Admin
Healthier ways to promote energy abound in today’s natural health marketplace.
Coffee is a popular source of energy for most Americans. It’s estimated that nearly three-quarters of Americans have coffee and most consume it daily, according to an article by YouGovAmerica. In fact, some estimates say that typical caffeine consumption for most in the U.S. is around 300 mg per day. To put that in perspective, there are between 102 to 200 mg of caffeine in a traditionally brewed eight-ounce cup of coffee.
Clearly, Americans appreciate the energy boost that coffee gives them. But with that bump in energy come downsides. Side effects of too much caffeine may include an irregular heartbeat, headaches and sleeplessness, among others.
How else might individuals looking for energy get it in a healthier way and without so many negative side effects? Many natural health products on the market today may be beneficial when it comes to promoting energy. What’s the state of the market for energy-building products now? What’s trending in this submarket? Which new ingredients, research or delivery methods should manufacturers, brands and retailers know about now? And how can busy stores better promote energy-building products in the year to come?
What’s the Current State of the Market for Energy Building Products?
The current state of the market for energy-building products is strong. Transparency Market Research recently published a study on the energy supplements market. It indicated that in 2020 this market was valued at more than $13.8 billion. That figure is expected to rise at a CAGR of 6 percent, to $25.7 billion, by 2030. Transparency Market Research noted that consumer awareness about preventative healthcare is helping boost the sale of energy supplements now.
Busier lifestyles with longer working hours, among other pressures, are bringing health to the forefront of many individuals’ minds. Seeking products that provide energy and foods that are convenient and easy to eat on the go are growing in importance for many health-minded individuals.
Chris D. Meletis, ND, is the director of clinical education for Trace Minerals based in Utah. He stated that there are two groups of people who come to see him for help increasing their energy stores. Things have changed recently. “After 30 years of clinical practice, I have never seen so many patients dragging themselves through life,” said Meletis. He said that this is mostly due to the pandemic and the additional stress it heaped onto an already challenging existence. Some individuals too are dealing with the effects of “long-haul” COVID-19 symptoms.
“Yet, another group of individuals is now liberated from COVID restrictions [and] are all in with marathons, cross-fit and living life to their fullest,” Meletis said. “They are facing another energy hurdle. How do I get even more energy to pursue [this] passion?” Meletis stated that the need for CoQ10, Carnitine, NAD+, magnesium and trace mineral co-factors is where science has led forward-thinking manufacturers and consumers.
The demand for energy drinks also continues to rise. Ashley Ferguson, president of Reset Bioscience headquartered in Texas, stated that, according to data garnered from SPINS, sales of these are up 12 percent and are experiencing consistent cross-channel growth. “This makes sense, as energy drinks accounted for 3/5 of the global energy market in 2021 and are expected to keep their hold, per Brightfield data,” said Ferguson. “Now that we’re mostly back to everyday life, in the office, traveling and attending social events post the COVID-19 pandemic, we could all use a little energy. However, the typical caffeine-driven product needs to be updated,” she noted.
For Nutritional Therapeutics in New York, President John Casey noted that there is significantly more interest in substitutes for caffeine in the energy-building market. Additionally, he’s noticed more natural caffeine options.
This trend for healthier alternatives seems true across the board. “Consumers are becoming more sophisticated, demanding cleaner and especially sugar-free alternatives with multi-functionality,” said Ferguson. “To be just a caffeine-only product isn’t going to cut it.” Ferguson stated that it’s exciting to see growth in ingredients and formats outside of the norm. Also, seeing convenient forms of energy like gels—which she noted are predicted to be the fastest growing segment in 2023—along with bars, gummies and even chocolate is an interesting trend.
What’s #Trending in Energy Building Now?
And speaking of trends, what’s hot now in the energy-building market? While Americans are returning to a new normal, there are still a host of stresses and fallout from the pandemic to be dealt with. Energy is needed to tackle big goals and small tasks daily, and for most people, life has never felt busier.
While the past two years have seen an uptick in consumer interest in products like quercetin, vitamin D3, zinc, vitamin C and quercetin—due to the pandemic and focus on immune health—sleep quality and increased interest in mental clarity and focus are now on the rise. While trying to improve both is a worthy goal, the use of natural energy-builders may help individuals who aren’t able to sleep the recommended eight hours each night.
Bryan Morin, sports brand manager at NOW Sports (Illinois), stated that ingredients such as B12, ashwagandha, ginseng, rhodiola and D-ribose are all trending now in the energy-building category. Other ingredients that work at the cellular level to help the body produce more energy, said Morin, are also gaining popularity. “These types of ingredients can provide a lift while also helping to consume less caffeine. Caffeine is still a popular ingredient in the energy production space, but consumers are no longer accepting conventional caffeine,” Morin explained. “They want caffeine from a plant source or an encapsulated sustained-release (SR) caffeine. An SR caffeine can reduce the caffeine intake while also providing lasting energy.”
Meletis believes the following ingredients are hottest now in the energy-building segment: CoQ10, ribose, carnitine, NAD+ precursors such as nicotinamide riboside, PQQ (pyrroloquinoline quinone), fulvic/humic acid, and proper mineralization of both macro and trace minerals.
Ramona Billingslea is the marketing manager at Betsy’s Health Foods in Texas. She noted trends specific to retailers regarding the demographics interested in energy-building products. “I think Millennials are most interested in the energy boosts, like energy drinks, and the energy for sports kind of products,” said Billingslea, which she’s seen Gen X paying more attention to in this category recently. “A certain set of boomers use this category to stay on top of their general well-being,” said Billingslea, “but I think many Boomers are at the stage where they want to address too many other health issues to get to energy support. Often, if we can just get them on a good MVM, the Coenzymated B-Complex, and maybe a digestive enzyme, we will help them balance out their health needs and hopefully feel more energy because of that balance.”
Head of Science at Ombre in California, Kimberly Griffith, MS CNS, agreed that digestive health is an important area of consideration when it comes to energy building. “Probiotic and prebiotic supplements are a growing trend in the energy-building industry,” said Griffith. “Microbes in our gut can help boost energy production naturally. Bacteria are living beings that need to eat. Probiotic bacteria consume fiber in our diet, known as prebiotics,” she explained, and when probiotics consume fiber, they produce metabolites. These are called short-term fatty acids, which, she said, are like electrical currency for cells.
The company’s product, Ombre’s Endless Energy, contains both probiotics and prebiotics. “Our science team selected specific probiotic strains backed by science to support natural energy production for optimal mental and physical performance,” said Griffith. The proprietary formula is enhanced with well-tolerated prebiotic dietary fibers which may nourish a healthy gut, said Griffith. The product also may help promote bowel regularity and gut diversity, she said. “As a result, it can support nutrient absorption which can promote cellular communication and optimize energy production.”
For Ferguson at Reset Bioscience, interest in ingredients like amino acids, taurine, green tea supplements and green coffee extracts is trending from a product development research perspective. “Ingredient suppliers are in the know putting plant-derived caffeine sources like guarana into the market, complete with clinical data proving superiority to typical sources of caffeine,” noted Ferguson. “It’s noticeable that where we traditionally saw people reaching for energy-inducing products like sports and active nutrition are going further into more specific yet complementary functions like mood-boosting, antioxidant-rich, and cognitive function,” she said. She believes that many brands and manufacturers are reaching for botanical, rather than synthetic or chemical-based ingredients to produce cleaner-labeled ingredients.
Casey, at Nutritional Therapeutics, said the company is excited about NTFactor Lipids. “[These] are well researched to show benefits in the health of bio-membranes, improved bioavailability of synergistic nutrients, and continuing data to show relief of fatigue in difficult-to-treat populations including pain sufferers, long-standing chemical toxicity, and a most recently published work on Long COVID and neuroendocrinology,”1 said Casey.
New Products & Studies in the Energy-building Segment
At Reset Bioscience, Ferguson noted that the company is revolutionizing liquid vitamin supplements, which is purported to be this year’s fastest-growing supplement category, with a Wellness Shot product line of two-ounce, flavorful supplements. These offer shoppers affordable ways to personalize their wellness routines, said Ferguson, with convenient, clean ingredients.
“The RESET Energy Shot goes beyond sticky gummies and messy powders with a uniquely shelf-stable, water-based, non-GMO (genetically modified organism) formula that complements every lifestyle with no sugar or artificial flavors,” said Ferguson. “Each shot is powered with highly bioavailable vitamins B12 and B6, nicotinamide and l-tyrosine in a mouthwatering green apple flavor.”
“The newest product we have in this segment is our B-12 Energy Boost Sticks,” said Morin. “NOW Sports B-12 Energy Boost is a powerful blend of vitamin B12 and nutrients supporting cellular energy production.”* Morin stated that the advanced energy formula comes in a convenient stick format which can be consumed directly for on-the-go energy.
The company has some new products coming out in 2023 that Morin stated should make a positive impact on the energy-building market. “These products will use ingredients such as sustained released caffeine, a full complement of B vitamins, and other cofactors such as chromium, magnesium malate and carnitine. They will also include ingredients such as enXtra, a proprietary botanical ingredient that has been clinically shown to promote alertness and focus [for] up to five hours, and lutein, which can offer blue light protection,” stated Morin.* Perfect for anyone who spends ample time looking at screens.
Casey noted the ongoing interest of consumers in natural alternatives when it comes to building energy. “Ingredients are emerging that are well researched and more holistic such as the NTFactor Lipids from Nutritional Therapeutics, Inc.,” said Casey. “There have been seven peer-reviewed papers published about NTFactor Lipids in the last seven months,” he stated. “We have shown increased bioavailability in multi-nutrient formulas; improvement in self-reported symptomology of chemically exposed veterans; treatment strategies for long COVID and the neuroendocrinology of microbial translocation outside the GI (gastrointestinal) tract and other published peer-reviewed information,”2 Casey noted.
For Trace Minerals, one of the most important energy-building products is one that was originally created for individuals looking to improve their physical fitness. The Clean PreWorkout offers essential adrenal support, cellular energy, and micro and macro-nutrients, said Meletis, and is one he often recommends for any of his patients looking to increase their energy stores. “Supporting nitric oxide levels for good circulation and the delivery of the vitamins, minerals in our food and supplements through the 60,000 miles of blood vessels in the adult human body literally can get more mileage out of food and supplements,” Meletis explained. “I often share with my patients [that] nitric oxide levels drop by upwards of 50 percent by our late 40’s impacting the optimal functioning of our body.” Other winners in the energy-building category now for Trace Minerals include Trace Minerals Stress X, Ashwagandha gummies, Electrolyte Stamina Power Paks and Liquid CoQ10, said Meletis.
How Can Retailers Better Promote Energy Building Products?
Getting to the root of what’s causing energy depletion is an important first step. Billingslea noted, “When we think about energy-building products for our customer base, some very ‘basic’ products come to mind, like ubiquinol, CoEnzymated B-Complex, green tea, cordyceps, always a good MVM base, and Trace Minerals Power Paks—because we live in Houston with its hot and humid climate,” said Billingslea. The store moves the most Betsy’s Basics Ubiquinol 100 mg, Betsy’s Basics CoEnzymated B-Complex, Betsy’s Basics Green Tea and Cordyceps, and the Trace Minerals Power Paks, noted Billingslea.
The next place to look at is to consider the effects of stress and poor sleep on one’s energy, Billingslea said. “Our top movers for this set of products include our Betsy’s Basics Stress-Ease (adaptogens), Betsy’s Basics Holy Basil Super Critical Extraction, Betsy’s Basics Melatonin and Betsy’s Basics Sleep.” Also included in the energy-building category, said Billingslea, are adrenal and thyroid support products, blood sugar management support products and even digestive enzymes. “Of course, we do carry products in the more ‘traditional’ sense of energy support—as in for workouts,” said Billingslea, “but we don’t have a big customer set that is interested in these products. We have a Betsy’s Basics Beet Powder, and we carry Bluebonnet Nutrition’s Pre-Workout.”
Retailers, said Morin, need to promote other benefits to energy-building products besides caffeine. “Caffeine can still be an asset, but it cannot be the only selling point,” said Morin. “Retailers need to highlight products that are not using conventional caffeine and use sustained-release caffeine or caffeine from a plant source.” Additionally, he noted that the energy-building sets should include products that have clinical studies to support their claims and make sure that information is available to the customer in a way that is easy to understand.
Additionally, Morin pointed out a key ingredient in energy-building products. “Flavor is a key purchase driver. Retailers need to have sampling opportunities for their customers to try these products prior to purchasing,” he said. “The energy market is going to continue to grow and expand so retailers should continue to evolve their set.”
Though she works in product development, Ferguson noted that she’s also a retailer shopper. While she understands the importance of evergreen brands and ingredients in the aisle, she said she also takes notice of retailers that offer both these and more innovative products. “It becomes apparent when innovative offerings are driven by an extensive marketing spend versus a curated selection rooted in buyers that are clearly doing their homework,” Ferguson said. “Buyers should ask brands the hard questions, understand who’s formulating, what is driving decision-making, and how ultimately, they’re giving consumers a better experience,” she said. “There are too many ‘me too’ white-labeled products in the market; as retail buyers, you have the power to demand more from brands. Do it for the consumer; it will pay off in sales, especially when they leave their keyboard to shop your aisle because you’ve done the ‘googling’ for them,” she noted.
Meletis recommends that a powerful question for an individual to ponder is, “How many cells of my body must be tired before I feel the tiredness?” This is a question he poses to his patients routinely, he stated. “Education and understanding that consumers are savvy, and they want to know how a given supplement or group of supplements will actually better support the cellular functioning of the trillions of cells in the body.” It’s important to visit a store and seek supplements after spending time deliberating these things, Meletis noted.
Energy-building natural health products are experiencing a strong presence in the supplement market currently. And the outlook for this sector continues to be bright. As more Americans reach for products that may help them increase energy in a more natural way and without negative side effects, this market is expected to continue to see positive growth for years to come. VR
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.
References:
1 Sfera A, Osorio C, Hazan S, Kozlakidis Z, Maldonado JC, Martin del Campo CMZ, Anton JJ, Rahman L, Andronescu CV, Nicolson GL. Long COVID and the neuroendocrinology of microbial translocation outside the GI tract: some treatment strategies. Endocrines 2022; 3: 703-725. https://doi.org/10.3390/endocrines3040058.
2 Sfera A, Osorio C, Hazan S, Kozlakidis Z, Maldonado JC, Martin del Campo CMZ, Anton JJ, Rahman L, Andronescu CV, Nicolson GL. Long COVID and the neuroendocrinology of microbial translocation outside the GI tract: some treatment strategies. Endocrines 2022; 3: 703-725. https://doi.org/10.3390/endocrines3040058.
For More Information:
NOW Sports, www.nowsportsproducts.com
Ombre, www.ombrelab.com
Nutritional Therapeutics, www.ntfactor.com
Reset Bioscience, www.resetbioscience.com
Trace Minerals, www.traceminerals.com
Extra! Extra!
Healthier ways to promote energy abound in today’s natural health marketplace.
Coffee is a popular source of energy for most Americans. It’s estimated that nearly three-quarters of Americans have coffee and most consume it daily, according to an article by YouGovAmerica. In fact, some estimates say that typical caffeine consumption for most in the U.S. is around 300 mg per day. To put that in perspective, there are between 102 to 200 mg of caffeine in a traditionally brewed eight-ounce cup of coffee.
Clearly, Americans appreciate the energy boost that coffee gives them. But with that bump in energy come downsides. Side effects of too much caffeine may include an irregular heartbeat, headaches and sleeplessness, among others.
How else might individuals looking for energy get it in a healthier way and without so many negative side effects? Many natural health products on the market today may be beneficial when it comes to promoting energy. What’s the state of the market for energy-building products now? What’s trending in this submarket? Which new ingredients, research or delivery methods should manufacturers, brands and retailers know about now? And how can busy stores better promote energy-building products in the year to come?
What’s the Current State of the Market for Energy Building Products?
The current state of the market for energy-building products is strong. Transparency Market Research recently published a study on the energy supplements market. It indicated that in 2020 this market was valued at more than $13.8 billion. That figure is expected to rise at a CAGR of 6 percent, to $25.7 billion, by 2030. Transparency Market Research noted that consumer awareness about preventative healthcare is helping boost the sale of energy supplements now.
Busier lifestyles with longer working hours, among other pressures, are bringing health to the forefront of many individuals’ minds. Seeking products that provide energy and foods that are convenient and easy to eat on the go are growing in importance for many health-minded individuals.
Chris D. Meletis, ND, is the director of clinical education for Trace Minerals based in Utah. He stated that there are two groups of people who come to see him for help increasing their energy stores. Things have changed recently. “After 30 years of clinical practice, I have never seen so many patients dragging themselves through life,” said Meletis. He said that this is mostly due to the pandemic and the additional stress it heaped onto an already challenging existence. Some individuals too are dealing with the effects of “long-haul” COVID-19 symptoms.
“Yet, another group of individuals is now liberated from COVID restrictions [and] are all in with marathons, cross-fit and living life to their fullest,” Meletis said. “They are facing another energy hurdle. How do I get even more energy to pursue [this] passion?” Meletis stated that the need for CoQ10, Carnitine, NAD+, magnesium and trace mineral co-factors is where science has led forward-thinking manufacturers and consumers.
The demand for energy drinks also continues to rise. Ashley Ferguson, president of Reset Bioscience headquartered in Texas, stated that, according to data garnered from SPINS, sales of these are up 12 percent and are experiencing consistent cross-channel growth. “This makes sense, as energy drinks accounted for 3/5 of the global energy market in 2021 and are expected to keep their hold, per Brightfield data,” said Ferguson. “Now that we’re mostly back to everyday life, in the office, traveling and attending social events post the COVID-19 pandemic, we could all use a little energy. However, the typical caffeine-driven product needs to be updated,” she noted.
For Nutritional Therapeutics in New York, President John Casey noted that there is significantly more interest in substitutes for caffeine in the energy-building market. Additionally, he’s noticed more natural caffeine options.
This trend for healthier alternatives seems true across the board. “Consumers are becoming more sophisticated, demanding cleaner and especially sugar-free alternatives with multi-functionality,” said Ferguson. “To be just a caffeine-only product isn’t going to cut it.” Ferguson stated that it’s exciting to see growth in ingredients and formats outside of the norm. Also, seeing convenient forms of energy like gels—which she noted are predicted to be the fastest growing segment in 2023—along with bars, gummies and even chocolate is an interesting trend.
What’s #Trending in Energy Building Now?
And speaking of trends, what’s hot now in the energy-building market? While Americans are returning to a new normal, there are still a host of stresses and fallout from the pandemic to be dealt with. Energy is needed to tackle big goals and small tasks daily, and for most people, life has never felt busier.
While the past two years have seen an uptick in consumer interest in products like quercetin, vitamin D3, zinc, vitamin C and quercetin—due to the pandemic and focus on immune health—sleep quality and increased interest in mental clarity and focus are now on the rise. While trying to improve both is a worthy goal, the use of natural energy-builders may help individuals who aren’t able to sleep the recommended eight hours each night.
Bryan Morin, sports brand manager at NOW Sports (Illinois), stated that ingredients such as B12, ashwagandha, ginseng, rhodiola and D-ribose are all trending now in the energy-building category. Other ingredients that work at the cellular level to help the body produce more energy, said Morin, are also gaining popularity. “These types of ingredients can provide a lift while also helping to consume less caffeine. Caffeine is still a popular ingredient in the energy production space, but consumers are no longer accepting conventional caffeine,” Morin explained. “They want caffeine from a plant source or an encapsulated sustained-release (SR) caffeine. An SR caffeine can reduce the caffeine intake while also providing lasting energy.”
Meletis believes the following ingredients are hottest now in the energy-building segment: CoQ10, ribose, carnitine, NAD+ precursors such as nicotinamide riboside, PQQ (pyrroloquinoline quinone), fulvic/humic acid, and proper mineralization of both macro and trace minerals.
Ramona Billingslea is the marketing manager at Betsy’s Health Foods in Texas. She noted trends specific to retailers regarding the demographics interested in energy-building products. “I think Millennials are most interested in the energy boosts, like energy drinks, and the energy for sports kind of products,” said Billingslea, which she’s seen Gen X paying more attention to in this category recently. “A certain set of boomers use this category to stay on top of their general well-being,” said Billingslea, “but I think many Boomers are at the stage where they want to address too many other health issues to get to energy support. Often, if we can just get them on a good MVM, the Coenzymated B-Complex, and maybe a digestive enzyme, we will help them balance out their health needs and hopefully feel more energy because of that balance.”
Head of Science at Ombre in California, Kimberly Griffith, MS CNS, agreed that digestive health is an important area of consideration when it comes to energy building. “Probiotic and prebiotic supplements are a growing trend in the energy-building industry,” said Griffith. “Microbes in our gut can help boost energy production naturally. Bacteria are living beings that need to eat. Probiotic bacteria consume fiber in our diet, known as prebiotics,” she explained, and when probiotics consume fiber, they produce metabolites. These are called short-term fatty acids, which, she said, are like electrical currency for cells.
The company’s product, Ombre’s Endless Energy, contains both probiotics and prebiotics. “Our science team selected specific probiotic strains backed by science to support natural energy production for optimal mental and physical performance,” said Griffith. The proprietary formula is enhanced with well-tolerated prebiotic dietary fibers which may nourish a healthy gut, said Griffith. The product also may help promote bowel regularity and gut diversity, she said. “As a result, it can support nutrient absorption which can promote cellular communication and optimize energy production.”
For Ferguson at Reset Bioscience, interest in ingredients like amino acids, taurine, green tea supplements and green coffee extracts is trending from a product development research perspective. “Ingredient suppliers are in the know putting plant-derived caffeine sources like guarana into the market, complete with clinical data proving superiority to typical sources of caffeine,” noted Ferguson. “It’s noticeable that where we traditionally saw people reaching for energy-inducing products like sports and active nutrition are going further into more specific yet complementary functions like mood-boosting, antioxidant-rich, and cognitive function,” she said. She believes that many brands and manufacturers are reaching for botanical, rather than synthetic or chemical-based ingredients to produce cleaner-labeled ingredients.
Casey, at Nutritional Therapeutics, said the company is excited about NTFactor Lipids. “[These] are well researched to show benefits in the health of bio-membranes, improved bioavailability of synergistic nutrients, and continuing data to show relief of fatigue in difficult-to-treat populations including pain sufferers, long-standing chemical toxicity, and a most recently published work on Long COVID and neuroendocrinology,”1 said Casey.
New Products & Studies in the Energy-building Segment
At Reset Bioscience, Ferguson noted that the company is revolutionizing liquid vitamin supplements, which is purported to be this year’s fastest-growing supplement category, with a Wellness Shot product line of two-ounce, flavorful supplements. These offer shoppers affordable ways to personalize their wellness routines, said Ferguson, with convenient, clean ingredients.
“The RESET Energy Shot goes beyond sticky gummies and messy powders with a uniquely shelf-stable, water-based, non-GMO (genetically modified organism) formula that complements every lifestyle with no sugar or artificial flavors,” said Ferguson. “Each shot is powered with highly bioavailable vitamins B12 and B6, nicotinamide and l-tyrosine in a mouthwatering green apple flavor.”
“The newest product we have in this segment is our B-12 Energy Boost Sticks,” said Morin. “NOW Sports B-12 Energy Boost is a powerful blend of vitamin B12 and nutrients supporting cellular energy production.”* Morin stated that the advanced energy formula comes in a convenient stick format which can be consumed directly for on-the-go energy.
The company has some new products coming out in 2023 that Morin stated should make a positive impact on the energy-building market. “These products will use ingredients such as sustained released caffeine, a full complement of B vitamins, and other cofactors such as chromium, magnesium malate and carnitine. They will also include ingredients such as enXtra, a proprietary botanical ingredient that has been clinically shown to promote alertness and focus [for] up to five hours, and lutein, which can offer blue light protection,” stated Morin.* Perfect for anyone who spends ample time looking at screens.
Casey noted the ongoing interest of consumers in natural alternatives when it comes to building energy. “Ingredients are emerging that are well researched and more holistic such as the NTFactor Lipids from Nutritional Therapeutics, Inc.,” said Casey. “There have been seven peer-reviewed papers published about NTFactor Lipids in the last seven months,” he stated. “We have shown increased bioavailability in multi-nutrient formulas; improvement in self-reported symptomology of chemically exposed veterans; treatment strategies for long COVID and the neuroendocrinology of microbial translocation outside the GI (gastrointestinal) tract and other published peer-reviewed information,”2 Casey noted.
For Trace Minerals, one of the most important energy-building products is one that was originally created for individuals looking to improve their physical fitness. The Clean PreWorkout offers essential adrenal support, cellular energy, and micro and macro-nutrients, said Meletis, and is one he often recommends for any of his patients looking to increase their energy stores. “Supporting nitric oxide levels for good circulation and the delivery of the vitamins, minerals in our food and supplements through the 60,000 miles of blood vessels in the adult human body literally can get more mileage out of food and supplements,” Meletis explained. “I often share with my patients [that] nitric oxide levels drop by upwards of 50 percent by our late 40’s impacting the optimal functioning of our body.” Other winners in the energy-building category now for Trace Minerals include Trace Minerals Stress X, Ashwagandha gummies, Electrolyte Stamina Power Paks and Liquid CoQ10, said Meletis.
How Can Retailers Better Promote Energy Building Products?
Getting to the root of what’s causing energy depletion is an important first step. Billingslea noted, “When we think about energy-building products for our customer base, some very ‘basic’ products come to mind, like ubiquinol, CoEnzymated B-Complex, green tea, cordyceps, always a good MVM base, and Trace Minerals Power Paks—because we live in Houston with its hot and humid climate,” said Billingslea. The store moves the most Betsy’s Basics Ubiquinol 100 mg, Betsy’s Basics CoEnzymated B-Complex, Betsy’s Basics Green Tea and Cordyceps, and the Trace Minerals Power Paks, noted Billingslea.
The next place to look at is to consider the effects of stress and poor sleep on one’s energy, Billingslea said. “Our top movers for this set of products include our Betsy’s Basics Stress-Ease (adaptogens), Betsy’s Basics Holy Basil Super Critical Extraction, Betsy’s Basics Melatonin and Betsy’s Basics Sleep.” Also included in the energy-building category, said Billingslea, are adrenal and thyroid support products, blood sugar management support products and even digestive enzymes. “Of course, we do carry products in the more ‘traditional’ sense of energy support—as in for workouts,” said Billingslea, “but we don’t have a big customer set that is interested in these products. We have a Betsy’s Basics Beet Powder, and we carry Bluebonnet Nutrition’s Pre-Workout.”
Retailers, said Morin, need to promote other benefits to energy-building products besides caffeine. “Caffeine can still be an asset, but it cannot be the only selling point,” said Morin. “Retailers need to highlight products that are not using conventional caffeine and use sustained-release caffeine or caffeine from a plant source.” Additionally, he noted that the energy-building sets should include products that have clinical studies to support their claims and make sure that information is available to the customer in a way that is easy to understand.
Additionally, Morin pointed out a key ingredient in energy-building products. “Flavor is a key purchase driver. Retailers need to have sampling opportunities for their customers to try these products prior to purchasing,” he said. “The energy market is going to continue to grow and expand so retailers should continue to evolve their set.”
Though she works in product development, Ferguson noted that she’s also a retailer shopper. While she understands the importance of evergreen brands and ingredients in the aisle, she said she also takes notice of retailers that offer both these and more innovative products. “It becomes apparent when innovative offerings are driven by an extensive marketing spend versus a curated selection rooted in buyers that are clearly doing their homework,” Ferguson said. “Buyers should ask brands the hard questions, understand who’s formulating, what is driving decision-making, and how ultimately, they’re giving consumers a better experience,” she said. “There are too many ‘me too’ white-labeled products in the market; as retail buyers, you have the power to demand more from brands. Do it for the consumer; it will pay off in sales, especially when they leave their keyboard to shop your aisle because you’ve done the ‘googling’ for them,” she noted.
Meletis recommends that a powerful question for an individual to ponder is, “How many cells of my body must be tired before I feel the tiredness?” This is a question he poses to his patients routinely, he stated. “Education and understanding that consumers are savvy, and they want to know how a given supplement or group of supplements will actually better support the cellular functioning of the trillions of cells in the body.” It’s important to visit a store and seek supplements after spending time deliberating these things, Meletis noted.
Energy-building natural health products are experiencing a strong presence in the supplement market currently. And the outlook for this sector continues to be bright. As more Americans reach for products that may help them increase energy in a more natural way and without negative side effects, this market is expected to continue to see positive growth for years to come. VR
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.
References:
1 Sfera A, Osorio C, Hazan S, Kozlakidis Z, Maldonado JC, Martin del Campo CMZ, Anton JJ, Rahman L, Andronescu CV, Nicolson GL. Long COVID and the neuroendocrinology of microbial translocation outside the GI tract: some treatment strategies. Endocrines 2022; 3: 703-725. https://doi.org/10.3390/endocrines3040058.
2 Sfera A, Osorio C, Hazan S, Kozlakidis Z, Maldonado JC, Martin del Campo CMZ, Anton JJ, Rahman L, Andronescu CV, Nicolson GL. Long COVID and the neuroendocrinology of microbial translocation outside the GI tract: some treatment strategies. Endocrines 2022; 3: 703-725. https://doi.org/10.3390/endocrines3040058.
For More Information:
Extra! Extra!
