Ubiquinol’s “forgotten” indications: Kaneka Pharma highlights immunity applications amid shifting priorities

06 Oct 2020 --- The ongoing pandemic is reshaping supplementation use for specific health issues. With old and new scientific evidence coming to light, Kaneka Pharma is highlighting how its patented Ubiquinol, a direct active form of coenzyme Q10, is moving from sports nutrition and heart health to the immunity sector.

NutritionInsight speaks with Filip Van hulle, senior manager of Kaneka Pharma Europe, about the marketing challenges of credibly communicating supplements’ health benefits.

Ingredient reassessment
Van hulle flags that positioning ingredients for different health sectors is not new, but the way it is done depends on the communication angle. 

For example, throughout the pandemic, vitamin D has increasingly come to the fore as supporting immune health, although it has long been associated with bone health. Meanwhile, he notes that omega 3 is widely linked to heart health, but in different markets it is also seen targeting mobility and cognitive function.

“Historically, coenzyme Q10 and ubiquinol have been sold for heart health and anti-aging. Since heart health showed good results quickly, most research continued in that field,” adds Van hulle.

Previous Kaneka consumer polls did not typically include questions on immunity.Alongside Ubiquinol’s sports performance and recovery positionings, the topic of immunity became a “forgotten” indication.

“We did not market [Ubiquinol] for immunity because we have more than enough other potential sectors in heart health, anti-aging, sport and mental health,” he says. 

But with rapidly changing consumer demands, Kaneka sees a strong argument for marketing Ubiquinol as an immunity booster.

Untapped market potential
Van hulle observes that brand holders may not be marketing ubiquinol in the field of immunity because the scientific and consumer understanding is not entirely clear.

“Ubiquinol has action on heart health due to its involvement in cellular energy and as antioxidant against oxidized low-density lipoprotein (LDL) cholesterol. It also has an action on immunity – most probably due to antioxidant action, fighting body ‘aggression.’”

The natural process of aging, coupled with oxidative stress, disease, drug use and sports, causes ubiquinol levels to go down and there is “a need to refill.” 

Ubiquinol levels drop with age, making vital organs more susceptible to disease.“Ubiquinol makes cellular energy and is the only body-own antioxidant. Since it is available in each body cell, it is logical that it works everywhere,” Van hulle outlines.

Too good to be true?
With so many marketing positions, Kaneka Pharma is conscious that overmarketing ingredients for certain health effects may trigger a “snake oil” associative response. 

Moreover, fraudulent products that do not contain as much of certain ingredients as they claim to have are a “big threat” to the company’s marketing strategy.

“Such products you can also find on ‘reputed’ sales channels such as Amazon and eBay.”

COVID-19 claims a step too far
The immune health sector has been revitalized with NPD amid the pandemic. Still, Van hulle maintains that despite ubiquinol’s direct antiviral effects, it should not be positioned as a COVID-19 treatment without scientific backing.

“Ubiquinol is not the cure for COVID-19. If you [only] take ubiquinol, you will not avoid getting [the virus]. Ubiquinol should be part of a supplement regime, especially after the age of 35. Other nutrients, such as vitamin C, D and B, are also important,” he stresses.

Nevertheless, Van hulle sees long-term ubiquinol supplementation can provide an affordable boost to pandemic-strained energy levels. 

“Thirty capsules of 100 mg ubiquinol is typically sold for less than €30 (US$35.37), depending on the market and retailer channel. Therefore, for less than €1 (US$1.18), you can make a big effort toward your health.”

By Anni Schleicher