Enzymes and Beyond the Gut

Chris Penet, vice president at BIO-CAT was quoted in Nutritional Outlook’s article on “Enzymes Broaden Reach Beyond Digestive Health” by Melissa Kvidahl.

Digestive enzyme sales are on a firmly upward trajectory. According to Euromonitor, the retail value of the digestive enzymes category in the United States rose from $77.2 million in 2011 to $86.8 million in 2016; by 2021, the market could grow to $96.5 million. Chris Penet, vice president of enzymes supplier BIO-CAT (Troy, VA), says growth “is being driven by consumers looking for natural alternatives, and also by increasing awareness and education of the consumer” about these ingredients.

One point in enzyme supplements’ favor is that they enjoy a uniquely widespread appeal, says Melony Fuller, director of marketing at National Enzyme Co. (Forsyth, MO). Enzymes aren’t just popular among the 55-and-older set, who are generally receptive to supplement use; they also enjoy popularity among Millennials, who Fuller says are “the group to watch” when it comes to enzymes. Why? “This group is well informed,” she says, “and actively looking for ways to improve their health and feel their best.”

Undoubtedly, much of the category’s growth comes from enzymes’ popularity in the area of digestive health. Enzyme marketers, however, are smart. They are making a concerted effort to extend the reach of enzymes with innovative, condition-specific blends targeting everything from sports nutrition to pet health. By building on enzymes’ roots in digestion to reach a wider swath of consumers, the opportunities for enzymes are truly limitless. Here’s a look at the top applications driving growth.

Digestion

Consumers are catching on to the fact that enzyme supplements can help them with their digestive woes, and digestive-health concerns remain the top reason consumers buy enzyme supplements.  Read more…