Consumer desires for connection and transparency driving supplement ideation – podcast

New research from MarketPlace highlights white space opportunities for formulators, marketers and suppliers

Heather Granato, VP, Partnerships & Sustainability

October 8, 2019

Macro issues such as the aging U.S. demographic and the health issues that brings; an interest in transparency in the supply chain; and a move toward “tribes” related to wellness initiatives and product purchases are all impacting the way brands can connect with consumers in the dietary supplement space. In this SupplySide West edition of the Healthy INSIDER Podcast, Tracy Landau, president of MarketPlace (, and Megan Hook, growth strategy director, discuss new consumer research techniques they used in a recent study about consumer desires in the supplement space, including the use of video capture to offer qualitative insights. Tracy and Megan will be presenting at SupplySide West in Las Vegas on the SupplySide Central Stage; their talk, “What Consumers Want in a Supplement Brand,” takes place Friday, Oct. 18, at 2:30 p.m.

In this podcast, Landau, Hook and Informa’s Heather Granato discuss:

  • How the intersection between the aging population, their related health concerns and “pill fatigue” is impacting product development and ideation.

  • The way “tribes” and a reliance on social media and other technology is allowing brands to connect directly with consumers and to use influencers to drive new supplement usage.

  • How the “Intel Inside” desire by branded ingredient suppliers is finally at a point to connect with brand owners and consumers, as it delivers on a promise of differentiated science and a traceable supply chain.

Get registered for SupplySide West and make plans to see Tracy speak—and offer specific product innovation concepts informed by research results—at SupplySide Central on Friday, Oct. 18, at 2:30 p.m. (

Got feedback? Email Heather 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 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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