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Report highlights herbal supplement market trends: CBD, turmeric, direct sales

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Retail sales of herbal dietary supplements in the United States experienced its strongest growth in 15 years, according to a new report from the American Botanical Council’s (ABC)HerbalGram. The category exceeded US$8 billion in 2017, representing an increase of 8.5 percent compared to 2016. Other key findings in the report included curcumin’s strong performance in both mainstream and natural channels, a strong increase in direct sales of herbal supplements, and cannabidiol’s (CBD) position among the 40 top-selling herbal supplements in the U.S. natural channel.

The report relied on data from Nutrition Business Journal (NBJ), as well as data developed via a collaboration between market research firms SPINS and IRI.

Both SPINS/IRI and NBJ data pointed to increased sales in the mainstream channel. NBJ’s mass-market retail channel sales totaled an estimated $1.45 billion in 2017 (an 8.4 percent increase compared to 2016), compared to a total of $925.93 million for mainstream multi-outlet retail sales of herbal dietary supplements (a 0.69 percent increase compared to 2016), as indicated by IRI/SPINS data. Unlike IRI/SPINS, NBJ’s mass-market channel analysis includes convenience stores.

In the natural channel, NBJ indicated herbal supplement sales achieved $2.62 billion in 2017 (a 4.7 percent increase), while IRI/SPINS data indicated sales of $405.15 million (an 8.9 percent increase). NBJ analysis of the natural channel includes estimated sales from Whole Foods Market, which are not included in IRI/SPINS data.

Strongest sales growth, however, was attributed to direct sale of herbal supplements, which totaled $4.012 billion in 2017, an 11.2 percent increase compared to 2016, according to NBJ.

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Omega-3s market outlook

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Omega-3 fatty acids are essential for overall health. Mary Ann Siciliano, national sales manager, Aristra Industries Inc., said omega-3s have been found to be particularly good for heart health, joint and inflammation support, eye health, cognitive function, pregnancy and healthy child development and immune function, among other benefits.

The omega-3s include the essential fatty acid alpha-linolenic acid (ALA), and the longer-chain eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA).

Plant-based sources of ALA omega-3 include flaxseed, chia seeds, canola, walnut and soybean oils and leafy and green vegetables. The short-chain omega-3 ALA can be converted in the body to the longer-chain omega-3s. However, the body’s ability to convert ALA into EPA and/or DHA is inefficient, making ingestion of pre-formed EPA and DHA beneficial.

The biggest challenge for both consumers and industry affecting consumption of omega-3 food supplements is taste. Marine sources of long-chain fatty acids often yield a “fishy” taste that is unappealing to consumers.

Proprietary research from the Global Organization of EPA and DHA Omega-3s (GOED) showed highest supplement use is occurring in the United States, China and Australia. Statistica 2018 estimated the supplement market for omega-3 supplements in 2025 will reach US$57 billion, compared to $33 billion in 2016. This is indeed a steep growth for an individual supplement segment.

Consumption of omega-3-rich food is reasonably high in the high-population markets of China and India, but that is largely fresh-food based. As these economies evolve and nutrition management in the nouveau riche comes to vogue, the demand for supplements will rise.

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FDA issues guidance on disclosing amount of live microbial ingredients in supplements

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FDA on Thursday recognized the benefits of disclosing on labels the number of live microbials in dietary supplements—an issue of interest to marketers of probiotics.

FDA stopped short of amending its labeling regulations, denying a request filed by the International Probiotics Association (IPA).

However, the agency revealed plans to “exercise enforcement discretion” for companies that chose to declare on the Supplement Facts label the amount of live microbial ingredients based on colony-forming units (CFUs), in addition to disclosing the quantitative amount of certain dietary ingredients based on their weight per FDA regulations.

“We believe that CFUs provide a useful description of the quantity of live microbial dietary ingredients,” FDA explained in a constituent update. “Allowing firms to declare the CFUs within the Supplement Facts label will help consumers more readily identify the amount of living microorganisms for each product and more easily compare products.”

Enforcement discretion

In draft guidance published Sept. 6, 2018, FDA said it intends to exercise its enforcement discretion, provided the following conditions are met:

• The quantity is first listed in terms of weight;

• The declaration of quantity in CFUs is expressed in a manner that is clearly separate and readily distinguishable from the weight, e.g., as a parenthetical or in a subset line;

• The declaration of quantity in CFUs is formatted in clear terms that can easily be understood by a common reader, e.g., 10 billion or 300* (where the unit that “*” is intended to represent, such as million or billion, is a typical measurement of CFUs and is clearly indicated elsewhere in the Supplement Facts label)

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Weighing the pros & cons of supplement delivery forms

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Now that you have the perfect formula to add to your product line, what solid dosage delivery form should you choose? Capsules, tablets, softgels or powder? The answer—it depends! This is a decision every brand marketer must make during product design. Each delivery form has its place in the dietary supplement arena. Several factors should be considered when selecting a delivery form to ensure the ingredients are delivered to the body in the most befitting form and the product is convenient and user friendly.

The two-piece hard-shell capsule is the most common delivery form in the supplement space. Most allow a rapid release and require fewer processing aids. Tablets are also widely used, which can be packed with a larger quantity of ingredients, allow time-release delivery and offer a variety of shapes and sizes. A softgel typically consists of a soft gelatin or vegetarian-based shell surrounding a liquid fill. This delivery form is particularly suitable for oil-based ingredients. Powders, as the name implies, consist of a single ingredient or mixture of ingredients in powder form. Powders can be considered the purest of the delivery forms requiring few, if any, processing excipients. Powders are ideal for macronutrients or supplements requiring a large serving size. These solid dosage delivery forms have specific manufacturing processes as well as advantages and disadvantages in form and function.

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Delivery Forms for Dietary Supplements

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As someone who’s been in the supplement and manufacturing industry for more than 30 years, I’m continually perplexed at how so many companies focus on overall product quality without also giving equal consideration to delivery within the body. What’s missing here is science and chemistry. More specifically, application of the proper delivery method required for raw materials to be most effective.

Overlooking such factors leads to powders that unwittingly harden, oxidize, taste bad, mix badly, change color or even become rancid. Following are key insights as to when certain ingredient delivery forms should be used for optimal bioavailability and shelf life.

Powders: This is best used for ingredients such as proteins. The major benefit is that even with a serving that is not exact, it won’t affect overall product benefits. Most protein powders are simple dry blends designed to go into solution, usually water, and consumed in a relatively short amount of time. Leaving a powder in water for too long will cause microbial growth, making it dangerous to consume. Materials that are not soluble, taste bad or are highly hygroscopic are not ideal for powder delivery.

Liquids: Great for ready-to-drink (RTD) products, it offers a quick, no-hassle way to consume an ingredient. However, it limits how much actual active material can be included in a serving. The saturation point of liquids depends on the bulk density of the ingredients. Additionally, water-soluble ingredients must be used, otherwise emulsification and suspension techniques need to be applied. Liquid delivery is not good for bad tasting ingredients because “masking” them properly is quite difficult. Liquid delivery products also typically require preservatives and a low-acid or aseptic production.

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Global Omega 3 Supplement Market Analysis By Top Players, Size, Share Forecasting Up To 2026

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Worldwide Omega 3 Supplement Market Research Report represents the proficient analysis of Omega 3 Supplement industry providing a competitive study of leading market players, Omega 3 Supplement market growth, consumption(sales) volume, Omega 3 Supplement key drivers and limiting factors, future projections for the new-comer to plan their strategies for Omega 3 Supplement business. Further, the report contains study of Omega 3 Supplement market ups and downs of past few years and forecasts sales investment Omega 3 Supplement data from 2017 to 2026.

The Omega 3 Supplement Report outline the vitals details which are based on manufacturing region, Omega 3 Supplement top players, type, applications and so on will gives the transparent view of Omega 3 Supplement Industry. The important presence of different regional and local players of Omega 3 Supplement market is tremendously competitive. The Omega 3 Supplement Report is beneficial to recognize annual revenue of key players, Omega 3 Supplement business strategies, key company profiles and their benefaction to the Omega 3 Supplement market share. The Omega 3 Supplement research contains pictorial representation of important data in the form of graphs, figures, Omega 3 Supplement diagrams and tables to make simplified for the users to understand the Omega 3 Supplement market new trends clearly.

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