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Coenzyme Q10 (CoQ10) is found in every living organism, giving rise to its scientific name ubiquinone (from its ubiquitous positioning). It’s also increasingly taking over shelf space in retail stores, finding itself the subject of Web sites and mainstream media articles, and becoming the key compound in products from smoothies to skin cream.
“In the natural products market, I have seen an increase in consumer awareness and demand for dietary supplements, such as CoQ10,” said Hank Cheatham, director, sales and marketing, American Health Formulations (AHF). “Even among mass-market consumers, there is increasing demand for natural products, such as CoQ10, with scientifically demonstrated efficacy, but no evidence of unwanted side effects.”
Driving that interest is greater media attention, noted Linda Miles L.Ac., D.O.M., vice president, derma e®. She observed, “The vast amounts of research being conducted on CoQ10 and the media’s frequent dissemination of information on this ingredient and its benefits have contributed to its popularity.”
Neil E. Levin, CCN, DANLA, nutrition education manager, NOW Foods, added, “There is actually a fair amount of consistently positive press on CoQ10, with a significant part of that because of this antioxidant nutrient’s role in cardiovascular and heart health. … I would go so far as to suggest CoQ10 has picked up some of the wide popularity as a heart nutrient that vitamin E had several years ago, but lost due to consumer confusion caused by unwarranted negative publicity. The fact that CoQ10 is so obviously safe, versatile and useful has propelled it to a high place on the list of cardiovascular nutrients.”
Indeed, heart health remains the hottest area for CoQ10 promotion. “Consumers are very aware of the benefits of CoQ10 for heart health, as it has been a common topic in news and magazine articles,” said Paula Hanek, brand manager, Enzymatic Therapy. “Some M.D.’s are recommending that people taking statin drugs for cholesterol issues take a CoQ10 supplement. The aging of the Boomer population has had a big impact on supplements; since CoQ10 supports healthy aging, it’s a definite item of interest.”
Cheatham agreed, noting the heart-health product category in general is growing in direct correlation with the aging population. “Seniors and Baby Boomers understandably become more concerned with heart issues as they age and are the driving force behind the increasing interest in CoQ10,” he said. “CoQ10 offers solutions for many of these consumers who are suffering from hypertension, elevated cholesterol, atherosclerosis and similar maladies.”