To help us sort out some of these diet trends, Joshua Schall of J. Schall consulting joined us on the NutraCast. He specializes in brand development, marketing, and more.
Americans spend more than $60 billion dollars a year on health and fitness, from gym memberships to supplements. And though weight loss is mature, we are still seeing a lot of new players enter the market.
In order for older brands staying competitive, Schall said these brands are focusing on educating consumers by creating content. “The content fills in the gaps outside of just offering a supplement like a fat-burner that helps a consumer with their goals by saying, ‘hey there’s more to this than just taking a magic pill'.”
Schall also pointed out diet-specific trends that brands are focused on such as Keto, Paleo, plant-based and others.
Another trend we’re seeing in weight management branding is the de-emphasis on "diet" words/phrases and more of a focus on promoting a healthy lifestyle. Schall credits social media in giving the power back to consumers, allowing them to define their idea of beauty, rather than magazines.
“I think that social media has totally democratized the idea of what is beautiful, or what is healthy, and what is the idea of wellness. You can find your tribe, your community on social media.”
Schall also weighed in on several diet and nutrition trends. To hear his forecast, tune into the podcast.
NutraCast is a podcast that focuses on insights from inside the nutrition industry. It is a production by NutraIngredients-USA. Music by Kevin Macleod.
Weight Management Webinar
NutraIngredients-USA Deputy Editor Hank Schultz will be joined by industry experts Guru Ramanathan, PhD, Tim Avila, Hector Lopez MD and attorney Justin Prochnow for the Weight Management 2020 Webinar scheduled for January 29. The panel will delve into the science behind the most popular ingredients, where the overall market is going, and what the salient regulatory issues are. For more information and to register for this FREE offering, visit the event homepage.
Sports Nutrition Summit
Influencers, the microbiome, protein, formulation challenges and opportunities, and female athletic consumers are just some of the topics that will take center stage at the NutraIngredients-USA Sports Nutrition Summit in San Diego, Feb 3-5, 2020.
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NutraIngredient USA Awards 2020
The awards now in their 3rd year will reward true innovation and cutting edge research in healthy foods, supplements and nutrition.
The opportunities that come with making an awards shortlist, or a win, mean your business will be in the spotlight for all the right reasons. Winning a prestigious NutraIngredients-USA Award makes your company shine and sets it apart from your competition.