Nutritional Outlook

Nutritional Outlook, May 2018

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Men's Health ■ NUTRITIONAL OUTLOOK 52 MAY 2018 Prostate health ingredients are emerging with new research and new ways of targeting men's health. BY MIKE STRAUS A s men age, prostate health takes on greater importance—and that means a variety of new opportuni- ties will emerge for supplement companies that serve the men's health niche. New re- search is demonstrating that a variety of natural and nature-identical supplements are showing promise in easing age-related prostate symptoms and supporting an over- all healthy and active lifestyle. Supplement manufacturers are also making signif cant advances in the area of prostate health, with new products and improvements to existing formulations expanding the men's health market in new ways. Men's health is a growing concern, these manufacturers say, and one that calls for new strategies for formulation and branding. While the men's health market is currently fairly stable, growing consumer concerns around product formulation are creating new trends and avenues for man- ufacturers and brands. Consumer pushes for whole-food solutions and natural prod- ucts, as well as a demand for a more holis- tic and diverse approach to men's health, are driving innovation in what has tradi- tionally been a market dominated by just a few ingredients. Finally, on the industry side, manufac- turers and brands are moving toward more stringent identity testing and more diverse delivery systems in order to bring to market more convenient products that consumers can trust. Here are just a few of the ways that pros- tate health products and men's health ingre- dients are positioning themselves in order to meet evolving consumer demands. Tea Time, with Prostate Benefi ts Emily Fritz, technical service manager at Kemin (Des Moines, IA), says that her company is continually working to better communicate the benef ts of its branded and patented tea-based prostate health ingredient, AssuriTea. For the last year, she says, Kemin's approach to the men's health space has been to continue educating the public about its existing line of products. "Consumer demand for natural products is increasing," Fritz says, "which is why we've stepped up our marketing of AssuriTea. T at's where most of our energy has been spent when it comes to men's health." A proprietary blend of water-extracted green and black tea (Camellia sinensis L.), AssuriTea is designed to reduce lower uri- nary tract symptoms (LUTS) in men and improve urinary function. One random- ized, double-blind, placebo-controlled clinical trial of AssuriTea followed 46 men between the ages of 30 and 70 who scored at least 8 on the American Urologi- cal Association Symptom Score (AUASS) test. Participants were randomized to receive either 500 mg of AssuriTea, 1 g of AssuriTea, or placebo, for 12 weeks. This trial found that taking 1 g of AssuriTea SHUTTERSTOCK.COM/ AFRICA STUDIO FOR THE BOYS

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