Burning fat should be the targeted effect of an ingredient for weight loss. That’s because body composition—not body weight—should be the focus driving weight management product ideation. In this INSIDER exclusive video, Michael Pariza, professor emeritus, food science, and director emeritus of the Food Research Institute at the University of Wisconsin-Madison, discusses key factors of product ideation in the weight management category, including science, safety and efficacy. We’ll continue the conversation at SupplySide West in Las Vegas, at a special workshop, “Strategies for Successfully Navigating the Weight Management Market,” Wednesday, Oct. 5. Additional topics will include:
Demographics and areas of opportunity in developing targeted products;
Marketing objectives when looking at study design and endpoints in weight loss clinical trials; and
Understanding the mechanisms of action of various weight loss ingredients.