Tag: Daily Supplement

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‘Beauty from within’ on-trend in supplement space, from new formulations to the basics

This is an article I wrote for the CRN Daily Supplement member newsletter, connecting timely external content to the association’s annual survey as part of our content marketing tactics—additional stories here.

J&J Consumer Health’s Neutrogena brand’s personalized 3-D printed skin care supplements made news at CES 2023last week. Consumers can scan their face through an app, answer a questionnaire, and receive a recommendation for a “skin stack” gummy—providing the personalization consumers seek with the kind of products they are looking for.

“Skin, hair and nails” is reported as a reason for taking dietary supplements by 29% of supplement users, according to the latest edition of the CRN Consumer Survey on Dietary Supplements—37% among female supplement users. 

“Healthy aging” is another top reason cited among supplement users, with 27% of females and 21% of males seeking these benefits from their dietary supplements, according to the CRN survey.

  • InStyle magazine recently highlighted Unilever’s brand Nutrafol, noting its formulation with biotin, vitamin A, vitamin C, and L-lysine.

  • Nestlé Health Science’s Vital Proteins collagen brand is broadening the benefits message beyond beauty with its “For Everybody with a Body” campaign aimed at educating people about the many parts of the human body that can benefit from collagen, “from skin, hair and nails to the left knee, right knee or tendon in your elbow.”

Vitamin D never goes out of style, and was recently spotlighted in Vogue magazine, which noted supplements can be “key to preventing deficiency.” 

What they’re saying: In the U.S. and Canada, the RDA is 600 IU per day for adults and 800 IU per day for individuals over 70 years old, while in the UK, the RDA is 400 IU. The article advised consumers to opt for D3 paired with vitamin K2 “to optimize calcium metabolism.” 

A newly published study from the University of Finland reported fewer cases of melanoma among people taking vitamin D supplements. The study included nearly 500 people with an increased risk of skin cancer. Those who took vitamin D supplements regularly also had a lower risk of skin cancer, according to estimates by experienced dermatologists. 

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Self-empowerment, social mission resonate with new generation of supplement users

This is an article I wrote for the CRN Daily Supplement member newsletter, connecting timely external content to the association’s annual survey as part of our content marketing tactics—additional stories here.

“With our social mission focused on mental health, we are weaving more ‘real talk’ into our content to help consumers feel seen,” said Jessica Heitz, chief marketing officer of Olly, in a Fast Company article exploring how to sell health and wellness when consumers are sick and tired of hearing about it. “Gen Z cares about brands that make a difference and we amplify our social mission in our marketing.”

“Many millennial-minded consumers didn’t find the vitamin and supplement category was relevant to them,” Heitz explained. “While traditional vitamin brands talk about the problems people face, Olly focuses on the benefit—and that approach brought an entirely new consumer into the vitamin aisle who had never shopped there before.”

By the numbers: According to the 2021 CRN Consumer Survey on Dietary Supplements, among U.S. adults 18–34 years old:

  • 14% do not take supplements and have never taken supplements
  • 13% have taken supplements in the past but no longer consider themselves a supplement user
  • 11% consider themselves a seasonal user of supplements, taking supplements only during part of the year such as the winter cold and flu season or the spring allergy season
  • 15% consider themselves an occasional user of supplements, taking them throughout the year when they think of it or when the need arises
  • 18% take a supplement regularly, but take only a multivitamin
  • 29% take supplements regularly and take a variety of vitamins, minerals and/or herbal products or specialty supplements

Older adults are more likely to regularly take multiple supplements, with:

  • 42% of 35–54 year olds and
  • 57% of adults 55 and older in this category.

Overall, Heitz noted, “We’ve found that benefit-driven ads (e.g., sleep) and the feeling (e.g., well-rested), as opposed to ingredient-led messaging (e.g., melatonin) resonate best with consumers.”

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State plastics packaging requirements going into effect—are companies ready?

This is an article I wrote for the CRN Daily Supplement member newsletter, covering a topic that is of great personal interest to me—protecting the environment by making sustainability a priority.

Post-consumer recycled (PCR) content requirements are going into effect for a market that isn’t ready.

Why it matters: Three states are quickly moving forward with PCR requirements. California’s Plastic Minimum Content Standards law (AB 793) went into effect this year, and new PCR standards are coming in 2023 for Washington state—with New Jersey following closely behind.

What they’re saying: “The difficulty has to do with logistics and the market—these laws are essentially trying to create a market for post-consumer recycled material that does not currently exist,” observed Samuel Butler of CRN associate member Lathrop GMP LLP in a recent NutraIngredients-USA article.

Mike Meirovitz, director of government relations at CRN, told NutraIngredients-USA that CRN is working with “federal and state policymakers to find solutions that incentivize progress in these areas” but is staying “mindful that any new compliance requirements should not be unduly burdensome, impractical, or unachievable for this industry.”

CRN associate member IRI Worldwide noted in a newly published report:

  • 77% of consumers believe sustainability is important when selecting products to buy, up from 69% in 2021.
  • The top reason consumers say they buy sustainable products is for their environmental impact (44% of those surveyed), followed by the availability of more sustainable options (40%).
  • Marketing sustainable products can command premiums over their conventional counterparts that can range from 8% to 130%.

Go deeper: See the full “Sustainability and the Consumer” report for research by IRI and the NYU Stern Center for Sustainable Business examining how sustainability drives consumer product choices.

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New data on minority supplement use delivers insights to help improve health outcomes for more Americans

This is an article I wrote for the CRN Daily Supplement newsletter.

“There’s an opportunity and an imperative to better measure how different populations are experiencing healthcare and what their health outcomes are…,” CVS Health’s vice president and chief health equity officer, Joneigh Khaldun, M.D., noted in a recent report on the future of wellness.

Indeed, deep and persistent inequities in health outcomes between minority and white populations in the U.S. are well documented.

In 2021, CRN included “oversamples” of minority groups including Black, Hispanic, and Asian/Pacific Islander respondents in its Consumer Survey on Dietary Supplements to deliver deeper insights into their motivations, attitudes, and purchasing habits around supplement use.

Hispanic Americans were most likely to report a change in their supplement routine during the pandemic, significantly more so than white and Asian American/Pacific Islander respondents, for example.

More than one in 10 Hispanic supplement users report their friends and family are their top motivator, a significantly larger proportion than other groups.

Looking at motivations for supplement use by race and ethnicity, CRN’s survey found Asian Americans and Pacific Islander supplement users are likely to list “gaining control of a health condition” as their top motivator than other groups. We also see that this group is less likely to prioritize the advice of their health care provider than other groups.

Oversample insights

Understanding minority attitudes and behaviors related to dietary supplements can help our industry better serve these populations.

In addition, CRN’s Nutrition Access Task Force is working toward making nutrition more accessible to everyone, especially those in need.

The U.S. Department of Health and Human Services has designated April as National Minority Health Month—this year themed with the important message “Give Your Community a Boost!” to encourage full vaccination against COVID-19. 

We know that supplementation can provide a wellness boost, too, in helping to fill nutrient gaps and may be useful in providing nutrients that otherwise may be consumed in less than recommended amounts or that are of particular concern for specific population groups. In addition, a growing body of evidence supporting the link between vitamin D and COVID-19, as the CRN Foundation presents through the Vitamin D and Me! website.

CRN encourages its members to share educational content about dietary supplements with their consumer channels and explore CRN’s consumer survey data to learn more.

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Debunking melatonin myths for #nationalsleepday

This is an article I wrote for the CRN Daily Supplement newsletter.

CRN is shedding light on the facts about melatonin for National Sleep Day. Recent media reports have questioned the use of sleep aids and, in some cases, offered inaccurate information. CRN put these myths to bed, debunking 4 common myths about melatonin.

By the numbers: According to CRN’s Consumer Survey on Dietary Supplements, 70% of supplement users regularly get a good night’s sleep compared with 62% of non-users—and 11% of supplement users take melatonin.

Share CRN’s “Myths and Facts About Melatonin” on your social media channels—check out our posts on LinkedIn and Twitter—for #nationalsleepday to help spread these truths:

  1. Melatonin does not have sedative properties despite common misconception.
  2. Melatonin has not been shown to have addictive properties, according to scientific research.
  3. Intended for sleep support and jet lag, melatonin should not be used not to treat insomnia.
  4. FDA regulates melatonin, like all dietary supplement products and ingredients.
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AI-driven personalized nutrition requires strong consumer relationships

This is an article I wrote for the CRN Daily Supplement member newsletter, covering a virtual industry conference—additional stories here.

Supplement sales driven by personalized nutrition grew 35% in 2020, according to Forbes “Powerful Consumer Trends To Watch In 2021.”

“Undoubtedly consumers are curious about this space and we’ve got to balance the curiosity with ease of use of personalized nutrition,” CRN President & CEO Steve Mister advised. Mister recently participated in a panel discussion on The Future of Health and Wellness: From Artificial Intelligence (AI) to Personalized Nutrition hosted by CRN Associate member Dicentra. The panel, moderated by Tom Aarts, NBJ founder and principal of the Nutrition Capital Network,  included James DiNicolantonio of AIDP, Adam Monroe of Panaceutics, and  Zak Zaidman of RDCL Superfoods.

“Personalization is the one trend that is here to stay,” Monroe observed. “We’re all constantly changing our inputs and experiencing different experiences and our health is changing…so even just to begin to help folks start noticing, and start paying attention…if we look at what even very basic analysis gives us, those insights can then guide us.” 

Consumer feedback is key to success in the personalized nutrition space, in addition to perfecting the algorithm. “It’s AI and the algorithms that are going to drive insights for customer engagement, product health categories, even product development strategies,” said Aarts. “But, you can’t just have a one and done test…and then leave the consumer, you have to have an ongoing relationship,” Aarts explained.

The big challenge for industry is to figure out “diagnostics that are minimally invasive…and easily repeatable, because if the experience truly is personalized, those numbers will change over time,” Mister advised.

Catch the replay of this session on Dicentra’s YouTube channel.

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Expo East insights: Survey explores Gen X data wonks, experiential Zoomers—and opportunities for brands

My Zoomer and me. This is an article I wrote for the CRN Daily Supplement member newsletter, covering a session I attended at the Natural Products Expo East trade show in September 2021—additional stories here.

Consumers buy into the importance of healthy habits. However, behavior modification remains a challenge across all ages, creating opportunities for brands to bridge the gap between healthy intention and healthy behaviors. 

When evaluating overall health, research from New Hope Network’s NEXT Data & Insights June 2021 Changing Consumer Survey presented at Natural Products Expo East last month revealed:

  • Fact-based measures matter most to Boomers and Gen X (55–75 and 40–54, respectively). These include objective measures such as weight, BMI, and blood tests.
  • Experiential measures are most important to Millennials and Gen Z—or “Zoomers”—ages 25–39 and 16–24, respectively. They include how the body feels, energy levels, and digestive wellness, as well as emotional measures such as whether they feel happy or sad.

Weight ranked among the top five health concerns across all age groups. Stress and mood were among top health concerns among Gen Z, Millennials, and Gen X. 

Building trust over the long term is critical when it comes to Gen Z and Millennials, who are skeptical of large institutions, according to the New Hope survey. “Consistency, transparency and a well-communicated message,” are essential, advised Eric Pierce, New Hope Network’s vice president of business development. “And today a lot of consumers are looking for a passion and purpose and something to believe in beyond shallow marketing claims,” he added.

Third-party certifications can play an important role in building trust, Pierce explained, pushing back against immediate sales gains as an indicator of their value. “You don’t certify in order to drive sales growth. You certify to establish trust. You certify to support a long-term relationship and trust as opposed to getting an immediate ROI.”

Go deeper: Read more from the survey via New Hope Network. 

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Expo East insights: Strategies to reduce GHG emissions supported by independent data

This is an article I wrote for the CRN Daily Supplement member newsletter, covering a session I attended at the Natural Products Expo East trade show in September 2021—additional stories here.

The natural products industry, as part of the greater food industry, is responsible for one third of the greenhouse gas (GHG) emissions that are causing climate change.

By the numbers: The largest contribution to harmful emissions is made by agriculture and land use/land-use change activities (71%), with other sources being supply chain activities: retail, transport, consumption, fuel production, waste management, industrial processes, and packaging. 

Six strategies for companies to reduce GHG emissions, as explained by Nova Sayers from independent research company HowGood at Natural Products Expo East, include:

  1. Choosing different ingredients
  2. Choosing better sourcing locations
  3. Choosing certified suppliers
  4. Engaging suppliers to reduce their footprint
  5. Supporting regenerative agriculture
  6. Purchasing agricultural offsets where they source

Companies can rapidly assess which ingredients, production practices, and locations can help them improve their climate impact using HowGood’s product sustainability database.

Why it matters: “The same conditions that are causing GHG emissions and climate change are also causing significant species loss and loss of biodiversity that our industry depends on,” Sayers explained. “We need diverse ingredients that are grown in a way that allows them to be nutritionally dense.”

The bottom line: In addition to protecting their ingredient sources, companies can reap rewards in terms of price premiums. Data from the NYU Stern School in partnership with IRI showed sustainable products:

  • Accounted for over 50% of the market growth even though they only comprise about 16% of the overall market in terms of number of products.
  • Command a 39% price premium over conventional products, according to data from the NYU Stern School in partnership with IRI. 
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Expo East insights: Climate Collective, SME Climate Hub help companies go from overwhelm to action on sustainability

This is an article I wrote for the CRN Daily Supplement member newsletter, covering a session I attended at the Natural Products Expo East trade show in September 2021—additional stories here.

The natural products industry—including dietary supplements—is uniquely positioned to “be at the nexus of helping drive awareness and action around climate,” Courtney Pineau, executive director of The Climate Collaborative told attendees at Natural Products Expo East last month.

Consumer concerns are supported by science. Pineau cited U.N. Secretary-General António Guterres who described findings of a recently released Intergovernmental Panel on Climate Change (IPCC) report as a “code red for humanity.” The report reiterated that collectively, we need to:

  • Halve global greenhouse gas emissions by 2030 
  • Reach net zero before 2050

“The most important thing for you to do is take action,” Pineau urged, noting that climate commitments are not only for the largest companies flush with resources and able to make changes in their supply chains. 

“This movement is going to be driven by the small and medium sized companies,” Pineau noted. Small and medium enterprises (SMEs) represent 90% of businesses globally, employing 2 billion people. 

Resources to help companies make and follow through on commitments to address climate change are available through The Climate Collaborative and the SME Climate Hub. Pineau urged attendees to act ASAP and share the call to action from their #Call4ClimateNow campaign. 

“Remember, your shoppers are looking to align their values with what they buy,” Pineau noted. The demand is there and consumers are willing to pay a premium for sustainably-produced products.

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Expo East insights: DEI commitment follow-up key to industry growth, sustainability

This is an article I wrote for the CRN Daily Supplement member newsletter, covering a session I attended at the Natural Products Expo East trade show in September 2021—additional stories here.

Following through on justice, equity, diversity, and inclusion (JEDI) commitments is essential to fulfilling the natural products industry’s potential for growth and responsibility that comes with that growth.

The natural products industry is on track to be a $400 billion+ industry by 2030, according to data from Nutrition Business Journal, powered by SPINS. “Within the next decade our size and scale will be more than double what it was in 2017—giving us the opportunity to create more positive impact for people and planet if we choose to,” Carlotta Mast, senior vice president, New Hope Network, said during last month’s Natural Products Expo East keynote on “The State of Natural & Organic.” 

Why it matters: 2020 saw many companies making commitments to DEI initiatives, and it’s important that they take stock of progress made. The J.E.D.I Collaborative offers tools to help firms ensure they are making effective commitments and following through. 

A more expansive view of vital infrastructure, to include education and healthcare, is key if we are going to accelerate change needed to address sustainability goals, Nick McCoy, managing director, Whipstitch Capital, emphasized during his segment of the keynote.

The bottom line: “If we think about income equality as a goal, as part of JEDI, if we can make income more equal across the population, we’re naturally going to be more equal as people,” noted McCoy. “And there’s going to be more diversity in neighborhoods, more diversity in leadership,” he added, calling on companies to commit to educational and healthcare investments.

Go deeper: Read New Hope’s coverage of BIPOC CEOs discussing their experiences supporting each other, advocating for their needs, and being change agents.