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SupplySide West

Natural Products INSIDER Track

SupplySide Education will address important issues in the dietary supplements industry such as sports nutrition trends, cannabis opportunities, weight loss and much more.

Tuesday, October 6


The Future is Here: Breaking Away From the Pharma Model

As the POM Wonderful and Bayer cases take center stage, the nutritional science industry is at a standstill. The outcomes of these cases reflect the future for clinical research and claims substantiation. As the industry struggles to define the "gold standard" for claims substantiation, the decision of these cases set a new standard for the industry. This session will take an inside look at the latest developments in clinical research and address why the industry needs to break away from the pharmaceutical model. Dr. Mal Evans will reveal where the clinical research industry needs to head in the next five years to cultivate consumer confidence.

You will learn:

  • Claims Substantiation: Is the Randomized, Placebo-Controlled trial really the gold standard for claims substantiation in the nutrition industry?
  • Change: The need for a paradigm shift from proof of efficacy to proof of probable harm
  • Choice: Are there regulatory standard endpoints for structure/function claim research?
  • Clinical Significance: Does the p value of 0.05 mean a hypothesis is true?
  • Credibility: What the results mean for cultivating consumer confidence.


Malkanthi Evans, DVM, M.Sc., Ph.D., scientific director, CRS division, KGK Synergize


Targeting Millennials via Product Development, Marketing & More

NMI President MaryEllen Molyneaux will share exclusive new marketing data critical for companies targeting Millennials with dietary supplement and functional foods. Does price matter most to this audience or do label claims mean more? How do lifestyle factors impact sales? and where will millennials choose to purchase their products and why? BASF's Global Marketing Manager Therese Dolan will link these marketing insights to product development.

You will learn:

  • What is important to millennials when purchasing dietary supplements
  • What marketing messages resonate and which ones don't
  • How manufacturers can work with suppliers to create successful products
  • How companies should evaluate their supply chains and product labels
  • How can companies differentiate their products and separate themselves from the competition


Therese Dolan, global and North America marketing manager, BASF Nutrition & Health
Maryellen Molyneaux, president and managing partner, NMI


U.S. Cannabis Industry Market Overview - Opportunities, Trends and Risks

Cannabis is the fastest growing industry in America, and prospects for recreational and medical marijuana are at an all-time high with changes in the regulatory framework forming a new foundation and horizon. . This session will include an overview of the competitive landscape, market drivers and market growth, as well as insights around how marijuana may be following in the footsteps of dietary suppelments.

You will learn:

  • The regulatory considerations around cannabis and how that differs from dietary supplements
  • History, market drivers and opportunities in the market
  • New horizons for individuals with dietary supplement expertise within the cannabis industry
  • The current status and future developments of proprietary forms of marijuana
  • Business accelerator and investment ideas


Patrick Rea, co-founder and managing director, CanopyBoulder


Weight Loss Ingredients: Fact, Fad and Fiction

To realize market success in the weight loss market, it is important to learn how to use facts against fads and fiction. The audience will take a walk through published well-designed clinical research studies and identify key factors that make them successful scientifically and commercially. Hint: it is more than just the results. Experts will then compare well-designed studies with poorly designed studies and present research studies from a few popular weight-loss brands.

You will learn:

  • How to identify a well-designed study from a poorly designed study
  • About different weight loss ingredients from different well-respected ingredient suppliers
  • Tips to how to effectively and ethically advertise weight loss products


Corey Hilmas, M.D, Ph.D., senior vice president, scientific and regulatory affairs, NPA
Harry Preuss, M.D., MACN, CNS., professor in the department of medicine and pathology, Georgetown University
Judith Stern, Sc.D, distinguished professor emerita in the departments of nutrition and internal medicine/division of clinical nutrition and metabolism, University of California, Davis


Developing Effective Products for Relaxation and Sleep

Insomnia is the most common sleep complaint. About a third of Americans suffer from insomnia, and at least 10 percent have an ongoing problem with it. Prescriptions for pharmaceutical sleep aids are on the rise. Yet these drugs do little or nothing to address the underlying problems or to support healthy sleep. Although many natural options exist to support sleep—from melatonin to botanical nervines to adrenal support—formulators often fail to create targeted, effective products. Achieving the right balance of ingredients in a formula is an art, but it must be guided by science. This presentation will review the different classes of dietary ingredients that affect sleep architecture, and their evidence of efficacy.

You will learn:

  • Common causes of disturbed sleep and related categories of product development
  • Classes of dietary ingredients that affect sleep
  • Review mechanisms of action and evidence of efficacy and safety for key sleep-active ingredients
  • Debunk common myths about sleep-active ingredients
  • Formulation strategies for product success


Jeremy Appleton, N.D., director of scientific affairs, Nature's Way


Ready to be Judged? The Court of Public Opinion

Brand equity and reputation account for greater than 47 percent of U.S. companies’ net worth, but for more than half of companies experiencing a crisis, share prices failed to rebound within one year. The natural products category is being subjected to intense media and public scrutiny for manufacturing, nutrition and health claim issues. This session will illustrate the importance of managing public opinion in the event of a crisis, and the higher profile role being assigned to ingredient companies and suppliers. Discover how to identify internal risks, prepare for interviews, put together a solid crisis plan and match messages to media.

You will learn:

  • What's at Risk: how a crisis plan can protect your corporate/product reputations
  • The emerging role of suppliers as resource and spokespeople in crisis situations
  • How to assess your company’s areas of vulnerability
  • Essential elements of an effective crisis communications plan
  • Media Magic: how to match the message to the media, channel and audience


Laurel Kennedy, principal, Blink: Visionary Crisis Management


Sports Nutrition: Market Trends and Ingredient Opportunities

The sports nutrition market offers great opportunities, but identifying the right path can be a challenge. In this session, you’ll get a market overview of the sports nutrition market, including trending categories, demographic insights and areas for growth. Next, enjoy a critical review of the clinical evidence of the latest ingredients for athletes: probiotics, plant proteins, phosphatidic acid, ATP and HMB free acid. Dr. Jager has conducted research on all of those ingredients and will discuss the findings of those studies, and how the new ingredients compare to the established ones like creatine or whey protein.

You will learn:

  • Trending categories within the sports nutrition market and open categories
  • Demographic trends including the rise of Millennials
  • Gut-Muscle-Axis: probiotics offer benefits for athletes
  • How plant protein can be as effective as animal proteins, if they are used the right way, and the role of phosphatidic acid for protein synthesis
  • The function of pre-workout ATP supplementation and HMB free acid


Ralf Jäger, FISSN, CISSN, MBA, managing member, INCRENOVO LLC
David Sprinkle, research director, Package Facts


Leveraging Ingredient Quality to Build an Effective Content Marketing Strategy

Consumers are demanding to know exactly what is in their dietary supplements and they want assurances that product labels match the bottle contents. To meet consumer expectations, a company has to know precisely what they are getting when they source ingredients, and has to convey it to retail customers and consumers in a way that inspires trust. Learn the ingredient information necessary to best convey consumer confidence in product safety, efficacy and quality, and a step-by-step approach to generating an effective content marketing plan that builds brand trust based on sourcing quality ingredients.

You will learn:

  • The specific questions attendees should ask of ingredient suppliers in order to effectively market the quality of their finished products
  • Effective ways to work with ingredient suppliers to build marketing messages around ingredient quality
  • Strategies for taking the science behind ingredients and communicating it in ways that connect with retailers and consumers
  • Methods for deciding what types of ingredient information can be used for marketing product quality from a regulatory perspective


Shaheen Majeed, marketing director, Sabinsa Corp.
Todd Pauli, partner, strategic marketing, The Shelton Group