When we purchase supplements we are looking for benefits not brands. Now the food and supplement industry is finding there has been a shift in consumer mentality from supplements to functional foods. In other words, instead of popping a pill for specific vitamins and minerals, we are now looking for all of those benefits in real foods like healthy bars, shakes, cereals, orange juice, etc. Members of Generation Y have been found to want sustainable, food-on the go that is fortified. Those of Generation X also want foods to be convenient, but they are also looking for a low calorie, tasteful variety of fortified food. And as the last of the Baby Boomer Generation are entering their late 40’s, they have the desire to look and feel younger again with anti-aging and anti-inflammatory products that are also going to help with their blood sugar.
As a population, we are starting to see that the world’s health cannot be saved with a pill; but rather with a lifestyle. If you are like me, it is a difficult pill to swallow when it is merely a nutrient or two. We have been made aware of the health benefits of omega fatty acids, soy, tomatoes, and ginseng. I want all those benefits, but with my meal or snack. We are now flocking to salmon, chia and flax seed for our omegas. We gobble up soy in pods of an edamame appetizer at a restaurant. The benefits of cooked tomatoes and lycopene convince us that pasta is now healthier than we thought. What if you are having a slow-brain day? Where can you find caffeine and ginseng in one tight package?
The Supply Side West conference was at the Sands Convention Center this past week. Supply Side brings together developers of health and wellness products, suppliers of raw product, and the scientists behind it all. I had the distinct pleasure of attending the Editor’s Choice Awards 2012. Winners are chosen from each category based on innovation in the market they serve. And the winners are, drum roll please:
|Animal Nutrition||SuperGravy||Clear Conscience Pet|
|Anti-Aging||Anti-Aging SPF Moisturizer||Twinluxe|
|Beverages||Original Elixir||Turmeric Alive|
|Functional Food||Superbiotic Pizza||Frozen Naked Pizza|
|Multivitamin & Mineral||alternaVites Kids||Rich Vitamins|
|Nutricosmetics||Intellimune Tables||Intelligent Nutrients|
|Organic||OM Cocktails||Organic Mixology|
|Packaging Design||West Coast Chill||Joseph Company International|
|Skin Care||Stem Cell Repair Booster Serum||Juice Beauty|
|Specialty Dietary Supplement||Vegan-Ease||MegaFood|
With the non-passing of Prop 37 in California, I was encouraged by the future of food at this conference. The vendors know we are looking for clean labels: no chemicals or GMO. As the basic theory of supply and demand states, we demand and they will create. This group of inventors and scientists has a great pulse on our wants and desires. One thing I suspect we will be seeing more of is extracts from fruits and vegetables. They will be used to give taste and color while passing on vitamins minerals and phytochemicals to the consumer. In the end, the list of winners and even the products nominated give me hope that the future of health, wellness, and food science will improve our lives and reduce our dependence on medical care.
Article originally publish with Las Vegas Informer 11/11/2012 (http://lasvegas.informermg.com/2012/11/11/supply-side-west-conference-showcases-health-and-wellness-products/)