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Nutrition - Opportunities for Startups - Dr. Swaminathan Subramaniam

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Nutrition - Opportunities for Startups - Dr. Swaminathan Subramaniam

  1. 1. Nutrition + Design How nutrition can reshape how we manage our health
  2. 2. Let us discuss • Defining the space – Traditional notion – Emerging notion (wellness) • Medical nutrition • Wellness nutrition • The science behind – does nutrition really work? • Nutrition versus pharma • Business models and challenges
  3. 3. Nutrition categories • Supplements • Nutra-ceuticals • Meal replacements – IV, tube, oral • Medical (or therapeutic) nutrition
  4. 4. Major chronic diseases linked to lifestyle (nutrition) • Diabetes • Obesity • Hypertension • Cardiovascular disease • Anemia • Cancer
  5. 5. Versus Pharma HOSPITAL CLINIC MARKET Healthcare Practitioners Hospitals Governments Insurance companies DTC - Customers
  6. 6. Basis for competition • Brand • Marketing to healthcare practitioners • Innovation
  7. 7. Value proposition • Hard to get nutritional components • Complete nutrition – hard to feed • Optimal situation sp nutrition • Nutrition with sp wellness benefits • Nutrition with sp therapeutic benefits
  8. 8. Regulation • USFDA • FSSAI Safety is paramount; claims have to be supported; Therapeutic claims – regulated like a drug
  9. 9. Emerging science • Microbiome
  10. 10. Nutrition applications • Customized nutrition • In between exercise versus during exercise • Personalized nutrition • Nutrigenomics • Integrated nutrition • Pharma
  11. 11. The nutrition value chain Strategic Partners Discovery to Claims Development to Manufacturing Distribution and Sales Suppliers – ingredients, packaging Innovators – Technologies, novel ingredients, R&D institutions Healthcare/ wellness ecosystem;
  12. 12. Driving a tectonic shift • Wellness orientation • Prevention orientation • Lifestyle based approach • Ageing • Preference for natural products
  13. 13. Some suppositions – some possibilities - 1 • Nutrition works – Mediterranean diet and CVD • Not possible to get “ideal” nutrition through diet alone • Customization at the level of the individual is possible but may not be feasible immediately – or is it? • Price versus value – how does the customer read
  14. 14. Some suppositions – some possibilities - 2 • Soft science – soft claims versus hard science – hard claims • Is natural source important – why? • Combinatorial nutrition
  15. 15. The big problems • Showing value • Integrating with the rest of the health ecosystem • Educating customers
  16. 16. Business topics • What role for start-ups? • Effective ingredient combinations – IP protected • Integration plays – wearable devices • Nutrition support – consumer education, genomics • Delivery systems – IP protected • Format/packaging concepts – solving a problem relating to taste masking or stability • Business model innovation

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