Writers: Konstantin Tumanov, Ignacio Louzan

A trend is emerging across the life sciences: that of 'returning to nature'. As modern lifestyles seem to diverge from our evolutionary roots and the environments our minds and bodies were originally made for, recognition that we require intervention to recalibrate has become clear. CEO Rob Fried of longevity supplement developer, Chromadex, describes this period as 'marked by a contradiction where, alongside health advancements, lifestyle factors such as consumption of ultra-processed foods counteract potential gains in health.' In view of this challenge, the dietary supplement industry has become one of beacons of this trend, promising customers an enhanced well-being through the consumption of natural compounds. However, the supplements industry operates largely without the typical oversight of pharmaceuticals, as the FDA does not require these products to undergo pre-market approval. This means that the efficacy and safety of supplements do not have to be validated through objective and standardized scientific trials - even though some companies do engage in stringent analysis of their products - before they reach consumers. When bearing in mind that 74% of U.S adults take dietary supplements, 55% qualifying as regular users, the fact that quality varies significantly, and products often do not deliver the advertised benefits becomes very problematic. In this somewhat chaotic context, some companies stand out by committing to scientific rigor and natural ingredients. 

Several supplements companies are trying to use natural methods to tackle one of the biggest modern challenges - overconsumption and obesity. Some of the most alarming figures stem from this area. Worldwide, more than 1 billion people are obese—650 million adults, 340 million adolescents and 39 million children, according to WHO. U.S. adult obesity rate stands at 42.4%. Furthermore, worldwide adult obesity has more than doubled since 1990, and adolescent obesity has quadrupled. Calocurb's CEO, Sarah Kennedy, told us that 'Navigating the modern world, filled with endless temptations, especially unhealthy food choices contributing to rising obesity and mental distress levels, presents a considerable challenge.' The New Zealand based company's research into evolutionary biology has led to the discovery of a specific hop extract that curbs appetite by targeting bitter taste receptors. As noted by Kennedy, 'Published clinical trials have shown a hunger reduction of 30%, craving reduction of 40% and average calorie intake reduction of 18% after one hour.' These are relevant numbers, especially bearing in mind their products are natural and cause no major side effects.

The gut influences various bodily systems through the gut-brain axis, gut-skin axis, and its interaction with the liver and kidneys in drug metabolism. It is a nexus point for understanding and treating a multitude of health issues. Ben Scruggs, Chairman & CEO, Altis Biosystems

Nature's Sunshine Product, with its reach across 40 countries and a product portfolio of over 600 items, is another example in the space of the nature-centric approach. As Terrence Moorehead, CEO, told us, 'recognizing the diminished nutritional value in modern diets and lifestyle factors contributing to poor health, we emphasize the importance of gut health as foundational to overall well-being.'. Moorehead is mindful of the market it operates in, as he told us that 'the primary challenge for Nature Sunshine is differentiating itself in a market saturated with companies that prioritize marketing over genuine nutritional value.'

Supplement company Lifevantage focuses on the activation of the body's natural processes: 'Modern lifestyles have diverged significantly from our bodies' original programming, creating a 'perfect storm' for not only increased oxidative stress, but a decline in function, leading to numerous health issues. Our activation approach seeks to counteract this by reactivating our body's natural processes, rather than merely supplementing or putting a bandaid on the real issue,' Steve Fife, President & CEO, told us. Fife emphasized on the science underlying their products: 'Our original focus on the NRF2 pathway, a critical area for managing oxidative stress, set us apart from the very beginning by enhancing the body's response to stress beyond what traditional supplementation offers.'.

Another standout is Haleon, responsible for brands such as Sensodyne, Advil, Tums, or Centrum in the supplements space which accounts for 20% of their overall business. Haleon recently became an independent entity after separating from GSK, a move aimed at 'unlocking value in the consumer healthcare space, with North America being a key focus due to its significant market size.' Lisa Paley, President North America, Haleon told us about the recent COSMOS cognition studies with their Centrum Silver products, 'which found significant cognitive health and memory benefits with multivitamin use (...)  Collectively these studies found that Centrum Silver multivitamins, taken daily, slowed cognitive aging by two years compared to placebo.' Maintaining cognitive abilities is a top concern among older adults given the fact that two out of three Americans experience some level of cognitive impairment by age 70.  

A story exemplifying the passion this sector can arouse in individuals and entrepreneurs is that of Rob Fried, CEO of Chromadex. Fried transitioned from successfully producing several Hollywood blockbusters to the supplements space thanks to a vision of metabolic health and anti-aging playing a central role in the society of the future; Fried did not see this as a trend, “ but as a reflection of a deeper, philosophical inquiry into the nature of life, death, and the human condition.”

The company's operations are heavily centered on the science of NAD, a coenzyme critical to cellular repair and metabolic functions, which ‘decline as we age, contributing to the aging process.’ Fried told us: ‘My fascination with NAD and its potential in slowing aging is rooted in its foundational role in cellular health and energy metabolism. ChromaDex's focus on NAD, particularly through its product nicotinamide riboside, aims to combat age-related decline in NAD levels, thereby addressing aging at a cellular level.’ In simpler terms, NAD tackles aging by addressing it ‘at a cellular level.’ According to Fried, the feedback of users of their product spam ‘from miraculous health recoveries in infants to improvements in cognitive functions in adults.’ However, its widespread use faces some challenges, including ‘the dietary supplement industry's history of mixed messages and unverified claims, which has led to a general skepticism among consumers.’ Chromadex intends to distinguish themselves from these companies through a ‘commitment to rigorous scientific research, regulatory compliance, and safety, setting us apart in an industry rife with misinformation and questionable practices.’

Whereas the dietary supplement industry is criticized for its reliability, companies such as the ones we have featured show a productive commitment to merging nature with science providing solid benefits. Their work bridges the ever increasing gap between our ancient biological needs and modern lifestyle demands, setting a new standard for what consumers can and should expect from trustworthy supplements.