DSM teases new women’s health brand as nutrition and personal care sales spur growth

15 Feb 2022 --- DSM’s consumer-facing company Hologram Science is set to launch Phenology, a brand tapping into women’s health through offerings in personalization, nutrition and advanced diagnostics. Preparations for the launch come as the company announces increases in both its nutrition and personal care segments, despite inflation pressures.

During 2021, nutrition marked a 10% increase in sales, while personal care and aroma delivered an organic sales growth of 21%. Total sales for the company in 2021 amounted to €9.2 billion (US$10.4 billion), marking a 14% increase. In nutrition, the sales figures reached €7 billion (US$7.9 billion).

“Demand for dietary supplements remained strong, as consumer awareness of the relevance of immunity-optimizing products continued. In the personal care area we saw a strong recovery in sun and skin care as lockdowns and travel restrictions eased,” a DSM spokesperson told NutritionInsight.

DSM says that the personal care sphere had a volume-driven 34% organic sales growth in Q4 of 2021. It attributes its Amyris acquisition and subsequent commercialization of bio-based intermediates for aroma ingredients for generating almost double-digit sales.Dietary supplements showed growth, as consumer awareness of immunity concerns remained high.

Tackling inflation challenges
According to co-CEO Geraldine Matchett, DSM faced inflationary pressures in the second half of 2021.

“Both nutrition and materials realized strong results as we continued to successfully navigate dynamic market conditions including global supply chain and logistics disruptions,” DSM co-CEO Dimitri de Vreeze adds.

“We started to counter inflationary pressures in the second half of the year with appropriate pricing actions to offset cost increases, of which the first positive effects can be seen in the fourth quarter, with the remainder being effective as of 2022.”

The company outlines that as of 2022, it is becoming a fully-focused health, nutrition and bioscience company. To achieve this, DSM is instilling three market-focused business groups in animal nutrition and health; health, nutrition and care; and F&B.

“This structure will also allow DSM to leverage its strong combination of scientific competencies and growing portfolio of nutrition and health solutions, as well as harness the latest advancements in digital technology and bioscience,” the company notes.

Eying nutrition potential, DSM outlines it sees significant headroom for growth and innovation but combining global products, local solutions and a third dimension of ‘precision and personalization’. The latest category captures the growing space of big data and bioscience capabilities.

Redefining “neglected areas”
As part of its aim to utilize technology and data, Holograph Sciences is preparing to reveal its Phenology brand on February 22 during DSM’s inaugural innovation summit. The brand is part of DSM’s Hologram Sciences branch, launched last year with a US$100 million investment as a dedicated entity for consumer-facing personalized nutrition solutions.

The aim behind Phenology is to develop new solutions in women’s health. Described as a woman-led initiative, “it is redefining the areas of life that are often neglected by the scientific and medical communities, starting with menopause.”The company aims to support the immunity of 500 million people by 2030.

Companies have been trying to tackle taboos surrounding menopause and outlining there is a lack of communication between women and their health care providers.

Most people don’t know what to look for when they get their menopause, Phenology outlines.

“It shows up differently for everyone: when it begins, how long it lasts, and its profound impact on daily life, relationships, even self-esteem. Because menopause isn’t widely talked about, you may not even recognize it until you are months, or even years, into your journey,” the brand notes.

Personalizing women’s health
A core focus behind Phenology lies in personalization, the company outlines. Menopause is influenced by genetics, lifestyle and environment, which will manifest in different people in varying ways, it adds.

“That’s why only a personalized approach with tailored remedies will do.”

Though few details have been disclosed, the brand aims to offer tailored insights, nutrition solutions, at-home diagnostics and tracking. Additionally, one-on-one coaching will be available, as well as information on health, nutrition and mindfulness.

By Andria Kades

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