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Description: In This Issue: Botanical Outlook 2016, Women's Health, Vision Health, and Essential Oils

ww w. Vi Bu New ye O ta mi No r s nl i nR w eta L G u n e ile i v i d r.c e e om B uy er sG uid e 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 JANUARY16 TABLEOFCONTENTS VOLUME 23 NUMBER 1 22 28 32 38 Features 22 Women Health and Supplements Both Millennial and Boomer women will continue to drive supplement sales--many within the same categories of supplements but for different health concerns. vitaminretailermagazine 28 Botanical Outlook 2016 The supplement industry focuses on its commitment to consumers. Visit FreeProductInfo for FREE Product Information orSamples from All Vitamin Retailer Advertisers Also Sign Up for the FREE E-newsletter 32 Envisioning a Brighter Future As age and technology affect our eyes proactive measures to maintain vision health become increasingly more important. Columns 4 18 36 Off the Cuff Retail Fundamentals Supplement Science 38 40 42 Health & Nutrition Product Spotlight Natural Medicine Departments 6 8 10 16 44 Hot Sellers Trending Now Industry News Research Update New Products 47 47 47 48 Off The Press Advertiser Index Industry Events Back Talk Copyright 2016. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 23 Number 1 January 2016. Vitamin Retailer is published monthly by VRM Media 431 Cranbury Road Suite C East Brunswick NJ 08816 USA Phone (732) 432-9600 Fax (732) 432-9288. All rights reserved including the right to reproduce in whole or in part. Not responsible for unsolicited material. Opinions expressed in by-lined articles or advertisements are not necessarily those of Vitamin Retailer or its owners. Publisher is not liable for advertiser product claims or representations. Advertisers assume total responsibility for the contents of their advertisements. Printed in U.S.A. Basic annual subscription rate is 60.00. Periodicals postage paid at New Brunswick NJ 08899 and additional mailing offices. POSTMASTER Send all UAA to VRM Media 431 Cranbury Road Suite C East Brunswick NJ 08816. NON-POSTAL AND MILITARY FACILITIES send address corrections to Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186. Subscription Customer Service Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186 USA Phone (818) 286-3168 Fax (800) 869-0040 vrecs Back Issues & Single Copies For order information contact (732) 432-9600 or general August issue is 25.00. October issue is 45.00. All other issues are 8.00 each. 2 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 Go to nowfoods for info about this advertiser OFFTHECUFF Here s to a Healthier Industry in the New Year s part of a nationwide sweep the Department of Justice (DOJ) and its federal partners recently pursued civil and criminal cases against more than 100 makers and marketers of dietary supplements (see the news item on page 10). The actions discussed resulted from a year-long effort beginning in November 2014 to focus enforcement resources in an area of the dietary supplement market that is causing increasing concern among health officials nationwide. In each case the department or one of its federal partners allege the sale of supplements that contain ingredients other than those listed on the product label or the sale of products that make health or disease treatment claims that are unsupported by adequate scientific evidence. Among the cases announced is a criminal case charging USPlabs LLC (not associated with U.S. Pharmacopeia) and several of its corporate officers. USPlabs was known for its widely popular workout and weight-loss supplements which it sold under names such as Jack3d and OxyElite Pro. Along with other claims prosecutors allege that the company used false labeling and then lied about the source and nature of those ingredients. With these and other controversial natural products causing problems for the industry it s no wonder that the industry s trade associations have embraced the DOJ s actions. Publisher Daniel McSweeney Editorial Director DanM Associate Russ Fields Publisher RussF Advertising Gary Pfaff Sales Associate GaryP Editor-in-Chief Janet Poveromo JanetP A In the article he noted that women often complain that men have a much easier time losing weight. And while that may be true there are other weight-loss advantages that favor women--good to keep in mind when helping your female shoppers meet and keep their resolutions. Bruno also offered sane advice on satiety food variety and beneficial supplements--I think I ll try them all Also addressing women s health I encourage you to take a look at Cheryl Myers coverage of sexual health in this month s Health & Nutrition article (see page 38)--she also looked at the differences between the genders. A more complex subject than for men apparently women s sexual health can be addressed by an educated retailer with a strong knowledge of herbal supplements and a sensitivity to women s needs. Managing Editor Shari Barbanel ShariB Assistant Corinne Anderson Editor CorinneA Art Director Robert Certo Production Manager RobertC Production Assistant Bryan Zak Graphic Designer BryanZ Contributing Writers Gene Bruno MS MHS Michael T. Murray ND Cheryl Myers Lisa Schofield Best Guesses Looking ahead it s fun to give predictions for what we think will be the new favorites for natural products and this month Dr. Michael Murray another of VR s valued expert contributors offered his thoughts on the next big things in the New Year (see page 42). He also reminded us of his hits and misses from last year is the high price of active forms of folic acid keeping sales down But I think its fair to say that his favorite up-and-coming ingredient trends are especially promising. As for the magazine VR will continue to move forward with its strong focus on print and online presence with more complete issue highlight coverage insight from expert contributors product information and news coverage of the big issues facing the industry. While I m no Nostradamus I can predict this with certainty. The VR staff looks forward to working with you in 2016 and beyond and wishes you all a joyous healthy and prosperous New Year. May we all have a wonderful journey Circulation Rosie Brodsky Manager Rosie 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 Vive la Diff rence This month Vitamin Retailer (VR) is ringing in the New Year with a focus on women s health and it s a breath of fresh air to read the guidance offered by Gene Bruno MS MHS and Huntington College of Health Sciences chief academic for realistic thoughtful and science-backed recommendations for weight loss. Bruno tackles the topic in the Supplement Science column (see page 36) with particular attention to gender differences. 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 JANUARY 2016 Go to essentialformulas 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 Retailer Advisory Board of participating stores. It s cold and flu season --Arthel Vincent owner of Bonanza Health Foods NORTHEAST SOUTHEAST PANGAEA NATURALS Manahawkin NJ VITAMIN MINERAL SUPPLEMENT Multiple Minerals by Nature s Answer and MyKind B12 Spray by Garden of Life SPECIALTY SUPPLEMENT Chocolate Meal Replacement by Orgain HERBS BOTANTICALS Ginger Root by Nature s Way FUNCTIONAL FOOD BEVERAGE Nutritional Yeast by Braggs and Ground Flaxseed by Spectrum PERSONAL CARE Beeswax Ear Candles by Wally s HOT PRODUCT OF THE MONTH GT s Gingerade Enlight LIVING WATERS HEALTH FOOD STORE Ormond Beach FL VITAMIN MINERAL SUPPLEMENT Bluebonnet line SPECIALTY SUPPLEMENT Zyflamend by New Chapter HERBS BOTANTICALS Aloe Vera FUNCTIONAL FOOD BEVERAGE Whey & Veggie Proteins by Bluebonnet and Coconut Water by Harmless Harvest PERSONAL CARE Locally made Love Yer Dog HOT PRODUCT OF THE MONTH Locally made Love Yer Dog MIDWEST CENTRAL MAJOR HEALTH FOODS McAllen TX VITAMIN MINERAL SUPPLEMENT Prostate Support 1000 by Bluebonnet SPECIALTY SUPPLEMENT Flor-Essence Liquid by Flora HERBS BOTANTICALS Moringa by Bio Nutrition FUNCTIONAL FOOD BEVERAGE Spike Vege-sal by Modern Products PERSONAL CARE Harmony s Ear Candles by Harmony s Candles HOT PRODUCT OF THE MONTH Flor-Essence Liquid by Flora COAST HEALTH & NUTRITION Gulfport MS VITAMIN MINERAL SUPPLEMENT Multivitamins by Life s Fortune SPECIALTY SUPPLEMENT Probiotics by Renew Life HERBS BOTANTICALS Bach Rescue Remedy FUNCTIONAL FOOD BEVERAGE LIVE Kombucha Soda by Reed s Kombucha PERSONAL CARE Castile Soap by Dr. Bronner s HOT PRODUCT OF THE MONTH Curamin Curamed by EuroPharma NORTHWEST WEST BONANZA HEALTH FOODS Billings MT VITAMIN MINERAL SUPPLEMENT Neuro Logic Brain Health Supplement by Liquid Health SPECIALTY SUPPLEMENT Healthy Feet and Nerves by EuroPharma HERBS BOTANTICALS Curica Tumeric Orange Flavored Liquid by Nature s Way FUNCTIONAL FOOD BEVERAGE Beef Jerky by Sweetcattle Company and Kombucha Wonder Drinks PERSONAL CARE N A HOT PRODUCT OF THE MONTH Immuno-Shield by Irwin Naturals ELLIOTT S NATURAL FOODS Sacramento CA VITAMIN MINERAL SUPPLEMENT MyKind Organics Plant Calcium by Garden of Life SPECIALTY SUPPLEMENT Fast Joint Care by Genuine Health HERBS BOTANTICALS Olive Leaf Natural Tonic by Signature Formulas FUNCTIONAL FOOD BEVERAGE Green Power Smoothies by Brigitte s Naturally PERSONAL CARE Organic Frankincense Essential Oil by Veriditas HOT PRODUCT OF THE MONTH Morninga Capsules by Fruitrients Retailers interested in having their stores featured in Hot Sellers can visit hotsellers. 6 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 Go to cvc for info about this advertiser TRENDINGNOW Tried and True Ginger P eople are familiar with ginger it accompanies sushi is added to soups and has its namesake cookie and soda. Like many herbs ginger has been around for generations and is utilized for many different ailments such as aiding in digestion upset stomachs nausea diarrhea the common cold headaches heart conditions and even painful menstrual periods. Ginger acts as a carminative to help alleviate digestive discomfort and bloating while also stimulating digestion. Taken 30 minutes before travel ginger has been shown to prevent nausea associated with motion sickness said Zo Gardner R&D manager for Traditional Medicinals in California. This super root is native to Asia where it has been used as a cooking spice for about 4 400 years according to the University of Maryland Medical Center. Its uses for digestive health were first documented in China in 200 B.C. BY CORINNE ANDERSON Abbie & Bruce Leeson founders and owners of Ginger People planting ginger seeds for a Fiji ginger crop. anti-cancer agent specifically for colon cancer has also presented promising results she added. Much of the scientific studies done are based on ginger in dried or extract form. Leeson explained that the amount of the active compounds vary depending on the variety of ginger the origin and harvest and processing methods. The Ginger People Group has initiated collaborative research to map the genetic diversity and related pharmacopeia of the ginger family. Further investigation into the differences may reveal new opportunities to create better health-targeted products Leeson added. As far as consumer preferences the recent focus on clean labels makes ginger a natural. I think the desire to get back to natural products instead of using antibiotics or chemical manufactured nausea and digestive products have people wanting something simple familiar and easy to find said Julia Abbott customer service sales at Green Fields Health Food Center in Waterloo IA. People who are concerned about the ingredients in their supplements want to be able to recognize and pronounce the contents of their products. Ginger Culture There are many cultures that utilize ginger differently said Abbie Leeson owner and executive vice president of the California-based Ginger People Group. Indonesia s Kopi Jahe or coffee with ginger takes advantage of ginger s energy boosting and sustaining benefits. In Morocco ginger is mixed into an evening glass of milk to calm the digestive system for a restful sleep. It is one of the most common secret ingredients in cold and flu remedies and ginger lemonade sometimes with chilies or mint is a tasty way to battle the bulge. While many might say it s just legend ginger is purported to be a strong aphrodisiac no doubt because it stimulates the circulatory system Leeson added. According to Gardner Looking for the mechanism of action some studies suggest that compounds in ginger bind to serotonin receptors in the digestive tract which have been shown to control the reflex associated with nausea. Although we lack a complete understanding of all the pharmacological mechanisms Leeson noted data does support that ginger is an effective antinausea remedy and powerful antioxidant. Exploration into ginger as an 8 VITAMIN RETAILER Pour Me a Drink Ginger is an important ingredient in Traditional Medicinals teas Gardner said. We use ginger as the main ingredient in some of our digestive teas including Ginger Tea Ginger-Aid and Eater s Digest. Ginger also plays an important role in the laxative Smooth Move tea helping to alleviate the cramping and discomfort that is sometimes associated with senna leaf [a nonprescription laxative used for irritable bowel syndrome hemorrhoids and weight loss according to WebMD]. Ginger is finding its way into other types of drinks as well. I think that ginger s future is largely in functional (I m using the term loosely) beverages and to a lesser degree foods said Adam Stark co-owner and supplement manager at Debra s Natural Gourmet in West Concord MA. If I had to wager on anything I d say alcoholic beverages--mixers aperitifs and cordials. Stark said that the beverages are not necessarily tied to health claims. I think people enjoy them and perceive them as having some value. Occasionally that perceived value may be targeted i.e. nausea oxidation or inflammation but usually I think it s just perceived somewhat vaguely as a tonic. Abbott agreed that there is growth in beverages with ginger but said she also sees strong sales of ginger candies. Gin Gins and Reeds are the two top sellers in our store. The small boxes or bags make it convenient to keep around in the cupboard or medicine cabinet and the individually wrapped ginger pieces are great for on the go. Gin Gins Ginger Candies are The Ginger People s most popular product according to Leeson. The candies come in a variety of flavors including Original Spicy Apple and Hot Coffee. Recently the company launched a new dietary supplement Ginger Rescue a nausea relief and digestive support product powered by active ginger compounds. Our product range is quite broad including ginger tonics ginger beer ginger sauces and ginger cooking ingredients Leeson shared. Ginger is readily available at most conventional grocery stores in addition to specialty health food stores. It s something everyone has known of since they were young and it s delicious Abbott concluded. VR WWW.VITAMINRETAILER.COM JANUARY 2016 Go to scandinavian for info about this advertiser INDUSTRYNEWS Got News Send news press releases to Editor Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP DOJ Announces Supplement Sweep--CRN NPA AHPA Express Support O n November 17 Ben Mizer filed a complaint against Sunrise principal deputy assistant attorney Nutraceuticals LLC which was also general for the Civil Division of the announced on November 17. The FloridaDepartment of Justice (DOJ) revealed based company claimed that its dietary the government s plan for a sweep of supplement Elimidrol a proprietary actions targeting unlawful dietary blend of herbs and other compounds supplement makers and marketers. We alleviates opiate withdrawal symptoms are here today to explain the critical steps and increases a user s likelihood of the federal government is taking to stem overcoming opiate addiction. the tide of unlawful dietary supplements The company alleged through being sold to consumers nationwide he advertising on its website that Elimidrol stated. was the No. 1 opiate withdrawal Mizer also announced the indictment of supplement and it is the only opiate USPlabs related to widely popular withdrawal product that is guaranteed to workout and weight-loss supplements work. including JACK3D OxyElitePro and The FTC complaint alleges that the OxyElitePro New Formula. The company Sunrise ads for Elimidrol are are doctored packaging labeling and other unsubstantiated and is seeking a court paperwork to defraud others about what order providing redress and preventing the product was Mizer said. (USPlabs is the company from making claims unless not associated with United they can be supported by States Pharmacopeia [USP]) reliable scientific evidence. As one defendant put it the The FTC also announced two stuff is completely 100 percent partial settlements against synthetic Mizer continued. The marketers accused of making defendant falsified paperwork to unsupported claims for weightavoid regulatory agencies made loss supplements. The cases are misrepresentations to convince part of the law enforcement BENJAMIN MIZER well-known retailers who had sweep that are targeting illegal concerns about untested synthetic dietary supplement marketing by the materials to sell their products. The FTC DOJ Department of Defense company falsified labeling and marketing (DOD) Food and Drug Administration materials to convince consumers who (FDA) Postal Inspection Service (USPIS) prized natural ingredients to buy the and the U.S. Anti-Doping Agency products. All of these people regulators (USADA). retailers and consumers trusted that the In May 2014 the FTC brought an defendants were telling the truth about action against Health Nutrition Products their products Mizer said. and related defendants. In its amended We are here in part to hold USPlabs complaint the FTC charged Crystal accountable for its actions. The Ewing five other individuals and five indictment revealed today charges companies with making false and USPlabs in Texas four of its executives misleading health and efficacy claims in and one of its consultants with a criminal direct mail ads and on a website owned conspiracy to sell toxic substances. As by Ewing. In ads for W8-B-Gone CITRInoted this is just one step. Whatever the SLIM 4 and Quick & Easy diet pills the outcome I am confident that the defendants featured bogus weight-loss dedicated men and women from the DOJ experts. Citing fake scientific studies the and special agents from the FDA (U.S. defendants also deceptively claimed to Food and Drug Administration) and IRS have clinical proof that consumers would (Internal Revenue Service) criminal experience a RAPID FAT meltdown diet investigation who have worked so hard to program that lets them shed five pounds bring us to this point will ensure that in four days with one pill or up to 20 justice is served. pounds in 16 days with four pills. The allegations against USPlabs According to the FTC s complaint in an should serve as a wake-up call to the action brought in May 2014 Floridasupplement industry Mizer continued. based NPB Advertising Inc. and others The unmistakable message is that the capitalized on the green coffee bean diet DOJ and its federal partners will be fad by using false weight-loss claims and vigilant when it comes to the health and fake news websites to market a dietary safety of the American public. supplement called Pure Green Coffee. The FTC (Federal Trade Commission) The stipulated court order announced 10 VITAMIN RETAILER settled the FTC s charges against several companies and individuals involved in the Pure Green Coffee scheme including Nationwide Ventures LLC NPB Advertising Inc. JMD Advertising Inc. Olympic Advertising Inc. Sermo Group LLC Signature Group LLC Paul Pascual Bryan Walsh and relief defendant CPW Funding LLC. The FTC also sent warning letters to 20 companies which have remained unnamed that advertise and sell dietary supplements online for weight loss warning them that Commission staff has reviewed their weight-loss claims and that they could be misleading. The Natural Products Association (NPA) American Herbal Products Association (AHPA) and the Council of Responsible Nutrition (CRN) applauded the actions taken by the Justice Department s Civil Division and it s federal agency partners to protect consumers and punish criminals. We have long called on the government to prosecute illegal activity to the full extent of the law and today s action demonstrates the government s vast power to regulate this industry. We welcome the coordination and collaboration of the other agencies involved and offer to work with them and others to continue educating the public about the benefits of proper dietary supplement usage the NPA stated. These actions should serve as a strong warning to any company selling products in the dietary supplement space that if you re going to engage in illegal activity you re going to pay the price said Steve Mister president and CEO of CRN. We pledge our support to help the government on this important initiative. Mizer accurately identified enforcement and education as the most effective steps that can be taken to mitigate the risk of criminals looking to defraud dietary supplement consumers by selling unlawful products said Michael McGuffin APHA president. For more information visit WWW.VITAMINRETAILER.COM JANUARY 2016 Go to nowfoods for info about this advertiser INDUSTRYNEWS (NPA) responded to recent steps taken by the U.S. Food and Drug Administration (FDA) to define the term natural on food labels. It s about time that natural be defined by experts and no Madison Avenue ad executives said Dan Fabricant PhD executive director and CEO of the NPA. NPA strongly supports and welcomes this effort by the FDA to define what can be labeled natural because millions of Americans are buying products they think might be natural but are really not. Today 63 percent of people are more conscious of the natural ingredients that go into personal care products than five years ago. As part of its Natural Seal program NPA has certified more than 800 products and 500 ingredients as truly natural. NPA certified products appear in more than 85 000 stores nationwide ranging from small independent retailers to some of the largest chains in the country. NPA has led the movement to bring clarity to the term and developed a standard for natural including a recognizable Natural Seal for the natural products industry and consumers said Fabricant. The Natural Seal standard was a first in the industry and continues to encourage standard setting in the industry as synthetic chemicals are being replaced with natural ingredient alternatives in their formulations. While it is a starting point for the discussion we will work with our members and FDA to ensure the term has real meaning. While there are several courts waiting for FDA to define the term we see the need for the federal government to develop one overarching definition for natural as it is the most litigated claim out there in the natural products industry today said Fabricant. It not only affects foods but also the personal and home care industries. We think it s ridiculous to market chemically infused products from cosmetics to home care as natural or label any products as natural without a standard behind them but there s a lot of that going on in the marketplace. Americans have a right to know what s in the products they buy and having an accepted definition of what is and isn t natural is a strong step forward. The FDA requested comments on use of the term natural in food labeling. Because of the changing landscape of food ingredients and production and in direct response to consumers who have 12 VITAMIN RETAILER NPA Welcomes FDA Process to Define Natural First Ever Organic he Natural Products Association Day in Japan T T requested that the FDA explore the use of the term natural the agency is asking the public to provide information and comments on the use of this term in the labeling of human food products the FDA said. This action comes after three Citizen Petitions were received asking the agency to define the term natural and one Citizen Petition asking that the term natural be prohibited on food labels. The FDA also noted that some Federal courts as a result of litigation between private parties have requested administrative determinations from the FDA regarding whether food products containing ingredients produced using genetic engineering or foods containing high fructose corn syrup may be labeled as natural. Although the FDA has not engaged in rulemaking to establish a formal definition for the term natural the FDA has a longstanding policy concerning the use of natural in human food labeling. The FDA has considered the term natural to mean that nothing artificial or synthetic (including all color additives regardless of source) has been included in or has been added to a food that would not normally be expected to be in that food. However this policy was not intended to address food production methods such as the use of pesticides nor did it explicitly address food processing or manufacturing methods such as thermal technologies pasteurization or irradiation. The FDA also did not consider whether the term natural should describe any nutritional or other health benefit. Specifically the FDA asks for information and public comment on questions such as Whether it is appropriate to define the term natural If so how the agency should define natural and How the agency should determine appropriate use of the term on food labels. The FDA is accepting public comments beginning November 12 2015. To electronically submit comments to the docket visit and type fda-2014-n-1207 in the search box. For more information visit or he first-ever Organic Day in Japan sponsored by the Organic Trade Association (OTA) was an organic market showcasing hundreds of American organic products a briefing for the Japanese business community on the U.S. organic industry a yoga class for Millennials led by model Kaori Santoshima a seminar on organic for seniors with one of Japan s most celebrated actresses Yuki Kudo and an all-organic cocktail hour. The event was held in Tokyo on October 29. It featured American-made organic products for the Japanese audience (estimated in the thousands) and explained how organic benefits consumers farmers and the environment. It also deepened awareness and trust in the U.S. organic brand for future business opportunities. Leading up to Organic Day 13 of Japan s top organic retailers and 11 organic cafes and restaurants in Tokyo participated in a week-long OTAorganized in-store promotion that highlighted organic products from the U.S. and helped build the want of the Japanese consumer for organic. Organic represents less than 1 percent of the food industry in Japan but interest is growing rapidly so there is plenty of room and momentum to grow said Monique Marez OTA s associate director of international trade. High quality food I very important to the Japanese consumer. As consumers there learn more about the strict regulations and standards guiding the American organic industry they are developing more appreciation for organic its quality and its benefits. Japan s organic market is valued at a little over a billion dollars making Japan the ninth largest organic market in the world according to recent industry estimates. But considering the size of its huge retail and food service sector-- around 820 billion--organic s current share of the total domestic market is tiny. Given Japan s stable economy its solid per capita income and its discerning consumers the growth opportunity for organic in Japan is significant. For more information visit WWW.VITAMINRETAILER.COM JANUARY 2016 KIND Petitions FDA to Redefine Healthy IND (New York NY) the granola bar maker filed a petition December 1 asking that the Food and Drug Administration (FDA) redefine healthy to meet current scientific and medical standards. In April KIND received a letter from the FDA regarding their labeling claims. They ordered the company to stop claiming its fruit and nut bars were healthy. The products in question according to The Hill website included Almond & Apricot Almond & Coconut Peanut Butter and Dark Choclate Protein and Dark Chocolate Cherry Cashew Antioxidants. The FDA said that the product exceeded the saturated fat and calories from saturated fat allowed to be considered healthy. KIND worked to ensure that the labeling was corrected to meet the FDA standards. According to The Hill the FDA says that the word healthy is only to be used to describe individual foods that contain 3 g or less total fat and 1 g or less of saturated fat per serving. The exception to this rule is fish and meat which are required by regulation to have 5 g or less total fat and 2 g or less saturated fat per serving. A KIND Apricot and Almond bar has 10 grams of total fat. Kind Snacks argues that the mandate precludes nutrient-rich foods like nuts avocados olives and salmon from using the term healthy as a nutrient content claim even though the federal dietary guidelines recommend Americans eat less meat and more fish and nuts Our goal is to highlight the importance of following a healthy diet that includes foods made with wholesome and nutrient-dense K ingredients Daniel Lubetzky the company s founder and CEO said in a news release. Educating consumers about key components of a healthful diet is essential for public health and I am proud to support KIND as they launch this effort said David Katz MD MPH FACPM FACP director of the Yale University Prevention Research Center and senior nutrition advisor to KIND. Unfortunately the current regulatory approach for food labeling claims limits the ability of food producers to tell consumers that products containing certain ingredients--such as nuts whole grains seafood fruits and vegetables-- are healthy and are recommended as part of a beneficial diet Katz continued. The changes KIND is requesting would facilitate such communication and help Americans better understand how to choose nutritious foods more often. In the petition KIND asked the FDA to change the general nutrition claims language to allow food manufacturers to be able to use the term healthy by excluding the grams of saturated and total fat content in their products that come from nuts fruits vegetables seeds whole grains and legumes (as long as the nutrition in such ingredients hasn t been degraded by overprocessing). For more information visit Genesis Today New Era S uperfood-based supplement food and beverage company Genesis Today (Austin TX) is moving to the next level with new CEO Bill Meissner the company said. Meissner was a top exec at SoBe FUZE Jones Soda Talking Rain and Tazza Pronto. Plans for the company include accessing the distribution network of UNFI in North America rather than direct-to-store hiring NS Sales the natural division of Acosta as the master broker ramping up offerings in key natural foods chains such as Sprouts and beginning its march to infiltrate mass retailers such as Kroger. We are excited to have Bill join Genesis Today as we look to build the product portfolio and reach customers through more diverse channels said David Collier a member of the Genesis board of directors. His vision and experience fit perfectly with the company s growth strategy and the heightened interest of consumers in natural and healthy foods beverages and supplements. For more information visit healthplus VITAMIN RETAILER 13 JANUARY 2016 WWW.VITAMINRETAILER.COM INDUSTRYNEWS NPA Seeks FDA Nominee s Position on Supplement Regulation he Natural Products Association (NPA) submitted a letter to U.S. Senate Health Education Labor and Pensions Committee Chairman Lamar Alexander and Ranking Member Patty Murray requesting the president s nominee to lead the U.S. Food and Drug Administration (FDA) clarify past comments related to the regulation of the supplement industry. Dr. Robert Califf in a November 2010 report in Forbes stated that supplements need to be tested like drugs. T Does Dr. Califf actually think that vitamin C should be regulated the same way as Oxycontin said Dan Fabricant CEO and executive director of NPA. Treating Supplements like pharmaceuticals would raise production costs to a level that would limit consumer s access to the supplements they take every day. We are hopeful that Dr. Califf gets the opportunity to clarify his position during his confirmation hearing next week. In the letter NPA wrote that it is interested in hearing more about Dr. Califf s plans to use all of the legal tools at his disposal including working with the Department of Justice (DOJ) to prevent supplements masquerading as drugs from reaching consumers and ensuring people who break the law are punished. NPA also emphasized its position that FDA should enforce the laws currently on the books to prevent criminals from tarnishing our industry. For more information visit FDA Determines GE Salmon Safe fter an exhaustive and rigorous scientific review FDA (U.S. Food and Drug Administration) has arrived at the decision that AquAdvantage salmon is as safe to eat as any non-genetically engineered (GE) Atlantic salmon and also as nutritious according to an FDA report. FDA scientists evaluated data submitted by the manufacturer AquaBounty Technologies and other peer-reviewed data to assess whether AquAdvantage salmon met the criteria for approval established by law namely safety and effectiveness the press released stated. According to the FDA the data demonstrated that the inserted genes remained stable over several generations of fish that food from the GE salmon is sage to eat by humans and animals that the genetic engineering is safe for the fish and the salmon meets the sponsor s claim about faster growth. The FDA also looked at the environmental impacts of approving this application and found that the approval would not have a significant impact on the environment of the U.S. This is because the multiple containment A measures the company will use in the land-based facilities in Panama and Canada make it extremely unlikely that the fish could escape and establish themselves in the wild. Consumers may want to know whether their food or other ingredients in their food comes from genetically engineered sources. The law does not require that food containing ingredients derived from these salmon be labeled as GE but the FDA recognizes that many consumers are interested in this information as well as manufacturers who may want to make the distinction the FDA said. FDA is releasing two guidance documents detailing the agency s current thinking on labeling--a draft guidance for labeling food derived from Atlantic salmon that has or has not been genetically engineered (UCM469802) and a final guidance for labeling that has or has not been derived from GE plants (UCM059098)--to help those who wish to make the distinction on the labeling of their food products. Both guidance documents explain FDA s best thinking on how to make it easy for consumers to know whether a food was produced using genetic engineering or not said Felicia Billingslea BS MS director of FDA s Division of Food Labeling and Standards. The public is invited to provide comments on this draft guidance and can learn more about how a food is produced by contacting the manufacturer Billingslea said. The comment period began November 23 2015. For more information visit New Look for Vermont Soapworks ermont Soapworks unveiled a new look for its natural bar soap line. Founded in 1992 the company had not changed their bar soap packaging since 2003. The new packaging features colorful new graphics and a cutout window so customers can see and smell the bar. The line includes 20 varieties made with organic essential oils and designed for different skin types and conditions. Our bar soaps are astonishingly mild and moisturizing. This is due to both the use of organic botanical ingredients and to the handmade process itself noted Larry Plesent founder and president. It takes a month to make and cure a bar of handmade soap. The colorful new packaging also features a meter graphic that lets customers know which skin type the bar is right for. For more information visit V 14 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 FDA Recommends Cap on Sugar Consumption NOW Foods Continues to Expand llinois-based NOW Foods purchased an additional building near the Bloomingdale manufacturing and distribution operations facility to accommodate growth. The warehouse building located in Roselle IL has more than 207 000 square feet. NOW will relocate the order fulfillment and distribution operations currently in the Bloomingdale facility which will allow the receiving operations to move into the space formerly occupied by order fulfillment. It will also allow NOW to further expand the Bloomingdale manufacturing operations as needed in the next few years the company said. We are fortunate to continue to grow as a company and are committed to investing in the resources and facilities needed to successfully meet our future opportunities and best support our retail customers said Jim Emme CEO of NOW Health Group. These investments support our mission to provide value in products and services that empower people to live healthier lives. For more information visit F or the first time the U.S. Food and Drug Administration (FDA) is recommending a daily cap on sugar intake. Americans should limit added sugar to no more than 10 percent of their daily calories the proposed guidelines state. This limit according to the NY Times Well blog states that someone older than 3 years should not eat more than 12.5 teaspoons or 50 grams a day. This is approximately the amount of sugar in a can of Coke. Metabolically speaking our bodies don t differentiate between added and natural sugars Kris Sollid the director of nutrients communications for the International Food Information Council which receives funding from food and beverage companies including Coca-Cola and PepsiCo told The Times. There is a lot of hidden sugars in our food supply and it s not just in sweets said Frank Hu a member of the Dietary Guidelines Advisory Committee and professor of nutrition and epidemiology at Harvard. According to a Mother Jones article Americans each as much as 30 teaspoons of sugar a day--that s five times the recommended amount. For more information visit or I Go to reddremedies for info about this advertiser JANUARY 2016 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 15 RESEARCHUPDATE Obese People Need More Vitamin E But Get Less recent study suggests that obese people with metabolic syndrome face an unexpected quandary when it comes to vitamin E--they need more than normal levels of the vitamin because their weight and other problems are causing increased oxidative stress but those same problems actually cause their effective use of vitamin E to be reduced. As a result experts at the Linus Pauling Institute at Oregon State University (OSU) say that a huge number of Americans may be chronically deficient in vitamin E which could compound the wide range of diseases known to be associated with metabolic syndrome including heart disease diabetes Alzheimer s disease and cancer. Vitamin E is associated with lipids or the fats found in the blood but it s mostly just a micronutrient that s going along for the ride said Maret Traber a professor in the College of Public Health and Human Science at OSU and a principal investigator in the Linus Pauling Institute. What we found was that tissues of obese people are rejecting intake of some of these lipids because they already have enough fat. A In the process they also reject the associated vitamin E. So even though the tissues are facing serious oxidative stress the delivery of vitamin E to them is being impaired and they are not getting enough of this important micronutrient. Fat generates oxidants that increase metabolic stress Traber said. Vitamin E along with vitamin C and some other antioxidants are natural dietary defenses against this problem. However millions of Americans-- more than 92 percent by some measures--eat a diet deficient in vitamin E often about half the desired amount. It s found at highest levels in some foods such as nuts seeds and olive oil. Another concern is that when people try to lose weight often the first thing they do is limit their fat intake Traber said. This may make sense if you are trying to reduce calories but fat is the most common source of vitamin E in our diets so that approach to weight loss can sometimes actually worsen a nutrient deficiency. A reasonable approach Traber said would be to try to eat a balanced and healthy diet even if attempting to lose weight while also taking a daily multivitamin that includes 100 percent of the recommended daily allowance of vitamin E which is 15 milligrams per day. It s also important to eat some food containing at least a little fat when taking a supplement because otherwise this fat-soluble vitamin--in the form found in most dietary supplements--will not be well-absorbed. In the study researchers made their findings with a double-blind study of adults some of whom were healthy and others with metabolic syndrome. The authors concluded that its findings support higher dietary requirements of vitamin E for adults with metabolic syndrome. For more information visit Vitamin D May Improve Exercise Performance and Lower Heart Disease Risk aking vitamin D supplements can improve exercise performance and lower the risk of heart disease according to the findings of a preliminary study presented at the Society for Endocrinology annual conference in Edinburgh Scotland. Previous studies suggest that vitamin D can block the action of enzyme 11- HSD1 which is needed to make the stress hormone cortisol. High levels of cortisol may raise blood pressure by restricting arteries narrowing blood vessels and stimulating the kidneys to retain water. As vitamin D may reduce circulating levels of cortisol it could theoretically improve exercise performance and lower cardiovascular risk factors. In the study researchers from Queen Margaret University in Edinburgh gave 13 healthy adults matched by age and weight 50 g of vitamin D per day or a placebo over a period of two weeks. Adults supplementing with vitamin D had lower blood pressure compared to T those given a placebo as well as having lower levels of the stress hormone cortisol in their urine. A fitness test found that the group taking vitamin D could cycle 6.5 km in 20 minutes compared to just 5 km at the start of the experiment. Despite cycling 30 percent further in the same time the group taking vitamin D supplements also showed lower signs of physical exertion. Approximately 10 million people in England may have low vitamin D levels. On average one in 10 adults has low levels of vitamin D in summer compared to two in five in winter. Because people with darker skin are less efficient at using sunlight to make vitamin D up to three out of four adults with dark skin are deficient in winter. Our pilot study suggests that taking vitamin D supplements can improve fitness levels and lower cardiovascular risk factors such as blood pressure said Dr. Raquel Revuelta Iniesta coauthor of the study. Our next step is to perform a larger clinical trial for a longer period of time in both healthy individuals and large groups of athletes such as cyclists or long-distance runners. Vitamin D deficiency is a silent syndrome linked to insulin resistance diabetes rheumatoid arthritis and a higher risk for certain cancers said lead author of the study Dr. Emad Al-Dujaili. Our study adds to the body of evidence showing the importance of tackling this widespread problem. For more information visit 16 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 Go to essentialformulas for info about this advertiser RETAILFUNDAMENTALS Hosting Store Events Become a Destination By Terry Lemerond osting store events can be one of the most valuable tools you have for generating interest and revenue. Not only are you increasing foot traffic you are also forming meaningful relationships with people in your community. I ve hosted store events for only a few people and educational lectures for more than 500 people. It s not always about the quantity of attendees but the quality of information or service you are providing them. You can host an event every year every month or every week--whatever works best for you and your staff. Regardless of the frequency store events don t have to break the bank. While large events such as anniversary sales and customer appreciation days can attract a high volume of people you want to keep them coming back. Offering smaller and more frequent events will keep your store in the forefront of your customers mind. Check around and see if book clubs special interest groups (volunteer committees veterans associations health-specific H support groups) or fitness classes are looking for a space. You d be surprised at how many of these organizations need a place to have their weekly or monthly get-togethers. Do you have a local author you could ask to come and do a book reading Is there a talented musician in the area If you have the room bring them in Inviting people that are well known and beloved in your community is a form of free advertising in itself. Reach out to local chiropractors nurses integrative doctors and veterinarians and listen to your customers personal recommendations. Let your customers help spread awareness for the event by having someone with whom they identify and respect. Bringing in a trusted speaker can help create a loyal following but health superstar guest speakers can be out of the budget. An alternative is to have one of your staff members present a subject that is close to their heart and one in which they are well informed. In my visits to retail stores I ve been very impressed by the pas- sion and knowledge of these presentations. I ve also provided staff education prior to a speaking event so the staff feels more comfortable interacting with the customers after the presentation. If you have a guest speaker coming see if they can arrive a little early to give your staff an overview and address questions that are likely to be asked. No matter what type of event you re having hold the event in your store to help captivate your audience. You want to provide them with a setting that is most conducive to learning about natural ingredients or services and then be able to find those products easily after the event. If you hold an event at a larger venue you should consider bringing relevant products that are available to purchase afterward. You can also give customers coupons for a percent off on their next visit to your store. As the saying goes out of sight out of mind so keep them engaged with an incentive to visit your store after the event is over. I ve never been a huge advocate of WWW.VITAMINRETAILER.COM JANUARY 2016 18 VITAMIN RETAILER Go to nutrex for info about this advertiser RETAILFUNDAMENTALS discounting because I think it undervalues the knowledge employees and storeowners bring to the table. However when customers take time out of their busy schedules to visit your store during a time that may be inconvenient for them I think discounting can be useful. Keep in mind that discounting should always play to your advantage. Is it more beneficial for you to offer a buy one get one or a set percentage off a certain product product category or company Be creative with your discounting and think about your customers specific needs. What is holding them back from trying your top products Do they need more education or do they need a lower introductory price If you decide not to offer discounts to attendees consider a raffle for a gift basket or care package. It s pretty easy to do everyone who attends your event receives a ticket or writes down their name to be entered in a drawing. You might be surprised at how much excitement these contests generate. They create a fun atmosphere for your customers who in turn share that response with others. And don t be afraid to promote it. The more enthusiasm and anticipation you create prior to the event the more likely you are to surpass even your own expectations on Facebook and running an advertising campaign can help you capture your target market and increase attendance. You might want to contact your local newspapers and radio and television stations as they often will publicize community events free of charge. For large events you could consider placing ads in the local media. Spread the Word Aside from word-of-mouth how do you spread the news that you re having an event Deciding to host an event is one thing but amplifying awareness can prove a difficult obstacle. I love doing in-store advertising such as hanging flyers two to three months in advance. Display shelf-talkers and keep printed handouts with the event details at registers (they are great to place in every bag that leaves your store) and have a large event calendar somewhere easily visible in the store. Sending a weekly or monthly newsletter is an easy and effective way to keep your customers up to date on what s happening in the store. It s hard not to mention social media as an excellent resource for advertising your event. The great thing about social media is just about everyone uses it regardless of age. Creating an event Good Timing Time of year can also affect the turnout for your store event. Living in Wisconsin we have a tremendous variation in our seasons. Our store events generally have the biggest crowd in the spring and fall. Many people are incredibly busy during the summer and hardly have time to come in the store let alone attend an event. Similarly a lot of our customers may not venture out in the dead of winter when the temperatures dip below zero. So be mindful of the seasons and your customers availability. Lastly if you do not offer a large selection of fresh produce in your store hosting a weekly farmers market is a great option. We have a local 20 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 farmer that comes to our store throughout the year. He brings beautiful organic produce cheese meat and other items that can be hard to find in traditional grocery stores. Most of the items grown by the farmer are not available in our store so this helps to attract another category of customer that may not have previously shopped with us. The Farmers Market would also be a great time to feature an expert on GMOs and the health risks they pose. We need to keep reinforcing consistent health messages how to improve people s quality of life and give them access to the products and services they need. Here are the key tips to make every event a huge success You want to become a destination for your customers--become their one-stop shop Utilize experts in your area. This will help strengthen meaningful relationships between you your customers and the community. An educated community will gravi- tate to the right products and will see your store as a provider of life-changing information and products. During events offer a snack or coffee and be sure to feature food or beverage items you carry in the store. Remember who your target audience is and advertise accordingly Reaching millennials and the younger generations is probably best done through social media. Low-budget advertising can include a local newspaper weekly shopper store newsletters and hanging flyers at local businesses or schools. If you have room invite a book club volunteer committee or healthspecific support group to hold meetings in your store. Have a large store calendar near the entrance or somewhere it is easily visible to everyone. Keep handouts with information about upcoming events at all registers--place them in every bag that leaves your store. Host as many events as you can and make them meaningful VR A highly regarded leader in the natural products industry Terry Lemerond is founder and president of EuroPharma Inc. He also founded Enzymatic Therapy Inc. and PhytoPharmica Inc. and is currently coowner of the Terry Naturally Health Food Store in Green Bay WI which recently won its sixth consecutive consumer choice award as Best of the Bay. With more than 40 years in the natural products industry Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs including the Terry Talks Nutrition website newsletters podcasts webinars and personal speaking engagements. He is the author of two books Seven Keys to Vibrant Health and the recently updated Seven Keys to Unlimited Personal Achievement. Go to hyalogic for info about this advertiser JANUARY 2016 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 21 Women Health and Supplements Both Millennial and Boomer women will continue to drive supplement sales--many within the same categories of supplements but for different health concerns. By Janet Poveromo T he state of the market for women s health supplements is very healthy primarily because the core supplement shoppers are woman. According to Stacey Gillespie director of product marketing with New Hampshire-based MegaFood In general women are more proactive about their health and tend to seek out natural alternative solutions to support their immune system and general well being. The category seems to be consistently growing year over year and the market for women s health products tend to not be impacted by negative media or seasonality. Marci van der Meulen national sales manager with California-based Nordic Naturals retail division agreed. Women are the primary purchasers of health products in the natural retail space so the market is strong. In par22 VITAMIN RETAILER ticular women Baby Boomers continue to be strong purchasers of products that support aging beauty cognition immune support fitness and heart health. With regard to essential fats this age group understands the importance of supplementing with high-quality oils such as fish oil algae borage and evening primrose oil. Continued Category Success MegaFood anticipates that the women s supplement category will continue to grow 5-10 percent year over year said Gillespie. We are going to see many more products hit the market that are geared toward more mature women because there is currently a large number of female Baby Boomers reaching retirement age and they are looking for more products to support their overall health energy levels bone health and healthy aging. As these women mature Gillespie noted they are becoming more knowledgeable and are more aware than ever that beauty starts from the inside out. A sound foundation of nutrition is key for healthy aging so women are seeking natural ways to support this process through vitamins and supplements she said. Barb Apps business development brand manager at California-based Rainbow Light pointed to data from Sloan Trends (October 2015) that listed personalized nutrition and nutrigenomics as a leader for the category s success formulas and products designed for a woman s age life stage genetics and lifestyle (delivery form that will allow her to stay compliant and provide the optimal health benefit the product is designed to provide). A company s products need to be clean label non-GMO (genetically modified WWW.VITAMINRETAILER.COM JANUARY 2014 WWW.VITAMINRETAILER.COM MAY 2016 Celebrating 20 Years of Excellence 1994-2014 organism) natural organic environmentally friendly and socially responsible she said. Apps also noted that Millennials prefer alternative and on-the-go convenient delivery formats than pills capsules which still dominate general market preferences. As a result marketers can offer a skin health formula in a gummy version for younger women and a more concentrated extra strength version for older women in tablet capsule format she said. (Although the demographic driving gummy sales are adults over 55 years who have trouble swallowing or pill fatigue.) Women s appearance fitness and reproductive health dominate across age groups but for different health reasons. Retailer Vicky Thompson supplement manager with Sunny Bridge Natural Foods in McMurray PA said she found that to be true adding that younger women who are working and have children prefer supplement combinations such as omega-3 or calcium with vitamin D. Baby Boomers are more traditional she said. They look for liquid fish oils because they remember taking cod liver oil on a spoon as children. Also a lot of younger women are looking for something they can throw into their smoothies. ing for products that could support maintaining their health beauty and fitness and are willing to invest in anti healthy aging type products. PMS Women often seek herbal remedies to help mitigate symptoms like cramping breast tenderness mood swings insomnia and fatigue associated with the menstrual cycle under the general label of PMS. Perimenopause Menopause Concerns often include hot flashes lowered sex drive reduced vaginal lubrication depression fatigue difficulty sleeping and concerns about increased risk of reproductive cancers weakened bones with increased risk of fractures and accelerated aging. Gillepsie also reported that women are seeking help with fatigue and stress. Women both moms and nonmoms working inside and outside of the home juggle many day-to-day activities which can become very tiring and stressful. Women tend to turn to supplements to ward off this fatigue and manage the stress that comes with it. Women also tend to seek help with digestive issues as many women experience bloating gas and discomfort after eating. Trends for Formulating The No. 1 deficiency for women is iron MegaFood s Gillespie pointed out and the company is seeing a lot of products coming to market to help women supplement this shortage. Healthy aging is also a top priority for women especially Baby Boomers so we are seeing many products that include collagen and or biotin to support the appearance of the skin and healthy nails and hair she added. Nordic Naturals according to van der Meulen is seeing a growing desire on the part of consumers to purchase brands they feel are sustainable transparent and worthy of their trust. Millennials in particular want to know what ingredients are in their supplements where they came from whether or not they were sustainably sourced and how products are made. They want to do business with companies who are forthcoming in their labeling and who offer third-party testing and provide certificates of analysis. According to Aime Shunney ND Nordic Naturals educator the biggest trend that she sees (which is not necessarily new) is the desire for paraben and pthalate-free products formulations without artificial fragrance and the continuing demand for organic raw materials. Women understand now more then ever that many of these ingredients can disrupt the endocrine system adding to hormone balance issues and that they also have the potential to increase chronic disease risk including cancer. I see many women gravitating toward products with essential oils as well. In general manufacturers are looking at the efficacy of products and ingredients Gillespie added. From a manufacturing perspective if manufacturers want to make a health claim and are looking to create a new product they want to make sure that the ingredients and formulations they are using are based on scientific research that works. For example there is tons of emerging research on products like cranberries and probiotics which shows that when combined both can aid in digestive issues and help support a healthy urinary tract. That was one of the driving forces for us at MegaFood to create our MegaFlora for Women product as there was lots of research to support the development of the product. Apps said Rainbow Light looks to VITAMIN RETAILER 23 New Products MegaFood recently launched a line of condition-specific MegaFlora probiotics. The MegaFlora for Women is specifically designed to help women with both digestive issues and aid in vaginal support. At Nordic Naturals van der Meulen said the newest product in this category is the Postnatal Omega-3 which offers targeted support for women postpartum. She pointed out that according to the World Health Organization (WHO) the postnatal period is one of the most critical in the life of both mothers and infants but few products on the market address this need. We formulated Postnatal Omega-3 knowing that this void existed and based the formulation of this product on science that shows sufficient levels of EPA DHA and vitamin D hold major implications for mood. Postnatal Omega-3 supports postpartum mood health while also helping to maintain DHA levels in breast milk to support neurological development of nursing infants. In response to strong consumer demand Nordic Naturals also added a strawberry flavored option to its topselling Prenatal DHA product portfolio. Dominating the Category According to Marci Clow RD senior nutritionist at Rainbow Light the health conditions women are most concerned with include Reproductive Health Infertility Women are seeking help with reproductive health which can be attributed to many factors most notably the fact that many women are seeking to become pregnant later in life (after age 35) and end up facing fertility issues she said. This group of women is often seeking products to either support natural conception by boosting reproductive hormones or supplements that may boost chances of success with fertility treatments such as IVF (in vitro fertilization). Additionally younger women of childbearing age want to do everything they can to improve chances of becoming pregnant the old-fashioned way and this group often turns to supplements to ease their often already fertile minds. Anti-aging The market for antiaging products is incredibly strong and continuing to grow many people who fall into either the Baby Boomer or Generation X customer group are look- JANUARY 2016 WWW.VITAMINRETAILER.COM research that showed high dosages of EPA are critical to mood as it modulates cellular stress in the brain which is an important concern for postpartum women. Women Health and Supplements ingredient suppliers that invest in clinical research prior to offering their products to marketers. In Europe and Asia many supplements are sold as over the counter or Rx (reimbursed) and are required to have published clinical data to support claims for women s health issues. Marketing reports such as Mintel Sloan Trends provide direction on what women are looking for in the health and wellness segment. As a supplement manufacturer Nordic Naturals is always focused on emerging research to help guide product development according to van der Meulen. Research is a big driver for our brand as we have more than 40 published studies on our products and more than 40 currently underway. And as mentioned the development of our Postnatal Omega-3 was founded on Manufacturers and Retailers One of the challenges for retailers marketing these products according to Charlene Moore channel marketing and programs director at Rainbow Light is truly articulating the benefits. We know what research shows however supplement companies are extremely limited on what they can communicate regardless of research she said. The market is saturated with a lot of me-too s that don t really deliver Moore added. No news there however cutting through the clutter and noise around fleeting fads for something truly valuable takes a lot of education at all levels. Natural channels are unique in this category because the in-aisle clerks do have product knowledge and do help customers cut through the clutter to help with selection. If you haven t done a good job in this area you are less likely to be on shelf in the home. Moore noted that in store the chal- lenge is not only education but also attaining the space necessary to get your message out there. Many stores are adopting a clean floor policy to reduce clutter however for manufacturers it poses a challenge primarily because the inherent marketing format is small--i.e. box or bottle. Education is key she said and if you re providing solid research based information you will develop trust with retailers. Our sales model is unique in that we are able to touch the retailer at all levels--distribution brokers and direct sales. All of our sales team also play a strong role in education while helping with basic customer service at the store level. This has made Rainbow Light a true retail partner. Gillespie added that marketing any supplement can be a challenge to manufacturers as there are many regulations on what a company can and cannot say about a certain product. It s hard to convey the benefits of a certain product in a quick sound bite to a consumer as there s a fine line between conveying benefits and making a health claim. At MegaFood we don t make any outrageous health claims and we work with Go to countrylife for info about this advertiser 24 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 Go to pharmachem for info about this advertiser Women Health and Supplements respected doctors and medical advisors like Dr. [Andrew] Weil and Dr. [Tieraona] Low Dog to help formulate our products plus the claims to support them. It s hard to navigate marketing a product to a woman that she will resonate with. The key to assisting retailers to provide the best service to their consumers is a sound education. A well-trained and informed sales force is so important since they are the ones speaking to the retailers directly. Educating retailers on top health concerns for women is important especially since four out of five people coming to the supplement aisle are women so that they can direct women to the right product. Confusion at shelf continues to be a major issue with consumers according to van der Meulen. With a vast number of products in stores and continued growth in the area of new products it can make it difficult for the consumer to choose which ones might be right for them. Nordic Naturals takes great pains to educate both retailers and consumers not only on omega-3s and other nutrients but also on how to choose a high-quality product and specifically how to choose from our product portfolio. We also offer 24 7 online training for retail aisle workers because we know customers often rely on them for help with product selections. Another challenge these last couple of years has been the increase of negative media and disreputable science in the media and the impact it has had on the supplement industry in general van der Meulen added. Nordic Naturals works proactively to support our retailers by educating them on how to better understand what the research truly shows and countering this misinformation when it occurs. Gillespie also noted the negative news coverage especially regarding weight-loss supplements and offered her suggestions to retailers. The best advice I can give is that if you see a company making outrageous claims about their product--such as a product promising that you will lose 10 pounds in two weeks--beware Unfortunately there are many companies out there that will misrepresent their products to make a sale. If you re ever unsure about a product call the company directly to discuss their claims. The most important thing when choosing a supplement is to seek out a reputable company. VR These products have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose treat cure or prevent any disease. Extra Extra Visit to read statistics on the state of the women s supplement market provided by Rainbow Light s Barb Apps. i For More Information MegaFood (800) 848-2542 Nordic Naturals (800) 662-2544 Rainbow Light (800) 635-1233 THE GO TO RESOURCE FOR HEALTH AND NATURAL PRODUCT RETAILERS LIKE US ON VR s Upcoming Issue Highlights February 1 8 16 ad closing Company Profiles March 1 28 16 ad closing Gluten Free & Allergy Friendly Products Our 2016 Media Planner Is Now Available At 2016-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 e-Mail RussF Gary Pfaff at 732-432-9600 ext. 103 e-Mail GaryP 26 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 Go to pni for info about this advertiser T By Lisa Schofield orous oversight process than pharmaceutical products. Dietary supplements have never been meant to portray actions or deliver results as pharmaceutical medications hence DSHEA s clear description that herbal (and other) supplements are to be formulated and marketed solely to support the structure and function of various aspects of the human body. That said the motivation for this multi-signed letter stems from an examination by the NY Office of the AG that found that many of the popular herbal supplements sold by four major retailers ... were contaminated with allergens plant species left off the label or other potentially dangerous substances or so thoroughly processed that the genetic material of the original natural plant source was unrecognizable or not present at all. The 14 AGs then called upon Congress to pursue a five-point plan of action to combat and hopefully eradicate further problems of this aforementioned characterized nature so that consumers of all types may be assured that they are ingesting solely what is on the label for safety. However Rick Sharpee PhD director of science & nutrition NOW Foods in Illinois explained that recently numerous scientific and public conferences demonstrated that the scientific bases for the NY AG actions against the sale of dietary supplements of selected herbal extracts by the use of DNA barcode testing is only 53-85 percent reliable under the best test conditions. This is primarily because the DNA base sequences selected for the identification of many botanical species have not been accurately identified he stated. In addition Sharpee elaborated the use of DNA barcode technology is entirely inappropriate for botanical extracts since the DNA from the botanical is either denatured or destroyed in the extraction process leaving little or no DNA corresponding to the botanical here is rarely if ever a good thing that doesn t take a hit. Such is the case with botanical supplements used globally in some form for several thousand years to help bolster human wellness. From chewing leaves to decoctions and teas to solid-dose forms with precise doses shown by science to be safe and effective herbal supplements remain a trustworthy viable and affordable way for people to care for themselves. Yet in 2015 the category took a right hook when New York Attorney General (NY AG) Eric Schneiderman and 13 other attorneys general delivered a missive to Congress requesting that the body weigh a more robust oversight role for the Food and Drug Administration when regulating botanical supplements. [April 2 2015.] The letter moved on to state the 20year-old modifier Under the Dietary Supplement Health and Education Act (DSHEA) herbal and other dietary supplements are subject to a much less rig28 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 WWW.VITAMINRETAILER.COM JANUARY 2014 WWW.VITAMINRETAILER.COM MAY 2016 species. As more of this information on the lack of utility for the use of DNA barcoding becomes public the AGs risk being discredited by the scientific community as well as the public who may interpret their motives as purely political. Thus retailers may be best served by merely monitoring the media coverage of any subsequent AG actions if any occur. Despite that mass media greedily absorbed this and then trotted out the hackneyed sentiments that once again supplements are unregulated a waste of money and even dangerous. And while this song has been played before it still delivers wave-like ripples that call for conversation and action in order to address the crux of the issue as well as how to self-police much more effectively. It is troubling to know that a number of brands may have been cutting corners and cheating consumers by failing to provide accurate descriptions of the composition of their products said Rafael Avila director of research and development for Nature s Plus in New York. But such disregard for quality and accuracy is nothing new in the world of dietary supplements. Avila added that since the inception of Nature s Plus venerable botanical supplement line Herbal Actives the company committed to following regulations to ensure consumer safety. It worked to acquire numerous certifications and accreditations including from NSF organic certifiers state boards of pharmacy and various international government licensing bodies. Likewise Wisconsin-based EuroPharma has been implementing a highly rigorous quality assurance program according to Cheryl Myers chief of scientific affairs and education and as such she reported the company was less affected by some of the negative fallout. However it is problematic that legal decisions may be made without full understanding of the many considerations one has when working with botanicals. I hope the organizations representing our industry--like the Council for Responsible Nutrition (CRN) the American Herbal Products Association (AHPA) the American Botanical Council (ABC) and others can work with regulatory agencies to assure high levels of quality while using appropriate scientifically validated methodologies. North Carolina-based Gaia Herbs Inc. has had an on-site lab since 1994 pointed out Todd King vice president of marketing and today its scientists are moving forward with their DNA standardization models. Gaia is also vertically integrated from seed to shelf which includes its 350-acre certified organic farm in North Carolina and its new organic farm in Costa Rica that grows turmeric (both are certified organic by Oregon Tilth). As such he said the company tests every batch of herbs used in its products to guarantee them free of pesticide residue heavy metals and microbes. It is troubling to know that a number of brands may have been cutting corners and cheating consumers by failing to provide accurate descriptions of the composition of their products. -- Rafael Avila director of research and development Nature s Plus In 2010 we launched MeetYourHerbs which is the industry s first and only traceability program King described. Customers--and attorneys general--can see the proof that what s on the label is what s in the bottle. We publish our test results for every batch and every product right on the website. Jennifer Pillari president of Coloradobased OHCO Oriental Herb Company related that OHCO has become more vocal about the safety purity and quality of the herbs in its formulas. In addition to testing that is done on the herbs pre-production OHCO tests the finished product for pesticides heavy metals and microbes. The botanical supplement maker provides that information to retailers and the public. In addition she said Our other big concern is GMOs (genetically modified organisms) we don t want them in our formulas so we continue to work with suppliers who can show us non-GMO certification of any GMO suspect ingredients. Beth Lambert CEO of Herbalist & Alchemist Inc. in New Jersey said that the company s botanical supplement sales have grown steadily and one strong reason she said is that our customers rely more on referrals and results than the news. There is strong evidence that when consumers have trust in a brand negative media does not erode that trust. We do think that the negative press has affected the industry overall concern about quality is an issue among consumers. That concern may still exist if not become a bit magnified in 2016 and beyond but sources are confidant that overall things are under control at least from their end. Avila commented We can only hope that consumer interest is the motivation behind the scrutiny. If it turns out that such scrutiny is merely another assault on health freedom and that the investigations are intended to find flaws that may not even exist then everyone should be worried. Lambert elaborated Our industry s quality companies want to be judged on their commitment to consumers. As long as the challenges are using valid scientific principles and correct facts we as many other companies in this industry want to provide honest and accurate answers. Overall and important to remember said Myers is that the dietary supplement industry has an exemplary record of safety over the past several years. For example she cited that while 106 000 people die every year from toxic reactions to prescribed drugs 1 there have been zero deaths annually due to any dietary supplement.2 King reported that in an effort to increase transparency and traceability Gaia Herbs re-launched its MeetYourHerbs program which features many more quality tests results allowing any interested party to go straight to the source of your herbs and take a virtual walk on our farms. It focuses on education about cultivation harvesting science validation processes herbs uses histories and functions and more. Gaia s MeetYourHerbs program is also easily used in the store environment for when consumers have questions about safety and reliability or are just curious about how something goes from a field into a bottle. Additionally retailers should work with brands that are transparent about their quality practices Lambert advised. She encouraged retailers to VITAMIN RETAILER 29 JANUARY 2016 WWW.VITAMINRETAILER.COM review all manufacturers to ensure they follow and exemplify the core of the industry GMP (good manufacturing practice) compliance marketing legally (no drug or disease claims) testing ingredients and finished products using good labs and correct methods formulating products with therapeutic doses of quality ingredients. When consumers get the results they expect loyalty is reinforced she said. PIllari observed that there will likely always be opposition from people who are uneducated about the scope of herbs and hitch themselves to one ingredient issue or one problem company and generalize that it applies to the whole industry. She advised retailers to always vet their botanical vendors to ensure they are providing safe products. A company that is confident about the safety and quality of their products has no problem producing verification of the safety measures that are in place she added. Overcoming Obstacles Looking into the near future sources say that key challenges still revolve around ensuring full quality as well as using the ever-evolving technology to validate that quality. According to Avila it is more expensive and difficult for manufacturers to produce a high quality effective supplement than to produce one that is based on hype and fluff. But we are not alone in this fight. Every year new technologies help us to better verify the quality of our products. For example he provided most recently lower cost PCR (polymerase chain reaction) analysis for GMO-free status has been allowing for confirmation with even greater certainty. Another recent technology has been the higher sensitivity ELISA (enzyme-linked immunosorbent assay) which helps ensure that gluten-free products contain absolutely no gluten. Nature s Plus also uses ICP-MS HPLC near infrared spectrophotometry and other technologies for quality assurance. In Sharpee s view the botanical supplement industry must focus on ingredient quality through supply chain management--a process crafted to ensure the identity potency and purity of botanical supplements by requiring all suppliers of the bulk botanical materials to fully comply with existing cGMPs as required by the FDA (U.S. Food and Drug Administration). Although at NOW this process has been in practice for several years it is being further strengthened through supplier audits to verify the integrity of the ingredient acquisition process by the supplier and testing to confirm each batch of ingredient raw material meets product specifications he explained. One challenge Myers emphasized is the ability to see an increase in quality clinical health studies that use botanical interventions as well as more funding for such studies which is necessary for further understanding and confidence in efficacious and safe use for consumers. Beyond quality assurance and increased clinical sophistication Lambert sees overall environmental changes as providing challenges to an industry that relies on natural resources. She pointed to climate change and attendant losses of habitats and those effects on botanicals as increasing with time. All in the industry--farmers wild-crafters manufacturers retailers practitioners and consumers--must play a part she implored. First we must acknowledge and recognize the issue. Addressing it will involve a combination of improving cultivation and collection methods as well as appropriate reformulation or substitutions to take pressure off wild harvests when necessary. Commitment to sustainability is crucial. Pillari agreed noting that climate change is a significant issue especially for companies that rely on wild-crafted plants as many of the habitats where medicinal plants are found are susceptible to the impact of unpredictable and increasingly unprecedented weather patterns. I honestly have no idea how it should be addressed she related. There is always a question about the importance of geography and using native soil to grow native plants. Are Chinese herbs grown in Oregon as effective as ones grown in Taiwan Or in a greenhouse Many people say no. This issue really taps into a larger issue that requires huge intervention. It will be interesting to see how it unfolds over the next few years. I will admit that it is a concern for me and the sourcing of the ingredients in our products. But yet this forecast is most certainly not one of gloom it is rather a picture of rosy opportunity and positivity. In a very real sense the AG letter to Congress highlights the fact that there are some unscrupulous things going on Go to arangodirect for info about this advertiser 30 VITAMIN RETAILER (Continued on page 35) WWW.VITAMINRETAILER.COM JANUARY 2016 Go to naturesplus for info about this advertiser Brighter Future By Corinne Anderson Envisioning a As age and technology affect our eyes proactive measures to maintain vision health become increasingly more important. ision loss causes a substantial social and economic toll for millions of people including significant suffering disability loss of productivity and diminished quality of life according to the Centers for Disease Control (CDC). The CDC also stated that as of 2004 blindness or low vision affects more than 3.3 million Americans aged 40 years and older. This number is predicted to double by 2030 due to the increasing epidemics of diabetes other chronic diseases and our rapidly aging U.S. population. The category is positioned for continued growth because of an increasing aging population and new concerns among younger age groups that potentially increases their need for vision health products said Lynda M. Doyle MS human nutrition vice president of global marketing for New Jersey-based OmniActive Technologies. The NBJ Supplement Business Report 2015 noted that vision health in the U.S. more than doubled from 224 million in 2006 to 447 million in 2014. V It [the vision market] is changing with more individuals becoming more aware and many insurance companies are eliminating vision coverage said Yolanda Heath owner of Heath Health Foods in Paducah KY. However Randy Mullins CFO of Healthsmart Natural Product Stores in Beckley WV said that there hasn t been a huge increase in customers looking for vision health products. He did note a slight increase in people becoming more aware of their eye health because of the latest advancements in eye care. In fact according to Anne Marie Akers inventory control coordinator and tech support for Cornucopia Inc. Nature s Bin located in Lakewood OH dryness is the most common issue that their store encounters. We have had several customers come in after having cataract surgery or who are experiencing other issues such as dryness. Although these requests are not everyday occurrences. With the quality of eye care currently available to the customer the market should stay somewhat even for now. With standard check-ups and more people turning to Lasik eye care quality is at a good point right now Mullins continued. AMD Texas-based ophthalmologist Marc Ellman MD founder and president of LuxVite Naturals in Nevada said he sees the market for vision health products strengthening. The market will only increase as the Baby Boomers become more concerned about aging eye issues such as age-related macular degeneration (AMD) and cataracts he noted. While cataracts are easily cured with surgery Ellman said macular degeneration has no cure and because of that is the leading cause of blindness in the U.S. AMD is a common eye condition and leading cause of vision loss among people 50 and older according to the National Eye Institute (NEI). Damage occurs in the macula a small spot near the center of the retina which is the part needed for sharp central vision. The macula lets us see objects that are 32 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 WWW.VITAMINRETAILER.COM JANUARY 2014 WWW.VITAMINRETAILER.COM MAY 2016 straight ahead. AMD can advance slowly so that vision loss does not happen right away or even for a long time but in other cases the disease progresses quickly leading to vision loss in one or even both eyes. The CDC reported that more than 70 percent of survey respondents from the National Eye Health Education Program (NEHEP) 2005 Public Knowledge Attitudes and Practices survey consider that their loss of eyesight would have the greatest impact on their day-to-day life however less than 11 percent knew that there are no early warning signs of glaucoma and diabetic retinopathy. In 1996 Dr. Rodney Horton was frustrated with the fact that a diagnosis of macular degeneration was not a matter of if a person was going to go blind but when said Ed Bisconti retail sales manager for Medop Health Inc. manufacturers of Florida-based MaxiVision. Through his own research and consultation with key opinion leaders at St. Luke s Cataract Center Horton developed MaxiVision eye supplements. MaxiVision eye supplements focus on building macular pigment density Bisconti explained. Within the small area of your macula there is pigment like the pigment in your skin that helps prevent damage to the macula from light radiations entering the front of the eye. MaxiVision contains high concentrations of the carotenoids lutein and zeaxanthin that help the body replenish this pigment therefore preventing damage and eventual vision loss Bisconti said. Out of more than 600 carotenoids which are naturally occurring pigments synthesized by plants algae and photosynthetic bacteria found in nature only three are found in the macula lutein RR-zeaxanthin and RS (meso)zeaxanthin. Lutein is deposited in the periphery of the macula RR-zeaxanthin in the mid-periphery and RS (meso)zeaxanthin in the center of the macula where the highest level of oxidative stress occurs Doyle explained. Very few supplements supply all three macular carotenoids at significant levels and healthy eyes require more than just lutein and RR-zeaxanthin she continued. Supplementing with all three macular carotenoids for healthy vision over a lifetime is important. Environmental Factors AMD and cataracts are the two most common vision health concerns Ellman sees in his practice. Both of these are closely related to age but ultraviolet light exposure and other environmental factors certainly play a role. Diet obesity smoking environmental pollution and exposure to the sun also affect vision health. Aside from supplementation eating a diet rich in fruits and vegetables particularly dark and leafy greens and omega-3 fatty acids have been shown to help keep eyes healthy. Spinach kale wheat germ and Brussels sprouts are all good foods for eye health Mullins added. Maintaining a healthy weight can also aid in healthy vision--being overweight or obese increases the risk of issues that can lead to vision loss such as diabetic eye disease or glaucoma. Another important tip includes wearing protective eyewear like sunglasses. According to NEI customers should look to purchase sunglasses that block out 99 to 100 percent of both UV-A and UV-B radiation. With the rise in use of digital devices there is a growing concern of how and to what extent high-energy blue light affects eye health. Highenergy blue light is part of the visible spectrum of light that bombards our eyes daily and unlike ultraviolet light reaches deep into the eye and can harm the macula Doyle said. A steadily rising concern among younger generations is the increased use of digital devices such as iPads computers and smart phones. Doyle noted that Millennials are one of the largest opportunities for eye health formulas. Born after 1980 the Millennia s digital lifestyle increases exposure to high-energy blue light and increases their risk for digital eye strain. Short-term exposure can lead to eye fatigue also referred to as digital eye strain and is characterized by dry eyes blurry vision headaches and or neck and shoulder pain Doyle continued. According to a 2015 report by The Vision Council 68 percent of Millennials reported digital eyestrain symptoms. NEI suggests using the 20-20-20 rule for those who use the computer for long stretches each day. Every 20 minutes users should look away from their computer at something about 20 feet from them for about 20 seconds. This exercise can help reduce eyestrain. Long-term exposure can lead to a progressive loss of visual function. A Concern for Every Age While vision products normally appeal to older buyers as they become more aware and concerned with eye diseases younger individuals are also realizing the importance of eye health particularly with the understanding of prolonged use of digital devices. There is a campaign by OmniActive (makers of Lutemax2020 which we use in LuxVite Naturals Vision Protect) about the importance of lutein even at younger ages Ellman said. Currently we have two consumer websites focused on the importance of early and consistent intake of the macular carotenoids to maintain healthy vision for a lifetime said Doyle. is the company s U.S. site while specifically targets the European consumer. Both sites include a quiz that helps people gauge how their lifestyle is effecting their vision as well as tips on how supplementing with lutein and zeaxanthin isomers can help maintain healthy vision. Lutein For Every Age is focused on raising awareness about the importance of early and consistent lutein intake to help maintain proper eye health throughout a person s life. The campaign will help consumers understand how to take a proactive approach to maintain healthy vision VITAMIN RETAILER 33 JANUARY 2016 WWW.VITAMINRETAILER.COM Brighter Future and learn about lutein s role in skin and cognitive health as well as overall wellness. There is compelling science indicating that lutein and the zeaxanthin isomers work best with consistent intake starting in childhood and maintaining a diet or a supplement regimen throughout life Doyle said. Envisioning a A Sampling of Products In 2005 Missouri-based Hyalogic began offering a complete eye nutrient formula according to Darren Landis product sales for Hyalogic. Our product [HylaVision Eye Support] helps with limiting the oxidative damage that the eye experiences and at the same time it helps to maintain a healthy fluid balance in the eye by adding the hyaluronic acid Landis said. Over the years MaxiVision has adjusted its formulations to reflect that latest standard of care set by studies such as the AREDS2 Bisconti said. MaxiVision is not alone LuxVite Naturals Vision Protect is also based off the AREDS2 study. This study began as Age-Related Eye Disease Study (AREDS) which was sponsored by the National Eye Institute and found that a supplement containing vitamin C vitamin E beta-carotene zinc and copper could reduce the risk of developing AMD by about 25 percent Ellman explained. In 2006 the same research group began a second study titled AREDS2 to determine if they could improve the AREDS formulation. The finding from this study showed that lutein and zeaxanthin together appeared to be a safe and effective alternative to beta-carotene which has been linked to cancer in smokers. LuxVite Naturals Vision Protect contains the exact same ingredients as the AREDS2 trial except it contains less zinc. This is because one arm of the AREDS2 study showed no difference in efficacy. Vision Protect also includes vitamins B6 B12 and folate according to Ellman which have also been shown to be a benefit to reducing the risk for macular degeneration and other eyes diseases. Products that retailers are suggesting to customers include Carlson s Super Omega 3 for Cornea and Nordic Naturals Arctic Cod Liver Oil for eye maintenance--both contain DHA. DHA is an essential nutrient for proactive support for eye health Mullins stated. Other product suggestions included Lutein Zeaxathanin Visual Eyes by Source Naturals Bilberry and Advanced Eye Factors by Natural Factors. I recommend flaxseed for dryness and a multiple such as American Health More Than a Multiple with vision support. If the customer is already using a multivitamin I may recommend a product such as Vision Sharp from Irwin or Ocuguard from Twinlabs. These products contain lutein eyebright bilberry zeaxanthin and minerals known to benefit the eyes Akers shared. Eye Health in Retail Customers are becoming increasingly savvy Doyle stated many of them taking proactive steps by researching options to support optimal health. By keeping current and relevant health information available to their customers retailers can enhance sales in their vision health products. Brochures and pamphlets as well as health magazines are utilized at Heath Health Foods to help inform customers about the products offered Heath said. We use a structure function method to help our customers find the right product for them. Items such as placards and shelf talkers are very helpful in supplying information they need to make an informed purchase Mullins agreed. Retailers seeking to enhance the sale of vision health products would be wise to become familiar with the important eye health studies like AREDS2 to help their customers select the most appropriate supplements. Retailers should also be aware of the link between beta-carotene and lung cancer in smokers as many eye supplements still contain beta-carotene despite AREDS2 demonstrating that it could be replaced by lutein and zeaxanthin Ellman stressed. Go to luxvite for info about this advertiser 34 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 We [Nature s Bin] haven t received very much in the way of signage or training on eye care products. I have researched it on my own to be able to help customers effectively. Some signage as well as vendor training for our staff would be welcome Akers said. Akers also revealed that while she does not refer to any specific studies she does utilize Prescription to Nutritional Healing as a reference. The book is a reference by Phyllis A. Balch CNC incorporating a variety of alternative healing and preventative therapies remedies and talks about differing uses for vitamins and minerals as well as herbs and food supplements alongside 21st-century science. Retailers are not alone in the effort to provide useful information on general eye health and individual products. MaxiVision offers samples and brochures to their retailers as well as a customer service department that can assist with both questions and verbiage to better explain and present MaxiVision to customers Bisconti said. Hyalogic offers bag stuffers booklets and education posters while LuxVite Naturals provides shelf cards with more information retail boxes with eye health tips and an educational video for retailers to learn more about Vision Protect and eye health. As always the best tip to increasing sales especially with a supplement that focuses on a specific area of the body is education Bisconti said. Learning the basic functionality of the eye as it pertains to an eye supplement is very important to presenting the supplement in a way that makes the customer understand why they need this product over others. As research revealing the positive health benefits of lutein RR-zeaxanthin and RS (meso)-zeaxanthin continue to grow so does consumer awareness of the need to incorporate these powerful eye health nutrients into daily supplementation Doyle concluded. VR Extra Extra Check out the National Eye Health s videos on healthy vision tips Visit i For More Information Hyalogic (866) 318-8484 LuxVite Naturals (855) LUXVITE Medop Health Inc. (888) 290-6294 OmniAvtice Technologies (866) 588-3629 (Continued from page 30) that need to be weeded out. And this opens doors for those with integrity-- including retailers--to find fresh opportunities to showcase superior standards of safety and trust in using botanical supplements to support overall health and well being. Sharpee pointed out that quite a few companies that produce leading botanical brands are already taking the right steps to provide continuous product improvement and have strong quality control processes and rigorous testing in place. So while as an industry we are travelling through a period of upheaval and attack the end result for the consumer should be a stronger sense of trust. The strength of the industry should grow as more companies boost their quality. Those companies that can t or don t improve--along with the companies and products that are currently breaking the law by selling adulterated supplements--will ultimately be removed from the market. Lambert observed a positive trend an increasing number of practitioners are dedicated to learning about how to incorporate botanicals in their scopes of practice. Herbalist & Alchemist founder David Winston recently led a seminar at the Association for Advancement of Restorative Medicine Conference. In attendance were a large number of MDs NDs nurse practitioners DCs and pharmacists who wanted to gain a deeper understanding of which herb is most appropriate in cases of specific issues. Appropriate use of herbs when combined with diet exercise and lifestyle changes can improve health and the quality of life and it s a positive development to see the medical community incorporate herbs into their treatment options she commented. No matter the forum both King and Myers pointed to continued education as generating higher consumer trust more sales and ultimately also some smarter brand marketers that will not cut dangerous corners. Gaia noted King recently launched a lively educational blog that blends in seasonal tips for healthier living consumer-friendly research news farm and product updates and healthy recipes. The most important thing we can do to increase consumer trust is with education Myers underscored. The more the consumer has access to scientifically validated information about botanical medicines the more likely they will increase their use of them. VR References 1 Lazarou J. JAMA. 1998 279 1200-5. 2 Mowry JB. Clin Toxicol 2014 Dec 52(10) 1032-283. Extra Extra Visit to learn more about the companies participating in the article and their commitment to quality. i For More Information EuroPharma USA (866) 598-5487 Gaia Herbs Herbalist & Alchemist (908) 689-9020 x202 Nature s Plus (631) 293-0030 NOW Foods (630) 545-9098 OHCO Oriental Herb Company (303) 674-2466 VITAMIN RETAILER 35 JANUARY 2016 WWW.VITAMINRETAILER.COM SUPPLEMENTSCIENCE Weight Loss in Women Addressing Gender Differences By Gene Bruno MS MHS Chief Academic Officer Huntington College of Health Sciences ho do you think has a higher rate of being overweight or obese men or women According to the Henry J. Kaiser Family Foundation 1 overweight and obesity rates are higher for men while other research2 suggests that obesity prevalence is generally higher in women. Still another report from the National Center for Health Statistics3 indicates that the overall prevalence of obesity doesn t differ between men and women-- although more non-Hispanic black women were found to be obese than the same group of men. So while the jury is still out on the answer to this question there are other related facts that are well established. One of those is that there is a gender difference in body fat distribution and it also seems to be easier for men to lose weight than it is for women. This can be partially explained by the influence of sexual hormones on body composition and appetite.4 While such differences appear to give an unfair advantage to men over women during the weight-loss process that is not the end of the story. There are other significant differences W between men and women where weight loss is concerned some of which favor women. In any case understanding those differences may help women have a healthier and more productive experience in losing weight. Advantages for Women During Weight Loss The leptin advantage Let s start out with a discussion about a study5 of overweight men and women who were put on a weight loss program. Not surprisingly men lost more body weight 13 percent versus 6.7 percent in women. However this lesser weight loss in women may be more important for long-term weight-loss success. The reason why has to do with the hormone leptin which has a major influence in suppressing food intake and thereby inducing weight loss. Therefore you might expect that if a person had more leptin present that person would tend to be thinner. Strangely the opposite is true. In obese people circulating levels of leptin is increased because they are leptin resistant. WebMD describes it this way In leptin resist- ance your leptin is high which means you re fat but your brain can t see it. In other words your brain is starved while your body is obese. And that s what obesity is it s brain starvation. 6 Consequently a reduction in leptin levels is a good thing and an indication that your body is functioning more normally with regard to food intake. Now back to the results of the weight-loss study which also found that only women showed reductions in leptin which correlated with a reduction in trunk fat (around the belly and hips) and total body fat. This reduction in leptin bodes well for helping the women to keep off the weight that they lost. So that dark cloud of less weight loss for women has a silver lining. More fat loss advantage Another advantage that women have over men is the type of weight that they lose. A 2012 study7 found that during weight loss men lost relatively more lean mass (i.e. muscle) and less fat mass than women. To be clear women were found to lose more fat during weight loss and less muscle. Other studies8 9 36 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 also observed this same result. The high protein low carb advantage Pretty much everyone who has tried losing weight is familiar with one or more iterations of the high protein low carb diet. But did you know that men and women have a different response to such a diet Research10 has found that men tended to burn more calories and fat on a high protein low carb diet whereas women experienced greater satiety (i.e. feeling full after eating). While both results are good it could be argued that improved satiety lends itself to greater long-term weight-loss success since there will likely be less overeating. Disadvantages for Women During Weight Loss Reduction in bone mineral density We all know that women especially post-menopausal women are more prone to osteoporosis than men due to a loss in bone mineral density (BMD) associated with estrogen reduction. But did you know that weight loss in women could also be associated with a reduction in BMD In a two-year study 18 researchers examined the effects of different weight-loss diets in 424 overweight and obese adults 57 percent of whom were women. They found that in women weight-loss diets tended to decrease BMD in the spine hip and neck while men experienced an increase in spine BMD. One obvious approach that women can take to maintain BMD while losing weight is to supplement with calcium and vitamin D. In addition two other supplements have specific value. One is vitamin K2 (as MK-7 180 mcg day) which was shown in a placebo-controlled study19 to significantly decrease the decline in bone mineral content and bone mineral density in women while improving bone strength. The other supplement is known as milk basic protein fraction (MBP). In various studies 20-24 40 mg day of MBP was not only shown to maintain BMD but to actually increase it in women ranging in ages to premenopausal to post-menopausal. Less loss of abdominal fat Research has shown that men and women tend to have differences in the location from which they lose body fat. In a weight-loss study25 in obese men and women men lost more visceral or intra-abdominal fat (i.e. belly fat) than women whereas women lost more subcutaneous fat (i.e. fat under the skin). A similar study26 also found that men lost more abdominal fat than women. This means that women could benefit from strategies that help them achieve a greater reduction in abdominal fat. One such strategy is supplementation with Sinetrol a proprietary blend of citrus extracts with guarana. In a doubleblind randomized study 27 overweight men and women followed a fairly normal calorie diet (2 500 day for men and 2 000 day for women) with only 30 minutes of exercise per week. In addition one group took 900 mg day of Sinetrol and the other group took a placebo. Abdominal body fat was decreased by 9.7 percent in the Sinetrol group whereas the decrease was 4.8 percent in the placebo group. Furthermore the Sinetrol group decreased waist circumference by 7.5 percent versus 2.1 percent for the placebo group and decreased hip circumference by 5.3 percent with 1.9 percent for placebo. Neutral Differences Between Men and Women Food variety makes a difference for women Research11 has demonstrated that women tend to do better on a weightloss plan when they have a greater variety of dietary choices. This contrasts with men who prefer direction in their weight-loss advice and do less well with choice. For women the take-home message from this research is to make sure any weight-loss diet they decide to follow offers a large variety of menu plans to help them avoid boredom with what they re eating. Predictors of weight gain In following a large population of healthy adult Americans for one year researchers found that there were different factors that were more likely to be associated with weight gain in men versus women. In women predictors of one-year weight gain included increased total caloric intake and decreased leisure-time physical activity. In men the primary predictor of weight gain was greater anxiety.12 This suggests that to avoid gaining weight women need to find strategies for decreasing caloric intake and making time in their schedule for some level of physical activity. With regard to reducing caloric intake Orafti Synergy 1 an oligofructoseenriched inulin derived from chicory root can help. Double-blind placebocontrolled studies13-16 have demonstrated that supplementation with 16-21 g day of Orafti Synergy 1 was effective in significantly reducing food intake and improving satiety. In one study 17 the Orafti Synergy 1 group ate 29 percent less calories than the placebo group. Snacking and weight-loss attempts A study28 of 4 667 male and female twins found that snacking and eating in the evening were characteristic of women with at least two previous weight-loss attempts. Furthermore eating in response to visual and emotional cues was very pronounced in women attempting to lose weight but much less so in men. In addition there seemed to be a greater likelihood to inherit the trait of trying to lose weight 66 percent in women and 38 percent in men. While not much can be done to affect genetic inheritance the use of Orafti Synergy 1 may help to reduce snacking. Stress and weight gain in young women Gender differences in gaining weight are also evident in young adults. In a study29 of 396 college freshmen males had an average weight gain of 5.04 pounds while females gained 5.49 pounds. For males weight gain was related to increased alcohol consumption and for females it was related to increased workload. This suggests that for young women strategies for managing the stress associated with an increased workload may be beneficial. Sensoril a standardized extract of Withania somnifera root (aka ashwagandha) may help. A double-blind placebo-controlled study30 examined the effects of various daily doses of Sensoril (125 mg 250 mg 500 mg) or placebo in men and women who had chronic stress. The results were that all dosage levels of Sensoril had significant effects in helping to reduce anxiety scores and alleviate the effects of stress and tension. Conclusion While men may tend to lose more weight than women during a weightloss program women have some advantages over men regarding longterm weight loss. On the other hand women have certain disadvantages compared to men during weight loss although these may be mitigated to some extent through the uses of certain (Continued on page 46) VITAMIN RETAILER 37 JANUARY 2016 WWW.VITAMINRETAILER.COM HEALTHANDNUTRITION Desire Sparking Women s sexual health is a complex subject but there are herbal supplements that can help support it. By Cheryl Myers oth women and men have the potential for sexual enjoyment and gratification. Some might say this spark of passion is what makes the world go round. Studies have shown that sexual intimacy deepens relationships and helps to stave off depression. Sex is a hot topic (no pun intended). Religions and governments have an almost infinite array of rules about who can have sex what kind of sex they can have and in what circumstances. It is a sobering fact that in some parts of the world today having the wrong kind of sex is punishable by death. But what happens when this powerful and volatile drive dissipates or disappears entirely Often the first step is to determine if the problem is psychological or physiological--or both. In men the problem can be erectile dysfunction (ED) meaning the heart is willing but the body parts need an assist. The two best known drug interventions for ED are Viagra and Cialis which accounted for sales in 2015 of an incredible 4 billion dollars. For comparison purposes that is a higher B level of sales than Domino s Pizza. Both of these drugs work to increase blood flow to the penis and better blood absorption by the penile tissue. For men for whom the cause of decreased libido is depression antidepressant drugs are prescribed--ironically with the adverse effect listed that sex drive may be diminished. All these interventions have adverse effects some quite serious. There are a variety of nutrients of benefit to men such as ginkgo ginseng mesoglycan and maca (to list only a few) that have been clinically shown to promote male sexual health. But what about women When a woman suffers loss of libido it is rarely caused by changes in circulation. There is a higher level of complexity. Biologists and psychologists have suggested that the sex drive behaves quite differently in men and women. Women s sex drives are not only the manifestation of the biological urge to procreate but designed to secure a mate to participate in making sure their offspring launch successfully. With age women generally (but not always) experience some level of decrease in desire while men less so. In fact about 12 percent of women between the ages of 45 and 64 have a serious decline which is called hypoactive sexual desire disorder. While some natural practitioners debate the legitimacy of this diagnosis it remains that a number of women are quite concerned and unhappy with their loss of sexual desire especially if it is a cause of contention with their partner. Another survey found that in women between 50 and 59 about half reported any sexual intercourse in the previous year. By age 70 to 79 that number drops to 27 percent. One contributor to reduced sex drive can be pain with sexual activity which needs to be medically assessed. However there are many women for whom pain is not the issue. It is the desire for sex that has been diminished. A useful insight for women is that sex changes with maturity. In the young powerful sexual desire leads to sexual activity. But as we age that shifts. Sexual desire may not come 38 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 first. One expert states that around menopause sex has to become more intentional meaning you decide to have sex and start sexual activity with the goal of becoming sexually aroused. The order is reversed. However there are supplements that can be useful in supporting sexual enjoyment and sex drive. Sea Buckthorn Sea buckthorn is a rich source of omega-7 fatty acids which are rare in the plant world. Another rich source is the macadamia nut. A proprietary blend of sea buckthorn seed and fruit oil called SBA-24 has been shown in clinical studies to reduce inflammation and increase hydration of the mucous membranes in the vagina. Improving vaginal hydration is an important factor for comfortable enjoyable sex. very important to sexual functioning and libido. And Philip R. Muskin MD professor of clinical psychiatry also at Columbia University and chair of the APA scientific program committee voiced his agreement in an interview with WebMD stating Rhodiola appears to have a beneficial effect in enhancing sexual function. It improves satisfaction pleasure erections response to orgasms. al health regimen at any age. More study is needed to fully understand the mechanism of action but this adaptogen demonstrates activity in neuroendocrine and hormonal pathways which makes it useful for either gender. Korean Red Ginseng One of the most valued adaptogenic herbs in the world and a staple of traditional Chinese medicine Panax ginseng (not to be confused with American or Siberian ginseng) has great value for women experiencing decreased libido and sexual enjoyment. In a placebo-controlled study of menopausal women red Korean ginseng (a type of Panax) was shown to significantly increase sexual arousal. These benefits disappeared quickly when women stopped taking the herb so as with most herbs continued use is required for continued benefits. Black Cohosh One of the best known herbs for women s health is black cohosh. In fact the bestselling medicine in the U.S. about 125 years ago was called Lydia Pinkham s formula and contained a copious amount of alcohol and a few herbs most prominent among them black cohosh. However black cohosh as a standardized women s medicine was developed in Germany over the last several decades. The majority of studies on black cohosh are on extracts with triterpene glycoside standardizations. It has been proven to help with the vasomotor symptoms of menopause (ie hot flashes and night sweats) and there is evidence that it improves vaginal mucosa as well. This herb is still erroneously identified as a phytoestrogen but this is untrue. It works by attaching to selective estrogen receptors. Therefore this herb may indirectly support healthy sexual function. Maca Maca is a well-known root vegetable and natural medicine grown in the South American highlands especially in Peru. It has long been used in folk medicine for stamina energy endurance and sexual function. In a study published this year of both preand post-menopausal women with sexual dysfunction related to antidepressant medication use maca was shown especially effective in postmenopausal women in alleviating this serious side effect. Another study specifically on otherwise healthy post-menopausal women with sexual dysfunction showed that maca significantly improved libido while easing anxiety and depression. A further note in the study points out that these benefits were not due to increasing estrogens or androgens as measures of both were taken before during and after administration of the herb and remained unchanged. Sea Buckthorn Professional opinions aside there have been studies that back up these claims that rhodiola exerts effects on the dopamine system in the brain and improves both mood and stamina--key components to engaging in sexual activity. Dopamine also plays a central role in the brain chemistry of desire. Quality rhodiola is standardized to rosavins and salidrosides which are compounds associated with the herb s effectiveness. Ashwagandha There are both animal and human studies examining this respected ayurvedic herbal medicine for male sexual function. However just this year a placebo-controlled study was published specifically on KSM-66 ashwagandha root extract showing improvement in several areas of sexual function in otherwise healthy women. They found significant increases in parameters of arousal lubrication orgasm and reported sexual satisfaction. Though the women in this study were aged 21 to 50 it may still be worth including in a daily sexu- Rhodiola Richard P. Brown MD associate professor of clinical psychiatry at Columbia University in New York has been interviewed on his view of the usefulness of rhodiola in both men and women. He stated that Rhodiola can boost sexual desire in both men and women. While no one knows exactly how the plant improves sexuality it probably works on the dopamine system in the brain which is Sex and the Single Herb Many commercially available products combine these ingredients--and others not here mentioned--into formulas targeting female sexual function. My concern is that the majority (but not all) of the studies have been on individual herbs often with a specific dose and standardization. Therefore if (Continued on page 41) VITAMIN RETAILER 39 JANUARY 2016 WWW.VITAMINRETAILER.COM PRODUCTSPOTLIGHT Breathe Soothe Relax ssential oils have been used for centuries dating back more than 6 000 years. According to an article by the University of Minnesota s website Taking Charge of Your Health and Wellbeing research studies have shown positive effects of essential oils for a wide range of health issues such as infections pain anxiety depression premenstrual symptoms and nausea. In an article Essence of Peppermint a History of the Medicine and its Bottle by Oliver R. Jones found on The Society of Historical Archaeology s website it is revealed that peppermint was patented in 1762 and is one of the several 18th century patents that have lasted into the current century. E BY CORINNE ANDERSON The Natural Association for Holistic Aromatherapy (NAHA) website said The International Organization for Standardization (ISO) in their Vocabulary of Natural Materials defines an essential oil as a product made by distillation with either water or steam or by mechanical processing of citrus rinds or by dry distillation of natural materials. Following the distillation the essential oil is physically separated from the water phase. NAHA explained that the term essential oil is a contraction of quintessential oil. It stemmed from the Aristotelian idea that matter was composed of four elements water fire earth and air. The fifth element (quintessence) was considered to be a spirit or life force. Distillation and evaporation were thought to be processes of removing the spirit from the plant ... There are many uses for essential oils such as reducing inflammation stress and nausea reduction eliciting calm feelings and more. They can be inhaled diffused applied on the skin or even taken internally depending on the essential oil dilution and concentration. Below is a sample of available products that utilize essential oils. Scented Epsom Salt White Egret Scented Epsom Salt by White Egret Personal Care (Utah) is created with pharmaceutical-grade Epsom salt from the U.S. and blended with certified organic essential oils. It is designed to provide relaxation and detoxification. The Epsom salts come in two scents Lavender and Eucalyptus and two sizes 16-oz. and 30-oz. containers with a suggested retail price of 12.65 and 20.82 respectively. The salt dissolves easily and is beneficial in multiple ways it can be added to a foot soak to soothe aches remove odors and soften rough skin it can also be used in bath water for a transdermal magnesium boost as well as to reduce swelling of sprains and bruises. For more information call (800) 309-3277 or visit Arnica Massage Oil New York-based Weleda s Arnica Massage Oil is made from 97 percent organic ingredients. It is good for use before and after exercise and helps to restore tired and aching muscles. The aroma-therapeutic fragrances of rosemary and lavender help the mind relax while soothing with a warming effect. Key ingredients include organic sunflower seed oil olive oil arnica flower and birch leaf extracts. Arnica is high in anti-inflammatory compounds that help promote healing according to the company. The extract used in the Arnica Massage Oil is wild crafted and comes from the company s fair trade partnership in the Carpathian Mountains in Romania. The oil comes in two sizes 3.4-fl.-oz. with a suggested retail price of 22.50 and a travel size (0.34oz. MSRP 3). For more information call (800) 241-1030 or visit Olbas Oil Olbas Oil by Pennsylvania-based Olbas Herbal Remedies is a synergistic blend of six essential oils created by master herbalists in Basel Switzerland more than a century ago. Olbas Oil includes peppermint oil which stimulates breathing passages eucalyptus oil which relaxes respiratory spasms and helps with oxygen absorption while helping to break up mucus and loosen coughs cajeput oil related to tea tree and is used for respiratory ailments and is especially soothing to bronchial and sinus passages wintergreen oil has a warm soothing effect when used during massage and helps give relief from congestion and coughing spasms juniper oil which provides immune support and fires up metabolism as well as an aromatherapy to relieve tension and mental exhaustion and clove oil a stimulating aromatic oil for respiratory complaints pain relief headaches and contains antiviral properties. Olbas Oil is available in three sizes 10 mL (MSRP 9.50) 28 mL (MSRP 19.95) and 1.65 mL (MSRP 32.95). For more information call (800) 523-9971 or visit or 40 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 Exfoliate Foaming Cleanser Massachusetts-based suki skincare s Exfoliate Foaming Cleanser (4-oz. MSRP 32.95) is made of soft sugar crystals (sanding sugar) that provide both granular and AHA cell renewal without tearing skin. The granules melt into skin to help lift toxins and dead cells for safe and effective deep cleansing providing real results without irritating and inflammatory side effects of volatile synthetic actives. The cleanser helps smooth and even facial skin reduce the appearance of toxic and dry skin build-up reduce signs of most types of blemishes flare-ups and collagen reduction. suki s cleanser is certified organic and gluten free. For more information call (888) 858-7854 or visit NOW Solutions Essential Oils Certified organic 100 percent pure and essential oil blends are a way to enjoy the fragrances of some of today s most soughtafter extracts according to Illinois-based NOW Foods manufacturer of Now Solutions Essential Oils. The oils are available in a 1-oz. bottle and select fragrances come in 2-oz. 4-oz. and 16-oz. sizes. Retail prices range from 2.49 to 119.99 depending on the size and the oil. NOW offers a complete NOW Essential Oils Purity Guide for its oils online at personal-care quality . For more information call (630) 545-9098 or visit Aura Cacia Essential Oils Iowa-based Aura Cacia a brand from Frontier Co-op offers both certified organic essential oils and natural essential oils in their line. Essential oils and aromatherapy products derived from simple pure botanicals help bring positive change every day the company stated. Samples are tested before and after purchase of the essential oils to make sure they meet quality and purity standards. Sizes range from .25-oz. to 16-oz. bottles and pricing varies depending on the oil and quantity. For more information call (800) 437-3301 or visit HEALTHANDNUTRITION (Continued from page 39) choosing a combination it may be important to determine if a) the formula is clinically studied and or b) the herbs in the combination product are included at their clinically proven levels. Otherwise the herbs may be at sub-therapeutic levels. I believe it is important to offer women clinically validated herbal medicines that fulfill on the promise of alleviating sexual dysfunction. Sexual health is still not discussed as openly as heart health or joint health but remains a key area of need for many women. VR CB. Sexual problems and distress in United States women. Obstet Gynecol 2008 112 970-978. West SL D Aloisio AA Agans RP et al. Prevalence of low sexual desire and hypoactive sexual desire disorder in a nationally representative sample of US women. Arch Intern Med 2008 168 1441-1449. Basson R. Is it time to move on from hypoactive sexual desire disorder Menopause 2010 17 1097-1098. Larmo PS Yang B Hyssala J Kallio HP Erkkola R. Effects of sea buckthorn oil intake on vaginal atrophy in postmenopausal women A randomized double-blind placebo-controlled study. Maturitas. 2014. Erkkola R Yang B. Sea Buckthorn oils towards healthy mucous membranes. AgroFood Industry Hi-Tech. 2003 May-June. od lydiapinkham a LydiaPinkham.htm. Wuttke W Gorkow C Seidlov -Wuttke D. Effects of black cohosh (Cimicifuga racemosa) on bone turnover vaginal mucosa and various blood parameters in postmenopausal women a double-blind placebo-controlled and conjugated estrogens-controlled study. Menopause. 2006 Mar-Apr 13(2) 185-96. erectile-dysfunction news 20040505 natural-sex-boosters-gaining-ground. Cropley M Banks AP Boyle J. The Effects of Rhodiola rosea L. Extract on Anxiety Stress Cognition and Other Mood Symptoms. Phytother Res. 2015 Oct 27. Dongre S Langade D Bhattacharyya S. Efficacy and Safety of Ashwagandha (Withania somnifera) Root Extract in Improving Sexual Function in Women A Pilot Study. Biomed Res Int. 2015 2015 284154. Oh KJ Chae MJ Lee HS et al. Effects of Korean red ginseng on sexual arousal in menopausal women placebo-controlled double-blind crossover clinical study. J Sex Med. 2010 Apr 7(4 Pt 1) 1469-77. Dording CM Schettler PJ Dalton ED et al. A doubleblind placebo-controlled trial of maca root as treatment for antidepressant-induced sexual dysfunction in women. Evid Based Complement Alternat Med. 2015 2015 949036. Brooks NA Wilcox G Walker KZ Ashton JF Cox MB Stojanovska L. Beneficial effects of Lepidium meyenii (Maca) on psychological symptoms and measures of sexual dysfunction in postmenopausal women are not related to estrogen or androgen content. Menopause. 2008 Nov-Dec 15(6) 1157-62. Cheryl Myers is an integrative health nurse author and an expert on natural medicine. She is a nationally recognized speaker who has been interviewed by the New York Times Wall Street Journal and Prevention magazine. Her many articles have been published in such diverse journals as Aesthetic Surgery Journal and Nutrition in Complementary Care and her research on botanicals has been presented at the American College of Obstetrics and Gynecology and the North American Menopause Society. Myers is the head of Scientific Affairs and Education for EuroPharma Inc. VITAMIN RETAILER 41 References news hard-luck-why-viagra-isabout-to-lose-its-no1-status-to-cialis . statistics 264827 pfizers-worldwideviagra-revenue-since-2003 . news-releases lilly-reportsfourth-quarter-and-full-year-2014-results-updates-2015guidance-300028390.html. for-women sexual-healthmenopause-online sexual-problems-at-midlife decreaseddesire. Shifren JL Monz BU Russo PA Segreti A Johannes JANUARY 2016 WWW.VITAMINRETAILER.COM NATURALMEDICINE with Dr. Michael Murray Predictions for Natural Products in B Y M ICHAEL T. M URRAY ND W ith the beginning of a new year it is fun to look back as well as gaze into a crystal ball to predict the future. One of the great things about the natural product industry is that it is dynamic and full of innovation. There are many factors that influence consumer trends and the ability of a product to really take off. An appearance on major headlines focus on a popular television show or a significant advertising campaign are obvious ways product sales can grow. But more often than not in the health food industry products are pushed off the shelves by enthusiastic retailers who believe in its merits. Looking Back at Predictions for 2015 Before making predictions for 2016 let s first take a look back at my predictions for 2015. Here are the three products I predicted would see increased attention in 2015 Active forms of folic acid--There is growing evidence that some people have a genetic predisposition to mild 42 VITAMIN RETAILER impairment in the conversion of folic acid to its active form (referred to as mild MTHFR deficiency). Taking an active form such as 5-methyltetrahydrofolate or 5-formyltetrahydrofolate insures adequate conversion. The disadvantage is that these forms cost 100-400 times more than regular folic acid. It seems that higher price is keeping these active forms from becoming more popular. Ashwagandha (Withania somnifera)--Here was a prediction that was pretty much on track. Ashwagandha extracts are becoming more popular because research is confirming their adaptogenic effects in increasing the ability to deal with stress. Most of the recent research has focused on two branded forms of ashwagandha--Sensoril and KSM-66 both of which enjoyed increased sales in 2015. Sulforaphane--There was definitely an increased awareness in the value of this key cancer-fighting compound found in broccoli. Perhaps the biggest news in 2015 for sulforaphane is that a pharmaceutical firm has developed a synthetic version for drug development. Predictions for Products That Will Soar in 2016 This year I am very confident in my predictions. Of course that is the way that I feel every year. But what makes this year different is that the products I am focusing on have already entered the marketplace. The pump is primed so it is just a matter of some sort of tipping point where consumer awareness catches up with their scientific merit. And the science on these three products that I am predicting will soar in 2016 is very strong. PQQ PQQ is a vitamin-like cofactor that was shown to be an essential nutrient to mammals in 1994. One key action of PQQ involves a direct action on major enzymes involved in the energy producing compartments in our cells the mitochondria. As a result PQQ improves energy production. Current WWW.VITAMINRETAILER.COM JANUARY 2016 research has primarily focused on its ability to protect memory and cognition in both aging animals and humans. However the potential benefits are nearly limitless given its central role in mitochondrial function. Here are some of the effects noted to date PQQ reverses cognitive impairment caused by chronic oxidative stress and improves performance on memory tests in animal models. PQQ prevents the development of osteoarthritis in an animal model. PQQ protects nerve cells from the damaging effects of the beta-amyloid-protein linked with Alzheimer s disease. PQQ in combination with CoQ10 (respectively 20 mg and 300 mg) improved mental function in a human double-blind study. PQQ (0.2 mg PQQ kg body weight) increased the antioxidant potential and energy metabolism while decreasing inflammation in another double-blind study. PQQ lowered LDL cholesterol in a statistically significant manner in subjects with levels greater than 140 mg ml. blood pressure demonstrated efficacy with berberine was on par with the drugs used for these disorders but with no significant side effects. In one double-blind study of 116 patients with type 2 diabetes berberine at a dosage of 500 mg twice a day lowered fasting blood sugar from just above the range of being classified as diabetes (i.e. 126 mg dL) to normal blood sugar levels (less than 100 mg dL) in most subjects. What is so exciting about berberine are the results from the clinical trials in diabetes high blood pressure and elevated blood lipid level. Berberine works to lower LDL cholesterol by inhibiting an enzyme called PCSK9 leading to more LDL being removed from the bloodstream. Two double-blind studies of berberine as a weight-loss aid showed it to promote significant loss in body mass index (BMI) as well as improvements in insulin sensitivity and fat-regulating hormones. Berberine Berberine is an age-old natural remedy that is an emerging natural product superstar. Its bright light may end up shining even brighter than curcumin the yellow pigment of turmeric. Berberine is the alkaloid found in goldenseal root barberry bark Oregon grape root and coptis (goldthread) root. What is so exciting about berberine are the results from the clinical trials in diabetes high blood pressure and elevated blood lipid level. There is also very encouraging experimental data in a wide range of modern health issues including cancer Alzheimer s disease Parkinson s disease among others. Here are some highlights of the research on berberine. Berberine activates the important enzyme called AMP-activated protein kinase or AMPk for short. AMPk serves as a master regulating switch in energy metabolism. Overall the activity of this enzyme plays a major role in determining insulin sensitivity and body fat composition especially the amount of visceral belly fat. A detailed review of the 27 clinical studies with berberine in type 2 diabetes high blood cholesterol and high human clinical trials including one conducted at the University of Maryland School of Medicine. My feeling is that tagatose is the perfect sweetener for consumers seeking to manage body weight and or blood sugar levels. Here are some of its additional benefits Tagatose is a powerful probiotic that feeds lactic acid bacteria like Lactobacillus sp. and Bifidobacteria sp. Because tagatose behaves like fiber and is almost completely unabsorbed it has no impact on blood glucose (near zero glycemic effect) and insulin levels. The near zero glycemic effect of tagatose has been confirmed in several clinical studies. Even with an oral intake of 75 g of tagatose it showed no increase in plasma glucose or serum insulin in either normal persons or people with type 2 diabetes. Tagatose has also been shown to produce favorable effects on blood lipids. Tagatose appears to be especially helpful in raising HDL-cholesterol levels. Low levels of HDL-cholesterol are commonly seen in obese patients with type 2 diabetes and have been shown to be a major risk factor for coronary heart disease. Final Comments There are new products of all types launched in the health food industry all of the time. My caution to retailers is to do their best to evaluate the merits of a new product based upon its portfolio of science rather than buying into any marketing hype. Many new products are promoted as the latest major breakthrough based upon very limited and extremely biased research. That is especially true with products designed to help people lose weight. It is totally fine to be a skeptical retailer because many of your customers expect you to vet the real merits of the products on your shelves. 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 VITAMIN RETAILER 43 Tagatose Tagatose is not a dietary supplement per se but rather a natural sugar found in apples pineapples oranges raisins whole wheat and milk. I expect to see tagatose emerge as a very popular sweetener used in a variety of different products in health food stores from nutritional bars protein powders and as a bulk sweetener. Tagatose is a low calorie sweetener that is 92 percent as sweet as sugar and has the same look feel and bulk. However what I really like about tagatose is that it actually acts more like a special form of fiber than a sugar. As a result it provides significant health benefits. Perhaps the biggest health benefit is that tagatose actually helps promote weight loss. A sweetener that promotes weight loss is a major nutritional breakthrough. This weight-loss benefit has been confirmed in several JANUARY 2016 WWW.VITAMINRETAILER.COM NEWPRODUCTS VR s New Products section is a FREE service to industry members. Send new product press releases and photos to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 or email to JanetP FlyPunch GREENVILLE SC--Aunt Fannie s FlyPunch is a powerful non-toxic fruit fly formulate that safely and effectively eliminates fruit flies. FlyPunch (5-oz. bottle MSRP 7.99) was created by Mat Franken who has dedicated his career to supporting family health through safe and effective plant-based non-toxic products that are fast simple and safe for use around food. Using FlyPunch can reduce food spoilage and waste according to the company. For more information call (864) 642-2079 or visit Coral CellEnergy CARSON CITY NV--Coral LLC launched Coral CellEnergy H2 a new supplement that brings users access to the benefits of molecular hydrogen as well as 74 bio-available coral minerals. As the capsule reacts millions of tiny hydrogen bubbles infuse and saturate the body s cells. Because hydrogen is so small it can penetrate deep into the cells to eliminate free radicals at their source in the mitochondria. The supplement comes in a 60-ct. capsule bottle for a suggested retail price of 59.99. For more information call (800) 882-9577 or visit Badass Power Cookie SODUS NY--Badass Power Cookie by EverYoung Natural Foods is an oatmeal raisin cookie fortified with a full serving of spirulina. It can be used as a meal replacement or hearty snack because of its nutrient density according to the manufacturer. The cookie contains spirulina along with spelt oats pumpkin seeds sunflower seeds and hemp protein to create a dietary combination that gives the body fuel for the day a workout or to get over a mid-afternoon crash the company stated. The phytonutrients in each cookie are equivalent to four to five servings of fruits and vegetables and still tastes like a soft oatmeal raisin cookie. The cookies can be sold individually for a suggested price of 2.79 or in a box of six for 15.49. For more information call (888) 483-4208 or visit GROH Ergo Boost PORTLAND OR--GROH introduced its Ergo Boost Complex line. The GROH Ergo Boost Hair & Scalp Conditioning Treatment (8-oz. bottle MSRP 59.00) is a hydrating and soothing formulation of pure essential oils--coconut oil argan oil (infused with vitamin D) rosemary lemon peel lavender and sweet almond oil--work together to replenish hair and nourish the scalp. GROH Ergo Boost Skin Recharge Bar (two bars MSRP 22.00) a rich blend of essential oils and antioxidants that gently cleanses away impurities and recharges the skin with fast-absorbing Ergo Boost bionutrients. GROH Ergo Boost Skin Repair Treatment (2 fl. oz. MSRP 42.00) a gentle and moisturizing skin treatment for all types of skin fast-absorbing rich in antioxidants and vitamin D and has age-fighting nutrients that work at a cellular level to repair and stimulate collagen production. GROH Ergo Boost Daily Replenishing Supplements (60 capsules MSRP 39.00) are a whole food all-natural dietary supplement containing a blend of six ultra-potent mushrooms that promotes detoxification reduces inflammation boosts energy and offers nutritional support to cellular health of skin hair scalp lashes and nails. For more information call (866) 998-7173 or visit Vegan BioAstin Soft Gels KAILUA-KONA HI--BioAstin Hawaiian Astaxanthin a powerful antioxidant has been documented in clinical studies to benefit joint and skin health manufacturer Nutrex Hawaii said. It is one of the few antioxidants that can move throughout the entire body and provide protection to all cells because of the unique property polar hydrophilic ends that span across the entire cell membrane. Now vegan the astaxanthin the company uses comes from fresh water algae grown on the company farm in Kona HI. Each 75-ct. bottle has a suggested retail price of 60.99. The 12 mg dose is available in a soft gel and is also certified gluten free. For more information call (800) 453-1187 or visit Monkey Balm DRAPER UT--Monkey Balm by Balmers LLC is a topical skincare product for infants and kids with problematic skin. Featuring USDA organic sea buckthorn oil and other emollients like shea butter coco butter and coconut oil. Both stick sizes 2-oz. (MSRP 17.95) and .06-oz. (MSRP 8.95) come in no-mess propel-repel containers. Monkey balm is also certified gluten free. For more information call (801) 556-1690 or visit Purple Frog Patches CALGARY AB Canada--Purple Frog Patches combines the power of a specifically formulated natural essential oil blend (80 mg per patch) with the versatility of a stick anytime anywhere aromatic microcapsule patch. There are no chemicals or filler agents just 100 percent natural and active ingredients. The blend of all natural essential oils in each patch release an aroma specifically designed to awaken and relax the mind or protect from biting insects. All patches deodorize the ambient air naturally. They come in Air Awakening Insect Shielder and Snooze Button. They can be used in bed the office the bathroom in the car on clothing a backpack etc. For more information call (855) 787-7590 or visit 44 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2016 MegaFlora Additions DERRY NH--MegaFood has recently released three new products to the MegaFlora family MegaFlora for Women MegaFlora Over 50 and MegaFlora Baby & Me. MegaFlora for Women includes organic cranberry a super fruit rich in proanthocyanidins that naturally support urinary tract health. Beet burdock and dandelion root together nourish existing microbiome and feminine health and enhance the effectiveness and colonization of the probiotics. MegaFlora Over 50 contains a broad spectrum of probiotics designed to encourage regularity healthy bowel function and proper digestion for reduced gas and bloating. MegaFlora Over 50 and MegaFlora for Women come in either a 60-ct. or 90-ct. bottle for a suggested retail price of 45.96 and 66.96 respectively. MegaFlora Baby & Me (60-ct. 43.96) promotes immune health and nutrient absorption in pregnant mother and child along with the organic ginger it also supports digestive function. All three additions are certified organic and gluten free. For more information call (800) 848-2542 or visit Riduzone IRVING TX--NutriForward LLC released Riduzone a patented supplement that gives the body more of what it already creates-- oleoylethanolamide (OEA). OEA is a natural metabolite that is made in the small intestine and helps regulate hunger. It tells the brain when the body is full and that it s time to stop eating. OEA is known to increase non-exercise related calorie expenditure the company said. Riduzone comes in a 30-day supply of 60 capsules for a suggested retail price of 99. For more information call (844) RIDUZONE or visit Zing Anything AKRON OH--Zing Anything launched its Citrus Zinger with Slicer attachment. This unique fruit infusing water bottle designed for citrus is BPAfree allows you to press lemons limes and clementines directly into your water producing a flavored all-natural and free of refined sugars beverage. The Zing Anything Slicer attachment is designed to fit any 28-oz. or 16-oz. Citrus Zinger water bottle. You can add thin slices of cucumber to your water by quickly pressing and turning the cucumber against the slicer enhancing your water. Each 28-oz. bottle has a suggested retail price of 15.99 and the slicer 4.50. For more information call (800) 573-0052 or visit All Beauty Water NEW YORK NY--All Beauty LLC is a skincare drink formulated for skin health and beauty from within. It is a skin hydration drink that combines the benefits of water with vitamins minerals electrolytes and antioxidants. Each bottle contains two glasses of water eight skin vitamins (vitamins A C D E B12 B6 B3 and biotin) and seven skin nutrients (selenium green tea extract magnesium manganese calcium potassium and zinc). The product comes in three flavors Cucumber Aloe Pomegranate Rose and Strawberry Acai. They are kosher certified vegan gluten and GMO-free. The company recommends drinking one to two bottles daily. Each 16-oz. bottle has a suggested retail price of 2.99. For more information call (773) 895-3849 or visit Kunachia MIAMI FL--Kunachia LLC has created a super food blend that combines chia with a probiotic. This product supports digestive health promotes bone health and provides organisms with protein omega-3 antioxidants minerals and calcium among other benefits the company stated. It is certified organic vegan-friendly dairy- gluten- and GMO free. The 15-oz. bag of Kunachia Chia Probitotics has a suggested retail price of 15. Kunachia uses a shelf-stable probiotic strain guaranteeing that one billion live microorganisms per serving (one tablespoon) will be alive at the time of consumption according to the company. For more information call (855) 531-0081 or visit Oxylent Energy SANTA CRUZ COUNTY CA--Vitalah released a comprehensive 3-in-1 support product for sustained energy increased stamina and faster recovery for athletes before during and after workouts that contains all-natural ingredients. For energy the amino acid citruline and B vitamins enhance energy and blood flow while creatine MagnaPower boosts adenosine triphosphate in muscles. For stamina electrolytes and minerals promote hydration sustamine combines glutamine and alanine to sustain energy and SOD (superoxide dismutase) inhibits muscle breakdown. For recovery the antioxidant enzyme SOD the super fruit aurorablue blueberry amino acids and vitamins C and D help reduce time and energy needed for recovery. Oxlyent comes in a 15-stick packet box (MSRP 24.95) or in a 30-serving canister (MSRP 39.95). For more information call (877) OXYLENT or visit JANUARY 2016 WWW.VITAMINRETAILER.COM Think Clearly OAKLAND CA--SuperNutrition introduced SimplyOne Think Clearly for the brain and memory category. SimplyOne Think Clearly combines huperzine A vinpocetine theanine DMAE as well as other neuro-amino acids and brain-boosting nutrients in a whole food herbal extract base. The product supports acetylcholine serotonin and dopamine production to support a happier mood better focus and mental acuity and clarity according to the company. For more information call (800) 262-2116 or visit VITAMIN RETAILER 45 NEWPRODUCTS NOW for Pets BLOOMINGDALE IL--NOW Foods added two new products to its pet health line NOW Pets including Pets Weight Management for dogs and L-Lysine for Cats. Pets Weight Management supports a healthy weight and appetite. It contains natural botanicals as well as L-carnitine an amino acid that supports normal weight management as well as chromium to support blood sugar levels already within normal range. Formulated by veterinarian Barbara Royal DVM CVA these 90 chewable tablets have a suggested retail price of 24.99. L-Lysine for Cats helps support a healthy immune system normal respiratory health and helps maintain ocular health. This product is for use in cats only and can be given during or after mealtime. It is also NASC certified. This 8oz. bottle retails for 15.99. For more information call (630) 545-9098 or visit SUPPLEMENTSCIENCE (Continued from page 37) evidence-based dietary supplements. These include Orafti Synergy 1 vitamin K2 (as MK-7) milk basic protein fraction (MBP) Sinetrol and Sensoril. VR 12 Chiriboga DE Ma Y Li W Olendzki BC Pagoto SL Merriam PA Matthews CE Hebert JR Ockene IS. Gender differences in predictors of body weight and body weight change in healthy adults. Obesity (Silver Spring). 2008 Jan 16(1) 137-45. 13 Verhoef SP Meyer D Westerterp KR. Effects of oligofructose on appetite profile glucagon-like peptide 1 and peptide YY3-36 concentrations and energy intake. Br J Nutr. 2011 Dec 106(11) 1757-62. 14 Cani PD Lecourt E Dewulf EM Sohet FM Pachikian BD Naslain D De Backer F Neyrinck AM Delzenne NM. Gut microbiota fermentation of prebiotics increases satietogenic and incretin gut peptide production with consequences for appetite sensation and glucose response after a meal. Am J Clin Nutr. 2009 Nov 90(5) 1236-43. 15 Cani PD Joly E Horsmans Y Delzenne NM. Oligofructose promotes satiety in healthy human a pilot study. Eur J Clin Nutr. 2006 May 60(5) 567-72. 16 Hume M Nicolucci A Reimer R. Prebiotic Fiber Consumption Decreases Energy Intake in Overweight and Obese Children. FASEB J. 2015 29(1) S597.3 17 Parnell JA Reimer RA. Weight loss during oligofructose supplementation is associated with decreased ghrelin and increased peptide YY in overweight and obese adults. Am J Clin Nutr. 2009 Jun 89(6) 1751-9. 18 Tirosh A de Souza RJ Sacks F Bray GA Smith SR LeBoff MS. Sex Differences in the Effects of Weight Loss Diets on Bone Mineral Density and Body Composition POUNDS LOST Trial. J Clin Endocrinol Metab. 2015 Jun 100(6) 2463-71. 19 Knapen MH Drummen NE Smit E Vermeer C Theuwissen E. Three-year low-dose menaquinone-7 supplementation helps decrease bone loss in healthy postmenopausal women. Osteoporos Int. 2013 24(9) 2499507. 20 Aoe S Toba Y Yamamura J Kawakami H Yahiro M Kumegawa M Itabashi A Takada Y. Controlled trial of the effects of milk basic protein (MBP) supplementation on bone metabolism in healthy adult women. Biosci Biotechnol Biochem. 2001 Apr 65(4) 913-8. 21 Yamamura J Aoe S Toba Y Motouri M Kawakami H Kumegawa M Itabashi A Takada Y. Milk basic protein (MBP) increases radial bone mineral density in healthy adult women. Biosci Biotechnol Biochem. 2002 Mar 66(3) 702-4. 22 Aoe S Koyama T Toba Y Itabashi A Takada Y. A controlled trial of the effect of milk basic protein (MBP) supplementation on bone metabolism in healthy menopausal women. Osteoporos Int. 2005 Dec 16(12) 2123-8. 23 Uenishi K Ishida H Toba Y Aoe S Itabashi A Takada Y. Milk basic protein increases bone mineral density and improves bone metabolism in healthy young women. Osteoporos Int. 2007 Mar 18(3) 385-90. 24 Aoyagi Y Park H Park S Yoshiuchi K Kikuchib H Kawakami H Morita Y Ono A Shephard RJ. Interactive effects of milk basic protein supplements and habitual physical activity on bone health in older women A 1-year randomized controlled trial. Int Dairy J. 2010 20(10) 724 730. 25 Wirth A Steinmetz B. Gender differences in changes in subcutaneous and intra-abdominal fat during weight reduction an ultrasound study. Obes Res. 1998 Nov 6(6) 393-9. 26 Doucet E St-Pierre S Alm ras N Imbeault P Mauri ge P Pascot A Despr s JP Tremblay A. Reduction of visceral adipose tissue during weight loss. Eur J Clin Nutr. 2002 Apr 56(4) 297-304. 27 Cases J Romain C Dallas C Gerbi A Rouanet J-M. A 12-week randomized double-blind parallel pilot trial of Sinetrol XPur on body weight abdominal fat waist circumference and muscle metabolism in overweight men. Int J Food Sci Nutr. 2015 Early Online 1-7. 28 Keski-Rahkonen A Neale BM Bulik CM Pietil inen KH Rose RJ Kaprio J Rissanen A. Intentional weight loss in young adults sex-specific genetic and environmental effects. Obes Res. 2005 Apr 13(4) 745-53. 29 Economos CD Hildebrandt ML Hyatt RR. College freshman stress and weight change differences by gender. Am J Health Behav. 2008 Jan-Feb 32(1) 16-25. 30 Auddy B Hazra J Mitra A Abedon B Ghosal S. A Standardized Withania Somnifera Extract Significantly Reduces Stress-Related Parameters in Chronically Stressed Humans A Double-Blind Randomized PlaceboControlled Study. JANA. 2008 11(1) 2008 50-56. References 1 Overweight and Obesity Rates for Adults by Gender. The Henry J. Kaiser Family Foundation. 2013. Retrieved November 27 2015 from http other state-indicator adult-overweightobesity-rate-by-gender . 2 Lovejoy JC Sainsbury A Stock Conference 2008 Working Group. Sex differences in obesity and the regulation of energy homeostasis. Obes Rev. 2009 Mar 10(2) 154-67. 3 Ogden CL Carroll MD Kit BK Flegal KM. Prevalence of obesity among adults United States 2011 2012. NCHS data brief no 131. Hyattsville MD National Center for Health Statistics. 2013. 4 Lovejoy JC Sainsbury A Stock Conference 2008 Working Group. Sex differences in obesity and the regulation of energy homeostasis. Obes Rev. 2009 Mar 10(2) 154-67. 5 Miller GD Jenks MZ Vendela M Norris JL Muday GK. Influence of weight loss body composition and lifestyle behaviors on plasma adipokines a randomized weight loss trial in older men and women with symptomatic knee osteoarthritis. J Obes. 2012 2012 708505. 6 The Facts on Leptin FAQ. WebMD LLC. 2010. Retrieved November 27 2015 from diet obesity the-facts-on-leptinfaq page 2. 7 Heymsfield SB Thomas D Martin CK Redman LM Strauss B Bosy-Westphal A M ller MJ Shen W Martin Nguyen A. Energy content of weight loss kinetic features during voluntary caloric restriction. Metabolism. 2012 Jul 61(7) 937-43. 8 Dole VP Schwartz IL Thorn NA Silver L. The caloric value of labile body tissue in obese subjects. J Clin Invest. 1955 34 590 4. 9 Pietrobelli A Allison DB Heshka S Heo M Wang ZM Bertkau A Laferr re B Rosenbaum M Aloia JF PiSunyer FX Heymsfield SB. Sexual dimorphism in the energy content of weight change. Int J Obes Relat Metab Disord. 2002 26 1339 48. 10 Westerterp-Plantenga MS Lejeune MP Smeets AJ Luscombe-Marsh ND. Sex differences in energy homeostatis following a diet relatively high in protein exchanged with carbohydrate assessed in a respiration chamber in humans. Physiol Behav. 2009 Jun 22 97(3-4) 414-9. 11 Coles LT Fletcher EA Galbraith CE Clifton PM. Patient freedom to choose a weight loss diet in the treatment of overweight and obesity a randomized dietary intervention in type 2 diabetes and pre-diabetes. Int J Behav Nutr Phys Act. 2014 May 16 11 64. 46 VITAMIN RETAILER Gene Bruno MS MHS the dean of academics for Huntington College of Health Sciences is a nutritionist herbalist writer and educator. For more than 30 years he has educated and trained natural product retailers and health care professionals has researched and formulated natural products for dozens of dietary supplement companies and has written articles on nutrition herbal medicine nutraceuticals and integrative health issues for trade consumer magazines and peerreviewed publications. He can be reached at gbruno WWW.VITAMINRETAILER.COM JANUARY 2016 OFFTHEPRESS Book Publishers--Submit new books to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP The Neurogenesis Diet & Lifestyle Upgrade Your Brain Upgrade Your Life Brant Cortright a clinical psychologist and professor of psychology at California Institute of Integral Studies discusses a scientifically validated four-point program of diet and lifestyle that will help to achieve five goals in unleashing the brain s potential. The four-point program aims to improve your memory and brain power inoculate you against stress and depression enrich your relationships and sex life and help connect you with your loving center of peace according to the author. The Neuroenesis Diet and Lifestyle brings together your diet body heart mind and spirit to achieve a neurogenic lifestyle. Author Brant Cortright PhD Pages 291 Price 17.99 Publisher Psyche Media Contact Hazing Aging How Capillary Endothelia Control Inflammation and Aging According to the National Council on Aging about 92 percent of older adults have at lest one chronic disease. Physician Robert Buckingham believes this number can be significantly lowered through the understanding of a group of cells that line the body s blood vessels called the vascular endothelium. Hazing Aging explores how maintaining the health of these cells through basic lifestyle changes can reverse the effects of aging and prolong American lifespans. Topics addressed include identifying essential foods and vitamins mitigating chemical additions and the importance of capillary cells and more. Author Robert Buckingham MD FACP Pages 345 Price 23.95 Publisher iUniverse Contact or (317) 275-2057 ADVERTISERINDEX ADVERTISER Arango Direct LLC Bluebonnet Nutrition Corp. Continental Vitamin Company Country Life Vitamins Essential Formulas Essential Formulas Health Plus Inc. Hyalogic LuxVite Naturals Nature s Plus North American Herb & Spice NOW Foods NOW Foods NOW Foods (Personal Care) Nutrex Hawaii Pharmachem Labs (Phase 2) Pharmachem Labs (Cranmax) Redd Remedies Scandinavian Formulas Inc. Wakunaga of America Co. Ltd. PAGE 30 C4 7 24 5 17 13 21 34 31 C2 3 11 C3 19 25 27 15 9 1 PHONE (800) 221-7184 (281) 240-3332 (800) 421-6175 (800) 645-5768 (972) 255-3918 (972) 255-3918 (800) 822-6225 (866) 318-8484 (915) 249-3418 (800) 645-9500 (800) 243-5242 (888) 669-3663 (888) 669-3663 (888) 669-3663 (800) 453-1187 (800) 635-1233 (800) 635-1233 (888) 453-5058 (800) 688-2276 (949) 855-2776 WEB arangodirect bluebonnet cvc countrylife essentialformulas essentialformulas healthplus hyalogic luxvite naturesplus nahs nowfoods nowfoods nowsolutions nutrex pharmachem pni reddremedies scandinavian wakunaga INDUSTRYEVENTS February 25-27 Integrative Healthcare Symposium (IHS) New York Hilton Midtown New York NY (800) 454-3007 March 10-12 Natural Products Expo West Anaheim Convention Center Anaheim CA (303) 998-9250 April 27-29 Ingredient Marketplace Orlando World Center Marriott Orlando FL (480) 281-6002 JANUARY 2016 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 47 Back Talk Andrew Fleming Vice President Natural Sales East KeHE Distributors Email andrew.fleming THIS MONTH Andrew Fleming is a food industry veteran with more than 20 years of experience. After working retail for eight years he joined KeHE Distributors and has held a variety of positions across all retail formats. In his 15 years with KeHE he s built many relationships with retailers brokers and manufacturers. He currently serves as the company s vice president of natural sales East. cessful. From the moment you walk in their stores you know you want to be there and you don t want to leave. Answer Establish a pricing strategy period. Who owns your SRPs Manufacturers Distributors Your pricing strategy should be just what it is yours. First know your competitive retailers everyday pricing and promotional strategy in your market. Know your competition. o Are they EDLP (everyday low price) or do they play high low o How do they promote Deep discounts Frequent discounts What vehicles do they use Do they merchandise well Represent all your departments in your promotional flyer or tagging program. The goal is to drive traffic into each department. Be mindful of category seasonality and offer solutions to consumers. Leverage seasonality with bountiful displays endcaps etc. Don t forget your digital promotion presence--online coupons flyers deal communications. Execute promotions and pass on promotions from your manufacturers and distributors--they drive lift and more sales There is a lot to be said for the buy side but retailers need to maximize the sell side as well. At the end of the day each retailer knows what margins they need to maintain to run their operation. I d argue that knowing where your competition is priced would help you be where you need to be. Knowing that and understanding your margin needs you can back into where you want your pricing strategy to fall. There should be margin expectations in a number of ways such as by category by brand and sometimes by item. Question How do they do that and what can other retailers learn from their examples Answer Start the minute a consumer walks into the store. There needs to be bright vibrant messaging telling the story of who you are and what you have to offer. Put yourself in a consumer s mindset walking into your store for the first time. You can speak to them in a number of ways. Sign packages on the walls in store telling the story of your history in the community. Speak to them with beautifully curated displays and assortment options at the shelf. Appeal to their sense of taste by sampling. We are all in the food business and we need to pay homage to that. Sampling and demos should always be something that you have going on in the store at all times. You can vary in the degrees of this balancing more when you have high traffic times days but even in the slower times you need to be offering sampling. Finally one main game changer for most retailers is their staff. Remember on the frontline with the consumer is your staff and they need to be fun and engaging. Customer service is the key to winning and retaining customers. A knowledgeable staff can build long-standing customer relationships that will produce loyalty within your customer base. Empower your staff to think outside of the box when it comes to serving your customers. You ll be surprised at the ways they find to serve others. Question At last year s Natural Products Expo East you mentioned that you spend a lot of time visiting retail stores. Which retailers do you think are especially adept at exceeding consumer expectations and making shopping fun Answer There are still a few stores today that don t provide an atmosphere or environment that is inviting and encouraging their customers to spend significant amounts of time in their store. Between dirty shelves bad flooring dim lighting poor signage etc. too many stores miss the mark on creating that celebration of food. In my travels recently I ve seen some of the best retailers in the nation providing that atmosphere of celebration. Those retailers are now and will continue to be the most suc48 VITAMIN RETAILER Question You also spoke about establishing a pricing strategy. Please explain the best ways to do that. Extra Extra To read Andrew Fleming s full interview visit WWW.VITAMINRETAILER.COM JANUARY 2016 Go to nowsolutions for info about this advertiser Go to bluebonnet for info about this advertiser