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, VP, Partnerships & Sustainability

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

VP, Partnerships & Sustainability, Informa Markets, Food EMEA division

Heather Granato is a 30-year veteran of the natural products industry, currently serving as vice president, partnerships & sustainability, in the Food EMEA division of Informa Markets. She is based in London, and leads efforts related to industry partnerships and broader sustainability initiatives for the Vitafoods and Food ingredients brands. She has been a presenter at events including SupplySide, Vitafoods, Food ingredients, Natural Products Expo, the Natural Gourmet Show and the Folio: Show. Her publishing experience includes Natural Products Insider, Food Product Design, Vitafoods Insights, Country Living's Healthy Living, Natural Foods Merchandiser, Delicious Magazine and WomenOf.com. Granato serves as the founding president of Women In Nutraceuticals, a global non-profit founded in 2022 focused on empowering women in the nutraceutical industry; she is also on the board of directors for the Organic & Natural Health Association. From 2016 to 2022, she was a vice president on the national governing board of Kappa Alpha Theta women’s fraternity. Granato was named to the FOLIO: 100 list of top media professionals in 2018, and was selected as a 2015 Top Woman in Media by FOLIO:. She received the 2014 Visionary Award and the 2018 Journalistic Excellence Award from the American Herbal Products Association (AHPA); and was honored with the CEO Merit Award for Content from Virgo in 2014. Granato graduated magna cum laude from the University of Richmond, Virginia, in 1992 with a bachelor’s degree in journalism.

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