The expression to describe an abundance of something – “more than Carter has pills” — reflects a once very popular product called Carter’s Little Liver Pills, an early dietary supplement to promote liver health. Launched by Dr. Samuel Carter in 1868 to “positively cure … sick headache and torpid liver” this was the ancestor of the modern condition-specific supplements available today, but prior to FDA/FTC rules that prohibit a dietary supplement made with nature’s ingredients to make such outright health claims.

In the intervening years since 1868, the multivitamin became the dominant supplement, the must-have to start a healthy day. Also, prior to DSHEA in 1994, many dietary supplements were individualized – individual vitamins, minerals, herbs.

Since the successful advent of DSHEA, manufacturers with help from ingredient suppliers and formulators were able to start manufacturing multi-ingredient formulas that support the structure and function of a system or organ in the human body. These formulas did something amazing:  they made it easy for any consumer to shop for what was (and remains) most appropriate and desirable for him or her. These condition-specific formulas took away much of the intimidation factor.

In fact, the industry research publication, Nutrition Business Journal, has reported, “Supplement and ingredient firms remain committed to health condition-specific products, which accounted for 92% of U.S. supplement sales in 2007.”

In 2006, Packaged Facts concluded in its report, “Nutritional Supplements in the U.S.” that condition-specific supplements lead overall sales, because consumers tend to seek out those with labels clearly communicating intended benefit of use. In 2005, Packaged Facts reported that condition-specific products accounted for a large proportion of new product introductions which rose by 33 percent that year.

The communications and collaborations between nutritional ingredient manufacturers and their brand marketing partners have never been as strong, exciting and cutting-edge as it is today in launching new condition-specific supplements and refining older formulas based on new research evidence. Consumers are more excited than ever because they have adapted to using condition-specific supplements as a long-term tool or as part of a healthy lifestyle.

Armed with this knowledge, many ingredient suppliers continue to search through peer-reviewed journals to validate safety, efficacy and mechanism of action of their ingredients. As one example, D-Chiro-Inositol, which has been found to have a positive impact for ovarian health and to help support healthy blood sugar as well.

Given the sheer popularity of condition-specific supplement formulas on the market, the dietary supplement industry’s future is secured as a reliable means to nourish health, in a personalized and easy way.

Functional Ingredients magazine asked raw material suppliers what they thought of the “condition-specific” concept.  Is it the best way to market ingredients to manufacturers and marketers?

Our President’s response–which also is their Quote of the Week– was:  “The condition-specific concept works well with R&D formulators and consumers, and is ultimately why the consumer is perusing the dietary supplements aisle”.

We’d like to know your comments on the condition-specific concept. Do you think it’s the best way to market ingredients? If yes or no, why?

View other responses here