Solabia Algatech spotlights antioxidants for active nutrition as appetite for multi-benefit products grows

08 Feb 2023 --- Macroeconomic shocks, supply chain shortages, inflation, war and a pandemic has impacted the world across industries. As a result, increased health awareness has been observed among consumers, as they are hungry for multi-benefit products – seeking to get more out of one product. 

NutritionInsight sits down with Liat Shemesh, head of marketing at Solabia Algatech, who takes us through her forecast for the active nutrition market, and how its expected continued growth in response to the increase in consumer health awareness.

“The number of products designed to satisfy consumers’ demands for convenience, taste and natural ingredients will increase. We’ll see more sports jelly drinks, gummies, nutritional shots and enriched water. In addition, natural and organic products and products without artificial ingredients will be more in demand.”

“Consumers seek products that offer a variety of functional benefits such as mood support, sustained energy, hydration, immune function, digestive support as well as beauty care.”

Diving into ingredients
Explaining that consumers are increasingly reading labels and seeking premium quality ingredients already familiar to them, Shemesh adds that it has become common in active nutrition products to include antioxidants alongside vitamins, minerals, trace elements, amino acids and essential fatty acids.

According to Shemesh, a growing number of industry stakeholders are recognizing the importance of overall well-being.She further details that antioxidants protect the cells from damage caused by free radicals – produced during physical activities like exercise which can undermine the normal cellular functions in tissues, resulting in muscle fatigue during prolonged exercise.

“The body produces free radicals through normal cellular processes, but they can also appear to the body through external sources, such as pollution and UV rays.”

“Long-term exposure to a high amount of free radicals can damage the cells in our body, affecting the brain, eyes, immune system, muscles and skin health and may contribute to the development of various chronic disorders and diseases,” Shemesh underscore.

She further details that GMO-free, vegan, science-based, natural and environmentally friendly ingredients are generally of preference.

Powerful antioxidants
According to Shemesh, natural astaxanthin is one of the most potent antioxidants known and belongs to the carotenoid family.

“A growing number of industry stakeholders, as well as health-conscious consumers, are recognizing its importance to overall well-being.”

The antioxidant properties of astaxanthin make it a perfect ingredient for dietary supplements, as it works in many organs and tissues in the body, including the brain, eyes and muscles. 

“AstaPure natural astaxanthin by Solabia Algatech Nutrition is derived from the microalgae Haematococcus pluvialis – the richest source of natural astaxanthin. AstaPure is consistent in quality, purity, free of contaminants and produced as per sustainable standards.”

The company’s AstaPure Max is a magnesium glycerophosphate and vitamin B6 pyridoxine. AstaPure Arava is a multi-blends that reduce post-exercise muscle pain and fatigue.

“Today active consumers want more than muscle-building supplements; they want products that enhance their well-being and help them look and feel better,” Shemesh adds.

Technology and economics
Shemesh further explains that the delivery system of dietary supplements plays a massive role in optimizing the performance and functionality of the ingredients.Despite macroeconomic challenges, the industry expects to continued growth due to increased health awareness.

“As a result, we will see more new technologies that optimize the delivery system of dietary supplements, for example, by improving absorption, targeted release and sustained delivery of active ingredients. It can include the form of the supplement, such as capsules, tablets, or liquids, as well as any other technologies or techniques to enhance its delivery.”

She exemplifies that improving the absorption of the active ingredients can also be accomplished using specific delivery systems. Such as lipid delivery systems, which “encapsulate the active ingredient within a lipid bilayer that protects the ingredient from degradation in the gut and increases its absorption into the bloodstream.”

Meanwhile, the active nutrition sector has faced several challenges due to recent macroeconomic events. Shemesh says that despite challenges, the industry expects to continue growing due to increased health awareness.

“People become more conscious of their health and wellness, and demand for convenient, natural and healthy products increases. The COVID-19 pandemic has significantly impacted the active nutrition sector, as lockdowns and social distancing measures have led to a shift in consumer focus to overall health and well-being, including physical and mental well-being and looking for general better-for-you products.”

“The supply chain crisis, the war in Ukraine and the inflation have also had an impact on the active nutrition sector, as it has led to a shortage of raw materials and increased prices for some ingredients. This has led to challenges for companies in sourcing ingredients and has also led to higher prices for consumers,” Shemesh concludes.

By Beatrice Wihlander

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