Lubrizol Life Science Health,unveils a new, consumer-led approach for its added-value nutraceuticals at Vitafoods Europe, May 9-11, 2023 in Geneva. The new mission, ‘Connecting the dots: synchronizing supplement makers with their customers’ behaviours,’ reflects Lubrizol’s increased consumer focus, highlighting the strengths of its current portfolio of insight-based solutions built to deliver strong, market-driven product benefits for its customers.
LLS Health has partnered with 113 industries, an AI-driven research company that specialises in developing consumer behaviour models using machine learning, and AI to gather and analyse vast relevant consumer-generated content. The objective was to gain deeper insights into the purchasing behavior of dietary supplements based on conversations and activities on social media platforms. It helped specify unmet needs and evolving preferences, as well as perceptions and concerns regarding ingredients and nutraceuticals.
Said Isabel Gómez, Global Marketing Manager for LLS Health’s nutraceutical business: “LLS Health has invested heavily in research to help its customers stay aligned with consumer demands and differentiate their products in a crowded marketplace. The findings show that, in order to appeal to consumers, manufacturers need to satisfy both the logical and the emotional sides of consumer consciousness.”
The research characterised several types of supplement consumers, the most prevalent being the health-hooked consumer eager to explore new products to maintain overall well-being. This was followed by the informed seeker of solutions to personal problems, specifically sleep, mental health, skincare, and gut health. Other types included irregular users, mechanical users; skeptics who believe in “food first and supplements only when necessary”; and the fertility/pregnancy-minded consumer.
Lubrizol’s goal is to satisfy both the logical, fact-driven, and the emotional, sensory-driven sides of the consumer mind. By investing in new market research and focusing on trending health benefit platforms, Lubrizol brings its customers actionable insights coupled with unique, science-backed branded ingredients, while collaborating on supplement innovation.
Added Gomez: “When focused on understanding what the consumers really want—what clicks with them. Consumers want to feel connected and involved in their own well-being; this became especially critical during the recent pandemic, when the full mindful approach took hold and continues today.”
Gómez points out that consumers no longer exclusively seek specific ingredients as much as they are looking for solutions to unique problems they are facing. They also place more emphasis on the beneficial ingredients of supplements and less on the brand or retailer. The new Lubrizol paradigm delves into how consumers approach today’s complex nutritional challenges.
Continued Gomez: “The left side of the brain focuses on science and clinical evidence, while the right side focuses on sensory experience. By gaining a deeper insight into these mechanisms, Lubrizol addresses product solutions that provide a stronger value proposition, such as with science-backed, microencapsulated ingredients that tackle different categories of well-being as well as around-the-clock needs.”
Lubrizol accelerates innovative holistic solutions that address the spectrum of consumer needs. “Lubrizol’s approach is paired with an extensive product line that puts consumer needs first, helping manufacturers align with consumer insights and goals,” states David Padró, Business Manager of LLS Health’s Nutraceutical Business. “We collaborate with well-known brands and companies seeking suppliers with a consumer-centric approach, and that employ a science- and consumer-based strategy. With our insights-driven 2.0 approach, we can tailor our portfolio to meet the demands of today’s consumers.” For more visit stand #D60 at Vitafoods Europe or lipofoods.com
