Science, Responsibility Support Industry Growth

Science, Responsibility Support Industry Growth

In a changing consumer and regulatory landscape, the dietarysupplement industry finds itself in a land of opportunities and challenges.Shane Durkee, director of nutritional science and new business with BayerHealthCare, took time out to share with INSIDER his thoughts on the changingstate of the industry

The dietary supplement industry is facing both positiveand negative influences. Some of the biggest challenges are negative press and aneed for scientifically validated and innovative products.

If you take a look at the press concerning our industry, itcontinues to lean toward the negative. For example, the recent article in TheLancet regarding antioxidants came out with a negativespin and the industry had to react with a swift and compelling response.Overall, despite the appearance of there being more negative press, there willlikely continue to be an increasing number of positive news examples, such asthe recent announcement by the Surgeon General about nutrition and bone health.The challenge will continue to be keeping the press our industry gets positive.

In addition, producing scientifically validated and innovativeproducts is not only one of the biggest challenges, but also the biggestopportunity. With scientific validation behind our claims, dietary supplementswill only get better and the industry will only become stronger. When we applyscientific rigor to formulation, marketing and the messages put forth, theindustrys credibility increases. More groups that were previously againstthe industry will take positive notice and their opinions begin to change. Withscientific validity, the products we offer not only help people, but alsoprovide people with options as they take charge of their health.

Science is increasingly a key component to the productdevelopment process. Discussions around ideas no longer start with questions aboutwhether the company can physically make a product, but rather addressing whatthe science tells us we can say, and how strong the support is behind theproduct. As our consumers, retailers and even competitors become morescientifically savvy, the onus falls back on us to have definitive knowledge ofwhat the products do, how they work and by what mechanism of action.

Without science, we cannot answer these questions. Science isalso increasingly important to the credibility of our industry in the eyes ofour critics and in the press our industry receives.

It is imperative not to lose sight of other equally importantroles that science plays in changing the product development process.

Science in product development is not only about validatingclaims. It is also about product stability under various conditions. It is aboutquestions regarding possible or potential interactions with other substances. Itis about always meeting shelf life and about using levels of ingredients thathave been demonstrated to be safe. Any change to the development process broughtby increased scientific knowledge in these areas makes the final productsbetter.

From the perspective of a finished product company, there aremany things suppliers can do to support and stimulate business growth.

For example, a supplier can take the approach of honing in onthe science up-front. If a supplier is offering a new ingredient, any clinicalinformation available is extremely helpful, as is stability data, productformulation characteristics and, of course, regulatory information. If theingredient is new and the answers to the most common regulatory questions areknown, the product development process becomes easier.

If the ingredient is established, any new data is incrediblyhelpful. Staying abreast of work being done by the scientific community andpassing that knowledge on to the manufacturers is helpful. Taking time to mine

existing data (e.g., clinical, formulation) and bringing thatto manufacturers is helpful. Armed with a continual flow of information, even onan older, established ingredient, manufacturers can breathe new life intoproducts with information that generates new insights and new reasons tobelieve.

Becoming partners has been and will continue to be importantfor the support and stimulation of growth within our businesses. If thesupplier/manufacturer relationship is one of a partnership, the sky is often thelimit.

Communication becomes more open, each business is morecompletely understood by the other and great products with significant benefitsare created.

Shane Durkee is the director of nutritional science and newbusiness for Bayer HealthCare, responsible for leading, managing and developingthe group. Durkee joined Bayer in 2004 following stints as director of productdevelopment for Twin Laboratories and as general manager of Monarch NutritionalLaboratories for Nutraceutical Corp.