The dietary supplements industry is missing the opportunity of developing a brand focused on female athletic consumers that is supported by science and speaks with the voice that female athletes want to hear, say experts.
Whether it’s a sign of dissatisfaction with conventional Western medicine, or a more holistic preference, Ayurvedic ingredients like turmeric and ashwagandha are entering into the diets of mainstream North American consumers.
Practitioner channel specialist Designs For Health has launched what it believes will be a strong contender in the healthy aging category with Annatto-GG, which is an offshoot of natural vitamin E manufacture.
A startup founder who wants to banish the masculine and feminine stereotypes in protein marketing says sports nutrition products should be made more accessible by removing gender-focused health claims.
Using scientific evidence to bring products to elite athletes and active consumers is a job potentially fraught with pitfalls so the industry has to simplify the science for shoppers and comb away the confusion entangled into social media.
As consumers become more supplement savvy, companies are increasingly under pressure to improve the health profiles of their products. Many companies are opting for various clean label and quality certifications.