Wakunaga
Xlear

Gut Check

by Kate Quackenbush | March 1, 2012

As consumers abandon prescriptions and OTC medications for natural solutions to their digestive issues, retailers lean on suppliers for standout products

ACcording to the U.S. Dept. of Health & Human Services, health resources and services administration, digestive disorders, or gastrointestinal (GI) diseases, are estimated to affect 60 to 70 million people in the United States. This huge market seems to have been seeking relief at the drugstore, according to the July 13, 2010 issue of Pharmacy Times. Noting a September 2009 BCC Research report on GI pharmaceuticals, it reported the U. S. market for GI disorder treatments hit overall sales of $31.1 billion in 2009, and is expected to increase to $32.2 billion by 2014. Prescription GI drugs accounted for $26.3 billion of this total in 2009, and that amount is projected to increase to $27 billion in 2014.

While pharmaceutical sales are projected to rise, interest in the natural channel might suggest otherwise. For Walsh Natural Health in Evanston, IL, digestive health is very important to its customers, according to Owner Lynn Bednar, who said that it ranks as a major concern with her shoppers. “We have many long-term customers who usually know what they’re looking for.About half, though, don’t even know what a probiotic is,” she acknowledged. “If people are on PPIs [proton-pump inhibitors], we try to give them information on other ways to deal with heartburn/ acid reflux. I hate to see people on these drugs because of the mineral Deficiencies they can cause in the long run, especially when there are so many natural solutions.”

“By all indications, digestive distress is one of the leading health challenges. The prescription and OTC drugs for this indication continue to occupy the top 10 year after year,” said David Barton, director of education with Florida-based Enzymedica. “I believe that this already strong market will continue to strengthen in the natural foods industry as people look to depart from symptom relief and look for healthy solutions.”

SAD Situation

“The digestive health category is one of the fastest growing in the supplement aisle, perhaps because over 83 percent of the population is dealing with some degree of digestive stress, which can impact the body’s ability to function fully,” said Guy Devin, PhD, chief of education and business development— West with Florida-based NaturaNectar LLC. “Cellular synergy is critical in how the body functions and maintains normal homeostasis. When our food supply is littered with GMO’s, high sugar content, rBGH, other growth hormones and food additives, the synergy of the cells is gravely impacted.”

Indeed, the standard American diet— aptly earning the acronym SAD—is driving customers to the natural channel, like Nature’s Pantry in Independence, MO, which devotes 12 feet of shelf space to digestive products. “The combination of an increased amount of people experiencing digestive issues and more information that’s readily available to consumers has them actively seeking relief,” said Bob Perkins, co-owner of the 15,000-square-foot store. “Especially in today’s fast-food society, we’ll have people coming in looking for a way to get through the day. Our staff will begin by talking to them about their diet and helping them understand that they don’t have to go to bed with acid reflux—there are great alternatives available.”

It’s a similar situation for A Matter of Health, a five-store chain based in Nanuet, NY. Owner Heddy Tabet said he has seen an increased interest in the digestive category as conversations with customers about their health are often traced back to their diets. “We’re seeing more interest than ever before. For anyone coming in our store with health questions, we have to guide them to digestive products because so few Understand how important digestive enzymes and probiotics are,” he explained. “People don’t understand what they’re doing to their bodies with all the processed food and junk out there.”

Digestion Staples

Since approximately 70 percent of immune cells are located in the digestive tract, good intestinal microflora balance is not only important for digestion, but plays a vital role in reinforcing immune health, according to Angelica Vrablic, PhD, nutrition research manager with New York-based American Health, a key supplier of A Matter of Health.

“We see strong consumer interest in probiotics and digestive enzymes

DIGESTIVE HEALTH

Educational campaigns have helped the consumer understand that probiotics are a natural part of the digestive tract and should be replenished on a regular basis,” she said. “Since enzyme production naturally decreases as we age, many individuals (who are experiencing more frequent digestive issues as they get older) look for enzyme supplements to assist with digestion.”

To that end, American Health offers Enzyme Probiotic Complex, a dualaction formula that delivers multi-level digestive and nutrient absorption benefits through both the stomach (enzymes) and intestinal tract (probiotics) in one convenient supplement. It offers the “best of both worlds,” according to Vrablic—high-performing nutritional essentials including nine active, naturally based digestive enzymes and two billion bio-active probiotics (at time of manufacture) from five strains. “It provides a broad spectrum of enzyme activity for thorough protein, fat and carbohydrate breakdown, and supports any and all dietary plans including low fat, low carbohydrate and protein-based diets.”

Tabet noted the Enzyme Probiotic Complex is a top-seller in his stores. “It does well for a number of reasons. First, our on-staff nutritionist has had ample training, so he can easily explain the benefits to customers. Second, it’s a little cheaper than other brands of enzyme supplements with comparative ingredients and potencies,” he said. “But most importantly, it works.”

Results and education are indeed keys to success in the natural channel. A top product for Nature’s Pantry is Enzymedica’s Digest Gold. While Barton credits the product’s success to the company’s technology advancements (it features Enzymedica’s Thera-Blend™ technology, an exclusive process for its protease, lipase, amylase and cellulase, where each of these enzymes actually represents multiple blends), Perkins offered a different perspective.

“Digest Gold is our No. 1-selling digestive supplement. Yes, it’s a little more pricey than others, but our customers are experiencing results and are willing to pay for a quality product to get those results,” he said. “We have a great Enzymedica rep in our area and his repeat presence in our store has built a huge loyalty with our customers—they’re always asking when he’s coming in. Having ample educational materials on top of having the rep in our store helps to explain why the cost is higher and what exactly they’re paying for.”

“We have continued to research and improve our exclusive blends,” said Barton. “Enzymedica does this at a considerable expense, and from a label description, Enzymedica also sacrifices active units to provide the best blend Possible. We believe the customers notice a distinct difference.”

Meeting Specific Needs

While proven ingredients, such as enzymes and probiotics, have made an impression with consumers, manufacturers know they need to continue to push product development. From American Health’s perspective, that means delivering combination formulas that contain well-researched ingredients able to deliver synergistic benefits. At the same time, the consumer wants them to be cost effective, according to Vrablic.

Deerland Enzymes, a contract manufacturer based in Georgia, has observed the same demand and is responding. Condition-based supplements and systemic enzyme supplements have become very popular with our customers,” said Scott Ravech, the company’s CEO. “We are developing formulations designed for targeted segments of the market with products for gluten intolerance, digestive wellness, protein absorption and antioxidants, just to name a few.” He offered ThioZyme™ AO, a broad-spectrum antioxidant that combines enzyme and the patented Thione™ complex to combat free radicals in the system, as an example.

As multi-component formulations have become popular with customers seeking to decrease the amount of supplements they are taking, the company has developed a service named YourBlendSM to provide its customers with a platform to customize their formulations to the specific performance benefit(s) they seek in an enzyme-based supplement.

“We devote a considerable amount of time and resources during the concepts stages to work together with each customer to create a product that is more aligned with their definition of an effective enzyme-based formulation and will address their specific performance needs,” said Ravech, who added that most of Deerland’s products are designed and manufactured under the strictest compliance of confidentiality, produced in a cGMP facility audited twice annually by NSF International.

Real Differentiation

While natural retailers are eager to find solutions to their customers’ digestive issues, they’re looking for help to meet the category’s distinct challenges. In particular, product proliferation, offered Walsh Natural’s Bednar. “It seems that a lot of vendors expand their product line just to do it and not really because they’re adding anything that thoughtful or unique,” she said. “We like to have What we consider best-in-category in every section, and due to our limited shelf space, this becomes difficult with so many products.”

It’s a similar situation at Clark’s Nutrition Center, a three-store chain based in Riverside, CA. Offering approximately 125 products that address digestive concerns, Wayne Grubacich, supplement buyer, said that it’s a key category across all three stores. “Around 15 percent of our customers have questions about digestive health. Some have done research, but generally most customers come to us looking for help finding the right product,” he said. “Clark’s prides itself on customer service and we go to great lengths to secure what our customers are looking for, but it’s a real challenge trying to make room for all the new items coming out. Currently, I’d like to see fewer ‘me-too’ items—it seems as though each company is trying to add more SKUs simply with larger amounts of ‘live’ bacteria.”

Ingredient Innovation While probiotics and enzymes have long been staples of the digestive category (and often subject to the “me-too” situation Grubacich described), NaturaNectar is seeking to establish a third to that list: bee propolis.

Gastro Guardian™, NaturaNectar’s digestive flagship product, is just hitting its stride with U. S. distribution, but the unique formula has been successfully used for decades In Scandinavia as Salomon Propolis™ with close to a million units sold. Leveraging its partnership with Scandinavian PRC – Propolis Research Centre A/S, NaturaNectar utilizes a formula originally developed by acclaimed Pharmacist Sven Salomon, who added to FLAV™ (the flavonoid extracts of bee propolis NaturaNectar uses) the right amount of licorice DGL and fenugreek seed extract, according to Jose Luiz “J.L.” Paes-Leme, founder/CEO of NaturaNectar LLC & PhenolicFactory™LLC. “In this synergistic formula, FLAV provides protection to the stomach liner and, together with licorice DGL, is able to alleviate occasional acid regurgitation.eanwhile, fenugreek seed extract supports digestion and reduces the incidence of gas.

“The product was introduced just last September and customers are really responding to propolis as a digestive and immune supportive supplement,” said Paes-Leme, who added that this year the company will be rolling out an aggressive advertising and educational campaign to increase awareness of the line and drive traffic to stores. “Our primary focus is to spread the word that consumers have options for their health that are safe and natural for their bodies. As a company, we are bringing to the forefront the power of the hive and educating the consumer as to the incredible compounds found naturally occurring in propolis.”

Enzymedica is also excited about an ingredient innovation it hopes to bring to the retail market in the near future. In September 2011, the company launched a Health Professional line called Enzyme Science that features a new technology, ATPro. “Certain stressors, such as age and exercise, can diminish ATP levels,” Barton explained. “Supplementing with ATP and nutraceuticals that support ATP production complement the body’s natural energy production, can decrease the energy demand of the digestive process, support nutrient absorption and improve Hcl availability in the upper GI. We are very excited about this new ingredient.”

Delivery

When it comes to the digestive category, retailers agree that customers tend to favor capsules or tablets, but California-based Rainbow Light’s newest advancement, Probiolicious™ Gummies, hopes to buck that trend. “Probiolicious Gummies are delicious cranberry flavored, shelf-stable prebiotic and probiotic gummies with one billion colony forming units (CFU) of Lactobacillus sporogenes per serving.The product is sweetened with fructooligosaccharhides (FOS) and inulin, which provide natural prebiotic activity,” said Marci Clow, MS, RD, senior director of product research with the company, adding that the ingredients were chosen for shelf stability and digestive benefit. “The use of prebiotics from inulin and FOS help to sweeten the product, but also promote the growth of healthy bacteria in the gut.”

Clow noted that stability is one of the biggest formulation challenges when using probiotics. There are many products, which not only require refrigeration, but also lose their potency rapidly over time. Rainbow Light has gravitated toward using sporulated strains of probiotics Such as Bacillus coagulans (aka. L. sporogenes), which allows the company to be able to claim full activity at the product’s date of expiration.

“Consumers always respond well to products that make a difference in the way that they feel. Convenience, palatability, swallowability and varied delivery options are also considerations for locking in a repeat customer,” she said.“Gummy products are very popular and provide a tasty alternative to swallowing pills. This particular delivery also provides an environment for the stability of the probiotics. This product was introduced in February 2011 and is performing well.”

Visit vitaminretailer.com to learn about digestive product manufacturers’ retailer support and their advice on effectively advising customers within the limits of the law

For More Information;

American Health, (800) 445-7137
Deerland Enzymes, Inc., (770) 919-8907
Enzymedica, (888) 918-1118
NaturaNectar LLC & PhenolicFactory LLC, (954) 376-6595
Rainbow Light Nutritional Systems, (831) 429-9089

Don't Miss Out!

Sign up for Vitamin Retailer Digital Newsletter
Digital Newsletter
Subscribe to Vitamin Retailer Magazine
Vitamin Retailer Magazine

Industry Professionals
Stay Informed!

Stay informed about the latest health, nutrition, and wellness developments by signing up for a FREE subscription to Vitamin Retailer magazine and digital newsletter.

Once subscribed, you will receive industry insights, product trends, and important news directly to your doorstep and inbox.

Subscribe To Our Newsletter

Stay Informed! Breaking news, industry trends featured topics, and more.

Subscribe to our newsletter today!