PharmaLinea Podcast

For a product to stand out in the flooded nutraceutical market, differentiation through clinical substantiation is key; however, many brands view this as a risk due to the high upfront costs and the lack of a guaranteed positive outcome. We discussed the future of clinical trials and how Radicle Science's technology-based platform aims to make them more accessible to everyone with Pelin Wood Thorogood, the company's Co-Founder and Executive Chairwoman.Highlights:00:00 Introduction03:43 Radicle Science background10:20 The need for alternate clinical trials design12:59 Studies on ingredients vs. finished products17:53 Radicle Science business model & trial design21:11 Clinical trial platform & how it works25:56 Trial range28:10 Client case study33:30 Investing in clinicals before going to market38:15 Using the clinical data in marketing41:02 Targeting specific subpopulations48:10 Recognition within the industry49:00 Justifying the investment51:25 How marketing and clinical trials will evolve in the future58:30 What's next for Radicle Science?

With the growth of the industry, Vitafoods Europe is naturally growing as well, which makes it more difficult for the visitors to see it all. To counter that, we collected insights on what were, in our opinion, the highlights: top market trends, new product launches, interesting ingredients, and brand owner insights from our stand. Highlights:00:00 Introduction02:01 Topics overview02:30 Longevity & cellular health12:39 Beauty from within21:55 GLP-129:33 Hydration35:18 Women's health40:10 Sleep44:32 Magnesium47:55 Galenic forms                  51:43 Geographical shifts55:08 Honorable mentions

We discussed the story of PharmaLinea, the key factors for the company’s success, and how the nutraceutical industry has evolved in these past years with Blaž Gorjup, PharmaLinea’s chairman and founder. Blaž also shared with us the story of his sailing journey (halfway) around the world.00:00 Introduction01:11 How it all began06:09 Why this industry07:49 From ingredients to finished products10:47 The beginning of PharmaLinea12:35 Exhibiting at Vitafoods13:40 Defining the niche18:39 Target market analyses and selection20:52 Key factors for success29:16 The 5-step programme30:24 Advice for those just starting out33:50 Industry evolution42:44 AI vs. doctors & pharmacists & consumer trust45:32 Sailing journey

We discussed doctor-driven influencer marketing and how nutraceutical brands can utilize this kind of promotion to stand out in the market with Taeyoon Kim, Founder & CEO of TopHealth. 0:00 Introduction 1:50 Deciding on promoting through online channels 5:25 Promotional activities and channels 8:19 Working with influencers 12:15 Co-operating with doctor-influencers 15:17 Number of followers vs. trust 17:43 A typical campaign overview & expected results 22:18 Types of products to promote through these channels 23:58 The importance of first movers 25:14 Advice for brand owners

We discussed current consumer trends in the nutraceutical market and health priorities that will gain popularity in the future with Will Cowling, commercial manager at FMCG Gurus. 00:00 Introduction 01:25 Current health areas of concern 04:08 Top-of-mind supplement ingredients, claims, and product formats 05:46 Addressing several health areas at once 06:52 How cost of living is affecting consumers 08:42 Recent consumer surveys 09:09 Emotional wellness 09:55 Hydration & sports nutrition products 11:17 Digital health & personalized nutrition 15:08 How to use FMCG Gurus data for strategy and new product development 17:21 Important factors for consumers that make a product stand out 18:47 Mushrooms 19:42 Energy 21:17 Strategy tips for brand owners

We discussed interesting nutraceutical ingredients that can provide brands with much-needed market differentiation with David Foreman, Founder of The Herbal Pharmacist, who has almost 30 years of industry experience. 00:00 Introduction 01:26 Under-the-radar ingredients: Sorgum – applications, delivery formats, and taste 06:55 Recognized, added-value ingredients, new technologies 10:42 Advantages of branded technologies behind the ingredients in the consumer market 14:03 Educating the consumers 15:12 B2C marketing for branded ingredients

We discussed how the global CHC market will evolve in the future with Amit Shukla, VP & Head of Global Consumer Health Consulting Services at IQVIA Consumer Health. 00:00 Introduction 00:50 The current status of the global CHC market and future outlook 03:06 Major trends influencing the growth 05:36 Potential markets for expansion 07:47 Winning strategies from smaller markets 12:00 The role of innovation in the global CHC market growth 14:33 Food supplements’ role and development in the consumer health space 18:20 Strategies from leading players 19:37 Regulations 20:45 Clinical support on finished formulations 23:10 Personalization & digital health in nutraceuticals

We discussed upcoming indications, delivery formats, and other trends in the nutraceutical industry with Kenn Israel of Innovation Nutrition Consulting LLC, a distinguished professional with over 25 years of expertise in the nutritional supplements, botanicals, and nutraceuticals industry. Highlights: 00:00 Introduction01:30 Macro trends04:33 Lab-grown ingredients05:23 AI bioactives discovery09:15 Trending indications13:45 Trending ingredients15:55 Delivery format trends About our guest Kenn Israel is a veteran in the nutraceutical and dietary supplement industry, with over 25 years of experience. He founded Innovation Nutrition Consulting and co-founded BeyondBrands, focusing on product development and innovation. Previously, he was VP of Marketing at Robinson Pharma Inc. and has been active in industry organizations like the Natural Products Association.