Lonza outlines L-Carnitine opportunity

16 May 2016

According to Lonza, increasing the awareness of L-Carnitine’s benefits among sporty Millennials represents a significant untapped business opportunity for dietary supplement manufacturers.

Lonza outlines L-Carnitine opportunity

Increasing the awareness of L-Carnitine’s benefits among sporty Millennials represents a significant untapped business opportunity for dietary supplement manufacturers. That’s the key take-away from an online survey commissioned by Switzerland-based company Lonza, which produces and markets Carnipure.

Independent researchers questioned 202 consumers in the United Kingdom, aged between 18 and 35, who exercise at least three times a week. They were questioned about their attitudes and behaviours in terms of dietary supplement usage and, in particular, L-Carnitine.

Researchers found that 39% of the consumers surveyed were current users of supplements containing L-Carnitine, and that these respondents consumed L-Carnitine predominantly for sports nutrition-related benefits such as exercise recovery, weight management, increased energy, muscle building and improved endurance. Meanwhile, 52% of respondents stated they never used L-Carnitine with 81% of this group saying they had never heard of it. However, once the benefits of L-Carnitine were explained to them, 76% of non-users said they were now more likely to introduce it to their dietary supplement regime.

“Our market research highlights a unique new business opportunity among non-users of L-Carnitine,” said Jeff Della Valle, Marketing Manager, Nutrition and a co-author of the report. “After some aided awareness of the supplement’s benefits, these consumers were asked if they would be more likely to use it in future and, encouragingly, more than three quarters of them said they would. This finding means dietary supplement companies have an opportunity to tap into this goodwill towards L-Carnitine with high-quality products backed by the trusted Carnipure brand.”

“We view Millennials as a high priority target for sports nutrition supplements,” said Ilya Zhivkovich, Global Head of Marketing, Lonza Nutrition. “These consumers are committed to optimizing their wellness through regular exercise and healthy eating. They value dietary supplements for the benefits they offer and tend to be discerning shoppers who seek out products that offer them the assurance of quality and efficacy. In this context, L-Carnitine has a great story to tell. It is effective, safe and – as demonstrated by the results of our consumer survey – offers valuable benefits that resonate with today’s Millennial consumers. Dietary supplement manufacturers and marketers can leverage the strong positive feelings Millennials have about L-Carnitine and the benefits it provides.”

According to Lonza, L-Carnitine is a nutrient required by the body to metabolize fat. Its primary role is to transport long-chain fatty acids to our cells, so they can be broken down to generate energy. The efficacy and high quality of L-Carnitine as a dietary supplement ingredient are well documented, the company says, and it is strongly associated with benefits in the area of sports nutrition. It is included in many supplements designed to enhance performance and accelerate recovery following exercise and is said to be popular among athletes looking for an edge in training and in competition.

Lonza says that the Carnipure ingredient is a special grade of L-Carnitine, backed by decades of investment by the company into researching its benefits in the human body.

Related tags

Functional Foods

Related news

DuPont, Eurofins develop probiotic testing capability

DuPont, Eurofins develop probiotic testing capability

20 Jul 2018

DuPont Nutrition & Health and Eurofins have developed and validated strain-level identification assays in probiotic testing, leading the way for industry-wide product integrity and label accuracy.

Read more 
Mars, Danone, Nestlé, Unilever create alliance

Mars, Danone, Nestlé, Unilever create alliance

19 Jul 2018

Four of America's largest food companies have launched the Sustainable Food Policy Alliance, a new organisation focused on driving progress in public policies that shape what people eat and how it impacts their health, communities, and the planet.

Read more 
Is the buzz around insect protein justified?

Is the buzz around insect protein justified?

16 Jul 2018

Insects have been hyped as a potential alternative protein source – but do they really have the potential to enter the mainstream?

Read more 
Innova: plant-based products grow 62%

Innova: plant-based products grow 62%

16 Jul 2018

Plant-based innovation is flourishing, while growing consumer interest in health, sustainability and ethics is driving plant-derived ingredients and products into high popularity, according to Innova Market Insights.

Read more 
Mazza Innovation acquired by Sensient Technologies

Mazza Innovation acquired by Sensient Technologies

16 Jul 2018

Sensient Technologies has acquired Vancouver-based botanical extraction technology company Mazza Innovation. The addition of Mazza Innovation is, says Sensient, a major step in the evolution of its “seed to shelf” strategy.

Read more 
What role do omega-3s play in sports nutrition?

What role do omega-3s play in sports nutrition?

10 Jul 2018

Omega-3 fatty acids have increasingly become part of athletes’ nutritional regime over the past few years but research supporting their role in sports nutrition is still in its early stages.

Read more 
Chr. Hansen reports 9% organic growth

Chr. Hansen reports 9% organic growth

6 Jul 2018

Chr. Hansen has reported “solid” organic revenue growth of 9% in the first nine months of 2017/18 (3% reported growth due to adverse currency impacts).

Read more 
ADM to pay £185m for Probiotics International

ADM to pay £185m for Probiotics International

5 Jul 2018

ADM is to acquire Probiotics International Limited (PIL), a U.K.-based provider of probiotic supplements for human, pet, and production-animal use. The all-cash transaction will be valued at £185 million.

Read more 
Could nature-identical ingredients damage the natural sweeteners market?

Could nature-identical ingredients damage the natural sweeteners market?

4 Jul 2018

Natural sweeteners are a major target for companies looking to make nature-identical food ingredients, but if they are produced in a lab rather than extracted from a plant, will consumers accept them as natural?

Read more 
EFSA renews agreement with JRC

EFSA renews agreement with JRC

4 Jul 2018

The European Commission’s Joint Research Centre (JRC) and EFSA have renewed their commitment to work together in a variety of scientific and technical areas.

Read more