Market Updates

In recent years, sales of Magnesium have grown considerably, which is largely driven by consumers’ increased interest in healthy living and a desire to reduce their risk of illness.  Nutrient poor western diets and stressful lives have also resulted in Magnesium supplements finding an expanded audience.

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What is Magnesium?

Magnesium is the second most essential mineral and functions as a cofactor in more than 300 enzyme reactions in our body. An adult body contains around 25 gram (g) of magnesium, 50–60% of which the skeletal system stores. The rest is present in muscle, soft tissues and bodily fluids.  The European Food Safety Authority (EFSA) have issued positive views on Magnesium and the maintenance of bones, teeth, reduction of tiredness and fatigue and normal yielding metabolism.

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What are the benefits?

Two thirds of adults don’t get the recommended 8 hours sleep a night and the health effects of this can be damaging. Magnesium is a pivotal nutrient for the healthy functioning of part of the nervous system that’s responsible for getting our body into a calm and relaxed state. Magnesium also helps to support bodily levels of the calming neurotransmitter GABA (Gamma-Aminobutyric Acid) – a vital chemical messenger that promotes sleep.

Although Magnesium is most known for having positive effects on sleep, recent studies have highlighted even more benefits of this nutrient, many showing that it helps regulate heart muscle contraction and promotes healthy blood flow.

Consumers are also turning to Magnesium to support mental acuity, as it has been shown to help synaptic connections between neurons to support memory.  The benefits of Magnesium for other health conditions has also been reported in recent years, such as its ability to aid digestion.  Muscles within the digestive tract, including the intestinal wall, are relaxed by Magnesium, which improves digestion, as well as counterbalances stomach acid and advances stools through the intestines.

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The future of Magnesium

Currently, Magnesium is the second highest selling mineral, behind Calcium. In the past, Magnesium has been overlooked, however research is recognising that it is as equally as important as Calcium.  Globally, Euromonitor International forecasts that volume consumption of Magnesium ingredients will grow nearly 11% during 2017-2022.  

Roughly 75% of the population are deficient in Magnesium and many of them are already consuming supplements to fill this gap. However, with expanding health benefits and deepening science, we expect a huge boost in Magnesium sales as awareness of this mineral increases.

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For more information on our Magnesium supplements, please contact us on sales@htc.co.uk or call us on 01923 652 529. 

*Claims for food supplements mentioned in this article are not meant for general public, but are purely for information of food supplement industry professionals. Please note that the claims are not authorised by European Food Safety Authority for use on labels or marketing materials.

The UK’s nutritional supplement market is expected to reach £13 billion growing at a CAGR of 6% by 2023. With growing interest in personal health and wellness, more consumers are incorporating supplements into their daily routines. An increasing aging population also means many consumers are looking for preventative healthcare management. In addition, factors such as self-medication for minor health issues, hectic lifestyles and convenience of direct purchase have contributed to the expansion of the supplement market.

As the dietary supplement market is expected to grow consistently this year, we’ve identified several trends that are likely to impact the industry.

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Nutricosmetics 

Nutricosmetics refers to the concept of ‘beauty from within’ through a variety of skin, hair and nail boosting supplements.  In addition to soft capsule and tablet forms, nutricosmetics are commonly available as powders that can be added to water and more recently, gummies.  Trending ingredients in this segment include Vitamin C, Vitamin D, Vitamin B, Zinc and Biotin. In addition, nutrients such as Omega-3 fatty acids have been linked to supporting skin health. While nutricosmetics have been around in the Asian market for a while now, many European and UK consumers are also adopting the ‘360 degree’ approach to skincare. According to a recent report, the global nutricosmetics market will surpass US$ 12.55 billion by 2026.

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Gummies

Originally marketed to children as a tasty, more appealing way to take essential vitamins, gummies are quickly becoming an attractive way to take supplements to all consumers. According to Business Wire, the gummy vitamin market is set to increase with a CAGR of 5.3% in the period 2019-2025. This growth reflects the increasing popularity of this delivery format. Gummies are no longer loaded with sugar; using the latest technologies, manufacturers can now produce gummies with unique formulas, using natural colourings and reduced sugar content.

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Gut health

In recent years, digestive health has become a mainstream concern. Growing numbers of consumers are interested in foods fortified with probiotics and other gut friendly ingredients. However, more engaged consumers are looking at botanicals associated with digestion such as Turmeric and Peppermint.  Peppermint is well known for its property of giving cool and calm effects on the body.  It has been most extensively studied as a treatment for irritable bowel syndrome (IBS) and indigestion. Factors such as natural ingredient based personal care and cosmetics are expected to boost the consumption of Peppermint oil.

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Recovery 

As consumers of every age proactively manage their health, sports nutrition and joint health products have gone mainstream. Supplements that help with recovery after training were trending in 2019, and this year it looks like this trend will continue to grow. Supplements such as Turmeric and Fish Oil have shown to minimise joint inflammation across various studies and improve recovery after intense work outs. Sleep aids containing Zinc and Magnesium are also gaining popularity. Consumers are looking for supplements to help with sleep so their muscles can repair.

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Eye Health 

Eye health is set to become one of the great health concerns of the modern age. Increasing exposure to screens and an aging population are affecting eye health globally. According to the World Health Organization (WHO), approximately 1.3 billion people live with some form of vision impairment. However, WHO also says that 80% of all vision impairment globally is avoidable as there are effective solutions to help. The nutrients widely used in the eye health category include Lutein, zeaxanthin and meso-zeaxanthin. These are carotenoids that deposit specifically in the macula, forming macular pigment.  In addition, Bilberry extract can be used to relieve eye fatigue,11 and omega-3 consumption could improve dry eye symptoms.

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For more information on any of the supplements mentioned above, please contact us on sales@htc.co.uk or call us on 01923 652 529. 

*Claims for food supplements mentioned in this article are not meant for general public, but are purely for information of food supplement industry professionals. Please note that the claims are not authorised by European Food Safety Authority for use on labels or marketing materials.

Owing to a growing population of baby boomers, along with an active population who look for natural solutions to support their lifestyle, the joint health market continues to thrive. According to Mordor Intelligence, the global bone and joint ingredients market is projected to grow at a CAGR of 6.3% during the forecast period (2019 – 2024). 

Consumers are recognising even more the importance of taking care of their joints to improve the quality of their life as they age. However, it’s not just baby boomers who drive the growth in this category; millennials are also taking joint and bone supplements. Younger generations are taking steps to ensure healthy ageing and remain physically active. Gym goers, athletes and those with a busy and active lifestyle are exploring ways to reach peak performance and realise that looking after their joints is key.

 

One ingredient on many consumers’ minds is turmeric. While turmeric, or its compound, curcumin, is widely used in Indian and Asian countries, many Britons do not consume enough of the spice to benefit from its effects. This plant ingredient is regularly publicised for its ability to manage inflammation and support joint health.  Various studies have shown that curcumin is a highly effective inflammatory and it can help with normal muscle recovery after high intensity exercise. It has also been proven to be a powerful antioxidant and can reduce delayed onset muscle soreness.

Turmeric isn’t the only supplement pushing the joint health market into success. Glucosamine and chondroitin together hold the number one spot in the category. The market for glucosamine continues to witness positive trends in terms of demand and supply. High awareness, ease of use and clinical recommendations of the supplement are likely to contribute to its market growth.  Glucosamine is produced in the body in form of sugar and is responsible to function as a driver in cartilage formation. It is produced from shellfish and normally available in form of tablets blended with chondroitin.

While omega 3 supplements are better known for their cardiovascular and cognitive benefits, many studies have also proven their joint health benefits. Omega 3 fatty acids inhibit the inflammation process in osteoarthritis, and taken together with glucosamine, it further supports the rebuilding of lost cartilage substance.

According to the study published by the WHO, approximately 22 million individuals in Europe and 14 million in the United States are likely to suffer from osteoporosis, by 2020. Thus, the demand for joint supplements is set to increase in the future.

To contact us for more information on the supplements mentioned above, click here.

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*Claims for food supplements mentioned in this article are not meant for general public, but are purely for information of food supplement industry professionals. Please note that the claims are not authorised by European Food Safety Authority for use on labels or marketing materials.

The HFMA (Health Food Manufacturers Association) have released the results of their ‘Health of the Nation’ survey this week. The research was conducted by One Poll on behalf of the HFMA, comprising of 10,000 UK adults and covered a comprehensive gender, age and geographical representation.

Understanding why consumers are purchasing health supplements is key and according to the survey, the number of people who think they are ‘very’ or ‘quite’ healthy, has reduced by a third in the last 2-3 years. Supplementing with vitamins, therefore helps millions of people to lead healthier lives. And this looks set to continue, as we see that record numbers are now taking food supplements – 2 in 3 adults expect to increase their consumption of food supplements as they get older.

Purchasing Power

Results from the survey show that 69% of adults take some form of food supplement, with 41% taking these daily. This is a rise of 8.6% from the last survey, which was conducted in 2016. The most popular vitamin consumed is the multivitamin, with 45.5% supplementing for general health and well being. The other reasons for consuming health supplements are for joint health, energy and for vitamin deficiency.

The survey also highlights that the average spend on keeping healthy is still £8.82, which is up from £7.62 in 2016. England spend the most (£8.96) in comparison to Northern island (£8.71) and Wales (£7.37).

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A need for consumer education

The HFMA reveal that almost one third of Britons are not aware of the Public Health England recommendations and that they should consider taking Vitamin D supplement in winter. In addition, almost half of the participants did not know that a lack of iron can lead to anaemia and with veganism on the rise, it is more important than ever to supplement with iron.

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Nutrition in specialist groups

In certain population groups, interest in health and well being is rapidly growing. Particularly with parents, as over 50% are now ensuring that supplements are part of their child’s routine. 66.1% of adults also plan on taking more food supplements as they age. In addition, 91.5% of women say they are aware of recommendations of supplementing with folic acid during pregnancy.

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Most popular supplements

The following table shows supplements that participants buy on a regular basis.

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Savvy health supplement consumers

Today’s consumers have become knowledgeable health advocates and are looking for substantiated, proven health benefits. According to the survey, 38% of consumers purchase supplements based on their personal research. 27% are influenced by friends and family recommendations and 21% are recommended to take supplements from a doctor or other expert.

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The findings from this survey confirm that the UK natural health supplements industry continues to be a success and is expected to grow even more, especially as 2 in 3 adults expect to increase their consumption of food supplements as they get older.

For more information on the HFMA, click here.

Source: HFMA Health of the Nation Survey 2019

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As we enter 2020, for many, it means a chance to try new things, create new habits and adopt a healthier lifestyle. What better time to start than Veganuary? 

Veganuary is a campaign that was launched in 2014 by a UK charity in which people try a vegan lifestyle for a month. Plant based diets are quickly spreading across the globe, with the UK accepting the rising trend with great enthusiasm. According to Forbes, Millennials are the driving force behind veganism and are much more likely to adopt vegan buying behaviours than the previous generation.

The plant-based lifestyle is poised for growth due to concerns about the environment and animal welfare, but also because of its appealing health benefits. Although there are abundant benefits of a well-balanced plant-based lifestyle, even the best intentioned of us can find ourselves needing an extra boost. The following supplements can be added to a plant-based diet to maximise results:

• Vitamin B12

Vitamin B12 is essential for nervous system health and is only available in animal-based foods or supplemented vegan foods. Plants do not make or contain this vitamin, which is why it is essential that vegans supplement their diet with it.  Vitamin B12 is also involved in red blood cell production, DNA synthesis and energy levels.

Vitamin B can be combined with a multivitamin for customers seeking a general health fix with the convenience of one supplement.  Having a multivitamin which contains a mix of vitamins is essential to help our bodies grow, develop and function properly.

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• Algae EPA and DHA

Without eating fish, it can be difficult for vegans to get adequate amounts of EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) in their diets. The omega-3 fatty acids DHA and EPA support brain and heart function, maintain healthy vision and help to improve mood. Getting omega-3’s from either fish or algae results in increased circulation of DHA and EPA and greater protection against cardiovascular disease.

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• Taurine

Taurine is typically found in seafood and meat. It is the most abundant amino acid in the body and is important for heart health, electrolyte balance and to maintain a healthy immune system. As well as regulating inflammation, most cells of the immune system require taurine to do its job efficiently.  Taurine also plays a vital role in eye health; it protects the retina and maintains optimal function.

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• Magnesium and Zinc

Zinc is essential to our general health and is required by every system and cell in our body.  Studies have reported lower zinc levels in vegans than meat eaters. The bioavailability of zinc from vegan diets is lower than from a carnivorous diet as meat is high in bioavailable zinc. In addition, vegans may eat high levels of beans and wholegrains, which contain phytates that inhibit the absorption of zinc. Magnesium is often taken together with zinc as it helps the body to regulate its zinc levels. Magnesium is critical for bone health and has been reported to have positive effects on the musculoskeletal and nervous systems.

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Buoyed by the rise of meat free diets, vegan supplements have risen in popularity and we predict sales to increase further in this segment as consumers take a more proactive approach to their health and well being.

To view a full list of our vegan supplements, click here.

We’re delighted to present to you the next instalment of our Regulatory Updates. Our Technical & Regulatory Executive at HTC Health, Kwame Otchere, prepares a monthly round-up covering a broad scope of news related to the European VMS industry that we think our customers might find relevant and useful.

Irish tax plans place food supplements out of the reach of many people

Professor John Nolan, founder of the Nutrition Research Centre Ireland, believes Ireland’s plans to tax food supplements will price out many consumers. The country introduced the standard VAT rate of 23% for all food supplements, because they no longer consider them to be foods for VAT reasons. The Nutrition Centre Ireland believes these tax plans will cause consumers to miss out on their benefits.

Also, many supplements in the Irish market come from the United Kingdom. If the UK leaves the European Union without a deal then imports of food supplements from the UK into Ireland could attract a 12.8% tariff. This could lead to a near 40% increase in food supplement prices.

Click here to read more.

CBD Manufacturer calls for greater regulatory controls

A cannibidiol (CBD) manufacturer has called for tighter regulatory control on CBD products. This was after carrying out tests on several CBD products, and discovering more than half were inaccurately labelled. The Cannabinol (CBN) and/or tetrahydrocannabinol (THC) levels in several products was above the 1mg legal limit. Less than half (13) of the products were within 10% of the stated level of CBD and 4 samples contained less than 50% of the stated quantity.

According the UK government’s Home Office, CBD is not a controlled substance as long as it does not contain any THC or CBN. However, it is difficult to completely extract CBD from THC and CBN. The manufacturer plan to apply for a Novel Food because “appropriate pre-market authorisation, we will deliver CBD products that we can see unfit to be on the market”.

Click here for more information.

CTA opposed to CBD Novel Food Application

The Cannabis Trading Association (CTA) will not submit a Novel Food application for their CBD products, due to regulatory uncertainty. The CTA argue that cannabis extracts are not novel and that also “any opinions may be EFSA cannot be legally relied upon to secure a prosecution for breach of novel foods regulation”. Any novel food application would cause products to be removed off the market until authorisation had been granted.

There are mixed views in the industry on whether CBD product should be considered novel. For example, the Centre for Medicinal Cannabis believes CBD is novel and they plan to submit an application. There is currently one application, by Cannabis Pharma from Czech Republic, which has been submitted for authorisation as a food supplement.

Click here to read more.

EC may push for further food labelling harmonisation across member states

The incoming European Commission president, Ursula von der Leyen, may push to further harmonise food labelling regulations and increase transparency about nutrition. This includes mandatory origin labelling, animal welfare standards for meat and dairy products, and nutrition claims labelling.

Several countries have implemented mandatory country of origin for particular food groups, with milk and dairy products being the most common. Kyriakides stated she was “concerned about high number of food products bearing nutrition claims actually have a high level of sugar, fat or salt”, which can mislead consumers.

Click here to read more.

Italy establishes amino acid purity levels in food supplements

Italian food authorities have published guidance on amino acid supplement purity. They become the second country in Europe to do so after Denmark.

The guidance is in line with EC Regulation 609/2013, which provides details on purity values for substances used in specific food groups.

Click here to read more.

The European Commission extends the use of Whey Protein

The European Commission has extended the use of whey protein isolate from bovine milk as a novel food in supplements and infant formulas.

Infants up to 12 months are allowed to consume up to 25 mg per day. Powders intended for this age group can contain up to 30mg of whey protein isolate per 100g or 3.9mg per 100ml.

Click here to read more.

Germany to introduce Nutri-score food labelling

Germany is following in the footsteps of France and Belgium, by introducing the Nutri-score nutrition label. This decision was made after a consumer survey determined this to be the best form of labelling.

Nutri-score used a colour scale from red to green and letter scale from A to E to indicate how healthy a product is. The algorithm awards points for beneficial nutrients such as proteins, fibre, and percentage of fruit, vegetables & nuts. Points are deducted for containing less beneficial nutrients like excess energy, saturated fats, sugars and salt.

This model is expected to help make choosing healthy food easier. Consumer groups want to make this a mandatory labelling requirement across Europe.

Click here to read more.

ASA rules social media posts broke health claim regulations

The UK’s Advertising Standards Agency has upheld several complaints against companies that regularly use celebrity influencers to promote ‘weight loss’ product on Instagram. Posts by Katie Price and a former Love Island contestant were promoting ‘weight loss’ products but the claims made were not authorised by the EU Health Claims register.

One of the ingredients used in one of the weight loss products was glucomamman, which does have an authorised EU claim relating to weight loss. However, for this claim to be made it must state that “glucomannan contributes to weight loss only in the context of an energy restricted diet, and that the beneficial effect is obtained daily intake of 3 g of glucomannan in three doses of 1 grams each, together with 1-2 glasses of water, before meals.” However, the advertisement did not include the required information and therefore the complaint has been upheld.

Click here to read more.

And here for even more.

If you have any questions relating to the news presented above, please do not hesitate to contact us for more information, as we’d be happy to advise.