Natural Products Insider

Consumers want personalized nutrition products, but often lack access to the medical test that measure nutrient statuses. Supplement brands can help, says industry veteran Michael McBurney. Personalized nutrition—where brands offer products that can help a specific person based on his or her individual needs—could, and arguably should, be the future for supplement brands that strive to help consumers meet nutrition goals. However, access to devices that test nutrient statuses is holding consumers and the industry back from the breakthrough that’s needed to propel this market. Michael McBurney, Ph.D., adjunct professor, department of human health and nutritional sciences, University of Guelph, describes what supplement/functional food brands can do create an market where personalized nutrition is an option for more people. In this podcast with Sandy Almendarez, content director, Informa Markets, McBurney covers personalized nutrition for supplement brands.