Nutrition Industry Executive interviewed Chase Hagerman, brand director at Chemi Nutra, for his thoughts on the weight management category for ingredient suppliers. Here, he discusses the fleeting trends seen with these products.
NIE: What is the state of the market for weight loss supplements?
Hagerman: Everyone wants a piece of the lucrative weight management category, and it’s no wonder; as summer rolls in and people start trading in puffy parkas for streamlined polos it is no surprise we strive to have a svelte figure.
In fact, the consumer marketplace for weight management supplements and products mirrors fashion in how quickly products cycle in and out of the spotlight. That’s the unfortunate reality of the weight-management category; viability of a product is always questionable. To prove this, go to any big-box retailer, head to the weight-loss section, and take a picture facing the shelves. Now set a reminder in your phone to travel back to the same store a year later and see what products moved either moved from the optimal, line-of-sight shelves to the bottom or are no longer there.
NIE: What are the best ways to utilize these ingredients? What recent advancements have been made in delivery?
Hagerman: An approach I recommend is to focus on crafting a quality product that has staying power. Keep the formula simple, high in quality, and avoid outlandish claims and expectations. In keeping with the fashion example, I would recommend supplement marketers stick with a classy style rather than the fleeting fast fashions of today. Setting up a formula up for success and repeat sales is the way to go. Like the old adage says, but it is far easier to get repeat business from existing customers than it is to acquire new ones.
The predominant delivery method for weight management supplements is still capsules. Part of the reason is the production process is far easier than any other format. Another reason is that there is that capsules are calorie free (unlike many liquid/beverage and food delivery formats).
NIE: How can suppliers and manufacturers ensure the efficacy and safety of these products?
Hagerman: Any savvy ingredient manufacturer will have already done their homework before commercially launching their ingredient. Efficacy trials and safety testing is vital to an ingredient’s marketability. Over the years, the industry has been seeing a spurt in litigious activity, not only from people who have been harmed by supplements but also by those who feel the results are in line with the claims they expected to see.
Let’s say the ingredients in a formula are all validated but what about the formula as a whole? Having research data on a finished product is very useful for marketing as well.
For more information, contact Chemi Nutra at (866) 907-0400, or www.cheminutra.com.
