Dietary Supplement Ingredients – Traditional or Modern?
Dietary Supplement vs. Medicine
Many consumers are unable to distinguish between a dietary supplement and an over-the-counter medicine. Several factors contribute to this confusion. First, the form of tablets and capsules creates associations with medicines. Second, pharmacies, which offer the widest range of products, are the main distribution channel. Third, some manufacturers use ambiguous messaging that suggests therapeutic effects.
It is therefore important to state clearly and unequivocally that a dietary supplement is a food product intended to supplement the diet, not to treat diseases. It is no coincidence that supplement manufacturers are overseen by the State Sanitary Inspection rather than the Pharmaceutical Inspectorate: they are subject to food law, not pharmaceutical law.
Dietary Supplements in Numbers
The dietary supplement industry is developing rapidly. As recently as 2019, annual sales growth was estimated at 5%. Today, it is estimated at 7.7%, with the market valued at PLN 6.4 billion. This comes as no surprise: Poles are among the European leaders in terms of the number of dietary supplements they take.
Growing affluence and awareness of healthy lifestyles, numerous advertisements, and the widespread availability of supplements outside pharmacies mean that as many as one in two Polish citizens now takes these products regularly.
In Poland, more than 1.8 million products classified as dietary supplements were notified for marketing between January and September 2021.¹ In such a broad and rapidly developing market, surprising and engaging customers with something new is a challenging task.
The most important factors influencing supplement choice are, above all: familiarity with the product through the media (after all, advertising is the driving force behind trade); positive personal experiences with the product or a similar one; and curiosity and a desire to discover something new.
As Poles, we focus primarily on supplements that support immunity, improve concentration, promote relaxation, enhance beauty, support normal liver function, as well as vitamins and minerals.²
Key Trends in the Industry
What are manufacturers looking to differentiate themselves with, and what modern raw materials are used in supplement production? Broadly speaking, two directions can be observed in this industry. The first is based on widely known and well-established ingredients, while the second seeks to satisfy consumers’ curiosity with novelties, most often exotic plants or unusual formulations.
Most customers can easily name traditional ingredients familiar to them from advertisements, literature, or their surroundings, such as:
horsetail and nettle for hair and nails
vitamins D3 and K2 for immunity and bone health
lemon balm and valerian for relaxation
magnesium chelates for normal nervous system function
biotin for beautiful hair
lutein for eye health
cod liver oil for immunity
collagen for joint health
horse chestnut for strengthening venous blood vessels
vitamin C for immunity
caffeine for concentration
Modern supplements are based on somewhat different principles: they need to spark curiosity, have an appealing story, or offer additional, unexpected benefits. The following classification can therefore be proposed:
1) Natural ingredients – an indispensable part of our everyday lives. In a world where we are saving endangered species, getting rid of plastic straws, and sewing eco-friendly bags from old curtains, synthetic ingredients can seem somewhat out of place. Consumers who care about a healthy lifestyle increasingly expect their vitamins and minerals to come from plants or mineral sources rather than from a chemical reactor.
2) “Vegan” is a claim increasingly found on supplement packaging and is attracting a growing number of supporters. The move away from animal-derived products means that manufacturers are offering, among other things, hard capsules made from cellulose derivatives.
3) Adaptogens are leading the way in both supplements and cosmetics. By definition, they are plants or microorganisms that have adapted to life in extremely unfavorable environmental conditions and developed various defense mechanisms. They meet the definition of a food product because their beneficial effects manifest themselves as a general improvement in the body’s vitality. Desired effects include reduced fatigue, improved sleep quality, better well-being, and increased resistance to disease. Adaptogens are very fashionable, although many consumers still approach them with skepticism or are unfamiliar with them altogether.
4) Traditional Chinese and Indian medicine are an endless source of inspiration for manufacturers, both in terms of the health benefits they seek to deliver and the opportunities they offer for creative marketing.
5) Exclusion marketing, meaning the use of classic ingredients supported by claims such as: lactose-free, gluten-free, salt-free, gelatin-free, GMO-free, soy-free, sugar-free, preservative-free, etc.
6) Fermented ingredients, meaning the use of a process known since the dawn of civilization to create products that are gentle on the digestive tract and highly bioavailable.
7) Upcycled ingredients – ingredients obtained from waste generated by the food industry. Examples include dietary fiber from fruit pulp left after juicing or hydroxytyrosol obtained from olive pomace.
8) Hemp-derived ingredients have taken pharmacy shelves by storm and gained popularity online. Cannabidiol oils are the most popular, available with varying CBD concentrations and different levels of extract purification.
A consumer tired of being constantly bombarded with the same claims begins to turn towards novelty. However, it is important to remember that, alongside generating excitement and satisfying curiosity, new supplements also have their drawbacks.
The first and most important is that they are less well understood than traditional ingredients. Classic raw materials have been thoroughly studied and tested: extensive literature is readily available, suppliers are numerous, recommended doses have been established, and potential adverse effects have been identified. New supplement ingredients, on the other hand, are still a subject of ongoing research and development.
The greatest challenge with entirely new raw materials is the lack of scientific literature – including established single and/or daily doses, knowledge of contraindications and adverse effects, and a complete understanding of the range of compounds present in a given plant. It is also not easy to find reliable suppliers in Asia offering microbiologically pure raw materials with low levels of heavy metals and other contaminants.
Let us take a closer look at several fashionable ingredients to find out what lies behind their growing popularity:
Ashwagandha, also known as Withania somnifera, is a plant whose powdered roots have traditionally been used in Indian medicine. Manufacturers claim that it has calming and stress-relieving properties, improves sleep quality, enhances concentration and memory, increases endurance, boosts libido, lowers cholesterol, and supports immunity. One might get the impression that this is an ingredient effective for almost every ailment. One study reported results of ashwagandha supplementation in anxiety that were favorable compared with placebo,³ while another study by American researchers provided preliminary evidence that the extract may inhibit the growth of cancer cells.⁴ However, many scientific publications emphasize the need for further research, as the existing evidence is not yet sufficiently conclusive.
This ingredient also has its drawbacks, the main one being concerns about potential interactions with certain medications. Demonstrating its claimed properties, understanding its interactions with other substances, and establishing appropriate dosing require thorough clinical studies, the completion of which may still be several years away.
Rhodiola rosea, or Rhodiola rosea, is another interesting ingredient originating mainly from the cold regions of Russia and China, although it can also be found in Poland. Supplement suppliers describe it as an adaptogen that may reduce the negative effects of stress, while also supporting the cardiovascular system, alleviating fatigue, having antidepressant properties, regulating blood sugar, supporting immunity, and boosting libido.
One clinical study found that long-term supplementation with R. rosea did not affect physical performance, but may have improved the results of certain psychomotor tests, such as reaction time, in young, healthy, physically active men. Improvements in cognitive performance, including memory and learning, were also observed, although these effects did not appear to be related to cortisol release or antioxidant activity. The authors therefore highlighted the need for further research to determine the underlying mechanisms.⁵
Japanese pagoda tree (Sophora japonica) is a tree native to Korea and China that is known for its beneficial effects on the cardiovascular system. The flavonoid content of its fruits can reach as much as 30%, mainly in the form of rutin and quercetin, making pagoda tree extract a richer alternative to traditional horse chestnut.
Vegan vitamin D3 can be obtained from fish oil, produced synthetically, or derived from lanolin, a fatty substance obtained from sheep’s wool. However, as consumers increasingly limit their use of animal-derived food products and become more concerned about animal welfare, demand for alternative, plant-based sources of vitamins is growing. Suppliers offer vitamin D3 derived from lichen, but its price is exceptionally high compared with the standard form.
Vitamins and minerals obtained through fermentation are a particularly interesting solution for consumers looking for highly bioavailable ingredients that are also of natural origin. Since most vitamins found in inexpensive dietary supplements are synthetic, the use of yeast strains and the well-established process of fermentation to obtain ingredients that are gentle on the stomach while remaining highly active represents an attractive alternative.
Maslinic acid is undoubtedly one of the secrets of the health and beauty of people living in the Mediterranean region. It is obtained from olive pomace and used in both dietary supplements and cosmetics. Although there are still relatively few products containing this ingredient on the market, it is highly interesting due to its numerous potential health benefits. These include preventing obesity and type 2 diabetes, anti-inflammatory activity, protection of the cardiovascular system, support for immunity, and potentially delaying degenerative processes, particularly in older people.
CBD oils have been a true hit in recent years. The name refers to cannabidiol obtained from industrial hemp. Suppliers offer it in supplements at various concentrations, such as 1%, 5%, or 30%, and in either dark or light extracts. The purest form is an isolate, consisting of pure CBD in a carrier oil, such as hemp oil or triglycerides. CBD is claimed to have analgesic and anxiolytic effects, alleviate panic attacks, promote relaxation and stress relief, facilitate falling asleep, and improve appetite and mood. It is particularly recommended for people exposed to prolonged stress and for older adults.
The ingredients discussed above represent only a few examples of how rapidly the dietary supplement industry is changing. Classic, well-established ingredients no longer excite consumers, creating space for new ones. The average supplement user is primarily looking for ingredients that can protect against stress, which is often perceived as the culprit behind many health problems.
This does not mean, however, that basic ingredients known and used for hundreds of years are no longer relevant. The extensive scientific literature surrounding them and the experience accumulated through years of use make them reliable and trustworthy choices.
When using modern dietary supplements, it is important to remember that claimed benefits and exciting marketing slogans cannot replace rigorous research and years of experience working with these substances.
Zuzanna Fedyczak for Świat Przemysłu Farmaceutycznego 3/2021 s.22
Bibliography:
1 Główny Inspektorat Sanitarny, Departament Bezpieczeństwa Żywności i Żywienia - Rejestr Produktów Objętych Powiadomieniem O Pierwszym Wprowadzeniu Do Obrotu.
2 Dane z Instytutu Badań Pollster
3 ”An Alternative Treatment for Anxiety: A Systematic Review of Human Trial Results Reported for the Ayurvedic Herb Ashwagandha (Withania somnifera)” M. Pratte; The Journal of Alternative and Complementary Medicine Vol. 20, No. 12.
4 “Antitumor Immunity and Dietary Compounds” A. Smith; Med. Sci. 2014 2(1)
5 “Effects of Rhodiola rosea supplementation on mental performance, physical capacity, and oxidative stress biomarkers in healthy men” E. Jówko; J. of Sport and H.Sci. Vol. 7, Iss. 4, October 2018.
