Health & nutrition: Love that heart

CONSUMERS are putting more value on prevention during the early stages of their lives. Concern over the growing cases of cardiovascular diseases among others is changing the mindset, and pushing consumers to increase heathy and nutritious products to their diet.

Bilva Trivedi, manager for product technology, Asia Pacific at Glanbia Nutritionals, asserts that these developments directly fuel the demand not only for heart health ingredients but also ingredients for overall health and wellness.

“According to the World Health Organization (WHO), cardiovascular diseases (CVDs) are the number one cause of death globally and more people die annually from CVDs than from any other cause,” Ms Trivedi shares.

She adds that an ageing population, the growing affluence of the middle-class population resulting in quality education, and advanced understanding on the holistic approach towards health and well-being contribute to stimulating demand for heart health ingredients.

“Quality is highly looked upon and consumers are willing to pay a premium price to sustain health,” she says.

Bilva Trivedi, Manager, Product Technology, Asia Pacific, Glanbia Nutritionals

A US$23 billion global market by 2022

Research firm Global Industry Analysts predicts that the worldwide market for heart health ingredients will achieve sales totaling US$23 billion by 2022*.

The United States continues to be the largest global market, with Asia Pacific as the fastest growing market with an 11.3% CAGR. The APAC, moreover, takes 25.4% share of the market for heart health ingredients.

The report also highlights that Omega-3 appears as the most potent class of heart health ingredient with promising sales prospects.

Other noteworthy results coming out of the study include the growing importance of phytosterols-fortified foods in lowering LDL-cholesterol in hypercholesterolemia patients, and the continuing popularity of antioxidants, vitamin E and beta carotene due to their ability to lower the risk of coronary heart diseases.

The increasing importance of nutraceutical products is also expected to boost revenues for heart health ingredients.

Active role in promoting health and wellness

As one of the world’s leading ingredients companies, Glanbia provides nutritional solutions to many famous brands.

“We solve for better performance – nutritional, functional and operational. Inside every food, ingredient and service we offer is a promise to keep people healthy and strong,” says Ms Trivedi. “We keep that promise by finding new ways to make food that performs better. Our scientific expertise, consumer insights and operational know-how help our customers make products that people love and trust. Whatever challenge they have, from making a better formulation, to improving their logistics, to finding new ways to grow, we can help.”

Glanbia also partners with companies to improve the functionality and quality of their customers’ products and innovate along the way.

Glanbia’s customers get access to the most novel and effective ingredients for their consumer base

Key portfolio

“One of the key ingredients Glanbia has in its portfolio for heart health is MenaQ7® - Vitamin K2 as MK7,” says Ms Trivedi. She explains, “Vitamin K2 belongs to the Vitamin K family which comprises of Vitamin K1 (one molecule; phylloquinone) and Vitamin K2 (group of molecules called menaquinones).   Since its discovery in the early 1930s, vitamin K has been recognized as the coagulation vitamin due to its crucial role in the blood-clotting process. However, it is now known that the K vitamin functions, in particular vitamin K2 MK7, are not limited solely to the activation of clotting factors – in fact it is needed for healthy bones and a healthy heart.”

Glanbia works with Nattopharma in developing MenaQ7®.

“What separates MenaQ7® from competition are the clinical studies performed on the actual material and the patented heart health claims. It’s currently the only synthetic vitamin K2 in the market at 99% all-trans form and is excellent for a range of applications,” she says.

Omega-3 is of course a major heart health ingredient.

“Omega-3 fatty acids are essential fatty acids that have been granted a qualified health claim for reduction of coronary heart diseases,” says Ms Trivedi. “OmniMEGA™ offers the first omega-3 oil with the ability to formulate omega-3 into diversified applications including direct compressible tablets, caplets, capsules and ready to mix powders.”

According to her, the technology is patented and offers advantages over standard fish and krill oils with superior shelf-life and oxidative stability.

“Additionally, OmniMEGA™ gives no reflux or “fish burps” and gives omega-3’s a gelatin free delivery,” says Ms. Trivedi.

Registering new ingredients, a challenge

According to Glanbia, since most ingredients they introduce to the market are unique and new, the main challenge they face is in the process of registration.

“Every market in Asia Pacific has a different set of regulations and a different registration board,” explains Ms Trivedi. “Each of these markets have different requirements in terms of documentations, certifications, time frames and specifications. It can be time-consuming to register a new ingredient which can unfortunately delay its launch into the market.”

To help cope with the challenge, Glanbia hires local ground force and consultants.

“Also, we developed strong relationships with local distributors, whom we consider key partners, in successfully launching new, innovative ingredients,” she continues.

Strict manufacturing standards

Glanbia fosters an ethos of innovation and constant growth in its nutritional bioactive product line.

“Before adopting any new ingredient, a full scientific and commercial risk assessment evaluation is conducted to ensure that only the most scientifically sound and viable materials come under the company’s remit,” explains Ms Trivedi.

 “This evaluation phase also includes extensive market research to determine the market demand for the products. Our client’s customers are always to the fore when considering new ingredients.”

 As part of the company’s evaluation process, all potential partners must adhere to a stringent quality and safety parameters in place.

 “Using Nattopharma’s MenaQ7® Vitamin K2-MK7 as an example, it is being produced to meet the highest quality assurance standards, earning the industry’s highest certifications such as cGMP and ISO 22000,” reveals Ms Trivedi.

 “MenaQ7®’s extensive clinical validation meant it passed with flying colors in our scientific evaluation. It is the only clinically supported patented vitamin K2 in the market today, with multiple human studies demonstrating significant benefits in both heart and bone health.”

 MenaQ7® has been awarded the NutrAward for “Best Functional Ingredient” at Natural Products Expo West/Engredea, which is one the largest trade shows for the natural products industry.

 Innovative, specialized bioactive ingredients

With an extensive portfolio in both non-dairy and dairy ingredients, Glanbia caters towards all aspects of specialized health and wellness.

“We are constantly looking to develop, grow and expand this portfolio into new health categories. Cardiovascular health has long been a focus, and market trends show that does not look set to change,” says Ms Trivedi.

 According to her, Glanbia is currently looking at innovative, specialized bioactive ingredients.  “A large amount of scientific research has been conducted on the many benefits of milk-derived peptides. These peptides show efficacy in glucose management, muscle function and heart health, among others.

 Using our expertise in dairy technology, Glanbia has developed CFM Nitro P®. This ingredient consists of selectively enriched, whey-derived peptides and proteins that are isolated and concentrated to increase nitric oxide production in the endothelial cells that line the blood vessels.

Nitric oxide promotes vasodilation, the process whereby the blood vessel walls relax, allowing the vessel to expand in diameter, leading to improved blood flow and reduced blood pressure. Given this effect, CFM Nitro P® can have a positive effect for cardiovascular health as well as enabling better function in sports nutrition by improving oxygen delivery to muscles and increasing rate of waste product removal.” – JONEL GUITTAP 

^*Alarming rise in cardiovascular disease prevalence and the need to improve heart health drive demand for heart healthy ingredients. Last accessed April 2 2017 www.strategyr.com/MarketResearch/ViewInfoGraphNew.asp?code=MCP-6752