The CBD Show. The hype around cannibidiol (CBD) will escalate even further given the Farm Bill provision that removes hemp from the definition of marijuana within the Controlled Substances Act. Still, someone needs to develop and submit a safety dossier for CBD and follow a legitimate path to market as a new dietary ingredient. At the very least, affirm your product is GRAS (Generally Recognized As Safe). Otherwise the wild west continues. At the same time, senseless, draconian marijuana regulations in the U.S. should continue unraveling.
Next Generation NPD. You’ve been hearing about millennials ad nauseum. Are you ready for the next generation of consumers? Generation Z, defined as ages 11-23 by Mintel, is one of the most diverse generations ever in the U.S. This group of young people wants access to personalized, customized products; and for many, health and wellness is a way of life. Could this generation intersect with the personalized nutrition era in a way that leads to better product innovation, and better health?
Addressing Aging. While young consumers begin to make their mark on the nutraceuticals industry, baby boomers and seniors still need natural solutions for a range of conditions associated with aging. From being able to stay on the tennis court to maintaining cognitive function, prevention is priceless. Sports nutrition and brain health will continue to be key markets.
Starting in the Gut. Scientific understanding of the gut/microbiome/brain axis is continuing to advance. 2019 could be a big year for prebiotics as consumer recognition of probiotics has permeated the mainstream. FDA’s definition of dietary fiber could also lead to new product innovation.
Prove It. The nutraceuticals industry continues to improve the safety and quality of its products while investing in clinical validation. In a recent survey of Nutraceuticals World readers, 68% of respondents indicated their company is interested in implementing or planning to incorporate clinical research into their business plans. Consumers want proof, and demonstrating to your customers that your product works should be at the core of your brand.