registered dietitians report trying to eat a balanced diet; 96% of registered dietitians report using dietary supplements at least seasonally—74% say they take them regularly; 83% say they exercise regularly; 80% say they maintain a healthy weight; 86% say they regularly visit their own healthcare professional and 72% claim they get a good night’s sleep.
IOM Sets New DRIs for Calcium & Vitamin D
Most Americans and Canadians up to age 70 need no more than 600 international units (IUs) of vitamin D per day to maintain health, and those 71 and older may need as much as 800 IUs, says a new report from the Institute of Medicine (IOM). The amount of calcium needed ranges, based on age, from 700 to 1300 mg per day, according to the report, which updates the nutritional reference values known as Dietary Reference Intakes (DRIs) for these interrelated nutrients. The Council for Responsible Nutrition (CRN), Washington, D.C., called IOM’s newly-released report on the DRI levels for vitamin D “a modest step in the right direction that fell short of truly capturing the extensive and positive research that has consistently supported the need for people to significantly raise their vitamin D levels.” “While an increase in the recommendations for vitamin D will benefit the public overall, such a conservative increase for the nutrient lags behind the mountain of research demonstrating a need for vitamin D intake at levels possibly as high as 2000 IU/day for adults,” said Andrew Shao, PhD, senior vice president, Scientific and Regulatory Affairs, CRN. “However, CRN recognizes the challenges associated with the DRI process, and the difficulty in making broad-based recommendations for an entire population. That is why it is so important for consumers to talk with their doctors or other healthcare professionals, to get their vitamin D levels tested, and determine personalized recommendations that would enable them to increase blood levels of vitamin D as appropriate.” CRN noted that the recommendations for calcium changed slightly, with minor adjustments to recommendations for infants, children and the elderly. Commenting on this development, Dr. Shao noted, “based on the current body of science surrounding calcium, this is what we would have expected.”
8 • Nutraceuticals World
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NEW DATE:
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From The Editor
Top 10 Predictions for 2011 10. Health Claims Limbo Part II. The industry is still in the unfortunate position of health claims limbo. In the U.S., agencies are taking a hard look at substantiation, with companies facing the potential of having to provide two good clinical trials to support product claims. In Europe, EFSA is butchering the health claims system with its negative opinions. This means companies will likely pull back on claims and go for softer messaging, at least for now.
9. A Time to KISS [Keep It Simple Stupid]. Consumers are turning away from complicated product labels—and that goes for foods, beverages and supplements. Their goals are simple: to be able to pronounce and understand the ingredients in these products, and know their origin as well. And the fewer the ingredients, the better!
8. Two for the Price of One. Consumers are actively seeking more value in the products they buy—from cell phones to computers to cars to food. But it’s not just about price. For this industry in particular, this translates into developing products that deliver on multiple promises (e.g., health benefits, better flavor, natural ingredients, etc.). And remember, in this economy low price is a given.
7. Relaxation in a Bottle. Running counter to the dramatic rise in energy beverages, companies are initiating a new trend toward relaxation products. According to Innova Market Insights, consumers are asking for products that can help them minimize stress and encourage relaxation— beyond yoga and xanax. And it’s not only about the ingredient; it’s about the experience.
6. Prevention is Still the New Healthcare. Americans are still unhappy with the healthcare
Editor: Rebecca Wright (
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Columnists Anthony Almada MSc GENr8, Inc.
situation and they continue to turn toward supplements and health foods to stave off illness. This is a great time of year to win consumers’ loyalty, by getting them through the winter cold- and flu-free.
RFI Ingredients, Inc.
5. Is the Sustainability Trend Sustainable? Innova Market Insights says as the sustain-
British Columbia Institute of Technology
ability trend continues to gather pace, whether for environmental or humanitarian reasons, manufacturers are increasingly answering calls for more sustainable practices to benefit both humans and animals. But do consumers care? According to a recent Hartman Group report, 15% more consumers are now aware of the term “sustainability” compared to three years ago (69% in 2010 say they are familiar with“sustainability”vs. 54% in 2007), BUT only 21% can identify a sustainable product. Even fewer, 12%, can name specific companies as“sustainable.”
4. Election Hangover. According to John Gay, executive director and CEO of the Natural Products Association, there could be significant changes for the industry as a result of the November 2010 elections.“The natural products sector has champions and threats coming from both sides of the aisle, so the fact that one party or the other is in control does not make or break us—the champions and a number of threats remain,” he said. “But the shift in leadership in the House may help as Representative Henry Waxman must now give up the chairmanship of the Energy and Commerce Committee, although he remains in Congress.”
3. Natural Intervention. The term“natural”is one of the most important claims on products across a range of markets. However, it has been abused and regulatory bodies are ready to pounce. Mintel says terms that are vague or not well understood will come under fire in 2011, and that“we are due to see an intervention of regulatory bodies”as a result.
Paul Altaffer Paula Brown Jeff Crowther The Natural Products Association (NPA), China
Erik Goldman Holistic Primary Care
Joerg Gruenwald analyze & realize AG
Todd Harrison Venable LLP
Adam Ismail Global Organization for EPA & DHA (GOED)
Doug Kalman Miami Research Associates
Dr. A. Elizabeth Sloan Sloan Trends, Inc.
Grant Washington-Smith Alticor, Inc.
Editorial Advisory Board Steve Allen Nutrition Capital Network
Nancy Childs, PhD Saint Joseph’s University
Steven Dentali, PhD American Herbal Products Association (AHPA)
2. Supplement Science. The supplement market has a core of loyal followers. Still, the category could always benefit from an injection of new users. Turns out, according to Nutrition Business Journal, non-users of supplements can be lured to the category with science. When asked in a recent survey what might convince them to begin taking supplements regularly, 56% said“scientific studies demonstrating benefits.”
Loren Israelsen United Natural Products Alliance (UNPA)
Alex Merolli Nutri+Food Business Consultants
Paul Paslaski BioVittoria Limited
Ellen Schutt
1. Three Cheers for Probiotics, Vitamin D & Omega 3s. These continue to be the cat-
LaunchNatural
egories to watch. Consumers are impressed by the wealth of scientific data on these nutrients, and continue to seek them out in a variety of product formats.
Gregory Stephens, RD (Business Insights Columnist) Natural Marketing Institute
Rhonda Witwer National Starch Food Innovation
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January/February 2011
Stay connected with
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The New NutraceuticalsWorld.com Nutraceuticals 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.
Knowledge Center In an effort to help you access more than 10,000 articles from the past 10 years of Nutraceuticals World’s coverage, we have created a“Knowledge Center,”which contains a growing base of information designed to offer you the most relevant news and articles associated with specific categories in the nutraceuticals industry. We have divided the Knowledge Center into two sub-categories—Nutraceuticals Markets and Health Conditions, which are divided further into nearly 50 unique sections, such as Antioxidants, Baby Boomers, Herbs & Botanicals, Cardiovascular Health, Immune Function, Sports Nutrition and Women’s Health.
TrendSense Industry expert Liz Sloan is flexing her marketing muscles, offering analysis on different segments each month using Sloan Trends’TrendSense models. You can find her analysis, complete with downloadable TrendSense Data Charts, under the “Research” tab of our website.
Top Online Stories @ nutraceuticalsworld.com AMR101 Takes on Lovaza Amarin enters final phase of testing for its promising fish oil medication for high cholesterol.
Finding Success in Functional Foods Companies need to look beyond hot ingredients and focus more on packaging, health benefits and what consumers want most.
Blood Sugar Management Companies are investigating label claims that discuss low glycemic index in the blood sugar management category.
‘Naturally Filtered’ Blog Join associate editor Sean Moloughney in January as he offers his Top 11 Predictions for 2011. You can find his blog under the “Opinions” tab of our website.
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January/February 2011
Industry News
Healthy Eating Habits Vary by Generation While the majority of adults recognize the
“Older consumers, ages 54 and up, often have the greatest need to eat healthy due to underlying medical conditions, and are driven to do so.” —NPD Group need to eat healthy, eating behavior varies by generation, according to a new report by market researcher NPD Group. The report
found that older generations eat more healthfully than younger generations, but four out of five adults (nearly 170 million
ConsumerLab.com Spars with AHPA Over Valerian Review
in at least one case caused CL to classify a product with proven efficacy as ‘not approved.’” Tod Cooperman, MD, president of ConsumerLab.com, issued several responses to AHPA’s evaluation of the review. “In an apparGroups dispute appropriate standards for product testing. ent attempt to defend the reputation of products that have failed to After ConsumerLab.com, White Plains, NY, released a recent report meet our quality criteria, the AHPA trade group has overlooked key stating most valerian herbal supplements failed its quality tests, the facts that clearly support ConsumerLab.com’s findings and concluAmerican Herbal Products Association (AHPA), Silver Spring, MD, sions,” he said. “AHPA is misleading the public with false informaissued a challenge to the assessment. After ConsumerLab.com tion. We encourage AHPA to instead use its resources to improve (CL) responded, defending its procedures and conclusion, AHPA the quality of valerian supplements in the marketplace, as there are reissued its assessment, drawing further criticism from CL. products containing little of their listed ingredients.” Among nine products selected for review, only two passed testAs for lead levels, CL utilized the California limit (0.5 mcg/day is ing, according to CL. Of the seven that failed, one contained no dethe level above which products sold in the state of California are retectable key valerian compounds and four others had only 26.7% quired to bear warning labels). to 82.5% of amounts expected from ingredient listings. One of But this California standard is inconsistent with other established these products was found to be contaminated with lead, as were limits on lead, according to AHPA. For example, Health Canada altwo other products. lows up to 20 mcg/day of lead in natural health products (the CanaThe amounts of lead found in the products (which ranged up to dian equivalent of dietary supplements in the U.S.). And while FDA 3.5 mcg of lead per daily serving) are not likely to has not issued a regulation to provide quantitative limcause toxicity alone, CL said, but it is best to avoid units for lead or other heavy metals in supplement prodnecessary lead exposure. Lead contamination was ucts (or in most conventional foods), FDA’s Principal found to be an issue in products consisting primarily of Deputy Commissioner Joshua Sharfstein, MD, refervalerian root powder as opposed to valerian root exenced 6 mcg/day as “FDA’s tolerable daily intake” for tract. The extraction process removes heavy metals. lead in testimony before Congress earlier this year, reAHPA’s review called into question some of CL’s ferring to the agency’s long-established provisional procedures and suggested that most of the tested total tolerable intake (PTTI) of lead in the most sensiproducts meet standards established by the European tive population of children under 7. Pharmacopoeia (EP) and FDA. According to AHPA, In his latest remarks about the dispute, Dr. Coopertested products include some that specify the level of man said: “The question in our minds at ConsumerA popular herbal sleep aid, valerenic acids and others that list only the amount of valerian accounted for $68 Lab.com when we choose criteria for evaluating million in sales in the U.S. in supplements is not ‘what are the minimum standards valerian root. In the latter case, CL states that a prod2009, up 10% from the prior uct passed if the amount of total valerenic acids derequired by a manufacturer?’ but ‘what criteria best year, according to Nutrition tected was at least 0.17% of the amount of valerian meet the needs of consumers, including our own famiBusiness Journal. root in the product. This is the minimum amount eslies, who rely on our information?’ It should not be surtablished by the EP for whole, dried valerian root. But the EP level prising that the criteria selected by ConsumerLab.com often for valerenic acid from dried valerian root in cut form is 0.10%, reexceed the minimums chosen by the industry. This explains why, flecting changes that may occur during processing. for example, we hold herbal products to the strict California State Additionally, Steven Dentali, PhD, chief science officer of AHPA, limit of 0.5 mcg of lead per daily serving, as opposed to AHPA’s said “While valerenic acids are useful markers for identifying a valerpreferred limit of 10 mcg of lead per daily serving. Eleven years of ian ingredient, you can’t ‘test in the quality’ of a valerian product product testing show that our standards are not only achievable, simply by measuring these compounds. This narrow approach has but that many of the products on the market can meet our criteria.”
14 • Nutraceuticals World
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January/February 2011
Industry News
people) still have a diet that needs improvement. Titled“Healthy Eating Strategies by Generation,” the report identifies the gaps between actual consumption behaviors and intentions. It also found that younger generations—Generations X,Y and younger Boomers, ages 21 to 54—have the least healthful diets. Older consumers, ages 54 and up, often have the greatest need to eat healthy due to underlying medical conditions, and are driven to do so. All the generations appear to share an understanding of what constitutes healthy eating. Adult consumers, across generations, define healthy eating consistently and are aware of the top characteristics of healthy eating and of a healthy lifestyle: exercise regularly, eat well balanced meals, eat all things in moderation, limit/avoid foods with saturated fat or cholesterol or trans fats and drink at least eight glasses of water per day. Almost 85 million adults ranked nutritional value/healthful as #1 or #2 in importance as a need driver in deciding what to eat and drink; taste and price/value are in the top three for the three younger generations. For older consumers, freshness replaces price/value in ranked importance. While many aspects of their diets could use improvement, overall, the largest deficiencies in adults’ diets are insufficient intake of fruits, vegetables and dairy products and over consumption of total fats.
GSK Acquires U.K.’s Top Sports Nutrition Company U.K.-based GlaxoSmithKline has entered a deal to acquire Maxinutrition, another U.K. company that manufactures protein-enhanced functional nutrition products, from Darwin Private Equity. Subject to approval from the Office of Fair Trading, GSK will acquire 100% of the shares of Maxinutrition for a cash consideration of approximately £162 million, including the repayment of outstanding debt. Maxinutrition is Europe’s top sports nutrition company by market share and has delivered sales growth of approximately 21% CAGR over the last three years. The company recorded sales of approximately £36 million for the fiscal year ended April 2010. Under the terms of this agreement, GSK will acquire Maxinutrition’s brands, including Maximuscle, the leading brand in the U.K. and European January/February 2011
sports nutrition market. The deal will extend GSK’s reach into wider categories, complementing its existing Nutritional Healthcare business.
Weight Managers Value Protein With more than 1.6 billion overweight adults in the world today, weight management represents one of the largest and most dynamic growth opportunities in the global health and wellness market. Solae, St. Louis, MO, recently conducted a weight management consumer research study across 11 countries to better understand consumers’ behaviors, motivations and practices in managing weight and their usage of foods providing weight management benefits. The study also looked at product attributes important to consumers in selecting foods to support their weight management goals, and specifically, consumer understanding and awareness of protein in weight management. “Consumers are increasingly looking for ways to manage their weight through convenient foods and beverages,” said Michele Fite, vice president of global marketing and strategy, Solae. “As Solae continues to invest in future ingredient innovation, this research helps us identify and better understand opportunities for proteinenhanced foods targeting weight management. Our data indicate that today’s consumer understands the important role protein plays in helping manage hunger. As a high-quality plant-based protein, soy protein can help food manufacturers develop great-tasting, satisfying food products targeting this growing segment.” Solae’s weight management consumer research study collected insights from more than 5300 weight managers. According to results, weight managers are most interested in satiety-enhanced versions of“everyday”foods that they already consume regularly. While results varied slightly by country, soup, yogurt and breakfast cereal consistently ranked high as categories where added satiety benefits would be of interest to weight managers. As expected, taste was the most important product attribute in 10 out of 11 countries when choosing foods for weight management. However, a food’s ability to sustain energy levels and control hunger were www.nutraceuticalsworld.com
other attributes consumers rated quite high in importance. Across all countries, 78% or more of weight managers rated protein’s ability to sustain energy levels and control hunger as very or somewhat important to them.
Study Shows U.S. Joint Health Below Average About 63% of respondents to a joint health assessment from Joint Juice, Inc., San Francisco, CA, have below average or poor joint health, and more than 70% of Baby Boomers have below average or poor joint health. Since the launch of the joint health assessment on www.jointjuice.com, more than 7500 people have taken the test to evaluate their personal joint health. This assessment, created by Kevin Stone, MD, renowned orthopedic surgeon and founder of Joint Juice, Inc., determines the condition of an individual’s joints based on a series of 15 questions regarding Body Mass Index (BMI), diet, exercise, lifestyle and joint health history. Results were collected from July through September 2010 and summarized in five categories: Excellent, Good, Average, Below Average and Poor. “These results not only reinforce the need for a healthy joint regimen, but also reiterate that people are interested in learning about the state of their joint health,” said David Ritterbush, CEO of Joint Juice, Inc. “Joints are the foundation to an active and healthy lifestyle, yet are often overlooked.”
EFSA Issues Positive Opinion for Oat Beta-Glucan A scientific panel of the European Food Safety Authority (EFSA) has issued a positive opinion on a disease risk reduction health claim dossier for oat beta-glucan following an application from Switzerland-based CreaNutrition AG. According to the opinion, foods providing 3 grams of oat beta-glucan per day can bear the health claim: “Oat beta-glucan has been shown to lower/reduce blood cholesterol. Blood cholesterol lowering may reduce the risk of heart disease.” The health claim still needs to be approved by the EU Commission. Bioactive oat beta-glucan is the cholesterol-lowering constituent of CreaNutrition’s OatWell oat bran ingredients. Nutraceuticals World • 15
Industry News
CRN Scientists Discuss Evidence-Based Nutrition Paradigm In commentary published in Natural Med-
icine Journal, Andrew Shao, PhD, senior vice president of scientific and regulatory affairs, Council for Responsible Nutrition (CRN), Washington, D.C., and Douglas
Getting Ahead of the Curve: Saturated Fat
Mackay, ND, vice president, scientific and regulatory affairs, urge the scientific community to establish a new paradigm of evidence-based nutrition that sets criteria
ternatives, the opportunity for products with a low saturated fat profile will grow larger still. Sales of foods/beverages touting a fat-related claim hit more than $46 billion in mass channels in 2009 excluding Wal-Mart per the Nielsen Co.; those with a specific fat claim, e.g., no trans fat, $14.8 billion. More than one-third (37%) of grocery shoppers bought more lower-fat products in 2010 than last year reports FMI. One in five (17%) of the best-selling new foods/drinks in 2009-10 had a lower in fat claim, according to SymphonyIRI’s “2010 Pacesetter Report.”
By Dr. A. Elizabeth Sloan Saturated fat is the new leader in the fat avoidance market. Twothirds (67%) of Boomers, 66% of Gen Xers and 46% of Gen Yers are reducing/avoiding saturated fats, vs. 63%, 61% and 49%, respectively, for trans fats, according to the Hartman Group’s 2010 “Reimagining Health and Wellness” report. Eight in 10 (79%) shoppers believe that saturated fats are bad; 77% trans fats, reports the Food Marketing Institute’s (FMI) 2010 “U.S. Grocery Shopper Trends” survey. Moreover, in unaided questioning, low in saturated fat is now the 4th most important component of healthy eating cited by 22% of consumers, ranking right behind vegetables, fruits and limiting processed foods per Mintel’s 2009 “Attitudes Towards Food: Weight and Diet” report. With the 2010 Dietary Guidelines Advisory Committee recommending a reduction of saturated fat from
