Speaking ahead of his presentation at the NutraIngredients Active Nutrition Summit later this month, Dr. Mark Evans, senior scientist at Holland and Barrett, discussed the retailer’s strategy to expand its science team and focus on the latest research to formulate science-backed products with new health targets.
He noted that while the active nutrition market is traditionally associated with younger consumers, there are opportunities across all life stages. In fact, 79% of Boomers use supplements daily and, interestingly, this number is similar across the generations.
Protein is one example ‘hero ingredient’ that is relevant across generations.
“For younger consumers, it’s about muscle building and repair after exercise, while in older generations its about bone health, reducing muscle loss, and increasing mobility,” he said.
Creatine creativity
Creatine is another key ingredient that can be repositioned for a broader range of consumers, as many emerging health benefits extend well beyond exercise performance.
“Creatine is very sports nutrition related, with the ingredient usually coming in big bulky packs which can look quite intimidating to the everyday shopper,” Dr. Evans said. “But there’s a lot of new research on its benefits for cognitive performance so there’s an opportunity to sell to a new audience.”
Since there are no approved health claims for creatine related to cognitive health, he said it is a challenge to help customers to make that connection.
“We are formulating with creatine alongside other ingredients that do have authorized mental performance claims, such a L-theanine, caffeine, B-vits, Rhodiola Rosea and pantothenic acid,” he added. “We then package mind health focused products in jars, which are more familiar.”
“Essentially, they don’t like brands, is what we’re learning.”
Dr Mark Evans, Senior Scientist, Holland & Barrett
But formulation and packaging is just the tip of the iceberg. Marketing to different generations requires entirely different communication methods, especially with the new challenge of social media.
“Its Gen Zers who are really changing the game, with 70% of this generation saying Tik Tok is their most valued source for food recommendations,” Dr. Evans said.
“That generation is all about what I describe as ‘grimey’ content by which I mean unpolished, transparent, content creator led, not brand led. They don’t like polished, company-led content. Essentially, they don’t like brands, is what we’re learning!”
The Active Nutrition Summit
Want to learn more? Join Dr. Evans and many more industry experts at the NutraIngredients Active Nutrition Summit, taking place in Vienna from June 22-25.
The three-day conference will cover all the hottest topics, including weight management, ageless consumption, mind health, female athlete, personalization, and (mis)communication.