Food & Beverage Asia February/March 2024

INGREDIENTS
Step into the future
of healthy ageing
supplementation with MSM
No longer just a concern for the older generation, consumers of
all ages are striving to lead a more active lifestyle, and proactively
nurturing overall wellness. Lauren Eisen, senior marketing and
business development manager at Balchem for minerals and
nutrients, sheds light on this evolving landscape and
explains how brands can innovate in this space
with OptiMSM.
As today's elderly population continues to grow, societal perspectives
on ageing are evolving. Consumers are moving away from the idea of
battling against the natural process of growing older and are embracing
all stages of life instead. This is evidenced by the decline in Google
searches for “anti-ageing” messages from 2004 to 2023, while terms
such as “positive” and "well-ageing" remained relatively stable.* In the
Asia-Pacific region, Singapore, Hong Kong, and the Philippines led the
way with the highest number of searches for “well-ageing” messages,
followed closely by Thailand.* As more consumers focus on prevention
through active living and a balanced diet, there is a significant market
opportunity for supplement manufacturers to create science-backed
solutions that foster long-term strength, balance and mobility.
INTRODUCING MSM: THE STAR PLAYER FOR HEALTHY
AGEING
For brands looking to cater to the desires and needs of consumers
interested in active ageing, methylsulfonylmethane (MSM), a source
of organic sulphur, is gaining increasing popularity especially when
it comes to joint health formulations. This is because sulphur is
a key component in the building blocks of joints and connective
tissues, ensuring proper structure and function. This mineral carries
out an essential role in the synthesis of amino acids necessary for
the production of the antioxidant molecule glutathione,* managing
oxidative stress in the body and therefore critical to overall joint health.*
Providing cartilage with much-needed nutrients, supplementation with
OptiMSM by Balchem has been shown to support joint and physical
function. To expand their offering, brands can combine this solution
with more common joint health and mobility ingredients such as
glucosamine, chondroitin, and collagen boosting their effectiveness.