Natural Products Insider

SEP-OCT 2017

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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108 INSIDER September/October 2017 A funny thing happened on the way to the future of nutrition. Things got personal. Very personal. Today's healthy lifestyle consumers are strange, but not in a bad way. They're confl icted. They want "something," but they are not sure what it is, where it will come from, or what it looks like. That "something" is personalized nutrition. And there is a virtual race taking place to be the fi rst company/brand to 1 get there, and 2 get it right. But let's back up. What happened to the passive "the experts will tell me what to buy, and I will obey" attitude of the early 2000s? In short, consumers got smart, they got connected, and they talked to each other. They discovered wearable devices to monitor daily activity, sleep patterns, blood pressure, cholesterol levels and dietary intake. They also learned about DNA and the vast story it can tell them. What resulted is a consumer who is now empowered and emboldened about health and wellness, but also completely confused about how to bring it all together into a cohesive and holistic program or solution tailored to his or herself. And that's where we are. Put simply, consumers want a custom approach to health and nutrition, and since they don't know how to achieve that, they look to brands or experts to package or curate it for them so they can then embrace it and own it as if they created it. All signs point to personalized nutrition solutions. There is no denying the opportunity for the right company or companies or brand(s), right? Across the consumer marketplace, two primary models of personalized nutrition appear: Blood, saliva or body fl uids based assessment Lifestyle/demographics input assessment In qualitative research, most consumers are partial to some type of body fl uid assessment since "data doesn't lie," and they trust it more than a qualitative approach. But, of course, the more invasive assessments carry with them a legal and regulatory risk for brands. What's important to note is that consumers seem willing to share personal data and blood/saliva diagnostics to achieve a more customized nutrition solution. The emergence and popularity of meal delivery brands like are extending body fl uid diagnostics to specialty meals/ ingredients with consumer profi les like protein-craving or plant-lover in order to make meal assembly kits and ready-to-eat (RTE) options targeted and personalized. The other factor driving customization is the endless quest for convenience. Consumers are increasingly busy and require on-the-go options. The need for convenience at any cost has fueled a dramatic expansion in the delivery formats available for both fundamental and supplemental nutrition. Most of the custom nutrition offerings in the marketplace are available primarily online. The reason for that is because most of the personalization algorithms are Web based; this establishes a digital connection between the provider and the consumer that facilitates ongoing communication and engenders loyalty, compliance and re-purchase. The standard Web approach for direct, personalized consumer sales looks something like this: The two key elements graphically represented here are 1 engagement, and 2 loyalty/repurchase. No personalization model can thrive or even survive without these two elements working in lock step. It's all about 1 getting the consumer to stay on the site when they arrive by offering them a motivation to connect with the brand, and 2 maintaining contact post-purchase to reinforce loyalty, encourage social sharing and facilitate repeat business. The most intriguing aspect of personalized nutrition is that consumers are driving the trend, not manufacturers or brand owners. The other intriguing element is that while Millennial consumers are the "tip of the spear" demanding custom health solutions, Gen X and Boomers are not far behind, even though their health concerns are distinct and more prevention-driven. Personalization broadly appears to transcend age breaks, and it transcends product categories. Smart manufacturers, ingredient suppliers and brand owners are all over this, seeking a role and partnering to be part of the solution. There is enough opportunity to go around. Carve out your slice. Soon. Jeff Hilton is partner and co-founder of BrandHive (, a healthy-lifestyle branding agency celebrating 20 years working with dietary supplement, functional food and beverage, and health and beauty brands. Hilton brings 35 years of advanced business and marketing insight to his clients. SupplySide West Why and How Are Consumers Driving Personalization? by Jeff Hilton Learn more about the market for personalized nutrition from Jeff Hilton during the "Making Personalized Nutrition a Reality" Panel Discussion on Thursday, Sept. 28 at 9 a.m. at SupplySide West in Las Vegas. The session is underwritten by Aker BioMarine. Scan Here Personalized Nutrition at SupplySide West Site Visit Engagement Personalization Input Output Loyalty

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