Why Explore the Mind of the Consumer?

Looking for the sweet spot where consumer expectations and desires aren’t yet being filled? The Mind of the Consumer study will showcase opportunities.

Heather Granato, VP, Partnerships & Sustainability

February 15, 2016

2 Min Read
Why Explore the Mind of the Consumer?

Why do some new product launches catch fire, and others fizzle out upon launch? Often, it’s not the ingredients, the formulation or even the marketing campaign. It’s that consumers just aren’t that into the product. It doesn’t meet their needs or expectations, and in an increasingly competitive marketplace, there just isn’t room for one more product that doesn’t hit the sweet spot.

For a while now, we’ve heard about the concept of “Think B2C, Act B2B." But what does that really mean to a supplier or a manufacturer? Essentially, it’s consumer-centric thinking throughout the business process, while optimizing partnerships throughout the supply chain that will ultimately deliver a product that does meet consumer expectations.

Not that knowing and understanding what consumers think is easy. But we’re hoping to shed some light on the Mind of the Consumer around some key ingredient and health categories in the nutraceutical space at this year’s Ingredient Marketplace event, taking place April 27 to 29 in Orlando, Florida.

We’ve partnered with the Natural Marketing Institute (NMI) on the inaugural Mind of the Consumer study, delving into consumer expectations and desires across six areas—sports nutrition, weight management, digestive health, protein, omega-3s and probiotics. Not only are we reaching out to consumers for their insights, but we’ll be matching their take against what ingredient suppliers are seeing in those areas, which will allow for the comparison between what suppliers are actually doing compared specifically to consumer needs.

I hope you’ll join me for our keynote presentation on April 29, when Steve French, managing partner at NMI, and I will release the results, designed to showcase areas of opportunity for manufacturers to develop and launch new products that consumers really desire. Are clinical results important to consumers purchasing probiotics products? Are consumers not purchasing sports nutrition products because of safety and efficacy concerns? Why are consumers really taking omega-3s, and how do they prefer to consume them? Join us to get answers that can drive your business forward.

We’ll see you in Orlando.

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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