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2022 Consumer Trends: People will still turn to dietary supplements, nutrition for preventative health in 2022

Realizing that COVID-19 will be part of our daily lives for a long time hasn’t made consumers any more complacent about their health. Rather, in 2022, shoppers will continue to turn to good nutrition and dietary supplements to help them stay healthy in 2022, say two new consumer trend reports.

ADM (Chicago) released its report, “The Dietary Supplement Consumer of Tomorrow,” and FrieslandCampina Ingredients (Amersfoort, The Netherlands) released its report, “Nutritional Food: Shaping the Future of Nutrition 2022.” According to the companies, nutrition and health product marketers need to understand what’s changed—and what hasn’t—in terms of consumer behaviors in 2022.

Not that drawing a bead on changing consumer preferences is always easy. “We are in the midst of an unprecedented shift in consumer trends,” said Vicky Davies, global marketing director of performance, active, and medical nutrition, in FrieslandCampina’s report. “It’s been an extraordinary couple of years, and brands would be forgiven for feeling like the goalposts are continually moving.”

Preventative Health

Consumers aren’t likely to abandon the healthy behaviors they adopted during the pandemic. Instead, goals like healthy aging and taking care of themselves by maintaining fitness, sleep health, mental health, and digestive health will be ongoing goals, says FrieslandCampina.

The pandemic led more consumers to prioritize physical fitness, with the report, which includes data from market researchers FMCG Gurus and Innova Market Insights, noting that 60% of consumers say they now exercise at least three times per week. More consumers are also minding their mental health, with 46% of 26- to -35-year-olds and 42% of 36- to 45-year-olds “actively” trying to improve their mental health. This trend is global, with the report stating, “It is incredibly rare for so many people across nationalities, ages, and genders to be united by one shared experience. While everyone’s pandemic experiences are different, the feeling of tension and stress has been almost ubiquitous.”

Older consumers also continue to pay more attention to healthy aging, and this can been seen in countries like Asia where functional foods for healthy aging are an upward trend and where, in 2020, 47% of such food and drink products included a senior-related mention, the FrieslandCampina report notes.

Consumers are even getting savvier about digestive health, realizing the link between gut and microbiome health and holistic health. The FrieslandCampina report notes that two out of three people “already recognize that gut health is key to achieving overall well-being.”

Seeking Solutions

The good news for dietary supplement companies is that consumers very much still view supplements as a key tool in their health plans. Fully 60% of global consumers say they are planning to improve their health and wellness over the next year. This bodes well for supplements. The ADM report notes that 79% of U.S. consumers say that taking supplements is important to their overall health, 67% of global nutritional supplement users plan to continue using supplements over the next year, and 49% of all supplement users say they’d be willing to spend more on supplements.

They are also taking the quality and efficacy of those supplements more seriously. Says the ADM report, “When considering nutritional supplements, 59% of global consumers want to see scientific evidence supporting supplement efficacy.”

Consumers are also more sophisticated in their approach to supplements, no longer just seeking general, random products but rather aiming for personalized nutrition solutions. ADM’s report notes that 55% of global consumers are seeking out product health claims that suit their individual needs, and up to 75% of U.S. dietary supplement users are looking for personalized products directly suited to their needs.

This includes supplements in the form most convenient for them to take, whether it is because they have difficult swallowing traditional tablets and capsules—or because they are simply looking for a delivery form that’s fun for them to take. ADM’s report notes that one in four global supplement users “would like to see supplements in different forms.” Functional food and drinks are definitely appealing. Consumers are also pickier, with 58% of global consumers stating that it’s important that their supplements taste good, the report notes. Convenience is also paramount, with the report stating that 54% of global nutritional supplement users prefer multifunctional supplements that offer more than one health benefit.

Original post –


Health Top Of Mind For Consumers In A Post Pandemic World

As COVID has spread across the US and the world it has put a premium on a healthy immune system.

While nearly every demographic has been affected, it has been those with compromised immune systems who have been hit the hardest.

This has produced a high demand for health supplement products, particularly for those groups most susceptible to experiencing life-threatening illness as a result of COVID.

Diabetics are one such group which has been disproportionately affected by the coronavirus, which has caused many to look for natural alternatives to diabetes such as those offered by Type2Diet.

But the rising interest in the health industry isn’t just limited to those with existing medical conditions. There has been a renewed interest in fitness, healthfoods, supplements and other health related products amongst all demographics since the beginning of the COVID pandemic, and interest continues to reach new heights.

While the pandemic has certainly turned things upside down for many individuals and businesses, it has also created opportunities for those in the health & wellness space to bring new offerings to groups who could see great value from improved health, but who might otherwise have little interest.

Product Promotion in Times of Epidemic

UPDATE, March 16, 2020: Things are moving very quickly throughout the industry and the economy at large. As of press time, several retail chains have suspended in-store sampling, and it is foreseeable that more will follow suit. This has obviously been very traumatic to the entire promotional industry, and many important details remain to be seen. In the days and weeks to come, we will be working with retailers to return to allowing demos in stores as soon as it is safe to do so. We remain hopeful that even before the point where actual sampling is has fully returned, they may allow non-sampling demos and promotions to be performed. To this end, many of our suggestions for what can be done in-store will still be valid; additionally, we are recommending that brands take this down-time as an opportunity to more thoroughly train their ambassadors so that they are more effective at consumer education once the doors re-open. We will, of course, keep you fully apprised of any new developments as they occur.

In this post, we’re diving a bit deeper into that idea to identify specific opportunities where healthy/natural/organic brands can gain share in a turbulent market. These opportunities are rooted in the fact that consumers are actively looking for specific information and products that will help them be healthier and combat the COVID-19 threat. 

With that in mind, and based on our experience, here are some product brand categories that can and should be capitalizing on the opportunity to be front and center, educating and promoting to shoppers amid all the fear and panic.

  1. Natural Soaps

This one is easy. Truly natural soaps (such as the amazing products from Dr. Bronners) are WAY better than standard consumer soaps, or even chemical-based antibacterial soaps. For people who are already keenly interested in making sure they have cleaned their hands (etc.) well, all you need to do is tell them that this product is better, and you’ll have an attentive audience.

The key here – as with most Natural/Organic/Sustainable/Healthy (or NOSH) products – is that you need to be able to tell your value story to the shopper who doesn’t already know it. For most brands, the most effective way to do that is person-to-person, with a trained brand ambassador. With a bit of management (and help from Promomash, of course) you can make sure that the extra expense of a demo will be more than compensated by the extra sales and acquisition of new customers.

  1. Supplements: 

This is another natural fit for the times. There are 2 specific messages that should play well here:

  1. Immune-system support & boost products
  2. General health supplements 

Demos are also a fantastic option for supplements, due to the importance of educating the consumer on how your products help to improve health and immune response, and due to the fact that it’s easier to get a substantial return on investment with the high per-unit prices of the best supplements.

  1. Healthy/organic foods:

Here, more traditional promotional tactics such as displays and discounts can help to increase the prominence of your brand at a more reasonable price. Well-designed coupon/flyers can help to convey your message. These tactics can be deceptively expensive though, and should be evaluated also on the basis of return on that investment; they will tend to require a high base volume in order to be net worthwhile.

  1. Natural sleep aids:

Here’s an opportunity that might not be so obvious – but when you think about it, it’s a potential big double-winner. People are stressed out about everything right now… and they probably need sleep. Help! And on top of that, it’s more important than ever that they get adequate sleep, because for many people that’s the one thing they can do to improve their overall health and immune strength.

If you have a product(s) that encourage a good night’s rest, it’s just a matter of gently reminding people of the importance of sleep, and they’ll be totally on board… probably for the long term.

These are just a few ideas to get your creative juices flowing and to stimulate your marketing boldness. You know your products better than we do, and you know why you developed them for the market. The important thing now is to be bold, spread your message, and turn all the uncertainty into new loyal consumers.

If you would like to discuss ideas for how Promomash can help you get out there promoting fast and furiously during this time, feel free to reach out to our team…we have the expertise and resources to help you make the most out of your promotion dollars.

Good luck!

Originally posted by:
Chris Ambarian is the Co-founder and Chief Marketing Officer of Promomash

FDA’s limited view of inflammatory claims

Sports and other physical activities involve strenuous use of muscles, tendons, ligaments and such, leading to inflammation of the tissues and joints. Our own physiology gives us the ability to address this inflammation. We possess a system that deals with inflammation, known as the cholinergic anti-inflammatory metabolic pathway. It carries signals to and from cells in response to inflammation.

Keeping this system in good health is a good idea, but it can be challenging for natural product brands to communicate how products or ingredients can aid in this effort due to the regulatory realities of structure/function claims.

In the initial years after the passage of the Dietary Supplement Health and Education Act of 1994 (DSHEA), the requirement to notify FDA of intended structure/function claims meant brands sent claims to Center for Drug Evaluation and Research (CDER) for evaluation. This drug branch of FDA was not an appropriate place for review of this newly formed class of claims, but that was the reality. Claims involving inflammation were submitted, and the general concept of addressing inflammation with supplementation was allowed (by virtue of no written objections to such claims). In the rulemaking discussion, inflammation claims in joints was noted as off limits, but not anti-inflammatory actions of the body generally.

However, about five years ago, FDA alerted the industry that it determined inflammation claims in nearly all instances constitute a drug claim. The agency reasoned the anti-inflammatory system of the human being is not always active. This contrasts the immune system, which is always active. Thus, claims involving support of a “system” that is always turned on are allowed but supporting a “system” that turns on in response to dysfunction and/or damage involves a pharmaceutical action. FDA made an exception where inflammation and discomfort are occasional and the result of strenuous exercise. Exercise apparently does not cause damage or render any part of the body dysfunctional regardless of how strenuous the exercise, though I have some personal stories to the contrary.

Ingredients used in dietary supplements are substantiated to benefit or reduce inflammatory processes. That is a truth. The basic standard for claims is that they be “truthful and not misleading” per the Federal Food, Drug, and Cosmetic Act (FD&C). Substantiation is the legal and regulatory requirement to meet this standard. When this is in place for inflammation claims, however, other standards come into view. This narrower finding by FDA is simply that: a finding. It is not a regulation. It is not guidance on the topic nor is it published as official. However, FDA has emphasized statements such as “supports healthy inflammation response” are unauthorized. This is owed to inflammation being considered a dysfunctional state. When it is the result of something not vector-driven (disease) or injury-caused (damage), the inflammatory response is a result of something other than normal, which is the standard for which dietary supplements are intended to benefit. Where these boundaries are drawn is blurred and not adjudicated. Regardless, without continual challenge to these soft boundaries, the interpretation of the law by the agency about claims remains an ever-shifting and narrowing landscape as shown by the anti-inflammation issue.

Read The Full Article HERE

Liver health supplement market not meeting consumer demand

Non-alcoholic fatty liver disease (NAFLD) is a growing medical issue. Intake of processed food and medication, together with occurrence of diabetes and obesity are all rising, according to the American Liver Foundation. Liver health is set to become a great concern of the modern age, presenting opportunities for nutraceutical development.

Most products on the market are still commodity herbals with little or no clinical or bioavailability data. This is problematic since most solutions addressing liver issues use milk thistle extract: its major active component, silybin, has poor bioavailability. Some manufacturers settle for a mix of different herbals renowned for their traditional use against liver issues, ignoring which parts of the plant should be used and possible cross-interactions between the substances.

Solutions are commonly positioned as “liver detox,” however, no randomized controlled trials have been conducted to assess the effectiveness of commercial detox diets in humans.1

Hepatic health is one of the categories where the gap between demand and availability of innovative solutions is surprising. Despite increasing consumer attention, the market has a lack of high-quality nutraceutical solutions. Importantly, almost no solutions address children directly. This could be due to the less known fact that NAFLD affects children just as frequently as adults.

NAFLD is a common disorder referring to a group of conditions where abnormal hepatic metabolism of fatty acids leads to accumulation of excess fat in the liver, without significant alcohol intake, viral infection or any other specific aetiology susceptible to cause liver disease.

Its development begins with lipid deposition and progresses to involve oxidative stress, inflammation and fibrosis. Non-alcoholic steatohepatitis (NASH) is a more severe form of NAFLD, for which fat accumulation is accompanied by inflammation, fibrosis, scarring of the liver and subsequent loss of function. If left untreated, this can lead to irreversible cirrhosis and ultimately liver failure, or develop into hepatocellular carcinoma, the most common type of liver cancer.

Between 30 and 40 percent of adults in the United States have NAFLD, and 3 to 12 percent of adults in the United States have NASH.2 Researchers estimate that close to 10 percent of U.S. children ages 2 to 19 have NAFLD.3

NAFLD patients rarely show symptoms. No medicines have been approved to treat NAFLD and NASH; patients are typically recommended to follow a strict diet, lose weight and are prescribed diabetes drugs or statins, intended to treat the accompanying effects on insulin metabolism or cardiovascular system.

Read The Full Article HERE

Unravelling the gut-brain axis

Undoubtedly, one of the greatest scientific advancements in our lifetime, along with the sequencing of the human genome, is the profiling of the microbiome. Most people have heard the estimate that we are only “10% human” or that foreign bacterial cells outnumber human cells 10 to 1. New data shows that number is closer to a 50:50 ratio. More accurately, we are 50% human.1 The microbiota exhibits all the characteristics and metabolic activity to be officially categorized as its own “organ.”2   

However, our foreign bacteria have 100 times the genetic diversity and potential of our own DNA. This means they have 100 times the genes that can be flipped on and off through various stimuli, like interaction with each other, metabolites, toxins, exercise and diet.3 The genetic output of our microbial population includes the production of proteins that may signal our own genes to act, either turning them on or off.4,5 

In fact, our microbiota produce nearly 30 different kinds of neurotransmitters, identical to the ones we make in our brain; plus, they manufacture and mediate thousands of immune- or inflammation-modulating molecules.6,7,8,9 The far-reaching impact of our symbiotic relationship with our microbiota influences brain, heart and liver health; the development and etiology of allergic and skin diseases; metabolic efficiency; drug pharmacokinetics; and immune and digestive function.10,11 The ability to manipulate this population for our good is a major constituent of epigenetics and personized nutrition.12,13 

The gut is increasingly referred to as the “second brain.” The gut contains more than 100 to 500 million neurons, exceeding the number of neurons found in the spine.8,14,15

The brain is the manager and sorter of all the stimuli we receive from the outside world. We mainly think of this as what we hear, see and touch, but we forget about the vast amount of data processed via the gut.16 It is no wonder that we have long noticed gastrointestinal (GI) complaints associated with depression, anxiety, insomnia and many other diseases we previously thought of as solely “mental” illnesses.17,18,19 Conversely, for nearly a century, many gut diseases, like irritable bowel disease, were described as “nervous disorders.”

The two-way communication between the gut and the brain via the enteral nervous system (ENS) and the vagal nerve is called the “gut-brain” axis.20,21 Science is still elucidating the complex pathways of communication between the brain and the gut that include hormone signaling, microbial metabolite production and immune system activation.22,23 We already know that enteric nervous system hormones and peptides can make their way into circulation, and more importantly, cross the blood–brain barrier acting synergistically to regulate mood, cognitive function, stress, appetite and sleep.24,25

The communication via the gut-brain axis goes both ways. This is especially evident when stress is introduced. Even short-term exposure to stress can impact the microbiota community profile and lead to dysbiosis by altering the relative proportions of the main microbiota families. This dysbiosis in turn influences stress responsiveness, anxiety-like behavior and the set point for activation of the HPA stress axis.

Read The Full Article HERE

Nutraceuticals for immune support: Growing standards, room for improvement

From traditional herbal infusions to today’s sophisticated formulations, nutraceuticals for immune support have come a long way. Owing to the pull of scientific progress and push of demanding consumers, we are entering an era where certain products are delivering the promised value with guaranteed safety and clinical proof. But this is far from the standard. 

Astragalus, elderberry and Echinacea infusions are among the earliest immunity-boosting additions to diet. With their successful track record and word-of-mouth popularization, it is understandable they are still regularly used, yet in most cases, they have not advanced in decades or have even dropped in quality. A large portion of immunity nutraceuticals are still simple herbal extracts, commodities that rely solely on historic use and bibliographical data for proof of efficacy. Additionally, ingredients included in a product don’t necessarily have a connection to assumed benefits apart from the name. Questionable origin, interchangeableuse of different plant parts and adulterants are producing ineffective, unsafe supplements that contribute to consumers’ decreasing trust. For a credible product, herbal extract inclusions need to be traceable, have direct research and an established safe dosage, especially when formulating for children.

With increased understanding of biochemical processes in the human body came the next big players of the immunity market: vitamins and minerals. Starting as simple chemical compounds such as ascorbic acid, vitamins and minerals have made an immense leap to what we see today. Branded, patented, clinically supported ingredients with advanced delivery technology are widely available and boast increased stability, controlled release, enhanced absorption or bioavailable chemical states. More importantly, consumer awareness of the range of quality and consequence of lower price is most present for these ingredients. We see partners on markets worldwide increasingly interested in formulations containing vitamins with improved characteristics, seeking to satisfy the growing demand of educated users and to differentiate in a noisy category.

Differentiation can also be achieved by more biologically complex ingredients that later entered the global spotlight. Colostrum, propolis and fungal extracts have brought a new dimension to the industry, correlating with the natural alternatives trend and sparking substantial investment into clinical research. The relatively new concept of immunostimulation is showing undeniable results (Diets, Immunity and Inflammation. 2013;416-434), but keeping the immune system in an excited state should be approached with caution. The benefit of long-term use of activating ingredients such as beta-glucans is questionable. Harmful over-boosting is a new topic, not yet widespread in the industry, and will likely be an influence in future product development trends.

The realization of the complexity of the immune system and its connection to the gut has sparked an exciting new era of research and a completely different angle. Investments into consumer education have made a remarkable shift in gut health. Probiotic product launches with immunity positioning are steadily rising yet may come with some drawbacks: the discrepancy between claim and effect due to personal microbiome differences, and stability issues. The latter are solved with convenient and booming prebiotics.

Read The Full Article HERE

Sports nutrition for active consumers

The weekend warrior, the person cramming most of their exercise into two days off from work, is not new. Yoga is not new, but its huge bloom of devotees in western countries like the United States is newish. CrossFitters and Tough Mudderers also are newer. Add to these high-profile exercisers a cornucopia of active consumers at gyms, parks, beaches, trails and all manner of courts, tracks and fields, and you get a big mass of amateur athletes ripe for sports nutrition product use.

We are talking many millions of active people. CrossFit has more than 15,000 official affiliates, with around 4 million participants, according to CrossFit. More than 3 million people have competed in one of the many races annually, and the organization said participation is growing thanks to shorter race options. According to the Outdoor Association, almost half of Americans (49 percent, or 146 million people) engaged in outdoor recreation in 2017, and running, including jogging and trail running, was the mostpopular activity in terms of both participants and total annual outings.

Anthony Almada, a co-founder and fellow of the International Society for Sports Nutrition (ISSN) and consultant to and spokesperson for Indena, highlighted “some inspiring findings from the ongoing USA National Health and Nutrition Examination Survey (NHANES), published in February,” such as: about 8 percent of Americans are performing 2.5 to <5 hours of vigorous, or 5 to <10 hours of moderate exercise per week, and  about 41 percent are engaged in ≥ 5 hours of vigorous, or ≥ 10 hours of moderate exercise, per week.

Read The Full Article HERE

Supplement delivery systems

While pills and capsules remain the most popular format for delivering nutrients in dietary supplements, brands are continuing to innovate around delivery systems, and consumers continue to shift to alternative delivery when the products meet expectations around efficacy, ingredient quality and convenience.”

It all started about two decades ago when two innovations hit the scene that began shifting dietary supplement delivery formats.

The first shift in the way manufacturers delivered nutrients happened with vegetarian encapsulation systems, which gave consumers choice in putting their vegetarian values into the capsules they popped.

The second was gummi bears—once just another cute candy for kids—which became a format by which to deliver not just sugar and fun but also nutrients.

Gummies saw a 109 percent growth in preference over a seven-year period, according to a 2018 Natural Marketing Institute (NMI) report. Growth in this and other alternatives-to-pills formats are coming from younger generations the iGen, Millennials and Gen Xers.

While remaining in the pill format, softgels can improve the bioavailability of nutrients compared to other dosage forms.

Softgels also better protect ingredients, allowing nutrients to make it further down the digestive system.

In an attempt to boost bioavailability of nutrients, other technologies are coming to the fore to supercharge supplements.

One is liposomes, which are made of phospholipids—the basic building blocks of cell membranes—and encapsulate nutritional compounds. These tiny molecular spheres bond with cell membranes to deliver nutrients into cells. Liposomes also bypass the digestive process that normally degrade or limit the body’s ability to fully absorb and utilize nutrients.

One new bioavailability booster is a proprietary microtablet technology that is about the size of a BB and dissolves and disperses nutrients in seconds.

All of these shifts in the supplement market helps meet consumers where they are—whether they have difficulty swallowing, or are weary of taking pills, or are just looking for something new and novel in their quest for optimal nutrition.

Read The Full Article HERE

Alpha lipoic acid for healthy aging

Alpha lipoic acid for healthy aging

In a time where antioxidants are essential, consumers are looking for the right ingredient to combat free radicals. Known as thioctic acid, alpha lipoic acid is generated through small amounts in the mitochondria—otherwise known as “the powerhouse of the cell.” One study found that “As an antioxidant, [alpha lipoic acid] directly terminates free radicals, chelates transition metal ions (e.g., iron and copper), increases cytosolic glutathione and vitamin C levels, and prevents toxicities associated with their loss.”1 Also known to help with the aging process, another study found ALA helps lower oxidative stress associated with aging.2

In addition, according to Clinical Nutrition, ALA plays a key part in boosting energy production, as it helps the physiological responses to stress.3 As aging occurs, the body is not capable of maintaining the same level of cellular energy production. The Clinical Nutrition study evaluated the efficacy of carnitine, a mitochondrial metabolite, and lipoic acid. The research indicated that an age-dependent decrement in the levels of the TCA cycle enzymes and electron transport chain complexes, in which supplementation of carnitine (300 mg/kg bw/d) and lipoic acid (100 mg/kg bw/d) for 30 days brought the activities close to normal levels. This suggested that alpha lipoic acid helped reverse the age-related decline.

An additional study found that added with L-carnitine, alpha lipoic acid reduced oxidative stress and improved mitochondrial function.4 In the double blind, crossover study, researchers examined the effects of alpha lipoic acid with acetyle L-carnitine treatment on vasodilator function and blood pressure in 36 subjects for eight weeks compared to placebo. The results indicated that active treatment increased brachial artery diameter by 2.3 percent and reduced systolic blood pressure for the entire group. Moreover, there was a dramatic effect in the subgroup with blood pressure above the median, and in the subgroup with the metabolic syndrome. This strongly indicated alpha lipoic acid’s effect on blood pressure and endothelia function in the brachial artery.

As an important part of cellular production, alpha lipoic acid plays a profound impact on oxidative stress. Indeed, the right ingredient to combat free radicals could be Alpha lipoic acid—and helpful ingredient to provide consumers a long and healthy life.

Read The Full Article HERE

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