Gregory Stephens is vice president of strategic consulting with the Natural Marketing Institute (NMI) and has 30 years of specialized expertise in the nutrition and pharmaceutical industries.
Experts predict further expansion, but little innovation, as consumers continue to reach for functional beverages that quench their thirst for healthy living.
Updated technologies and scientific research have opened up the pre/probiotics market to allow for different delivery forms and additional benefits beyond gut health.
The goal of any delivery system is to improve bioavailability, enhance absorption and protect the contents of a formulation, but it can also provide a point of differentiation for products too.
Atkins has had a rough ride over the past several years, many experts speculating that its days were numbered, but you can still find the Atkins name in over 30,000 stores across the U.S.