Insights from SupplySide West

The big opportunity over the next decade? Offering a multi-pronged approach to take consumers to a greater level of optimal health

By Stephen DANIELLS

- Last updated on GMT

Related tags Consumers Nutrition Consumer protection

Consumers are looking for individual and integrated strategies to optimize their health and wellness, but no company has yet put all the pieces together, says BrandHive’s Jeff Hilton.

Speaking with NutraIngredients-USA at SupplySide West 2014 in Las Vegas, Hilton explained that consumers are looking for individual strategies, which includes supplements and/or food and/or lifestyle and/or exercise and/or pharma. “Consumers are now realizing it’s an integrated solution but they have no idea how to get there,”​ he said.  

The lines between supplements, food, and beverage are increasingly blurred, he said. “Supplements manufacturers and suppliers, especially the smart ones, are figuring out how to get their products into food and beverage, and also a more friendly dosage form because I don’t think pill fatigue is a people issue and not just a seniors issue.”

Convergence between consumers, channels, categories, and technologies are giving consumers a glimpse of a future with a more integrated approach to health and wellness, he said.

“It’s a search for more customized solutions,”​ said Hilton. “Millenials are all over customized solutions and are driving this, while Boomers need help to put all the pieces together.”

“Where I don’t think we’re at yet as an industry is how to put it together in a way that consumers can say, ‘Oh OK, here’s a multi-pronged approach that could really take me to a greater level of optimal health’, and I don’t think anyone has done that yet. To me, that is the big opportunity over the next decade.”

Ingredient suppliers are being asked to put ‘some skin in the game’, said Hilton. This means research and positioning. “I think educating the consumer in a broad base is needed, and giving the tools to the manufacturers about the products and ingredients so they can use that to educate the consumers.

“I think there’s a critical role for suppliers.”

Related news

Related products

show more

Replacement Isn't the Future. Variety Is.

Replacement Isn't the Future. Variety Is.

Content provided by ADM | 22-Mar-2024 | White Paper

Successfully navigating the intersection of food and technology can help your business meet evolving consumer demands.

Consumer Attitudes on Ultra-Processed Foods Revealed

Consumer Attitudes on Ultra-Processed Foods Revealed

Content provided by Ayana Bio | 12-Jan-2024 | White Paper

Ayana Bio conducted the Ultra-Processed Food (UPF) Pulse survey, offering insight into consumers’ willingness to consume UPFs, as well as the variables...

Future Food-Tech San Francisco, March 21-22, 2024

Future Food-Tech San Francisco, March 21-22, 2024

Content provided by Rethink Events Ltd | 11-Jan-2024 | Event Programme

Future Food-Tech is the go-to meeting place for the food-tech industry to collaborate towards a healthier food system for people and planet.

Palate Predictions: Top Flavor Trends for 2024

Palate Predictions: Top Flavor Trends for 2024

Content provided by T. Hasegawa USA | 08-Jan-2024 | Application Note

As consumers seek increased value and experience from food and beverages, the industry relies on research to predict category trends. Studying trends that...

Related suppliers

Follow us

Products

View more

Webinars