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Healthy INSIDER Podcast 10: Educating Consumers, Dietitians on ProbioticsHealthy INSIDER Podcast 10: Educating Consumers, Dietitians on Probiotics

As probiotics continue to gain market exposure, more consumers and health care providers are gravitating toward the category. However, what people have heard and what they need to know may come as a surprise.

Heather Granato

March 23, 2016

This year’s Ingredient Marketplace, held in Orlando April 27 to 29, will begin with a full-day immersive event, Probiotics Marketplace, on April 27. In keeping in line with the Ingredient Marketplace theme—The Mind of the Consumer—the event will kick off with a  keynote presentation by Dietitian Cassie exploring what consumers are seeking in the probiotics space. As a registered, licensed dietitian, founder and CEO of the wellness company Healthy Simple Life®, and best-selling author, Dietitian Cassie has built a following of loyal fans by helping people with the root causes of their health issues—especially ones that health care practitioners often overlook.

Heather Granato, vice president of content for the Informa Global Health & Nutrition Network, talked with Dietitian Cassie ahead of her presentation at Probiotics Marketplace to get a glimpse into her view on how consumers perceive probiotics, including:

  • Consumers’ level of awareness of and interest in probiotics

  • The type of education and guidance dietitians offer in selecting a probiotic product

  • How marketers can help health care providers and consumers understand product quality

Links and Resources:

  • Get insights around the probiotics market in the Probiotics Battleground.

  • Probiotics Marketplace is set for April 27; the agenda and registration details are available on the website.

Got feedback? Email Heather Granato at [email protected], or tweet to @NatProdINSIDER using the hashtag #INSIDERpodcast.

About the Author(s)

Heather Granato

vice president, content, Informa Markets, Food EMEA division

Heather Granato is a 25-year veteran of the natural products industry, currently serving as the Vice President, Content, in Informa Exhibitions’ Global Health & Nutrition Network. She has been a presenter at events including SupplySide, Vitafoods, Natural Products Expo, the Natural Gourmet Show and the Folio: Show. Her publishing experience includes Natural Products INSIDER, Food Product Design, Country Living's Healthy Living, Natural Foods Merchandiser, Delicious Magazine and WomenOf.com. She was named a 2015 Top Woman in Media by Folio:; received the 2014 Visionary Award from the American Herbal Products Association (AHPA); and was awarded the CEO Merit Award for Content from Informa in 2014. Granato graduated magna cum laude from the University of Richmond, Virginia, in 1992 with a bachelor’s degree in journalism; she currently serves as a national vice president for Kappa Alpha Theta women's fraternity.

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