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Winning in the active nutrition market with curcumin: why less is more

In fitness, repetition is an integral part of achieving goals. However, repetition often causes accelerated wear, aches and pains in joints and muscles. In the ever-expanding market for fitness nutrition and related mobility support, adults and active athletes are feeling the brunt of repetitive motion and looking for long-term joint protection.

The strong growth of the connected fitness (or “at-home” fitness) market has cultivated new users who are young adults as well as those 40+ – creating demand for supplements that boost performance and protect skin. joint structure and function for the desired continued pursuit. mobility. And, according to Nutrition Business Journal’s 2022 Condition Specific Report, sports/active supplements with a joint support benefit “are among the fastest growing segments” of the joint health market.

Beyond the known health benefits of curcumin, there is one attribute that will attract active supplement users to your curcumin product: superior bioavailability.

Low dose, high bioavailability

Curcumin has a notorious reputation for being extremely difficult to administer for effective absorption, and therefore high doses must be consumed for the body to absorb enough of it to benefit. But newly developed technology has enabled the creation of Curcuwin Ultra+, a next-generation curcumin ingredient that has been shown to be effective in a single 250mg dose (providing 50mg of active curcuminoids).

OmniActive Health Technologies recently surveyed consumers about their attitudes regarding absorption. The results were significant in that they show that consumers value and understand absorption and bioavailability. They realize that any supplement that is not used by the body because it cannot be absorbed is a waste of money.


  • Over 98% of consumers are willing to try a supplement that claims “better absorption”
  • 46% are willing to replace their current supplement with one that claims better absorption
  • 74.5% of consumers are willing to try a supplement claiming “higher bioavailability” even at a higher price
  • About 60% associate “bioavailability” with a positive benefit experience.

To quantify the bioavailability of Curcuwin Ultra+, OmniActive conducted a randomized, double-blind, single-dose crossover study involving 24 healthy adults between the ages of 18 and 55. The participants consumed a single dose of Curcuwin Ultra+ 250 mg, Curcuwin Ultra+ 500 mg and 1800 mg of a 95% turmeric extract.The study showed that of the three supplements tested, the 250mg Curcuwin Ultra+ was 144 times more bioavailable and had 40% faster absorption than standard curcumin.

It would be logical to consider that faster absorption and significantly higher bioavailability would lead to faster management of joint comfort. And a new human study shows it’s true.

The randomized, double-blind, parallel, placebo-controlled study involved 135 subjects with mild knee osteoarthritis. They received 250 mg (50 mg curcuminoids) or 500 mg (100 mg curcuminoids) of Curcuwin Ultra+ daily for 84 days. Both doses of Curcuwin Ultra+ provided early effectiveness, as early as day five, for overall joint health comfort and mobility. These benefits of Curcuwin Ultra+ persisted throughout the study.

“The results of this study demonstrated that a low dose of just 250 mg of Curcuwin Ultra+ can serve as a unique nutritional solution to manage issues related to knee joint comfort and mobility,” said Deshanie Rai, Ph. D., FACN, VP, Global Scientific and Regulatory Affairs at OmniActive. “One capsule containing 250mg of Curcuwin Ultra+ is equivalent to 30 capsules of standard curcumin/turmeric powder, which provides consumer convenience, economy and effectiveness.”

Value proposition

Beyond the science demonstrating joint health efficacy and superior absorption, Curcuwin Ultra+ offers several premium values ​​in the curcumin and joint health market.

  • It offers convenience in just one dose
  • It exerts desirable efficacy in a single dose
  • It is easy to formulate, with an excellent organoleptic profile allowing incorporation into difficult applications such as gummies and beverages with one convenient ingredient.
  • It has a low cost of use
  • It can be positioned with claims in high-velocity categories: joint health, sports nutrition, and active wellness.

These attributes are possible thanks to OmniActive’s exclusive Ultrasol technology. Curcumin Ultra+ is formulated using a unique, specialized process that incorporates bio-enhancers to better protect and deliver more curcuminoids than standard curcumin.

“Our goal in applying Ultrasol technology to develop Curcuwin Ultra+ was to help address some of the naturally inherent bioavailability challenges of curcumin,” Dr. Rai said.

Curcumin, one of the best-selling botanical ingredients recognized by a growing number of consumers, is likely to remain in high demand. The ability to supply it in a “one-and-done” dose will set your product apart in the market. Curcuwin Ultra+ is truly a win-win.


Ultra+ BA study: Kothapally S et al. Adv Ther (2022) 39: 2128–2138

Ultra+ Joint Health Study: Manuscript in preparation

#Winning #active #nutrition #market #curcumin

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