Medical Nutrition & Consumer Health

“Over the years, our team has conducted over 100 strategic projects in 30 countries across 14 therapeutic areas of Specialised Nutrition”

Medical Nutrition and Consumer Health (including nutritional supplements) are growing markets driven by an ageing population, increased incidence of food allergies, and a trend towards wellbeing, wellness, and better nutrition.

This industry is increasingly complex. Medical Nutrition, in particular, requires an understanding of very different national health systems, each with different stakeholders and reimbursement models. Pressure on cost from medical payers is forcing companies to innovate in order to avoid the threat of commoditisation. This overlaps with the challenges of the Consumer Health space since such commercial products often compete for both HCP and patient attention. Consumer Health, however, comes with its own challenges including heightened competition due to lower barriers to entry and creating compelling DTC communication. Sector & Segment helps its Medical Nutrition and Consumer Health clients navigate through these complex ecosystems.

Our team has extensive experience in covering strategy, market research, and commercial excellence challenges across a variety of health objectives, therapeutic areas and settings (e.g. medical facilities such as public and private GPs, specialist practices, care homes and pharmacies; wellness channels such as gym clubs, weight-loss and wellness centres).

Our Specialised Nutrition practice covers a broad range of medical and non-medical nutritional sectors:

  • Parenteral / Intravenous Nutrition
  • Tube / Oral Medical Nutrition, across majority of Therapeutic Areas
  • Early Life Nutrition (Infant and Growing-up Milks, Nutritional Drink Supplements)
  • Nutrition for Food Allergy
  • Vitamin & Mineral and Nutritional Supplements 
  • Weight Loss Products
  • Sleep Aids
  • Sports Nutrition
  • Pet Prescription Diets

Sectors Insights

Boosting both brains – commercial opportunities for probiotic supplements and the gut-brain axis

Boosting both brains – commercial opportunities for probiotic supplements and the gut-brain axis

Exploring the Gut-Brain Axis and why psychobiotics or probiotics supplements are a commercial opportunity for companies offering vitamins, minerals, and nutritional and herbal supplements (VMHS).
Successful patient outcomes through patient-centric education: the role manufacturers should play

Successful patient outcomes through patient-centric education: the role manufacturers should play

Patient education plays a key role in patient outcomes1 however it is often overlooked due to time constraints and patient shock at diagnosis, resulting in worst-case scenarios for the patient. A good example of ...
Enzymes: A New Frontier in Health Supplements

Enzymes: A New Frontier in Health Supplements

Within the rapidly evolving market of health supplements, enzymes have emerged as a powerful way for brands to distinguish themselves from competition. This type of innovation is crucial since consumers are ...
Embracing the Complexity of the Gut Health Market

Embracing the Complexity of the Gut Health Market

Executive Summary The market for digestive health products has grown to ~$44Bn, driven largely by increased evidence and awareness surrounding the microbiome and probiotics. That said, a healthy digestive system ...
The Value of Segmentation in Healthcare

The Value of Segmentation in Healthcare

A trend towards the personalisation of medical care Over the past decades, healthcare systems have been progressively shifting towards a more integrated and patient-centric approach to care. One form of this shift ...
How India’s intense competition in the powdered health-food drink space will ultimately help Indian kids get better nutrients

How India’s intense competition in the powdered health-food drink space will ultimately help Indian kids get better nutrients

Two important acquisitions in the Food & Beverage space are impending in India: H. J. Heinz’s Complan and GSK’s Horlicks and Boost brands1. These 3 brands are believed to represent almost two-thirds of the ...
Does more complexity mean more value for Medical Nutrition?

Does more complexity mean more value for Medical Nutrition?

In the past 10 years, the Medical Nutrition (“MN”) sector has shown significant evolution of its sales and marketing approach. For a long time, this sector targeted dietitian teams based in hospitals with ...