NIE Columns
Mineral Efficient
Increased awareness of their benefits and improved technology is driving the growth of mineral sales. Essential for a variety of bodily functions, minerals are experiencing good and consistent growth, said Max R. Motyka, MS, RPh, consultant to Utah-based Albion (previously director of the human product division for 23 years). He noted the compound annual growth ...
Consumer Expectations Dictate Natural Sensory Qualities
Sensory quality as perceived by the consumer is the driving force in the development of natural food ingredients or products. Notwithstanding the current key trend issues, such as sugar reduction, consumers expect that the essential sensory quality attributes are maintained in the products. In recent times, consumers are more aware of or are looking for ...
Curcumin Power
As curcumin becomes more popular, ingredient suppliers and manufacturers are making quality and research priorities. A chemical compound found in turmeric (Curcuma longa), curcumin has been utilized for thousands of years as a spice in food and is known as a principal healing agent in ayurveda. Further, curcumin’s powerful antioxidant factor and anti-inflammatory effects have ...
The Art of Marketing Your Science
Successful products have science behind their marketing; good marketers make sure to avoid common pitfalls. Science drives supplement sales. When the body of science confirming benefits reaches a certain point, sales take off. Most recently curcumin has enjoyed “overnight” success. A decade ago, it was omega-3s. Consumers want to know that there are established benefits ...
Protein Demand
Whether animal or plant, consumers’ appetite for protein is driving innovative formulations. A 2015 Market Update from Batory Nutra (Des Plaines, IL) reported that in 2015 and beyond, natural product formulators understand that a consumer’s appetite for protein doesn’t stop at the supplement store, and two thirds of people say they aim to consume moderate ...
Ensuring Stability
Industry suppliers employ a range of sophisticated technology to provide stable, active components. Anything that is unstable is downright scary. Think about it: an unstable building foundation, an unstable stock market, an unstable individual. When we perceive something or someone as being unstable, our reaction is to avoid it. Supplements are the same way. If ...
Engaging Customers With Video
As companies who have turned to content-based marketing strategies have learned, good storytelling is the key difference between successful campaigns and those that fail to find an audience. Several elements go into creating a good story: an intriguing topic, the right details, and an engaging voice are all necessary for success. When planning a marketing ...
Cheers to Health
Clear labeling and healthier ingredients are the must-haves for functional foods and beverages. Drink and bar manufacturers are becoming more conscious about health and nutrition information on their labeling and providing options for their customers with functional ingredients that are packed with antioxidants, high in protein and trans-fat-free, explained Elyse Lovett, MS, MBA, marketing manager ...
Special Delivery!
When it comes to delivery format innovations, consumers–especially children and seniors–are willing to give them a try. “New and improved.” What does that truly mean? If something that already exists is “improved,” can it truly be “new?” To most consumers, the answer is yes. If it is a product that has been dramatically improved, then ...
Measuring Marketing Success with Online Brand Analytics
Measuring marketing results can be a tricky business, with some aspects being more quantifiable than others. When it comes to identifying what marketing activities are working and what needs to be rethought, the key is to leverage the measurable activities in your plan to give a more holistic picture of how well your marketing strategy ...
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