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Magnesium horse calmers vs calcium
The horse calmer represents one of the largest segments in the horse supplements market, yet failure rates are exceedingly high. Over the past six months, the horse calmer market has witnessed a shift in approach to how current calmers are produced. Progress has been made in the development of a new, innovative product ingredient that could increase repeat sales by up to 50%, despite the recession, chelated calcium.
Since the introduction of calcium based horse calmers to the market, questions have been raised about the effectiveness of current magnesium calmers. EquiFeast conducted their own trials in 2008 on a small number of horses, to ascertain just how effective magnesium is as a calmer and if chelated calcium would actually have a more positive affect on a horses brain function than magnesium. Interestingly, EquiFeast found that magnesium actually failed in more horses than it helped, reporting that only 25% of horses experienced any positive change in their behaviour, while over 30% deteriorated. However, 90% of horses responded positively to the introduction of chelated calcium supplements (an organic calcium that is easily absorbed into the body), with notably improved concentration and behaviour.
These studies led EquiFeast to believe that although magnesium plays an important role in a horse’s behaviour, when combined with chelated calcium (which will not interfere with the absorption of magnesium or “block” other minerals within the body) and other nutrients, the results are three times more effective. It is of EquiFeast’s opinion that if a horse is deficient in one mineral (like magnesium); it will almost certainly be deficient in another. Therefore, if only magnesium is supplement, it is almost certain that the animal will continue to exhibit bad behaviour as a result of additional deficiencies i.e. calcium. EquiFeast argue that it is better to treat the problem before the symptoms, thus a complete supplement is required.
As calcium is responsible for turning the brain cells on, without calcium, the animal will display irrational and bad behaviour. According to Malcolm Green from EquiFeast:
“Grass is not designed to extract natural calcium from the soil because the plant does not require it and in alkaline soils, the calcium is “locked up”. Traditional calcium supplements are made with a poor source of calcium such as limestone. They have little, if any, effect. We have found that chelated calcium is by far the richest most bio-available form of calcium. Many supplements now contain chelated minerals because of their ease of absorption rate. It is the combination of chelated calcium and other minerals such as magnesium that produces such impressive results, not simply one standalone mineral”.
A noticeable change will be witnessed over the coming months, as more and more supplement manufacturers incorporate chelated calcium into their calmers, along with their current technologies, to create a market of “super calmers”, calmers with high success rates and therefore, high repeat order rates.
Malcolm Green believes:“There are a number of exciting opportunities for manufacturers with the introduction of chelated calcium into their supplements:
1.) It will increase customer satisfaction and repeat purchases for difficult horses
2.) It will dramatically expand the ‘calmer’ market because it improves judgement and decision making and reduces tension in ‘sensible’ horses and leads to substantial performance improvements
3.) The market for chelated calcium supplements is currently growing at 38% over last year’s sales despite the recession
4.) With an interest from elite riders in the USA, who have been excited by the effects on high level competition horses in the UK and more recently over there, export sales may also be increased.
This unique chelated horse calmer technology is available in:
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