Elements for Good Health

These essential nutrients still offer a wealth of opportunities.

By Lisa Olivo

Associate Editor

ainstays in the nutraceuticals

market, minerals deliver clinically backed solutions for consumers looking to safeguard their health.
Gameil Fouad, PhD, president of Biotron Laboratories, Inc., Centerville, UT,
referred to minerals as the bedrock of the
supplement industry, and predicted the
category will remain robust in the future.
Minerals are nutritionally essential
and must come from the diet as they cannot be produced by the body from other
basic building blocks, he explained.Similarly, for some mineralslike calcium
and magnesiumachieving the recommended intakes from diet alone is difficult
for many individuals.
The Council for Responsible Nutritions
2014 Consumer Survey on Dietary Supplements found the vitamins and minerals
segment was the highest performing supplement category, compared to specialty
supplements, herbs/botanicals and sports
nutrition/weight management. According
to the survey, 98% of Baby Boomers who
use supplements reported taking vitamins
and minerals; 95% of Generation Y, 95%
of Generation X and 97% of Elder users
also reported vitamin and mineral usage.
Overall, 24% of users reported taking
calcium in the last 12 months, with 10%
taking magnesium and 8% taking iron.
Euromonitor International reported the
global mineral supplements market has
remained steady in recent years, hovering
around $3.6 billion. The U.S. saw modest
growth, with $1.09 billion in 2011 climbing to $1.15 billion in 2013. Data included
sales of iron, zinc, phosphorous, potassium,
chromium, cobalt, copper, iodine, fluoride,
manganese, selenium, sulfur, sodium and
magnesium, but excluded certain calcium
supplements and electrolyte formulations.

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Paul Dijkstra, CEO, InterHealth Nutraceuticals, Benicia, CA, suggested that

mineral growth will remain virtually on
par with the dietary supplement market atlarge. However, shifts in calcium pricing,
raw material supply and negative research
findings could impact growth projections.
Still, he believes minerals bring value
to any finished product. Even in todays
economy, it is important to remember that
price is not the only factor that is driving
consumer purchases right now. Focus on
health, quality ingredients and unique delivery formats offer promise for the minerals market moving forward.

Challenges for Calcium

Negative headlines surrounding supplementation with calcium have impacted
sales of whats still considered the most
popular and recognizable mineral supplement among consumers today.
There certainly has been controversy
surrounding calcium in the past year or
two, noted Biotrons Dr. Fouad. Referenc-

ing a study published in the British Medical

Journal in 2013, he pointed to results that
linked calcium to increased risk of mortality from heart disease in women. Additionally, the research showed that women who
took dietary supplements with calcium had
higher death rates overall.
Adding to this bad press, a 2013 study in
JAMA Internal Medicine suggested a high
intake of supplemental calcium was associated with an increased risk of cardiovascular
disease deaths among men, but not women.
Countering these reports, Dr. Fouad referenced a double-blind, placebo-controlled
trial from the Womens Health Initiative
(2012), which examined 36,282 post-

This article in a nutshell:

Challenges for Calcium

Magnesium Goes Mainstream
Zinc: Beyond Immune Health
Iron, Potassium, Chromium & More
Delivery Trends & Challenges
Future Mineral Fortication

January/February 2015

12/18/14 3:40 PM

Minerals: Elements for Good Health

menopausal women and found no increased risk of coronary heart disease, heart
attack, stroke, overall CHD, colorectal cancer or total mortality, and hints at evidence
of a slight protective effect against breast
cancer and a reduction in hip fracture.
Moreover, Dr. Fouad said the Institute
of Medicine acknowledges a clear need
for calcium with vitamin D to protect bone
health.Our position,Dr. Fouad said,is to
recommend calcium in products designed
specifically for pre-menopausal women,
particularly those adolescents and young
adults in peak bone building years. It is this
group who is most likely to benefit from a
highly bioavailable form of calcium and this
population tends to have less calcium intake generally than recommended.
Despite calciums nutritional importance, headlines have impacted consumer
confidence. According to Nutrition Business Journal (NBJ), between 2012 and
2013, sales of calcium supplements fell
2.2% to about $1.17 billion.
A survey from Consumerlab.com, White
Plains, NY, in February 2014 found that
42.1% of supplement users reported taking calciumdown 6.3 percentage points
from the previous year, fueled by slumping sales among women (57.8% female
calcium users dropped to 45.6%).
Product marketers are responding by
focusing on consumer education about
proper supplementation from high quality, bioavailable sources.
Nena Dockery, technical manager for
Stratum Nutrition/ESM Technologies, St.
Charles, MO, said consumer preferences
for safe and effective ingredients are driving new sources of calcium. Taking into
account a variety of factors including
naturalness, heavy metal content, absorbability and efficacy, eggshell calcium (ESC)
and calcium citrate continue to provide
examples of effective and safe sources for
calcium. ESC brand eggshell calcium is
ultra-pure and has extremely low heavy
metals, far surpassing Prop 65 standards
for heavy metal content.
In addition, she said ESC contains
transport proteins as well as trace minerals, making it an advanced ingredient for
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30-37Minerals.indd 32

use in bone health supplements and multivitamins, as well as other functional food
delivery formats where calcium is needed.
Sue Finderup, product manager for Waitaki Biosciences, Christchurch, New Zealand,
said the negative calcium studies indicate a
problem with some supplements providing
more nutrients than the body can handle.
We think there is a clear need to rethink
the meaning and importance of bioavailability as it relates to mineralsand in fact
all supplements. It is industry nonsense that
the faster you can find something in your
blood after ingestion the more effective it
is. What ultimately matters is the biological
effectsomething which needs to be supported by robust clinical work.
Waitaki has developed StimuCal, a patent-pending, concentrated source of natural calcium with bone-stimulating protein.
Tested in an independently designed, randomized, placebo-controlled trial of 100
post-menopausal women conducted by
the Department of Medicine at the University of Auckland, StimuCal was found
to produce lower peak blood calcium levels than either calcium carbonate or calcium citrate, while maintaining an identical
effect on markers of bone turnover.
Max Motyka, MS, RPh, director of sales
and marketing, Albion Human Nutrition,
St. Clair Shores, MI, discussed research
that indicated calciums importance for
bone mineral density (BMD) in young
children [Bone Mineral Density in Nigerian
Children after Discontinuation of Calcium
Supplementation Bone; 2013 Jul; 55(1):648. Umaretiya PJ, et al.].
In the study, Nigerian toddlers aged 1218 months from three communities were
enrolled in a controlled trial of calcium
supplementation, with two communities
receiving daily calcium supplements
one receiving calcium carbonate (400
mg), and the other as ground fish (529
109 mg)for a duration of 18 months.
All three communities received vitamin
A (2,500 IU daily) as placebo. Mr. Motyka
explained, During the 18 months of supplementation, an adjusted model demonstrated that the increase in both distal
and proximal forearm BMD over time

was significantly greater in the calciumsupplemented groups than in the placebo

group (P<0.04). However, after supplement withdrawal, the increase in BMD
over time was largely attenuated and only
remained significant at the proximal forearm in the ground fish group (P=0.03).
The benefit of calcium supplementation
on forearm BMD in young Nigerian children is not sustained after supplement
withdrawal. Results suggest the need for
proper mineral nutrition in childhood development on a sustained level.

Magnesium Goes
Mainstream
Magnesium, the second most popular
mineral supplement in the market, stands
out as an ingredient poised for significant
growth. Its role in supporting calcium absorption makes it a noteworthy player in
the bone health market, but new research
has indicated its importance for mental health, diabetes, relaxation and sports
nutrition, among many others, explained
Rocio Aramburo, market development
manager, Health & Nutrition, Jungbunzlauer Inc., Newton Center, MA.
Magnesium is the fourth most abundant mineral in the human body and the
great physiological importance of magnesium results from its involvement in a large
variety of biological functions, its intervention in enzymatic reactions (>300 enzymes)
and its role in membrane function and
neuromuscular excitability, she said.
Ms. Aramburo also explained that the
European Food Safety Authority (EFSA)
recently approved magnesium health
claims (in addition to 37 health claims for
other minerals such as calcium, potassium
and zinc) that affirm the minerals benefits
for bone health, psychological function,
muscle function and reduction of tiredness and fatigue. Ms. Aramburo speculated that European authorization could
expose more consumers to the importance
of magnesium. These health benefits can
be clearly defined and are easy for the
consumer to understand. Even if the EU
regulations are not valid outside Europe,
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Minerals: Elements for Good Health

they influence other regions in the world

because they represent the first comprehensive evaluation of health claims, while
the respective dossiers can be used by
other authorities as well.
NBJ reported sales for magnesium
have grown from $435 million in 2011, to
$583 million in 2013. According to Sloan
Trends, Inc., Escondido, CA, magnesium
will be among the fastest growing supplements through 2016; NBJ forecasted it will
reach $679 million in 2014, and up to $874
million by 2016.
Patrick Stano, vice president of sales
& marketing, North America, Dr. Paul
Lohmann, Islandia, NY, reported a particular interest in magnesium salts among
the companys customers. Magnesium
helps contribute to electrolyte balance,
muscle function, protein synthesis, reduction of fatigue and the maintenance of
teeth and bone health, he said.
Ms. Dockery of Stratum/ESM noted
that while magnesium is most commonly
known as an important mineral for bone
health, new research has shown it to be
beneficial for those with diabetes.The significance relates to the magnesium depletion caused by insulin resistance. Those
individuals with higher blood levels of
magnesium are less likely to be diabetic.
The caveat is that supplementation with
normal doses has limited effectiveness,
so magnesium might help as a preventive
measure; but as a treatment, the supplementation would need to be in doctor-prescribed therapeutic amounts,she noted.
Albions Mr. Motyka highlighted research linking magnesium to mood and
emotional well-being. He said that while
mechanisms of the antidepressant action
of magnesium are not yet fully understood,
magnesium influences several systems associated with the development of depression. The first information on the beneficial
effect of magnesium sulfate given hypodermically to patients with agitated depression
was published almost 100 years ago.
A 2012 study in Neuropharmacology
(Sartori SB, et al.) investigated previous
evidence that magnesium had an effect on
mood, emotions and reactions to stress.
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30-37Minerals.indd 34

Mr. Motyka explained that researchers

conducting the trial observed that magnesium deficiency caused an increase in the
transcription of the corticotropin-releasing
hormone in the periventricular hypothalamic nucleus and elevated ACTH plasma
levels. This indicates an enhanced set point
in the HPA axis. They saw that this dysregulation of the HPA axis could contribute to
hyper-emotionality as a response to dietary
induced hypomagnesemia.

Zinc: Beyond Immune Health

Touting benefits for immunity, as well as
bone health, cognitive function and healthy
vision, zinc continues to gain prominence.
Mr. Motyka said many investigations
surrounding zincs impact on the immune
system have indicated its role is multifaceted, demonstrating that zinc has a wide
range of different roles in immunity.
Zinc is a cofactor in several biochemical reactions in the body and serves several important functions related to immune
health. Research in this area is also ongoing, said Ms. Dockery. However, more
recent research studying zinc relates to
mental and psychiatric health, she noted.
For example, Mr. Motyka cited a 2011
study published in the Journal of Child
and Adolescent Psychopharmacology that
examined if zinc supplementation could
benefit children with attention-deficit/
hyperactivity disorder (ADHD). The study
tested if zinc supplementation could improve inattention and reduce the use of
amphetamine in treating the disorder.
Researchers found that 30 mg/day zinc
reduced the optimal dosage of amphetamine by 37% in test subjects after 8
weeks of supplementation.
Despite limitations in the study, Mr.
Motyka said this result merits further research. Given the concerns about longterm stimulant exposure, such a reduction could contribute immensely to public
health. The principle has already been established for behavioral treatment, which
can reduce the dose of stimulant required
for a given effect, but is more expensive,
difficult, and not readily available to all.

If zinc could accomplish the reduction of

stimulant dose, it would be cheaper, easier
and available to almost everyone.
He went on to note the importance of
zinc for growing children, explaining that
deficiency can potentially cause growth defects. Extremely low birth weight (ELBW)
infants with chronic lung disease (CLD)
suffer from growth failure and are at risk
of zinc deficiency. Zinc supplementation
improved growth in ELBW infants on human milk with CLD. Further investigation is
warranted to re-evaluate zinc requirements,
markers and balance [J Pediatr Gastroenterol
Nutr; 2013 Oct 9. Shaikhkhalil AK, et al.].
Jungbunzlauers Ms. Aramburo said
zinc is becoming more popular among
consumers as impairment of intestinal
zinc absorption results in severe clinical
manifestations like skin lesions, developmental problems, stunted growth and
immune deficiency. Its importance for human health was emphasized by the European health claim regulation, where zinc
received more positive opinions (18 in total) than any other mineral.
Sales of zinc supplements reached $102
million in 2013, up from $85 million in
2011, according to NBJ.

Iron, Potassium,
Chromium & More
Numerous other minerals play a key role
in supporting public health. NBJ reported
iron supplements earned $344 million in
2013, potassium $100 million, chromium
$98 million and selenium $65 million.
Science supports the use of iron for
energy and stamina, as well as cognitive
development in children, metabolism and
immune health.
Clinical studies with one of Albions
flagship products, Ferrochel (ferrous bisglycinateiron amino acid chelate) have
shown Ferrochel improves hemoglobin
and ferritin indices at lower dosages than
ferrous sulfate or ferrous ascorbate. Lower
dosages mean fewer side effects and no
interactions with other nutrients, according to the company. One such study at
the Latin American Center for Nutrition
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Minerals: Elements for Good Health

and Metabolic Studies in Antigua, Guatemala, found infants with iron-deficiency

anemia given Ferrochel had significant
increases in both hemoglobin and plasma
ferritin; researchers concluded it was the
iron of choice for its high bioavailability
and good regulation, noted Mr. Motyka
[Nutrition, 17, 5:381-4, 2001].
Sloan Trends, Inc. specifically singled out
potassium for its growth potential in the
supplement market. The electrolyte, which
supports the function of cells, tissues and
organs, is important for indication areas
such as heart health, skeletal and muscular
function and digestive health, among others. However, the 2010 Dietary Guidelines
reported the vast majority of the U.S. population is deficient in the mineral, indicating
a large consumer need.
A popular supplement for blood sugar
control, chromium is also gaining recognition. InterHealths Mr. Dijkstra suggested
the use of convenient delivery systems such
as bars, shots and powders utilizing chromium have helped its popularity.
InterHealth produces Zychrome (chromium dinicocysteinate), a complex of niacin, L-cysteine and chromium that has been
shown to support healthy insulin control.
A randomized, double-blind, placebo-controlled trial found that Zychrome modulated
insulin function and healthy insulin levels
trending toward normal range compared to
baseline, Mr. Dijkstra explained.
Selenium and cancer, chromium and
diabetes, iron and anemia and zinc and immunity continue to resonate with our customers, noted Sam Wright IV, CEO, The
Wright Group, Crowley, LA.Trace elements
such as molybdenum, vanadium, boron and
strontium show much growth promise in
coming years as the science develops.
Ms. Dockery also noted growth for various trace minerals thanks to an increase
in the research targeting the benefits of the
individual minerals and mineral blends.

Delivery Trends & Challenges

Consumers today are increasingly interested in novel delivery formats, ranging from
functional foods and beverages to gum36 Nutraceuticals World

30-37Minerals.indd 36

mies, sachets, liquids, chewable tablets and

more. The fact that minerals are simple
molecules, well-established in consumers
minds and well-studied from a scientific
standpoint,makes them an obvious choice
for fortified foods, beverages and supplements, said Mr. Wright.
Weve certainly seen an uptick in gummy production which is a tasty and efficient delivery vehicle for minerals. Dairybased products like yogurt also offer a
consumer friendly option, observed Dan
Murray, vice president of business development, Xsto Solutions, Morristown, NJ.
Dr. Paul Lohmann is experiencing increased demand for soluble minerals for
powdered beverages and liquid supplements, according to the companys Mr. Stano.To meet this requirement, we are offering more products as micronized grades,
which he said provide a better mouth-feel
in liquid applications and stay in suspension longer than regular powder grades.
Breakfast bars and other foods are increasingly more likely to contain added
minerals and many are targeted to certain
demographics, such as for sports benefits,
noted Ms. Dockery.
Despite consumer acceptance for functional foods with minerals, taste is a top
priority for shoppers, and some minerals are
notorious for their unpleasant flavor profile.
Iron particularly struggles with flavor,
according to Mr. Motyka. To get around
this issue, Albion developed Iron TasteFree, a patented ferric glycinate ingredient
that allows for more applications in situations where flavor, or lack thereof, is important. Iron Taste-Free is flavorless and
may be used effectively in certain foods,
beverages, chewable tablets and even pediatric suspensions. The flavorless profile
of the ingredient doesnt affect bioavailablty, he noted, thanks to extensive research and development.
Some minerals can also cause gastrointestinal distress, leading to formulation
and consumer compliance challenges. Mr.
Motyka stressed that inorganic sources of
minerals can cause irritation of the gastrointestinal tract or even toxicity with
larger doses. Supplementing diets with

inorganic minerals also causes mineral

interactions, which suppress rates of absorption. Albions minerals are chelated
with amino acids, providing for greater
bioavailability and less irritation, he said.
Albions pharmaceutical-grade amino
acid chelates used in mineral supplements
and food fortification provide the greatest
chance to absorb minerals for their best
biological advantage.
Solabia, Cedex, France, has also explored unique methods to make minerals
more bioavailable, and found success with
mineral salts. Bioavailability seems to be
linked to the carrier of the mineral. With
an organic carrier, the minerals are more
soluble and more bioavailable, said Laurent Lassalle, marketing manager for the
company. Solabia developed a range of
mineral saltsThe Pidolatesthat use
pidolic acid as an organic carrier for minerals. Pidolates, Mr. Lassalle said, are very
soluble, well tolerated and highly bioavailable. Pidolic acid is a molecule naturally
present in the body and so it is well tolerated. It is a physiological molecule present
in several organs such as the brain, blood
and epidermis. As a biochemical and metabolic intermediate, it takes place in numerous biological mechanisms.
The Wright Group uses a microencapsulation technology, SuperCoat, to
help minerals and other ingredients play
well with others in nutrient systems, Mr.
Wright stated. Our SuperCoat microencapsulation technology enables our clients to apply minerals in foods, beverages
and supplements while enhancing stability, preventing ingredient interactions and
masking unpleasant flavor notes.

Future Mineral Fortification

When asked about the next step for the
minerals market, experts agreed that condition-specific supplementation will be
the wave of the future.
Irene Bi, product launch analytics researcher with London-based Datamonitor Consumer, said condition-specific
supplementation is the future for all dietary supplements, not just minerals. The
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Minerals: Elements for Good Health

problem though, she added, is a lack of

understanding among consumers as to
how minerals can benefit their health. By
using function-specific marketing, companies can better target their audience,
Ms. Bi stated. She suggested social media,
apps and QR codes on packaging could be
helpful to shoppers trying to learn which
ingredients may be most beneficial. This
allows them to be better informed over
the counter with objective advice. I believe this method will drive the growth of
single-mineral supplements.
Mr. Murray of Xsto Solutions predicted
that continued research will add to the future popularity of condition-specific products. I think we will see more options for
mineral supplementation and looking forward, the deeper dives into research will
point to how specific minerals or combinations of minerals will affect health and
disease conditions. Its amazing that such

tiny amounts of these trace and micro

minerals can have such significant impacts
on metabolism and health.
Ms. Aramburo echoed this perspective, stating, Many studies have been
published that relate to a specific mineral with a particular health benefit and
manufacturers are expected to use this
scientific information in order to create
new supplements.
The aging population in particular
would be a good target demographic for
condition focused products, according to
Mr. Wright.
Ms. Dockery noted, We are already
aware of specific vitamins and minerals
combined for energy or sports applications,
or to meet the needs of pregnant women.
Judging from the increase in published
studies, we might soon see precise combinations labeled to help maintain blood
sugar levels or to support mental health.

Biotrons Dr. Fouad, however, questioned

how personalized products can really be
given the current regulatory framework.To
properly execute such a system it seems as
though two sets of information are required:
1) the hereditary and behavioral risk factors
as well as current nutrient status of any
given individual and 2) a means whereby a
custom product can be produced in a cost
effective manner to target these risk factors.
Its unclear to me how this aligns with current GMP requirementsparticularly from
a testing point of viewand can still be
economically viable. I think a more realistic approach is to create baskets of products
that can be recommended to individuals
with specific health concern, which in effect
would be a more sophisticated version of
the marketplace we have now. True personalization seems a lofty goal but its hard to
imagine a clear path forward in the present
environment. NW

NutrSuppl 177 x 117:DPL 26.10.12 16:34 Seite 1

Mineral Salts for

Nutritional Supplements
Very wide range of minerals
Food and Pharma grades
Low levels of Al, Cd, Hg, Pb
Special grades for
- Soft-gelatine Capsules
- Hard-gelatine Capsules
- Tablets, Microtabs, Dragees
- Sachets, Sticks
- Liquids, Syrups

Dr. Paul Lohmann Inc.

service@lohmann-inc.com
www.lohmann-inc.com
T +1-877-4DPL-USA

www.nutraceuticalsworld.com

30-37Minerals.indd 37

High value mineral salts

Nutraceuticals World 37

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