An untapped opportunity? Paternal health steps into the spotlight

07 Jul 2020 --- Fathers represent a major untapped market for the nutrition space thanks to their unique demands. Addressing this is Dadz, a new “dad-focused” parenting and baby goods company now launching its first product, the Lightning Stick. The plant-based energy supplement powder is touted as boosting alertness, mental clarity and focus but without the negative effects of large doses of caffeine, sugar and artificial flavorings typically found in most energy drinks. Meanwhile, a US study reveals that overweight or obese men with children are more likely than non-fathers to be referred for nutrition or exercise counseling.

“We had a very demanding spec sheet for our partners when developing Lightning Sticks. We needed a product that was more effective than caffeine, could address a number of challenges that our target audience of men over 30 were facing, tasted great with no artificial flavorings or added sugars, and could be sold at a price point below the competition (under US$2 per serving). By far, the biggest challenge was finding ingredients that could deliver on those, and we were able to achieve that with a lot of testing, research and partnership with our suppliers,” Mike Constantiner, Co-Founder of Dadz, tells NutritionInsight.

Lighting Sticks, which work within 15 minutes of use, contain nootropics in the form of inositol-enhanced bonded arginine silicate for on-demand focus and energy. Constantiner notes that these cognitive benefits and mood-boosting effects are ideal for parents when the kids are being extra demanding. Meanwhile, Lion’s Mane and a maca blend are adaptogens for long-term energy and hormonal support. The powder also contains natural caffeine and B vitamins.

“The active ingredients go well beyond just caffeine and offer several health benefits. That being said, Dadz Lightning Sticks were designed to be taken whenever you need a quick boost and can also be enjoyed by mothers and anyone with a busy schedule and beyond,” explains Constantiner.

The US-based company is also founded by actor Max Greenfield, as well as veteran entrepreneurs Russ Wallace and Dan Suski. It intends to eventually offer other supplements, as well as personal care and baby care products. Constantiner flags that immunity and sleep solutions are the next products in the pipeline. 

“The market that we’re focused on is ‘parenting with the eyes of a Dad.’ This is really a response to our initial focus groups with the largest online community of dads. These dads told us point blank: ‘No parenting brand speaks to me as a Dad, and what I’m really looking for is acknowledgment that I’m in the picture.’ Therefore, we built Dadz to be the first brand to speak to dad first, and we think it’s a huge, untapped opportunity,” Constantiner asserts. 

Actor Max Greenfield is one of the founders of Dadz and father of two children.Paternal obesity and child obesity connection
The study investigating fatherhood and referrals for nutrition or exercise counseling examined 2,562 men visiting their medical provider for both routine and sick visits. It corroborates other researchers’ findings that only 20 to 40 percent of obese patients report receiving nutrition or weight loss counseling.

“Given the link between paternal obesity and child obesity, providers have a great opportunity to positively influence family outcomes, so not just the health outcomes for their patients, but also the health outcomes for their patients’ children. The next step would include understanding adult provider motivators for referring, but also understanding the type of interventions that providers refer fathers to for nutrition and exercise counseling,” says lead study author Dr. Alicia Boykin of University of Pittsburgh Medical Center (UPMC) Children’s Hospital of Pittsburgh, US. 

Prior research had shown that fathers are more committed to weight programs that enable them to support their children (and families) and focus on child health and well-being rather than solely on their own health. “Men are willing to make positive changes during fatherhood and the results may suggest that providers are capitalizing on this time,” adds Dr. Boykin.

Most men’s health products do not focalize fatherhood, outside of fertility care. In January, a study found that fish oil supplements were associated with better testicular function, as measured by semen quality and reproductive hormone levels among healthy young men. Meanwhile, Sibelius: LactoMato is a lycopene extract to support male reproductive health, prostate health and cardiovascular health, with the company noting reproductive health tends to focus on women. 

By Katherine Durrell