Resurgence of Innovation

From our marketing agency perspective, I am noting a significant trend in our business that has relevance for the natural products industry as a whole. Specifically, a ramping up in the number of new products being introduced into the marketplace by new players entering the industry for the first time incorporating unique new ingredients or proprietary formulas. We regularly receive calls from established and new companies looking to enter the natural products market. But over the past six months, I have seen more innovation than I saw in the previous year, much of it coming from start-up companies pioneering with novel technology, patents and formulations.

What is also exciting is a return to reliance on a powerful and compelling brand story to educate, build brand loyalty and drive sales. It seems to me over the past few years manufacturers have been willing to rely on me-too products with minimal differentiation and even less scientific support (can you say A-C-A-I?). Lately, I am seeing a return to the pursuit of market differentiation and I couldn’t be more pleased. I understand the economy has put a damper on this kind of activity over the past 24 months. But I also firmly believe those companies that have continued to innovate during the downturn will be miles ahead of those who decided to climb in a hole and wait out the storm.

We at IMG have been privileged to be part of several of these new product introductions. Just a couple of innovative Web sites launched within the past few months are at LifeSeasons.com and XIGOhealth.com.