Men’s health is a concern for guys of all ages—and the women and families who love them. Here’s how to ensure the men in your community remain healthy.

There’s nothing hush-hush anymore about men seeking sexual virility or prostate support. There’s no embarrassment in discussing getting rid of middle-age flab and getting ripped again (or for the first time).

This is great news for natural products retailers because supplements and nutra-beverages aimed at men’s health and stamina are more on target than ever. To illustrate how interest has revived, Nutrition Business Journal (NBJ)’s “2021 Condition-Specific Report” states, “It’s possible to look at the numbers for men’s health and conclude that men finally got the message about taking care of their health. And all it took was a pandemic.”

In 2020, this sector achieved a significant 17.7 percent growth compared to a much more modest incline of 3.9 percent the previous year, according to the report.

Men are coming around: At Your Healthy Place, a boutique chain of four natural products stores in Wisconsin, “30 percent of my customers are men,” said owner Tim O’Brien. “Men seem to want to ‘muscle through’ their health struggles without the ‘additional help’ from supplements. I have seen this lead to men being less knowledgeable in areas of health in general. It seems like the younger generations are more educated about the importance of nutrition than the older generations. I think this is because our food has gotten so much worse over the last 50 to 100 years. The younger generation is watching the older generation suffer from chronic pain, stress, anxiety, depression, cancer, diabetes, heart disease, etc.”

Neil Edward Levin, CCN, DANLA, senior nutrition education manager, Illinois-based NOW, explained that many if not most 60-year-old men may wish they were 40 again, but reality is that it’s a rare 60-ish man who feels and looks as fit as he did 20 years ago. Metabolism slows with age, and lean body mass is harder to sustain, making it harder to maintain weight and energy levels. Hormone production subsides slowly; hormones, such as human growth hormone, sex hormones and DHEA are reduced while stress hormones may remain at unhealthy high levels for prolonged periods of time, promoting nervous eating and abdominal fat accumulation. “So, we see many men today seeking remedies—nutritional, herbal or pharmaceutical—for their age-related declines in optimal health.”

Generationally, Millennials and Gen Z seem to be more knowledgeable about their health and proactive compared to men who are Generation X and Baby Boomers, according to David Winston RH (AHG), founder and president of Herbalist & Alchemist, New Jersey. “One of the most significant issues faced by the younger web-based generations is that although there is a wealth of information about men’s health on the internet, much of what can be found is incomplete, incorrect, or based on sheer fantasy or advertising claims.”

A 2022 Statista survey showed that 68 percent of men in the U.S. take dietary supplements, cited Trisha Sugarek MacDonald, BS, MS, senior director of research & development/national educator, Texas-based, Bluebonnet Nutrition Corporation. Younger men are more likely to consume whole-food supplements earlier in their lives, because they perceive food as medicine.

In agreement is Sébastien Bornet, vice president global sales & marketing at Horphag Research, who noted that Millennials and Gen Z-ers are starting proactive health programs earlier in their lives. “For younger men, the natural product and supplements market is bigger, access to these products is much easier and more information is readily available to engage a personalized, preventive approach. The reason the market is so much bigger now is the interest and demand brought by Gen Xers and Boomers years ago.”

Tim Hammond, vice president of sales & marketing, Washington-based Bergstrom Nutrition, emphasized that now more than ever men of all ages consider overall wellness and general functioning as crucial components of living an active lifestyle. Men are viewing general good health and wellbeing as synonymous with healthy aging. Currently, young men understand that staying healthy and feeling good now will help them later on when aging and its effects become a concern. “The ability for men to enjoy rewarding and active years ahead is the key motivator behind aging well—an essential motivator at any age,” he stated.

Systemic Differences

At first blush, systems that both men and women have, such as cardiovascular, etc., would need the same supplements to support healthy functioning. But there are important nuances that differentiate between the sexes.

Cardiovascular (CV) issues are different. According to Levin, men tend to first experience cardiovascular concerns in their late 30s or early 40s. After menopause, women tend to catch up to men’s rates of CV issues by their 60s. “Men’s cardiovascular ‘incidents’ also tend to be more obvious than women’s, at least in terms of overt symptoms, often delaying diagnosis of women’s CV problems,” he pointed out.

According to Bornet, “Men are at higher risk for heart disease. It is the leading cause of death in men each year.” Pycnogenol French maritime pine bark extract was shown in research to contribute to the improvement of some CVD risk factors, with the normalization of blood pressure and platelet function, improvement of blood lipids as well as blood sugar values. Specifically, he pointed out, a study found Pycnogenol can aid people struggling with metabolic syndrome to control blood lipids, sugar and blood pressure. Results showed that supplementing a healthy diet and moderate exercise with Pycnogenol improved heart health and weight loss.

And while it’s generally known that fat/muscle composition is different between the sexes, what isn’t as widely known by your customers is why. Levin explained, “because of the influence of testosterone, men’s bodies tend to be more muscular with leaner body mass. Muscles have more mitochondria, the calorie-burning energy producers within cells, than most other cells, which allows more calories to be burned.”

More than ever, middle-aged men are committed to remaining active, according to Sugarek MacDonald. “Products like Bluebonnet’s BCAA + Glutamine Powder and Whey Protein Isolate are perfect complements to a man’s daily multi because they provide 26 grams of protein per scoop and are low in cholesterol + BCAAs and are the cornerstones for muscle health and support healthy weight management,” she commented.

Men also experience joint and bone issues differently than women. For example, said Bornet, men tend to experience joint pain earlier in life than women. Before age 45, osteoarthritis is more common in men than in women. “Therefore, it is important for men to be proactive and preventative regarding their joint health early in life,” he commented, adding that studies have found Pycnogenol is effective at reducing joint inflammation through suppressing inflammatory mediators COX-2 and 5-LOX in immune cells.

Levin added, “Men also suffer from loss of bone as we age, though this is not as commonly recognized as a health concern in the general population. Only 25-30 percent of hip fractures occur in men because women lose bone density faster than men (the rate accelerates rapidly after menopause) and because women tend to outlive men.

Herbal and nutrition supplements that fortify bone, enhance maturation of osteoblasts, and reduce inflammatory response, said Winston, can be highly useful in maintaining a healthy musculoskeletal system in men. His formula, OsteoHerb, containing stinging nettle leaf, horsetail, alfalfa, dandelion leaf, oat straw and black pepper, was developed to “help re-mineralize weak, brittle bones,” he described. The herbs are good sources of absorbable minerals including calcium, magnesium, potassium and silica, plus numerous trace elements. Silica is a co-factor in calcium absorption, which increases bone density and strength. Horsetail stimulates the maturation of osteoblasts. Oat straw and stinging nettle are traditionally used for strengthening the bones, skin and fingernails. Alfalfa and dandelion leaf are good sources of minerals and vitamin K, which is essential for healthy bones.

Multis Rule

The concept of men’s multivitamins is, of course, nothing new. Such products are plentiful, which is great news. According to NBJ’s 2021 Condition-Specific Report, “men’s health is very much a multivitamin market. In women’s health, multis account for just under half of the market. For men, it’s more than two thirds. As such, it accounted for most of the growth in 2020.”

Retailer O’Brien can validate these stats. “The foundational supplements are the most popular for my male customers. Covering gaps in their diet with a good multivitamin.” He noted that multis are followed by probiotics and fish oils in demand among his male customers.

Levin agreed, explaining, “One of the easiest ways men can ensure adequate nutrient intake for the support of overall health is to take a complete multivitamin.”

NOW’s ADAM is a men’s multivitamin with the vitamins, minerals and specialized nutrients that men need to support optimal health and wellness, he described. ADAM also supports crucial aspects of men’s health with nutraceuticals such as saw palmetto extract for prostate health, lutein and lycopene for eye health and free radical protection, CoQ10 and plant sterols for heart health, and more. Additionally, NOW Sports Men’s Active Sports Multi is a daily multivitamin for active men, featuring free-form amino acids, ZMA, tribulus, MCT oil, herbal extracts and more.

Sugarek MacDonald noted that as men age, “many develop a second wind in the back half of their life. The only problem is that their bodies do not often work like they did when they were young. Realizing that the bodies of mature men do not always keep up with their minds,” Bluebonnet developed men’s multivitamin-mineral foundational formulas so that men at any age “can continue to be ‘young at heart.’” She pointed to Bluebonnet’s once-daily Men’s ONE and Men’s ONE 40+ Whole Food-Based Multiples as examples.

Front and Center

Male-specific health concerns revolve around the two “Ps” – prostate and penis.

The prostate produces the fluid that combines with sperm to form semen, and also converts testosterone into its biologically active form, dihydrotestosterone (DHT). Benign prostatic hyperplasia, or enlarged prostate, is an annoying condition that many men develop as they age.

Saw palmetto, pumpkin seed and zinc are prominent prostate-support ingredients that men may know. According to Levin, saw palmetto berries contain bioactive fatty acids and sterols that have been shown in research to help support healthy prostate and urinary functions. NOW Saw Palmetto Extract combines saw palmetto with zinc and pumpkin seed oil for comprehensive prostate support. Zinc is essential for endocrine function and overall reproductive health. Pumpkin seed oil is also a good source of essential fatty acids and phytosterols that support prostate function.

NOW’s Clinical Strength Prostate Health features saw palmetto extract, lycopene, and beta-sitosterol (plant sterols) at potencies comparable to those used in clinical trials, according to Levin. “We’ve included zinc, selenium and vitamin D-3, three nutrients that play important roles in optimal prostate function.”

Herbalist & Alchemist provides saw palmetto combined with nettle root, collinsonia and white sage leaf in its Men’s Prostate Tonic, and according to Winston, the combination is “much more effective than any of these herbs alone for BPH.”

Relatedly, aging often brings lower libido and difficulty achieving and maintaining erection. According to Sugarek MacDonald, the Massachusetts Male Aging Study, which has been supported by the National Institute of Health (NIH) for the last 20 years, reported a frequency of 52 percent of ED in aging men. It also revealed 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,” she commented.

Bluebonnet’s Intimate Essentials For Him Testosterone & Libido Boost blends botanical extracts [tribulus, saw palmetto, and Eurycoma longifolia (LJ100), which is a patented and clinically proven, tongkat ali, from Malaysia, for optimal sexual performance. The supplement also contains minerals like zinc and boron, L-arginine, and a purified shilajit from the Himalayas (PrimaVie). “It is formulated to promote the natural production of testosterone, increase nitric oxide production to improve blood flow for heightened sexual virility, maintain prostate function and structure, improve sexual arousal, and promote healthy male fertility and sperm, Sugarek MacDonald described.

NOW Men’s Virility is an herbal formulation featuring epimedium, also known as horny goat weed, Muira puama, maca and Tribulus terrestris, all which are known to support normal sexual performance. NOW Sports tribulus formulas (Tribulus 500, Tribulus 1,000, and Tribulus Extreme) feature Tribulus terrestris, a botanical that has been used for centuries in ancient Greece, India, and Africa to enhance vitality and virility.

“Preliminary studies suggest that tribulus may help to promote healthy endocrine function and male reproductive health,” Levin noted. NOW Sports Tribulus Extreme formula adds traditional herbs, organic raw maca root (Lepidium meyenii) concentrate, epimedium extract, green tea extract (Camellia sinensis), damiana (Turnera diffusa), and ashwagandha root extract (Withania somnifera)—to a tribulus extract standardized to protodioscin. “Tribulus Extreme is designed to promote optimal stamina and energy levels, and to support a healthy libido and male sexual function,” he added.

NOW Sports TestoJack 100 features LJ100. Levin explained, “Studies indicate that LJ100 may help to support male reproductive and glandular functions. This product includes tribulus to promote male vitality, as well as ZMA, a combination of zinc and magnesium that supports healthy immune, reproductive, and neuromuscular function. TestoJack100 is ideal for the overall support of men’s glandular health and reproductive function.”

Andropause, a condition affecting many aging men is often at the root of erectile issues, as well as weight gain, fatigue and low mood. Winston explained, “Older men are less knowledgeable about the changes associated with andropause and less likely to seek medical attention for issues associated with it such as depression, fatigue or sleep problems.”

Herbalist & Alchemist’s Men’s Midlife Tonic supports the hormonal, emotional and physical changes that occur during andropause, he noted. It contains oat milk seed, ashwagandha root, mimosa bark, saw palmetto berry, black cohosh root, orange extract and pulsatilla root or herb. Men’s Midlife Tonic is “formulated for middle-aged men to address changes in hormone levels causing sleep issues, decreased sexual functioning, weight gain, moodiness or irritability—collectively known as andropause,” Winston commented.

To help deal with chronic stress, elevated cortisol levels, insomnia and anxiety, Herbalist & Alchemist’s Men’s Adapt 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, stressed out and overworked men. Chinese kidney yang tonics cynomorium/suo yang and epimedium are added to help stimulate libido and increase sexual function. Maca is a restorative tonic that supports healthy male sexual function.”

Hey, Good Lookin’

Future Market Insight’s new report, “Men’s Skincare Products Market,” estimates that this product sector is set to reach $13.6 billion in 2022. “Beauty” products and supplements aimed at men are growing in demand.

“In 2021, we’ve seen a greater demand for collagen boosters and skin hydration options,” Hammond observed. “We anticipate that brands will continue to work toward launching products that enhance both beauty and overall wellness.” Hoping to take advantage of these trends, he said, Bergstrom Nutrition has two studies underway that are engaging male participants to explore the effects of OptiMSM on hair and skin. There is also emphasis on the potential efficacy of OptiMSM in reducing both hair loss and stimulating hair growth.

Skin appearance is more important to men today than in the past, but men’s skin tends to be thicker than women’s, and also different in appearance. According to Levin, men tend to have larger sebaceous glands and pores, meaning typical sebum production is nearly doubled in men, making men’s skin oilier and less dry, shinier, lower pH and more acne- and impurity-prone. Men also have more collagen in their skin, which averages about 20 percent thicker than women’s.

“Hydration and wrinkle prevention may be on middle-aged men’s radar, so products containing hyaluronic acid for both topical and internal use may satisfy that need,” he stated. NOW Solutions Hyaluronic acid line of skin care products address skin moisture and the appearance of fine lines and wrinkles. Further, the company offers topical Blemish Clear products aimed at younger men, the new Hydration Rescue capsules with Hyabest hyaluronic acid for maintaining proper skin moisture, NOW Solutions Beard Oil, which contains oils of shea, argan, jojoba and essential oils in an olive oil base.

“Skin health is a major growth opportunity in the men’s health category,” Bornet emphasized. “Men are more concerned with their appearance than ever and skin health is a category we continue to invest in.” He reported that a 2021 study on both men and women found that daily supplementation with Pycnogenol French maritime pine bark extract may help to significantly retain skin hydration, increase skin elasticity, and reinforce skin barrier function for those exposed to urban environmental pollution, as well as seasonal temperature and humidity variations. “In addition, the study found Pycnogenol to increase skin lightening during seasonal changes when dark spots can emerge. These are important findings for men that are concerned with their skin health, especially if they spend time outside,” he noted.

Catering to men of all ages is easier and more exciting than ever. The combination of men’s awareness of and interest in natural products and supplements to address their quality of life in multiple ways sets the stage for retailers to interact with male customers for the long-term. VR

For More Information:

Bergstrom Nutrition, www.optimsm.com
Bluebonnet Nutrition Corp., www.bluebonnetnutrition.com
Herbalist & Alchemist, www.herbalist-alchemist.com
Horphag Research, www.pycnogenol.com
NOW Foods, www.nowfoods.com

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