Tech-backed personalized nutrition and new delivery formats grab attention of digitalized consumers, says supplement roundtable

27 Jan 2022 ---- Technological breakthroughs are diversifying traditional nutritional mainstays, with new delivery formats emerging as a way to address personalization. Experts from DSM, ADM and Gnosis by Lesaffre also speak to NutritionInsight about the continued impact of COVID-19 as it spurs a heightened focus on preventative and holistic wellness.

“In the ever-evolving digital world we live in, brands have the ability to directly connect with consumers on a much more personal level,” says Cosimo Palumbo, dietary supplements segment lead at DSM. 

With technology becoming more intelligent, consumers are looking for greater personalization throughout their buying journey, he continues. 

Vaughn DuBow, director of marketing for ADM’s North American dietary supplements, also notes that the range of supplement formats is becoming more diverse to satisfy consumers’ various lifestyle and wellness needs. 

“With the variety of supplement offerings available to shoppers expanding, it’s also important to clearly communicate the benefits being provided to set consumer expectations,” he explains. 

Avoiding an overpromise
However, Philippe Caillat, global marketing director with Gnosis by Lesaffre, warns that too often, to gain attention on the shelf or in the market, companies are overpromising what their supplements or ingredients offer without clinical validation of safe and efficacious benefits.

“This action brings attention from regulatory bodies, which feeds into a vicious cycle of damaging the entire supplement industry’s reputation.”

He explains that focusing on clinical validation and clinically proven ingredients is an essential way to “insulate” industry. “This takes time, but in the end, the brand owners are offering products that deliver the promised health benefits, creating a loyal consumer following.”Clinical validation and proven ingredients are key for holding consumer trust. 

The rise of e-commerce
With 40% of consumers buying their supplements online thanks to convenience and choice, it’s more important than ever to provide an efficient, educational and tailored experience for prospective and existing customers, Palumbo argues.

Through digitization, supplements can be better integrated into consumers’ lives, with 62% of supplement users globally interested in the idea of online supplement subscription services, according to Palumbo. 

“Such an offering allows brands to stay connected with their customers beyond delivery and learn more about their specific health needs over time.”

In line with these changing behaviors, DSM is investing in personalized nutrition and creating strategic partnerships.

“The DSM-backed consumer-facing health tech company, Hologram Sciences, aims to provide personalized health solutions through health diagnostics, tailored digital coaching and nutrition to support consumers,” Palumbo details. 

Technology enables personalization
ADM has also observed a major shift in the dietary supplement space to more tailored solutions over the last decade. 

“Additionally, there is more research today to back up these solutions. At ADM, we’re proactively listening to consumer demands, and our scientists are continually working to develop solutions with demonstrated efficacy that fill need spaces,” says DuBow. 

He continues that innovative supplements hitting the marketplace are taking personalization a step further and providing consumers with the option to pick the attributes they desire.

“Consumers are defining wellness differently, as they understand their needs are unique, and they’re motivated to purchase products that reflect their specific, individual goals. Research shows that 55% of global consumers seek out benefit claims that suit their individual needs.”

In this space, ADM is working with Remedy Health’s personalized gummy vitamin brand, Nourished. ADM provides the heat-treated strain of its BPL1 probiotic as one of the solutions that can be included in a gummy stack. ADM’s heat-stable probiotics feature in Nourished stacks, which are 3D-printed personalized gummy supplements. 

Ensuring probiotic stability
However, DuBow notes that unique formulation considerations like harsh processing conditions can create challenges for innovative development.

For example, the 3D printing process used in the Nourished stacks involves a high-heat environment, which may affect the stability of functional ingredients.

Therefore, ADM is targeting technical barriers with solutions including temperature and shelf-stable postbiotics, as well as spore-forming probiotics.

The heat-treated BPL1 can also be used in capsules, tablets and functional F&B. Meanwhile, ADM’s newly patented spore-forming probiotic, DE111, can also survive formulation conditions that may damage conventional lactic acid bacteria-based probiotics. 

“With the ability to remain stable, these strains open the door to a vast range of innovative product options to meet consumers’ evolving demands,” says DuBow. 

Novel delivery formats in demand
DuBow also positions the Nourished 3D-printed gummies as an example of a tangible and flexible format that gives consumers better insight into what they’re taking while providing a fun, tasty sensory experience.

“Emerging and growing formats like gummies, drops and drink powders are providing appealing tailored options in the supplement space,” he adds. 

Caillat of Gnosis by Lesaffre also observes that while traditional supplements like tablets and capsules remain prominent, there has been an emergence of new formats. These target consumers who struggle with taking pills, especially large ones.

“This innovation has also opened up new consumer segments, such as children. According to Innova Market Insights, we can expect to see the continued development of consumer-friendly formats, like gummies, chewables and liquids, as well as smaller pill sizes,” he anticipates. DSM recently backed the launch of Hologram Sciences, which provides personalized health solutions. 

Pandemic creates preventative emphasis 
Unsurprisingly, COVID-19 is another major force shaping the supplement realm – with one impact being a renewed focus on prevention and overall wellness. 

“The COVID-19 pandemic made the global population take a new look at supporting and protecting their health, and supplements became a crucial weapon in their strategy,” says Caillat. 

“Driven by concerns and circumstances around the global pandemic, consumers are taking a proactive approach to their overall health and well-being, and they’re adopting convenient, everyday habits that support their wellness goals,” adds DuBow. 

However, Caillat notes that this shift toward a proactive approach to maintaining health has been building over the last decade. 

“Consumers don’t want to wait to react to a diagnosis that requires medication. This approach – intensified due to the pandemic – has caused a shift in finished products that address a variety of health concerns and carry a variety of health claims simultaneously.”

Caillat points to Innova Market Insights’ data that shows mobility claims are most often combined with immunity claims, for example. 

Immunity maintains stronghold
Palumbo of DSM also spotlights how this preventative approach has specifically impacted immunity-focused supplements. 

“Since the outbreak of COVID-19, 65% of consumers have said that they are more conscious of their immunity and are more aware of potential health risks.” 

He continues that consumers want to be able to support their immunity to avoid getting sick in the first place, with 50% of consumers stating that they will carry on taking supplements after they receive their COVID-19 vaccination.

Sufficient nutrient status has been shown to support immune cells, according to Palumbo. Many recent papers examining the links between certain nutrients – such as vitamin D – and immune function highlight the reality that it might be difficult to achieve the optimal levels required to support a successful immune response through everyday diet alone, he argues. 

“There is, therefore, a significant opportunity for supplement manufacturers to deliver on consumer concerns surrounding ongoing immunity,” Palumbo concludes. 

By Katherine Durrell