Consumers in today’s fast-paced world are mostly fueled on fast, processed foods. While most everyone knows the best energy comes from a nutritious, well-balanced diet, many look to vitamin and mineral supplements to fill in the gaps of their unhealthy eating habits. They want the nutrients of vitamins and minerals, but can’t seem to get enough fresh, whole foods in between dropping the kids off at school, working overtime and finding time to enjoy friends. When shoppers turn to these supplements, they naturally want them to be of the best quality because they know their diets are not. Thus, they may look for their supplements to be made with whole-food based ingredients.
“Those who believe they should get most of their nutrients from the foods they eat and want a multivitamin and mineral supplement to support that philosophy look to whole food-based multiples,” said Trisha Sugarek, R&D specialist/national educator, Bluebonnet Nutrition.
Whole-food ingredients are generally obtained from whole foods without using synthetics or additives. Gently processed without using excess heat, chemicals or harsh refining methods, they are thought to hold many of the same nutrients as the whole foods used to make them. This natural method to obtaining supplement ingredients appeals to customers who want to live an artificial-free lifestyle.
“Because they include naturally occurring phytonutrients and coenzymes, food-based supplements offer an appealing choice to consumers,” said Marci Clow, senior director of product research, Rainbow Light Nutritional Systems. “They deliver the nutritive benefits of whole-food nutrition that can make a difference in both short- and long-term health, and that is definitely of interest.”
Dr. Chris D. Meletis, director of science and research for Trace Minerals Research, said obtaining nutrients from foods is the best option, but whole-food based supplements may be a viable alternative. “The bottom line is food is our best medicine,” he said. “Taking a pill that is concentrated food extracts is kind of like what the Jetson cartoon series proposed. The fact is that most of the North American populace needs a solid multivitamin; if a whole-food supplement can deliver sufficient levels of active macro and micro nutrients, then that is excellent.” His caveat—any supplement, be it made from a whole food or not, is not a substitute for a good diet.
Both Julie Tomlinson, nutrition specialist, ALL ONE Nutritech, and David E. Milligan, president and CEO, Life's Fortune Co. LLC, promoted the bioavailability of nutrients in whole-food supplements. “Vitamins and minerals are more naturally absorbed from food, rather than isolated supplement tablets, so it follows that whole-food based nutrients are easier for the body to digest and absorb,” Tomlinson said. “For optimum bioavailability, it is equally important that these food bases be combined with pure nutrients that are not heavily manufactured, mixed with binders, fillers, lubricants, coatings or compressed into hard tablets.”
Milligan added, “Vitamins mixed with whole food make it easier for the body to break down and absorb.”