Christine Esposito06.01.06
With men joining health clubs and spending more money on everything from skin and hair care products to plastic surgery, it appears that the average Joe is more in tune with his exterior appearance than ever before. But does the same hold true when it comes to inner health?
Fueled by the success of fitness-focused supplements, men are becoming more receptive to dietary supplements geared toward overall health, as well as gender-specific concerns like prostate health and sexual function. While companies in the nutraceuticals market welcome this change, dietary supplement sellers and their suppliers recognize they still have far to go when it comes to tapping the true potential of the men's health sector. After all, males are currently more than one-third less likely than females to take a supplement for a specific health condition, mirroring the overall regular usage of supplements, according to DSM Nutritional Products, Parsippany, NJ.
Even as savvy companies launch more gender-specific products and men gravitate toward them, issues continue to plague the market and the nutraceuticals industry in general. Among them, the recent withdrawal of prostate supplements containing saw palmetto in Denmark and a study recently published in the New England Journal of Medicine that contradicts years of findings about the botanical's benefits in treating a common age-related prostate issue.
With more American males focused on achieving an ideal physique and getting the most out of their bodies, sports nutrition products have experienced a boon in recent years. Some contend there has been a trickle down effect to general supplements.
"Twenty or 30 years ago, the average athlete wasn't taking supplements. Now every guy in the office is talking about his protein drink at lunch and how to get more amino acids in there. It is not just fringe; their acceptance and success has led the way," said Cheryl Myers, director of health sciences with Enzymatic Therapy, Inc., a Green Bay WI-based natural medicines and nutritional supplements manufacturer.
Industry insiders say that the benefits men are seeing with fitness supplements are enticing them to delve deeper into the world of vitamins, minerals and supplements that address other health concerns.
"Men are looking to support specific nutritional needs, such as prostate health and long-term health overall, going beyond the body building/sports nutrition arena, which was traditionally the strongest area of men's products," said Marci Clow, director of education and product information with Santa Cruz, CA-based supplement maker Rainbow Light Nutritional Systems, which sells several male-focused vitamins and products. "As scientific research increasingly reveals the multiple benefits nutritional supplements can provide, men are becoming more interested in multivitamins and condition-specific supplements than ever before."
On the governmental level, there have been positive steps taken in the last few years to advance the importance of men's health. Unfortunately, however, there have been some bumps along the way. A prime example is the Men's Health Act. First introduced in 2003 to amend the Public Health Services Act to establish an Office of Men's Health within the department of Health and Human Services (HHS), it has yet to come fruition. The latest incarnation, the Men's Health Act of 2005, remains at the committee level. But to make matters worse, the leader who introduced the bill in the House of Representatives-Randall "Duke" Cunningham-resigned late last year after pleading guilty to taking more than $2 million in bribes.
Still, Sen. Michael Crapo, who introduced the sister bill in the Senate, continues to lobby support for the Office. "It is something Senator Crapo thinks is important," said Susan Wheeler, communications director for Sen. Crapo's office.
Sen. Crapo's not alone. Healthcare professionals and even average consumers have recognized how important men's health is and how vital it is to address issues sooner rather than later, especially when it comes to prostate cancer, the second leading cause of cancer death among American men.
For years, the nutraceuticals industry has been promoting the maintenance of prostate health through the consumption of key ingredients such as lignans, selenium and lycopene.
According to Robin Ward, vice president of marketing for Linnea, Locarno, Switzerland, many epidemiological studies have established a link between circulating enterolactone-the phytoestrogenic lignan metabolite of the parent lignans from flax, sesame, rye and other plant foods-and risk of prostate cancer. But, the average lignans intake in the U.S. diet (less than 1 mg per day) is well below levels research indicates to achieve health benefits.
In March, a Swedish study evaluated the association between serum enterolactone and risk of prostate cancer. According to Linnea, the conclusion of the study-which involved nearly 1500 prostate cancer cases and more than 1100 controls-supports the hypothesis that high intake of food items rich in phytoestrogens was associated with decreased risk of prostate cancer; but it did not find an association between dietary intake or total of individual lignans or isoflavonoids and risk of prostrate cancer. By contrast, serum levels of enterolactone were correlated with decreased risk of prostate cancer.
Linnea's HMRlignan, which is derived from Norway spruce, is a highly bioavailable and efficient precursor of enterolactone. The daily dosage required to raise enterolactone levels is 10-30 mg daily, but HMRlignan is standardized to contain 80,000 mg of lignans.
Lycopene also continues to gain momentum in the fight against prostate cancer. According to DSM, producer of the Redivivo brand of lycopene, epidemiological studies have shown a highly significant inverse relationship between lycopene intake from tomatoes and the risk of prostate cancer. In addition, short-term intervention studies have shown a significant inverse relationship between plasma levels of lycopene and the spread of prostate cancer.
Lastly, selenium, another prominent prostate health ingredient, is receiving widespread recognition for the role it plays in protecting cells in the body.
"Selenium is an important antioxidant that can protect cells against damage from free radicals," said Paul Faganel, president of Embria Health Sciences, Cedar Rapids, IA, which offers eXselen, an all-natural, organic high selenium yeast ingredient backed by more than 15 years of research.
Selenium is found naturally in soil, but exactly where varies around the world so not all men are getting it in their diets, according to Mr. Faganel. "Selenium supplementation is essential to men's health as the human body is dependent on selenium, especially because it cannot produce this nutrient on its own," he said.
While work continues on the 12-year SELECT trial (Selenium and Vitamin E Cancer Prevention Trial), which involves Sabinsa's SeLECT selenomethionine ingredient, a new test is further bolstering the role of proper selenium levels in reducing cancer risk. A new test available from Bostwick Laboratories-SeleniumHealth-uses toenail clippings to assess selenium levels and predict a man's risk level for prostate cancer. "This new test enables men to take an active role in reducing their personal cancer risk by paying attention to how much selenium they consume," David Bostwick, CEO of Bostwick Laboratories, Glen Allen, VA, said in a statement.
The company sees the test as a means to evaluate if men have too much selenium in their diet, which can also pose a risk. "When we studied the relationship between selenium intake and how much DNA damage accumulated in the prostate, we discovered that the amount of DNA damage was most severe at the lowest and highest selenium intake," said David Water, director of the Gerald P. Murphy Cancer Foundation, which granted the test license to Bostwick. "Clearly, more was not always better."
A related prostate issue-benign prostatic hyperplasia (BPH)-is another situation where more isn't necessarily better. According to the National Institute of Diabetes & Digestive & Kidney Diseases (NIDDK), more than 50% of men in their 60s have symptoms of BPH, including urinary frequency, urgency, slow steam and nighttime voiding.
With the front end of the Baby Boomer generation celebrating its 60th birthday this year, BPH is certainly in the spotlight. According to the Washington, D.C.-based non-profit group Men's Health Network (MHN), most American men age 50 and over do not recognize the symptoms of BPH as a health issue unless it poses a "severe" disruption to their lives. Late last year, MHN launched a campaign to encourage men age 50 and over to see a physician if they urinate every two hours or more and not to accept these types of "interruptions" in their daily lives.
The MHN campaign is being sponsored by drug maker Sanofi-Aventis, and obviously is more focused on so-called conventional medical treatment options, not supplements that can help relieve symptoms or treat the problem. But the use of herbs and botanicals in the battle against BPH is a message the nutraceuticals market has long been touting.
"The majority of adult men will experience prostate issues. This is a health concern where botanicals have proven to be excellent tools," commented Kenn Israel, director of marketing for Soft Gel Technologies, a supplier of saw palmetto berry, which is based in Los Angeles, CA.
Earlier this year, saw palmetto-one of the top 10 herbal supplements sold in the U.S.-came under scrutiny due to a study published in the February 9th issue of the New England Journal of Medicine, which showed that its role in relieving symptoms of BPH were inconsistent to those found in the existing body of scientific literature. The study was funded by the NIDDK, along with the National Center for Complementary and Alternative Medicine (NCCAM).
Andrew Shao, vice president of scientific and regulatory affairs for the Council for Responsible Nutrition (CRN), Washington, D.C., called the trial "well-designed and well implemented," but he and other industry executives have labeled the results "puzzling" in light of the fact that to date more than 20 studies have shown saw palmetto's benefits in alleviating symptoms of BPH.
What differed with this specific study was the trial's focus. It examined 225 men older than 49 years of age with moderate-to-severe symptoms of BPH. But most of the previous literature shows positive benefits in men with mild-to-moderate symptoms.
Even though the negative results produced equally negative headlines, suppliers of saw palmetto and supplement makers continue to back the botanical.
"Despite the results of the most recent clinical study, the majority of research on this topic has demonstrated that saw palmetto is an effective remedy," said Mr. Israel.
Sid Hulse, vice president, sales and marketing, Valensa, Eustis, FL, agreed. "There have been numerous clinical trials conducted that show the safety and effectiveness of saw palmetto in reducing the symptoms of mild-to-moderate BPH," said he said, noting that the extract is not intended for treating severe BPH.
For supplement sellers and suppliers, studies that contradict years of proven research are always an issue.
"We are always struggling with the one study that comes up and flies in the face of the other studies," said Ms. Myers of Enzymatic Therapy."Saw palmetto's ability with BPH is proven. We need to keep in mind that not all products are created equal."
In the same vein, industry watchdog ConsumerLab.com's review of prostate supplements in February found that 19 provided the proper amount and quality of saw palmetto or beta-sitosterol to improve symptoms, but some leading brands did not. Of the three that failed to pass the review, one claimed significantly more saw palmetto than it actually contained while another suggested a dose known to be effective for extracts standardized to contain 85% fatty acids, but it was standardized to contain only 45% fatty acids. The third had issues with its total fatty acid claim.
Unfortunately, issues surrounding saw palmetto aren't restricted to the U.S. Supplements containing saw palmetto were recently pulled off the shelves in Denmark due to safety concerns stemming from information in a 2002 study specifically related to the effects of saw palmetto on the hormone system when used over a long period of time.
While only Danish health officials have pulled the products, there is always the issue of spillover throughout the European Union, which could put a crimp in saw palmetto's reputation among consumers, not to mention sales.
Not only has it become socially acceptable for men to show they care about their appearance, issues once considered taboo, such as erectile dysfunction (ED), are now part of the everyday lexicon ever since "big pharma" decided to tackle the issue. According to industry estimates, drug makers spent approximately $240 million on ED advertising in 2005. Although drug makers are pitching their own products, some contend their deep coffers are helping the nutraceuticals market too.
"Products aimed at preventing aging will continue to do well, especially with men's sexual health continuing to be the biggest category in the men's health marketplace. Thanks to Viagra, the men's health market continues to grow worldwide," said Annie Eng, president of HP Ingredients, Bradenton, FL, which offers LJ100, a freeze dried Eurycoma longifolia extract, standardized to contain patented, bioactive EuryPeptides to boost sexual function and increase sexual desire and fertility. In human clinical trails, LJ100 has been shown to increase DHEA and free testosterone while decreasing Sex Hormone Binding Globulin (SHBG).
"It has become quite acceptable to address sexual function, particularly as men of all ages become more willing to discuss the issue and seek help," said Ms. Clow of Rainbow Light. "As men age they want to remain healthy and they expect to continue with a healthy sex life. And as with any supplement category, there are a substantial and growing number of men who are interested in adopting a natural approach rather than turning to pharmaceuticals."
Maca has a long history of benefits when it comes enhancing libido and fertility, and Naturex's MacaPure and MacaTonic deliver the vitality enhancing benefits of maca in a highly concentrated form, according to Antoine Dauby, marketing manager. "American men are more concerned about their well-being today than ever before and thereby becoming increasingly receptive to the use of supplements. Moreover, the lack of libido and sexual performance, which increases naturally with age, is also a contributing factor. Taking these issues into consideration, it is no surprise that supplements for sexual dysfunction are more in demand these days," he said.
As one of the more controversial topics in the market, sexual function often draws negative attention when certain companies go too far with claims. While not abandoning this category entirely, some suggest the nutraceuticals industry as a whole would be better served if it focused its attention on other issues in men's health.
"While the herbs and botanicals market has a long history of good results in other therapeutic areas, [the industry] has eroded its credibility by pursuing the sexual function topic as aggressively as it has," said Mr. Israel of Soft Gel. "Clearly there is a need for sexual health products, however, as it is true for all products that our industry offers, we need to only sell products that are safe and have some evidence of efficacy. The sexual health and erectile dysfunction market are filled with an abundance of products that make inflated and unsubstantiated claims. Even more troubling are the products that promise to increase penis size."
Some suggest the industry cast a wider net related to men's health concerns, zeroing in on issues such as metabolic syndrome and cardiovascular wellness, which are often at the root of many other health issues. They are issues men appear to be more concerned with too. According to the Natural Marketing Institute (NMI), Harleysville, PA, when asked about their key health issues, acid reflux, cholesterol, hypertension, joint pain/stiffness and weight loss were more prominent responses for men than prostate health and sex drive.
One issue is metabolic syndrome-usually signified by an accumulation of fat around the waist hallmarked by problematic cholesterol, high blood pressure and high blood sugar.
"For men, (metabolic) syndrome is shaving 10 or more years off their life," said Enzymatic Therapy's Ms. Myers adding that the company has seen a marked increase in products that address this condition.
"The apple shape body is deadly for men," agreed Mr. Israel, who said that metabolic syndrome, as well as cardiovascular wellness, are key focuses for Soft Gel and its sister company OptiPure. "This is a cluster of health concerns that our industry can really grow into. It is also an area of growth that we, as an industry, can be proud of," he said.
Finding areas of growth in the men's market and executing savvy strategies to capitalize on those opportunities remain critical issues for all stakeholders. Industry experts have several ideas on how to capitalize on the rising interest in men's health.
Rainbow Light's Ms. Clow suggested making the retail environment easier to navigate and understand.
"Men, who traditionally avoid asking for direction(s), respond positively to the chance to educate themselves and take control of their own health," Ms. Clow said, suggesting placing men's health supplements in areas where men traditionally shop, such as near the fitness supplements. "This way you increase the opportunity for cross-promotion. A man who comes in looking for amino acids may leave with a multivitamin or prostate supplement."
Is there a chance the nutraceuticals industry can channel the success it has experienced with gender-specific products for women-such as the Luna Bar, Harmony cereal by General Mills or Quaker Oats Nutrition for Women oatmeal-with products just for men?
"You are what you eat. Guys understand this simple concept, but it is hard to eat the right foods, so functional foods are a natural fit," said Chuck Wanzer of Botanics Trading, Blowing Rock, NC.
But two areas remain critical to long-term success for any functional food-efficacy and taste.
"Merely saying that a functional food contains ingredient X or Y may develop short-term sales for a product. But as we have seen in a number of food fads that have occurred over the last two decades, a short-term spike in sales can disappear. While the overall trend toward functional foods as a part of the mainstream diet is very positive, as an industry, if we cannot deliver products that do what we say they will, consumers will return to the age old factors of taste and convenience as the main determinants of choice," said Mr. Hulse of Valensa.
Food-Nutrition, Inc. has taken the issue of taste head on with one of the market's only gender-focused bars to address a specific health concern. The Toronto, Canada-based firm recently modified its Pros-Tect men's health bar, which was first launched in 2002.
"We have made it decadent, put five grams yogurt on the bar and added different flavor profiles," said Marcel Pinto, president. In addition, the company has upped the level of selenium from 100 micrograms to 200 micrograms.
Above all, industry needs to push the men's health message and offer products that fit into a man's lifestyle.
"Increased public awareness surrounding the risk factors of health conditions that are specific to men, such as prostate cancer, will help them seek out ways address such conditions," said Embria's Mr. Faganel. "With this awareness, the appeal of supplements that deal with those issues will be enhanced."
"In choosing a natural supplement, men want a clear, specific benefit with no significant lifestyle change required," added Ms. Clow. "They want to take one product and know that it will be effective. Providing scientific and historic nutritional information to this customer is important, particularly for those who are new to supplements or skeptical of natural products."
Fueled by the success of fitness-focused supplements, men are becoming more receptive to dietary supplements geared toward overall health, as well as gender-specific concerns like prostate health and sexual function. While companies in the nutraceuticals market welcome this change, dietary supplement sellers and their suppliers recognize they still have far to go when it comes to tapping the true potential of the men's health sector. After all, males are currently more than one-third less likely than females to take a supplement for a specific health condition, mirroring the overall regular usage of supplements, according to DSM Nutritional Products, Parsippany, NJ.
Even as savvy companies launch more gender-specific products and men gravitate toward them, issues continue to plague the market and the nutraceuticals industry in general. Among them, the recent withdrawal of prostate supplements containing saw palmetto in Denmark and a study recently published in the New England Journal of Medicine that contradicts years of findings about the botanical's benefits in treating a common age-related prostate issue.
Beyond of the Gym
With more American males focused on achieving an ideal physique and getting the most out of their bodies, sports nutrition products have experienced a boon in recent years. Some contend there has been a trickle down effect to general supplements.
"Twenty or 30 years ago, the average athlete wasn't taking supplements. Now every guy in the office is talking about his protein drink at lunch and how to get more amino acids in there. It is not just fringe; their acceptance and success has led the way," said Cheryl Myers, director of health sciences with Enzymatic Therapy, Inc., a Green Bay WI-based natural medicines and nutritional supplements manufacturer.
Industry insiders say that the benefits men are seeing with fitness supplements are enticing them to delve deeper into the world of vitamins, minerals and supplements that address other health concerns.
"Men are looking to support specific nutritional needs, such as prostate health and long-term health overall, going beyond the body building/sports nutrition arena, which was traditionally the strongest area of men's products," said Marci Clow, director of education and product information with Santa Cruz, CA-based supplement maker Rainbow Light Nutritional Systems, which sells several male-focused vitamins and products. "As scientific research increasingly reveals the multiple benefits nutritional supplements can provide, men are becoming more interested in multivitamins and condition-specific supplements than ever before."
On the governmental level, there have been positive steps taken in the last few years to advance the importance of men's health. Unfortunately, however, there have been some bumps along the way. A prime example is the Men's Health Act. First introduced in 2003 to amend the Public Health Services Act to establish an Office of Men's Health within the department of Health and Human Services (HHS), it has yet to come fruition. The latest incarnation, the Men's Health Act of 2005, remains at the committee level. But to make matters worse, the leader who introduced the bill in the House of Representatives-Randall "Duke" Cunningham-resigned late last year after pleading guilty to taking more than $2 million in bribes.
Still, Sen. Michael Crapo, who introduced the sister bill in the Senate, continues to lobby support for the Office. "It is something Senator Crapo thinks is important," said Susan Wheeler, communications director for Sen. Crapo's office.
Prostate Health
Sen. Crapo's not alone. Healthcare professionals and even average consumers have recognized how important men's health is and how vital it is to address issues sooner rather than later, especially when it comes to prostate cancer, the second leading cause of cancer death among American men.
For years, the nutraceuticals industry has been promoting the maintenance of prostate health through the consumption of key ingredients such as lignans, selenium and lycopene.
According to Robin Ward, vice president of marketing for Linnea, Locarno, Switzerland, many epidemiological studies have established a link between circulating enterolactone-the phytoestrogenic lignan metabolite of the parent lignans from flax, sesame, rye and other plant foods-and risk of prostate cancer. But, the average lignans intake in the U.S. diet (less than 1 mg per day) is well below levels research indicates to achieve health benefits.
In March, a Swedish study evaluated the association between serum enterolactone and risk of prostate cancer. According to Linnea, the conclusion of the study-which involved nearly 1500 prostate cancer cases and more than 1100 controls-supports the hypothesis that high intake of food items rich in phytoestrogens was associated with decreased risk of prostate cancer; but it did not find an association between dietary intake or total of individual lignans or isoflavonoids and risk of prostrate cancer. By contrast, serum levels of enterolactone were correlated with decreased risk of prostate cancer.
Linnea's HMRlignan, which is derived from Norway spruce, is a highly bioavailable and efficient precursor of enterolactone. The daily dosage required to raise enterolactone levels is 10-30 mg daily, but HMRlignan is standardized to contain 80,000 mg of lignans.
Lycopene also continues to gain momentum in the fight against prostate cancer. According to DSM, producer of the Redivivo brand of lycopene, epidemiological studies have shown a highly significant inverse relationship between lycopene intake from tomatoes and the risk of prostate cancer. In addition, short-term intervention studies have shown a significant inverse relationship between plasma levels of lycopene and the spread of prostate cancer.
Lastly, selenium, another prominent prostate health ingredient, is receiving widespread recognition for the role it plays in protecting cells in the body.
"Selenium is an important antioxidant that can protect cells against damage from free radicals," said Paul Faganel, president of Embria Health Sciences, Cedar Rapids, IA, which offers eXselen, an all-natural, organic high selenium yeast ingredient backed by more than 15 years of research.
Selenium is found naturally in soil, but exactly where varies around the world so not all men are getting it in their diets, according to Mr. Faganel. "Selenium supplementation is essential to men's health as the human body is dependent on selenium, especially because it cannot produce this nutrient on its own," he said.
While work continues on the 12-year SELECT trial (Selenium and Vitamin E Cancer Prevention Trial), which involves Sabinsa's SeLECT selenomethionine ingredient, a new test is further bolstering the role of proper selenium levels in reducing cancer risk. A new test available from Bostwick Laboratories-SeleniumHealth-uses toenail clippings to assess selenium levels and predict a man's risk level for prostate cancer. "This new test enables men to take an active role in reducing their personal cancer risk by paying attention to how much selenium they consume," David Bostwick, CEO of Bostwick Laboratories, Glen Allen, VA, said in a statement.
The company sees the test as a means to evaluate if men have too much selenium in their diet, which can also pose a risk. "When we studied the relationship between selenium intake and how much DNA damage accumulated in the prostate, we discovered that the amount of DNA damage was most severe at the lowest and highest selenium intake," said David Water, director of the Gerald P. Murphy Cancer Foundation, which granted the test license to Bostwick. "Clearly, more was not always better."
Going…Again?
A related prostate issue-benign prostatic hyperplasia (BPH)-is another situation where more isn't necessarily better. According to the National Institute of Diabetes & Digestive & Kidney Diseases (NIDDK), more than 50% of men in their 60s have symptoms of BPH, including urinary frequency, urgency, slow steam and nighttime voiding.
With the front end of the Baby Boomer generation celebrating its 60th birthday this year, BPH is certainly in the spotlight. According to the Washington, D.C.-based non-profit group Men's Health Network (MHN), most American men age 50 and over do not recognize the symptoms of BPH as a health issue unless it poses a "severe" disruption to their lives. Late last year, MHN launched a campaign to encourage men age 50 and over to see a physician if they urinate every two hours or more and not to accept these types of "interruptions" in their daily lives.
The MHN campaign is being sponsored by drug maker Sanofi-Aventis, and obviously is more focused on so-called conventional medical treatment options, not supplements that can help relieve symptoms or treat the problem. But the use of herbs and botanicals in the battle against BPH is a message the nutraceuticals market has long been touting.
"The majority of adult men will experience prostate issues. This is a health concern where botanicals have proven to be excellent tools," commented Kenn Israel, director of marketing for Soft Gel Technologies, a supplier of saw palmetto berry, which is based in Los Angeles, CA.
Earlier this year, saw palmetto-one of the top 10 herbal supplements sold in the U.S.-came under scrutiny due to a study published in the February 9th issue of the New England Journal of Medicine, which showed that its role in relieving symptoms of BPH were inconsistent to those found in the existing body of scientific literature. The study was funded by the NIDDK, along with the National Center for Complementary and Alternative Medicine (NCCAM).
Andrew Shao, vice president of scientific and regulatory affairs for the Council for Responsible Nutrition (CRN), Washington, D.C., called the trial "well-designed and well implemented," but he and other industry executives have labeled the results "puzzling" in light of the fact that to date more than 20 studies have shown saw palmetto's benefits in alleviating symptoms of BPH.
What differed with this specific study was the trial's focus. It examined 225 men older than 49 years of age with moderate-to-severe symptoms of BPH. But most of the previous literature shows positive benefits in men with mild-to-moderate symptoms.
Even though the negative results produced equally negative headlines, suppliers of saw palmetto and supplement makers continue to back the botanical.
"Despite the results of the most recent clinical study, the majority of research on this topic has demonstrated that saw palmetto is an effective remedy," said Mr. Israel.
Sid Hulse, vice president, sales and marketing, Valensa, Eustis, FL, agreed. "There have been numerous clinical trials conducted that show the safety and effectiveness of saw palmetto in reducing the symptoms of mild-to-moderate BPH," said he said, noting that the extract is not intended for treating severe BPH.
For supplement sellers and suppliers, studies that contradict years of proven research are always an issue.
"We are always struggling with the one study that comes up and flies in the face of the other studies," said Ms. Myers of Enzymatic Therapy."Saw palmetto's ability with BPH is proven. We need to keep in mind that not all products are created equal."
In the same vein, industry watchdog ConsumerLab.com's review of prostate supplements in February found that 19 provided the proper amount and quality of saw palmetto or beta-sitosterol to improve symptoms, but some leading brands did not. Of the three that failed to pass the review, one claimed significantly more saw palmetto than it actually contained while another suggested a dose known to be effective for extracts standardized to contain 85% fatty acids, but it was standardized to contain only 45% fatty acids. The third had issues with its total fatty acid claim.
Unfortunately, issues surrounding saw palmetto aren't restricted to the U.S. Supplements containing saw palmetto were recently pulled off the shelves in Denmark due to safety concerns stemming from information in a 2002 study specifically related to the effects of saw palmetto on the hormone system when used over a long period of time.
While only Danish health officials have pulled the products, there is always the issue of spillover throughout the European Union, which could put a crimp in saw palmetto's reputation among consumers, not to mention sales.
In the Bedroom
Not only has it become socially acceptable for men to show they care about their appearance, issues once considered taboo, such as erectile dysfunction (ED), are now part of the everyday lexicon ever since "big pharma" decided to tackle the issue. According to industry estimates, drug makers spent approximately $240 million on ED advertising in 2005. Although drug makers are pitching their own products, some contend their deep coffers are helping the nutraceuticals market too.
"Products aimed at preventing aging will continue to do well, especially with men's sexual health continuing to be the biggest category in the men's health marketplace. Thanks to Viagra, the men's health market continues to grow worldwide," said Annie Eng, president of HP Ingredients, Bradenton, FL, which offers LJ100, a freeze dried Eurycoma longifolia extract, standardized to contain patented, bioactive EuryPeptides to boost sexual function and increase sexual desire and fertility. In human clinical trails, LJ100 has been shown to increase DHEA and free testosterone while decreasing Sex Hormone Binding Globulin (SHBG).
"It has become quite acceptable to address sexual function, particularly as men of all ages become more willing to discuss the issue and seek help," said Ms. Clow of Rainbow Light. "As men age they want to remain healthy and they expect to continue with a healthy sex life. And as with any supplement category, there are a substantial and growing number of men who are interested in adopting a natural approach rather than turning to pharmaceuticals."
Maca has a long history of benefits when it comes enhancing libido and fertility, and Naturex's MacaPure and MacaTonic deliver the vitality enhancing benefits of maca in a highly concentrated form, according to Antoine Dauby, marketing manager. "American men are more concerned about their well-being today than ever before and thereby becoming increasingly receptive to the use of supplements. Moreover, the lack of libido and sexual performance, which increases naturally with age, is also a contributing factor. Taking these issues into consideration, it is no surprise that supplements for sexual dysfunction are more in demand these days," he said.
Casting a Wider Net
As one of the more controversial topics in the market, sexual function often draws negative attention when certain companies go too far with claims. While not abandoning this category entirely, some suggest the nutraceuticals industry as a whole would be better served if it focused its attention on other issues in men's health.
"While the herbs and botanicals market has a long history of good results in other therapeutic areas, [the industry] has eroded its credibility by pursuing the sexual function topic as aggressively as it has," said Mr. Israel of Soft Gel. "Clearly there is a need for sexual health products, however, as it is true for all products that our industry offers, we need to only sell products that are safe and have some evidence of efficacy. The sexual health and erectile dysfunction market are filled with an abundance of products that make inflated and unsubstantiated claims. Even more troubling are the products that promise to increase penis size."
Some suggest the industry cast a wider net related to men's health concerns, zeroing in on issues such as metabolic syndrome and cardiovascular wellness, which are often at the root of many other health issues. They are issues men appear to be more concerned with too. According to the Natural Marketing Institute (NMI), Harleysville, PA, when asked about their key health issues, acid reflux, cholesterol, hypertension, joint pain/stiffness and weight loss were more prominent responses for men than prostate health and sex drive.
One issue is metabolic syndrome-usually signified by an accumulation of fat around the waist hallmarked by problematic cholesterol, high blood pressure and high blood sugar.
"For men, (metabolic) syndrome is shaving 10 or more years off their life," said Enzymatic Therapy's Ms. Myers adding that the company has seen a marked increase in products that address this condition.
"The apple shape body is deadly for men," agreed Mr. Israel, who said that metabolic syndrome, as well as cardiovascular wellness, are key focuses for Soft Gel and its sister company OptiPure. "This is a cluster of health concerns that our industry can really grow into. It is also an area of growth that we, as an industry, can be proud of," he said.
Tapping the True Potential
Finding areas of growth in the men's market and executing savvy strategies to capitalize on those opportunities remain critical issues for all stakeholders. Industry experts have several ideas on how to capitalize on the rising interest in men's health.
Rainbow Light's Ms. Clow suggested making the retail environment easier to navigate and understand.
"Men, who traditionally avoid asking for direction(s), respond positively to the chance to educate themselves and take control of their own health," Ms. Clow said, suggesting placing men's health supplements in areas where men traditionally shop, such as near the fitness supplements. "This way you increase the opportunity for cross-promotion. A man who comes in looking for amino acids may leave with a multivitamin or prostate supplement."
Is there a chance the nutraceuticals industry can channel the success it has experienced with gender-specific products for women-such as the Luna Bar, Harmony cereal by General Mills or Quaker Oats Nutrition for Women oatmeal-with products just for men?
"You are what you eat. Guys understand this simple concept, but it is hard to eat the right foods, so functional foods are a natural fit," said Chuck Wanzer of Botanics Trading, Blowing Rock, NC.
But two areas remain critical to long-term success for any functional food-efficacy and taste.
"Merely saying that a functional food contains ingredient X or Y may develop short-term sales for a product. But as we have seen in a number of food fads that have occurred over the last two decades, a short-term spike in sales can disappear. While the overall trend toward functional foods as a part of the mainstream diet is very positive, as an industry, if we cannot deliver products that do what we say they will, consumers will return to the age old factors of taste and convenience as the main determinants of choice," said Mr. Hulse of Valensa.
Food-Nutrition, Inc. has taken the issue of taste head on with one of the market's only gender-focused bars to address a specific health concern. The Toronto, Canada-based firm recently modified its Pros-Tect men's health bar, which was first launched in 2002.
"We have made it decadent, put five grams yogurt on the bar and added different flavor profiles," said Marcel Pinto, president. In addition, the company has upped the level of selenium from 100 micrograms to 200 micrograms.
Above all, industry needs to push the men's health message and offer products that fit into a man's lifestyle.
"Increased public awareness surrounding the risk factors of health conditions that are specific to men, such as prostate cancer, will help them seek out ways address such conditions," said Embria's Mr. Faganel. "With this awareness, the appeal of supplements that deal with those issues will be enhanced."
"In choosing a natural supplement, men want a clear, specific benefit with no significant lifestyle change required," added Ms. Clow. "They want to take one product and know that it will be effective. Providing scientific and historic nutritional information to this customer is important, particularly for those who are new to supplements or skeptical of natural products."
