Sean Moloughney, Editor04.01.15
Concerns about the safety of energy drinks and demand for “clean label,” natural products will continue to fuel a shift in how brand marketers and formulators approach the category, experts have said.
Serious adverse event reports (AERs) related to consumption of energy beverages among young people have led to broader questioning of these popular products. For example, a Denmark study conducted by the National Food Institute and published in November 2014 suggested one in five children aged 10-14 exceed the maximum recommended caffeine intake when they consume energy drinks due to their low body weight. When including their caffeine intake from other sources, such as cola and chocolate, every second child and more than one in three adolescents aged 15-17 exceed the recommendation when drinking energy drinks, the study said.
Representatives from the National Food Institute cited a changing perception that energy drinks are considered as normal as soft drinks and sports beverages as cause for concern about future consumption.
Still, the energy market appears to have staying power. According to a 2013 report from Packaged Facts, Rockville, MD, the U.S. energy drinks and shots market grew 60% from 2008 to 2012. Total U.S. sales in 2012 totaled more than $12.5 billion. The market research firm projected sales of energy drinks and shots in the U.S. will grow in value to $21.5 billion by 2017.
Responding to growing concerns about energy drink consumption among children and adolescents in the U.S., a group of senators published a report in December 2014 titled “Buzz Kill.”
Despite claims their target consumers are adults, the four companies that represent approximately 90% of U.S. energy drink sales (Dr. Pepper Snapple, Red Bull, Monster and Rockstar), “demonstrated significant gaps in making commitments to protect adolescents from targeted marketing campaigns,” the report concluded.
Meanwhile, concerns about AERs related to pure caffeine (liquid and powder forms) have drawn attention from regulators. In December 2014, FDA issued an advisory that recommended consumers avoid using powdered caffeine because of the danger of overdose. The agency said parents should recognize the potential danger among teenagers and young adults. In January, a group of six U.S. senators urged FDA to ban the retail sale and marketing of pure caffeine.
The Council for Responsible Nutrition (CRN), Washington, D.C., offered its support for that ban, qualifying that ingredient suppliers have legitimate reasons to sell pure powdered caffeine to manufacturers of finished products, which understand how to properly mix and dilute safe amounts of the ingredient into products.
The European Food Safety Authority (EFSA) published a draft opinion in January that single doses of caffeine up to 200 mg and daily intake of up to 400 mg do not raise safety concerns for adults.
For children (3-10 years) and adolescents (10-18 years), daily intake of 3 mg per kg of body weight are considered safe, EFSA’s opinion said. Single doses of 100 mg may increase sleep latency (the amount of time it takes to fall asleep) and shorten sleeping time in some adults.
Alternate Route: ‘Get On Board’
Despite concerns about pure forms and sensitivity among at-risk populations, overall, caffeine has become the standard for efficacy in energy positioned products, noted Larry Kolb, president of TSI USA, Inc., Missoula, MT. “Caffeine is the leading ingredient in the energy market; however, rising concerns about its safety, excessive use and potential regulatory issues have resulted in increased consumer interest in non-stimulant caffeine substitutes.”
However, alternatives need to match the benefits of caffeine with respect to alertness, focus and attention, he added. “While research has confirmed increased mental focus and acuity from the use of caffeine, stimulant-sensitive individuals should assess their tolerance before using energy products containing caffeine. Caffeine can have dose-dependent, unwanted effects contributing to a nervous or anxious feeling that can keep consumers from staying focused and even sleeping well. Multi-ingredient formulations are currently needed to effectively replace caffeine.”
Mr. Kolb went on to discuss his company’s PEAK ATP ingredient, a clinically validated and patented form of adenosine 5’-triphosphate (ATP). “ATP is our body’s natural energy currency,” he said. “According to researchers from the University of Leeds, the human body has an ATP pool of just 250 grams, which is approximately the amount of energy equivalent to a single AA battery. ATP is being constantly used and regenerated in cells via a process known as respiration, which is driven by natural catalysts called enzymes. Each day the human body turns over as much ATP as its own body weight.”
Vladimir Badmaev, MD, PhD, founder and CEO of American Medical Holdings, New York, NY, said busy modern lifestyles have sparked demand for more basic, natural approaches to wellness.
“The high-energy-consumption lifestyle is a driving factor for many people to seek natural energy enhancement; yet most adults do not want the jittery type of energy caused by caffeine or other nervous-system stimulants. Nor are they keen on consuming high-sugar carbs, which often leads to a crash after the energy spike.”
Jackson Zapp, director of innovation and insight, Applied Food Sciences (AFS), Austin, TX, agreed that demand for energy among consumers is trending away from artificial and synthetic products. “Therefore, it comes at no surprise that a majority of consumers look to avoid ingredients they don’t understand, and would prefer more ‘clean’ products with fewer ingredients. This clearly paints a picture for growth in natural energy solutions where extracts in green coffee, green tea, guayusa and other botanicals show great promise.”
As part of an “innovation retreat” in February, AFS requested market research firm Mintel provide some consumer data. Mintel findings showed 67% of Millennials (67%) are purchasing energy drinks, Mr. Zapp said. “This is important as the Millennial shopper is known to be well-educated, with their concerns about health and safety affecting purchasing decisions. Mintel later indicated, however, that nearly two in five of these consumers are drinking fewer energy drinks because of concerns over health and safety.”
Transparent ingredients and easy-to-understand labeling will appeal to consumers, Mr. Zapp said. “I estimate in the next few years a clean label energy drink is going to be the norm rather than the exception, so you better get on board.”
AFS hopes its organic, non-GMO, green coffee bean ingredient PurCaf, which has been affirmed Generally Recognized As Safe (GRAS), will help advance this trend in the marketplace.
Mr. Zapp went on to discuss the impact of offering consumers lifestyle products they can relate to, citing Mintel research that “consumers are willing to spend 31% more on foods that align with their values around clean, ethically-sourced, ‘natural’ ingredients.”
For AFS, quality of ingredients goes hand-in-hand with responsible sourcing, he noted. “Consumers want to see accountability for socially responsible and sustainable sourcing, which means paying fair wages and preserving the ecosystem for future generations. AFS believes the only real way for a business to accomplish this is by visiting the origin of your products; building relationships with the farmers; and sharing this story with your customer, hoping the customers can own it as their own and pass it along to consumers.”
A Winning Strategy
Many herbs with a history of traditional use have clinical support for promoting energy. For example, ginseng, a common component of many energy formulas, may help address cancer-related fatigue, according to published research. In a randomized, double-blind, placebo-controlled clinical trial of 290 cancer patients at the Mayo Clinic in 2010, more than twice as many patients taking 1,000 or 2,000 mg of ginseng per day reported less fatigue and more energy after eight weeks compared to placebo.
Some researchers categorize ginseng and other herbs like maca, eleuthero and rhodiola, as adaptogens, meaning they may stabilize physiological processes and promote homeostasis. Other herbs such as Ashwagandha, schisandra and reishi may offer similar adaptogenic properties.
While less clinical data appears available for maca (Lepidium meyenii), which is native to the high Andes of Peru and known commonly as Peruvian ginseng, the popular root has been used to help increase stamina, boost libido and combat fatigue.
In November 2014 France-based botanical specialist Naturex launched Macador, a maca derived product extracted with water and standardized to amino acids. “Amino acids are markers that help us to guarantee we provide constant quality from one batch to another,” said Antoine Bily, R&D director at Naturex. “They are also part of the full spectrum of actives that play a role in the overall efficacy of Macador for libido.”
In a small pilot study published in the Journal of Ethnopharmacology in 2009, strength and endurance athletes showed a significant improvement in libido and sexual desire compared to placebo with the consumption of maca after 2 weeks of supplementation.
The company has been producing maca extract for decades and noted its established, long-term relationships with local growers from the Peruvian highlands.
For centuries, maca has been prized for its vitamin-rich nutrients and hormone-balancing properties by the indigenous peoples of Peru. Increased popularity of maca has stressed the supply chain, however, with reports of adulteration and dramatic price fluctuations.
Illuminating the importance of ethical sourcing, Gaia Herbs and Navitas Naturals recently announced their commitment to selling only maca that meets strict quality standards. “In a time of uncertainty for this heritage botanical, Navitas Naturals and Gaia Herbs remain committed to the efficacy, potency and quality of their maca products as well as the farmers and consumers they support,” the companies stated.
FoodState Inc, Manchester, NH, which offers the popular whole food supplement brand MegaFood, has built a reputation around transparency, sustainability and strong relationships with farmers.
The company recently launched two Nutrient Booster Powders made with maca that are designed for men and women over 40. MegaFood’s new Nutrient Booster Powders have been formulated with maca and synergistic herbs including black cohosh for women and saw palmetto for men to help support changes associated with aging.
“Although maca’s popularity among healthy consumers has recently grown, there have been limited available products that combine organic maca with other vitalizing, body-rejuvenating herbs,” said Stacey Gillespie, FoodState’s director of new products.
Daily Maca Plus—Men Over 40 is designed to support energy, stamina and vitality, while MegaFood’s FoodState eleuthero root plus rhodiola root promote healthy endurance, mental performance and core inner energy. “Maca is really hot right now, and it’s no wonder, when you consider the incredible impact it can have on the body,” Ms. Gillespie said.
“Our products are on trend from an ingredient standpoint, but the broader market view is that people want to know how products are manufactured and where they come from,” said FoodState CEO Robert Craven. In order to gain and maintain consumer trust, he added, the natural products industry needs to be open and diligent went it comes to quality.
Mr. Craven went on to question whether consumers are actually driving the clean label trend or if companies built on a foundation of transparency and sustainability are just winning in the marketplace, appealing to a strong set of values among consumers of natural health products. “It’s a winning business strategy,” he said.
Dr. Badmaev, of American Medical Holdings, noted the stamina-building properties of Sceletium tortuosum (L.) N.E. Br., a plant native to South Africa used traditionally by the San people for a variety of purposes, including combating fatigue.
“The trend in natural energy ingredients emerges from ancient traditions like the nutritional use of Sceletium plant, proven by centuries if not millennia of continuous use to effectively and safely support daily energy requirements.”
Zembrin is a standardized extract of Sceletium designed to increase stamina and combat the effects of energy-depleting stress, he added. “The Zembrin project, including the San community, is part of an emerging trend in responsible development of natural products as part of larger efforts defined by the biodiversity act, which comprises activities to sustain diversity of life forms in an ecosystem,” said Dr. Badmaev. “In South Africa, the National Environment Management Biodiversity Act has been implemented to provide for the management and conservation of South Africa’s biodiversity. This includes the protection of species and ecosystems; the sustainable use of indigenous biological resources; the fair and equitable sharing of benefits arising from bioprospecting with indigenous people; and the establishment of a South African National Biodiversity Institute.”
“The importance of the biodiversity act,” he continued, “especially for high-in-demand natural energy products, becomes more obvious in view of irresponsible exploitation of the South African hoodia botanical.”
Spotlight on Sports Nutrition
With demand for sports nutrition products soaring across a range of consumer demographics, not just traditional athletes, energy for physical performance has developed as an important need state.
“The demand for sports nutrition in general, and sustained energy products in particular, is currently growing fastest among recreational athletes and everyday active lifestyle consumers—a shift from the more ‘extreme’ athletes that drove early growth in the category,” noted Lisa Lent, CEO and founder of Vitalah, Santa Cruz County, CA. “This current market shift informed our rationale for developing our new Oxylent Sport—our new sports supplement drink that offers comprehensive support for sustained energy, increased stamina and faster recovery with all-natural, science-backed and clean ingredients.”
The non-GMO effervescent supplement includes Creatine MagnaPower, Sustamine, Citrulline Malate, SOD, Superfruit AuroraBlue blueberry, electrolytes, antioxidants, vitamins C, D, B6 and B12, and a host of Albion minerals.
Targeting on-the-go, active athletes, Clif Bar & Company’s new Organic Energy Food varieties, which come in portable pouches, are designed to deliver organic ingredients to people who want their sports nutrition to look and taste like the food they make at home. For example, organic bananas in Banana Mango with Coconut provide both glucose and fructose for energy, while organic sunflower seed butter in Pizza Margherita delivers fat and protein for longer-duration training and racing.
“Our athletes say that these savory recipes help combat palate fatigue, allowing them to consume the nutrition their bodies need during longer-duration activities,” said Chris Randall, senior brand manager of the CLIF Performance Athlete Segment.
In terms of ingredient research on athletic performance, a randomized, double-blind, placebo-controlled crossover study published in the Journal of Sports Medicine and Physical Fitness (October 2014) showed Glico Cluster Dextrin (Highly Branched Cyclic Dextrin) reduced the natural stress factors associated with vigorous physical exercise.
Researchers examined fluid samples before and after two duathlon trials from seven practiced male triathletes (average age 29.7 years). The duathlon is a highly rigorous regime of running 5 kilometers, followed by cycling 40 km, and another run of 5 km. Participants were administered either a 5% Highly Branched Cyclic Dextrin (HBCD) based drink or a 5% glucose-based drink in quantities of 200 ml following the running phase, 1,000 ml during the cycling phase and another 200 ml following that.
At the metabolic level, all physical exertion produces a classic stress reaction, with concentration of plasma noradrenaline—facilitator of the “fight-or-flight” response—increasing significantly, the company noted. Cytokine concentration, including Interleukin (IL)-8, (IL)-10 and (IL)-12p40, all rise precipitously with vigorous exercise as well. One effect is a greater propensity toward inflammation, which accelerates fatigue and puts the body at greater risk of injury and illness.
According to researchers, examination of post-race urinalyses found the group that ingested HBCD had lower concentrations of the full complement of stress-related cytokines, and that noradrenaline concentration had risen dramatically with the use of glucose-based drinks in comparison to HBCD. Parallel testing to measure the subjective endurance capacities of seasoned swimmers corroborated the results of these athletes’ pre- and post-race blood and urine biochemical analyses.
TSI’s PEAK ATP has been shown to prevent drops in ATP levels during times of increased energy needs. Recent clinical studies have shown that PEAK ATP consumption is safe, and leads to improved body composition and athletic performance by increasing muscular excitability, blood flow and recovery, said the company’s Mr. Kolb.
“Athletes want to optimize the effects of their hard training and push themselves to new personal bests. Peak ATP delivers significant increases over training alone: more muscle mass, greater strength and power.”
Vital & Sustainable
The challenge in developing natural energy products stems from lack of understanding of what vital energy is (energy required for supporting mind and body) and the mechanisms involved in regulating it, according to Dr. Badmaev, of American Medical Holdings.
“The current understanding of vital energy can be exemplified by the field of sports nutrition, which is mostly limited to use of stimulants to enhance energy. The perception is that more stimulant would result in higher energy levels. Henceforth, the market for natural energy is driven by products like Red Bull, which is loaded with caffeine and sugar, or similar products compounded with high-dose vitamins, amino acids and minerals.”
This approach results in an instant boost of artificial energy, which does not support vital energy—or homeostasis—required for healthy functioning of mind and body, he added.
Kevin Owen PhD, NAFTA head of technical marketing and scientific affairs, Lonza Inc, Allendale, NJ, said the main metabolic function of his company’s Carnipure brand L-carnitine is to transport long-chain fatty acids into the mitochondrial matrix for “beta-oxidation,” which is the metabolic pathway for using fat stores as an energy source. “This pathway occurs in the part of the cell called the mitochondrial matrix, and Carnipure is essential for transporting the fatty acids into this space.”
Weight management and sustained energy are two practical applications that utilize this shuttling function, he continued. “In the case of sustained energy, while glucose or other stimulants may provide a quick energy boost, converting fatty acids into ATP can provide a more sustained source of energy. In the case of weight management, decreasing fat mass while preserving muscle mass is the ultimate goal. In order to decrease body fat, it must be used for energy via beta-oxidation. While weight management and sustained energy are different applications, both require using fatty acids, breaking them down and converting them into energy in the form of ATP. Carnipure is the nutrient needed to help support this conversion of fat into metabolic energy.”
Increasing fatty acid oxidation can help consumers looking for sustained energy. Fatty acids provide a longer-lasting source of energy for the body, and Carnipure supplementation can help the body turn fat stores into sustained energy, he added.
Studies have indicated Carnipure may help decrease mental and physical fatigue and that it can be used to sustain energy in diverse populations, Mr. Owen noted. For example, a study published in the American Journal of Clinical Nutrition in 2007 found L-carnitine supplementation decreased both physical and mental fatigue in elderly subjects. Those in the L-carnitine group also experienced decreased fatigue severity and scored better on the Mini-Mental State Examination (MMSE), which measures recall and memory.
A similar study published in 2003 also demonstrated L-carnitine supplementation decreased fatigue in elderly participants. Specifically, those in the L-carnitine group showed a 40% decrease in physical fatigue and a 45% decrease in mental fatigue symptoms as compared with placebo.
Sean Moloughney is the editor of Nutraceuticals World. He can be reached at smoloughney@rodmanmedia.com.
Serious adverse event reports (AERs) related to consumption of energy beverages among young people have led to broader questioning of these popular products. For example, a Denmark study conducted by the National Food Institute and published in November 2014 suggested one in five children aged 10-14 exceed the maximum recommended caffeine intake when they consume energy drinks due to their low body weight. When including their caffeine intake from other sources, such as cola and chocolate, every second child and more than one in three adolescents aged 15-17 exceed the recommendation when drinking energy drinks, the study said.
Representatives from the National Food Institute cited a changing perception that energy drinks are considered as normal as soft drinks and sports beverages as cause for concern about future consumption.
Still, the energy market appears to have staying power. According to a 2013 report from Packaged Facts, Rockville, MD, the U.S. energy drinks and shots market grew 60% from 2008 to 2012. Total U.S. sales in 2012 totaled more than $12.5 billion. The market research firm projected sales of energy drinks and shots in the U.S. will grow in value to $21.5 billion by 2017.
Responding to growing concerns about energy drink consumption among children and adolescents in the U.S., a group of senators published a report in December 2014 titled “Buzz Kill.”
Despite claims their target consumers are adults, the four companies that represent approximately 90% of U.S. energy drink sales (Dr. Pepper Snapple, Red Bull, Monster and Rockstar), “demonstrated significant gaps in making commitments to protect adolescents from targeted marketing campaigns,” the report concluded.
Meanwhile, concerns about AERs related to pure caffeine (liquid and powder forms) have drawn attention from regulators. In December 2014, FDA issued an advisory that recommended consumers avoid using powdered caffeine because of the danger of overdose. The agency said parents should recognize the potential danger among teenagers and young adults. In January, a group of six U.S. senators urged FDA to ban the retail sale and marketing of pure caffeine.
The Council for Responsible Nutrition (CRN), Washington, D.C., offered its support for that ban, qualifying that ingredient suppliers have legitimate reasons to sell pure powdered caffeine to manufacturers of finished products, which understand how to properly mix and dilute safe amounts of the ingredient into products.
The European Food Safety Authority (EFSA) published a draft opinion in January that single doses of caffeine up to 200 mg and daily intake of up to 400 mg do not raise safety concerns for adults.
For children (3-10 years) and adolescents (10-18 years), daily intake of 3 mg per kg of body weight are considered safe, EFSA’s opinion said. Single doses of 100 mg may increase sleep latency (the amount of time it takes to fall asleep) and shorten sleeping time in some adults.
Alternate Route: ‘Get On Board’
Despite concerns about pure forms and sensitivity among at-risk populations, overall, caffeine has become the standard for efficacy in energy positioned products, noted Larry Kolb, president of TSI USA, Inc., Missoula, MT. “Caffeine is the leading ingredient in the energy market; however, rising concerns about its safety, excessive use and potential regulatory issues have resulted in increased consumer interest in non-stimulant caffeine substitutes.”
However, alternatives need to match the benefits of caffeine with respect to alertness, focus and attention, he added. “While research has confirmed increased mental focus and acuity from the use of caffeine, stimulant-sensitive individuals should assess their tolerance before using energy products containing caffeine. Caffeine can have dose-dependent, unwanted effects contributing to a nervous or anxious feeling that can keep consumers from staying focused and even sleeping well. Multi-ingredient formulations are currently needed to effectively replace caffeine.”
Mr. Kolb went on to discuss his company’s PEAK ATP ingredient, a clinically validated and patented form of adenosine 5’-triphosphate (ATP). “ATP is our body’s natural energy currency,” he said. “According to researchers from the University of Leeds, the human body has an ATP pool of just 250 grams, which is approximately the amount of energy equivalent to a single AA battery. ATP is being constantly used and regenerated in cells via a process known as respiration, which is driven by natural catalysts called enzymes. Each day the human body turns over as much ATP as its own body weight.”
Vladimir Badmaev, MD, PhD, founder and CEO of American Medical Holdings, New York, NY, said busy modern lifestyles have sparked demand for more basic, natural approaches to wellness.
“The high-energy-consumption lifestyle is a driving factor for many people to seek natural energy enhancement; yet most adults do not want the jittery type of energy caused by caffeine or other nervous-system stimulants. Nor are they keen on consuming high-sugar carbs, which often leads to a crash after the energy spike.”
Jackson Zapp, director of innovation and insight, Applied Food Sciences (AFS), Austin, TX, agreed that demand for energy among consumers is trending away from artificial and synthetic products. “Therefore, it comes at no surprise that a majority of consumers look to avoid ingredients they don’t understand, and would prefer more ‘clean’ products with fewer ingredients. This clearly paints a picture for growth in natural energy solutions where extracts in green coffee, green tea, guayusa and other botanicals show great promise.”
As part of an “innovation retreat” in February, AFS requested market research firm Mintel provide some consumer data. Mintel findings showed 67% of Millennials (67%) are purchasing energy drinks, Mr. Zapp said. “This is important as the Millennial shopper is known to be well-educated, with their concerns about health and safety affecting purchasing decisions. Mintel later indicated, however, that nearly two in five of these consumers are drinking fewer energy drinks because of concerns over health and safety.”
Transparent ingredients and easy-to-understand labeling will appeal to consumers, Mr. Zapp said. “I estimate in the next few years a clean label energy drink is going to be the norm rather than the exception, so you better get on board.”
AFS hopes its organic, non-GMO, green coffee bean ingredient PurCaf, which has been affirmed Generally Recognized As Safe (GRAS), will help advance this trend in the marketplace.
Mr. Zapp went on to discuss the impact of offering consumers lifestyle products they can relate to, citing Mintel research that “consumers are willing to spend 31% more on foods that align with their values around clean, ethically-sourced, ‘natural’ ingredients.”
For AFS, quality of ingredients goes hand-in-hand with responsible sourcing, he noted. “Consumers want to see accountability for socially responsible and sustainable sourcing, which means paying fair wages and preserving the ecosystem for future generations. AFS believes the only real way for a business to accomplish this is by visiting the origin of your products; building relationships with the farmers; and sharing this story with your customer, hoping the customers can own it as their own and pass it along to consumers.”
A Winning Strategy
Many herbs with a history of traditional use have clinical support for promoting energy. For example, ginseng, a common component of many energy formulas, may help address cancer-related fatigue, according to published research. In a randomized, double-blind, placebo-controlled clinical trial of 290 cancer patients at the Mayo Clinic in 2010, more than twice as many patients taking 1,000 or 2,000 mg of ginseng per day reported less fatigue and more energy after eight weeks compared to placebo.
Some researchers categorize ginseng and other herbs like maca, eleuthero and rhodiola, as adaptogens, meaning they may stabilize physiological processes and promote homeostasis. Other herbs such as Ashwagandha, schisandra and reishi may offer similar adaptogenic properties.
While less clinical data appears available for maca (Lepidium meyenii), which is native to the high Andes of Peru and known commonly as Peruvian ginseng, the popular root has been used to help increase stamina, boost libido and combat fatigue.
In November 2014 France-based botanical specialist Naturex launched Macador, a maca derived product extracted with water and standardized to amino acids. “Amino acids are markers that help us to guarantee we provide constant quality from one batch to another,” said Antoine Bily, R&D director at Naturex. “They are also part of the full spectrum of actives that play a role in the overall efficacy of Macador for libido.”
In a small pilot study published in the Journal of Ethnopharmacology in 2009, strength and endurance athletes showed a significant improvement in libido and sexual desire compared to placebo with the consumption of maca after 2 weeks of supplementation.
The company has been producing maca extract for decades and noted its established, long-term relationships with local growers from the Peruvian highlands.
For centuries, maca has been prized for its vitamin-rich nutrients and hormone-balancing properties by the indigenous peoples of Peru. Increased popularity of maca has stressed the supply chain, however, with reports of adulteration and dramatic price fluctuations.
Illuminating the importance of ethical sourcing, Gaia Herbs and Navitas Naturals recently announced their commitment to selling only maca that meets strict quality standards. “In a time of uncertainty for this heritage botanical, Navitas Naturals and Gaia Herbs remain committed to the efficacy, potency and quality of their maca products as well as the farmers and consumers they support,” the companies stated.
FoodState Inc, Manchester, NH, which offers the popular whole food supplement brand MegaFood, has built a reputation around transparency, sustainability and strong relationships with farmers.
The company recently launched two Nutrient Booster Powders made with maca that are designed for men and women over 40. MegaFood’s new Nutrient Booster Powders have been formulated with maca and synergistic herbs including black cohosh for women and saw palmetto for men to help support changes associated with aging.
“Although maca’s popularity among healthy consumers has recently grown, there have been limited available products that combine organic maca with other vitalizing, body-rejuvenating herbs,” said Stacey Gillespie, FoodState’s director of new products.
Daily Maca Plus—Men Over 40 is designed to support energy, stamina and vitality, while MegaFood’s FoodState eleuthero root plus rhodiola root promote healthy endurance, mental performance and core inner energy. “Maca is really hot right now, and it’s no wonder, when you consider the incredible impact it can have on the body,” Ms. Gillespie said.
“Our products are on trend from an ingredient standpoint, but the broader market view is that people want to know how products are manufactured and where they come from,” said FoodState CEO Robert Craven. In order to gain and maintain consumer trust, he added, the natural products industry needs to be open and diligent went it comes to quality.
Mr. Craven went on to question whether consumers are actually driving the clean label trend or if companies built on a foundation of transparency and sustainability are just winning in the marketplace, appealing to a strong set of values among consumers of natural health products. “It’s a winning business strategy,” he said.
Dr. Badmaev, of American Medical Holdings, noted the stamina-building properties of Sceletium tortuosum (L.) N.E. Br., a plant native to South Africa used traditionally by the San people for a variety of purposes, including combating fatigue.
“The trend in natural energy ingredients emerges from ancient traditions like the nutritional use of Sceletium plant, proven by centuries if not millennia of continuous use to effectively and safely support daily energy requirements.”
Zembrin is a standardized extract of Sceletium designed to increase stamina and combat the effects of energy-depleting stress, he added. “The Zembrin project, including the San community, is part of an emerging trend in responsible development of natural products as part of larger efforts defined by the biodiversity act, which comprises activities to sustain diversity of life forms in an ecosystem,” said Dr. Badmaev. “In South Africa, the National Environment Management Biodiversity Act has been implemented to provide for the management and conservation of South Africa’s biodiversity. This includes the protection of species and ecosystems; the sustainable use of indigenous biological resources; the fair and equitable sharing of benefits arising from bioprospecting with indigenous people; and the establishment of a South African National Biodiversity Institute.”
“The importance of the biodiversity act,” he continued, “especially for high-in-demand natural energy products, becomes more obvious in view of irresponsible exploitation of the South African hoodia botanical.”
Spotlight on Sports Nutrition
With demand for sports nutrition products soaring across a range of consumer demographics, not just traditional athletes, energy for physical performance has developed as an important need state.
“The demand for sports nutrition in general, and sustained energy products in particular, is currently growing fastest among recreational athletes and everyday active lifestyle consumers—a shift from the more ‘extreme’ athletes that drove early growth in the category,” noted Lisa Lent, CEO and founder of Vitalah, Santa Cruz County, CA. “This current market shift informed our rationale for developing our new Oxylent Sport—our new sports supplement drink that offers comprehensive support for sustained energy, increased stamina and faster recovery with all-natural, science-backed and clean ingredients.”
The non-GMO effervescent supplement includes Creatine MagnaPower, Sustamine, Citrulline Malate, SOD, Superfruit AuroraBlue blueberry, electrolytes, antioxidants, vitamins C, D, B6 and B12, and a host of Albion minerals.
Targeting on-the-go, active athletes, Clif Bar & Company’s new Organic Energy Food varieties, which come in portable pouches, are designed to deliver organic ingredients to people who want their sports nutrition to look and taste like the food they make at home. For example, organic bananas in Banana Mango with Coconut provide both glucose and fructose for energy, while organic sunflower seed butter in Pizza Margherita delivers fat and protein for longer-duration training and racing.
“Our athletes say that these savory recipes help combat palate fatigue, allowing them to consume the nutrition their bodies need during longer-duration activities,” said Chris Randall, senior brand manager of the CLIF Performance Athlete Segment.
In terms of ingredient research on athletic performance, a randomized, double-blind, placebo-controlled crossover study published in the Journal of Sports Medicine and Physical Fitness (October 2014) showed Glico Cluster Dextrin (Highly Branched Cyclic Dextrin) reduced the natural stress factors associated with vigorous physical exercise.
Researchers examined fluid samples before and after two duathlon trials from seven practiced male triathletes (average age 29.7 years). The duathlon is a highly rigorous regime of running 5 kilometers, followed by cycling 40 km, and another run of 5 km. Participants were administered either a 5% Highly Branched Cyclic Dextrin (HBCD) based drink or a 5% glucose-based drink in quantities of 200 ml following the running phase, 1,000 ml during the cycling phase and another 200 ml following that.
At the metabolic level, all physical exertion produces a classic stress reaction, with concentration of plasma noradrenaline—facilitator of the “fight-or-flight” response—increasing significantly, the company noted. Cytokine concentration, including Interleukin (IL)-8, (IL)-10 and (IL)-12p40, all rise precipitously with vigorous exercise as well. One effect is a greater propensity toward inflammation, which accelerates fatigue and puts the body at greater risk of injury and illness.
According to researchers, examination of post-race urinalyses found the group that ingested HBCD had lower concentrations of the full complement of stress-related cytokines, and that noradrenaline concentration had risen dramatically with the use of glucose-based drinks in comparison to HBCD. Parallel testing to measure the subjective endurance capacities of seasoned swimmers corroborated the results of these athletes’ pre- and post-race blood and urine biochemical analyses.
TSI’s PEAK ATP has been shown to prevent drops in ATP levels during times of increased energy needs. Recent clinical studies have shown that PEAK ATP consumption is safe, and leads to improved body composition and athletic performance by increasing muscular excitability, blood flow and recovery, said the company’s Mr. Kolb.
“Athletes want to optimize the effects of their hard training and push themselves to new personal bests. Peak ATP delivers significant increases over training alone: more muscle mass, greater strength and power.”
Vital & Sustainable
The challenge in developing natural energy products stems from lack of understanding of what vital energy is (energy required for supporting mind and body) and the mechanisms involved in regulating it, according to Dr. Badmaev, of American Medical Holdings.
“The current understanding of vital energy can be exemplified by the field of sports nutrition, which is mostly limited to use of stimulants to enhance energy. The perception is that more stimulant would result in higher energy levels. Henceforth, the market for natural energy is driven by products like Red Bull, which is loaded with caffeine and sugar, or similar products compounded with high-dose vitamins, amino acids and minerals.”
This approach results in an instant boost of artificial energy, which does not support vital energy—or homeostasis—required for healthy functioning of mind and body, he added.
Kevin Owen PhD, NAFTA head of technical marketing and scientific affairs, Lonza Inc, Allendale, NJ, said the main metabolic function of his company’s Carnipure brand L-carnitine is to transport long-chain fatty acids into the mitochondrial matrix for “beta-oxidation,” which is the metabolic pathway for using fat stores as an energy source. “This pathway occurs in the part of the cell called the mitochondrial matrix, and Carnipure is essential for transporting the fatty acids into this space.”
Weight management and sustained energy are two practical applications that utilize this shuttling function, he continued. “In the case of sustained energy, while glucose or other stimulants may provide a quick energy boost, converting fatty acids into ATP can provide a more sustained source of energy. In the case of weight management, decreasing fat mass while preserving muscle mass is the ultimate goal. In order to decrease body fat, it must be used for energy via beta-oxidation. While weight management and sustained energy are different applications, both require using fatty acids, breaking them down and converting them into energy in the form of ATP. Carnipure is the nutrient needed to help support this conversion of fat into metabolic energy.”
Increasing fatty acid oxidation can help consumers looking for sustained energy. Fatty acids provide a longer-lasting source of energy for the body, and Carnipure supplementation can help the body turn fat stores into sustained energy, he added.
Studies have indicated Carnipure may help decrease mental and physical fatigue and that it can be used to sustain energy in diverse populations, Mr. Owen noted. For example, a study published in the American Journal of Clinical Nutrition in 2007 found L-carnitine supplementation decreased both physical and mental fatigue in elderly subjects. Those in the L-carnitine group also experienced decreased fatigue severity and scored better on the Mini-Mental State Examination (MMSE), which measures recall and memory.
A similar study published in 2003 also demonstrated L-carnitine supplementation decreased fatigue in elderly participants. Specifically, those in the L-carnitine group showed a 40% decrease in physical fatigue and a 45% decrease in mental fatigue symptoms as compared with placebo.
Sean Moloughney is the editor of Nutraceuticals World. He can be reached at smoloughney@rodmanmedia.com.
