Nutraceutical NPD: Enhancing efficacy and convenient formats critical to drive innovation

09 Nov 2023 --- As health and wellness continue to be top-of-mind for consumers, Innova Market Insights’ data suggest that nutraceutical and functional ingredient sales grew 7% annually over the last two years. Amid a strong demand for gut and brain health products, industry experts note that consumers look for scientifically supported products in convenient formats.

Nutrition Insight sits down with Giellepi, Lycored, Lubrizol Life Science, Nektium and Lonza Capsules & Health Ingredients to discuss trends in the nutraceutical sector and the role of science and technology in new product development (NPD).    

Claudia Antenozio, scientific marketing executive at Giellepi, sees two key elements driving innovation in the nutraceutical industry: “First is the demand for new scientifically validated branded ingredients, second is the importance of absorption of those ingredients.”

“This is where advanced technology platforms may play a key role in enhancing solubility, bioavailability and metabolism of challenging ingredients, thus reducing the dosage needed to achieve clinical efficacy.” 

Caroline Schroeder, marketing communications manager at Lycored, warns that the rapid growth in health and wellness and beauty categories can lead to market oversaturation. 

“With this projected growth, it’s more important than ever to have strong research that shows the efficacy and potential of specific products offered.” 

“To address new and upcoming health issues, and even to help prevent these issues from occurring, functional solutions packaged in convenient formats (e.g., gummies, powders, bars) are needed to meet consumers where they’re at and help facilitate healthy lifestyles.”  

Scientific and sensory support 
Isabel Gómez, global marketing manager, Nutraceuticals at Lubrizol Life Science, notes that consumers face two challenges when trying to improve their life in the long term — “skepticism and modern life.” 

“As they demand reassurance over health claims, consumers emphasize the scientific support of the benefits of the ingredients contained in supplements and less on the brand or retailer as they proactively seek solutions that support their health. In that regard, we expect more scientific developments focused on ingredient innovation.”

Nutraceutical formats that offer full sensory potential will continue to rise (Image credit: Lubrizol Life Science).“Furthermore, a bad-tasting supplement is off-putting to consumers. Consumers are primarily looking for products that don’t give them a bad metallic taste or undesirable side effects with the certainty that the product will be well absorbed with proven efficacy.”

Gómez adds that with this increasing importance of sensory appeal and convenience, the user experience has never been more present and demanded. 

“Nutraceutical formats delivering full sensory potential will continue to rise, first and foremost, powder sticks, liquids and chewy formats such as gummies.” 

She underscores that gummies or portable powder sticks are the preferred delivery formats. “We expect to see brands leveraging these focus areas by launching product formats that are growing in popularity with Millennials and Gen Z as they grow their disposable income.”

Importance of scientific research 
Dr. Miguel Florido, medical affairs and scientific marketing director at Nektium, underscores that nutraceuticals are not the same as pharmaceuticals, “it’s important to adapt the expectations of scientific research to their particular reality, conditions and idiosyncrasies.” 

“We have to substantiate scientific evidence using different processes and protocols. We also need better education for health professionals and consumers to promote nutraceuticals’ contribution to overall health and well-being adequately.”

He expects ingredients with scientific backing to dominate the sector, with herbs leading the way. “We’ll see smarter and more ambitious formulations, with fewer ingredients at the required dosages. We also expect greater customization, with more products designed by consumers.”

“Selecting science-backed ingredients is key to delivering products that support consumer health areas and build trust,” agrees Emily Navarro, global marketing manager at Lonza Capsules & Health Ingredients. She details that the company’s proprietary research found that “92% of consumers say scientific efficacy is necessary when purchasing a product.” 

The experts highlight the importance of strong research that shows the efficacy and potential of products.“That’s why the joint health benefits of our UC-II undenatured type-II collagen are supported by a body of evidence that spans over two decades and 20 studies, including eleven human clinical studies.”  

She further highlights that Lonza’s TWK10 Sports Probiotic, derived from Taiwanese kimchi, 

“is the first probiotic clinically proven to enhance endurance by up to 75%, as well as improve energy levels.” 

The probiotic has also been shown to increase circulating blood glucose levels for improved muscle endurance in athletes and to exert anti-fatigue effects, as indicated by lower lactate and ammonia biomarkers post-exercise.

Meanwhile, Giellepi’s Antenozio asserts that novel delivery formats may help solve the challenge of controlling the release and timing of an ingredient’s activity. “All to ensure that products still provide what is claimed on the label.”

She recommends fully standardized branded ingredients as a “staple in all products out there to ensure the highest level of quality and safety while enhancing the product’s value and providing a stronger point of differentiation to align with evolving consumer demands.”

Improving efficacy through tech  
The experts emphasize that technology plays a crucial role in meeting consumer demand for efficacy and overcoming challenges of ingredient absorption. 

“New delivery technologies are the cornerstone of innovation in the nutraceuticals market,” highlights Navarro. 

She explains that Lonza’s delivery technologies are designed to maximize ingredient efficacy, optimize consumer experience and support brand differentiation. 

“Dosage form technologies such as Lonza’s Capsugel DRcaps designed release capsules protect acid-sensitive ingredients, promoting the survival of sensitive probiotics as they pass through the acidic conditions of the stomach for greater efficacy.” 

Technology is crucial to improve efficacy and ingredient absorption (Image credit: Lubrizol Life Science).Schroeder adds that Lycored’s ingredient benefits are tested in applications and validated by science so customers can believe in their efficacy and performance. “Through our robust clinical program, we’re constantly exploring how the carotenoids in our wellness portfolio can deliver results that consumers trust in their wellness journey.” 

“Because of technology, Lycored offers a portfolio of wellness solutions in various formats suited for various applications. This allows brands to customize products using high-quality, naturally derived ingredients to fit their audience’s needs.” 

Gómez from Lubrizol Life Science asserts that ensuring effective ingredient absorption remains an essential challenge in nutraceuticals. 

“A way to overcome undesirable ingredient interactions is by utilizing microencapsulation techniques on the ingredients prone to interact and interfere with the absorption. This will help isolate the ingredient through a protective layer without compromising its bioavailability.” 

“Encapsulation involves ‘packaging’ the sensitive ingredient in a secondary material, resulting in improved stability and bioavailability,” she explains. “The particle size is another important aspect of ensuring absorption in the body. Smaller particles are generally absorbed easier, and micronization and high-pressure homogenization are commonly used.”

Gut-brain axis 
Among the key nutraceutical health trends on the market, Giellepi’s Antenozio notes that the new approach to gut health is “certainly the one to look at.” 

“In the past, many gut solutions were primarily based on probiotics, while today, consumers recognize that prebiotics can also help to promote better gut health. Furthermore, a growing number of products with postbiotics and digestive enzymes make novel combinations to meet modern consumers’ needs.”

She predicts that probiotics will continue to grow in popularity with a better understanding of the gut-brain axis while prebiotics, postbiotics and digestive enzymes are gaining traction quickly. 

“As science continues to discover more about the microbiome’s influence on different aspects of our health, I expect to see this category growing quickly. Not only live probiotics but also prebiotics, spore-forming bacteria and postbiotics that are suitable to be incorporated in attractive dosage forms such as gummies, chewable tablets and nutritional bars.” 

Florido sees that the adaptogen Rhodiola rosea is gaining greater traction (Image credit: Nektium).Cognitive performance and focus 
In addition to gut health, Nektium’s Florido observes that brain health has become the fastest-growing supplement sector. 

“The search for improved cognitive performance and attention span is becoming the key driver for product choice, with the fear of cognitive impairment relegated to a lesser role. That’s leading to a growing interest in fast-acting, experiential nootropics, especially when combined with other ingredients with longer-term action.”  

“In connection with this, the interest in adaptogens continues to grow, although we’re starting to see attention shift away from ashwagandha following the ban in Denmark. Rhodiola rosea, which has benefits for cognitive health and sporting performance, is one of the adaptogens now gaining greater traction.” 

Florido also sees a strong demand for fast-acting, global-spectrum nootropics that improve cognitive performance and focus. Although consumers have historically tended to rely on caffeine, he notes there’s a growing concern about the effects of excessive caffeine consumption, such as jitters, crashes and negative impacts on blood pressure and heart rate. 

“Zynamite is our natural alternative to caffeine. It’s a Mangifera indica extract developed from sustainably harvested mango leaves. It activates brain electrical activity and increases long-term potentiation in a way remarkably similar to caffeine but without the side effects.”

The extract takes effect within the first hour, like caffeine, but lasts longer and can be combined with other nootropics, adaptogens, vitamins and minerals.

By Jolanda van Hal