Natural Products Insider

APR 2012

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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The Evolution of the Nutrition Industry W hile consumers still believe nutrition is a credible avenue to enhance health, the industry must move to optimize its market potential by developing novel, well-differentiated and clinically validated products. To help companies capitalize on the trends driving consumer value of nutritional products, a special report—"The Evolution of the Nutrition Industry" (supplysidestore. com/evolution)—is available for on-demand download in the SupplySide Store. This special report examines consumer demographic trends, regulatory and clinical research concerns, and the adoption of new nutrient-development paradigms. Report At A Glance Several major factors have shaped the cur rent state of the nut r i t ion industry. One of the most significant was the passage of the Dietar y Supplement Health and Education Act of 1994 (DSHEA). The law of ficially def ined dietary supplements as a category of foods and included a variety of ingredients as covered Special Report: the Nutrition Industry The Evolution of Find out how you can capitalize on the trends that are driving consumer value of nutritional products. under the law. Of par t icular note was the addi t ion of botanicals to the "nutrients" category of dietary ingredients, although such botanicals a re of t en se en by co n s ume r s and health care professionals as "medicines" wi th pharmacological ef fects. Addi t ional factors include a nut rient -development paradigm yielding many new nut rients with only modest cl inical evidence to validate their claims, increasing bad press causing a loss of consumer confidence, consumer dissatisfaction wi th products that don't del iver measurable biological improvements, and a market consolidation achieved by mergers and acquisitions hit ting mainly nutrient suppliers. To establish itself as a credible branch of health care and continue to grow and flourish, the industry, it is believed, will need to change its operational paradigm to one that consists of ident i f ying consumer On-Demand Insight & Education for the Health & Nutrition Industry 20 INSIDER ¥ APRIL 2012 segments with clear nutritional needs, and satisfying those needs with clusters of science-based and clinically validated nutrients and products addressing all facets of that specific nutritional need. Four consumer segmentations are beginning to surface: the healthy population, populations with special nutritional needs, populations at risk of contracting a disease and a condition- specific segment. SUPPLYSIDE INSIGHTS

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