trends in supplement innovation: ingredients for growth
TRANSCRIPT
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Trends in Supplement Innovation: Ingredients
for Growth
Todd Runestad
Editor in Chief, Engredea
Nature’s most nearly perfect plant
Cannabis history• Hemp (8,000 BCE)
• Illegal Schedule 1 drug (1970)
• Endocannabinoid system (1990):
appetite, pain, mood, memory
• Legal Rx drug (1999)
• Nutrition (2004)
• Medical marijuana (2009)
• Recreational marijuana (2012)
• CBD – dietary supplement? (1997)
.
The Empire Strikes Back
Marijuana 2016
• Re-schedule? How about DE-schedule?
• “No accepted medical use.” “Chemistry unknown.” “Safety.” “Scientific evidence.”
• JAMA: 24.8% cut in opioid deaths in pot states
• NCI: 110 published references for cancer alone
• FDA: 11 studies, no “accepted medical use.”
• 42 states, 17 CBD-only red states
• Nov 16 elections: Rec: AZ, CA, ME, MA, NV
• Med: AR, FL, MT, ND
Marijuana / CBD 2016
• CBD Warning Letters
– 11 of 13 didn’t meet label claim
– Drug claims
– GW Pharmaceuticals IND 2007, 2013
– Is IND in and of itself “significant”?
– Define “agent.”
New Dietary Ingredients (NDI)
• DSHEA’s last detail, now softened up
• Manufacturing changes
• Chemical changes
• Combination policy + supplements
• ODIs
• “Nature identical” botanicals
• Animal testing
Quality issues• Adulteration: economically motivated and accidental
• Contamination
• Testing
• Supply-chain management: integrity, price, supplier validation/verification
• Price, price, price
• State attorneys general
• Class-action lawsuits
• DNA barcoding
• Media reports
• Trade response
• Legislative response and industry’s attempts to shape legislation
• Traceability and transparency
New Dietary Ingredients (NDI)
• “Notification of new dietary ingredients is the only pre-market opportunity the agency has to identify unsafe supplements before they are available to consumers.”
—Steven Tave, acting director of the FDA’s Office of Dietary Supplement Programs.
• Does it match Congressional intent w/DSHEA?
• $100,000 - $1,200,000
NDIs: How did we get here?
• Early 1800s: Limeys
• Early 1900s: snake oil to “oil dry joints”
• 1930s: IV vitamin C for polio; advent of Rx
• 1970s: Proxmire Amendment – drugs!
• 1990s: DSHEA
• 2010s: NDIs
NDIs: Manufacturing changes
• “Significant” no more
• Bioavailability enhancement– Liposomes
– Piperine
• Water and ethanol extraction okay– Supercritical CO2
– Chelation
– Standardization!
– Nano a no-no.
NDIs: “Nature-identical” a no-no
• No difference b/t natural & synthetic vitamins
• No difference b/t rBGH and regular milk
• No difference b/t patented GMOs and normal
• Difference b/t molecularly identical botanicals– Vinpocetine
– L-theanine
– Resveratrol
– But not caffeine or vanilla!
NDIs: Chemical changes
• Fish oil molecular distillation for cleaner oils
• California’s Prop. 65
NDIs: Combination products
• 2 ODIs combined are safe
• 2 NDIs combined need a new NDI– “Perpetual NDI spawning machine.”
• NDIs – “ingredients” not “supplements” - NOT– Private label
– Large manufacturers
– MLMs
– Small herbalists
NDIs: ODIs
• Fugghedaboutit
• 4 industry lists not accepted by FDA
• The world’s gone digital
NDI winners: branded ingredients
• MenaQ-7 from NattoPharma
• Ganeden BC30 probiotic
• Wellmune from Biothera
• BioPQQ from MGC
• Curcumin C3 from Sabinsa
• EstroG-100 from Helios
• Meg-3 from DSM
Supplements SWOT• Strengths: Natural compounds, gentle acting,
work with the body
• Weaknesses: Communication, quality, ingredient adulteration (it happens across industries: VW, ecstasy), fly-by-nighters
• Opportunities: Millennials, the march of nutrition science
• Threats: FDA, AGs, trust
How botanical medicine is made
Innovation: delivery formats• Redd Remedies Curcumin C3 Reduct Chewable: Cinnamon, C3 Reduct
• EuroPharma CuraMed Effervescent: ginger, tangerine, 135mg curcuminoids
• Carlson Laboratories, Inc. Carlson Baby's DHA
Prioritizing health• Defensive vs offensive healthcare
• Quantified self & the Zeitgeist
• Wellness: Antidote to modern life
• Conscious consumers > capitalism
– Clean label, B Corp, employees, waste-stream, engineering,
– Left Hand beer +33% production -13% energy
Personalized nutrition
• DNAFit
• Segterra
• Nestle
• Amway
• SpectraCell Labs
• Nutrigenomix
• For next decade, “clusters” trump personalization at mass.
Right to win: Energy
• Caffeine – now non-synthetic
• Coffeeberry – fruit, not bean. ORAC, BDNF
– New in sports: Focus – aGPC, TeaCrine (<caf, >dop)
• Protein – source diversification
• Mushrooms
Adaptogens• Ashwagandha (600mg/day)
– Sports (strength, endurance, testosterone)
– Health (stress, sex, memory)
– Weight (stress 32%, weight 1.5%, happiness 20%)
– 20 clinicals, 6 more in progress
Choudhary D, et al. Body Weight Management in Adults Under Chronic Stress Through Treatment With Ashwagandha Root Extract: A Double-Blind, Randomized, Placebo-Controlled Trial. J Evid Based Complementary Altern Med. 2016 Apr 6. pii: 2156587216641830. [Epub ahead of print]
Right to win: Stress
• Not a disease state• Herbal extracts and plant-sourced vitamins and minerals such as magnesium,
calcium and vitamin D.
• Inflammatory response, immune support, stress management and women’s health
Right to win: Sleep
• Not a disease state.
• Valerian, L-theanine, magnesium, kava,
magnolia, GABA, CBD.
Right to win: Inflammation
• Blame the modern American food system
• The root of all chronic degenerative disease
states
Right to win: Vitality
• Energy, vitality and general joie de vivre (hold
the caffeine please)
Vitality: Gaia Herbs
• Stress, energy, recovery. Aimed at the typical over-
stressed average American.• Adrenal Health Jump Start, a short-term formula (4-12 weeks)
• Adrenal Health Nightly Restore, nighttime circadian rhythm, with
magnolia.
• Adrenal Health Daily Support, a full-strength adaptogen with mushrooms.
Vitality: HempFusion #5331
• Not a selectively isolated CBD extract, but a broad-spectrum hemp product.
• Line extensions focused on sleep, stress and digestive health.
• This may well be the soccer mother’s little helper of the decade.
Vitality: Rainbow Light #5625• Remember how much more physical gusto you had half a lifetime ago? Rainbow
Light put that in a bottle with a deep formula that supports energy, blood-sugar
and stress management, cellular wellness, and a range of important
structure/function targets around brain, heart, bone, vision and immune health.
• Gluten-free, dairy-free, nut-free, fish-free, sugar-free and artificial additive-free.
Vitality: Pure Essence Labs #4726• With a foundation of constitution-building organic mushrooms, this TCM formula
boldly lists "vitality" right on the front-of-pack labeling.
• Cordyceps—believed to enhance athletic performance and improve aerobic
capacity—and chaga, reishi, poria cocos, ginseng and other botanicals.
Vitality: BioTerra Herbs• Snarky millennials grace the box, which communicates its health benefits in snarky
millennial fashion.
• TCM blend of adaptogens astragalus and schisandra, as well as Asian ginseng root
and sweetflag.
Vitality: Natural Factors #6027• Natural Factors Women's Multi
• At least 100% of most of the vitamins and minerals you're looking for.
• Phytonutrients, food-based enzymes and nutritional co-factors from the real food.
Vitality: Dead Sea Moringa #4725More than mere adaptogenic tonics but rather constitutional-building phytonutrients
for overall health and wellness.
Plus, for every bottle of Dead Sea Moringa purchased, the company will plant a
moringa tree in a village, in hopes of addressing nutrition deficits.
Diabetes, heart disease, memory, mood, more.
Vitality: Nova Scotia Organics• Started by organic pioneer and legendary Canadian herbalist Nancy Smithers. She
has served on the Canadian Natural Health Products Directorate’s Management
Advisory Committee on Natural Health Products.
• Astragalus root (telomeres), ginseng and reishi mushrooms.
Vitality: Natural Health Intl• Pioneers of the St. John's wort and kava trades.
• 13 different types of maca. This for men's hormone balance, which supports
everything from energy and sexual health to cardio health and endurance. That's
why it's called the "middle-age botanical." (For women, other maca phenotypes
can address menopausal symptoms.)
Vitality: Sunfood Superfoods #840
• Sunfood Superfood Smoothie Mix.
• Raw, organic, powdered superfoods the likes of chia, maqui,
goji, maca, acai and 10 grams worth of organic sprouted
whole grain brown rice protein. Nutrition Facts panel.
Macular carotenoids & blue light• Macula for visual acuity and sharpness
• ARMD: Was 65, now 60; 2000-10: up 18%
• AREDS I & II: 25% cut
• 10mg lutein, 2mg zeaxanthin – minimum
• 20/4: visual processing speed, contrast sensitivity, sleep, headache
frequency, eye strain, eye fatigue
Mitochondrial supplements
• CoQ10
• PQQ
• Carnitine
• Omega-3s
• Alpha-lipoic acid
FoodTech 3.0
• Quorn #2310
• MosaMeat
• New Wave Foods
• Hampton Creek
• Clara Foods
