Despite buzz around meta-studies causing a hairline fracure in the calcium market, the overall bone-health market continues to grow steadily, particularly in light of aging boomers. Sales have grown from $1.544 billion five years ago to $1.924 this year, according to Nutrition Business Journal. NBJ estimates sales will reach $2.011 in 2014. Concern about calcium has shifted attention to other methods of boning up, like magnesium, phosphorus and vitamin D.
Another, vitamin K2, has a strongly synergistic relationship with calcium and the way our body absorbs it. Francis Foley, President of Xsto Solutions in Morristown, New Jersey, talks about his company’s K2Vital and the overall bone-health market.
Fi: What are your projections for growth in the bone-health category for the coming year?
FF: We see a very, very positive future. The bone-health market is growing in multiples over the overall ingredient market. We’ve seen significant growth every year.
Fi: What’s the market like beyond calcium?
FF: Science is leading toward combining traditional bone-health products like calcium and magnesium with other compounds, like vitamin K2. Calcium sales have been hit by the rash of publicity around studies that suggested that taking too much calcium, instead of improving bones, may actually be bad for the arteries. Vitamin K2 is required for the body to be able to absorb the calcium into the bone structure, and not calcify the arterial walls. Our customer focus has been on this bone-health formulation.
Fi: Do consumers understand the science?
FF: More and more science is showing how K2 is required for calcium to be absorbed in the bone structure. You can look on PubMed and see the growing number of articles on how the body processes and absorbs calcium. Most of what we’ve seen as far as public understanding of the relationship between calcium, K2 and bone health is at a practitioner and multilevel marketing level and these are usually the early adapters. They educate their consumers and it trickles down to the masses.
Fi: What challenges is the market facing?
FF: In the K2 realm it’s trying to figure out the quality producers as well as technical issues, That is, trying to make sure you’re actually getting the product you’re paying for. One major challenge that is disappearing, however, is the high price of K2. Four years ago, a kilo cost $1,200. Today, it’s at roughly $650. There are more players in the market and new technology for production, so the price has come way down, making it more appealing for mass market. As the price continues to decrease, the opportunities for new formulations continue to grow.
KoACT, a patented combination of collagen and calcium, is clinically proven superior to calcium in improving bone mineral density. With baby-boomer women pursuing active lifestyles, it is critical that bones remain strong. KoACT goes beyond BDM and has an additional benefit for skin health. KoACT is self-affirmed GRAS.
Calcium Citrate Malate
Albion’s patented CCM form offers a 6:2:3 molar ratio in a highly soluble and bioavailable complex. Calcium is needed to maintain strong bones, teeth and for muscle, hormone and enzyme function, as well as nerve/brain communication. Clinical studies have shown Albion’s calcium formula improves bone health in women of all ages: adolescents, childbearing and postmenopausal.
AMT Labs & Kelatron
World Leaders in Bioactive Mineral Nutrients
Anderson Global Group, LLC
Polycan is a patented soluble polysaccharide compound fermented from a novel strain of black yeast, which is clinically proven to support healthy bones. Polycan was granted a U.S. Patent and GRAS status by the FDA. Two 60-person, double-blind human clinical studies are at the heart of the extensive Polycan research deck.
BENEO’s functional ingredients are derived from chicory roots, beet sugar, rice and wheat, They help to improve the health, taste, texture and nutritional value of a product. Through a unique chain of expertise, BENEO actively supports the development of more balanced and healthy food products.
Gnosis USA Inc.
Vitamin K2 as MK7 (Vitamk7 powder; Vitamk7oil; K2 and Olive)
All-trans 99 percent pure, Natural Menaquinone-7 with the highest bioavailability and longest half-life in the blood. It is naturally fully fermented from Bacillus Subtilis natto, is non-GMO and solvent free, and is available both as powder and oil, suitable for different dosages and formulations. Varying concentrations are available upon request.
Maypro Industries, LLC
A natural multi-functional milk protein extracted from bovine milk. Originating from New Zealand, MBP has been shown to support healthy bone growth and to help maintain bone metabolism, tissue and structure by increasing the number of osteoblasts and inhibiting the activity of osteoclasts. MBP also helps to promote collagen formation and increase calcium adherence to the bones.
Natural Vitamin K2 (MK-7) helps the body utilize calcium for building strong, healthy bones, and inhibits calcium deposits in the arteries. MenaQ7 is the only vitamin K2 to have patents granted for cardio health.
& ESM Technologies
ESC pure calcium
ESC is a pure calcium source for bone health from domestic eggshells. Generally a concern for other calcium sources, ESC is extremely low in heavy metals, with nearly undetectable levels of lead.