Mintel highlights CoQ10 food and drink launches

By Lorraine Heller

- Last updated on GMT

Related tags Coffee Mintel

Launches of foods and beverages containing CoQ10 are on the upturn, after a slight dip in product introductions last year, according to figures provided by Mintel.

The market researcher told this morning that it has tracked a total of 21 new products launched in Europe this year that contain the antioxidant.

This compares to only 12 products launched in 2007, 32 in 2006 and 17 in 2005.

The data from Mintel's Global New Products Database (GNPD) suggests the European market for CoQ10 as a functional ingredient is slowly picking up pace again, as its use expands beyond the supplement market.


CoQ10 is a powerful antioxidant that plays a vital role in the production of chemical energy in mitochondria - the 'power plants' of the cell - by participating in the production of adenosince triphosphate (ATP), the body's co-called 'energy currency'.

It has been studied for its role in cognitive health, heart health, and anti-ageing (in oral and topical formulations).


Products launched this year span a variety of food and beverage categories, from energy drinks to yogurts.

New products highlighted by Mintel include Bitter for [Wo]Man Energy Drink, launched under the Shock! Brand by Al-Namura in the Czech Republic. This is made with caffeine, taurine, ginseng, ginkgo, Q10 and vitamins.

Red Palm & Canola Oil, launched in the UK by Carotino is marketed as rich in vitamins A and E, omega-3 and 6, and a good source of lycopene and CoQ10.

Normula Functional Yoghurt, launched by Alev in Russia, targets female consumers. It contains calcium, vitamin D3, green tea extract, co-enzyme Q10, blackberry concentrate and dietary fibres.

CoQ10 market

Historically the CoQ10 market has been dominated by four Japanese players with the capacity to supply multi-ton quantities of the ingredient, three of which produce CoQ10 through a fermentation process, with one through organic synthesis.

Until 2002, CoQ10 use in Japan was limited to pharmaceuticals, which meant that the remainder was available for export to other countries for use in dietary supplement and skin care products.

But in 2002, Japanese regulations were eased to allow CoQ10 to be used in supplements and skin care products sold domestically, resulting in a considerable drop in the quantities available for export.

This coincided with publicity surrounding a scientific study that presented strong evidence that CoQ10 could help slow the progression of the neurodegenerative disease Parkinson's.

With an increased consumer awareness of the ingredient, which slotted comfortably into the growing quest to find ways to promote energy levels and slow down the ageing process, the market for CoQ10 has seen a steady expansion over the years.

Source: Mintel’s GNPD

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