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Description: In This Issue: Lineup Change for Sports Nutrition, Non-GMOs, Inflammation & Pain, and Food Sensitivity ww Ne V w. w isit Vit W O am eb ur inR si eta te ile r.c om Go to nahs for info about this advertiser Go to wakunaga for info about this advertiser d o ou ter Pr or p up S f TABLEOFCONTENTS APRIL15 VOLUME 22 NUMBER 4 26 37 42 48 Features 26 Non-GMO What Does the Future Hold Our rountable discussion asks experts to share their expertise on how nonGMOs are affecting the industry today and where they see it going in the future. Columns 4 Off the Cuff 48 Health & Nutrition 51 Healthy Shopper 52 Product Spotlight 53 Supplement Science 55 Natural Medicine 37 Deflating the Pain Consumers are seeking natural relief for pain and inflammation. 42 Lineup Change for Sports Nutrition From serious athlete to weekend warrior there s a sports nutrition product to fit every need. Copyright 2015. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 22 Number 4 April 2015. Vitamin Retailer is published monthly and twice in October by Vitamin Retailer Magazine Inc. 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 60.00. Periodicals postage paid at East Brunswick NJ 08816 and additional mailing offices. POSTMASTER Send all UAA to CFS. 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 Back Issues & Single Copies For order information contact (732) 432-9600 or general August issue is 25.00. October November issue is 45.00. All other issues are 8.00 each. Departments 6 Hot Sellers 10 Behind the Counter 12 Trending Now 14 Industry News 22 NPA Update 24 Research Update 57 New Products 59 Off The Press 59 Advertiser Index 59 Industry Events 60 Back Talk WWW.VITAMINRETAILER.COM APRIL 2015 Visit FreeProductInfo for FREE Product Information or Samples from All Vitamin Retailer Advertisers vitaminretailermagazine Also Sign Up for the FREE E-newsletter 2 VITAMIN RETAILER Go to xlear for info about this advertiser OFFTHECUFF Non-GMOs Just Where Are We ver the past couple of years there have been few topics that have engaged the natural product space like nonGMOs (genetically modified organisms). In fact according to a recent New York Times article few industry debates are as heated these days as the one about labeling foods that contain genetically modified ingredients. At Expo West in Anaheim for example we again had the opportunity to attend a series of educational sessions on non-GMOs from GMO Myth Busting to Organic and NonGMO--Finding Common Ground and finally to hearing featured speaker Mark Crimpacker CMO of Chipotle answer attendee questions on the hotbutton topic. In this month s Vitamin Retailer we take our own look at both the current state and the future of non-GMOs in our roundtable discussion featuring experts from both the retail and manufacturing worlds. Our goal here is to tap the wealth of knowledge these leading experts have and learn more about how non-GMOs are affecting the industry today and where they see it going in the future. Here s just a sampling of what we found out from our roundtable participants to better whet your appetite 1) Fifty-four percent of Americans are now aware of the term GMO and 64 percent of natural channel shoppers are aware of GMOs 2) according to the 2013 NMI SORD study 42 percent of supplement users said they consider non-GMO compliance important in their purchase decisions and 3) the demand for non-GMO products in the U.S. has been growing at more than 25 percent per year and it appears that trend will continue for some time. You all know about the Non-GMO Project the leading certification group 1994 ea t ng 20 Y CelebraEixcellence f o rs 2014 O in the U.S. that currently has verified more than 24 500 products. Among those products one of the fastest growing categories is supplements. In fact according to SPINS sales for non-GMO supplements last year topped 160 million up 13.5 percent from 2013. That number is also expected to grow. Despite these lofty numbers and statistics the industry still faces many challenges and obstacles ahead when it comes to non-GMOs. These obstacles include such proposed legislation as the recent bill introduced by Rep. Mike Pompeo (R-Kan.)-- known to its critics as the Deny Americans the Right-to-Know or DARK Act--which would block states from requiring labeling on genetically modified food while hampering U.S. Food and Drug Administration (FDA) efforts to mandate labeling nationwide. Other ongoing challenges include the verification process for products and for retailers gauging their customers concerns and being able to answer their questions about the products on their shelves and the non-GMO labels they carry. To learn more about where nonGMOs are and where they might be next year and beyond I encourage you to read our roundtable discussion with an open mind and to take what our experts have to say to heart. From there you can hopefully make an educated decision about what is right for your store and your business model moving forward when it comes to the world of non-GMOs. In closing I wanted to give a big shout-out to the Natural Products Association for hosting the 18th annual Natural Products Day in Washington D.C. last month. NPA continues to take the lead in fighting the good fight while educating legislatures and lawmakers in our nation s capital about the virtues of the natural products industry. Publisher Daniel McSweeney Editorial Director DanM Associate Russ Fields Publisher RussF Advertising Roy Kieffer Sales Manager RoyK Advertising Gary Pfaff Sales Associate GaryP Editor-in-Chief Daniel Breeman DanielB Managing Editor Janet Poveromo JanetP Associate Shari Barbanel Editor ShariB Assistant Cristina Goodwin Editor CristinaG Art Director Robert Certo Production Manager RobertC Production Assistant Bryan Zak Graphic Designer BryanZ Contributing Writers Mark Becker Gene Bruno MS MHS Michael T. Murray ND Circulation Yoko McSweeney Manager General VRM Media Phone Fax E-mail Website President 431 Cranbury Road Ste. C East Brunswick NJ 08816 (732) 432-9600 (732) 432-9288 info Daniel McSweeney DanM 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 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. vitaminretailer vitaminretailermagazine company vrm-media vitaminretailermagazine vrm_media 4 VITAMIN RETAILER WWW.VITAMINRETAILER.COM APRIL 2015 Go to reddremedies for info about this advertiser HOTSELLERS Hot Sellers is a monthly what s hot at retail snapshot of six categories of products sold in health food stores across the U.S. by region provided by a rotating Retailer Advisory Board of participating stores. NORTHEAST SOUTHEAST MORNING GLORY NATURAL FOODS Brunswick ME VITAMIN MINERAL SUPPLEMENT Source of Life Garden Vitamin D3 by Nature s Plus SPECIALTY SUPPLEMENT Collagen Booster by Reserveage Nutrition HERBS BOTANTICALS Maca by Gaia Herbs FUNCTIONAL FOOD BEVERAGE Organic Plant Protein by Garden of Life PERSONAL CARE MSM Moisture Cr me by Ultra Aesthetics HOT PRODUCT OF THE MONTH Norwegian Gold Critical Omega by ReNew Life MOUNTAIN PEOPLE S CO-OP Morgantown WV VITAMIN MINERAL SUPPLEMENT Kind Organics Men s Multi by Garden of Life SPECIALTY SUPPLEMENT Turmeric & Bromelain by NOW Foods HERBS BOTANTICALS Bulk Nettle Stinging Leaf Powder by Frontier FUNCTIONAL FOOD BEVERAGE Mother s Milk by Traditional Medicinals PERSONAL CARE Raw Shea Butter HOT PRODUCT OF THE MONTH Inca Meal Protein Powder by Peaceful Planet MIDWEST CENTRAL THYME CAPSULE NUTRITION North Kansas City MO VITAMIN MINERAL SUPPLEMENT Multi-Vitamin & Mineral All Natural Energy Source by Life s Fortune SPECIALTY SUPPLEMENT Zyflamed by New Chapter HERBS BOTANTICALS CuraMed by Terry Naturally FUNCTIONAL FOOD BEVERAGE Noni SuperFruit Juice by NOW Foods PERSONAL CARE Miracle II Soap by Miracle II HOT PRODUCT OF THE MONTH Flexcin Joint Pain Relief SUSAN S NATURAL WORLD Cincinnati OH VITAMIN MINERAL SUPPLEMENT Alive by Nature s Way SPECIALTY SUPPLEMENT Curamin HERBS BOTANTICALS Holy Basil Force by New Chapter FUNCTIONAL FOOD BEVERAGE Fab Ferments PERSONAL CARE Hyaluronic Acid products by derma e HOT PRODUCT OF THE MONTH Deep Sleep by Herbs Etc. NORTHWEST WEST OCEANA NATURAL FOODS Newport OR VITAMIN MINERAL SUPPLEMENT Vitamin D 2000 IU by NOW Foods SPECIALTY SUPPLEMENT Tumeric with Meriva by Source Naturals HERBS BOTANTICALS Nativa Wild Harvested Yerba Mate FUNCTIONAL FOOD BEVERAGE Organic Berry Energy Drink by Steaz PERSONAL CARE Ear Candles by Harmony s Candles HOT PRODUCT OF THE MONTH Breakfast Muffins by Oceana EARTH WISE NUTRITION CENTERS Valencia CA VITAMIN MINERAL SUPPLEMENT Complete Multi & Complete Mineral by Viva Vitamins SPECIALTY SUPPLEMENT PMA by Viva Vitamins HERBS BOTANTICALS Essential Oils & Oil Diffuser by NOW Foods FUNCTIONAL FOOD BEVERAGE Miss Gainz powder by iForce PERSONAL CARE Vitamin E Oil by NOW Foods HOT PRODUCT OF THE MONTH Glucose Support by Viva Vitamins Retailers interested in having their stores featured in Hot Sellers can visit hotsellers. 6 VITAMIN RETAILER WWW.VITAMINRETAILER.COM APRIL 2015 Go to nordicnaturals for info about this advertiser Go to taiyo for info about this advertiser BEHINDTHECOUNTER Behind the Counter is a monthly column profiling successful natural product retailers. An Alternative Twist on a Healthy Life natural health store Pharmaca Integrative Pharmacy was founded in 2000 in Boulder CO and pushes the boundaries to the next level. Our founders modeled the concept after European and Canadian apothecaries or pharmacies that offered homeopathic and other alternative remedies alongside prescription medications explained President and CEO of Pharmaca Mark Panzer. At the start Pharmaca Integrative Pharmacy was located in Boulder s Ideal Market Shopping Center the first two years of business. Once the two years were up the business had already caught the eye of many customers giving Pharmaca the opportunity to successfully open eight more locations. In fact the store caught the eye of Vitamin Retailer as well and was named Retailer of the Year in 2011. Today our stores are still introducing people to alternative treatments and preventive medicine on a daily basis Panzer said. Unlike other chains of natural food retailers such as Sprouts or Whole Foods Pharmaca carries an extensive array of supplements health foods and unique all-natural products not found at competitors stores in addition to Pharmaca s unique natural health pharmacy. Our broad selection of natural products our warm shopping environment and our personalized approach to health care allows customers to feel truly appreciated and cared for Panzer explained. Pharmaca is not only a onestop health food shop it is a pharmacy as well but not your average prescription drug pharmacy. PHARMACA INTEGRATIVE PHARMACY (BOULDER CO) A The shops dedicated staff is available full-time to answer any of the customers questions. The staff and pharmacy include licensed professionals in fields such as nutrition skin care homopathy naturopathy herbal studies supplements vitamins beauty and more. Our customers love the fact that they can walk into the store with a question about health and beauty and get really personalized answers from experts in their fields. Panzer said it s a unique way to help customers achieve their health and wellness goals. You can never over-stress the importance of education whether it be for the staff consumer or better yet both he added. Our customers love the fact that they can walk into the store with a question about health and beauty and get really personalized answers from experts in their fields. To share this expertise with our customers we host a variety of national events each year covering specific topics such as fitness women s health menopause and natural baby care. The events offer customers time to ask specific questions about the topics test product samples and participate in health screenings. such as Metagenics and Pure Encapsulation which are usually sold exclusively at natural practitioners offices plus an extensive variety of vitamin and supplement brands including Pharmaca s private label. We began manufacturing supplements under the Pharmaca private label in 2006 and now have 200 supplement SKUs Panzer said. The label brought to a higher level by expanding it to close to 140 body-care products as well as aromatherapy snacks candles and other lifestyle items. Our private-label products also offer us a way to bring the Pharmaca name into customers homes and to continually remind them of the great experience they had in our stores--and hopefully bring them back for more. Ways to Save Pharmaca offers the Feel Better Rewards loyalty program which rewards customers with 3 percent back on retail purchases and 1 for every prescription filled Panzer explained. The rewards are sent on a quarterly basis and are similar to a gift card since consumers can use it for future purchases. Feel Better Rewards members also receive special coupons invitations to exclusive shopping events and information about upcoming sales and specials that are not available to non-members. Although it can no longer be considered the small neighborhood health store Pharmaca sticks to its mission statement that reads Pharmaca is the trusted source for integrative wellness solutions. We offer an open-minded approach to medicine and inspire health in the lives of our customers ourselves and the world. With natural supplements food and beverages vitamins herbs etc. the health food and pharmacy brings a new outlook to the future of natural health stores. That includes an online presence. Not only do they have a website Pharmaca sells products online controls multiple social media outlets offers online discounts and more. WWW.VITAMINRETAILER.COM APRIL 2015 New Addition Fifteen years and 30 stores later Pharmaca is now opening another outlet. In addition to being built using sustainable materials such as recycled carpet tiles low-VOC paint and bamboo flooring the spacious store offers professional grade product lines 10 VITAMIN RETAILER Go to cvc for info about this advertiser TRENDINGNOW Get Back on Your Sleep Schedule With Melatonin BY SHARI BARBANEL tonin is used to help adjust the body s internal clock--particularly for jet lag adjusting sleep-wake cycles in people whose daily work schedule changes (shift-work disorder) and for helping blind people establish a day and night cycle. Additionally melatonin can also be used for insomnia delayed sleep phase syndrome (DSPS) insomnia associated with attention deficit-hyperactivity disorder (ADHD) among other uses. lower anxiety levels and increased REM sleep which may be linked to improved cognitive restoration. Many customers like melatonin because they have read so much about it said Ramona Billingslea marketing manager for Betsy s Health Foods which has two locations in Houston TX. Some come in looking for it because a doctor recommended it. Billingslea noted that straight melatonin is the store s most popular melatonin product. Customers tend to like the sublingual forms best she said. On average the body produces approximately 0.3 mg of melatonin per day. The Maryland Medical Center suggested the following dosage for adults (age 18 and older) a dose in the range of 1 to 3 mg one hour before bedtime is acceptable for insomnia 0.5 to 5 mg one hour prior to bedtime is common for jet lag. Additionally those traveling to another time zone may take 1 to 5 mg one hour before bedtime for two days before departure and two to three days after arrival at final destination. Because melatonin is a hormone naturally produced by the body it is recommended that it is taken for only a short period of time. If taken too regularly it may have an effect on the body s natural production of melatonin. When I first started in this industry almost 20 years ago one of the first things I remember learning was from Dr. Michael Murray who explained that taking melatonin when you don t need it could actually lead to your body reducing its own natural production of melatonin making it so you would have to keep supplementing with it Billingslea said. This warning has always made me proceed with caution when it comes to any hormone that the body naturally produces as far as supplementation is concerned. VR WWW.VITAMINRETAILER.COM APRIL 2015 S leep is good for the body and without it doing average tasks that normally wouldn t be an issue become difficult. And while tossing and turning occasionally is inevitable chronic sleep issues are becoming more common and can affect a person s health. A National Sleep Foundation poll found that 43 percent of Americans aged 13 to 64 say they rarely or never get a good night s sleep on weeknights while 60 percent said that they experience a sleep problem every night or almost every night (i.e. snoring waking in the night waking up too early or feeling un-refreshed when they get up in the morning). Prescription sleep medications and over-the-counter sleep aids use to be the most popular choice consumers opted for to get the sleep that they desired however many people have grown dissatisfied with the side effects they cause and are looking for a more natural option. The hormone melatonin plays a role in the natural sleep-wake cycle and melatonin supplements have proven to be popular among consumers. Melatonin is made by the body s pineal gland which is located in the center of the brain and regulates a person s sleep cycles. In humans melatonin is stimulated by darkness suppressed by light and it controls the circadian rhythm of the body. However melatonin secretion can be disrupted due to changes in schedules or late night exposure to computers television etc. According to Natural Medicines (formerly Natural Standard) mela12 VITAMIN RETAILER Melatonin is made by the body s pineal gland which is located in the center of the brain and regulates a person s sleep cycles. In humans melatonin is stimulated by darkness suppressed by light and it controls the circadian rhythm of the body. Research also shows that melatonin may help a person sleep well in a noisy environment. According to a study published in the journal Critical Care in March 2015 researchers from Capital Medical University in Beijing China found that using melatonin could provide more and better quality sleep compared to using an eye mask and earplugs in a simulated noisy and illuminated environment. In the study those who took melatonin were found to have decreased awakenings during the night even compared to the eye mask and earplugs group. The quality of the sleep was also found to be much improved for those taking melatonin with reported Go to essentialformulas 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 DanielB NPA Takes Over Capitol Hill for 18th Annual Natural Products Day T he Natural Products Association (NPA) hosted its 18th Annual Natural Products Day in Washington D.C. on March 24. Attendance at the event increased by 30 percent and included a diverse range of retailers suppliers and other industry members who met with over 90 members of Congress and staff to educate them on the industry s issues and natural products role in preventive health and overall wellness. Natural Products Day included a reception on Capitol Hill with attendees legislators and congressional staff. Sen. Orrin Hatch (R-Utah) spoke on the trials the industry has faced and how he will continue to support the industry in the fight against misinformation and unfounded attacks. Sen. Jerry Moran (R-Kan) also addressed attendees voicing his support for the natural products industry. Throughout the day guests met with lawmakers and congressional staff members from their districts and states to educate them on the natural products industry and shared position papers and backgrounders by NPA. Legislators and staff were also educated about key issues such as the multiple actions taken against the industry by New York Attorney General Eric Schneiderman and defending the definition of organic as non-GMO in any pending legislation. Senators and representatives were also informed about the overly burdensome requirements being pushed on NPA members by the Federal Trade Commission. Other popular topics regarded holding the Food and Drug Administration (FDA) accountable in the regulation of dietary supplements and possible cosmetics legislation. The association will continue to connect members with lawmakers who impact their bottom line but we need the help of all industry stakeholders who can grow our influence year round by directly communicating with their senators and representatives explained Daniel Fabricant PhD CEO and executive director of NPA. We appreciate our loyal members who stormed Capitol Hill on Natural Products Day to talk to their lawmakers about key industry issues. For more information visit Survey Finds Fish Oil As Most Popular Supplement recent survey Survey of Vitamin and Supplement Users that polled more than 10 000 participates showed the most popular dietary supplement to be fish oil followed by multivitamins CoQ10 vitamin D B vitamins magnesium calcium probiotics and vitamin C. This years order is similar to that of last year s survey except calcium beat magnesium this time. Magnesium showed a 43.1 percent increase as opposed to 38.1 percent from last year--a relative growth of 13 percent and the largest increase in the supplement industry. Other popular supplements including CoQ10 vitamin D B vitamins and probiotics have also increased with probiotics reaching up to 40.2 percent of participants which equals out to be a 37.8 percent increase from last year. Multivitamin and fish oil sales have declined yet they still were A able to remain one of the top most popular supplements taken by 60.2 percent and 65.6 percent respectively of consumers in the survey. The largest decrease of all 32 supplements was weight-loss supplements falling to 8 percent from 10.7 percent last year a 25 percent relative decrease. According to the drop was likely driven by a retraction of a study which had shown a benefit with a green coffee bean extract as well as government scrutiny of the promotion of weight-loss products. The survey showed that the use of glucosamine chondroitin resveratrol and nutrition protein powders and drinks have declined moderately while the intake of melatonin and vitamin K showed moderate increases. The changes in supplement use seem to reflect research findings and events that made headlines this past year said Tod Cooperman MD president of On average participants were heavy users of supplements who reported taking at least six different supplements every day and actively looked for information regarding the products. They were also asked to identify where they purchased their supplements and rated 1 709 brands with 891 merchants that they had used. For more information visit AHPA Members Prohibited to Sell Bulk Caffeine at Retail n March 4 The American Herbal Products Association (AHPA) Board of Trustees established a trade requirement that prohibits sale by AHPA members of pure caffeine in bulk form at retail (to consumers). The policy was effective immediately and was added into the AHPA s Code of Ethics and Business Conduct. The AHPA Board s action came in the O wake of recent reports associating serious injury and death with the use of pure caffeine purchased by consumers in bulk packaging. These events also prompted several U.S. Senators to urge the Food and Drug Administration (FDA) to ban sale of bulk caffeine. AHPA members agree to comply with the Association s Code of Ethics and Business Conduct which contains trade requirements adopted by the association. Revised on an ongoing basis AHPA s trade requirements are created and codified when the industry determines that policies beyond those mandated by federal laws serve the common interest of the industry and our consumers. For more information visit WWW.VITAMINRETAILER.COM APRIL 2015 14 VITAMIN RETAILER Alive Media Group Announces New TV Series live Media Group (AMG) announced its new natural products TV series The Alive & Well Health Minute a hosted and branded series of minute-long feature segments airing on major cable TV networks nationwide. The miniseries will feature tips and product information across all natural categories including nutritional supplements natural beauty products fitness and sports nutrition as well as vegan vegetarian and organic foods. According to AMG CEO Mark Harris the show is becoming a huge success and the company has already made deals with Lifetime HGTV Food Network Discovery and every major cable network. We are now able to offer natural brands the ability to choose the networks and schedules that are A best suited to their products he said. Health Minute is hosted by Michelle Harris a healthy lifestyle expert and best known as the host of Alive & Well TV and has a new tagline Tips for Living and Products for Life. In today s world of connected media natural brands want content that can be utilized across multiple media platforms Michelle Harris said. She noted that companies will have a number of call-to-action options including tagging retail chains or driving traffic to brand websites and or store finders and in addition that the TV campaigns are formatted for effective cross-promotion on online media. Our participating brands can easily promote these TV features as digital video files on their websites blogs and social media for maximum exposure and a long shelf life. This is an effective way to introduce natural products to TV viewers and an easy way to add TV to any natural brand marketing strategy. AMG has several other TV minute formats available including the Alive & Well Beauty Minute Fitness Minute Organic Minute GlutenFree Minute and others launching later this year. For more information call (800) 790-4788 or visit Go to hyalogic for info about this advertiser APRIL 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 15 INDUSTRYNEWS COR HEALTH and Topical BioMedics Restore Hope To Veterans he COR HEALTH division of Michigan-based Vets Access LLC and Topical BioMedics Inc. (Rhinebeck NY) teamed up to bring customers a full line of Topricin pain relief and healing creams. The patented topical biomedicine formulas safely and effectively address muscle joint and nerve pain according to the company. The company carries on our joint mission of restoring hope and quality of T life for the many vulnerable populations of people including the disabled veterans and the aging-at-home movement said Lou Paradise Topical BioMedics president chief of research and product formulator. A decorated Marine Corps veteran Paradise invented Topricin to address the injuries he sustained as a result of the physical demands of flying hundreds of helicopter combat rescue missions in Vietnam. Pain is a vital signal from the body alerting us to the fact that there are damaged or inflamed muscles joint or nerve cells it wants to fix and it needs some help to balance its natural healing chemistries to get there he said. We are honored to partner with Vets Access a Michigan-based company started by disabled veteran Dan Corcoran and his wife Diane along with sons Darren David and Dan Jr. They have been servicing customers needs in the home accessibility market and understand how the right accessibility adjustment to a home enhances quality of life said Paradise. According to the company as a comprehensive tool in primary medical care Topricin which is free of parabens petroleum counterirritants and other harsh chemicals provides a talking platform for sustainable health care models improving patient outcomes that bridges the gap between researched natural medicines and the conventional medical community. For more information visit or NPA Makes Gains in New Membership he Natural Products Association (NPA) announced that 42 new members joined the organization in January and February of this year. Every member added to our organization provides an industry-wide contribution and this new batch of members is no exception said Daniel Fabricant PhD NPA CEO and executive director. All new members to NPA are printed in the member newsletter NPA NOW. New members will also be highlighted on NPA s social media accounts and in future press releases as well as in the Member of the Week recognition. For more on NPA visit T Go to capsugel for info about this advertiser 16 VITAMIN RETAILER WWW.VITAMINRETAILER.COM APRIL 2015 Report Finds Half of U.S. Adults Lack Essential Nutrients 2015 scientific report issued by the Dietary Guidelines Advisory Committee found that approximately half of the U.S. adult population does not get enough vitamin A C D E and magnesium and the higher the body mass index the more nutrients the body needs. In addition the study identified 10 shortfall nutrients or nutrients that are under-consumed. During National Nutrition Month (March) The Council for Responsible Nutrition (CRN) advised consumers to pay a visit to their health care practitioner to discuss their diets and find a healthy balance of the best foods and dietary supplements. Let s start a healthy dialogue. A Maintaining proper nutrition is not easy to navigate regardless of the vast amount of information online mobile apps and trackers that help consumers take health into their own hands said Duffy MacKay ND senior vice president of scientific and regulatory affairs CRN. Doctors naturopaths nurse practitioners and registered dietitians--these are all partners in good health who understand how nutrition needs vary depending on a person s age gender and many other factors. MacKay suggested individuals create a food diary to bring with them to every health care practitioner appointment. For more information visit Go to maximumliving for info about this advertiser APRIL 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 17 INDUSTRYNEWS Genysis Becomes First Company to Join Platinum Program tah-based Genysis Brand Solutions announced that it is the first company to join the Platinum Program the best practices-based liability insurance program offered by Chicago-based wholesale insurance broker RT Specialty in collaboration with the United Natural Products Alliance (UNPA). After applying to the Platinum Program Genysis has highly anticipated its launch not only for the benefit it will bring to our company and U clients but for the high standard it holds the industry to as a whole said Jeff Reynolds CEO Genysis Brand Solutions and Genysis Labs. The program is available to companies like Genysis and based on four best-practice principles the company explained. These include insurance risk management dietary supplement industry organizational regulatory compliance and analytical standard operating procedures external third-party certifications and oversight of social media and Internet operations. According to Senior Vice President National Life Science Practice RT Specialty Michael Garofalo over the last few years RT Specialty and UNPA have consulted with industry and insurance thought leaders to define and deliver this innovative insurance program designed to advance the quality of the dietary supplement industry. For more information visit NeoCell and Vitamin Angels Help More Than One Million Children fter four years NeoCell and nonprofit group Vitamin Angels have raised money and awareness to help more than 1 200 000 children around the world. While partnered with Vitamin Angels NeoCell has donated every fall for each product it ships during the months of October through December. The campaign has raised more than 320 000 since its inception. Vitamin Angels reaches millions of children in over 50 countries with vitamin A which is one of the five micronutrients A used for growth and development as well as providing prenatal vitamins children s multivitamins and deworming treatments. Being able to help more than a million children lead healthier better lives is something that everyone at NeoCell is very proud of said Jessica Mulligan NeoCell vice president of sales and marketing. We consider it a privilege to work with Vitamin Angels and look forward to continuing our partnership in 2015. In addition NeoCell has created neck tags for all products that promoted Vitamin Angels mission. It also helped raise money as part of Giving Tuesday and encouraged people to donate through the use of its givingisbeautiful on social media. Our friends at NeoCell truly understand that Giving is Beautiful said Howard Schiffer president and founder of Vitamin Angels. For more information visit 18 VITAMIN RETAILER WWW.VITAMINRETAILER.COM APRIL 2015 Go to herbatint for info about this advertiser INDUSTRYNEWS GNC Reaches Agreement With NYAG on Supplement Testing G NC announced late last month that it has reached an agreement with the New York attorney general (NYAG) that affirms the company s Herbal Plus products were in full compliance with the federal Food and Drug Administration (FDA) current good manufacturing practice (cGMP) requirements and acknowledges GNC s full cooperation with the attorney general s inquiries. In its response to the NYAG s inquiry GNC provided the results of rigorous tests conducted both internally and by independent third parties. These tests provided conclusive evidence that GNC s products are safe pure properly labeled and in full compliance with all regulatory requirements. The testing also demonstrated that the company s products contain all herbal extracts listed on their respective labels. In addition a former senior FDA cGMP expert performed a comprehensive review of GNC s manufacturing processes for the products at issue and found them to be in compliance with all applicable requirements. Accordingly GNC has restored its full assortment of Herbal Plus products to all GNC stores in New York State. GNC also announced that it will expand its testing processes deeper into its supply chain by leading ongoing industry efforts to integrate source material traceability standards and enhance certain other aspects of its operations to provide consumers even greater confidence in its products. GNC says that it believes these measures which would not have impacted availability of the products subject to this review will result in the adoption of stricter minimum standards across the broader industry. In a related New York Times article Mark Blumenthal executive director of the American Botanical Council said he applauded GNC for reaching an agreement with New York and putting new procedures into effect but he also worried that actions at the state level could create a patchwork quilt of different quality standards and requirements across the country. You re Hired Florida-based Enzymedica Inc. appointed Puthugramam C. (Sundar) Sundareswaran PhD to executive vice Sundareswaran president of scientific and regulatory affairs. He will be responsible for supporting product development QA QC and regulatory compliance and will oversee the company s in-house lab and quality department. The International Probiotics Association (IPA) announced its new Executive Director George Paraskevakos. He previously served on the IPA board for six years and was director of business development for Lallemand. He will be in charge of directing the activities of the association s global alliances and expansion. Georgia-based Deerland Enzymes has appointed Gina Labellarte to research and development manager. Carol Maeder was hired as Deerland Enzymes Human Resources Manager. Thecompany also appointed two inside sales representatives Nick Walton and Sarah Garcia. In their new roles they will provide direct support to the company s sales team in serving customers domestically and abroad. Garcia will focus on international accounts while Walton will serve mainly domestic customers. THE GO TO RESOURCE FOR HEALTH AND NATURAL PRODUCT RETAILERS LIKE US ON VR s Upcoming Issue Highlights June July 5 4 15 ad closing 6 5 15 ad closing Annual Vity Awards Issue Product Sales Training for Retailers Free submission for all full and half page advertisers. Our 2015 Media Planner Is Now Available At 2015-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 e-Mail RussF Roy Kieffer at 719-358-9838 e-Mail RoyK Gary Pfaff at 732-432-9600 ext. 107 e-Mail GaryP 20 VITAMIN RETAILER WWW.VITAMINRETAILER.COM APRIL 2015 Go to naturalvitality for info about this advertiser NPAUPDATE Leading Industry Association Speaks Directly to Vitamin Retailer s Readers Getting to the Root of the Matter T he Natural Products Association (NPA) has a long successful history of affecting change at the grassroots level. Our advocacy campaigns have engaged tens of thousands of industry stakeholders and consumers around issues such as Sen. John McCain s (R-AZ) Dietary Supplement Safety Act of 2011 which would have had severe consequences for both suppliers and retailers if passed as well as a proposed amendment to the Restoring American Financial Responsibility Act of 2010 which would have needlessly expanded the Federal Trade Commission s authority over dietary supplements. In both cases these industry threats were stopped by those most passionate about and committed to the natural products industry. As an advocacy-centric organization NPA has led the way on industry grassroots effort mobilizing our retail base and its networks to demonstrate the strength of the natural products industry through numbers. Earlier this year NPA kicked off a major grassroots campaign around New York Attorney General Eric Schneiderman s actions against dietary supplements. Industry stakeholders and consumers were strongly encouraged to email call and tweet the attorney general demanding that he release the details of his DNA barcoding study data Here are the issues you should take action on now Tell Congress We Want Our Supplements Left Alone The attorneys general from New York Indiana Connecticut the District of Columbia Hawaii Idaho Massachusetts Mississippi New Hampshire Pennsylvania Rhode Island and the Northern Mariana Islands have sent a letter to Congress asking for a comprehensive inquiry into the herbal supplement industry stating that it is largely unregulated and asking for a more robust oversight role from the Food and Drug Administration (FDA). Tell your legislators that Congress time and taxpayer dollars should not be wasted on an unnecessary investigation into an industry that is fully regulated by the federal government. Stop the NY AG From Overstepping His Authority Schneiderman continues to target dietary supplement retailers and manufacturers with no legal authority to do so aiming to significantly reduce consumer choice and keep products out of the hands of more than half of American consumers. With the creation of his coalition of attorneys general Schneiderman is looking to expand his efforts nationwide. His call to remove supplements from store shelves was based on flawed science and he has no right to decide what products consumers can and cannot purchase. It s time to tell him enough is enough. 22 VITAMIN RETAILER Let Lawmakers Know Organic Means Non-GMO There are very few industry topics as hot right now as the debate surrounding what constitutes non-GMO but one thing we can all agree on is that organic means non-GMO. The U.S. Department of Agriculture (USDA) has already defined organic farmers and processors as those that do not use genetically modified ingredients. This is at minimum a standard the NPA wants to see included in any proposed legislation pertaining to GMO labeling on the national level. Email your lawmaker to support the USDA s existing definition of organic as non-GMO in any pending legislation. Ask Your Legislator to Join the Dietary Supplement Caucus NPA has been introducing freshman members of Congress to the natural products industry and encouraging them to join the Dietary Supplement Caucus and now we want you to do the same with your legislators. The Congressional Dietary Supplement Caucus (DSC) serves as a bipartisan and bicameral group of legislators who facilitate discussions among lawmakers about the benefits of dietary supplements and promote research into the health care savings provided by these products. Urge your legislators to protect consumer access to dietary supplements and support the natural products industry. which served as the scientific basis for his request to remove herbal supplements from the shelves of four major retailers. Since his initial ceaseand-desist order the attorney general has taken his attack on the industry even farther by expanding his investigation to other states and setting a dangerous precedent that allows state officials to remove products from stores. As Schneiderman s actions have progressed so have our grassroots efforts. Since activating the NPA grassroots network in February we have had thousands of calls emails and tweets go to the New York attorney general letting him know the industry and its consumers will not stand for his overstepping of authority and misguided actions toward these products. The industry is making its voice heard but we can t stop here. As the backbone of our association and the entire industry retailers are the most well-equipped for effectively spreading action messages through your extensive network of customers and suppliers and through social media. Our industry depends on you for your participation and mobilization when threats to our industry arise. NPA will continue to fight against the threats to our industry on Capitol Hill and with federal agencies each day but we can t do it without you. You can make a significant difference in our efforts just by sending an email posting a tweet or placing a call. It s a simple action that leads to major results and long-term benefits for the industry and your bottom line. Visit grassrootsaction to participate in all of NPA s grassroots campaign. Dan Fabricant PhD Executive Director and CEO Natural Products Association WWW.VITAMINRETAILER.COM APRIL 2015 Go to nowsolutions for info about this advertiser RESEARCHUPDATE Compound Found in Grapes Red Wine May Help Prevent Memory Loss compound found in common foods such as red grapes and peanuts may help prevent agerelated decline in memory according to new research published by a faculty member in the Texas A&M Health Science Center College of Medicine. Ashok K. Shetty PhD a professor in the Department of Molecular and Cellular Medicine and director of neurosciences at the Institute for Regenerative Medicine has been studying the potential benefit of resveratrol an antioxidant that is found in the skin of red grapes as well as in red wine peanuts and some berries. Resveratrol has been widely touted for its potential to prevent heart disease but Shetty and a team that includes other researchers from the health science center believe it also has positive effects on the hippocampus an area of the brain that is critical to functions such as memory learning and mood. A Because both humans and animals show a decline in cognitive capacity after middle age the findings may have implications for treating memory loss in the elderly. Resveratrol may even be able to help people afflicted with severe neurodegenerative conditions such as Alzheimer s disease. In a study published online in Scientific Reports Shetty and his research team members reported that treatment with resveratrol had apparent benefits in terms of learning memory and mood function in aged rats. The results of the study were striking Shetty said. They indicated that for the control rats who did not receive resveratrol spatial learning ability was largely maintained but ability to make new spatial memories significantly declined between 22 and 25 months. By contrast both spatial learning and memory improved in the resveratrol-treated rats. Shetty said neurogenesis (the growth and development of neurons) approximately doubled in the rats given resveratrol compared to the control rats. The resveratrol-treated rats also had significantly improved microvasculature indicating improved blood flow and had a lower level of chronic inflammation in the hippocampus. The study provides novel evidence that resveratrol treatment in late middle age can help improve memory and mood function in old age Shetty said. For more information visit BPA Exposure During Pregnancy Can Cause Oxidative Stress in Child Mother E xposure to the endocrine-disrupting chemical bisphenol A (BPA) during pregnancy can cause oxidative damage that may put the baby at risk of developing diabetes or heart disease later in life according to a new study published in the Endocrine Society s journal Endocrinology. A chemical used to manufacture plastics and epoxy resins BPA is found in a variety of consumer products including plastic bottles food cans and cash register receipts. Research has shown BPA is an endocrine disruptor--a chemical that mimics blocks or interferes with the body s hormones. The U.S. Centers for Disease Control and Prevention have estimated that more than 96 percent of Americans have BPA in their bodies. This study provides the first evidence that BPA exposure during pregnancy can induce a specific type of oxidative stress known as nitrosative stress in both the mother and offspring said the senior author Vasantha Padmanabhan MS PhD of the University of Michigan in Ann Arbor. Oxidative stress is associated with insulin resistance and inflammation which are risk factors for diabetes and other metabolic disorders as well as cardiovascular disease. Researchers analyzed blood samples from 24 mother and infant pairs to examine the effects of BPA exposure. The women had blood drawn during the first trimester of pregnancy to measure their BPA levels. The women were divided into two groups--those who had lower levels of BPA in their blood and those who had higher levels. Researchers also took blood samples from the umbilical cords after the babies were delivered and measured the amount of chemical byproducts created by oxidative stress. The blood analysis revealed that the human mothers exposed to higher levels of BPA and their infants showed signs of oxidative stress caused by overexposure to nitric oxide-derived free radicals. The study participants had larger amounts of byproducts caused by this type of oxidative damage in their blood. In addition to the human subjects the researchers studied the effects of BPA on pregnancy in sheep rats and mice. The scientists fed animals diets containing either high or low doses of BPA. The researchers then measured the resulting oxidative stress on the mothers and their offspring using blood samples. The results corroborated the results in the human study. Whether or not BPA is harmful to human health has been vigorously debated Padmanabhan said. These findings demonstrate that more studies like this one are needed to determine the disease risk of exposure to BPA. In the interim these results indicate that pregnant women should minimize their exposure to BPA to safeguard their babies and themselves from oxidant injury. For more information visit WWW.VITAMINRETAILER.COM APRIL 2015 24 VITAMIN RETAILER Go to fairhaven for info about this advertiser The Participants Are Ramona Billingslea Marketing Manager Betsy s Health Food Two stores in Houston TX Linda Kahler President Rainbow Light Nutritional Systems Santa Cruz CA Neil E. Levin CCN DANLA Nutrition Education Manager NOW Foods Bloomingdale IL (800) 999-8069 Missy Lowery Senior Manager Marketing Capsugel Greenwood SC (888) 783-6361 Joar Opheim CEO & Founder Nordic Naturals Watsonville CA (800) 662-2544 Holly Prugar Supplement Manager Buyer The Mustard Seed Watertown NY John Vidergar Co-founder Michelle s Miracle Brands and Cherry Works Leland MI (800) 939-3199 Michele McRae CN Senior Director of New Product Development Rainbow Light Nutritional Systems Santa Cruz CA asks industry experts how non-GMOs are affecting the industry today and where they see it going in the future. Ken Ross CEO Global ID Group Fairfield IA (651) 472-9979 Ken Whitman President Natural Vitality Austin TX (800) 446-7462 Michelle White Co-founder Michelle s Miracle Brands and Cherry Works Leland MI (800) 939-3199 N on-GMOs (genetically modified organisms) have been a hot button topic for some time. And with a number of states asking voters if GMO products should be labeled Vermont became the first state to pass a nocontingency mandatory labeling law in 2014. Here Vitamin Retailer (VR) 26 VITAMIN RETAILER VR How is the market for non-GMO products Kahler Recent media attention on GMOs has fueled consumer awareness and concerns regarding the impact of GMOs on their health. Fifty-four percent of Americans are now aware of the term GMO and 64 percent of natural channel shoppers are aware of GMOs.1 According to a study conducted by the PEW Research Center only 37 percent of the American public view genetically modified foods as safe to eat.2 Research now indicates WWW.VITAMINRETAILER.COM APRIL 2015 WWW.VITAMINRETAILER.COM MAY 2014 Celebrating 20 Years of Excellence 1994-2014 Go to pharmachem for info about this advertiser that more people prefer a product marked as Non-GMO than a product marked as certified organic. The market has responded to this upwelling of consumer demand. In 2013 there was a 145 percent increase in Non-GMO food and beverage product launches.1 Levin The demand for non-GMO is constantly growing including both certified organic and verified nonGMO products. Our estimate is that sales increases are double digits annually. Lowery Non-GMO certification has become an increasingly important factor in consumers supplement decisions over the last three and a half years. Capsugel s market research has shown that more and more consumers are checking for such certification (as well as for vegetarian vegan glutenfree halal kosher etc.) on the labels of their products before they decide to buy food and supplements. According to the 2013 NMI SORD study 42 percent of supplement users said they consider non-GMO compliance important in their purchase decision. (In Brazil that number is 48 percent and in Mexico it is 44 percent). Millennials are driving this trend with more than half (54 percent) of supplement user in this younger U.S. demographic deeming non-GMO-certified supplements as preferable. Furthermore consumer consideration of non-GMO labeled supplements surpasses their consideration of certification for vegetarian (38 percent) gluten-free (33 percent) and kosher or halal (23 percent). This growth is tied to the top lifestyle values--including knowing the source of ingredients (71 percent of supplement users feel this is important) from natural sources (66 percent) and environmentally responsible brands (55 percent)--all of which reflect a consumer demand for more transparency in the source of ingredients used in supplements. Ross The demand for non-GMO products in the United States has been growing at more than 25 percent per year and it appears that trend will con28 VITAMIN RETAILER tinue for some time. According to SPINS Non-GMO Project Verified products currently represent close to 11 billion in annual sales. Further the overall natural organic market now exceeds 80 billion in sales. As all organic products are non-GMO if one looks at non-GMO verified products entering the conventional as well as natural markets it would be reasonable to project that the total category of non-GMO verified products could be north of 100 billion. Whitman I would actually phrase it in reverse. I believe the market for products containing GMO ingredients is declining and that the market for Non-GMO certified as well as organic products is increasing. This is a reflection of the growing trend towards clean food. Vidergar & White We believe that the non-GMO is now more important than being organic. VR Why did you choose to verify that your product is non-GMO Kahler We re committed to providing supplements of the highest efficacy quality and purity. As the No. 1 selling natural women s men s and prenatal brand we offer nutritional solutions to meet a broad range of needs and preferences including for organic and non-GMO products. Levin We assure non-GMO status for our products because of our scientific understanding that natural is better and that GMOs aren t natural. We utilize the Non-GMO Project verification when possible but sometimes organic certification or other IP (identity preserved) standards are utilized. Certified organic products of course are both non-GMO and pesticide free. IP ingredients may not meet some provisions of the Non-GMO Project Standard but do have non-GMO documentation and testing of agricultural materials before processing as some processing may obscure a material s origins resulting in no detectable GMOs after processing. We do not rely on PCR (polymerase chain reaction) testing of highly processed materials as evidence of GMO status since they may not retain enough genetic material left to detect for the test to be meaningful. That test only works on largely unprocessed materials. Lowery It is our goal to proactively bring new value to customers. We WWW.VITAMINRETAILER.COM APRIL 2015 Go to essentialformulas for info about this advertiser believe our Non-GMO Project verification will help our customers expedite their process for applying for verification for their finished products. In addition and equally important several of our key customers expressed interest in the specific booming consumer demand for Non-GMO Projectverified products. Whitman We wanted to show support for the Non-GMO Project and the movement away from highly processed and manipulated foods. Vidergar & White Because of public demand. Whole Foods Market is a great example of the future. Levin Both our retailers and consumers have been strongly supportive of our efforts to provide non-GMO products and to provide transparency on our process and progress. Opheim It s been great. Generally our customers know that we ve always used non-GMO ingredients but they are happy to see we ve taken the steps to verify our products. Retailers love this too as it positively influences sales. Whitman Our involvement productwise as well as philosophically in the non-GMO movement has been very well received. Vidergar & White Very encouraging. Several of our long time retail customers have asked for non-GMO only products. VR How has the response been from your retail partners and customers Kahler Both our retail partners and our customers have been enthusiastic about our introduction of Non-GMO Project Verified products. We ve been building our source-documentation ingredient library for years which has put pressure on the supply chain to be able to develop and deliver this documentation. In some cases the ingredient has been non-GMO all along but the rigor of documentation wasn t available. As the No. 1 most trusted natural brand 3 the pressure we ve put on the supply chain has helped to move the industry towards greater transparency and non-GMO documentation for everyone. After all a rising tide lifts all boats. VR What are your thoughts on state labeling initiatives and programs such as Just Label It and the Non-GMO Project Levin In general manufacturers are wary of state-specific labeling schemes that will set different labeling requirements for various states preferring a single national standard. Another issue that has been raised is the proposed bounty hunter provisions in some state bills that allow lawyers and or citizens to initiate complaints and profit from them via either reimbursement of expenses or penalties a la California Proposition 65 lawsuits. Attorneys can generate high fees regardless of penalties. Industry trade associations are working toward a single federal labeling standard without the onerous provisions that have split the industry during past campaigns. The widely claimed statement that it costs nothing to label GMOs is only narrowly accurate if a company was willing to just label a product as possibly containing GMOs without any real documentation it costs nearly nothing but to actually collect and analyze that documentation is quite time-consuming and expensive. We have full-time staff working on that one issue and Non-GMO Project verifications or organic certifications are additional and substantial expenses. McRae I think there is a lot of logic in Federal oversight on this to uphold greater clarity and consistency. Look at the success of the USDA s (U.S. Department of Agriculture) National Organic Program. Leaving it to the states which would allow for a wide variance in regulation would likely lead to even more confusion among consumers. Our inter-state commerce at every level makes state-specific regulatory compliance and enforcement very challenging and we ve also seen examples state-specific legislation which doesn t have the same rigor behind it that Federal oversight can afford. Whitman I believe that the war has been won on a philosophical and moral basis. There will be more battles ahead but no matter how much money is spent in resisting change change is inevitable. Light has been shed on an area of darkness and you can t go back in time and pretend that it hasn t. Better living through chemistry had its heyday back in the 50s and 60s. The watchword for today is better living through nature. Vidergar & White Labeling is a huge issue with the government. So our attention to every detail is critical. The FDA (U.S. Food and Drug Administration) is now currently reviewing all labeling issues so until the requirements are made clear we will continue to navigate accordingly. We certainly can t second-guess the FDA and governing sources. Go to michelles for info about this advertiser 30 VITAMIN RETAILER VR Do you think the American public is becoming more proactive about non-GMO products Kahler Shoppers do show a preference for products labeled non-GMO. And while 61 percent of shoppers express growing concerns that GMOs may impact their health 1 many also believe there is a lack of information on the topic and feel unsure whether to actively avoid GMOs or wait until WWW.VITAMINRETAILER.COM APRIL 2015 Go to borlind for info about this advertiser Retailer Perspective VR asked retailers about their policies in regard to non-GMO and how they are educating their customers on the subject. VR How long has your store(s) been serving the public Billingslea Since 1993. Prugar Fifteen-plus years VR Can you give me an idea of how many non-GMO products your store(s) carry Billingslea We work with quality manufacturers who have a long history of doing things right so most of our top five companies either already have nonGMO or are adding more non-GMO to their product lines as it becomes possible for them to do so. Prugar We carry a wide range of nonGMO grocery items. We also carry supplements with non-GMO verification. VR What is your store s policy on nonGMO products Do you label them or have a special section in the store Billingslea We do not differentiate the non-GMO in any way other than the certifications that are already on the supplement bottle. When we have a choice between GMO and non-GMO we pick the GMO product all the time. Prugar Several times a year we feature a non-GMO end cap filled with non-GMO grocery items and non-GMO supplements. We also utilize signage from the NonGMO Project. We celebrate Non-GMO month in October with special promotions. VR How do you and your staff advise customers about GMOs and non-GMO products Do you have resources available to them Do you offer seminars Billingslea We address this question when we are asked about it on a one-onone basis. We have brochures from the Non-GMO Project verified program to hand out to concerned customers. We also share information for this organization on our social media. Prugar We explain the importance of avoiding foods that contain ingredients like canola corn soy etc. We explain the dangers of consuming GMO foods. We direct customers to the Non-GMO Project website for more information and a list of brands that are non-GMO. VR How important is educating the public about GMOs and non-GMO products Why Billingslea Understanding the ins and outs of the non-GMO question can be very important because like the label natural if consumers don t really know what to look for they can easily be spending more money on something they think is safer when the product may be of the same level as a less expensive product. Prugar Education is extremely important The public needs to know the dangers of consuming GMO foods. As customers demand more non-GMO products more will become available. Unfortunately products that contain GMOs are not labeled. Therefore consumers have to be diligent label readers and know which foods are likely genetically modified (corn soy canola etc.). Education is the key. more proof is available. There is still an overwhelming amount of confusion among consumers in the market place about vitamins minerals and botanical supplements. Rainbow Light is committed to providing a broad variety of nutritional solutions that support the diverse needs of our loyal customers including organic and non-GMO verified options. Levin We see conflicting evidence of Americans desire for non-GMO products. On the one hand polls indicate a strong preference for non-GMO foods and that is reflected in sales increases including organics. On the other hand ballot initiatives have failed in most states that have had elections to decide the issue. But on the whole the demand and desire for non-GMO products is on the rise and NOW Foods is committed to supporting the growing non-GMO movement. Ross I think the success of the NonGMO Project seal can be attributed to rising consumer demand for verified non-GMO products. With iconic brands such as Cheerios or Grape Nuts going non-GMO it seems to indicate that mainstream consumers are moving in this direction. FoodChain ID has verified over 26 000 products and we set a record in February of 2 000 verified products in one month. Whitman The increasing numbers behind state initiatives tell the story as well as the amount of web traffic on the subject. Vidergar & White Yes for certain. It is very clear that consumers and our retail partners are reading labels for their own health benefits. Each wants to know ... this is a good thing. VR Why should shoppers purchase non-GMO products over their GMO counterparts Billingslea Our industry functions under the philosophy that if we can get all the nutrients that nature provides in our diets then we should achieve the highest quality of life possible. First we have come to understand that we don t tend to get optimal nutrients from our diets so that supplementing nutrients helps to balance and fill gaps. Second it seems common sense to want to have the nutrients we are getting to be as close to how nature created them as possible. Genetically modified organisms are not nutrients that have evolved according to nature s time clock so we have no way of knowing how they will affect our bodies especially long-term. Prugar There are a wide range of risks involved in consuming GMO foods. The full health risks of ingesting GMOs are not known. GMOs should be avoided at all costs. GMO s have been considered unsafe and outlawed in many countries. Every country in the E.U. has banned GMO s. Unfortunately most Americans are consuming GMOs every day. The more consumers demand non-GMO products the more manufacturers will listen. VR Is there anything else you would like to add Billingslea I grew up in West Texas where farming and an almost ever-present wind go hand in hand. As soon as the first person decided to plant a crop of genetically modified anything the cat was out of the bag. You can t control the birds and the bees and especially not the wind all of which ensure that life will find a way. For example it is my understanding that you can now only find non-GMO soy from one source in Spain. Just as Jeff Goldblum s character warned in the movie Jurassic Park more than 20 years ago it seems that with GMO we are jumping right into what our science is making us able to do without thinking about whether or not we should be doing it in the first place. WWW.VITAMINRETAILER.COM APRIL 2015 VR GMO labeling is required in a number of countries. Why is the U.S. behind on this matter Levin Our government decided in 1992 not to label GMOs as a political--not scientific--judgment. It is bizarre that GMO crops can be declared to be substantially equivalent to conventional crops while patents are granted that define them 32 VITAMIN RETAILER Go to rainbowlight for info about this advertiser as quite unique. Because of the agribusiness lobby s power and its influence over college agricultural extension programs colleges now share in biotech patents and are no longer neutral on the subject. By contrast numerous countries have preferred to respect their consumers rights over commercial interests by requiring labeling and restricting GMO crops under a precautionary principle. McRae There is confusion around this matter and the industry is looking to governing bodies and FDA for guidance. Currently in the United States policy requires labeling of GM foods only when there is a substantial difference in the nutritional or safety characteristics of a new food. This differs from policies in other parts of the world such as Europe--which requires labeling at GM levels above 0.9 percent and Japan--which requires labeling at GM levels above 5 percent. Consumers do want to know where their products are coming from how they are made and whether or not they contain ingredients derived from genetically engineered sources. It s a bit of a surprise when you look into consumer reports and you see that the greater part of shoppers are demanding mandatory labeling of products that contain genetically modified ingredients. With foods and crops this is more straightforward to understand percent non-GMO but with dietary supplements it is much more complex. The ingredients in the finished goods all have sub-ingredients to maintain potency stability and compatibility for manufacturing and these sub-ingredients are most challenging to get the full supply chain documentation. In many cases it just doesn t exist and if you don t have the documentation the Non-GMO Project cannot approve the finished good as non-GMO. NonGMO Project Verification is based on Branch Out and Join VRM Media s FAMILY OF PUBLICATIONS 1995 20 Y ars Celebratingellence e of Exc 2015 Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 or e-Mail RussF Roy Kieffer at 719-358-9838 or e-Mail RoyK Gary Pfaff at 732-432-9600 ext. 107 or e-Mail GaryP 34 VITAMIN RETAILER documentation. In cases where the documentation isn t currently available it does not mean that the ingredient or sub-ingredient is not GMOfree. It takes time to complete the rigor of documentation. Despite our present delay here in the U.S. based on entities like Just Label It the Non-GMO Project and other new possible methods of quantifiable non-GMO testing we will likely soon begin to catch up to the many other countries that are already enforcing strict regulations on GMO labeling. Ross Every region in the world has different priorities and preferences around food. Organic is much more popular in Europe and the U.S. than it is in Japan or Brazil. Horsemeat is a delicacy in France and abhorrent in the U.K. European consumers have always expressed concerns around GMOs and the regulations in the E.U. reflected those concerns by requiring labeling. The U.S. consumer is probably less intensely focused on food than many Asian or European consumers and this simply wasn t near the top of the list of concerns of mainstream consumers until recently. It is hard to pinpoint when the issue of GMOs hit the radar of mainstream consumers but the rise in importance of this issue does seem to be coincident with the labeling initiatives in California and Washington. For the first time many consumers began asking what GMOs are and whether they are comfortable eating them. While the debate about safety may go on for a long time it is apparent that U.S. consumers want the right to know and to choose. For this reason it seems likely that there will be a federal labeling law sometime in the future. Whitman It probably gets down to the use of gross national product as a measurement of government success. People getting sick going to doctors taking multiple medications or having surgeries all adds to the GNP. There is no provision for quality of life in that metric. So profit generally gets protected. The other issue is the amount of influence corporate funds have on elected officials and the impact of lobbies on state and federal government. Vidergar & White The process is requiring education to the matter ... government relations to suppliers is one example. WWW.VITAMINRETAILER.COM APRIL 2015 Go to scandinavian for info about this advertiser VR Do you have a prediction for the future of non-GMO Levin The future of GMO includes both certified organic and verified non-GMO products. Pressure on major food manufacturers restaurant chains and dietary supplement companies will have great influence on what new GMO crops emerge and whether they are embraced or rejected by those companies. We ve seen GMO tomatoes rejected by consumers McDonald s rejecting GMO potatoes most milk producers rejecting the use of rBGH hormones and baby food makers avoiding GMOs. Now there are non-GMO Cheerios in another market test if successful mass-market food companies will embrace the nonGMO movement and pressure farmers to produce crops that meet that standard. On the other hand GMO apples have just been approved by the federal government and threaten another major food production industry and its exports. NOW Foods will continue to press for transparency including federal labeling that makes sense and the availability of non-GMO ingredients for our products. The pressure on raw material vendors is steadily growing increasing their awareness of the need for non-GMO raw materials and that will gradually make more options available for committed non-GMO manufacturers like NOW Foods. Lowery We believe the non-GMO wave is far from peaking. The consumer appetite for transparency extends to all foods beverages and supplements. Clean label means natural simple as close to whole as possible with no additives preservatives allergens or GMOs. Specifically according to the NMI 2013 SORD study 66 percent of supplement users want supplements from natural sources Two-fifths of supplement users are concerned over tainted or illegal ingredients in supplements and welcome education on the safety of the formulation process 36 VITAMIN RETAILER Of all of the demographic segments Millennials also show the greatest interest in clean label supplements and purchase products based on their values. 60 percent of Millennial supplement users are aware supplements can be vegetarian based. 54 percent of Millennial supplement users deem non-GMO-certified supplements are important. 35 percent of Millennial supplement users deem kosher- or halal-certified supplements important We are in a transition from industrial agriculture to natural agriculture. I don t know how long that will take but of course industrial agriculture has been a fairly recent development in the bigger view of history. -- Ken Whitman President Natural Vitality McRae I feel that the demand for products that are non-GMO will increase as time goes on as consumers become more educated on the subject. For the future I see the government stepping in to enforce federal regulation around GMO-labeling and contributing more resources and science to explore risks and safety concerns for consumers and what this means to agriculture and the farmers. Opheim Interest in non-GMO ingredients seems to steadily increase and we imagine this will become a standard topic of conversation in the coming years. We do think non-GMO is becoming increasingly mainstream and we appreciate how consumers have become more aware of the ingredients in their products. Ross It looks like non-GMO is becoming a desired consumer attribute just like gluten free or low carb. It remains to be seen how large the category will grow or whether it will level off or decrease like low carb or continue growing like gluten free. The food industry has seen many fads come and go but I have confidence that nonGMO will continue to grow and become an established category of food products that justify their growing space on store shelves. Whitman Once the tipping point is reached and elected officials see that the public won t vote for a GMO-supporting candidate or won t buy GMO products things will change. We are in a transition from industrial agriculture to natural agriculture. I don t know how long that will take but of course industrial agriculture has been a fairly recent development in the bigger view of history. Once we get back to nature (and this includes eliminating the use of toxic pesticides) the distinction between organic and non-organic will be less and less and the use of GMOs will be come a thing of the past. Vidergar & White The future is bright and the majority of large companies will soon require non-GMO so the supply chain must comply with their customers requirements. The customer is always right VR References 1 NMI 2014 GMO Consumer Insight Report. 2 PEW Research Center science2015. 3 Weist & Co. 2014. Extra Extra Visit to read the rest of the roundtable discussion. i For More Information American Medical Holdings (347) 439-6237 Bluebonnet Nutrition Corp. (800) 580-8866 Herbalist & Alchemist (908) 689-9020 Mushroom Wisdom (800) 747-7418 Natural Factors (800) 663-8900 (360) 243-3500 Natural Vitality (800) 446-7462 Pharmachem Laboratories Inc. (800) 526-0629 Quality of Life Labs (877) 937-2422 WWW.VITAMINRETAILER.COM APRIL 2015 Deflating the Pain Consumers are seeking natural relief for pain and inflammation. By Cristina Goodwin ne of the lesser-known facts about pain is that pain is a symptom. According to the National Center for Health Statistics (NCHS) and the Centers for Disease Control and Prevention (CDC) pain piggybacks inflammation or changes to the nervous system because of poor health or injury which then sends signals to the brain that there has been damage to the body. A 2010 article published in the journal Surgical Neurology International noted Pain heat redness and swelling (dolor calor rubor tumor) are the classic manifestations of the inflammatory process. Abnormalities of the joints of the spine associated muscles tendons ligaments and bone structural abnormalities can all result in pain. Recent data from a report by the CDC and NCHS suggest substantial rates of pain from multiple causes. In the U.S. adults who reported pain O causes include severe headache or migraine (16.1 percent) lower back pain (28.1 percent) neck pain (15.1 percent) knee pain (19.5 percent) shoulder pain (9 percent) finger pain (7.6 percent) and hip pain (7.1 percent). Today 100 million more Americans are affected by pain than any other health condition including diabetes heart disease and cancer combined. The Institute of Medicine of The National Academies describes two types of pain chronic and acute. While acute pain is a normal sensation triggered in the nervous system to alert you to possible injury and the need to take care of yourself chronic pain is different. Chronic pain persists. Pain signals keep firing in the nervous system for weeks months even years. There may have been an initial mishap--sprained back serious infection or there may be an ongoing cause of pain--arthritis cancer ear infection but some people suffer chronic pain in the absence of any past injury or evidence of body damage. According to President and Chief of Research for New York-based Topical BioMedics Inc. (Topricin) Certified BCorp. Lou Paradise most people are not aware that inflammation plays an essential role as the body s main protector in joint nerve and muscle tissue as well as for all our vital organs. That is why using anti-inflammatory pain pills are so damaging to your overall health. Natural remedies for pain and inflammation are a growing market for several reasons. Consumers are turning away from prescription drugs because they are looked at as a gateway to future drug addictions and also because the side effects from narcotics are very much similar to a hangover. People are more focused on reducing pain than they may have VITAMIN RETAILER 37 APRIL 2015 WWW.VITAMINRETAILER.COM Deflating the Pain been willing to just accept in the past and many prefer not to use prescription painkillers due to concerns over addiction and other negative side effects. Ultimately these factors have led to an increased interest in inflammation and pain supplement market said Dan Lifton CEO for New York-based Quality of Life. Adding to the Market Pain and inflammation affects everyone and as the NCHS pointed out it is always subjective. Although it is a physical sensation perceptions of pain are influenced by social cultural and psychological factors producing different sensations in different people NCHS reported. Lifestyle factors play a substantial role in inflammation including smoking diet stress obesity anxiety poor sleep quality and environmental issues said Darrell Jones business development Earth s Creation USA in Miami FL. Aside from the obvious aging population market we are seeing more interest from younger educated customers who are doing their due diligence and are looking for prevention alternatives to chronic inflammation and the associated aches and pains of an active lifestyle he continued. Other factors contributing to the growth of the inflammation and pain market are the aging U.S. demographics with the advancing Baby Boomers combined with increased longevity. While a growing number of consumers are looking for natural ways to relieve inflammation they are also interested in supplements that target more than just pain and inflammation. This is because people are discovering a direct link to other imbalances due to inflammatory response said Waseem Goreja president and CEO Amazing Herbs (Atlanta GA). That being said consumers are also becoming more confused about sup38 VITAMIN RETAILER plements and their ingredients. According to Paradise because there are so many supplement choices regarding minerals alone for example it is confusing what when and how to choose the right product and appropriate course of action. This is why appropriately marketing products and providing statistical information on ingredients is important. Several of the products that are popular in our stores have been the subject of numerous human clinical trials for their ability to support normal inflammatory response as well as general immune health said Ramona Billingslea marketing manager Betsy s Health Foods in Houston TX. Products for Pain Quality of Life Labs offers consumers a pain reliever made with naturally effective ingredients. We have been able to constantly improve our products Jones said. An example is its MicroActive Curcumin found in the Curcumin-SR product. Curcumin is quickly gaining ground as a proven anti-inflammatory and pain reducer he noted. Numerous studies have demonstrated the ability of curcumin to reduce inflammation in a variety of conditions including ulcerative colitis. Despite its inherent benefits curcumin supplements often struggle with the low bioavailability of the compound. To get around this our Curcumin-SR product uses MicroActive Curcumin which has been shown to be 10 times more readily absorbed than regular curcumin reaches peak blood levels more quickly (two hours versus four hours for regular curcumin) and delivers a sustained release of over 12 hours. According to Dan Chapman founder and CEO of Illinoisbased Redd Remedies many successful ingredients target more than one facet of pain. Ashwagandha for instance addresses pain by managing the stress response and promoting overall emotional health he noted. Corydalis works by blocking the pain signals that are relayed to the brain for processing and turmeric which is also popular works as an anti-inflammatory. Pain T4 combines those two ingredients plus traditional Chinese herbs to create a holistic approach to pain--one that goes beyond the implications of inflammation and addresses the roles that stress and brain function play in pain as well as healthy circulation he explained. In addition curcumin C3 Complex the patented turmeric extract not only provides anti-inflammatory benefits but also liver-protecting benefits and antioxidant protection. It is the most clinically studied turmeric extract in the world and the only patented turmeric extract with GRAS status. This holistic approach widens the applications of Pain T4 to all types of pain not just those associated with inflammation. With more than 25 years of clinical research there has been proven results that Curcumin C3 Complex is effective in inflammation brain function immune system function liver health and more. Another example of curcumin New Jersey-based Proprietary Nutritional Inc. (PNI) offers CurQlife to decrease inflammation at the beginning stages. CurQlife was first launched in an easy to swallow 400 mg soft gel and has been awarded a U.S. patent for the unique emulsification process that protects the curcuminoids on a molecular level thus enhancing the stability solubility and greatly increasing the bio-availability. This process allows for more free curcumin to be delivered into the bloodstream 10 times more than the market leader explained David Foreman RPh the herbal pharmacist for PNI. A two-month double-blind study on CurQlife showed a WOMAC (pain) score with a 94 percent improvement in knee stiffness with a reduction of 110.5 percent over placebo. Also the change in physical functioning was found to have an 85.42 percent improvement over placebo. CurQlife also had an excellent 300 percent reduction in LFI score. The study s conclusion suggests that CurQlife is effective in the manageWWW.VITAMINRETAILER.COM APRIL 2015 Go to pni for info about this advertiser Deflating the Pain ment of osteoarthritis and is showed to have clinical relevance and is a promising candidate for long-term management of pain. Life Extension also provides consumers with an all-natural remedy for inflammation. According to Senior Scientific Development Associate for Florida-based Life Extension Emily Gonzalez Life Extension is known to be the company that consumers turn to for the latest scientific and clinical information about natural products and we consistently use the most innovative and clinically researched ingredients available. This includes adding sesame lignans and olive fruit extract to an omega-3 formulation to extend the stability of DHA in the body and better promote a healthy inflammatory response. Life Extension uses the BCM-95 form of turmeric which has been shown to absorb seven times better than conventional curcumin. Also the company s formulations target multiple inflammatory pathways such as the cyclooxygenase and lipoxygenase pathways for comprehensive support for a healthy inflammatory response. Paying attention to the importance of bioavailability and enhancing function once the nutrient is absorbed are just a few of the ways Life Extension makes sure their ingredients are unsurpassed for efficacy and innovation. Their BCM-95 Bio-Curcumin extract in Advanced Bio-Curcumin is formulated with plant-derived compounds which complement the benefits of curcumin and help to improve absorption and potency. Once curcumin is extracted from turmeric the remaining oil is rich with turmerons and with the combination of BCM-95 it supports curcumin absorption and increases the cellular curcumin concentrations. Life 40 VITAMIN RETAILER Extension also offers Black Cumin Seed Oil which contains a wide variety of active compounds for immune and anti-inflammatory health. Black cumin seed is another ingredient new to the market for pain and inflammation. According to Amazing Herb s Goreja recent attention has been directed to black cumin seed oil (Nigella sativa) which has been the subject of hundreds of studies and may provide additional and possibly a more effective option to inflammatory related conditions as well as immune system responses. The ingredient contains thymoquinone (TQ) an antioxidant and potent anti-inflammatory agent invitro which may reduce the release of inflammatory cytokines Goreja reported. In another human study black cumin seed oil was found to help manage rheumatoid arthritis a highly inflammatory condition. Amazing Herbs anti-inflammatory Amazing Herbs 5X-TQ Premium Black Cumin Seed oil is the only nutraceutical on the market that offers the highest percentage of naturally occurring TQ-- as much as 1.3 percent the company stated. It is available in 500 mg and 1250 mg soft gels as well as liquid and helps restore youth and healthy inflammatory balance. Topical Products In addition to oral supplementation Topical BioMedics Inc. offers topical homeopathic products that work well with other nutrient recommendations and most do not interfere with other medications. Topricin products all work by first treating the skin Paradise said. The skin plays important roles in immune function and reducing the heat of inflammation. Topricin uses a combination of homeopathic biomedicines that stimulate draining toxins and excess fluids from the pain site relaxing the capillaries and doing so restoring normal blood flow oxygen and nutrients back into the cells. The body s healing process needs the inflammatory response and oxygen-rich blood flow to maintain cell integrity and to heal and repair damaged cells causing the pain he explained. The products have been popular for those who want to maintain an active lifestyle or who want to become active through resolving or preventing pain. Topricin pain relief technology includes the original patented formula Topricin Pain Relief and Healing cream Topricin Foot Therapy Cream and Topricin for Children (5 percent of sales of Topricin for Children are donated to a pediatric cancer foundation). For 21 years our products have provided doctors and patients a viable option to all classes of oral pain pills reducing chemical dependency and eliminating side effects for the individual and restoring hope and quality of life for hundreds of thousands of people. With the advancement of ingredient research there are many natural remedies for people to choose from however retailer education is vital. Educating retail sales associates is key for the new and innovative products that are coming to market said Earth Creation s Jones. The company provides retailers a series of product videos and seminars. Paradise agreed. The fact that the New York State attorney general s office recently accused four major retailers of selling fraudulent and potentially dangerous herbal supplements and demanded that they remove the products from their shelves has only caused more confusion and uncertainty he said. VR Extra Extra Visit to read about a study that found meditation helpful for chronic neck pain. i For More Information Amazing Herbs (770) 982-4780 Earth s Creation USA (305) 953-9901 Life Extension (954) 766-8433 Proprietary Nutritional Inc. (519) 647-2071 Quality of Life Labs (877) 937-2422 Redd Remedies (888) 453-5058 Topical BioMedics Inc. (845) 871-4900 WWW.VITAMINRETAILER.COM APRIL 2015 Go to amazingherbs for info about this advertiser he sports nutrition market continues to be a home run both for manufacturers and natural products retailers alike as the non-athlete or weekend warrior has been added to the lineup card. The market which traditionally encompasses food beverages and sports nutrition supplements continues to grow at a healthy rate. According to analysts at the global sports nutrition market is forecast to grow at a compound annual growth rate (CAGR) of 8.1 percent in terms of revenue over the period from 2014 to 2019. A similar report by Global Industry Analysts Inc. projects that the global market for sports and fitness nutrition supplements will reach 6.17 billion by 2018. According to the forecast the growth of the sports nutrition market is predominantly driven by the increased awareness about sports nutrition products among consumers many of who are not considered serious athletes. 42 VITAMIN RETAILER T By Daniel Breeman The report also cites the increased use of marketing tools to create awareness among consumers as another boot to the penetration of sports nutrition products in the global marketplace. Moreover the global sports supplements market of which North America holds the largest market share is expected to grow at a CAGR of 9.1 percent from 2014 to 2020 to reach an estimated value of 12.5 million alone in 2020 according to a market reports published by Persistence Market Research Global Market Study on Sports Supplements Protein Power witness highest share in product segment by 2020. There are always several factors (for growth) but one of the biggest drivers is greater awareness of how nutrition aids performance said Marc Stover director of marketing at Twinlab (American Fork UT) maker of Vita Fuel performance multivitamin for athletes. Sports nutrition is truly shifting to the mainstream. This is mostly driven by the internet and especially by mobile devices where images information motivation and tools are constantly being thrown at the consumer through social media. The Persistence Market Research report states that historically consumers of sports nutrition products including sports supplements have been bodybuilders and athletes. It points to the growing consumer base as including lifestyle and recreational users who prefer to take sports supplements for health and fitness reasons as having helped reshape the market. Consumers are increasingly demanding healthy and convenient lifestyle solutions and sports supplements are one of the preferred options to meet this need according to the report. This is where both manufacturers and retailers have an opportunity to cash in on the emerging market. This continued and impressive WWW.VITAMINRETAILER.COM APRIL 2015 WWW.VITAMINRETAILER.COM MAY 2014 Celebrating 20 Years of Excellence 1994-2014 Go to horphag for info about this advertiser growth can be attributed to a number of current market trends and shifts said Lisa Lent founder and CEO Vitalah (Watonsville CA) creator of Sport Oxylent 3-in-1 supplement drink for energy stamina and recovery introduced at Expo West. First and foremost the sports supplement market is benefiting from a widening consumer spectrum and increasing placement in more mainstream and mass market outlets. New and growing consumers groups include mainstream consumers and everyday active lifestyle consumers--a shift from the more serious or extreme athlete that dominated the market previously. A large portion of growth has also been within the youth segment. Finally the broader macro trend of an increasing demand for natural products and a shift away from synthetic ingredients is also a significant factor. A Matter of Convenience In addition to engaging the weekend warrior or those consumers who are simply aiming for a healthier lifestyle there are several other trends in play when it comes to the emerging sports nutrition market. For example sports nutrition products aimed at women continue to be a hot growth area as is the demand for convenience. I think convenience is key and is why products such as bars liquid suspensions and squeeze packs sports drinks and others have boomed said Marci Clow MS RDN at Rainbow Light (Santa Cruz CA). People want something that they can throw in their gym bag or that is easy to use when they are on the go. Protein powders still top the charts as the most popular with plant-based proteins gaining market share. One of the major growth drivers of the sports supplement market is protein added Don Cox senior vice president of R&D for Biothera s Healthcare Group (Eagan MN) maker of Wellmune a 100 percent natural food beverage and supplement ingredient for the immune system and found in the new GainZzz post-workout recovery supplement from Force Factor (Boston MA). Performance athletes are recognizing that protein has multiple benefits including athletic performance and muscle recovery. But what is sustaining this growth is that protein goes beyond specific performance gains. Whether you re a weekend warrior or a hard-training athlete protein is becoming a recognized tool for achieving athletic goals and ultimately a healthy lifestyle. And convenience is also very important as we are seeing bars RTDs (ready to drink) and gels being developed to meet the needs of an onthe go consumer. While new delivery methods for sports nutrition supplements are indeed finding their way to market but not everyone believes that the old guard is giving up without a fight. Everyone wants to believe that a special new delivery vehicle chews for example will capture the public s attention said Twinlab s Stover. Not that it won t ever happen it just hasn t happened yet. Pills liquids and powders are still the mainstay and are still growing even though they may not seem sexy to folks developing products. Functional RTDs have potential to continue growing and convenience is definitely a main driver but taste and performance are musts too. It s very important for the supplement to be easy to take added Kerry Gobei sports market specialist Ultimate Omega-D3 Sport Nordic Naturals (Watonsville CA). I think of taste as part of the convenience of taking a supplement. If it s flavored well then it s convenient and easy to take so compliance will be good. Packaging is also important. If it s sized for travel it will go in the athlete s bag. If not it will get left behind because it s too much hassle to take along. Potency is another Sports Nutrition What s On Deck So what s the next big thing when it comes to sports nutrition Here are a few thoughts from the experts Protein is a trend contributing to sports nutrition market growth but as athletes begin to look for the next sports nutrition benefit immune health will be their target. Don Cox Sr. VP of R&D Biothera s Healthcare Group Protein will remain popular and functional food products closest to real food will continue to grow in popularity while less natural type products will perhaps lose a bit of (market) share. Marci Clow MS RDN Rainbow Light As sports medicine and nutrition research continue I see the sports nutrition market continuing to become more focused on addressing specific nutritional needs of the athlete. Kerry Gobei sports market specialist Nordic Naturals A huge opportunity for growth is the sports nutrition market is to think in terms of actual nutrition instead of solely on energy endurance and performance. Scott Ravech CEO Deerland Enzymes The market will become increasingly segmented and more targeted and condition-specific. Lisa Lent founder CEO Vitalah Plant-based sports nutrition will experience exceptional growth. Peter O Brien director of sales Tam Activation regional sales consultant Ajinomoto North America WWW.VITAMINRETAILER.COM APRIL 2015 44 VITAMIN RETAILER Go to deerland for info about this advertiser part of the convenience equation. Each person has to determine what makes a product convenient for them but taste potency and packaging are all factors. Building a Better Sports Supplement Better ingredients mean better sports supplements both for the serious athlete and those who simply want to he healthy and perform at their best. Sports nutrition products as with athletes come in all shapes and varieties whether it be in the form of whey protein and amino acids for muscle building energy and recovery creatine for increased power and strength D-ribose for high-energy workout rou- tines caffeine and green tea extract for weight loss those for testosterone support and omega-3s. And don t forget about the newest trends like beet juice which promises an endurance boost. Historically separated into muscle building products and those for energy and endurance sports nutrition products are all about choosing and selling those with the best ingredients to help athletes of all shapes sizes and ages achieve their very best. The majority of the population is in the weekend warrior group for sure said Holly Lucille ND RN who is also a cross-fit trainer. It is all about getting your skin in the game and keeping it there as we age. Things like BCM-95 curcumin are simple ways for every athlete especially the weekend warrior to prevent pain inflammation and delay the onset of muscle soreness which is a deterrent to exercise. Another area of growing interest in the sports nutrition arena is in the use of ingredients to support the gastrointestinal tract such as probiotics and enzymes according to Scott Ravech CEO Deerland Enzymes (Kennesaw GA). Excessive exercise wears down the immune system and high protein supplements can cause GI distress said Dr. John Deaton VP of Technology at Deerland. Probiotics keep the GI tract healthy and support the immune system. Enzymes support proper digestion which aids in nutrient uptake and less digestive discomfort. In addition to the digestive benefits these ingredients also improve the absorption and utilization of protein. Deaton added that Deerland Enzymes works with cus- tomers to formulate custom blends that incorporate the specific enzymes probiotics and prebiotics that best serves the needs of athletes and those with active lifestyles. Cox also pointed to consumers looking for additional benefits to give them the next athletic edge as the protein trend becomes imbedded thus opening the door for immune health as one of the next big things in the sports nutrition market. With immune health every athlete--from hard training to the weekend warrior--can stay healthy improve their energy and mental clarity as well as stay ready to train and recover faster. Finally another emerging area in the sports nutrition market is in the area of liquid collagen supplementation. A recent clinical study on BioCell Collagen from BioCell Technology published in the Journal of the International Society of Sports Nutrition (JISSN) describes the potential of BioCell Collagen for protecting the connective tissue of the musculoskeletal system and enhancing recovery from intense exercise. The randomized double-blink placebo-controlled study was carried out by investigators at the Center for Applied Health Sciences (CAHS). Similarly products such as Liquid BioCell SPORT from Jusuru International a second wave liquid collagen supplement clinically designed to fuel peak athletic performance has been shown to promote joint and muscle fitness and boost recovery after workouts. Its Bio-Optimized formula is said to replenish collagen and hyaluronic acid (HA) orally in a highly absorbable form. California-based NeoCell offers its CollagenSport line of products with its 4-in-1 formulation that includes whey protein isolate collagen peptides Lglutamine and amino acids and vitamins and antioxidants to refuel recover regenerate and replenish after workouts. Buyer Beware While the push continues to build or develop the next best sports nutrition product there are caution signs that retailers and consumers alike may be wise to heed as they search for the next big thing in this emerging market. Most of these concerns center around the quality of ingredients in the supplements as well as the claims made by companies in promoting their products. I m concerned with the additives and ingredients contained in many sports nutrition products that not only WWW.VITAMINRETAILER.COM APRIL 2015 46 VITAMIN RETAILER don t have any nutritional value or health benefits but also have many potentially serious health risks said Lent. Artificial sweeteners preservatives emulsifiers and other additives are unfortunately still fairly common although I hope this is changing with the current macro trend away from artificial and toward all natural. GMOs (genetically modified organisms) is another huge area of concern not just for me but for consumers in general as reflected in the fact that the non-GMO verified label has become one of the fastest growing labels in the entire natural products industry. Utah-based Trace Minerals Research introduced its new TMRFIT SERIES sports nutrition line at Expo West that includes Pre-Workout Post-Workout and Liquid ZMA with ConcenTrace. Each product contains no artificial colors flavors or sweeteners is nonGMO gluten-free certified vegan and is made for the elite athlete who wants clean supplements according to the company. Quality concerns are an issue in the sports nutrition marketplace and many experts advise looking for the NSF Certified for Sport seal on products as a way to ensure label accuracy. Quality is my biggest concern about sports nutrition products said Nordic Naturals Gobei. Consulting with a registered sports dietitian or certified personal trainer with sports supplement knowledge is a wise investment for consumers. A sports RD or CPT knows trusted brands. More often than not they will recommend that people take NSF Certified for Sport products to guarantee the product to be free of harmful banned substances and to be labeled accurately. I find it disappointing that there are companies within the sports nutrition industry that are less than honest regarding ingredient claims added Peter O Brien director of sales at Tam Activation and a regional sales consultant for Ajinomoto North America Inc. (Raleigh NC) maker of the Amino VITAL sports nutrition live with 2 400 mg of amino acids for focus hydration and designed to quickly revitalize muscle energy. It is dangerous dishonest and has a negative effect on the industry and the legitimate companies that are doing good work. Rainbow Light s Clow warns against miracle -type claims in the sports nutrition category with the potential for inferior quality ingredients with little scientific substantiation and overuse of stimulants. There are a lot of great products out there but buyers need to be aware of what they are putting into their bodies said Biothera Healthcare Group s Cox. This means understanding the research behind a product s ingredients and claims. Products that are backed by clinical peer-reviewed research remain the gold standard. on distributors like Lone Star Distribution a wholesale distributor of sports nutrition products with more than 10 000 retail customers to help keep their shelves properly stocked. In tremendous retail store outlets like Natural Body Inc. sports nutrition can often comprise over 50 percent of a nutrition-health food store these days said Frank Fenimore Jr. VP of Lone Star Distribution. Steve Calabrese owner of Natural Body recently shared with me that sports nutrition is one of the fastest growing and most dominant categories in both his retail and internet channels. Ten years ago people might have entered a store for a vitamin and possibly a fish oil whereas today protein powders and energy supplements are some of the most sought-after products. Education too both for the retailer and for the consumer is paramount when it comes to selecting the right products. We offer a link to every one of our vendor partners websites for further product information as well as publishing several articles from our vendors on ingredients supplementation and particular products said Fenimore Jr. The industry as a whole has grown as have the number of nutraceutical ingredients being used and so education and information at the fingertips of the consumer and retailer is vital to continue to grow the business and help meet consumer needs properly. VR Extra Extra Visit to learn why athletes should eat more fat. Retail Reaction Natural product retailers such as Natural Body Inc. of Ozone Park NY need to be in the know when it comes to sports nutrition products and relies i For More Information Ajinomoto North America (800) 682-0982 BioCell Technology (714) 632-1231 Biothera Health Group (651) 675-0300 Deerland Enzymes (770) 919-8907 Force Factor (877) 492-7243 Jusuru International (714) 678-1600 NeoCell (800) 346-2922 Nordic Naturals (800) 662-2544 Trace Minerals Research (800) 624-7145 Rainbow Light (800) 635-1233 Twinlab (800) 645-5626 Vitalah (831) 724-6300 APRIL 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 47 HEALTHANDNUTRITION Gluten Free Dedicated to The booming gluten-free category offers opportunities for retailers and solutions for customers. By Mark Becker he mainstream media has been reporting on the benefits of a gluten-free diet for sometime now. Hundreds of new glutenfree products were launched in 2014. Fortunately for those who have celiac disease or non-celiac gluten sensitivity (NCGS) and must follow a gluten-free diet growth will continue in the glutenfree marketplace in 2015 as well as the publishing of compelling new research. According to a new report on glutenfree foods by Packaged Facts the category reached 973 million in sales in 2014 with a compound annual growth rate of 34 percent since 2010. By 2019 the gluten-free market is expected to reach 2 billion in sales. The recent jump is fueled by a number of factors including rising consumer health concerns and the positive perception of gluten-free foods. Many retailers embraced the movement by introducing gluten-free varieties of private-label brands in addition to increasing their overall selection of gluten-free foods. The U.S. Food and Drug Administration s (FDA) move to define gluten-free in 2014 is also expected to contribute to growth as manufacturers now have a standard to follow. T Furthermore according to a recent poll found that nearly 30 percent of U.S. adults say they re trying to go gluten free. Interestingly Googling the term generates more than 95 million results. That said gluten may not be the only cause of celiac disease. A recent study from researchers at Columbia University concluded that other wheat proteins other than gluten may also trigger problematic symptoms in people with celiac disease. While gluten is the primary type of protein in wheat a substantial number of study subjects with celiac disease had an immune reaction to five groups of non-gluten proteins. Nevertheless more studies need to be done when it comes to celiac disease and its causes. Given the profound interest in glutenfree products and the fact this is no fleeting trend savvy natural products retailers are dedicating increased shelf space to accommodate these products. believes we ll be seeing a lot of the following foods on store shelves in 2015 Ancient Grains These grains including millet amaranth quinoa flax and chia will become increasingly popular in gluten-free diets in the coming year and beyond. Sprouted Grains May provide additional nutritional benefits over nonsprouted grains. Many consumers especially those with celiac disease and NCGS have incorporated sprouted grains as a way to address digestive health challenges. Fermented Foods These foods contain live cultures to promote healthy gut flora. Fermented foods include yogurt sauerkraut miso kefir and tempeh. Although typically naturally gluten-free some of these foods may contain gluten so retail staff must to be prepared to help their customers to differentiate between fermented foods that are gluten free and fermented foods that are not. The interest in gluten-free foods is undisputable. Nonetheless the millions of U.S adults transitioning to this lifestyle need to be aware that eating a gluten-free diet may cause deficiencies in certain vitamins and minerals. And smart retailers will understand this and counsel their customers accordingly. Often people will fall short of daily recommendations in part because glutenfree foods often aren t supplemented with extra nutrients. Initially people WWW.VITAMINRETAILER.COM APRIL 2015 48 VITAMIN RETAILER HEALTHANDNUTRITION should undergo comprehensive testing to ascertain nutrient levels before determining a supplement regimen. This dietary supplement regimen will then need to address any dietary shortcomings a gluten-free diet may create. That said there are certain nutrients people tend to lack when on a gluten-free diet. Retailers need to be aware of the following nutrients among others and make recommendations when needed Calcium Found in dairy products your customers with gluten sensitivities still need to be cognizant of possible lactose intolerance or additional food sensitivity. That said studies strongly indicate that people with celiac disease don t get the recommended levels of calcium in their diets. Nonetheless this doesn t necessarily mean a gluten-free diet leads to calcium deficiencies. In fact in the few studies that have been conducted there were no calcium deficiencies in people following a glutenfree diet. Still calcium formulas are a key to building strong bones. And osteoporosis is a major risk for people with celiac disease. So retailers are wise to stock a wide range of calcium formulas. If you eat dairy there are numerous options for calcium-rich milk products. If you avoid dairy calcium-rich foods include tofu or canned fish. Folic Acid You may be familiar with folic acid s role in preventing birth defects. Everyone needs sufficient amounts of folic acid to help make new cells. Foods high in folic acid include spinach asparagus and Brussel sprouts. Iron Anemia is linked to low iron and is also a common symptom of celiac disease. In fact people diagnosed as anemic may have suffered worse damage to their small intestine than people whose primary celiac symptom was diarrhea. Retailers must be aware of this and recommend iron supplements. Foods high in iron include turkey beef soybeans and legumes. Vitamin B6 Helps to fight off infections maintain normal nerve function and carry oxygen throughout the body. Vitamin B6 also keeps blood sugar within normal limits. Studies have shown that many people with celiac disease and following a gluten-free diet are low in vitamin B6. Foods with vitamin B6 include chickpeas (also known as garbanzo beans). There is also significant B6 in tuna salmon chicken breast and turkey. One medium banana has 20 percent of the vitamin B6 you need each day. Vitamin B12 Helps to maintain nerve and blood cells. Those deficient in B12 experience constant fatigue. Research indicates people with celiac disease don t get enough of vitamin B12 in their diets thus the need for supplements. Meat fish and dairy products are the best food sources of vitamin B12 which is why vegetarians and vegans often are more deficient. Vitamin D Produced when exposed to the sun vitamin D also can be found in fortified dairy and conventional cereal products. Supplementing with vitamin D is especially important as studies indicate that people with celiac disease are especially prone to vitamin D deficiencies. Few foods naturally contain vitamin D. However cold-water fish including swordfish and sockeye salmon contain substantial amounts. An egg yolk contains about 10 percent of the vitamin D you need each day. Gluten free will soon be a multi-billion dollar category. Smart retailers must stay abreast of emerging natural solutions for celiac disease and the new innovative gluten-free products on the market. In addition as some customers with celiac disease remain symptomatic despite strict adherence to a gluten-free diet it is important for retail staff to understand alternate dietary strategies and make appropriate recommendations to their customers. VR References Packaged Facts Mark Becker is an account manager for Vivion a raw materials distributor based in Vernon CA. He has worked as a natural products sales and marketing executive for 15 years. Becker has written more than 300 articles and has hosted or been a guest on more than 500 radio shows. He obtained a bachelor s in journalism from Long Beach State University and did his master s work in communications at Cal State Fullerton. For almost 30 years he has participated in numerous endurance events including more than 150 triathlons of Olympic distance or longer 102 marathons and numerous other events including ultramarathons and rough water swims from Alcatraz to the mainland. He has relied on a comprehensive dietary supplement and homeopathic regimen to support his athletic professional and personal endeavors. Follow Mark Becker on Facebook at marklbecker and on twitter at becker_mark. For more information access or Go to cestsibon 50 VITAMIN RETAILER WWW.VITAMINRETAILER.COM APRIL 2015 HEALTHYSHOPPER Chlorella s Long History B Y S H A R I B A R B A N E L Retailers Healthy Shopper has been designed to help you educate customers about dietary supplements. Attach your store s business card here and photocopy for your customers. Healthy Shopper is reprinted with permission from Vitamin Retailer magazine and is provided for educational purposes only by your local retailer. No part of this article is intended as medical advice. Always consult your health care provider for any medical problems. APRIL 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 51 Answers 1.) c 2.) d 3.) b 4.) a 5.) b single-celled freshwater microalgae that has a dense nutrient content chlorella is one of the Earth s oldest life forms and can be traced back more than 2.5 billion years to the Cambrian period. And remarkably the genetic makeup of chlorella has remained vastly unchanged. Chlorella which means small green in Greek was discovered in 1890 by Dutch biologist Martinus Beyerinck because the plant was found to contain a number of nutritional properties. And in 1917 Dr. Lindner a German microbiologist researched the idea of making food from chlorella because of the food shortage in Germany during World War I. According to Natural Medicines (formerly Natural Standard) in the 1940s chlorella was believed to be a superfood that could supply calories fat vitamins and the then-known 10 essential amino acids that would be needed to feed the booming population. However after it was discovered that chlorella was relatively difficult to cultivate and that it lost most of its nutritional value when processed chlorella fell out of favor. Today the interest in chlorella is on the rise again for a number of uses including helping boost the immune system and detoxification--chlorella is once again considered a superfood. A complete protein chlorella is full of other essential nutrients such as carbohydrates vitamins amino acids minerals fats calories and fiber. Further according to the American Cancer Society chlorella is rich in two antioxidants vitamin C and carotenoids and chlorella s antioxidant activity allows it to help neutralize harmful free radicals. Chlorella is also used to help increase good bacteria in the intestine to aid in improving digestion. According to Natural Medicines most of the chlorella in the U.S. is A grown in either Test Your Knowledge of Collagen Taiwan or Japan but 1.) Chlorella is one of the Earth s oldest life forms and chlorella products can be traced back more than ______ years. can vary significantly depending on the a.) 2.5 million b.) 1.5 billion way the crop used c.) 2.5 billion d.) 2.5 million was cultivated harvested and 2.) Chlorella was discovered by Dutch biologist ______ in 1890. processed. a.) Max Born b.) Albert Einstein Investigators have c.) Marie Curie d.) Martinus Beyerinck found that dried preparation of 3.) Chlorella means small green in what language chlorella can contain a.) Spanish b.) Greek from 7 to 88 percent c.) French d.) Italian protein 6 to 38 percent carbohydrate 4.) According to a study published in the journal Nutrition in 2010 and 7 to 75 percent male smokers who were given a dose of ______ grams of chlorella fat Natural daily for six weeks experienced a significant decrease in white blood Medicines noted. cell DNA damage. Research has a.) 6.3 b.) 6.36 shown that chlorella c.) 6.33 d.) 3.6 may benefit a number of aspects of 5.) Chlorella is not considered a superfood. health. For instance a 2001 study cona.) True b.) False ducted by the Medical College of Virginia looked into the chlorella s ability to reduce signs feeding. Published in 2007 in the and symptoms of chronic illness and Journal of Medicinal Food researchers improve quality of life in patients with found that chlorella supplementation fibromyalgia hypertension and ulcerahelp reduce dioxins in breast milk and tive colitis. The researchers found that increase immunoglobulin concentrachlorella may help reduce blood prestions at the same time. Further sure accelerate wound healing lower according to The American Cancer cholesterol and enhance immune Society supplementation of 6 grams of function. chlorella per day can be effective in Another study published in the jourpreventing anemia which is common nal Nutrition in 2010 found that male in pregnancy. smokers who were given a dose of 6.3 And while it is safe for most people grams of chlorella daily for six weeks to take chlorella recexperienced a significant decrease in ommended that those taking anticoagwhite blood cell DNA damage. ulants should refrain from taking According to the researchers chlorella chlorella due to the vitamin K1 conis an important whole-food suppletent which aides in blood clotting. ment that should be included as part of a healthy diet. References Chlorella may also be beneficial for women who are pregnant and breast- PRODUCTSPOTLIGHT No Tolerance for Food Intolerance BY CRISTINA GOODWIN W ithin the last few years awareness of food intolerances has increased significantly. Consumers who are lactose intolerant have gluten sensitivity or are sensitive to other natural chemicals that commonly cause reactions are hungry for natural products to help digest the un-digestible. Below is a sample of products that aim to make trigger foods more palatable. The Digestive Guardian NaturaNectar (Sunrise FL) offers Gastro Guardian a three-decade-old original formula of Salomon propilis which has helped millions of people from the U.S. to Europe and Scandinavia. The product stands out from other digestive aids because it is formulated with the company s patented FLAV M15 extract made of pure standardized flavonoids of Brazilian propolis combined with bee propolis licorice DGL and fenugreek seed extract. Other ingredients include cellulose (plant origin) maltodextrine and silicon dioxide. In addition the vegetable capsules do not contain gluten sugar starch wheat yeast milk (lactose) egg shellfish artificial preservatives flavors dyes or colors. The recommended dosage is one capsule by mouth three times a day (MSRP 26.99 60-ct.). For more information call (800) 609-7794 or visit The Comfort Zone Solgar Vitamin and Herb (Leonia NJ) Comfort Zone Digestive Complex helps consumers feel better about foods they eat and worry less about the foods they enjoy. Because Comfort Zone contains a broad spectrum of high-activity enzymes it helps break down a wide range of foods even those that may be hard to digest. Just one capsule with every meal can make a real difference in the consumer s relationship with food (MSRP 19.99 90-ct.). For more information call (800) 645-2246 or visit More MegaFlora New Hampshire-based MegaFood s MegaFlora Plus product contains 50 billion live cultures in every tablet ( 67.96 for 60-ct. 40.96 for 30ct.). The validated gluten- and soy-free supplements also blend together 14 life-enhancing probiotics which are vital to healthy digestion due to food intolerance. MegaFlora Plus supports intestinal health bowel regularity and immunity. In addition it naturally stimulates the growth of probiotics. Each tablet is free of gluten dairy soy pesticides herbicides and corn. The company s recommended dose is one per day. For more information call (800) 848-2542 or visit Before Dairy For the lactose intolerant Canada-based Natural Factors created Lactase Enzyme (MSRP 21.95 60 capsules) which breaks down the milk sugar lactose into an easily digestible form while also replacing the body s missing enzyme relieving side effects such as diarrhea gas and bloating. It allows people who have their natural enzyme compromised to enjoy lactose containing foods without the constant discomfort. Just take a capsule right before you eat or drink anything containing lactose. For more information call (800) 663-8900 or visit GlutenEase Times Two GlutenEase Extra Strength is the new Enzymedica (Venice FL) digestive supplement for consumers struggling with symptoms of gluten intolerance. Please note this product does not replace a gluten-free diet for individuals with celiac disease. The supplement is formulated with Protease Thera-blend (g2) enzymes as well as DPP-IV to provide double digestive power for foods with gluten and casein compared to the company s original GlutenEase product. The amylase Thera-blend enzymes included assist in the digestion of the carbohydrate portion of grains such as wheat which contain gluten while the glucoamylase breaks down polysaccharides into glucose units. In addition GlutenEase Extra Strength contains no egg dairy preservatives salt sucrose soy wheat yeast nuts corn gluten casein potato rice artificial colors or flavors (MSRP 43.99 60-ct.). For more information call (888) 918-1118 or visit Retailers Choice Udo s Choice Enzyme Blend by Flora (Lynden WA) is a vegetarian and lactose intolerant lifesaver that provides proper nutrients specifically enzymes for food intolerance. It helps alleviate discomfort associated with lactose intolerance by incorporating a full-spectrum blend of seven active enzymes to increase absorbtion of important nutrients the body is foreign too because of dairy products refined sugars fruits cruciferous vegetables beans proteins and fats. Its new and improved formula ( 21.99 60-ct. 29.99 90-ct.) now includes six times more lactase as well as alphagalactosidase helping those who are lactose intolerant and people who cannot digest fibrous foods. We always recommend those supplement companies that have made probiotics for many years-- brands such as Flora Udo s Choice said Freddie Evaristo from Freddies Nutrition in Las Vegas. For more information call (800) 446-2110 or visit 52 VITAMIN RETAILER These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose treat cure or prevent any disease. WWW.VITAMINRETAILER.COM APRIL 2015 SUPPLEMENTSCIENCE Supplement Delivery Systems More Options By Gene Bruno MS MHS RH(AHG) Provost Huntington College of Health Sciences hen the natural products industry first began there were four basic types of delivery systems for dietary supplements tablets capsules powders and liquids. Today those basic four still exist and still probably represent the majority of supplements on the market. However delivery system options have expanded and now include soft gels liquid caps lozenges and gummies (the solid dosage delivery forms) as well enteric and other coatings which can be used for certain solid dosage delivery forms. All of these choices give rise to the question Do any one of these delivery forms have advantages over other delivery forms The answer is yes although it depends upon the nutraceuticals to be delivered and the purpose for which they are being delivered. This article will explore these various delivery systems and identify which are most appropriate for specific nutraceuticals in specific situations. W Tablets and Capsules Tablets and capsules are the primary delivery forms currently used in dietary supplements. The United States Pharmacopeia (USP) require a disintegration (breakdown) time of 45 minutes in water while being agitated in laboratory equipment designed to simulate peristalsis the muscular action of the stomach and gastrointestinal tract. The basic thinking is if it can breakdown in water which has a neutral pH of about 7 then it should have no problem breaking down in acidic pH of gastric juices which have a pH of 1.5 to 3.5. Therefore a broad variAPRIL 2015 WWW.VITAMINRETAILER.COM ety of nutraceutical in either tablets or capsules should be adequately available for absorption in humans. Nevertheless tablets and capsules each offer their own advantages. Since tablets are available in a plethora of sizes and shapes whereas capsules are available in a limited number of sizes tablets can generally fit a higher dose of nutraceuticals. Consequently in some situations it is possible to offer a smaller serving size with tablets. For example 3 000 mg of a given nutraceutical is more likely to fit into three tablets whereas it would probably require four capsules to achieve the same dose. Conversely capsules offer the advantage of requiring few excipients in their manufacture. For example tablets require binding agents to hold them together while capsules do not. Also research has demonstrated that many people tend to prefer capsules over tablets.1 2 3 In fact depending on the study capsules were preferred over tablets by 74 percent4 to 90 percent5 of participants. The reasons consumers give for this preference is ease of swallowing as the most important attribute with speed of action and gentleness on the stomach increasing in importance.6 In addition to the standard gelatin capsules are now available in vegetarian options as well including hydroxypropyl methylcellulose (HPMC) carrageenan (derived from seaweed) and pullulan (fermented from tapioca). Lozenges Lozenges are essentially a type of tablet that is meant to remain in the mouth until it dissolves. Lozenges vary in size depending upon the nutraceutical and application. This delivery form is ideal for certain nutraceuticals which should remain in the mouth for a period of time. For example zinc lozenges (often used in the treatment of the common cold)7 can coat the throat while dissolving which helps localize the application of the zinc where it may do the most good. Another example is the BLIS K12 strain of the probiotic Streptococcus salivarius which resides in the oral cavity and which has been shown to reduce the number of episodes of certain throat infections tonsillitis acute otitis media (ear infection)8 9 and reduce various species of bacteria involved in halitosis.10 11 12 A BLIS K12 supplement therefore needs to remain in the mouth long enough (i.e. a few minutes) for colonization to take place. Smaller lozenges (i.e. micro-lozenges or dots) can also provide a sublingual (under the tongue) or buccal (mouth or cheek) delivery form for some nutraceuticals. The classic example of this is vitamin B12. Research from back in the early 1980s demonstrated that sublingual B12 administration increased blood serum levels of vitamin B12 by 90 percent. From these results it was evident that B12 could be readily absorbed via the sublingual plexus and buccal cavity directly into the blood stream.13 Research published in 200314 further verified that sublingual B12 was effectively absorbed. The significance of this these sublingual vitamin B12 studies is that that other research demonstrated that as little as 1.2 percent VITAMIN RETAILER 53 SUPPLEMENTSCIENCE of dietary vitamin B12 is absorbed.15 Another example is melatonin which has been shown in multiple studies to be an effective sleep aid.16 17 18 However research also shows that that 44-90 percent of a standard melatonin supplement absorbed into the blood is cleared by the liver in a single passage 19 leaving less melatonin available to do its job. In contrast other research20 shows that the amount of melatonin absorbed in the mouth and reaching systemic circulation was 80 percent greater than the standard oral tablet and the peak concentration of melatonin was 50 percent higher as well. Furthermore research has shown that sublingual melatonin has anti-anxiety effects 21 22 and improved day sleep and night alertness in those working the night shift.23 and so are often not included in gummy formulations. Previously only gelatin-based gummies were available but now pectin-based gummies have also entered the marketplace. This has advantages for those who prefer a vegetarian and or non-GMO gummy. applied on solid dosage form mediations and supplements for the purpose of protecting them from the acidic pH of the stomach. Such a coating would have advantages where there is a preference for a supplement to break down in the intestines rather than in the stomach. An example of such a supplement is a fish oil softgel. When broken down in the intestines instead of the stomach there is a lesser chance for experiencing fish burps and other types of undesirable reflux. Another example is a probiotic supplement. Since some probiotic microorganisms can be partially or completely destroyed in gastric acid an enteric coating offers a distinct advantage25-- although there are other types of delivery systems that offer similar or better protective benefits for probiotics. These include alginate coating 26 succinylated lactoglobulin coating27 and BIOtract. My personal favorite is BIOtract a patented technology using a type of pectin that protects the majority of a supplement s probiotics from gastric acid helping to ensure that a significantly higher percentage of microorganisms reach the intestines alive.28 In laboratory research data confirmed that the probiotics are afforded protection through acid exposure and continually release through the testing period in simulation of the passage through the human digestive tract.29 30 Powders Powders are an effective method for delivering dietary supplements with ingredients that need to be consumed in gram amounts rather than in milligrams. Examples include proteins collagen fibers creatine etc. In addition powders do not require the same degree of breakdown as tablets or capsules so they may be more easily digested. Furthermore they can be mixed with other nutraceuticals and consumed as a shake smoothie or other drink. The disadvantage of powders is that some of them are not particularly palatable including many herbs (especially root-based materials). In these situations bitter masking agents may be employed to improve palatability. Also since powders have no protective coating or capsule surrounding them they may not always have the same long-term stability as solid dosage forms. A newer delivery method for powders is to sprinkle them on foods to enrich intake of a given nutraceutical (e.g. protein). The sprinkle method means that not all powders are required to be consumed as part of a drink mix. Soft Gels People generally perceive soft gels as being easier to swallow than tablets.24 This delivery form is particularly suitable for oil-based nutraceuticals such as fish oil and certain herbs like the liposterolic extract of saw palmetto. Sometimes powdered nutraceuticals that are not oil based are included in soft gels but this requires their being mixed with foodgrade oil so that they can then be included in the soft gel. There is no advantage to this but sometimes it is necessary if a formulation consists of a mix of oil- and non-oil-based nutraceuticals. Soft gels also provide a method of consuming an oil liquid nutraceutical without having to taste it. As with capsules soft gels are also available in vegetarian forms as well as the conventional gelatin forms. Typically gelatin soft gels are derived from bovine sources although fish-based gelatin is also available. Conclusions Many dietary supplement delivery forms exist and all have their advantages and disadvantages depending upon the nutraceutical and the application. I think the important take-home message here is that there is no single delivery system which will be effective for all types of supplements. Rather it is important to select a delivery system that is appropriate for each dietary supplement product. VR For references visit 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. WWW.VITAMINRETAILER.COM APRIL 2015 Liquids As with powders liquids also offer an effective method for delivering liquid and oil-based nutraceuticals that need to be consumed in gram amounts and can also be mixed with other nutraceuticals and consumed in a shake etc. However taste and consistency (mouth feel) can be an issue depending upon the material being used. Also oils and some liquids are more susceptible to oxidation so they may need to be refrigerated after opening to help maintain stability. Some herbal extracts are also available in liquid form and are frequently preferred among herbalists for their quick onset of action--although taste can also be an issue for some. In addition some liquids are provided in the form of a spray bottle wherein the liquid nutraceutical is sprayed into the mouth. In this case the liquid can then be swallowed or depending upon the nutraceutical left in the mouth for buccal absorption. Liquid Capsules Liquid-filled capsules can also be used for liquid or oil-based nutraceuticals and for the most part offer the same benefits as soft gels. In addition liquid-fill capsules are also available in vegetarian forms as well as gelatin. Gummies Gummies are the preferred nutraceutical delivery form for children (and rapidly gaining in popularity among adults with pill fatigue) displacing chewable tablets in that role. The obvious advantage is that it is easy to get children to eat gummies which they associate with candy. That assumes of course that the gummies are palatable. Some nutrients such as iron don t taste good in a gummy 54 VITAMIN RETAILER Enteric and Other Coatings Enteric coating is a polymer barrier NATURALMEDICINE with Dr. Michael Murray A Underutilized Dietary Supplement L-carnosine B Y M I C H A E L T. M U R R A Y N D C arnosine is a naturally occurring molecule composed of two amino acids histidine and alanine. As a dietary supplement it has been available for years. However it is not nearly as popular as it should be based on the existing science. Carnosine functions in excitable tissues such as muscle and nerve tissue and reaches high concentrations in skeletal muscle. In these tissues it is critically important in maintaining the proper pH and electrical charge. Carnosine is often confused with carnitine. Both contain the root word carn meaning flesh as they are both found in higher concentrations in meat (and fish). Since vegetarian sources of protein are do not contain carnosine a vegetarian (especially vegan) diet may not provide adequate pre-formed carnosine but like carnitine the human body is thought to be capable of manufacturing sufficient quantities. Nonetheless like carnitine supplementation with carnitine has its place in nutritional medicine. At this time clinical studies in humans has shown carnosine supplementation to APRIL 2015 WWW.VITAMINRETAILER.COM Improve muscle function and recovery from muscle fatigue. Protect against degeneration of the brain as well as loss of cognitive function and memory associated with aging. Improve mental function and behavior in children with attention deficit disorder and autism. Heal peptic ulcers when it is combined with zinc. A Closer Look at Carnosine Functions In addition to being important in regulating the electrical charge in excitable tissue research has shown carnosine to be important to cellular health for other reasons. In muscles carnosine neutralizes the extensive formation of lactic acid during high intensity exercise and promotes recovery from exercise. These effects accelerate the working capacity of muscle exhausted by preceding exercise and explains carnosine s popularity among bodybuilders and athletes for improving muscle function and recovery from muscle fatigue. Carnosine is also an important intracellular antioxidant. Carnosine has been proven to scavenge reactive oxygen species (ROS) as well as protect against peroxidation of cell membrane fatty acids during oxidative stress. It has also demonstrated significant antiaging effects related in part to its antioxidant effects but it also prevents glycation (the attachment of sugar molecules to proteins) associated with premature aging. Carnosine is especially critical in protecting the brain against neurodegeneration as well as loss of cognitive function and memory. Carnosine has also been shown to rejuvenate connective tissue cells which may explain its beneficial effects on wound healing as well as its use in trying to fight off the effects of aging in the skin causing wrinkles and loss of elasticity. Carnosine levels in the body decline with age. By the time a person is 70 years old carnosine levels have decreased in their body by 63 percent. Because of all of these effects and others carnosine is becoming well known as a longevity and anti-aging nutrient. VITAMIN RETAILER 55 NATURALMEDICINE with Dr. Michael Murray Clinical Research with Carnosine The primary focus of the clinical research on carnosine has focused on its anti-aging effects as well as its effects on brain function. In regard to general anti-aging effects several clinical studies have highlighted the potential of carnosine in slowing down the aging process by preventing oxidative damage as well as glycation. In addition carnosine has also been shown to directly and indirectly inhibits release of inflammatory mediators such as cytokines. Reducing silent inflammation is becoming another key target not only for an antiaging strategy but also to help prevent the development of chronic degenerative diseases like heart disease diabetes and neurodegenerative disorders such as Parkinson s and Alzheimer s disease. Given the unique actions of carnitine within the brain it may be an ideal agent for preventing age-related declines in cognitive function and memory as well. In regard to boosting brain power several double-blind placebo-controlled studies have looked at the use of carnosine in patients with neurodegenerative conditions. In one study compared a daily dose of either 0.75g or 2g of carnosine to a placebo for 21 days in 42 patients with chronic encephalopathy a brain disorder that is a progressive degenerative disease most often seen in individuals with a history of multiple concussions and other forms of head injury. Significant improvements in cognitive function and reductions in oxidative stress were found in the carnosine group. Another study examined the effect of 1.5g of carnosine daily for 30 days in Parkinson s patients treated with LDopa. The addition of carnosine to the treatment regimen significantly improved neurological symptoms with a 36 percent improvement in symptoms compared to a 16 percent improvement in the control group. Clinical signs of Parkinson s disease including decreased bodily movements and rigidity of extremities were also significantly improved. This improvement in the everyday activity of Parkinson s patients allows them more independence and better quality of life leading the authors of the study to conclude that carnosine is a reasonable way of improving the treatment of Parkinson s disease and decreasing the possible toxic effects 56 VITAMIN RETAILER of standard drug therapy. Because of carnosine s beneficial effects in improving both muscle and brain function researchers at Georgetown University recently assessed its effects in Gulf War illness (GWI) or chronic multisymptom illness (CMI) terms used to describe the disabling fatigue widespread pain and cognitive dysfunction experienced by about 25 percent of 1990-1991 Persian Gulf War veterans. A leading theory proposes that GWI CMI is the result of wartime exposure to a variety of factors including vaccinations various chemicals and stress. These factors initiate prolonged production of inflammation free radicals and the resulting injury to the brain nervous system and muscle tissue. Since carnosine has been shown to protect the brain and muscle cells from the sort of damage underlying GWI CMI a double-blind placebo-controlled study was designed to determine if nutritional supplementation with L-carnosine would significantly improve pain cognition and fatigue in GWI. The 12-week study involved 25 GWI subjects who were given Lcarnosine at 500 1000 and 1500mg increasing at four-week intervals or a placebo. Primary outcomes included measures assessing cognitive function feelings of fatigue and pain and activity levels. The only measure that showed consistent benefit was the influence of carnosine supplementation on improving mental function. While researchers had hoped to see improvement in all areas of GWI CMI the ability of carnosine supplementation to improve mental function in these patients was significant and adds additional clinical support for carnosine in this application. Carnosine may also be helpful in improving brain function in autism. In one double-blind placebo-controlled trial in 31 children with autism carnosine was shown to improve expressive and receptive vocabulary and subjective improvement on an autism rating scale over an eight-week trial at a dosage of 800mg day. to be helpful for healing peptic ulcers with zinc bound to carnosine being the most beneficial. Clinical studies in humans using zinc carnosine demonstrate not only an ability to heal peptic ulcers but also antagonize the bacteria (Helicobacter pylori or H. pylori) linked to indigestion (dyspepsia) peptic ulcer disease and stomach cancer. When 60 patients suffering from dyspepsia with H. pylori infection were given either antibiotics alone (lansoprazole amoxycillin and clarithromycin) or antibiotics plus zinc carnosine for seven days better results were seen with the group getting zinc carnosine (94 percent success rate vs. 77 percent). In one double-blind trial 248 patients with confirmed gastric ulcers were randomly assigned to one of four groups receiving 150mg daily of zinccarnosine extract or its respective placebo or 800mg of cetraxate hydrochloride (a mucosal protective agent) or its respective placebo. Study medications were started within one week of endoscopy-diagnosed gastric ulcer and were continued for eight weeks. At eight weeks 75 percent of the zinc-carnosine group experienced markedly improved symptoms compared to 72 percent for the cetraxate group. The endoscopic cure rate was 60.4 percent in the zinc-carnosine group and 46.2 percent in the cetraxate group at eight weeks. Dosage Recommendations The typical dosage recommendation for taking advantage of the anti-aging effects of carnosine is 1 500 to 2 000 mg per day. For children with autism the dosage is 800 to 1 000mg per day. For peptic ulcers and indigestion the dosage for zinc carnosine is usually 75mg twice daily. There are no adverse effects or drug interactions at the recommended dosage levels. VR Michael T. Murray ND is widely regarded as one of the world s leading authorities on natural medicine. He is a graduate former faculty member and serves on the Board of Regents of Bastyr University in Seattle WA. The author of more than 30 books on health nutrition Murray is also director of product development and education for Natural Factors Nutritional Products. For more information visit WWW.VITAMINRETAILER.COM APRIL 2015 Zinc Carnosine to Relieve Peptic Ulcers Zinc increases mucin production in cell culture studies and has been shown to have a protective effect on peptic ulcers in animal studies. In human studies zinc supplementation appears NEWPRODUCTS VR s New Products section is a FREE service to industry members. Send new product press releases and photos to Daniel Breeman Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 or email to DanielB Mood-evoking Deodorant CHICAGO IL--The Mood Factory released Mini Mood Deodorants ( 5.00 .35-fl.oz.) allnatural aluminum-free USDA Certified Organic deodorants. The unique blend of carnauba wax coconut oil baking soda and arrowroot infused with unique oil blends keep you smelling fresh without the harsh chemicals found in products on the market. Eight mood-evoking scents include Creativity Energy Happiness Passion Renewal Sassy Serenity and Tranquility. For more information call (866) 353-6663 or visit Acne Clearing Spray ROCHESTER HILLS MI--Antiac Acne Clearing Spray by Salcura Naturals works as an anti-inflammatory cleanser and anti-bacterial to address bacterial infections inflammation and blockage in problematic skin. The multi-action formula is a deep cleansing acne treatment clearing spray with up to 2 000 sprays and was made for people who suffer from acne whiteheads blackheads pimples blemishes and oily skin. Antiac works by targeting and neutralizing infections with manuka oil tea tree oil and nerolina oil while cooling relieving and reducing visible signs of acne using sea buckthorn oil eucalyptus oil and aloe vera forcing excess sebum and debris out of the skin when applied to a cotton pad (MSRP 17.99 1.7 oz. 24.99 3.4 oz. 45.99 8.4 oz.). For more information call (888) 446-3215 or visit Chia Burst BEVERLY HILLS CA--Chia Burst by Chia Burst Inc. (MSRP 1.99 per stick pack) is a new conveniently packaged single serve brand of organic flavored chia seeds designed to fit today s fastpaced lifestyle. It is available in Coconut Original and Pomegranate-Hibiscus. Simply mix into your favorite drink water yogurt oatmeal or smoothie while on the go. For more information call (310) 500-5119 or visit Wise Eyes ARLINGTON HEIGHTS IL-- Carlson Laboratories new Lutein & Greens ( 27.90 60ct. 83.40 180-ct.) is an eye health supplement reformulated to include 25 percent more lutein along with naturally occurring zeaxanthin in a base of kale and spirulina. Lutein and zeaxanthin are major carotenoids found in the retina s macular region an area vital to healthy vision. Kale and spirulina may help support and promote optimal vision and immune system function. For more information call (888) 234-5656 or visit A to Z CROMWELL CT--From AZO Products new AZO Yeast Plus safely provides vaginal and yeast infection symptom relief in one convenient pill. When taken daily the multi-benefit formula works with the body to help relieve the four most bothersome symptoms associated with vaginal infections itching burning and occasional vaginal odor and discharge. The suggested retail price is 8.99 for 60 tablets. For more information call (800) 722-3476 or visit These statements have not been evaluated by the Food and Drug Administration Alkalizing Greens NEWPORT BEACH CA-- Amazing Grass released Amazing Grass Alkalize & Detox Green SuperFood. Containing over 20 different alkalizing and detoxifying agents including beet root parsley turmeric and apple pectin each ingredient in Amazing Grass Alkalize & Detox Green SuperFood is specifically formulated to alkalize by bringing the body to a more natural pH balance while simultaneously detoxing by cleansing tissues of toxins and pollutants. Like all Amazing Grass Green SuperFood products Alkalize & Detox is certified organic nonGMO raw and dairy- gluten- and soy-free (MSRP 29.99 7.4 ounce and 21.99 for 15 single-serve packets). For more information call (866) 472-7711 or visit Simple Heart Health OAKLAND CA--SuperNutrition recently released SimplyOne Heart Smart which transforms the natural heart heath category to optimize the heart health benefits of vitamins A (retinol) D3 and K2 (MenaQ7). It works by helping to support arterial flexibility and elasticity healthy blood pressure that is within the normal range and overall cardiovascular health and healthy bone strength. Heart Smart and Heart Smart Vegan are non-GMO gluten free and allergen free. The suggested retail price for the regular version is 19.90 for 30-ct. and 35.80 for 60-ct. and the suggested retail price for Heart Smart Vegan is 24.90 for 30-ct. and 44.80 for 60-ct. For more information call (800) 262-2116 or visit APRIL 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 57 NEWPRODUCTS Natural Stimulater HOUSTON TX--Stronvivo is an all-natural Informed-Choice certified nutritional supplement comprised of USP-verified pharmaceutical-grade ingredients designed to improve the health of the endothelium stimulate the production of nitric oxide improve circulation increase blood flow boost energy and inhibit platelet aggregation and adherence. It is an effective solution for female sexual dysfunction arousal orgasm satisfaction and lubrication and increase sexual desire. It is designed to help improve erectile function and sexual desire for men and is naturally safe certified and effective (MSRP 159.99 180-ct. or 69.99 30-ct.). For more information call (713) 568-4560 or visit Therapeutic Soak SAN DIEGO CA--Kannaway LLC s Defined Transformation products introduces their Defined Anti-Aging Therapeutic Soak. The rich botanical soak detoxifies and purifies the mind and body. It s a refreshing bath soak that is formulated with fragrant botanicals to help consumers relax. It is free of parabens sulfates phthalates dyes and synthetic fragrances. Add approximately 3-4 oz. per bath directly to the running water. When finished pat dry for maximum moisture (MSRP 54 16 fl. oz.). For more information call (800) 407-5929 or visit Berries for Beauty SEATTLE WA--Jeffrey James Botanicals The Exfoliant Radiant Complexion Scrub helps to heal and tone the skin while removing impurities. Beneficial for all skin types the product is 100 percent gluten free as well as free of parabens sulfates and alcohol. The exfoliant is formulated with cranberry and raspberry fibers organic bayberry and organic cold-pressed Oregon grape as well as acai berries which help fight acne and reduce redness and inflammation. The cranberry and raspberry fibers draw out skin toxins are high in antioxidants and bioflavonoids to nourish and protect the skin and gently exfoliate for accelerated cell turnover (MSRP 39 2-oz.). For more information contact info or visit Amazonian Energy BROOKLYN NY--RUNA by RUNA LLC brews guayusa a native Amazonian super-leaf that has as much caffeine as a cup of coffee and double the polyphenols of leading green tea products. Unlike traditional teas guayusa has no tannins so it taste surprisingly smooth and naturally sweet. Indigenous peoples in the Ecuadorian Amazon have brewed guayusa like tea for thousands of years as an essential part of what makes them fully alive (MSRP 1.99 14 oz.). For more information call (800) 485-3803 or visit Anxiety Tonic WILMINGTON NC--PureLife Organic Inc. has released PureLife s Anxiety a natural alternative method to help rid anxiety depression and stress. It is an herbal and holistic tonic that may affect the way chemicals are released from the brain balancing adrenaline cortisol and dopamine levels. The anti-anxiety remedy targets emotionally aroused brains and safely alters the way consumers respond to feelings according to the company. The formula is blended with St. John s wort chamomile lemongrass wood betony and skullcap (MSRP 23.95). For more information call (910) 279-9059 or visit Veggie Sponge PLAINVIEW NY--Earth Therapeutics has just released its new medicinal bamboo charcoal line which includes the Purifying Vegetable Facial Sponge. Helping to draw out impurities and toxins and naturally pH balanced this soft vegetable fiber sponge from the amorphophallus konjac plant gently scrubs and polishes even the most sensitive skin. Long used in Asian spa cultures konjac vegetable sponges are renowned both for their luxuriously soft texture and ability to effectively deep cleanse. Infused with medicinal bamboo charcoal to enhance its purifying benefits skin is guaranteed to look and feel luxuriously soft and healthy with regular use (MSRP 7.99). For more information call (800) 789-3579 or visit Platinum Plump IRVINE CA--NeoCell introduces its Platinum Matrix Collection a new line of collagen and collagen support nutraceuticals that helps support collagen health on a systemic level targeting specific wellness concerns for complete body vitality. The products help strengthen weak bones hydrate wrinkled skin and protect healthy collagen from the damage of daily stressors. Each product targets different areas of concern such as bone and joint health skin strength and hydration and stress and energy support. In addition the collection incorporates new delivery systems including its Derma Matrix instant dissolving collagen powder. Contact the company for pricing. For more information call (949) 699-1626 or visit 58 VITAMIN RETAILER WWW.VITAMINRETAILER.COM APRIL 2015 OFFTHEPRESS Book Publishers--Submit new books to Daniel Breeman Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 DanielB The Prediabetes Detox In The Prediabetes Detox Sarah Cimperman ND explores prediabetes such as how to find out if a patient has it and lists the 10 most dangerous foods for people battling it. The book provides natural therapy suggestions such as detoxifying the body and making lifestyle changes. In addition the prediabetes detox program lists appropriate foods as well as general guidelines on what and what not to eat. Cimperman gives her recommendations on beneficial supplements and discusses the importance of exercise sleep saunas stress management and other lifestyle interventions for turning back the clock on prediabetes. Cimperman offers a step-by-step guide on her detox program and teaches how to balance blood sugar increase energy and reduce sugar cravings. She also outlines what to do once the detox is over and provides long-term advice on avoiding diabetes. Author Sarah Cimperman ND Forward by Walter Crinnion ND Pages 224 Price 16.95 Publisher New Harbinger Publications Inc. Contact (800) 748-6273 ADVERTISERINDEX ADVERTISER Amazing Herbs Annemarie Borlind Bluebonnet Nutrition Corp. Capsugel C est Si Bon Company Continental Vitamin Company Deerland Enzymes Essential Formulas Essential Formulas Fairhaven Health LLC Herbatint Horphag Research Trading Ltd. Hyalogic Maximum Living Michelle s Miracle Natural Vitality Nordic Naturals North American Herb & Spice NOW Foods NOW Foods (Personal Care) Pharmachem Labs (Phase 2) Proprietary Nutritional Inc. Rainbow Light Nutritional Systems Redd Remedies Scandinavian Formulas Inc. Taiyo International Inc. Wakunaga of America Co. Ltd. Xlear Inc. PAGE 41 31 C4 16 50 11 45 13 29 25 19 43 15 17 30 21 7 C2 C3 23 27 39 33 5 35 8-9 1 3 PHONE (800) 241-9138 (800) 641-7555 (281) 240-3332 (888) 783-6361 (888) 700-0801 (800) 421-6175 (800) 697-8179 (972) 255-3918 (972) 255-3918 (800) 367-2837 (800) 641-7555 (201) 459-0300 (866) 318-8484 (800) 445-4325 (800) 939-3199 (800) 446-7462 (800) 662-2544 (800) 243-5242 (888) 669-3663 (888) 669-3663 (800) 536-0609 (519) 647-2071 (800) 526-0609 (888) 453-5058 (800) 688-2276 (763) 398-3003 (949) 855-2776 (877) 599-5327 WEB amazingherbs borlind bluebonnet capsugel cestsibon cvc deerland essentialformulas essentialformulas fairhaven herbatint horphag hyalogic maximumliving michelles naturalvitality nordicnaturals nahs nowfoods nowsolutions pharmachem pni rainbowlight reddremedies scandinavian taiyo wakunaga xlear INDUSTRYEVENTS September 16-19 Natural Products Expo East Baltimore Convention Center Baltimore MD (303) 998-9208 October 5-9 SupplySide West Mandalay Bay Expo Hall Las Vegas NV (866) 230-2311 December 3-6 SOHO Expo 2015 Gaylord Palms Convention Center Kissimmee FL (727) 846-0320 APRIL 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 59 Back Talk Dr. Dennis Goodman Phone (646) 754-2000 Email dennisgoodman18 Website THIS MONTH Dr. Dennis Goodman is director of integrative medicine at NYU Langone Medical Center in New York where he also serves as clinical associate professor and cardiologist in the Department of Cardiology and Preventative Medicine. Consistently recognized as one of the The Best Doctors in New York as well as one of America s Top Doctors by Castle Connelly Guide his area of special interest is prevention early detection and treatment of cardiovascular disease with an integrative approach for optimal patient health care. Previously Goodman served as chief of cardiology and medical director of Cardiac Rehabilitation Program at the prestigious Scripps Memorial Hospital in La Jolla CA. He is author of Vitamin K2 The Missing Nutrient for Heart and Bone Health and Magnificent Magnesium. tests we are coaching them on ways they can achieve wellness. Question Why is magnesium critical for overall health body and are the source of disease in the body. Omega-3 plays a major role in reducing inflammation. Question Does supplementation play a key role Answer Magnesium is important because the body doesn t produce it and most people are deficient in it. Magnesium is necessary for normal muscle function and all organ functions including the heart. If you don t have magnesium your cells cannot function properly and you ll end up with health problems. Magnesium can help increase calcium absorption the management of diabetes and can help you sleep. If you feel tired you do not have enough magnesium. Answer I am a proponent of supplements and I believe in them. They especially have a role in the American diet which is loaded with too much sugar and processed food. Even if you are trying to eat organic food you still may not get the nutrients you need so we do need supplements. My big five supplements I find most essential include a multivitamin magnesium fish oil vitamin D and vitamin K2. Other supplements may be used in certain patients with specific needs. Question What role does vitamin K2 play in heart health Question How important is educating consumers regarding supplements Question Speaking as the director of integrative medicine at NYU Langone Medical Center in NYC what does integrative medicine offer patients Answer Few people know the important role vitamin K2 plays with bone health but far fewer realize the importance of vitamin K2 to heart health. Vitamin K2 helps calcium bind to the bone mineral matrix keeping it away from blood vessels. This is important because if unwanted calcium deposits accumulate in the arteries it can lead to blockages that can contribute to heart attacks and strokes. Answer It is essential to educate consumers about nutritional supplements. There are hundreds of options and countless claims. The public is often confused and skeptical (as are many physicians). It is imperative that we use scientific evidence to evaluate supplements and to assess quality controls. I believe certain nutritional supplements are essential for optimal health. Answer We focus on a holistic approach to patient care. We look at the whole patient and use multiple techniques nutrition supplementation exercise stress management and we monitor their sleep. We work with a group with of physicians to provide ultimate health for the patient. Question What role does diet and exercise play How important are omega-3s Question How can integrative medicine be applied as it relates to heart health Is prevention the key Question What role can natural product retailers play Answer Diet and exercise are essential and play a vital role in heart health and we have known about this since the beginning of civilization. As Hippocrates said Let food be thy medicine and medicine be thy food. We do know today what is healthy food but our bodies have gotten so use to processed food and sugar. We have to fight against these urges because they cause inflammation in the Answer Natural product retailers are an excellent source of information and many people turn to them to get latest research. They should clearly advertise what objective quality control measures are used to support their products. I believe retailers should work together to help researchers evaluate and prove benefits of specific supplements. If welldone scientific studies are available this can only help the whole industry. WWW.VITAMINRETAILER.COM APRIL 2015 Answer For 50 percent of people who die of a heart attack it s their first and last symptom. Prevention is crucial. Being healthy is something you must participate in and be proactive about. With an integrative program we are looking at how the patient can be well through proper nutrition supplements and exercise. We are not just doing 60 VITAMIN RETAILER Go to nowfoods for info about this advertiser Go to bluebonnet for info about this advertiser