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Description: In This Issue: Faster, Younger, Stronger, Industry Update, Women's Health, and Eco Clothing & Accessories

www.vitaminretailer.com Don t miss a single issue of VR in 2018 ... go online to renew your free subscription today VitaminRetailer.com January18 Go to www.vitaminretailer.com nahs for info about this advertiser Go to www.vitaminretailer.com wakunaga for info about this advertiser d o ou ter Pr or p up S f TABLEOFCONTENTS JANUARY18 VOLUME 25 NUMBER 1 20 24 28 32 Features 20 Industry Update With 2017 on the books Vitamin Retailer looks at the state of the industry post Amazon-Whole Foods merger. www.facebook.com vitaminretailermagazine 24 Faster Younger Stronger The supplement market for bone joint and muscle health is broadening beyond older adults to younger consumers looking for new ingredients delivery and quicker results. 28 For Women Only Women are more proactive about their health than ever here s what they are concerned about and how to best cater to their supplement and wellness needs. Visit VitaminRetailer.com FreeProductInfo for FREE Product Information or Samples from All Vitamin Retailer Advertisers Also Sign Up for the FREE E-newsletter VitaminRetailer.com Columns 4 19 32 Off the Cuff Retail Fundamentals Supplement Science 36 38 42 Product Spotlight Health Over 40 Natural Medicine Departments 6 8 14 17 Hot Sellers Industry News Association News Research Update 45 47 47 47 New Products Off the Press Advertiser Index Industry Events Copyright 2017. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 25 Number 1 January 2018. Vitamin Retailer is published monthly by VRM Media 431 Cranbury Road Suite C East Brunswick NJ 08816 USA Phone (732) 432-9600 Fax (732) 432-9288. All rights reserved including the right to reproduce in whole or in part. Not responsible for unsolicited material. Opinions expressed in by-lined articles or advertisements are not necessarily those of Vitamin Retailer or its owners. Publisher is not liable for advertiser product claims or representations. Advertisers assume total responsibility for the contents of their advertisements. Printed in U.S.A. Basic annual subscription rate is 60. Periodicals postage paid at New Brunswick NJ 08899 and additional mailing offices. POSTMASTER Send all UAA to VRM Media 431 Cranbury Road Suite C East Brunswick NJ 08816. NON-POSTAL AND MILITARY FACILITIES send address corrections to Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186. Subscription Customer Service Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186 USA Phone (818) 286-3168 Fax (800) 869-0040 vrecs magserv.com www.vitaminretailer.com. Back Issues & Single Copies For order information contact (732) 432-9600 or general vitaminretailer.com. August issue is 25.00. October issue is 45.00. All other issues are 8.00 each. 2 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com livon for info about this advertiser OFFTHECUFF The Sad and Complex Life of a Simple Weed emp is an infinitely useful plant found in health foods organic body care and nutraceuticals the fibers and stalks are used in hemp clothing construction materials paper biofuel and more. Hemp is a great addition to farmers crop rotation often used to suppress weeds and loosen soil before the planting of winter cereals (although it requires a relatively large amount of water and nutrient dense soil to grow). Demonized in the 1930s hemp cultivation is still limited and monitored there s still confusion about CBD vs. THC and legal clarification is obviously needed. In November 2017 the Indiana state attorney general issued an opinion declaring that CBD is not a legal ingredient and could be seized by state authorities at any time. Shortly after however Indiana Govenor Eric Holcomb was asked if CBD oil is legal and if Hoosiers can buy it in stores. Yes the governor said and they will continue to be able to. He added that CBD oil with no THC content is legal in the state of Indiana and will continue to be. Despite Cannabis sativa hurdles last year we witnessed a surge of supplement companies offering CBD oil products and will very likely continue to see many more. Obviously consumers want to buy the products--those who suffer pain and a multitude of maladies or want to live a healthier lifestyle are eager to try natural means for the obvious reasons. In this month s Industry Update feature article (see page 20) Vitamin Retailer s Publisher Daniel McSweeney Editorial Director DanM VRMmedia.com Associate Russ Fields Publisher RussF VRMmedia.com Advertising Gary Pfaff Sales Manager GaryP VRMmedia.com Editor-in-Chief Janet Poveromo JanetP VRMmedia.com H Associate Editor Nicholas Saraceno and contributing writer James Gormley asked industry experts their thoughts on the state of the natural products industry including the CBD oil market. We have found that retailers are treading carefully into the hemp field and I don t blame them. The balance of legality and offering healthy and safe products overrule simply bending to comply with a consumer want and should be considered carefully. If common sense prevailed in the past we would have seen hemp growing freely-- where it can--across the country and used for years in supplements for the benefit of people s endocannabinoid systems. In many ways we would be far ahead of the current status. As for now for those seeking to make a personal choice about what to take for their health it s about time to think seriously about CBD. For more information on CBD please look for the February issue of Vitamin Retailer where Gene Bruno s Supplement Science article will cover Hemp Oil CBD Shedding Some Light on the Confusion. Managing Editor Shari Barbanel ShariB VRMmedia.com Associate Nicholas Saraceno Editor NicoS VRMmedia.com Art Director Robert Certo Production Manager RobertC VRMmedia.com Production Assistant Bryan Zak Graphic Designer BryanZ VRMmedia.com Contributing Writers Gene Bruno MS MHS James Gormley Terry Lemerond Michael T. Murray ND Cheryl Myers Lisa Schofield Circulation Rosie Brodsky Manager Rosie StarkServices.com Updates For 2018 you may notice a few changes in the magazine the Product Spotlight column will feature more lifestyle products and while Cheryl Meyers will still be writing her expert columns her focus will be on health for older consumers. The new column is titled Health Over 40 and you can read the first article that covers pain management on page 38. We are also excitedly anticipating a major Vitamin Retailer website redesign and will be sure to keep you up to date on the launch. In the meantime readers can still find exclusive online content on the current website at www.vitaminretailer.com. VRM Media Phone Fax E-mail Website President 431 Cranbury Road Ste. C East Brunswick NJ 08816 (732) 432-9600 (732) 432-9288 info VRMmedia.com www.vitaminretailer.com Daniel McSweeney DanM VRMmedia.com information for and about the dietary supplement industry in order to foster industry growth and help preserve the rights of dietary supplement suppliers and retailers. Subscription Customer Service To order a subscription or manage your account please contact us at Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186 USA Phone (818) 286-3168 Fax (800) 869-0040 vrecs magserv.com www.vitaminretailer.com Mission Vitamin Retailer magazine Statement is dedicated to providing Connect With Us Back Issues See the Table of Contents page for price and order information. www.twitter.com www.facebook.com www.linkedin.com www.instagram.com www.pinterest.com vitaminretailer vitaminretailermagazine company vrm-media vitaminretailermagazine vrm_media 4 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com scandinavian for info about this advertiser HOTSELLERS What s hot at retailers across the U.S. Regarding Health Direct s AminoSculpt Love this product-- we are receiving such amazing feedback from our customers. --Dianna Singh Owner Elk Grove Vitamins NORTHEAST SOUTHEAST DEBRA S NATURAL GOURMET Concord MA VITAMIN MINERAL SUPPLEMENT Magnesium Glycinate 400 by KAL SPECIALTY SUPPLEMENT BioSil by Natural Factors HERBS BOTANICALS Turmeric (95% Curcumin) Caps with Black Pepper by Vitality Works (private label) FUNCTIONAL FOOD BEVERAGE Golden Milk (With Turmeric) by Gaia Herbs PERSONAL CARE Lavender Essential Oil by Vitality Works (private label) HOT PRODUCT OF THE MONTH Grief Relief by Herbalist & Alchemist EUCALYPTUS WELLNESS COMPANY AND ELIXIR BAR Mount Pleasant SC VITAMIN MINERAL SUPPLEMENT Vitamin D3 K2 Gummies by Nordic Naturals SPECIALTY SUPPLEMENT Alpha BRAIN by Onnit Labs HERBS BOTANICALS Irish Sea Moss by Starwest Botanicals FUNCTIONAL FOOD BEVERAGE PartyAid (drink) by LifeAid PERSONAL CARE Burn-Out Topical Mist by Mary s Nutritionals HOT PRODUCT OF THE MONTH On Guard (oil) by d TERRA MIDWEST CENTRAL CONNOR HEALTH FOODS Waco TX VITAMIN MINERAL SUPPLEMENT Chelated Magnesium by Bluebonnet SPECIALTY SUPPLEMENT Ultra Pro 50 (formerly ProMax) by Signature Formulations HERBS BOTANICALS CBD Oil by CBD Technology Center FUNCTIONAL FOOD BEVERAGE RevitalX by Natural Factors PERSONAL CARE Grapeseed Oil by Premier Pigments HOT PRODUCT OF THE MONTH Curamin by Terry Naturally EuroPharma GOOD HARVEST MARKET Pewaukee WI VITAMIN MINERAL SUPPLEMENT Vitamin D3 by Natural Factors SPECIALTY SUPPLEMENT CuraMed Super Absorption Curcumin by Terry Naturally EuroPharma HERBS BOTANICALS Organic Teas by Traditional Medicinals FUNCTIONAL FOOD BEVERAGE Organic Wheat Grass by Amazing Grass PERSONAL CARE All Products by Primal Pit Paste HOT PRODUCT OF THE MONTH Multi Collagen Protein by Dr. Axe NORTHWEST WEST TOTAL HEALTH LLC Fruitland ID VITAMIN MINERAL SUPPLEMENT Iodoral (Iodine) by Optimox SPECIALTY SUPPLEMENT CuraMed by Terry Naturally EuroPharma HERBS BOTANICALS Wild Yam Extract by Solaray FUNCTIONAL FOOD BEVERAGE Greens Pak by Trace Minerals Research PERSONAL CARE Peppermint Essential Oil by NOW Foods HOT PRODUCT OF THE MONTH Targeted Choice Blood Pressure Support by Bluebonnet ELK GROVE VITAMINS Elk Grove CA VITAMIN MINERAL SUPPLEMENT Bronchial Clear by Terry Naturally EuroPharma SPECIALTY SUPPLEMENT PS (Phosphatidylserine) by Natural Factors HERBS BOTANICALS Adaptra by Terry Naturally EuroPharma FUNCTIONAL FOOD BEVERAGE Beyond Bone Broth by Jarrow Formulas PERSONAL CARE Antioxidant Facial Oil by Mad Hippie HOT PRODUCT OF THE MONTH AminoSculpt by Health Direct Retailers interested in having their stores featured in Hot Sellers can visit vitaminretailer.com hotsellers. 6 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com cvc for info about this advertiser INDUSTRYNEWS Got News Send news press releases to Editor Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP VRMmedia.com Nestl Acquires Garden of Life n December 5 Nestl announced that it agreed to acquire privately held Atrium Innovations a global leader in nutritional health products whose brands include Garden of Life from a group of investors led by Permira Funds for 2.3 billion in cash. Atrium s 2017 sales are expected to reach almost 700 million. The move supports Nestl s pursuit of growth opportunities in consumer health care to complement the company s focus on its high-growth food and beverage categories. The transaction is expected to close in the first quarter of 2018 following the completion of customary approvals and closing conditions. Upon closing Atrium with its corporate offices in Quebec Canada will become part of Nestl Health Science. Its existing management team will continue to manage the business led by Peter Luther Atrium Innovations president and CEO. We value Atrium s history as a highly successful company and welcome its 1 400 employees to the Nestl family said Greg Behar Nestl Health Science CEO. Their brands are a natural complement to our Consumer Care portfolio which offers nutritional solutions in the areas of healthy aging healthy growing gut health and obesity care. Atrium s portfolio will extend our product range with value-added solutions such as probiotics plant-based O protein nutrition meal replacements and an extensive multivitamin line enabling consumers to address their health and wellness goals. Atrium s established brands are in attractive categories and have the potential for continued strong growth as part of Nestl through category channel and geographic expansion Behar added. It also represents additional offerings in the segment for non-GMO (genetically modified organism) organic and natural supplements a fast-growing consumer trend as well as a new sales channel. Atrium s largest brand Garden of Life headquartered in Palm Beach Gardens FL manufactures certified organic nonGMO supplements that are sold in more than 14 000 health food stores and online in the U.S. as well as select markets internationally. Pure Encapsulations is a full line of hypoallergenic research-based dietary supplements and is the No. 1 recommended brand in the U.S. practitioner market. Headquartered in Sudbury MA the Pure Encapsulations product line is free from common food allergens GMOs fillers binders and artificial colors and is sold in the U.S. via health care practitioners online as well as in pharmacies in several markets in Europe. Since Atrium was established in 1999 we have been dedicated to providing premium-quality sciencebased professionally recognized products to consumers and health care practitioners said Luther. We are very pleased to be joining Nestl Health Science as we share a common purpose of helping people lead healthier lives by providing good-for-you products made with the highest standards for quality and efficacy. Nestl will provide Atrium with the resources to accelerate the growth of our brands and reach more people globally. The remainder of the Atrium portfolio includes strong specialty brands like Wobenzym Douglas Laboratories Genestra Brands Orthica AOV Minami Klean Athlete Pharmax and Trophic. For more information visit www.nestle.com. Select Vitamin World Stores to Close Nationwide tore closing sales began on November 22 at select Vitamin World locations--offering shoppers deep discounts on top brand names in health and wellness products and more. Since 1977 Vitamin World has been one of America s largest retailers of health and wellness products for both men and women. Vitamin World filed for Chapter 11 bankruptcy protection on September 11 as part of their recapitalization strategy. While Gordon Brothers (Massachusetts) will be liquidating the inventory of 122 stores nationwide Vitamin World will continue to operate more than 150 of S their stores. It is expected to be a very short sale as opening discounts range from 30 to 50 percent off. Vitamin World offers an unmatched selection of premium nutritional products stated Rick Edwards co-president retail at Gordon Brothers. This sale offers Vitamin World s loyal customers the opportunity to stock up on their favorite products at significantly lower prices. Due to these substantial reductions we encourage consumers to shop early to take advantage of the best selection of products available while supplies last. Vitamin World Passport points will continue to be earned and redeemed. A full list of closing locations can be viewed at www.prnewswire.com newsreleases gordon-brothers-to-beginstore-closing-sales-at-select-vitaminworld-stores-nationwide300560659.html. For more information visit www.gordonbrothers.com and www.vitaminworld.com. WWW.VITAMINRETAILER.COM JANUARY 2018 8 VITAMIN RETAILER Go to www.vitaminretailer.com naturalfactors for info about this advertiser INDUSTRYNEWS Market Research Predicts Global Vitamin Supplement Growth he global market for vitamin supplements which include vitamins provitamins and nutrients is expected to exhibit a robust growth surge with the increase in health awareness among consumers. Persistence Market Research has reported its new research on the global vitamin supplements market titled Vitamin Supplements Market Global Industry Analysis (2012-2016) and Forecast (2017-2025). It gives an overview of the vitamin supplements market scenario and the contribution of various segments during the forecast period. According to the market analysis by Persistence Market Research the global vitamin supplements market was expected to reach a market value of more than 48 500 million (U.S.) by 2017 s end. It is anticipated that the market will witness a market value of more than 81 000 million (U.S.) by the end of forecast period i.e. 2025 registering a robust CAGR of 6.6 percent during the forecast period. The global vitamin supplements market is experiencing a hike due to various factors. One of the major reasons is increase in health care costs. Health care costs have doubled in the past few years which has led to people inclining more toward vitamin supplements as these supplements boost immunity and cure many dysfunctionalities the researchers stated. There are other factors too that are encouraging the growth of the global vitamin supplements market like increase in use of vitamins in the form of gummies by children increase in demand for vitamin supplements by the geriatric population and increase in awareness among people about vitamin supplements. However there are also a few factors that are limiting the growth of the global vitamin supplements market. Change in regulatory scenario has affected the overall market as new regulations have included vitamin supplements in the food category and not in the drug category. Some vitamin supplements manufacturers are also blamed for making false promises and many articles on such cases are responsible for negative publicity of vitamin supplements. This has resulted in a negative impact on the global vitamin supplements market. T The global market for vitamin supplements is divided into various segments based on product type application end user and region. These segments help understand the market better with more accurate analysis. This exhaustive research has shown some interesting results of the global vitamin supplements market. Some of the key highlights related to the segmental forecast are highlighted below The regional segmentation of the global vitamin supplements market indicates that Asia Pacific was expected to lead the global market with a CAGR of 7.1 percent and a market value of over 15 200 million (U.S.) by the end of 2017. This is followed by North America with a market value of more than 14 400 (U.S.) million in 2017. In the product segment the market includes multivitamins as the dominant segment and this segment was estimated to reach a market value of more than 37 900 million (U.S.) by the end of 2025. However vitamin D was expected to register the maximum segmental CAGR of 10.7 percent during the forecast period. In terms of application pharmaceuticals was the dominant segment with a market value of more than 22 200 million (U.S.) in 2017 and a CAGR of 6.5 percent during the forecasted period. In terms of end user the adult women segment was the most lucrative with market value expected to reach around 28 000 million (U.S.) by the end of 2025. On the other hand the adult men and senior citizen segments were expected to reflect the same pace of growth throughout the period of forecast. For more information visit www.persistencemarketresearch.com. B RLIND GmbH Receives Second Green Brands Quality Seal nnemarie B rlind the natural cosmetics producer from Germany s Black Forest has been honored with the Green Brand Award for the second time. The 2017 2018 award ceremony took place in Frankfurt Germany on November 13. Annemarie B rlind is made available to the American marketplace through Bioforce USA in New York. The international Green Brands Organization acknowledges the most ecologically sustainable products services and companies each year and awards the Green Brands quality seal. Award nominees are judged by an independent jury that nominates validates and ultimately chooses the winners. At B rlind handling natural resources with care is a principle that we live it s not merely a slogan said Pierce Sioussat CEO of Bioforce USA. Each product is created with maximum ecological and social responsibility. The botanical raw materials we purchase use ecological cultivation methods and we actively support multiple fair-trade and environmental projects worldwide. But our global commitment is not limited to raw material acquisition alone he A explained. We support educational projects and charitable programs that sustain and enrich human life. Our company is committed to helping restore balance for the entire planet and creating a world in which future generations can inherit a life worth living. For years B rlind GmbH has met the Certified Sustainable Economics (CSE) sustainability standard. All Annemarie B rlind natural beauty products bear the CSE seal representing responsibly ecological socially integrated and quality oriented management. Compliance with the rigorous CSE guidelines is one of the reasons the company has been awarded twice by the Green Brands Organization. For more information visit www.boerlind.com us. 10 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com autismhopealliance for info about this advertiser INDUSTRYNEWS Nutritional Shakes and Bars Power to Sales of 9 Billion etail sales of nutritional shakes and bars reached 9 billion last year after rising at an annual rate of almost 10 percent over the preceding five years reported Maryland-based market research firm Packaged Facts in the brand new study Nutritional Shakes and Bars U.S. Retail Market Trends and Opportunities. Producers of nutritional shakes and bars benefited from steady growth in the U.S. population. The youngest age groups have the highest usage rates with Millennials and Generation X consumers being the most likely purchasers. In addition within the nutritional shakes and bars market consumers focused more on healthy eco-friendly eating and trying novel flavors. Because organic items have a reputation for both health and environmental responsibility Packaged Facts found that organic versions of nutritional shakes and bars R experienced vigorous sales growth over the 2011-2016 period. Looking ahead Packaged Facts forecasts retail sales of nutritional shakes and bars will enjoy annual growth of more than 8 percent through 2021. Gains are expected to slow down relative to 2011-2016 levels but marketers of nutritional shakes and bars can still expect many opportunities for growth. For one nutritional shakes and bars are expected to continue experiencing growth in niche areas as consumers persist in seeking out novel flavors and ingredients. Increases in disposable personal income will support purchases of premium shakes and bars including non-GMO (genetically modified organism) organic free-from and super food-infused types. Marketing strategies focusing on health and the delicious taste of products will help nutritional shakes and bars to expand their appeal among demographics that under index in consumption such as Baby Boomers. Likewise marketing opportunities exist with parents of young children who are often concerned about the growth and health of their kids amidst unhealthy food options and an epidemic of childhood obesity. Many products aimed at children offer claims of nutritional support for optimal growth especially among picky eaters. For more information visit www.packagedfacts.com. Don t miss a single issue of VR in 2018 ... go online to renew your free subscription today VitaminRetailer.com January18 Essential Formulas Incorporated (EFI Irving TX) the sole U.S. distributor of Dr. Ohhira s probiotic formulations and REG ACTIV brand recently promoted Brian Craig to CEO. Craig previously served in the role of director of BRIAN CRAIG strategic development at the company where he led initiatives including rebranding Dr. Ohhira s Probiotics which debuted in December new product development implementation of a Minimum Advertised Pricing (MAP) policy and instigating innovative communication avenues with brokers and key accounts. His new position as CEO will include making major corporate decisions managing the company s overall resources and operations and communicating with the board of directors management team and setting a course for company strategy. 12 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com naturalfactors for info about this advertiser ASSOCIATIONNEWS New Study on SARMs Reaffirms Need for Enforcement Action and Consumer Awareness n November 28 the Journal of the American Medical Association (JAMA) published a study online titled Chemical Composition and Labeling of Substances Marketed as Selective Androgen Receptor Modulators (SARMs) and Sold Via the Internet. In the study researchers analyzed products that were labeled to be containing SARMs that are marketed on the internet. The researchers found that the chemical analyses of 44 products sold via the internet as selective androgen receptor modulators revealed that only 52 percent contained SARMs and another 39 percent contained another unapproved drug. In addition 25 percent of products contained substances not listed on the label 9 percent did not contain an active substance and 59 percent contained substance amounts that differed from the label. In response to the study the Council for O Responsible Nutrition (CRN) issued the following statement We appreciate the work of the study authors in uncovering incidents of companies who put consumers at risk by illegally marketing products that contain SARMs which are unapproved drugs and are breaking the law by trying to sell them as dietary supplements. As the study authors have indicated and as FDA (U.S. Food and Drug Administration) has previously warned products containing SARMs are not dietary supplements they are adulterated illegal unapproved drugs said Duffy MacKay ND CRN s senior vice president scientific & regulatory affairs. We are committed to educate consumers to help protect them from these intolerable fly-by-night companies who are engaging in criminal activity by bringing SARMs to the online marketplace. Further we will continue to remind the dietary supplement industry that SARMs should not be used in their products. We have aligned with the U.S. Anti-Doping Agency and other dietary supplement trade associations in support of strict enforcement by FDA to rid the market of SARMs. It is important for consumers to understand that products containing SARMs are not dietary supplements and can be life threatening. Building muscle and enhancing athletic performance happens gradually over time and requires a multi-faceted approach including healthy diet and exercise. Sports nutrition dietary supplements can play a beneficial role and we strongly urge consumers to discuss their usage of these supplements with their doctors health care practitioners coaches or trainers in order to identify the best products to fit their needs. For more information visit www.crnusa.org. CRN and CHPA Voice Support for AHPA s GACPs and GMPs for Botanical Material he American Herbal Product Association s (AHPA) Good Agricultural Collection Practices and Good Manufacturing Practices for Botanical Material (GACP-GMP) has been endorsed by the Consumer Healthcare Products Association (CHPA) and the Council for Responsible Nutrition (CRN). The presidents of both organizations recently issued statements expressing support for AHPA s guidance. According to AHPA the GACP-GMP for Botanical Material provides a template for small and large growers harvesters and processors to implement and document best practices. The guidance and accompanying assessment tools help the industry ensure that herbal raw materials used in consumer products are accurately identified not adulterated with contaminants that may present a public health risk and fully conform to all quality characteristics for which they are represented. CHPA applauds AHPA s new guidelines on Good Agricultural and Collection Practices and Good Manufacturing Practices for Botanical Material and acknowledges their importance in helping to ensure the production and supply of high-quality herbal raw materials said Scott Melville CHPA T president and CEO in a statement. Quality consumer products require dependable ingredients sourced from reliable providers and AHPA has filled a critical need by establishing best practices that botanical suppliers and processors of all sizes can easily adapt to improve and standardize the way they cultivate collect and process botanical crops. This type of initiative is a good example of industry leadership and self-regulation that will ultimately benefit suppliers manufacturers and consumers. CRN welcomes AHPA s guidelines on Good Agricultural and Collection Practices and Good Manufacturing Practices for Botanical Material and recognizes the crucial role they will play in ensuring the production of high-quality herbal raw materials. There has been a need for best practices that are easily adaptable for growers harvesters and processors to improve their operations for the cultivation wild collection and processing of botanical crops and we commend AHPA for filling this gap commented Steve Mister president and CEO of CRN. Creating standards such as these provides companies of all sizes an equal opportunity to succeed in the marketplace and strengthens the overall supply chain. Ultimately adherence to these guidelines will help to assure our consumers of consistently high-quality botanical supplements that deliver on their health benefits every time. CRN is committed to participating in meaningful self-regulatory initiatives. In unanimously adopting this resolution of support CRN s board of directors has given strong consideration as to how the AHPA guidelines might be incorporated into member operations. As the industry continues to grow and innovate we embrace our colleagues efforts to increase adherence to legal ethical and safety standards. AHPA s guidelines are no exception and we look forward to witnessing the positive impact they will have. For more information visit www.ahpa.org www.crnusa.org or www.chpa.org. 14 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com healthplus for info about this advertiser ASSOCIATIONNEWS USDA Awards Organic Trade Association Nearly 850 000 for 2018 Market Promotion F irst-time exposure on a new continent sponsored activities in five new countries and the creation of a host of new organic exporters--these are some of the benchmarks achieved by the Organic Trade Association s (OTA) robust export promotion efforts in 2017. That string of success promises to continue in 2018 with the award of 847 000 to the association by the U.S. Department of Agriculture s (USDA) Market Access Program (MAP). Our export promotion programs work. In all of the countries where we do activity U.S. organic exports to those regions have grown said Monique Marez director of international trade for the OTA. The organic industry can t happen without trade and we are looking forward to continuing our efforts in 2018 to help expand the organic market. We thank the USDA for appreciating the importance of our export promotion activities and supporting our work said Laura Batcha OTA CEO and executive director. There are huge opportunities--and challenges--for the U.S. organic sector throughout the world and we re helping the industry to take advantage of those opportunities in untapped markets and to meet the challenges created by the growing global appetite for organic. The OTA has been an official cooperator in USDA s Market Access Program for more than 15 years now--investing in the promotion of American organic agricultural products in global markets and connecting buyers and sellers to create new organic customers around the world. For more information visit www.ota.com. 16 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2018 RESEARCHUPDATE Protein Regulates Vitamin A Metabolic Pathways Prevents Inflammation team of researchers from Case Western Reserve University School of Medicine has discovered how uncontrolled vitamin A metabolism in the gut can cause harmful inflammation. The discovery links diet to inflammatory diseases such as Crohn s disease and inflammatory bowel syndromes and could inform nutritional interventions. In the Proceedings of the National Academy of Sciences the researchers described a branching point in the metabolic pathway for vitamin A that hinges on a single protein called ISX. The pathway starts with beta-carotene--the pigmented nutrient that gives sweet potatoes and carrots their color. Betacarotene forms vitamin A in the small intestine. From there the majority of vitamin A is transported to other tissues to support healthy vision and other functions. Some vitamin A is also used to produce a growth factor for immune cells in the gut. By studying mice genetically modified to lack ISX the researchers found ISX helps the body balance this process. The study showed ISX turns on and off genes involved in the pathway based on beta-carotene availability. The protein helps the small intestine shuttle in the right amount of beta-carotene for the body s vitamin A needs similar to a gatekeeper at a drawbridge. Nearby A immune cells rely on this control mechanism to properly respond to foods entering the small intestine. This maintains an effective barrier against potential foodborne threats. The researchers found that when ISX is absent immune cells in the small intestine can overreact to betacarotene-rich diets. Their findings suggest ISX is a key mediator between diet and gut immunity. Johannes von Lintig PhD associate professor of pharmacology at Case Western Reserve School of Medicine led the study alongside colleagues from the department of pharmacology and the department of molecular biology and microbiology. The researchers discovered removing ISX ramps up gene expression 200-fold for the enzyme (Bco1) that converts dietary beta-carotene to vitamin A. Because of this mice without ISX overproduced vitamin A and began converting it into retinoic acid--a molecule that regulates the activity of many genes including genes essential for immunity. This caused localized swelling--inflammation--as immune cells flooded the area and reproduced. Such severe inflammation made mice lacking ISX immunocompromised and the inflammation spread to the nearby pancreas. Mice without ISX couldn t control their vitamin A levels. They overproduced vitamin A and drew too many immune cells to the small intestine. Too much vitamin A can promote inflammatory disease von Lintig concluded. In future studies the ISX-deficient mouse will be a versatile model to study the molecular details of the intriguing interplay between diet and gastrointestinal immunity. The study positions ISX at an important control point in vitamin A metabolism. According to von Lintig ISX may also drive the crosstalk between diet and gut immunity in humans. Genetic mutations in the ISX gene have been associated with inflammatory disorders such as Crohn s disease. A better understanding of the molecular factors that control gut immunity will aid the development of nutritional intervention strategies to improve health. For more information visit www.case.edu. Higher Dose of Vitamin D Increases Bone Density in Premature Babies Study Finds esults of a University of Nebraska Medical Center (UNMC) study published in PLOS ONE found if the standard supplementation of 400 IUs of vitamin D is increased to 800 IUs daily there are reductions in the number of premature and preterm babies with extremely low bone density. Physicians have been prescribing vitamin D in premature and preterm infants in neonatal intensive care units (NICU) to prevent rickets a disease that causes soft weak bones in children and is often associated with vitamin D deficiency. In spite of this a sizeable number of infants still develop rickets said Ann Anderson Berry MD associate professor in the division of newborn medicine and medical director of the NICU (neonatal intensive care unit) at Nebraska Medicine R UNMC s clinical partner. She said current recommendations of vitamin D supplementation for preterm infants span a wide range of doses even among major medical groups such as the American Academy of Pediatrics the Institute of Medicine and the Endocrine Society. And response to vitamin D supplementation and impact on outcomes in preterm infants is not well understood she said. The study provided more evidence in regards to bone health and ideal supplementation. The objective was to evaluate changes in vitamin D in the blood over four weeks in two groups of premature infants born between 24 to 32 weeks gestation. Researchers studied 32 infants at doses of 400 or 800 IU day of vitamin D. Researchers saw an improvement in bone density and vitamin D levels in the blood at four weeks. They also saw improvement in growth that significantly decreased the risk of infants having very low bone density. We are hopeful that neonatologists will consider giving preterm infants 800 IUs Anderson Berry said. We know that even with standard vitamin D dosing we were still seeing a fair number of preterm infants who suffered from impaired bone health. This is another form of NICU therapy that can help decrease that risk. She said the study is one of the first to look at higher dosing of vitamin D in premature infants. Information will be incorporated as a recommended practice for health professionals. For more information visit www.unmc.edu. VITAMIN RETAILER 17 JANUARY 2018 WWW.VITAMINRETAILER.COM THE GO TO RESOURCE FOR HEALTH AND NATURAL PRODUCT RETAILERS LIKE US ON VR s Upcoming Issue Highlights February March April May June 1 8 18 ad closing 1 29 18 ad closing 2 28 18 ad closing 4 4 18 ad closing 5 3 18 ad closing Heart Health Company Profiles Digestive Health Natural Products Expo West Show Issue Sports Nutrition Pet Health Weight Management Science of Supplements--Summer Issue Private Label Annual Vity Awards Issue Our 2018 Media Planner Is Available At VitaminRetailer.com 2018-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at (732) 432-9600 ext. 102 e-Mail RussF VRMmedia.com Gary Pfaff at (732) 432-9600 ext. 103 e-Mail GaryP VRMmedia.com RETAILFUNDAMENTALS By Terry Lemerond lumps happen It s the unwelcome realization that you re not meeting your projected financial numbers and budget. Instead you re facing a sales slump. Don t turn to worry or panic. Follow this sound advice to get back on the road to success. S you understand what steps you need to take to change the direction you re going. If It s Nothing You Did Natural disasters and naturally occurring trepidation across the country during elections or common strife can affect your sales--even though your store is doing everything right. Fragile economies and hurricanes have people thinking about the basics of life such as food shelter and clothing. The mind slips into a survival mentality and people tend to put supplements on the back burner. Money becomes precious and is saved for critical needs. With a wait-and-see attitude it s common for money to be saved instead of freely spent. Recognizing that this is why you are experiencing a slump is helpful as you chart your next moves. The first thing you might do is--nothing. In all cases society adjusts and moves on. Rebuilding happens after natural disas- First Things First First stop and ask yourself these basic questions about why the slump is occurring. Is something happening environmentally such as the recent hurricanes or wildfires or nationally like an election or recession Has something changed in my store Have I backed off on education for my staff or myself Am I working with suppliers that provide quality products that deliver on their promise Answering these questions will help ters and your slump may turn around without you changing a thing. One big lesson you will realize during this time or at any time you are experiencing a slump--is the importance of a nest egg. Having saved your pennies for the rainy day that will inevitably come can pull you through this financially low time. Don t neglect the sound financial practice of saving for the less than stellar times which will come. This may also be the time to advertise when no one else is seizing the opportunity. If you have the resources consider telling your story through savvy marketing in a season that isn t filled with ad clutter from your competitors. If It s Something You re Doing If you can say that your slump is not due to the national psyche or a natural disaster then it s time to take a closer look at how you are running your store. (Continued to page 44) VITAMIN RETAILER 19 JANUARY 2018 WWW.VITAMINRETAILER.COM With 2017 on the books Vitamin Retailer (VR) looks at the state of the industry post Amazon-Whole Foods merger. By Nicholas Saraceno and James Gormley Participants he year 2017 has come and gone leaving members of the Daniel Fabricant PhD supplement industry to reflect CEO President on the rousing ride and excited Natural Products to move forward to a rewarding future. Association (NPA) We asked experts--industry associaWashington D.C. tion leaders and retailers--about their www.npainfo.org thoughts on the past year s most Michael McGuffin President notable topics including the ramifications of the Amazon-Whole Foods American Herbal Products merger supplement labels and claims Association (AHPA) Washington D.C. the growth of CBD and other trends www.ahpa.org and topics to keep an eye on. T Mo Payette CEO Mother s Market & Kitchen Costa Mesa CA Ramona Billingslea Marketing Manager Betsy s Health Foods Houston TX VR It s been almost five months (August 2017) since the Federal Trade Commission (FTC) approved the Amazon purchase of Whole Foods. What have you learned since then Fabricant [There is] still much to learn as all business[es] haven t been integrated yet but we do know that Amazon will look to the Whole Foods stores to mine data about the brickand-mortar shopping experience the same way they have online to use those data points to shape the experience. Payette From what we have observed (aside from rumors of adding a possible pharmacy of sorts) it seems that Whole Foods may be less focused on supplements body care and local products with an emphasis on grocery perishables etc. therefore possibly providing an opportunity for independent local chains to step in as a united front to jointly support these unique vendors. They also seem to be working less closely with the many natural direct lines and building partnerships with them as in the past. We are very close with our vendor community and hear much disappointment regarding that loss of personal touch taking these products nationally for review. We have also observed more consistent pricing across the country versus regional zone pricing. Billingslea Not unsurprisingly we have noted how quickly Amazon has WWW.VITAMINRETAILER.COM MAY 2018 WWW.VITAMINRETAILER.COM JANUARY 2014 20 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 turned its emphasis toward promoting Whole Foods store brands including increasing offerings of the 365 label online. The emphasis on private label has been further underscored by the announcement that Whole Foods will no longer allow sales reps from vitamin manufacturers to visit with its employees beginning in April 2018. To our understanding Amazon will also be keeping its contract with UNFI perhaps buying time to incorporate Whole Foods distribution needs with Amazon s distribution prowess. VR Prior to the acquisition Amazon had always been known for its quick service for a low price while Whole Foods was more focused on consumer trust. How has that notion changed now that they ve joined forces Payette While it is still early to judge the magnitude of their partnership we have heard from many people both within and outside of the industry that they are less focused on staffing the departments to adequately support customer service which is evident when you visit the stores and insisting on SKU rationalization throughout the stores--there are noticeably less SKUs and larger amounts of multiple facings already. Fabricant It s still early but I think you ve seen some prices come down in Whole Foods so I think their focus is to find those areas where those reputations can overlap in the best interest of the consumer. Billingslea Discussions that Amazon may incorporate self-serve kiosks at Whole Foods along with the limits they are placing on manufacturer participation in their stores seems to point toward a decrease in attention to customer service which will only erode consumer trust. Quick service at a low price does not often equate to high-quality trustworthy products especially when it comes to dietary supplements. Amazon will be making a very big mistake indeed if they assume that what they do well in marketing and distribution will automatically work for any product without first understanding the industry they are trying to take over. VR Some brick-and-mortar stores may say that this news has not greatly impacted their sales as they can offer the education and a retailer-customer relationship that Amazon simply cannot. Do you agree How will online retail sales be affected Billingslea We do not choose to sell product online because what sets our brick-and-mortar store apart is the experience knowledge and customer service that we just cannot provide online and still manage to compete on price. Even before this acquisition our stores have been impacted by Amazon in that brands we were promoting that did not strictly enforce a MAP (minimum advertised pricing) policy were ultimately costing us customers who would buy from us the first time and then never return because they could purchase the same product so much cheaper online. Now we are partnering with manufacturers who enforce a MAP policy with which we can stay competitive while offering our unique knowledge and customer-service oriented experience so that customers have no reason to go somewhere else for trusted supplement products. When it comes to internet sales that experience is driven by other factors (primarily price and convenience) so it [is] a function of meeting those but also if there are other experiences that can be provided that may play a role as well. Quick service at a low price does not often equate to high-quality trustworthy products especially when it comes to dietary supplements. -- Ramona Billingslea Betsy s Health Foods Payette It is true that brick and mortars can provide that interpersonal relationship along with education but as some people will always want the personal experience there is also a large growing population of customers who seek easy methods to buy online in order to save time and money. Fabricant When it comes to health and wellness people will always want the brick-and-mortar experience if it is one that embodies a dialogue or relationship that shows the store owner employees are thoughtful knowledgeable and dedicated to living their principles. VR How will Amazon s retail technology impact Whole Foods delivery options Will smaller retailers begin to adapt delivery methods as well Fabricant We will see how they adapt. The worst thing one can do in any business is do[ing] what you have always been doing forever without adapting or changing. I can remember one company in particular from the late 90s that was hailed as the best-run company (Lucent) and would be around forever. It is a recipe for extinction. The small retailers are essential and there is a personal touch that is not realized with e-commerce. It will be how they adapt which determines their future. Billingslea As with most things consumer demand will most likely determine whether or not smaller retailers also begin to adapt Amazon-inspired delivery methods. What will be really interesting will be seeing those smaller retailers who manage to think outside the box coming up with unique delivery solutions for customers that fit the profile of their community and prove once again that shopping local most definitely has its advantages. Payette We know this is just the beginning but it is obvious to expect a huge benefit for Whole Foods from the Amazon technology world and delivery methods. It is imperative that we all stay up to date nimble and prepared to work on efficiencies as well. More retailers are offering some manner of delivery service and it will continue to evolve. VR On September 26 2017 the SNAP Vitamin and Mineral Improvement Act of 2017 (HR 3841) was introduced in Congress which would allow for a multivitamin to be included under the Supplemental Nutrition Assistance Program (SNAP) benefits. This would amend the Food and Nutrition Act of 2008. Why do you believe there was such a delay in proposing this amendment Billingslea Despite evidence to the contrary most of this country still believes that Americans both need fewer nutrients in order to function and VITAMIN RETAILER 21 JANUARY 2018 WWW.VITAMINRETAILER.COM get more nutrition from the foods they eat than is actually the case. In addition by admitting that supplemental vitamins and minerals are of real benefit the powers that be give the nutrition industry a validation that is against the main thrust of other more powerful lobbyists in D.C. Payette [This is an example of a] typical bureaucratic complication for a simple objective--getting basic nutritional supplements to those in need. Fabricant NPA pushed to have multivitamins as part of the WIC (women infants and children) food package program. Dave Brat is the sponsor for that bill and we are working on adding more cosponsors to the bill. er about their pending investment in substantiation of claims with human clinical trials. Billingslea Even though complaints such as this are dismissed they make everybody more cautious by reminding us that despite our laws the nutrition supplement industry often seems to be operating on government sufferance. Still we owe it to consumers to be diligent in properly labeling product[s] and in policing those who abuse the privilege of helping consumers achieve their best health. We need to eliminate companies that make disease claims or put ingredients in products that are illegal or not on the label to decrease the likelihood that legitimate companies have to go through the legal costs such as Prevagen faced even though they are staying within the boundaries of the law. VR In a September 2017 ruling Judge Louis Stanton of the U.S. District Court in the Southern District of New York dismissed the Federal Trade Commission and the New York Attorney General s complaint against Wisconsin-based Quincy Bioscience the makers of Prevagen. The federal court complaint alleged that the defendants enticed consumers to spend anywhere from 24 to 68 for bottles of 30 supplement pills by touting the product s active ingredient--a protein derived from jellyfish--to improve memory and reduce memory problems associated with aging. How has that decision impacted the supplement industry Payette [This is] an example of the importance of lab and third party testing due diligence and clinicals to support label claims. As retailers we must expect this from any potential company we may carry. Fabricant It is major from the standpoint of substantiation. This is the first victory for the industry to allow secondary endpoints from studies where subgroup analysis can be taken into account. It is hard to conduct studies on normal healthy volunteer populations and obtain statistical significance for the primary endpoint over the entire sample size. Subgroup analyses can be used and this should make companies that invest in science happi22 VITAMIN RETAILER VR The U.S. Food and Drug Administration (FDA) issued a proposed rule that would extend the compliance dates for the Nutrition Facts and Supplement Facts label final rule and the Serving Size final rule from July 26 2018 to January 1 2020 for manufacturers with 10 million or more in annual food sales. Manufacturers with less than 10 million in annual food sales would receive an extra year to comply until January 1 2021. Although no official ruling has been made yet would this extension be helping the industry Why or why not Fabricant I think the question is whether the final rule is unnecessary and burdensome. First the empirical data FDA used does not support some of their reasons for the changes they made. Second ask the firms that manufactured dietary fibers for the industry if it is hurtful to them. FDA came up with a Citizen Petition (CP) process for the vast majority of dietary fibers that they used to accept on nutrition and supplement facts labels. Now those same companies must invest in two RCTs [randomized control trial] to demonstrate that their synthetic nondigestible carbohydrate has a beneficial effect in humans (i.e. decreased transit time in the gastrointestinal tract). I think we already showed that with the discovery of osmosis two centuries ago. This is regulatory overreach and how do small businesses compete with these new requirements NPA has set out to show the Small Business Administration as well as other agencies through formal comments that this rule is harmful to small business. NPA submitted a CP to prevent it going into effect for three years. We were able to get an 18-month stay in it at the moment. While we know some firms are changing their labels this fight is an important one. We are not giving it up. When has FDA provided an accurate economic impact analysis in these rules and guidance documents That is the question we should be asking. Billingslea It seems to me that extending the compliance dates for improved labels only ultimately hurts consumers who will be in the dark for that much longer. Only by educating consumers on how to look for warning signs like high carbs and hydrogenated fats for example can we help them make the best choices for their health. Delaying labels that more accurately reflect what constitutes a healthy serving does not seem like a win-win. Payette It will help to not alienate smaller lines that may require more time to come up with the money to pay for the testing label changes etc. that will be required to execute these changes. VR What are the biggest supplement industry problems we need to address right now Billingslea From a brick-and-mortar retailer perspective our biggest challenge in the industry is manufacturers who de-value their products by allowing online e-tailers to sell their products at rock-bottom prices no brickand-mortar can compete with. What WWW.VITAMINRETAILER.COM JANUARY 2018 will happen when the brick-and-mortar stores no longer tout these too-cheaponline products to consumers We have decided to compete with this reality by partnering with manufacturers who have and enforce a MAP policy that allows us the opportunity to stay competitive. We are also promoting our store brand which we really love. Another big challenge to the supplement industry is the increasing amount of information we are all being exposed to daily. How do consumers determine which information is correct How do supplement manufacturers and retailers make sure their messages get heard As healthy living becomes more and more popular avoiding knock-off products or products based on bad science will become more and more challenging. Also keeping ingredients that are legally dietary supplements as supplements instead of allowing them to be usurped by the pharmaceutical industry (which would only increase the price as we have seen already with ingredients such as fish oils) will continue to be a problem. Payette The disadvantage of brickand-mortar retailers to online price gouging. Enforcing MAPs and holding companies accountable to know who is selling their products online and for how much. delivery was having on our return customer numbers. Now that we have reworked our product mix we are seeing an increase in our customer retention again. Payette The Whole Foods Amazon event the growing of organic gluten free non-GMO (genetically modified organism) products across conventional markets and their lowering of prices in response to Whole Foods Amazon. Additionally it is always a surprise to see which larger more conventional companies are acquiring independent natural brands as well as startups--the pace is noticeably increasing. age. The supplement industry continues to work diligently to debunk misconceptions by building relationships with lawmakers and regulators to ensure they have accurate information about this well-regulated class of goods. It is important to know the history of this industry to build on successes and avoid pitfalls that have hampered the industry in the past. -- Michael McGuffin American Herbal Products Association VR In 2017 we unfortunately lost a number of industry pioneers and health experts including (but not limited to) Elwood Richard and Jack Challem respectively. What messages do you have for the next generation of natural products industry leaders McGuffin It is important to know the history of this industry to build on successes and avoid pitfalls that have hampered the industry in the past. The industry has grown and modernized significantly. At the same time it manages to preserve the values that helped make it so successful. It is important that we don t lose sight of the aspects of the industry that have helped it grow. VR The popularity of cannabidiol (CBD) oil products has been surging. The FDA does not seem to be a fan of CBD as an ingredient in supplements salves balms and other non-medical delivery forms correct With this murky landscape where do you think we will or should net out on CBD Billingslea We are approaching the CBD market with a cautiously optimistic attitude. We began carrying the products only in the last year or so and even then only one company. We are attempting to choose products whose companies have a stellar reputation and who refrain from making outrageous non-DSHEA (Dietary Supplement Health Education Act of 1994) compliant claims. We have only recently added a second CBD company this one concentrated even more on the full-spectrum plant cannabinoids rather than potent extracts. That being said we are more carrying these products for customer demand rather than promoting them to customers for use. Even though we are excited about the potential benefit for our own endocannabinoid system by utilizing phytocannabinoids we are also aware that the legality of CBDs may come into question at some point. The closer we can stay with DSHEA guidelines in our choice of products like hemp the more we protect our customers VR What trends and types of products are going to gain popularity in 2018 Fabricant Memory support longevity and sports nutrition. Billingslea The brain-gut connection seems to be gaining traction coupled with memory and longevity concerns. More products that help America get its digestion on track will surely continue to gain traction in 2018. As health care costs continue to skyrocket supplements that support overall health and well being will also become increasingly important to our industry. Payette Plant based gluten free and paleo will continue to grow along with super foods keto-inspired products clean products with fewer ingredients products with a purpose that tell a unique story eco-friendly etc. VR Looking back on 2017 what were the biggest industry surprises and why Billingslea For our store the biggest industry surprise was just how much effect Amazon s low pricing and quick VR More than 170 million Americans take dietary supplements and the industry contributes 122 billion and more than 750 000 jobs to the economy. Supplements definitely have a seat at the dinner table. Is this message getting through in Washington to U.S. legislators and to state legislators such as in New York State What evidence do we have one way or the other that supplements also now have a seat at the table in D.C. and in Albany McGuffin These numbers demonstrate that the industry is mainstream among consumers but some lawmakers and regulators still seem behind on this. Several myths and misconceptions about supplement safety efficacy and regulation persist and industry critics frequently exploit these myths making the supplement industry a target for regulators and negative media cover- (Continued on page 30) VITAMIN RETAILER 23 JANUARY 2018 WWW.VITAMINRETAILER.COM The supplement market for bone joint and muscle health is broadening beyond older adults to younger consumers looking for new ingredients delivery and quicker results. By Janet Poveromo he market for joint bone and muscle health remains a strong and robust segment as consumers seek to keep their frames strong and stable. Finished product manufacturers are competing to attract these consumers with innovative and potent products. The market has been consistently growing over the last several years and it s poised to surge to more than 14 billion by the year 2024 said S bastien Bornet vice president of sales and marketing at Horphag Research the New Jersey-based North American supplier of Pycnogenol. We ve monitored continued sales growth driven by the aging population who are more susceptible to bone fracture and arthritis concerns. Martin Vidal president and chief executive officer with Canada-based Genacol added that A large portion of the population in the occidental country is aging rapidly but wants to T stay active. The trend of practicing intense activities such as a marathon activates a faster deterioration of cartilage and puts more pressure on muscle and bones. People do not rely only on good nutrition anymore--they want to make sure that they can get everything to stay in the best shape as possible as long as possible by taking natural supplements that target specific conditions. Illinois-based Vital Protein s Vice President of Product Development and Co-founder Corey Friese said that maintaining the structural integrity off the body is extremely important so products that support bone muscle and joint health continue to gain traction especially for those looking for solutions to common signs of aging as well as those engaged in fitness and exercise. The market is evolving though he said. Products that support joint function are being consumed more and more for supporting cartilage health and mobility during and after exercise rather than those looking solely for support due to old age for instance. Some ingredients offer multi-functional benefits and provide support for all three areas such as collagen which provides amino acids for muscle as well as joints and bone. The evolution is also seeing another change. Dan Chapman founder and CEO of Illinois-based Redd Remedies noted that younger consumers have become interested in the category. As the Millennial market share continues to grow so does this particular category--especially in prevention of health issues involving these body systems. The Changing Category Supplements are addressing more specific benefits than ever. There are less and less ingredients that claim to cure it all Vidal explained. Research and development to prove the efficacy of WWW.VITAMINRETAILER.COM MAY 2018 WWW.VITAMINRETAILER.COM JANUARY 2014 24 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 an ingredient is a must-have today. Because of this Genacol has concluded a five-year research agreement with McGill University in Canada to develop new products by identifying key peptides and amino acids from Genacol Aminolock Collagen. He added that Baby Boomers and women over 50 are the prime target customer for this category. However while Baby Boomers still make up a considerable share of this space Millennials are looking for products to support their active lifestyles and their pursuit for overall wellness Chapman added. Millennials want to live the healthiest lives possible and this includes supporting their body structures so that they can remain as active as possible for as long as possible. Retailer Theo Kitschker manager of Green Acres Health Foods in Piscataway NJ confirmed that his store sees a mix of older and younger customers looking for products in this space. Especially younger people who do intensive exercise and younger people with joint problems he said. Chapman noted that people are looking for whole food ingredients and products with great dose efficiency and quick results. For example our Joint Heath line of products contains Natural Eggshell Membrane (NEM) which is food based uses no harsh solvents in production and has a simple one-a-day dose. What s even more exciting is that this ingredient can provide benefits in as little as four to 10 days he said. NEM represents a clear shift from the more common ingredients such as glucosamine and chondroitin. These ingredients can take up to six weeks to achieve their full benefit and the doses can be quite large. Quite simply people just don t want to wait that long to feel better and don t want to take three to six capsules a day. No other whole food ingredient compares to NEM which contains naturally occurring glycosaminoglycans such as chondroitin and hyaluronic acid as well as three varieties of collagen. Timothy Mount CN CCMH director of education with California-based NeoCell said traditionally glucosamine and chondroitin have dominated the joint supplement category but those two nutrients are only found in cartilage. Joints are also comprised of bones ligaments tendons and syn- ovial fluid so additional nutrients are needed for comprehensive joint support beyond glucosamine and chondroitin he said. Collagen which makes up approximately 86 percent of ligaments and 99 percent of tendons is likely a more important nutrient to take for joint health and many users report noticeable benefits within weeks while glucosamine and chondroitin have varying marginal results. Hyaluronic acid may be the next most important nutrient for joint health because it assists with joint cushioning within cartilage and is the main molecule in synovial fluid the oil that reduces friction within the joint. Mount pointed out that NeoCell s Move Matrix is an excellent example of a product combining collagen hyaluronic acid glucosamine and chondroitin along with a blend of herbal antioxidants to support a healthy inflammatory response. Another strong leader is protein Friese said especially for the muscle category. Plant proteins would most likely be classified as the ingredients gaining ground in that market as many consumers are leaning toward a plantbased diet nowadays. The bone health category has a fairly steady collection of products providing calcium vitamin K2 and D3. Collagen continues to have growing interest for joint health. In addition adaptogens or bioactive sub- stances such as ashwagandha or curcumin are being consumed for their joint-protective properties. Kitschker agreed that the top trending ingredients especially for bone health are plant-based calcium and vitamin K2. While looking at ingredients consumers also seek safe and branded products and supplements with scientific validation that naturally boost collagen and hyaluronic acid production and offer protective effects against free radical damage in our joints Bornet said. Recent study findings show that Pycnogenol s antioxidant polyphenols are distributed directly into joint synovial fluid to protect cells from free radicals. For muscle health individuals are seeking products that increase nitric oxide production and preserve muscle mass. Pycnogenol from French maritime pine bark extract is shown to support muscle health and curb muscle loss associated with aging. Grown exclusively along the coast of Southwest France Bornet said that Pycnogenol is shown to promote joint health and muscle health in several studies including A 2017 study showed the first evidence that polyphenols from Pycnogenol distribute into the synovial fluid of patients with osteoarthritis A study conducted in 2016 revealed that daily supplementation Boswellia The Next Trend for Joint Pain ounded in 1935 Alchem International recently introduced FlexiQule to the USA market. FlexiQule is a clinically tested combination of proprietary extractives (Boswellia G-301 and Ginger G-321) attained through Alchem International s PhytoAdvance technology. The FlexiQule range of formulations will be further extended in 2018 with the addition of a fast-acting joint pain topical plus the addition of a FlexiQule Plus featuring an added component that targets connective tissue regeneration. Tommaso Mastrocola Alchem USA vice president of sales and marketing in Texas explained that boswellia is the active extract of Indian frankincense. With thousands of years of safe and effective use in treatments through ayurveda boswellia is receiving the positive attention it deserves. We utilize our very own Boswellia F G301 specific phytoadnace extract in FlexiQule. We believe that our control from ingredient sourcing to extraction process to clinical validation is where the true value AlchemLife shines. The target customers are the traditional natural products consumers as well as the ever-increasing community of active affluent individuals over 40 seeking to increase movement and vitality without everyday pain. These individuals seek a natural yet effective solution and that is what we seek to provide Mastrocola said. And he added boswellia is the next big thing. With several highly respected brands and advocates behind the increased awareness boswellia is beginning to see some of the attention it deserves. With FlexiQule and AlchemLife we look forward to doing our part to advance awareness of this wonderfully beneficial natural ingredient. VITAMIN RETAILER 25 JANUARY 2018 WWW.VITAMINRETAILER.COM with Pycnogenol helps stabilized muscle loss and supports muscular function and boosts daily muscle endurance A 2009 study demonstrates the anti-inflammatory properties of Pycnogenol on inflammatory mediators COX-2 and 5-LOX A 2008 study showed Pycnogenol to naturally reduce inflammatory marker CRP in individuals with osteoarthritis A 2008 study revealed Pycnogenol s ability to reduce knee osteoarthritis symptoms and discomfort. Preventative supplementation is now a significant trend. Rather than wait until it s too late people are taking muscle bone and joint supporting products and ingredients at earlier and earlier ages Friese noted. Unique formulations and ingredient combinations are also being launched with the hopes of offering more potent products. An example would be a product that combines glucosamine chondroitin turmeric and MSM as opposed to a product that only contains glucosamine. Consumers continue to look for alternative delivery from the traditional capsule or tablet Chapman added. While our Joint Health capsules full dose is only one capsule a day we also have Joint Health Soft Chews which deliver the same clinical dose in one great tasting black cherry flavored soft chew. for bone and joints. More consumers are taking action earlier in life as a preventive measure and we expect that market share to grow he said. Retailers and manufacturers should be informed on quality and new research behind ingredients. As an ingredient supplier it s our responsibility to provide easily accessible information about our branded ingredients and educate target markets on new research and their benefits. We support our brand globally with consumer education campaigns and work closely with customers on co-marketing campaigns. ural supplements industry by increasing its credibility. Meeting Consumer Needs Clinical research on any ingredient that claims to support muscle bone and joint health is always of interest Friese said. I think that any market research on what ingredients consumers view as the most trustworthy is of value. For instance why would a consumer purchase a joint health product touting omega-3s instead of a product that features curcumin Chapman pointed out that clinical trials on NEM which is the key ingredient in Redd Remedies Joint Health products has shown NEM s ability to reduce joint stiffness from exercise in a healthy population group in just four days as well as relieve joint aches and pain from over-exertion in only seven to 10 days. Multiple studies have shown that NEM may actually help protect cartilage from degradation associated with normal wear and tear in healthy individuals. This category is not going anywhere Friese concluded adding that it will only continue to grow. An aging population and thirst for fitness and performance is what will drive innovation and growth. Vidal offered the same opinion adding that the population is aging worldwide in occidental countries but most of them want to stay active. Also all those new ingredients like Genacol AminoLock Collagen help them to stay active but we hope will help this population to increase the aging limit. The future is bright for natural supplement companies that are professional and invest in meeting the needs of the population. VR With large consumer interest many brands are jumping on the train and offering bone muscle and joint supporting products. Consumers also want something that works so if your product does not have research behind it or they feel like it is not helping them they will move onto another product. -- Corey Friese Vital Protein At Redd Remedies The hurdles for us is simply the introduction of products that work so quickly in a category where the consumer has been disappointed by the traditional remedies Chapman noted. They need to be willing to try something new and when they do they are very pleased. As for manufacturers Vidal stated that legislation has been very different from one country to another but that may lead to better efficacy. In Canada for instance health claims aimed at curing a disease are permitted under strict analysis of all the clinical studies. Because we had to meet the stringent criteria in Canada Genacol invested in R&D to prove the effectiveness of Genacol Aminolock Collagen and became the No. 1 collagen product for joints worldwide. On the contrary of some of our competitors we are looking positively at a legislation that raises the bar on showing the effectiveness of ingredients and products because it assures a long-term viability of the nat- Hurdles Primary hurdles in this category according to Friese include mounting competition and proof of efficacy. With large consumer interest many brands are jumping on the train and offering bone muscle and joint supporting products. Consumers also want something that works so if your product does not have research behind it or they feel like it is not helping them they will move onto another product he said. Consumer awareness itself is often an obstacle. Bornet noted that consumers actively work to build muscle yet pain or injury is often the driving motivation 26 VITAMIN RETAILER Extra Extra Visit www.vitaminretailer.com to read about a study that looks at painful joints and the connection to weather. i For More Information Alchem USA www.alchemlife.com us Genacol www.genacol.com Horphag www.pycnogenol.com NeoCell www.neocell.com Redd Remedies www.reddremedies.com Vital Proteins www.vitalproteins.com WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com genacol for info about this advertiser Women Only For Women are more proactive about their health than ever here s what they are concerned about and how to best cater to their supplement and wellness needs. By Lisa Schofield e are living longer and are packing more into our lives than even our most recent ancestors did. And women s concerns about their wellness fitness and health have changed over the years. Michela Vagnini nutritional therapist for Nature s Plus in New York noted that women s lives have changed dramatically over the last century. Improvements in diet and lifestyle habits along with new medical discoveries and therapies have increased life expectancy from 50 in the 1900s to 82 today in the U.S. Although the health of the nation has drastically improved women have many concerns about their health Vagnini emphasized. Some of the most common concerns women have are stress poor sleep and hormonal imbalances as well as increased longevity which incites concerns about developing chronic conditions such as osteoporosis diabetes and even cancer. Meanwhile she added more superficial complaints such as poor skin hair W and nails are also concerns women have. Toxicity and digestive issues may lead to poor skin. In fact studies have found a strong connection between irritable bowel syndrome (IBS) and skin problems including red spots rosacea rashes eczema wrinkles acne and dull complexion. Amy McKelvey CEO of Californiabased her vital way related that women today are very concerned about stress and hormone-related issues. Women today are concerned about stress and hormone-related issues and this is across the board at every stage with a host of symptoms that stem from fluctuating chemical messages that are impacting every cell and tissue in a woman s body but primarily GI [gastrointestinal] issues sleep cycles water and mineral balance and nervous system health she explained. McKelvey said she sees a widespread practice where many women are trying to find solutions for symptoms instead of recognizing and addressing the root cause which is often hormones and the interaction between stress and chemical imbalances. She related that women in their 20s to 50s with whom she has interacted have expressed common complaints of fatigue heartburn missed periods irregular bowel movements rapid heart rates and anxiety. There s a general feeling of being overwhelmed anxious and trying to do too much with an awareness that something is off in the body because of symptoms like erratic heartbeats missed periods thinning hair or digestive issues she said. Hormonal concerns fall into three areas noted Marci Clow MS RDN educator for Rainbow Light--reproductive health PMS and perimenopause menopause. Reproductive Health Women are becoming more interested in supporting reproductive health and this can be attributed to many factors including choosing to have children later in life (after age 35) Clow observed. This group of women tend to want products that WWW.VITAMINRETAILER.COM MAY 2018 WWW.VITAMINRETAILER.COM JANUARY 2014 28 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 either support natural conception by supporting normal levels of reproductive hormones or to provide nutritional support with IVF treatments. Meanwhile younger women of childbearing age want to do everything they can to support natural conception. PMS Women often seek herbal remedies to help mitigate symptoms of premenstrual syndrome such as cramping breast tenderness mood swings insomnia and fatigue. Perimenopause Menopause This time often brings about very uncomfortable symptoms such as hot flashes lowered sex drive reduced vaginal lubrication intense mood swings fatigue brain fog forgetfulness and difficulty sleeping. Women in this phase Clow added are also concerned about maintaining the health of their reproductive system bone health and premature aging. Although not hormonally induced urinary tract infections (UTIs) are a very common concern for women of all ages. According to Sherry Torkos BSCPHM holistic pharmacist and consultant to Pharmachem a division of Ashland one in five women will have at least one UTI in her lifetime nearly 20 percent of women who have a UTI will have another and 30 percent of those will have yet another. UTIs are the second leading cause of lost work days for women she said. trimesters. Postnatal Multivitamin which is targeted for post-partum nutritional needs of breast-feeding moms. Many women regard a good quality multivitamin as the key to good health said Vagnini. Nature s Plus Source of Life Garden Women s Multi is an organic wholefood multivitamin that is fully sourced from plants. It includes organic iron from curry leaf AlgaeCal calcium from algae and folate derived from organic guava holy basil and lemon extracts. Nature s Plus also manufactures a range of products to support female hormonal health. This includes E fem that contains dong quai damina and flax lignans to help balance hormones and support menstrual health. Women tend to research learn discover and engage with brands and products they trust and love. They respond and interact rather quickly willing to ask as many questions as necessary in order to make informed decisions. Her vital way McKelvey stated now has a push to educate women of all ages on proper calcium absorption transportation and availability and how critical this entire exchange is for preventing osteoporosis along with a drive to promote daily proactive stress support. Her vital way s StrongSea-K features Aquamin sustainable seaweed calcium with magnesium and 72 trace minerals with human clinicals on women according to McKelvey. It is combined with microencapsulated K2Vital Delta (as MK7) and D3 for effective calcium absorption and thus healthy bone support. To address physical and emotional stress the company offers three products. TurmerZing provides the synergy of curcuminoids and gingerols to target excessive inflammation throughout the body TrulyActive-B features the highly active forms of key B vitamins--the coen- zyme form of B2 and B6 Quatrefolic the biologically active form of folic acid B12 in the methylcobalamin form that occurs in our cells and in nature and both niacin and niacinamide and the adaptogen formula SchisandraLa. Schisandra berry helps the body to cope and rebound from stress while aiding the liver and the endocrine system McKelvey explained. Finally our extra strength clinically validated L-theanine enhances daily calm and focus while reducing brain fog and anxiety via alpha wave production in the brain. California-based Jarrow Formulas has a new probiotic for women said Sky Garmon marketing associate. Jarrodophilus Women contains the four dominant strains found in healthy women and is clinically proven to support the female vaginal microbiota. The dominant flora of the vagina are confined to relatively few species so it s ideal to supplement with probiotic strains that are actually found in the vaginal tract and have been clinically tested to support vaginal health he explained. Creative Connecting Women tend to research learn discover and engage with brands and products they trust and love. They respond and interact rather quickly willing to ask as many questions as necessary in order to make informed decisions. Retailers can create interactive and exciting environments and programs for their female customers. And said Vagnini you should. In the face of increased online competition traditional retail stores need to create more excitement and interest at the store level. There are many promotions and activities that can be tied to women s health she said including seminars sampling days demos and merchandising. Aim to ensure these activities coincide with relevant health and awareness months e.g. breast cancer awareness month or National Wear Red Day (supporting women s heart health). She encouraged retailers to get local experts involved such as gynecologists and other medical doctors nutritionists naturopaths etc. who can speak with authority as they teach about various women s health issues. And Vagnini suggested cooking demos can encourage women to eat healthily and enable them to learn about new foods and ingredients. They don t have to be complicated she stressed. Juicing for health smoothie sampling and fun ways to create protein shakes VITAMIN RETAILER 29 Product Selection Women s Multivitamin plus Balance & Energy and Women s Multivitamin plus Stress Support are multivitamins from Rainbow Light that combine whole foods with a comprehensive blend of vitamins and minerals targeted for promoting energy and managing stress plus digestive support and targeted botanicals. New from Rainbow Light (first quarter 2018) is the 1 000 Days line which Clow described contains five new prenatal products plus an infant-toddler formula. This product line was inspired by evidence suggesting that the first 1 000 days between conception and a baby s second birthday are critical for future health she explained. The line includes Preconception Multivitamin which is formulated to help nourish the female body during the pre-conception phase to prepare for the miracle of producing a new life. Trimester 1 Trimester 2 and Trimester 3 Prenatal Multivitamins that are all designed to provide optimal nutritional support specific to the needs for both mom and baby during each of the JANUARY 2018 WWW.VITAMINRETAILER.COM Women Only For can be a good start and can lead them to purchase. And because social conscience is prominent organizing charity events especially those for women s health are a great way to show that you are a conscious retailer and that you care about good causes Vagnini added. So why not promote an event in your store and have a competition to win a health basket containing some of your best-selling products McKelvey recommended focusing on one health concern at a time and go deep with each one. Provide information such as statistics and recent studies. A great idea she said is to create comment boards with quotes from women about symptoms feelings favorite remedies. Women are very thoughtful consumers and they re hungry for real information not just marketing slogans she stated. Place a comment box for women to drop in their contributions which can be anonymous. And encourage humor she emphasized. Most women have an incredible sense of humor and the truer the humor the better. There is so much that we can all relate to. Use that as a starting point choose a winner from the comment box and go from there. Make a commitment to be real in whatever approach you choose. Clow suggested in-store or online promotions of a wide variety of wholesome foods and other healthy lifestyle practices (yoga mats water bottles) along with female-targeted supplements and natural remedies is an effective way to not onlycross merchandise but to help educate women about the importance of a multifaceted dietary and lifestyle regimen to achieve optimal health and wellness. She added that because social media interaction is so prominent in most women s daily lives I am also fond of promoting women s health with ideas such as a 30-day challenge of taking charge of your own health. This project could incorporate multifactorial educational components throughout the 30day period including recipe tips encouraging physical activity tips on hydration stress management and how to navigate the web for reliable resources on health information she explained. All areas of your establishment are relevant to women--healthy foods supplements and HBC. Most have a significant other and or children and pets. Schedule store tours and hand out a little goodie bag of samples. Women who will be impressed and happy you took the time will spread the good word VR Extra Extra Visit www.vitaminretailer.com to read about women s perception of their health. i For More Information her vital way www.hervitalway.com Jarrow Formulas www.jarrow.com Nature s Plus www.naturesplus.com Rainbow Light www.rainbowlight.com (Continued from page 23) safety and our legitimacy as a company that cares for our customers. Like the ongoing question of what will be defined as an old dietary ingredient as opposed to an NDI (new dietary ingredient) CBDs fall into the category of yet another area where our industry has to help others understand the differences between a supplement and a pharmaceutical. Just because supplements can make differences in people s health does not mean they are thus a drug. Hopefully common sense and not desire for wealth will win out in this next rights battle when it comes to defining what makes a supplement. Payette Education is key here and it 30 VITAMIN RETAILER would benefit those scrutinizing this category to better understand how these products are naturally improving lives with plenty of credible clinical studies and educational documentaries available and more being performed regularly to this point. Natural foods stores are not trying to become dispensaries--they are trying to offer quality hemp extract oil based products for general health support and aid a number of conditions. Just looking at a few of the top exemplary brands they have taken great care to ensure that their quality and potency are intact and they follow proper GMPs (good manufacturing practices) as any reputable supplement brand should. Fabricant My concern with CBDs is similar to the one I have made public in the past about kratom. While CBDs might not have the same safety concerns as kratom there is a path for these products to come to market. Companies should play by those rules and shouldn t try to circumvent them just because they are perceived to be difficult or expensive. In either case companies ought to put together dossiers for a NDI notification. VR Anything else you would like to add Payette With the growing awareness surrounding the natural foods industry it will undoubtedly be a turbulent ride and the transition of Whole Foods and Amazon may set the pace for where our attention is focused as they try to stay a step ahead and we strategize to set ourselves apart. And the challenge while there is nothing that beats good ol fashioned customer service the times are quickly evolving to a new level of automation that we need to respond to. Billingslea It s so exciting to see America embrace healthier living but also scary. Fake organics misleading labels and counterfeit products all make real knowledge that much more important for those seeking healthy living. What an interesting time to be a part of the health foods industry with opportunities to help consumers live better without being cheated by typical mass market shortcuts. VR WWW.VITAMINRETAILER.COM JANUARY 2018 Go to www.vitaminretailer.com neocell for info about this advertiser SUPPLEMENTSCIENCE By Gene Bruno MS MHS RH(AHG)--Professor of Nutraceutical Science Huntington College of Health Sciences nflammation is a major mechanism involved in many human diseases. Since prolonged inflammation is detrimental to the host higher organisms have evolved protective mechanisms to ensure resolution of the inflammatory response in a limited and specific time- and space-manner. Once thought as a mere passive process of dilution of inflammation resolution is today envisioned as a highly orchestrated process coordinated by a complex regulatory network of cells and mediators.1 I stage for diseases ranging from arthritis and atherosclerosis to diabetes and Alzheimer s. Evidence from recent research suggests that by inhibiting NF-B a wide range of diseases and conditions in which inflammation plays a critical role can be treated.2 Andrographis paniculata Background and Animal Research Enter Andrographis paniculata an herb with a history of use in both ayurvedic and traditional Chinese medicine. Called the king of bitters in Asia andrographis contains a number of bitter constituents which appear to have both immune-modulating and antiinflammatory activity.3 Specifically during the screening of a plant extract library of traditional Chinese herbal medicines researchers found that NFB activity was potently inhibited by andrographolide an abundant compo4 nent of the plant andrographis. Subsequent research verified this effect and further demonstrated that Nuclear Factor-kappa Beta One such mediator is nuclear factorkappa Beta (NF-B) a protein that acts as a sort of switch to turn inflammation on and off in the body. In response to threats like free radicals and infectious agents as well as injury NF-B turns on genes that produce inflammation. As we age NF-B expression in the body increases provoking widespread chronic inflammation and setting the 32 VITAMIN RETAILER andrographolide also reduced the expression of other pro-inflammatory proteins such as COX-2.5 In fact a recent article in the scientific journal Biochemical Pharmacology suggested that andrographolide and its analogs have great potential to be the next new class of anti-inflammatory agents ... 6 The anti-inflammatory effects of andrographis were examined in various types of animal studies. In a study7 with mice Andrographis extract significantly inhibited myocardial inflammationrelated proteins caused by a high fat diet. In another mouse study 8 andrographolide ameliorated drug-induced diabetic retinopathy by reducing inflammation including NF-B. In other research9 with mice andrographolide was found to be an effective antiinflammatory agent for lung inflammation. Andrographis paniculata In-vitro Joint and Cartilage Research The demonstrated anti-inflammatory WWW.VITAMINRETAILER.COM JANUARY 2018 effect of andrographis and its andrographolides also have a direct effect on cartilage. This has important ramifications for joint health. Osteoarthritis is characterized by progressive and permanent cartilage degradation. Cartilage erosion can cause inflammation and pain decreased mobility and reduced athletic performance. This degradation is caused by Interleukin-1 (IL-1) cytokines which trigger the over-production of cartilage-degrading enzymes called matrix metalloproteinases (MMPs) in the synovial cells and the chondrocytes. Likewise in rheumatoid arthritis aggressive fibroblast-like synoviocytes (FLSs) are found in the synovial tissues. These FLSs invade and destroy joints and cartilage by actively releasing pro-inflammatory cytokines. They also produce massive amounts of cartilage-degrading enzymes especially matrix MMPs which contribute to the invasive growth of FLSs and subsequent joint destruction. Recent research has shown that andrographolide inhibits MMPs in IL1-treated human chondrocytes (cells that produce collagen materials) while increasing the natural inhibitors of these enzymes via the NF-B pathway. A study found that andrographolide suppressed MMPs that were induced by IL-1 in equine cartilage.10 Andrographolide further slows cartilage degradation by dramatically reducing the loss of collagen hyaluronic acid and other key substances caused by IL-1. In addition the research also showed the ability of andrographolide to increase the production of cartilage biomolecules including collagen and hyaluronic acid. Furthermore blocking the action of FLSs will directly protect joints from cartilage destruction.11 In a study published in Cell Biology Toxicology synovial tissues were collected from 15 RA patients who had undergone a total knee replacement therapy the cells were treated with Andrographolide for 48 hours.12 The study found that Andrographolide induced cell death in these human RA-FLSs (rheumatoid arthritis fibroblast-like synoviocytes) which play key roles in cell death. The author suggested that andrographolide could be a potential therapeutic in supporting against joint destruction in both osteoarthritis and rheumatoid arthritis. These studies while interesting were the forerunners to impressive human clinical research. Standardized Andrographis paniculata Extract Rheumatic Disease and Human Research A prospective randomized double blind and placebo-controlled study13 was conducted in 60 patients with rheumatoid arthritis using a placebo or an Andrographis paniculata extract providing 50 percent total andrographolides (ParActin HP Ingredients). Subjects received tablets with 100 mg of the extract three times a day for 14 weeks. The primary outcomes were pain intensity measured using a horizontal visual analog pain scale (VAPS). In addition other joint and clinical parameters were recorded. The results were that those using the andrographis extract experienced a significant improvement in Tender joints (p 0.001) Number of swollen joints (p 0.02) Total grade of swollen joints (p 0.010) Number of tender joints (p 0.033) Total grade of swollen joints (p 0.01) Total grade of tender joints (p 0.002) Health assessment quality (p 0.001) Short form health survey (p 0.001) In addition use of the andrographis extract was associated to a reduction of rheumatoid factor a protein produced by the immune system that can attack healthy tissue in the body. The authors of the study concluded that andrographis extract could be a useful natural complement in the treatment of rheumatoid arthritis. Likewise andrographis extract can be used in combination with certain medications for rheumatoid arthritis for a superior outcome. To understand the significance of this integrative approach consider that there is no specific or etiological cure for rheumatoid arthritis and other rheumatoid conditions at this time. Treatment aims to limit joint damage prevent loss of function and decrease pain. The American College of Rheumatology (ACR) Guidelines recommends the administration of disease-modifying anti-rheumatic drugs (DMARDs) within three months of diagnosis and the immunosuppressant drug methotrexate (MTX) as the standard treatment in monotherapy or in combination with other DMARDs.14 However while MTX provides significant improvement in the number of tender and swollen joints pain and functional status starting at three months and plateauing after six to 12 months it can result in adverse events such as cytopenia (a reduction in the number of mature blood cells) serious infections liver damage and muco-cutaneous problems. The long-term use of MTX is associated with prevalence of significant liver enzymes in about 13 percent of the patients and 3.7 percent of the patients discontinue MTX permanently for liver toxicity.15 Now consider the results of a small human clinical trial16 with six individuals with various rheumatoid conditions who were given 300 mg day of Andrographis paniculata extract providing 50 percent total andrographolides (150 mg twice daily ParActin HP Ingredients) for four years. The group consisted of three male and three female patients all with a long history of active rheumatoid diseases. The results showed that supplementation with andrographis extract significantly improved in the number of swollen joints total grade of swollen joints total grade of tender joints and quality of life. Also noted were significant reductions in RF eryVITAMIN RETAILER 33 JANUARY 2018 WWW.VITAMINRETAILER.COM SUPPLEMENTSCIENCE throcytes sedimentation rate and CReactive Protein (CRP). Furthermore serum immunological parameters of inflammation were reduced progressively during 48 months of supplementation with andrographis extract. Of particular interest was that after 24 months of treatment the six patients were able to discontinue other medications having progressed to supplementing with ParActin as their only therapeutic agent. No side effects were observed indicating that the andrographis extract was safe nontoxic and well tolerated. system leading to swelling and pain. Improved skeletal muscle strength and exercise performance. The study author concluded that the supplement group exhibited less severe muscular dystrophy performed better in an exercise endurance test and had improved muscle strength compared to control mice. 4 192 170-177. 8 Yu Z Lu B Sheng Y Zhou L Ji L Wang Z. Andrographolide ameliorates diabetic retinopathy by inhibiting retinal angiogenesis and inflammation. Biochim Biophys Acta. 2015 Apr 1850(4) 824-31. 9 Abu-Ghefreh AA Canatan H Ezeamuzie CI. In vitro and in vivo anti-inflammatory effects of andrographolide. Int Immunopharmacol. 2009 Mar 9(3) 313-8. 10 Tangyuenyong S Viriyakhasem N Peansukmanee S Kongtawelert P Ongchai S. Andrographolide Exerts Chondroprotective Activity in Equine Cartilage Explant and Suppresses Interleukin1-Induced MMP-2 Expression in Equine Chondrocyte Culture. Int Sch Res Notices. 2014 (2014) 8. 11 Doody KM Stanford SM Sacchetti C Svensson MN Coles CH et al. Targeting phosphatase-dependent proteoglycan switch for rheumatoid arthritis therapy. Sci Transl Med. 2015 May 20 7(288) 288ra76. 12 Yan J Chen Y He C Yang ZZ L C Chen XS. Andrographolide induces cell cycle arrest and apoptosis in human rheumatoid arthritis fibroblast-like synoviocytes. Cell Biol Toxicol. 2012 Feb 28(1) 47-56. 13 Burgos RA Hancke JL Bertoglio JC Aguirre V Arriagada S Calvo M C ceres DD. Efficacy of an Andrographis paniculata composition for the relief of rheumatoid arthritis symptoms a prospective randomized placebo-controlled trial. Clin Rheumatol. 2009 Aug 28(8) 931-46. 14 Guidelines for the management of rheumatoid arthritis (2002). UpdateArthritis Rheum. 2002 46(2) 328-46. 15 Salliot C Van Der Heijde D. Long-term safety of methotrexate monotherapy in patients with rheumatoid arthritis a systematic literature research. Ann Rheum Dis. 2009 68(7) 1100-4. 16 Hidalgo MA Hancke JL Bertoglio JC Burgos RA. Andrographolide a New Potential Drug for the Long Term Treatment of Rheumatoid Arthritis Disease. In Matsuna H (ed). Innovative Rheumatology. Rijeka Croatia InTech 2013 247 270. 17 Cabrera D Guti rrez J Cabello-Verrugio C Morales MG Mezzano S Fadic R Casar JC Hancke JL Brandan E. Andrographolide attenuates skeletal muscle dystrophy in mdx mice and increases efficiency of cell therapy by reducing fibrosis. Skelet Muscle. 2014 Mar 21 4 6. Conclusion The effect of Andrographis paniculata and its andrographolides on NF-B and inflammation is impressive as is its effects on reducing collagen breakdown in joint tissue. Of even greater significance however is the human clinical research on Andrographis paniculata extract providing 50 percent total andrographolides (ParActin HP Ingredients) on safely and effectively reducing joint inflammation (i.e. swollen joints) and joint tenderness in arthritis sufferers. In addition human clinical research showed that supplementation with this andrographis extract eventually allowed arthritis patients to discontinue the use of certain medications with serious side effects. Finally research on mice suggests that this andrographis extract may also help with muscular pain and recovery in the gym. Together all of this makes a significant case for the use of supplement as a naturally antiinflammatory agent. VR Standardized Andrographis paniculata Extract Muscle Recovery Heretofore this article has discussed the use of andrographis extract for the treatment of serious joint conditions. However andrographis extract also has role to play in another type of less serious injury muscle recovery in the gym. For those of us who work out in the gym are used to a certain amount of muscular wear and tear resulting in the well-known adage No pain no gain. Nevertheless as we age the muscular repair process can take longer and the additional pain can last longer as well. Furthermore as we age our musculoskeletal system (i.e. bones joints tendons ligaments and muscles) changes by gradually losing muscle mass connective tissues (i.e. tendons ligaments cartilage and other support structures) flexibility and the resilience that was present at a younger age. As it turns out andrographis extract may be able to help. A study17 was conducted in which mice were treated with andrographis extract (ParActin HP Ingredients) for three months and tested for muscle degeneration and regeneration. Results showed that the andrographis extract Reduced inflammation in the skeletal muscle via NF-B inhibition as well as by reducing the COX-2 enzyme which in turn reduces of inflammatory chemicals that causes pain and inflammation. Reduced fibrosis and pro-fibrotic factor which might otherwise have inhibited the skeletal muscle regenerative processes. Reduced muscle damage and lowered serum creatine kinase an enzyme whose presence may reflect muscle breakdown. The breakdown in muscle proteins might otherwise cause an inflammatory response by the immune 34 VITAMIN RETAILER References 1 Cl ria J. Resolution of Acute Inflammation and the Role of Lipid Mediators. Scientific World Journal. 2010 10 1553 1555. 2 Lawrence T. The Nuclear Factor NF-B Pathway in Inflammation. Cold Spring Harb Perspect Biol. 2009 Dec 1(6) a001651. 3 Bone K. Clinical Applications of Ayurvedic and Chinese Herbs Monographs for the Western Herbal Practitioner. Queensland Australia Phytotherapy Press 1996 96 100. 4 Xia YF Ye BQ Li YD Wang JG He XJ Lin X Yao X Ma D Slungaard A Hebbel RP Key NS Geng JG. Andrographolide attenuates inflammation by inhibition of NF-kappa B activation through covalent modification of reduced cysteine 62 of p50. J Immunol. 2004 Sep 15 173(6) 4207-17. 5 Hidalgo MA Romero A Figueroa J Cort s P Concha II Hancke JL Burgos RA. Andrographolide interferes with binding of nuclear factor-kappaB to DNA in HL-60-derived neutrophilic cells. Br J Pharmacol. 2005 Mar 144(5) 680-6. 6 Tan WSD Liao W Zhou S Wong WSF. Is there a future for andrographolide to be an anti-inflammatory drug Deciphering its major mechanisms of action. Biochem Pharmacol. 2017 Sep 1 139 71-81. 7 Hsieh YL Shibu MA Lii CK Viswanadha VP Lin YL Lai CH Chen YF Lin KH Kuo WW Huang CY. Andrographis paniculata extract attenuates pathological cardiac hypertrophy and apoptosis in high-fat diet fed mice. J Ethnopharmacol. 2016 Nov Gene Bruno MS MHS the dean of academics for Huntington College of Health Sciences is a nutritionist herbalist writer and educator. For more than 30 years he has educated and trained natural product retailers and health care professionals has researched and formulated natural products for dozens of dietary supplement companies and has written articles on nutrition herbal medicine nutraceuticals and integrative health issues for trade consumer magazines and peerreviewed publications. He can be reached at gbruno hchs.edu. WWW.VITAMINRETAILER.COM JANUARY 2018 PRODUCTSPOTLIGHT Fashionably Eco-friendly oday many Americans are becoming more aware about the need for helping the environment and as a result they are using their purchasing power to be more conscious by opting for a hybrid or electric vehicle and choosing organic and local foods. They are also becoming more aware of the impact the apparel industry has on the envi- T B Y S H A R I B A R B A N E L ronment. In an effort to avoid synthetic fabrics dyes and chemicals eco-friendly clothing and accessories are often sustainably sourced free of chemicals and often use organic or recycled materials. In fact according to a report by Lifestyle of Health and Sustainability eight out of 10 shoppers say they like the idea of buying non-toxic safe sustainable and sweatshop-free clothing and accessories. Below are a few eco-friendly clothing and accessory items that natural health product retailers can carry in their stores. Sustainable Active Wear New York-based Satva is a sustainable active wear brand that partners with India s premier organic cotton corporation to craft the company s organic garments. By empowering farmers and seamstresses in rural India with the tools for success Satva contributes directly to the micro-economies of regions across the nation. The result is a line of super-soft versatile pieces one can feel great about wearing. Not only are these products beautifully designed and comfortable they are also certified to the highest grade. Satva has been using GOTS (Global Organic Textile Standard) certified organic cotton for the past five years and recently introduced ERTS (Ecological & Recycled Textile Standard) certified recycled polyester into the rotation. The company s products are made to last and cause very minimal strain on the environment ensuring a clean and sustainable supply chain the company stated. Satva is a Sanskrit term that means purity harmony and balance. Purity has been a guiding principle throughout my life and the reason I started a sustainable eco-friendly socially conscious brand said Puja Barar the company s co-founder. For more information call (212) 706-8597 or visit www.satvaliving.com. Kamala Pants The Kamala Pant from California-based Synergy Organic Clothing is a fulllength pant with a soft roll waist and an amazing fit. The generous leg is a great look for festivals yoga and running errands alike. Your customers will never want to take these pants off They are made from 95 percent organic cotton and 5 percent spandex. In addition the pants are GOTS certified and ethically manufactured. Available in sizes extra small to extra large the Kamala Pant comes in a number of colors and retails for 77. For more information call (888) 466-0411 or visit www. synergyclothing.com. Earth Backpack Terra Thread Collection (Mission Viejo CA) is a line of premium bags made using family-grown organic cotton and fair labor practices. Every aspect of the Terra Thread was created with the Earth and its people in the forefront. The company s Fair Trade-certified Earth Backpack is handmade and perfect for school work traveling and more. Each bag is 17 x 12 x 5 inches (H x W x D) and features a 13-inch padded laptop sleeve that can hold a 13 to 15-inch laptop. In addition the backpack has a single front pocket padded shoulder handles YKK lead-free antique finish metal zippers and is made of GOTS certified 100 percent organic cotton. The Earth Backpack has a suggested retail price of 51.99 and comes in a variety of colors including Cobalt Blue Denim Espresso Brown Charcoal Grey Red Turquoise Olive Green Sunshine Yellow and Sand. For more information call (949) 680-4004 or visit www.terrathread.com. WWW.VITAMINRETAILER.COM JANUARY 2018 Boody Eco Wear A maker of undergarments and base layers for men women and babies Boody Eco Wear s (San Diego CA) Classic Bikini is the company s most popular underwear style and best-selling product. It s a must-have everyday essential that s formfitting and extremely comfortable. The viscose made from bamboo makes the product superbly soft moisture wicking thermo-regulating and lightweight. A single pair has a suggested price of 9.95 while a four-pack retails for 34. Boody s Classic Bikini is available in sizes extra small to extra large. For more information call (800) 945-7638 or visit www.boodywear.com. 36 VITAMIN RETAILER FAMILY OF PRINT AND DIGITAL MEDIA Branch Out With VRM s Vitamin r.com Retaile NIEmagaz ine.com Fitnes sTrain erMag .com NaturalPr actitionerM ag.com VR s Upcoming Issue Highlights February 1 8 18 ad closing Heart Health Company Profiles March 1 29 18 ad closing Digestive Health Natural Products Expo West Show Issue Our 2018 Media Planner Is Available At VitaminRetailer.com 2018-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at (732) 432-9600 ext. 102 e-Mail RussF VRMmedia.com Gary Pfaff at (732) 432-9600 ext. 103 e-Mail GaryP VRMmedia.com HEALTHOVER40 Natural Interventions for PAIN By Cheryl Myers enerally speaking as we age our level of inflammation increases. Whether it is from wear and tear injuries to muscles and ligaments or a chronic disease such as arthritis those over 40 are at much higher risk for pain and inflammatory damage. Unfortunately the adverse effects of non-steroidal anti-inflammatory drugs (NSAIDs) like ibuprofen naproxen sodium aspirin and celecoxib are also more likely to be serious even life threatening as we age. Did you know that side effects of NSAIDs include gastric ulcers and bleeding decreased kidney function and a two- and three-fold increased risk of heart attack and stroke Conservative estimates indicate that more than 100 000 hospitalizations and over 16 500 deaths each year occur due to this class of drugs. Therefore it becomes even more G important to find effective natural products that reduce pain and inflammation without the risks of NSAID use. However inflammation is not always the enemy. Inflammation is a necessary process for repair and recovery after an injury. Acute inflammation can take many forms--heat redness swelling and of course--pain. Pain is most often is an indicator of a more complex underlying issue. Under normal circumstances our body will deal with the inflammation quickly so the rest of the healing process can occur and thus the pain disappears. However our diet lifestyle and genetics can play a significant role in how efficiently our bodies can respond to inflammation. If we are already overwhelmed by toxins and deprived of necessary nutrients we can enter a chronic inflammatory state. Chronic inflammation is often referred to as silent because it may not have many outward symptoms. However both acute and chronic inflammation can contribute to pain. Without addressing the inflammation there is little chance that pain will subside on its own. Alleviating pain with natural substances focuses on modifying inflammatory pathways improving mood and restoring balance in the body. Prescription medications can only target one inflammatory pathway whereas natural substances have the unique ability to modulate many pathways simultaneously. Natural pain relievers like curcumin boswellia and hemp hold great promise for the pain epidemic in the United States. WWW.VITAMINRETAILER.COM JANUARY 2018 38 VITAMIN RETAILER Curcumin Curcumin (from turmeric) is one of the most widely researched medicinal substances--natural or pharmaceutical--in the world. With almost 11 000 peer-reviewed studies curcumin has been investigated for health conditions such as diabetes arthritis Alzheimer s disease cancer and pain. Joint pain is a major cause of chronic pain with arthritis affecting more than 50 million Americans. In a clinical study on rheumatoid arthritis participants were split into three groups. The first group received an enhanced absorption curcumin blended with turmeric essential oils called BCM-95 Curcumin the second group was given the prescription drug diclofenac sodium and the last group received a combination of curcumin and diclofenac sodium. At the end of the study all the groups improved but the greatest improvement was seen in the curcumin group. Additionally 14 percent of the participants in the drug group had to drop out due to adverse effects. Another clinical study demonstrated that an enhanced absorption phytosome curcumin (Meriva) could alleviate pain as well as the over-the-counter drug acetaminophen. moderate to severe arthritis to mild to moderate arthritis. Aside from directly affecting pain both curcumin and boswellia have also been shown to help improve mood. In many instances pain and mood disorders co-occur so finding compounds that can work on the mind and body are incredibly valuable. Curcumin has been shown in multiple clinical trials to be a potent antidepressant for major depressive disorder (MDD) and atypical depression. Boswellia has also been shown to balance cortisol levels which can become disturbed during chronic pain. With almost 11 000 peerreviewed studies curcumin has been investigated for health conditions such as diabetes arthritis Alzheimer s disease cancer and pain. Hemp Oil Another exciting natural compound that is gaining steam with regard to pain is hemp. Hemp oil from the stalk of the plant contains many beneficial compounds including a full spectrum of cannabinoids. These cannabinoids interact with our endocannabinoid. The endocannabinoid system has receptors spanning the whole body and its discovery 30 years ago could be one of the most important medical breakthroughs of our time. Hemp and marijuana are often both Boswellia Curcumin is highly effective on its own but it also has synergistic properties when combined with other natural ingredients such as boswellia. In a study on knee osteoarthritis patients were given either a combination of enhanced absorption curcumin and a uniquely standardized boswellia (BosPure) combination or the number one prescription drug for osteoarthritis of the knee--celecoxib (one brand name is Celebrex). At the end of the 12-week study the patients in the herbal group experienced greater reductions in joint pain and tenderness and an increased ability to walk 1 000 meters (roughly two-thirds of a mile) compared to the drug group. Plus 64 percent of the herbal group (vs. only 29 percent of the drug group) experienced such significant improvements at the end of the study that they were downgraded from referred to as cannabis but hemp differs from its cousin marijuana in terms of delta-9-tetrahydrocannabinol (THC) content. THC is responsible for the psychoactive properties of marijuana. By definition hemp must contain 0.3 percent of THC whereas the THC content of marijuana can vary significantly. In terms of hemp there are more than 100 different types of phytocannabinoids that interact in a very complex way although cannabidiol (CBD) tends to receive much of the attention. Many researchers isolate one or two compounds to evaluate their benefits however it seems like whole hemp extracts may be superior. Whole hemp extracts contain compounds like CBD cannabigerol (CBG) cannabinol (CBN) and many others. Hemp also contains terpenoids like beta-caryophyllene and myrcene. Many of the compounds in hemp have been identified as anti-inflammatory and pain relieving. One scientific study demonstrated that a whole plant extract was more effective at reducing pain and inflammation than CBD extract alone. Cannabis has also been explored for its positive effects on difficult to treat pain like neuropathic pain and intractable cancer pain. Research has also found that deficiencies in our ECS can manifest as headaches (including migraines) fibromyalgia muscle spasms and even irritable bowel syndrome. There are numer-ous clinical trials underway for osteoarthritis chronic pain multiple sclerosis neurological pain and spin-al cord injury pain. Considering the fact we ve been studying the other systems of our body for thousands of years--cardiovascular urinary reproductive digestive etc. we have so much to learn about the ECS and its applications to health and wellness. With upwards of 650 000 opioid prescriptions every day we clearly are in need of better and safer pain alleviating options. In addition to improvements in diet and lifestyle natural ingredients that have been scientifically validated like curcumin boswellia and hemp can make a significant difference in pain and quality VITAMIN RETAILER 39 JANUARY 2018 WWW.VITAMINRETAILER.COM HEALTHOVER40 of life. Their safety profile is far superior to prescription medications and instead of side effects one receives side benefits. Remember pain is a signal that needs to be medically evaluated. Pain is our check engine light. Don t ignore pain especially if it is sudden and severe--make sure you know what is causing it. Only then can you decide how to best treat that pain. VR Resources Barbour KE Boring M Helmick CG Murphy LB Qin J. Prevalence of Severe Joint Pain Among Adults with Doctor-Diagnosed Arthritis United States 2002 2014. MMWR Morb Mortal Wkly Rep. 2016 Oct 7 65(39) 1052-1056. Chandran B Goel A. A randomized pilot study to assess the efficacy and safety of curcumin in patients with active rheumatoid arthritis. Phytother Res. 2012 Nov 26(11) 1719-25. Cho JY Chang HJ Lee SK Kim HJ Hwang JK Chun HS. Amelioration of dextran sulfate sodiuminduced colitis in mice by oral administration of betacaryophyllene a sesquiterpene. Life Sci. 2007 Feb 13 80(10) 932-939. Di Pierro F Rapacioli G Di Maio EA Appendino G Franceschi F Togni S. Comparative evaluation of the pain-relieving properties of a lecithinized formulation of curcumin (Meriva) nimesulide and acetaminophen. J Pain Res. 2013 6 201-205. Dowell D Haegerich TM Chou R. CDC guideline for prescribing opioids for chronic pain--United States 2016. JAMA. 2016 315(15) 1624-1645. Durso GR Luttrell A Way BM. Over-the-Counter Relief From Pains and Pleasures Alike Acetaminophen Blunts Evaluation Sensitivity to Both Negative and Positive Stimuli. Psychol Sci. 2015 Jun 26(6) 750758. Gallily R Yekhtin Z Hanus LO. Overcoming the Bell-Shaped Dose-Response of Cannabidiol by Using Cannabis Extract Enriched in Cannabidiol. Pharmacology & Pharmacy. 2015 6(2) 75-85. Hewlings SJ Kalman DS. Curcumin A Review of Its Effects on Human Health. Foods. 2017 Oct 22 6(10). Kizhakedath R Antony B Benny M Kuruvilla BT. Clinical evaluation of a herbal product (Rhulief) in the management of knee osteoarthritis. Abstract 316. Osteoarthritis Cartilage. 2011 19(S1) S145-S146. Moussaieff A Gross M Nesher E Tikhonov T Yadid G Pinhasov A. Incensole acetate reduces depressivelike behavior and modulates hippocampal BDNF and CRF expression of submissive animals. J Psychopharmacol. 2012 Dec 26(12) 1584-1593. Russo EB. Cannabinoids in the management of difficult to treat pain. Ther Clin Risk Manag. 2008 Feb 4(1) 245-259. Sanmukhani J Satodia V Trivedi J Patel T Tiwari D Panchal B Goel A Tripathi CB. Efficacy and safety of curcumin in major depressive disorder a randomized controlled trial. Phytother Res. 2013 28(4) 579-85. Singh G. Recent considerations in nonsteroidal anti-inflammatory drug gastropathy. Am J Med. 1998 July 27 (1B) 31S-38S. Smith SC Wagner MS. Clinical endocannabinoid deficiency (CECD) revisited can this concept explain the therapeutic benefits of cannabis in migraine fibromyalgia irritable bowel syndrome and other treatment-resistance conditions Neuro Endocrinol Lett. 2014 35(3) 198-201. Wade DT Robson P House H Makela P Aram J. A preliminary controlled study to determine whether whole-plant cannabis extracts can improve intractable neurogenic symptoms. Clin Rehabil. 2003 Feb 17(1) 21-29. Woods SC. The endocannabinoid system mechanisms behind metabolic homeostasis and imbalance. Am J Med. 2007 Feb 120(2 Suppl 1) S9-S17. Cheryl Myers is an integrative health nurse author and an expert on natural medicine. She is a nationally recognized speaker who has been interviewed by the New York Times Wall Street Journal and Prevention magazine. Her many articles have been published in such diverse journals as Aesthetic Surgery Journal and Nutrition in Complementary Care and her research on botanicals has been presented at the American College of Obstetrics and Gynecology and the North American Menopause Society. Myers is the head of Scientific Affairs and Education for EuroPharma Inc. WWW.VITAMINRETAILER.COM JANUARY 2018 40 VITAMIN RETAILER NATURALMEDICINE with Dr. Michael Murray Why is Biotin Making Headlines B Y M ICHAEL T. M URRAY ND n January 2017 the B vitamin biotin was in the news as a possible breakthrough treatment for multiple sclerosis. This positive news was dampened a bit when the U.S. Food and Drug Administration (FDA) released a warning regarding the safety of biotin on November 28 2017. The headlines from the warning are a bit misleading as biotin is certainly safe even at the massive doses being used in multiple sclerosis. The safety concern is that high dosages of biotin can significantly interfere with certain laboratory tests. This interference can lead to dangerously incorrect conclusions. Several lab tests utilize biotin to bind to specific proteins in the blood sample that can then be measured to determine the diagnosis of cancer heart disease thyroid disorders and even pregnancy. With high dosages the presence of biotin in the blood can interfere with the test results causing either falsely low or high results. That can be a problem. Before discussing this issue further let s I take a quick look at what biotin is and why are people taking it at high dosages. What is Biotin Biotin is a member of the B vitamin family even though bacteria in the gut can produce it. It functions in the manufacture and utilization of fats and amino acids. A biotin deficiency in adults is characterized by dry scaly skin nausea loss of appetite and seborrhea. In infants under six months of age the symptoms are seborrheic dermatitis (cradle cap) persistent diaper rash and alopecia (hair loss). Biotin Can Build Strong Nails and Healthy Hair Biotin is a popular recommendation to increase the strength of nails and promote healthy hair. Early research on biotin in this application came from veterinary literature biotin was shown to increase the strength and hardness of hooves in pigs and horses. Human studies have shown that biotin supplementation (2 500 mcg per day) can produce a 25 percent increase in the thickness of the nail plate in patients diagnosed with brittle nails of unknown cause and up to 91 percent of patients taking this dosage will experience definite improvement. However despite its impressive results in people with brittle nails biotin supplementation has not been shown to produce much impact on nail strength in people with normal nail strength. In regard to the beneficial effects of biotin on the health of hair it possibly reflects an ability to improve the metabolism of scalp oils similar to biotin s effects in seborrheic dermatitis a common condition that is associated with excessive oiliness (seborrhea) and dandruff. The dandruff of seborrhea may be yellowish and either dry or greasy. In addition scaly bumps may coalesce to form large plaques or patches. Seborrheic dermatitis usually occurs either in infancy (usually between two and 12 weeks of age) or in the middle-aged or elderly and has a prognosis of lifelong recurrence. In infancy seborrheic dermatitis is WWW.VITAMINRETAILER.COM JANUARY 2018 42 VITAMIN RETAILER known as cradle cap. Several case histories have demonstrated successful treatment of cradle cap with biotin by either giving the mother the biotin if the baby is being breast-fed or directly to the infant. When I was a medical student I remember quite a dramatic case of cradle cap clearing up almost immediately with supplementation with a liquid biotin supplement given to the baby. It made quite an impression on me. Cases of persistent diaper rash have also responded as well. In adults with seborrheic dermatitis treatment with biotin alone is usually of no value it probably requires not just biotin but also other necessary B vitamins as they all work together synergistically. some measure of improvement after taking the drug. In a larger randomized controlled trial published in Multiple Sclerosis Journal in November 2016 154 participants received either 300 mg of biotin or a placebo for one year. Among the patients taking biotin none of the patients taking the biotin worsened and 12.6 percent of them had improvements in their disability at the end of the year. In contrast none of the people in the placebo group showed improvement and most worsened. The significance of a one in eight people seeing improvement is that biotin treatment is the first ever shown to actually reverse the progression of the disease. Biotin Can Improve Blood Sugar Control Another use of biotin is in diabetes. There is a lot of scientific evidence showing biotin supplementation can enhance insulin sensitivity and improve the utilization of blood sugar. This improvement is thought to be the result of an increase in the activity of the enzyme glucokinase-- an enzyme involved in the utilization of blood sugar by the liver. With activation of this enzyme the liver pulls glucose from the blood and utilizes it in metabolism. In one study 8 mg of biotin twice daily resulted in significant lowering of fasting blood sugar levels and improvements in blood glucose control in type 1 diabetics. Several other studies have shown biotin alone and in combination with chromium can be helpful in improving blood sugar control and lowering blood triglyceride levels in patients with type 2 diabetes. High dose biotin has also been reported to be very helpful in the treatment of severe diabetic nerve disease (diabetic neuropathy). Several case histories have demonstrated successful treatment of cradle cap with biotin by either giving the mother the biotin if the baby is being breast-fed or directly to the infant. A smaller study conducted at the Multiple Sclerosis Treatment and Research Center at the Minneapolis Clinic of Neurology with 43 patients with progressive MS failed to show any real benefit of biotin therapy in MS. Currently there are efforts to recruit 600 patients from 80 study centers around North America and Europe in order to conduct a larger double-blind study to determine the effectiveness of biotin therapy in MS. betes and diabetic neuropathy dosages of 4 to 8 mg twice daily have been used successfully. Biotin is extremely safe and no side effects have ever been reported with biotin supplementation. Individuals with diabetes should use caution when using high dosages (e.g. greater than 4 mg) as it may produce reductions in blood sugar levels requiring changes in the dosage of insulin or other medications. As far as interactions the biggest one is the problem with antibiotics. Since antibiotics may decrease biotin levels due to destruction of biotin-producing bacteria in the intestines it is important to utilize probiotics during antibiotic use and supplement with at least the recommended dietary intake (RDI) for biotin. Alcohol also inhibits the absorption and utilization of biotin. As for some positive interactions biotin works synergistically with other B vitamins as well as coenzyme Q10 and carnitine. Biotin and Interference in Laboratory Testing While there are many valid points about the FDA warning some perspective is required. Certainly at the massive dosages being used in the medical treatment of MS (i.e. 300 mg per day) biotin interference is going to definitely be a problem. But what about at dosages less than 10 mg per day The only published data that has looked at this question was published in January 2017. Here is what that study demonstrated. Yes at 300 mg per day there is significant interference in test results that could be a major issue. But at dosage ranges of 5 to 10 mg of biotin there were only a few tests where interference was significant and it was based primarily on the test method. There are different ways of measuring these proteins and interference is somewhat dependent on the method. Roche Elecsys immunoassays are particularly vulnerable. The tests that showed the most concern at dosage of 10 mg per day are those anti-thyroid antibodies used in the diagnosis of thyroid disease and troponin a blood protein used to differentiate between an angina attack versus a heart attack (myocardial infarction). The interference with troponin is a big concern as it may mean not getting the right diagnosis in an emergency situation with the patient being treated for angina instead of a heart attack. Here is the takeaway from all the above VITAMIN RETAILER 43 Biotin in Multiple Sclerosis Multiple sclerosis (MS) is a progressive nerve disease where the myelin sheath that surrounds nerve fibers degenerates. Since biotin is required to utilize the fats used in making the myelin sheath as well as participates in cellular energy in nerve cells scientists have been investigating its possible use in MS especially since low levels of biotin were found in the spinal fluid in patients with MS back in 1999. The initial clinical studies with biotin and MS have been conducted in France and have utilized biotin at the massive dosage of 300 mg per day. The first published in March 2015 in Multiple Sclerosis and Related Disorders was a pilot study of 23 patients most showing Dosage Safety and Interactions The estimated safe and adequate dietary intake for adults is 30 to 100 mcg. To promote stronger nails and healthy hair a typical dosage range is 1 000 to 3 000 mcg daily. In the treatment of seborrheic dermatitis the dosage to administer to nursing mothers is 3 000 mcg twice daily. For infants not being breast-fed an effective dosage is estimated to be 100 to 300 mcg daily. In the treatment of dia- JANUARY 2018 WWW.VITAMINRETAILER.COM NATURALMEDICINE Know the level of biotin you are consuming. Biotin is not only available on its own as a supplement but is also found in multivitamins and supplements for hair skin and nail health. Biotin at dosages greater than 5 mg may interfere with laboratory tests. If you have had a lab test done and are concerned about the results talk to your health care provider about the possibility of biotin interference. They can talk to the lab to determine what methods of analysis were used and judge the appropriateness of retesting after washing out the biotin from your system. No supplementation for two weeks should be sufficient. Tell your physician you are taking biotin especially if you are being treated for angina or thyroid disease. Here is my last comment while high dosages of biotin supplements lead to interference in laboratory tests so do low levels of biotin in the blood. This problem has also not been fully defined. It may be that labs will have to factor in biotin levels when reporting any result from a test that uses biotin technology. VR of the scope and magnitude of biotin interference in susceptible Roche Elecsys competitive and sandwich immunoassays. Ann Clin Biochem. 2017 Jan 1 4563217701777. doi 10.1177 0004563217701777. [Epub ahead of print]. References www.fda.gov Safety MedWatch Safety Information SafetyAlertsforHumanMedicalProducts ucm 586641.htm. Trambas C Lu Z Yen T Sikaris K. Characterization Michael T. Murray ND is widely regarded as one of the world s leading authorities on natural medicine. A graduate former faculty member and serves on the Board of Regents of Bastyr University in Seattle Washington he is the author of more than 30 books on health nutrition. For more information visit www.doctormurray.com. RETAILFUNDAMENTALS (Continued from page 19) This is actually a good thing because unlike the situations where we have no control this is a time when the choices you make will result in the change you seek. Ask yourself Has my store gone downhill in any way Is my store outdated sloppy or shabby Do I have a well-trained sales staff Am I missing sales because of what happens after a customer enters my store When was the last time I attended a workshop seminar or leadership training Have I cut back too much or lost an on-target message with my advertising If you make yourself your staff and your store better it can be a key to turning around a sales slump. to others. When we ve been rewarded with financial gains we need to pass that on to others in need. I believe that God opens up the windows of Heaven and pours out blessings on us when we first bless others. Perhaps your tithe will be in what you give back by sharing your talents. It can be teaching education or community service. While tithing and goal setting can be overlooked at times they are at the top of my best advice list. You can avoid or lessen a slump by principles of wise living which I believe includes these two key points. wonderful tools available to us including supplements for good health prayer and meditation goal setting and practicing gratitude. When you know where you re going you don t get worried about the bumps in the road on the highway of life. There s always a brighter day ahead. Believe it Perhaps Winston Churchill said it best-- Never never never give up. VR A highly regarded leader in the natural products industry Terry Lemerond is founder and president of EuroPharma Inc. He also founded Enzymatic Therapy Inc. and PhytoPharmica Inc. and is currently co-owner of the Terry Naturally Health Food Store in Green Bay WI which recently won its sixth consecutive consumer choice award as Best of the Bay. With more than 40 years in the natural products industry Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs including the Terry Talks Nutrition website newsletters podcasts webinars and personal speaking engagements. He is the author of two books Seven Keys to Vibrant Health and the recently updated Seven Keys to Unlimited Personal Achievement. WWW.VITAMINRETAILER.COM JANUARY 2018 Keep Looking Up We will always face slumps in business and life. I m no stranger to slumps myself in fact I have many personal slump stories For example when I was building one of my first businesses I didn t have all the money required for such a big undertaking. The bank no longer saw me as a good risk and I was down to 14 in my checkbook. But with faith goal setting and the philosophy I ve been sharing with you--I weathered through it. Life is not one skyrocket up to success. Most people say you have to fail two or three times before you become successful. Slumps are failures--some minor and some major. That s why I put faith in God. I believe that all things happen for good to those who love the Lord. Even though we don t control slumps we have to understand them and then work through them with patience and hope. While some folks might let a slump be an incident that brings them down it doesn t have to be that way. We have so many Two Significant Points Here s another essential thought to consider--do you have goals You have to set goals and then repeat them aloud or reread them on a daily basis. There s magic in goal setting. Once we know where we are going 99 times out of 100 we will get there. If you re just working every day and not paying attention to where you re going you can never be all that is possible for yourself and your store. I can t say it often enough--don t neglect goal setting. I also personally believe in tithing-- giving a portion of what I ve been given 44 VITAMIN RETAILER NEWPRODUCTS VR s New Products section is a FREE service to industry members. Send new product press releases and photos to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 or email to JanetP VRMmedia.com Enhanced Curcumin ARLINGTON HEIGHTS IL--Carlson Curcumin is an enhanced form of curcumin that s clinically proven to increase relative absorption of total curcuminoids over standard curcumin and is shown to be significantly more bioavailable than other forms according to the company. Curcuminoids are powerful phytonutrients that give turmeric its yellow hue and offer a variety of health benefits. Curcumin supports a healthy normal inflammatory response promotes joint and heart health and provides powerful antioxidant protection. Sixty and 120 soft gels retail for 34.90 and 64.90 respectively. This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. Honey Gummy Bears and Dark Chocolate Honey Patties ALGONQUIN IL--The Lovely Candy Company has introduced two products Honey Gummy Bears and Dark Chocolate Honey Patties. The new Honey Gummies are the first gummy candy that lists honey as its primary ingredient. In addition they contain no gelatin and are peanut free. The gummies are available in assorted fruit and sour berry flavors. As for the Dark Chocolate Honey Patties they include only three ingredients honey cacao and a little bit of flavor. They come in three options including Original Mint and Raspberry and are each made with 99 percent cacao sweetened only with honey. They do not contain any dairy artificial ingredients or gluten and they are peanut free. Six-oz. packages of gummy bears retail for 4.99 while the Patties are available in 4.5-oz. packages and have an MSRP of 5.99. For more information call (815) 337-0673 or visit www.lovelycandyco.com. For more information call (888) 234-5656 or visit www.carlsonlabs.com. Organic Stevia In The Raw BROOKLYN NY--New Organic Stevia In The Raw by Cumberland Packing Inc. is the most recent addition to the In The Raw family of sweeteners. Available in convenient packets Organic Stevia In The Raw provides a truly delicious sweet taste for any sweetening occasion perfect for beverages or sprinkling on cereal or fruit. Each packet is only 3 calories but provides the sweetening equivalence of 2 teaspoons of sugar (which contains 32 calories). A box of 40 packets retails for 3.19. For more information call (718) 858-4200 or visit www.intheraw.com. Turmerich Heart and Turmerich Joint MINNEAPOLIS MN-- Turmerich is a new line of turmeric-based herbal supplements from Nature s Way combining premium extracts of the powerful botanical with a strong suite of herbal and specialty ingredients for comprehensive support. The line includes two targeted formulas Turmerich Heart and Turmerich Joint specifically created to enhance turmeric bioavailability meaning that curcumin (the principal chemical in turmeric that supports antioxidant pathways in the body ) is delivered in a potent dose to maximize absorption. Sixty counts of Joint and Heart retail for 29.99 and 34.99 respectively. This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. Just Kissed Lip Plumper GREAT BARRINGTON MA--This top-selling Just Kissed formula by jane iredale (Iredale Mineral Cosmetics Ltd. MSRP 25) delivers moisture and contributes to the appearance of a fuller lip. A tinted sheer port wine lip plumper it contains unique time-released peptides designed to increase hydration. Shea butter sunflower oil and avocado oil soften and hydrate. Essential oils of lemon and tangerine help to exfoliate dead skin cells. It also contains beeswax for antioxidant protection. For more information call (877) 869-9420 or visit www.janeiredale.com. For more information call (800) 688-3303 or visit www.naturesway.com. Multi Gold OREM UT--Multi Gold is a complete line of plant-based whole-food multis in easy-to-swallow capsules that are USDA certified organic Non-GMO Project verified vegan and kosher certified verified allergen-free and contain no chemical additives preservatives fillers binders or coatings. Like all NutriGold products Multi Gold products are subject to 140-plus third-party tests to verify purity and potency so one can trust what s on the label is in the bottle and nothing more. Thirty 60 and 90 counts have MSRPs ranging from 24.98 to 45.98. For more information call (800) 476-3542 or visit www.nutrigold.com multis. JANUARY 2018 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 45 NEWPRODUCTS The Nutty Cookie UKIAH CA--Pamela s Products is adding to its cookie line with a new bite-size treat The Nutty Cookie. Made from a trio of organic coconut almonds and walnuts these organic grain- and gluten-free cookies are perfect for satisfying one s sweet tooth craving. Snackers can choose from three flavors Ginger & Spice Chocolate Chip and Macaroon. A 4-oz. box has an MSRP of 3.89. For more information call (707) 462-6605 or visit www.pamelasproducts.com. Optimized Curcumin Longvida with Omega-3 CARPINTERIA CA--Optimized Curcumin Longvida with Omega-3 by ProHealth was created due to the high demand for a highly bioavailable form of curcumin. Curcumin Longvida was developed in collaboration with UCLA (University of California Los Angeles) utilizing the patent pending SCLP Technology to offer an optimized curcumin that is 95 times more bioavailable than regular curcumin. The product also features the freshest omega-3 from sustainably caught wild Alaska walleye pollock. Combining these two ingredients produces a powerful supplement which helps reduce inflammation increase blood flow to the brain and support cognitive function. Ninety soft gels retail for 75. This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. Premama Prenatal Vitamin DHA Gummy PROVIDENCE RI--The Premama Prenatal Vitamin DHA Gummy is the first prenatal gummy on the market with DHA and iron. This comprehensive multivitamin containing folic acid 50 mg DHA iron and 30 mg of vitamin B6 may soothe morning sickness. The natural prenatal supplement is gluten free vegan certified organic and kosher which helps to meet the needs of new or expecting moms. The gummy format allows moms to easily take their prenatal vitamins without the difficulty of swallowing large horse pills. Each box containing 84 gummies retails for 19.99. For more information call (401) 383-0299 or visit www.drinkpremama.com. For more information call (800) 366-6056 or visit www.prohealth.com. Quantum Chlorella AUSTIN TX--Quantum Chlorella by Quantum Nutrition Labs features organic broken cell wall chlorella grown in fresh water (not in dark vats with tap water). This famous ancient super nutrient was treasured by many cultures for centuries for optimal health and cleansing. This natural product contains organic chlorella without added magnesium stearate or other undesirable additives. The patented Broken Cell Wall Process is used for superior absorption of chlorella s broad nutrient profile. A bottle of 90 capsules retails for 19.95. For more information call (877) 749-1163 or visit www.qnlabs.com. SIBU Miracle Stick MIDVALE UT--SIBU Miracle Stick is supertherapy for damaged skin. It provides relief to sunburn windburn cracked heels and cuticles rashes eczema insect bites and many other types of skin irritation. It is formulated with organic sea berry oils and other healing oils and butters in an organic coconut oil base to leave your skin healthy and baby soft. A 2oz. stick has an MSRP of 19.95. For more information call (801) 542-7500 or visit ww.sibu.com. Hydrosol Waters STERLING VA--Shea Terra Organics Hydrosol Waters are produced during the distillation of their corresponding flower and contain droplets of essential oils. Spray the water onto one s face multiple times per day use as the liquid component in one s favorite powder beauty mask or use as a daily toner. They are available in six scents for all skin types including for sensitive and dry skin (South African Cape Lavender Hydrosol South African Cape Chamomile Hydrosol) as well as for oily and blemish prone skin (Moroccan Orange Blossom Hydrosol South African Tea Tree Hydrosol). Kenyan Dakara Frankincense Hydrosol Moroccan Damask Rose Hydrosol are recommended for all skin types--4-oz. and 8-oz. bottles retail for 16 and 22 respectively. For more information call (877) 427-6627 or visit www.sheaterraorganics.com. WWW.VITAMINRETAILER.COM JANUARY 2018 Tuscany Pumpkin Sauce MT. KISCO NY--Inspired by Italy s rustic harvest Chef Neil Fusco brings you Cucina Antica Tuscany Pumpkin Pasta Sauce. This artisanal blend of peak harvested pumpkin flavorful San Marzano tomatoes and an aromatic combination of garlic rosemary and sage is simmered with a touch of cream and perfected small batches. With a delicate hint of honey and cinnamon this soul-warming sauce achieves a well-balanced earthy character robust enough to be tossed with cheese ravioli and yet light enough to drizzle over a saut ed medley of fresh vegetables. Simmer with cream for a cream of pumpkin soup. The possibilities are endless with a sauce as savory and versatile as this according to the company. The product is also certified gluten-free. The 25-oz. jars retail for 6.99- 7.99. For more information call (914) 244-9700 or visit www.cucina-antica.com. 46 VITAMIN RETAILER OFFTHEPRESS Book Publishers--Submit new books to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP VRMmedia.com Mayo Clinic The Integrative Guide to Good Health Home Remedies Meet Alternative Therapies to Transform Well-Being In this integrative guidebook Mayo Clinic experts explain how to achieve personal wellness through nontraditional medicine and home remedies. Its revolutionary approach to health addresses the whole person--body mind and spirit--by combining conventional care with innovative practices such as mindbody techniques acupuncture and massage therapy. With this book readers will get advice for avoiding medical appointments while also learning when an appointment is needed. Practical trustworthy and smart this book will safely and naturally transform the reader s well-being one page at a time. Author Brent A. Bauer MD Cindy A. Kermott MD Martha P. Millman MD Pages 416 Price 26.99 (paperback) Publisher Oxmoor House (a division of Time Inc. Books) Contact Oxmoor House Customer Service (800) 765-6400 ADVERTISERINDEX ADVERTISER Autism Hope Alliance Bluebonnet Nutrition Corp. Continental Vitamin Company Genacol International Corp. Inc. Health Plus Inc. LivOn Laboratories Natural Factors Natural Factors NeoCell Corporation North American Herb & Spice Now Foods Scandinavian Formulas Inc. Wakunaga of America PAGE 11 C4 7 27 15 3 9 13 31 C2 C3 5 1 PHONE (800) 891-9077 (281) 240-3332 (800) 421-6175 (888) 514-3622 (800) 822-6225 (866) 790-2107 (800) 322-8704 (800) 322-8704 (949) 699-1626 (800) 243-5242 (888) 669-3663 (800) 688-2276 (949) 855-2776 WEB www.vitaminretailer.com autismhopealliance www.vitaminretailer.com bluebonnet www.vitaminretailer.com cvc www.vitaminretailer.com genacol www.vitaminretailer.com healthplus www.vitaminretailer.com livon www.vitaminretailer.com naturalfactors www.vitaminretailer.com naturalfactors www.vitaminretailer.com neocell www.vitaminretailer.com nahs www.vitaminretailer.com nowfoods www.vitaminretailer.com scandinavian www.vitaminretailer.com wakunaga INDUSTRYEVENTS January 26-28 2018 The Mexican Healthy Products Summit Sheraton Buganvillas Resort and Convention Center Puerto Vallarta Mexico www.healthyproductssummit.com February 1-3 2018 ShiftCon Social Media Conference Hotel Irvine Irvine CA www.shiftconmedia.com March 7-11 2018 Natural Products Expo West Anaheim Hilton & Marriott Anaheim Convention Center Anaheim CA www.expowest.com April 10-11 2018 SupplySide East Meadowlands Exposition Center Secaucus NJ east.supplysideshow.com JANUARY 2018 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 47 Back Talk THIS MONTH Zev Ziegler is the head of global brand and marketing for the Health Division at Lycored a nutritional ingredient supplier. He works on developing and managing brand experience across touch points (advertising social trade shows events direct mail training manuals and website). Prior to Lycored he was a corporate sales manager and online marketing manager at KIND. Answer Online marketing and e-commerce were vital components to KIND s business over my tenure helping generate revenue online and off by engaging with and educating consumers. My biggest achievement was a targeted digital campaign titled Snack like there is a tomorrow that generated both revenue and brand equity. It was one of multiple campaigns that drove extensive awareness around one idea Starting small is how habits change. The campaign results proved that when consumers experience anthropomorphic qualities from the brands they partner with coupled with a healthy lifestyle message that doesn t feel fake forced or heavy handed. My biggest takeaway from KIND is that if corporations are people and brands are on Snapchat it s pretty clear that brands don t just give us products-- they re part of our social circle. Brands in health & wellness categories have a social responsibility to serve as a platform to inspire small steps for their audiences to become kinder healthier people partnering with their audiences during their healthy lifestyle journey. WITH JANET POVEROMO tomato nutrient complex Lycoderm helps let that inner glow out. Instead of sampling our supplements and nutrition we set up Letters of Love trial stations to help consumers connect carotenoids to skin health. The partners we co-brand with are able to set up letter writing stations at their stores where a passerby can stop take a minute to reflect and jot down what makes them feel beautiful. Then we send their note back to them when they least expect it to remind them how they felt in that moment. We also take the time to let them know being connected to our bodies and nourishing them properly is a universally crucial step as it relates to feeling beautiful and they can find supplements with our specialty ingredients at a specific aisle in that given natural retail store. Your summary of success for a marketing strategy is The entrepreneurial spirit. Creating the appropriate environment that fosters creativity and brand development that will evolve into tangible revenue stream. Passion. What are some examples Most corporate managers believe they need to be seen as specialists. It s a wonderful impulse however an environment that fosters creativity starts with a mindset to surround ourselves with better than me. Being as comfortable not knowing the answers today and tomorrow through every step of a creative process from ideation to measuring success creates an environment in which people working behind big ideas connect to the project in a more meaningful way making the project to them more than a pretty face the work becomes a sparkling brain a muscular heart and a good strong stomach a living breathing thing in which every detail starts at perfect. My passion for the natural products industry is that the category naturally attracts those who seek health and wellness making it easier for the brands I work on to connect with people who seek peace of mind and joy while creating more profitable revenue streams for the team I support. WWW.VITAMINRETAILER.COM JANUARY 2018 Question Zev Ziegler Head of Global Brand & Marketing Health Lycored Website www.lycored.com Question How can a retailer incorpoQuestion You have spearheaded marketing campaigns that offer a fresh vision for nutritional ingredients. One example is the rethinkbeautiful campaign for Lycored. Please discuss the concept and your goals for that campaign. As ingestible skin care becomes increasingly mainstream our beauty-from-within message is resonating even more strongly. We started our rethinkbeautiful movement to help everyone define what makes them look and feel their best for themselves. We re going beyond skin deep and reimaging what inner beauty can be (in more ways than one). We re changing the conversation breaking beauty out of its proverbial box. And we want you to join us. rate outside-of-the-box marketing whether it is for an ingredient a manufacturer s campaign or their store Whether a natural product retail management team is aiming to increase basket size or drive more frequent retention from existing customers or target new audiences they should partner with brands found on their shelves and the hot ingredient brands that power their specific private label products by challenging those brand teams to recommend experiential cobranded activations they can execute on at their retail store. These activations should be based around engagement best practices either via existing business building programs available or new out of the box ideas recommended by the brand teams. As an example of sampling lifestyle to create effective consumer education at Lycored we understand the power of our Answer Answer Answer Question What was your biggest achievement and takeaway at KIND 48 VITAMIN RETAILER Go to www.vitaminretailer.com nowfoods for info about this advertiser Go to www.vitaminretailer.com bluebonnet for info about this advertiser