Basel, Switzerland, 10 May 2016 – Increasing the awareness of L-Carnitine's benefits among sporty Millennials represents a significant untapped business opportunity for dietary supplement manufacturers. That's the key take-away from an exclusive online survey commissioned by Switzerland-based company Lonza, which produces and markets the premium Carnipure® L-Carnitine ingredient.
Independent researchers questioned 202 consumers in the United Kingdom, aged between 18 and 35, who exercise at least three times a week. They were questioned about their attitudes and behaviors in terms of dietary supplement usage and, in particular, L-Carnitine.
Researchers found that 39 percent of the consumers surveyed were current users of supplements containing L-Carnitine, and that these respondents consumed L-Carnitine predominantly for sports nutrition-related benefits such as exercise recovery, weight management, increased energy, muscle building and improved endurance. Meanwhile, 52 percent of respondents stated they never used L-Carnitine with 81 percent of this group saying they had never heard of it. However, once the benefits of L-Carnitine were explained to them, 76 percent of non-users said they were now more likely to introduce it to their dietary supplement regime.
More details and analyses of the survey findings are contained in a new report published today by Lonza titled Carnipure® L-Carnitine: Sports Nutrition for the Millennial Generation.
Jeff Della Valle, Marketing Manager Nutrition and a co-author of the report, said: “Our market research highlights a unique new business opportunity among non-users of L-Carnitine. After some aided awareness of the supplement's benefits, these consumers were asked if they would be more likely to use it in future and, encouragingly, more than three quarters of them said they would. This finding means dietary supplement companies have an opportunity to tap into this goodwill towards L-Carnitine with high-quality products backed by the trusted Carnipure® brand.”
Ilya Zhivkovich, Global Head of Marketing Lonza Nutrition, added: “We view Millennials as a high priority target for sports nutrition supplements. These consumers are committed to optimizing their wellness through regular exercise and healthy eating. They value dietary supplements for the benefits they offer and tend to be discerning shoppers who seek out products that offer them the assurance of quality and efficacy.”
He continued: “In this context, L-Carnitine has a great story to tell. It is effective, safe and – as demonstrated by the results of our consumer survey – offers valuable benefits that resonate with today's Millennial consumers. Dietary supplement manufacturers and marketers can leverage the strong positive feelings Millennials have about L-Carnitine and the benefits it provides.”
Background on L-Carnitine
L-Carnitine is a nutrient required by the body to metabolize fat. Its primary role is to transport long-chain fatty acids to our cells, so they can be broken down to generate energy. The efficacy and high quality of L-Carnitine as a dietary supplement ingredient are well documented, and it is strongly associated with benefits in the area of sports nutrition. It is included in many supplements designed to enhance performance and accelerate recovery following exercise and is popular among athletes looking for an edge in training and in competition.
The Carnipure® ingredient is a special grade of L-Carnitine, backed by decades of investment by Lonza into researching its benefits in the human body. Products displaying the Carnipure® quality seal on the packaging demonstrate to the dietary supplements shopper that they contain high quality and effective L-Carnitine from Lonza.
For more information about Carnipure® L-Carnitine, visit www.carnipure.com.
Key Findings from the Report
Lonza commissioned an online survey of 202 Millennials in the UK who exercise at least three times per week:
- 39 percent were current users of L-Carnitine supplements
- Current users appreciated the sports nutrition benefits of L-Carnitine
- 52 percent had never used L-Carnitine supplements
- Awareness of L-Carnitine among non-users was very low – only 19 percent
- However, 76 percent of non-users said they were more likely to use L-Carnitine having learned about the benefits, indicating the existence of a significant market opportunity