Pharmavite joins personalized nutrition arena with vitamin subscription service

15 May 2020 --- Pharmavite, maker of Nature Made vitamins, has launched a personalized vitamin subscription service, called nurish by Nature Made. US consumers can fill out a comprehensive assessment to curate a 30-day supply of grab-and-go vitamin packets that are delivered to their homes. This launch comes as industry focus increasingly turns toward personalized solutions as consumers seek out unique regimes.

“The personalized nutrition trend is growing exponentially, especially with younger consumers. The vitamin, mineral and supplement category is perfect for personalization because it gives consumers confidence in starting a new regimen designed specifically for them. The launch of nurish leverages the size and scale of Nature Made to make personalized nutrition accessible to everyone, using the highest quality supplements consumers know and trust, and delivering them right to your door,” Alan McNamara, Deputy Vice President of Communications at nurish by Nature Made, tells NutritionInsight.

Nature Made uses a Nutrient Shortfalls Platform and Research Program to identify key nutrient gaps that impact health and wellbeing, which aided the launch of nurish. The new service also made use of the most current research, and Recommended Diet Allowance (RDA) and Upper Intake Level (UL) standards.

Separate from the personalized recommendations, the brand is also offering an “Immunity Support Pack,” which includes vitamin C, vitamin D and zinc. “We have seen a significant uptick in people seeking immunity products. As more people search online for ways to support their health, we develop and share educational content on relevant topics, including nutrition science and immunity,” explains McNamara.

Many other nutrition companies have also reported a boost to their sales in light of COVID-19 focalizing the importance of health. Earlier this month, DuPont reported growth in its Nutrition & Biosciences segment, with its probiotics section seeing its strongest growth period to date. However, the European Specialist Sports Nutrition Alliance notes that the picture is more mixed within sports nutrition, with some companies seeing success while others have struggled.

Assessing nutrient needs
The assessment evaluates a consumer’s core nutrient needs based on age, diet, lifestyle, wellness and overall health. The result is a customized vitamin and supplement regimen designed to bridge an individual’s specific nutrient gaps, prioritizing only the vitamins they need, when they need them. McNamara notes that the recommended plan of “Your Essentials” is priced at an average of US$35 per month, depending on individual assessment results.

The brand notes that fitting in the optimal daily dose of essential nutrients can be complicated and time-consuming, with 90 percent of US consumers getting less than the requirements through foods alone. Shortfalls in micronutrients such as calcium, magnesium and vitamins A, C and D may lead to low mood, muscle fatigue, low energy or even difficulty sleeping.

“The main causes of micronutrient gaps are typically poor dietary habits, limited access to high-quality foods, or improper absorption of micronutrients due to drug interactions,” says Dr. Susan Mitmesser, Vice President, Science and Technology at nurish by Nature Made.

“Supplementing with high-quality vitamins can help fill the gaps, but many people don’t know where to begin. The key to proper dietary supplementation is getting an individualized vitamin regimen and that’s why nurish is a good solution for anyone looking to bridge their nutrient gaps.”

The result of nurish’s assessment is a customized vitamin and supplement regimen designed to bridge an individual’s specific nutrient gaps.An increasingly crowded space
Currently, nurish is only available for delivery within the US, with McNamara stating the team is focused on building the brand domestically. nurish is not the only brand to have identified the potential of the personalized nutrition market. Persona, which is owned by Nestlé Health Science, also provides personalized vitamin and mineral packs. Earlier this month, its Founder and CEO told NutritionInsight that the COVID-19 pandemic is set to have a lasting impact on tailored nutrition.

Also active in this space is Cell Science Systems, a device manufacturer specializing in preventive medical lab tests that measure how the immune system responds to foods, nutrients and other substances to create a personalized diet and health plan. In April, its study highlighted how blood tests can be used to reveal micronutrient and antioxidant deficiencies and allow a personalized way to bolster immunity and protect the body’s cells.

Meanwhile, human milk oligosaccharides (HMOs) can also play a part in personalized solutions for all ages, according to BASF. Finally, personalization is also a major trend within sports nutrition, as spotlighted by Innova Market Insights.

By Katherine Durrell, with additional reporting by Kristiana Lalou

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