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Digestive Deliverance

by Rajiv Leventhal | January 1, 2011

As the number of people suffering from digestive issues steadily increases, consumers are looking for natural care as a basis for wellness.

The human digestive system plays a critical role in overall health; improper digestion of food particles may be the underlying cause of various digestive complaints.

According to The American College of Gastroenterology, over 95 million people in the United States experience some kind of digestive problem. Just a few years ago, the number of visits (to physician offices, hospital outpatient and emergency departments) with diseases of the digestive system as the primary diagnosis was 42.2 million in the US alone. Thus, it is evident that the American population is suffering from poor digestive health.

Although there are a plethora of digestive diseases that can occur from a variety of factors, the strain of day-today life may be as significant a cause as any. “Digestive difficulties can arise for various reasons ranging from too much food, too little food, stress, hormonal imbalances, irritable bowel syndrome and so much more,” said Julie Dennis, national science educator at Source Naturals/Planetary Herbals (Scotts Valley, CA).

One rampant cause of digestive upset is the amount of hustle and bustle we typically experience every day, said Dennis. “By the time we sit down to eat, assuming we’re not actually eating on the run or in front of our computers, our digestive systems are so ‘rampedup’ and focused not on digesting but operating more on a ‘fight or flight’ pattern, which focuses our energy outward, rather than inward to the task at hand of digesting the meal you’re about to eat.” A seemingly simple practice to improve digestion, according to Dennis, “is to slow down, take a few deep breaths before a meal, and consider and enjoy the food. This allows your body to use all that digestive firepower to digest the food.”

People who frequently get gas, bloating, stomach griping or know their diets have been less than stellar are the ones Seeking digestive support and stability, added Sunil Kohil, COO of Health Plus Inc. (Chino, CA). “These issues are more annoying than anything and can indeed be dealt with through supplementation and better diet; these two must go hand in hand,” he said. “Retailers can always ask these customers about what they eat, when and how much? Do they gulp down their food or do they take their time? Do they drink water with their meals? These are important questions that will help the consumer with the aforementioned issues.”

A Burgeoning Market

Seeking relief, Americans spend more than $100 billion on digestive care annually, with a growing portion of this money going toward natural digestive aids such as probiotics, enzymes and fiber products, according to the Nutrition Business Journal. “Sales continue to be strong and are increasing in Digestive health,” said Eileen Sheets, managing director at Bioforce USA (Ghent, NY). “US consumers are gaining awareness and seeing that digestive health is important for everyone.”

Sometimes people don’t reach for supplemental digestive support until they experience some discomfort, and as the number of people in this category continue to grow, so are the sales, added Dennis. “Various factors are contributing to America’s declining digestive health including rampant obesity, stress, diet and lifestyle. Plus, digestive challenges are surely going to follow many of the 67 million Baby Boomers who are entering their senior years.”

Cindy Young, a wellness buyer at New Seasons Market, which has 10 total stores, including one in Portland, OR, said that digestion is one of the company’s fastest growing categories at this time. “Many factors are playing into this, including aging Baby Boomers,food allergies and education in how much our digestive system plays in overall immune function.”

Enzymes

One trend that seems to be a help to the digestive health market is the popularity of enzyme supplements. “Many more people are realizing the benefits of taking enzymes and more are refining their knowledge and reaching for fermented enzymes,” said Dennis.“Enzyme supplements are perfectly suited for the capsule delivery system offering quick disintegration during mealtimes, typically when customers will be taking their enzymes.”

Nutrients supplied to the body are utilized as energy for various biological processes, and identifying and eliminating foods causing an adverse event may prevent a digestive complaint from reoccurring, added Rachel Szpond, quality assurance manager at Enzymedica (Port Charlotte, FL). “As an alternative to elimination, enzyme supplements may assist and enhance the digestion of foods, therefore allowing the availability of nutrients to be utilized by the body. Additional benefits from enzyme supplementation include decreasing the amount of energy the body utilizes for digestion and increasing enzyme potential to support functions of the body.”

While there are a variety of enzyme supplements available, Enzymedica offers a few products that focus specifically on digestion. Digest Basic™, for example, is an introductory natural enzyme supplement containing a gentle potency of digestive enzymes including Enzymedica’s exclusive Thera-blend™ technology for protease, lipase, amylase and cellulase enzymes.Digest Basic was formulated to assist in the digestion of proteins, fats, carbohydrates and fiber.Another product, Digest Spectrum™, offers complete support for individuals with multiple sensitivities to foods. A single dose of Digest Spectrum provides specialized enzymes for gluten, phenol, lactose And casein digestion.

Yet another enzyme supplement Source Naturals’ RejuvenZyme™, is a systemic enzyme formula in a vegetarian capsule. The ingredients in RejuvenZyme break down easily in the digestive system for efficient absorption into the bloodstream, and work in a wide pH range. Vegetarian RejuvenZyme is designed to produce a high level of proteolytic activity to support a variety of biochemical reactions for health, vitality and bio-aligned support, said Dennis.

Grace Ram, owner of Whole Health (Tyler, TX), feels that Source Naturals’ Essential Enzymes are the pinnacle of enzymes in the natural foods market.“The quality is top notch and having options for regular and vegetarian formulations makes it an easy choice for consumers,” she said. “I also know how helpful it is for consumers with regard to the way Source Naturals labels [its] products. Detailing the enzymes in dosages and what they target really helps customers understand how the products work in their body. I always recommend them.”

Natural Trends

Customers are increasingly turning to natural remedies to support digestive function. “Ideally, we are appropriately incorporating natural remedies along the way, to gently help maintain health as opposed to when we really, really need it, like when acute symptoms arise,” said Dennis. “Natural digestive remedies may ease digestive discomfort, and at the same time help repair tissue damage, ultimately fortifying our systems.Pharmaceutical medications often only support ease of discomfort, helping address acute symptoms but perhaps not addressing the root causes.”

Bioforce’s Sheets added, “Who hasn’t heard the pharmaceutical ads that end with a list of possible side effects?People have become more wary of medications, which these ads have contributed to. The long line of recalls for pharmaceuticals has added to the uneasiness, and finally the state of health care has caused some to look at natural products as a way of preventing costly health issues.”

One such recent trend involving natural products in the digestive health category has been the growing acceptance of liquid delivery systems. “The American love affair with solid dosages seems to be waning a bit,” said Sheets. “This is especially important with some digestive products such as herbal bitters, where the bitter taste is the beginning of the therapeutic action. Manufacturers are coming out with liquid forms that taste good, and this has fueled the acceptance by consumers.”

Bioforce’s A Vogel Digestive Aid, for example, is an herbal digestive tonic, which is a combination of bitter and aromatic herbs. It has a wide spectrum of action starting with increasing the flow of saliva, increasing the production of digestive enzymes and improves the function of organs responsible for the first part of the digestive process enabling the body to utilize foods more effectively. This product must be in a liquid form because the bitter taste is essential to its therapeutic action, said Sheets.

While liquid products are certainly gaining ground as the preferred delivery choice, more consumers in general are seeking natural supplements in general to support digestion, added Health Plus’ Kohil. “Sure, there are OTCs that can stop the gas once it starts, but sometimes the gas occurs in the worst of times, leading to potential embarrassment and undignified moments,” he said.“It is certainly a more confident proposition to take specific supplements that actually can prevent that gas buildup and bloat. The good news is that more people are aware of supplementation, and in this type of case, are certainly willing to prevent a ‘gas crisis.’”

BittersRelief

While enzymes and probiotics continue to remain as popular as ever in the digestive health industry, herbal medicine is attempting to make its way back.The current state of herbal medicine is leaning heavily in the model of Western medicine—popping pills and treating symptoms, said Jovial King, owner and formulator of Urban Moonshine (Burlington,VT). “Human bodies are wise beyond our knowing.I feel that it is important to taste your herbs.Your tongue and brain are brilliant and can recognize the flavor, taste and constituent profile in an instant,” she said.“Think of the difference between harvesting a fresh dandelion leaf on a cool spring day, and chomping it down—you get a full body flavor effect. Now, imagine the difference between that and buying a powdered dandelion packed tightly in a capsule and popped.The model that we have currently is not working and I think that times are changing.”

As a “back-woods” herbalist, King said she finds it really nice to be able to prescribe herbs in a very specific manner to each individual person. “It is a new challenge to me to try to offer formulas that need to address every different body type.You lose the hand-crafted intentional medicine making when you grow to be a large company.Traditional herbal medicine has always had an important spiritual element, so it is sad to see that sacrificed; [however], something so needed by the American public is worth the sacrifice!”

One way King is attempting to bring back the use of herbal medicine is through organic bitters. Bitters are a long-forgotten herbal remedy that are fantastic for treating digestive issues along with balancing and toning the digestive system as a whole, King said.Urban Moonshine Organic Bitters appeal to both the new generation of natural consumers with convenience, taste and fresh branding, as well as seasoned bitters enthusiasts, and even elders who still remember their grandmother dosing them with her digestive bitters after a big dinner.“People are interested in going back to a more natural way,” said King.

“A growing number of people are finding great relief with bitters,” added New Seasons Market’s Young.“Bitters are unique and have been used for thousands of years. These bitter herbs help the body produce its own hydrochloric acid, which declines with age. In addition, it is always a plus when you can sip them with food as part of the meal.”

King noted that her company is focusing on the idea of preventative medicine—herbal formulas that are taken over time to build health.“That in itself is unique in the marketplace.Taking herbal supplements doesn’t have to be a terrible experience. I think that it is important to have well rounded and even fun herbal formulas that take into account the whole person.”

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