Nutritional supplement brands aim to provide greener, simpler and a little more luxe products that fit into the wants and needs of women.
When it comes to selling nutritional supplements, it pays to focus on the main consumers: women.
“Women are the primary consumers of health and health care products globally,” explained Tieraona Low Dog, MD, chief medical advisor at New Hampshire-based MegaFood. “We are also the primary decision-makers in both categories for our family, so the market opportunity is enormous. Not just for products that we use for ourselves, but for our children and partners, and aging parents. Companies must continue to find ways that speak to women, in a language that is approachable, truthful and relevant. We often lead busy, stressful, time-crunched lives—so solutions that can be woven into our everyday lives is crucial.
Curt Finckler, director of category management at MegaFood, noted the following statistics regarding this category, all sourced from the NBJ 2019 Condition Specific Report:
• The market for women’s health supplements reached $1.8 billion in 2018. Women’s health supplements grew at 4.6 percent compared to the overall supplement market at 6 percent, but still reflects an encouraging development for women’s health.
• The growth rate for women’s multivitamins more than tripled between 2017 and 2018. According to the report, “From a ‘gateway supplement’ perspective, this could forecast impending growth for other product categories marketed to women.”
• Calcium is losing ground across all categories, but the ingredient’s decline was especially significant in women’s health where sales dropped by 4.6 percent in 2018.
• Magnesium matched the overall mineral segment growth at 10.9 percent, on track to pass calcium as the top-selling mineral.
• Healthy sleep supplements are on the rise. Melatonin accounts for 55 percent of the healthy sleep category, up 3.1 percent in 2018. Combination herbs, represent 11.9 percent of the category, growing 13.9 percent. Magnesium also plays in this category.
• At $4.3 billion, the energy supplement category is more than six times larger than sleep supplements, growing at 6.6 percent.
• Sales of pre- and postnatal supplements grew at 3.7 percent to reach $724 million.
In addition, an increase in use can be seen among all ages, with those 55-plus increasing the most since 2016 from 74 percent to 80 percent. The data shown is from the 2017 CRN Consumer Survey on Dietary Supplements, conducted Aug. 24-28 by Ipsos Public Affairs and funded by CRN.
The future of the category, according to Low Dog, will see supplements that are “cleaner, greener, simpler; interwoven with fun, comfort and a touch of luxury.”
Finckler added that nutrition will remain a priority for consumers. “More people will be seeking nutrition in alternative delivery formats—other than tablets and capsules. All categories within women’s health segment will benefit from innovation, including new formats like gummies and chews and functional foods.”
Science Focus
Low Dog noted that it would be difficult to narrow down science’s focus when it comes to women’s health. “There are so many scientific studies that you could look at,” she said. “The research on the crucial role of choline on fetal/infant neurodevelopment is changing the landscape of prenatal vitamins. The research was compelling enough to get the endorsement for inclusion of choline in prenatal vitamins by American Medical Association,” she said. “The American College of Obstetrics and Gynecology now endorse as a first line approach to nausea and vomiting of pregnancy (morning sickness) 1,000 mg/d of dried ginger, and a second line approach, adding 10-25 mg of vitamin B6 three times daily. The research is compelling for magnesium in the prevention of migraine headaches, a condition that disproportionately affects women. Research showing that a food-derived iron supplement can improve iron status without adverse GI (gastrointestinal) effects (MegaFood Blood Builder) was important given the devastating impact low iron levels can have in women’s lives and how many women simply cannot tolerate the typical iron supplements in the marketplace (e.g., nausea and constipation). There are numerous botanicals that are showing beneficial effects on stress/sleep/mood/focus that are of interest to women including ashwagandha, rhodiola, maca, kanna, kava, bacopa and others.”
Studies that support trending ingredients are always of interest, particularly if they have been well publicized in consumer media, noted Jay Levy, director of sales with Wakunaga of America Co. Ltd. in California. For instance, a recent report by the World Health Organization notes that antibiotic-resistant urinary tract infections are on the rise, opening the door for alternative treatments. New research from Rutgers University and Boston’s Northeastern University confirm that cranberry not only helps prevent bacteria from sticking to the uro-genital tract but also promotes a natural antibiotic called bacteroidaceae in the human gut. A new 2019 study in the journal Expert Review of Anti-Infective Therapy also reported a combination of probiotics and cranberry, like that in Kyo-Dophilus Cran+ (with 1,000 mg of cranberry extract), significantly reduced the number of recurrent UTIs (urinary tract infections) in a group of 81 women and, among those who developed an infection, shortened its duration.
Women’s Focus
There is also an evolving landscape of what supplements women are interested in. Jennifer Weinhardt, senior R&D specialist with Bluebonnet Nutrition in Texas, noted some recent changes in the women’s health category. “I think everyone’s first inclination is to discuss healthy weight management when referring to conditions for which women are seeking help. Surprisingly though, weight loss products for women last year saw a 50 percent drop according to the most recent SPINS data.”
According to Weinhardt, Bluebonnet (and other manufacturers) are focused on the following categories that are on the rise:
Beauty
Women love to feel beautiful not only on the inside but also on the outside, Weinhardt said. The division of nutricosmetics—ingestible products taken specifically for beauty purposes—has taken off in recent years because of this. In fact, the U.S. beauty supplement market grew by 61 percent from $89 million to $144 million from 2017 to 2018.
Bluebonnet offers beauty-from-within age-defying solution formulas, linking inner health to outer beauty known as Beautiful Ally. These formulas deliver beauty nutrients, such as collagen peptides (types I & III), keratin, biotin, hyaluronic acid, vitamin C, zinc and many more, in scientifically relevant potencies that thoroughly nourish hair, skin and nails. These formulas are also non-GMO (genetically modified organism) and free of common allergens without the use of any artificial flavors or colors.
Sexual Health
Sexuality is a complex process coordinated by the neurological, vascular and endocrine systems. Because of this, many women can experience problems with sexual function—for various reasons—at some point in their life while some may have difficulties throughout their entire life, Weinhardt pointed out. Female sexual dysfunction (FSD) can occur at any age and affects 40-45 percent of women worldwide. It is characterized by persistent, recurrent problems with sexual response, desire, orgasm or pain, and distresses the individual or strains the relationship with her partner. There are numerous types of sexual dysfunction for which women are seeking help, including low sexual desire, sexual arousal disorder, orgasmic disorder and sexual pain disorder. The cause for each of these can be any one or a combination of physical, hormonal, psychological or social factors.
Bluebonnet has recently launched a line of Intimate Essentials offering formulas to support female libido, hormonal balance and healthy aging as it relates to sexual function. These formulas are vegan, kosher-certified, non-GMO and free of common allergens, which are essential for those who are looking for a truly wholesome solution for female health.
Also regarding women’s sexual health, at Washington-based Natural Factors, Karen Jensen, ND, health educator, noted that polycystic ovary syndrome (PCOS) is recognized as the most common endocrine disorder of reproductive-aged women around the world. “Women may experience a range of symptoms with this syndrome, including irregular or heavy periods, difficulty with conception, excess or male-pattern hair growth, thinning hair, weight gain, acne and cysts on the ovaries. The degree of symptoms can vary. Women with PCOS are at risk for amenorrhea (lack of menses), chronic anovulation (failure to ovulate), infertility, obesity, spontaneous abortion, insulin resistance and metabolic syndrome. Some of the causes of PCOS include: insulin resistance, hypothyroidism, endocrine-disrupting chemicals and over secretion of cortisol, one of the main stress hormones.”
Natural Factors’ WomenSense PCOSense combines myo-inositol and D-chiro-inositol at a 40:1 ratio, plus folate and vitamin B12. This formula promotes healthy glucose metabolism and reduces insulin resistance, supports ovarian function, egg quality and fertility in women with PCOS.
According to Cheryl Myers, chief of scientific affairs and education at EuroPharma, Inc. in Wisconsin, the company includes BCM-95, a curcumin with more than 60 published studies, in its CuraMed + DIM Complex supplement, which is especially formulated for women dealing with dysfunctional estrogen metabolism. “Estrogen has three major types, called estrone (E1), estradiol (E2) and estriol (E3),” Myers said. “These subtypes occur in different forms, too, so it’s a big family,” Myers explained. “And like many families, some of the members are safer and more helpful, and a few may be dangerous and problematic.
“When these estrogens metabolize down good pathways, there’s little risk,” she added. “But when estrogens are metabolized down problematic pathways, they can cause problems and increase the risk for hormonally related cancers. Also, estrogen mimics (also known as ‘xenoestrogens,’ commonly found in pesticides, herbicides, and the BPA in plastics) linger in the body masquerading as estrogen and are also metabolized via problematic pathways. Dysfunctional estrogen metabolism is also to endometriosis, uterine fibroids, menstrual migraines and problematic PMS or perimenopause symptoms. It is critically important.
“Diindolylmethane (DIM) is the most potent natural compound for keeping estrogen in its safest form and guiding it to the best metabolic pathways,” Myers continued. “DIM does not increase or decrease overall estrogen, it merely assures that it is metabolized properly. I often tell consumers that it is like the traffic police, guiding traffic via the safest routes. The precursor to DIM is found in cruciferous vegetables like cauliflower, cabbage, bok choy and broccoli, but you would have to eat two pounds of raw broccoli to get a medicinal dose of DIM. We use a clinically studied form of DIM in our product, complexed to enhance absorption, called BioResponse (or BR) DIM.”
Mood Support
Anxiety is the most common mental disorder in the U.S., according to the Anxiety and Depression Association of America (ADAA). Everyone experiences stress and anxiety at one time or another, Weinhardt noted. “The difference between them is that stress is a response to a threat in a situation. Anxiety is a reaction to that stress. While transient exposure to stress is a beneficial coping mechanism, long-term stress likely results in the decline of overall health and the complication of existing conditions. Anxiety affects 40 million Americans over the age of 18, which equates to nearly 20 percent of the population, and it costs the U.S. more than $42 billion a year. More than $22.84 billion of those costs are associated with the repeated use of health care services; people with anxiety disorders often seek relief for symptoms that mimic physical illnesses.”
Bluebonnet’s Targeted Choice Stress Relief Vegetable Capsules offer a blend of adaptogenic herbal extracts (ashwagandha, Siberian eleuthero root, passionflower, Rhodiola rosea, holy basil and lemon balm) plus the amino acid derivative L-theanine to help the body and mind adapt and cope with occasional stressors while promoting an overall sense of relaxation. It is a whole food-based formula that is vegan, free of common allergens, non-GMO, and kosher-certified, which is essential for those who are looking for a truly wholesome solution to address issues like stress and anxiety.
For women dealing menopause symptoms, Myers said the record for black cohosh is well established.
“It has repeatedly shown amazing benefits for relieving night sweats, irritability, hot flashes and mood swings. Because it does so well taking care of these symptoms, it also allows women to experience uninterrupted sleep— possibly for the first time in quite a while.
“I think it’s important to remember that black cohosh is an interesting botanical because even though it doesn’t appear to have phytoestrogen content (at one time researchers thought that it did), it does appear to have estrogenic effects as a selective estrogen receptor modulator (SERM). This makes black cohosh unlike soy or red clover, which have also been popular botanicals. The lack of phytoestrogens makes it safe to use for women who have had breast cancer.
“It may come as a surprise to anyone who has used black cohosh in the past, but there is a less obvious corollary to dosage levels, than to the quality of the plant material itself, concentration, extraction process and much more. In fact, studies have shown that even low doses of black cohosh are effective for menopause relief.”
Dealing with the symptoms of menopause is of particular interest, agreed Levy. “In fact,” he said, “Mintel reported that 29 percent of respondents from a survey of 1,039 women ranked menopause as a top health issue for them or someone close to them. Many of these women are searching for a natural solution to ease menopausal symptoms. Studies support the use of a variety of herbs like black cohosh, wild yam, chasteberry and soy to reduce hot flashes, anxiety and many of the other symptoms of menopause. These herbs, which are found in our Estro-Logic supplement, can enhance the quality of life during menopause and support good bone and cognitive health.”
Maintain Urinary Tract and Vaginal Health
Among the non-institutionalized geriatric population, UTIs are the second-most common infection and estimated to account for approximately 25 percent of all bacterial infections. The global urinary tract infection treatment market was valued at $9.2 billion in 2015 and is projected to expand at a compound annual growth rate (CAGR) of 2.1 percent over forecast period 2016–2026, owing to an increased incidence of UTIs and recurring UTIs in the aging U.S. population, and the increased use of urinary catheters and other drainage devices. And it doesn’t just affect the aging population—nearly one in three women will have had at least one episode of UTI requiring antimicrobial therapy by the age of 24. A woman’s urogenital tract is particularly susceptible to harmful bacteria and this finely tuned environment can be easily thrown out of balance from antibiotics, birth control and other factors.
Bluebonnet’s Targeted Choice Urinary Tract Support Vegetable Capsules are formulated with a blend of D-mannose, cranberry fruit extract and identity-preserved (IP) vitamin C along with sustainably harvested or wildcrafted herbs and botanicals. “This soothing maintenance formula helps support a healthy urinary tract by flushing out undesirable microbes and providing a nourishing environment for healthy flora to thrive,” Weinhardt said. “This is a whole food-based formula that is free of common allergens and is non-GMO and kosher-certified, which is important for those who are looking for a genuine wholesome solution for maintaining urinary tract health.”
Brain Health
Women’s brains, as well as their bodies, need help keeping up with the relentless demands of life. The brain is arguably the body’s most complex and active organ and demands an extremely high percentage of the overall daily energy requirements supplied by food. The brain requires all of the nutrients the other organs need and more. With all of the nutrient demands of the mind and the lack of critical nutrients in today’s Western diet, it’s no surprise that five million Americans over the age of 65 have Alzheimer’s Disease, a condition characterized by dementia and loss of cognitive abilities, and 13 percent of adults over the age of 60 report more frequent confusion and memory loss. But brain health is not just a concern for aging individuals. In fact, it is among the top five health concerns of consumers aged 18 to 75.
The R&D team at Bluebonnet Nutrition believes that Cognizin is one of the most exciting cognitive-enhancing ingredients out there. It is a water-soluble form of citicoline that is broken down during intestinal absorption and passes through the blood/brain barrier, which is then reconstituted in the brain as citicoline, according to Weinhardt.
Bone and Heart Health
Another important issue among women is bone health. “There’s no question that bone density is a big concern for women, especially as they get older—although, ideally, younger women could start supplementing to help build bone strength, too,” said Myers.
“Calcium usually gets all of the attention for bones, but in Europe, silica has generally been the preferred choice for a few reasons. First, it increases calcium absorption into the bones—by up to 50 percent,” she said. “It also helps strengthen hair and nails and keeps skin healthy because it has positive effects on collagen. So, the right form of silica can stabilize bone growth and allow bones to retain calcium longer.”
Terry Naturally/EuroPharma’s Silica-20 (formerly Bone-Sil) uses silica from the above ground part of a plant called “spring horsetail” (Equisetum arvense). In a special process, the silica in the plant is extracted still attached to the plant bioflavonoids that support its activity in the body. At the same time, this gentle process screens out all the harsh, abrasive, insoluble, and harmful substances.
This botanical silica is then blended with a specific marine oil to enhance absorption and cell membrane penetration of the active compounds. This form of silica is extremely soluble and virtually 100 percent bioavailable for the body.
Myers pointed out that Silica-20 was shown to increase absorption of calcium into the bone by an average of 50 percent. Bone-Sil balanced the ratio of natural bone anabolism (adding minerals to bone) with bone catabolism (withdrawing minerals from the bone.) “This healthy balance allows bones to retain calcium longer—by an average of 50 percent or more. A randomized, double blind, placebo-controlled study over 12 months of 65 women revealed that Silica-20 supported bone health and strength. Silica-20 has also been shown to promote dental health, too, so it’s an excellent supplement to have in a regimen for many reasons,” she said.
And, of course, heart health is a major concern among women. “Cardiovascular risk also increases during the years after menopause,” said Levy. “According to the American Heart Association, blood pressure starts to go up. LDL cholesterol and triglycerides also tend to increase while HDL cholesterol declines. As a woman ages, being proactive is critical for cardiovascular health. Numerous studies show that Kyolic Aged Garlic Extract, either alone or when combined with other nutrients, can mitigate a range of cardiovascular risk factors, including high blood pressure, elevated cholesterol levels, compromised endothelial function and coronary artery calcification.”
Trending Ideas
Overall, Low Dog noted, “products that multitask are becoming more popular, in everything from supplements to make-up to technology. Simplifying and upgrading the daily routine is what women are looking for.”
Brands will continue to look at nature as well as innovation when addressing women. “I think we will continue to see innovation in the delivery form,” said Low Dog. “Why not take my melatonin in a little square of dark chocolate? Why not have a sachet of vitamins or botanicals that I can just add to my smoothie or my bottle of water? Botanicals remain an interesting category for women, whether in the kitchen, in skin care, or the medicine/wellness cabinet. Many women are curious and drawn to nature as a source for their well-being. As our first environment is our mother’s womb—women also instinctively know that caring for the environment is important. We are driving the movement toward greener and safer cleaning and skin care products. We are the principal purchasers of organic foods and beverages. I do not see this trend slowing.”
Retailer Michael J. Phillips, supplements buyer with Savemart in Lancaster, PA, said the MegaFood Women’s One Daily brand is a bestseller in the store. “The state of supplements and our knowledge of women’s nutritional needs are so much better than 20 years ago,” he added.
Regarding the cost of supplements, Phillips said that he tells his female customers that they are worth it. “The women I deal with are often caretakers of children, grandchildren and parents. I tell them to drink from the well first … before taking care of others.”
Keep in Mind
The regulatory environment in the United States is still problematic for dietary supplements, Low Dog predicted. “Most government funded research requires a “disease outcome,” but even if the study is positive, you can’t include it on the label unless the company goes through the investigational new drug route. That’s a very expensive and tedious route for a botanical you can’t patent. Health Canada has a more reasonable approach that allows for traditional use claims to be used on the label and their product registration model also gives consumers superior confidence in the quality of the products they are taking.
“Having said that, however,” she added, “many of these products we are discussing are intended for wellbeing and lifestyle—speaking to that will resonate with many women.” VR
For More Information:
› Bluebonnet Nutrition, www.bluebonnetnutrition.com
› MegaFood, www.megafood.com
› Natural Factors, www.naturalfactors.com
› Terry Naturally/EuroPharma, www.europharmausa.com
› Wakunaga of America, www.kyolic.com
