People who use dietary supplements are significantly more likely to trust Artificial Intelligence (AI) technology than those who don’t, according to consumer research1 commissioned by Ingredient Communications – the global B2B PR agency for ingredient companies.
In the survey, conducted by SurveyGoo, 64 % of supplement users2 agreed that AI was generally positive for humanity, compared with 40 % of non-supplement users. When asked about the use of AI in the food and beverage industry, 55 % of supplement users said they felt positively about it, compared with 30 % of non-supplement users.
Supplement users in the survey were more likely to be willing to allow AI to make decisions on their behalf, with 62 % stating they would be prepared to let the technology analsze their own genetic make-up and dietary needs in order to make personalised nutrition recommendations. By contrast, only 33 % of non-supplement users said they would be willing to do so.
In a similar vein, 59 % of supplement users agreed that AI could be trusted to make decisions about their diet and nutrition that were in their best interests. Only 28 % of non-supplement users felt the same way.
However, by contrast, respondents who were supplement users were slightly more likely to want safeguards around the use of AI in food and beverage products. When asked if products made with the help of AI should declare this fact on the label, 87 % of supplement users said they wanted this, versus 79 % of non-supplement users.
Meanwhile, 68 % of supplement users agreed that a product made with the help of AI should not be described as ‘natural’, with 62 % of non-supplement users taking this position.
Richard Clarke, Managing Director of Ingredient Communications, commented: “Our survey indicates that consumers who take supplements are much more likely to embrace the application of AI in the food and beverage industry than those who do not. More research would be needed to reveal why this is the case. But we can speculate that the profile of a typical supplement user is someone who is more likely to embrace scientific and technological innovation if it enhances their wellbeing or gives them an edge in physical and mental performance.”
He continued: “At the same time, however, it’s important to note that our findings show supplement users still expect transparency around the use of AI in the food and beverage sector. Again, to speculate, this might be because they tend to be an engaged and knowledgeable consumer demographic that accepts no compromises when it comes to safety and regulation. The message from supplement users, therefore, is clear: go ahead and innovate with AI – but be sure to take us on the journey with you.”
1Online survey of 1,040 consumers in UK and USA, conducted October 2024
2Supplement user = a respondent who had used a supplement within the past three months
Ideal for adaptogen supplement solutions and natural preservatives in food and beverages.
Conagen announced the commercialisation of its 99 % high-purity salidroside made by bioconversion technology, an active ingredient from the herbal plant Rhodiola rosea (golden root). Its strong antioxidant properties as an adaptogen are associated with reducing inflammation, protecting against oxidative stress in cells, and providing relief from depression, fatigue, and stress. Salidroside has also been used to alleviate high altitude sickness.
Unlike other salidroside products currently on the market, Conagen’s salidroside is non-GMO. Conagen leveraged its industry-leading bioconversion technology to produce clean, sustainable salidroside, identical to the compound naturally found in the Rhodiola rosea plant – the same technology used to produce non-GMO Rebaudioside M, other steviol glycosides, and bitter blockers for sugar reduction solutions which are available from their pipeline partner, Sweegen.
Conagen’s 99 % high-purity salidroside, made by bioconversion, is ideal for non-GMO supplement solutions to formulate products with a sustainable and natural consumer appeal. It is readily soluble in water and is very formulable in food and beverage applications.
“We’re reimagining the way in which rare ingredients are sourced to make them safer and higher-quality for use in health-promoting products,” said Casey Lippmeier, Ph.D., senior vice president of innovation at Conagen. “Our bioconversion technology enables us to deliver non-GMO products. Through this technology, we’re unlocking salidroside’s great potential as a powerful active health ingredient and as a tool for food and beverage producers to adopt a more natural way to preserve food and beverages.”
Food and beverage producers benefit from Conagen’s salidroside as it also possesses antimicrobial properties, making it useful as a natural preservative solution for brands seeking alternatives to artificial preservatives. Salidroside expands Conagen’s portfolio of natural preservatives, such as Taxifolin BC-DHQ® and Rosavel™ rosmarinic acid, currently available from another pipeline partner, Blue California.
Stress reduction is popular among consumers, typically addressed by exercise or indulgence in food and beverages. More consumers are taking a holistic approach to their health, including their mental well-being and sleep. They are exploring adaptogens as one of the additional positive ways to add an edge to their diets and lifestyles.
“Salidroside is one of the rare, natural molecules with proven adaptogenic activities which correlates to stress reduction,” said Lippmeier. “Initially identified in botanical extracts, adaptogens are promising new options in the quest to relieve the stress of our daily lives. This trend opens new opportunities for supplement brands and food and beverage manufacturers to adopt a health-focused profile for their products.”
Conagen accelerated salidroside production by leveraging one of its proprietary molecular platforms, which have also been used to produce the clean antioxidants hydroxytyrosol and p-coumaric acid. Salidroside is a glucoside of tyrosol. Conagen’s antimicrobial and antioxidant compounds, hydroxytyrosol and p-coumaric acid are also now available through Blue California.
The inputs of fermentation are tightly controlled, dramatically reducing the chance of contamination with heavy metals, fungal toxins, and other unsafe materials that may be found in traditional medicine preparations. Rhodiola rosea extract is most commonly used in Europe and Asia. Its medicinal use for reducing stress and depression can be traced back to the Ming Dynasty in the classic medicinal scripture Compendium of Materia Medica.
Performance Drink Group, Inc, a new force in the manufacturing of unique Sports Nutrition and Energy Drinks, announced that “Pro Boost”, a new 2 FL OZ (60 ml) zero-calorie, zero-sugar energy supplement drink, is now available to order in the US.
Pro Boost is available to order through www.proboostenergy.com and the Company has already begun taking pre-orders direct from retailers who see this as an explosive space to be entering. Consumers are able to place orders now through the website and product will start to be delivered both to retailers and consumers alike from June 1, 2022.
Management is focused on driving sales of Pro Boost by targeting distribution through specialty-supplement retail, as well as the traditional grocery and convenience store space. The direct to consumer model via the Company’s website is said to also be crucial in the success of the product.
James Gracely, Senior Vice President of Performance Drink Group stated that “Pro Boost will mobilize an often undervalued beverage consumer by focusing on the gamer/streamer community. Pro Boost will have a wide appeal in all classes of trade as we seek placement across a broad spectrum of high-impact high-volume retail end-points.”
In addition to energizers like Taurine, Malic Acid, N-Acetyl L-Tyrosine, Glucuronolactone, Caffeine, and L-Phenylalanine, Pro Boost features a robust burst of B Vitamins, including 100 % of the recommended daily value for Niacin, 2,000 % of the recommended daily value for Vitamin B6, 100 % of the recommended daily value for Folic Acid, and 8,333 % of the recommended daily value for Vitamin B12.
Pro Boost contains no calories, no sugar, no GMO, no gluten, no artificial colours, and no preservatives.
As the nation struggles through the dark January days, with vitamin D in short supply, latest research from Mintel reveals some good news for the “sunshine drug”, as it is crowned Britain’s favourite single vitamin supplement.
According to Mintel, usage of Vitamin D has risen a glowing 7 percentage points in the last year and today it is used by 33 % of Vitamins, Minerals and Supplements (VMS) users, up from 26 % in 2017. The rise in Vitamin D usage saw it overtake Vitamin C in 2018, to become Britain’s most popular single vitamin supplement. While usage has ticked upwards for all age groups, it is 35 – 54-year-olds who are the main drivers, with usage rising from 22 % in 2017 to 35 % in 2018 among this group.
Britain’s top five single vitamin supplements are Vitamin D (33 %), Vitamin C (27 %), Vitamin B complex (15 %), Vitamin A (12 %) and Vitamin E (10 %). Meanwhile, well over half (56 %) of VMS users take multivitamins.
Over the past year, six in ten (59 %) Brits have taken VMS. Around one in three (34 %) take VMS daily, with women (38 %) considerably more likely than men (29 %) to do so. Only a quarter (26 %) of all Brits have never taken VMS.
Sales of vitamins and supplements are estimated to reach £442 million in 2018, a rise of 6 % from £417 million in 2013. The sector is predicted to see a steady rise in value sales over the next five years, with the market forecast to grow a healthy 8 % to reach £477 million in 2023.
Anita Winther, Research Analyst at Mintel, said: “The ongoing focus on health, both among consumers and in the public debate, is seeing people take a more proactive approach towards their wellbeing. The interest in health is expected to be a major driver for vitamin, minerals and supplements sales, while the ageing population should continue to drive growth in the over-50s segment. Vitamin D has proved to be a star performer in the sector, with its health benefits during the winter months continuing to be a popular topic. This will have undoubtedly helped boost usage, raising its profile among Brits.”
Rise in veganism offers opportunity for sales of calcium and iron supplements
Not to be outshone, calcium and iron usage among VMS users has shown an impressive rise in the last year; calcium usage increasing 9 percentage points (up from 20 % in 2017 to 29 % in 2018) and iron up 6 percentage points (up from 22 % to 28 %). The biggest increase for calcium was seen among 25-34-year-olds (up from 25 % to 39 %), while for iron, it is 35 – 44 year olds who have upped their intake the most (up from 22 % to 36 %).
Although vegetarianism remains relatively small, Mintel reveals that a flexitarian lifestyle is likely to be affecting what people look for in their vitamins and supplements. Indeed, more than one in ten (11 %) people who use and buy VMS see a vegetarian/vegan claim as an important factor when choosing one vitamin/supplement over another.
A long-term favourite with Brits, cod liver oil/fish oil remains the nation’s number one supplement, taken by 37 % of VMS users in the last year. Britain’s remaining top five supplements include calcium (29 %), iron (28 %), magnesium (16 %) and zinc (16 %).
“The trend towards meat reduction diets – including both strict vegan diets and the more lenient flexitarian approach – is likely boosting usage of iron. With as many as half of meat eaters believing their red meat intake should be limited, it is likely that people are looking to supplements to fill the iron gap left if they are reducing the amount of red meat they eat. The rise in usage of calcium could also be linked to the growing focus on plant-based foods, both in terms of vegan diets and dairy avoidance. With just three in ten adults in agreement that fortified foods and drinks are a better source of vitamins and minerals than taking supplements, consumers may well be feeling the need to complement these foods with a supplement.” concludes Anita.
