Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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naturalproductsinsider.com 109 nutrition, mental acuity/fi tness and other areas of health care/status. Another trend, she pointed out, is that consumers now have complete access to their medical records and are additionally collecting and sharing a massive amount of data about themselves via apps, self-initiated testing, social media and other digital formats. According to Dubinski, social media has been a fast-moving resource that's helped the supplement industry spread the word about potential product benefi ts. Apps will continue to grow within the industry as more companies move to personalized supplements, he predicted. Companies are starting to utilize smart watches to track consumers' nutrient levels, while providing supplement resources to help improve specifi c nutrient levels. Cooper emphasized that continued commercialization of personalized nutrition will also generate and complicate the issues related to big data. "Anyone who can help the consumer navigate this emerging labyrinth of data and provide the tools for them to digest and integrate it in a meaningful and simple format will have a winning combination," she assured. "The data we are creating is so prodigious that it will require artifi cial intelligence [AI] to sort it and make sense of it." More companies are using AI or chatbot technologies synced to their websites to enhance convenience of consumer engagement, Tamara Bernadot, co-founder and cheif nutrition offi cer at Persona, observed. Persona has integrated these technologies into its website for consumers to interact with its team of nutritionists and registered dietitians. This is all part of what Euromonitor calls "shopping reinvented," a paradigm in how people obtain goods that service and benefi t their lifestyles. Health product brands need to strategize to deepen the relationship with the consumer before, during and after a purchase to keep that individual engaged. Doing this entails leveraging social media, health apps and microinfl uencers, among other tools, to create value. Roberts explained, "Success in brick-and-mortar stores and via online platforms is a fundamentally different process, and the brands that adapt most successfully to omnichannel retail will have to customize their outreach depending on the type of channel they are using. Already we see some brands that have traditionally been smaller players in the market see big boosts from online sales if they're successful in using platforms like Amazon—with its own algorithms and marketing tools— compared to other brands that don't really change their approach." She added that seeing a brand in the store offers the customer a different experience than scrolling past it on a phone, so companies must learn to utilize online platforms to ensure brand growth over time. Consumers buying products from their phone while their watches count how many steps they take, farmers across the globe uploading data about their crops to suppliers' headquarters half a continent away, R&D teams buying ingredients on an online marketplace; these are just some of the technology innovations that improve creation and consumption of natural health products. It shows that the more things change via technology, the more they change consumers' livelihoods for the better with increased precision, convenience, effi cacy and choices. Getting Personal: The Future Impact of Personalized Nutrition At fi rst blush, a shopper's cart that contains a collection of supplements she is purchasing can be considered "personalized." But personalized nutrition entails so much more. It allows individuals to not only fi ll in their nutrient gaps, but to identify optimal doses of specifi c supplements shown to help lower risk of diseases that they may be genetically predisposed to, as shown by genetic testing. The fact that no two people are alike is the genesis of this futuristic-but- here-right-now model of preventive health. "Personalized nutrition is disrupting the nutritional product industry, and specifi cally the way consumers purchase nutritional products—from frozen meals to dietary supplements," Bernadot observed. Cookie-cutter products, she noted, are swiftly heading the way of the dinosaur—on the road to becoming obsolete. Technology When it comes to creating a clean label product, you want Flavorchem by your side. We specialize in natural avors, extracts, and colors for all product types and segments. www.avorchem.com info@avorchem.com Visit Flavorchem at booth 1773

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