Ingredient suppliers are innovating solutions for a variety of male-specific health concerns.

There is an abundance of natural ingredients that target a variety of health issues unique to men on the market; however, despite the number and prevalence of diseases that tend to impact them, men are often far less likely to seek health care than women. According to the Centers for Disease Control and Prevention, women are more likely than men to visit the doctor and are more likely to have annual exams. Women are also more likely to seek mental health services than men are, putting men particularly at risk for complications due to their mental health, whether they are suffering from depression or other mental disorders, substance abuse or suicide.

An article on Healthline.com listed the top 10 health risks for men as heart health; COPD and other respiratory diseases; alcohol-related illness; depression and suicide; influenza and pneumonia; skin cancer; unintentional injuries and accidents; liver disease; diabetes; and HIV and AIDS.

An article titled “Mars vs. Venus: The Gender Gap in Health,” published on health.harvard.edu, showed that the longevity gap between men and women has remained significant over the decades. As of 2017, the life expectancy of women in America was 81.1, compared with 76.1 for men—a five-year gap. “More than half of all women older than 65 are widows, and widows outnumber widowers by at least three to one,” the article stated. “At age 65, for every 100 American women, there are only 77 men. At age 85, the disparity is even greater, with women outnumbering men by 2.6 to 1.” As Americans age, the longevity gap continues, with four females for every male among centenarians. In their article titled “Men’s Health: Prevent the Top Threats,” Mayoclinic.org stressed that the biggest threats to men’s health can often be prevented through lifestyle changes. They advise that men eat a healthy diet, maintain a healthy weight, exercise, manage stress, limit alcohol and do not smoke. They also advise that men stop avoiding the doctor.

Aside from health concerns that spell life or death for millions, men are also concerned with maintaining their muscle mass as they age, as well as maintaining their testosterone levels and the ability to perform sexually. According to webmd.com, about 31 percent of men experience some sort of difficulty during sex. Some of the most common include lack of sexual desire, inability to get or keep an erection, orgasms that happen too slowly or too quickly, and inability to have orgasms. Although these issues are common as men age, they could also be signs of underlying health problems, either mental or physical. However, identifying the underlying issue often ameliorates sexual problems. As far as maintaining muscle mass, taking a protein supplement and engaging in resistance training slows the progression of sarcopenia, or age-related muscle loss.

Clearly, the men’s health category requires a great deal of attention. Although the COVID-19 pandemic has made many consumers place more emphasis on their health, it is problematic that men are still generally less likely than women to seek health care. Natural ingredient innovators, however, follow trends in order to address some of the most common issues that men face. Coupled with marketing and education directed toward men concerning their health, manufacturers hope that the longevity gap between the sexes will eventually close as men begin taking their health more seriously.

Consumer Trends and State of the Men’s Health Market

Cashtyn Lovan, marketing manager at Cargill Health Technologies located in Ankeny, IA, noted that the company focuses on immunity when it comes to men’s health. “In the immune space, postbiotic ingredients are among the most promising in the category,” she stated. “We recently fielded consumer research, partnering with Harris Poll to gain deeper insight into the trends driving the supplement market. We found nearly two-thirds of men (62 percent) believe people should take supplements to help with immunity all year long. We also found significant interest in gut health. Nearly six in 10 (57 percent) of men surveyed associated gut health with general health and wellbeing, and about half recognized that it supports the immune system (53 percent).” Men are putting more emphasis on their immune health, which is a step in the right direction, especially with the COVID-19 pandemic still raging.

On a different note, Pam Stauffer, global marketing programs manager at Cargill located in Wayzata, MN, has noticed that “Significant media attention has also highlighted the link between heart disease (often more common in men) and worse outcomes among COVID-19 patients.” Heart disease, she noted, is the leading cause of death of men in the U.S., killing more than 350,000 men in 2019—about one in every four male deaths. “Given the prevalence of the problem, it’s not surprising that maintaining a healthy heart is a concern for many. Plant sterols offer a safe, effective and convenient approach to improving LDL (good) cholesterol levels and reducing the risk of heart disease,” she said.

Dr. Shavon Jackson-Michel, naturopathic doctor and director of medical & scientific affairs at DolCas Biotech (Landing, NJ), explained that some of the core, long-standing ingredients in the men’s health category include “L-arginine, ashwagandha, tribulus and saw palmetto.” Furthermore, “recent randomized controlled trials assessing testosterone bolstering benefits to both maca root and tongkat ali have added these non-branded, but standardized actives to the growing list of men’s health actives of interest with clinical data to support their traditional uses.” Ashwagandha, however, has become one of the most popular men’s health ingredients in terms of consumer acceptance, according to Jackson-Michel.

Mariko Hill, global innovation manager, Gencor Pacific Limited located in Hong Kong, China, explained that “Primary health concerns for men revolve around maintaining the ability to continue with normal activities as they age, mental sharpness and cardiovascular disease. Ingredients that promote healthy testosterone levels and vitality continue to dominate the men’s health supplement sector.” He also noted that the demand for testosterone and sexual vitality supplements is trending upward: “In the early 2000s, prescriptions for testosterone for men over 40 were fairly rare. But over the course of the next decade, the number of prescriptions rose sharply. The consumptions of dietary supplements to enhance sexual performance was also becoming common worldwide.” As time passes, it appears that men are becoming less ashamed to seek professional help for their sexual issues. Above age 40, sexual dysfunction becomes increasingly common, with many men plagued by issues like ED (erectile dysfunction), premature ejaculation and others.

Hill also noted that “Healthy aging products and ingredients that enhance muscle strength and men’s health have gained popularity as older men seek supplementation to help maintain their vitality and fitness levels. COVID-19 has also increased the prevalence of mood-related disorders and awareness of men’s mental health; therefore, products may now also include those that support anxiety and stress.” Fortunately, like men’s sexual performance supplements, ones that support mental health are trending upward as well, as men seeking help for their mental health problems is becoming more accepted.

Eric Meppem, co-founder/commercial director at Pharmako Biotechnologies Pty Ltd., located in Australia, added that some of the more popular ingredients for men’s health include “PUFAs (polyunsaturated fatty acids) as sources of omega-3s.” In addition, “Another important ingredient used widely in men’s health is coenzyme-Q10. It is widely used for cardiovascular health and also for endurance and as an antioxidant in active nutrition.” Since heart disease is a top concern for men, it is no wonder why supplements that support the heart are trending upward.

According to Maggie McNamara, marketing director, Gencor (Austin, TX), “Mainstream hydration is a growing trend. It’s always been for big athletes, but it’s becoming more of a ‘lifestyle.’ Adding electrolytes and supplements to sports drinks and juices will become the norm and seeking added benefits in hydration will be expected by the consumer.” She continued, “Another trend is in men’s health clinics, which continue to evolve. Originally conceived as testosterone replacement centers, men’s health clinics are increasingly understood to encompass male endocrine, surgical, urologic, physical performance and psychological issues.”

As men seeking physical and mental health care becomes more socially acceptable, more opportunities are opening up for men to take advantage of. McNamara elaborated on this point, stating that “The over-arching trend in men’s health and wellness for 2021 is the breaking down of stigmas with no topic considered off limits as we talk more openly about our struggles than ever. Much like with mental health, many men tend to suffer in silence when it comes to sexual health issues—but in 2021, we’ll see more people speaking up in a bid to help others who might be going through the same thing, and a normalization of the common issues many suffer, but that currently, few ever talk about,” McNamara explained. In addition, she stated that although the ongoing upward trend of plant-based diets was largely accounted for by the female population, the male plant-based population has been expanding.

Dr. Tracy Seipel, ND, CEO of Seipel Group in Dover, NH, pointed toward another prominent male issue that her company focuses on: lower urinary tract symptoms (LUTS). “Male LUTS affect an increasing number of men, especially as they age. There is a direct correlation between male LUTS and erectile dysfunction and libido; and between male LUTS and impaired quality of life, reduced exercise, poor sleep, low energy and early admittance to nursing care,” she explained. She elaborated, “We are amidst a paradigm shift in the way we approach male urinary care. Male LUTS are not just about the prostate. Nocturia is a bladder storage issue and typically a symptom of an overactive bladder. The male bladder needs to be given at least as much consideration and focus to resolve male LUTS.” In summation, Seipel stressed that a bladder and prostate combined approach is the answer to addressing male LUTS and BPH.

Dr. Ajay Srivastava, scientific advisor at 24hr Supplement by Probiotic Smart LLC located in Menemonee, WI, said that saw palmetto extract has been a core, long-standing ingredient in the men’s health category, although it has been weighed down by controversy. However, he noted that “turmeric is coming on strong this year with numerous studies showing that it supports many health functions, including reducing inflammation and serving as a powerful antioxidant.”

Clearly, there are many ingredients, lifestyle changes and societal changes that are influencing trends in the men’s health category. These companies also offer their own innovative ingredients for men’s health.

Natural Ingredients for Men’s Health

Cargill Health Technologies, according to Lovan, offers an effective postbiotic ingredient called EpiCor. “More than a dozen published studies support EpiCor postbiotic’s health benefits,” she explained. Unlike probiotics, “postbiotics like EpiCor are non-living metabolites produced through fermentation outside the body, under highly controlled conditions. They are heat tolerant and highly stable, making them easy to work with and incorporate into supplements, and even food and beverage products,” she explained.

Studies performed on Cargill’s EpiCor ingredient include “two randomized, double-blind, placebo-controlled human trials evaluating the effect of EpiCor postbiotic on cold and flu symptoms in both vaccinated and nonvaccinated adults. In both studies, it was shown that EpiCor postbiotic helps support the immune system.” Furthermore, “One additional study examined the effect of EpiCor postbiotic on allergy symptoms. In this double-blind, placebo-controlled trial with adults who tested positive for grass allergies, EpiCor postbiotic showed statistically significant reductions in symptoms commonly associated with seasonal allergies.” In addition to its immune health benefits, EpiCor has also been shown to support gut-microbiota modulation. For the increasing number of men recognizing the importance of gut health in relation to immune health, EpiCor postbiotic is a clinically proven option.

Stauffer mentioned one of Cargill’s other men’s health ingredients, CoroWise plant sterols, which “are a concentrated form of this plant compound that can be used by food, beverage and supplement manufacturers to formulate products for shoppers concerned about their cardiovascular health.” This is especially crucial for men, who are primarily affected by heart conditions. She continued, “Plant sterols have been clinically shown to reduce LDL-cholesterol in the body by blocking the absorption of cholesterol into the bloodstream. Consuming plant sterols as part of a healthy diet can help maintain cardiovascular health.”

Jackson-Michel said that DolCas Biotech’s flagship men’s health ingredient is Fortiquin. “The branded, five-ingredient active has been collectively standardized and clinically studied for its ability to promote healthy male sexual stamina … Fortiquin was found to increase the duration of sexual activity by 5.1x that of placebo after 56 days (about two months) of use.” This ingredient can help men with their sexual issues, which often become more prevalent as they age.

According to Hill, Gencor Pacific Limited offers Testofen, which “has [been] demonstrated to increase testosterone levels naturally in both young and older men. This resulted in numerous health benefits such as significantly increasing muscle mass, strength, libido and quality of life, and is relevant to all age groups.” He shared that the award-winning ingredient “is a unique extract of fenugreek, or scientifically known as Trigonella foenum-graecum seed extract, standardized to a 50 percent matrix of saponin glycosides that Gencor has named Fenuside. These constituents have been clinically proven to boost testosterone levels, support healthy sexual desire and vitality, muscle mass and power, which help increase sports performance and reduce symptoms of andropause in men.” Therefore, the ingredient tackles a wide range of problems that aging males face.

McNamara shared that Gencor’s ingredient Tesnor is “an herbal combination of cocoa bean (Theobroma cacao) and pomegranate peel (Punica granatum) extracts. Daily doses of Tesnor have been clinically shown to improve testosterone as well as reduce Aging Male Symptoms Scores.” She elaborated, “Tesnor is a food derived, standardized and IP protected testosterone boosting extract that increases in-cell testosterone production and inhibits aromatase activity as shown in in-vitro testing. It also demonstrated its ability to aid in muscle strength and growth in young males while in another study, significantly improved age-related male symptoms.”

Gencor also offers AGEProst, which is “an herbal extract of the plant Ageratum convzoides that has traditionally been used in the Caribbean for prostate and urinary problems. AGEProst is a 5-a-reductase inhibitor and has shown to be able to relax muscles around the urethra and smooth muscles of the neck of the bladder, helping relieve urinary retention and frequency.”

Meppem added that Pharmako’s HydroCurc ingredient “is proven to help elite athletes recover faster [and] train harder; casual athletes make their training more bearable (reduce soreness); [and] overcome joint pain [to] regain agility and mobility.” This is especially important for aging men and those who prioritize physical fitness, as it can help them to recover more quickly and easily. Studies showed that HydroCurc allowed for a quicker return to exercise training or a return to training at higher thresholds than placebo.

Another ingredient that Pharmako offers is AquaCelle, which is “a patented micellar technology improving the bioavailability of lipophilic substances through facilitating gastrointestinal absorption and reducing or eliminating the effect of food. Improving bioavailability can lead to improved efficacy, lower doses and improved compliance,” Meppem stated.

Seipel Group’s ingredient “Urox (with Cratevox (Crateva nurvala), Equisteum arvense and Lindera aggregata) has extensive clinical research in men to show improvements in male bladder control (nocturia, frequency, urgency and accidents) within two weeks of use.” In addition, “The bladder supporting action of ingredients such as Urox result in a quicker improvement in bladder symptoms, which can occur in as little as two weeks with optimal bladder effects by three months, when prostate effects will also be noticeable,” Sepiel stated. “The prostate-bladder approach gives more immediate relief of bladder symptoms followed by long-lasting prostate effects.”

Lastly, Srivastava discussed 24hr Supplement’s ingredient TurmiZn-OS, which “is five times more readily absorbed and 65 times better at eliminating free radicals than curcumin alone.” He elaborated, “Scientists at 24hr Supplement discovered that bonding zinc with other curcuminoids—curcumin and tetrahydrocurcumin—enhance zinc absorption while protecting it throughout the digestive process, increasing its bioavailability.” The ingredient displays multiple benefits for healthy prostate functioning. “Studies have clearly shown that curcumin can reduce the expression of the androgenic receptor in the prostate tissue at which the DHT hormone acts to initiate harmful cascade of events leading to BPH and LUTS.” Studies have also shown, according to Srivastava, that zinc and curcuminoids work in synergy in improving the lower urinary tract symptoms in men with enlarged prostates.

24hr Supplement’s most recent men’s health ingredient is called Joint Support, which contains “nine scientifically proven ingredients to support joint health, [and] covers the whole gamut of joint pain caused by either lack of nutrients, pro-inflammatory effects, immune-related joint destruction or due to deposit of uric acid crystals.” Furthermore, “Among the research, the compounds contained in the triple, metal-complex TurmiZn-OS … have been shown to support the infrastructure of the joint and tissues from degradation by inhibiting pro-inflammatory markers and reducing oxidative stress. In turn, this reduces pain while improving joint function, particularly related to symptoms from chronic knee pain and joint arthritis.”

There is a plethora of new and traditional natural men’s health ingredients on the market. Convincing men to take advantage of their health benefits, however, is a challenge on its own which manufacturers try to combat.

Advice to Manufacturers

When it comes to choosing the right ingredients for products and marketing their supplements to men, ingredient innovators offered some tips. Lovan advised that “Formulators can help their products stand out by watching consumer trends, leveraging those insights to position their products in new and interesting ways.” She also stressed the importance of using quality, science backed ingredients shown to deliver specific health benefits, as consumers are increasingly seeking products supported by science. Cargill Health Technologies “has rolled out a multi-faceted consumer campaign designed to build awareness for EpiCor postbiotic,” knowing that “postbiotic” is a novel term to many. “Education and building awareness are key goals for our campaign,” she concluded.

Stauffer concurred. “Consumers can’t easily ‘see’ the benefits of a heart health supplement, a reality that makes it all the more important for brands to rely on ingredients with a proven track record,” she stated.

Jackson-Michel noted that “Because this category has not been one of significant and impactful engagement in the past, it is important that companies focus firstly on elevating the level of comfort with communicating with and relating to the male nutrition/dietary supplement consumer. The collective increase in messaging from all angles and all companies without concentrating on competition at the start will up the level of reciprocating interest and help the industry in general to learn how to better communicate with and develop a more consistent consumer out of men.” Jackson-Michel added that, “Branding final formulations to develop stronger industry identity and developing various endpoints of study for wide market reach are other suggestions for helping manufacturers to stand out.”

Meppem posed a few questions to consider when choosing men’s health ingredients: “Science. How well supported are the claims for the ingredient with scientific research? Are these reports published in credible, peer reviewed scientific journals?; Dose. Is the clinical dose realistic from a format, cost and compliance perspective? What dose is supported by the clinical research or evidence?; Quality assurance: Good manufacturing practice (GMP) describes a set of principles and procedures that when followed helps ensure that therapeutic goods are of high quality; and lastly, “Stability: Is the ingredient supplied with reliable and real-time stability data? Is this data based on similar format and packaging to the product proposed by the customer?”

Meppem added, “There are three new concerns formulators should consider: taste, convenience and onset of action. We no longer live in a world where men will proudly put anything in their mouths—taste and mouthfeel are very important. We also now live in a world where consumers (men and women) demand instant gratification, so convenience is key in choosing a suitable dosage format. For the same reason, the onset of action is now also very important for the less than patient modern consumer.”

Lastly, Seipel said, “It is important to think from the perspective of the man or consumer. What do they want, what do they want to know, how do they want to feel and what improvements are they hoping to experience.” She also stressed the importance of credibility, research and ethical standards.

Manufacturers of men’s health products should take all of these considerations into account when formulating their latest innovations. When it comes to men’s health, it is important that consumers know exactly what they are getting, as men are notoriously less studious about their health needs than women. With the number of new ingredients and formulations being released, it is likely that the lifespan gap between men and women will close as more and more men give their physical and mental health the attention it deserves. NIE

For More Information:

• 24hr Supplement, www.24hrsupplement.com
• Cargill, www.cargill.com
• DolCas Biotech, www.dolcas-biotech.com
• Gencor/Gencor Pacific Limited, www.gencorpacific.com
• Pharmako Biotechnologies Pty Ltd., www.pharmako.com.au
• Seipel Group, www.seipelgroup.com

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