Given the tide that’s sweeping CBD into the mainstream, more retailers may choose to begin stocking products made with the superstar cannabinoid.

Are retailers finally ready to embrace CBD?

 analysis of a randomized clinical trial found that a probiotic formulation called Cerebiome increased brain-derived neurotrophic factor (BDNF) serum levels in subjects. Cerebiome from Lallemand (Mirabel, Canada) is a proprietary combination of 

R0175 and is designed to support cognitive health and mood.

In the double-blind, randomized controlled trial, 110 patients with low-to-moderate depression received either the probiotic combination, prebiotic, or placebo for eight weeks. Seventy-eight subjects were included in the 

 analysis. Post-intervention, researchers found that BDNF levels were significantly higher in subjects taking the probiotic formulation, compared to both prebiotic and placebo, inversely correlating with depression.

“This is a great example where the clinical trial observations matched the observations from the preclinical studies,” explains Lucie Lingrand, specialist of the brain-gut axis at Lallemand Health Solutions, in a press release. “The increase of BDNF identified in animal model by Ait Belgnaoui in 2014, appeared to translate to humans. It may be one of the mechanisms of action by which Cerebiome reduces depression in humans, in addition to all the demonstrated modes of action to date.”

Heidarzadeh-Rad N et al. “Effects of a psychobiotic supplement on serum brain-derived neurotrophic factor levels in depressive patients: A 

 analysis of a randomized clinical trial.” 

Journal of Neurogastroenterology and Motility

Articles

A recent post-hoc analysis of a randomized clinical trial found that a probiotic formulation called Cerebiome increased brain-derived neurotrophic factor (BDNF) serum levels in subjects. 

Cerebiome increased BDNF serum levels in recent study, potentially supporting mental health

In August, the American Botanical Council’s latest 

, tracking U.S. herbal supplement sales in 2019, bestowed upon hemp cannabidiol (CBD) the title of top-selling ingredient in natural channels—the second year in a row the ingredient earned that distinction. Drawing upon sales data from SPINS and 

, the latest report noted that in 2019, CBD sales grew 71.3% in the natural channel alone, to $91 million in sales. What’s even more remarkable is that CBD sales grew a whopping 872% in the mainstream channel, to $35.9 million, earning it a place for the very first time among the top-40-selling herbs in the mainstream market—and quickly skyrocketing right up to ninth place in that channel.

All of this sales growth for CBD is pretty remarkable when you consider that, even now, many retailers regardless of channel don’t carry CBD products. But given the tide that’s sweeping CBD into the mainstream, more of those retailers may choose to go with the flow and begin stocking products made with the superstar cannabinoid. We spoke with category watchers for their predictions.

Looking back, it seems it was only a matter of time before CBD-containing items started colonizing mainstream store shelves. And indeed, says Sandi Gonzales, vice president, retail sales and marketing for hemp brand Balanced Health Botanicals (Denver, CO), “Every day we see more retailers accept CBD, understanding the incremental sales that CBD can produce for their stores.”

What’s more, it’s possible that the COVID-19 pandemic—so devastating to demand elsewhere—actually strengthened CBD’s retail wave. As Jessica Lukas, senior vice president of commercial development for cannabinoid data firm BDSA (Boulder, CO), points out, “A majority of consumers look to CBD for health benefits, citing many consumption drivers relevant to the COVID-19 situation: sleep, anxiety, relaxation, unwinding, and stress management.”

In fact, consumers’ top-three reasons for turning to CBD are pain relief, better sleep, and relaxation, according to BDSA’s in-depth and trending Consumer Insights service.

So it should come as no surprise that data from BDSA strategic partner IRI (Chicago) show an 89% increase in CBD product dollar sales through June 2020 in the channels IRI tracks, and a whopping 130% increase in CBD edible and beverage sales compared to the same period in 2019.

Jon Dunham, vice president of customer commercialization, Charlotte’s Web (Boulder, CO), is hardly surprised. “If COVID-19 has taught our society anything, it’s how each of us can take better control over our own wellness options and solutions,” he says. “We believe the market will be bright for hemp-derived CBD once we are on the other side of this pandemic.”

While each retailer will stock its own CBD product mix tailored to its consumers’ needs, Gonzales points to growth in personal care, topical, and even supplement/ingestible products “across channels and in retail outlets where you wouldn’t expect to find CBD,” she says.

And as evidence, she offers the buzz surrounding Wegman’s commitment to CBD, “and the amount of space they’ve dedicated to the category.”

But while growth continues in a number of CBD categories overall, mainstream retailers, at least, seem to feel safest sticking with topical products: creams, lotions, salves, cosmetics, and the like—and for good reason.

“The FDA policy that prohibits prescription-drug ingredients from being added to foods and supplements doesn’t apply to topical products,” explains Douglas “Duffy” MacKay, ND, senior vice president, scientific and regulatory affairs, CV Sciences (San Diego, CA). “Therefore, topical products don’t have the same regulatory uncertainty as foods and supplements,” he notes.

That being the case, even “risk-averse retailers” have embraced hemp-derived CBD topicals since the 2018 Farm Bill removed the shackles of being a “controlled substance” from hemp, MacKay says. “Today, you can find topical CBD products at mainstream retailers across the country.”

Yet if mainstream retailers have no compunction stocking topicals, “many specialty retailers, natural shops, vape and smoke shops, on-premise, C-stores, and beyond are carrying ingestible products like tinctures, gummies, beverages, etc., despite their not being completely legal,” Lukas says. Meanwhile, “CBD food and beverage offerings are just getting started in mainstream retail channels.”

To some extent, they do so at their own risk—for, as MacKay points out, the regulatory matrix surrounding hemp-based CBD supplements, foods, and beverages is complex and unresolved.

“There are retailers that understand the nuances of FDA’s CBD policy and recognize the legal arguments acknowledging that a hemp extract with CBD isn’t the same as the CBD ingredient used in prescription medications—that it can be used in foods and supplements as long as all FDA requirements are met,” he explains. “These retailers rely on responsible brands to comply with all applicable FDA regulations for manufacturing, claims, and adverse events.”

Alas, he continues, “There are thousands of CBD products being sold online, in bodegas and flea markets and through direct-to-consumer marketing with zero retailer vetting.” He points out several peer-reviewed government studies showing that “hundreds of no-name brands” failed to contain the labeled amount of CBD or had unacceptable levels of environmental contaminants. That’s bad for the consumer and the industry.

So responsible retailers may have to vet their selections for themselves.

As Gonzales says, “Retailers are following FDA guidance and ensuring they’re doing the right thing for consumers. It’s top of mind for every retailer carrying CBD.” They’re also doing their own due diligence in evaluating CBD brands they do business with, she adds.

How? Membership in organizations like the U.S. Hemp Roundtable, and certifications from such groups as the U.S. Hemp Authority, carry weight with retailers—and maybe even consumers.

“There are also many other certifications that aren’t CBD-specific but that can signal to a retailer that a CBD partner is reputable,” Gonzales says, citing Leaping Bunny, NSF International, cGMP certifications, and more. “Companies undergo a lot of scrutiny to obtain these certifications,” she says, “so if you qualify, that’s a big indicator that you’re going to be a good partner.”

All of which makes MacKay breathe more easily. “Responsible retailers are extensively vetting CBD products,” he says. “These retailers address the regulatory gray area by vetting more extensively than for other herbal products in their stores.”

Such oversight may take the form of QR codes linking to third-party lab results—something you don’t see on other herbal products, MacKay notes.

And indeed, Dunham says, “In the absence of sensible federal and state regulations for hemp CBD, we err on the side of providing full transparency to 20-plus testing results for every lot of our products.” Thus, a QR code on every product the company makes links consumers and retailers directly to the third-party lab test results corresponding to the Certificate of Analysis for that product’s lot.

Yet it’s hard to imagine anything turning back this tide.

“As consumers become more comfortable with CBD, edible and beverage opportunities in retail are ready for the taking,” Lukas says. “New technology, more distribution, and innovative flavors and product launches are just some of the opportunities that manufacturers and retailers can tap into.”

After all, she points out, consumers are already comfortable choosing functional foods and beverages for their wellness benefits; savvy brands that can play to these consumer “comfort zones,” she says, while also wrapping in perks like low doses, elevated flavors, and controlled experiences, “will have a leg up on the competition heading into 2021.”

“Consumers and retailers are ready for hemp-derived CBD ingestibles,” Lukas declares. “So the future—to some degree—is in the hands of the regulations that FDA puts in place.”

In the meantime, “Retailers still want to sell products that their consumers are looking for,” Gonzales says. “As CBD gains exposure and popularity with mainstream Americans, I believe retailers will continue to increase their offerings.”

Smith T et al. “US sales of herbal supplements increase by 8.6% in 2019.” 

, in collaboration with the Natural Marketing Institute recently surveyed U.S., Italian, and Chinese consumers to determine how attitudes have changed about probiotics since the COVID-19 outbreak. Results showed that probiotic usage increased by 66% in the U.S. from 15% of total users to 25% of total users compared to six months prior. Of these users, the number of U.S. consumers who used probiotics daily or more often increased from 37% to 61% compared to six months prior. Italian consumers saw a 188% increase in usage and an 83% increase in weekly compliance, and Chinese consumers saw a 108% increase in usage compared to six months prior. In the long term, it was found that both U.S. and Italian consumer expected to use probiotics more in the ensuing six months compared to baseline.

“Consumers understand immune health is directly linked to gut health. Therefore, they are seeking probiotics to support immune health even if those probiotics do not have immune health claims,” explains Jennifer Montgomery, AMER Marketing Lead- Probiotics for DuPont Nutrition and Biosciences to 

 “While it’s great that consumers have this knowledge, it’s also important for consumers to understand that not all strains and doses have clinically proven data to support immune health.”

Of course, the kind of products consumers seek varies by situation. Consumers feeling acute symptoms will purchase differently from those just seeking daily management, says Montgomery. “Symptomatic consumers prefer stand-alone probiotics while wellness consumers prefer multi-nutrient formulas,” she says. “Symptomatic consumers are increasingly looking for specific strains with clinical data to support the efficacy of their chosen strain. Wellness consumers prefer a product with more ‘wellness value’ and a better consumption experience. They prefer their probiotics in non-capsule formats like gummies and foods and beverages.”

More convenient delivery formats for probiotics are both desirable for consumers and a major opportunity for manufacturers, if they have the right ingredients to achieve a palatable and efficacious finished product. “Formulating a probiotic juice or beverage can be challenging depending on factors such as the pH and temperature to which the beverage is heated during processing,” says Montgomery. “To overcome these challenges DuPont has a global network of formulation experts who can leverage their combined knowledge to ensure the probiotics will survive throughout the duration of the shelf-life of the beverage. Additionally, DuPont sells several of its Signature Strains under the HOWARU brand in a frozen pellet format which ensures faster and more even dispersion in liquid products.”

While many consumers are self-educated about probiotics and other immune supporting ingredients, the growing acceptance of probiotics among healthcare practitioners (HCPs) can also account for greater usage and compliance of probiotics. “There is growing interest in how the microbiota composition and function can impact multiple health areas including immune health, digestive health, vaginal health, and the gut-brain axis,” says Montgomery. “Increasingly, physicians are seeing probiotics as a tool in their bags when patients present with certain complaints, symptoms, or are seeking to support their immune or gut health. Due to their excellent safety profile, relative cost, and clinical data, HCPs are often recommending probiotics before starting a pharmaceutical agent.”

Efficacy is an important factor here because doctors will only be comfortable recommending products that work. As the science on various probiotic strains grows, doctors will become more specific about what they recommend, explains Montgomery. “HCPs are becoming savvier on probiotic science and beginning to recognize the importance of selecting the right strain vs. generically telling patients to buy a probiotic,” she states.

DuPont Nutrition and Biosciences, in collaboration with the Natural Marketing Institute recently surveyed U.S., Italian, and Chinese consumers to determine how attitudes have changed about probiotics since the COVID-19 outbreak.

Probiotic usage increased following pandemic, says recent consumer survey

EuroPharma (Green Bay, WI), maker of the Terry Naturally, launched a new product called Andrographis and Ashwagandha featuring clinically-studied extracts of andrographis and ashwagandha for immune defense, stress support, energy and endurance, stamina, recovery, and focus. Andrographis EP80 delivers high levels of andrographolides are a key component of the well-researched herb Andrographis. Ashwagandha EP35 is extracted using a dairy-free process that claims to concentrate ashwagandha’s key compounds — withanolides — up to seven times the level of standard ashwagandha.

“These are two of my favorite adaptogen herbs, and they can be used for virtually all areas of health and wellness,” said Terry Lemerond, president and founder of EuroPharma, in a press release. “Whether it’s for relieving stress, supporting immune activity, or improving concentration, people who use this combination will feel the difference these very effective botanicals can make.”

EuroPharma, maker of Terry Naturally, launched a new product called Andrographis and Ashwagandha featuring clinically-studied extracts for immune defense, stress support, energy and endurance, stamina, recovery, and focus. 

Terry Naturally launches immune, stress support product called Andrographis and Ashwagandha

The market research company FMCG Gurus, on behalf of Beneo 

 surveyed consumers about healthy ingredients and label transparency amid COVID-19. Results from the global survey show consumers are increasingly aware of their well-being, with a focus on immunity, and the potential connection between increased levels of environmental damage and the rise of COVID-19.

These shifts mean consumers are interested in food and drink products that promote well-being and sustained energy, while minimizing impact on the environment.

Because of COVID-19, consumers are questioning the impact of environmental issues such as air pollution on respiratory issues, which would increase their vulnerability to the virus. On the shelves, this concern has manifested into 60% of consumers now being more attentive to the impact that their food and drink has on the environment. 

“As concern for the environment continues to gather pace, it is important that we all play our part in promoting sustainable business practices,” said Myriam Snaet, head of market intelligence and consumer insights at Beneo, in a press releasee. “At Beneo, we actively support sustainable farming, to encourage biodiversity and reduce water pollution and soil erosion. We valorize 100% of our raw material to minimize waste and have reduced our specific energy consumption by 50% over the past 30 years. Looking to the future, we aim to achieve carbon neutrality by 2050, thanks to our recent investments into upgrading and expanding our facilities.”

When it comes to consumers’ health, the survey found, as a result of COVID-19, 64% of consumers are now more conscious about their immune health, even if they previously thought they had a healthy immune system. As such, two-thirds (64%) of consumers are more interested in ingredients, or food and drink products, that provide protective or preventative health benefits. Along with protection and prevention, consumers want sustained energy—34% of consumers are now more likely to seek out food and drink products that boost energy in a sustained and balanced way—and a mood boost—more than half (55%) are likely to opt for food and drink to boost their mood.

One opportunity arising from sustained energy is the appeal of slow-release, low-glycemic carbohydrates such as Palatinose (isomaltulose), with 45% of consumers believing such carbohydrates are better for their health.

“The results of our latest consumer survey clearly show that beneficial ingredients and label transparency are now more important than ever before to consumers across the globe, as a result of the pandemic,” said Michael Hughes, director of insights at FMCG Gurus, in a press release. “People are exploring topics such as inner defense, staying fit and healthy, blood glucose control, as well as sustained energy and wanting to buy products with proven health benefits. Beneo is well equipped to help manufacturers tap into these key growth areas. The company’s prebiotic chicory root fibers and slow-release carbohydrate offer a range of scientifically proven health benefits that help support long-term health and can be communicated on pack.” 

Results from the global survey show consumers are increasingly aware of their well-being, with a focus on immunity, and the potential connection between increased levels of environmental damage and the rise of COVID-19.

Beneo, FMCG Gurus’ research finds consumers want immune support, eco-friendly products amid COVID-19

Gnosis by Lesaffre (Lille, France), a business unit of the Lesaffre Group, has unveiled a new business strategy at the core of which is the continued focus on microorganisms and biotransformation processes such as fermentation to cultivate nutritional actives, probiotics, and yeasts that will target five key market segments. These market segments are Wellness and Immune Health, Digestion and Gut Health, Mobility and Joint Health, Reproduction and Women’s Health, and Mood and Cognitive Health.

“The term ‘biotransformation’ may be unfamiliar to some in the industry, but it refers to fermentation and other natural processing methods that involve transforming compounds within a living system,” said Marc Philouze, general manager of Gnosis by Lesaffre, in a press release. “It describes exactly what we do. We use living microorganisms to transform compounds into usable nutritional actives.”

“In the past, we have focused solely on building awareness for our renowned ingredients, such as Quatrefolic and Lynside nutritional yeasts,” added global marketing director Philippe Caillat. “At the same time, we have been building our expertise and market leadership for our key market segments, so we are proud to bring those to the forefront of our brand strategy. We’re committed to always exploring the potential of biotransformation, which we believe is limitless. It’s truly an untapped, transformative resource that will help us develop natural, sustainable, and efficacious solutions for our partners.”

Gnosis by Lesaffre has unveiled a new business strategy which is the continued focus on microorganisms and biotransformation processes such as fermentation to cultivate nutritional actives, probiotics, and yeasts that will target five key market segments. 

Gnosis by Lesaffre harnesses biotransformation to target wide range of product categories

ChromaDex Corp. (Los Angeles, CA) has announced that its flagship ingredient, Tru Niagen (nicotinamide riboside), will be in Nestlé Health Science’s 

 Cellular Energy product under the new Celltrient brand. The new product, one of a range of three in Nestlé’s new line of Cellular Nutrition products, contains 250 mg of Tru Niagen in the form of a protein-based flavored drink mix. Tru Niagen has been shown in research to boost NAD+ levels, supporting cellular defense and repair for healthy aging.

“We are pleased to see the Nestlé Health Science launch of Celltrient Cellular Energy,” said ChromaDex CEO Rob Fried, in a press release. “Tru Niagen, the only proprietary form of NR, provides healthy aging and energy support at the cellular level by safely and effectively increasing NAD+ levels.”

"Celltrient is an important advancement in our goal to bring new benefits to consumers and patients. Research has shown that cellular nutrients can be a game changer in the way people manage how they age," said Greg Behar, CEO of Nestlé Health Science, of the new brand. "At Nestlé Health Science, we're thrilled to be at the forefront of the revolution in cellular nutrition. As people age, we know that there is a gap between how they want to feel and how they are actually feeling. With Celltrient, we can help people transform the way their cells perform with age, ultimately helping them improve the health of their cells with nutrition."

The partnership between ChromaDex and Nestlé Health Science began in 2018 when the two signed a license and supply agreement for Niagen. ChromaDex Corp.’s trademark ingredient is also being used by 

ChromaDex Corp. has announced that its flagship ingredient, Tru Niagen (nicotinamide riboside), will be in Nestlé Health Science’s new Cellular Energy product under the new Celltrient brand. 

Tru Niagen featured in new product from Nestlé Health Science’s new Celltrient brand

All parts of the cassava plant contain cyanogenic glucosides, which are toxic. Boiling the leaves, as well as peeling and boiling the cassava root renders it safe to eat.

Fun fact! All parts of the cassava plant contain cyanogenic glucosides, which are toxic. Boiling the leaves, as well as peeling and boiling the cassava root renders it safe to eat. 

Be sure to peel and cook cassava

Consumer interest in turmeric continues to grow as media outlets and wellness brands report on the ingredient’s functional benefits. Turmeric is showing up not only in functional foods and supplements but also cosmetics. As turmeric gains popularity through consumer media coverage and promotion by online influencers, brands are diversifying their product lines in response. Here are some of the products in which turmeric is growing its presence.

Snack foods are fertile ground for turmeric. Innova Market Insights data indicate that turmeric products have held steady in snack food launches for several years. Snacks with turmeric or curcumin in the ingredients list accounted for 9% of all new turmeric product launches in both 2015 and 2019. One recent white paper on snacks by Cargill (Minneapolis) notes that turmeric is one of several emerging ingredients that brands are using to add functional benefits to snack products. While snacks have previously incorporated ingredients like protein and fiber, the report notes, the next evolution of snack food will involve ingredients that offer advanced functions and taste great.

One example of this evolution is a mango turmeric cashew and pistachio nut mix by Nature’s Heart (London, UK). Launched in February 2020, this packaged snack mix includes cashews, pistachios, and mango chunks in a light coating of coconut sugar. With product claims like “vegan,” “plant-based,” “high-protein,” and “gluten-free,” this snack mix is one example of how brands are positioning turmeric snack products as a smarter way to satisfy a case of the munchies.

Ready-meals accounted for a full 18% of all turmeric products launched in 2019, according to data provided by Innova Market Insights. As consumers’ lives become busier and more complicated, health-conscious consumers are looking for ways to supercharge their diets with healthy ingredients in as little time as possible. Much of this trend is being driven by Generation Z, who are 26% more likely to eat frozen breakfasts and 29% more likely to eat microwave dinners than consumers in other age categories. Despite their preference for convenience meals, though, Gen Z consumers consistently express a strong preference for healthier foods with claims like “organic,” “natural,” “vegetarian,” and “additive-free.”

Brands are responding to this trend with turmeric product launches in convenient, ready-to-eat formats. For instance, in February 2020, Bio-Zentrale Naturprodukte (Wittibreut, Germany) launched its pre-packaged Lunch ’n Go Vegetable Paella with Curcumin. As consumers increasingly come to expect healthier options in the convenience foods market, brands that can package functional ingredients into a healthy convenience product will thrive.

Drink Up: Turmeric Teas, Juices, and Waters

Turmeric is appearing more often in beverages of every kind, both inside and outside the ready-to-drink sector. In January 2020, for instance, Clearspring (London, UK) launched its organic Japanese matcha turmeric tea. Turmeric is even finding its way into coconut water with the March 2019 launch of Cocofina’s (London, UK) organic Coconut Water & High Strength Turmeric.

While turmeric beverages still remain somewhat rare, data provided by Innova Market Insights indicate that new turmeric product launches in hot drinks and soft drinks grew by 1 percentage point from 2015 to 2019. Turmeric drinks remain a relatively niche product for the moment but likely appeal to particular subsets of health-conscious consumers.

Turmeric Products See Double-Digit Growth

Turmeric is quickly gaining ground, capitalizing on western consumers’ curiosity around exotic flavors and desire for healthier ingredients. While turmeric remains relatively unknown in product categories like spreads, according to Innova data, other categories are prime for innovation. Food and beverage launches involving turmeric grew by 10% per year from 2015 to 2019, according to Innova data, with the most popular applications involving ready-meals, sauces, and seasonings. As more brands launch turmeric products across various categories, consumers will become more familiar with turmeric, laying the groundwork for future segment growth.

Cargill report. “Snacking solutions: Understanding the modern snack-food consumer.” Published online March 2020.

Packaged Facts. “Gen Z adults seek foods fitting their busy, yet health conscious lifestyles.” Published online February 12, 2019.

One market researcher talks about emerging categories for turmeric. 

Which are turmeric’s biggest product opportunities?

As CBD’s popularity continues to grow among consumers, hemp-derived CBD also has an opportunity and the momentum to do the same for the pet market, which is worth billions of dollars according to the American Pet Products Association.

Hemp Industry Daily and The Nielsen Company released a new report, “Insights on the Growing Market for Hemp-CBD Pet Products” on the booming pet CBD market. According to the report, the pet CBD market increased from almost zero in 2016 to roughly $25 million in 2019, and it might grow to $60 million in 2020.

If FDA approves the use of CBD, hemp-derived CBD products could represent one in four animal health supplements by 2025, and Nielsen estimates that by 2025 CBD products for pets can generate between $175 million-225 million in annual sales across all channels. This would account for roughly 3% of the of the expected $6 billion-$7 billion hemp-derived CBD consumer products category. This forecast is based on the assumption that hemp-derived CBD pet products will remain 1.5-2 times higher in price compared to comparable CPG pet products. Currently, hemp-derived CBD pet products are priced 370% higher than traditional pet products. 

For more insights on the current value and landscape of hemp-derived CBD for the pet retail market, you can download a copy of the report 

Hemp Industry Daily and The Nielsen Company released a new report, “Insights on the Growing Market for Hemp-CBD Pet Products” on the booming pet CBD market. 

Hemp Industry Daily, Nielsen Company release hemp-derived CBD pet product report

The Dr. Majeed Foundation, the philanthropic organization started and funded by the Sami-Sabinsa group, gave 5,500 10 kgs bags of rice to more than 5,000 people in Magadi, Karnataka, India to help alleviate food insecurity due to COVID-19.  

“The poorest people in India have been hardest hit during this pandemic, so I wanted to help” said founder and chairman, Muhammed Majeed, PhD, in a press release. “While many of the Foundation’s programs are focused upon helping poor children receive an education so they have a brighter future, right now they are just trying to survive. I’m glad to be able to help these families.”

The event was organized in partnership with the Kempegowda Development Committee. 

The Dr. Majeed Foundation gave 5,500 10 kgs bags of rice to more than 5,000 people in Magadi, Karnataka, India to help alleviate food insecurity due to COVID-19.  

Dr. Majeed Foundation donates rice to food insecure population in Karnataka, India

The COVID-19 pandemic’s toll on minority communities in the U.S. has made starkly clear yet again how, when it comes to wellness and health, minority communities remain significantly disadvantaged. Health disparities are a pervasive problem in this country, disproportionately favoring white communities and disfavoring other racial and ethnic groups, especially black and brown communities. The dietary supplement industry could play an active role in addressing these gaps. Unfortunately, the industry isn’t.

During an October 15 panel session on diversity during the Council for Responsible Nutrition’s (CRN; Washington, DC) virtual “NOW, NEW, NEXT” conference, panelists discussed how diversity is still significantly lacking both within the companies who make and sell dietary supplements and as well as in how these companies and their products reach and connect with consumers.

During the session, moderator Sandy Almendarez, content director at Informa, pointed to a 

 that Informa/New Hope Network conducted with J.E.D.I Collaborative in late 2019. J.E.D.I Collaborative is an organization formed last year to address diversity in the natural products industry. The survey found that whites make up the majority of both natural product consumers and leadership at natural product companies. Industry leadership also skews heavily male. Black professionals command only 2% of leadership seats at U.S. natural product industry companies and company boards, the survey noted. Latinx professionals represented only 2% of company board positions and 6% of company leadership roles.

Without building diversity into leadership, and without ensuring there is diverse representation throughout companies, from junior to senior level, natural product firms lack the voices and perspectives to help them reach minorities who will increasingly come to represent an important part of their business. In short, they are unable to market to these consumers because they don’t adequately understand their needs.

“You need to talk to us and understand our habits and attitudes and vernacular…you have to talk to the population that you’re marketing to in order to deliver those insights that are going to land authentically,” said panelist Michele Muhammad, chief sales and marketing officer for DSE Healthcare. She also pointed out that including more minority subjects in dietary supplement clinical studies is important, “because if we’re going to take products from this industry, you want to know that it’s been tested on the population like you.” Panelists also emphasized that diversity should be audited along the supply chain, factoring into the decision of who companies choose to do business with.

Natural products firms must be more inclusive when advertising their products. This includes “casting in ads,” Muhammad said. “We want to see ourselves in the advertising about vitamins and supplements to make sure there is representation so that we can have an authentic connection.”

Panelist Marc Washington, founder and CEO of Uplifting Results Labs, agreed, adding, “[I]f you don’t see anyone who you feel connects with you or looks like you, then in your mind you just naturally get the feeling that maybe this isn’t for me.”

Besides the fact that diversity is the right thing to do, bringing diversity into your company’s DNA makes business sense, the panelists said. Minorities are projected to account for more than half of the total U.S. population by 2044; by 2060, nearly one in five people in the U.S. are expected to be foreign born, per the U.S. Census Bureau.

 These are the consumers whom natural product companies will increasingly come to rely on and should be including now.

Dietary supplements have an important role to play in ensuring health equity, and all those within the industry should take intentional actions to help close the gap, the panelists pointed out. U.S. minorities continue to suffer health inequities, experiencing a higher incidence of many diseases while being disadvantaged within in the healthcare system.

 “When you look at the population and who needs our products the most when it comes to health and wellness, you can literally look down every single preexisting condition, and they disproportionately affect minority communities,” Washington said.

If the industry’s mission is to increase the health and wellness of all consumers, companies must take actions to make sure that minority consumers most in need of health support can realistically access these products.

One of the many factors to consider, for instance, is whether or not minority consumers who are already economically disadvantaged can afford the price of dietary supplements, Almendarez and the panelists said. Guest speaker Vernice Armour, the first African American female combat pilot in the U.S., said, “The disposable income is tremendously different [between whites and minorities], and when you’re looking at paying bills and buying groceries and then supplements and organic things on top of that, again, that’s a huge disparity.”

The dietary supplement industry has a long way to go in improving diversity, but the reasons for doing so are undeniable. It will take more than the actions of an industry, certainly, to close the health equity gap in the U.S. But, the industry can take steps, on many fronts, to set itself on the path of diversity—and, in the process, strengthen its business all around.

“[Diversity] is not just the right thing to do,” Washington said. “It is from a social standpoint of overcoming injustices, but it is the best business thing to do as well. The business case has been tried and closed so many times over—the benefits of diverse perspectives, representation, sexual orientation, racial diversity…By having broader diversity and representation, we can fulfill that mission of helping people live healthier lives at the same time. The business space has been proven. This is better for your bottom line."

Dickinson L. “J.E.D.I Collaborative Announces Majority Funding Achieved!” J.E.D.I Collaborative website. Accessed 

U.S. Census Bureau. “Projections of the Size and Composition of the U.S. Population: 2014 to 2060.” Published March 3, 2015. 

The National Academies of Sciences Engineering Medicine. 

Communities in Action: Pathways to Health Equity (2017).

 Washington, DC: The National Academies Press. 

The U.S. dietary supplement industry can and should increase diversity both within industry and in consumer outreach, said panelists at the Council for Responsible Nutrition’s “NOW, NEW, NEXT” conference.

Diversity needs improvement in the dietary supplement industry

The Natural Products Association (NPA; Washington, D.C.) announced that it will be virtually hosting its annual conference, The Big Natural, from November 30 – December 1, 2020. Daniel Cormier, the Ultimate Fighting Championship (UFC) fighter, will deliver the keynote address. 

“This is an event that no one in the industry can afford to miss,” said Daniel Fabricant, PhD, NPA’s president and CEO, in a press release. “While we may be doing things a little differently this year, we are moving full speed ahead and addressing the issues that are most impacting our industry. We are tailoring the program this year to make sure that attendees are still engaged and have the same access to the world’s leading experts in the natural products industry. This is also an excellent opportunity for the industry to make a direct investment back into the industry, with 100% of profit going directly to education and advocacy initiatives.” 

The two-day event will feature educational sessions, workshop programming, case studies, interactive discussions, networking, and benchmarking. The Big Natural will bring together industry leaders, innovators and government officials to share insights, and is open to members as well as non-members. The event is expected to attract C-suites as well as department leadership within the retail, CPG, natural, health foods, supplements and investment sectors with budget and/or human capital responsibility in the following areas:

Digital Initiatives, Branding, Marketing and Advertising

Merchandising, Distribution, and E-Commerce

The Natural Products Association announced that it will be virtually hosting its annual conference, The Big Natural, from November 30 – December 1, 2020.

NPA to virtually host The Big Natural

A recent double-blind, randomized, parallel-group, placebo-controlled study

 found that supplementation with ashwagandha supports sleep quality in subjects. In the study, 40 healthy subjects and 40 subjects with insomnia were assigned to either take ashwagandha (KSM-66 Ashwagandha extract from Ixoreal Biomed Inc., based in Los Angeles, CA) or placebo for eight weeks. Assessments were conducted on sleep parameters (Sleep Onset Latency, Total Sleep Time, Wake After Sleep Onset, Total time in bed, and Sleep Efficiency), Pittsburgh Sleep Quality Index and Hamilton Anxiety scale-A questionnaire, mental alertness on rising assessment, and sleep quality questionnaire.

Results showed that supplementation with ashwagandha significantly improved sleep parameters in subjects, and that the improvements in subjects with insomnia were greater, compared to healthy subjects. Specifically, ashwagandha improved measures of sleep onset latency, sleep efficiency, total sleep time, and waking after sleep onset.

“Sleep is critical to be healthy, to recover from exercise and to function optimally both physically and cognitively. Ashwagandha root has been referenced for centuries for its sleep benefits,” said Kartikeya Baldwa, CEO of Ixoreal Biomed Inc, in a press release. “This study is the first clinical study to evaluate the effect of Ashwagandha root extract on sleep quality in both healthy adults and insomnia patients and demonstrate significant positive effects on sleep quality in the participants.”

Langade D et al. “Clinical evaluation of the pharmacological impact of ashwagandha root extract on sleep in healthy volunteers and insomnia patients: A double-blind, randomized, parallel-group, placebo-controlled study.” 

 Published online ahead of print on August 17, 2020

A recent double-blind, randomized, parallel-group, placebo-controlled study found that supplementation with ashwagandha supports sleep quality in subjects. 

Ashwagandha supports sleep quality, says recent study

Catalent (Somerset, NJ) launched a delayed-release technology called OptiGel DR, which allows softgel capsules to be formed by combining pectin with gelatin to eliminate the need for a separate capsule-coating step. This technology can be used in pharmaceutical and nutraceutical applications. Delayed release technology protects active ingredients from stomach acid, so they are released in directly in the intestines, potentially enhancing bioavailability. 

“Catalent has a long history in softgel innovation, stretching back more than 85 years, and this latest evolution of the technology allows innovators to design the most efficient products, and bring superior pharmaceutical and nutraceutical products to the marketplace,” said Aris Gennadios, PhD, Catalent’s president for softgel and oral technologies, in a press release. “The technology we have developed allows the delayed release profile to be incorporated into the softgel capsule shell, broadening the applications, and making a separate capsule coating step unnecessary. This reduces time and yield loss and eliminates potential quality issues associated with coated softgels.”

OptiGel DR capsules can also help reduce gastric reflux effects, and they eliminate the processing and performance challenges associated with conventionally coated delayed release softgels.

Catalent launched a delayed-release technology called OptiGel DR, which allows softgel capsules to be formed by combining pectin with gelatin to eliminate the need for a separate capsule-coating step.

Catalent launches new delayed release softgel

U.S. consumers view dietary supplements as an effective way to maintain health and wellness, including during the COVID-19 pandemic, new data show. On October 16, during day three of the Council for Responsible Nutrition’s (CRN; Washington, DC) virtual “NOW, NEW, NEXT” conference, the association released detailed results from two recent surveys funded by CRN breaking down how consumer usage and opinions of dietary supplements bore out during 2020.

 specifically looking at whether consumers who already use dietary supplements either increased or decreased their supplement usage during the COVID-19 pandemic. 

The CRN-funded COVID-19 survey was conducted online by Ipsos on July 31, 2020, to August 4, 2020, on a sample of over 2004 U.S. adults aged 18 and up, including 1488 dietary supplement users.

As previously reported, the survey found that among consumers who said they changed their supplementation habits following the onset of the COVID-19 pandemic (620 consumers), 91% of those reported increasing their supplement usage during the pandemic. Breaking that down, 46% of supplement users reported adding new dietary supplements to their existing supplement routines, 25% reported taking the same supplements more regularly, and 22% reported increasing supplement doses. Moreover, 11% reported changing their supplement routines specifically because of the pandemic.

Overall, those supplement users who were most likely to have changed their supplement routines during the pandemic were men (at 47%), supplement users aged 18-34 (at 65%), supplement users with children in their household (at 63%), and seasonal supplement users (66%).

Multivitamins, vitamin C, and vitamin D stood out as the top-three products supplement consumers increased usage of during the pandemic, with usage growing 

59%, 44%, and 37%, respectively, among supplement users

. Others supplements in the top-10 to see a boost were zinc (at +17%) and calcium (at +16%), followed by iron, vitamin B/B complex, magnesium, protein, green tea, energy drinks, vitamin E, and fiber.

Probiotics, elderberry, and cannabidiol (CBD) didn’t make the top-10 list, but all three also saw increases during the pandemic, with supplement users reporting usage increases of 10%, 9%, and 8%, respectively. Probiotics were especially popular with users aged 35 and older, while elderberry was most popular among female users.

Despite increased usage of supplements, supplement consumers also reported more difficulty accessing these products during the pandemic. Up to 16% reported being unable to purchase supplements from their usual retailer due to a store closure, 22% said they were unable to purchase supplements from their usual retailer due to stock shortages, 27% had to buy a different brand of dietary supplement due to limited product availability, and 21% had to switch from a branded supplement to a generic/store brand due to limited product availability.

As expected, supplement users reported increasing e-commerce purchasing during the pandemic, with 38% of supplement users stating they bought supplements online. Those more likely to purchase online were males (45%), young adults aged 18-34 (51%), and parents of young children under 18 (51%). These groups were also more likely to stockpile supplements.

Top reasons supplement users increased their supplement usage during the pandemic included supporting overall immune health (57%), supporting overall health and wellness (53%), and helping to reduce risk of serious illness (42%). 

Of note, 83% said they believe that dietary supplements play an important role in helping to support their health and wellness during the pandemic, with 98% indicating they were likely to continue their current supplement routine moving forward.

CRN’s COVID-19 survey specifically focused on consumers who were already supplement users, looking at changes to their supplementation routines during the time of the pandemic.

Following the presentation of its COVID-19 survey data on supplement users, CRN also reported results of its annual Consumer Survey on Dietary Supplements, which was conducted by Ipsos online on August 27-31, 2020, 

about a month after the COVID-19 survey was conducted. The 

2006 U.S. adults (both supplement users and non-users), including 1471 supplement users.

In this year's Consumer Survey, dietary supplement usage among U.S. adults fell 4 percentage points, from 77% in 2019 to 73% in 2020. Tom Druke, marketing manager, minerals and nutrients, for Balchem (New Hampton, NY), presented the results during the CRN conference and commented on the drop. 

“While the 77% to 73% decline is outside our margin of error, it’s still consistent with data from previous years, and it’s in line with other data in light of the pandemic," he stated. Later, he said, “No, we shouldn’t be that concerned. Yes, it’s outside of the margin of error slightly, but it’s still proportional to what we’ve seen in previous years…I think that says it’s a little bit of a blip over time, but it’s like looking at the weather: You don’t necessarily look at how it is today but how the patterns are over time.”

He also noted the potential role of the pandemic's economic impact. “In a survey conducted by Axios over September 11-14, they found that about 1 in 5 Americans say their ability to afford household goods has gotten worse (18%).” Also, he pointed out, the reported challenges consumers had accessing some supplements due to store closures and stock shortages also may have “contributed to some of the dips we’re seeing.”

Dietary supplement usage skewed to female consumers (at 77%), people over the age of 55 (at 81%), and those with higher household income and college degrees.

Vitamins and minerals are far and away the most popular type of supplements used (at 98%), followed by specialty supplements (at 46%), herbs and botanicals (at 44%), sports nutrition (at 30%), and weight management (at 19%). However, some of those categories saw usage fall this year: specialty supplements (from 52% in 2019 to 46% in 2020), herbs and botanicals (from 50% in 2019 to 44% in 2020), and sports nutrition (from 36% in 2019 to 30% in 2020).

Said Druke: “In light of the ongoing pandemic, consumers are focusing more on overall health and wellness and supporting immune health, which is consistent with what we’ve seen in both the 2020 survey and the COVID-19 survey.”

multivitamins, vitamin D, and vitamin C ranked as the top supplements consumers used, by 74%, 42%, and 35% of consumers, respectively. Other popular supplements were calcium (26%) and protein (20%), followed by vitamin B/B complex, magnesium, green tea, vitamin E, zinc, iron, omega-3 fatty acids, and turmeric. Within specialty supplements, omega-3 fatty acids and probiotics were the most widely used. CBD, which CRN added to its Consumer Survey last year, showed slightly lower usage in 2020, 

Druke commented on some of the popular items. “Over the last six years, both vitamin D and zinc supplements have seen a slow but steady increase among overall supplement users,” said Druke. Vitamin D usage skews more to female consumers, he added, while zinc usage skews more toward males.

In terms of age preferences, all three groups (18-34, 35-54, and 55+) ranked multivitamins, vitamin D, and vitamin C as the top three supplements users took. For younger consumers aged 18-34, protein and green tea rounded out the top five, while calcium and protein rounded out the top five for the 35-54 age group, and calcium and vitamin B/B complex for the 55+ age group.

Consumers cited overall health and wellness benefits (40%), overall immune support (32%), and filling nutrient gaps (25%) as the top three reasons why they take supplements. Notably, the number of consumers taking supplements for immune health rose 27% from 2019, replacing energy as the number-two reason why consumers supplement.

They survey asked which mental health and sleep support supplements consumers took, with 13% of overall supplement users stating they took supplements for mental health, and 14% of overall supplement users taking supplements for sleep health. For mental and sleep health, leading nutrients were melatonin, magnesium, and CBD. Sleep and mental health supplements were also more popular among younger users compared to older users.

For immune health, top supplements were vitamin C (61% of users taking), multivitamins (57%), vitamin D (47%), zinc (32%), vitamin B/B complex (28%), probiotics (27%), turmeric (19%), and elderberry (13%). Again, elderberry is especially popular among younger users.

Consumers Trust Supplements and Are Brand Loyal

Whether or not they use dietary supplements, a majority of U.S. adults (84%) surveyed reported being confident in the safety and quality of dietary supplements. This number was even higher among those who actually use supplements, with approximately 90% of supplement users reporting being confident in the safety and quality of dietary supplements.

U.S. adults are especially confident in the quality and safety of vitamin and mineral supplements (85% were confident), while those percentages were lower for herbs and botanicals (59% expressed confidence), specialty supplements (63% confident), sports nutrition (52% confident), and weight management (43% confident). Men, consumers in the topic income bracket, parents, and those with a college degree tended to be more confident in the safety and quality of supplements. When asked about their feelings about the dietary supplement industry, 74% of all adults felt that the industry is trustworthy, with numbers higher for supplement users (at 83%) compared to non-users (at 51%).

Those who took supplements were most motivated to do so by a desire to maintain their health. Other reasons included to live a longer life, gain control over a health condition, or because a health practitioner told them to. Among adults who don’t take dietary supplements, the primary reason cited is that they don’t feel a need to take supplements, followed by the price of supplements. Older adults were more likely to state that they don’t feel the need to take dietary supplements.

One of the standout takeaways from this year’s survey was an increase in consumer loyalty to their preferred brand of dietary supplement. In 2020, consumer brand loyalty reached its highest percentage, at 69%—a 9-point increase from 2018, Druke pointed out, calling it “a very significant and strong increase in brand loyalty.” Brand loyalty was highest among men, those in the top income bracket, those living in urban areas, and those with children living at home.

The majority of supplement purchases were made in mass-market channels, especially Walmart, Target, and pharmacies such as CVS, Walgreens, and Rite-Aid, according to the survey. Consumers under age 55 were more likely to purchase supplements from “less common” outlets such as health food stores, supermarkets, and independent pharmacies, Druke said. There was also a slight increase in purchases made at warehouse and club stores, with 22% of users indicating purchasing from that channel.

Up to 24% of supplement users bought supplements online, similar to last year’s survey, he added. And while the bulk of online purchases were made through Amazon.com (at 73%), online purchases made at non-Amazon sites, including Target.com and iHerb.com, grew 10% in 2020 over 2019, now sitting at 32%. Those more apt to purchase from Amazon were men, consumers under the age of 55, those living in urban areas, and parents.

The survey also looked at consumer preferences related to delivery forms. The top preferences were tablet/caplets(31%), capsules (19%), gummies (15%), softgels (10%), and chewable tablets (4%). Older consumers and consumers in rural areas tended to prefer tablets/caplets. Women and consumers under aged 35 preferred gummies most. Softgels appealed most to consumers over age 35. Ease of swallowing was consumers’ top concern when selecting a dosage format, followed by factors like price, taste, etc.

The Council for Responsible Nutrition released detailed results of its latest consumer surveys on U.S. dietary supplement usage in 2020 during its virtual “NOW, NEW, NEXT” conference last week.

Americans confident in dietary supplement effectiveness and quality in 2020, including during COVID-19 pandemic, CRN surveys show

Nutralliance (Yorba Linda, CA) signed an exclusive sales and distribution agreement with Globionic, a supplier of nutraceutical ingredients from Eastern Europe, for Lavitol dihydroquercetin (DHQ), a larch ingredient from Russia-based Ametis Corp. Lavitol DHQ is the first ingredient from the new alliance to be marketed exclusively in North America by Nutralliance. Lavitol DHQ is a powerful antioxidant that helps recycle vitamin C while limiting its oxidation. The ingredient has also been shown to support cardiovascular, respiratory, immune, eye, skin, liver, and endocrine health. 

“There is an abundance of unique resources specific to this region,” said Globionic president and CEO Bill Knudson, in press release. “Many ingredient suppliers there, however, tend to lack the understanding of how to successfully market their researched ingredients in the United States. There are numerous cultural, language, transportation, and financing hurdles that hinder their expansion in North America, and Globionic was created to bridge those issues. Out of the many distributors out there in this arena, Nutralliance was selected to be our exclusive distribution partner because of its stellar reputation in the industry for transparency, diligence, follow-through, testing, and shipping expertise. All of which align with Globionic’s core principles that we have promised to our partners.”

Nutralliance’s CEO Brian Salerno said in a press release: “Lavitol DHQ will provide brands with a heavily researched and unique ingredient for a wide range of applications and consumer needs. And this is just one of many similar quality ingredients to come from Globionic, a company that itself has a unique position in the supply-side arena.”

Lavitol DHQ is extracted via a patented technology from larch tree stumps left behind from wood industry harvesting. It's produced year-round with an annual production of 13 tons of finished material in a 

state-of-the-art, ISO 9001:2015, ISO 22000-2005, and HACCP-compliant facility.

Nutralliance signed an exclusive sales and distribution agreement with Globionic, a supplier of nutraceutical ingredients from Eastern Europe, for Lavitol dihydroquercetin (DHQ).

 Nutralliance to market, distribute Lavitol DHQ in North America  

Blue California (Rancho Santa Margarita, CA) and Conagen (Bedford, MA), a biotech innovator, announced the commercialization of Rosavel, a natural preservation solution with 98% high-purity rosmarinic acid. A naturally occurring polyphenolic compound in rosemary, rosmarinic acid contains antioxidant and antimicrobial properties. The natural preservative protects food and drink from oxidative stress, which can lead to unpleasant smells, flavors, colors, and unhealthy compounds. Rosavel itself is made by bioconversion so that it does not impart the color or flavor associated with rosemary.

“Rosavel is an ideal example how Conagen is rapidly developing sustainable, nature-based ingredients to improve on existing options in the market. We are scaling-up and commercializing this and other similar novel ingredient solutions,” said Conagen’s VP of innovation, Casey Lippmeier, PhD, in a press release.

Blue California and Conagen, a biotech innovator, announced the commercialization of Rosavel, a natural preservation solution with 98% high-purity rosmarinic acid.

Blue California, Conagen commercialize rosmarinic acid-based natural preservative

Serious research on omega-3 fatty acids has been ongoing for the last 40 years—but omega-3s really started gaining mainstream attention and interest from consumers around the turn of this century, which is when the market started to take off big time.

Omega-3 innovation is high, from plant-based options to better delivery, boosted bioavailability, and higher concentrations made easier.

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