Specialist data and insights consultancy, Nutrition Integrated, has launched a new tool that tracks the penetration of individual ingredients across the active nutrition market to deliver a comprehensive report of which products any particular ingredient is present in.
The ingredient tracker, which is available as a stand-alone service or as part of Nutrition Integrated’s wider data platform, uses a bespoke set up that means it’s unique to each user and the individual ingredients they want to track.
As part of the set up, users can add specific parameters to track, such as competitor ingredients, branded ingredients, dose, and claims, to name a few.
Nick Morgan, managing director at Nutrition Integrated, explained: “The sensitivity of the search is what really sets the ingredient tracker apart. Being able to refine searches according to precise filters allows us to provide the double-click detail of the relevant universe related to any given ingredient.
“The potential of this for prospecting and innovation is huge.
“For example, users can see which products are using their ingredients, competitor ingredients, alternative ingredients and branded ingredients.
“We’re also able to dive into ingredient form - so not just identifying magnesium, for example, but whether it’s magnesium oxide, chloride, glycinate and so on. It’s not an exaggeration to say this is game-changing in terms of the insights it can give you.”
The tracker uses data from the company’s ANIE platform, which contains details of more than 25,000 products and 50,000 SKUs across 40+ countries.