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Men’s top health supplements may play a role in closing the mortality rate gap between men and women.
Mark Twain is credited as saying, “The only way to keep your health is to eat what you don’t want, drink what you don’t like, and do what you’d rather not.” And, like Twain, for many American men, being healthy can be a challenge. Society and culture tell a man that eating meat—and lots of it—adds to one’s masculinity, as does shrugging off aches and pains, not worrying about getting enough sleep or being active. This couldn’t be further from the truth.
Women are statistically more concerned with health than men. Though men are typically stronger than women physically, they are weaker when it comes to health, according to the article, “Mars vs. Venus: The gender gap in health” by Harvard Health Publishing. The 2019 article stated that men are likely to die five years earlier than women—and the gender gap in mortality rates has continued to rise since the early 1900s.
Discussing health doesn’t always come easily to men, explained David Winston RH(AHG), founder and president of Herbalist & Alchemist in New Jersey. Many predominant health concerns affect all genders because they’re a result of the stresses of life which take both a physical and mental toll, Winston said.
Stereotypes regarding men, though, add another layer of stress. “For men specifically, society tells them they have to be self-sufficient, independent and mostly unemotional, which can leave men feeling isolated, angry and disconnected from their feelings,” Winston said. “It is why men are much more reluctant than women to seek medical care even when experiencing serious symptoms or get preventive screenings.” Men often need a little extra help when it comes to getting the nutrition they need. And that’s where top men’s supplements come into play.
With a myriad of supplements targeted to men in the market, it’s sometimes hard to know which top products or ingredients are most beneficial. When manufacturers create men’s health supplements, what do they consider most important? What trends in men’s health supplements are popular and how are these products performing overall? And how are manufacturers supporting retailers best now?
What Do Manufacturers Consider When Creating Men’s Health Supplements?
Trisha Sugarek MacDonald, BS, MS is the senior director of research and development and a national educator at Bluebonnet Nutrition Corporation in Texas. She stated that it’s important for manufacturers to look at the generational needs of men, not lump them together in one large group. Men have differing needs depending on their ages. Each age group also has preferences when it comes to delivery methods of dietary supplements, Sugarek MacDonald noted. Young males, for instance, are more likely to reach for whole-food supplements earlier in their lives, she explained, because they see food as medicine.
“Millennials are health-savvy, and they want clean-label products that are sustainably sourced,” Sugarek MacDonald pointed out. “Millennials prefer local, organic, grass-fed nutrition and are willing to pay for these higher ticket items.” They also tend to want personalized products specific to their needs. Individuals in this demographic are most likely to purchase protein drinks and shakes, whereas Gen-X consumers prefer supplements as a food ingredient, Sugarek MacDonald explained. Boomers prefer more traditional delivery methods, reaching most often for pills, tablets and vitamins to help with specific conditions.
Winston noted that men aren’t always eager to discuss their health. “I have been working with men’s health issues from the time I became an herbalist,” said Winston. “Men are often reluctant to talk about themselves but have felt comfortable discussing their concerns with me. So, when I formulate products for men, it’s based upon my clinical experience,” he noted. Still, many men are seeking help. “Over a third of our customers are men,” Winston noted. “If Men’s Prostate Tonic is out of stock, our customer service people field irate phone calls about it.” This is one of the company’s key products, a combination of saw palmetto, collinsonia, stinging nettle and other ingredients.
BIO-CAT is a manufacturer located in Virginia. Its Senior Vice President of Business Development and Marketing, Mark G. Walin, weighed in on what the company looks for when it comes to creating a new men’s health supplement. These are one of the main areas of focus for the company, he notes, both from a lifestyle and life stage standpoint. Protein is a key feature of its products. “BIO-CAT’s proprietary ingredient, OPTIZIOME P3 HYDROLYZER, enhances protein performance by unleashing more nutrition from a protein shake, allowing active consumers to achieve recommended higher protein intake,”* he noted.
“Men want to know that the product is ‘strong’ enough for them, literally formulated for their unique requirements,” Walin said. “The market is poised for growth where products with substantiated science can deliver on claims that matter to men in helping them achieve their nutritional goals.” He stated that overall, men’s interest in nutritional supplements has changed, Walin explained. “Previously, retail distribution and promotion drove market share results, regardless of product performance,” he said. “However, today’s consumer is more empowered to research the efficacy and legitimacy of products and their ingredients.” As a result, Walin stated, consumers have increased interest in clinical substantiation to back claims. This, in turn, motivates companies to focus more on science-backed ingredients in their products.
Maggie McNamara is the marketing director at Gencor, an ingredient supplier with headquarters in Texas. To effectively create products, one must first carefully study the market, she noted. “The market for men’s health supplements is growing and becoming more expansive with the types of health conditions,” McNamara said. “Specifically, in addition to a common testosterone-boosting ingredient like Testofen, which helps with energy, stamina, muscle strength and mass, libido and more,* men are now seeing products marketed toward beauty such as hair and skin, as well as anxiety, stress and mood support.”
This broadening of interest has benefits for men. No longer are performance and weight the only focus. And while this isn’t a brand-new concept, McNamara explained, it is catching on. “More retailers are marketing these condition-specific supplements like mental focus, stress relief, immune and hair and skin products,” she said.
How Are Manufacturers Supporting Retailers?
Walin stated that BIO-CAT supports retailers by providing “inside intel” that they may not otherwise get. “We help brands launch relevant innovation which increases the velocity of sales off of retailer shelves,” Walin said, noting that this is true for both brick-and-mortar and online retailers.
At Gencor, McNamara stated that as an ingredient supplier, it supports product manufacturers by providing all scientific findings with clinical studies and claims to be reviewed by the company’s legal team. “We also have several consumer-facing websites that highlight the science and research behind our branded ingredients,” said McNamara, “and showcase consumer products that contain our ingredients for convenience shopping from a consumer’s perspective.”
Sébastien Bornet is the vice president of global sales and marketing at Horphag Research with headquarters in Switzerland. He stated that retailers must choose safe and evidence-based products to line store shelves. “As an ingredient supplier, it’s our responsibility to provide easily accessible information about our branded ingredients and educate target markets on new research on benefits,” Bornet said. “We support our customers globally by providing them with research-based educational content on Pycnogenol, its mechanisms of action and benefits, as well as targeted and customized co-marketing programs.”
What’s Trending in Men’s Health Supplements Now?
At Herbalist & Alchemist, Winston noted a few key ingredients in the company’s men’s health supplement lineup. “The very popular ashwagandha is a calming adaptogen that has been shown the ability to reduce the effects of chronic stress and alleviate anxiety,” said Winston. “It also augments testosterone levels and libido. Black cohosh is effective for treating hormonal irritability, which includes andropausal stress in men,” he explained. Saw palmetto, which may help the prostate gland, continues to be popular in men’s health products. “Pulsatilla is used in very small amounts for irritability, hormonal anxiety, moodiness and “fly off the handle” anger.”*
Though not a trend, per se, there is an increase in men dealing with sexual issues as they age, said Sugarek MacDonald. “One of the most significant health challenges for men today is sexual dysfunction and infertility, including low testosterone—the main male hormone—low sex drive, lack of energy and depression.” Aging often takes a toll on joints and bones, but men are most likely to notice changes in both energy levels and vitality. Studies by Turnover indicate that decreased testosterone levels are permanent rather than transient in the aging male population,” she said. “Low testosterone levels can cause a lack of sex drive and erectile dysfunction,” she added.
The company has formulated a special whole-food-based formula that may help men struggling with these issues. “Bluebonnet’s Intimate Essentials For Him Testosterone & Libido Boost is specially formulated with unique, sustainably harvested or wildcrafted botanical extracts . . . for optimal sexual performance,” * said Sugarek MacDonald. “Plus, it contains minerals like zinc and boron, as well as a purified shilajit from the Himalayas (PrimaVie) to promote the natural production of testosterone,” she noted. “L-arginine has also been incorporated to increase nitric oxide production to improve blood flow for heightened sexual virility.”
Many men struggle with gas. It’s estimated that 43 percent of individuals with GI (gastrointestinal) distress, Walin stated, address their symptoms with antacids and anti-gas medications, citing an article published in Digestive Diseases and Sciences. The company created BIO-CAT Microbials, a clinically tested probiotic to address this issue. “This Bacillus subtilis probiotic is an ideal ingredient for a variety of food, beverage, and dietary supplement product formats,” said Walin. “For men seeking digestive health benefits, BS50 is a safe and effective probiotic that can be taken at a daily dose of 2 billion CFU with a meal to relieve symptoms of GI distress related to burping and bloating.”
Keirstyn Johnson, manager and buyer at Vig’s Health Food & Discount Supplements in Idaho, noted that there are three clear winners when it comes to top men’s health supplements at the store now: Emerald Labs DHEA, Terry Naturally HRG80 Red Ginseng Male Sexual Enhancement, and Nature’s Plus Ultra GHT Male. When asked about trends she’s noticing in this demographic, Johnson stated, “I have noticed more younger men seeking out testosterone support than ever before. They are mostly seeking to gain muscle mass.”
Johnson said she has noticed certain ingredients too, are popular now in the men’s health supplement arena. These include tongkat ali, Panax ginseng and ashwagandha, she stated.
Obstacles the Industry and Manufacturers Must Overcome
Like any other category, the men’s health supplement market must overcome certain obstacles to improve. Winston stated that most consumers believe one single herb is going to be a cure. As an example, he noted that saw palmetto is often referred to as the prostate herb. “The reality is that herbs generally work best when skillfully combined,” said Winston. This is different than the allopathic or pharmaceutical approach of addressing a condition with a single herb, he explained. “The combination of those herbs is greater than the sum of its parts.”
At BIO-CAT, Walin said that a proliferation of new brand launches is pushing the category toward saturation. These increased options haven’t necessarily made it easier for consumers to shop, however. Instead, Walin noted, it’s increased confusion in many cases. “As a result, it is more critical than ever for branded marketers and product formulators to focus on driving clarity of health benefits by utilizing scientifically substantiated ingredients from the most reputable suppliers,” he said.
At Gencor, McNamara would concur that the men’s health supplement space is crowded. To overcome this obstacle, she noted and beat the “me too” products, a company must introduce new and creditable scientific findings. “Combining the research with a strong online presence and social backing can help set your product up for success,” she said.
Where the Men’s Supplement Market is Going
What’s the men’s supplement market look like now? The state of it is shifting to meet growing interest and demand, said Bornet. “According to the CDC’s (Centers for Disease Control and Prevention) National Health and Nutrition Examination Survey, 50.8 percent of U.S. men aged 20 and above use dietary supplements,” Bornet noted. “Interest and demand from men are growing for supplements to address core health issues, such as heart health and cognitive health.”
Supplement makers must show both research and efficacy in addressing these issues, he stated. There’s also expected to be an increased interest in both joint and prostate health in the future. “While those categories have been more difficult to move, consumer education and quality of life interests are expected to fuel more measurable growth,” Bornet said. Products like the company’s Pycnogenol, a French maritime pine bark extract, may fuel demand, he said. He added that education campaigns to illustrate health benefits will also be important.
With the wealth of health information and both new and well-known men’s health supplements available, perhaps the outlook on men’s health will continue to improve. 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.
For More Information:
BIO-CAT, www.bio-cat.com
Bluebonnet Nutrition Corporation, https://bluebonnetnutrition.com
Herbalist & Alchemist, www.herbalist-alchemist.com
Horphag Research, www.pycnogenol.com/home
Gencor, www.gencorpacific.com
Men’s top health supplements may play a role in closing the mortality rate gap between men and women.
Mark Twain is credited as saying, “The only way to keep your health is to eat what you don’t want, drink what you don’t like, and do what you’d rather not.” And, like Twain, for many American men, being healthy can be a challenge. Society and culture tell a man that eating meat—and lots of it—adds to one’s masculinity, as does shrugging off aches and pains, not worrying about getting enough sleep or being active. This couldn’t be further from the truth.
Women are statistically more concerned with health than men. Though men are typically stronger than women physically, they are weaker when it comes to health, according to the article, “Mars vs. Venus: The gender gap in health” by Harvard Health Publishing. The 2019 article stated that men are likely to die five years earlier than women—and the gender gap in mortality rates has continued to rise since the early 1900s.
Discussing health doesn’t always come easily to men, explained David Winston RH(AHG), founder and president of Herbalist & Alchemist in New Jersey. Many predominant health concerns affect all genders because they’re a result of the stresses of life which take both a physical and mental toll, Winston said.
Stereotypes regarding men, though, add another layer of stress. “For men specifically, society tells them they have to be self-sufficient, independent and mostly unemotional, which can leave men feeling isolated, angry and disconnected from their feelings,” Winston said. “It is why men are much more reluctant than women to seek medical care even when experiencing serious symptoms or get preventive screenings.” Men often need a little extra help when it comes to getting the nutrition they need. And that’s where top men’s supplements come into play.
With a myriad of supplements targeted to men in the market, it’s sometimes hard to know which top products or ingredients are most beneficial. When manufacturers create men’s health supplements, what do they consider most important? What trends in men’s health supplements are popular and how are these products performing overall? And how are manufacturers supporting retailers best now?
What Do Manufacturers Consider When Creating Men’s Health Supplements?
Trisha Sugarek MacDonald, BS, MS is the senior director of research and development and a national educator at Bluebonnet Nutrition Corporation in Texas. She stated that it’s important for manufacturers to look at the generational needs of men, not lump them together in one large group. Men have differing needs depending on their ages. Each age group also has preferences when it comes to delivery methods of dietary supplements, Sugarek MacDonald noted. Young males, for instance, are more likely to reach for whole-food supplements earlier in their lives, she explained, because they see food as medicine.
“Millennials are health-savvy, and they want clean-label products that are sustainably sourced,” Sugarek MacDonald pointed out. “Millennials prefer local, organic, grass-fed nutrition and are willing to pay for these higher ticket items.” They also tend to want personalized products specific to their needs. Individuals in this demographic are most likely to purchase protein drinks and shakes, whereas Gen-X consumers prefer supplements as a food ingredient, Sugarek MacDonald explained. Boomers prefer more traditional delivery methods, reaching most often for pills, tablets and vitamins to help with specific conditions.
Winston noted that men aren’t always eager to discuss their health. “I have been working with men’s health issues from the time I became an herbalist,” said Winston. “Men are often reluctant to talk about themselves but have felt comfortable discussing their concerns with me. So, when I formulate products for men, it’s based upon my clinical experience,” he noted. Still, many men are seeking help. “Over a third of our customers are men,” Winston noted. “If Men’s Prostate Tonic is out of stock, our customer service people field irate phone calls about it.” This is one of the company’s key products, a combination of saw palmetto, collinsonia, stinging nettle and other ingredients.
BIO-CAT is a manufacturer located in Virginia. Its Senior Vice President of Business Development and Marketing, Mark G. Walin, weighed in on what the company looks for when it comes to creating a new men’s health supplement. These are one of the main areas of focus for the company, he notes, both from a lifestyle and life stage standpoint. Protein is a key feature of its products. “BIO-CAT’s proprietary ingredient, OPTIZIOME P3 HYDROLYZER, enhances protein performance by unleashing more nutrition from a protein shake, allowing active consumers to achieve recommended higher protein intake,”* he noted.
“Men want to know that the product is ‘strong’ enough for them, literally formulated for their unique requirements,” Walin said. “The market is poised for growth where products with substantiated science can deliver on claims that matter to men in helping them achieve their nutritional goals.” He stated that overall, men’s interest in nutritional supplements has changed, Walin explained. “Previously, retail distribution and promotion drove market share results, regardless of product performance,” he said. “However, today’s consumer is more empowered to research the efficacy and legitimacy of products and their ingredients.” As a result, Walin stated, consumers have increased interest in clinical substantiation to back claims. This, in turn, motivates companies to focus more on science-backed ingredients in their products.
Maggie McNamara is the marketing director at Gencor, an ingredient supplier with headquarters in Texas. To effectively create products, one must first carefully study the market, she noted. “The market for men’s health supplements is growing and becoming more expansive with the types of health conditions,” McNamara said. “Specifically, in addition to a common testosterone-boosting ingredient like Testofen, which helps with energy, stamina, muscle strength and mass, libido and more,* men are now seeing products marketed toward beauty such as hair and skin, as well as anxiety, stress and mood support.”
This broadening of interest has benefits for men. No longer are performance and weight the only focus. And while this isn’t a brand-new concept, McNamara explained, it is catching on. “More retailers are marketing these condition-specific supplements like mental focus, stress relief, immune and hair and skin products,” she said.
How Are Manufacturers Supporting Retailers?
Walin stated that BIO-CAT supports retailers by providing “inside intel” that they may not otherwise get. “We help brands launch relevant innovation which increases the velocity of sales off of retailer shelves,” Walin said, noting that this is true for both brick-and-mortar and online retailers.
At Gencor, McNamara stated that as an ingredient supplier, it supports product manufacturers by providing all scientific findings with clinical studies and claims to be reviewed by the company’s legal team. “We also have several consumer-facing websites that highlight the science and research behind our branded ingredients,” said McNamara, “and showcase consumer products that contain our ingredients for convenience shopping from a consumer’s perspective.”
Sébastien Bornet is the vice president of global sales and marketing at Horphag Research with headquarters in Switzerland. He stated that retailers must choose safe and evidence-based products to line store shelves. “As an ingredient supplier, it’s our responsibility to provide easily accessible information about our branded ingredients and educate target markets on new research on benefits,” Bornet said. “We support our customers globally by providing them with research-based educational content on Pycnogenol, its mechanisms of action and benefits, as well as targeted and customized co-marketing programs.”
What’s Trending in Men’s Health Supplements Now?
At Herbalist & Alchemist, Winston noted a few key ingredients in the company’s men’s health supplement lineup. “The very popular ashwagandha is a calming adaptogen that has been shown the ability to reduce the effects of chronic stress and alleviate anxiety,” said Winston. “It also augments testosterone levels and libido. Black cohosh is effective for treating hormonal irritability, which includes andropausal stress in men,” he explained. Saw palmetto, which may help the prostate gland, continues to be popular in men’s health products. “Pulsatilla is used in very small amounts for irritability, hormonal anxiety, moodiness and “fly off the handle” anger.”*
Though not a trend, per se, there is an increase in men dealing with sexual issues as they age, said Sugarek MacDonald. “One of the most significant health challenges for men today is sexual dysfunction and infertility, including low testosterone—the main male hormone—low sex drive, lack of energy and depression.” Aging often takes a toll on joints and bones, but men are most likely to notice changes in both energy levels and vitality. Studies by Turnover indicate that decreased testosterone levels are permanent rather than transient in the aging male population,” she said. “Low testosterone levels can cause a lack of sex drive and erectile dysfunction,” she added.
The company has formulated a special whole-food-based formula that may help men struggling with these issues. “Bluebonnet’s Intimate Essentials For Him Testosterone & Libido Boost is specially formulated with unique, sustainably harvested or wildcrafted botanical extracts . . . for optimal sexual performance,” * said Sugarek MacDonald. “Plus, it contains minerals like zinc and boron, as well as a purified shilajit from the Himalayas (PrimaVie) to promote the natural production of testosterone,” she noted. “L-arginine has also been incorporated to increase nitric oxide production to improve blood flow for heightened sexual virility.”
Many men struggle with gas. It’s estimated that 43 percent of individuals with GI (gastrointestinal) distress, Walin stated, address their symptoms with antacids and anti-gas medications, citing an article published in Digestive Diseases and Sciences. The company created BIO-CAT Microbials, a clinically tested probiotic to address this issue. “This Bacillus subtilis probiotic is an ideal ingredient for a variety of food, beverage, and dietary supplement product formats,” said Walin. “For men seeking digestive health benefits, BS50 is a safe and effective probiotic that can be taken at a daily dose of 2 billion CFU with a meal to relieve symptoms of GI distress related to burping and bloating.”
Keirstyn Johnson, manager and buyer at Vig’s Health Food & Discount Supplements in Idaho, noted that there are three clear winners when it comes to top men’s health supplements at the store now: Emerald Labs DHEA, Terry Naturally HRG80 Red Ginseng Male Sexual Enhancement, and Nature’s Plus Ultra GHT Male. When asked about trends she’s noticing in this demographic, Johnson stated, “I have noticed more younger men seeking out testosterone support than ever before. They are mostly seeking to gain muscle mass.”
Johnson said she has noticed certain ingredients too, are popular now in the men’s health supplement arena. These include tongkat ali, Panax ginseng and ashwagandha, she stated.
Obstacles the Industry and Manufacturers Must Overcome
Like any other category, the men’s health supplement market must overcome certain obstacles to improve. Winston stated that most consumers believe one single herb is going to be a cure. As an example, he noted that saw palmetto is often referred to as the prostate herb. “The reality is that herbs generally work best when skillfully combined,” said Winston. This is different than the allopathic or pharmaceutical approach of addressing a condition with a single herb, he explained. “The combination of those herbs is greater than the sum of its parts.”
At BIO-CAT, Walin said that a proliferation of new brand launches is pushing the category toward saturation. These increased options haven’t necessarily made it easier for consumers to shop, however. Instead, Walin noted, it’s increased confusion in many cases. “As a result, it is more critical than ever for branded marketers and product formulators to focus on driving clarity of health benefits by utilizing scientifically substantiated ingredients from the most reputable suppliers,” he said.
At Gencor, McNamara would concur that the men’s health supplement space is crowded. To overcome this obstacle, she noted and beat the “me too” products, a company must introduce new and creditable scientific findings. “Combining the research with a strong online presence and social backing can help set your product up for success,” she said.
Where the Men’s Supplement Market is Going
What’s the men’s supplement market look like now? The state of it is shifting to meet growing interest and demand, said Bornet. “According to the CDC’s (Centers for Disease Control and Prevention) National Health and Nutrition Examination Survey, 50.8 percent of U.S. men aged 20 and above use dietary supplements,” Bornet noted. “Interest and demand from men are growing for supplements to address core health issues, such as heart health and cognitive health.”
Supplement makers must show both research and efficacy in addressing these issues, he stated. There’s also expected to be an increased interest in both joint and prostate health in the future. “While those categories have been more difficult to move, consumer education and quality of life interests are expected to fuel more measurable growth,” Bornet said. Products like the company’s Pycnogenol, a French maritime pine bark extract, may fuel demand, he said. He added that education campaigns to illustrate health benefits will also be important.
With the wealth of health information and both new and well-known men’s health supplements available, perhaps the outlook on men’s health will continue to improve. 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.
For More Information:
BIO-CAT, www.bio-cat.com
Bluebonnet Nutrition Corporation, https://bluebonnetnutrition.com
Herbalist & Alchemist, www.herbalist-alchemist.com
Horphag Research, www.pycnogenol.com/home
Gencor, www.gencorpacific.com
