Can supplement companies do a better job of teaching customers about what to expect from immune-health supplements?

Do consumers get how immune health supplements work? Can they cut through the “immune washing”?

Bunge has invested $45.7 million to help Australian Plant Proteins (APP) double the output of its plant protein isolates production by March 2022. The investment also gives Bunge a minority stake in the company, makes Bunge the exclusive distributor of APP’s ingredients in the Americas, and will give Bunge the option to license APP propriety processing technology outside of Australia. APP launched its first commercial processing plant in Horsham last year.

“Securing investment and distribution agreements with a major multinational such as Bunge, alongside our existing partnership with Scalzo Foods in Australia and New Zealand, is testament to the value and ongoing growth in demand for quality, plant-based protein options,” said Brendan McKeegan, APP co-founder and director, in a press release. “As soon as APP commenced commercial production in November 2020, we experienced soaring demand for our premium faba bean protein isolate in Australia and internationally, with customers impressed with the product’s high functionality and clean taste.”

With APP’s proprietary fractionation process, which retains protein quality during production, APP’s protein isolates can be used in a broad range of plant-based foods and beverages, including yogurt, milk, meat alternatives, protein bars and shakes, sauces, condiments, baked goods, and protein supplements. APP has also used its fractionation process on yellow peas, mung beans, chickpeas, red lentils, and yellow lentils, all of which are ready for commercial production.

“By combining APP’s proprietary extraction technology with our application expertise and global sales and distribution networks, we provide a significant competitive advantage in making quality plant protein accessible to customers around the world,” said Kaleb Belzer, Bunge’s vice president of protein business. “We’re enabling food and beverage manufacturers to tap into the demand for new protein types, make protein claims, deliver exceptional texture and mouthfeel, and align with consumers seeking non-GMO and clean label offerings.”

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Bunge has invested $45.7 million to help Australian Plant Proteins double the output of its plant protein isolates production by March 2022.

Australian Plant Proteins secures investments from Bunge to double production

Photo © Konstantin Yuganov - Stock.adobe.com

COVID-19 has fundamentally changed consumer attitudes about health. In short, it’s given proactive healthcare a shot in the arm.

Even before the pandemic, consumers were becoming more conscious about the impact of their current diet and lifestyle on their health. The pandemic, however, intensified focus, placing greater emphasis on health maintenance to stave off disease. FMCG Gurus research shows that any reaction to the virus amongst consumers is not short-term; on the contrary, consumers appear to have changed their attitudes and approach to health long-term.

More than ever, consumers are embracing 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 products they know and trust and can easily incorporate into their daily health regimen.

FMCG Gurus research in 2020 shows that 42% of global respondents say they have adopted a long-term approach to health maintenance. Many are recognizing that their diet and lifestyle are not as healthy as they should be, increasing the risk of immediate and long-term health problems.

For instance, 41% say that in the last 12 months, they have experienced health problems that impact their quality of life. Up to 23% describe their diets as unhealthy. And 52% say they are concerned about the amount of time they spend indoors on digital devices.

Even before the pandemic, consumers realized the need to make improvements; however, this realization intensified over the past 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% believe 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 questioning 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 become more conscious about their immunity as a result of the virus.

This highlights two key issues. Firstly, more than a year into the virus, instead of developing COVID fatigue or believing the pandemic to be sensationalized, consumers remain concerned about their health. Secondly, concern about vulnerability to disease and illness is not just restricted to those more vulnerable to COVID-19, such as the elderly.

In laying out their proactive plans, 76% of consumers say they plan 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 have remained steady over the course of the pandemic, with minimal change in the proportion of people saying this in February 2021 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.

These barriers are still present in a pandemic environment. Research conducted in 2019 showed some of the key obstacles cited by consumers 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 expensive (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 healthy-aging plans, they need to ensure products are nutritious and hassle-free so they can be easily incorporated into daily diets. In addition to being convenient, affordable, and tasty, products must be high in good ingredients, low in bad ingredients, and carry credible claims on packaging.

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 

. For more information about FMCG Gurus’ latest reports, including its COVID-19 survey series, please e-mail 

Focus on health maintenance and healthy aging is now front and center.

COVID-19 gave proactive healthcare a shot in the arm

 has been said about immune health supplements in the past year. Many companies today are spouting the pros of supplement products and ingredients for immune support, and customers eager to stay healthy especially during pandemic times are buying. Immune health dietary supplement sales today are astronomical. 

 covered many of the ingredients now benefiting from growing global interest in ingredients that provide immune support.

While some consumers correctly understand that no supplement in the immune health aisle will treat or prevent a disease like COVID-19, others, unfortunately, don’t. FDA has been quicker than usual to correct misconceptions by issuing a swath of 

 to companies of all kinds illegally marketing their products as COVID-19 cures.

But that still leaves a high percentage of consumers who in general don’t understand how immune health supplements work and what to reasonably expect from them. And here, companies within the dietary supplement industry can do a better job.

When it comes to “immune washing” supplements (overhyping the immune health potential of products and ingredients), marketing can be purposefully misleading—for instance, knowingly claiming that a product or ingredient can support immune health when in fact there isn’t research showing a strong direct link to immunity, or claiming a product to be good for immune support when there isn’t actually a sufficient dose of ingredients in a product to be effective.

One can understand the desire of a company to slap the additional “immunity” claim on a product if it contains even a small amount of an ingredient linked loosely to immune support. But is doing so right? Probably not.

Ahead, we talk to two experts: one, a leading company in the immune supplements space, and the other a supplement expert who has stood on the side of consumers and understands how damaging misleading marketing can be to the end user. We asked what companies in this space can do better to not only protect consumers but also protect themselves—the entire immune health industry—in the long-term.

David J. Foreman, RPh, ND, known in the dietary supplement industry as The Herbal Pharmacist, spent years as the owner of a natural pharmacy working directly with consumers purchasing natural health products. He gets why consumers are so eager to turn to supplements during COVID times, but he also grasps what they don’t understand about immune health supplements in general.

“I would say that the majority of consumers have no idea what to take, nor how much and how long, to achieve the results they want,” he says. “They trust marketing and packaging, which is dangerous.” In that respect, supplement users are really no different than consumers in other markets where customers primarily buy based on the seller’s word.

Foreman outlines the basic tenets of immune supplements. “Boiling it down: Supplements either stimulate the immune system to act quickly (i.e., produce more white blood cells), or they support the immune system (i.e., provide direct or indirect support by many possible mechanisms)…Additionally, there are supplements which support the downregulation of the immune response. We see this with regards to autoimmune conditions.”

Most consumers don’t differentiate between immunity stimulants versus ingredients that take a longer time to work. They don’t understand which ingredients support the immune system directly and which do so indirectly. In short, they don’t understand that different immune health supplements should be used in different ways.

“Let’s face it: the immune system is a complex orchestra,” says Foreman. “Stimulant supplements should only be taken at the first onset of feeling sick and only be used for a few weeks. Stimulating the immune system over extended periods of time can be harmful. Support supplements usually take a few days to begin working. They are what I like to call the ‘preventative’ way of avoiding an immune challenge such as bacterial, viral, and even cancer.”

Diving deeper, we asked Foreman to lay out how the immune system works. He touched on some of its key components.

Lymphocytes are white blood cells. Their production is key to immune system function, Foreman explains. “Lymphocytes are part of our immune defense and act to recognize antigens, produce antibodies, and destroy harmful cells.”

He continues: “There are three main types [of lymphocytes], known as T cells, B cells, and natural killer (NK) cells…T cells get their name because they are developed in the thymus gland and are essential in immunity because they recognize antigens and are able to bind to them. B cells get their name because they mature in the bone marrow. They recognize and attach to specific antigens, too. Natural killer cells are known to be cytotoxic. This means they have the ability to kill other cells. NK cells are an important part of the immune system because they can recognize virally infected cells, as well as some types of tumor cells, and kill them before they cause harm.”

Helper T cells are extremely important. Foreman explains: “Helper T cells are arguably the most critical cells in adaptive immunity, as they are required for almost all adaptive immune responses. They not only help activate B cells to secrete antibodies and macrophages to destroy ingested microbes, but they also help activate cytotoxic T cells to kill infected target cells.”

Then, there are cytokines. “Cytokines interact with cells of the immune system to regulate the body’s response to disease and infection,” he explains. “Some cytokines stimulate the immune system, and others slow it down. Immune cells use cytokines as messengers to other immune cells. Examples of cytokines are: chemokines, interferons, interleukins, lymphokines, and tumor necrosis factor.”

Studies show that certain classes of ingredients impact the immune system, whether it be directly or indirectly. Foreman calls this the “immunopotentiation” factor. “

 can be defined as a process that either directly enhances one or more specific immune functions, or that modifies one or more components of the complex immunoregulatory network to achieve its effects through indirect mechanisms,” he says.

He continues: “Immune-modulating substances are a type of immunotherapy that enhances the body’s immune response. This can be either by stimulating or suppressing the immune system and may help the body fight abnormal cell production, infection, or other diseases.”

Antioxidants, for instance, may play a role. Says Foreman: “Recent clinical trials have found that antioxidant supplementation can significantly improve certain immune responses. Adequate amounts of neutralizing antioxidants are required to prevent damage to immune cells. An adequate intake of antioxidants is essential for an efficient function of the immune system and important for the effects on immune responses.”

 He briefly describes how some of the most common immune health ingredients work on the system.

Acute ingredients, like those below, stimulate the immune system short-term.

“Acts by increasing lymphocyte activity, phagocyte function, leukocyte mobility, and antibody and interferon production

“Acts by activating neutrophils, macrophages, polymorphonuclear leukocytes (PMN), natural killer (NK) cells, TNF-α, interleukin-10 (IL-10), interleukin-1 (IL-1), and interleukin-6 (IL-6)

“Has several effects, including antiviral and immunomodulating effects, and inhibits the replication of several strains of influenza viruses A and B and inhibits H1N1 ‘swine’ flu

.It also increases production of inflammatory cytokines, such as interleukins and tumor necrosis factor

“Has activity against avian influenza A and human influenza A H1N1 viruses

, and increases antibody activity and phagocytosis by macrophages

“Is important for neutrophil, natural killer cell, and T lymphocyte function

. Mild zinc deficiency might adversely affect T cell functions

Chronic ingredients, on the other hand, support the immune system through long-term use. Foreman describes some of the most common.

“Chaga, reishi, maitake, shiitake, cordyceps: These impact lymphocytes, macrophages, T cells, and natural killer (NK) cells.

“Increase macrophage phagocytosis of tumor cells, increase the cytotoxicity of natural killer cells (NK), and stimulate the release of interleukin-1 (IL-1) and tumor necrosis factor (TNF)

“The beneficial impact of probiotics is by different mechanisms. These mechanisms include the probiotics’ capacity to increase the intestinal barrier function, to prevent pathogenic bacterial movement, and to modulate inflammation.

“Antiviral activity has been extensively researched

. There are multiple mechanisms of action with regard to how the antiviral effect is realized. It was found to suppress viral load

“There are numerous published clinical studies confirming that low blood levels of vitamin D are associated with an increased risk of infections

. The National Institutes of Health warned that low vitamin D levels are associated with frequent colds and influenza

Being Straightforward, Communicating Better

These ingredients are becoming more popular in supplements. But are they present in a dose efficacious for the immune support consumers are seeking?

“Can we insert a laughing face emoji here?” asks Art Rowe-Cerveny, vice president of marketing for PharmaCare U.S. (San Diego, CA), maker of leading immune supplement brand Sambucol. Supplements like the company’s Sambucol Black Elderberry Gummies saw skyrocketing demand in the past year.

He talks about the immune washing happening in both products and ingredients. “While, for the most part, most are being true to the brand or ingredient, there are still quite a few that are making excess claims or not using enough of the specific—or any—ingredient for the consumer to gain effect. Additionally, just the sheer proliferation of the term 

 is concerning, as we are seeing it on many items outside the normal spaces.”

That’s obviously bad for consumers, who may be misled into paying a lot for a product that doesn’t deliver the goods. “Consumers are blind and often deceived by marketing and false claims or expectations of what the product really does, how much to take, etc.,” Foreman says. “An example is Airborne—generally, just a whiff of ingredients not at a therapeutic dose. Or vitamin C powders delivering just 1000 mg of C. This will not do much to stimulate the immune system at just one packet per day. For C to really stimulate the immune system, we need to take that dose 10-12 times a day.”

Regarding the immune washing he witnessed in the past year, Foreman says, “I had a lot of concerns and was sad to see how shifty companies were to make a fast buck.”

“One of my favorite examples was an omega-3 product that contained less than 100 mg of vitamin C, claiming their product was great for immune health,” he recalls. “While omega-3 is good for immune health with regards to inflammation, it is not that great for helping with the pandemic concerns. Additionally, the dose of C is too low to do much of anything for immune health. One company told me they relabeled their product to say ‘immune health’ instead of ‘skin health’ because it had vitamin D in it. Crazy.”

Immune washing is also bad for responsible companies selling products in the immune health market, Foreman and Rowe-Cerveny both point out.

“We are certainly concerned and believe the industry should be concerned, as the consumer will vote with their wallet,” says Rowe-Cerveny. “The simple fact is if a consumer new to the category takes a product they find to be substandard or does not have the perceived effect—or, worse, fails in their mind—then they are lost to the category forever. And given the pace of growth in the category currently, this will mean losing a large slice of the consumer pie.”

Foreman agrees, stating, “Many people still think that natural health supplements are voodoo.” Products that don’t work as sold certainly won’t correct that impression.

Consumers could stand to be more informed about immune supplements in general, Rowe-Cerveny agrees. “Unfortunately,” he says, “we believe that the vast majority of consumers do not have a good understanding of how immune health supplements work. While there is always the subset of the highly educated consumer, they are a small percentage. Especially given the fear around the pandemic, it is the case that most consumers are probably taking a shotgun approach to immune health supplementation, taking anything and everything they can.”

Are supplement companies responsible for teaching consumers about how supplements work? In some ways, yes—and one could argue they’d be doing it as much for the customer as for themselves. For instance, in clearly explaining how their products work, they can also distinguish what sets them above the competition.

So, can industry do better than it’s doing now? “Short and sweet: Yes, they can do better,” Foreman says. “They should do better, and it frustrates me every time I see misleading ads or labels, etc. Education is key. Communicate with articles, videos, images—whatever it takes!”

Rowe-Cerveny also advocates for “education, education, and more education”—and throws in the caution, “but in small doses.” He expands: “Given the change in media consumption and attention span, long-form articles or videos will not cut through to the modern consumer, sadly. So, breaking the elements down into the most easily communicated, yet valid, points, to be consumed in bite-size chunks, is imperative.”

As a pioneer in the elderberry market, PharmaCare U.S. spent years disseminating accurate information. “We have spent the past decade trying to build consumer awareness of black elderberry, working with key opinion leaders (KOLs) spanning the range from MDs to moms, using social media to call attention to specific pieces and uses,” he says.

He points out: “There is very little room on-pack, from a regulatory standpoint, so we have had to use all other touchpoints to try and get the benefits across.”

Ingredient suppliers should also refrain from making irresponsible claims. After all, suppliers bear responsibility for how they market their ingredients to supplement brands, who will then take those ingredients to the customer. Foreman says that oftentimes a supplier’s R&D staff might understand precisely how immune support ingredients work, but sales and marketing staff—the people selling the ingredients and their benefits—sometimes don’t.

As we reach this point in the seemingly never-ending pandemic, it’s a good time to reflect on our industry’s own behaviors. Immune health supplements are complex and should be marketed clearly. And, and is true for the entire supplements industry, Foreman says it’s important to remind customers that supplements are only a piece of the puzzle, instead of pretending that supplements are the sole answer.

“Immune supplements are not the only thing we should be doing to support our immune health,” Foreman reminds. “I always say, ‘There is no pill to cure your ill.’ It takes other lifestyle habits such as exercise, healthy diet, no sugar (it is bad for immune function), stress management, etc., in order to achieve the best results.”

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According to Brightfield Group (see infographic below), in Q4 of 2020, cannabidiol (CBD) experienced an increase in awareness. In Q3, only four brands had at least 20% consumer awareness, which increased to 14 brands in Q4, with nearly all the top CBD brands in the U.S. having over 10% awareness. However, despite the increase in awareness, purchasing and loyalty have remained largely the same.

The top brands by awareness according to Brightfield Group are Garden of Life (29.4% awareness), HempFusion (28%), Charlotte’s Web (27.5%), CBD Clinic (26.9%), and HempMeds (25.8%). The CBD brands that saw the best increase in awareness between Q3 and Q4 were CBD Clinic, Diamond CBD, Vitaleaf Naturals, Hemp Bombs, and CBD American Shaman. However, only 45% of the brands saw increased purchasing. This means that CBD brands need to pay close attention to their purchase funnel as customers become more aware but not yet loyal to any particular brand, says Brightfield Group. Awareness grabs can therefore not be the only strategy for success, because while important and successful, they don’t necessary convert down the funnel.

“Celebrity endorsements as well as using influencers or brand ambassadors on social media have been strong awareness drivers. Some companies that have leveraged this include HempFusion, Medterra, GreenRoads, CBDfx, CBDistillery, cbdMD, NuLeaf Naturals, and Koi CBD,” said Jamie Schau, international research manager at Brightfield Group. “Pet Releaf had various ‘famous IG dogs’ promoting their products, and CBDMedic likely owes much of its awareness to [Rob Gronkowski, AKA] Gronk. Martha Stewart and Playboy brands, naturally, owe virtually all of their name recognition to their previously existing followings. Major supplements brands like Garden of Life had existing awareness based on their other lines of products.

“Some more non-traditional methods of garnering awareness: Sagely Naturals sponsored the LA Marathon last year; cbdMD had a national television advertising campaign entitled ‘Conquer the Day’; Paw CBD launched an advertising partnership with Trip Advisor and had its own national TV campaign which occurred during the Puppy Bowl on Animal Planet and Discovery Plus. They also have a successful podcast, a route other brands are pursuing to generate awareness as well as educate.”

Awareness initiatives that educate may be an important way to drive purchasing, as some consumers are still hesitant to try CBD products. “Of the consumers who are not using CBD today, many report they are ‘happy’ with the current products or medicines they are using to treat conditions. However, there is an opportunity to inform this same consumer group on the benefits of CBD, as many also report they just don’t know enough about CBD products,” says Schau. “Also, skepticism around CBD actually working or its potential to get one ‘high’ has been reported as a deterrent. The brands that can deliver on the education of product benefits, as well those top CBD consumer product attributes/expectations (fast effects, taste, and fresh ingredients) will be in better positions to increase penetration.”

Another strategy to draw in customers in the CBD space has been to offer discounts to encourage online purchases of products. Unfortunately, as a result of all these discounts, 53% of CBD consumers now report buying CBD products with the best discount. So, while discounts attract new customers, they do not create loyalty. However, loyalty can be earned if the product purchased provides the desired effects.

“Price is indeed a key purchase driver for US CBD consumers, with 69.2% listing it as a top attribute in their CBD products – however, nearly as many (67.9%) list desired effects as a top attribute – thus price and quality/efficacy have to be considered heavily in developing and marketing products, as a cheap product that does not offer quality will not survive,” explains Schau. “Other primary purchase decision factors are product formats, dosage and taste, as well as consumers’ perceptions/assumptions when it comes to a product’s effects, especially when they are looking at CBD for support with sleep, pain/physical relief, or relaxation – the most sought after product effects. Friends and family continue to be a major influence on purchase behaviors, as almost one-third of CBD purchasers first learned of CBD via friends or family in Q4 2020.

“Quality products deemed from the consumer lens are those that meet consumers’ expectations, fast – primarily from a ‘desired effect’ perspective. In addition, attributes such as ‘tastes good,’ ‘fresh’ and ‘made with quality ingredients’ are all table stakes, so ensuring these three are in place is a must.”

According to Brightfield Group, in Q4 of 2020, cannabidiol (CBD) experienced an increase in awareness. However, despite the increase in awareness, purchasing and loyalty have remained largely the same. 

CBD awareness is going up, but this is not reflected in sales, says Brightfield Group

The United States Census Bureau predicts that by 2034, people over age 65 will outnumber people under age 18 for the first time in history.

 Meanwhile, average life expectancy continues to grow, with those born in 1990 expected to live an average of five years longer than those born in 1960.

 A graying population with a longer life expectancy will be a continuing trend for decades to come, and as more consumers stay in the workforce past age 65 and in general look to stay mobile longer, demand for products that can help prevent age-related muscle loss, or sarcopenia, will only increase. Mordor Intelligence forecasts that the sarcopenia-prevention market will post a 5.71% CAGR through 2025.

As interest grows in nutritional ingredients that may help combat sarcopenia, consumers will seek out clinically validated products supported by robust research. Here are some of the muscle-health ingredients that are performing well in clinical trials.

Beta-Alanine Improves Muscle Strength and Nerve Function

A growing body of research is demonstrating that beta-alanine can promote muscle growth and improve nerve function in older adults. Mark LeDoux, chairman and CEO of Natural Alternatives International (Carlsbad, CA), says building muscle is critical for seniors in order to maintain an active lifestyle.

“The number of men and women working past the age of 65 rose sharply over the past 30 years, and it appears this trend will continue,” LeDoux says. “This should create enormous demand for products that can elevate health and well-being through one’s golden years.”

One randomized, double-blind, placebo-controlled, parallel-arm clinical trial

 examined the effects of beta-alanine supplementation on exercise capacity and executive function in 12 healthy adults between the ages of 51 and 74. Subjects were randomly assigned to receive either one 800-mg capsule of Sigma-Aldrich (St. Louis) beta-alanine three times per day (n=7) or a matching placebo (n=5) for 28 days. Subjects’ exercise capacity was assessed via a time-to-exhaustion (TTE) trial performed on a cycle ergometer. Executive function was assessed via the Stroop test. After an initial screening visit, subjects participated in one pre-supplementation visit and one post-supplementation visit.

Both groups exhibited similar TTE scores at the pre-supplementation visit. On the visit following supplementation, the experimental group experienced a statistically significant increase in TTE scores, while the placebo group did not. Beta-alanine supplementation subjects also experienced a statistically significant improvement in Stroop test performance relative to placebo. The study authors concluded that beta-alanine improves exercise capacity and mitigates post-exercise executive function deficits in older adults.

LeDoux says this and other trials demonstrate the efficacy of beta-alanine in promoting muscle function and mental acuity in seniors. With over 74 million baby boomers turning 65 to 85 within the next decade, LeDoux notes, there will be enormous demand for clinically proven products that can support muscle health in old age.

“Strong muscles aren’t just for bodybuilders,” LeDoux says. “Muscle mass decreases as we age, so building muscle is critical to help maintain activities of daily living and to reduce the risk of falls and fractures. As the workforce and the general population gets older, many will need help pushing through the daily grind without suffering from physical and mental fatigue.”

Whey Protein Products Promote Muscle Synthesis

Protein powders aren’t just for 20-something athletes. Vicky Davies, global marketing director of performance, active, and medical nutrition for FrieslandCampina Ingredients (Amersfoort, The Netherlands), says whey protein isolate has a well-established mechanism of action in building muscle, making it an ideal base for sarcopenia-related products like FrieslandCampina’s Sarcopenia Powder.

“Our Sarcopenia Powder offers 25 g of protein per serving,” she says. “It’s a blend that brings together whey protein, leucine, vitamin D, and calcium to support the needs of elderly people who wish to stay active and mobile for longer.”

Past studies have found that protein supplementation increases muscle synthesis, and the addition of leucine enhances this effect. One meta-analysis

 of 22 randomized clinical trials involving 680 subjects examined a subset of six randomized placebo-controlled trials involving a total of 325 older subjects with an average age of 62. These six trials found that protein supplementation improved muscle strength and increased the maximum load participants could press on the 1-leg press test by an average of 13.1 kg.

 on Arla Foods Ingredients’ (Viby, Denmark) branded ingredient Lacprodan Hydro.Rebuild, a hydrolyzed whey protein, examined the effects of whey protein on skeletal muscle mass and functional capacity in 30 women between the ages of 64 and 73. Subjects were randomly assigned to receive either 35 g of whey protein per day, or a matching placebo, for 12 weeks. Subjects in both conditions participated in resistance-training sessions three times per week for the duration of the study. Participants were assessed for blood pressure, strength, and body composition at the start and at the end of the study.

After 12 weeks, the subjects receiving Lacprodan Hydro.Rebuild saw statistically significant improvements in muscle mass and functional capacity relative to the control group. Whey protein administration was also associated with reductions in body fat and waist circumference.

Mads Dyrvig, head of sales development for the health and performance business unit at Arla Foods Ingredients, says a growing consumer awareness of age-related muscle loss is increasing demand for protein ingredients. As more health-conscious seniors look to live longer, healthier lives, new whey protein ingredients are launching to meet their needs.

Davies predicts that muscle-building products for seniors will see significant growth in the coming years, particularly in convenience formats. She says active seniors will reach for shots and drinks that can deliver protein without being heavy to consume, as well as powders and gels that are easy to add to a daily routine.

“Globally, muscle and mobility is the number-one concern for older people,” Davies says. She notes that “47% of consumers aged 55 to 64, and 49% of consumers over 65, are worried about their strength as they age. Older adults also have a reduced appetite and can find it difficult to get enough protein through diet. Applications set to grow in this space include shots, drinks, jellies, powders, and snacks.”

HMB and Vitamin D3 Boost Functional Strength Independent of Exercise

While exercise is an important component of a healthy lifestyle and an effective way to build muscle, new research indicates that seniors may benefit from certain nutritional interventions even if they cannot or will not exercise. One randomized, double-blind, placebo-controlled, 2x2 factorial-design clinical trial

 published last year examined the effects of TSI Group’s (Missoula, MT) branded ingredient myHMB, a blend of calcium beta-hydroxy-beta-methylbutyrate (HMB) and vitamin D3, on muscle strength, physical functioning, and body composition in 117 men and women over age 60.

Subjects were randomly assigned to receive either 3 g/day of calcium HMB plus 2,000 IU/day of vitamin D3, or a placebo, for 12 months. The subjects were then further subdivided into four groups. The first group (n=27) received HMB and vitamin D3 but was instructed to abstain from exercise for 12 months. The second group (n=26) received a placebo and also abstained from exercise. The third group (n=30) received HMB and vitamin D3 and was placed on a resistance-training exercise regimen. The fourth group (n=34) received a placebo and followed an exercise regimen. The exercise groups performed 60 minutes of supervised resistance training three times per week for 12 months.

Participants were assessed for bilateral elbow and knee extension and flexion peak torque using isokinetic dynamometers. The subjects were also given the Timed Up and Go Test and the Get Up Test to measure physical function, and a handgrip dynamometer test to assess grip strength. All functional test scores were aggregated into the Composite Functional Index, a score approximating overall changes across all tests. These tests were administered at baseline and after three, six, nine, and 12 months.

HMB+D3 supplementation was found to improve lean body mass without exercise after six months; however, this improvement was not observed at the 12-month follow-up. In the non-exercise group, HMB+D3 supplementation caused a statistically significant improvement in composite functional index scores after three months that continued to increase on subsequent assessments. Both exercise groups exhibited statistically significant improvements in composite functional index scores after three months that continued to increase at all subsequent assessments; however, no statistically significant differences were found between the HMB+D3 subgroup and the control subgroup. The study authors determined that calcium HMB and vitamin D3 did improve muscle strength independent of exercise, but did not have an additive effect in exercising older adults.

Larry Kolb, president of TSI Group, says this study is significant because prior to this clinical trial, the only known intervention that consistently improved muscle strength and function was exercise. Many older adults are unable or unwilling to exercise at a high enough frequency and intensity to maintain or improve muscle health, Kolb says, which is why myHMB may be a viable alternative for these sedentary consumers. However, Kolb cautions that this study doesn’t necessarily mean that exercise isn’t important.

Kolb says, “myHMB has been shown to boost muscle strength benefits in combination with resistance training in younger adults, [which is why] it was unexpected that similar results were not observed in the Rathmacher study

. myHMB provides the most benefit when combined 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 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.”

Muscle Preservation Market Set for Growth, Diversification

Longer lifespans and a growing population of senior citizens are creating new opportunities for muscle-health products. As more aging consumers look for ways to maintain their vitality and muscle strength well into their old age, this market will offer a variety of opportunities for a diverse array of products. The old adage that none of us are getting any younger will ensure that these products remain in demand for decades to come.

“Older People Projected to Outnumber Children for First Time in U.S. History.” United States Census Bureau press release. Published March 13, 2018. Updated October 8, 2019.

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.

Mordor Intelligence. “Sarcopenia Treatment Market—Growth, Trends, and Forecast (2020-2025).” Published online July 7, 2020.

Furst T et al. “β-alanine supplementation increased physical performance and improved executive function following endurance exercise in middle aged individuals.” 

Journal of the International Society of Sports Nutrition, 

Cermak NM et al. “Protein supplementation augments the adaptive response of skeletal muscle to resistance-type exercise training: a meta-analysis.” 

vol. 96, no. 6 (December 2012): 1454-1464

Nabuco HCG et al. “Effects of protein intake beyond habitual intakes associated with resistance training on metabolic syndrome-related parameters, isokinetic strength, and body composition in older women.” 

Rathmacher JA et al. “Long-term effects of calcium β-hydroxy- β-methylbutyrate and vitamin D3 supplementation on muscular function in older adults with and without resistance training: A randomized, double-blind, controlled study.” The 

vol. 75, no. 11 (October 15, 2020): 2089-2097.

Research on ingredients to slow aged-related muscle loss

Sarcopenia Stoppers: Nutritional ingredients to combat age-related muscle loss

 (San Francisco, CA) announced a $54 million investment led by Meritech Capital with participation from existing investors including Sequoia Capital, True Ventures and Khosla Ventures, to help meeting surging consumer demand. The Series C round nearly doubles the entirety of what Pendulum has previously raised in total venture capital to $111 million. The new venture capital funding will be used to increase the manufacturing and sales of Pendulum Glucose Control, ramp up the manufacturing of pipeline products to address the management of other chronic diseases, and conduct additional research, including clinical trials.

“We think Pendulum is a next generation pharma company doing next generation gene sequencing,” said Craig Sherman Meritech general partner, in a press release. “Pendulum could be another 10x Genomics, Datadog, Snowflake or Roblox, which are Meritech investments that went public in the last two years. Pendulum feels like it could be that, because they are creating something that's truly differentiated and could truly change a person's life.”

As a lead investor, Sherman will be on the Pendulum Board of Directors alongside Roelof Botha, a partner at Sequoia, and Adam D’Augelli, a partner at True Ventures. “Craig, Roelof and I are excited about Pendulum because they are using the microbiome in an entirely new way, to create a never-before-seen product,” said D’Augelli, in a press release. “There’s a huge white space here. With many supplements, there’s no way to tell if they’re even working, while medicines are synthetic and can have side effects. At Pendulum, ingredients are sourced from the microbiome that naturally lives within our bodies, and their formulas are rigorously tested for safety and effectiveness. This new hybrid product Pendulum has created is safe, requires less capital than a drug to bring to market, and could be incredibly beneficial for millions of people.”

Pendulum’s Glucose Control product was found in a recent 

 to support healthy blood sugar, lowering glucose spikes and A1C levels in people with type II diabetes.

“We are grateful for our customers, as well as our investors who continue to acknowledge our ground-breaking research into the microbiome,” said Colleen Cutcliffe, PhD, cofounder and CEO of Pendulum Therapeutics, in a press release. “While our direct-to-consumer path is more nimble than our pharma peers, we will never cut corners. Pendulum is a team of accomplished scientists, and our products will always go through rigorous testing to establish efficacy. We believe consumers can – and should – demand hard-core scientific results from any company that is making claims about health benefits.”

The new venture capital funding will be used to increase the manufacturing and sales of Pendulum Glucose Control, ramp up the manufacturing of pipeline products to address the management of other chronic diseases, and conduct additional research, including clinical trials.

Pendulum Therapeutics secures funding to help meet consumer demand

Glenn Christenson. Headshot courtesy of AHPA

The American Herbal Products Association (AHPA; Silver Spring, MD) has hired Glenn Christenson as its director of communications and marketing, reporting to Amber Bennett, AHPA’s vice president of marketing and engagement. In his new role, Christenson will focus on enhancing member communications, increasing proactive media engagement, and highlighting attention on AHPA’s educational events.

“Glenn brings strong skills and high energy to this position and his communications expertise is a welcome addition to our team,” said Michael McGuffin, president of AHPA, in a press release. “He will ensure that AHPA is widely recognized by a variety of audiences for our leadership, regulatory and scientific excellence, work product and successes on behalf of our membership and the herbal products and dietary supplement industries at large.”

Chistenson holds an MBA in marketing from Loyola University in Maryland, and has over 20 years’ experience in communications, marketing and customer relations, including management positions at Apex Physics Partners, TridentCare, and Levin Group. “I eagerly anticipate collaborating with Glenn to bring fresh ideas to our communications and marketing efforts,” said Bennet. “In addition to the more traditional communications tactics, Glenn is tasked with developing and executing strategies to improve our website, strengthening our social media platforms and creating digital content as we serve our members in executing our Mission. His infectious enthusiasm, positive attitude and passion for good health will go a long way toward ensuring success.”

“I am honored and energized to join AHPA,” said Christenson. “This position provides the once-in-a-lifetime opportunity to combine my professional experience with a deep and growing personal passion for herbal products and dietary supplements that I rely on to fuel my athletic pursuits and healthy lifestyle. I look forward to living AHPA’s Mission and to serving its members who create a community that brings safe, high quality herbal products to consumers.”

The American Herbal Products Association has hired Glenn Christenson as its director of communications and marketing, reporting to Amber Bennett, AHPA’s vice president of marketing and engagement. 

AHPA hires new director of communications and marketing, Glenn Christenson

Registration for the American Herbal Products Association’s (AHPA; Silver Spring, MD) 9th Botanical Council is now open, with early bird promotion in effect until April 23. This year’s event will be held virtually on May 24, 2021. The theme is “Botanicals in the time of COVID” and will explore regulatory, supply chain, and other business-related issues impacting companies and individuals doing business in the botanical, herbal, and dietary supplement industries.

“The coronavirus affected all of our lives, both from a personal and business perspective, and its impact on our industry will likely be felt for many years to come,” said Michael McGuffin, president of AHPA, in a press release. “This year’s AHPA Botanical Congress will focus on lessons learned from COVID and share practical advice that those in the industry need to know moving forward.”

More details about the event’s agenda will be announced soon. Registration available 

Registration for the American Herbal Products Association’s 9th Botanical Council is now open, with early bird promotion in effect until April 23. This year’s event will be held virtually on May 24, 2021. 

AHPA opens registration for its 9th Botanical Council

BDSA (Boulder, CO) has announced that Basket Analytics are now available on its GreenEdge platform. This means that BDSA can now provide specifics around how cross-brand and cross-category consumption translates into volume. For example, baskets containing concentrates in Colorado are among the biggest in dollar size. While concentrates tend to have a high retail price, 20% of the time shoppers are also buying flower, and 14% of the time they are also buying edibles.

“Retailers are intently focused on increasing basket sizes and manufacturers must create and expand penetration within stores. Our new Basket Analytics solution with insights down to the brand level enables all cannabis industry participants to be more successful,” said Micah Tapman, CEO of BDSA, in a press release. “More and better data enables manufacturers and retailers to make better informed decisions that lead to increased revenue, more effective promotions and enhanced market share.”

To maximize basket size and in-store experience, retailers can create unique and strategic store layouts and planograms that position products most likely to be purchased together on shelves in close proximity to encourage cross-sell and upsell opportunities. For manufacturers and brands, it’s important to build strong retailer sales stories and relationships with quantitative proof of their value to the store. Basket analytics can help accomplish these goals.

BDSA has announced that Basket Analytics are now available on its GreenEdge platform. This means that BDSA can now provide specifics around how cross-brand and cross-category consumption translates into volume. 

BDSA now offers first-of-its-kind basket analytics for the cannabis industry

Deerland Probiotics & Enzymes (Kennesaw, GA) attained a list of published health claims following the inclusion of its 

 DE111 probiotic as a food ingredient under the Food Standards Australia New Zealand (FSANZ) Code. The published claims are the results of a comprehensive and systematic review of evidence of a causal food-health relationship.

The claims include “promotes growth of healthy gastrointestinal flora”, “supports growth of beneficial gut bacteria”, “supports and improves digestive health in children and adults”, and “reduces total blood cholesterol or blood LDL cholesterol”.

DE111 also received a letter of no-objection on its GRAS status from the U.S. Food and Drug Administration, non-Novel Food status in both Canada and Australia, and approval as a natural health ingredient by Health Canada. 

“This opens up many opportunities for brands to meet the growing demand for probiotic products in Australia and New Zealand by enhancing their food and beverages with functionality, communicated through science-backed claims.”

Deerland Probiotics & Enzymes attained a list of published health claims following the inclusion of its DE111 probiotic as a food ingredient under the Food Standards Australia New Zealand (FSANZ) Code.

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