Increasing Strength and Stamina in the Men’s Health Products Market

by Joy Choquette | June 1, 2021

The pandemic provides interesting insights into trending men’s health needs.

America’s “manly man”—the horseback riding, cigarette smoking, alcohol drinking and bar-fighting—icon has been replaced. Today’s man has a better mortality rate than his predecessors. He’s more likely to be found on a bike or at the gym, preparing or ordering freshly made, nutritious meals and getting together with friends or family for hikes than in previous generations.

This is true across the board for American adults. According to data from the U.S. Census Bureau, between 1960 and 2015 the life expectancy for the total population in America increased by almost 10 years, from nearly 70 years old to nearly 80 years old. Even better, this trend is expected to continue, increasing to a total life expectancy in the U.S., to nearly 86 years in 2060.

The largest gains of life expectancy, says the report, “Living Longer: Historical and Projected Life Expectancy in the United States, 1960 to 2060” happened during 1970 and 1980. “Such a large increase in a relatively short period is attributed to increases in vaccinations, continued decreases in infectious diseases and cardiovascular mortality, and the effectiveness of prevention programs related to smoking, alcohol consumption, and promotion of physical activity,” stated the report.

It’s not all good news though. Compared to similar large and affluent countries, such as Japan, Switzerland, the U.K. and several others, America places last in its mortality rate. This report states that this is due to both health care issues and other factors, such as violence, diet, lifestyle and accidents.

One thing is clear though: men who are proactive in their health approach—modifying their lifestyles, diet, exercise and incorporating stress reduction and health promoting habits—have a higher chance of improving their mortality rate and overall life satisfaction. There are also supplements and key ingredients that may have a positive affect on men’s health, with promising studies in this area.

What’s #Trending in Men’s Health Supplements?

Sébastien Bornet, vice president of global sales and marketing with New Jersey-based Horphag Research, said that the company has noticed an interesting trend: “We see an increase in men of all ages searching for scientifically backed and holistic solutions to a wide range of health conditions that are encompassed in the men’s health category. The Council for Responsible Nutrition reports that 73 percent of all U.S. men are taking dietary supplements to support their health, a greater portion than ever before. This report also found that 42 percent of male supplement users are interested in products that have overall health and wellness benefits.”

Bornet added, “The men’s health category is largely about improving men’s quality of life and that’s a motivation for men to learn about the best ingredients that work to support them holistically.” A high incidence of cardiovascular disease, heart attack, and stroke among men means that there are opportunities to support men’s health in these areas. Another area of concern for many men is hair loss and erectile dysfunction, Bornet noted. The company addresses that through one of its popular men’s health products. “Pycnogenol is one of the most studied ingredients in the world with over 40 years of research and 160 clinical studies behind it. Pycnogenol supports various aspects of men’s health including heart health, prostate health, endurance, vitality and muscle function,” he said.

Founder and Formulator of Bionox Nutrients (Georgia), Dr. Jay Wilkins, has noticed a direct rise in the habits of eating and drinking and nutrition behaviors since COVID-19. “I believe that since the pandemic started people have had the opportunity to focus on their health and what they put into their bodies,” Wilkins said. “Consumers are shifting to a more sustainable and natural lifestyle. He pointed out that Men’s Health magazine supports this idea, noting that more men are focusing on microgreens and antioxidant profiles. “Males are enhancing their immune systems with turmeric and vegetables,” he said, “along with paying deeper attention to the health benefits of products.”

Additionally, Wilkins noted that while common and “tried and true” ingredients in men’s health products include ingredients, such as creatine, omega-3 fatty acids, zinc, vitamins D and C, calcium and magnesium, this has changed slightly more recently.

“The shift I have noticed is to more herbal/natural ingredients,” said Wilkins. “At Bionox, we pride ourselves on using all-natural ingredients to activate the innate power of the body to realize its optimum health,” he said.

Richard Passwater, Jr., product education director for Bio Minerals, which is a specialty line of Washington-based Natural Factors, stated that the company has noticed an increased interest in ch-OSA (choline-stabilized orthosilicic acid) for its roles supporting and protecting collagen production. This is true both in joint health and nutricosmetic applications among men, Passwater noted. Additionally, “There is increasing research investigating collagen metabolism. It is becoming increasingly clear that collagen structures must be replaced or repaired at a faster rate than most people previously thought.”

Passwater explained, “So, modern approaches to support collagen metabolism now focus on supporting new collagen production and also protecting collagen. BioSil is such a product because it’s clinically proven to help generate new collagen and can also help protect collagen from being damaged by homocysteine and cortisol, two leading causes of collagen loss.”

Chad Kelly, national educator at NutriGold, Inc., in Orem, UT, said, “Informed male consumers are looking for safe and proven ingredients that can provide ‘multiple’ benefits. Ashwagandha root is a great example of this, as it not only can support healthy energy levels and endurance but also a healthy response to stress. Ashwagandha root is firmly rooted in ayurvedic practices and has been used for centuries to help rejuvenate and tonify the body. At NutriGold, we feature a clinically proven, organic ashwagandha extract that is guaranteed to contain a certain amount of withanolides, which are the active compounds that are responsible for many of ashwagandha’s benefits.”

Is the Men’s Health Market Growing Now?

Chief of Scientific Affairs and Education, Cheryl Myers, at EuroPharma, Inc., in Green Bay, WI, stated that even though men are in the minority as shoppers at health food stores, the market remains strong. This is firstly because women buy products for men, Myers noted. “… men are more likely to seek out natural products when they have a specific personal concern,” noted Myers. “Some of these concerns may be embarrassing, such as bladder issues or erectile dysfunction, that may require some sensitivity in signs or consumer engagement. Others are more straightforward, such as prostate function or energy.”

David Winston, RH, the founder and president of Herbalist & Alchemist, located in Washington, NJ, said he believes that the men’s health market continues to be strong, and that growth will continue. When men find a product that works for them, they tend to stick with it, he noted. “The emphasis on staying healthy that has been such an area of focus for the entire world over the past 14 months is likely to expand beyond immune support and stress management,” he said.

Annie Eng, CEO of HP Ingredients with headquarters in Bradenton, FL, is optimistic about the potential in the men’s health subsector. “The men’s health product market is, in our opinion, still largely untapped. It is growing robustly, but there is tremendous potential in the younger adult market,” said Eng. She pointed out that men in the younger demographic like Millennials and Generation Z are embracing healthy lifestyle habits that include both nutritious diets and supplementation.

Like Wilkins, Dianna Singh, owner operator of Elk Hill Vitamins in Elk Hill, CA, has noted an increase in men’s health supplements since the pandemic began. “Prior to COVID it would be fair to say that men’s health products were a stable sell,” said Singh. About six months into the pandemic though, the weight of the world changed—literally, said Singh. While women are typically the buyers of health promotion products for men, that’s not the case currently. “We have definitely seen it change,” said Singh. “Men are taking control of themselves.”

Multivitamins are a usual solid place to start with men’s health products, Singh explained, but the store’s biggest sellers currently are testosterone supplements supporting stamina, strength and endurance. Supplementation to promote improvement in sexual function is also in high demand, Singh noted. Trisha Sugarek MacDonald, senior director of research and development and a national educator at Texas-based Bluebonnet Nutrition Corporation, stated that while younger men are focused on supplements to promote looks and achieve muscle mass, as men transition into their 40s, they “require additional support for more structure-function-related issues, such as those associated with bone/joints and heart health.” Bluebonnet Nutrition carries a wide range of glucosamine, chondroitin and MSM supplements, noted, MacDonald, “But our Targeted Choice Joint Support & Targeted Choice Pain & Inflammation products lead the pack. Each formula is carefully crafted with wholesome ingredients necessary for healthy ligaments, connective tissues and joints and may also provide temporary relief from pain caused by physical overexertion.”

MacDonald pointed out that by employing the right nutrients, the body can repair and maintain cells and tissues for optimal joint health and collagen synthesis required for bone support. Another area of concern in the 40-plus age group is blood pressure reduction. “Bluebonnet’s Targeted Choice Blood Pressure Support Vegetable Capsules is a wholesomely crafted blend of complementary vitamins, minerals and sustainably harvested or wildcrafted herbal extracts, as well as free-form amino acids and CoQ10 to help maintain blood pressure levels already within the normal range,” said MacDonald.

New & Innovative Men’s Health Products & Ingredients

Ingredients in health products specifically for men are fresh and innovative in some cases, in others of the more “tried and true” variety. One product that continues to be popular with EuroPharma Inc. is its HRG80 Red Ginseng Male Sexual Enhancement. “It’s no secret that ginseng (Panax ginseng) has been traditionally recommended for libido, so launching a supplement for that purpose might seem obvious,” Myers stated. “But what makes this red ginseng different starts well before it is ever included in this formula, from the beginning of its cultivation.” Myers explained that HRG80 Red Ginseng is hydroponically grown without pesticides and in ultra-clean conditions. “The roots of HRG80 ginseng are provided with the growing conditions and nutrients they need at exactly the right time and in exactly the right proportions,” said Myers. One study that points to this claim is “Characterizations of Korean Red Ginseng.”

Another of the company’s primary men’s supplements is CuraMed Prostate. “Like all of our CuraMed supplements, CuraMed Prostate features BCM-95 curcumin, an enhanced bioavailable curcumin combined with turmeric essential oil,” said Myers. “That’s an essential difference, because even though curcumin from turmeric (Curcuma longa) is already known as one of the world’s most effective natural medicines, curcumin from standard extracts is difficult for the body to absorb.” Combining curcumin with turmeric essential oil, Myers stated, BCM-95 improves absorbability by 700 percent, a fact that Myers said is backed up by more than 70 published studies.

Wilkins noted that Bionox Nutrients’ most popular product is M3 Ultimate Nitric Oxide Nutrition, which he referred to as, “the best supplement regarding men’s health. With all-natural ingredients proven to increase nitric oxide production and Nobel Prize-winning research, M3 activates the innate power of the body to achieve optimum health.”

In the upcoming months, Bionox plans to release a new supplement called Nox3 Greens Nitric Oxide Superfood, Wilkins noted. This product focuses primarily on nutritional support for healthy circulation, vitality, digestion and energy through all-natural ingredients, said Wilkins, including 26 powerful superfoods. “Through using fruits and vegetables that are high in naturally occurring nitrates, the Nox3 Greens blend makes it easy for your body to convert the nitrates into sustaining nitric oxide.”

For Herbalist & Alchemist, trending ingredients aren’t an area of interest. Neither is pigeonholing specific remedies for certain disorders. “Conventional wisdom likes to identify one herb as the ‘best’ for specific conditions, which is how we got the myth that echinacea is the immune herb, St. John’s wort is the depression herb, and saw palmetto is the prostate herb,” Winston noted. “The truth is that herbs generally work best in combination, rather than the allopathic approach of addressing a condition with a single herb, which is the pharmaceutical approach. The combination of those herbs is greater than the sum of its parts.”

Herbalist & Alchemist utilizes these combinations in some unique men’s health products. Winston noted that the three most popular for men are Men’s Prostate Tonic, Men’s Adapt and Men’s Midlife Tonic. Men’s Prostate Tonic benefits men experiencing lower urinary tract symptoms (LUTS), noted Winston, through a blend including saw palmetto and stinging nettle root. Men’s Adapt was created to support healthy sexual function and libido for men of all ages and utilizes ashwagandha and red ginseng to support the male reproductive system. Men’s Midlife Tonic, Winston stated, can be beneficial for men’s moods and hormonal changes which can result in sleep issues, weight gain, depression and more. This tonic utilizes milky oat, an herb which can help to restore emotional balance. “Animal studies show that milky oat can improve stress response, enhance learning and decrease social avoidance behaviors,” said Winston. (Schellekens, et al., 2009).

Eng noted that HP Ingredients continues to see positive results with LJ100, a potent adaptogen and product of Tongkat ali. Though saw palmetto gets a lot of attention, Eng noted that Tongkat ali, an ingredient that the company sustainably harvests from Malaysia, is of significant benefit. “Tongkat ali … has a long, rich history of use in promoting men’s health, not only sexual stamina, but encouraging de novo synthesis of testosterone,” said Eng. She called it, the healthiest, most natural way that men can experience an increase in testosterone, an improved metabolic state, and benefits to mood, stress reduction, an improvement in lean body mass and an increase in strength.

Passwater noted, “We observed an overall supplement market trend where many consumers seemingly started to bypass products marketed for a broad spectrum of health benefits to a wide range of people. Rather, many consumers began purchasing products they believed were more specifically developed for people just like them and tailored exactly to address their particular need or interest.”

Men’s Health Products: Studies and Statistics

Tongkat ali, the main ingredient in LJ100, has shown many positive results, according to Eng. “LJ100 is the result of an innovative collaboration between the esteemed MIT and the Government of Malaysia, the latter of which has invested considerable funds and efforts to license, develop and sustain research into the potential benefits of Tongkat ali,” she noted. This has been through a variety of governmental organizations, various universities, the Ministry of Science, the Malaysian sovereign wealth fund, and the Forest Research Institute of Malaysia, Eng explained.

HP Ingredients is the exclusive distributor of the extraction facility owned by the Malaysian Government for LJ100; this ingredient is the only Tongkat Ali that is protected by a worldwide patent for the treatment of sexual dysfunction, increase testosterone and male fertility.

One study, which was published in three different journals in 2005, 2006, and 2007, featured 20 male volunteers between the ages of 38 and 58. Each were randomly given either a placebo or LJ100. The benefits to those taking LJ100 included: improvement in sexual desires and performance, more normal testosterone and DHEA levels as compared to baseline levels, improved HDL cholesterol and improved blood glucose levels for study volunteers with diabetes. One of these studies was featured in a study, “Water-soluble extract of Eurycoma longifolia Jack as a Potential Natural Energizer for Healthy Aging Men.”

Passwater noted, “Generally, marketing studies we’ve seen suggest that a higher rate of women use dietary supplements compared to men. As an example, National Center for Health Statics (HCHS) Brief Number 399 published in February 2021, found that among U.S. adults aged 20 and over, 57.6 percent used any dietary supplement in the past 30 days, and use was higher among women (63.8 percent) than men (50.8 percent).”

This indicates that while men are not as likely to purchase or use dietary supplements as frequently as women, more men use them than don’t. And that trend may continue to grow upwardly as more men see the benefits of utilizing health promotion products.

Help for Retailers: Tips for Promoting Men’s Health Products

For Singh at Elk Hill Vitamins, customer education starts with the materials that are supplied by manufacturers. “Having the tools to be able to share with customers on specific ingredients and what role they play in the body is key,” she said, noting that Terry Naturally’s by EuroPharma does an exceptional job with its literature. “Our top seller is their HRG80 Red Ginseng (male sexual enhancement) supplement.”

Bluebonnet Nutrition, stated MacDonald, has been dedicated to supporting retailers for more than 30 years. It works with stores on a one-on-one basis to support sales, demos and marketing plans, provides videos and other visuals and provides marketing materials to help further educate customers. Being tech savvy and passing the benefits on to its retail partners is extremely important, she noted. A new order status and tracking system helps retailers get their shipping information directly. Its teams also use tablets to provide actionable marketing insights and real-time sales and promotional information as well, according to MacDonald.

Choosing to focus its efforts on education rather than marketing is important at NutriGold, said Kelly. “Helping our retailers unpack the latest science on our product ingredients and understand the unique benefits, as well as potential limitations, is paramount to them being able to assist their customers in the aisle.” To accomplish this, Kelly explained, the company has a full-time educator that travels to meet directly with retailers for in-person detailed training discussions. “We also offer a monthly webinar training program for our retailers that continues to grow in its reach. At NutriGold, people are our business, and sharing all that we know with them, empowering them, is our passion,” Kelly said.

Bionox provides wholesale process and deals for retailers, noted Wilkins, such as opening order discounts. “We have brochures, customer service, videos, testimonials, sample social media posts, YouTube videos and more in order to ensure our retailers success.”

Retailers play an essential role in the success of manufacturing companies. Those that appreciate and support this partnership are more likely to be successful long-term. “We give back every day to our retailers because we value and appreciate the partnerships, we share in delivering excellent nutritional products to our customers,” said MacDonald. “We strongly believe that every natural food store’s future viability and collective success depend on each other.” VR