By Greg Stephens, Windrose Partners and Sheila Campbell, PhD, RD09.08.22
I recall two topics at the annual “State of the Industry” presentation during my first Natural Products Expo in 1998: 1) the threat/impact of state licensure by registered dietitians (RDs), and 2) big pharma aggressively moving into the industry (e.g., American Home Products/Warner-Lambert had recently acquired Solgar). There I sat in the audience, with “RD” emblazoned on my name badge along with my company name, “Abbott Labs” (Ross Laboratories at the time). Two strikes against me, I recall; I felt like sliding under a chair.
At that time, the number of dietitians attending the expo and other industry-related conferences was nothing like it is today. When other PhD-RD colleagues from our company’s R&D department accompanied me, they often “tsked” with distaste when pursuing trade show booths exhibiting bold product claims that weren’t heavily supported with citations from the scientific literature.
Over the last 25 years, we have seen a dramatic increase in the number of dietitians working in the natural product/dietary supplement industry. And at the same time, the quality of products and accompanying scientific substantiation has increased as well.
It is noteworthy that during this time, companies conducting conferences became more rigorous about ensuring the accuracy of label claims and substantiating research when reviewing exhibitor applications.
In this month’s “Business Insights” column we define registered dietitians and give some observations on their evolving roles in the natural products industry. In preparing this column, we called on our own experiences, and spoke with several dietitians who have found success and personal satisfaction in the industry.
AND registration of professional dietitians is intended to assure the public that these practitioners have certain minimum qualifications and competencies and are qualified to deliver healthful dietetic care.
AND describes the following requirements as the route most people take to become RDNs:
1. Complete a bachelor’s degree and receive a verification statement from an Accreditation Council for Education in Nutrition and Dietetics (ACEND)-certified program. (Note, effective Jan. 1, 2024, a graduate degree will be required to be eligible through the Commission on Dietetic Registration.)
2. Completing an ACEND-accredited, supervised practice dietetic internship program or Individual Supervised Practice Pathway is an option. (Supervised practice/experiential learning is combined with the Coordinated Program, Future Graduate Program, and International Dietitian Education Program.)
3. Pass the Commission on Dietetic Registration’s dietetic registration exam.
4. Gain licensure in your state of practice, if applicable.
On the other hand, people with a degree in nutrition or other training are often called a “nutritionist.” A number of organizations grant certifications in nutrition, including, for example: Certified Nutrition Specialist (CNS), Certified Clinical Nutritionists (CCN), Board Certified Nutritional Consultant (BCNC), and many others.
Nutritionist training and certification requirements can vary. From an application standpoint, some states require no certification at all. People in those states can and do offer nutrition advice, regardless of qualification.
We have observed and experienced competition among RDNs and other nutritionists in general practice and especially in the natural products industry. It has been suggested that this behavior is consistent with market closure theory, which explains that professional groups adopt strategies to gain power in their market, closing out competitors.
In the 1980s and 1990s, such literature described dietitians as “safety- and detail-oriented, and risk averse.” They were thought of as decision-influencers, not decision-makers. Since then, at least two studies provide more recent and objective information.2 These studies suggest that dietitians can be categorized by practice area and are characterized by a difference in scores for traits.
Dietitians working in healthcare facilities providing direct nutrition care reflect a person who is typified by high scores for harm avoidance (safety) and cooperativeness. They are often skeptical of product claims stated in unconventional terms and with minimal scientific evidence.
During our interviews, executives in the natural products industry commented that these dietitians are not as supportive of novel products. These dietitians reflect their high cooperativeness scores by supporting the status quo and avoiding change in practice or product use unless convinced by significant research detail and strong scientific evidence.
On the other hand, dietitians practicing in industry, public relations, marketing, media, and communication reflect interest in novelty, persistence, and self-directedness. Not surprisingly, dietitians working in the natural products industry are more supportive of early-stage science and emerging new products. They are often seen as creative in interpreting research results and translating them into meaningful product claims.
Interestingly, the results of a survey published in the Nutrition Journal found that 74% of the registered dietitians surveyed said they were regular users of dietary supplements, while 22% said they used dietary supplements occasionally or seasonally.3 Not surprisingly, other surveys have shown that dietitians who personally use dietary supplements are far more likely to recommend them to their clients.
Dietitians serve many roles in the natural products industry; and unlike in the 1990s, today’s dietitians are finding support from the Academy of Nutrition and Dietetics, partly through practice groups.
Dietetic Practice Groups (DPGs) are professional-interest groups made up of Academy of Nutrition and Dietetics members who wish to connect with other members within their areas of interest and/or practice. There are 27 DPGs, with several relating to dietitians with interest in natural products. A few worthy of mention are: Dietitians in Integrative and Functional Medicine, Dietitians in Business and Communications, and Nutrition Entrepreneurs.
Elana Natker, MS, RD, is owner of Sage Leaf Communications and the Director of Business Communications for GOED (The Global Organization for EPA and DHA Omega-3s). In her role with nutritional communications, Natker is a member of the Nutrition Entrepreneurs and Dietitians in Business Communications DPGs. Working primarily in the food industry, she said she appreciates that the natural food industry has begun to see the benefit of giving RDNs “a seat at the table.” Dietitians help keep science in perspective. They are not food police but simply helping companies to provide a new perspective on existing nutritionals.
The natural products industry has changed in so many ways, facilitating rapid growth and increased sales. A key element driving market expansion has been a continuous increase in quality, including quality of products, research, safety, claims substantiation, and consumer and healthcare professional education.
Quality improvements have been driven by conscientious companies, high expectations by new mainstream consumers, oversight by government agencies, and investments in the industry that fuel higher expectations. We believe dietitians have played a role in facilitating this rapid evolution.
About the Authors: Greg Stephens, RD, is president of Windrose Partners, a company serving clients in the the dietary supplement, functional food and natural product industries. Formerly vice president of strategic consulting with The Natural Marketing Institute (NMI) and Vice President of Sales and Marketing for Nurture, Inc (OatVantage), he has 25 years of specialized expertise in the nutritional and pharmaceutical industries. His prior experience includes a progressive series of senior management positions with Abbott Nutrition (Ross Products Division of Abbott Laboratories), including development of global nutrition strategies for disease-specific growth platforms and business development for Abbott’s medical foods portfolio. He can be reached at 267-432-2696; E-mail: gregstephens@windrosepartners.com. Sheila Campbell, PhD, RD, has practiced in the field of clinical nutrition for more than 30 years, including 17 years with Ross Products Division of Abbott Laboratories. She has authored more than 70 publications on scientific, clinical and medical topics and has presented 60 domestic and international lectures on health-related topics. She can be reached at smcampbellphdrd@gmail.com.
2. Ball, L. et al. (2015). A cross-sectional exploration of the personality traits of dietitians. Journal of Human Nutrition and Dietetics. Oct;28(5):502-9. doi: 10.1111/jhn.12265.
3. Dickinson, A. (2012). Dietitians use and recommend dietary supplements: report of a survey. Nutrition Journal 11, 14 (2012). https://doi.org/10.1186/1475-2891-11-14
At that time, the number of dietitians attending the expo and other industry-related conferences was nothing like it is today. When other PhD-RD colleagues from our company’s R&D department accompanied me, they often “tsked” with distaste when pursuing trade show booths exhibiting bold product claims that weren’t heavily supported with citations from the scientific literature.
Over the last 25 years, we have seen a dramatic increase in the number of dietitians working in the natural product/dietary supplement industry. And at the same time, the quality of products and accompanying scientific substantiation has increased as well.
It is noteworthy that during this time, companies conducting conferences became more rigorous about ensuring the accuracy of label claims and substantiating research when reviewing exhibitor applications.
In this month’s “Business Insights” column we define registered dietitians and give some observations on their evolving roles in the natural products industry. In preparing this column, we called on our own experiences, and spoke with several dietitians who have found success and personal satisfaction in the industry.
Who are Registered Dietitians?
First, a point of clarification: “dietitian” is spelled with a “t” in the U.S. but with a “c” (“dietician”) in the UK and other parts of Europe. Registered dietitians, now registered dietitian-nutritionists (RDN), are registered by the Academy of Nutrition and Dietetics (AND), a trade association in the U.S. with over 112,000 members. Founded in 1917 as the American Dietetic Association, the organization officially changed its name to the Academy of Nutrition and Dietetics in 2012.AND registration of professional dietitians is intended to assure the public that these practitioners have certain minimum qualifications and competencies and are qualified to deliver healthful dietetic care.
AND describes the following requirements as the route most people take to become RDNs:
1. Complete a bachelor’s degree and receive a verification statement from an Accreditation Council for Education in Nutrition and Dietetics (ACEND)-certified program. (Note, effective Jan. 1, 2024, a graduate degree will be required to be eligible through the Commission on Dietetic Registration.)
2. Completing an ACEND-accredited, supervised practice dietetic internship program or Individual Supervised Practice Pathway is an option. (Supervised practice/experiential learning is combined with the Coordinated Program, Future Graduate Program, and International Dietitian Education Program.)
3. Pass the Commission on Dietetic Registration’s dietetic registration exam.
4. Gain licensure in your state of practice, if applicable.
On the other hand, people with a degree in nutrition or other training are often called a “nutritionist.” A number of organizations grant certifications in nutrition, including, for example: Certified Nutrition Specialist (CNS), Certified Clinical Nutritionists (CCN), Board Certified Nutritional Consultant (BCNC), and many others.
Nutritionist training and certification requirements can vary. From an application standpoint, some states require no certification at all. People in those states can and do offer nutrition advice, regardless of qualification.
We have observed and experienced competition among RDNs and other nutritionists in general practice and especially in the natural products industry. It has been suggested that this behavior is consistent with market closure theory, which explains that professional groups adopt strategies to gain power in their market, closing out competitors.
Dietitians in the Natural Products Industry
One theory as to why some dietitians are more interested in the natural products industry suggests that career choice is an expression of a person’s collection of personality traits.1In the 1980s and 1990s, such literature described dietitians as “safety- and detail-oriented, and risk averse.” They were thought of as decision-influencers, not decision-makers. Since then, at least two studies provide more recent and objective information.2 These studies suggest that dietitians can be categorized by practice area and are characterized by a difference in scores for traits.
Dietitians working in healthcare facilities providing direct nutrition care reflect a person who is typified by high scores for harm avoidance (safety) and cooperativeness. They are often skeptical of product claims stated in unconventional terms and with minimal scientific evidence.
During our interviews, executives in the natural products industry commented that these dietitians are not as supportive of novel products. These dietitians reflect their high cooperativeness scores by supporting the status quo and avoiding change in practice or product use unless convinced by significant research detail and strong scientific evidence.
On the other hand, dietitians practicing in industry, public relations, marketing, media, and communication reflect interest in novelty, persistence, and self-directedness. Not surprisingly, dietitians working in the natural products industry are more supportive of early-stage science and emerging new products. They are often seen as creative in interpreting research results and translating them into meaningful product claims.
Interestingly, the results of a survey published in the Nutrition Journal found that 74% of the registered dietitians surveyed said they were regular users of dietary supplements, while 22% said they used dietary supplements occasionally or seasonally.3 Not surprisingly, other surveys have shown that dietitians who personally use dietary supplements are far more likely to recommend them to their clients.
Dietitians serve many roles in the natural products industry; and unlike in the 1990s, today’s dietitians are finding support from the Academy of Nutrition and Dietetics, partly through practice groups.
Dietetic Practice Groups (DPGs) are professional-interest groups made up of Academy of Nutrition and Dietetics members who wish to connect with other members within their areas of interest and/or practice. There are 27 DPGs, with several relating to dietitians with interest in natural products. A few worthy of mention are: Dietitians in Integrative and Functional Medicine, Dietitians in Business and Communications, and Nutrition Entrepreneurs.
Elana Natker, MS, RD, is owner of Sage Leaf Communications and the Director of Business Communications for GOED (The Global Organization for EPA and DHA Omega-3s). In her role with nutritional communications, Natker is a member of the Nutrition Entrepreneurs and Dietitians in Business Communications DPGs. Working primarily in the food industry, she said she appreciates that the natural food industry has begun to see the benefit of giving RDNs “a seat at the table.” Dietitians help keep science in perspective. They are not food police but simply helping companies to provide a new perspective on existing nutritionals.
Read More: "A Dietitian’s Perspective on Nutrition Knowledge and Keeping an Open Mind" by Karen Todd, Vice President of Global Brand Marketing, Kyowa Hakko U.S.A., Inc.
The natural products industry has changed in so many ways, facilitating rapid growth and increased sales. A key element driving market expansion has been a continuous increase in quality, including quality of products, research, safety, claims substantiation, and consumer and healthcare professional education.
Quality improvements have been driven by conscientious companies, high expectations by new mainstream consumers, oversight by government agencies, and investments in the industry that fuel higher expectations. We believe dietitians have played a role in facilitating this rapid evolution.
About the Authors: Greg Stephens, RD, is president of Windrose Partners, a company serving clients in the the dietary supplement, functional food and natural product industries. Formerly vice president of strategic consulting with The Natural Marketing Institute (NMI) and Vice President of Sales and Marketing for Nurture, Inc (OatVantage), he has 25 years of specialized expertise in the nutritional and pharmaceutical industries. His prior experience includes a progressive series of senior management positions with Abbott Nutrition (Ross Products Division of Abbott Laboratories), including development of global nutrition strategies for disease-specific growth platforms and business development for Abbott’s medical foods portfolio. He can be reached at 267-432-2696; E-mail: gregstephens@windrosepartners.com. Sheila Campbell, PhD, RD, has practiced in the field of clinical nutrition for more than 30 years, including 17 years with Ross Products Division of Abbott Laboratories. She has authored more than 70 publications on scientific, clinical and medical topics and has presented 60 domestic and international lectures on health-related topics. She can be reached at smcampbellphdrd@gmail.com.
References
1. Holland, J. (1997). Making vocational choices: A theory of vocational personalities and work environments. Odessa: Psychological Assessment Resources Inc; 1997. https://psycnet.apa.org/record/1997-08980-0002. Ball, L. et al. (2015). A cross-sectional exploration of the personality traits of dietitians. Journal of Human Nutrition and Dietetics. Oct;28(5):502-9. doi: 10.1111/jhn.12265.
3. Dickinson, A. (2012). Dietitians use and recommend dietary supplements: report of a survey. Nutrition Journal 11, 14 (2012). https://doi.org/10.1186/1475-2891-11-14
