Welcome to our December 𝐑𝐞𝐟𝐥𝐞𝐜𝐭𝐢𝐨𝐧𝐬 & 𝐏𝐫𝐞𝐝𝐢𝐜𝐭𝐢𝐨𝐧𝐬 series, where experts across the nutraceutical industry discuss the top takeaways from 2021 and areas to watch in 2022! Tune in for our daily episodes to ensure you fuel your innovative thinking into the new year and beyond. 

 𝐒𝐩𝐞𝐚𝐤𝐞𝐫: Nicole Jansen, Team Manager Insights & Innovation at Innova Market Insights

Keep up with our 𝐑𝐞𝐟𝐥𝐞𝐜𝐭𝐢𝐨𝐧𝐬 & 𝐏𝐫𝐞𝐝𝐢𝐜𝐭𝐢𝐨𝐧𝐬 series here: https://feeds.captivate.fm/the-vitafoods-insights/2021-2022-industry-predictions-reflections-/

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Welcome to our December Reflections & Predictions series, shall we welcome today's expert?

My name is Nicole and I work at Innova Market Insights. Our key trend was transparency trials. And it was all about for the consumer to understand the benefits of the ingredient. So, a lot about it was on authenticity of a brand, and also to build trust of why to purchase the product or why going for it. What I expect to see a lot more next year is really actions of brands and companies, together with consumers, that are taken to build trust in claims, for instance, of positive climate impact, but also to get faith in brand actions to ensure acceptance of certifications. For instance, this will probably be done through quick, clear, tangible information, and also product life stories that can really stand up to scrutiny.