A Visible Value Proposition

When you’re sick it’s easy to see the value of a product that makes you feel better. Obviously, pharmaceuticals that target specific indications quickly and efficiently have been enormously successful—even when they have caused serious adverse side effects.

Typically, preventive healthcare hasn’t worked that way, with products often designed to help consumers stave off sickness before it develops. Without an apparent tangible benefit, communicating the value of that daily multivitamin can be a challenging proposition, especially when critics attempt to discredit their worth based on a select sample of research.

However, condition-specific products continue to offer added appeal in a crowded marketplace. Discussing the evolution of the antioxidant market for our March 2014 issue, Life Extension’s Luke Huber, ND, said, “Researchers are discovering specific antioxidant nutrients have unique therapeutic and metabolic effects.” In turn, consumers are realizing the differences between nutrients and selecting products based on their individual needs.

Speaking of individual needs, genetic testing has emerged as an intriguing, disruptive technology. In his “Healthcare Practitioner” column, Erik Goldman covers nutrigenomics, the study of how foods and nutrients modulate gene expression, and controversies surrounding direct-to-consumer genetic tests, including FDA’s warning letter to 23andMe. This topic will have broad implications for the future of personalized medicine and the value the dietary supplement industry can offer moving forward.

Meanwhile, just as individual consumers benefit from targeted nutraceutical products, the collective industry is a significant contributor to economic success. Loren Israelsen, president of the United Natural Products Alliance (UNPA), outlines UNPA’s state chapter initiative, which is designed to cultivate new relationships with Congressional leadership by delivering economic impact reports demonstrating the true value of the industry. 

“We are no longer just a small, mom-and-pop-based cottage industry. We are robust, dynamic and a significant employer—an accepted component of American commerce. Natural and organic foods, personal care products and dietary supplements today are an important and ingrained part of the American culture and lifestyle and an economic powerhouse.”

Hopefully that visible value proposition can convince some influential skeptics and translate to long-term health.