Transparency is “future of supplements”: Industry reveals trending topics in heart sector

15 May 2020 --- Ingredient transparency is crucial to ensure repeated purchases in the heart health sector. Other key trends include environmental sustainability practices, clean label claims and a move toward natural ingredients, with company openness leading the future of supplements. This is according to industry experts, who continue their conversation with NutritionInsight after revealing earlier this week how the COVID-19 pandemic is putting a new focus on heart health.

Building brand trust and transparency go hand in hand, according to Dr. Laetitia Petrussa, Product Manager at IFF Health. “Consumers expect companies to be clear about who they are and what they do, acknowledging the bad with the good. This means delivering transparency, authenticity, honesty and ultimately building trust.” 

Moreover, consumers find locally sourced ingredients easier to trust, says Dr. Petrussa. “In an increasingly globalized world with access to everything, people prefer and appreciate products and experiences that are linked to certain places, communities and traditions and tap into a sense of pride in provenance.”

Recognizing this demand, Lycored recently set up a webcam at one of its farms in Israel, which enables viewers to see the way the company grows its tomatoes, according to Karin Hermoni, Head of Science and Nutrition at Lycored.

Aker Biomarine harvests its krill from the icy waters of the Antarctic ocean.In similar strides, Aker BioMarine owns and controls its entire supply chain, which stretches from krill harvesting in Antarctic waters through the logistics hub in Montevideo, Uruguay, to its krill oil manufacturing facility in Houston, US. This facilitates secure supply volume and product quality, assures Roar Hernes, Senior Vice President of Sales and Marketing Europe at Aker BioMarine. 

“There is no question that consumers are interested in clean labels and quality that give 100 percent traceability from sea to shelf. In an environment where transparency and openness are the future of supplements, product traceability helps demonstrate a company’s responsibility and trustworthiness in the industry,” Hernes affirms. 

Naturality trend resonates with eco-conscious consumers
The move from synthetic to natural ingredients in product formulation has swept the nutraceutical industry. According to a Lycored survey, nearly a quarter (23 percent) of consumers see natural ingredients as the most crucial factor when buying a supplement for their cardiovascular health. 

“The market is certainly more receptive to products that are as natural as possible. Sustainability, authenticity and concern for the environment score highly too,” highlights Andrea Zangara, Head of Scientific Communications and Marketing at Euromed. The company responds to the growing demand for ecological and natural ingredients with its eco-friendly, osmotized water-only extraction called Pure-Hydro Process. This prevents any potentially contaminant solvents being released into the environment, while creating a natural product that is free from any organic solvent-related safety concerns.

The Plant-Based Revolution, pegged as Innova Market Insights’ number two top trend for 2020, also may point to an increasingly eco-aware consumer. Cosimo Palumbo, Dietary Supplement Segment Lead at DSM Health, notes that the core motivations in the plant-based trend are “health for today, health for tomorrow and health for the world in which we live.” Notably, consumers reflecting on “who I am in the world and how I impact my environment” are the main drivers of the plant-based trend, according to Palumbo. This correlates with the findings of a recent DSM-endorsed study, which indicate that 62 percent of omega 3 consumers prefer plant-based sources. 

Clinical validation is instrumental in creating brand loyalty with consumers. Aker Biomarine is also witnessing more interest in clean label ingredients. “Consumers want to support brands that they believe in. That requires everyone from manufacturers and brands to retailers and ingredient suppliers alike to make the best decisions for the industry. It’s essential that our customers can check off all of the boxes that ensure our krill oil ingredient is all that it claims to be,” says Hernes. An explosion of claims, however, can possibly make consumers and authorities more critical, warns Dr. Petrussa. 

Clinical testing: A must for repeat purchasing
It doesn’t hurt to be able to say a product is environmentally sustainably sourced, non-GMO and vegan-friendly, says Kate Quackenbush, Director of Communications at Nattopharma. However, clinical validation is the ticket to creating brand loyalty with consumers, she highlights.

Palumbo of DSM Health affirms that extensive and thorough quality programs are important for consumers in this space. “It goes without saying that consumers want ingredients that are free from contaminants such as polycyclic aromatic hydrocarbons, heavy metals and pesticides,” adds David Tetzlaf, Marketing Director at Evolva.

Notably, prioritizing quality control has gained Euromed more than 350 long-term customers globally – a number that is increasing year on year, Zangara supports. “Our branded ingredients are all backed by specific scientific data and we have extensive and ongoing clinical development programs to guarantee our customers additional value through peer-reviewed publications,” he concludes.

Ultimately, a healthy heart is a must for overall health. As consumer awareness grows, industry strives to keep up with the demand for natural, heart-boosting ingredients. Building consumer trust and supporting ingredients with science seems to be the sure way of advancing in this arena.

By Anni Schleicher