As competition in the nutraceutical market intensifies, bioavailability has become a key consideration for brands looking to demonstrate product performance and differentiate with science-backed solutions.
While absorption is the process by which a substance moves from the site where you take it into the bloodstream, bioavailability is the final amount and speed at which the active substance reaches the bloodstream in an unchanged, active form.
While improved absorption is often cited as a marker of efficacy, it is important to understand what bioavailability actually means, and how should companies evaluate delivery technologies and supporting evidence?
Ahead of an upcoming Spotlight On in partnership with Pharmako Biotechnologies, ‘Bioavailability Beyond the Claim: The Critical Role of Delivery Systems and Pharmacokinetics’, CEO George Kokkinis, shares his perspective on the evolving role of bioavailability, the importance of pharmacokinetic testing, and how delivery systems can help unlock the full potential of functional ingredients.
Unlocking full potential of functional ingredients
Q: Bioavailability has become one of the most talked-about topics in nutraceutical development. Why is it attracting so much attention now?
A: Consumers are increasingly looking for products that deliver measurable results, not just attractive ingredient labels. At the same time, brands are under pressure to differentiate themselves in a crowded market. This has shifted the conversation from simply asking, “what is in the product?” to “how effectively does the body use it?”.
Many nutraceutical ingredients have inherently poor absorption, so bioavailability has become a key determinant of performance. If an ingredient isn’t absorbed efficiently, its potential benefits may never be fully realised. As scientific understanding continues to evolve, companies are recognising that formulation and delivery technology can be just as important as the ingredient itself.
Q: In your view, what are the most common misconceptions brands have when they talk about bioavailability?
A: One of the biggest misconceptions is that increased absorption automatically translates into better outcomes. Absorption is important, but it’s only one part of the equation. Another misconception is that claims of improved bioavailability can be based solely on theoretical mechanisms or laboratory data.
Ultimately, the question should be whether the ingredient reaches systemic circulation in a meaningful way and whether that improvement can be demonstrated scientifically. Bioavailability should be viewed as a scientifically measurable outcome, not a marketing claim.
The industry continues to launch innovative ingredients, yet poor absorption remains a persistent challenge. So, why has this issue proved so difficult to solve?
Many of the most promising actives are naturally difficult for the body to absorb. They may be poorly soluble, unstable during digestion, rapidly metabolised, or unable to cross biological membranes efficiently.
The diversity of ingredient chemistries means there is no universal solution. A delivery system that works well for one ingredient may be completely unsuitable for another. That’s why successful formulation requires an understanding of both the active ingredient and the barriers limiting its performance. The challenge isn’t simply identifying effective ingredients. It’s ensuring they can reach their intended site of action in sufficient amounts.
Q: How can advanced delivery technologies help unlock the potential of bioactives that would otherwise struggle to deliver meaningful benefits?
A: Delivery technologies are designed to overcome the specific barriers that limit absorption and functionality. Depending on the ingredient, a delivery system may improve solubility, protect against degradation, enhance dispersion, support transport across biological membranes, or improve stability throughout a product’s shelf life.
The goal is not to force an ingredient into a formulation. It is to optimize the way the body interacts with that ingredient. When done correctly, delivery systems can transform a promising active into one that consistently delivers measurable benefits for consumers.
Q: One of the themes in this Spotlight On is pharmacokinetics. Why should nutraceutical companies pay closer attention to pharmacokinetic testing?
A: Pharmacokinetic testing provides objective evidence of what happens to an ingredient once it enters the body. It helps us understand how much of an active is absorbed, how quickly it appears in circulation, how long it remains available, and whether a delivery system is genuinely improving performance.
Too often, bioavailability claims are based on theory, in vitro testing, or assumptions about how a formulation should behave. Pharmacokinetic studies allow us to move beyond assumptions and measure what is happening in vivo.
As the nutraceutical industry continues to develop, I believe pharmacokinetic data will become increasingly important for substantiating product claims, validating delivery technologies, and helping brands differentiate themselves with credible scientific evidence. Ultimately, it’s not enough to say a delivery system should work; we need to demonstrate that it does.
Q: Consumer expectations for scientific substantiation continue to rise. How is this changing the way companies approach product development and product claims?
A: We’re seeing a significant shift from ‘marketing led’ innovation to ‘evidence led’ innovation. Consumers, healthcare practitioners, retailers, and regulators are all asking tougher questions about whether products perform as claimed.
As a result, companies are placing greater emphasis on formulation science, clinical research, and robust substantiation. It’s no longer enough to launch a product based solely on a compelling ingredient story. Brands increasingly need evidence to demonstrate that the ingredient is delivered effectively, reaches systemic circulation, and produces meaningful outcomes.
This is driving a greater focus on delivery technologies, pharmacokinetic studies and human clinical data. The companies that invest in scientific validation are not only strengthening consumer trust, but they’re also creating stronger points of differentiation in a highly competitive market.
Q: Looking ahead, what do you believe will define the next generation of high-performing nutraceutical products, and what key message will you be sharing during the Spotlight?
A: The next generation of nutraceutical products will be defined by three things: scientifically validated ingredients, intelligent delivery systems, and robust evidence demonstrating performance.
Innovation can no longer stop at ingredient discovery and glossing packing formats. Many excellent actives already exist today, but their true potential often depends on how effectively they are delivered and how rigorously their performance is measured. The companies that succeed will be those that combine exceptional ingredients with delivery technologies designed to support measurable outcomes.
The key message I’ll be sharing during this Spotlight On is that better delivery is about far more than simply increasing absorption. It’s about ensuring that an ingredient reaches its intended target, performs as expected, and delivers meaningful value to the consumer.
Delivery systems create the opportunity, but pharmacokinetic evidence provides the proof. Together, they form the foundation of the next generation of high-performing nutraceutical products.
Register now
As Kokkinis explains, improving product performance goes beyond ingredient selection. Understanding bioavailability, delivery technologies and pharmacokinetic evidence is becoming increasingly important for companies looking to develop effective, scientifically substantiated nutraceuticals.
To learn more, register to the upcoming Spotlight On on 7 October at 11AM CDT, ‘Bioavailability Beyond the Claim: The Critical Role of Delivery Systems and Pharmacokinetics’, to explore how advanced delivery systems can help unlock the full potential of bioactive ingredients and why pharmacokinetic testing is emerging as a critical tool for validating product performance.
