What a Pain!

by Joy Choquette | July 1, 2021

Consumers explore natural alternatives for pain and inflammation.

“Conventional approaches to pain often come with side effects and dependent use.” This statement by Kristin Chapman, category manager at Life Extension, in Fort Lauderdale, FL, nicely sums up the reason that so many individuals seek out natural alternatives to relieve pain and inflammation issues.

In 2016 alone, the Centers for Disease and Control Prevention (CDC) estimated that 20.4 percent of U.S. adults had chronic pain while 8 percent suffered from high-impact chronic pain. The number has likely only risen since that time. So, what’s new in the state of the market for natural alternatives which might support a reduction in pain and inflammation? What do manufacturers consider as they develop these types of products? And what new ingredients are on the rise to help support individuals dealing with pain and inflammation?

Before diving in, let’s explore the causes of pain and inflammation in most American adults. There are two types of inflammation: acute and chronic. Acute—just as it sounds—indicates the immediate response of the body, for example, when someone falls and scrapes a knee. Chronic pain though is long-lasting and can be debilitating. This type of inflammation is often caused by the body recognizing a threat within the system and pumping out white blood cells to fight it. Research has shown that chronic inflammation is also associated with other diseases such as cancer, diabetes, arthritis, heart disease and others.

Chronic pain is also associated with restrictions in mobility and activities of daily living as well as an increased risk of dependence on opioids, anxiety, depression and overall reduced quality of life, according to the CDC.

What’s the Strength of the Pain & Inflammation Relief Market Now?

Kurt Cameron, CMO of Diem Nutrition in Ann Arbor, MI, stated that reports he’s seen indicate a CAGR of around 8 percent for the pain and inflammation market over the next decade. He believes the number will be a bit lower, predicting it will even out around 5 percent. “I think it’s a strong but languishing category,” said Cameron. “Like other categories, I believe we’ll see a shift in demand from traditional supplement formats to more whole/fortified foods and beverages.” An increase in arthritis and other conditions, said Jillian Vanover, director of operations, research and development at Cogent Solutions Group headquartered in Lexington, KY, is likely to result in growth in this segment of the market. She noted that individuals suffering from joint pain, diabetic neuropathy and other bone disorders across the country, along with a growing geriatric population will also contribute to a greater demand for alternative health promotion options. “As a company, we are most interested in the research and product development for proactive health solutions,” Vanover said.

Chapman agreed. “The pain and inflammation category is a mixed market with opportunity for success as consumers are eager to find products that work for them. Opposed to categories that have a more straightforward health target, inflammation is an underlying cause in many health conditions, including pain,” Chapman explained.

The pandemic has had a significant impact on many people’s lives, noted Hannah Braye, head of technical advice at ADM Protexin in Doral, FL. Because of COVID-19, Braye noted, more individuals are concerned about and aware of their health. An increased interest in how individuals can better support their health through diet, lifestyle and supplements, said Braye, is on the rise. In addition, Braye noted that the most reported health problem in doctor’s offices across the country is pain. “The clinical management of inflammatory pain often requires the use of analgesic medications,” said Braye. “However, many of these are associated with various safety risks. There is, therefore, a substantial market for more natural alternatives to assist in the management of pain and inflammation.”

Travis Lemon, owner/operator at Tulsi at the Market, a natural foods store located in Huntington, WV, stated that he’s seen a slight uptick in supplement sales for products to address pain and inflammation. “Many customers are moving more and beginning to get back to the gym and are looking for products that may aid them during the transition back to a more active lifestyle,” Lemon said.

Pain & Inflammation Helps: New Products and Ingredients in the Marketplace

So, what new products are hitting the market now or have in recent months to support individuals looking for relief from pain and inflammation? Jason Mitchell, ND and CEO/co-founder of HempFusion in Topeka, KS, stated that while there are traditional products like menthol, camphor, lidocaine and capsaicin, adding other ingredients is becoming increasingly popular. “Essential oils like peppermint and eucalyptus, as well as MSM, turmeric and arnica, are also popular ingredients in pain relief products, but are usually combined with one or more ‘active’ ingredients drug-listed by the FDA (U.S. Food and Drug Administration),” said Mitchell.

CBD is an ingredient that is showing up in more products including those created for pain relief. “We continue to be very interested in new and ongoing studies on the benefits of CBD, CBG and other strains and constituents of hemp that are helping people manage pain, inflammation and aging-related issues,” stated Andrew Escalante, chief growth officer at Mountain Meadow Herbs in Somers, MT.

Lemon concurs, adding that CBD is an ingredient that consumers are actively seeking out. “A lot more of our customers are searching for CBD products that they can take in conjunction with traditional inflammatory supplements that they may already be taking like curcumin and boswellia,” noted Lemon. “Customers that aren’t already supplementing with these ingredients are often looking for an all-in-one combination supplement that includes CBD and other herbs.”

What Manufacturers Consider Key in Pain & Inflammation Product Development

Efficacy, first and foremost, said Escalante, is what Mountain Meadow Herbs considers key in product development. “We have some great products to help support people in their daily lives,” Escalante said. “From Active Joint & Muscle to our liquid turmeric extract and Everyday Joint and Muscle products, we know that when people can manage their excess inflammation their overall health tends to improve rather quickly.” While Escalante noted that this segment of the market may have taken a backseat recently due to COVID-19, it’s a big part of many individuals’ ongoing health and wellness programs.

Mitchell noted that “radical transparency” is of the utmost importance to HempFusion. “… We only develop and manufacture products that meet our very strict criteria for efficacy, safety and quality,” Mitchell noted. False, misleading or illegal claims are never used and the company puts a significant amount of resources into testing—and documenting—the safety, quality and consistency of its products, Mitchell explained.

“We are also vigilant about closely adhering to all regulations that protect both consumers and retailers. That’s why our FDA drug-listed OTC (over-the-counter) pain relief products contain menthol and other active ingredients that are scientifically substantiated, listed in the Federal NDC (National Drug Code) Directory, and comply with all FDA and FTC (Federal Trade Commission) regulations.” Often pain relief products contain ingredients that irritate the skin, Mitchell said. That’s what drove HempFusion to create a proprietary blend of nourishing ingredients including aloe vera, hemp extract, naturally occurring omegas, shea butter and CBD along with botanicals to support and soothe the skin.

Scientific evidence, stated Braye, is what drives ADM Protexin’s manufacturing goals. “ADM Protexin—manufacturers of the Bio-Kult range—is a research-driven company producing science-backed probiotic products,” explained Braye. “Therefore, when developing new formulations, scientific evidence to support the effectiveness of our bacterial strains and other ingredients provides the basis for any new product development.”

For Life Extension, Chapman noted, “Palmitoylethanolamide (PEA) has been of interest. PEA is a fatty acid in the endocannabinoid family that is naturally made in the body and does not cause psychotropic effects,” Chapman explained. “Due to the need for effective, quick responding, and safe nutrients, published studies are demonstrating that PEA is a contender. Multiple studies have established that PEA works at the site of the original injury, supporting a more normalized response to tissue damage and lowering peripheral inflammation.”

Studies Related to Pain and Inflammation

Chief of Scientific Affairs and Education at EuroPharma, Inc., Cheryl Myers, stated that the company was thrilled with the results of this study published in 2020 in Medicine, which compared the effects of traditional acetaminophen to that of a black sesame-turmeric blend. “Beginning on day one of the study, the synergistic herbal combo matched acetaminophen in reducing pain intensity and pain magnitude, holding steady all the way through day seven, the conclusion of the trial,” Myers noted. “Additionally, the botanical combination was 8.5 times better than acetaminophen at reducing the emotional distress and unpleasantness associated with pain.” EuroPharma Inc. was not surprised by this news, but it did lend even more credibility to the company’s product, CuraMed Acute Pain Relief, stated Myers. “Like our Curamin formulas, it delivers BCM-95 curcumin and BOS-10 Boswellia, but it delivers both of those botanicals in an emulsified matrix of black sesame seed oil that has been clinically proven to help these ingredients provide fast results in a small, easy-to-swallow liquid gel,” Myers explained.

In addition to this study, she noted hopeful findings in an osteoarthritis study that compared two botanicals to a general celecoxib—known under the brand name Celebrex—for individuals with osteoarthritis. “One group received celecoxib, 100 mg, twice daily while the second group received a 500 mg blend of BCM-95/Curcugreen curcumin enhanced with turmeric essential oil and the uniquely standardized BOS-10 Boswellia extract twice daily,” said Myers. The percent of participants experiencing pain relief with the company’s herbal combination was 64 percent. Participants stated they felt enough pain relief to move from having “moderate to severe arthritis,” to “mild to moderate arthritis.” Only 29 percent of the traditional drug group experienced similar pain relief, stated Myers.

For Diem Direct, Cameron noted that the company is extremely interested in the work being done with adenosine and TGF-beta signaling. “I think that is indicative of the untapped potential for established ingredients not previously considered to be impactful in joint care,” noted Cameron. “As a company, we’ve been focused on the influence of metabolic pathways in joint health and we continue to work on and monitor research in this field.”

Braye noted that while medications and supplements are beneficial in dampening down painful inflammatory processes within the body, digging deeper is required. “Unless the root cause of the inflammation is addressed, symptoms are likely to persist to some extent and the risk of further health concerns may be increased,” said Braye. “Identifying factors contributing to inflammation such as high-stress levels, poor blood sugar regulation, hidden food intolerances, leaky gut, dysbiosis, immune dysregulation, lack of sleep and poor diet and lifestyle habits, and addressing these, is therefore important.” She pointed to this study, published in Alternative Therapies in Health and Medicine, which showcases the benefits of probiotics in treating inflammation in the body.

At Tulsi at the Market, Lemon stated that individuals are looking for companies that spend the time and money on clinical research. “Our customers love to know that an ingredient or a full formula has clinical backing when they are choosing the supplement that is right for them.”

What’s New and #Trending in Support of Pain & Inflammation Supplements?

Sadly, what’s been “tried and true” for too many years has been popping a traditional drug, said Joint Managing Director, Dr. Benny Antony, at Arjuna Natural headquartered in Kerala, India. “The last decade or so has seen the first shift toward natural safer remedies for chronic pain management,” said Antony. “Consumers are looking for natural, safe solutions and the aversion was in many ways demonstrated by a preference for topical applications.” He noted that in the last few years more people have been searching online, seeking to become self-educated. “We are sure that in the coming year or two we will witness a significant shift in the market,” said Antony. He noted that the current natural pain management marketplace continues to be dominated by various forms of turmeric and boswellia.

Antony noted that the company’s product, Natural’s BCM-95 with BOSPURE combination, remains one of the leading pain management solutions for arthritic pain in both the North American and European markets. “Typically, consumers report the effect of these solutions build up in weeks and help ease the painful situation leading to a higher quality of life,” Antony explained. “BCM-95 being the most researched turmeric extract and BOSPURE being a highly active Boswellia serrata extract has a synergistic action acting on two independent pain mechanisms thereby can show relief. He pointed to this study published in Molecular Medicine Reports.

While inflammation is an important part of the body’s defense system, Braye noted, overwhelming or chronic inflammation can have detrimental effects on individuals. “Probiotic strains and other nutraceutical ingredients that exert a regulatory role on the immune system, supporting the defensive response, but calming excessive inflammation are therefore of particular interest,” Braye said.

Vanover concurred. “Our focus is unique in that during the product development process, we focus on disease modification,” she noted. “Addressing the underlying issues rather than just relieving the symptoms.” Cogent Solutions Group’s proprietary oral ingredient, MHB3 Hyaluronan, for instance, noted Vanover, has been scientifically proven to be bioavailable, absorbed, efficacious and safe. “MHB3 has been awarded eight U.S. patents,” she said.

Help for Retailers: Tips for Promoting Pain & Inflammation Relief Products

Although pain relief products are a popular category that customers seek out, Myers noted that it’s important to still do some creative marketing in brick-and-mortar shops. In addition to well-stocked shelves, she suggests seasonal store events and promotions can make a big difference. “In the spring, a ‘return to outdoor activity’ theme is a great idea. In the summer, a bit more of the same. In the fall, a ‘leaf raking relief’ event or a ‘snow shoveling special’ in the winter is an option,” stated Myers. “As chief of scientific affairs and education, I’d like to mention that we love working one-on-one with retailers to help them develop sales tools that fit their needs and the needs of their customers and community. We are always here for our stores.”

Cameron noted, “No retailer needs another glucosamine product. You’ve got to have a unique market position both in product composition and function. Developing ‘experiential’ products that give the consumer a sense of results quickly is key to success,” he stated. “And of course, educating the retailer and the staff, enabling them to share your story and your message, is paramount to any strong retail-support program.”

Diversity is key, according to Vanover. “Diversity is all around us,” she said. “Your customer base could include an aged individual seeking joint relief and trying to stave off surgical intervention or someone else who is at the top of their athletic performance.” Because of this, Vanover stated, it’s important to look for a marketing plan that isn’t trying to be “one-size-fits-all.” Knowing details about your customers is essential, she added. Just as important as knowing how to provide a unique marketing approach to fit each customer’s needs. “Since you know your customers best and their specific needs, it is important to be able to relate to their needs,” said Vanover. “This relationship-building marketing strategy will draw your customers closer to you and make them more willing to invest in you and your products.”

Pain and inflammation, sadly, is a growing trend in the United States and other countries. But with the help—and hope—that natural products offer, individuals may find increased relief and better alternatives to traditional medications and drugs. VR