In Nutritional Outlook, industry leaders give their expert advice on the trends that are driving the cellular health market.

The cellular health industry continues to grow with more and more ingredients coming to the forefront.  As this category evolves, it’s hard for consumers to navigate the market.  Brands need to step up their game to educate consumers on the science behind these ingredients.

New Developments in Cellular Health

“Aging research has evolved in recent years,” says Aileen Stocks, president of wellness brands at Nestlé Health Science. “Researchers now know there is a time-related decline of several cellular mechanisms that often starts in our 40s and accelerates in our 60s. One of the key drivers behind this age-associated cellular decline is a decline in mitochondrial function.”

Stocks goes on to discuss how Nestle’s branded Celltrient products aim to target these issues that play a role in age-related decline.

Educational Challenges

A notable obstacle within the cellular health market is the absence of a clear definition of what cellular health is.  If consumers don’t understand cellular health, why would they invest in supplements to improve it?

“We need to step up consumer education so that people understand how a product or ingredient supports their goals,” says Shawn Baier, VP of Business Development at TSI Group. “One of the smartest ways to accomplish this is with research designed to enable brand marketers to use proven and regulatory-compliant language so consumers can clearly understand the importance and benefits of specific ingredients and products.”

Baier goes on to discuss how ingredients like glutathione, NAD, NAC, and Hobamine (2-HOBA) are validated ingredients to support cellular health.

To read the full article in Nutritional Outlook please follow the link below.