On the surface, we often take data for what it is, statistics that tell us what is going on within an industry. However, what we don’t see on the surface is the methodology behind the data, how it is calculated, and how is it categorised. In the nutraceutical and dietary supplements industry, we use trend data to make informed business decisions about which sectors to focus on, and which ingredients to formulate with. In this podcast, Fraser Grice at Vitafoods chats to Nick Morgan, founder and managing director at Sports Integrated, a UK based consultancy that works with businesses across the supply chain on maximising the opportunities within the sports and active nutrition industry. Amongst others, Nick talks us through… - Data interpretation and it’s impact on the industry - The origins of Sports Integrated - The meaning behind “the death of sports nutrition” - The challenges of building a product database from scratch