A new consumer study has revealed that Lubrizol's magnesium ingredient, MAGSHAPE, was the most palate-pleasing option of the five sachet-based products sampled
During the blind tests, participants were asked to gauge the pleasantness of each formulation's texture, taste and aftertaste.
The product's convenience was also taken into account.
MAGSHAPE is a 1.5g, once-daily powdered stick sachet containing microencapsulated magnesium; it has been crafted to be user-centric in its flavour and texture, while also offering the traditional benefits of the key mineral.
Magnesium dominates the mineral market
Magnesium has been hugely popular in the nutraceutical world for years, with many consumers interested in the functional ingredient for its sleep-enhancing, stress-busting, muscle-relaxing and energy-boosting benefits.
According to Mintel, magnesium is currently the best-selling mineral on the market — making up 47% of the global market share.
Not only is it a highly popular mineral, but data from Spins revealed that magnesium was one of the top 25 best-selling ingredients overall within the supplement industry.
Analysis by Innova Market Insights has also revealed that, although capsules and tablets remain popular, many consumers are gravitating towards powders because of their sensory appeal and convenience.
Therefore, brands should formulate with quality and highly rated magnesium solutions; they may also benefit from experimenting with dosage formats to satisfy consumer preferences.
MAGSHAPE comes out on top
During the study, five orosoluble powders, each containing 250mg of magnesium, were compared. Various types of magnesium were compared — with the most common salts such as magnesium citrate, bisglycinate, oxide and bicarbonate all featuring.
When asked to state their favourite product in terms of texture, MAGSHAPE amassed the highest score, with participants describing the product as "soft", "fine" and "fast-melting".
It was also rated the tastiest, as volunteers noted its lack of bitterness and the absence of an unpleasant aftertaste.
Furthermore, 56% of the consumers assessed reported no off notes in the formulation.
Another aspect of MAGSHAPE that participants gravitated towards was its format, which only requires one sachet. Nearly 3/4 of the panelists found it highly beneficial that they could obtain the daily dose in a single sachet.
Microencapsulation for optimal magnesium absorption
An aspect that sets MAGSHAPE apart from the crowd, according to Lubrizol, is its microencapsulation process.
The company's patent-pending technology involves the microencapsulation and micronisation of magnesium molecules, which improves its bioavailability,
The encapsulation process also boosts magnesium's stability and dispersibility in the body, making it a highly suitable way to deliver the mineral in a supplement formulation.
Through the use of microencapsulated magnesium, brands can create orosoluble powders that dissolve effectively in the mouth and have a pleasant taste profile.
Lubrizol's Global Marketing Manager for its Nutraceutical business, Isabel Gómez, commented: “While magnesium is emerging as a popular go-to for the proactive health-conscious consumer, we identified the most common complaints associated with this mineral via an AI-driven search,”
“The main consumer complaints about magnesium supplementation include the tendency to leave a long, lingering unpleasant aftertaste and the need to swallow large or multiple pills to obtain the daily required dose. Both can affect consumers’ commitment to the daily routine. Additional complaints include digestive upsets, poor solubility and gritty texture.”
“MAGSHAPE has been carefully crafted to overcome the hurdles of meeting these consumer needs,” stated Gomez.
“The competitive advantage of MAGSHAPE is in its ability to deliver a potent dose of magnesium in a compact serving that is pleasant to the taste buds and is highly bioavailable.”