Golden Years

by Maryanne Christiano-Mistretta | April 1, 2021

Focusing on healthy aging products.

Aging is an unavoidable natural process. However, healthy aging is a cornerstone to making the most of your golden years. Healthy aging is something everyone wants—and should have. When we take care of ourselves, we can not only be free of disease, but also have a more youthful appearance, high energy and wellbeing. The dietary supplement industry is aware of this, as they thrive on their strong market comprised of people who want to be strong and live long.

But at what age do consumers start focusing on healthy aging? Consumers of all ages are making efforts on their health—especially since the pandemic—according to Shoji Matsukawa, vice president of Mitsubishi Gas Chemical Company, New York, NY.

“Given COVID-19, healthy aging products can aid consumers in living each day to the fullest amid these trying times,” he said. “The need for natural healthy aging products has grown exponentially during the pandemic despite a steep economic decline, which has impacted almost every other industry. Consequently, consumers are on the hunt for anti-aging solutions with no indication of slowing down in sight.”

Living Longer Lives and Living Them Well

The need for a proactive approach to healthy aging combined with increased growth rates of the middle-aged and older populations makes the market for healthy aging products huge according to Jennifer Weinhardt, BS, MS, Bluebonnet Nutrition, Sugar Land, TX.

Weinhardt said, “Preparing for the natural aging process is critical to staying healthy and active for a longer period of time. It’s best to ‘take the bull by the horns,’ so to speak and start implementing the lifestyle changes required to optimize health and wellness, such as eating a balanced diet, getting physical activity most days of the week, and supplementing if necessary. Our minds and bodies need adequate nourishment to keep up with the relentless demands of life, but this is even more important as we age.”

That said, the state of the market for healthy aging products will always be strong for people who want to stay healthy and are seeking ways to promote a youthful lifestyle, appearance and overall well-being, according to Cheryl Myers, chief of scientific affairs and education at EuroPharma, Inc., Green Bay, WI.

“One challenge for retailers and manufacturers and marketers alike may be, do we call this category ‘healthy aging’ or does the category go by a number of other names when you’re appealing to younger customers, like ‘daily energy,’ ‘blood sugar and metabolism,’ ‘daily fitness,’” said Meyers. “After all, these aspects of life, properly maintained, lead to healthy aging, so part of the question for retailers may be in how they market supplements generally geared toward healthy aging to younger customers, as well as those in the 40-plus range, who will more readily respond to a category called ‘healthy aging.’”

Supporting Cognitive Health

As part of the normal aging process, seniors experience a loss of cognitive skills, memory and mental ability/agility. This also includes reduced brain size and changes in synapses and neuronal network structure and function.

An ingredient that supports cognitive health is Magtein, used by Bluebonnet Nutrition. Magtein, the branded, clinically tested form of magnesium L-threonate, is found in Bluebonnet’s newest product launch, Magnesium L-Threonate Vegetable Capsules.

“Magnesium L-threonate, when taken orally, is rapidly absorbed, crosses the blood-brain barrier, and enters the brain to reverse certain aspects of brain aging structurally,” said Weinhardt. “Human clinical trials have demonstrated the benefits of magnesium L-threonate supplementation in adults with cognitive dysfunction, sleep disorders and anxiety. The mechanism of action is partly because magnesium L-threonate increases the density of synapses, which are the communication connections between brain cells. This is critical because a loss of synaptic density is associated with brain shrinkage and cognitive decline. Further, in one trial, it was found that people who supplemented with magnesium L-threonate had a reversal of more than nine years in brain aging clinical measures.”

For cognitive benefits, Myers recommends EuroPharma’s CoQ10 Chewable, which achieves an 800 percent absorption compared to standard forms, she said, as well as the company’s HRG80 Red Ginseng Energy Chewable supplement.

“Feeling energized and focused can be a challenge for anyone as they get older, but our HRG80 Red Ginseng Energy Chewable supplement can help,” Myers said. “I realized that red ginseng—Panax ginseng—is pretty familiar, so it may surprise people to learn that our suite of HRG80 Red Ginseng supplements is a fairly recent product launch. That’s because this particular ginseng is uniquely different and more beneficial based on its specialized cultivation. The ginseng roots are provided with the nutrients needed at exactly the right time and in exactly the right proportions. Just as importantly, the plants are challenged just enough to concentrate levels of protective compounds called noble ginsenosides.”

Continuing, Myers added, “These compounds are especially rare, but are also readily absorbed and considered the most responsible for the botanical’s benefits. In fact, the noble ginsenosides in HRG80 Red Ginseng have been shown to be up to 17 times better absorbed than classic ginsenosides—the type seen in most supplements—in an in-vitro scientific (Caco-2) study.”

Also, while the leading white ginseng’s power began to fade in the afternoon hours, HRG80 Red Ginseng continued its support. “For anyone with mentally and physically demanding schedules, and who wants to meet those circumstances skillfully, HRG80 Red Ginseng Chewable is a must,” Myers stated.

She also recommends their Zinc Plus Selenium, a supplement, which Myers said is a must for the immune system. “Zinc deficiency has been linked to depression and anxiety disorders,” Myers explained, “so boosting zinc intake may be part of a more natural treatment option that doesn’t carry the risks and side-effects of conventional approaches.” Both zinc and selenium are also key to reducing systemic inflammation and risk of cancers, so they are definitely an important part of an anti-aging regimen.

BioPQQ, from Mitsubishi Gas Chemical Company, is a mitochondria enhancer that also supports cognitive health. Mitsubishi Gas Chemical Company developed a natural source of pyrroloquinoline quinone (PQQ) using a proprietary fermentation and purification process that has been well-researched and documented, according to Matsukawa. “This makes it appealing to both supplement manufacturers and consumers looking for safe and natural ingredients for their healthy-aging products,” he said. “To date, no other PQQ on the market has been as rigorously tested and studied. It remains the only compound of its kind to have a new dietary ingredient (NDI) notification from the FDA (U.S. Food and Drug Administraition)—a designation that is rare since only 30 percent of NDI applications are approved.”

BioPQQ is a safe, well-established, and proven ingredient that has been researched for more than four decades, according to Matsukawa. “In fact, a vast majority of the studies focusing on this ingredient have used BioPQQ, making Mitsubishi Gas Chemical a pioneer in the research. BioPQQ has been a mainstay in the market because of its powerful effects on the body, particularly with regard to supporting healthy aging,” he said. “Various studies show BioPQQ can help fuel the body’s primary energy source—the mitochondria. Healthy mitochondria play an essential role in supporting important markers of aging, cognition and physical performance by creating energy and controlling necessary apoptosis, the death of cells which occurs as a normal and controlled part of an organism’s development, which contributes to maintaining healthy activities of the body.”

Continuing, he added, “But as we age, the powerhouse of the cell becomes damaged or impaired which can ultimately lead to many common health conditions associated with the aging process.”

This is where BioPQQ can help. This all-natural ingredient activates mitochondrial biogenesis, meaning it can increase the quantity and quality of the mitochondria in cells that are crucial for longevity. In addition, BioPQQ boosts nerve growth factor (NGF), which is important for neuron development and brain health—another aspect that contributes to healthy aging.

“While there are many supplements that assert to help maintain brain and heart health over time,” said Matsukawa, “BioPQQ has the scientific research to back it up.”

Go-to Ingredients for Bone Health, Joints and Pain

The integrity of bones and joints is an important part of healthy aging according to Weinhardt. “Bone remodeling balance begins to tip in favor of bone mineral loss,” she said, “especially if the diet is inadequate or physical activity is lacking, causing structural changes to the bones and joints.”

BioCell Collagen is the branded raw material found in several of Bluebonnet’s formulas. It provides a comprehensive solution to joint health by replenishing the cartilage matrix’s essential components, according to Weinhardt. “It is a highly bioavailable source of hydrolyzed type II collagen from chicken cartilage that has been studied in double-blind, placebo-controlled clinical trials to demonstrate its safety and efficacy in promoting joint comfort and mobility. Scientific evidence suggests that BioCell Collagen is absorbed intestinally and accumulated in the cartilage,” she said. “Data suggests that hydrolyzed type II collagen may directly stimulate the cartilage’s resident cells to produce its matrix components, thereby supporting joint structure and function. Collagen is the most abundant protein in the human body, making up about thirty percent of its total protein content. All connective tissue is comprised of some collagen. There are numerous types of collagen found in the body, but three main types of dietary collagen are found on the market. Type I collagen comprises 90 percent of skin, hair, nails, organs, bone and ligaments. Type II collagen applies to cartilage, and type III collagen applies to fibrous protein in bone, cartilage, dentin, tendon and other connective tissues. Degradation of collagen type II represents one of the hallmarks of osteoarthritis.”

Glucosamine and chondroitin also continue to be go-to ingredients for joint health products, remaining dominant in the healthy industry. However, there are concerns over high daily serving requirements and efficacy, which have increased demand for new joint health solutions and combination products, according to Shil Kothari, chief executive officer, Imino Tech, Inc., Carson City, NV.

“Another driver of innovation is the expanding demographics of the healthy aging market,” Kothari said. “Younger consumers increasingly recognize the importance of maintaining healthy, resilient joints to their ability to stick to exercise routines that are vital to long-term health and wellness. The market is striving to meet the growing interest in joint maintenance and injury prevention, as well as traditional demand for natural solutions that help reduce pain and restore function. New science-based ingredients that can deliver real health benefits will be best positioned to meet these twin goals.”

Kothari added, “There is a wide range of new supplement ingredients designed to reduce discomfort, repair tissue and improve mobility. These include vitamins and minerals, collagen, herbal and nutritional compounds with varying degrees of scientific support for their reported benefits. We see strong potential for iminosugars, a new class of biologically active carbohydrates that can deliver a range of health benefits.”

An iminosugar called ido-BR1 is marketed under the brand Q-actin and is an effective anti-inflammatory for joint health. “It is one of the few natural anti-inflammatory products and it is plant-based, which gives it added appeal for many consumers,” said Kothari. “An efficiacious serving of Q-actin is only 20 mg daily—a fraction of many ingredients—making it an ideal combination ingredient. It’s one of the most exciting new functional joint support ingredients we’ve seen since we helped introduce type 2 collagen to the market nearly 20 years ago.”

Joint health is something that will eventually affect everyone. During any period in life, there will be those intensive, sudden hits of pain. But, according to Myers, they somehow seem more acute when you get older. This is why she believes CuraMed Acute Pain Relief is one of the most exciting launches EuroPharma, Inc. has had this year because customer response has been incredibly positive. “It feels great to have this option,” she said.

Eye to Eye

The macula, or central part of the tissue that lines the back of the eye (the retina), can become damaged as we age, making tasks involving central vision much harder, according to Weinhardt. “In fact,” she said, “the National Institute of Health estimates that by age 75, one out of three people will have age-related macular degeneration (AMD).”

For eye health, Bluebonnet utilizes LuteMax 2020. It’s an award-winning, globally-recognized ingredient derived from marigold extract providing all three macular carotenoids—lutein and enhanced levels of both zeaxanthin isomers (RR- and RS [meso]-zeaxanthin)—at the same 5:1 ratio as found in nature to support eye health optimally. While there are more than 600 carotenoids found in nature, only lutein and zeaxanthin isomers—RR-zeaxanthin and RS (meso)-zeaxanthin—are in the eye, specifically the macula. These macular carotenoids make up the macular pigment. Their deposition in the macula is highly specific: lutein is preferentially deposited in the peripheral macula, RR-zeaxanthin in the mid-peripheral macula, and RS-zeaxanthin at the center of the macula, which is the region most susceptible to photo-oxidative damage. Acting as primary filters of high-energy blue light, lutein and zeaxanthin isomers support visual health and acuity by protecting against oxidative stress and inflammation.

Retailer Support

Retailers can help promote healthy aging by highlighting the various health concerns that make up the category, according to Myers. These include metabolism, pain and inflammation, cellular health, cognitive function, daily energy and cardio strength, which she feels can definitely drive interest.

“After all,” she said, “everyone is going to go through some level of aging. We might as well make it as enjoyable and healthy as possible!” VR