The panel:

Abdul Alkayali, Vice President, Sales and Marketing, Longevity by Nature, Temecula, CA, www.longevitybynature.biz

Ramona Billingslea, Marketing Manager, Betsy’s Health Foods, Spring, TX, https://betsyhealth.com

Sébastien Bornet, Vice President Global Sales & Marketing, Horphag Research, Geneva, Switzerland, www.pycnogenol.com

Douglas Jones, Head of Global Sales and Marketing, BioCell Technology, Irvine, CA, www.biocelltechnology.com

Audrey Ross, Senior National Educator, Country Life Vitamins, Hauppauge, NY, www.countrylifevitamins.com

Ståle Søfting, Sales and Marketing Director, GC Rieber VivoMega, Norway, https://vivomega.com

The nation is aging. True enough, but as Lincoln was attributed as saying, “It’s not the years in your life that count. It’s the life in your years.”

By 2040, about one in five Americans will be age 65 or older, up from about one in eight in 2000. In fact, the number of people in the U.S. who are age 65 and older will more than double over the next couple of decades, reaching 80 million in 2040.

Vitamin Retailer (VR) turned to a panel of experts to discuss products, trends, innovation and science in a wide range of areas that relate to healthy aging, including quality of life, mobility, cognition, pain relief, energy and more.

VR: Since people want to age healthier, not just get older, what does the healthy aging supplements market look like?

Alkayali: Consumers are increasingly focused on longevity of health span, the years of life spent in good health, rather than simply extending lifespan. Products targeting joint, immune, heart, brain and cognitive health will be positioned as proactive support rather than reactive solutions to health challenges.

Søfting: Interestingly, an Innova Market Insights survey reported that Millennials and Gen Zs started actively taking steps to age healthily between ages 20-30, whereas Boomers and Gen Xs started at ages 40, 50 and 60.

Ross: Being active and healthy are important for the aging population and maintaining or improving health requires proper nutrients supplied to the body. Antioxidants, basic vitamin and mineral needs, joint support, stress support, sleep support, protein—all are becoming more important as we age.

Billingslea: Supplemental healthy aging support will definitely be one of the main categories of growth for the health foods industry, especially if hot products like NMN manage to stay on the market.

VR: What main trends are you seeing in this category? What should retailers be aware of?

Søfting: According to the Innova Market Insights survey, all four generations (Boomer, Gen X, Millennials & Gen Z) agreed that regular physical exercise was the first strategy for aging healthfully. However, the next step for Boomers is observing a balanced diet; for Gen X and Millennials, it is managing a healthy weight. For Gen Z, the strategy includes improving sleep patterns for better health.

It’s also important to note that more shoppers are reading nutrition labels to understand what ingredients are included in their supplements. They want to learn about the ingredients’ efficacy and clinical backing.

Lastly, as the supplement regimen expands, it’s important to support consumers to be compliant and one of the areas where we can do this is by offering options for smaller capsules or fewer capsules by offering more potent omega-3 solutions.

Alkayali: Today’s consumers have a greater appreciation that aging begins at the cellular level, which bolsters the importance of vitamins, minerals and other supplements that help maintain the fundamental building blocks of life.

Ross: More focus on increasing energy, decreasing joint pain, improving brain health, increasing stamina. Retailers should be able to provide supplements that not only address these areas but also those that address health at the cellular level. Yes, antioxidants, vitamins, minerals, protein are all important but how our cells replicate and regenerate is also important. Products that support healthy cells are just as important as multivitamins.

Billingslea: Collagen Peptides are dominating our vitality category this year. As a retailer, we strive to choose products for this category carefully, not wanting to promise the moon when supplements alone can only provide so much support.

VR: What are the top two to three products you are most excited about, and why?

Alkayali: Longevity by Nature has a wide range of products designed to support health span for a longer and healthier life.

Telos95 is a blend of potent natural polyphenols designed to support longevity and vitality. This innovative formula works to protect chromosomal telomeres, thereby slowing the aging process of healthy cells and cellular senescence. Derived from proprietary grapevine and organic olive leaves, Telos95 is the product of specialized extraction and manufacturing methods. Clinical research has demonstrated that Telos95 reduced TeloYears (a measure of cellular age) by an average of 7.42 years in only six months. Moreover, study participants experienced a significant increase in median telomere length.

TendoGuard is a clinically tested blend of avian sternum and eggshell membrane that provides essential collagen types (I, II, V and X) for maximizing bone, cartilage, and tissue repair. In a 60-day observational study assessing the efficacy of TendoGuard in individuals experiencing joint discomfort and reduced mobility, participants received a daily dose of 750 mgs. At the study’s conclusion, 78 percent of subjects reported significant improvements in range of motion, overall pain reduction and increased muscle strength.

KollaJell is a patented nutritional supplement containing a first-of-its-kind jellyfish collagen (types I, II and V) designed to support cognition and brain health. It is rich in all 20 essential and nonessential amino acids, including glutamate, serine and tryptophan. Amino acids are the building blocks of life and essential to the body’s function. KollaJell also has natural neuroprotective antioxidants, calcium-binding proteins and is an abundant source of vital macronutrients for brain health that are not found in any other type of collagen. This remarkable product is sustainably sourced from wild-caught, edible cannonball jellyfish (Stomolophus meleagris).

Ross: Supporting stem cells (those crucial cells that are foundational for all other cells in the body) and telomere protection should be top of the list when it comes to supporting healthy aging. Nutritional support at the cellular level allows the body to do its job. Also, with more people dealing with elevated sugar issues or even type 2 diabetes, it’s important to maintain healthy blood sugar levels.

Country Life’s new line of products – Ageless Theory – provides clinically studied ingredients that address each of these concerns. They are designed to provide supplementation representing the latest scientific advances in healthy aging.

Billingslea: As mentioned, our main focus has been on our store brand Collagen Peptides when it comes to the vitality category. We also want to make sure people are getting the best possible basic nutrients to meet their healthy goals. Do they need more vitamin A for their hair and skin? Do they stay hydrated and supplement with minerals like calcium and magnesium? Do they avoid foods that contribute to poor aging, like processed and fried foods?

Our latest exciting product is the addition of a Hyaluronic Acid (HA) Supreme product, with HA, MSM, boswellia and more, which will support healthy HA levels and will be a great complement to our Collagen Peptides.

VR: Zeroing in again on collagen, what advances and product introductions should retailers be aware of, and why?

Billingslea: Our customers remain satisfied with our original Collagen Peptides, but we have also brought in vegetarian collagen and multi-source collagen to help meet people’s dietary needs.

VR: Looking at connective tissue and skin health specifically, what science-backed ingredients are the most compelling today?

Bornet: Pycnogenol, backed by decades of clinical research and efficacy data, has emerged as gold standard ingredient for healthy aging. Its vast catalog of research demonstrates benefits for cognitive function, skin health, heart health and circulation, eye health, sports and endurance and menopause among others.

Pycnogenol is a patented antioxidant plant extract from the bark of the French maritime pine tree that grows along the coast of southwestern France. The extract contains a unique combination of procyanidins, bioflavonoids and phenolic acids, which offer extensive natural health benefits. The extract has four basic health properties—it’s a powerful antioxidant, acts as a natural anti-inflammatory, promotes collagen and hyaluronic acid generation in the skin, and supports endothelial nitric oxide production which helps relaxation of arteries, consequently improving blood flow.

From fine lines and wrinkles to dry skin and dark spots, aging brings a slew of skin concerns. Pycnogenol protects elastic tissue proteins and stimulates the genesis of new collagen and hyaluronic acid, thus protecting the skin from free radical damage and enzymatic degradation. In a 2021 study, daily supplementation with Pycnogenol helped skin to significantly retain hydration, increase elasticity and reinforce barrier function for those exposed to urban environmental pollution, seasonal temperature and humidity variations.

Alkayali: Longevity by Nature offers several products for skin health.

Pure Marine Collagen Peptide is a blend of 100 percent pure collagen peptides types I and III that support the rejuvenation of collagen cells that maintain firm, smoother skin, as well as strong joints and connective tissues. Sustainably sourced wild caught deep sea fish, Pure Marine Collagen Peptide is a formulation of low molecular weight amino acids for optimal absorption. It is also rich in amino acids that are the essential building blocks for collagen and other proteins throughout the body, fostering comprehensive wellness from within.

H.A.95 is a superior-grade hyaluronic acid sourced exclusively from 100 percent rooster comb. It supports skin, joint, eye and heart health by harnessing the natural hydrating power of hyaluronic acid. This unique molecule can bind over 1,000 times its weight in water and help retain moisture throughout the body to support healthy aging and a youthful appearance. H.A. 95 has a low molecular weight for enhanced absorption and bioavailability for maintaining and repairing tissues.

Ross: Our Country Life Maxi-Skin collagen supplements are formulated with a very specific form of collagen—Verisol Bioactive Collagen Peptides. Verisol is clinically researched and shows a 60 percent increase in the dermis level of collagen in just eight weeks with only 2.5 grams of this amazing collagen peptide. It’s in the dermis level of skin where wrinkles start. Verisol has the compelling research showing the improvement not only in the appearance of fine lines but also shows improvement in skin elasticity.

VR: Cognition as we age is a vital area. What are the best one or two products that support cognitive health?

Billingslea: We now have an Advanced Brain Support product in our store brand. Our Advanced line features four to five ingredients in efficacious amounts and using trademarked ingredients whenever possible. This product features BacoMind bacopa extract, Cognizin Citicoline, velvet bean seed extract, NutriPSTM Phosphatidyl Serine (from sunflower lecithin), and Brainberry Aronia Berry fruit extract.

We also rely heavily on our PS Complex and our Lion’s Mane whenever we are helping customers with brain health support.

Brain health and vitality truly go hand-in-hand.

Ross: Country Life’s Sharp Thought is an amazing product. It is a single ingredient—Sharp PS GOLD—that has research, printed on the box, showing up to a 42.5 percent improvement of immediate recall after three weeks’ time.

Bornet: Cognitive health is a major factor in ensuring the quality of life of older adults and preserving their independence. Research shows Pycnogenol helps endothelial cells produce more nitric oxide (NO), which has beneficial effects on brain function and memory. This key mechanism of action explains why the extract has been found in multiple studies to effectively support brain function in a variety of age groups, from college students to Baby Boomers.

A 2015 study found Pycnogenol may help improve attention span, memory, daily decision-making, and the ability to manage people and finances, as well as the overall cognitive function of Baby Boomers aged 55-70.

Søfting: Omega-3s continue to be a top supplement for consumers. This is because of the thousands of clinical studies that have been shown to support various areas of health, particularly cognitive health. Omega-3 fatty acids are essential for developing and maintaining cognitive health from the beginning of life to our senior years. DHA, in particular, is a cellular building block in the brain and is necessary for developing the brain and vision in fetuses and infants. Omega-3s contribute to the normal functioning of brain cells throughout life. Research has also shown that EPA and DHA positively impact learning, behavior, mood, brain development and memory.

VR: Whether it’s pain relief or just helping us be more active as we age, what one or two supplements would you point to?

Alkayali: We would recommend Persimonal. Persimonal is a cutting-edge botanical extract of persimmon leaves, which are renowned for their extraordinarily high concentration of cardioprotective polyphenols. Extensive research supports the many health benefits linked to persimmon leaves. In a placebo-controlled clinical trial spanning six months, Persimonal was shown to support and maintain healthy cholesterol and blood pressure levels of individuals.

Ross: Country Life’s FlexAble Advanced is a great product that helps increase joint mobility, comfort and flexibility. Formulated with the bioactive undenatured type 2 collagen—UCII—along with the supportive ingredients glucosamine and Univestin this product supports overall joint health.

Billingslea: Collagen Peptides to help the body replenish and repair itself. A good, methylated B-complex as well as a methylated multi.

Bornet: Pycnogenol has been shown to limit the activation of the pro-inflammatory master switch, NF-kB, by 15.8 percent. This commands the mobilization of all pro-inflammatory molecules, which play a destructive role in arthritis. By naturally reducing underlying inflammation that can lead to joint pain, Pycnogenol may alleviate joint discomfort. Indeed, a 2008 study showed that Pycnogenol improved discomfort, stiffness, physical function and reduced the need for analgesic medication in patients with signs of osteoarthritis.

These findings are supported by the discovery of a significant elevation in the levels of Pycnogenol’s metabolites and constituents within the synovial fluid surrounding the articular cartilage in osteoarthritis patients. Notably, the intake of Pycnogenol among these patients led to a reduction of over 50 percent in the gene expression of crucial catabolic and inflammatory markers, such as MMP-3, MMP-13, and IL-1β within the knee cartilage. This comprehensive evidence elucidates how Pycnogenol plays a role in promoting the restoration of health in damaged joints.

People can lose up to 8 percent of their muscle each decade after the age of 30—known as sarcopenia. Studies have shown Pycnogenol to be effective in improving muscle function and endurance, as well as curbing muscle loss that occurs with aging. In a 2016 study, over the course of two months, those who supplemented with Pycnogenol showed improvement in hand grip, weight lifts, walking distance without pain, and the number of stairs they were able to climb.

VR: Having enough (even abundant) energy is always important. What product or ingredient would you point to?

Ross: Country Life Co-Enzyme B-Complex. B vitamins are water-soluble nutrients and often, when we are under stress or are consuming a less-than-ideal diet, we often find ourselves in need of a bit more energy. Many of us think of just B-12 for energy, but all the B’s work together to support a healthy energy level. The Country Life Coenzyme B-Complex contains all seven coenzyme (body ready) Bs and can also support fat metabolism!

Billingslea: Again, a methylated B-complex and trace minerals, which are literally energy in a bottle. The company Trace Minerals does a presentation with a light bulb. From one drop of trace minerals in some water, the bulb lights up so brightly!

VR: What do you project for the healthy aging category at retail over the next 12 months?

Bornet: Products with evidence-based ingredients that support the basic building blocks of active aging, are in an exciting position. Our flagship ingredient, Pycnogenol French maritime pine bark extract, provides a unique offering for consumers as it offers extensive natural health benefits for the entire body.VR

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