NutraIngredients-USA spoke with Kleiner in 2019 on the subject and at that time, she said that even though women were everyone’s primary buyers, nutraceutical brands weren’t giving them anything to buy. Four years later, has that changed?
“I think so,” Kleiner said. “Not an abundance, but things are definitely changing and we have more than anything, the beginnings of good research evidence behind some of the brands that claim to be aimed at women. Unfortunately, very often a product was developed and all the research was done on men and it was written “female-based.” As a judge for the NutraIngredients Awards (USA), we would see this and I would kick them out.
Today, the owner of High Performance Nutrition said one exciting trend she’s seeing among products aimed at women is new delivery systems.
“When I think of women, they’re not standing in the kitchen with a glass of water to take all their pills – and almost no one really wants to take pills – (there are now) delivery systems for more convenience. Whether it’s useful gummies to carry in your pocket, to give to your kids or yourself, to waterless delivery technology for various products like electrolytes or other ingredients, everything that helps make grabbing what you need more convenient and tastier. to take with you for your day,” Kleiner said.
When it comes to trendy ingredients, her pick is an oldie but a goodie.
“Today, creatine is moving away from sports, I mean, it has a strong place in the sports world, but it goes beyond sports. It truly is a health and wellness ingredient, important not only for muscles, but also for bones, brain, reproductive health and longevity.
To learn more about Kleiner’s views on supplementation for women and why she’s busier than ever, watch the full interview.
