The Spanish supplier of functional ingredients recently set up shop in the US and established distribution partnerships in the region. CK Nutraceuticals will serve as their nonexclusive distributor of branded ingredients Nutroxsun and Move!PLX in the US and Canada. Together, the companies received the green light on a number of significant health claims with Health Canada for these products.
“Having a direct presence in the region will enable us to more effectively partner with brands that want to bring real innovation to the industry with robust, trusted products and consumer focused personalization solutions. Our quality ingredients and digital solutions are helping brands scale and leverage new opportunities in this market,” said Marcos López, Regional Director of Business Development-USA at Monteloeder.
López said he has witnessed a very high demand for personalized nutrition solutions in the United States and Canada, and said they are in a great position for bringing a number of offerings to market, including their digital solutions tool.
The pivot from product-centric to a consumer-centric
López told NutraIngredients-USA that “It’s not just about launching great products. People are looking for an experience.”
Monteloeder is calling that experience-prompting tool Address & Assess. It is a proprietary personalized digital assessment tool tied directly to the use and performance of its ingredients. The tool can be used by manufacturers to seamlessly integrate personalization with specific ingredients and products.
“It's a way for the brand to not just offer a product, but to enhance the experience for the end consumer. This is not just about using a product. It’s a tool that can help them engage with consumers and give them extra support,” López told NutraIngredients-USA, adding “To me, it’s a more realistic approach to what a treatment is. We want to have a more realistic approach to what it means to be healthy.”
Consumption experience + behavior assessment
The personalization technology assesses digital biomarkers, provides clarity and guidance for supplement use, monitors ongoing behavior, offers tips and motivation and encourages adherence. The company said incorporating product adherence techniques, educational tips, habit-forming strategies and biological parameter tracking can aid significantly in helping consumers reach their goals and optimize their experience with products.
By combining product consumption experience and behavior assessment through digital tracking, Monteloeder said consumers will have a more profound experience with health solutions and are more likely to stay on track.
Monteloeder recently launched their new website, www.monteloederUSA.com.
Market
Technological innovation is driving the demand for personalization on all fronts, including diet and fitness. According to a 2018 Study, 90% of US consumers reported that they find personalization appealing. Feeding that appeal is advances in diagnostics and health-tracking parameters, which provide consumers with key information on their health and wellness markers.
A current analysis from Reports and Data showed that the global Personalized Nutrition market was valued at $5.59 billion in 2018, with it expected to reach $11.35 billion by 2026, growing at a CAGR of 9.3%.