Keeping the Liver and Kidneys Healthy

by Joy Choquette | May 1, 2022

Manufacturers and retailers weigh in on the state of the market for this subgroup during the pandemic.

It’s estimated that more than one in seven Americans have chronic kidney disease (CKD) and don’t know it. Though high blood pressure is often referred to as “the silent killer,” CKD is perhaps runner up for the title. The National Institute of Diabetes and Digestive and Kidney Disorders (NIDDKD) estimates that CKD affects approximately 37 million Americans. Those in higher-risk groups include individuals who also have diabetes and/or high blood pressure.

Meanwhile, the number of Americans suffering from liver disease is also alarming, albeit smaller. According to the Centers for Disease Control and Prevention (CDC), an estimated 4.5 million adults have liver disease. With so many individuals suffering from these two diseases, there is clearly room in the marketplace for natural health solutions to support and potentially promote the health of both.

While the pandemic continues, one wonders, though: with immune health a continued focus for consumers, is there room for other growth? How is the liver and kidney health market performing currently and what new trends are showing up in this subset? What do manufacturers of liver and kidney health support look for when creating a new product? And how can retailers—many of whom are stretched thin due to COVID-19—best help their customers find the best liver and kidney health-support products?

How is the Liver and Kidney Health Market Performing Now?

Christian Olsen, store manager at Total Health Nutrition Center out of Wisconsin, stated that the liver and kidney health market is performing well right now, despite COVID-19. “They are slightly trending upward categories,” Olsen noted. “It’s been going up for the past two years, I’d say.” While Olsen stated that Total Health Nutrition Center has noticed an expected uptick in immunity-supporting supplements during the pandemic, he expects that to level off. “The good news is that people have been more proactive in taking care of themselves instead of waiting,” Olsen stated, about the natural health market in general.

One way in which individuals care for themselves is taking care of their whole bodies, not just one or two aspects of their health. It’s especially important to remember the health of the kidneys and liver, organs that are sometimes overlooked until there’s a significant problem.

Salim Rayes, CEO and founder of Moonstone Nutrition, a manufacturer with headquarters in Pennsylvania, referred to kidneys as the “forgotten organs.” “This is an underdeveloped category at retail,” he noted. “We estimate the total addressable market (TAM) in the U.S. to reach $2 billion in the next 10 years as more consumers are educated about kidney health.”

More than 1.2 million people visit emergency rooms every year with very painful kidney stones, Rayes noted. “There are over 33 million kidney stone patients in the U.S. and the number is increasing by 12 percent annually due to diabetes, hypertension and other chronic health factors.” He explained that one in 10 people will get a kidney stone in their lifetime and the recurrence rate is 50 percent in the years following that first episode.

Liver and Kidney Health: What’s New?

Liver and kidney health perhaps doesn’t have the glitz and glamour that immune support products do right now, but that doesn’t mean they’re not important. It also doesn’t mean that drastic measures must be taken to support these organs more fully. “People are a bit obsessed with the need to cleanse and ‘detox,’” said David Winston RH(AHG), founder and president of Herbalist & Alchemist, a manufacturer located in New Jersey. “While we are exposed to a great number of toxic chemicals in our food, homes and environment, the human body is actually quite good at eliminating metabolic wastes.”

Winston stated that there’s no need for anyone to do intense cleanses that require long periods of fasting, staying near the bathroom or following time-consuming protocols. Instead, he recommends focusing on herbs.

One of Herbalist & Alchemist’s popular products, Burdock/Red Root Compound, uses a mix of hydroalcoholic extracts of burdock root, fresh Echinacea root, figwort herb, red clover blossoms, fresh red root and violet herb, along with vegetable glycerin. This is an alternative formula, Winston noted. “Alternatives are used to gently enhance normal elimination via the major eliminatory organs—liver, kidneys, bowel, skin, lymph, lungs. It is indicated for lymphatic stagnation, lymphedema, acne, recurrent boils, poor resistance to infections, fluid-filled cysts or lipomas, cystic breast disease, arthritis, mononucleosis, and chronic infections such as Epstein-Barr virus or Cytomegalovirus (CMV),” Winston explained.

Meanwhile, kidney stones, which pose painful problems for many individuals, Rayes noted, have no over-the-counter solutions currently. “Some herbal products are available through e-commerce, but none are scientifically proven. Patients are typically prescribed potassium citrate pills, which are big, expensive and very hard on the stomach,” Rayes said. “This means patient compliance is low, and stone recurrence rates are high. With millions of people suffering from painful kidney stones and no simple solutions, there is a white space opportunity to create a kidney health category at retail,” said Rayes.

Moonstone Nutrition offers a unique solution with its Moonstone Stone Stopper, which is the first patented and scientifically proven OTC (over-the-counter) functional beverage and supplement that prevents kidney stones, said Rayes. “The alkali citrate daily formula was developed by renowned urologists and nephrologists to support kidney health, Stone Stopper has clinically significant amounts of alkali citrate, which is scientifically proven to increase urine pH and citrate, making the kidneys inhospitable to the formation of kidney stones while promoting healthy kidney function.”

While health-supporting supplements are the choice of many individuals, it’s important to also remember that daily habits can also improve the health of both the liver and kidneys. Eating a balanced diet and getting regular exercise, drinking plenty of water, and avoiding the use of drugs and too much alcohol are all great places to start.

Still, due to genetic dispositions or simply an interest in promoting the health of these organs more fully, natural health products such as those mentioned in this article are appealing to many individuals. Consumers are always encouraged to check with their medical provider before adding supplements into their diets and to do their due diligence when choosing a natural health product.

#Trending Now in Delivery Methods, Ingredients, and More with Liver and Kidney Health Products

Kurt Cameron, CMO of the manufacturing company Diem Direct based in Michigan, stated that the company focuses exclusively on kidney-related health. “One in 11 Americans will experience a kidney-related concern at least once in their lifetime,” Cameron noted. “The standard of care is limited to diuretics and potassium citrate. The market is in great need of innovative options.”

One trend that Cameron noted in the kidney space specifically is worrisome. “We see a lot of ‘renegade’ marketers pushing the boundaries of allowable claim language, often in support of herbal products with little to no scientific evidence to support their use,” said Cameron. Taking a close look at the research and studies that all health promotion products cite is always important. Camron added, “Also, there are many alkalizing products that help reduce pH, but in some cases, it is actually beneficial to raise pH and/or promote healthy urine composition without affecting pH at all. That’s what our products are designed to do.”

And though not a delivery method, Cameron is excited by the advancements being made in monitoring technology. This technology “can analyze pH and urine composition to better assist us in selecting the right dietary approach to wellness maintenance. Those pH testing strips may soon be a thing of the past,” Cameron noted.

Moonstone Nutrition recognized the need for alternative delivery methods for its Stone Stopper products as well, which are available in capsules, gummies and ready-to-mix powders. Rayes called it the “first effective kidney stone supplement and functional beverage on the market with true health benefits.”

Travis Lemon, owner of Tulsi at the Market in West Virginia, stated that he’s noted a trend in focus—from short to longer-term focused approaches when it comes to liver and kidney health products. “Many of our customers are switching from more short-term cleanse products to more of a daily supplement to support elimination organs like the liver and kidneys,” said Lemon.

What Manufacturers Look for When Developing Liver and Kidney Products

As a traditional herbal company, the Herbalist & Alchemist has spent the past five decades studying, practicing, teaching and researching Chinese, Western/Eclectic, and Southeastern herbal traditions, said Winston. “Over the past fifteen years, synergy studies have demonstrated that by skillfully combining herbs in formulas as has been done through the ages in ayurveda, TCM (traditional Chinese medicine), Tibetan and other traditional health care systems, can result in significant improvements in herb activity over the use of individual herbs alone,” stated Winston.

Winston noted that there are multiple ways to address various liver concerns with herbs. He grouped these into three areas: hepatoprotective herbs, hepatic tonics and cholagogues/choleretics. Each group contains different herbs which may help support the liver in different and unique ways, he explained.

“A good general ‘liver formula’ will have herbs that represent each of these categories,” Winston stated. He noted that Thistles Compound is one formula that may enhance the overall liver and gallbladder function. “A formula like this can be used to promote hepatic regeneration, production of bile in the liver and excretion of bile from the gallbladder, act as an aperient while improving bowel function, skin health, healthy gut flora and GI (gastrointestinal)-based immune and endocrine activity.”

Knowledge and skill in the formulation are crucial, as incompatible herbs can create anti-synergy, Winston stated. “Herbalists have found over thousands of years that certain herbal combinations enhance activity and promote normal function,” he said. “Examples include the ayurvedic practice of using turmeric with ginger to increase absorption and activity, the Eclectic use of fringetree bark with culver’s root to promote liver and gallbladder function, or in TCM combining small amounts of rhubarb/Da Huang with gardenia fruit to clear what in TCM is referred to as liver heat.”

At Diem Direct, Cameron explained that vigorous scientific data and real-world clinical relevance are of the utmost importance when manufacturers are developing liver and kidney health products. “We carefully screen our suppliers and select ingredients for quality, consistency, reliability and safety,” he said.

Retailers, too, are looking at the science behind the products. Lemon stated that at Tulsi at the Market, he and his staff are always hungry for more information about the products on the store’s shelves. “More product education is always a good thing in my opinion,” Lemon stated. “We like to work with supplement brands that are using science-backed ingredients and it is always helpful when the brands reach out to tell us about new clinical studies.”

Tips for Busy Retailers: How to Sell Liver and Kidney Health Products

Winston agreed that knowledge is key for retailers and their customers. That’s why Herbalist & Alchemist dedicates time regularly to ongoing educational opportunities for its wholesale customers. It offers monthly Herbal Salons and free web seminars that give retailers the knowledge to guide their customers buying decisions, Winston stated. “Past sessions are archived so they can search by topic. Our customers say this helps them sell our products, and supports the health of their customers, which is why we have been offering them for years.”

Cameron noted, “With kidney support, it’s important to consider the health of the entire urinary tract the nature of the concern. A one-product-fits-all approach is not the answer and can actually be counterproductive.” This is something that Lemon would appreciate. He stated that manufacturers being upfront about potential contraindications is extremely helpful. “We love when trainers and reps are very upfront about contraindications. It’s not only helpful to know what customer should take a certain supplement, it’s also very helpful to learn about why a supplement may not be the right fit for someone.”

While liver and kidney health promotion products may not have the glittery appeal of other supplements in the marketplace, these key organs are responsible for many things in the body including waste removal and an intricate filtration system to keep toxic waste from the bloodstream. Glamorous? No. But essential? Yes. VR