LLS Health to let “health-minded enthusiasts” lead new holistic and consumer-focused strategy

05 Apr 2023 --- Lurbizol Life Science’s (LLS) Health division has unveiled its Nutra 2.0 Strategy, based on changing perceptions and preferences, unmet needs and concerns among consumers regarding nutraceutical and supplement ingredients.

NutritionInsight speaks with Isabel Gómez, global marketing manager for LLS Health’s nutraceutical business, about the company’s plan to address this spectrum of consumer needs.

“Health and wellness will become even more holistic and more integrated with science-backing, driving the demand for products that offer maximum efficacy and scientific evidence of the claims on the pack,” says Gómez. 

“For supplement manufacturers, this means delivering on promises with high quality and scientifically supported ingredients in a convenient and sensory-appealing nutraceutical format to satisfy both the logical, data-driven and the emotional, sensory-driven sides of the consumer’s mind.”

What do today’s consumers demand when seeking health products and how is this reflected in Lubrizol’s nutraceutical portfolio?
Gomez: The modern consumer is increasingly skeptical and wants scientific proof, maximum authenticity and reassurance around claims made of the products they are taking. They are also looking for better-for-you products positioned around ingredient claims that also must offer sensory appeal and convenience.

To help supplement manufacturers launch scientifically supported products, Lubrizol provides science-backed ingredients that ensure absorption, ease of digestion and minimal side effects such as metallic taste or stomach upset. 

With the importance of sensory appeal and convenience to the end consumer, Lubrizol’s branded ingredients can be formulated in on-the-go delivery formats such as gummies or portable powder sticks, which have been growing in popularity.

We are working on the formulation of innovative delivery formats such as syrups, gummies and sticks, including our branded ingredients to satisfy both the logical and emotional sides of the consumer’s mind. We will present a few innovative demo samples at Vitafoods in Geneva.

What are the greatest unmet consumer needs?
Gomez: Consumers are looking to supplements for more than just physical well being. There is a significant focus on overall wellness and mental health within this space. Many consumers are using supplements to improve their mood and clear their minds. 

Consumers need additional help or seek alternatives to Westernized medicines through supplements. Improved sleep was also a top unmet need mentioned in the posts, as it is considered to be the root of a more balanced and healthier lifestyle for many. Consumers often mention taking supplements, including magnesium or melatonin, to help with a better night’s sleep.

As the impact of the pandemic continues to linger, consumers continue to demonstrate a heightened level of concern about their immune health. A high volume of conversations mentions consumers are looking for immune-supporting ingredients such as vitamin C, vitamin D and iron in their supplements when discussing immunity support.

Also, a high proportion of consumers indicate interest in supplements that help aid skin health. This is driven by the growing connection between beauty and nutrition, with supplements expanding the menu for well-being with skin benefits.

What are the most prevalent consumer perceptions and concerns?
Gomez: When trying to improve their health in the long term, consumers face two challenges – skepticism and modern life. As they demand reassurance over health claims, consumers place more emphasis on the scientific support of the benefits of the ingredients contained in supplements and less on the brand or retailer as they proactively seek solutions that support their health.

Furthermore, a bad-tasting supplement is off-putting to consumers. Especially the pregnancy-minded consumer, who is looking for products that don’t give them a bad metallic taste or undesirable side effects and with the certainty that the product will be well absorbed with proven efficacy. 

Therefore, a significant unmet need uncovered from the research is that consumers demand products that do not provide side effects like stomach sensitivity or a negative sensory experience regarding taste, smell, color or texture.

In addition to that, with the importance of sensory appeal and convenience to the end consumer, formats around gummies or portable powder sticks are being prioritized as preferred delivery formats. With this in mind, brands should leverage these focus areas by launching product formats that are growing in popularity with Millennials and Gen Z as they grow their disposable income.

Finally, can you tell us what the left and right sides of the brain focus on regarding nutritional challenges?
Gomez: Based on our research and when analyzing the purchasing drivers, we realized how important it has become for consumers to address their unmet needs from the left side of the brain – the logical, data-driven side combined with the right side, based more on the senses and the emotions in new product launches. 

The consumer understands the science, which explains the health benefits. The format and presentation of the product, on the other hand, satisfy those non-science-based criteria, which also need to be met. Supplement manufacturers need a way of meeting demand for innovative products that promote well-being and boost health while simultaneously delivering a pleasant consumer experience.

By William Bradford Nichols