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

Is algae oil about to go mainstream?

Is algae oil about to go mainstream?

11 Oct 2018

Algae oil boasts some impressive nutritional, environmental and functional benefits – and several companies appear to be on the verge of broadening its use. The question remains, will food manufacturers (and consumers) buy it?

Read more 
Ingredient innovation could give iced coffee a healthy boost

Ingredient innovation could give iced coffee a healthy boost

3 Oct 2018

Iced coffee is the fastest growing segment of the coffee category, and there is huge potential for ingredients with added health benefits to further drive its growth.

Read more 
Sustainable food is big business

Sustainable food is big business

26 Sep 2018

Sustainability in the food industry has become much more than a buzzword, as companies increasingly realise that it is vital to their long term profitability.

Read more 
Healthy aging: Spotlight on ingredients for joint health

Healthy aging: Spotlight on ingredients for joint health

19 Sep 2018

Glucosamine and chondroitin are commonly used ingredients for healthy joints, but with increased focus on improved mobility as the population ages, other innovative ingredients are gaining ground.

Read more 
Natural health trend boosts demand for botanical flavours

Natural health trend boosts demand for botanical flavours

19 Sep 2018

Herbs, spices and extracts are gaining in popularity as consumers look for natural, recognisable flavours in their foods and drinks.

Read more 
Research: green tea prevents cancer cells from 'refuelling'

Research: green tea prevents cancer cells from 'refuelling'

7 Sep 2018

Matcha, the green tea packed with antioxidants, is often hailed as containing properties which prevent disease. Scientists in Salford, UK have shed a ray of light on the claim by testing it on cancer stem cells – with, they say, surprising results.

Read more 
Campden BRI inaugurates kombucha brewing club

Campden BRI inaugurates kombucha brewing club

6 Sep 2018

Campden BRI is inviting companies to join a club project to investigate numerous aspects of kombucha brewing, including symbiotic culture make-up and storage.

Read more 
Parabel gets GRAS No Objection for LENTEIN

Parabel gets GRAS No Objection for LENTEIN

5 Sep 2018

Parabel USA, a producer of plant protein ingredients,has announced that the U.S. Food and Drug Administration (FDA) issued a GRAS No Objection Letter for its LENTEIN plant protein.

Read more 
Univar to distribute Kerry taste portfolio

Univar to distribute Kerry taste portfolio

31 Aug 2018

Chemical and ingredient distributor Univar has reached an agreement with Kerry Ingredients & Flavours to distribute its taste portfolio in the UK, Ireland, Spain and Portugal.

Read more 
Harnessing umami for salt reduction

Harnessing umami for salt reduction

30 Aug 2018

Food companies remain under pressure to cut salt from their products, and savoury umami-rich compounds have emerged as promising flavour-boosting alternatives.

Read more