Urinary health: Naturex repurposes cranberry ingredient for women in bid to slash time-to-market
11 Nov 2020 --- Naturex, part of Givaudan, can now broaden the appeal of its cranberry ingredient, thanks to its newfound ability to alleviate frequent urination in women with overactive bladders (OAB). Previously, Flowens had only been marketed to men.
The Naturex-sponsored study was carried out independently by Weill Cornell Medicine. It found that women taking a daily 500 mg dose of Flowens experienced two fewer daily episodes of frequent urination (micturition) than those in the placebo group.
“The market for pharmaceuticals that ease OAB is forecast to be worth US$6.5 billion by 2024,” Dan Souza, Naturex’s global product manager, tells NutritionInsight.
“As a highly effective alternative with no side effects, Flowens has huge sales potential. It taps into growing consumer demand for non-pharmaceutical, natural solutions that address urinary symptoms,” he adds.
Notably, he states that some pharmaceutical OAB treatments only reduce urination by an average of 0.5 instances per day.
Flowens addresses a major market of consumers seeking natural solutions. According to Innova Market Insights, NPD with natural claims has seen a CAGR increase of 5 percent over the past three years (2017-2019), growing at around 8 percent annually compared to the past year.
The market researcher also reports that 66 percent of consumers agree that natural claims play an important part in influencing purchasing decisions.
The study allows Naturex to significantly broaden the potential for Flowens without the need to create a new ingredient.
Cutting down urination issues
The randomized, double-blind placebo-controlled investigation has now been published in The Journal of Urology. The analysis includes 60 women aged between 16 and 60.
After six months, the group taking Flowens saw daily micturition reductions of 16 percent and urgency episode reductions of 57 percent. Patient perception of bladder condition also went down by 40 percent.
However, an intent-to-treat analysis showed no statistically significant difference between the groups for these measurements. Additionally, mean volume per micturition and nocturia did not differ significantly between the groups.
The researchers flag that larger studies with longer follow-up periods are needed to further determine cranberry’s long-term effect on overactive bladder.
Addressing a major market
Flowens has already been marketed to men for the last six years thanks to its ability to reduce low urinary tract symptoms (LUTS) typically associated with prostate issues. It has full regulatory compliance and has been awarded seven proprietary men’s health claims.
“This new study involving women widens the potential of our full spectrum cranberry product by demonstrating that it offers benefits for a further health condition that affects a completely different demographic group,” says Souza.
“While male and female urinary health needs may vary, similar complaints can be seen in both LUTS and OAB.”
He adds that the study allows Naturex to significantly broaden the potential for Flowens without the need to create a new ingredient that would be subject to additional approval cycles prior to launch.
“This brings many benefits – perhaps the most important of which is speed to market.”
The women’s health market has been broadening in recent years and now holds major potential beyond the traditional categories of fertility and menopause. Other key concerns for this market include immunity and increased stress. 
OAB affects more than 30 million women and men aged over 40 in the US alone.
OAB impacts millions
According to Naturex, OAB is a constellation of symptoms, rather than a disease in itself.
The International Continence Society defines it as the presence of “urinary urgency, usually accompanied by frequency and nocturia, with or without urgency urinary incontinence, in the absence of urinary tract infection or other obvious pathology.”
Naturex notes it affects more than 30 million women and men aged over 40 in the US alone, with prevalence rates thought to range from 9 to 43 percent in women and 7 to 27 percent in men.
“OAB symptoms vary from slight to severe and can greatly affect a woman’s quality of life. This latest trial provides more clear evidence of the efficacy of this proprietary ingredient when consumed to improve urinary tract health,” says Dr. Emilie Fromentin, head of explore health, wellness and nutrition at Naturex.
By Katherine Durrell
