Presented By: Ram Chaudhari, Ph.D., FACN, CNS Sr.

Executive Vice President, Chief Scientific Officer

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Visit Ask the Expert at fortitech.com and ask how we can help you develop products addressing mens health

Demographic profile: There are almost 3.5 billion males in the world and 57% of those are between the ages of 20 and 65 years old. This huge market of almost 2 billion adult men is in the prime of their productivity. This group is becoming more and more concerned with maintaining good health to help sustain their productivity and to ward off the development of chronic diseases and their associated morbidity and mortality. Given the just over 1% growth rate in the worlds population, the mens market is also a growing market worldwide. However, regional differences in population growth are evident in different parts of the world (Figure 1). The population of less developed countries is five times that of the more developed countries. Moreover, growth rates as a percent of the regions population vary by five-fold in developing countries compared to developed countries being 1.3% and 0.26%, respectively.

1.4 1.2 1 0.8 0.6 0.4 0.2 0 -0.2 -0.4 World Less Developed Countries More Developed Countries Latin American Asia North America Western Europe Eastern Europe Population Growth Rate, %

Figure 1. Population growth rates in various populations

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Good nutrition is a mainstay of good health and poor nutrition is an important contributing factor to many of the leading causes of death in men such as heart disease, cancer, respiratory disease, stroke, and diabetes. These nutrition-associated causes of death are responsible for 63% of deaths in men of all ages (Figure 2).

30 25 20 15 10 5 0 Percent of Deaths in Men Heart Disease Cancer Respiratory Disease Stroke Diabetes

Figure 2. Percent of deaths in men due to nutrition-related diseases

Market Drivers: Important market drivers for sales and development of mens nutrition products are likely to focus on three important concepts of concern to most men: performance, appearance and overall health. Which of these three concerns is in the driver seat for any particular person will, of course, vary over time and depend upon a number of individual factors operating at the moment. For example, the young, active, competitive male would have a natural inclination to be more interested in products that could enhance his physical or athletic performance and overall appearance, such as energy drinks and musclebuilding products. The middle-aged adult male, having sensed their physical vulnerabilities or having seen the first signs of graying in their hair, may be more attracted to mens products that would help maintain appearance, good overall health, lower stress and protect him against the specter of growing old. The older male perhaps has already developed a chronic disease, and is now more focused on specific nutritional products and supplements that would be good for his specific health issue, such as obesity, diabetes, inflammation, prostate health, or those that help lower his elevated blood cholesterol or blood pressure. In-Demand Nutrients for Men Performance-Based Nutrients: There are many nutrients and ingredients included in products that have been developed to primarily target the young male market. The most well-known examples are those that are found in sports beverages and energy drinks.

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This category of functional beverage sales is enjoying robust growth and is heavily consumed by, and marketed to, the younger segment within the mens market. Energy drinks are responsible for about two-thirds of this market segment. Typical ingredients found in energy drinks are shown in Table 1. Table 1: Some Nutrients and Herbal Ingredients Commonly Found in Energy Drinks Caffeine Guarana Taurine Ginseng Extract B Vitamins Ginkgo Biloba Inositol Coca Leaf Milk Thistle

Learn more about these nutrients at the R&D Center at fortitech.com

Yerba Mate Carnitine Arginine Glucuronolactone Kola Nut Green Tea Extract

Muscle-Building Nutrients: Another important group of products directed to this market are those that focus on muscle-building. Most of these products are mainly protein or amino acid supplements with added B vitamins, herbal and other ingredients, supplied in powder, beverage or bar form. Table 2 lists additional ingredients found in many of the products in this category. Table 2: Some Nutrients and Herbal Ingredients Commonly Found in MuscleBuilding Supplement Products Whey Protein Creatine Arginine Glutamine Ornithine Alanine Valine Carnosine Nutrients Associated with Various Health Conditions of Concern to Men Heart Disease: Heart disease is the number one killer for men. The pathogenesis of this chronic disease clearly points to elevated LDL-cholesterol as an important risk factor and the importance of blood lipid control in heart disease prevention. Reduction in total dietary fat intake is generally recommended, including a reduction in saturated fat and increases in Casein Protein B Vitamins Citrulline Lysine Taurine Isoleucine Yohimbe Extract

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monounsaturated and polyunsaturated fatty acid intake to improve a persons cardio profile. Blood cholesterol-lowering ingredients, such as plant stanols to prevent cholesterol absorption or beta-glucan derived from oats have known beneficial effects and can be an important part of a heart-healthy diet to lower blood LDL-cholesterol. Other important nutrients include DHA and EPA, omega-3 fatty acids found in marine oils, which help to lower blood triglyceride concentrations, another risk factor for heart disease. These fatty acids also have a general anti-inflammatory effect that could help to promote heart health because chronic inflammation is another important risk factor for heart disease. Other bioactive food components, such as curcumin are emerging as potentially useful anti-inflammatory ingredients.1 Cancer: Cancer is responsible for almost one out of every four deaths in men. General dietary guidelines for cancer prevention include diets rich in fruits and vegetables and low in red meats. Specific nutrients associated with reducing cancer risk include antioxidants vitamins E and C, as well as various antioxidant polyphenols and carotenoids, such as lycopene and beta-carotene. Calcium and vitamin D play a protective role in colon cancer. Additionally, a variety of bioactive food components, such as sulforaphane2 found in broccoli and other cruciferous vegetables, and various garlic compounds3 have received considerable basic research attention as potential anti-cancer plant-based food components. Prostate cancer is the most common cancer found in men and the second leading cause of cancer death following lung cancer. The role of nutrition in prostate cancer continues to be actively explored. Human studies have investigated the roles of vitamin E, vitamin D, selenium, green tea, soy and lycopene. And, of additional interest in prostate cancer prevention is pomegranate. On average, men tend to work outdoors more commonly than women and have greater exposure to the sun, thus increasing their risk of skin damage and skin cancer. While reducing UV-ray exposure is critical in the prevention of skin cancer, there is no sure way to prevent skin cancer with nutrient supplementation. However, adequate vitamin D and antioxidant nutrients, such as vitamin C and vitamin E, and antioxidants found in black and green tea, carotenoids, and flavonoids derived from fruits and vegetables show promise in preventing UV-induced skin damage.4 Obesity/Diabetes: Type 2 diabetes is on the rise in many countries and is being driven by the worldwide obesity epidemic. Men are particularly prone to the adverse effects of obesity because they tend to develop fat deposits around the waist, in contrast to women who tend to accumulate fat more around the hips. The central trunk fat deposits commonly found in men are a risk factor for metabolic syndrome or Syndrome X - a constellation of symptoms including obesity, hypertension, elevated LDL-cholesterol (bad cholesterol) and decreased HDLcholesterol (good cholesterol), glucose intolerance, and increased inflammatory biomarkers. Metabolic syndrome is an important risk factor for type 2 diabetes and heart disease. Dietary modifications for men with metabolic syndrome and diabetes include reduced total energy intake, reduced intake of carbohydrates and simple sugars, increased dietary fiber intake, especially soluble fiber intake, which helps slow glucose absorption to provide better blood glucose control. Chromium has also been shown to play a role in glucose metabolism in type 2 diabetes in some studies. Emerging functional ingredients with potential antidiabetic properties include cinnamon.5

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Product Applications Important delivery vehicles for product applications directed to the mens market include beverages, such as sports or energy drinks with very masculine-sounding names, that provide plenty of liquid volume (e.g., rugged 16-ounce cans or bottles), as well as smaller volume product choices to deliver concentrated shots for a quick energy burst when needed for the on-the-go active male. Another interesting product innovation is packets of powderbased energy ingredients that can be added to bottled water as needed. Powder supplements in large-mouthed containers that allow easy scooping and delivery of protein and amino acid mixes along with a variety of muscle-building ingredients is yet another product application. These muscle foods have a time-honored place on the shelf of most musclebuilding advocates and will likely remain an important delivery vehicle into the future. Other products in this category include milk-type products that are supplied as ready-to-drink beverages. Convenient snack products for the on-the-go generation, such as nutrient-fortified bars that can be tossed into a knapsack or briefcase for a late afternoon pick-me-up, continue to be popular. The young, adult male has also shown more interest in using for men cosmetic and personal care products for the face, hands and body than the older male generation, offering an opportunity to bolster sales of these products by incorporating skinhealth-promoting nutritional and botanical ingredients. Increased recognition of the shifting roles for men in many households is leading to a greater awareness that in many instances, dads are now taking over the primary shopping role for the home as moms continue to enter and remain in the workforce. The number of stay-athome dads increased by 46% between 1999 and 2003, and in 2006 men comprised 41% of the primary grocery shoppers.6 The increasing presence of dads in the supermarket, drug and specialty retail stores suggests that more gender-directed marketing of food and cosmetic products could have an important payoff in terms of increased sales to male clientele as they explore the product aisles. Older men may be more interested in purchasing convenient and health-promoting heat-and-serve full meal products that would be easy to prepare and help them combat the middle-aged bulge or other symptoms of a body that is starting to go awry. Fortification and Formulation Challenges Food and beverage manufacturers worldwide recognize that delivering nutrient value can open market opportunities and drive sales. Competitive edge can be won through factors including functional ingredient load, health claims and product customization for specific demographics and health conditions. The key to manufacturers ability to meet the promise of their nutritional labels and health claims is the stability of the nutrients in their food or beverage matrix. There are, however, many variables internal and external to the products environment that affect nutrient integrity, potentially limiting their potency, efficacy and shelf-life. It stands to reason, too, that the affects of these variables are compounded as the number of functional ingredients being integrated increases.

We can fortify any application with any nutrient, anywhere in the world

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When designing a food or beverage, it is essential to consider five basic factors as a foundation for optimizing nutrient stability:

nutrient activity composition of the finished food manner of addition processing condition and procedures storage and other conditions prior to consumption

Nutrient Activity/Prototypes-Formulations First, the product developer must think about the physical properties and vulnerabilities of individual ingredients being integrated. Taking factors into account such as agglomeration, spray drying or encapsulation will go a long way to help ensure that the final product is one that lives up to consumer expectations and delivers repeat purchase. Beverage Fruit Flavored/Ready-to-Drink Per Serving Korean Ginseng Echinacea Ginkgo Biloba Taurine Vitamin B3 Vitamin B6 Vitamin B5 Vitamin B12 50 mg 25 mg 50 mg 100 mg 5 mg 0.5 mg 2 mg 1.5 mcg

Powdered High-Protein Beverage (Vanilla or Chocolate) Per 40 gram Serving Whey Protein Isolate Vitamin B1 (Thiamin) Vitamin B3 (Niacin) Vitamin B6 (Pyridoxine) Vitamin B12 (Cyanocobalamin) Vitamin B2 (Riboflavin) Vitamin C Vitamin D Vitamin E Phosphorous Iron Magnesium L-Carnitine L-Glutamine 10 gm .40 mg 5 mg 0.5 mg 1.5 mcg .50 mg 15 mg 100 IU 5 mg 150 mg 3 mg 50 mg 100 mg 100 mg

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Fortified Whole Grain Snack (Honey or Cinnamon Flavor) Per 40 gram Serving %DV Vitamin A Vitamin C Calcium Iron Vitamin D Vitamin E Vitamin B1 Vitamin B2 Niacinamide Vitamin B6 Vitamin B12 Phosphorous Magnesium High Protein Bar Per Bar %DV Vitamin C Calcium Iron Vitamin E Vitamin B1 Vitamin B2 Niacinamide Vitamin B6 Folic Acid Vitamin B12 Biotin Pantothenic Acid Phosphorous Magnesium Zinc Copper Lycopene Isoflavone Selenium Energy Beverage (Non-Carbonated) Per Serving %DV Niacin Pantothenic Acid Vitamin B12 Vitamin B6 Caffeine D-Glucuronolactone
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15% 25% 10% 25% 30% 75% 100% 100% 100% 100% 100% 8% 10%

50% 20% 10% 50% 25% 25% 30% 30% 30% 30% 30% 30% 20% 15% 10% 15% 5 mg 40 mg 25 mcg

25% 20% 20% 50% 30 mg 20 mg

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Inositol Taurine Cardiovascular Support

10 mg 200 mg

Per Serving %DV Vitamin C L-Lysine CoQ10 Grape Seed Extract Vitamin B6 Folic Acid L-Carnitine Memory Support Per Serving Phosphatidyl Choline Octacosanol DHA Phosphatidyl Serine Future Trends Emerging Health Conditions: Aging and obesity and its associated co-morbidities - heart disease, diabetes, hypertension, cancer, and respiratory ailments - will continue to occupy the public health agenda for many years to come because of the current high prevalence of obesity in the adult population and the growing tide of obesity and type 2 diabetes in children. This means that there will be a continuing need and interest in the development of novel fortified products to help people lose weight, lower blood cholesterol, control blood sugar, lower blood pressure, combat tumor development and bolster immunity to fight infectious diseases. A key public health measure will also be to get people up and moving. Diet and exercise work synergistically as key ingredients in a healthy lifestyle needed to combat obesity and chronic disease. Novel and convenient fortified products directed to a generally more active adult population should continue to find an expanding market in the future. Geographic Considerations: Future population growth trends and rising standard of living and economic markets indicate that the already huge untapped markets for new products in China, India and Brazil that will continue to grow into the future. Regionally Asia, South America and North America have growing populations (Figure 1) and offer hope for expanding market opportunities. 1000 mg 5 mg 100 mg 100 mg 1.5 gm 1 gm 40 mg 100 mg 25 mg 0.8 mg 100 mg

Our offices in Malaysia and Brazil serve these regions of the world

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Literature Cited: 1. Aggarwal, B.B., Sung, B. (2009). Pharmacological basis for the role of curcumin in chronic diseases: an age-old spice with modern targets. Trends in Pharmacological Sciences, 30, 85-94. 2. Ho, E., Clarke, J.D. (2009). Dashwood RH. Dietary sulforaphane, a histone deacetylase inhibitor for cancer prevention. Journal of Nutrition, 139, 2393-6. 3. Seki, T., Hosono, T., Hosono-Fukao, T., et al. (2008). Anticancer effects of diallyl trisulfide derived from garlic. Asia Pacific Journal of Clinical Nutrition, 17, 249-52. 4. Reuter, J., Merfort, I., Schempp, C.M. (2010). Botanicals in dermatology: an evidencebased review. American Journal of Clinical Dermatology, 11, 247-67. 5. Pham, A.Q., Kourlas, H., Pham, D.Q. (2007) Cinnamon supplementation in patients with type 2 diabetes mellitus. Pharmacotherapy, 27, 595-9. 6. Stephens, G. (2007). Emerging demographic trends. Recent demographic shifts are creating new market opportunities. Nutraceuticals World. http://nutraceuticalsworld.com/contents/

view/13764.

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