01.01.06
Top 10 Predictions for 2006
I have decided to play Nostradamus this year and predict some of the top issues I believe will take center stage in 2006. Next year, when I go to write this editorial again, I will make sure I review which predictions came true. That way, you can decide for yourself whether my prognostications are worth reading or not. So here goes…
10. Getting Rid of the Misfits...
This year, more than any other, will be one in which the reputable companies in this industry take a stand against companies “not doing the right thing.” This has been a long time coming and those not playing by the rules would best be served by exiting this business or incorporating some integrity into their business plans.
9. Outsourcing: Everyone’s Doing It...
As the economics of this industry (and country) put pressure on companies, more will be looking to outsource their production capabilities to places like China and India. This is already happening in several industries. Look for this activity to continue at a frenetic pace in 2006.
8. The Quality of Branding...
Quality and branding WILL differentiate one company from the next this year. In order to avoid becoming a commodity business (which some would argue we already are), these factors will become paramount to promoting innovation and future success.
7. Moving Research to the Top of the Priority List...
Companies will be carrying out more research this year because (1) it is becoming part and parcel of doing business in this industry, (2) companies fear FDA/FTC involvement, or (3) simply, because everyone else is doing it—it is becoming “trendy.” Expect more companies to investigate how they can make processes and products more proprietary. I predict intellectual property will become a high priority for companies in order to guarantee a secure future in the market.
6. The Health & Wellness Revolution...
All signs are pointing toward consumers welcoming some degree of health and wellness into their lives because they feel it is one aspect of life they can control. Whether consumers are looking to completely transition their lives or take baby steps, there is a health and wellness revolution permeating all segments of business. Look for this trend to become even stronger in 2006.
5. The Down “Low”...
Consumers will actively continue “lowering” things in their diets like trans fats and sugar consumption. The latter will be accompanied by the message of glycemic index, which will be hotly debated as the year goes on. This year will determine whether glycemic index is here to stay, or if it is merely just a trend.
4. The “Up”side...
Consumers will be interested in getting more nutrients in their diets, especially through fruits and vegetables. Companies are aleady active on this front, releasing new products that meet this need (see Top of the News, pg. 8, for Tropicana’s latest product introductions). Consumers will also be looking to “up” the amount of omega 3 fatty acids in their diets—however, it will not matter for now where they are getting their omega 3’s; consumers will worry about that later when they become more educated about the various sources).
3. Whole Grains...
The renewed interest in whole grains has been Big Food’s way of hooking into the health needs of consumers. Look for more innovation to take place on this front, particularly in finding ways to help consumers include more fiber in their diet from new, novel sources.
2. Debating Qualified Health Claims...
There has been a virtual tug of war with FDA (and industry companies) about qualified health claims and how these complicated messages should be communicated to consumers. So far, the claims approved have been disappointing. I’ll tell you this, the more headaches this industry gives FDA, the more headaches they will give us in the form of more regulation. Unfortunately, I think this issue will not only broaden the communication gap between industry and FDA, but it will also divide the industry itself.
1. The Final GMPs...
Companies have been waiting with baited breath for the outcome of the final dietary supplement GMPs, for which a proposed rule was issued nearly three years ago. This will continue to be a hot button issue in 2006, depending on how many (or few) companies can comply with the new regulations. I predict the industry will have final GMPs before this issue ends up in your mailbox.
This month Nutraceuticals World welcomes a new column called “The Research Process” authored by Douglas Kalman from Miami Research (pg. 30). This column will examine the latest developments with regard to nutraceutical research in a concise but comprehensive manner.
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This month Nutraceuticals World welcomes a new column called “The Research Process” authored by Douglas Kalman from Miami Research (pg. 30). This column will examine the latest developments with regard to nutraceutical research in a concise but comprehensive manner.