Sheldon Baker01.07.11
Lauren Clardy is president of Nutrimarketing, a marketing and business consultancy based north of the Golden Gate Bridge, which specializes in the nutraceutical, cosmeceutical and bioactive supply segments. Lauren brings a wealth of creativity and solid technical experience in strategic marketing, product development, brand management and business development. As an innovator in naturals marketing, Lauren has more than a quarter century of distinguished marketing and business development experience in the ever-evolving nutraceuticals industry. Spearheading Nutrimarketing, an independent marketing consulting and management firm, Lauren has had a creative hand in the success of more than 500 products during her caree
Health E-Insights: What significant trends are you seeing in the industry?
Ms. Clardy: We are still seeing major growth in “Baby Boomer” condition categories like memory, metabolic syndrome, sexual health, digestive health, energy and weight management. We will also see the trend continue towards “feeling the benefit.” Consumers want to know if the product is going to help them quickly so companies will continue to walk the line with structure/function and the challenges of communicating that to the consumer. Hot ingredients and trends will be superfruits, krill and cosmeceuticals with real efficacy.
Health E-Insights: Are GMP issues still a major issue?
Ms. Clardy: Yes, it is still a major focus as many companies are struggling with coming into full compliance. Non-compliant manufacturers will decrease over the coming months as companies go out of business or sell. What the future holds is good for the consumer and the industry as a whole as only quality manufacturers will still remain in business. The challenge will be for manufacturers to keep up and keep ahead of the game when it comes to regulatory issues.
Health E-Insights: Explain the impact social networking and Web 2.0 has made in the industry?
Ms. Clardy: There is no denying that social networking and the web have made an impact in a very big way. Both have affected the world and how we live our lives, and provided a way to deliver a message to millions of people in a very short amount of time. It’s changed the information landscape and how things work in the world in general. From a marketing and business point of view, whether it’s using social media or the Internet to get messages out or to listen to their customers, smart businesses are embracing the changes in the way that business is found, maintained and grown. The sooner companies come to terms with this and realize how to leverage it into their overall marketing strategies, the faster they’ll learn how to thrive.
Health E-Insights: In our sustainable society, if you were a tree, what kind of tree would you be?
Ms. Clardy: Most definitely a palm. I love the tropics, warm weather and the beach so I would be happy being a palm tree. From a sustainable point of view, there is so much of the palm tree that can be used from the fruit down to the fibers.
Health E-Insights: What do you like to do in your spare time?
Ms. Clardy: When I have spare time, I love to just cook up a storm in the kitchen. I am a Food Network junkie so I am always trying out new recipes. It gives me a chance to work with my hands and it calms my mind, like mediation. Really.
