Ingredients benefit bone health: Elevated sales of calcium supplements and fortified foods evidence concerns about osteoporosis, even as isoflavones and essential fatty acids join the battle

Prepared Foods, Feb, 2002 by Amanda Archibald

Novogen's Promensil adds an interesting spin on the isoflavone story by combining four isoflavones found in red clover--daidzein, genistein, formononetin and biochanin. Promensil is "clinically proven to maintain bone health." This claim is based on preliminary results obtained by Atkinson, et. al. in the UK, indicating a 50% reduction in the rate of bone loss among peri-menopausal and menopausal women with daily supplementation of 40mg red clover isoflavones. An alternative ratio of these four isoflavones is combined in Novagen's Rimostil product targeted at post-menopausal women. A 2001 study published in the Journal of the American Menopause Society revealed a 4.1% increase in proximal radius and ulna bone density of post menopausal women taking various levels of red clover isoflavone preparation.

Functional food/beverage products contributing to the bone health trend include Odwalla's new Glorious Morning orange juice, fortified with calcium, vitamin C, fiber, magnesium, and vitamin D; and Zoe Foods' Flax & Soy Granola omega-3 fatty acids, protein, fiber, and phytoestrogens; and Pacific Foods' Bone Health Smoothies.

And the Future?

Will the trend stop at bone health? Prepared Food's 2001 R&D survey suggests otherwise. The development of nutritionally fortified products corresponding to the increasingly health-oriented consumer appears to hold "much promise." FMI's Shopping for Health 2001 report indicates that Americans understand the link between diet and health and are looking for "one-stop" solutions to health needs in supermarkets. Will we see health- and disease-specific aisles? Time will tell.

Amanda Archibald, RD, is owner of Arch Consulting a company that works with manufacturers of health-focused, consumable products to increase market shore via strategic product promotion and endorsement by health care providers.