A wealth of information available on digestive health has more consumers examining natural solutions.
The U.S. Department of Health and Human Services’ Digestive Information Clearinghouse (NDDIC) estimates that digestive complaints or diseases affect approximately 60-70 million people. However, people suffering from digestive issues are becoming more aware of the natural products that can substantially improve digestive health and promote overall health and wellness, according to President of California-based Naturade, Derek Dearwater.
Sensitive System
Digestive health begins with our chosen meal on any given occasion, explained retailer Jason Bander, Lifethyme Natural Market in NY. “One bad meal can disrupt a system for a few hours or a lifetime in extreme cases,” he said. “How does a person chew their food? Do they have healthy levels of digestive acids in their stomach? This is the beginning. How healthy is their small intestine and large intestine? Do they have a healthy colon? A problem with any one of these can become a hazard to a person’s overall well-being.”
According to Lori Ellsworth, vice president of marketing for Enzymedica, Inc. (Venice, FL), “Consumer trends are showing that more people are looking for natural solutions for their digestive health and wellness needs. There is a wealth of information online that is readily accessible to consumers to help them research, learn and make informed choices,” she said. “The medical and scientific literature is now being flooded with numerous studies [including The Human Microbiome Project, a five-year study being conducted by the National Institutes of Health] on the impact of the gut bacteria called the microbiome on one’s health and well-being. Intestinal bacterial imbalances are now being linked to the ‘who’s who’ of chronic debilitating diseases, from allergies and autism to neurologic disorders. It is not surprising to see the major chronic diseases of our time linked to the intestinal microbiome, as these diseases are known to be lifestyle related just as the microbiome is.”
Jay Levy, director of sales with Wakunaga of American Co., Ltd. (Mission Viejo, CA) reported that the digestive health market is growing rapidly and, according to Market-&Market, is currently valued at $265.9 million. It is expected to grow to $495.3 million this year at a compound annual growth rate of 13.2 percent, he noted. And if probiotics, prebiotics and dietary enzymes can help reduce these costs, then they are worthy of consideration, explained Trisha Sugarek MacDonald, BS, MS, director of research and development, national educator, Bluebonnet Nutrition Corporation (Sugar Land, TX).
Probiotics
The probiotics segment of the digestive health market has doubled since 2005 to $1.5 billion and is expected to continue to grow at a similar pace as consumers are becoming increasingly aware of digestive health supplements and are showing interest in taking care of their digestive issues with supplements, explained Dearwater.
Naturade produces a pre- and probiotic-based formula called Symbiotics Colostrum Plus, designed for people who want to optimize a healthy gut, as well as immune system.
Brenda Watson, founder of Texas-based ReNew Life Formulas, Inc., also pointed to The Human Microbiome Project, which is helping determine how changes in our microbial environment are associated with human disease and health, and giving perspective of how probiotic supplements have gained natural awareness.
ReNew Life Formulas, Inc. has created the Ultimate Flora line dedicated to improve gut health. “Ultimate Flora Critical Care 50 Billion, a high-potency daily probiotic for critical care needs, is consistently our number one seller,” Watson said.
Probiotics are essential for digestive health because they supply strains of bacteria that help digest food and cultivate healthy intestinal flora within the G.I. tract, Levy added. “Through the use of probiotics, consumers are able to enhance digestion naturally, assimilate vitamins and nutrients more efficiently and promote a stronger immune system.”
Based on the single LP229v strain, Wakunaga has created Probiata Digestion Support and Probiata Critical Care, two new high-potency supplements, Levy reported. “Probiata can fortify the digestive system so it can more readily tackle the digestive challenges of everyday life.”
Some of the important functions of probiotics include the following: they regulate digestion and absorption of nutrients, provide anti-inflammatory activity, regulate acid-base balance, enhance immune function, neutralize and/or remove toxins, stimulate production of protective mucus and produce a range of natural health-promoting antibiotics in the G.I. tract, noted Ross Pelton, RPh, CCN, scientific director for Texas-based Essential Formulas.
According to WebMD, a normal human digestive tract contains about 400 types of probiotic bacteria that reduce the growth of harmful bacteria and promote a healthy digestive system. Wisconsin-based Probium LLC produces a variety of Probium Premium Probiotics with a symbiotic effect. These include its Single, Dual, Multi, Pro-Cran, Ten Strain and Kids blend, as well as Oral Blis Combo. “Lactobacillus (common to the small intestine) and bifidobacterium (common to the large intestine and colon) are the two most commonly known classes of probiotics. However, it is now becoming clear that various strains of these probiotics provide unique and specific benefits. Hence, the benefits of probiotics must be evaluated on a strain-by-strain basis,” Pelton said.
The manufacturer Probulin (Topeka, KS) bills itself as “The Next Generation in Probiotics,” and offers probiotics designed to support various health issues, including Daily Care, P-Pak, Original, TrimSynergy, Colon Support and Women’s Health. All of the products are non GMO (genetically modified organisms), shelf stable, gluten, soy, wheat, dairy and magnesium stearate free, and are vegetarian. In addition, they all include a minimum of seven to 12 strains and a patent-pending MAKTrek 3-D probiotic delivery system.
Another probiotic line, recently updated, is from Wisconsin-based UAS Laboratories, which has formulated the UAS UP4 line, that includes Kids Cubes, Women’s, Senior and Ultra, all based on the Lactobacillus strain (L. acidophilus DDS-1).
Prebiotics
According to Bluebonnet’s MacDonald, prebiotics and probiotics are growing at a double-digit rate. “The Mayo Clinic defines prebiotics as non-digestible carbohydrates that act as food for probiotics. When probiotics and prebiotics are combined, they form a synergistic or ‘symbiotic’ relationship because they contain live bacteria and the fuel they need to thrive,” she said. “Formulas are the most successful products today in the digestive health category, since they synergistically help to replenish the healthy bacteria within the gut, which aids in the digestion of foods, as well as antagonizes the proliferation and growth of other pathogenic strains of bacteria,” she added. The company provides two digestive-friendly supplements that are made with prebiotics and probiotics, such as Bluebonnet’s Milk-Free Probiotics Plus FOS, which is gluten free and milk free, and comes in two delivery systems—Vcaps and powder. It also offers Bluebonnet’s Probiotic Chewable Acidophilus Wafers that is specially formulated with the DDS-1 strain and bifidobacterium bifidum.
Enzymes
Be it a result of an unhealthy diet or a natural intolerance to certain food-derived fats, carbohydrates or proteins, many consumers experience gastrointestinal discomfort due to digestive enzyme deficiency, noted Wakunaga’s Levy. “Luckily, digestive enzyme supplements are available to help the body break down food more easily, as well as absorb beneficial nutrients better. While digestive enzymes can support overall digestion, they’re especially useful for those suffering from serious dietary intolerances, such as gluten or lactose intolerance. In light of the overwhelming number of individuals suffering from these intolerances, many specific enzyme blends are being developed to help support those unable to breakdown proteins and sugars such as gluten or lactose. However, everyone can benefit from a digestive enzyme that contains protease, lactase, lipase and amylase to help the digestive system break down proteins, fats, carbohydrates and dairy into absorbable nutritional elements.”
Wakunaga has combined these four powerful enzymes with three beneficial human-strain probiotics in their Kyo-Dophilus Plus Enzymes to provide complete digestive support in one convenient capsule.
“Digestively speaking, enzymes help in a few different ways: they unlock all the wonderful nutrients in the good dietary choices we are making, they help common symptoms of poor digestion or food intolerances by breaking foods down to their smallest components and enzymes help keep our digestive tract in good health by not having undigested food putrefy, go rancid or ferment,” said Enzymedica’s Ellsworth. And according to Fred Evaristo, owner of Freddies Nutrition in Las Vegas, NV, the store’s top-selling enzymes are manufactured by Enzymedica, Inc., which makes specific enzyme blends for individual needs, such as gluten enzymes or lactose (milk sugar) enzymes, along with multiple digestive enzyme blends, which help break down and assimilate each type of food possible.”
More enzyme products come from ReNew Life, which recently released new Digest Smart products. The line is available in three formulas, Critical Care, Women’s Care and Senior Care, and is a highly potent digestive enzyme supplement that helps to alleviate gas, bloating and indigestion, and optimizes nutrient availability, Watson explained.
Getting the Word Out
As for spreading the word on digestive health, for Naturade, “the strategy is education,” Dearwater said. The company invests in retailer education on ingredients and benefits of their products so that the retail staff can answer any questions and provide information to the stores’ customers. Levy from Wakunaga agrees with Dearwater, and said he believes it is crucial for retailers and their staff to be well-versed on their products. It is also important to hand out comprehensive, consumer-friendly information via booklets, magazines, articles and informative handouts that address a variety of health topics, including digestion.
MacDonald said, another way to increase digestive health while promoting their product is by making it attractive, interactive and informative to all ages. “Cross merchandise ‘digestive healthy’ products on an end-cap combining dietary supplements and packaged foods specific to support healthy digestion.” She suggested that retailers steer clear of product redundancy. “Focus on one subcategory or pick three popular items across the digestive health categories for an overall digestive health approach, and then rotate on a monthly basis.”
It is the widespread media attention to digestive health that has helped raise awareness among consumers, and has created demand, Levy concluded. As both natural product manufacturers and more mainstream pharmaceutical manufacturers create and promote probiotic formulas and functional foods, consumers are being exposed to mass amounts of information about the benefits of probiotics, he said. “This information is disseminated via magazine articles and television talk shows, as well as through advertisements in popular publications, television and the internet.” Retailers should use digital resources to promote their store and educate customers. “The internet has dramatically changed the process for how customers learn and shop,” said Ellsworth. “With so many customers finding their health and wellness information online before they ever set foot in your store, expand your online presence on your website and through social media. Engage customers online with trending topics, such as non-GMO, food sensitivities and products that are made locally.” VR
For More Information:
Bluebonnet, (281) 240-3332
Essential Formulas, (800) 430-6180
Enzymedica Inc., (941) 505-5565
Naturade, (800) 421-1830
Probium, LLC, (715) 849-3801
Probulin, (888) 697-8770
ReNew Life, Inc., (800) 830-1800
UAS Laboratories, (800) 422-3371
Wakunaga of America Co., Ltd., (800) 421-2998