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Clean Label is a Priority for Consumers
There's a lot of talk in our business about Clean Label and what it means to consumers, manufacturers, distributors, and other stakeholders within the nutraceutical industry.
It's important enough that a number of sessions were dedicated to this topic at the SupplySide West 2017 Expo. Speaking to a capacity-filled room, presenter Stacey Gillespie, director of product development for FoodState noted, "Globally Clean Label supplements grew by a Compound Annual Growth Rate of 14% between 2009 and 2013, and during that same period, the U.S. experienced a 28% increase in demand for Clean Label products.
It's interesting because just a couple of years ago only a small percentage of end-users were familiar with the term. Depending on which side of the aisle you're on - selling or buying - Clean Label means different things to different people. Presently, there is no regulatory definition of the term.
Key players in the burgeoning business want to improve communications with their partners along the supply chain and ultimately express precise messaging to their constituents and for good reason.
"Ninety-four percent of consumers are likely to be loyal to a brand that provides complete transparency and an impressive 73% of those questioned in a 2016 Label Insight study revealed they would pay more for a product that offers complete transparency in all attributes (ingredients, nutrition, sourcing, etc.)," said Brooke Bright, a senior data strategy manager for Label Insight.
She was one of several speakers sharing valuable information on the popular topic of: Clean Label Supplements - Understanding the New Level of Transparency for Dietary Supplements.
Consumers have made it clear that simplicity and accountability matter. They want less preservatives and more natural ingredients in their supplements. We've been aware of this for quite some time, but finally labeling is catching up with consumer demand. "Free from" claims regarding species of allergens are some of the most prevalent marketing claims on dietary supplement packaging.
Common allergens listed are: gluten, wheat, dairy, soy, milk, egg, fish, tree nut, lactose, shellfish, peanut, and casein, among others.
Bright emphasized, "This is critical to consumers. With numerous ingredients in complex formulations, the presence of a 'free from' allergen claim on labels allows supplement companies to communicate to people which products are safe for them to use." Bright concluded that according to research conducted by her company, the top five types of certifications on dietary supplement products are: Kosher 23.9%, Gluten Free 11.0%, Organic 8.5%, Non-GMO 7.6%, and Vegan 4.5%.
As part of the panel discussion, Scott Steinford, CEO and founder of Trust Transparency Consulting, spoke in detail about the value of transparency for supplement brands. "Clean Label means more than trust and transparency - It goes beyond that," he said. Steinford outlined the following seven actions and behaviors he believes brand owners must adhere to in order to preserve and improve the integrity of the "Clean Label Culture.”
Motivation - Act in a manner that is ethical and consistent with stakeholders' interests
Disclosure - Share publicly all information both positive and negative
Stakeholder Participation - Engage those interested in your activities or impact
Relevance - Share information stakeholders deem relevant
Clarity - Share information that is easilv understood and obtained
Credibility - Share positive and negative information that supports informed stakeholder decision-making and operate with integrity
Accuracy - Share information that is truthful, objective, reliable, and complete
The panelist said transparency isn't so much what is or isn't listed on the supplement packaging, it's best reflected by the decisions that take place to create what is in the bottle. "It's the motivation and intent of why you are creating what you're creating. Relevancy and clarity is not just what is put on the label, but it's what goes on behind the bottle," Steinford explained.
By all indications, Clean Label will continue to evolve and grow as an area of focus within the dietary supplement industry. Stakeholders need to pull together to establish a more clearly defined, universally accepted definition of what Clean Label is, and it's going to require a higher level of collaboration to get us there.
The Hidden Benefits of Enteric Coating on Vitamins, Minerals, and Other Supplements
Consumers of dietary supplements have demonstrated an appreciation for enteric coating on their tablets, capsules, and softgels through their continual, enthusiastic consumption of these enhanced nutraceuticals. Interestingly enough, most end-users don't realize the additional layer of advanced technology provides many benefits - some obvious and others not so obvious.
Many manufacturers hesitate to offer this type of service because it requires specialized processing, oversight, and testing. It demands investment in high-quality capital - in the form of state-of-the-art equipment and personnel. Only a team of skilled and experienced lab professionals can successfully apply flawless enteric coating to multiple types of Vitamins, Multivitamins, Minerals, CoQ10s, Fish Oils, Krill Oils, Omega-3s, Flaxseed Oils, Vegetarian Capsules, and numerous other products.
This product enhancement receives little recognition, yet delivers many advantages and conveniences to its users. The value of this uniquely designed coating is that it preserves the formulation in the highly acidic pH environment within the stomach. The word "enteric" means small intestine so the function of the coating is intended to deliver the supplement intact to that specific area. The polymer layer sprayed onto the softgels, capsules, and tablets, enables essential nutrients to be absorbed further down the line in the small intestines, where it is targeted to achieve maximum absorption.
Hundreds of nutritive substances are absorbed in the duodenum (part of the small intestines closest to the stomach) and the jejunum (middle part of the small intestines). Vitamin B12, however, is mainly absorbed in the last segment of the small intestines. Vitamin K, Biotin, and the electrolyte minerals - Sodium, Chloride, and Potassium are best absorbed at the end of the digestive line in the large intestines.
Materials most commonly used for enteric coating include CAP*, CAT, PVAP, and HPMCP, fatty acids, waxes, shellac, plastics, and plant fibers. All manufacturers are different and have materials they prefer to source and apply for best results. Reputable manufacturers constantly strive to develop advanced lines of products with the common goal of increasing the bioavailability (absorption) of multiple organic substances with the aim of supporting healthy cell development and growth.
Enteric coating is a technology in and of itself and commonly, not fully understood. The coating is chemically inactive and easily dissolves within the digestive system. People particularly like it, due to: the easy-to-swallow delivery system, its ability to create a barrier to mask bad tasting ingredients, and its ability to minimize and often eliminate stomach irritation.
The polymer film is like a thin, but very resistant, clear shielding system that beautifully encases the supplement allowing it to be time-released so it reaches areas of the body for utmost benefit. The bioavailability, of any given supplement, is not a straight forward calculation. It's affected by the mechanics of its digestion and absorption, how the nutrient is distributed into the bloodstream, and the efficacy with which it enters specific tissues and fluids throughout the body.
We all want to use products that we're confident will have a positive impact on our overall wellness. Let's be thankful for the wonderful role that enteric coating provides to millions of consumers in the U.S. and throughout the world. It may not be highly visible, but it certainly is highly effective.
Cellulose acetate phthalate (CAP)
Cellulose acetate trimellitate (CAT)
Poly (vinyl acetate phthalate) (PVAP)
Hydroxypropyl methylcellulose phthalate (HPMCP)
Lab Transparency - What it Means to Our Clients and Ultimately American Consumers
It's often stated that more than half of the adult population takes dietary supplements in one form or another. The percentage is actually higher and growing. Approximately 71% of U.S. adults use dietary supplements, according to the most recent survey conducted by Ipsos Public Affairs on behalf of the Council for Responsible Nutrition. Interestingly, two main factors were attributed for the increase in overall usage - general population growth as well as a 5% rise in usage among adults between the ages of 18 to 34.
If the nutraceutical industry wants to continue to enjoy the 96% overall confidence rating expressed by supplement users, then all participants connected to the manufacturing process, will be best served by making lab transparency a priority. An important factor for consideration is that Millennials lean towards investigatory buying behaviors. While Boomers primarily focus on direct benefits of a product, Millennials are prone to dig several layers down before purchasing. They want to know things like: Where did you get the raw materials?', 'How were they tested?', 'Is the packaging environmentally friendly?', etc. That demographic is well known for voicing their opinions and ratings on social platforms.
In the marketplace today, clarity is necessary for optimizing and growing future consumer bases to their fullest potential. A dedication and vigilance to conducting in-depth tests throughout the production process is vital. J+D Labs owner Jay Majmudar says, "Transparency matters because it reassures our national labels, private labels, retailers, and others that they are getting what they paid for. It matters because they can deploy their supplement lines with peace of mind' knowing they have met and exceeded their regulatory obligations, which in turn, delivers the highest level of public safety and efficacy."
Open dialogue, detailed, and frequent communications are key. Majmudar emphasizes, "We are looking for business partners who are receptive to full disclosure on both sides of the contractual agreement. Straightforwardness equates to good business all around. More and more we will see it correlate to positive brand building and increased market positioning for all parties down the line."
Verifying the supply chain is at the top of the list. Regulations enforced by the Food Safety Modernization Act have tightened up standard supply chain program requirements aimed at raw material suppliers whether sourced in the U.S. or overseas. Time must be dedicated to exercise due diligence regarding the proper certifications and background of every partner. Know who you are working with. Manufacturing is not a flawless system but working diligently to put every possible measure in place to produce safe, high-quality, and effective supplements is paramount to protecting your business and the public-at-large.
Lab transparency covers a lot of ground, from rapid raw material identification that includes multi-component qualitative analysis to sample testing every batch of softgels, capsules, tablets, powders, or other supplements transported out of a facility. QC analyzes purity, potency, and consistency throughout the development and manufacturing process.
QA performs in-process checks on all critical parameters such as fill, weight, seam integrity, viscosity, length and width, chemistry, process yield, friability, hardness, and other quality considerations. At the heart of transparency is the creation, maintenance, and exchange of accurate and timely documentation of all of these things.
Dedicated cleanrooms, utilizing proper equipment, and appropriate testing methods are significant components as well. Cleanrooms often entail custom air filtration systems, temperature and humidity controls, environmental monitoring, seamless concrete flooring, and Fiber Reinforced Plastic walling (or similar construction) for improved sanitation and minimization of airborne particles.
It's a sophisticated and specialized business. Knowing which types of instrumentation and testing techniques to use in order to accurately separate components and analyze the unique properties of a given substance is critical to proper ingredient mixture and outcomes. This is essential to successfully conduct complicated analysis needed to secure the identity, strength, composition, and purity of hundreds of formulations.