Nutrient Absorption in the Digestive System Part 2

Growing the Market

To further promote the expansion of the digestive wellness category, there are certain key areas that manufacturers should keep in mind when developing their finished products. One such area is with package labeling. While most supplements include adequate labeling of the unit measurements of probiotics and enzymes-particularly important due to the lack of a recommended daily value for both-the packaging of functional foods and beverage applications have traditionally not featured the same clear indications. This has proven particularly true with probiotics, which have made great strides in both of these functional markets.

While clearer indications would help solve some of the confusion at market level, one concern at the manufacturing stage is during the formulation of the product. “It is not always good enough to just throw some ingredients into a capsule based on some mathematical formula conceived long before the product ever reaches stores. Quality, viability and potential efficacy have to be delivered all the way to the consumer,” said Nutraceutix’s Gamble. “It is not easy to do so, particularly in the case of probiotics, and unfortunately many inexpertly produced products fail long before they ever reach the consumer.”

The concern of efficacy is one that FrieslandCampina Domo’s Niba sees as the greatest challenge facing manufacturers looking to gain entry into this market. “Because the science in this area is relatively new, many of the benefits have not been completely proven in humans. There are still concerns about the dose and amount of a prebiotic or probiotic needed for fermentation that would produce a significant effect,” she said. “Manufacturers therefore should seek out ingredients with proven effectiveness, and with supporting science.”

One thing manufacturers should not do, according to Troy Aupperle, president of Enzymology Research Center, Inc. (Miltona, MN), is produce a product simply to join in the digestive craze. “As with all emerging markets the competition tends to increase dramatically as everyone ‘joins’ in the momentum,” he said. “Being able to clearly distinguish the difference between your products and the competition should be your No. 1 priority. If you are unable to do this, then I would stay clear of this market.”

To help manufacturers overcome the challenges of distinguishing their products, Aupperle recommends they target specific categories and/or focus on narrowed demographic profiles. This, he said, will give them better assurance that their new products will meet with success.

Things to Digest

As with many markets in the supplement industry, the success of digestive wellness has and will continue to depend heavily on research, and in this regard there is good reason to be optimistic. The National Institutes of Health has announced that it will be expanding the Human Microbiome Project by awarding more than $42 million to researchers in the exploration of how trillions of microscopic organisms living in or on our bodies affect our health, including the gut microbiome. The Human Microbiome Project is a $140 million, five-year effort that will produce a resource for researchers who are seeking to use information about the microbiome to improve human health.

With this as well as other signs indicating the continued growth for the digestive wellness category, one market that seems particularly promising is in the area of children’s products. The market research of Tate & Lyle found that 67 percent of American parents believe fiber is an important component of their children’s health, and that 35 percent of American parents believe the benefits of consuming products with fiber help their children with digestion.

While advancements in delivery are opening up new ways to supplement children’s digestive needs, such as gummy and other chewable formats, they have also helped make it possible for combination products that target the gut more efficaciously. One such category of supplements that will likely see an increased usage in the year ahead is enzymes and probiotics in a single dosage form. The combinations will emphasize, according to Specialty Enzymes and Biochemicals’ Smith, condition-specific areas like digestion for patients undergoing chemotherapy, HIV, diabetes, irritable bowel syndrome, wasting disease, senior nutrition, and dairy and gluten intolerance.

This is all part of the shift away from the temporary solutions of pharmaceuticals and toward natural alternatives that give the gut what it needs to thrive long-term. This is why Terese Mansell, president of NEC, suggested manufacturers offer products that provide more than just a temporary fix. “Digestive wellness is key to overall wellness and consumers are demanding products that will strengthen and support digestive functions long-term,” she said. “As more science points to nutrition as the foundation for health, this category will continue to grow and expand.” NIE

Resources:

• Hudson, Ewa. Digestive Health Trends Leading the Sales of Functional Food and Supplements. Euromonitor International. November 2009.
• National Institutes of Health News: www.nih.gov/news/health/jun2009/nhgri-23.htm