by Jon Benninger and Cara Miller

America is experiencing an energy crisis. However, this crisis is not one of gas lines and negotiations with the Middle East. This power shortage hits even closer to home.

Americans themselves are drained, and they are searching for alternate sources of energy. For some this search ends at the coffee pot or the soda machine. For others, sugary snacks are the answer. In the end, these are short-term solutions that actually may leave us feeling more lethargic after their effects wear off. So what can Americans do? They can turn to energizing dietary supplements, and millions of consumers are doing just that.

The Big Sellers

With literally thousands of dietary supplements from which to choose, finding the right product can be confusing. In fact, there are many more nutrients that play a role in the energy equation than can be covered in this space.

Several "energy nutrients" are proven sellers though, and should make a profitable addition to any salon. However, understanding the different effects of these supplements is critical to making a sale. Some products provide a short-term but powerful burst of energy, while others may take longer to provide benefits. Making sure a client knows what to expect will prevent disappointment and increase referrals and repeat sales.

The following is a list of common ingredients found in energy supplements, as well as a few up-and-coming nutrients that seem destined for success.

Ephedra/Ma Huang/Ephedrine
Ephedra, also known as ma huang, is a Chinese herb that contains ephedrine and ephedrine alkaloids. Ephedrine is a central nervous system stimulant. This ingredient will provide "energy," though long-term use for this purpose generally is not recommended. This herb and extracts of this herb commonly are found in dietary supplements used for suppressing the appetite, losing weight and gaining energy.

The U.S. Food and Drug Administration (FDA) and many state governments have expressed concern about the safety of this ingredient. Currently, the FDA is in the process of proposing limitations on dosage levels and uses for ephedrine containing supplements.

While ephedra will provide a quick, noticeable boost, there are safety concerns related to this substance. Increased heart rate, raised blood pressure, restlessness and insomnia may occur with its use. The FDA has reported that use of ephedrine containing supplements has resulted in many adverse reactions, including death in some cases of excessive doses.

Ephedra has been used in traditional herbal medicine for thousands of years, and many of the modern safety concerns are related to excessive and/or long-term use. The current regulations proposed by the FDA would limit products to 8 milligrams (mg) of ephedrine per serving and 24 mg per day. The regulations also would forbid claims related to weight loss, appetite suppression or energy, and would not permit label recommendations of more than seven continuous days of use.

Dietary supplements that contain ephedra may list it as "ephedra" or "ma huang," though the name accepted by the FDA is ephedra. Labels clearly should indicate the amount of ephedrine or ephedrine alkaloids per serving. Labels also should have a warning label explaining the situations in which an individual should avoid this substance (heart, circulatory or thyroid disorders, pregnancy, use of MAO inhibiting drugs, etc.).

Ginseng
Ginseng is one of the most misunderstood dietary supplements on the market. Unlike caffeine and ephedrine, ginseng is not a central nervous system stimulant and will not provide an immediate burst of "energy."

People who take one dose of ginseng and report feeling energized likely are reacting to other ingredients in the product or are experiencing a placebo ("it's in your head") effect. This is not to say that ginseng does not work. In fact, ginseng does work and is one of the most popular energizing herbs in the world. The key to selling, using and benefiting from ginseng is understanding how it works.

Think of ginseng as a long-term energizer. One dose or one day's worth will not have much, if any, effect. The benefits of ginseng come with regular use over long periods of time, such as two to four weeks. With regular use, ginseng increases endurance and energy. Making sure that clients understand this fact will prevent disappointment caused by unrealistic expectations.

Ginseng also comes in several forms. The two primary types of ginseng are Oriental ginseng and American ginseng. Both are good products, though they are not identical. Both types of ginseng are considered stimulating (or "yang" in the Chinese philosophy of health).

American ginseng is less yang than Oriental ginseng. In Asia, American ginseng is chosen for long-term use, use in warmer climates, and for use by the very young, the very old and those high-energy, yang individuals we describe as "type A personalities" in the West.

Oriental ginseng is selected for short-term use, use in colder climates and when greater stimulation is needed. Another popular supplement, Siberian ginseng, actually is not a ginseng at all. This plant is of a different genus, and should be called by the name "eleuthero." Though it is not a true ginseng, this plant has similar effects and is equally deserving of its popularity as an energy supplement.

L-Carnitine
Carnitine was first isolated in 1905. Its primary function is to convert stored body fat into energy. Carnitine can be synthesized within the body from the amino acids methionine and lysine with necessary cofactors including vitamin B6, vitamin C, niacin and iron. Dietary sources of carnitine are primarily animal protein foods.

Carnitine converts stored body fat into energy by transporting long chain fatty acids across the mitochondrial membrane for enhanced energy production. In the absence of carnitine, fats that cannot be burned for fuel build up within cells and the bloodstream as fats and triglycerides. Studies also show that carnitine supplementation lowers the exercise heart rate, extends the time of exercise prior to the onset of angina and reduces the buildup of lactic acid.

Carnitine is found in many dietary supplements used for energy. Various molecular forms of carnitine exist, including L-carnitine, D-carnitine and DL-carnitine. Both D-carnitine and DL-carnitine cannot be used by the body and inhibit the use of L-carnitine. Prolonged use of DL-carnitine can become toxic. Dietary supplements should contain L-carnitine, and this distinction should be indicated on the label.

Caffeine
While most commonly consumed in coffee and soda pop, caffeine is also a common ingredient in dietary supplements used for energy. Natural sources of caffeine include kola nut, guarana berry and green tea.

When used in dietary supplements, these plants often are extracted and standardized to ensure a consistent level of caffeine from dose to dose. Of course, caffeine is a stimulant and will provide a rapid burst of energy. It also may result in a "crash" similar to that experienced after the espresso finally wears off.

As long as clients are aware that a dietary supplement contains caffeine, there is nothing wrong with choosing to sell or use such a product. And, for those people who don't like coffee and can't handle a can of soda early in the morning, caffeine containing dietary supplements may provide a better option.

NADH
Another supplement gaining a reputation for providing energy is nicotinamide adenine dinucleotide (NADH), a derivative of niacin (vitamin B3). Found in the muscle tissue of fish, poultry, cattle and yeast food products, NADH is a coenzyme that is critical to cellular energy production. When NADH is oxidized in the mitochondria, it forms water and energy, which is preserved as adenosine triphosphate (ATP). Perhaps one of the most energizing supplements on the market, one molecule of NADH produces three molecules of ATP--the equivalent of 21 kilocalories of energy. Thus, the more NADH a cell has available, the more energy (ATP) it produces.

In addition to its ability to increase ATP production, NADH also is revered for its capacity to stimulate dopamine and adrenaline synthesis, which improves short-term memory, cognitive impairment and sleeping disturbances. The most recent research, completed in late February, indicates that it also may offer relief for those suffering from Chronic Fatigue Syndrome (CFS)--a debilitating disorder that can cause a significant loss of energy. The double-blind, placebo-controlled, 12-week study conducted at Georgetown University Medical Center indicated that 31 percent of the patients who took ENADA brand NADH achieved significant improvement in symptoms, compared to 8 percent of those given a placebo. Study participants were given 10 mg of ENADA/NADH or placebo for four weeks, then were taken off it for four weeks, and then were placed back on their assigned medication for another four weeks.

NADH also has shown applications for the healthy athlete. A recent study conducted at the Nicholas Institute of Sports Medicine and Athletic Trauma at Lenox Hill Hospital in New York indicated that NADH may be used to boost endurance and lessen recovery time in triathletes. Experts believe that its ability to boost the synthesis of dopamine and adrenaline, respectively causes increased muscle strength, mobility, alertness, mood and sex drive, which may have an indirect effect on the increased endurance.

Recommended dosage for healthy individuals between the ages of 20 and 50 years is 2.5 mg per day, while those aged 50 to 60 can take 5 mg per day. For healthy seniors aged 60 and above, dosage recommendations increase to 7.5 to 10 mg per day (in two doses) depending on size and weight. According to George Birkmayer, M.D., who developed the first stable form of NADH, there are no indications of a toxic dosage. In addition, no contraindications have been found since the first use of NADH in the early '80s.

ABCs
Finally, the simplest solution to a lack of energy may be found in the basics of nutrition. An unhealthy diet that does not provide the necessary levels of macro- and micro-nutrients surely will result in lethargy. Many Americans are turning to the plain old multivitamin.

Consuming enough basic vitamins and minerals is essential to the production of energy. Many of these substances are necessary cofactors in the production of energy. Any client interested in having more energy should consider taking a multivitamin. They may not be as "sexy" as rare Chinese herbs, but the basic vitamins and minerals are critical to the body's ability to produce and use energy.

Open the Pipeline

If you are not convinced that your clients will buy dietary supplements to increase their energy, just ask them. Ask the next 10 people who walk through your door if they wish they had more energy. Ask them if they would prefer to take a natural nutritional supplement that really works rather than sucking down a soda pop or a pot of coffee.

You might be surprised at how many of them respond favorably to the idea. You also might be surprised at how many of them already are taking one or more of the products mentioned in this article. And, when you add energy supplements to your product mix, you might be surprised at just how profitable selling energy can be.

Jon Benninger is the editor and publisher of Health Supplement Retailer (HSR), a monthly trade magazine for the dietary supplement industry. Cara Miller is assistant editor of HSR magazine.