Many industry experts agree that keeping up with consumer demand and trends is the most challenging aspect of formulating a weight management product. Turn on the television at any time of the day and there is bound to be a commercial for the next big weight loss miracle product. But, many savvy consumers will want science to back claims, and they are looking for a long-term solution rather than a quick fix.
“Generally, consumers who are motivated to lose weight will first often try to change their diets," said Mitch Skop senior director, new product development, Pharmachem Laboratories Inc. “When the notion of supplementation emerges, they may be immediately inspired by the TV commercials of some brands that hook them with befores and afters, as well as some compelling graphics and music. Some of these consumers may be skeptical about such drastic claims, and thus want to see what else is out there in supplements that promote healthy and effective weight loss."
Deanne Dolnick, vice president, Next Pharmaceuticals, agreed that consumers will look past formulations that have hype around them, but don’t deliver. According to Paul Dijkstra, CEO of InterHealth Nutraceuticals, retailers and manufacturers who address the fact that being overweight causes other health issues tend to see faster growth than those who don’t. In addition to a product that works, convenience and ease of delivery is what consumers are looking for, Dijkstra pointed out. Products that are application friendly and easy to integrate into consumer products, like beverages and chews, do well in the market.
Get more on weight management products and research in the INSIDER digital issue, “Weighing In."