Men’s health is a more invigorated market than ever, as men of all ages embrace natural approaches to health and virility. Here’s how to stay on top of the trend.

Men today are out there living healthy lifestyles and loving every minute of it. Meaning, compared to only the turn of this century, men of all ages are not as intimidated or embarrassed to seek solutions for or improvement of their masculine issues.

Take a newer digitally native retailer catering to men’s health—forhims.com. Although its website claims that “only one in 10 guys feel comfortable talking about their looks and health with their doctors,” retailers like Holly Prugar of The Mustard Seed Natural Market (Watertown, NY), sees excitement and a lot of activity in this category, where men are shopping at high rates. “Many of our male customers in their 60s care passionately about their health. They want to live their best lives! That means feeling well and staying active. Customers in their 60s are buying a variety of supplements to help them reach their health goals.”

She added that “Millennial men seem to be buying more multivitamins and workout type supplements. We are seeing an increase in younger men shopping in health food stores. Gen X and Baby Boomer customers buy more prostate and sexual health products. The Baby Boomer customers are particularly concerned with establishing a good supplement routine and making sure that their diets are on point.”

Some of the most common challenges men face about their health and wellness are similar to that which women face but, of course, are expressed differently in some cases.

Tieraona Low Dog, MD, chief medical advisor, MegaFood (New Hampshire), explained that stress is a common denominator. “The long-term consequences of chronic stress present major risk factors for many of the health challenges facing men, from sleep, mood, weight gain, low sex drive and heart health. And these all link together—when men are under considerable stress, they don’t sleep or eat well, which makes them tired, irritable and less likely to exercise which may lead to weight gain, insulin resistance, elevation in blood pressure and inflammatory markers.”

Another aspect of stress, or a driver, is current lifestyles. “The ability to find dedicated time to focus on both physical and mental health pose the greatest challenge to men today,” said Robert Fascia, vice president of sales, Illinois-based NuvoMed Inc. “As enhanced technology continues to put pressure on increased productivity per capita, men feel there is less time to focus on health and wellness which is why it is critical that a daily supplement routine that takes less than two minutes per day be established to aid in both physical and mental components of health.”

Overall, Marita Schauch, ND, health educator on behalf of Natural Factors (Monore, WA) sees a definitive shift occurring in the men’s health supplement market compared to a decade ago when she started in practice and “when most of my patients were women. I don’t think men felt very comfortable going to see their doctor or didn’t feel like they needed to,” she recalled. Today, she added, she has observed an increase in the number of male patients. Men’s health seems to be more of a priority, especially regarding nutrition, stress and sleep support and energy. There is much more information to empower men to learn more about their health and seek help when needed.

One of the most significant health challenges for men today is sexual dysfunction, including low testosterone (the main male hormone), low sex drive, lack of energy and depression, according to Jennifer Weinhardt, BS, MS, senior research and development specialist, Bluebonnet Nutrition Corp., Texas.

As men age, they tend to notice a change in energy, vitality and libido, due to steadily declining testosterone production, she noted. Some researchers have estimated the drop to be 1 to 1.6 percent per year. “Most men first recognize that they have low testosterone when their ability to have satisfying sex becomes reduced. This is because low testosterone levels can cause a lack of sex drive (i.e., libido) and erectile dysfunction (ED),” she commented.

A population-based, observational survey looked at the data of 1,475 men aged between 30–79 from the Boston Area Community Health Survey (2002 to 2005) to assess their levels of testosterone as well as sex hormone-binding globulin (SHBG), and their symptoms of androgen deficiency, Weinhardt reported. It was found that 11 percent of overall participants said they had a lack of sex drive. The researchers then tested all the men’s testosterone levels, and about 28 percent of men with low testosterone were those complaining of low libido.

The Massachusetts Male Aging Study, supported by the National Institute of Health for the last 20 years, reported that ED becomes increasingly more prevalent with age: approximately 40 percent of men are affected at age 40, and nearly 70 percent of men are affected by age 70. “The occurrence of complete ED increased from 5 percent at age 40 to 15 percent at age 70. Thus, aging is the strongest variable associated with ED,” Weinhardt said.

Another significant challenge to men’s health is prostate conditions such as benign prostatic hyperplasia (BPH) and prostate cancer, pointed out Jessica Wilhelm, marketing manager, Texas-based Quantum Nutrition Labs. “Because the prostate increases in size as men age, prostate conditions, in aging men are a common concern. Unfortunately, prostate conditions are very common. Further, all men are at risk for prostate cancer, and one in nine will be diagnosed with prostate cancer at some point in his lifetime. Pancreatic conditions also become more likely at older ages,” she commented.

Overweight/obesity and associated comorbidities can lead to suppressed testosterone production, ED, and depression, according to Jim Daily III, PhD president, Daily Manufacturing, Inc., North Carolina. He pointed to a 2018 study in obesity that depicted a reciprocal interrelationship between obesity, especially visceral obesity, and testosterone: obesity can cause a man to have low testosterone levels but low testosterone increases the risk of obesity, creating a vicious cycle that can have devastating effects if it is not interrupted. “One possible way to interrupt the cycle to use supplements such as Epimedium extracts that provide icariin, a substance that appears to mimic many of the properties of testosterone,” he commented.

Speaking of testosterone, Neil E. Levin, CCN, DANLA, senior nutrition education manager, NOW, Illinois, commented that fertility and virility are also modern challenges for men, with lower birth rates and more fertility treatments being seen today. “Men more than women seek supplements that may target these concerns,” he said.

Researchers are finding that a man’s nutrition can play a role in his fertility and in his future baby’s health. Male infertility accounts for one-third of all infertility cases, usually due to low sperm count.

Is 60 the New 40 for Men?

There’s a saying for women and men in today’s world—50 is the new 30, 60 is the new 40. Face it, today’s typical 60-year-old does not look, act or think like their old-timey gramps and granny at the same age.

Some industry experts agree—and some don’t.

On the “yes” side is Wilhelm who acknowledged that evidence shows that men (and women) are not only living longer, they are also staying young for longer, and the phrase “60 is the new 40” is a reflection of extended life expectancies and better health outcomes. “Many men experience superior health much later into their lives, meaning that more ‘seniors’ are running marathons, participating in competitive sports, and living with more vitality than ever before. Sixty-year-old men are now considered to be middle-aged, and fully capable of continuing to live life to the fullest!” she asserted.

Despite the physical reality that men lose testosterone as they age, Weinhardt also agrees because men, she said, are taking much better care of themselves now than they did in the past. They are eating better, exercising and managing stress, as well as being more proactive in supplement usage. “A study revealed the biological age of individuals, especially men, is decreasing. Biological age is an indicator of the health of a population, meaning that we are not only staying alive longer; we are also living healthier lives for longer. Researchers believe that slowing the biological age of individuals pushes back the incidence of disease into later life, allowing them to live more of their years in good health. Thus, 60 becomes the new 40,” she explained.”

On the other side of the coin, David Winston, RH (AHG), founder and president of New Jersey-based Herbalist & Alchemist, exclaimed, “No, that is fantasy. I think many men would like to believe that at 60 they will have the stamina, endurance and health of a 40-year-old. Sadly, for most men, this is not true. Perhaps 55 is the new 60.”

Winston acknowledged that although men today certainly live longer than men did 80 years ago, life expectancy in the U.S. has dropped during the past decade. If men took good care of their health and well-being, preferably starting in their teens or early 20s, it is true that they can then significantly slow the process of “inflammaging” (inflammation associated with aging).

Levin agreed, noting, “60-year-old men may wish they were 40 again, but their bodies do change and it’s a rare 60-ish man who feels as fit as he did 20 years ago.” In those 20 years, he pointed out, metabolism slows, and lean body mass such as muscle is reduced, making it harder to maintain weight and energy levels. Hormones including growth hormone, sex hormones and DHEA decrease, as stress hormones may remain high. Therefore, he said, motivation and sex drive decrease and non-lean body weight increase as things generally slow down for the aging man.

Schauch said she sees “two very different sides. I have seen that hold true for some of my patients who are men in their 60s, are fit and nutrition and health are definitely a priority for them, but then I’ve also seen the flip side where that doesn’t hold true because life is busy and health hasn’t been a priority.” Low Dog also agrees that this depends upon the individual man. “I’ve seen many 60-year-old men who are fit, active and healthy. And I’ve seen many who struggle with all sorts of health issues. There can be a great disparity between chronological and biological age.”

Daily believes that it can be but that is not the reality for all men. “Many men do not take advantage of the resources that are available to them. Therefore, we will continue to see a large disparity in health outcomes between those who chose a healthy diet and lifestyle, and those who do not,” he stated.

For Men Only

There is a bounty of men’s health products that can distinguish your store from the mass retailer/drug store. Keeping in mind that men want their own multivitamins and products that enhance virility and other “manly” attributes, you may want to consider the following that are specific for men.

Bluebonnet Nutrition: Bluebonnet’s Intimate Essentials For Him Testosterone & Libido Boost is a blend of botanical extracts Tribulus terrestris, Serenoa repens and patented LJ100 Eurycoma longifolia, for optimal sexual performance as well as PrimaVie purified shilajit from the Himalayas. Plus, it contains zinc, boron, and L-arginine to increase nitric oxide production to improve blood flow for heightened sexual virility.

According to Weinhardt, Intimate Essentials For Him has several actions in the male body: supports healthy testosterone levels in aging men; enhances cavernosal smooth muscle relaxation for improved penile erection and rigidity; amplifies androgen and testosterone effects within the body; improves sexual arousal and intensity of orgasm; promotes male fertility by increasing sperm count, concentration, motility, vitality and morphology; maintains proper prostate health by promoting a healthy inflammatory balance and urinary clearance, as well as breaking down and excreting dihydrotestosterone (DHT), which is what testosterone is converted to; however, DHT is theoretically harmful to the prostate gland; and supports healthy weight management with proper diet and exercise by maintaining lean body mass.

Natural Factors: AndroSense T-Correct is an herbal formula that nutritionally supports the maintenance of healthy hormone balance by eliminating excess estrogen from estrogen mimickers such as BPA, pesticides and other chemicals that cause hormone disruption, according to Schauch. “It can be used for prevention but also a consideration for men who may be taking testosterone hormone replacement therapy to ensure that additional testosterone is metabolized properly and has not converted into excess estrogen. Symptoms of excess estrogen (also known as estrogen dominance) in men can include: fatigue, weight gain, low mood and difficulty maintaining lean muscle mass. Many men with excess estrogen will also complain of swollen breast tissue, commonly referred to as ‘man boobs.’”

AndroSense T-Correct contains DIM, I3C, sulforaphane and calcium-d-glucarate. Schauch noted that AndroSense T-Correct is “an excellent formula to help promote healthy hormone balance in men by eliminating environmental toxins that may cause hormone disruption.”

NuvoMed: Herbal Vitality, said Fascia, is a proprietary blend of eight botanicals that enhances male vitality and stamina and increases libido. It contains ashwagandha, Pueraria tuberosa, Tribulus terrestris, Bombax malabaricum, Mucuna pruriens, Piper longum, asphaltum and Asparagus adscendens.

Herbalist & Alchemist: Men’s Midlife Tonic provides support for andropause, “a change men go through starting in middle age when their hormone levels change,” described Winston. It contains Oat milky seed (Avena sativa), Ashwagandha root (Withania somnifera), Mimosa bark (Albizia julibrissin), Saw Palmetto berry (Serenoa repens), Black Cohosh root (Actaea racemosa), orange extract and Pulsatilla root or herb (Pulsatilla vulgaris).

Men’s Adapt, for healthy sexual function and libido, combines adaptogens ashwagandha and red ginseng to normalize the endocrine, nervous and immune functions. “Both herbs have reputations for strengthening male reproductive function, especially in tired, overworked and stressed-out men,” Winston said. “Chinese kidney yang tonics Cynomorium/Suo Yang (a probable adaptogen) and Epimedium/Horny Goat Weed (a possible adaptogen) are added to help stimulate libido and increase sexual functioning. Maca is a restorative tonic (and possible adaptogen) that supports healthy male sexual functioning.”

Men’s Prostate Tonic supports healthy prostate function and urine flow. This formula combines saw palmetto berry, collinsonia, stinging nettle root and white sage, and, according to Winston, “is far more effective than saw palmetto alone.” According to the herbalist, white sage helps shrink a swollen prostate, while saw palmetto and stinging nettle root act as mild 5-alpha reductive inhibitors. They also inhibit prolactin, aromatase, phospholipase A2, and estrogen receptors in prostate tissue. The combined action reduces inflammation, prostate growth, and BPH symptoms. Collinsonia reduces venous congestion in the prostate and White Sage acts as an antioxidant and antibacterial agent to the prostate.

Daily Manufacturing: Vitality for Men combines Epimedium extract to supply icariin, with L-arginine which is important for nitrogen oxide production, according to Daily. It also contains DHEA, a safe precursor to the major anabolic steroid hormones; and maca (Lepidium Meyenii), beneficial for reproductive health as well as energy and overall wellbeing. Daily Vitality for Men takes a balance approach to supplying all of the major supplements that are known to benefit men’s sexual health.

Quantum Nutrition Labs: Men’s Potency contains two proprietary branded and researched ingredients to support optimal men’s health, according to Wilhelm. Testofen fenugreek extract has been shown to support healthy testosterone levels, healthy libido and support muscle mass and free testosterone levels in men. LJ100 Eurycoma longifolia, supports sexual performance, healthy energy levels, sports performance and healthy testosterone and cortisol levels, according to Wilhelm.

MegaFood: Multi for Men is formulated by Low Dog specifically for men who want a multi without iron, magnesium or calcium (which, according to Low Dog, is not recommended for men unless requested by a health care practitioner) that supports their optimal health and well-being. The tablets contain vitamins and minerals, including B vitamins to support healthy energy function and nervous system health, choline for healthy memory and cognitive function, iodine, and methylated folate and B12, plus the active form of B6, P5P.

NOW Foods: ADAM is described by Levin as “a complete men’s multivitamin with the vitamins, minerals and specialized nutrients a man needs to support optimal health and wellness.” NOW Sports Men’s Active Sports Multi is a multivitamin for active men containing ingredients that aren’t usually found in an everyday multivitamin, including free-form amino acids, ZMA, tribulus, MCT oil, herbal extracts and more, he noted. For prostate health, NOW Saw Palmetto Extract combines saw palmetto with zinc and pumpkin seed oil for comprehensive prostate support. NOW’s Clinical Strength Prostate Health is a blend of saw palmetto extract, lycopene and beta-sitosterol (plant sterols) as well as zinc, selenium and vitamin D-3, which all play important roles in optimal prostate function.

For sexual health and energy, NOW offers several options: Men’s Virility Power features epimedium, Muira puama, maca and tribulus to support normal sexual performance; Sports Tribulus formulas (Tribulus 500, Tribulus 1,000, and Tribulus Extreme) feature Tribulus terrestris, to enhance vitality and virility; Sports Tribulus Extreme formula adds organic raw maca root concentrate, Epimedium extract, green tea extract, damiana and ashwagandha to promote optimal stamina and energy levels, and to support a healthy libido and male sexual function; and Sports TestoJack 100 featuring LJ100, which human clinicals show helps support male reproductive and glandular functions, along with tribulus to promote male vitality, as well as ZMA, a combination of zinc and magnesium that supports healthy immune, reproductive and neuromuscular function.

The male supplement aisle now offers an array of products that men of all ages can rely on for overall health, virility and well-being. VR

For More Information:

Bluebonnet Nutrition Corp., www.bluebonnetnutrition.com
Daily Manufacturing, www.dailymfg.com
Herbalist & Alchemist, www.herbalist-alchemist.com
Megafood, www.megafood.com
NOW, www.nowfoods.com
Nuvomed, www.nuvomed.com
Quantum Nutrition Labs, www.qnlabs.com

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