Survey: Gen Y unaware of the benefits of L-Carnitine

AN ONLINE survey commissioned by Lonza reveals that a number of Millennials are unfamiliar with L-Carnitine, but are open to add it to their diet after learning of the health benefits. The survey suggests an untapped opportunity to position L-Carnitine among sports-oriented Millennials.

The survey of 202 consumers between 18 and 35 years old, and who exercise at least three times a week, were asked about their attitudes and behavior in terms of dietary supplement usage and, in particular, L-Carnitine. It found that 39 percent of the consumers surveyed were current users of supplements containing L-Carnitine, and that these respondents consumed L-Carnitine predominantly for sports nutrition-related benefits such as exercise recovery, weight management, increased energy, muscle building and improved endurance. Meanwhile, 52 percent of respondents stated they never used L-Carnitine with 81 percent of this group saying they had never heard of it. However, once the benefits of L-Carnitine were explained to them, 76 percent of non-users said they were now more likely to introduce it to their dietary supplement regime.

Jeff Della Valle, Marketing Manager Nutrition and a co-author of the report, said: “Our market research highlights a unique new business opportunity among non-users of L-Carnitine. After some aided awareness of the supplement’s benefits, these consumers were asked if they would be more likely to use it in future and, encouragingly, more than three quarters of them said they would. This finding means dietary supplement companies have an opportunity to tap into this goodwill towards L-Carnitine with high-quality products backed by the trusted Carnipure® brand.”

Global Head of Marketing Lonza Nutrition, Ilya Zhivkovich, says, “We view Millennials as a high priority target for sports nutrition supplements. These consumers are committed to optimizing their wellness through regular exercise and healthy eating. They value dietary supplements for the benefits they offer and tend to be discerning shoppers who seek out products that offer them the assurance of quality and efficacy.”

He continued: “In this context, L-Carnitine has a great story to tell. It is effective, safe and – as demonstrated by the results of our consumer survey – offers valuable benefits that resonate with today’s Millennial consumers. Dietary supplement manufacturers and marketers can leverage the strong positive feelings Millennials have about L-Carnitine and the benefits it provides.”

Key findings from the report

Details and analyses of the survey findings are in a new report, Carnipure® L-Carnitine: Sports Nutrition for the Millennial Generation, published by Lonza, a leading supplier to the pharmaceutical, biotech and specialty ingredients markets.

• 39 percent were current users of L-Carnitine supplements
• Current users appreciated the sports nutrition benefits of L-Carnitine
• 52 percent had never used L-Carnitine supplements
• Awareness of L-Carnitine among non-users was very low – only 19 percent
• 76 percent of non-users said they were more likely to use L-Carnitine having learned about the benefits, indicating the existence of a significant market opportunity

Background on L-Carnitine

L-Carnitine is a nutrient required by the body to metabolize fat. Its primary role is to transport long-chain fatty acids to our cells, so they can be broken down to generate energy. The efficacy and high quality of L-Carnitine as a dietary supplement ingredient are well documented, and it is strongly associated with benefits in the area of sports nutrition. It is included in many supplements designed to enhance performance and accelerate recovery following exercise and is popular among athletes looking for an edge in training and in competition.

The Carnipure® ingredient is a special grade of L-Carnitine, backed by decades of investment by Lonza into researching its benefits in the human body. Products displaying the Carnipure® quality seal on the packaging demonstrate to the dietary supplements shopper that they contain high quality and effective L-Carnitine from Lonza.