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