HEALTH FOCUS FOOD INGREDIENTS

Blood Sugar Support 2023 Flavor Trends The Colors Market

JANUARY/FEBRUARY 2023 | Vol. 26 | No. 1

Still
Healthy?
Ingredient sales are normalizing. Inflation is here.
How strong is the supplements market in 2023?

NutritionalOutlook.com
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WHEN YOU HAVE BIGGER THINGS TO WORRY
ABOUT THAN YOUR DIGESTIVE HEALTH
 JANUARY/FEBRUARY 2023
VOLUME 26, ISSUE 01

Features
10 Industry Outlook
Our Editorial Advisory Board shares its
predictions and tips for success in 2023.

26 Ingredients to Watch
Eight ingredients to watch in 2023.

52 Flavor Trends
Experts predict 2023’s hottest food and
beverage flavor trends.

58 Contract Manufacturing
How contract manufacturers are gearing
up for a rocky road ahead.

62 Equipment
Equipment advances let dietary supplement
manufacturers soar.

70 Blood Sugar Support

New research in the blood sugar
management market shows promise
for widely applicable ingredients like

26
chicory root fibers and antioxidants.

PAGE
If there’s one takeaway from our annual 7
Ingredients to Watch coverage this year, it is this:
the dietary supplement business is still going strong.

6 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 CONTENTS
MONTH 2023

PUBL ISHE R’S L E T TE R

Small Gains UP FRONT
Are Still Good 8 From the Editor
IF THERE’S ONE TAKEAWAY from our annual Ingredients to Watch

COLUMNS
coverage this year, it is this: the dietary supplement business is still going
strong. This is true even if many ingredients saw smaller sales gains last
year—or even small declines.
Sales of certain ingredients, especially those for immune health, skyrock- 24 Viewpoint
eted in 2020 and 2021 at the height of the COVID-19 pandemic. Looking Four strategies to deal with
at data shared by SPINS (Chicago) for this story, sales of many of those inflation in 2023.
ingredients began normalizing in 2022. Take vitamin C. SPINS data showed
vitamin C sales growing nearly 62% in the mainstream U.S. supplements 72 Last Bite
channel in 2020; in 2022, vitamin C sales in the channel declined 2.6%. Sales
of elderberry, another immune health star, grew a whopping 169% in the
mainstream channel in 2020, but in 2022, they declined 10%.
This happened to numerous ingredients in 2022. But no declines were
RESOURCES
alarmingly drastic. We’re talking either small, single-digit sales growth or 74 Ad Index
even low single- or double-digit declines. But if you consider the industry’s
performance in the context of its historic recent highs, and current global
economic headwinds, those small changes still mean that business is good.
“Some things can definitely be attributed to [the fact that] we saw
huge growth in the past couple of years,” says Scott Dicker, senior market
insights analyst at SPINS. Our editors interviewed Dicker and SPINS’s
Haleigh Resetar, corporate communications specialist, on the January
episode of The Nutritional Outlook Podcast. (Listen here: NutritionalOut-
look.com/view/the-nutritional-outlook-podcast-episode-18-which-ingre-
dients-should-you-watch-in-2023-)
Dicker adds: “You can’t be growing that fast for so long.” He also points
out, however, that in 2022 and 2023, businesses of all kinds are grappling MORE ONLINE
with the impact of inflation. For supplements, says Dicker, “As people take Follow us on Facebook, Twitter, and LinkedIn.
a look at what they’re purchasing, some of these supplement ingredients
and products are some of the higher-priced items,” which could influence @nutritionaloutlook
purchasing decisions.
Time will tell if consumers’ growing focus on health and wellness these
@nutritionalo
past few years means they’ll continue prioritizing supplements in 2023.
But, overall, Dicker is optimistic. “It’s a healthy market,” he says. “People
www.linkedin.com/
are interested in more and more categories. You’re seeing innovation. The showcase/nutritional-outlook
biggest hurdle is not lack of interest, let’s put it that way.”
Turn to page 26 to read about how some leading ingredients are looking
at new opportunities in 2023. And, once again, we sincerely thank SPINS
for their valuable contributions to this article each year.
...or Tune in to our Podcast!
Mike Hennessy, Jr
President & CEO
MJH Life Sciences®
NutritionalOutlook.com/podcasts

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 7

 Follow me on Twitter!
FROM THE EDITOR Using your smartphone camera, hover over
the QR code, or follow @JenniferGrebow

Homeopathics in 2023
Are consumers connecting with homeopathics?

skyrocketed in 2020 and 2021, during due to quarantine and mask mandates,
that time homeopathic sales declined “Several homeopathic manufacturers
somewhat. Now, he suspects, “I think mentioned to the association that sales
we’re seeing some of that reverse effect. for the 2020 COVID year closed above
Instead of lapping great years to show average,” Foxman reports.
flat or slightly up or slightly down In fact, he says, “The homeopathic
growth, we’re coming off a pretty bad category has seen steady and substan-
year [ for homeopathics], and so it’s tial growth over decades. COVID-19
showing more growth to get back to a heightened awareness of many self-care
mean there.” products, including homeopathic
Don’t get him wrong; 2022’s gains for medicines, as consumers endeavored to
AS OUR EDITORS began working on our homeopathics are still “very strong.” shake off common treatable conditions
Ingredients to Watch story this year, “But I do know that in the initial pan- and keep their immune systems high…
we began as we usually do—by pouring demic surge,” he says, “homeopathics This created a much larger base of
over supplement-ingredient sales data seemed to be left behind in the supple- consumers for increased awareness and
from our Editorial Advisory Board ment growth.” For instance, when main- trial of homeopathic medicines.”
member SPINS. (SPINS once again stream shoppers started dabbling in These consumers might not even
generously shared data and insights for supplements during the pandemic, they know what homeopathic means; they
this story.) What we noticed in perusing might have connected more immediate- just might find themselves drawn to
the data is that, in a year in which ly with mainstream supplements and these products when shopping around.
sales of many ingredients continued ingredients compared to homeopathics, “Many of the consumers purchasing ho-
normalizing, showing smaller percent- which can be “a little more vague” to the meopathic drug products don’t have a
age gains compared to the past few supplement novice. predisposition to homeopathy,” Foxman
years, one ingredient category stood out So, are consumers connecting with says. “Rather, their focus is on ‘safer,’
with double-digit sales growth in 2022: homeopathics? For insight, I turned to ‘gentler,’ and more ‘natural’ products,
homeopathics. Indeed, SPINS data show the American Association of Homeo- especially for use with their children.”
sales of homeopathic specialty reme- pathic Pharmacists (AAHP)—specifical- His prediction? “As the demand for
dies growing 15% in the mainstream ly, AAHP’s Secretary and Board Member natural products has significantly grown
supplement ingredients channel in 2022 Eric Foxman. First off, says Foxman, over the decades, so will demand for
and growing nearly 20% in the natural “Sales of homeopathic products did homeopathic medicines.”
retail channel. not decline in the past few years.” For
We asked Editorial Advisory Board instance, he says, even though inven- Read the full version of this
member Scott Dicker, senior market tory shortages in Q4 2020 and Q1 2021 story at ow.ly/7yMJ50MpkA4
insights analyst at SPINS, what might hit the homeopathic market just as it
have caused homeopathic sales to grow did the supplements market and many
in 2022. According to Dicker, it could others due to high demand, and even
just be a case of recovering from some though rates of cold, cough, and flu—
of the sales declines homeopathics saw categories that account for approxi-
in 2021. SPINS data show that while mately 60% of homeopathic sales—were Jennifer Grebow
sales of dietary supplements overall “abnormally low” during the pandemic EDITOR-IN-CHIEF

8 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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N
utritional Outlook’s
Editorial Advisory
Board members
highlight trends
and challenges for
the nutraceutical,
natural product, and health and well-
ness industries in 2023—plus their
tips for success.

What major market, industry,

and/or consumer trends do
you expect to see in 2023?

Scott Dicker
Senior Market Insights Analyst
SPINS

The first major trend that I am pre-

dicting for 2023 is a continuation of
one of the largest growth categories
of the past two years, active nutrition.
All the signs are there for continued
growth: expanding demographics that
include older generations and women,
larger distribution in mass market,
and the evolving consumer demand to
incorporate beyond sports perfor-
mance. This includes mental perfor-
mance and the continued growth of
gaming-related products.
While there are many new and
exciting ingredients in active nu-
trition, don’t be surprised to see an
established king of sports supple-
ments find accelerated growth. I’m
talking about creatine. I see a similar
situation to what we saw with ashwa-
gandha over the past three years: a
long-established ingredient gets new

2023 life, taking it to never-before-seen

heights. With more and more re-
search coming out on the benefits

Industry Outlook
of creatine beyond muscle growth in
areas like cognition and muscle-loss
prevention, I expect creatine to have
© HAKINMHAN / STOCK.ADOBE.COM

massive gains over the next few

Nutritional Outlook’s Editorial Advisory Board years, with an acceleration starting
in 2023. I think a similar story, albeit
shares its predictions and tips for success in 2023. on a much smaller scale, will be with
hydroxymethylbutyrate (HMB).
by JENNIFER GREBOW, Editor-in-Chief Beyond active nutrition, I think we
are due for renewed growth in joint- and

10 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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bone-support products as new pandem- on fire and are likely to remain hot immune health (revenue up 18.9%
ic supplement consumers make their into 2023. Lastly, supporting the im- to $238 million), digestive health (up
rounds learning about new categories. mune system will continue to be im- 12.6% to $69.7 million), and mood
As active nutrition was the top growth portant to consumers as COVID-19 support (up $34.4% to $2.0 million).
category the past few years, there is variants continue to emerge. The top-5 functional ingredients by
undoubtedly an increased audience total dollar sales for children’s cold/
David Foreman, RPh
searching for joint support. Founder and President
flu/immune and digestive health
Herbal Pharmacist are homeopathic formulas, probiot-
Joseph Dowling ics, elderberry, ivy leaf, and vitamin
CEO
CV Sciences 2023 offers many opportunities for suc- C. Since mood support is a niche
cess. While the industry seems to be segment for children’s supplements,
The marijuana and cannabidiol suffering from a hangover at the end it makes sense to call out the top-5
(CBD) industries continue to grow: of 2022 due to COVID-19, economic functional ingredients separately:
consumer interest is still at an all- challenges, the Ukraine-Russia war, L-theanine, homeopathic formu-
time high, and many individuals China shutdowns, and too many other las, magnesium, flower essences
continue to search for alternative events to list here, there are some key (emotional homeopathy), and reishi
health and wellness products to re- areas I see for growth. Factoring in (medicinal mushroom). We’ll likely
place Western medicine. CV Sciences the list from the previous sentence, I see more assortment and growth in
remains bullish on the future of the believe that all things mental well- these segments and in formulas that
plant’s potential. President Biden ness will continue to be hot moving address multiple conditions (e.g.,
recently signed into law the Medical forward. The stress of everyday life has immune and sleep). Regardless of
Marijuana and Cannabidiol Research had a profound impact on most people age, I feel supplement formulas with
Expansion Act promising legislation throughout the world. Companies dual primary health focuses will gain
aimed at providing federal support that wish to take mental wellness to traction. Think synergistic functional
to facilitate research on cannabis a new level will sell therapeutically ingredient combinations marketed
and its potential health benefits. formulated products and incorporate for cognition & digestion, hydration
The increased research investment, other support materials—such as & immunity, and mood & sleep.
combined with sustained custom- apps, programs, etc.—to support the Considering form, gummies have
er interest, will lead to significant consumer in their quest to achieve taken hold in the past several years,
industry growth. We expect to learn optimal mental wellness. but I think we’ll see more brands
more about how different cannabi- explore soft chews. I’d be on the
Kimberly Kawa, BSc
noids can be used to treat specific Wellness Product Specialist
lookout for innovative formulas with
conditions, and are eager to see how The Movitz Group no added refined sugars (e.g., Dole’s
the medical community will lever- new The Secret Nature of Fruit line),
age this new knowledge to improve Age-positioning, health focus, and as well as supplements with low-/
the overall health and well-being of form in dietary supplements lead my no-calorie natural sweetener combi-
our society. As the manufacturer of new-year trend predictions. From an nations such as allulose, monk fruit,
our +PlusCBD consumer brand, we age perspective, theories on un- and stevia. Perhaps this year will
will continue to leverage the latest derchallenged immune systems in inspire sugar-mindful, kid-positioned
scientific research to formulate our children following the lengthy time of soft chews or chewable tablets tar-
products so consumers can continue mask wearing may lead caregivers to geting digestion, immunity, mood, or
to address their specific need states, consider extra support from multi- sleep. Maybe we’ll even spot the use
including sleep, anxiety, and pain. ple wellness angles. On my radar are of sustainable superfood ingredients,
kid-specific probiotic strains to boost like a bromelain and papain supple-
John R. Endres, ND immunity that target ear, nose, throat, ment made from upcycled pineapple
Chief Science Officer
AIBMR Life Sciences and tonsils, as well as botanical bio- and papaya.
film busters for microbial balance.
It seems that hemp products, not According to SPINS data on the *Source: SPINS cross-channel data in brick-
necessarily CBD alone, will continue U.S. supplements market, the follow- and-mortar (Natural Channel + Conventional
to maintain high interest as ingredi- ing child-positioned categories report Multi-Outlet; powered by IRI) for the 52 weeks
ents for food, cosmetic, and dietary strong gains in total revenue and unit ending December 4, 2022.
supplement use. Probiotics have been growth year-over-year*: cold-and-flu,

12 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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Douglas “Duffy” probably the world’s oldest and most of hard-to-absorb ingredients or to
MacKay, ND venerable biotech process—and potentially reduce the effective dose.
Senior Vice President, create ingredients for use within the An additional development is in-
Dietary Supplements
Consumer Healthcare biotic space, such as postbiotics, creased offerings utilizing sustained-
Products Association para-probiotics, novel probiotics, or time-release technologies.
and all other things biotic. Many of Other promising trends in the
The past three years have reinforced these ingredients will have specific space include an increasing interest
that self-care—taking an active role and unique applications, and we are in dietary supplements and natural
in personal and family health—has starting to hear about their uses, products among younger demograph-
tremendous value. The doctor is no such as in brain-gut and stress appli- ics, including millennials and others,
longer the first and only place to go cations, cholesterol support, specific which portends sustained success for
for all things health-related. Consum- and acute gastrointestinal-related is- the industry, provided companies are
ers are taking steps for prevention sues, women’s health, infant health, able to appeal to this demographic as
and wellness, like healthy eating, and even skin conditions. a key part of their messaging.
active lifestyle, health monitoring, Irfan Qureshi, ND Harry B. Rice, PhD
supplementation, oral care, sleep sup- Vice President, Product Development Vice President,
port, handwashing and hygiene, and and Quality Assurance Regulatory and Scientific Affairs
Healthy Directions Global Organization for EPA
other personal healthcare practices. I
and DHA Omega-3s (GOED)
predict that, in particular, consumer After what felt like a prolonged
interest in tracking and acting on per- period between 2020 and mid-2022 Inflation has reared its ugly head and
sonal health data is going to continue when innovation and new research is top of mind for consumers, partic-
to drive innovative self-care products. was brought to a screeching halt, ularly as it lingers. The good news is
Technologies like digital apps and things are looking up on the inno- that supply chain issues appear to be
devices (like smart toothbrushes that vation and creativity front. While easing, and the market continues to
inform you where you miss when you new developments on the ingredient grow, albeit at a slower pace. While
brush) are going to influence innova- front are progressing—an example fish oil prices are at an all-time high
tions in other categories like food and would be development of upcycled due to last season’s low EPA and
dietary supplements. materials previously considered DHA yields, consumers of dietary
waste products, or new areas of supplements have been spared thus
George Paraskevakos,
MBA research for key vitamins such as far. This is likely to change in the first
Executive Director menaquinone-7 (K2)—there is also a or second quarter of 2023 when the
International Probiotics strong focus on improving nutrient price increases are inevitably passed
Association
delivery in terms of added conve- along to consumers. When this
I recently penned an article around nience for consumers or enhancing happens, how many consumers exit
the winds of change and how we are bioavailability multiple ways. the category may be tied to whether
witnessing a “biotic” revolution. All Convenience is a crucial aspect or not the United States falls into a
things related to the microbiome that consumers are looking for as pill recession. Curiously, from a histor-
and derived from microbes have fatigue continues to grow. Gummies, ical perspective, recessions have
captured the attention of industry, liquids, soft chews, fruit chews, snack been good for the self-care industry,
consumers, and healthcare providers bars, stick packs, and other formats including dietary supplements, so
alike. The application of bacteria has will continue to increase in appeal. GOED is optimistic that should con-
been around for thousands of years, The challenge for companies will be sumers leave the category, it will only
and this accelerated adoption of developing efficacious products using be a short-term hiatus.
understanding of this interplay be- these formats as that is what will As far as condition-specific trends
tween us and our resident microbes lead to consumer loyalty. go, healthy aging has been picking up
can have a direct involvement in our Companies also continue to inno- momentum, with no signs of slowing
(human) well-being. Microbes and vate beyond ingredients by making down. There is also pandemic-related
health will continue to make head- their offerings more bioavailable and concern about sleep, stress, and mood
lines in the coming years. Specific increasing utilization of nutrients issues. Given omega-3s’ role in brain
trends include how certain microbial by the body. Some of these devel- health, it makes sense that people are
communities will utilize various opments include liposomes and interested in exploring omega-3s for
fermentation processes—which is other methods to enhance delivery healthy aging as well as for mental

14 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

INDUSTRY OUTLOOK
health challenges. In fact, GOED Skin Minimalism Movement way that is practical and relatable for
recently gave a webinar on cognitive Triggers Supplement Minimalism the targeted demographic. It’s easy
health (bit.ly/3HVb4uS) that ex- Skin microbiome science, to cite the findings of a clinical study,
plored a variety of these topics. eco-consciousness, and green beauty but is it relatable to your reader?
trends, along with inflation, brought Strategic content marketing that is
Kantha Shelke, PhD, CFS
Principal, Corvus Blue LLC the “skin minimalist” trend in 2022. credible, yet relevant, will win.
Senior Lecturer, Consumers have become over-
Food Safety Regulations, John E. Villafranco
whelmed and more educated about Partner
Johns Hopkins University
the number of products they apply to Kelley Drye & Warren LLP
Holistic health, prominent even their skin or about the supplements
before the pandemic, was further they ingest. Wellness-focused beauty Consumers will continue to take inter-
heightened during the pandemic with brands in 2023 will focus on “quality” est in purchasing products from brands
people around the world understand- of ingredients over “quantity.” Formu- that highlight their environmental,
ing the value of food and beverage as lations bringing credible, multifunc- social, and governance (ESG) standards,
“medicine” and to help stay healthy. tional, and less-complex products to including any positive environmental
Nutraceuticals and functional foods market will win in 2023. impact and sustainability efforts. Claims
offering benefits for immunity, cog- and certifications such as Fair Trade,
nitive health, mental health, overall Beauty for All organic, and non-GMO increasingly im-
health, and any way to enhance From personalized needs in skin pact consumers’ purchasing decisions,
health are trending and will continue health and targeted conditions such and companies would need to assure
to do so. Even parents are switching as acne or psoriasis, to different stag- consumers that the claims they pro-
to functional foods and beverages es in our life cycle, aesthetic-focused mote are truthful and fully supported.
instead of Flintstones vitamins and nutrition/nutricosmetic interventions
Lu Ann Williams
other over-the-counter preparations will continue to emerge across many Global Insights Director
to help boost their children’s health categories in 2023. This is why wom- Innova Market Insights
and well-being. People, even from en’s intimate care and menopause are
the traditional mainstream establish- two areas that saw growth in 2022. Innova’s Top Ten Trends for 2023 define
ments, will explore traditional medi- the key themes that shape consumer
cine and seek options from Ayurveda, Sustainability, Biotech, and demands and industry trends over the
Chinese medicine, and integrative Fermented Beauty Tap into coming year. Health and affordability
medicine. Clean Beauty are essential, a direct result of a global
As eco-conscious and sustainable in- pandemic followed by worldwide con-
Paula Simpson, BSc
(Nutritional Sciences), gredients emerge thanks to advanced cern over the cost of living. But we’ve
RNCP, R. Herbalist manufacturing capabilities such as also seen that personal values remain a
Founder fermentation, consumers continue to strong driver, with health of the planet
Nutribloom
look beyond a product label to learn still the number-one global concern. So
A Natural Complexion Is the New Makeup about how and where ingredients there will be a greater focus on maxi-
Highlighted by Vogue in its top-9 beau- are manufactured. With growing mizing nutritional value as a positive
ty trends for 2023, healthy, balanced concerns over “greenwashing,” response to economic, personal health,
skin is the desired aesthetic for 2023. transparency and manufacturing of and environmental concerns. Produc-
From a health perspective, we know ingredients will hold more value and ers are innovating to achieve greater
the influence and systemic effects that consumer brand loyalty in 2023. yields and wider uses for ingredients.
a healthy body, good nutrition, and In plant-based, we’re seeing a greater
targeted supplementation can have on Science Wins, but How It range of protein sources, which offers
the skin. As more consumers strive to Is Communicated Is Key more choice while guarding against
achieve balanced, luminous skin, they Oversimplified influencer marketing supply issues.
will be looking beyond topical inter- is losing momentum as consumers It’s also more important than ever
ventions to help them achieve it. From are seeking out “proof of concept” to build a connection with consumers.
the gut-skin connection to the mood- and credibility from wellness-focused Trust is vital, so messaging needs to
skin connection, there will be more beauty brands. Credible experts and be simple, clear, and based on an easily
emphasis on our “internal health” for clinical validation will win over in understood reality. Younger consumers
healthy, luminous skin. 2023 but only if communicated in a are particularly used to interacting

16 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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INDUSTRY OUTLOOK
with brands, though the desire for trust aligned with changing consumer values. George Paraskevakos: As we have
and honesty runs across generations. This poses a real long-term challenge to seen post-pandemic, and evident in the
brands. data reports compiled for IPA members,
What will be the biggest challenges consumers want to avoid becoming
for nutraceutical and natural product Joseph Dowling: Many challenges ill and are on the lookout for products
companies in 2023? faced last year are persisting into the which will help them attain wellness.
new year as the supply chain remains Some of the “high-on-the-radar-screen”
fragmented from the effects of the products are probiotics. What is key
Judy Blatman COVID-19 pandemic and as the for the probiotic industry, and for the
Founder and President
Judy Blatman industry is now impacted by inflation all-natural health products industry,
Communications LLC and a potential recession. Since most is educating about product benefits.
For me, the buzzword is uncertainty. brands slowed down product innova- Communicate to consumers in a readily
Quite simply, the world is getting tion on all fronts during the pandem- available, easy-to-understand man-
wonkier. There will be no shortage ic, 2023 will be a year to play catch-up ner. Profile the benefits and derived
of challenges for this industry, from on previously missed opportunities. mechanisms, and base these claims
the worldwide geopolitical situation of well-being on scientifically justified
to just-plain-old politics here in this John R. Endres: Getting regula- research. For probiotics, make sure that
country; from ongoing supply chain tory status from FDA for CBD as a probiotic labels follow the IPA Probiotic
issues and lag times to a global econo- dietary supplement by providing the Labeling Guidelines and that counts of
my that can’t seem to decide where it’s additional toxicological studies that bacteria are labeled with expiry dating,
going to land in 2023; and from viruses investigate the endpoints that are a storage conditions are well defined,
that keep multiplying and morphing concern to the agency, such as repro- and all the probiotic organisms in the
to stressed-out employees who are ductive health and pregnancy. product are properly listed. Ensure that
reevaluating their work location situ- claims are tied to the strain-specific
ations and work/family balance. None David Foreman: The biggest chal- organisms and have a robust scientific
of this, however, is unique to dietary lenges in 2023 will likely be a carryover foundation.
supplement and natural product com- from 2022. Supply issues, staffing,
panies. And one advantage—which and economic insecurity will play a Irfan Qureshi: After more than two
should never be taken for granted—is massive role in the natural product years of a pandemic and now followed
that this industry has its foothold in market in 2023. However, companies by high inflation, and a potentially
consumer popularity. Consumers still that can be flexible and creative across recessionary economy on the horizon,
recognize that good health is founda- the board will come out ahead. 2023 will be a challenging year for
tional to life, and the industry’s hope is many companies in the supplement
that supplements will continue to be Douglas “Duffy” MacKay: The space. While the industry overall has
seen as “must-have” goods rather than global supply chain continues to be been considered “recession-proof,”
discretionary products. impacted in unpredictable ways by with many elderly supplement users
the geopolitical and economic land- on fixed incomes, companies are
Scott Dicker: There are a few major scape, climate change, and unprec- bound to see a decline in sales from
market-wide challenges that are not edented consumer demand. Supple- this demographic over time. If the
specific to the supplement department ment executives outside of quality economy worsens or fails to recover
but are nevertheless the biggest chal- control may underestimate the chal- during 2023, other demographics will
lenges. While I hope that we are past the lenges when you can’t source an also feel the pinch, and there could be
worst of it, a slowing economy and high ingredient, which can often be part serious repercussions related to this.
inflation are going to continue to make of several multi-ingredient products. Further headwinds include the
consumers reconsider their expensive It is not as simple as finding another continued threat of COVID-19 (yes,
purchases, which supplements usually ingredient supplier. There is an ex- we’re not out of the woods yet!) and
fall into. Beyond consumers pulling back tensive regulatory process to qualify other viruses specifically on the
on spending, companies must compete a new supplier and perform testing overall supply chain for components
with an increased focus on private to make sure the alternate ingredient and ingredients. With China loosen-
brands from retailers. This is happening meets specifications. These processes ing its “Zero COVID” policy in favor
in all categories, and the quality of these take time, cost money, and can cause of a more open economy, the threat
private brands continues to be more chaos if not managed properly. of COVID looms large. We’re already

18 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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INDUSTRY OUTLOOK
seeing a significant increase in cases primarily of fish oil but which also people learn about the value and his-
there, and further increases are inevi- contain a plant-based ingredient like tory of safe use of supplements and
table. The threat of large-scale deaths olive oil. Until now, many companies botanical preparations.
from these cases, as well as the po- hadn’t been able to receive an export
tential for new viral variants emerg- certificate for these types of products. John E. Villafranco: Among the
ing from China, looms large for the When GOED last spoke to Steven biggest challenges for dietary supple-
global economy. As a large percent- Wilson, division chief of SIP, he was ment and natural product companies
age of ingredients and components hoping to distribute further commu- will be navigating the constantly
are sourced from China, this is a huge nication to stakeholders by the end of evolving regulatory space on the state
risk for natural product companies. the calendar year [2022]. With any luck, as well as federal level to achieve
This is the time to continue to hone such communication will have been compliance while meeting consumer
strategies to stay ahead of supply distributed by the time you read this. demands. Companies have to sift
chain challenges and crises and is The second issue is one GOED re- through the conflicting state and
certainly not the time to abandon ported on last year. It’s a rule from the federal laws, most notably in the hemp
practices that served companies well United States National Marine Fisher- and CBD space, that have long created
during the height of the pandemic. ies Service (NMFS) and the National uncertainty for companies. State laws
Oceanic and Atmospheric Administra- are constantly evolving to address the
Harry B. Rice: GOED is always tion (NOAA) implementing a provi- gaps in their laws, partly created by
on the lookout for anything that sion of the Marine Mammal Protec- new forms of products on the market
may impede our members’ ability to tion Act (MMPA) requiring any global (like delta-8 THC). On the federal
conduct business. To that end, there fishery exporting products, including level, FDA will continue to be active
are a couple of issues that we’ve been fish oil, to the United States to comply in monitoring and issuing warnings
monitoring and will continue to with rules to address injury and mor- to companies that sell supplements
monitor into 2023. tality of marine mammals. GOED had marketed as drugs with claims that
The first issue surfaced in Q2 of anticipated that after January 1, 2023, the product is intended to cure, treat,
2022 when the National Oceanic and a fishery’s fish or fish products would mitigate, or prevent a disease.
Atmospheric Administration’s (NOAA) be permitted to be imported into The FTC will similarly continue to
Seafood Inspection Program (SIP) the United States only if the fishery be active in monitoring, among other
announced that it planned to suspend had received a positive comparabil- claims, disease and COVID claims
export certification of encapsulated ity finding; however, in October, a on dietary supplements and natural
fish oil for human consumption— one-year extension was announced products, and will look to compa-
not because of a safety concern but in the Federal Register. Because of the nies to comply with its recently
because of concern for the integrity lack of transparency in the process, issued Health Products Compliance
of the seafood certification program. it remains unknown if countries have Guidance, which stretches the law
Should countries lose their faith in the submitted the necessary information. in a number of ways. The Guidance
United States’ ability to certify seafood Since GOED learned about this issue, attempts to redefine what constitutes
products, it could mean an inability to we’ve been in close contact with competent and reliable scientific
sell seafood products to one or more NOAA to ask questions and share evidence in support of health claims,
countries, an issue that extends well our members’ concerns. In fact, last and will almost certainly be chal-
beyond dietary supplements. February, a representative from NOAA lenged in litigation.
Fortunately, export certifications presented during the GOED Exchange, Companies will need to build a
were never suspended, but the ap- which provided a fantastic opportuni- strong compliance team that can
proval process and criteria to receive ty for further clarification of the rule navigate through these challenges
an export certificate was modified and allowed GOED members to ask and ensure product claims are fully
such that it did cause some hiccups. any outstanding questions. supported in the face of enforcement
Many of the issues have been ad- action or lawsuit.
dressed, while others are well on their Kantha Shelke: Purity and safety
way to being resolved. Perhaps the will continue to challenge dietary Lu Ann Williams: For dietary
silver lining is that all regional offices supplements and natural products supplements, as with so many sectors,
are now issuing export certificates because of bad actors in the field. it is key to provide healthy options that
for fish-oil-based composite prod- There is an opportunity for trade work for stretched budgets. Price and
ucts, which are products composed associations and educators to help trust are the big purchase drivers, so it

20 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INDUSTRY OUTLOOK
is important to meet both these con- I’m also watching companies that I think proving efficacy of your
sumer needs. Clear, easy-to-understand innovate with advances in technolo- products, not just referencing
health cues and product information gy, machine modernization, im- studies on ingredients, is going to
allow products to stand up to scrutiny proved delivery methods, and prod- be the next phase of transparency.
while allowing consumers to focus on ucts that provide consumers with Consumers are becoming much
what’s most important to them. better choices and better results. But more educated and are looking for
As for natural products, brands have in a year where we will surely need specific doses and research behind
to ask themselves whether “natural” is to see more kindness, innovative combination formulas. Finally,
enough of a positive on its own to con- companies will also be seeking out make sure that your product con-
sumers, especially if it impacts price. new ways to energize and incentivize tent is easily available to interest-
Older consumers value the natural their employees, recognizing that like ed consumers both in-store and
attribute more than younger ones, who the industry they represent, that is online. Understand what attributes
are strongly attracted to novel flavors. not always a one-size-fits-all solution. consumers are interested in for
Therefore, brands could consider posi- Overall, I’m betting on companies your category and make sure that
tioning natural claims alongside other that wear their core values on their you highlight those where you can.
values. Another challenge is the use of sleeves, like innovation, science, If it’s not on the label, make sure it’s
new production technologies, which sustainability, and resilience. still easy to search for and in your
can sometimes be viewed as contradic- online content.
tory to claims of naturalness. Scott Dicker: The key to success is
going to be innovation. Consumers Joseph Dowling: Brand identity
In 2023, what will be the will continue to pay for their own is the key factor to finding success
key to success for companies wellness as long as they can. It’s in 2023 and beyond. According to
in the nutraceutical and essentially the last thing to pull back the 2021 CRN Consumer Survey on
natural products industries? on with spending. The opportunity is Dietary Supplements, 80% of Ameri-
in making sure that you are meeting cans are incorporating dietary supple-
Judy Blatman: Winning companies consumers with their ever-changing ments into their daily lives, and in or-
will need to be flexible, nimble, and values. That means supporting sus- der for a brand’s products to resonate
ready to change on a dime in 2023. tainability measures and using both with consumers’ needs, brand identity
Expect curveballs that come at you tried-and-true ingredients along with will be the key vehicle to generating
like fastballs. (Yes, I know, that’s an new, innovative ones. At all the trade interest and bringing consumers back
oxymoron, but you’ll see…) shows in 2022, we saw a lot of inno- to their local retailer or online shop to
In my work as a freelance writer for vative new ingredients in categories purchase the same products. Specifi-
Nutritional Outlook, it’s been gratifying that are in high demand: branded cally, in the hemp-derived-CBD space,
to see a growing number of compa- ingredients that were studied specif- we witnessed thousands of bad actors
nies embracing a holistic approach to ically for gaming, a vegan collagen jump on the CBD bandwagon. Most
ingredients and products, taking the (not just a collagen booster), a vari- of these brands were unsuccessful
meaning of holistic to more inclu- ety of other energy and focus ingredi- because consumers quickly realized
sive levels, from product ideation to ents, and the expansion of precision that the products were not backed
manufacturing and marketing. For fermentation in dairy-free whey. As by science, boasted unsubstantiated
example, many companies in the the costs of whey protein continue to claims, and didn’t work as advertised.
active sports nutrition category rec- go up, along with the cost of animal At CV Sciences, we pride ourselves on
ognize that their products can appeal agriculture in general, I think we are leaning into the science and ensuring
to more than one demographic, even at the point where precision fermen- that what we put on the label is in
as the end user will expect—and tation is going to be a major disrup- fact what the product can achieve,
likely see—different benefits. And as tor over the next few years, with the and we believe that is why consumers
consumers themselves are favoring a impact starting in 2023. This was a continue to resonate with our brand
more holistic approach to wellness, long way of saying that for brands to identity.
supplement companies are embracing be successful in a year that will likely
and proactively positioning the syn- continue to bring more uncertainty John R. Endres: As always, putting
ergy of nutritional components with around pricing and supply chain, science behind the ingredients and
physical activity, healthy sleep habits, brands cannot stop innovating if products—safety (tox studies) and
and stress avoidance/management. they want to be successful. functionality (clinical investigations).

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 21

INDUSTRY OUTLOOK Stay Informed!
See the latest news at NUTRITIONALOUTLOOK.COM

David Foreman: Innovation and Irfan Qureshi: Those companies ensure that any oil manufactured to
sustainability will be strong movers that are able to understand where the monograph standards can be sold
in the market. Companies willing to the economy and consumer sen- around the world.
“think outside the box” and engage timent are headed, specifically by
consumer input and personalization being nimble and offering products Kantha Shelke: Investing in edu-
will win big. that appeal to and meet consumer cating the target audience will be one
demand as well as the needs of newer of the keys to success for those in the
Douglas “Duffy” MacKay: Being demographics that are interested in dietary supplement and natural prod-
flexible, creative, resilient, responsive, natural products, will be set up for ucts industry. Teach them with trans-
and prepared for the unexpected are success in 2023. Companies need parency and integrity to bond with
becoming key strengths of successful to take advantage of innovative consumers instead of bombarding
companies and executives. Having ro- ingredient technologies, explore them with propaganda and tradition-
bust supply chain management with unique delivery forms, and continue al marketing tactics. Earn their trust
insights into potential challenges can to formulate products that make a and thereby their loyalty by teaching
help avoid supply disruptions. difference in people’s lives. them, and form a meaningful connec-
Furthermore, being able to effec- tion with your audience.
George Paraskevakos: Success in tively navigate the global headwinds
2023 and beyond will rely on credi- related to supply chain challenges as John E. Villafranco: The key to
bility, standards, and accountability. well as a recessionary economy here success for companies in the dietary
Companies in the industry must be in the U.S. are also key factors that supplement and natural products
clear and stand by their products need to be kept front and center. It industry is building a strong team that
using the proper standards and would be wise to get ahead of these can assess risks and help the company
regulations in place to gain consumer challenges before a potential worst- achieve compliance in the constantly
trust. Examples of what we are doing case scenario hits. Brands that are evolving regulatory space. Investing in
at IPA in raising the bar and quality successful at doing so in 2023 will be legal resources is worthwhile for com-
so that safe and beneficial products the ones that come out stronger in panies looking to protect their brand
are reaching consumers can be 2024 and beyond. and company’s longevity as well as to
emulated across the natural prod- The good news is that the global de- earn consumer trust.
ucts industry. IPA has created both a mand for natural products continues to
regulatory manuscript summarizing increase, so it is incumbent that brands Lu Ann Williams: Building rela-
probiotic regulations of 36 countries, offer products that are effective and tionships and extracting maximum
and we also have created an IPA repay consumers’ trust in the industry. value, in every sense of the word.
best-practices guideline for manu- Consumers respond to products and
facturing probiotics. We are moving Harry B. Rice: Consumer trust will brands that share their values, so tell
towards making these guidelines an drive success, regardless of the category. them about yourself. Use digital tools
addendum to the ANSI 455 public The most effective trust-building tool and social media to get your story
standard for GMP manufacturing of in a supplement company’s arsenal is across, but make sure that story is
dietary supplements, considering its commitment to quality. To this end, true to the consumer experience. In-
the uniqueness of probiotics. And, all GOED members must adhere to the volve the public in the brand journey.
through our technical committee GOED Voluntary Monograph which Reveal what you are doing, why you
work, IPA just completed an applica- has served as the omega-3 industry’s are doing it, and what steps you still
tion to establish a liaison with an ISO standard of quality since 2002. The stan- need to take. Honesty has a premium,
working group to ensure probiotic dard was developed by the members and it is rewarded.
enumeration standards are validated of the Omega-3 Working Group at the Also, don’t forget about added val-
and ISO certified. Council for Responsible Nutrition, the ue. Consumers want to have it all, or
2023 raises opportunities for health predecessor to GOED, to help ensure at least as much as possible. Some-
and well-being, scientific research, that omega-3 oils reaching consumers times, one key benefit isn’t enough.
and industry leadership for probiotics are both safe and of high quality. The Natural products can have health,
and supplements. By conducting our- companies that participated in devel- environmental, and ethical positives.
selves responsibly, we will continue to oping the monograph incorporated the Don’t be shy in sharing them while
build trust with all stakeholders and strictest quality and purity standards at the same time being transparent
ensure our long-term sustainability. from regulations around the world to about your ongoing efforts.

22 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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 VIEWPOINT

The Year
of Inflation
Four strategies to deal with inflation in 2023.
by MATEVŽ AMBROŽIČ, PharmaLinea

A
lthough global inflation peaked in 2022, 2% inflation despite showing growth compared
latest market intelligence reports predict to the previous year.
that inflationary pressures will remain
high into 2023. Here, we suggest four ways IMPACT ON FOOD SUPPLEMENTS
brands can successfully navigate inflation The food supplement industry has felt inflation’s
in 2023, based on theory, our past experi- impact. Retail price changes vary significantly
ence, and expert insights. from category to category. According to SPINS
tracking of the Amazon.com retail channel in
TRACKING INFLATION the U.S., yearly price increases in February 2022
Matevž ranged from 4.2% in children’s supplements to
Inflation projections vary slightly depending on
Ambrožič is
marketing and PR the source, but agencies such as IQVIA, Mintel, 10.5% in weight-loss supplements.
director at Pharma- and Euromonitor agree on a global inflation av- The effect also varies geographically. Eu-
Linea Ltd. (Ljubljana, erage in 2022 somewhere between 8% and 9%— romonitor’s online sales data for the period
Slovenia). He has an and a drop in the inflation average in 2023 to between January 2021 and October 2022 showed
academic background
about 5%-6%. This slowdown in inflation is due a 27.8% price increase for multivitamins in
in biochemistry with
a specialty in protein to slower economic growth caused by falling Brazil and a 7.8% increase in South Korea, while
biochemistry. Following B2B demand for manufactured goods, stabiliz- the price of multivitamins in Germany only
his research position at ing commodity prices, and improvements in the increased by 0.4%. On the other hand, there was
Stockholm University global supply chain. Nonetheless, Euromonitor a 6.9% price drop for vitamin D supplements in
and development
predicts inflation levels will remain high and Brazil, while the price of vitamin D supplements
position at Novartis,
Ambrožič applied his continue to erode consumer purchasing power increased by 4.9% in South Korea and by 10.4%
knowledge in the food this year. Inflationary pressures could also in Germany.
supplement industry, worsen due to possible energy price shocks and And, while inflation has indeed affected the
© JULIEN EICHINGER / STOCK.ADOBE.COM

leading marketing at geopolitical tensions. food supplements industry, supplement prices

PharmaLinea.
Similar to 2022, inflation is likely to affect globally have not increased as much as food and
developing economies the most. Euromonitor’s beverage prices have (SPINS, February 2022).
Global Consumer Price Inflation Baseline Fore-
cast predicts the highest inflationary pressures CONSUMER BEHAVIOR
in the Eurozone. The U.S., meanwhile, can Luckily for brands, consumers seem better
expect inflationary pressures to wear off much prepared for today’s economic turmoil than
quicker in 2023, while China will barely surpass they were during the financial crisis of 2008.

24 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 VIEWPOINT
According to Mintel, the financial in their product positioning strategy products or services. For example,
crisis in 2008 took everyone by can be one way for brands to address Holland & Barrett offers an online
surprise—unlike now when people inflation. consultation service for consumers
received pandemic-related financial in doubt about which supplement to
Invest in
aid and have more savings due to
reduced expenditure during the pan-
TIP 2 Marketing
buy. DSM offers a vitamin D self-
test kit with a progress-tracking app
demic. Consequently, consumers feel Another strategy—mainly for together with its vitamin D supple-
more financially comfortable than well-prepared and typically larger ment product. Proper is combining
they did in the post-2008 years. companies—is opting to go against its sleep-support supplements with a
As most consumer health compa- instincts to cut back and instead sleep-tracking app and telehealth ser-
nies responded to the recent inflation increase promotional investments vice with sleep coaching. Neuriva has
surge by increasing the prices of their at a time when others spend less. developed an app with brain exercis-
products and services, consumers’ According to a Euromonitor survey, es, and Ritual offers a social compo-
responses can be divided into two 33% of consumer health companies nent to its app to boost compliance.
groups. According to Euromonitor, cut investment in promotion early Multifunctionality is another
about 30% of European consumers in the past year. Decreased market- way to add value. Examples include
plan to increase their savings and ing spending in times of economic Blackmores’ and Vemedia Pharma’s
seek bargains, while 31% of consum- instability can present an opportunity supplement combinations for day-
ers say they still choose quality over for well-situated companies. When time and nighttime, thus covering
quantity. This seems to support the there is less noise in the market, your consumers’ entire daily needs.
hourglass theory, which suggests that message is heard better. During this Nature Made and Dompé recently
the middle price segment of prod- period, if you invest smartly, keep launched products that simultane-
ucts is hit the worst during times of marketing and sales running, perhaps ously address more than one health
financial insecurity, with consumers even launch new products, and pro- area (e.g., immunity + sleep or
seeking either the lowest prices or actively present novelties, you might immunity + energy).
the highest quality. make more significant market gains Lastly, there is the evergreen con-
than in times of economic stability. cept of “all-in-one” products which
STRATEGIES FOR SUCCESS used to concern mainly multivitamins
Strategize New-
How can brands address the ongo-
ing global situation with success?
TIP 3 Product Launches
but has now expanded to synbiotics.
Ritual and Holland & Barrett both
Experts agree that future success The choice of which new products recently launched all-in-one products
depends on companies understand- to launch is also crucial. Leaning combining pre-, pro-, and postbiotics.
ing their audience and adjusting their towards essential products, products
products accordingly. with a higher income elasticity, is NAVIGATING
often most effective. These products THE ROAD AHEAD
Choose
TIP 1 a Lane
are least likely to be excluded from
the basket.
In 2023, the global inflation rate is fore-
cast to drop. The food supplement indus-
“In the future, we will see more Also remember that a product with try will still be affected by inflationary
clustering—more premium products a good marketing story can better pressures, however, mostly in developing
on one hand, and more price com- bear a price increase. When it comes markets. Price increases, which is how
petition on the other,” says Dmitri to added-value products, from a good most companies are responding to the
Lazerson, director of purchasing and brand, consumers know they are market situation, have caused con-
procurement at Queisser Pharma paying more for good reason. sumers to polarize, gravitating either
(GER). “When competing in the pre- towards the price-driven segment or
Adding
mium segment, you will, now more
than ever, need strong unique selling
TIP 4 Value
the premium segment. Knowing this,
companies should plan accordingly
points (USPs) to succeed.” Lastly, adding value to your products to address inflation in 2023: decide
With consumers deciding between is a tool in times of financial insta- whether to go for price competition or
lower prices and higher-quality prod- bility. Offer more. It is increasingly premiumization, increase promotional
ucts, brands need to decide which common for supplement brands to investment, focus new-product launches
segment to target. Choosing either expand their offer from the actual on essential health areas, and add more
price competition or premiumization supplement product to additional value to products.

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 25

 INGREDIENTS TO WATCH Nutritional Outlook thanks the experts at SPINS LLC
for sharing research data and insights for this story.

ASHWAGANDHA
Ashwagandha’s had more than just
a good run in the U.S. herbal supple-
ments market these past few years. In
2021, ashwagandha “experienced the
strongest mainstream sales growth…for
the second consecutive year,” accord-
ing to HerbalGram’s 2021 Herb Market
Report.1 “Consumers spent 225.9% more
on ashwagandha supplements in 2021
compared to the previous year, with
sales totaling $92,326,926—an increase
of nearly $64 million from 2020,” the
report noted. Growth in the natural
channel was high, too. According to
SPINS (Chicago), ashwagandha sales in
the U.S. natural supplements channel
grew 21% in 2021.
Last year looked different. Ashwa-
gandha gains were incremental in 2022.
For instance, sales rose slightly—2%—
in the U.S. natural supplements market,
according to SPINS.
Are ashwagandha’s prospects still
good absent those incredible spikes
seen earlier? Yes, sources say.
After all, ashwagandha’s best-
known benefits are mood support,
stress relief, and sleep. It just so
happens that these three categories
are expecting strong growth. Ashwa-
gandha helped draw customers to
these markets to begin with, points
out Scott Dicker, senior market in-
sights analyst at SPINS.
He calls ashwagandha’s surging
popularity in recent years remark-
able because the ingredient isn’t new
to market. “It’s not being used for

The 2023 List something that it wasn’t previously

used for,” he says. “It just kind of
really caught on, and a lot of that was
[because] there are some branded
Ashwagandha • Vitamins and Minerals • Protein • ingredients now that are doing really

Collagen • CBD and Other Cannabinoids• well [and] there are a few big brands
© ESKYMAKS / STOCK.ADOBE.COM

that brought it on and really made it

Microbiome Ingredients • Lutein • a mainstay and a household name.”
One of those brands is Gaia Herbs.
Heart Health Ingredients The company believes that the grow-
ing stress, mood, and sleep markets
by JENNIFER GREBOW Editor-in-Chief & SEBASTIAN KRAWIEC Editor will benefit an ingredient like ashwa-
gandha in the long run.

26 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
“As more people return to normal
life, consumers are seeking natural
remedies such as stress and sleep Multioutlet Channel (U.S.)
products. Herbal supplements
like ashwagandha will continue to
Top 25 Bestselling Functional Ingredients
become more popular as the market Current Year-Ago %
grows,” predicts Antonia Nguyen, Functional Ingredient Dollars Dollars Change
Gaia’s director of product portfolio Protein - Animal & Plant
and strategic partnerships. $1,608,564,811 $1,585,186,294 1.5%
Combo
Still, ashwagandha products should
Protein - Animal (Multi) $916,285,318 $898,993,729 1.9%
be prepared to evolve as consumers
begin exploring other ingredients. Probiotic Supplement $800,550,264 $783,726,132 2.1%
It’s already happening, says Haleigh Melatonin $767,431,503 $748,257,755 2.6%
Resetar, corporate communications Vitamin C (not Ester-C) $682,565,949 $700,721,831 -2.6%
specialist at SPINS.
Protein - Animal (General) $639,672,071 $573,890,808 11.5%
“Ashwagandha is definitely still
a very popular ingredient especial- Multivitamin (Women) $559,802,645 $556,572,938 0.6%
ly among the stress-, mood-, and Vitamin D $548,042,307 $616,774,754 -11.1%
sleep-support categories,” she says,
Specialty Remedies
“but some of its weakened growth [in $455,420,020 $395,578,978 15.1%
(Homeopathic)
2022] can be attributed to the fact
Protein - Animal (Whey) $377,685,111 $301,394,574 25.3%
that the natural channel is one of
those channels that has constant in- Multivitamin (Adult) $330,839,100 $326,492,042 1.3%
novation. New ingredients are always Collagen Products $309,318,431 $241,011,596 28.3%
entering the market.” In other words,
Misc Supplements (Other) $301,337,356 $323,354,151 -6.8%
ashwagandha has competition ahead.
Ashwagandha will increasingly find Caffeine $299,296,926 $245,091,333 22.1%
itself in blends with other ingredi- Multivitamin (Men) $291,898,320 $270,202,173 8.0%
ents. Rachel Kreider, senior director Multivitamin (Children) $288,090,871 $309,539,686 -6.9%
of technical product and content de-
sign at GNC, says her company sees Vitamin B12 $271,360,402 $268,168,630 1.2%
demand for both. “We’ve seen similar Multiminerals $268,787,347 $120,751,086 122.6%
growth patterns for both ashwagand- Psyllium $261,777,939 $245,256,787 6.7%
ha as a single-ingredient product as
Elderberry $246,991,276 $275,429,515 -10.3%
well as products that include ashwa-
gandha as part of an overall formula.” Taurine $238,633,784 $241,673,428 -1.3%
As more shoppers try sleep, stress, Fish Oil Concentrate $236,641,274 $248,355,371 -4.7%
and mood products, they’ll keep
Calcium $236,626,703 $245,233,130 -3.5%
running across ashwagandha. “What
ashwagandha has going for it is that Protein - Plant (Multi) $227,109,609 $202,138,356 12.4%
there’s not a single ingredient right Biotin $223,674,701 $243,279,634 -8.1%
now that you would associate with the Time period: 52 weeks ending October 30, 2022
mood-support or the stress-relief cate- Source: SPINS Multioutlet Channel (powered by IRI) covers the Grocery Outlet (stores
gory,” says SPINS’s Dicker. “Ashwagand- with $2 million+ annual ACV), the Drug Outlet (chains and independent stores, excluding
Rx sales), and selected retailers across Mass Merchandisers, including Walmart, Club,
ha, in the best-case scenario, could Dollar, and Military, representing over 108,000 retail locations.
become that kind of first-try ingredient
introduction to the stress-relief [and]
mood-support category.”
Consumers might also start to GNC’s Kreider adds, “Ongoing physical stressors and support the
appreciate its other benefits such research has identified ashwagand- body’s natural inflammatory re-
as cardiovascular and blood sugar ha as something that may positive- sponse, its antioxidant properties,
support, Resetar says. ly influence both emotional and and immune response.”

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 27

 Multioutlet Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands)
Brian Tanzer, MS, senior manager
Current Year-Ago % of scientific and regulatory affairs
Health Focus Dollars Dollars Change
at The Vitamin Shoppe, agrees that
Cold & Flu $1,614,128,430 $1,495,930,231 7.9% ashwagandha caters to many of con-
Energy Support $934,159,929 $941,078,929 -0.7% sumers’ key health concerns today.
“Ashwagandha has been around for
Digestive Health $912,643,196 $902,480,979 1.1%
quite some time, and there are sever-
Sleep $812,401,603 $790,217,683 2.8% al studies showing its benefits related
Cardiovascular Health $676,272,554 $676,070,914 0.0% to stress response, immune health,
Bone Health $574,041,305 $612,759,226 -6.3% energy, and sleep—all things people
were looking to address during the
Performance $559,739,367 $472,345,255 18.5% past three years. I believe the use of
Weight Loss $545,067,031 $579,987,256 -6.0% ashwagandha will continue as many
Cognitive Health $350,185,439 $365,006,801 -4.1% have seen noticeable improvements
when using it.”
Hair & Skin & Nails $340,016,970 $336,708,482 1.0%
He cautions marketers not to over-
sell ashwagandha as a miracle ingre-
Current Year-Ago % dient, though, if they want to preserve
Bone Health Dollars Dollars Change its credibility and longevity. “My one
Vitamin D $321,439,252 $356,841,133 -9.9% concern is I don’t want people to
Calcium $141,720,107 $143,011,822 -0.9% think that it is a panacea,” he says. “If
lifestyle factors such as diet, exercise,
Multivitamin (Women) $39,556,544 $43,275,563 -8.6% sleep, and stress management aren’t
Calcium/Magnesium Combo $38,656,067 $41,345,114 -6.5% addressed, one cannot maximize the
Magnesium $22,564,765 $19,875,890 13.5% benefits of ashwagandha. It is our
responsibility as industry leaders to
Vitamin K $2,266,859 $1,999,846 13.4%
remind our customers that lifestyle is
Vitamin A - D - K $1,865,616 $775,817 140.5% the key to overall health and wellness.
Multivitamin (Children) $1,264,798 $1,338,622 -5.5% Supplements like ashwagandha can
play a role in helping us achieve it but
Cranberry Supplements $1,185,567 $1,182,468 0.3%
cannot compensate for poor lifestyle
Vitamin C (not Ester-C) $1,080,807 $1,370,894 -21.2% choices.”
Corey Schuler, FNP, CNS, CNSC,
Current Year-Ago % DC, director of medical science and
Cardiovascular Health Dollars Dollars Change product innovation at Gaia Herbs,
Psyllium $183,536,222 $178,648,877 2.7% likewise says, “The popularity of
CoQ10 $155,433,932 $159,447,301 -2.5% ashwagandha is catching up to its
traditional use, and that is welcomed,
Fish Oil Concentrate $139,558,905 $143,576,826 -2.8%
in my opinion. The public need for
Vitamin E (not Ester-E) $26,886,979 $27,375,664 -1.8% support for sleep, mood, and stress
Krill Oil $25,438,988 $27,145,394 -6.3% response is very real. My hope is that
trusted brands like Gaia Herbs take
Garlic $17,762,160 $19,262,110 -7.8%
the lead, the science is not abused,
CoQ10 (Ubiquinol) $13,777,036 $15,613,766 -11.8% and the public scrutinizes unscrupu-
DHA Products $12,039,782 $13,022,362 -7.5% lous products and brands.”
Plant Sterols (Other) $10,979,053 $12,260,082 -10.4% Other adaptogens may one day
thank ashwagandha for the opportu-
Flax Seed and/or Oil $10,012,111 $9,544,748 4.9%
nities it’s creating. Resetar says ash-
Time period: 52 weeks ending October 30, 2022 wagandha’s popularity “really opens
Source: SPINS Multioutlet Channel (powered by IRI) covers the Grocery Outlet (stores with up room for growth in other ingredi-
$2 million+ annual ACV), the Drug Outlet (chains and independent stores, excluding Rx sales),
and selected retailers across Mass Merchandisers, including Walmart, Club, Dollar, and Mili- ents and mainly other adaptogens.”
tary, representing over 108,000 retail locations. Whether ashwagandha is further

28 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 Multioutlet Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands)

Current Year-Ago % eclipsed by newcomers in mood,

Cognitive Health Dollars Dollars Change stress, and sleep remains to be seen.
“There’s always going to be introduc-
Misc Supplements (Other) $194,717,924 $207,407,714 -6.1%
tion of new ingredients that could
Phosphatidylserine $92,449,589 $95,629,135 -3.3% potentially push ashwagandha into
Ginkgo biloba $11,122,403 $11,933,761 -6.8% more of that stagnated [growth] that
DMAE $5,551,241 $8,678,626 -36.0% it’s experiencing now,” says Resetar.
Still, there’s lots to keep consumers
Bacopa $5,154,370 $4,658,736 10.6%
excited about ashwagandha today,
Multivitamin (Women) $4,721,232 $3,325,358 42.0% and it’s up to enterprising companies
Multivitamin (Men) $4,531,230 $2,839,589 59.6% to realize it. At GNC, “Some of the
early trends we’re keeping an eye on
Oats (Oatstraw) $4,444,895 $450,181 887.4%
is ashwagandha appearing in more
Lutein $3,693,832 $1,411,342 161.7% mainstream products like gummies,
Fish Oil Concentrate $2,576,970 $3,745,343 -31.2% on-the-go-drinks, and functional
foods,” Kreider says.
Current Year-Ago % GNC sees ashwagandha gummies
Cold & Flu Dollars Dollars Change selling well as consumers look for
Vitamin C (not Ester-C) $568,261,979 $589,977,166 -3.7% products that feel innovative and
convenient, she says. Nguyen at Gaia
Specialty Remedies Herbs agrees. “New formats, like
$229,760,981 $171,171,614 34.2%
(Homeopathic)
gummies, are especially driving trial
Elderberry $199,048,247 $226,856,865 -12.3% of ashwagandha as more products are
Horehound $190,653,309 $123,316,229 54.6% being released in the formats that con-
Vitamin C (Ester-C only) $180,541,107 $171,705,971 5.1% sumers want for their supplements,”
she says.
Zinc $52,984,973 $59,221,984 -10.5% On the food side, one unique prod-
Ivy Leaf $46,303,046 $37,155,254 24.6% uct is Btein Bars. These “Ayurvedic
Echinacea $33,760,993 $34,240,960 -1.4% protein bars” contain ashwagandha
root to help “relieve stress and boost
Menthol $16,674,950 $9,823,565 69.7%
energy levels,” the brand says.
Bee Products (not Propolis) $13,101,545 $18,905,962 -30.7% And, Dicker adds, “One of the things
that bodes well is that you’re starting to
Current Year-Ago % see it in beverages.” That usually means
Digestive Health Dollars Dollars Change an ingredient has made it, he says.
Probiotic Supplement $557,377,650 $557,089,718 0.1% “So when you’re asking if [ash-
Fiber (Other) $117,548,070 $124,190,820 -5.3% wagandha] is a safe bet that’s going
to continue? I think it’s a safe bet,”
Lactase $55,269,943 $48,224,185 14.6%
he says. “The upside is still there. I
Psyllium $54,258,147 $48,630,045 11.6% would not necessarily bet that it’s
Ginger $35,412,981 $34,179,576 3.6% going to have these 30%, 40%, 50%
growth years again. But even just
Digestive Enzymes (Other) $29,468,509 $24,549,141 20.0%
maintaining the growth that it’s
Fennel $10,378,029 $11,184,247 -7.2% had—maintaining the level that it’s
Magnesium $6,699,590 $7,476,089 -10.4% at now from where it was just a few
Vegetable Supp Oils (Other) $6,179,500 $6,623,957 -6.7% years ago—I think showcases that
consumers are still very much inter-
Senna $5,768,724 $5,962,955 -3.3% ested in the ingredient.”
Time period: 52 weeks ending October 30, 2022 Indeed, says Resetar, “We can defi-
Source: SPINS Multioutlet Channel (powered by IRI) covers the Grocery Outlet (stores with nitely expect that consumers will keep
$2 million+ annual ACV), the Drug Outlet (chains and independent stores, excluding Rx sales),
and selected retailers across Mass Merchandisers, including Walmart, Club, Dollar, and Mili- it as a staple in their routine because
tary, representing over 108,000 retail locations. it has had such positive benefits and

30 NUTRITIONAL OUTLOOK | MONTH 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
such positive reviews from people supplements every day, they want Market research provided by
who are using it. I do think it will re- one that is all-inclusive and personal- SPINS indicate that in 2022, within
main a long-term ingredient for those ized to what they are going to get out the U.S. mainstream supplements
consumers in the years to come.” of it. And I think companies are really channel, sales of multivitamins for
starting to pick up on this.” men and women grew 60% and 42%,
REFERENCE “We have seen that the trend for respectively, in the cognitive health
1. Smith, T.; Resetar, H.; Morton, C. U.S. experienced dietary supplement con- category. Sales of multivitamins for
Sales of Herbal Supplements Increase sumers is to choose multivitamins women grew 65% in the mainstream
by 9.7% in 2021. HerbalGram. 2022, that are targeted to their lifestyle and hair, skin, and nails market. This
11, 42-69. https://www.herbalgram.org/ health status,” concurs Irfan Qureshi, seems to indicate that consumers
resources/herbalgram/issues/136/ta- vice president of product devel- are choosing multivitamin products
ble-of-contents/hg136-feat-hmr/ opment and quality assurance for that carry cognitive health and hair,
Healthy Directions. “So rather than skin, and nail claims, seeking specific
VITAMINS AND MINERALS the shotgun approach of including outcomes in addition to supporting
Multivitamins and multiminerals everything in a product, using vita- their overall health.
stay relevant to consumers not mins, minerals, and other nutritional Recent research supports the theo-
because they are one-size-fits-all ingredients that a particular target ry that multivitamins have their own
but because of their potential for consumer group has an increased cognitive health benefits. Published
convenient personalization. This can need for resulted in better take rates in 2022, an ancillary study1 of the
be accomplished by either formu- for our products.” COcoa Supplement and Multivitamin
lating the product with a health “The multivitamin category has Outcomes Study (COSMOS) found
focus or through the addition of evolved from formulas simply de- that while cocoa extract did not
added-value ingredients that allow signed to fill nutritional gaps into a demonstrate any significant effect on
the consumer to target specific range of more-complete, gender- and global cognition in subjects, multivi-
needs such as cognitive health or age-specific formulas to support a tamin supplementation did, and this
even beauty. “Consumers are always range of targeted health benefits, effect was more pronounced among
looking to simplify their routines,” including energy production, stress subjects with a history of cardiovas-
explains Haleigh Resetar, corporate support, immune [health], and car- cular disease.
communications specialist for SPINS diovascular health,” adds Eric Cohen, The addition of a well-known cog-
(Chicago). “Instead of having to take senior brand manager, Private Brands, nitive health ingredient may create a
three to five different vitamins or The Vitamin Shoppe. more desirable multivitamin product

Instead of having to take three to five

different vitamins or supplements
every day, they want one that is
all-inclusive and personalized...
© PIXELBLISS / STOCK.ADOBE.COM

— Haleigh Resetar, SPINS

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 31

 Multioutlet Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands)

Current Year-Ago %
Energy Support Dollars Dollars Change
Taurine $238,277,928 $241,516,894 -1.3% because it will conjure an immediate
association with cognitive health.
Caffeine $202,210,122 $184,529,250 9.6%
Multivitamin products that offer
Vitamin B12 $174,863,077 $169,832,221 3.0% additional benefits are not just con-
Vitamin B Complex $47,238,366 $54,232,513 -12.9% venient but also economical, explains
Resetar. Consumers are motivated by
Protein - Animal (Multi) $46,525,873 $58,388,827 -20.3%
options that reduce their costs with-
Protein - Animal & Plant out necessarily having to sacrifice
$41,238,699 $36,849,702 11.9%
Combo
their wants and needs.
Tyrosine $23,586,885 $27,971,067 -15.7% “Some of the growth we’re seeing
Creatine $16,014,560 $16,518,940 -3.1% in these multivitamins may also have
to do with inflation and some of that
Phenylalanine $12,738,826 $13,877,871 -8.2%
economic uncertainty that’s going
Goji Berry $10,475,465 $11,154,496 -6.1% on right now,” she states. “It’s driving
consumers who may have previously
Current Year-Ago % bought many of these different sup-
Hair & Skin & Nails Dollars Dollars Change plements to change their focus to one
Collagen Products $143,293,353 $125,495,703 14.2% that can get them everything they
Biotin $133,165,516 $143,630,619 -7.3% need, in kind of a bang-for-your-buck
product. And I think that’s how we’re
Alpha-Lipoic Acid $12,487,708 $13,208,946 -5.5% going to continue to see this evolving
Specialty Remedies as companies see that’s what con-
$8,289,724 $10,250,194 -19.1%
(Homeopathic) sumers are looking for in the future.”
Shark Cartilage $8,181,015 $8,442,848 -3.1% Multimineral products have seen
Multivitamin (Women) $5,871,018 $3,561,672 64.8% particularly large sales growth, with
a 123% increase in the mainstream
Hyaluronic Acid (HA) $5,856,008 $6,352,492 -7.8% U.S. supplements channel in 2022 and
Acai $4,770,262 $1,052,615 353.2% 23% growth in the natural channel.
Multivitamin (Adult) $2,850,048 $3,830,664 -25.6% It’s well known that specific miner-
als, like zinc, saw immense growth
Vitamin A $2,359,248 $3,143,126 -24.9%
during the pandemic due to their
potential to support immune health.
Current Year-Ago %
Performance Dollars Dollars Change
Now that COVID-19 has become less
of a concern, zinc is no longer in such
Protein - Animal (Whey) $215,856,418 $187,526,664 15.1% high demand, but consumers appear
Protein - Animal (Multi) $179,711,811 $149,631,392 20.1% to see the value of minerals more
broadly.
Protein - Animal (Casein) $36,572,974 $26,047,907 40.4%
“With the pandemic, consumers
Creatine $25,002,580 $28,992,590 -13.8% were looking for more zinc, and that’s
Protein - Animal & Plant something that has carried over even
$24,073,520 $20,144,774 19.5%
Combo to these most recent years. Zinc and
Protein - Plant (Multi) $12,696,112 $11,519,985 10.2% magnesium are tried-and-tested
minerals that many consumers have
Branched-Chain Amino Acids $11,433,918 $12,530,137 -8.7%
continued to go back for, and that
Protein - Animal sort of set them on a path to be like,
$10,470,062 $10,748,849 -2.6%
(Whey & Casein)
‘I’ve heard of all these other minerals.
Protein - Animal I’ve seen these other benefits that
$9,752,415 $6,771,363 44.0%
(Whey & Milk) they claim. How can I expand my
Green Teas & Supplements $7,085,467 $1,383,164 412.3% horizons and maybe include these
Time period: 52 weeks ending October 30, 2022 in my routine?’” states Resetar. She
Source: SPINS Multioutlet Channel (powered by IRI) covers the Grocery Outlet (stores with adds: “I do think zinc was a little
$2 million+ annual ACV), the Drug Outlet (chains and independent stores, excluding Rx sales), bit of a gateway for many of these
and selected retailers across Mass Merchandisers, including Walmart, Club, Dollar, and Mili-
tary, representing over 108,000 retail locations.

32 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
consumers. The pandemic also just magnesium saw 103% sales growth in and Function. J. Am. Osteopath. Assoc.
made consumers overall take a closer the bone health category, as well as 2018, 118 (11): 181-189. DOI: 10.7556/
look at their health and wellness and 14%, 28%, 11%, and 23% growth in the jaoa.2018.037
everything that was going on and re- cardiovascular, cognitive, sleep, and
alize that many of them are probably mood categories, respectively. PROTEIN
lacking in minerals.” The diverse range of benefits Consumers did not stop buying pro-
The pandemic offered many magnesium offers makes it a go-to tein products during the COVID-19
lessons, chief of which was the for consumers. “Magnesium sales pandemic. According to an Innova
importance of one’s health. While continue to grow because of its Market Insights (The Netherlands)
priorities shifted with the advent of broad range of benefits, including global survey in 2022, 1 in 5 consum-
vaccinations that resulted in the end muscle relaxation, stress support, en- ers said they changed their protein
of lockdowns and masking require- ergy production, and cardiovascular intake in the past 12 months, with
ments, it’s clear that consumers still support, which attract a wide range 17% seeking high-protein products.
value vitamins and minerals as a way of customers,” says Cohen. Magne- Protein is now a key selling point. In-
to maintain good health. Placing less sium is also highly complementary nova reports a 10% CAGR in the num-
emphasis on immunity, consumers to ingredients such as vitamin D, ber of food and beverage new-product
are utilizing supplements to support which acts as a cofactor for enzymes launches making protein claims in
fitness goals and mental health to that metabolize vitamin D so that 2017–2022. New-product protein
improve one’s quality of life, says the vitamin can help regulate calci- claims are growing most in Africa/
Resetar, and with a growing empha- um and phosphate homeostasis to Middle East (+41%) and Europe
sis on performance, consumers will support the growth and maintenance (+26%), followed by Asia (+15%), Aus-
turn to a diverse range of supplement of bones. 2 tralasia (+12%), Latin America (+8%),
categories. These trends in the vitamins and and North America (+2%).
“As we look into 2023, we do think minerals category seem to be a ca- 2022 ingredient-sales data from
that bone health is going to be one nary in the coal mine for the poten- SPINS (Chicago) also show that
of those categories to watch and tial growth we may see in the bone protein purchasing didn’t decline. For
one of those that is going to see health category. instance, in the mainstream U.S. sup-
some serious growth because of the “I’m actually bullish on joint plements channel, whey protein sales
growth that we saw in the perfor- health…for the next year, and bone rose 25% while plant protein sales
mance category,” Resetar explains. health as well,” affirms Scott Dicker, grew 12%. Similarly, in 2020 and 2021,
“All of these people who are starting senior market insights analyst for protein sales were especially solid in
to increase their workouts, increase SPINS. “I think with so many people the mainstream market.
their exercise, are going to soon have being active, we’re [still] seeing an Protein stays strong because it’s a
to start looking for products that aging population [and] people being nutrient everyone knows and likes.
support their bone and joint health sedentary during the day, even if “Protein is one [ingredient] that has
to supplement the additional impact they’re more interested in perfor- pretty much universal recognition
they’re having on their bodies.” mance as a hobby. I think joint and among consumers,” says Scott Dicker,
In 2022, the combination of vitamins bone are going to be the big winners senior market insights analyst at
A, D, and K in the mainstream U.S. of the next health focus shift.” SPINS. Some consumers need to
bone-health supplement market saw Vitamins and minerals remain a learn about optimal dosages or the
140% sales growth, and vitamin K winning prospect for dietary supple- differences between protein types,
on its own grew 13% and 11% in the ment manufacturers. It just depends but “no one doesn’t know what pro-
mainstream multioutlet and natural on how you use them. tein is,” he says.
channels, respectively. Moreover, everyone views protein
When it comes to specific min- REFERENCES positively. “Protein is really the one
erals, magnesium saw double-digit 1. Baker, L.D.; Manson, J.E.; Rapp S.R., et al. odd macronutrient that has always
sales growth across multiple catego- Effects of Cocoa Extract and a Multivita- had this health halo,” he continues.
ries in the U.S mainstream supple- min on Cognitive Function: A Randomized “The research on it is really strong
ments channel in 2022—specifically, Clinical Trial. Alzheimers Dement. 2022, when it comes to health benefits.”
14% and 20% growth in the bone Article ASAP. DOI: 10.1002/alz.12767 Other macronutrients like fat or car-
and sleep categories, respectively. 2. Uwitonze, A.M.; Razzaque, M.S. Role bohydrates, by contrast, have gone
In the natural supplements channel, of Magnesium in Vitamin D Activation in and out of vogue over the years,

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 33

INGREDIENTSMultioutlet
TO WATCH Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands)

Current Year-Ago % Some of the fastest-growing plant

Sleep Dollars Dollars Change proteins are ones with smaller
Melatonin $740,804,322 $716,405,232 3.4% market share, Innova says. These
Specialty Remedies include chickpea, brown rice, fava
$18,546,833 $17,775,145 4.3% bean, mung bean (growing especial-
(Homeopathic)
ly in egg substitutes), lentil, wheat,
Elderberry $6,683,020 $5,612,622 19.1%
and flaxseed protein, as well as
Theanine $5,485,801 $5,548,688 -1.1% mycoprotein. Fava bean protein is
Valerian $3,286,493 $5,558,353 -40.9% gaining in sports nutrition prod-
Chamomile $2,815,308 $3,042,902 -7.5% ucts especially, and mycoprotein
is emerging as an ingredient in
Cannabidiol (CBD) $2,422,051 $1,725,741 40.3% spreads. Both are also used in meat
Lemon Balm $2,312,899 $2,821,723 -18.0% substitutes.
Magnesium $2,101,482 $1,745,803 20.4% Consumers will continue reaching
for both animal and plant proteins as
Cough Syrups $1,698,157 $1,012,690 67.7%
the number of flexitarians—consum-
ers who eat both animal and plant
Current Year-Ago % products—continues to grow. At last
Weight Loss Dollars Dollars Change November’s SupplySide West trade
Protein - Animal (Multi) $128,866,151 $126,175,273 2.1% show, ingredient supplier Cargill
Protein - Animal (General) $125,531,058 $136,247,109 -7.9% (Minneapolis) shared data showing
that flexitarians now play a bigger
Protein - Animal & Plant
$64,525,465 $64,477,322 0.1% role in the plant-based dairy market
Combo
than strict vegans or vegetarians.
Caffeine $48,786,940 $55,028,678 -11.3% Many of today’s households have
Green Teas & Supplements $23,531,622 $22,261,872 5.7% both animal- and plant-based dairy
Protein - Animal products in the fridge, it said.
$15,681,780 $19,605,142 -20.0% Jones agrees. “We see protein
(Whey & Milk)
Protein - Animal trends being driven by consumer
$14,272,125 $14,419,520 -1.0% preference. For some, continuing to
(Whey & Casein)
leverage animal protein will remain
Cider Vinegar Supplements $11,980,394 $14,161,635 -15.4%
part of their routine, while others will
Glucomannan $10,294,034 $12,803,753 -19.6% shift to plant-based to take advan-
Ketones $10,027,477 $9,257,358 8.3% tage of a ‘cleaner’ protein source. The
Time period: 52 weeks ending October 30, 2022 good news is that the category—and
Source: SPINS Multioutlet Channel (powered by IRI) covers the Grocery Outlet (stores with companies like GNC—are diversifying
$2 million+ annual ACV), the Drug Outlet (chains and independent stores, excluding Rx sales), their portfolio of protein products to
and selected retailers across Mass Merchandisers, including Walmart, Club, Dollar, and Mili-
tary, representing over 108,000 retail locations. offer unique solutions for consumers.
Whether it’s whey-based, soy, plant-
based, or animal, having options that
being lauded some years and vilified beverages. According to Innova, the allow you to try, adapt, and adopt
in others. top-5 food and drink categories for plant products into your wellness routine
What are some of the protein and non-animal protein ingredients remains important.”
trends we’ll see in 2023? are: 1) bakery, 2) ready meals and side Another protein trend GNC
Plant protein is one for sure. “We’ve dishes, 3) meat, fish, and eggs, 4) snacks, expects to see in 2023 are protein
even seen a ‘cow-less’ or animal-free and 5) meat substitutes. Pea is still the peptides. “Peptides that target spe-
whey protein,” says Rachel Jones, plant protein growing strongest globally. cific functions and benefits in the
MS, RDN, senior vice president and It is especially used in meat substi- body are gaining momentum,” Jones
chief product innovation and science tutes as well as in sports nutrition and says. “Plus, there’s an added perk:
officer at GNC. dairy. Rice protein is growing in meat they’re typically lower-dose than the
Innova Market Insights sees plant substitutes, sports nutrition, and cereal traditional 25 grams of protein, but
proteins growing fastest in food and products. Soy is still doing well, too. still generate results.”

34 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 Draco Natural Products

Botanical Ingredients for

Functional
Beverages
 Energy & 6 Key Areas for
Sports Nutrition
People want higher
energy levels, as well
Truly Functional
as greater endurance
and physical strength to Beverages
stay healthy and fit. While
healthy habits like a good As more and more consumers strive to be
diet and exercise are essential, healthier, functional beverages allow them
a well designed functional beverage can help boost
energy, improve workouts, and aid in post exercise
to target specific ways to support their natural
recovery. In Traditional Chinese Medicine, Qi tonic body processes. Whether you’re looking
herbs are used to increase energy output. Yin tonics for solutions to provide your customers
nourish and restore cell and tissue growth, while with better rest, a stronger immune system,
yang tonics promote energy, nervous system activity, more energy, or any of the other functions
and sex hormones. A well designed formula achieves
an optimal yin/yang balance.
mentioned below, Draco Natural Products
Eleuthero is used to promote physical energy and has pure, concentrated Full Spectrum extract
endurance, and boost immune function, mental ingredients from Fruits, Vegetables, Herbs
energy, and stress resistance. and Mushrooms that are loaded with tested
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improving blood and bone marrow health, adrenal
health, stress, and strength.
beverage functionality!
Beets have beneficial effects on circulation and
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Joint & Muscle Detoxification

Support Toxins from air, water,
Inflammation is a and food pollution can
normal response of a lead to poor health and
properly functioning serious illness. Common
immune system and is symptoms of high
necessary for the body to toxicity are fatigue, fuzzy
remove tissue damage before concentration, skin blemishes,
healing and restoration can occur. However, excess and pain. Toxins can also cause
or chronic inflammation can delay healing and even more serious problems, such as increased risk of
lead to major degenerative diseases. Inflammation can cancer, cardiovascular disease, and autoimmune
negatively affect the joints, skin, muscles, digestive diseases; impaired cognition; and lung issues like
system, and airways. It is involved in conditions such bronchitis and asthma.
as fibromyalgia, asthma, dermatitis, arthritis, and Natural botanicals for your beverage products
post-exercise muscle soreness. Chemical imbalances can help detoxify the lungs, skin, and body from
can worsen inflammation. A carefully crafted pollutants; increase excretion of heavy metals;
botanical anti-inflammatory beverage can effectively help the liver metabolize toxins; and provide cell-
reduce swelling and promote healing. protecting antioxidants.
Chinese Skullcap, with the anti-inflammatory active Burdock root is a blood detoxifier that promotes
constituent baicalin, supports healthy joints by bile flow, lymph drainage, and sweating, helping clear
blocking destructive immune system attacks on joint skin blemishes and boost joint health.
tissue, and it supports healthy lung function. Milk Thistle seed supports a healthy liver and its
White Peony root is a sedative, antispasmodic, and regenerative capacity, aiding its ability to detoxify
anodyne. It helps bring down swelling, while reducing harmful substances. As a potent antioxidant, it
thrombosis and platelet aggregation. protects the liver from damage due to toxins.
Turmeric root is effective for delayed onset muscle Schisandra helps protect the liver from toxic
soreness (DOMS) after intense workouts. environmental compounds.
 Anti-aging &
Beauty
Anti-aging remedies are
fast gaining popularity
as researchers are
discovering botanicals
that can help improve age-
related cognitive function,
skin youthfulness, muscle
strength, bone health, and energy. Antioxidant
phytocompounds can help slow the aging process by
protecting DNA and cell membranes from damage.
Stem cells can be stimulated to regenerate new tissues
in the body. Promising research in nutrigenomics
show that phytocompounds can increase the length of
DNA end caps using telomerase activators, allowing
cells to divide for longer periods of time.
Goji berry replenishes vital essence, and boosts liver
and kidney yin. It accelerates the DNA synthesis of
aging cells, helping to prolong cellular life span.
Astragalus promotes telomerase activation to
increase the telomere length of cells. Astragalus
extract in cell cultures extended cell divisions and
overall life span by roughly double the normal rate.
Andrographis extract can increase levels of stem cells
in the skin, and has the antiaging effects of increased
collagen, moisture, and reduced wrinkles

Immunity Adaptogens &

A healthy immune Stress Support
system protects the whole Adaptogens help restore
body against the viruses, the body’s physiological
mold, and bacteria that systems that are thrown
surround us. The immune off-kilter by stress to bring
system can be weakened by a them back into balance.
host of factors including poor diet, These herbal tonics influence
aging, lack of sound sleep, emotional/stressful events, the immune system, nervous system and brain, liver,
and environmental toxins. When the immune system adrenal glands, and endocrine system. As tonics,
is compromised, acute infections can lead to life adaptogens can be used for a longer period of time
threatening situations. Chronic infections can result to heal the body and combat stress. Too much stress
in disability or auto-immune diseases like lupus or causes a spike in cortisol which can eventually lead
rheumatoid arthritis, and cell mutations resulting in to thinning of the skin, muscle and bone loss, and
cancerous conditions can gain a foothold. increased fat storage. Cortisol can accelerate aging
Reishi mushroom is an adaptogenic tonic that by raising blood sugar, leading to increased tissue
can boost energy and vigor, while also promoting glycation, followed by inflammation and tissue
sleep and relaxation. It is rich in polysaccharides that damage.
help stimulate the immune system to combat viruses, Albizzia julibrissin is used in TCM for calming the
retrovirues, fungal infections, and allergies. spirit and easing restlessness, irritability, stress, and
Turkey Tail mushroom has anti-microbial effects insomnia. It also helps with memory and focus.
to fight upper respiratory, urinary, and digestive con- Reishi mushroom has tranquilizing effects and is
ditions. It supports lung function and increases qi. used for restlessness and insomnia. Studies show
Shiitake mushroom increases T cells and natural Reishi boosts the immune system and energy levels,
killer cells, and its Lentinan component stimulates and promotes deeper sleep.
production of antiviral immunoglobulins, helpful for Rhodiola increases physical endurance, reduces
allergies, flu, colds, and fungal infections. fatigue, improves mood, and boosts libido.
Draco Natural Products is here to help beverage Legendary Draco Manufacturing
marketers discover and take advantage of a Draco Extract Ingredients are pure, clean, safe, and
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breaks down cell walls using our organic pure water
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subjected to high heat which can damage important
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We process our extracts in our own state-of-the-art

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standards. Our facilities are certified to ISO9001:2015
and SQF superseding FSSC22000 under GFSI, and are
compliant with US FDA Food GMP 21CFR117, Dietary
Draco offers many levels of customization of extract Supplement GMP 21CFR111, and HACCP plans. We
products, so that you may develop unique products. are also Kosher and Halal Certified for your additional
We can help you with flavors and colors in our fully assurance of quality. As part of our vertically integrated
equipped food lab. Or maybe you would like a co- “Seed to Drum” monitoring process, our extracts undergo
extraction of 2 or more herbs that are designed for a Rigorous Analytical Testing for constituent assay (HPLC,
synergistic effect. Our Action Synergized™ process HPTLC, UV), moisture, bulk density, heavy metals,
optimizes this interaction by blending all botanicals pesticides, and microbiological plate counts. We
before full spectrum extraction. We can also process lead the botanical extracts industry in purity with plate
using enzymes to enhance bioactivity of certain counts that are frequently several times lower than our
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improved flavor, solubility, bioavailability, and color, in our plants or finished extracts. Extracts also include full
addition to increased bioactivity. traceability from start to finish.

Draco Natural Products Tel: (408) 287-7871

539 Parrott Street Email: [email protected]
San Jose, CA 95112 Web: www.draconatural.com

100% Natural • GMP • SQF • ISO9001:2015 • NOP / EU Organic • Kosher • Halal

 INGREDIENTS TO WATCH
performance-nutrition market grew
almost 19% in 2022. Protein—both
animal and plant—dominates ingre-
dient sales in this category. Protein
will soar as the audience for active
nutrition broadens “beyond body
builders to athletes, weekend war-
riors, yoga moms, and just anyone
[who wants protein] in their morning
smoothie,” Dicker says.
In short, expect more innova-
tion. “Protein products have been a
mainstay within our curated product
assortment for years,” says Jones. “It
remains a go-to product for many
consumers, and as trends have
emerged—and consumer behaviors
shifted—we’ve introduced new brands,
solutions, and ways to amplify intake.
We offer dozens of options across our
science-backed brands like GNC AMP,
GNC Total Lean, and Beyond Raw to
I think this is the year you start make sure consumers have the options
they need as their routines change
to see a little disruption in precision over time.”

fermentation for whey. COLLAGEN

Collagen was not one of the supple-
— Scott Dicker, SPINS
ment ingredients with smaller sales
gains in 2022. It remains a monster
success especially in the mainstream
channel. Collagen sales grew 56% in
2021 to $241 million in the main-
Delivery form will also be im- such as stevia, allulose, and monk fruit, stream U.S. supplements market, per
portant in 2023. “The integration and opting out of artificial additives SPINS (Chicago). And in 2022, they
of protein into functional foods that have gotten a bad rap in recent grew a further 28% to $309 million.
is going to be big,” Jones predicts. years.” Attributes like organic, animal Scott Dicker, senior market
“Consumers want to meet daily welfare, and grass-fed are powerful insights analyst at SPINS, says it’s
protein goals through a variety of differentiators, too, Dicker says. “a remarkable story of growth.” He
nontraditional snacks. You can find He also expects precision fermen- continues: “I have predicted that
protein-enhanced chips, cookies, tation to shake up the space. “I think collagen would start to level off in the
brownies, pretzels, and more—no this is the year you start to see a little past few years.” Now, he says, “I am
need for total reliance on powders, disruption in precision fermentation going to back away from predicting
© VLADISLAV NOSEEK / STOCK.ADOBE.COM

bars, and drinks anymore!” for whey,” he says. “We see the first the decline until I see something in
Clean labels are also key. “Consum- few products hitting the market. It’s that data. I think collagen is going to
ers are looking for clean-label claims— not going to make a big dent this keep going up for a while.”
from sugar-free to gluten-free—which year…[but] in the next three years, Collagen’s success is due to the
means what’s not in a product can be I would expect it to carve out a big fact that its key markets—skincare
just as important as what is,” Jones market share.” and haircare—remain relatively
says. Within protein products, “This The strong return of the active-nutrition unshakable. “Hair, skin, and nails is
year, we expect to see more natural market will also be a key accelerator in a category that seems to be almost
alternatives for flavors and sweeteners 2023. SPINS data show the mainstream recession-proof,” Dicker says. “You’re

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 35

INGREDIENTS TO WATCH
going to be willing to spend on some need to educate consumers to distin- that its benefits are more than skin
hair, skin, and nail products.” guish the quality and results-proven deep. The fact that collagen supports
He points out that “it just takes products from one another,” says joint and bone health and related
one or two brands to do well and Ideneth Vega, senior vice president of areas like sports nutrition means
then the whole ingredient becomes a sales and marketing for supplements collagen has untapped potential
trend.” Indeed, although the num- company Zurvita. In November 2022, in markets where it isn’t already a
ber of brands selling collagen has Zurvita launched its first beauty major player.
increased exponentially, many of the product, a collagen supplement “I think collagen is in this really
market’s leaders are the brands that called Zundora. “To understand the good place as an ingredient where it
helped launch the category. need for collagen—not just for vanity can be promoted in so many different
One of those brands is Vital Pro- or beauty but for overall health—the areas, for so many different health
teins. Tracey Warner Halama, CEO of lack of education and factual infor- focuses—all of which are trending, all
Vital Proteins, says, “Despite various mation in the marketplace is a gap of which seem to be longstanding,”
economic headwinds and increased that will need to be addressed. Few says Dicker.
competition, Vital Proteins has companies truly care about educating Vital Proteins also believes that
maintained leadership in the collagen consumers on the facts, the reality “we have to take the mystery out of
category.” The company is still seeing of their formulas, and where their collagen,” Halama says. “It’s critical
double-digit growth. “Since joining product stands.” we educate consumers that collagen
Vital Proteins, the collagen category Clinically proven ingredients are a is for everyone—not just women
has expanded rapidly as interest in differentiator. Zundora is formulated focused on wellness—and that the
collagen has grown and become more with Gelita’s (Eberbach, Germany) entire body can benefit from it.”
mainstream,” Halama adds. “In 2015, branded Verisol collagen ingredi- “We need to reinforce the science
there were five brands selling col- ent, which Vega calls “proven and behind collagen,” she continues.
lagen supplementation; as of today, time-tested.” The product includes “One-third of the protein in the
there are over 200.” another branded ingredient, too— human body is collagen, and by the
Consumers want to buy collagen Lycored’s (Branchburg, NJ) Lumena- time you’re 30, collagen production
products, but how well do they un- to carotenoid blend—plus resvera- can decline 1% per year.” For this
derstand them? trol, green tea, and other extracts. reason, she says, “Collagen peptides
“Even though many might say the Collagen can expand its audience supplementation is for everybody at
market is saturated, there is a deep if stakeholders reinforce the message every life stage.”

Collagen peptides
supplementation is for everybody
© OLENA PANASOVSKA / STOCK.ADOBE.COM

at every life stage.

—Tracey Warner Halama, Vital Proteins

36 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
Shoppers today are as likely to
run across a collagen supplement
in the beauty aisle as they are in Natural Enhanced Channel (U.S.)
the general health-and-wellness Top 25 Bestselling Functional Ingredients
aisle. “Cross-merchandising” helps
Current Year-Ago %
capture consumers who don’t shop Functional Ingredient Dollars Dollars Change
the beauty aisle but who may find
collagen in the supplements and Probiotic Supplement $120,238,847 $122,765,910 -2.1%
wellness aisle, Dicker says. The same Protein - Plant (Multi) $69,164,741 $68,111,509 1.5%
goes for customers who stick to the Collagen Products $66,933,517 $70,407,008 -4.9%
cosmetics shelf and don’t visit the
wellness aisle. Fish Oil Concentrate $57,190,830 $57,072,361 0.2%
There’s still work to be done to Magnesium $46,590,145 $44,383,103 5.0%
make collagen a bigger name in over- Vitamin D $41,021,821 $46,172,106 -11.2%
all health. Brands are working on it.
Multivitamin (Women) $39,921,465 $42,169,328 -5.3%
For instance, in 2023, Vital Proteins
launched a new consumer awareness Turmeric $36,440,843 $39,389,935 -7.5%
campaign called “For Everybody with Vitamin C (not Ester-C) $35,844,651 $38,690,838 -7.4%
a Body” in order “to shift the focus
Specialty Remedies
to collagen’s benefits for other parts $34,939,340 $29,148,608 19.9%
(Homeopathic)
of the body, including joint and bone
Cannabidiol (CBD) $33,839,804 $40,009,883 -15.4%
health,” Halama says.
She continues, “We can reach a Elderberry $28,984,647 $33,497,351 -13.5%
more mass audience with the mes- Calcium/Magnesium
$24,292,374 $24,952,247 -2.6%
sage that collagen supplementation Combo
is for everyone. Our campaign also Multivitamin (Men) $21,688,180 $22,419,537 -3.3%
features people with different body
Vitamin B Complex $20,480,625 $20,634,816 -0.7%
types, races, and genders to demon-
strate that collagen is truly a wellness Multiminerals $19,566,928 $16,212,467 20.7%
essential for everybody.” Digestive Enzymes
$18,776,492 $18,707,891 0.4%
The needle is slowly moving. “As (Other)
the leader in the category, we’re Quercetin $18,166,394 $13,660,630 33.0%
constantly monitoring trends. We’re
Grass (Wheat or Barley) $17,905,549 $19,308,529 -7.3%
continuing to see collagen become a
foundational part of wellness routines Ashwagandha $17,212,244 $16,938,985 1.6%
rather than simply those centered Protein - Animal (Whey) $16,935,441 $16,946,520 -0.1%
around beauty,” Halama says. “The
Vitamin B12 $16,790,383 $17,018,296 -1.3%
more that individuals learn how
collagen peptides can support hair, Zinc $16,763,352 $20,076,146 -16.5%
skin, nails, bones, and joints, the more Mushrooms (Other) $15,970,291 $13,840,979 15.4%
diversified the target demographic be- Melatonin $14,798,064 $15,713,616 -5.8%
comes. This shift has resulted in col-
Time period: 52 weeks ending October 30, 2022
lagen supplementation, traditionally
Source: SPINS Natural Enhanced Channel comprises full-format stores with $2 million+
used primarily by females, becoming in annual sales and 40% or more of UPC coded sales from natural/organic/specialty
much more gender agnostic.” products​. It includes co-ops, associations, independents, and large regional chains (ex-
cluding Whole Foods & Trader Joe’s)​. This channel breeds innovation and sustains the
Haircare shoppers are also learning level of authenticity and high product standards that define the industry​. It represents
more about collagen. Last year, hair- more than $30 billion in total sales and encompasses more than 1900 stores.

health brand Nutrafol made a splash

with its Collagen Infusion mix-in
powder launch. “The ‘skinification’ marketing and innovation. “Now on optimizing their hair health, with
of hair is here,” says Sam Archer, more than ever, people are focused an increased interest in hair wellness
Nutrafol’s vice president of product less on hair styling alone and more products such as collagen peptides.”

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 37

 Natural Enhanced Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands) “Unlike other collagen products
Current Year-Ago % on the market which take a general
Health Focus Dollars Dollars Change approach to muscle, joint, hair, skin,
and nail health, Nutrafol’s Collagen
Digestive Health $148,287,872 $151,830,989 -2.3%
Infusion was formulated specifically
Cold & Flu $99,634,003 $94,525,792 5.4% to address hair more comprehen-
Mood Support $66,025,020 $63,463,632 4.0% sively,” she continues. “The naturally
Bone Health $61,881,200 $61,412,975 0.8% efficacious ingredients leverage
advanced biotechnology to boost
Energy Support $56,897,711 $60,062,366 -5.3%
collagen levels that decrease with
Cardiovascular Health $43,630,582 $42,572,426 2.5% age—focusing solely on the essential
Pain & Inflammation $43,105,210 $44,549,251 -3.2% elements of hair and scalp health:
protecting collagen, strengthening
Hair & Skin & Nails $41,937,662 $42,728,092 -1.8%
hair fibers, and replenishing collagen
Cognitive Health $38,382,282 $36,631,963 4.8% levels from within.”
Sleep $33,002,505 $33,569,341 -1.7% Nutrafol is teaching customers about
what collagen can and can’t do alone
Current Year-Ago % for hair. “Collagen peptides can replen-
Bone Health Dollars Dollars Change ish collagen within our bodies,” Archer
Vitamin D $22,188,176 $23,739,218 -6.5% explains. “However, collagen peptides
Calcium/Magnesium Combo $22,085,517 $22,390,316 -1.4% cannot improve hair growth on its own,
which is a common misconception
Calcium $5,813,502 $5,601,742 3.8%
and a primary focus for how we are
Vitamin K $3,972,361 $3,555,072 11.7% educating consumers.” As the body’s
Magnesium $3,956,282 $1,946,429 103.3% natural collagen production starts de-
clining with age, leading to weakened
Fish Oil Concentrate $1,563,780 $1,769,662 -11.6%
hair, the marine collagen peptides in
Vitamin A & D Combo $543,383 $465,573 16.7% Collagen Infusion can help replenish
Strontium $222,211 $212,016 4.8% collagen lost with age. But the product
Horsetail (Silica) $172,080 $194,619 -11.6% should be paired with Nutrafol’s hair-
growth nutraceutical products. “As
Homeopathic Remedy collagen peptides alone cannot grow
$167,261 $153,404 9.0%
(Other)
hair, Collagen Infusion was launched to
Current Year-Ago % provide additional support to our hair-
Cardiovascular Health Dollars Dollars Change growth nutraceuticals for those who
need it, and we have seen that through
CoQ10 $9,574,443 $9,763,174 -1.9%
our hair-wellness quiz or by choice of
Fish Oil Concentrate $4,875,658 $4,807,108 1.4% booster, our customers are responding
CoQ10 (Ubiquinol) $3,438,464 $3,313,397 3.8% well to this formula,” says Archer, call-
Red Yeast Rice $2,815,464 $2,780,392 1.3% ing Collagen Infusion one of Nutrafol’s
top-selling targeted boosters.
Quercetin $2,658,506 $1,971,714 34.8% Delivery systems will also be
Hawthorne $2,158,735 $2,140,599 0.8% important in growing collagen’s
Garlic $2,009,019 $2,063,737 -2.7% audience.
“While powder-based collagen
Magnesium $1,959,824 $1,714,064 14.3%
products, like our bestselling flagship
Resveratrol $1,410,396 $1,399,362 0.8% Collagen Peptides, will continue to
Vitamin B12 $1,173,318 $1,309,080 -10.4% dominate the category, we anticipate
Time period: 52 weeks ending October 30, 2022 continuing to see additional formats
Source: SPINS Natural Enhanced Channel comprises full-format stores with $2 million+ in annual grow in popularity,” says Vital Pro-
sales and 40% or more of UPC coded sales from natural/organic/specialty products​. It includes teins’ Halama. “As people continue
co-ops, associations, independents, and large regional chains (excluding Whole Foods & Trader
Joe’s)​. This channel breeds innovation and sustains the level of authenticity and high product to travel, they’ll gravitate toward
standards that define the industry​. It represents more than $30 billion in total sales and encom-
passes more than 1900 stores.

38 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
stick packs, bars, and gummies so Can collagen reach new heights demand screech to a halt when the
they won’t have to compromise their in 2023? Time will tell. As Vega says, COVID-19 pandemic broke out. Now
wellness routine on the go.” “Price and quality are all over the that the market has returned to rel-
Consumers also want to include place, and to not just stand out but ative normalcy, we can see that CBD
collagen in daily meals. Nutrafol’s to have a sustainable, growing brand is still in demand, and seeing realistic
Collagen Infusion, for instance, can and not a pop-and-drop collagen growth. After all, multiple years of
be added to hot or cold liquids like product, it will need to stand the test triple-digit growth are unsustainable
yogurt, soup, and smoothies. of longevity, retention of the promise for any ingredient.
Meanwhile, at Zurvita, the Zun- it provides, and educational market- According to data from SPINS
dora supplement is a collagen gel. ing on the body’s process of collagen (Chicago), in 2022 CBD was among
Vega notes that “you can enjoy it on degradation and production. The the top-25 bestselling ingredients in
its own, but when you take it cold more targeted, authentic, and honest the U.S. natural supplements chan-
it makes for a nice, refreshing treat. brands are with consumers, the bet- nel, with $34 million in sales; howev-
You can add it to your Greek yogurt ter the success of their product.” er, this amounts to a 15% decline in
and take it as your breakfast or snack Dicker agrees. “There are a lot of sales compared to the previous year.
with low calories and beauty benefits. really good brands in the collagen Within the pain and inflammation
But not only that, we are showing business right now, so I would just category of the natural channel, CBD
customers how to add it to their look for the next innovation and see saw a 23% decline in sales in 2022
chocolate or vanilla protein. And, how the brands promote sustain- but still remains one of the bestsell-
best of all, our customers are mixing ability and animal-welfare claims. I ing ingredients in the category for
it with our flagship nutritional energy think that’s going to drive the next the channel, ranking above boswell-
botanical drink, Zeal for Life, and level of innovation. But overall, I ia. CBD also saw an 11% increase in
making mocktails or cocktails for predict the ingredient has a strong the sleep category and a 6% increase
their dinner parties and meetings.” outlook for 2023.” in the mood-support category of the
“At the end of the day,” she con- natural channel in 2022. In the U.S.
cludes, “people want to incorporate CBD AND OTHER mainstream supplements channel,
products into their daily routines, CANNABINOIDS CBD saw 40% growth in the sleep
make habits out of using them, and Cannabidiol (CBD) is here to stay. category, with just over $2 million
create memorable experiences that That seems to be the consensus in sales.
can help them stick to it to see the about the ingredient, which af- Clearly, there is still a need for
results we all sell.” ter years of immense growth saw CBD in the market, and consumers

Clearly, there is still a need

for CBD in the market,
and consumers are buying
CBD products.
© IRINA / STOCK.ADOBE.COM

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 39

 Natural Enhanced Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands)

Current Year-Ago %
Cognitive Health Dollars Dollars Change
are buying CBD products. On top of
that, the hemp-derived-cannabinoid
Mushrooms (Other) $6,191,869 $5,101,945 21.4% market, of which CBD is a leader, is
Ginkgo biloba $3,902,105 $4,110,697 -5.1% growing to accommodate emerging
DHA Products $3,717,985 $3,769,498 -1.4% cannabinoids derived from hemp.
These are often referred to as minor
Bacopa $2,941,563 $2,450,924 20.0% cannabinoids because they occur
Magnesium $2,869,070 $2,230,913 28.6% naturally in hemp, but in much
Vitamin B12 $1,889,625 $1,889,958 -0.0% smaller quantities compared to CBD.
“In terms of the interest, I do think
MCTs
$1,365,510 $1,558,617 -12.4% that CBD opened the doors in many
(Medium-Chain Triglycerides)
ways for some other hemp-derived
Acetyl L-carnitine $1,323,731 $1,439,059 -8.0% products,” says Haleigh Resetar, cor-
Oats (Oatstraw) $1,323,175 $1,038,223 27.4% porate communications specialist for
Phosphatidylserine $1,252,394 $1,230,453 1.8% SPINS. “Products containing hemp
have grown in categories such as
Current Year-Ago % body care, pet, and beverage, apart
Cold & Flu Dollars Dollars Change from just things that are containing
Elderberry $27,083,421 $31,687,088 -14.5% CBD, and I do think we can expect to
see more products utilizing hemp.”
Specialty Remedies
$14,681,170 $9,456,444 55.3% While CBD continues to perform,
(Homeopathic)
and the hemp-derived-cannabinoid
Vitamin C (not Ester-C) $8,345,744 $8,062,915 3.5% space grows, these products still make
Vitamin C (Ester-C only) $8,061,357 $8,540,576 -5.6% some manufacturers and retailers
Echinacea $7,655,152 $6,912,825 10.7% nervous because their legal status
remains up for debate. CBD, for
Colloidal Silver $6,874,515 $6,950,925 -1.1%
example, cannot lawfully be a dietary
Zinc $5,324,218 $5,371,666 -0.9% ingredient, according to FDA, because
Echinacea/Goldenseal it has already been studied and ap-
$4,445,772 $4,215,630 5.5%
Combo proved for use as a drug. This means
Horehound $2,556,172 $1,919,143 33.2% it falls under the drug preclusion
clause of the Federal Food, Drug, and
Menthol $2,313,838 $1,668,783 38.7%
Cosmetic Act (FD&C Act). It’s unclear
whether other cannabinoids fall under
Current Year-Ago %
Digestive Health Dollars Dollars Change
drug preclusion because pharmaceuti-
cal companies do not have to publicly
Probiotic Supplement $91,914,953 $95,547,447 -3.8% disclose investigational new drugs.
Digestive Enzymes (Other) $17,167,950 $17,217,219 -0.3% The good thing is that FDA has
Aloe vera $8,116,575 $7,860,926 3.3% been exercising enforcement discre-
tion on CBD and cannabinoid prod-
Psyllium $4,295,522 $3,710,239 15.8%
ucts, meaning that as long as you
Papaya $3,504,983 $3,484,934 0.6% are not making any illegal claims,
Charcoal $2,088,358 $2,080,900 0.4% the agency is unlikely to target you.
However, FDA continues to send
Flax Seed and/or Oil $1,748,995 $1,937,994 -9.8%
companies warning letters when
Licorice $1,606,371 $1,584,656 1.4% they see fit. Most recently, FDA sent
Homeopathic Remedy warning letters to companies selling
$1,444,851 $1,331,017 8.6%
(Other) food and beverage products contain-
Ginger $1,275,839 $1,353,681 -5.8% ing CBD. In the warning letter, FDA
Time period: 52 weeks ending October 30, 2022
stated that it was not “aware of any
basis to conclude that CBD is GRAS
Source: SPINS Natural Enhanced Channel comprises full-format stores with $2 million+ in annual
sales and 40% or more of UPC coded sales from natural/organic/specialty products​. It includes for use in conventional foods.”
co-ops, associations, independents, and large regional chains (excluding Whole Foods & Trader
Joe’s)​. This channel breeds innovation and sustains the level of authenticity and high product
standards that define the industry​. It represents more than $30 billion in total sales and encom-
40
passes more than 1900 stores.
NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com
 INGREDIENTS TO WATCH
This is likely frustrating for some drug preclusion but also a lack of Not quite.
brands who went out of their way adequate safety evidence. So, there’s a “It is important to note that the
to do toxicology testing and achieve pattern here. general recognition of safety doesn’t
an independent conclusion of GRAS Does that mean the companies mean that 100% of all experts must
(Generally Recognized as Safe) so that spent the money on independent agree,” explains Ashish Talati, part-
that their ingredient can be used in GRAS conclusions did so for naught? ner, Amin Talati Wasserman LLP.
food and beverage products. John
Endres, ND, chief scientific officer
at AIBMR Life Sciences (Seattle,
WA), a scientific and regulatory
consultant that has evaluated the
safety of a CV Sciences extract
for an independent conclusion of
GRAS, takes umbrage with the idea
ARISTA
that there is no evidence for the
safe consumption of CBD products.
FOR ALL-NATURAL OILS.
“There were five [toxicological] Arista is the name to remember when you’re in the market
studies that we did,” explains Endres. for all-natural, first quality marine and vegetable oils.
From cosmetic and pharmaceutical applications to food
“They’re the same five tox studies
and nutritional uses, we specialize in delivering the finest
that we do any time there is a novel
all-natural oils at remarkably competitive prices.
ingredient for which there are no tox
studies. [The results were] published, Vegetable Oils
as required for GRAS, in the public
domain, and AIBMR has a perfect Abyssinian Evening Primrose Pomegranate
Almond Flax Seed Pumpkin
track record, getting no questions for
Apricot Grape Seed Rice Bran
the not-required-by-law notification

Border Ad July/August NUTRITIONAL OUTLOOK 4.5 x 7.5 Poutray Pike Strategis Marketing
Argan Hazelnut Rose Hip
for GRAS to the FDA.” Avocado Hemp Seed Sacha Inchi
Companies are not required by Black Currant Hydrogenated Oils Safflower
Black Cumin Marula Sea Buckthorn
law to notify FDA of GRAS conclu-
Borage MCTs Sesame
sions, and while CV Sciences did not Canola Moringa Sunflower
report its conclusion to FDA, the Chia Seed Olive Walnut
extract was held to the same high Coconut Perilla Wheat Germ
standards of any ingredient AIBMR
investigates, and the results were Marine Oils Miscellaneous Ingredients
made public for all to see. Therefore, Cod Liver Fruit Oils
Fish Liver Powder Form Oils
to say there is no evidence of safety Fish Gelatin
Krill Oil
is inaccurate in Endres’s opinion. In Omega-3 Fatty Acids Hydrolyzed Fish Collagen
fact, other brands like Charlotte’s Salmon Lauric Acid
Squalane Stearic Acid
Web and HempFusion have gotten Sunflower Lecithin
Squalene
their own independent conclusions Vegetable Glycerin
of GRAS, and Validcare (Denver, CO)
has conducted two safety studies
that determined there was no evi-
dence of liver toxicity after 30 days of Since 1930
consumption of hemp-derived-CBD
products. 1 These results were shared 1- 800-ALL-OILS
with FDA. 2 ARISTA INDUSTRIES, INC.
When Charlotte’s Web and Irwin 557 DANBURY ROAD, WILTON, CT 06897 • 203-761-1009 • FAX 203-761-4980
www.aristaindustries.com • [email protected]
Naturals submitted new dietary
ingredient notifications to FDA in
2021 for their hemp-derived-CBD
Arista

products, the agency not only cited

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 41

 Natural Enhanced Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands)

Current Year-Ago %
Energy Support Dollars Dollars Change
“There can certainly be difference
in opinion as long as the majority
Protein - Plant (Multi) $8,945,256 $10,096,150 -11.4% of the qualified experts in the field
Multivitamin (Adult) $5,902,646 $6,208,374 -4.9% believe it is safe. Also, FDA has not
Vitamin B Complex $3,817,061 $4,031,256 -5.3% taken any further action, and CBD
has been widely consumed for several
Vitamin B12 $3,398,834 $3,451,273 -1.5%
years now. If there was a big safety
Multivitamin (Men) $3,189,415 $3,620,903 -11.9% issue then I believe FDA would have
Multivitamin (Women) $2,547,353 $3,029,901 -15.9% reacted differently.”
It can be discouraging, but this
Iron $1,873,003 $1,913,780 -2.1%
statement by FDA should not nec-
Ginseng - All essarily prevent companies from seek-
$1,803,844 $1,875,292 -3.8%
(X Siberian Ginseng)
ing an independent GRAS conclusion.
Grass (Wheat or Barley) $1,760,779 $1,960,792 -10.2% “I believe that companies that have
Beetroot $1,478,400 $1,371,675 7.8% invested in the safety studies and
completed self-GRAS are better
Current Year-Ago % prepared for any future regulatory
Hair & Skin & Nails Dollars Dollars Change requirements and will have a head
Collagen Products $23,341,301 $24,266,262 -3.8% start compared to their competitors,”
says Talati.
Biotin $5,685,275 $5,732,810 -0.8% “As a company you would be
Horsetail (Silica) $3,014,963 $3,360,448 -10.3% foolish to think you don’t need to do
Hyaluronic Acid (HA) $1,922,533 $1,867,901 2.9% anything,” adds Endres. “Don’t just
sit around and do nothing. Start to
Specialty Remedies
$1,328,956 $1,389,832 -4.4% investigate the safety, because it’s
(Homeopathic)
typical that the industry is way ahead
Vitamin B Complex $881,150 $899,757 -2.1%
of the government. The government’s
Calendula (Homeopathic) $700,098 $629,656 11.2% always lagging behind, and that’s
Homeopathic Remedy what’s happening.”
$675,376 $707,596 -4.6%
(Other) Head start for what? Well, the fact
Astaxanthin $508,659 $473,131 7.5% is that FDA or Congress must do
something about CBD and other can-
MSM $467,224 $441,053 5.9%
nabinoids. The market has matured
to the point where FDA is unable to
Current Year-Ago %
Mood Support Dollars Dollars Change
take any meaningful enforcement
actions against sellers. State patch-
Magnesium $15,243,446 $12,298,729 23.9% works attempt to regulate these
Ashwagandha $11,882,720 $11,655,121 2.0% products, but the regulatory environ-
Flower Essences $5,786,933 $5,888,059 -1.7% ment remains messy. Even states that
have legalized cannabis don’t know
Theanine $3,735,903 $3,489,716 7.1%
what to do with hemp-derived CBD
5-HTP $3,296,992 $3,579,991 -7.9% and other cannabinoids.
GABA $3,216,366 $3,218,204 -0.1% “I believe FDA has realized that
they have waited on the sidelines for
Cannabidiol (CBD) $2,720,866 $2,574,969 5.7%
a little too long. As it was recently
Kava $2,425,445 $2,220,301 9.2% reported [by The Wall Street Journal],
Vitamin B Complex $1,512,319 $1,590,056 -4.9% FDA is planning to make recom-
mendations on how to regulate
Probiotic Supplement $1,346,211 $1,436,517 -6.3%
CBD in food and supplements. We
Time period: 52 weeks ending October 30, 2022
believe that will happen sometime
Source: SPINS Natural Enhanced Channel comprises full-format stores with $2 million+ in annual
sales and 40% or more of UPC coded sales from natural/organic/specialty products​. It includes this year,” says Talati. “It’s a mess. In
co-ops, associations, independents, and large regional chains (excluding Whole Foods & Trader some states, recreational cannabis
Joe’s)​. This channel breeds innovation and sustains the level of authenticity and high product
standards that define the industry​. It represents more than $30 billion in total sales and encom-
passes more than 1900 stores.

42 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
products are widely available, but is devised. However, this process validcare-shares-results-of-cbd-safety-study-
supplements are still not officially in and of itself may take years, so with-fda
legal due to FDA’s position.” the market will likely continue to 3. Woodcock, J. FDA Concludes That Existing
What the regulatory road will grow. What is clear, however, is that Regulatory Frameworks for Foods and
look like is unclear, but FDA recently responsible industry should continue Supplements Are Not Appropriate for
concluded that CBD needs a new reg- to manufacture consistent, safe prod- Cannabidiol, Will Work with Congress on
ulatory pathway and that the existing ucts that don’t make illegal claims. a New Way Forward. FDA Statement.
framework for food and supplements Additionally, research on the efficacy January 26, 2023. Accessed January 26,
is not appropriate. Once again, the and safety of hemp-derived CBD and 2023. https://www.fda.gov/news-events/
agency cited its concerns about safety other cannabinoids should continue press-announcements/fda-concludes-exist-
of long-term use and the need for ad- to establish evidence of safe use and ing-regulatory-frameworks-foods-and-sup-
ditional safeguards such as CBD con- provide FDA with as little ammuni- plements-are-not-appropriate-cannabidiol?
tent limits and a minimum purchase tion as possible to impose burden-
age to mitigate risk of CBD ingestion some restrictions on this category in MICROBIOME INGREDIENTS
by children.3 This means that recently the future. Digestive health is one of the most
introduced legislation designed to profitable dietary supplement cate-
revise the FD&C Act to exempt CBD REFERENCES gories. According to data from SPINS
and other hemp-derived cannabi- 1. Krawiec, S. New Study Demonstrates (Chicago), digestive health was the
noids from the drug preclusion clause Safety Profile of CBD on Multiple End- third-leading health condition in the
may no longer be possible based on points, Including Liver Function, Testos- mainstream U.S. dietary supplements
new recommendations from FDA. terone Levels, and Daytime Drowsiness. channel in 2022, with $912 million in
So, the lack of regulatory clarity Nutritional Outlook. May 18, 2022. sales. In the U.S. natural supplements
continues, but we are seeing a clearer Accessed January 26, 2023. https:// channel, digestive health ranked
picture of what to expect from FDA www.nutritionaloutlook.com/view/ first, with $148 million in sales in
and Congress as to how they will ap- new-study-demonstrates-safety-pro- 2022. Probiotics remain a mainstay
proach CBD and other cannabinoids. file-of-cbd-on-multiple-endpoints-in- ingredient in both channels, ranking
What does this mean for manufactur- cluding-liver-function-testosterone-lev- third on the list of top-25 bestselling
ers? Well, swim at your own risk. FDA els-and-daytime-drowsiness ingredients in the U.S. mainstream
hasn’t done anything particularly 2. Krawiec, S. Validcare Shares Results of CBD supplements channel in 2022, with
meaningful about CBD products on Safety Study With FDA. Nutritional Outlook. $800 million in sales. Probiotics
the market for years, but that may April 2, 2021. Accessed January 26, 2023. ranked even higher in the natural
change once a regulatory pathway https://www.nutritionaloutlook.com/view/ channel, topping the list of bestselling

While probiotics remain a sure bet,

other digestive health
and microbiome-supporting
ingredients are thriving,
© ELENA / STOCK.ADOBE.COM

showing healthy growth last year.

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 43

 Natural Enhanced Channel (U.S.)
Top 10 Bestselling Ingredients (By Health Focus)
(Excludes Private-Label Brands)

Current Year-Ago %
Pain & Inflammation Dollars Dollars Change
within the mainstream U.S. supple-
ments channel and saw nearly 7%
Turmeric $21,937,644 $23,941,125 -8.4% sales growth in 2022, bringing in
Arnica (Homeopathic) $9,205,969 $9,126,054 0.9% $262 million. In the digestive health
Specialty Remedies market, psyllium sales grew 12% in
$5,870,779 $5,512,583 6.5% the mainstream market and 16% in
(Homeopathic)
the natural channel. It was also the
Homeopathic Remedy
$2,044,050 $1,809,854 12.9% number-one bestselling ingredient
(Other)
in the mainstream cardiovascular
Cherry Fruit Supplements $715,389 $700,023 2.2%
health market.
Cannabidiol (CBD) $644,791 $833,768 -22.7% The digestive health category is
Boswellin or Boswellia $607,664 $436,997 39.1% well established, but the space is also
quite diverse. Movement in other
Proteolytic Enzymes $370,769 $279,176 32.8%
microbiome-supporting ingredi-
Homeopathic Cell Salts $248,383 $262,950 -5.5% ents points not only to the growing
Willow Bark $200,734 $238,675 -15.9% market for digestive health products
beyond probiotics but also perhaps
Current Year-Ago % an increasing acceptance among con-
Sleep Dollars Dollars Change sumers that the health of the gut may
Melatonin $13,676,327 $14,502,080 -5.7% in fact be the source of overall health.
During the height of the pandemic,
Cannabidiol (CBD) $4,615,415 $4,147,463 11.3%
for example, consumers were turning
Valerian $4,615,385 $4,944,226 -6.7% to probiotics for not just digestive
Specialty Remedies health but also immune support. In
$2,186,617 $2,065,988 5.8%
(Homeopathic) those stressful times, knowledge of
Magnesium $1,465,269 $1,322,484 10.8% the gut-brain axis also grew, and peo-
ple turned to probiotics to support
Amino Acids (Other) $954,654 $1,090,057 -12.4%
stress. Therefore, it’s only natural for
Flower Essences $856,461 $849,260 0.8% consumers to explore other options
Ashwagandha $554,002 $541,830 2.2% in the digestive health space as they
seek ways to improve their health.
Passionflower $547,757 $595,888 -8.1%
“I definitely think we’re starting to
Lemon Balm $485,887 $464,391 4.6% see more of a consensus overall of
Time period: 52 weeks ending October 30, 2022 how much more these ingredients
Source: SPINS Natural Enhanced Channel comprises full-format stores with $2 million+ in annual can do for the body and just how
sales and 40% or more of UPC coded sales from natural/organic/specialty products​. It includes
co-ops, associations, independents, and large regional chains (excluding Whole Foods & Trader much digestive health affects the
Joe’s)​. This channel breeds innovation and sustains the level of authenticity and high product body overall,” says Haleigh Resetar,
standards that define the industry​. It represents more than $30 billion in total sales and encom-
passes more than 1900 stores. corporate communications special-
ist at SPINS. “When you’re on social
ingredients with $120 million in sales 20% to $29 million in 2022. This is media, you’re constantly seeing
in 2022. Last year, probiotic sales the second year in a row that the videos talking about ‘heal your
stayed stable, growing 2.1% in the ingredient experienced double-digit microbiome with these steps,’ ‘take
mainstream channel over the previ- growth in that category and channel; these supplements to improve your
ous year and declining just 2.1% in the in 2021, digestive enzyme sales grew digestive health,’ ‘here’s five reasons
natural channel. 42% over the previous year. Mean- to do this’—everything that [the
While probiotics remain a sure while, in the mainstream digestive microbiome] can do.”
bet, other digestive health and health category, the dietary enzyme As our understanding of the
microbiome-supporting ingredients lactase saw nearly 15% sales growth microbiome advances, a more
are thriving, showing healthy growth in 2022, bringing in $55 million. targeted approach is desirable,
last year. For example, digestive Psyllium, a prebiotic fiber found says Irfan Qureshi, vice president,
enzyme sales within the mainstream in popular products like Metamucil, product development and quality
digestive health category grew remains a top-selling ingredient assurance, Healthy Directions. This

44 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
is particularly true as consumers Shoppe Ultimate 10+ probiotics fea- while also feeding beneficial bacteria
begin to seek more-specific health ture a respiratory health label claim. in the gut. Prebiotic fibers are not
outcomes from these digestive Respiratory support is an important new to the market, but marketing
health products. “Studies continue immune-related benefit that has products as prebiotics and touting
to show that specific strains within resonated with customers since the their microbiome benefits is a newer
a species of bacteria can have dis- pandemic.” trend. Products combining probiotics
tinct benefits,” he explains. “Thus, Digestive enzymes offer their own and prebiotics, sometimes referred to
all strains don’t behave the same targeted benefits—such as aiding in as synbiotics, are also becoming more
way, which is why probiotic usage the digestion of dairy, in the case of popular.
should be targeted to the benefits lactase. Some animal research even “Customers are actively seeking
desired by an individual person.” shows that digestive enzymes may probiotic products that also contain
“We have seen more customers have positive effects on the composi- prebiotics,” says Cohen. “The pre-
include a probiotic as a core sup- tion of the microbiome. biotics not only act as food for the
plement due to the importance of Additionally, prebiotics are becom- probiotics in the capsule; they may
probiotics in supporting immune ing more recognized as a comple- also help support a healthy balance
health as well as digestive health,” says ment to probiotic supplementation of the trillions of flora in our intesti-
Eric Cohen, senior brand manager, because they feed bacteria and can nal tract. In response to the growing
Private Brands, The Vitamin Shoppe. help proliferate them within the gut. consumer awareness of prebiotics,
“Probiotic formulas may also contain Sometimes, prebiotics alone may be The Vitamin Shoppe launched
clinically studied strains that provide the ideal solution as the consumption Vthrive Advanced Microbiome Sup-
additional health benefits and label of different kinds of fiber (soluble or port, a unique, standalone prebiotic
claims beyond digestive and immune insoluble) serves different gut health formula containing two clinically
health. As an example, The Vitamin needs (such as aiding in constipation) studied prebiotic ingredients to

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INGREDIENTS TO WATCH
support the diversity and balance of Supplementation on Gut Health of Pigs. time around, eye health didn’t see
intestinal flora.” Sci Rep. 2021, 11 (1): 7299. DOI: 10.1038/ the growth it did back then, but ac-
The digestive health space has so s41598-021-86648-7 cording to ingredient-sales data from
much to offer its growing audience, SPINS (Chicago), lutein did grow
but there may be a learning curve LUTEIN 161% in the cognitive health category
for consumers that manufacturers Screen time. Two words we all know of the U.S. mainstream supplements
should consider. “There remains too intimately at this point as screens channel in 2022. This points to an
confusion among consumers about consume both our professional and evolution of the ingredient and how
the value of probiotics, prebiotics, personal lives. While limiting our it is being used.
and other digestive health ingre- screen time would be beneficial, this Research has demonstrated that
dients that ultimately will require is not realistic in a professional or lutein can help reduce the risk of
significant education on the part educational setting. One solution age-related macular degeneration to
of ingredient suppliers as well as that has been devised is blue light– preserve the health of our eyes. As a
brands selling finished products,” blocking glasses. Another is dietary potent antioxidant, lutein quenches
explains Qureshi. supplementation, with lutein being a singlet oxygen and scavenges free
With so many different products particularly well-known and respect- radicals and also has the ability to
to choose from, choosing the right ed ingredient to this end. filter blue light to reduce phototox-
product can be intimidating for “The demand for eye health ic damage to photoreceptor cells.1
consumers—but straightforward, products, and lutein in particular, is Emerging research suggests that
creative, and honest marketing can strong. Many of our customers are lutein may play a significant role in
go a long way in guiding custom- aware of the negative impact of in- our cognitive function as well. For ex-
ers toward your products. And creased screen time and exposure to ample, lutein is believed to preserve
while supplement formats such as high levels of blue light and its effect neural efficiency, and some research
capsules are not going anywhere, on macular health, eye fatigue, and has shown that higher circulating
alternative dosage formats such as interference with good sleep,” says levels of lutein are associated with
functional foods and beverages are Eric Cohen, senior brand manager, better cognitive performance in
a great way to engage new custom- Private Brands, The Vitamin Shoppe. older adults and even centenarians.1
ers. Rather than looking for specific
ingredients, such as probiotics or
psyllium, consumers are more likely
to try unique product formats that
tout digestive health benefits, says
Resetar. According to ingredient-sales
“I think when you’re looking more
broadly at the digestive health
data from SPINS, lutein did grow
category overall, I think we’re more 161% in the cognitive health category
likely to see a lot of consumers
trying these prebiotics and probi- of the U.S. mainstream
otics because they have seen it in a
new form, such as these functional
supplements channel in 2022.
sodas and these functional snacks
that include these ingredients,”
she explains. “I think that product
innovation and that unconventional Lutein has been on Nutritional Specifically, lutein has been linked to
introduction to these ingredients is Outlook’s list of Ingredients to Watch improved memory performance as
going to act more as a gateway into before—in 2019, when eye health was well as spatial memory, verbal fluen-
the digestive health category.” one of the top-10 bestselling catego- cy, efficient learning, and reasoning.1
ries in the U.S. mainstream supple- Therefore, the inclusion of lutein
REFERENCE ments channel with $347 million in in a supplement formula lends
1. Ramani, S.; Recharla, N.; Hwang, O.; sales. Within that category, lutein itself well to a more comprehensive
Jeong, J.; Park, S. Meta-Analysis Identi- made $52 million, having grown approach that allows users to not
fied the Effect of Dietary Multi-Enzyme 38.8% over the previous year. This only support their eye health but also

46 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH

complementary areas such as memo- long-term—does appeal to a wider the ones who are just finding them-
ry and concentration. In combination audience. selves in front of their computer and
with other scientifically validated While immune health was of par- phone more and more. Their eyes are
ingredients, lutein has a great deal of amount importance during the pan- getting tired, and they’ll be looking for
synergy in the cognitive health space, demic for obvious reason, awareness an eye health/eye support product,
says Irfan Qureshi, vice president, about eye health also grew because of [and] lutein is the most well-known
product development and quality virtual learning and work-from-home amongst eye-health supplement ingre-
assurance, Healthy Directions. during which our interactions with dients to date.”
“An expanding area of science classmates and coworkers became The potential cognitive health
includes the brain health benefits of limited to phone calls or video calls. benefits and the eye health benefits
lutein and zeaxanthin,” he explains. While virtual learning has been of lutein are highly complementary
“Therefore, newer synergies with largely phased out, virtual work-from- to products marketed for focus and
these ingredients could include sev- home has become more attractive energy. As such, the inclusion of lu-
eral other nootropic ingredients that to the workforce for the flexibility tein can be a valuable differentiator.
support memory, focus, and other it offers. As a result, explains Scott As more cognitive-health research is
cognitive benefits. Mood-support Dicker, senior market insights analyst conducted on lutein, the ingredient’s
ingredients would also combine well at SPINS, we can continue to expect profile is bound to grow.
with lutein and zeaxanthin.” consistent demand for eye heath
A good example of a category that products. Related categories such REFERENCE
could and does benefit from the in- as esports that combine eye health 1. Buscemi, S.; Corleo, D.; Di Pace, F.; Petroni,
clusion of eye health ingredients like needs with energy and focus require- M.L.; Satriano, A.; Marchesini, G. The Effect
lutein is the esports category. Com- ments will also be in demand, but to of Lutein on Eye and Extra-Eye Health.
petitive and even recreational gamers a lesser extent. Nutrients. 2018, 10 (8): 1321. DOI: 10.3390/
turn to these products to support “I think the overwhelming theme nu10091321
© ИРИНА ШЕМЯКИНА / STOCK.ADOBE.COM

focus, energy, and endurance during here is that eye health is going to be
long hours of gameplay, with eye of more importance because of the HEART HEALTH INGREDIENTS
strain being a major factor in these additional screen time that everyone Heart health is still an important
marathon sessions. However, esports, has,” says Dicker. “Of course, if you’re a dietary supplement market in the
while trendy, is a marketing niche. competitive gamer, you’re going to be U.S. Despite sales not growing much
Ultimately, the idea of supporting looking for everything that you can to last year, the cardiovascular catego-
eye health, in addition to cognitive help it. I think that that group of people ry remains a top-10 health focus in
health outcomes—both acute and is a relatively small one compared to both the natural and mainstream U.S.

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 47

 • “popular ingredient used to fight
back against blood pressure, blood
disorders, and heart disease”
• “readily increases the Omega-3
Index, a biomarker for reduced
cardiovascular risk”

A Fine but Definite Line

To the layman, some of the above
supplement markets, says Haleigh claims like “helps you keep cholester-
Resetar, corporate communications ol levels under control” or “encourag-
specialist at SPINS (Chicago). In ing higher ‘good’ cholesterol levels”
fact, Resetar expects heart health • “aids your body in potentially lower- may not sound like egregious disease
products to get a bit of a boost in ing bad cholesterol levels” claims akin to stating that a product
2023 “as more people continue to get • “protect your heart by lowering “cures heart disease.” But there is a
into performance and continue to bad cholesterol” problem: the fact that these compa-
get into those energy-support health • “cause a significant reduction of nies did not restrict themselves to
focuses,” she says. atherosclerotic plaque” stating that their products maintain
Studies demonstrate that numer- • “have been shown in studies to cholesterol levels or blood pressure
ous nutraceuticals can help consum- help lower ‘bad’ LDL cholesterol levels already within a healthy range.
ers support a healthy heart. But as levels as well as triglycerides and Kristi Wolff, partner in the adver-
every supplement stakeholder knows, even blood pressure” tising practice group at the law firm
or should know, there are strict rules • FDA noted that one product name Kelley Drye & Warren LLP (Washing-
about what companies can and included the word cholesterol, which ton, DC), says that “claims relating to
cannot say when marketing their the agency said implied the product cholesterol or blood pressure could
products’ health benefits. Run afoul reduces cholesterol. potentially be appropriate for dietary
of those rules and you’ll likely get a supplements if they focus on main-
warning letter from FDA. Inflammation Claims taining normal levels—e.g., ‘helps to
Case in point: In November 2022, • “anti-inflammatory” maintain blood pressure already in
FDA sent warning letters to sev- • “clinically shown to reduce the normal range.’” But, she says, “It
en dietary supplement companies inflammation” does not appear, based on the warn-
selling heart health products. The • “inhibits endothelium-mediated ing letters, that FDA was taking issue
companies, the agency said, made il- inflammation” with ‘already in the normal range’–
legal disease claims that render their type claims, however.”
products misbranded drugs instead Blood Vessel Function She continues: “Any time a product
of legal dietary supplements. • “improve blood vessel function” features a claim that the product or
Was FDA’s censure justified? To • “may improve health of blood vessels the ingredients in the product can
find out, we interviewed prominent in those with…heart disease” take someone from a disease state
supplement-industry attorneys and to a healthy state, there is a risk that
experts. The majority say FDA’s ac- Blood Pressure the claim is a disease claim. These
tion is not surprising considering the • “may lower blood pressure” warning letters focus on products
claims the companies were making • “lowered diastolic blood pressure” that claim to help users control or
for their products and/or the ingredi- • “lower blood pressure naturally” reduce cholesterol or blood pres-
ents in them. Those claims included: • “ingredients from nature that sure. Given that cholesterol levels
address multiple factors to help and blood pressure are biomarkers
© JARUN011 / STOCK.ADOBE.COM

Cholesterol Claims regulate blood pressure” or symptoms for heart disease,

• “may lower cholesterol” • “can lower your high blood pressure claiming to be able to reduce or
• “clinically proven to improve naturally and fast” control them—i.e., claiming to treat
cholesterol levels” a symptom of heart disease—can be
• “helps you keep cholesterol levels Other Claims considered a disease claim. From
under control” • “reduce major adverse cardiovascu- that perspective, I was not surprised
• “helps reduce LDL levels” lar events” by these warning letters.”

48 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 INGREDIENTS TO WATCH
Not all brands grasp the bright line between disease claims and struc- points out that many of the prod-
separating structure-function claims ture-function claims goes back to ucts that received FDA warning
and disease claims. 1998 when the FDA first proposed letters had “additional disease claims
“This is a somewhat subtle dis- regulations to respond to the autho- thrown in for good measure, like
tinction, but it is important to FDA, rization of structure-function claims reducing the risk of heart disease,
which has taken the position that in the Dietary Supplement Health reducing the risk of ‘major adverse
‘lowering cholesterol is inextrica- and Education Act of 1994,” says cardiovascular events,’ or reducing
bly linked in the public mind with Butler. “Already in the very earliest high blood pressure.”
treating elevated cholesterol and pre-
venting heart disease,’” says Samuel
Butler, counsel at Lathrop GPM LLP.
“Generally speaking, disease claims
are off limits and structure-function
claims are permitted, but there are Companies can certainly talk
several places—cardiovascular issues
being a primary example—where the
about cholesterol as a structure-
distinction can be counterintuitive function claim. They have to be
and requires an experienced eye to
spot.” very careful about how they
Rend Al-Mondhiry, partner at Amin
Talati Wasserman LLP, adds, “The line
phrase those claims.
between structure-function claims and — Megan Olsen, Council for Responsible Nutrition
implied disease claims is especially
blurry, and it’s not always apparent
when a claim that mentions choles-
terol, blood pressure, or even blood guidance, FDA was addressing where Dos and Don’ts
sugar crosses that line. The overall the disease-claim line was for cardio- Which claims should heart health
context usually informs risk, but vascular claims like cholesterol and products definitely avoid?
qualifying the claim in these instances blood pressure levels.” “Companies should avoid any
is key.” Unfortunately, she says, some Al-Mondhiry recommends that plaque-reduction [and] cholesterol-
marketers avoid adding the necessary industry members refer to the pre- and blood pressure–lowering claims,
qualifying language like “cholesterol amble to the final structure-function especially in the context of disease
levels already in the normal range” to rule which addresses regulations prevention and treatment,” says
marketing claims, believing it makes around a variety of endpoints. Ashish Talati, partner at Amin Talati
their marketing less attractive. Megan Olsen, senior vice president Wasserman LLP.
and general counsel at the Council for “Anything a drug is indicated for,
Context Matters Responsible Nutrition, says that FDA such as ‘lowering LDLs,’ is considered
But they would be wise to get over “talks about cholesterol claims quite a claim. The rationale for this is that
that aversion. Centering claims and a bit” in its guidance. “I think there’s drugs treat, diagnose, prevent, or
marketing language on normal bodily great guidance out there on cholester- cure disease,” adds Asa Waldstein,
functions prevents a company from ol claims from FDA, some of which is principal of consulting company
overstepping the line. older but actually likely still relevant.” Supplement Advisory Group.
“Companies can stay in the ‘safe zone’ The bottom line? “I just really Carefully consider the biomarkers
with appropriate structure-function stress that context is key here,” Olsen you mention, he says. “Biomarkers
claims such as ‘supports cardiovascular says. She continues: “Companies can can fall under the ‘treatment or pre-
health’ and ‘helps maintain healthy car- certainly talk about cholesterol as a vention’ part of this and can therefore
diovascular function’—or by qualifying structure-function claim. They have to be considered disease mitigators.” He
blood pressure and cholesterol claims be very careful about how they phrase advises avoiding statements related
to refer to levels already within the those claims. Context and the claim to “bad fats, bad cholesterol, ventric-
normal range,” says Al-Mondhiry. language itself are very important here.” ular contractions, mitigating arterial
Past FDA guidance spells this out. Mentioning other disease claims, and venous plaque, and lower blood
“FDA’s guidance on the distinction of course, raises a red flag. Butler pressure.”

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 49

INGREDIENTS TO WATCH
Also, adds CRN’s Olsen, “I think an appropriate structure-function says FDA has “focused on sending
inflammation is an area to be very claim,” she says. “FDA will be very mass letters on a specific category
concerned and careful about.” clear. Again, that’s not an approval, to make sure the industry is put on
“Marketers and companies need to and there could be instances where notice.” In 2021, for instance, he says
carefully scrutinize their claims,” she you don’t get an objection from FDA FDA sent a group of warning letters
says. “If they’re providing the benefits and potentially down the road there’s addressing diabetes claims.
of the product in a way that the prod- a concern from FDA. But it’s just Olsen agrees: “I will say we see
uct is supporting a bodily function—a another mechanism…a way in which FDA taking positions more and more
healthy, normal bodily function—this you can help ensure that you have at in this type of context where they
is something they can absolutely talk least put something in front of the will pull together a group of warning
about. They just want to look at their agency to work through these con- letters and issue them all at once, I
overall marketing and their labels and text issues.” In short, she says. “You think so that they can alert industry
their claims to help ensure that what definitely want to have your dialogue to concerns with particular claims
they’re conveying is that this product with FDA through that process. It’s or actions and be able to put out a
is here to help you maintain a healthy very important.” statement around what they think
lifestyle and is not a substitute for is appropriate versus not appropri-
disease-treatment options.” The Future ate and compliant behavior in the
This review should be applied to If anything, FDA’s recent spate of industry.”
all channels where companies mar- heart-health warning letters serves Looking back at November’s let-
ket products, including a company’s as a reminder to industry to mind ters, “It’s fair to say that the agency’s
own website, social media and any their regulations when making health positions regarding cholesterol, blood
testimonials, and claims on exter- claims. It’s a gut check for other types pressure, and disease claims are not
nal retailer sites like Walmart.com of companies as well, such as those new,” says Wolff. “Rather, this may
and Amazon.com. FDA’s November targeting mental support. (FDA also be a reminder to companies that the
warning letters cited companies for sent warning letters to a group of agency is still watching these kinds
infractions on all of those platforms. those companies last year.) Says Olsen: of claims.”
“It is also vital for companies to “There could be areas where you’re So, in 2023, cardiovascular product
ensure they are re-reviewing old talking about just helping with occa- marketers should proceed—but pro-
blogs and social posts as FDA looks sional stress and relaxation, where that ceed with caution. As Waldstein says,
at several-year-old-posts as a current is an appropriate structure-function “What was medium risk yesterday
marketing piece,” Waldstein adds. claim. But then, of course, if you’re go- can be high-risk tomorrow.”
“Companies may have a robust ing to be talking about managing anxi- Companies need to be able to truth-
regulatory review of existing mar- ety and other things that could trigger fully talk about the benefits of their
keting copy, but they often overlook serious mental health disorders, you products—but to talk about them re-
those ‘forgotten’ old posts that may would be moving into disease-claim sponsibly, too. “Cardiovascular health
have been less scrutinized.” FDA also territory.” is obviously an extremely important
looks for noncompliant hashtags like It’s also a flag that FDA tends issue in the United States, and it is un-
#hypertension, he says. to send warning letters in batches surprising that supplements makers
Companies can be alerted ear- these days. want to make these sorts of claims,”
ly on to any problems the agency Al-Mondhiry says that “we are see- says Butler. “There are many permis-
sees when they notify FDA of their ing a trend of FDA issuing groups of sible claims that can be made, but it
structure-function claims, Olsen warning letters in conjunction with a is essential for companies to keep in
points out. “It’s your opportunity to press release, where FDA is sending a mind where the line is between per-
flag a claim for FDA and have them broad message to industry regarding missible structure-function claims and
say back, ‘No, we don’t agree that it’s these types of claims.” Talati similarly impermissible disease claims.”

Listen to the January episode of The Nutritional Outlook Podcast

featuring SPINS’s Scott Dicker and Haleigh Resetar.

50 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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 FLAVOR

A
dventure is back
on the menu as
people travel to
new places and
embrace unfamiliar
cuisines. According
to experts, food and drink shoppers
will continue their love affair with
international flavors and unexpected
blends in 2023. At the same time, a
subset of consumers is still drawn
to the comfort of classic, nostalgic,
mood-boosting tastes as well as
flavors strongly linked to health and
wellness. Here, we take a look at the
numerous flavor trends commanding
food and drink shelves in 2023.

BIG AND BOLD

Boldness is the name of the flavor
game this year. “2023 is set to be a
year for people to march to the beat of
their own drum,” says Jennifer Zhou,
global director of product marketing,
flavors, ADM (Chicago). “Consum-
ers are actively making purchasing
decisions that loudly reflect their own
identities.” This includes which flavors
they choose. “The increased need for
experiential flavors in functional ap-
plications and a heightened focus on
bold experiences are supporting this
need for self-expression,” Zhou says.
These shoppers want products
and flavors with punch, she adds.
For instance, “This new wave of
self-expression is bringing forth
unique flavors coupled with satu-
rated shades. Deep, vibrant pink—

2023 think ‘Barbiecore’—is a trending

shade, which we’ll see paired with
pink grapefruit, dragon fruit, and

Flavors to Watch
fruit punch flavors. This also ties
in with Pantone’s Color of the Year,
Viva Magenta, which is described by
© LUNAMARINA / STOCK.ADOBE.COM

Pantone as encouraging ‘experimen-

Experts predict 2023’s hottest tation and self-expression without
restraint.’ ”
food and beverage flavor trends. In addition to pink and magenta
inspirations, flavors like blue rasp-
by JENNIFER GREBOW, Editor-in-Chief berry and tangerine are “serving dual
purposes of masking off-notes from

52 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 FLAVOR
functional ingredients and providing popular and flavorful Mexican des- with financial woes and health anx-
a pleasurable, bold impact,” she adds. sert, we predict mangonada will pop ieties, food offers an opportunity for
in the coming year. Mangonada is ‘delicious escapism,’” says Soumya Nair,
INTERNATIONAL refreshing and bold, featuring mango, global consumer research and insights
INSPIRATION chamoy, and chili lime spice gar- director at Kerry (Beloit, WI). “While
Global flavors continue to intrigue. nished with candied tamarind. This comfort will underpin all food and
“Even with individuals traveling again, is the right combo of ‘basic tastes’ beverage experience in the upcom-
consumers still crave exciting tastes of sweet, sour, and salty along with ing recessionary outlook, there will
and textures from around the world,” some trigeminal spicy heat,” he says. be desire for ‘mini-escapes,’ wanting
says Amy Marks-McGee, founder of Coquito, a sweet drink from Puerto to break free.”
Trendincite LLC. Rico, is another inspiration. “Building Tropical flavors are trending for this
Jen Lyons, marketing manager at off eggnog’s popularity, we think co- reason. “Fruity flavors with fresh notes
Sensient Flavors & Extracts (Hoffman quito has a chance to gain flavor favor transform any food into a multisensory
Estates, IL), notes the draw of flavors with American consumers,” he says. experience,” says Michael Falkenberg,
that transport consumers “to another “This deliciously creamy beverage is head of the global taste business unit at
time or place.” She adds: “With the coconut based, instead of dairy based, Döehler GmbH (Darmstadt, Germany).
uncertain economy and inflation on and features a sweet blend of cinna- “Tropical fruit flavors will be popular in
the rise, consumers are looking for an mon and nutmeg flavors to provide a 2023 as their bright shades can inspire
escape, and they are willing to push new flavor twist on holiday beverages.” feelings of positivity and help to escape
the envelope and try new cuisines. Desserts from Asia are also a bright from stressful realities. Dragon fruit
We expect Korean, Indian, Mexican, spot. “Mochi is a popular Japanese lychee, guava pomegranate, water-
Peruvian, and Ethiopian flavors to dessert that can now be found in the melon, or mango passion fruit will be
continue to appeal to consumers, freezer section of any major grocer. one of the favorite taste directions,
with fusions between the cuisines This past year, mochi fusions such especially in juices and nectars, but are
continuing to trend—e.g., Mexican/ as mochi donuts started to trend, also suitable for applications such as
Korean, Thai/Italian, etc.” opening the door for many new and ‘water-plus,’ energy drinks, or spirits.”
Mexican and Asian flavors are espe- intriguing mochi flavor combina- Imaginative flavors are also popu-
cially popular. “Mexican and Asian in- tions to be created,” Hartman says. lar, ADM’s Zhou points out. “Flavors
gredients and flavors continue to trend,” “We expect this to continue and see that take consumers on a journey or
says Marks-McGee. “I expect to see mochi-type flavor offerings in new provide a sense of whimsy will trend
more Mexican-inspired flavors, such as dessert and bakery applications.” well in the new year. Pairing with
elote (Mexican street corn), tamarind, Consumers are also interested in blissful blues, we anticipate that a
and mezcal, and Asian-inspired flavors, a flavor’s origins. Lyons at Sensient dreamscape of flavors will pop up
such as mochi, shaved ice, pandan, and points to spicy notes as an exam- in store aisles, including ube purple
shochu, to trend in 2023.” ple. “Where we’ll see a shift is the sweet potato, and birthday cake, as
Flavorchem’s (Downers Grove, IL) increased demand for traceability,” she well as flavors emulating fantastical
2023 Flavor & Trend Forecast reports predicts. “In the past, consumers just creatures like yetis, unicorns, and fair-
that “Authentic flavors and ingredi- wanted an added kick; now, they want ies. These imaginative profiles could
ents from Latin America will shift to know the source of the heat. For be leveraged for
to the spotlight as consumers show example, they now want a green jala-
greater interest in culinary explo- peño ranch rather than a spicy ranch.”
ration and regional diversity.” This Companies are stepping up, and as a
includes flavors inspired by beverages
(horchata, tepache, and aguas fres-
result, “We also expect to see demand
for chili varietals to expand,” she says.
COFFEE
cas); dessert flavors like tres leches, “One particular one we have seen grow COFFEE WILL GET
© DIONISVERA / STOCK.ADOBE.COM

some notable
dulce de leche, and churro; and birria, in popularity is the aji amarillo pepper
tweaks in 2023, accord-
a traditional Mexican stew. often found in Peruvian cuisine.” ing to Flavorchem’s 2023 Flavor & Trend
Ray Hartman, director of flavor de- Forecast. “Launch activity will center
velopment and innovation at Prinova ESCAPISM around indulgent flavors like cookie butter,
bourbon caramel, chocolate cayenne,
(Carol Stream, IL), mentions another Demand for new flavor experiences
ruby cocoa, and brown sugar for everyday
Mexican dessert flavor his company also stems from a desire to escape the enjoyment,” it says.
sees trending. “Inspired by paletas, a day-to-day. “When people are fraught

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 53

 FLAVOR
the curiosity for exotic fruit flavors. “Consumers are seeking achiev-

FUNCTIONAL The juicy, fruity, and tropical notes

from a mango pair perfectly with the
able adventures and playfulness via
unlikely combinations, mashups

SNACKS fruity and spicy flavors that come

from a habanero. This sweet but
of familiar food and drinks, fusion
cuisines, and unconventional flavor
FOR FUNCTIONAL SNACKS, “Brands will bold flavor works well in many ap- pairings,” says Kerry’s Nair.
need to deliver on taste and function by plications, ranging from confection- She lists some of these notable
creating permissibly-indulgent snacks mashups: “Cheese is a dominant flavor
ery to sauces and even to alcoholic
featuring unique, spicy flavor combina-
tions, umami profiles, global seasonings, beverages.” theme—particularly cheese such as
and retro flavors that appeal to nostalgic Watermelon chili lime is another cheddar and parmesan—in sweet cook-
consumers,” according to Flavorchem’s spicy/sweet combo. It “combines ies and biscuits, ice cream, and cakes;
2023 Flavor & Trend Forecast. the coolness of watermelon with the strong limes and citrus in dairy and cof-
slight spiciness of chili, and bright fee beverages; sweet inclusions and nuts
kids’ products to bring life and energy lime gives a new experience that is for pizza toppings; soup-inspired burgers;
to gummies, vitamins, and supple- sure to excite tastebuds,” says Hart- savory flavors beyond tahini (such as
ments, helping increase the accept- man. Finally, he suggests combining black sesame, masala, curry in desserts);
ability of these functional products the spicy, savory Korean chili paste alcohol-inspired desserts; and more.”
and making parents’ lives easier.” gochujang and “buttery” sweet Limited editions generate excite-
The takeaway? “Brands that lean caramel. ment, too. Marks-McGee at Trend-
into the new and unexpected will Hot honey is another spicy/sweet incite reminds brands about the pow-
captivate consumers throughout trend, according to Flavorchem’s er of seasonal launches. “Seasonal
2023 and beyond.” 2023 Flavor & Trend Forecast report. flavors and limited editions are a way
“Complex taste profiles featuring for brands to introduce new products
EXPECTING honey will experience an upswing in and test consumer appeal. Apricot
THE UNEXPECTED menu and retail innovation as heat and cherry blossom are on the radar
Spicy and sweet flavors are always meets sweet,” the company predicts. especially for spring flavors. Cherry,
popular. Put the two together, and It notes, “Hot honey has grown +53% pineapple, and watermelon combina-
you get surprising combos that are in consumer interest in the past year tions are popular summer flavors.”
sure to delight. and +216% on menus since 2018,
“While people still reach for the indicating the star ingredient’s po- STILL CRAVING COMFORT
classics, we are seeing increased tential to accelerate future culinary Then there are consumers seeking
interest in complex flavor pairings, trends.” Other fashionable honey classic, comforting, nostalgic flavors.
or dual taste experiences,” says combos include salted honey, maple And no wonder.
Derek Holthaus, director of inno- honey, and honey sriracha. “In a significantly fast culture, the
vation and solutions at FlavorSum Sweet-and-spicy blends like pump- simplicity of familiar and comfort
(Kalamazoo, MI). “This came to life kin spice latte and spiced cider also flavors continues to bring joy to
at the Sweets & Snacks Expo this sell well, and demand is no longer consumers,” says Kerry’s Nair. “While
year with a number of launches in just seasonal, says Philip Caputo, simple flavors thrive in a recession-
the ‘sweet heat’ category, like peach marketing and consumer insights ary environment, nostalgia, comfort,
habanero.” He adds, “Adding spicy manager at Virginia Dare (Brooklyn, and familiarity drive an everlasting
taste elements to classics will be NY). “There’s a reason there’s a sea- appreciation for simple things.”
a compelling way to tap into the son for sweet spices—or at least there Think: ice cream sandwiches made
20.5% of consumers interested in used to be,” he says. “But the love of with waffles, cookies, stroopwafel,
© DUNCAN ANDISON / STOCK.ADOBE.COM

complex heat experiences.” everything spiced is bringing about birthday cake, biscoff tiramisu,
Mango habanero is another exam- new ways of adding what have histor- sweet-infused savory snacks with
ple, says Prinova’s Hartman. “Flavor ically been fall and winter flavors to icing, and dessert-themed cereals,
fusions featuring sweet and spicy applications all year round. Flavors she says.
profiles provide consumers with like apple cider chai, cinnamon-citrus Caputo at Virginia Dare says,
new taste experiences while still peel, cardamom fog, maple-spiced “Flavors like fruity cereal milk,
being recognizable,” he says. “Mango matcha, spiced fig honey, and more gummy bear, and rainbow sherbet
habanero taps into two consumer are some of the flavor concepts we can deliver a sense of happiness and
desires: the need for discovery and think can spice up the market.” childhood bliss to your customers.”

54 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 FLAVOR
The company offers an entire line Indulging in sinful sweets is another
of “Forever Young” flavors including
classic candy flavors (like gummies
classic comfort move. Citing “pure
indulgence” as an ongoing trend,
THE POWER OF SOCIAL MEDIA
and fruit candy), childhood cereals, FlavorSum’s Holthaus says, “Food has MANY FLAVORS AND food trends gained
carnival themes (like candy apple, an amazing ability to create joyful superstar status through social media.
churros, funnel cake, and cotton moments instantly. Innova reports “Whether it’s feta pasta, avocado ice
cream, or another trending taste, chanc-
candy), lemonade blends (including that 6 in 10 consumers say they most es are you’ve tried—or been made aware
mint lemonade and tart cherry lem- commonly treat themselves by creating of—at least one TikTok viral recipe from
onade), and popular dessert flavors everyday moments of happiness. And 2022,” says Derek Holthaus, director of
(like Bananas Foster Brûlée, snicker- what makes food so enjoyable? Thirty innovation and solutions at FlavorSum.
“The expansion of social-media video
doodles, and marshmallow chicks). percent of global consumers find rich- offerings like TikTok and Instagram Reels
These can pair with everything from ness of flavor (like in a triple-chocolate has brought on a new community of food
performance-nutrition products to concept, for instance) the most import- influencers—and many share recipes
beverages, the firm says. ant driver of enjoyment and pleasure in from their own cultures. We expect to
see an increase in global or internation-
Hartman at Prinova says, “Nostalgic food (Innova).” ally inspired tastes like ube, yuzu, and
flavors from the 1980s and even 1990s Consumers seeking comfort in the more in the new year as a result.”
help brands create an emotional con- familiar may still enjoy a twist. For Soumya Nair, global consumer
nection with consumers. We still see instance, “It’s no secret that we think research and insights director at Kerry,
highlights a few of the trends that got
nostalgia continue in popularity, espe- vanilla is one of the best foundational their start in social media, including fla-
cially among limited-time offerings.” flavors for a shake or other beverage. vor hacking and “Reel”-inspired recipes
His example: “Retro candy flavors such However, we also think it’s one of the like cloud bread, “healthy Coke,” “dirty
as sour gummy flavors in an energy best complementary flavors to add Diet Coke,” “pilk,” and familiar foods with
a twist (think: pesto eggs, pasta chips,
drink or even a popular bubble gum some intrigue and differentiation to mini pancake cereal, salmon rice bowls,
flavor in a personal care line, and retro your application,” says Caputo. “Ele- corn ribs, and feta pasta bake).
cereals made famous during Saturday vating a classic flavor like vanilla adds “Social media and the emphasis on
morning cartoon commercials.” a sophisticated twist. Upgraded exam- visual currency have influenced food and
beverage trends at a rapid pace,” she
Mainstays also remain strong. ples include vanilla tarragon black- adds. “New recipes and over-the-top
“The most popular and strongest berry, vanilla anise, and vanilla bean food and beverage creations dressed up
flavors in the food and beverage in- white chocolate. How delicious do with abundant inclusions and toppings,
dustry are still the classic ones such those sound? Other popular flavors vibrant glitters, and sprinkles that have
an element of familiarity attract consum-
as orange, apple, or lemon, especially ripe for this trend include chocolate, er curiosity.”
for beverages,” says Döehler’s Falken- strawberry, banana, coffee, and more.” What does this mean for flavors? The
berg, “whereas for dairy products, And Hartman adds, “Over the saying “Eat with your eyes” has never
chocolate, strawberry, and vanilla past few years, we have seen many been truer, she says. “Visually vibrant food
and beverages using ingredients such as
remain the favorite taste directions.” comfort flavors trend as consum- beets, dragon fruit, matcha, sprinkles, and
Vanilla is forever. “Vanilla is a year- ers looked to improve their mood lustre dust inspire not just beverages and
over-year popular flavor and bodes through conscious indulgence. Look cocktails but also pasta and pies.”
well for powdered supplements, pro- for this trend to continue, but with
viding a sense of security for consum- an international twist.” we predict a heightened focus for
ers with a trusted and beloved flavor,” formulators on products that nourish
says ADM’s Zhou. She adds, “Markedly, RELAXATION AND MOOD the mind, body, and soul.”
68% of global consumers find nostalgic Flavors can also be comforting by This is where the market is
flavors appealing within the food mar- helping consumers de-stress. heading, ADM’s Zhou agrees. Citing
ket, and we expect to see this inspire “According to Mintel, 42% of “light and calm” as a trend, she says,
functional products of all formats.” U.S. adults like their food/drink to “Global events have weighed on many
Cinnamon brown sugar is an- contribute to both their mental and consumers, creating a need to find
other cozy favorite, according to physical health,” says FlavorSum’s moments of relaxation, as well as
Flavorchem’s trend report. It “adds a Holthaus. “2022 has been another ways to shift their mood to more op-
comforting taste to snacking favorites year of uncertainty, with inflation, timistic outlooks and brighter days.
such as cookies, ice cream, and sweet geopolitical concerns, and lasting Globally, 47% of consumers state that
baked goods, along with complement- impacts of COVID-19. With 84% of a top barrier to healthy living is the
ing several beverage applications.” Americans feeling stressed weekly, difficulty to find time to relax.”

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 55

 FLAVOR
Mood-boosters are definitely on set to grow well into 2023 include

MOCKTAILS & COCKTAILS the rise, Flavorchem’s 2023 Flavors &

Trend Forecast states. “Consumers will
alcohol-free, protein-packed beers;
multivitamin-infused candies and
ALCOHOL-FREE BEVERAGES ARE skyrock- strive to make self-care a priority by cookies; beverages with nootropics
eting, and formulators are finding room turning to products that are suggested and adaptogens such as ashwagandha;
to play with new flavors. to improve overall mood and reduce probiotics for digestive health; and
“Called everything from ‘alt drinks’ to
the negative effects of stress on the immune-boosting products, she says.
‘zero-proof cocktails’ to ‘buzzless spirits,’
the burgeoning industry of RTD mock- body.” As a result, “a growing number Citrus is always linked to health
tails is abound with opportunity for new of food and beverage launches will be and wellness. “We believe developers
and established beverage brands,” says positioned for mood and brain health.” looking to incorporate holistic health
Philip Caputo, marketing and consumer
Trendincite’s Marks-McGee agrees. and wellness benefits will explore the
insights manager at Virginia Dare. The
company suggests shaking things up “To stay healthy, consumers have linkages between functionality and
with flavors like blueberry watermelon turned to food and beverage as flavor,” FlavorSum’s Holthaus says.
mint mojito, apricot Bellini, or ginger ‘medicine’ and are taking a holis- “An example of this is the association
lime Moscow mule.
tic approach to wellness. From between citrus and immunity.”
“Alcohol-free is on the rise,” agrees
Derek Holthaus, director of innova- plant-based products to functional The continued rise of citrus flavors
tion and solutions at ingredients, this trend has manifest- is notable. “The most prominent
FlavorSum. “According to ed itself in many ways. Nootropics pattern experts have noticed is a
the 2022 Bacardi Cock-
for cognitive health are trending with significant rise in citrus flavors,
tail Trends Report, 58%
of global consumers are mood-enhancing ingredients such sweeter spirit-flavored cocktails,
drinking more non-alcoholic as mushrooms, ashwagandha, and and flavors used for ready-to-drink
and low-ABV cocktails than other adaptogens. I’m seeing different beverages,” says Flavorman in its 2023
a year ago. And product
teas emerge such as hojicha (roasted Beverage Trend report. “The flavor
launches are following suit
(doubled in the past year). Japanese green tea) and yaupon tea trend is shifting toward uncompli-
From a flavor perspective, we (the only wild-grown North American cated citruses, with growing interest
anticipate the same sweet plant that is naturally caffeinated). I in orange, grapefruit, lime, and other
classic tastes from the
expect mental health to be a focus for berry blends.”
alcohol market. Our propri-
etary research shows that functional food and beverage.” “Sunny and vibrant oranges and
people are most interested yellow colors paired with zingy citrus,
in cocktail-inspired flavors HERE’S TO HEALTH along with other fruits, vegetables,
like margarita, pina colada,
Wellness flavors as a whole remain and botanicals, are capturing shop-
and daiquiri for non-alcoholic
exploration.” key sellers among consumers still pers’ attentions for their perceived
prioritizing healthier foods and life- connection to wellness attributes,”
styles. This movement, which started Zhou says. “Citrus profiles, including
Soothing flavors and colors are well before the pandemic, shows no both traditional types, such as orang-
trending. For instance, says Zhou, sign of abating. es, lemons, and limes, and emerging
“Both as a flavor and color, lavender “We see a continued shift towards varietals, like finger lime and cala-
is set up to be a popular option in proactive support of holistic well-being, mansi, are bursting with opportunity
functional confections given its light with consumers gravitating towards in this space. Market research shows
hue and delicate flavor profile and certain flavors that they associate with that citrus remains the most classic
aroma.” ADM’s 2023 Flavor and Color products that may have functional flavor profile, accounting for nearly
Outlook report states that “Many are attributes,” says ADM’s Zhou. 30% of new product launches.”
anticipating the 2023 Color of the Year “Health is not secondary to taste Döehler’s Falkenberg suggests citrus
to be Digital Lavender. This purple will anymore,” seconds Kerry’s Nair. “In a flavors like calamansi tangerine, yuzu,
translate into unique products such as relatively post-pandemic world, rising orange, pomelo, and blood orange for
bubble teas, ice cream, and functional consumer attention to health and diet products like carbonated soft drinks,
© SMSPSY / STOCK.ADOBE.COM

beverages that pull in notes of floral has driven the need for functional beer, spirits, and confectionery.
lavender, nutty purple sweet potato ingredients and balanced nutrition. Floral and botanical ingredients
and sweet berry, plum, or grape.” Flavors that covey a halo of health, are also associated with functional
Another flavor company, Flavorman from functionally-forward flavors to benefits. Holthaus says FlavorSum
(Louisville, KY), predicts that “soothing flavors that subtly imply better health, expects demand for these to continue
lavender” will be popular in 2023. have greater responsibility.” Trends to grow “because they offer elevated

56 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 FLAVOR
taste profiles and added functional
benefits.” He adds: “According to
social listening platform Tastewise,
BRAND COLLABORATION
floral and botanical are up in social AT TRENDINCITE LLC, Founder Amy Marks-McGee predicts more brand names joining
discussions by 52% and 17%, respec- forces to create new product development and marketing opportunities. “Iconic food
tively. We believe these tastes will and beverage brands are partnering on fun collaborations and innovative scented ap-
plications inspired by the different flavors in their portfolios. From savory flavors such
continue to penetrate the beverage as burgers and bacon to sweet flavors like donuts and ice cream, I anticipate more
space as they have in recent history, unique partnerships on scented beauty and home fragrance products,” she says.
but earthy notes will expand into
other categories in the new year.”
Falkenberg agrees. “Functional ex- revival. Origin stories and lost tradi- food and beverage purchases—choice
tracts and botanicals are trending as tions are finding a new home amid the of brands, flavors, ingredients, and
floral and botanical flavors are often post-modernization of food, coming retailers. Consumer taste preferences
combined with functional benefits. full circle to authentic and wholesome are guided by their sustainability con-
Sixty-one percent of global consumers experiences.” sciousness. Sourcing, provenance, and
are now more conscious of needing Finally, health-conscious shoppers root-to-tip utilization that supports
to lead a healthy lifestyle. They are want all-natural, clean-label ingredi- circular sustainability and offsets
mainly used in applications such as ents they can feel good about eating. food waste will be key.” So don’t forget
smoothies, hot drinks, or functional “As part of consumers’ desire for about those “neglected” vegetables
drinks—but also, ice cream, desserts, clean labels, extracts will continue and fruits, which can be upcycled into
snack bars, and cereals are upcoming to increase in popularity,” predicts snacks and jerky, or berries and fruits
applications for these flavors.” Lyons at Sensient. “Consumers that can be turned into beverages.
In fact, he says, “The floral flavor want to experience bold, new flavor There just may be a customer for that.
trend has been on the rise over the experiences, but authenticity is key.
last few years, making its mark in the They are more discerning about the OPPORTUNITIES ABOUND
confectionery and beverage cate- ingredients on labels and are seeking In 2023, food and drink makers will
gories. In the past two years, floral simple, better-for-you ingredients.” use flavors to reach a broad audience.
flavor profiles have grown +91% in The good news is that nothing is
consumer interest. We expect to see DOWN-TO-EARTH off the table; consumers are just as
florals expand in 2023 as consum- The final big trend is sustainabili- game for sweet, indulgent, com-
ers open up to experimenting with ty. “Many consumers are no longer forting flavors as they are for spicy
florals in new dishes and categories, viewing wellness as an individual international flavors and the thrill
all while bringing growing interest in endeavor; instead, they’re attentive of adventure. Discover what your
functional health to the table.” to the well-being of their commu- customers want, and make sure your
Earthy ingredients like mushroom nities and the planet,” says ADM’s flavors are on point. Remember that
are also in demand. “As plant-based Zhou. “Flavors derived from natural consumers expect to get the best of
offerings become more and more sources—like fruits, vegetables, and all worlds. They want it all, says Nair:
ubiquitous, mushrooms are, too,” botanicals—are helping meet consci- “reduced-sugar/sugar-free products
Holthaus says. “What Mintel coins entious consumers’ demands as they with full flavor and mouthfeel, plant-
as ‘The Great Mushroom Boom’ is a seek out products with clean labels based alternatives that taste like the
heightened interest from consumers that have simple, recognizable, and real deal, alcohol-free beverages with
in the earthy ingredient. From snacks ‘closer-to-nature’ ingredients.” the full flavor and tingling experi-
and meals to even cocktails (accord- Upcycling is a growing movement, ence, low cost but full flavor, etc.”
ing to Thrillist), whole mushrooms and Flavorchem predicts that “With As always, formulators should be
and mushroom flavors are popping growing concern over future food sup- prepared to deliver. “With technolog-
up all over the place. We expect to see ply, products that highlight sustainable ical refinement in taste and texture,
more mushroom innovation in 2023.” ingredients like kelp, mushrooms, jack- consumers expect healthy, nutritious,
Ancient grains like barley, spelt, fruit, upcycled pulp, and vegetables better-for-you, and sustainable alter-
farro, fonio, kamut, sorghum, and teff will drive innovative applications.” natives to deliver on the same taste
continue finding new appeal, says Kerry’s Nair concludes: “The in- experience and flavor intensity, if
Kerry’s Nair. “Age-old practices, ingre- fluence of sustainability is extending not more, than mainstream food and
dients, and recipes are experiencing a into consumer decision-making of beverages,” she advises.

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 57

 CONTRACT MANUFACTURING

T
he word hero got
plenty of play over the
past few years, both
in its literal sense and
as hyperbole. But quiz
most supplement
brand managers on who they think
the real heroes are, and they’ll really
mean it when they point straight to
their trusty contract manufacturers.
And for good reason: these
guardians of the health-and-wellness
galaxy were the first to step up when
facilities shut down, supply chains
snapped, and it seemed like the whole
world was careening toward a crash.
Yet while they deserve the laurels
we’ve heaped upon them, our indus-
try’s behind-the-scenes heroes aren’t
resting on their laurels just yet.
Why not? Because, for one, they
know that 2022’s tumult is bound to
follow us into 2023. And for another,
says Sara Lesina, MBA, general manag-
er, business unit, Europe, Sirio Pharma
(Pritzwalk, Germany), “Consumers the
world over want to move on to the next
stages of their lives.”
And when they do, she continues,
contract manufacturers—in their
typically heroic fashion—“will be
eager to support them in meeting
their therapeutic needs and health
aspirations.”

PICTURE OF HEALTH
If Lesina were to paint a picture of
the contract-manufacturing land-
scape circa early 2023, “It would
probably look like Damien Hirst’s
Cherry Blossoms series,” she says.
“This is where the artist says about

Heroic Efforts his compositions, ‘They’re decorative,

but taken from nature. They’re about
© WHO IS DANNY / STOCK.ADOBE.COM

desire and how we process things

How contract manufacturers are gearing up around us and what we turn them
into, but also about the insane visual
for a rocky road ahead. transience of beauty—a tree in fully
crazy blossom against a clear sky.’”
That’s quite a picture—but what
by KIMBERLY J. DECKER, Contributing Writer does it have to do with contract
manufacturing? More than you

58 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 CONTRACT MANUFACTURIN G
might think. As Lesina explains, off around this time of year—the Nevertheless, contract manufactur-
“After a long, dark period in which COVID years of 2020 and 2021 being ers have tools in their kit to cultivate
the world grappled with pandemic, exceptions. So while this trend will and retain talent. Notes Tricarico,
supply-chain disruptions, war, and continue through mid-January, “I’ve found that providing a supportive
economic challenges, we see signs of from there demand will ramp up corporate culture and stressing the
hope and recovery.” very quickly and stay that way until importance of work-life balance has
And we see consumers continuing summer.” helped us keep many of our A players.”
their patronage of nutritional sup- Tricarico notes that some And as for tackling inflation more
plements and functional foods, even businesses—likely those that have generally, contract manufacturers are
without a global plague staring them factored these ups and downs into pulling out all the stops. “We’ve been
in the face. In fact, industry analysts their marketing and positioning working to automate and streamline
expect growth to lift the interna- plans—will have strategies “sound production so that we can eliminate
tional nutraceutical market from its enough to roll into the new year.” waste in our processes and improve
current value of roughly $350 billion Less-prepared companies, on the our cost position,” says Doug Grubbe,
to approximately $650 billion by 2030, other hand, “might be timid or Ashland’s business manager for nu-
Lesina says.1 calculated in their approach,” he traceuticals. “With limited opportu-
suspects. nities to drive down direct costs, we
BUILDING MOMENTUM Either way, he sees light ahead: continue working to find alternate
Such growth reflects the momentum “I have no doubt that as the year sources of raw materials to increase
that health-and-wellness brands need to progresses, the picture will become our leverage in price negotiations.”
justify investing “considerable financial clearer,” Tricarico declares.
and organizational resources” into WISER THIS TIME
reaching consumers, Lesina continues, RISING TIDES Though the price of seemingly
and that leads her to foresee “tremen- But clearer doesn’t mean cloud-free. everything remains high, “Recently,”
dous growth ahead.” And as Lesina concedes, “It’s no Tricarico says, “I’ve noticed these costs
Maxine Weber, director of marketing, mystery that challenges will emerge stabilize somewhat. They’re still big
nutraceuticals, Ashland (Wilmington, this year.” concerns, but we seem to be through
DE), agrees. Mintel data on the supple- Some will even carry over from the the worst of it.”
ment market at large show that consum- previous one, like inflation. Rising Anurag Pande, PhD, vice president,
er interest in new-product development prices for everything from shipping scientific affairs, Sabinsa (East Windsor,
“is certainly picking up versus 18 months and storage space to active ingre- NJ), adds that “inflation hasn’t turned
ago,” she says, adding that an 8.7% uptick dients and packaging continue to the customer’s focus away from health.
in North American product launches weigh not just on contract manufac- Health and wellness remain on con-
from 2021 to 2022 provides “a good indi- turers, but on their customers and, to sumers’ agendas, creating the demand
cation that companies know consumer some extent, consumers, too. that allows new products to keep
demand is out there.” And with war still roiling Europe, entering the market—and that keeps
“Fuel prices continue to be on a contract manufacturers running full
SPLATTER PAINTINGS rollercoaster,” Tricarico observes. production shifts.”
Vincent Tricarico, executive vice presi- “Distribution into and out of these It also has them thinking ahead.
dent, NutraScience Labs (Farmingdale, regions is effectively nonexistent, and Now that they’re armed with the
NY), is only slightly less sanguine. businesses relying on sales originating hard-won wisdom of COVID’s crash
When asked what sort of picture from Russia or Ukraine are in trouble.” courses in supply-chain management,
he’d paint to represent the current As for wages, high turnover has consumer behavior, and more, they’re
state of wellness-industry contract conspired with lingering pandemic-era better prepared to weather whatever
manufacturing, he offers “a bunch of worker shortages to send the price of storms await, too.
splatter paintings.” labor skyward. “And because the labor “Experience counts when disrup-
That may sound dire—and market is tight,” adds Kapish Karan, se- tions hit,” Tricarico asserts. “Strong
indeed, Tricarico’s choice nods at nior technical leader for pharmaceuti- vendor relationships, realistic
dampened near-term demand for cals at Ashland, “candidates sometimes forecasting, and disciplined purchas-
contract-manufacturing services. have fewer skills. That means training ing practices have helped certain
But, he emphasizes, “We typical- can take longer, and getting new people facilities shine; those that failed to
ly see searches and inquiries tail up the learning curve adds costs.” purchase ahead, accurately forecast,

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 59

CO NTRACT MANUFACTURING
or build relationships with their ven- in any grocery or pharmacy in the world Pande says that Sabinsa offers its
dors are still struggling.” supports this,” she says. partners original-design manufactur-
In fact, Lesina characterizes herself ing services, “which take one problem
FORWARD THINKING as “a huge fan of gummies, not only off their shelves: sourcing materials
One of Sabinsa’s strategies is an because they’re tasty and easy to for formulations.” Moreover, among
initiative to “gear up our packaging take, but because, frankly, the science Sabinsa Utah’s 2023 goals is an expan-
supply chain and work with those behind the dosage form has made sion into cosmetic manufacturing, a
suppliers more closely,” Pande says. huge leaps in the past five years.” sector that Pande wagers “will be much
The company has also doubled That being the case, Sirio in 2018 in demand, given that many of our
finished-dosage manufacturing and announced a 10-year capacity-growth cosmeceutical ingredients are used in
expanded analytical lab capacity plan for its Ma’anshan, Anhui, campus, personal-care products, too.”
at its Utah location to “cope with as well as the opening of a new gum- Similarly, Ashland has courted
heightened production and testing my plant at the same location, both of calls from personal- and oral-care
requirements in the North American which Lesina says will “keep up with customers interested in incorporating
market.” growing demand for the category.” the company’s nutraceuticals into
Meanwhile, Sirio deliberately Aside from gummies, Karan points products, Karan says. Novel delivery
locates its worldwide manufacturing to premixes, stick packs, and other systems like the company’s StableFizz
assets better to create ‘a cohesive, non-tableted formats as options effervescent granulation let such
connected international supply chain gaining traction with consumers who brands create fizzy beauty-from-within
capable of managing the ups and expect variety, convenience, and por- drinks, he claims, “without significant
downs of global markets and econo- tability. “And in terms of ingredients,” investment in humidity-controlled
mies,” Lesina claims. he adds, “we see increased demand packaging.”
Yet at the same time, “We under- for fermented vitamins and organic But Tricarico believes it’s still the
stand the importance of being close ingredients.” basics that form the foundation of
to markets and offering products and Whatever the platform or formula- a fruitful contract-manufacturing
services tailored to local consumer tion, “It’s important to remember that relationship—especially in unpre-
and customer needs,” she continues. this entire category is driven primarily dictable times. “The most important
Thus the company invested in its by consumers who are increasingly thing now is communication,” he
German operations over the past selective about the supplements they maintains: “with suppliers, employees,
two years “to ensure that they’re buy,” Lesina cautions. Pill fatigue is and customers. If you stay focused on
future-proof and able to weather real, she insists, and should guide delivering accurate and timely infor-
increased commercial demand and brands’ and manufacturers’ decisions mation, you continue doing the best
competition across Europe,” she says, around which new forms to pursue. job possible for your stakeholders.”
and it based its global R&D center in “No matter how effective an active may And if that’s what a splatter painting
Shanghai—“the perfect location to be,” she says, “it will never deliver its looks like, it’s not too shabby. “We
co-create and launch formulations therapeutic effect if consumers don’t know consumers will focus on their
with our customers”—precisely to take it as prescribed or recommended.” health now more than ever,” Tricarico
encourage such collaboration. says. “Companies with compelling
VALUE ADDED products and stories to tell will contin-
PERFECT PLATFORMS Fortunately, contract manufacturers ue to win with them. We look forward
Another way that contract manufacturers are tooling up their production lines to supporting those companies.”
are anticipating the future is by moni- accordingly—and then some.
toring consumers’ nutritional-product “In every industry, you’ve got to
preferences. adapt,” Tricarico says, “and over the Kimberly J. Decker writes for the food
While capsules, tablets, and tradi- next twelve months, I’d like to aggres- and nutrition industries from her base in the
tional oral solid-dose forms did the sively leverage our 120-plus years of San Francisco area where she enjoys eating
trick for years, an evolving consum- nutraceutical-industry experience to food as much as she does writing about it.
er, as well as improving production branch out into services beyond pack-
technologies, have made softgels and aging, label design, and fulfillment REFERENCE
gummies—which Lesina calls “the rising and provide incentives to customers 1. Allied Market R. Nutraceuticals Market.
champions”—the norm. “One glance who frequently order from or remain January 2022. https://www.alliedmarket-
down any nutritional-supplement aisle loyal to us.” research.com/nutraceuticals-market

60 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 The Strategic Partner for Health Brands
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Manufacturer health product development.

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Capsules Tablets Packaging Foods Beverages Infant formula Pet food

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GFSI and FSSC22000 certified | Women's Business Enterprise (WBE) certified

 EQUIPMENT

M
achines can
work won-
ders. No one
questions that
the Industrial
Revolution,
the transition from people working
by hand to working with machines, is
one of the dominating economic forc-
es in industry. Nutraceutical ingredi-
ent and finished-product manufac-
turers recognize the role that modern
equipment and forward-thinking
technology play in a thriving industry.
And yet, this past December, when
McDonald’s introduced its new fast
food test concept for drive-through
and pick-up at a newly opened auto-
mated location in Texas, it raised this
age-old question: can humans and
machines still happily coexist?
Charles Ross & Son Company
(Hauppauge, NY), an employee-owned,
original equipment manufacturer
(OEM), has been in the mix since
right around the time that the first
Industrial Revolution was coming to a
close, the company having established
itself in 1842.
Erin Dillon, media and marketing
coordinator at the company, points
out that Ross has been manufacturing
mixers and blenders for over 180 years.
So, as she puts it, “we have seen the
ebb and flow of progress, technology,
and global events more than your
average company.”
In fact, as Dillon tells it, “The
earliest Ross mixers replaced human

The Marvel operators manually stirring tubs of

product. Fast-forward to today, most
of our machines are supplied with

of Machines
advanced touchscreen controls and
recipe systems.”
However, she’s not worried that
machines will completely take over.
Equipment advances let
© DACO / STOCK.ADOBE.COM

“Ultimately, there are certain things

machines just can’t do—at least
dietary supplement manufacturers soar. not now—so I think the symbiotic
relationship between man and ma-
by JUDY BLATMAN, Contributing Writer chine will be safe for years to come,”
Dillon says.

62 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 EQUIPMENT
(AFC; Clifton, NJ) is one of the com-
Ultimately, there are certain things panies looking out for industry em-
ployees. In late 2022, AFC introduced
machines just can’t do—at least the AFC SpiralFeeder Push Unit
not now—so I think the symbiotic solid screw conveyor. According to
a press release, it was developed to
relationship between man and machine support worker safety by setting the
drive mechanism at floor level at the
will be safe for years to come. hopper rather than at the discharge
to invite easy access to the electric
— Erin Dillon, Charles Ross & Son
motor and gearbox without requir-
ing a ladder, mezzanine, or other
lifting device.
Volkmann Inc. (Bristol, PA) man- tablet press discharge and transfers
ufactures high-performance pneu- them directly to the bottle filling
matic vacuum conveyors, and the line or to storage, according to a
company’s vice president of sales and press release. The vacuum conveyor
marketing, David Nichols, says it’s establishes a sealed, enclosed system,
more likely that rather than humans then carefully transfers the sensitive
being replaced, “we’ll see an inte- tablets without human contact or
gration where machines help people exposure to the plant environment to
work more safely and with more prevent chipping, scratching, break-
efficiency.” age, and contamination while also
Nichols explains that “humans leaving any dust behind inside the
introduce a level of variance into the conveying system.
equation that quality-control pro-
fessionals call human error, whereas
machines usually operate with more
consistency and repeatability—
and, of course, usually at a lower
cost structure.”
But before it sounds like a win The AFC SpiralFeeder Push Unit solid screw
for machines, those benefits aren’t conveyor, introduced in November 2022.
the whole ballgame. Even with the Photo from Automated Flexible Conveyor Inc.
homeruns a machine can claim,
Nichols states that “people are According to David Nadel, design
needed to design, build, operate, and engineer at AFC, “Anyone who’s had
maintain machines, so it’s unlikely to lift an 80-lb bag over his or her
we’ll see machines replace people shoulder and climb up a ladder to
as a whole.” dump it into a mixer or some other
Nichols uses Volkmann’s convey- piece of equipment knows how dan-
ors as an example to make his point. gerous a processing plant can be.”
“Our conveyers make it safer, faster, “As equipment designers,” Nadel
and easier to transfer ingredients to continues, “we’re in a position to help
the mixer, for example, but even our Volkmann’s PPC pneumatic vacuum address worker safety issues in a way
conveyers don’t come up with the conveying system. Photo from Volkmann. that makes it easy for employers to
recipe, source the ingredients, verify improve working conditions while
the product quality, or sell product to SCORE ONE FOR also improving overall process and
a consumer,” he says. MACHINES HELPING plant efficiency. In the case of the
As an example, Volkmann’s PPC KEEP HUMANS SAFE Push Unit, the customer required a
pneumatic vacuum conveying system Process equipment manufacturer low-profile system that fit an existing
automatically captures tablets at the Automated Flexible Conveyor Inc. area with low headroom. The safety

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 63

EQUIPMENT
benefits were important to the cus- built standard machines, and it was Fabian Müller, PhD, product
tomer and very much appreciated up to the customer to make it fit manager, mixing, for Gericke, says
after installation.” into the process. Today, most of our the new compact mixer can be used
The AFC SpiralFeeder automati- industry customers need to maxi- for research and development pur-
cally transfers powders, pellets, and mize every inch of floor space, so we poses, premixes, and small produc-
other dry bulk materials from the design our screw conveyors to fit into tion quantities.
hopper to discharge via a screw auger tight spaces and odd configurations For example, he explains that
rotating inside an enclosed tube. And as needed. They also need to produce “since the development of new
it does it all carefully. a wide range of products in a variety formulations uses low volumes, this
It’s useful in dietary supplement of sizes, so we make sure our convey- mixer enables challenges in produc-
plants “for transferring vitamin pow- ors can be quickly disassembled and tion to be identified early. Then for-
der blends to a tablet press, where cleaned for changeovers.” mulations can be adjusted and tested
they excel at safeguard particle size again, quickly and in low volumes,
and shape and at keeping blends NEW COMPACT MIXER before any major investments have
blended during transfer,” says Nadel. JOINS THE LINE been committed.”
While this sit-at-floor-level equip- AFC is not the only company pump- “Consider a small vitamin and
ment line likely won’t replace all ing up smaller-sized equipment. dietary supplement company that
traditional machines that require use Gericke USA Inc. (Somerset, NJ), specializes in custom, small-batch
of a ladder or other lifting devices, it’s a multinational process equipment formulations,” suggests Müller. “The
certainly a welcome addition, with manufacturer, in April 2022 introduced Multiflux GMS Laboratory Mixer
benefits that go beyond its safety a compact model mixer to its Multi- tabletop model would allow them
profile. For example, Nadel points out flux line, bringing the number of op- to efficiently and accurately mix the
that price is another advantage of the tions in the line to seven models, plus ingredients for these formulations,
AFC SpiralFeeder. “We price it at the custom designs. The Multiflux GMS without the need for larger, more ex-
lower end of the conveying equip- Laboratory Mixer uses the company’s pensive mixing equipment.” He adds
ment spectrum so anyone operating proprietary double rotor design al- that for a startup company devel-
a dietary supplement processing line ready proven in its line of high-volume oping its own line of dietary supple-
can take a look at it without hesita- mixers. According to a press release, ments, the tabletop model “would
tion about the investment,” he says. the GMS Laboratory Mixer was de- be a cost-effective and space-saving
Nadel also believes that custom- veloped to offer the same high-speed, solution for producing small quan-
ers appreciate options. He says that gentle, and hygienic mixing capabili- tities of their products while they
“many years ago, most manufacturers ties in a low-volume, tabletop model. determine their product offering and
finalize the formulations.”
In comparison to the larger models
in the existing lineup which accom-
modate usable volumes up to 4,000
liters, the GMS Laboratory Mixer
accommodates usable volumes from
as low as 1 liter up to 20 liters. The
machine automatically directs the
materials into a fluidized zone for fast,
but gentle, interactions to achieve a
homogenous mixture in cycle times of
30 seconds or less, even mixing mate-
rials in small quantities below 0.01%.
The fluidized zone is achieved by
using two horizontally arranged, su-
perimposed, counter-rotating mixing
tools, says Müller. “This design en-
ables extremely high radial and axial
A closeup of the mixing tool inside the mixing chamber of Gericke USA’s transfer rates, resulting in the highest
Multiflux GMS Laboratory Mixer tabletop model. Photo from Gericke USA. levels of homogeneity.” The mixer, he

64 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 EQUIPMENT
says, “operates at the optimal Froude Rene Stuijt, business manager, Stuijt reveals that “the system took
number of 1.2, where the centrifugal industrial, for Cremer, says the time to develop because Cremer
forces exceed gravity forces.” need for gummy production, both had to adapt our signature counting
The new, compact GMS Labora- from a primary and secondary technology to suit harsher environ-
tory Mixer can be used inline or as a manufacturing perspective, has ments featuring sanded and sugar-
standalone unit, says Müller. become greater along with the rise coated gummies. It also took the
of nutraceutical gummies over the right partner in Spee-Dee to develop
HOW GUMMIES ARE past few years. “Cremer has supplied the corresponding bottle filling and
COUNTED COUNTS gummy counting/filling systems in transport systems.”
Cremer (The Netherlands), a leading the past,” he advises, “but they were Counting gummies presents some
supplier of product-counting machines lower-speed or more geared towards unique challenges—the separation
in the U.S. for a wide array of applica- candy gummies and not nutraceuti- of the products, for one, according
tions, introduced its HQS 1250 Count- cal gummies.” to Stuijt; another being the col-
ing & Dispensing Machine, designed Cremer’s HQS 1250 series of gum- lection of the sugar leave-behinds
specifically for gummy applications in my counters addresses the demand and other residue. Stuijt advises
the nutraceutical (and confectionery) to reach high-speed output with that “if the products are too sticky
sectors, according to the company. accuracy in the nutraceutical market, and cannot be separated, then we
With over 40 years of experience in the notes Stuijt. cannot count them accurately. If
pharmaceutical market, Cremer intro- “In conjunction with a Spee-Dee there [are] onerous amounts of sand
duced its gummy solution in partner- rotary filler, we are able to achieve a and sugar, this can wear out the
ship with filler manufacturer Spee-Dee. throughput speed of 150 bottles per internal parts of the machine faster.”
The new 12-lane counter can precisely minute on a 60-count gummy fill,” Cremer’s equipment solves that
apportion gummies of all shapes and Stuijt shares. In addition, he asserts problem, he says.
sizes to a downstream bottler or single that “what makes this system unique In addition, Stuijt points out
belt setup. With an average output of and sets it apart from the competi- that “running different shapes and
150 bottles per minute on a 60-count tion is 100% counting accuracy with sizes is not a problem [with their
gummy product, the HQS 1250 is ideal sugarcoated or sanded gummies at latest machines] as change parts
for a wide variety of gummies in typ- high speed, as well as the elimination (vibratory plates) can be swapped
ical sanded or sugared formulations, of bottle clogging during the fill- out by a line operator without the
the company says. ing process.” need for tools.”
Stuijt says that the market has
been very responsive to this new
technology development. “We
currently have two complete sys-
tems in production with a major
U.S. co-packer and are looking
to further expand in the market-
place,” he adds.

TECHNOLOGY ADVANCES
COUNT, TOO
Like so many other industries, equip-
ment manufacturers are focused on
technology discoveries and improve-
Cremer’s HQS ments that go hand-in-hand with
1250 Counting & new machine introductions.
Dispensing
Ross’s Dillon considers that
Machine was
most advancements in recent
designed together
with Spee-Dee years in process equipment have
specifically for been incremental, progressing
nutraceutical gummies. toward greater efficiency. “ While
Photo from Cremer. there have been few major

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 65

EQUIPMENT
changes in the physical compo- X-ray scanning, and other equipment, most applicable, whether it’s metal
nents of process equipment,” she last year introduced the company’s detection, checkweighing, marking,
says that “the controls side has Traceable Quality System Modular verifying, labeling, or more. Brandao
evolved exponentially. New soft- Design (TQS-MD) line. According to says that “it can all be rolled into a
ware, control systems, and user Daniel Brandao, regional sales manag- single compact system with optimal
interfaces are being implemented er, southeast, healthcare industry, “The software controlling it. It’s the way it
in order to promote higher prod- TQS-MD combines all of the inspec- is controlled by the TQS software that
uct yield, lower production costs, tions required by the nutrition sector.” makes it stand apart.”
As Brandao explains, “The TQS
software allows for centralized con-
trol of all inspection processes on the
machine, with all parameters for each
inspection process maintained in sep-
arate recipes that can be applied to
a group of SKUs or uniquely for each
SKU. These parameters can change
the speed of the line, allowable weight
range, and even turn off a specific
process that may not be required
for that SKU.”
Further, he says that line operators
do not need to learn how to operate
individual human-machine interface
(HMIs) for each inspection process.
“This helps simplify the setup of new
products and order changeovers,”
Brandao adds.
Supplement and functional food
industry customers may consider
Wipotec-OCS’s Traceable Quality System Modular Design (TQS-MD) is compatible
with a broad range of equipment. Photo from Wipotec-OCS. whether they will also find value
and relevancy in other aspects of the
software. For example, Brandao notes
that the software behind the TQS
system was designed for pharmaceu-
While there have been few major tical serialization printing require-
ments, where UPC barcodes are being
changes in the physical components of replaced with 2D data matrices. He
process equipment, the controls side understands that “while this doesn’t
offer much value for the nutrition
has evolved exponentially. sector currently,” it does mean that
the TQS systems are prepared for the
— Erin Dillon, Charles Ross & Son retail industry barcode transitions
set for 2027 by the retail industry in
collaboration with GS1 US to equip
retailers—and consumers—with
more information about the prod-
longer service life, better moni- For the dietary supplement indus- ucts they buy.
toring, automatic data logging, try in particular, it’s the modular as- Brandao states that “some of the
and improved operator safety.” pect that is especially appealing, says largest retailers are already working
Wipotec-OCS Inc. (Lawrenceville, Brandao, because the building-block out the kinks with an upgrade from
GA), a leading manufacturer and sup- concept allows a company to link to the UPC to the 2D codes, and the
plier of precision in-motion weighing, the segments of equipment that are TQS systems offer companies the

66 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 EQUIPMENT
capability to keep up with this major NOVEL BOTTLE-HANDLING What Deitz particularly likes about
packaging change.” TECHNOLOGY the product is that the automatic
On the production side, Brandao The Deitz Company (Wall Township, counter that “features our propri-
observes that a TQS-MD system has NJ) is a 60-year-old family-owned etary counting sensor can accu-
the ability to save actual product and -operated packaging machin- rately count nearly any type of solid
weights measured and the metal ery manufacturer. According to dosage form, even clear gel caps that
detector pass/fail results for each the company’s technical product are virtually invisible, with 99.99%
serialized product inspected. “This manager, Dan Deitz, the company accuracy.” With just one counter, he
data can be saved in batch order and prides itself on “offering reliable says, “a supplement company can
retrieved at any time in the future,” equipment that’s easy to use at an count and fill nearly any or all of its
he advises. “Customers currently affordable price point so growing products. Plus, we include casters
using this can reduce errors or inef- companies can automate one step in as standard so it can roll up to any
ficiencies in production and reduce the process at a time and add more conveyor and be ready to run in just
the cost and time of recalls should as business grows.” a few minutes.”
any occur,” he adds. Among the many products the firm When it comes to his customers
Sales and marketing departments, manufactures to help customers are and potential customers, Deitz sug-
too, will be able to acquire more granu- the Pharmafill TC3 capsule counters gests that “growing companies like
lar data on the products they repre- that incorporate novel bottle-handling having access to the same counting
sent, according to Brandao. And as technology that enables tablet-counting technology as in our fully automated
for retailers and consumers, he shares machines to be linked in series for in- TC3 that very big companies use—
that “scanning a serialized code, one creased capacity and faster production but in a compact, semiautomated
would now be able to learn the exact rates. According to a press release, the model they can set on any table or
times and quantities that a product is Pharmafill TC3 is suitable for counting countertop.”
purchased, as well as locations where and filling capsules, softgels, caplets, He explains that with the TC4 mod-
consumers interact with any marketing pills, and more, and helps customers el, “one operator sets empty bottles
efforts embedded into the 2D code.” match production requirements to the at the discharge, then removes them
Brandao says this data is cur- batch volume or continuous run of tab- when filled every few seconds and
rently available to a certain extent, lets at any given time through the pro- repeats the process. Owners of some
but the quality of information prietary index timing technology that companies do this themselves. In oth-
greatly increases with the software automatically controls and directs the er cases, an entry-level employee does
associated with the Wipotec-OCS flow of empty bottles from a conveyor or the counting and filling so manage-
TQS-MD machines. two or more electronic tablet counters. ment can focus attention elsewhere.
Its user-friendly design makes it very
easy to learn and use, and it can be
adjusted to the working speed and
style of the operator in seconds.”

WHAT’S IN STORE FROM

EQUIPMENT MANUFACTURERS
IN 2023?
Custom designs are always in fash-
ion, and machines are no exception.
For companies concerned about the
cost of customization, Dillon ac-
knowledges that while cost is always
a consideration, “the first step should
begin with proper mixer selection,
because most products can be made

The Pharmafill TC3 counter from Deitz

features novel bottle-handling technology.
Photo from Deitz.

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 67

EQUIPMENT
using a variety of mixing equipment AFC’s Nadel also sees automated inspection equipment to help com-
and manufacturing methods. Some equipment continuing to gain favor panies prevent errors in cotton
just work better than others.” in 2023. He says that “as a manu- insertion, tamper-evident-band
But, as Dillon says, “once the facturer of automated equipment, application, and several other
proper mixer has been chosen, it can it’s easy to say that ‘we see demand operations.”
be customized to meet a variety of re- for more automation in 2023’—but As for Cremer, Stuijt says that dietary
quirements at different price points.” that’s exactly what we’re seeing.” supplement manufacturers can expect
Dillon believes that taking the time Nadel explains that “a lot of a new range of intuitive, flexible, and
and effort to determine the best mix- manufacturers and processors are efficient standalone bottle packaging
ing strategy for customers is key. And, still struggling with staffing, and machines in 2023. “It will start with the
she advises that “we have a state-of- automated equipment like our AFC new BU 300 Bottle Unscrambler, which
the-art Test and Development Center SpiralFeeder helps protect companies is ideal for feeding small and medium
that allows customers to see, in real against workforce uncertainty.” As far batches of round or square bottles up-
time, how Ross mixers can improve as new equipment in 2023 is con- right into a production line,” he advises.
their product and/or process.” cerned, Nadel articulates that “we’re Cremer also has plans to introduce
From Volkmann executive Nichols’s design engineers, so we’re always an inline bottle capper, dubbed the BC
perspective, “the move to automation working on new ideas.” 200 Bottle Capper, which can apply
is not going away.” In fact, he shares At this point, Nadel notes that caps with an accurate torque or press-
that “companies that tested the wa- AFC is “planning to introduce on force at a pace of up to 200 caps per
ters automating one or two steps in another sanitary version of the AFC minute, according to Stuijt.
a process have seen enough improve- SpiralFeeder that would comply with He shares that both machines offer
ment to look into automating more the most demanding levels of clean gentle bottle handling, easy mainte-
and more of the process.” any test and inspection manager nance, and cleaning with a central intu-
Nichols finds that his company might require.” itive HMI with Smart Control, enabling
“gets calls from customers with our Deitz says that “the dietary supple- user-friendly operation, easy reporting,
conveying systems who want to get ment industry has been taking a large statistics, and connectivity to other
the same systems for their other chunk of business away from the machines. Stuijt adds that “all these
plants, or they want to add our aux- pharmaceutical industry for years, factors will contribute to a particularly
iliary equipment to automate bulk and 2023 will be no different.” high economic efficiency.”
bag unloading, for example. As long He believes that “as more and more Dillon also reminds us of the
as the labor market remains a chal- of these young businesses see success, pandemic’s lasting mark. She says
lenge, and as long as owners and their owners can reinvest in their that “as product demand increases
managers want to provide a safe operations.” He adds that “given the and workforce challenges arise, the
workplace, then automated equip- state of staffing issues today, many top priority of most of our customers
ment like ours will be in demand.” are reinvesting in new machinery and in this late phase of the pandemic is
Nichols says that in 2023, Volk- equipment, moving away from manu- production floor efficiency. The pan-
mann is planning to introduce “our al filling and packaging that demands demic exposed several weak points
latest vibratory feeder for accurate a lot of human resources.” in the supply chain, but it has also
weighing and dosing ingredients into It’s no surprise that Deitz, too, opened up a world of possibility.”
a process or filling line.” He adds that is a fan of automation, and he sees
“a lot of companies are wasting a lot his customers “pushing forward
of product with inaccurate weighing towards automated processes that Judy Blatman Communications LLC
and dosing, and with the rising cost can work faster, 24/7, with little specializes in strategic counsel, media training,
of ingredients, it’s important to pay or no supervision.” He advises that writing, and talent solutions. Blatman spent 16 years
attention to every step in the process later this year, “we’re planning as senior vice president of communications at the
and find savings wherever possible.” to roll out a brand-new line of Council for Responsible Nutrition.

Don’t miss the latest industry news and business trends!

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 BLOOD SUGAR SUPPORT

I
n a relatively short amount of
time, the blood sugar nutra-
ceutical space has gone from
a very specialized market tar-
geted towards diabetics and
prediabetics to a more holistic
arena targeted towards anyone interest-
ed in maintaining a healthy lifestyle.
Why? The effects of added sugar intake
stretch far beyond the body’s ability to
produce and manage insulin to include
high blood pressure, inflammation,
weight gain, and more—areas that
appeal to a wider swath of consumers
than just diabetics.
The COVID-19 pandemic only
increased consumer interest in blood
sugar management products as con-
sumers became more invested in their
overall health. In fact, according to a
global survey from Beneo (Parsippany,
NJ), almost half of U.S. consumers (45%)
are very or extremely concerned about
high blood glucose levels, and 40% say
they have plans to address their blood
sugar levels over the next year.

INTEREST HEIGHTENS IN
LOW-GI PRODUCTS
As trends generally move towards
healthy living, consumers are
reading labels more carefully than
ever before. “As such, companies are
developing and launching foods with
a low glycemic index (GI), low sugar

Blood Sugar content, or with no added sugar,” says

Ariati Aris, scientific affairs specialist
at PhytoGaia Sdn Bhd (Malaysia).

Management Gets “Without doubt or hesitation, low GI,

low sugar content, or no added sugar
will be the eye-catching headings on

a Holistic Makeover packaging, labels, and websites.”

To that end, Beneo’s line of chicory
root fibers plays a role in support-
New research in the blood sugar management market ing low-glycemic claims while also
© GARGONIA / STOCK.ADOBE.COM

enriching foods and beverages

shows promise for widely applicable ingredients with prebiotic dietary fibers. New

like chicory root fibers and antioxidants. research published in 2022, conduct-
ed by Perfood GmbH (Germany) in
collaboration with the University of
by MELISSA KVIDAHL REILLY, Contributing Writer Lübeck (Germany), demonstrated
that the combination of Palatinose

70 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

 BLOOD SUGAR SUPPORT
(Beneo’s isomaltulose) and OraftiSyn- direct blood glucose management FUTURE
ergy1 (Beneo’s oligofructose-enriched and offers indirect support through What’s ahead for the blood sugar
inulin), independently of each other, its potential antioxidant activity and management market? Ingredient
support blood glucose manage- robust inflammation regulation.” In suppliers took out their crystal ball
ment under real-life conditions. 1 fact, a new double-blind, random- and provided some insight.
In comparison to sucrose, Palati- ized, placebo-controlled crossover
nose showed a lower blood glucose study showed that 200 mg per day Crossover products. According to
response, a lower and more balanced of Eriomin reduces blood glucose by Kalyanam Nagabhushanam, PhD, of
blood glucose profile for the day, plus 5%, by increasing glucagon-like pep- Sabinsa, blood sugar products would
a slow release and sustained glucose tide 1 (GLP-1) by 17% and decreasing do well to appeal to a wider swath
supply. In addition, and independent- systemic inflammation. 2 of consumers. “While people don’t
ly of the carbohydrate consumed, At PhytoGaia, vitamin E is front usually think about their blood sugar
OraftiSynergy1 supplementation and center because its antioxidant until their doctor tells them they need
resulted in a significant decrease in properties can decrease oxidative to, they do think about their weight,”
glycemic variability over time. The stress and inflammation. One new he says. “Products for heart health and
study design also demonstrates that study showed that supplementation weight management can also have
both Beneo’s Palatinose and Orafti- with palm tocotrienol for a period of blood sugar support benefits, which
Synergy1 deliver health benefits in 12 months could slow the progression we at Sabinsa think is an opportunity.”
the context of personalized nutrition of diabetic kidney disease (DKD), par-
by addressing individual dietary ticularly in those with stage III chronic Low-GI claims. The diabet-
needs, a diet approach that is appre- kidney disease (CKD) or positive ic population is growing, and so
ciated by more and more consumers urine microalbuminuria. In this study, are healthy-living trends overall.
when it comes to topics such as supplementing with 400 mg of tocot- “Knowing sugar intake is one of the
weight management and ensuring a rienol daily improved renal function, causative factors [ for diabetes] and
healthy body and mind. measured by a significant decrease in is widely known among consumers,”
To appeal to a wider clean-label serum creatinine and an increase in says Aris. “I expect more compa-
audience, Beneo recently launched estimated glomerular filtration rate nies will focus on and launch new
organic options of its chicory root (eGFR).3 PhytoGaia produces a natural products with low-GI and low-sugar
fibers. Grown and harvested by and sustainably sourced full-spectrum content, without sacrificing taste.”
certified-organic farmers in Belgium, palm tocotrienol/tocopherol complex
these ingredients offer natural pre- under the brand name TocoGaia. Esports on the rise. Gamers spend lots
biotic fiber and improved taste and At Sabinsa (East Windsor, NJ), of time sedentary, often into the wee
texture while enabling fat and sugar amla-derived Saberry standardized hours of the morning, consuming sugary
reduction in a variety of products. beta-glucogallin showed incredi- drinks and snacks. As a result, they’re
ble promise for controlling blood a population at risk for dangerously
ANTIOXIDANTS AHEAD! sugar in subjects with dyslipidemia high blood glucose levels, says Brewster.
New research is emerging that con- when compared to metformin in a “People are looking for personalized
firms the benefits of antioxidants for 2022 study. In this particular study, nutrition but also want clinically backed
blood sugar management. daily supplementation with Saberry products to show various health ben-
“Citrus flavonoids are beginning significantly decreased fasting blood efits,” he says, and the esports market
to make more headway due to their sugar and postprandial blood sugar is ripe for blood glucose management
multifunctional approach and numer- levels, hemoglobin A1c levels, and ingredients and products.
ous published clinical studies,” says Rob lipid levels.4
Brewster, president of Ingredients by Going forward, experts expect
Nature (Montclair, CA). The company’s to see more supplement products Melissa Kvidahl Reilly is a freelance
proprietary ingredient, Eriomin, is a taking into account these and other journalist and copywriter specializing in the
specialized blend of lemon-derived blood sugar management ingredients, health and wellness industry.
bioflavonoids composed primarily of whether they’re designed for blood
eriocitrin. “Eriomin takes what we call a sugar or not. “I believe blood sugar View References at
triple-pronged approach to prediabetes management products will take a NutritionalOutlook.com/
management,” Brewster explains. “It more holistic approach to overall view/blood-sugar-manage-
helps to improve insulin sensitivity for health and wellness,” says Brewster. ment-gets-a-holistic-makeover

NutritionalOutlook.com JANUARY/FEBRUARY 2023 | NUTRITIONAL OUTLOOK 71

 LAST BITE

lue, historically, decade. They have designed

B has been a pretty

difficult color to
achieve through
an enzyme that can convert
other anthocyanins in red
cabbage into the blue color
natural means. This is compound at high efficien-
because common sources of cy. Subsequently, a startup
natural blue color, such as called Peak B was founded to
spirulina extract, can have commercialize the enzyme
some technical challenges. technology, by two research-
Given these challenges, it ers working on this enzyme:
is important to protect the Justin Siegel, PhD, faculty
phycocyanins in spirulina director of the Innovation
from heat and acidity during Institute for Food and Health,
the manufacturing pro- and Pamela Denish, PhD, who
cess. “For maximum color was a graduate student at
retention, manufacturers the time and is now currently
should either minimize heat chief science officer of the
exposure as much as possible startup.

A Better
or slightly increase the color
dosage,” explains Alice Lee, NATURALLY BOLD
technical marketing manager Although the color blue has
for GNT USA LLC (Tarry- until now been associated
town, NY). “They should also
ensure that any acid used in
the formulation is blended
in well before adding the
Blue with artificial coloring, says
Lee, the mentality is shifting
into what GNT calls “Healthy
Hedonism,” based on its own
spirulina product.” Natural blue food coloring is becoming trend analysis.
Some suppliers like GNT
have devised ways to make
more versatile and speaks to a “The trend is being driven
by Gen Z consumers. They
their spirulina more stable new generation of consumers who want want joy and excitement
in heat and lower-pH ranges. and, as a digital generation,
In the case of GNT’s Exberry vibrant colors and clean-label products. they’re especially interest-
Blue Beverage Solution, “It ed in visually striking food
by SEBASTIAN KRAWIEC, Editor
means manufacturers can and drink that can make an
achieve a bright turquoise impact on social media. At
blue shade in acidified pH such as [in] dairy prod- blue anthocyanins in red the same time, they’re also
beverages with a pH range ucts,” explains Lee. “However, cabbage are only present in conscious consumers who
between 2.6 to 3.4,” says Lee. most products in the food and very small amounts. want healthy, sustainable,
While spirulina is a great beverage categories have a A team of researchers led and ethical products,” Lee
natural option for blue colors much lower pH; thus, the color by scientists at the Mars explains. “Natural blues are
because it is the closest shade hue from butterfly pea [ flow- Advanced Research Institute perfect for the Healthy Hedo-
to Blue 1, there are other er] extract will be more violet and Mars Wrigley Science and nism trend…Its optimistic,
options. One is butterfly pea purple rather than blue.” Technology—in collaboration ethereal, and dreamy palette
flower extract, which FDA Another option that is not with the UC Davis Innovation is ripe for next-gen food and
approved in 2021. However, yet available commercially Institute for Food and Health; beverage innovation.”
depending on the pH, the hue but may be on its way is The Ohio State University;
© GULSINA / STOCK.ADOBE.COM

of this extract may be more natural blue color from the Nagoya University, Japan; REFERENCE
violet than blue. “The pigment anthocyanins in red cab- the University of Avignon, 1. Fell, A. A New Natural Blue for
in butterfly pea [ flower] ex- bage.1 Red cabbage extracts France; and SISSA University, Food Coloring. UC Davis. April 7,
tract is an anthocyanin, which have been used as natural Italy—have been working on 2021. Accessed January 26, 2023.
means that the color hue is food colorings particularly isolating a blue anthocyanin https://www.ucdavis.edu/news/
blue only at very high, neutral for reds and purples, but the from red cabbage for nearly a new-natural-blue-food-coloring

72 NUTRITIONAL OUTLOOK | JANUARY/FEBRUARY 2023 NutritionalOutlook.com

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