“Many organizations are investigating how particle size and nanosizing may improve bioavailability,” says Federico Franceschi, PhD, a senior scientist from Indena S.p.A.
“Marketers tend to get very enthusiastic about what the next big ingredient will be, but if you really want to determine that, you have to first understand what benefits consumers are looking for,” says Julian Mellentin of international market analyst New Nutrition Business.
Imagine a shopper in the supplements aisle debating buying brand A over brand B. Brand A says, “More bioavailable!” Brand B does not. To most consumers, the choice seems obvious. But is it really?
Grass ingredients also topped SPINS’s ingredients-to-watch list, with more suppliers introducing new launches. Matt Phillips, CEO of Cyvex Nutrition, estimates his company will see up to 40% growth in the category this year. Last year, it launched expanded versions of its alfalfa line, including Alfapro Agglomerated, a dispersible grade, and highly bioavailable Alfalfa 95%.
Marketers eyeing the pet-health industry are barking up the right tree. From omega-3 liquids and functional dog treats to oral-health probiotics and glucosamine/chondroitin supplements for joints, the animal supplements category is starting to show its teeth.
What’s making the FTC tick these days? Recent consent orders—not to mention POM’s lawsuit—have industry speculating.
Like any good partnership, delivery systems and ingredients must work together seamlessly.
Excipients might not always be the star of a dietary supplement product—that role most likely goes to the active ingredient—but make no mistake that excipients are more than just “filler.” And, excipients will need to answer to stricter FDA regulation in the near future, according to David Schoneker, director of global regulatory affairs for Colorcon (Harleysville, PA) and past chairman of the International Pharamceutical Excipients Council (IPEC). Schoneker spoke at a recent webcast sponsored by the Council for Responsible Nutrition and Virgo Publishing.
Consumers may have embraced superfruits, but superfruits also face some probing questions, including whether enough human science has been done to justify their marketing hype.