The panel:
Adam Ackerman, CEO, TurnKey Nutrition, Newport Beach, CA, https://turnkeynutrition.com
Eric Anderson, Managing Director, NXT USA, Edison, NJ and Oslo, Norway, https://nxt-usa.com
Melanie Bush, Vice President of Science and Research, Artemis International, Fort Wayne, IN, https://artemis-nutraceuticals.com
Sandra Carter, PhD, Founder and President, M2 Ingredients, Vista, CA, www.m2ingredients.com
Jennifer Clancy, Global Marketing Director, Nutriventia, Mumbai, India, www.m2ingredients.com
Annie Eng, CEO, HP Ingredients, Bradenton, FL, https://hpingredients.com
Julianne Gardner, Marketing & Communications Coordinator, Stratum Nutrition, Carthage, MO, https://stratumnutrition.com
Kristine Halliwell, Purchasing Director, Vitaquest, West Caldwell, NJ, https://vitaquest.com
Tyler Holstein, Global Product Manager, Kemin Human Nutrition and Health, Des Moines, IA, www.kemin.com
Catherine Kwik-Uribe, PhD, Chief Science Officer, Nutrition21, Saddle Brook, NJ, https://nutrition21.com
Dan Lifton, Managing Partner, Maypro Ventures, Purchase, NY, www.maypro.com
Stephen Lukawski, Owner and CEO, Research Science Specialty Ingredients (RSSI), Ontario, Canada, Partner & Director of Global Sales and Product Development, Fruit d’Or, Villeroy, QC, Canada, https://fruitdor.ca
Steve Peirce, President, RIBUS, Sparks, NV, https://ribus.com
James Roza, Chief Scientific Officer, Layn Natural Ingredients, Irvine, CA, https://layncorp.com
Brian Zapp, Marketing Director, Applied Food Sciences, Kerrville, TX, https://appliedfoods.com
While it’s exciting to introduce new ingredients, it’s also critical for ingredient suppliers to “get it right,” ensuring that detailed pre-launch, launch and post-launch planning are properly conducted, along with market research, competitive analyses and much more.
Nutrition Industry Executive (NIE) has invited a panel of industry experts for their insights.
NIE: When considering the introduction of a new ingredient, at what point do you conduct market research and analysis, looking at market needs, consumer trends and the USP for this ingredient?
Lifton: Maypro Ventures is dedicated to supporting suppliers in preparing ingredients for a successful launch to market, so we engage in such research very early in the process. We start by evaluating the competitive landscape and assessing competitors’ commercial success, based on the size and profile of brands that utilize those ingredients. We also look at the market size and current growth rates before developing a creative brief, including USPs (unique selling propositions), and price analysis, which outlines how we would position the ingredient within that competitive landscape.
Roza: When it comes to developing new product concepts, I am a firm believer in the stage gate approach to product development; the first stage of which requires an in-depth analysis of the market, trends, competition and consumer acceptance before moving to the next stage which assesses its actual feasibility. Great ideas abound but when it comes to implementing those ideas there are many boxes that need to be checked before you can build a business case. Do we have the necessary resources to bring this idea to fruition? What is the size of the market or channel? How strong is the science? Are additional studies necessary? What claims can be made? Are there regulatory constraints? Once these issues have been thoroughly examined with input from sales, marketing, operations and other company team members, only then can you make a coherent decision to move forward with buy in from key stakeholders.
Eng: When choosing a new ingredient there are many factors that come into play. It’s not just about market analysis, it’s also about an intuitive approach to consumer needs. Above all, from an ingredient supplier perspective our “acid test” is “Is this a sexy product?” What we mean by that is, does it have an attention-grabbing and sustaining story, an origin story, that can be capitalized by savvy brand marketers when educating their consumers and product influencers.
Will it capture the consumer’s imagination? Will it fill the current trends of sustainability and/or “upcycling?” Does the supply chain meet the stringent needs of a B Corporation? Because transparency and respectful treatment of the planet and people are right up there with profits. If we can fulfill those demands, then crossing the high bars set by the B Corps (Nestlé, MegaFood, Yogi Tea, etc.) makes it easy for us to sell into the brands that do not require such stringency. That’s why we set the bar high by ensuring that all our products meet or working to meet strict organic standards, as well as Prop 65 California compliance.
Gardner: It’s important to conduct a background check on an ingredient itself because it is vital that you verify that the ingredient has a history of use within the food or supplement realm. Otherwise, it would be subject to a New Dietary Ingredient Submission (NDI) to the FDA (U.S. Food and Drug Administration). Investigating the ingredient’s safety is also crucial as is any third-party or specific research that has already been conducted. Then, conducting market research and analysis should be integrated throughout the entire product development process. This starts with initial research during the idea and concept phase to identify market needs, consumer trends and competitive gaps.
Peirce: RIBUS has always had our ear to the ground and we pride ourselves on listening to the ever-changing needs of the marketplace. While we have one of the largest ranges of clean-label excipients, there are situations where we might not fit the bill exactly.
An example of this would be with our Nu-FLOW anti-caking agent. Nu-FLOW was originally launched in 2007 in the food industry, but we learned that it was also applicable to nutraceuticals. We did have limitations though: if an active was hygroscopic or oily, we were not as effective as silicon dioxide in those formulas. Because of that market feedback, we developed Nu-SORP Oil and Nu-SORP Water, which are more efficient than Nu-FLOW, and more comparable to silicon dioxide, when working with difficult actives.
Ackerman: In the fast-paced world of product development, the introduction of new ingredients is a critical juncture. My experience has shown that consumer awareness testing should be the first step. It’s not just about the ingredient itself, but about its story—its history, origin and the journey from harvest to product. This narrative can be a powerful tool in identifying and connecting with your target demographic.
In today’s digital age, agile market research tools like PickFu or HotJar have revolutionized how we gather consumer insights. These platforms allow for quick, cost-effective testing that can inform and refine your product development process.
Kwik-Uribe: A combination of understanding consumer trends and science-backed formulations is the pinnacle of our ingredients’ success. We keep the consumer top of mind and use scientific studies to prove our ingredients deliver real and measurable benefits.
This approach ensures that our ingredients meet consumer expectations and deliver benefits backed by research they can trust and believe in. Grounded in decades of scientific research, Nutrition21 places safety and efficacy at the forefront. With this science-first mindset, expertly shaped by consumer trends, we develop proven, one-of-a-kind ingredients that empower individuals to look, feel and perform their best.
Holstein: At Kemin, we begin doing market research, evaluating the market and consumer trends throughout our entire innovation process. Once an idea is presented, we dig into the market, competitive landscape, current and future market needs to determine if the idea makes sense for the industry. At each checkpoint during our innovation process, we look back at the market and what has changed since the initial research to determine if the idea should continue forward as is, needs to be altered, or cancelled all together. Throughout our process, we keep the end customer in mind as they need to pitch it to consumers. So, we make sure to look at things like dose size, cost per dose, etc. that will impact the customer. Without this, a product will be hard to launch.
Anderson: When we founded NXT USA, Inc., our goal was to create clinically validated natural products based upon traditional herbal medicine, including ayurvedic medicine, and to utilize these plants alone and in combination to address specific health needs. For example, with TamaFlex, our joint health ingredient, we recognized that the typical target for inflammation, cox-2, is important—but also the 5-lox pathway is part of systemic inflammation. By combining tamarind and turmeric, two herbs that address each of these, we brought the first ingredient combination targeting both of these main inflammatory pathways.
In the case of Digexin, we looked at the offerings in the digestive space from fibers to laxatives to probiotics and realized that there was a space for a natural herbal regularity ingredient that helps alleviate constipation and supports mood. The mechanism is boosting serotonin which promotes peristalsis, so the benefit of improving digestion and regularity also comes with the benefit of improving mood and reducing stress.
Lukawski: When introducing a new ingredient, market research and analysis should be conducted before the launch of the product. This will help you understand the market demand for the ingredient, the target audience and the competition. The research should include:
1. Identifying the target audience: Determine who the product is intended for and what their needs and preferences are.
2. Analyzing the competition: Identify other products in the market that contain the same or similar ingredients and analyze their strengths and weaknesses.
3. Conducting a feasibility study: Determine if the ingredient is feasible to produce and if it can be produced at a reasonable cost.
4. Testing the product: Conduct product testing to ensure that the ingredient is safe and effective for use in the product.
5. Developing a marketing strategy: Develop a marketing strategy that will effectively promote the product and reach the target audience.
NIE: From a chicken-and-egg perspective, do you have a science-backed branded ingredient that you build a formula around, vice versa, or some other process?
Kwik-Uribe: At Nutrition21, we start our ingredient formulations with a specific health benefit in mind. We then use our scientific expertise in chemistry and biology to develop ingredients that can deliver on this need. We also take into consideration what products are already on the market to achieve this desired result and evaluate how those products work, their limitations and identify opportunities in the space. As with any scientific endeavor, our formulation process is iterative; we refine as we go and adapt based on what we learned in each round of formulation.
Anderson: We work very closely with our partner Laila Nutra who has a robust R&D team. Together we set targets for the mechanism and then screen herbs from Laila’s library of active which exceeds 10,000 plant-based actives. From this we are able to narrow down and identify the herbal ingredients that best support the goal of the product.
Carter: We base all of our products on our scientifically researched functional mushroom species. Each of the mushrooms are unique in terms of their bioactive compounds, which allows us to produce products for a variety of need states – immune, cognitive, sports performance, to name a few. We then look for additional ingredients that are also science backed that would provide complimentary activity or add to the overall efficacy.
Roza: It starts first with showing proof of concept. Using SophorOx, as an example, I began by conducting an in vitro cell line study to test whether the combination of flavonoids found in SophorOx had an effect on reducing oxidative stress and inflammation. Once I was able to show a statistically significant reduction in oxidation and inflammation by measuring various biomarkers specific to reactive oxygen species (ROS) and pro-inflammatory cytokines; I then progressed to an in-vivo model to study those same effects in animals. The results of the animal study corroborated the effects I saw with the cell line. This gave me the confidence I needed to proceed with a human clinical to test the hypothesis that taking SophorOx would produce a positive outcome. The results of this 50-person, randomized, double blind, placebo controlled, study demonstrated that SophorOx can reduce oxidative stress and have a positive impact on body composition with people who have metabolic syndrome.
Ackerman: The most impactful products I’ve seen aren’t born from chasing trends, but from a commitment to creating genuine value for consumers. Science-backed branded ingredients have consistently proven to be the foundation of products that not only capture market share but also make a real difference in people’s lives. This approach offers brands of all sizes a path to differentiation in an increasingly crowded marketplace.
Zapp: We often receive inquiries that start with the ingredients. Many times, entrepreneurs will have a function in mind and will research the ingredients before they even have identified the delivery system or prior to working with a contract manufacturer. It can be helpful to get a feel for cost per serving and understand the ingredient benefits and then pair the systems, flavors and other experiential elements around that. That being said, many ingredient suppliers will have a best practice to reserve sending samples and the long list of documents to a client until they are ready to start working with it. Ideally the brands we work with will either have a formulator or contract manufacturer lined up or have a qualified lab of their own to make sure that our ingredients are handled safely with the expertise needed to make a quality product.
Lifton: Over the years, Maypro has developed a very rigorous process for evaluating new ingredients for potential addition to our portfolio. We define clear internal priorities for categories which are informed by both, market research and our existing portfolio. We are very selective, and the level of clinical research is our primary consideration in the process.
We also carefully analyze where the ingredient can be positioned in the competitive landscape and in the context of our own portfolio. We review its cost and economics, the prospects of a strong supplier relationship that enables us to get the required technical support, the opportunity in export markets, and several other factors.
We’ll often ask the new product development team at Quality of Life Labs, our finished product subsidiary, to review new ingredients through the eyes of a finished product brand. We tend to do this at the advanced stage of our review. The secondary benefit of this is that Quality of Life often launches products with Maypro’s ingredients, which creates synergies for our group business.
NIE: Do you have a litmus test in selecting ingredients, for example the need for human clinical evidence?
Halliwell: Human clinical studies are important for valid test results, claims and efficacy. The larger the sample population, the better. All studies are based on healthy individuals that meet the demographic of supplement consumers. When being presented with science-backed proprietary ingredients, we are looking for higher bioavailability than generic ingredients, better absorption, stability and higher performance rating vs. competitors. Ultimately, price-per-dosage is the true litmus test.
Lifton: To take an ingredient to market, our primary requirement is human clinical trials. Our secondary requirement is evaluating the ingredient manufacturer itself and our prospect of a successful relationship with them. In our experience, ingredient success is only possible when a manufacturer and their exclusive agent work closely as a team. This requires a lot of trust and flexibility from both parties, as well as a long-term commitment to the partnership.
Kwik-Uribe: We highly value the data we get on our ingredients from human clinical studies; these studies are built into our approach to new ingredient development. Research findings are critical to validating efficacy and providing the clinical backing critical to claims and market differentiation that our customers, and their consumers, are looking for.
Ackerman: Beyond clinical evidence, we consider factors like sustainability, traceability and regulatory compliance. An ingredient must have a clean supply chain, be ethically sourced, and comply with global regulatory standards. Equally important is partnering with manufacturers who align with our core values. We seek out those who demonstrate a commitment to innovation, sustainability and transparency. These partnerships not only ensure a reliable supply of high-quality ingredients but also foster collaborative relationships that drive industry-wide improvements. This comprehensive approach to ingredient selection might seem demanding, but it’s these high standards that separate truly innovative products from the rest of the pack, ultimately contributing to better product efficacy and long-term brand trust.
Zapp: Different industries will have respective preferences when selecting ingredients depending on the product. For example, functional food and beverages prioritize taste, solubility and the sensory experience over function. They will usually have “softer” claims about their ingredients, and labeling these ingredients tends to lean more toward clear ingredient identity vs. trademarked ingredient names. For example, an organic energy drink or bar might list our PurCaf organic caffeine as “organic caffeine from green coffee beans” on their label. On the other hand, nutritional supplements will often look for clinical efficacy around vetted branded ingredients. The trademarked ingredient will most likely have published studies on it that consumers can research for added transparency.
Bush: When a company is selecting ingredients for a formulation, the scientific substantiation should be considered. Human clinical evidence is best because it demonstrates clinically relevant outcomes. Use rates in products could be based on studied dosages to ensure consumers are getting something that really works. Often times, branded ingredients are the subject of human studies, and this helps consumers to seek out particular ingredients that they know have been vetted and substantiated. Ultimately, as an industry, product formulators need to seek out ingredients from reputable suppliers that are produced with proven quality, transparency and scientific substantiation.
Holstein: As we are an ingredient manufacturer, many times the ingredients we bring to market require us to do safety testing and human clinicals before we ever present them to a customer. When possible, we source our ingredients from plants. Plants can be a challenge to work with as things such as growing conditions, availability of the molecule in the plant and the extraction of the molecule can cause significant hurdles. These are all evaluated on bench top to determine feasibility. We then look at the cost structure to make sure it is acceptable in the marketplace.
Gardner: Research is imperative, but traditional use will go a long way in providing substantiation for safety and efficacy. However, specific research on the ingredient is needed; and particularly so if the ingredient has been modified in any way from its natural state (For example, techniques or processes that make an ingredient bioavailable). Another criterion is determining if the ingredient fits a niche that consumers feel is lacking in the current market. Filling a need can have tremendous benefits but may require more marketing and education for both distributing to customers and the public.
NIE: What regulatory hurdles must be considered, such as FDA’s NDI requirements and GRAS self-affirmations?
Lifton: During our valuation process, we determine if an ingredient is an ODI (old dietary ingredient), if it will require an NDI filing, or if GRAS (generally recognized as safe) makes the most sense. If it’s ODI, we will sometime retain our regulatory attorneys to provide an expert opinion letter confirming this. If there is a need for an NDI, a self-affirmed GRAS or an FDA-notified GRAS, we work with regulatory advisory firms to achieve the requisite regulatory status. At times, we will go back to our manufacturers and ask them to conduct additional safety studies if they are required.
Zapp: Many credible ingredient suppliers, like Applied Food Sciences, will have a GRAS dossier or equivalent completed for each ingredient they provide. A GRAS conclusion can also be significant in aiding in the regulatory process for dietary supplement ingredients. Whereas if an ingredient has an NDI it does not mean that it can be used in food. So it gives the GRAS route a pretty big advantage to brands looking to venture on both sides of the industry.
Holstein: From an ingredient manufacturer standpoint, the biggest regulatory hurdles, especially for new and novel products, revolve around obtaining GRAS for the product in the U.S. Similarly, when expanding to other regions, working to meet the local authority’s requirements could mean a change in the product making it a challenge to expand quickly. In addition, certain geographies require product registrations before we can enter that area. Thus, we have to make decisions early on about what our primary regions we will introduce a product into are so we can start these registrations early. When working with global companies, this can present a hurdle to entry as they may want to use the same product in multiple regions.
Ackerman: The NDI notification is just one piece of a complex regulatory puzzle. GRAS determination is another pathway, often preferred for food ingredients. Internationally, regulations vary significantly, with the E.U.’s Novel Food process being notably stringent. Beyond these formal processes, it’s crucial to consider labeling requirements, permissible claims and potential interactions with existing regulations. The key to success lies in early engagement with regulatory experts and a proactive approach to compliance. By anticipating regulatory hurdles and building a robust safety dossier from the outset, companies can streamline the path to market for new ingredients. This not only saves time and resources but also builds credibility with both regulators and consumers, setting the stage for long-term success in a highly scrutinized industry.
NIE: Some are using AI (artificial intelligence) as an aid in developing unique compounds and nutraceuticals—is this something that you find beneficial?
Lifton: We already see companies such as Brightseed using AI to screen for potentially promising compounds. We expect this to develop further. Clinical research organizations are using AI for complex sub-group analysis and predictive data analytics. AI also has terrific potential for R&D and product development professionals.
Lukawski: Yes, AI can be helpful in developing unique compounds and nutraceuticals. AI can analyze large amounts of data and identify patterns that humans may not be able to detect, which can lead to the discovery of new compounds and their potential benefits. AI can also help predict the efficacy and safety of new compounds, which can save time and resources in the drug development process. Additionally, AI can help optimize the formulation of nutraceuticals to ensure that they are effective and safe for use. However, it’s important to note that AI should be used in conjunction with human expertise and knowledge to ensure that the results are accurate and reliable.
Halliwell: We have just started to hear our suppliers mention AI in studies, innovation and data-collecting for trends. It would be very exciting to incorporate AI into formulations, however, Vitaquest prides itself on customer formulation through experience. I believe AI lacks the ability to understand how materials act with each other and feel that compounds and nutraceuticals developed with AI wouldn’t be commercially successful.
NIE: What are the most important factors involved in deciding on suppliers and sourcing raw materials?
Zapp: I recently spoke to a customer who has been purchasing material from AFS for nearly 20 years. He jokingly said, “I love working with you because you deliver clean, quality sh** on time … that’s what I look for most.” Now, while I would love to make that into a slogan and put it on a t-shirt, as humorous as it sounds, our customer made an excellent point. The three universal factors are 1) clean and free of adulterants, 2) quality from sourcing the finished extract, and 3) all of it delivered on time.
Lifton: We consider the most important factors to be integrity and reliability. Our focus on science requires that our ingredient manufacturers run their clinical trial programs based on best practices. We have seen the problems that come with fuzzy trials that produce data which does not support valid product claims.
We conduct audits to evaluate potential partners’ history in the market, their existing distributors, and their management team’s experience and background. We also evaluate traceability and insist on a high-level of transparency that our partners must meet.
Bush: There are suppliers who sell ingredients and then there are suppliers who are experts in their field. Often larger companies fall short on customer service and personalized attention with helping their customers choose the right ingredient for their formulation. That is why choosing reputable suppliers who are passionate and knowledgeable about their particular ingredients can make the job of sourcing much easier. Education and transparency are important to understanding the difference between ingredients and the right supplier knows this goes hand-in-hand in a supplier-customer relationship.
Halliwell: At Vitaquest, we require all of our suppliers to go through a qualification process to determine that they meet our standards for conducting business. The most important factors include quality standards and certification requirements. We also have a rigorous evaluation process for new raw material sources that the materials must complete before being approved to purchase. This process ensures all new materials meet all of our specifications and quality standards.
Kwik-Uribe: Consistent quality, compliance, sustainability and scalability are critical factors when deciding where to source raw materials. Considering these factors can ensure long-term success of the ingredient.
NIE: What steps do you take to identify a reliable supply chain and to ensure both traceability and transparency?
Bush: A supplier should be able to disclose the full chain of custody from where a botanical ingredient is grown, to where and how it is processed and packaged, and which entities are involved along the way. If an ingredient is responsibly made, there should be no secrets. Product descriptions and manufacturing flow charts should be clear and detailed so formulators know exactly what they are getting. Good suppliers understand that not all ingredients by the same name are truly made equally and there are factors that would make one superior to another in various applications. Look for suppliers who make it their mission to educate and encourage honesty, responsibility and transparency within the industry.
Kwik-Uribe: Transparency is not just about where something comes from; it includes many factors, such as sustainability, safety and labor laws.
At Nutrition21, traceability is a legal requirement we must satisfy and is built into our processes to identify, validate and verify our supply chain. Beyond being a legal requirement, these processes are critical to ensuring a reliable, scalable, safe supply chain that can support the long-term success of an ingredient.
NIE: Possibly partly related to the previous question, how important is it to identify and select sustainable and/or upcycled ingredients?
Lifton: Sustainability has become a priority, particularly in our industry which is sensitive to the environment given that many of the ingredients we use and sell come from nature.
We pay attention when manufacturers show their commitment to sustainability and engage in practices that reduce their carbon footprint. For example, one of our very close partners in Japan, Amino Up is the leader in energy efficient manufacturing having one of the most sustainable factories in the Hokkaido region with the lowest carbon footprint, as a part of their commitment to SDGs.
We are also focusing more on upcycled materials. One of our ingredients, ETAS, is manufactured from the base of the asparagus stalk which would otherwise end up as low-end animal feed.
Holstein: As sustainability is one of Kemin’s core values, we always try to bring in sustainable and/or upcycled ingredients for our products when it’s possible and economically feasible. If the technology we need for a sustainable product doesn’t exist today then we look at how can we develop it in the future and what steps can we take to help offset the current process.
At Kemin, we are committed to sustainability for our employees, our customers, our communities and all future generations. We are on a journey toward sustainability. We have six main pillars we focus on: using clean energy, working globally, collaborating for change, reducing water usage and contamination, decreasing waste, and taking climate action. We are committed to reducing greenhouse gas to reach net zero emissions by 2050.
Bush: Upcycled ingredients are the epitome of sustainability, helping to reduce food waste and encouraging innovation in both ingredient development and its application in food, beverage and dietary supplements. Upcycled ingredients can not only reduce the waste that might otherwise end up in landfills producing more greenhouse gas emissions, but they can add valuable nutrients in their next “life.”
The challenge for the ingredient industry is to produce an ingredient that adds value—not completely depleted waste stream material. There is a difference between side stream material—that material that is not used in the original processing but has value in another form, e.g., skins/peels/pulp/seeds that can provide fiber and protein vs. true waste stream material that has been exhausted through processing, is nutritionally depleted and would be of little to no value. There is a limit to upcycling and we need to be mindful this limit and keep the consumer in mind – we owe them truth in our marketing and effective products.
Lukawski: At Fruit d’Or they take great pride in being a sustainable zero waste company. Every component of the cranberry and wild blueberry ingredients are marketed and sold back into the nutraceutical industry.
Ackerman: The push for sustainable and upcycled ingredients in the nutraceutical world isn’t just a passing trend—it’s becoming a real game-changer. We’re seeing more and more consumers who want products that not only work well but also align with their values. It’s exciting to see companies like RedLeaf Biologics really championing this cause. They’ve been doing amazing work with their sustainably produced antioxidants from red sorghum leaf, showing us that it’s possible to bring innovative, eco-friendly ingredients to our industry while maintaining high quality standards.
Peirce: RIBUS was “upcycling” before the term was created. By using 100 percent of the harvested rice (the hulls, bran and white rice), nothing is wasted. This greatly improves the utilization of the land, water and resources needed to grow the crop. RIBUS is committed to working with reliable, trusted, proven suppliers that provide quality materials, so we can provide consistent, sustainable ingredients and excipients to the industry.
Carter: We focus on finding great quality people to make up our Procurement, Logistics and QA/QC teams and ensure they receive rigorous training on M2 Ingredients’ programs. We employ a thorough onboarding process for every ingredient we bring in-house. This process includes sending samples to third party labs for verification of prerequisites specific to that material and conducting traceability reviews with ingredients received from other suppliers as a part of our BRC Internal Audit process. We will also check in with other industry brands to understand the reliability of supply.
NIE: Very briefly, please outline a case study of bringing a new ingredient to market, including pre-launch and post-launch planning.
Zapp: A recent example for AFS was in sourcing guayusa from the Ecuadorian Rainforest. Over the past six years, we have built a reliable supply chain for guayusa through a collection of indigenous-run cooperatives representing over 4,000 Kichwa families protecting more than 60,000 hectares of upper Amazon forest. The co-ops help small producers earn higher wages by sharing resources and reducing risk. Sixty-six percent of the producers of guayusa are women, and 25 percent of the producers are young adults under the age of 30. The elders, called “Chakra Mamas,” are caretakers of these ancient agroforestry gardens, preserving ancestral knowledge and passing it on to future generations.
Lifton: One of our most successful ingredients is Oligonol, which is a mixture of low molecular weight polyphenols manufactured from lychee fruit. Our initial market analysis showed that the antioxidant market was very saturated, so we identified specific categories where this ingredient could play a role. Due to a close partnership with Oligonol’s manufacturer, we worked with them to develop human clinical trials focused on areas where positioning the ingredient made the most sense.
The first area that we identified was sports nutrition. We conducted market research and identified an opportunity to position Oligonol in the market, and that became the first successful vertical for us. In addition, we identified cardiovascular and vascular health as another potential area for brands that are focused on information-driven selling.
We concluded that Oligonol would play very well in the broader anti-aging and longevity category. Therefore, we targeted these areas particularly in the network marketing space where we believe that we could replace some older legacy commodity ingredients and provide strong claims and a clinically validated marketing story for our ingredient customers.
Gardner: One example is our most recent launch of sage extract. We evaluated every aspect of this ingredient before adding it to our portfolio. All data on how our specific sage was grown, harvested and extracted was cross examined with published agricultural research on sage. This ingredient was assessed by our Quality, Regulatory, Research, Operation, Sales and Marketing groups to ensure the standards we hold as a company were met and that the ingredient would support a health category that is in demand (quick non-stim cognitive support).
Market data was gathered and evaluated for competitive analysis, market trend analysis, and future forecast for the health categories this ingredient could provide support to. Internal company training on the science behind traditional use and our own specific clinical research led to educated campaign design, and now we are in the phase of assessing the first quarter post-launch.
Roza: I will use our new bio+Resveratrol as an example. Resveratrol, like many other bioactives, such CoQ10 or astaxanthin, has poor bioavailability due to their low water solubility. Finding delivery systems that can provide better absorption and retention are therefore critical to ensure efficacy.
Through my collaboration with a European company that has a patented process for increasing the solubility of poorly absorbed bioactives; this led to the creation of bio+Resveratrol which uses mesoporous silica from organic bamboo leaves to improve its bioavailability by four times that of conventional trans-resveratrol. Our research began with in-vitro and in-vivo studies to show proof of concept and we are now considering a human clinical, as well.
NIE: How important is social media in driving consumer and retail demand for certain ingredients or types of ingredients?
Lukawski: Social media is becoming increasingly important in driving consumer and retail demand for certain dietary supplement ingredients. Social media platforms such as Instagram, Facebook and Twitter provide a platform for companies to reach a large audience and promote their products. By using social media effectively, companies can build brand awareness, engage with customers and drive demand for their products.
Social media also allows companies to target specific audiences based on their interests and demographics. This can be particularly effective in the dietary supplement industry, where different ingredients may appeal to different segments of the population. By targeting specific audiences with relevant content, companies can increase the likelihood that their products will be well-received and generate demand.
In addition to driving consumer demand, social media can also be effective in driving retail demand for dietary supplement ingredients. Retailers are increasingly using social media to identify new products and trends, and to engage with customers. By promoting their products on social media, companies can increase their visibility and appeal to retailers who are looking for new and innovative products to offer their customers.
NIE: What are your predictions for bringing new ingredients to market in the future?
Lifton: At Maypro Ventures, we expect to see ingredient manufacturers and brands drive growth in human clinical trials, market research, and data analytics. Expect to see further democratization of data accessibility, allowing even smaller companies to conduct much more sophisticated analysis, which is on par with what we only see with larger players today. I expect to see continued investment in innovation, particularly in areas around design and proteins, fragmentation, probiotics and other microbiome-focused ingredients.
Peirce: There will be more excipient blends or mixes. As experienced operators are sometimes difficult to hire, producers are seeking solutions that can be used by new or less experienced operators. We saw the bakery industry go through this about 20 years ago, and now bakery mixes are much more common in commercial bakeries than individual ingredients. Formulators can anticipate new “excipient mixes” coming to the market in the near future.
Gardner: Consumer demand is likely to continue driving the development of health-focused, natural and clean-label ingredients. Collaborative innovation, through partnerships and open platforms, may accelerate ingredient development. Digital approaches like AI will continue to optimize trend prediction and marketing strategies. The continued growth of e-commerce will continue to provide opportunities for launching and marketing ingredients, allowing rapid consumer feedback and iteration.
Ackerman: The future of bringing new ingredients to market is set to be shaped by personalization and sustainability. As genetic testing and microbiome analysis become more accessible, we’ll likely see a rise in ingredients tailored to individual health profiles. A study in the Journal of Nutritional Science suggests that by 2030, up to 30 percent of dietary supplements could be personalized. Simultaneously, sustainability will become non-negotiable, with ingredients increasingly sourced from upcycled materials or produced through eco-friendly methods like precision fermentation. This aligns with the Global Sustainability Study 2021, which found that 85 percent of people have shifted towards more sustainable purchasing behaviors in recent years.
Halliwell: Currently, there is good momentum in new ingredients for the weight management and women’s health categories. Also noted, these categories offer new avenues of new technology innovation around cognitive health, sleep, anxiety and beauty. Collectively, there seems to be a shift to overall wellness and health where consumers are expecting ingredients that are safe and effective, taste great and that are reasonably priced.
Carter: We continue to develop new strains and research the basic and applied science for the individual species and for proprietary strains. We believe that this process will help not only ensure efficacy in the products, but importantly contribute to the credibility of the products and longevity of the channel that will come from consumer satisfaction, trust and loyalty.
Eng: Bringing new ingredients to market is fast becoming difficult as costs rise for ingredient suppliers to do the requisite safety studies proving clinical efficacy, and then face the costs of regulatory submissions in various countries. Then add on the marketing of said ingredient. And guaranteeing continuous supply of natural ingredients in the harsh environment of climate change, new product launches and innovation is becoming so onerous, it’s not for the faint of heart! NIE
