Fi asked raw material supply thought leaders their impression of the 'condition-specific' concept. Is it the best way to market your ingredients to manufacturers and marketers?
“Condition-specific marketing of ingredients to manufacturers is the most effective way to demonstrate that the ingredient is backed by strong science that supports a specific health benefit. It also demonstrates from a marketing perspective that the ingredients being included in manufacturers' products are able to deliver on the implied promise on the finished products' labels."
—Cheryl Sturm, director of marketing for Embria Health Sciences
"The condition-specific concept works well with R&D formulators and consumers, and is ultimately why the consumer is perusing the dietary-supplements aisle. Manufacturers inquire about condition-specific ingredients in two ways, either by saying, 'Give us what's hot,' or 'We are working on a project to revamp our heart-health or joint product, etc.'"
—Matt Phillips, president and COO, Cyvex Nutrition
“The condition-specific marketing approach has become a commonly used method to differentiate products based on specific health benefits. This marketing and positioning method is easy to do, can be very efficiently done, provides focus and is easy to duplicate. More specifically, Chemi Nutra's specialty ingredients have very defined modes of action, and the physiological benefits are well known and science proven."
—Scott Hagerman, president, Chemi Nutra and Chemi Pharma
“There is a balance between condition specific and ingredient specific. It is important to recognise that a formulation for healthy cholesterol and triglycerides, for example, may have a key ingredient that has tremendous potential to also support weight loss. So we try to be sensitive to the difference between branded formulations and branded ingredients."
—Jesse Lopez, president and CEO, Source One Global Partners
“We frequently hear from manufacturers that are developing condition-specific products and are looking for specific ingredients with focused benefits. Manufacturers ask us how putting our GanedenBC30 probiotic ingredient into their products will set them apart from their competition."
—Mike Bush, vice president of business development, Ganeden Biotech
“Initially, manufacturers typically search for products by condition. As we continue to conduct clinical research and studies for each of these ingredients and promote the results effectively, we see more and more manufacturers asking for our products by name — FiberAid, ResistAid or Carnipure — as opposed to the condition they serve."
—Kevin Owen, PhD, Lonza's NAFTA head of technical marketing and scientific affairs
“The condition-specific concept gives formulators a better understanding of how an ingredient can be used. However, this can be limiting as some ingredients can be used so many ways. Once someone understands a concept, it can be very difficult to expand into multi-benefits quickly."
—Karen E Todd, RD, director of marketing, Kyowa Hakko USA
“All our current and new ingredients will fall under a health platform. Our approach is consultative in nature — what health trends are growing, which have the most potential for future growth, etc. — so organising our product offering in this way, as opposed to a laundry list of ingredients, helps to facilitate the discussion with our customers."
—Pam Stauffer, global communications manager, Cargill Health & Nutrition
“Manufactureres ask us things like, 'Can you recommend specific nutrients that should be used in a relaxation-beverage formulation?' Our scientists then contact them to talk in greater detail about their product and can then make recommendations about specific nutrients, as well as their market forms to use, dependent on the matrix of other ingredients that they would like to include. There is no 'one size fits all' approach to selecting the appropriate ingredients to include in a formulation because each product has its own unique set of attributes and processing conditions that need to be taken into consideration during the formulation process."
—Patrick Morris, communications manager, Fortitech
“Manufacturers are looking to differentiate themselves and they can do that in many ways — by adding a particular nutrient, by cutting sugar or fat content. We are really competing against everything. And so we need to keep all of that in mind when we meet with companies."
—Sarah Sullivan, senior manager, marketing, Martek Biosciences
“Manufacturers and marketers are always looking to aid the consumer in their selection of products, which, they believe, will help them. Through regular consumer testing, DSM recognises the importance of the condition-specific concept and will continue to provide ingredients, always backed by science, that allow manufacturers to meet the needs of their consumers. The use of Vida in each brand name \[TensVida and ResVida for cardio health, GeniVida for bone and women\] will help consumers to quickly identify the individual brands as belonging to this ingredient family that offers a specific consumer health benefit."
—Bob Berman, senior marketing manager, functional-foods marketing, DSM Nutritional Products