Janel Carver09.01.01
The minerals market is primed and ready to explode. Minerals from calcium to zinc have been receiving serious attention and are beginning to attain the financial backing necessary to investigate the true potential of these basic components of life.Aging baby boomers, decreasing dairy consumption and stronger supported science are all factors playing a role in the growth of the minerals market. To put this into the context of the nutraceuticals industry, consumer lifestyle needs drive the market.
According to Max Motyka, director, human products division, Albion Laboratories, St. Claire Shores, MI, "The market right now is aimed towards Generation Xers and baby boomers, people who are on the go, yet who still want to preserve their health. Baby boomers are getting older and are more interested in maintaining their health and preventing disease. Average Americans now consider mineral supplementation everyday nutrition," he said.
Patrick Wilson, director of marketing, Seltzer Chemicals, Carlsbad, CA, agreed. "Consumers, especially the baby boomer generation, are looking for longer, healthier lives and therefore looking to the nutrition industry. Likewise," he continued, "younger people are learning more about nutrition through sports figures who take mineral supplements, and the Internet, which gives them quick access and education. A wide range of products contain a mineral supplement or are fortified with minerals because of the dual desire of ease and health from consumers."
Taking a more global perspective, Gary Troxel, vice president of international sales, InterHealth Nutraceuticals, Benecia, CA, said, "The older population in Japan is becoming significant. In addition to caring about their health, they have available disposable income and can pay for fortified health products and nutraceuticals. Where these social factors occur there will be a demand for minerals." He added, "Regulatory rules in Japan are starting to relax in regards to getting certain mineral compounds, such as zinc, allowed for use."
In terms of Europe, said Mr. Troxel, "The European Union is also working on relaxing regulations so it will be easier for suppliers to get mineral products labeled and distributed."
In more specific terms, trends in minerals are revolving around new and better delivery systems, chelated minerals and fortification technologies.
Roger Rohde, president, Triarco, Wayne, NJ, commented on the former. "Advanced delivery systems are a definite trend; newer vehicles for mineral transport include bars, beverages, meal replacements."
Also commenting on delivery systems was Mr. Motyka, who said, "Mineral fortification of foods, beverages and bars are huge. In addition, mineral-fortified products targeting menopause, migraines and PMS are and will be big players in the market."
Eric Bastian, director of research and development, Glanbia, Monroe, WI, talked about the reasons behind fortification. "The potential for minerals is huge and consumers are starting to get a clearer picture about mineral balance. As consumers move away from milk to other beverages, not enough minerals are being consumed to meet required needs, thus the opportunity for fortification of foods."
Another trend in minerals appears to be the growing popularity of chelated minerals. According to Edward Lee, president, AIDP, City of Industry, CA, "Chelated minerals are growing and will continue to grow for the future. We have sold more recently, especially granulated chelated minerals suitable for tableting." He added that the reason for the success of chelated minerals is their easier absorption.
Ram Chaudhari, senior executive vice president, Fortitech, Schenectady, NY, agreed, "Chelated minerals are a new way of delivering a more bioavailable form of minerals." Mr. Chaudhari went on to add, "In terms of delivery systems, microencapsulation is also an up and coming method of delivering minerals."
Mr. Troxel added his perspective on delivery forms, "New product delivery forms such as sublingual drops or sprays and nasal sprays are on the rise as another form to transport minerals."
While talk of new delivery systems and chelated minerals is important, the main word in the mineral world continues to be calcium. Awareness of the necessity of calcium for long term bone health has grown substantially and calcium fortification has exploded across the food chain. Plus, according to Sarah Bugay, production manager, Glucona, Janesville, WI,"Dairy products are falling out of favor due to the soda market. Osteoporosis and other mineral deficiency-related illnesses are the cause of $14 billion a year spent on medical expenses in the U.S. alone. The government recognizes this deficiency and potential ensuing calamity and supports mineral supplements because future costs could be astronomical."
Larry Esposito, worldwide business director, Dietary Supplements & Excipients, Rhodia, Cranbury, NJ, noted, "Increased interest in calcium intake will lead to more demand for calcium phosphate or more bioavailable calcium in nutritional drinks and other dietary supplements, chewable vitamins and vitamin premixes."
Speaking of bioavailability, while the public may be educated about the importance of calcium, the next hurdle that manufacturers face, at least in the U.S., is educating the public about more bioavailable forms of calcium.
Patricia Maxwell, commercial manager health care, Specialty Minerals, Bethlehem, PA, commented, "People stick with what they know. The approach of education through sound science has worked for calcium. Now, the industry has to shift from simply calcium education to focusing on educating the public on getting the correct ratios of calcium, specifically the more biologically available forms of calcium and other minerals to promote health. Once consumers attain that level of knowledge those are the products they will reach for on the shelves."
While calcium remains king, there are additional minerals that are up and coming and additional conditions upon which suppliers are focusing. In terms of the former, chromium, selenium and zinc are the minerals du jour.
InterHealth's Mr. Troxel stated, "Chromium is a trend leader right now just because of its investigated role in metabolism. Zinc is another mineral that is happening because of recent research."
Also touting chromium was Rick Kaiser, vice president of sales, Nutrition 21, Purchase, NY, who commented on his company's research, "The NIH in conjunction with Nutrition 21 is doing a five year study on chromium picolinate and secondary effects of obesity such as diabetes and cholesterol. This study will also encompass bone health and anything driven by hormones. Because of the effects of hormones on the body an extension of that is the investigation of minerals on depression. We will actually be launching a new compound with a tweaked version of chromium picolinate for this indication."
The medical focus by minerals was also mentioned by Todd Norton, president, Sabinsa, Payson, UT. "Minerals are broadening in scope as the awareness of their ability to address medical conditions grows. For example, cancer therapies with selenium as the main ingredient are up and coming. The National Cancer Institute (NCI) has chosen selenium from Sabinsa for a 12 year study on its effect on prostate cancer," he said. "This trial will be the largest-ever prostate cancer prevention study on over 30,000 men. It has already received its safety and non-toxic approval IND from FDA. The body of research and development needs to take us to the next level of understanding of these minerals."
Disease fighting rather than simple prevention was also discussed by Ms. Bugay. "The current trend is for mineral products that are known to fight the top four diseases-heart disease, gut health, obesity and cancer. As an example, a new mineral launched recently for heart health is a cholesterol-reducing potassium salt."
According to Victor Moreno, chief scientific officer, Kelatron, Ogden, UT, "Selenium in its possible effectiveness for prostate cancer and HIV is propelling this mineral to the international forefront. We are at the threshold of a realm of possible applications. Another development is iron in relation to cognitive function, specifically aging populations in regards to memory and the capacity to resolve complex operations. Finally, magnesium is the front-runner of hot minerals, as recent research indicates a potential decrease in heart attack mortality and currently cardiovascular disease is the global killer."
He painted a bright overall picture for minerals. "The minerals area will overtake the botanicals industry in the near future. Minerals enjoy a high level of credibility by consumers and health professionals," he said.
For the future, the minerals market will become more sophisticated and more targeted as new and better science continues to emerge.
Triarco's Mr. Rohde forecast, "The future will draw upon the present technology of being able to chelate with other minerals that can bond to lead, cadmium and mercury to draw them out of the body. The next generations of minerals will be targeting specific tissues in the body. Down the road they'll be talking about anti-inflammatory properties, the inhibition of cancer cells, targeting of the hormonal effect of serotonin on moods and fighting menopausal effects such as hot flashes and memory loss through minerals."
On a general note Mr.Troxel stated, "Unique and proprietary supplements and mineral mixes will be the next growth areas. Bigger companies will be getting into minerals and positioning products based on needs, specifically beverages and foods catering to the baby boom category." He added, "There may be a time down the road where the epidemiology of the population and severity of diets brings about the possibility that fast food companies start fortifying their foods."
Talking about formulations was Seltzer's Mr. Wilson. "Custom premixes that enable more convenience while still tasting better are popular. Women's supplements are becoming hot. There is a movement towards target specification not only in terms of gender but also aiming at demographics such as older generations or at children or adolescents; having special formulas created directly for these markets is huge."
Finally, Mr. Kaiser predicted, "Weight loss and sports nutrition are what I see as the current driving direction of the mineral market. In the not so distant horizon secondary affects of obesity such as diabetes and cholesterol may be controlled through minerals."NW
According to Max Motyka, director, human products division, Albion Laboratories, St. Claire Shores, MI, "The market right now is aimed towards Generation Xers and baby boomers, people who are on the go, yet who still want to preserve their health. Baby boomers are getting older and are more interested in maintaining their health and preventing disease. Average Americans now consider mineral supplementation everyday nutrition," he said.
Patrick Wilson, director of marketing, Seltzer Chemicals, Carlsbad, CA, agreed. "Consumers, especially the baby boomer generation, are looking for longer, healthier lives and therefore looking to the nutrition industry. Likewise," he continued, "younger people are learning more about nutrition through sports figures who take mineral supplements, and the Internet, which gives them quick access and education. A wide range of products contain a mineral supplement or are fortified with minerals because of the dual desire of ease and health from consumers."
Taking a more global perspective, Gary Troxel, vice president of international sales, InterHealth Nutraceuticals, Benecia, CA, said, "The older population in Japan is becoming significant. In addition to caring about their health, they have available disposable income and can pay for fortified health products and nutraceuticals. Where these social factors occur there will be a demand for minerals." He added, "Regulatory rules in Japan are starting to relax in regards to getting certain mineral compounds, such as zinc, allowed for use."
In terms of Europe, said Mr. Troxel, "The European Union is also working on relaxing regulations so it will be easier for suppliers to get mineral products labeled and distributed."
Chelation, Delivery And Fortification Trends
In more specific terms, trends in minerals are revolving around new and better delivery systems, chelated minerals and fortification technologies.
Roger Rohde, president, Triarco, Wayne, NJ, commented on the former. "Advanced delivery systems are a definite trend; newer vehicles for mineral transport include bars, beverages, meal replacements."
Also commenting on delivery systems was Mr. Motyka, who said, "Mineral fortification of foods, beverages and bars are huge. In addition, mineral-fortified products targeting menopause, migraines and PMS are and will be big players in the market."
Eric Bastian, director of research and development, Glanbia, Monroe, WI, talked about the reasons behind fortification. "The potential for minerals is huge and consumers are starting to get a clearer picture about mineral balance. As consumers move away from milk to other beverages, not enough minerals are being consumed to meet required needs, thus the opportunity for fortification of foods."
Another trend in minerals appears to be the growing popularity of chelated minerals. According to Edward Lee, president, AIDP, City of Industry, CA, "Chelated minerals are growing and will continue to grow for the future. We have sold more recently, especially granulated chelated minerals suitable for tableting." He added that the reason for the success of chelated minerals is their easier absorption.
Ram Chaudhari, senior executive vice president, Fortitech, Schenectady, NY, agreed, "Chelated minerals are a new way of delivering a more bioavailable form of minerals." Mr. Chaudhari went on to add, "In terms of delivery systems, microencapsulation is also an up and coming method of delivering minerals."
Mr. Troxel added his perspective on delivery forms, "New product delivery forms such as sublingual drops or sprays and nasal sprays are on the rise as another form to transport minerals."
The Calcium Connection
While talk of new delivery systems and chelated minerals is important, the main word in the mineral world continues to be calcium. Awareness of the necessity of calcium for long term bone health has grown substantially and calcium fortification has exploded across the food chain. Plus, according to Sarah Bugay, production manager, Glucona, Janesville, WI,"Dairy products are falling out of favor due to the soda market. Osteoporosis and other mineral deficiency-related illnesses are the cause of $14 billion a year spent on medical expenses in the U.S. alone. The government recognizes this deficiency and potential ensuing calamity and supports mineral supplements because future costs could be astronomical."
Larry Esposito, worldwide business director, Dietary Supplements & Excipients, Rhodia, Cranbury, NJ, noted, "Increased interest in calcium intake will lead to more demand for calcium phosphate or more bioavailable calcium in nutritional drinks and other dietary supplements, chewable vitamins and vitamin premixes."
Speaking of bioavailability, while the public may be educated about the importance of calcium, the next hurdle that manufacturers face, at least in the U.S., is educating the public about more bioavailable forms of calcium.
Patricia Maxwell, commercial manager health care, Specialty Minerals, Bethlehem, PA, commented, "People stick with what they know. The approach of education through sound science has worked for calcium. Now, the industry has to shift from simply calcium education to focusing on educating the public on getting the correct ratios of calcium, specifically the more biologically available forms of calcium and other minerals to promote health. Once consumers attain that level of knowledge those are the products they will reach for on the shelves."
Beyond Calcium: Minerals And Conditions
While calcium remains king, there are additional minerals that are up and coming and additional conditions upon which suppliers are focusing. In terms of the former, chromium, selenium and zinc are the minerals du jour.
InterHealth's Mr. Troxel stated, "Chromium is a trend leader right now just because of its investigated role in metabolism. Zinc is another mineral that is happening because of recent research."
Also touting chromium was Rick Kaiser, vice president of sales, Nutrition 21, Purchase, NY, who commented on his company's research, "The NIH in conjunction with Nutrition 21 is doing a five year study on chromium picolinate and secondary effects of obesity such as diabetes and cholesterol. This study will also encompass bone health and anything driven by hormones. Because of the effects of hormones on the body an extension of that is the investigation of minerals on depression. We will actually be launching a new compound with a tweaked version of chromium picolinate for this indication."
The medical focus by minerals was also mentioned by Todd Norton, president, Sabinsa, Payson, UT. "Minerals are broadening in scope as the awareness of their ability to address medical conditions grows. For example, cancer therapies with selenium as the main ingredient are up and coming. The National Cancer Institute (NCI) has chosen selenium from Sabinsa for a 12 year study on its effect on prostate cancer," he said. "This trial will be the largest-ever prostate cancer prevention study on over 30,000 men. It has already received its safety and non-toxic approval IND from FDA. The body of research and development needs to take us to the next level of understanding of these minerals."
Disease fighting rather than simple prevention was also discussed by Ms. Bugay. "The current trend is for mineral products that are known to fight the top four diseases-heart disease, gut health, obesity and cancer. As an example, a new mineral launched recently for heart health is a cholesterol-reducing potassium salt."
According to Victor Moreno, chief scientific officer, Kelatron, Ogden, UT, "Selenium in its possible effectiveness for prostate cancer and HIV is propelling this mineral to the international forefront. We are at the threshold of a realm of possible applications. Another development is iron in relation to cognitive function, specifically aging populations in regards to memory and the capacity to resolve complex operations. Finally, magnesium is the front-runner of hot minerals, as recent research indicates a potential decrease in heart attack mortality and currently cardiovascular disease is the global killer."
He painted a bright overall picture for minerals. "The minerals area will overtake the botanicals industry in the near future. Minerals enjoy a high level of credibility by consumers and health professionals," he said.
The Future
For the future, the minerals market will become more sophisticated and more targeted as new and better science continues to emerge.
Triarco's Mr. Rohde forecast, "The future will draw upon the present technology of being able to chelate with other minerals that can bond to lead, cadmium and mercury to draw them out of the body. The next generations of minerals will be targeting specific tissues in the body. Down the road they'll be talking about anti-inflammatory properties, the inhibition of cancer cells, targeting of the hormonal effect of serotonin on moods and fighting menopausal effects such as hot flashes and memory loss through minerals."
On a general note Mr.Troxel stated, "Unique and proprietary supplements and mineral mixes will be the next growth areas. Bigger companies will be getting into minerals and positioning products based on needs, specifically beverages and foods catering to the baby boom category." He added, "There may be a time down the road where the epidemiology of the population and severity of diets brings about the possibility that fast food companies start fortifying their foods."
Talking about formulations was Seltzer's Mr. Wilson. "Custom premixes that enable more convenience while still tasting better are popular. Women's supplements are becoming hot. There is a movement towards target specification not only in terms of gender but also aiming at demographics such as older generations or at children or adolescents; having special formulas created directly for these markets is huge."
Finally, Mr. Kaiser predicted, "Weight loss and sports nutrition are what I see as the current driving direction of the mineral market. In the not so distant horizon secondary affects of obesity such as diabetes and cholesterol may be controlled through minerals."NW