Some of the digestive health category’s challenges today are the bioavailability of ingredients and compliance, according to Ron Yaffe, ND with Novel Creation Dietary Supplements (Neve Yarak, Israel). “In order to experience the benefits of the ingredients consumers have to keep taking the supplements,” he said. “The trends that we are noticing in the digestive category are that people are tired of swallowing tablets or capsules, are looking for better ingredients in the most convenience application form and better bioavailability of ingredients. In addition, consumers are looking for effective products with the highest potency of active ingredients.”

Novel Creation is working to solve both problems by providing an ingredient in liquid form for enhanced bioavailability and absorption and the highest concentration of active ingredients, and great taste for improved compliance.

“Our most recent digestive ingredient is our liquid curcumin; it’s the best natural anti-inflammatory product on the market and is very effective especially for people suffering from inflammatory bowel problems,” said Yaffe. It is different from similar products on the market in its complete bioavailability due to its liquid delivery system and the highest form of active cucrumin, the most researched ingredient today, Yaffe added. The product contains Bioperine®, the active component of black pepper that enhances curcumin’s absorption.