The subject of polyphenols when initially tackled by the industry several years ago used the French paradox as the marketing tool and focused by and large on grape seed and skin extracts, or red wine powder. However, science and innovation have created a thriving market segment now dominated by serious contenders for market share such as DSM and Seppic.
Polyphenols are now being sourced from not only grape, but green tea, nuts, green coffee, cacoa, apple, soya, and even seaweed with each marketed using a unique story regarding benefit to the consumer. Not only is the source of polyphenols becoming increasingly diverse, but in my view the most exciting industry development is the identification, isolation and extraction of the beneficial molecule from the extract itself. Awareness and availability of ingredients such as resveratrol, quercetin, rosemarinic acid, caffeic acid, gallic acid is increasing and inclusion of these ingredients within a suppliers portfolio is becoming more prevalent.
DSM for example launched “resVidaTM” a highly purified form resveratrol ingredient in 2008. DSM’s nature identical product is available in two forms; tablet grade with 90% purity and crystalline form, with 99% purity. Resveratrol is naturally found in grapes and red wine, mulberries, peanuts and giant knotweed, although it is debatable whether the levels at which it occurs naturally can provide a health benefit when consumed at typical daily levels – driving the need for highly purified products. Resveratrol has been shown to protect tissues and cells from oxidation damage, has protective cardiovascular effects, and has potential neuroprotective properties.
As well as companies actively investing in manufacturing, other companies are entering the market via alliances and distribution agreements. For example, earlier this year A.Holliday in the USA agreed exclusive distribution rights outside of North America for their Teawell 95 product with Tate & Lyle. Teawell 95 is a 95% concentration of the bioactive green tea component, epigallocatechin gallate.
Different approaches to market entry are broadening the supplier base across the regions, as well as the ingredients available – all supporting growth of the market and raising product awareness. This market segment continues to thrive despite the gloom of the first half of 2009 and latter part of 2008, with companies continuing to invest in new product development. As with other nutraceutical ingredients, strong drivers, such as ageing populations, are supporting the health and wellbeing industry and those companies active in this sector have been rewarded by better performance when compared to other manufacturing industries.
Thank you for sharing!