The Muscle Mag
Debuted at the Vitafoods trade show in Geneva earlier this month, the latest capsule coating solution utilizes natural essential oils to enable brands to create multi-sensory experiences for consumers.
“AromatiQ offers a multi-sensory experience for the consumer,” stated Zain Saiyed, head of global product development and innovation, during an interview with NutraIngredients at the trade show. “Consumers are seeking an experience when taking their supplements, and AromatiQ technology allows them to connect with a brand and the science behind it.”
Sensorial experience
As per a survey conducted by Lonza, 70% of consumers would be willing to pay more for a pleasant and memorable supplement experience.
Past studies have indicated that engaging multiple senses leads to better remembrance of an experience, which can impact compliance, as Saiyed explained.
“The aim is to assist consumers in developing a wellness routine that they eagerly anticipate, particularly in sectors like beauty where health rituals are gaining traction,” he pointed out.
The technology is also crafted to conceal potent-smelling ingredients such as ashwagandha or valerian root.
“By stimulating the olfactory senses with pleasant aromas instead of unpleasant ones, consumers are more likely to have a positive response to a particular supplement and continue its usage,” noted Saiyed.
The array of natural essential oils, including peppermint, lemon, lavender, eucalyptus, and orange, can be utilized to complement the intended health benefits of premium supplement formulations. According to Lonza’s in-house research, 81% of individuals associate the scent of citrus with mood health, while 43% link peppermint to digestive health and cognitive performance. Hence, the suggestion is that scent associations can help brands communicate the product’s effects even before results are noticeable.
Reiterating the significance of aromatics, Dr. Vivien Rolfe, founder of Curiosity Research and academic co-director at the National Centre for Integrative Medicine, UK, presented at Vitafoods on botanicals for cognitive health, sharing insights from her review of 1,000 papers on this topic.
She emphasized the importance of acknowledging that aromatics are a crucial aspect of botanicals’ mechanism of action, with ‘nasal training’ potentially being a pathway to healthy aging.
“Exciting sensory research indicates the importance of nasal training for cognition in older age, with intriguing studies on dementia. I would love to see more supplements explore herbal aromas, providing a sensory benefit when the lid is removed,” she remarked.
Holistic wellbeing
The launch aims to attract consumers seeking a more holistic approach to wellness, as noted by Saiyed, signifying that solutions should address physical, emotional, and social well-being.
According to Peter Wennstrom, founder of the branding firm Healthy Marketing Team, consumers are increasingly inclined towards a holistic well-being approach.
Hence, there is an opportunity for brands to offer products that help consumers feel balanced and focused, using uplifting language that resonates with a positive routine and mindset, as he recently shared with NutraIngredients.
