Next Steps for Personalization. One in five U.S. adults use health apps and wearable trackers, according to Gallup, and they tend to be higher income, young adults, and women. As more companies leverage technology in order to develop and deliver personalized nutrition products, consumers will gain better understanding and control of their health. Alongside nutraceuticals tailored to unique individual needs, brands should resolve to empower people with new tools that measure and track nutrient status.
Beyond CBD. It’s in everyone’s best interest for a clear regulatory path to emerge for CBD that’s based on sound science. The chaos needs to be controlled. At the same time, the conversation about the endocannabinoid system should extend beyond just CBD. The full range of cannabinoids, terpenes, and other cannabis-derived molecules, and how they interact and affect the human body, is clearly a complicated system still being studied. The conversation with consumers, and within the industry, should reflect that complexity.
Validate It. Our recent State of the Industry survey suggested companies are making research a focus for their brands. In fact, 58% of respondents said they’re interested in or planning to include clinical research in their business. I think that number could be higher, but overall, it’s encouraging for consumers and the future of the industry. Let’s resolve to lead with science, and let the science lead product development.
Show Me. Consumers are increasingly demanding transparency at every level of the supply chain, and also in basic business operations. Companies seem to be responding, as 42% of people we surveyed said increased transparency is a primary focus for their business or brand. Third-party testing and validation of product quality and facilities can also offer consumers a window into your operations. In many ways, the nutraceuticals industry is about self-improvement. Let’s resolve to make positive changes in how we do business this year.