It appears that almost every week, some newspaper or TV show decides to wield a popular scare tactic trying to sway consumers to become skeptical about using dietary supplements. And this negativism isn’t just in the U.S. In April 2009, Professor Regan’s Diet Clinic, a TV program on the BBC2’s Horizon series, overarchingly told viewers that supplements are not necessary if you eat a balanced diet.

Well, perhaps in theory this may make some sense. But … how many people really eat a balanced diet? And of those, how many perfectly manage stress (preventing stress from creating free radicals), do not drink alcohol or smoke cigarettes, drink no caffeine, and who exercise regularly?

Dietary supplements are … just that. They are nutrients in convenient forms (pills, beverages, powders for shakes) that fill in the gaps and in many cases, give us more optimal doses of compounds for our bodies.

However, more and more experts are proponents of consuming quality, researched dietary supplements. As a great example, more than 80% of registered dietitians who took part in a survey said they consider most Americans have gaps in their diets that can be filled with vitamins and other dietary supplements.

The research, from the “Life…supplemented” 2009 Healthcare Professionals (HCP) Impact Study, also showed that 76 percent said that supplements can address their own diet gaps, and, 96 percent stated they take supplements with 87 percent recommending dietary supplements to their clients.

Beyond this, more and more studies are being conducted on nutraceuticals and human health. Science appears to be determined to discover exactly how naturally occurring chemicals influence and impact a variety of processes in the human body and in certain states of disease.

Our lives are busier than ever and most of us do not have the time to ensure we eat daily diets abundant in vitamins and minerals which will benefit us in the long-term. Dietary supplements are the perfect solutions to top off our bodies’ empty or partially filled tanks, keeping us moving for the long journey!

For more information about the Healthcare Professionals Impact Study, visit www.lifesupplemented.org

You may believe that there’s no difference between a generic ingredient and a brand name ingredient, except the fancy name.

Generics, or “no frills” products, indeed have their place in industry and in retail.  However, there are many key factors why, when it comes to many ingredients, notably specialty ones, the proprietary branded ingredients make smart investment sense.

Branded ingredients are often what the finished product manufacturer touts as its product’s identity, either in full or in part.  So the branded ingredient needs to be one that is easily read and grasped by the consumer as the brand marketer is counting on making a memorable first impression.

Branding starts in the supplier’s research and development, along with cultivating relationships with growers and processors responsible for producing superior quality and pure product. Often, a well-researched and proven-effective proprietary processing technique that enhances the biological value of the ingredient versus its generic counterpart is a significant part.

Once an ingredient and the facility that manufactures it are assured of exceptional quality and the research of its safety and efficacy are likewise validated, it is taken to a marketing think tank to create a brand around it. This includes a name that reflects the nature of the ingredient and that also speaks to a core consumer that will find it valuable. A logo is also developed, and paperwork is filed for trademark protection.

Crafting a valuable branded ingredient is, therefore, an investment. Reputable branded ingredients have everything: the quality research, the quality production, the characteristic distinctions, and the marketing savvy.

When it comes to specialty ingredients such as antioxidants, the power of branded ingredients makes the best sense for long-term product success!

We may be enduring what has been said to be the worst recession since the Great Depression of the 1930s – but there is a bright light shining in the darkness:  the nutraceutical industry is booming.

Through difficult times, people know they need to be as healthy as possible to withstand tough pressures and the inordinate stress.  Today, many people understand that dietary supplements and functional foods are good, and they firmly believe that taking nutraceutical products can keep their doctor visits and pharmacy bills down.

The Freedonia Group, a leading market intelligence firm, just released data from a new report, “World Nutraceutical Ingredients.” The report asserts that the U.S. will continue to be the largest global consuming nation of nutraceutical ingredients for the next five years, reflecting the continually burgeoning array of functional beverages/foods, natural remedies and dietary supplements. North American demand for nutraceutical ingredients will rise from a market value of $3824m in 2008 to $4890m by 2013, predicts the report. Annual growth in the market will decrease slightly from 7.7% last year to 5% in four years.

Worldwide demand of nutraceutical ingredients are expected to reach $21.8 billion by 2013.

We believe that production and innovation, along with increased investments in research that proves safety and efficacy will drive continued growth and success in the industry.

For more information about the report, see The Freedonia Group website: www.freedoniagroup.com

**This post was written by Anh Thu Tran, MD, MS, a Nutrition Consultant, who is new to the nutraceutical industry and gives her perspective on attending SupplySide West for the first time**

In the midst of the staggering crowds and rows of company booths, I was introduced to the world of Nutraceuticals at the SupplySide West Trade Show –Las Vegas, Nevada, November 2009.  As expected, the Sands Convention Center displayed companies of all aspects of the industry; converging the supplier, the finished product, and laboratory/equipment companies that serve the former two.  I was also delighted to see a non-profit organization utilizing this medium to share their role in the industry.  In a technologically advanced business of the e-mail, fax, voicemail, teleconference, worldwide web, etc., companies give-up the benefits of the hand-shakes and face-to-face meet and greets.  This forum gave an opportunity to create new relationships and to maintain already established ones.  The key element of the trade show was not necessarily in the immediate sale, but rather to develop the relationships and/or to continue already discussed matters needed for the potential eventuality of business.

As I made my way to the Cyvex Nutrition, Inc. booth, I saw the variety in representation of each company based not only in the size and history of the company, but also culturally.  I literally was walking through the “world” of Nutraceuticals.  It was also interesting to observe the dynamics of the company representatives and how that may reflect on their business.  Cyvex Nutrition’s unified shirts, smiles, and approachable representatives of all aspects of the company as a whole was brought up as a beneficial quality of the booth compared to others (e.g. We had representatives in sales & marketing, a supplier, and product literature, etc.).  The simple, clean, and crisp aesthetic appeal of Cyvex Nutrition booth allowed attendees to not get cluttered with information, but to visually get a hint of the company’s focus, which subsequently lead to requesting further information from a representative.  As I made my way through other booths, I realized I was looking for the similar aspects in other booths, may it be in the product line and/or presentation.  Many booths enticed attendees with give-a-ways and demonstrations, but really failed to make attendees take that second step to inquire about their products.  It was surprising to me that many representatives did not have the knowledge base of their product as I had hoped.  Others represented their company with simply their name and space, creating no reel to attract attendees.

As a novice attendee, I found myself exploring and learning, rather than what I noticed in others, approaching a booth with intent and purpose.  I feel that my 2 days only hit the tip of the magnitude of the Nutraceutical Industry.  I have always known the impact nutraceuticals has had on optimal nutrition and health, but this experience has expanded my perspective and attitude to the current and potential role this industry has and will take in my career.   As I reflect back to this experience– there is a need for someone of my background and career path in nutrition and medicine to understand this field, not only for the industry’s sake, but for the benefit of the consumer, my future patient /clients.  I hope with my growing understanding of this industry, I will be able to help bridge the gap between mainstream medicine’s approach with that of nutraceuticals – benefiting both tremendously.

SupplySide West International Trade Show and Conference
November 11-13, 2009
(Exhibit Hall Open Nov. 12 & 13)
The Venetian & Sands Expo
Las Vegas, NV

As the world’s largest event for healthy and innovative ingredients with 1,100+ booths, SupplySide West is the must-attend event for developers, formulators and marketers of foods, beverages, dietary supplements and cosmeceuticals. Learn about the latest ingredient innovation and supporting science, examine new trends and emerging opportunities, meet new suppliers and network with thousands of your global colleagues.

Cyvex Nutrition will be exhibiting at SupplySide West at booth # 21054, please come and meet the Cyvex Team! We’ll be showcasing our newest ingredients that we have launched this year: FlavoVital™ Flavonoids: Apigenin, Diosmin, Luteolin, Nobiletin, and Tangeretin; Lingonol™ lingonberry extract; and the relaunch of Chirositol™ D-Chiro-Inositol targeted for women’s health.

We’ll also be discussing our social media efforts including our Twitter and Facebook accounts, along with the launch of this blog.  And we’ll be keeping everyone updated with tweets from the show floor! Follow us at www.twitter.com/Cyvex

For more information on SupplySide West, click here