Redefining bioavailability: Building consumer trust with safe and effective supplements

Improving nutrient bioavailability and absorption is crucial to meeting consumer demands for supplement efficacy. Speaking to Nutrition Insight, experts from Lubrizol Life Science, Solutex and Balchem detail challenges in ensuring active ingredients can be used by the body and how new delivery methods can enhance product purity and efficacy. 

Isabel Gómez, global marketing manager of Nutraceuticals at Lubrizol Life Science, says proactive consumers are “more aware than ever” of what they consume. 

“This requires a redefinition of bioavailability for nutraceuticals that goes beyond mere absorption for consumers. They certainly need assurance that their product is effective and that the ingredients are well absorbed,” says Gómez. 

“However, they also have a keen awareness of safety and potential side effects, as well as how these products complement and do not interfere with their daily wellness routines.” 

Rubén Medina, chief commercial officer at Solutex, predicts that clinical validation will play an increasingly important role in shaping market preference to meet the growing consumer demand for supplements with proven efficacy. 

“Future success will likely hinge on developing high-concentration ingredients that leverage compelling, evidence-backed health claims on product labels. These advancements will enhance consumer trust and drive innovation in delivering measurable health benefits.”

Overcoming bioavailability challenges

Alan Connolly, global R&D manager of Nutraceuticals at Lubrizol Life Science, says that ensuring bioavailability is a crucial challenge in the nutraceutical industry to ensure that the body can utilize active ingredients. 

He explains that many active ingredients are sensitive to environmental factors such as heat, light and oxygen. 

“Microencapsulation is a valuable technique that can be used to maximize the bioavailability of an active ingredient, such as vitamins and minerals,” highlights Connoly. “It involves packaging an active ingredient in a protective matrix that increases the stability of the active ingredient and minimizes interactions with other active ingredients.” 

“It is also important to ensure the active ingredient is released at the optimal site after ingestion. To achieve this, applying a modified release profile to the active ingredient is often necessary.” 

Lubrizol Life Sciences points out that growing consumer knowledge requires a “redefinition of bioavailability.”Connolly says that carefully selecting the materials used to encapsulate an active ingredient can ensure it is released at the correct site and thus maximize absorption.

“However, this in itself presents new challenges to the formulator. Recent studies have shown that agents can induce toxicity in the body due to increased bioavailability. The upper limits of these compounds have been defined over many years but have typically focused on traditional formats.” 

He adds that new technologies, such as liposomes, can enhance bioavailability to the point where a compound can cause toxicity in the body. “It is, therefore, critical to ensure that the bioavailability of the active ingredient is optimized to minimize any acute effects.”

Enhancing product efficacy

Bioavailability directly impacts supplement efficacy as it determines how effectively the body absorbs nutrients. Innova Market Insights data indicates a 12% increase in bioavailable claims mentioned in global supplement launches between October 2019 and September 2024. Vitamin and mineral product launches made up 39% of these claims. 

Balchem’s brand for chelated minerals, Albion Minerals, tackles mineral bioavailability and digestive tolerance issues by binding these molecules to glycine. Last year, in a webinar with Nutrition Insight, the company presented scientific evidence supporting the high bioavailability of its Albion magnesium bisglycinate chelate in the fast-expanding magnesium market. 

Solutex spotlights clinically validated efficacy as a key factor in consumer choices for nutraceuticals and supplements.“Brands and formulators need to feel supported by their ingredient suppliers — especially when looking to combine ingredients that are not easily compatible,” says Oliver Riemann, senior marketing of Marketing and Business Development for Albion Minerals.

“Formulators have to trust that their end product works to the highest standard for consumer satisfaction. Therefore, having the ability to support customers’ product claims with dedicated science is also becoming increasingly important.”

Riemann says that brands partnering with ingredient suppliers who provide solutions that meet these criteria can gain a significant competitive advantage. “This approach not only strengthens manufacturers’ brand identity but also assures consumers of the highest-quality products.”

Bioavailable omega-3s

Medina from Solutex, a global algae and fish oil omega-3 manufacturer, says there is a significant consumer awareness of these fatty acids, especially fish oils containing EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid). However, he points to advancing delivery methods to significantly enhance bioavailability as a key challenge in this dynamic market. 

“Without consistent improvements in absorption efficiency, consumers may miss out on the full spectrum of health benefits these nutrients can provide,” says Medina. “Overcoming these challenges is critical to creating standout products and driving growth in an increasingly competitive landscape.” 

Balchem highlights the importance of bioavailability and digestibility for modern consumers.He highlights Solutex’s advanced technology to isolate EPA and DHA to achieve purity and overcome these bioavailability challenges, such as the company’s MaGOmega. “This innovative solution offers optimal EPA and DHA bioavailability in a low-dose, highly effective softgel capsule, combining superior efficacy with unmatched convenience and ease of use.” 

According to Medina, clinical studies consistently demonstrate the superior effectiveness of monoacylglycerides (MAG) in enhancing the bioavailability of lipophilic nutrients, such as omega-3 fatty acids. 

“For example, MAG-based omega-3 formulations deliver up to 50% higher absorption than triglycerides and an impressive 200% increase compared to ethyl esters, bypassing the need for enzymatic digestion.” 

He says these findings underscore MAG’s advantages, including its ability to enhance micelle formation and allow direct intestinal absorption, positioning it as a solution to address absorption challenges in the supplement industry.

With additional reporting by Milana Nikolova