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ITC’s What’s Hot, What’s Not List

As 2017 winds down and we head into 2018, we took a step back to reflect on what’s going to be “hot” in 2018 and what to drop.

The HOT:

  • Transparency

…in the Workplace: #MeToo is not a news cycle item and has set the new standard for workplace interaction.

…in the Marketplace: The growing insatiable demand for consumer knowledge will not subside.

… of Ingredients: The consumer and customer expectation for responsible ingredient supply manufacturers will continue to increase.

  • Peer Reviews: Have a little trust in your friends. Peer reviews remain king. Developing and nurturing community has never been more important.
  • Supplement Company Values & Acquisitions: There are deep pockets out there, if you know where to be found and consolidation of successful food and dietary supplement enterprises will continue to be noticed as the value to our health care paradigm increases.
  • Retail: More evolution and adaptation is expected. Don’t be afraid, embrace it strategically.
  • CBD: There’s too much smart money in this market to ignore. Staying away from disease claims, operating responsibly, and thinking globally might be tickets to success.
  • Curcumin & Turmeric Products: The science keeps building, the story is long, consumer awareness is high.
  • Blockchain: This platform will disrupt supply chains globally, especially where transparency and reputation is critical.
  • Personalization: The time has finally come as technology, data and product development align.
  • Prebiotics: This category is much more than just probiotics’ little sister and much more than fiber. Look for stand-alone prebiotic formulas in increasing numbers.
  • Snackification: Snacks are emerging as the most important meal of the day. This has huge implications for many ingredients and product formats.

The NOT:

  • Silence: People will continue to demand to be heard and exercise that mandate through the internet.
  • Celeb Reviews: Celebs may offer glitz, but the lack of substance and risk of tarnishment to brands if they’re caught in the wrong negates the benefit. Cultivate your community instead.
  • Going at it Alone: No man is an island nor is any company. Collaboration is key to making this industry work.
  • ODIs: Don’t expect an agreed grandfathered ODI list any time soon.
  • Proprietary Formulas: Consumers are expecting more knowledge of the products they consume and proprietary formulas will be an increasing casualty.
  • Adulteration: Ingredients and product will be inspected more thoroughly and more often throughout the supply chain as testing becomes more effective, efficient and more valued.
  • Disengaged FDA: The government agency put a stake in the ground when it created the Office of Dietary Supplements and inspections and regulation is up. Industry needs to work with FDA as a friend not a foe.
  • DNA Testing: While another analytical tool, more work to be done and probably not yet ready for prime time.
  • Non-Nutritive Ingredients: The days of fillers are gone. Consumers want clean products.
  • Traditional Meals: The days of traditional meals are gone.

Do you agree/disagree? Drop us a line (info AT trustransparency DOT com) or comment below.