Category expert Mariette Abrahams explained this in a presentation at NutraIngredients’ Sports & Active Nutrition Summit in Amsterdam (October 5-7).
Qina, founder and CEO of Qina, a personalized nutrition (PN) innovation platform, noted that the market is worth $8 billion globally and is growing at a rate of 8-12% annually. Also, the PN supplement segment is a rapidly growing field, with he growing 35.8% in 2021 alone.
She said the space has not only increased public awareness of physical and mental health due to the pandemic, but has also opened up to increased adoption of digital tools that enable consumers to practice self-testing and collect data. He said that he has received a strong boost from the company.
Advances in test kits on the market today are also making this area more attractive. Continuous glucose monitors are starting to become mainstream and are becoming more advanced to measure many metabolites.
Abrahams notes a recent innovation called “sweat patches” that can measure vitamins, minerals and branched-chain amino acids in sweat, making it easier to track health markers.
She also explained Thorne’s “microbiome wipes” which make collecting fecal samples much easier.
But Abrahams argued that there are far more effective routes to this market than simply launching new products.
“We have enough solutions. We don’t need more sophisticated tools. We need collaboration and businesses working together to better serve consumers.” she said.
Done right, Abrahams said, companies can identify hidden eating patterns and food behaviors, understand attitudes and build networks to deliver holistic health benefits to consumers. I’m here.
“More and more consumers care about service. If you only have a product and you offer research-driven choices, that’s personalization, but it’s not personalized nutrition. Find out what else the company can do to educate them to further improve their health.na
Also, collaboration need not start and end with a finished service.
technology in science
A study conducted by Qina found that consumers often consume collagen to promote digestive health, although there is no research to support this use. followed the path of
“We decided to interview several nutritionists in the United States and asked them if they were using collagen for digestive problems and bloating. I used this dose for 6-8 weeks and found it reduced bloating.na
“To test this theory, we conducted a study using Rousselot and its Peptan Collagen Peptide product. We’ve made it so you can track your diet, lifestyle, diet, and physical activity. na
“They took the supplement for eight weeks, and at the end of the study, 95% reported less bloating and a more regular digestive system, giving an interesting starting point for further research.na
Abrahams said the case study not only shows how consumer data can lead to new discoveries, but also how it simplifies participation, improves response rates and improves the relevance of survey results. He also said that he is uncovering ways to integrate nutritional technology into research.
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