What role does MarketWell Nutrition play in the wellness industry?
MarketWell Nutrition is a consulting company I founded after 20 years in the proprietary ingredient and nutraceutical industries. Our primary focus is helping differentiate products by claim, IP, and incorporating the use of technologies, to accelerate product development across multiple retail channels, predominantly in North America. This includes everything from omnichannel sales and marketing services, branding initiatives, to global regulatory harmonization and compliance. We also develop finished products like dietary supplements and functional foods for traditional brick mortar stores, to newer retail channels, including online pharmacies. Additionally, I work with universities to commercialize novel health ingredients for use in therapeutic products, including medical foods—a growing category that bridges the gap between nutraceuticals and pharmaceuticals.
Beyond human nutrition, our expertise extends to bioactives for nutricosmetics (“beauty from inside”), cosmeceuticals (topical benefits from nutritional bioactives applied to the skin), and animal supplementation and nutrition. My work includes performing strategic fit consulting for potential mergers and acquisitions, particularly for multinational companies looking to strategically invest in consumer brands within this space. MarketWell is also deeply involved in commercializing and deploying emerging technologies like artificial intelligence and longevity solutions, which I believe represent the future of wellness innovation.
What trends in the wellness industry do you find most compelling, and what’s driving their growth?
One of the most significant trends is the focus on longevity. As populations age, age-related diseases like cognitive decline, diabetes, and obesity are becoming more prevalent. People want to live longer, healthier lives, but many are looking for solutions outside traditional pharmaceuticals. The pandemic accelerated the shift toward self-care, with consumers viewing food and nutrition as alternatives to medicine. There’s also growing awareness about the side effects of many drugs, driving demand for natural, cost-effective solutions that deliver similar benefits without the drawbacks.
The gut microbiome is another fascinating area of growth. While the science has been developing for decades, its role as the “12th biomarker of aging” has only recently entered mainstream discussions. The gut is closely tied to immunity, weight management, and overall health, including the gut-brain axis, which underscores its importance in cognitive health. As research in this area expands, I expect even more groundbreaking developments. While trends like CBD have surged and faded, the microbiome offers a more scientifically grounded pathway to improved wellness.
How does the wellness industry's growth compare to the pharmaceutical sector, and what does this mean for consumer trust?
The wellness industry’s growth often highlights consumer mistrust in traditional pharmaceuticals. Many consumers feel that pharmaceuticals are designed to manage symptoms rather than address root causes, which fosters skepticism. While pharmaceuticals will always have a role, they tend to focus on single mechanisms of action that can overwhelm the body, leading to unintended side effects. For example, chemotherapy can be lifesaving when it comes to curing or slowing certain types of cancer, but it also leaves patients with potentially long-term gastrointestinal issues. Medical foods are emerging as a promising solution to bridge this gap, helping repair damage caused by pharmaceutical treatments while improving quality of life.
Unlike pharmaceuticals, which require extensive clinical trials over decades, nutrition-based solution require smaller investment, have lower barriers to entry and as a result are more accessible and adaptable. However, the pharmaceutical industry’s robust scientific infrastructure can guide advancements in the wellness space. For instance, the GLP-1 agonist drugs highlight a roadmap for targeting conditions like obesity, but their cost and limited accessibility underscore the need for affordable, natural alternatives.
I believe the future lies in blending the precision of pharmaceuticals with the broader, preventive approach of nutrition and supplementation.
Recently, MarketWell has partnered with two brands claiming GLP-1 support, at monthly consumer prices that are supported at the mass market level, and one of the products has reached Number One in its category on Amazon, as well.
What role do postbiotics play in the future of health, and how do they differ from probiotics?
Postbiotics are an exciting evolution of probiotics. While probiotics have been around for over a century, much of the focus has been on keeping the strains alive rather than proving their efficacy. In reality, probiotics often convert to postbiotics in the gut within hours. Postbiotics, which are inactivated strains, offer the same health benefits as probiotics without the challenges of shelf stability or variable individual responses.
Postbiotics are easier to standardize and study, making them a more reliable option for improving gut health. They eliminate concerns about altering the microbiome in potentially harmful ways and provide consistent results across populations. Despite probiotics already being a $60 billion global industry with sometimes hard to demonstrate efficacy, the science supporting postbiotics is catching up quickly. I predict that postbiotics will eventually surpass probiotics in popularity due to their stability, efficacy, and versatility.
How can the gap between the pharmaceutical and wellness industries be bridged?
Bridging the gap between pharmaceuticals and wellness requires addressing mutual distrust. Pharmaceutical companies often view the wellness industry as unregulated and lacking rigorous science, while the wellness sector sees pharmaceuticals as overly focused on profit and symptom management. Medical foods present a compelling middle ground. Governed by different rules than dietary supplements, medical foods allow for disease-specific claims and are supported by moderate clinical evidence without the need for the extensive—and expensive—trials required for drugs.
Medical foods also align with consumer demand for prevention and personalization. As wearable technology and digital health tools make self-diagnosis more accessible, consumers are taking proactive steps to maintain their health. Governments are also recognizing that prevention is more cost-effective than treating advanced diseases, which further supports the growth of medical foods. By combining the scientific rigor of pharmaceuticals with the accessibility and holistic approach of wellness products, medical foods can help unify these industries while better serving consumers.
What can we expect from MarketWell Nutrition and the wellness industry in the coming years?
The wellness industry is poised for significant advancements, particularly in areas like personalized nutrition, postbiotics, and longevity solutions. At MarketWell Nutrition, we’re focusing on bringing innovative technologies to market that address these emerging trends. Whether it’s developing medical foods to support gut health after chemotherapy or collaborating on AI-driven product development, our goal is to drive innovation that improves health outcomes sustainably.
In the broader industry, I see a shift toward better integration of technology to support prevention and personalization. Wearable devices and AI are making it easier for consumers to understand their health and make informed choices. At the same time, the rise of medical foods will create new opportunities for collaboration between the wellness and pharmaceutical sectors. Ultimately, the focus will remain on providing accessible, effective solutions that empower consumers to take control of their health.