Lubrizol to showcase nutraceutical solutions at Vitafoods Europe 2024

Written by Lubrizol Life Science.

Fortunately, Lubrizol Life Science will be showcasing multiple, innovative consumer-centric solutions that respond to such demands at Vitafoods Europe 2024 (14-16 May, Geneva).

Facilitating consumer-centric nutraceuticals

Firstly, Lubrizol will share its LIPOFER™ microcapsules, which use multiple technologies to deliver iron with optimal performance. These combined technologies overcome longstanding issues such as an off-putting metallic taste, reactivity, interaction with other ingredients, and colour change. They enhance iron absorption with low gastric irritation, while providing a pleasant taste that encourages consumers to adhere to the recommended iron daily intake. LIPOFER™ addresses the growing consumer demand for science-based products that meet their dual sensory needs.

Lubrizol will also showcase Carbopol^® polymers for nutraceuticals, which have obtained EU food-grade approval. The excipient allows nutraceutical manufacturers to differentiate their portfolio and create unique new product claims. The multifunctional benefits of Carbopol polymers offer formulators consumer-centric solutions by providing a convenient way to make tablets smaller and easier to digest. The unique properties of the polymers can also provide a stable, controlled release or suspension of active ingredients, ensuring consistent delivery of nutraceutical benefits.

Consumer research offers a deeper understanding

A key aspect of Lubrizol’s approach lies in establishing and adapting to changing consumer preferences. Lubrizol’s Global Marketing Manager, Isabel Gomez, says, “We’ve learned that consumers place more emphasis on the beneficial ingredients/components of supplements and less on the brand or retailer. They also prioritise recognisable ingredients such as specific vitamins, minerals, and botanicals.”

As a result, brand messaging for nutraceutical products tends to focus on ingredients that can evoke strong consumer associations, be it in terms of taste, emotion, or functionality. Furthermore, post-purchase experiences influence consumer loyalty, a factor that's especially critical when it comes to dietary supplements. For example, a poor tasting supplement or adverse side effects or outcomes will lead to compensatory behaviors and impact consumers’ willingness to continue using or advocating for a product.

Changing preference for delivery format

It’s not just holistic health that has become a consumer priority. Although tablets and capsules remain the most popular nutraceutical formats, alternative delivery platforms such as gummies, powders, or smaller pills are becoming more popular. Consumers are looking for cost-effective, convenient solutions that can be taken on-the-go.

Lubrizol uses its microencapsulation technology to meet this demand across its active ingredients portfolio. Gomez explains, “The micronized particle size enhances a mineral’s bioavailability, dispersibility, and stability, as well as masking poor taste, providing a positive organoleptic experience. For example, LIPOFER™ iron microcapsules allow the formulation of pleasant-tasting iron gummies, while also ensuring consumers benefit from a bioavailable iron source. Another great example is our MAGSHAPE™ microencapsulated magnesium oxide. Traditional magnesium oxide supplements are infamous for their low bioavailability and large, difficult-to-swallow pill size. MAGSHAPE™ magnesium particles are micronized and microencapsulated to minimise metallic taste and provide highly concentrated magnesium.”

It’s innovative technologies like these that mean Lubrizol offers formulators the opportunity to meet the consumer need for smaller tablets, offer magnesium powders for direct ingestion or customisation, or prepare chewable magnesium pills for a palatable experience.

A holistic offering for holistic health

Lubrizol shows a true understanding that consumers are looking for products that not only contain scientifically and clinically backed ingredients with proven benefits, but also offer sensory appeal to satisfy their more intangible, emotional side.

Lubrizol's nutraceuticals portfolio reflects its consumer-centric approach and offers science-based ingredients with proven benefits designed for a wide range of products such as syrups, gummies and powder sticks that deliver key sensory benefits such as taste, mouthfeel, and visual appeal. In other words, Lubrizol offers a comprehensive product line that puts consumer needs first and helps manufacturers align with end-user insights and holistic health goals. To support this, the company has a range of bioavailable, microencapsulated, and science-backed ingredients. By incorporating Lubrizol’s LIPOFER™ iron microcapsules, MAGSHAPE™ magnesium microcapsules, and Carbopol^® polymers, nutraceutical manufacturers can differentiate their portfolio and make distinctive market product claims.

Book a meeting with Lubrizol at Vitafoods Europe 2024 to learn more about how the company’s consumer-centric portfolio can differentiate your nutraceuticals.

Content provided by Lubrizol.