Jan Stanovnik

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Jan Stanovnik

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Founder & CEO,ABBA Nutrition | Future of Natural Health & Wellness | Bringing Nature to Modern Living

As the Founder and CEO of ABBA Nutrition in the UK and Canada, and with experience leading a multinational company in Europe, I am dedicated to promoting wellness worldwide through trusted, science-based natural supplements and exceptional service. My journey is deeply rooted in my Protestant Christian faith. I actively serve my local church and community, leading Bible studies, lectures, and charitable initiatives. I am also a passionate musician, public speaker, husband, and father of two, now based in Vancouver, Canada. It’s a privilege to connect with people from diverse backgrounds, driven by a mission of faith, integrity, and purpose. My other professional and corporate social media profiles are:
https://www.linkedin.com/in/janstanovnik/
https://x.com/JanStanovnik
https://www.linkedin.com/company/abbanutrition
https://www.instagram.com/abba_nutrition_eng/
https://www.facebook.com/profile.php?id=100083842440165

09/24/2026

𝐕𝐢𝐭𝐚𝐦𝐢𝐧 𝐃𝟑: 𝐃𝐚𝐢𝐥𝐲 𝐄𝐬𝐬𝐞𝐧𝐭𝐢𝐚𝐥 𝐨𝐫 𝐌𝐞𝐝𝐢𝐜𝐚𝐥 𝐌𝐞𝐠𝐚𝐝𝐨𝐬𝐞?
Part 1 of 2: How Much Do We Actually Need?

This is the first in a two-part series taking a closer look at vitamin D3 supplementation—from normal daily requirements to the very high doses sometimes used in medicine.

I originally wrote about this subject some time ago. The discussion that followed, including comments about physicians using extremely high doses of vitamin D3, encouraged me to revisit the evidence and update the topic.

The question remains fascinating:

Why do standard recommendations talk about hundreds of IU per day, while some medical protocols use tens of thousands, or even more?

The answer starts with an important distinction:

Nutritional supplementation and medical treatment are not the same thing.

🔹 𝐖𝐡𝐚𝐭 𝐈𝐬 𝐕𝐢𝐭𝐚𝐦𝐢𝐧 𝐃𝟑?

Vitamin D3 (cholecalciferol) is a fat-soluble vitamin that our skin can produce following exposure to sunlight.

It plays an established role in:

• Calcium and phosphorus absorption
• Bone and muscle health
• Normal immune function
• Numerous cellular processes

Food sources include fatty fish, egg yolks and fortified foods, although sunlight and supplementation can also contribute significantly to vitamin D status.

🔹 𝐇𝐨𝐰 𝐌𝐮𝐜𝐡 𝐃𝐨 𝐇𝐞𝐚𝐥𝐭𝐡𝐲 𝐀𝐝𝐮𝐥𝐭𝐬 𝐍𝐞𝐞𝐝?

This is where my original post needed an important update.

The 2024 Endocrine Society guideline recommends that generally healthy adults under 75 should not routinely supplement above established dietary reference intakes solely for disease prevention.

For healthy adults, the U.S. reference intake is generally:

• 600 IU/day for adults up to age 70
• 800 IU/day after age 70

The guideline also does not recommend routine vitamin D blood testing in otherwise healthy adults.

Another important distinction:

4,000 IU/day is the established tolerable upper intake level for adults - it is not the recommended daily intake.

🔹 𝐒𝐨 𝐖𝐡𝐲 𝐀𝐫𝐞 𝐌𝐮𝐜𝐡 𝐇𝐢𝐠𝐡𝐞𝐫 𝐃𝐨𝐬𝐞𝐬 𝐒𝐨𝐦𝐞𝐭𝐢𝐦𝐞𝐬 𝐔𝐬𝐞𝐝?

Because medicine is different from general nutritional supplementation.

Physicians may use doses above normal nutritional recommendations when treating documented deficiency or particular medical conditions.

Some specialized protocols go considerably further and use very high doses of vitamin D, including approaches proposed for certain autoimmune conditions.

These protocols should not be confused with recommendations for healthy people.

And this leads to the much more controversial question:

What happens when we move from 600 - 800 IU per day to 20,000, 50,000, or even substantially more?

That is what I will explore in Part 2.

𝑇ℎ𝑖𝑠 𝑝𝑜𝑠𝑡 𝑖𝑠 𝑓𝑜𝑟 𝑒𝑑𝑢𝑐𝑎𝑡𝑖𝑜𝑛𝑎𝑙 𝑝𝑢𝑟𝑝𝑜𝑠𝑒𝑠 𝑎𝑛𝑑 𝑖𝑠 𝑛𝑜𝑡 𝑖𝑛𝑑𝑖𝑣𝑖𝑑𝑢𝑎𝑙 𝑚𝑒𝑑𝑖𝑐𝑎𝑙 𝑎𝑑𝑣𝑖𝑐𝑒.

09/20/2026

THE SUPPLEMENT MARKET IS BOOMING, BUT BELIEF ALONE IS NO LONGER ENOUGH

The most important divide in today’s supplement market is not between people who take supplements and those who do not.

It is between belief and proof.

A new Pew Research Center survey found that 78% of American adults take at least one type of supplement for their health. Vitamins and minerals lead at 67%, followed by protein supplements at 31%, omega oils at 25%, and herbal products at 19%.

Supplement use also crosses generations, although priorities differ. Older consumers tend to focus on healthy ageing and maintaining function, while younger consumers are driving demand for protein, performance, energy, appearance and personalised wellness.

These numbers confirm an important shift: supplements are no longer a niche addition to healthcare. For millions of people, they have become part of everyday preventive self-care.

However, high consumer confidence creates both opportunity and responsibility.

People increasingly build their own supplement “stacks,” follow recommendations from social media and make decisions based on personal testimonials. Their conviction can sometimes advance faster than the scientific evidence behind the products they purchase.

That is where the real market separation is beginning.

Recent transactions illustrate it clearly.

P&G agreed to acquire Thorne for $3.8 billion. Based on Thorne’s reported projected 2026 sales of approximately $650 million, the transaction represents a headline valuation of about 5.8 times annual revenue.

Soon afterward, Nestlé agreed to sell seven mainstream supplement brands, including Nature’s Bounty, Osteo Bi-Flex, Ester-C, Nuun and Puritan’s Pride for $1 billion. Together, those businesses generated approximately $1.2 billion in 2025 sales: less than one times annual revenue.

These are not perfectly identical transactions, and revenue multiples never tell the complete story. Growth rates, margins, product mix and deal structure also matter.

Nevertheless, the contrast sends a powerful signal.

Capital is not simply paying for capsules, powders or gummies. It is paying a premium for trust infrastructure:

• credible scientific evidence
• clinically relevant formulations
• rigorous testing and transparent quality standards
• practitioner and professional relationships
• personalised consumer experiences
• strong adherence and repeat purchasing
• a brand that owns a trusted relationship—not merely a shelf position

Commodity products can generate substantial sales, but sales volume alone does not necessarily create premium value. Products that are easily substituted remain vulnerable to price competition, promotional pressure and changing trends.

The future therefore does not belong to the company with the longest catalogue or the loudest influencer campaign.

It belongs to companies that can answer five questions convincingly:

Why does this formulation exist?
What credible evidence supports it?
Is the dosage clinically meaningful?
Can its quality and purity be independently verified?
Why should a consumer continue using it after the first purchase?

The industry’s next phase will be shaped by fewer empty promises and greater accountability. Consumers may begin with belief, but sustainable brands must earn that belief through evidence, transparency, education and measurable value.

The lesson for supplement companies is not simply to launch more SKUs.

It is to create fewer, stronger products—and prove why they deserve lasting trust.

Sources: Pew Research Center, Reuters on P&G–Thorne, Reuters on Nestlé’s portfolio sale

09/14/2026

𝐍𝐚𝐭𝐮𝐫𝐞’𝐬 𝐁𝐨𝐮𝐧𝐭𝐲 𝐬𝐢𝐭𝐬 𝐢𝐧 𝟏 𝐢𝐧 𝟓 𝐀𝐦𝐞𝐫𝐢𝐜𝐚𝐧 𝐡𝐨𝐦𝐞𝐬. 𝐍𝐞𝐬𝐭𝐥𝐞 𝐣𝐮𝐬𝐭 𝐬𝐨𝐥𝐝 𝐢𝐭, 𝐚𝐧𝐝 𝐬𝐢𝐱 𝐬𝐢𝐬𝐭𝐞𝐫 𝐛𝐫𝐚𝐧𝐝𝐬, 𝐟𝐨𝐫 𝐥𝐞𝐬𝐬 𝐭𝐡𝐚𝐧 𝐨𝐧𝐞 𝐭𝐢𝐦𝐞𝐬 𝐬𝐚𝐥𝐞𝐬.

$1.2B in annual sales. Sold for about $1B. A sub-1x multiple on the #2 vitamin brand in the United States.

Now compare. Earlier this year, a three-year-old greens-gummy brand, Grüns, sold to Unilever for a reported ~$1.2B on roughly $300M of sales — about 4x. P&G agreed to pay $3.8B for Thorne.

Same category. Opposite valuations. That gap is the whole story.

After 15+ years in supplement space, this is the clearest signal I’ve seen of where the category is heading.

The vitamins & supplements market has split in two. Value is leaving the commoditized middle and moving to two poles: premium, science-led brands, and differentiated, culture-driven brands with a clear reason to exist.

Nestlé read it correctly. It kept its science-led brands (Solgar, Pure Encapsulations) and sold the mainstream ones, saying they now need “dedicated ownership.” Translation: even the world’s largest food company couldn’t create value in undifferentiated vitamins.

Three lessons for anyone building in health & wellness:

→ Ubiquity is not a moat. Being on every shelf didn’t protect value.
→ The middle is the danger zone. Compete on price, and you’ll be sold by the pound.
→ Differentiation is the asset. A real “why” — efficacy, trust, a genuine thesis — is what earns a premium.

Scale used to win. Now meaning does.

𝐍𝐨𝐭𝐞 𝐨𝐧 𝐭𝐡𝐞 𝐜𝐡𝐚𝐫𝐭: 𝑖𝑡'𝑠 𝑎 𝑐𝑜𝑛𝑐𝑒𝑝𝑡𝑢𝑎𝑙 𝑣𝑎𝑙𝑢𝑒 𝑐𝑢𝑟𝑣𝑒, 𝑛𝑜𝑡 𝑎 𝑝𝑙𝑜𝑡𝑡𝑒𝑑 𝑑𝑎𝑡𝑎𝑠𝑒𝑡. 𝑇ℎ𝑒 𝑡ℎ𝑟𝑒𝑒 𝑝𝑜𝑖𝑛𝑡𝑠 𝑠ℎ𝑜𝑤 𝑤ℎ𝑒𝑟𝑒 𝑒𝑎𝑐ℎ 𝑑𝑒𝑎𝑙 𝑙𝑎𝑛𝑑𝑒𝑑 𝑜𝑛 𝑣𝑎𝑙𝑢𝑎𝑡𝑖𝑜𝑛 -- 𝐺𝑟ü𝑛𝑠 ~4× 𝑠𝑎𝑙𝑒𝑠, 𝑁𝑒𝑠𝑡𝑙𝑒

08/31/2026

𝐓𝐡𝐞 𝐒𝐮𝐩𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐏𝐚𝐫𝐚𝐝𝐨𝐱: 𝐖𝐡𝐲 𝐒𝐨𝐦𝐞 𝐏𝐞𝐨𝐩𝐥𝐞 𝐓𝐚𝐤𝐞 𝐍𝐨𝐭𝐡𝐢𝐧𝐠 𝐚𝐧𝐝 𝐎𝐭𝐡𝐞𝐫𝐬 𝐓𝐚𝐤𝐞 𝐄𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠

After more than 15 years in the supplement industry, two types of consumers still fascinate me.

At one extreme are the 𝐬𝐤𝐞𝐩𝐭𝐢𝐜𝐬.

They see supplements as unnecessary, a waste of money, or even an industry built on clever marketing. They wouldn't consider taking one regardless of the ingredient, evidence, or individual need.

At the other extreme are the 𝐬𝐮𝐩𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐜𝐨𝐥𝐥𝐞𝐜𝐭𝐨𝐫𝐬.

Open their kitchen cabinet and you may find three types of magnesium, two probiotics, a multivitamin, D3/K2, omega-3, CoQ10, curcumin, ashwagandha, creatine, electrolytes, collagen, something for the liver, something for sleep — and a few bottles they can no longer remember why they bought.

So what explains these two extremes?

In practice, I see a spectrum of supplement users:

• The Skeptic — avoids supplements and questions their value.
• The Minimalist — takes only one or two products for a specific reason.
• The Preventive User — supplements proactively to maintain health and reduce risk.
• The Optimizer — looks for better energy, sleep, performance, gut health or longevity.
• The Experimenter — follows research and trends and regularly tries something new.
• The Collector — keeps adding products until supplementation becomes a cabinet rather than a strategy.

A systematic review of 174 studies found that supplement consumption is shaped by health beliefs, motivations, social influences, information, self-care and identity.

Interestingly, research also consistently shows that supplement users are often 𝐦𝐨𝐫𝐞 𝐡𝐞𝐚𝐥𝐭𝐡-𝐜𝐨𝐧𝐬𝐜𝐢𝐨𝐮𝐬, not less. They tend to exercise more, eat better and engage more actively in preventive health behaviors.

But that can create another problem:

More interest in health → more information → another potential benefit → another perceived need → another supplement.

Recent research suggests that social media exposure is linked to using more supplements and perceiving greater benefits from them.

The risk is moving from purposeful supplementation to accumulation without a clear strategy. But dismissing all supplements as unnecessary or fraudulent is equally simplistic.

Instead of asking, “What else should I take?”, ask:

“Why am I taking this? Do I need it? What evidence supports it?”

For our industry, the lesson is equally simple: our job shouldn't be to sell more bottles, but to help people make better supplementation decisions.

The future isn't necessarily more supplements.

It's more personal, evidence-based and purposeful supplementation.

08/28/2026

𝐓𝐡𝐞 𝐒𝐮𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐃𝐨𝐞𝐬𝐧’𝐭 𝐇𝐚𝐯𝐞 𝐚 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐏𝐫𝐨𝐛𝐥𝐞𝐦. 𝐈𝐭 𝐇𝐚𝐬 𝐚 𝐓𝐫𝐮𝐬𝐭 𝐏𝐫𝐨𝐛𝐥𝐞𝐦.

A year ago, I wrote about a disturbing problem in our industry: what the label promises and what is actually inside the product are not always the same.

At the time, one statistic I referenced could not be independently verified.

Today, we don't need questionable statistics. 𝐖𝐞 𝐡𝐚𝐯𝐞 𝐩𝐮𝐛𝐥𝐢𝐬𝐡𝐞𝐝 𝐞𝐯𝐢𝐝𝐞𝐧𝐜𝐞.

A 2026 peer-reviewed study analyzed 16 quercetin and hesperidin supplements.

𝐀𝐥𝐥 𝟏𝟔 𝐝𝐞𝐯𝐢𝐚𝐭𝐞𝐝 𝐟𝐫𝐨𝐦 𝐭𝐡𝐞𝐢𝐫 𝐥𝐚𝐛𝐞𝐥𝐞𝐝 𝐚𝐦𝐨𝐮𝐧𝐭𝐬. https://www.sciencedirect.com/science/article/pii/S2949824426001035

And this isn't an isolated warning.

A 2024 study of 44 weight-loss supplements purchased on or near U.S. military bases found:

🔹 82% had inaccurate labels
🔹 61% contained listed ingredients that could not be detected
🔹 36% contained hidden ingredients not declared on the label https://pmc.ncbi.nlm.nih.gov/articles/PMC11678486/

Another JAMA Network Open study tested 30 weight-loss supplements marketed online with military discounts:

🔹 83% had inaccurate labels
🔹 24 contained listed ingredients that weren't detected
🔹 7 contained hidden components https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2818120

I am very aware that I am writing this as someone who has spent years in the supplement industry.

I don't want to spit into the pot I eat from.

Quite the opposite.

I believe this industry has enormous potential to improve people's health and quality of life. There are many excellent manufacturers, scientists and brands doing things the right way.

But that is precisely why we should raise the bar.

We need to challenge ourselves and each other to do the right thing, the right way.

Traceability. Testing. Correct potency. Purity. Responsible claims. Reliable suppliers. Transparency.

Because when consumers buy a supplement, they cannot see what is inside the capsule.

They are buying trust.

At ABBA Nutrition, I have always believed that a supplement is more than a bottle on a shelf.

It is a promise. And that promise should be kept.

Perhaps the future of our industry will not belong to those who launch the most products or sell the most by competing on price and chasing short-term volume.

It will belong to those who can prove what is inside their products, deliver what they promise, and earn customers who come back not simply because the product was affordable, but because they trust its quality and experience meaningful results.

Because in the long run, the strongest measure of quality isn't how many bottles we sell once.

It's how many customers trust us enough to come back.

That is how we raise the standard of our industry.

What are we, as manufacturers, brands and industry leaders, willing to do to make that happen?

08/13/2026

𝐂𝐎𝐌𝐏𝐄𝐓𝐈𝐓𝐈𝐎𝐍 𝐈𝐒 𝐅𝐎𝐑 𝐋𝐎𝐒𝐄𝐑𝐒.

Not because other people shouldn't succeed.

Quite the opposite.

𝐈 𝐝𝐨𝐧’𝐭 𝐧𝐞𝐞𝐝 𝐬𝐨𝐦𝐞𝐨𝐧𝐞 𝐞𝐥𝐬𝐞 𝐭𝐨 𝐥𝐨𝐬𝐞 𝐟𝐨𝐫 𝐦𝐞 𝐭𝐨 𝐰𝐢𝐧.

If your entire strategy is built around watching competitors, you're already playing someone else's game.

What are they selling?
What are they posting?
Where are they advertising?
How much are they charging?

And then you try to do the same thing a little better.

I don't want to compete that way.

𝐈 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞.

I learned this firsthand building in the C*D industry.

When major advertising platforms restrict C*D, the obvious reaction is frustration:

How can we compete if we can't advertise like everyone else?

But perhaps that's the wrong question.

The better question is:

𝐖𝐡𝐚𝐭 𝐜𝐚𝐧 𝐰𝐞 𝐜𝐫𝐞𝐚𝐭𝐞 𝐭𝐡𝐚𝐭 𝐦𝐚𝐤𝐞𝐬 𝐭𝐡𝐞 𝐨𝐥𝐝 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤 𝐥𝐞𝐬𝐬 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭?

Create new ways of educating customers.

Create new systems for acquiring them.

Create content people actually want to consume.

Create communities instead of just audiences.

Create partnerships instead of buying every click.

Create new ways of using YouTube, podcasts, e-commerce, email, direct outreach and AI.

And AI is making this philosophy more powerful than ever.

For the first time, relatively small companies can build capabilities that once required large teams, agencies and enormous budgets.

𝐁𝐞𝐢𝐧𝐠 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐭𝐨𝐝𝐚𝐲 𝐠𝐢𝐯𝐞𝐬 𝐮𝐬 𝐭𝐡𝐞 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲 𝐭𝐨 𝐢𝐧𝐯𝐞𝐧𝐭 𝐞𝐧𝐭𝐢𝐫𝐞𝐥𝐲 𝐧𝐞𝐰 𝐰𝐚𝐲𝐬 𝐨𝐟 𝐝𝐨𝐢𝐧𝐠 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬.

So yes, understand your market.

But don't spend your life staring at your competitors.

𝐃𝐨 𝐧𝐨𝐭 𝐜𝐨𝐦𝐩𝐞𝐭𝐞. 𝐂𝐫𝐞𝐚𝐭𝐞.

Because the most interesting companies of the next decade won't necessarily be the ones that play the existing game better.

𝐓𝐡𝐞𝐲'𝐥𝐥 𝐛𝐞 𝐭𝐡𝐞 𝐨𝐧𝐞𝐬 𝐭𝐡𝐚𝐭 𝐜𝐫𝐞𝐚𝐭𝐞 𝐚 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐠𝐚𝐦𝐞.

07/26/2026

𝐖𝐡𝐞𝐧 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭 𝐢𝐬 𝐟𝐮𝐥𝐥 𝐨𝐟 𝐜𝐡𝐞𝐚𝐩 𝐬𝐮𝐩𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐬... 𝐝𝐨 𝐲𝐨𝐮 𝐥𝐨𝐰𝐞𝐫 𝐲𝐨𝐮𝐫 𝐩𝐫𝐢𝐜𝐞?

Every supplement brand eventually faces this question.

You invest in quality ingredients, GMP manufacturing, independent testing and full traceability—then someone sells a seemingly identical product for half the price.

A higher price doesn't automatically mean a better supplement.

𝐁𝐮𝐭 𝐩𝐫𝐨𝐝𝐮𝐜𝐢𝐧𝐠 𝐚 𝐠𝐞𝐧𝐮𝐢𝐧𝐞𝐥𝐲 𝐛𝐞𝐭𝐭𝐞𝐫 𝐬𝐮𝐩𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐚𝐥𝐦𝐨𝐬𝐭 𝐚𝐥𝐰𝐚𝐲𝐬 𝐜𝐨𝐬𝐭𝐬 𝐦𝐨𝐫𝐞.

Quality isn't just what's on the label. It's the purity of the ingredients, their bioavailable forms, rigorous testing, and the standards behind every batch.

Any company can lower its price.

𝐅𝐚𝐫 𝐟𝐞𝐰𝐞𝐫 𝐚𝐫𝐞 𝐰𝐢𝐥𝐥𝐢𝐧𝐠 𝐭𝐨 𝐫𝐚𝐢𝐬𝐞 𝐭𝐡𝐞𝐢𝐫 𝐬𝐭𝐚𝐧𝐝𝐚𝐫𝐝𝐬.

That's why we don't compete to be the cheapest.

𝐖𝐞 𝐜𝐨𝐦𝐩𝐞𝐭𝐞 𝐨𝐧 𝐭𝐫𝐮𝐬𝐭, 𝐭𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐚𝐧𝐝 𝐪𝐮𝐚𝐥𝐢𝐭𝐲.

What matters more to you when buying supplements: price or proof?

07/14/2026

𝐌𝐨𝐬𝐭 𝐡𝐞𝐚𝐥𝐭𝐡 & 𝐰𝐞𝐥𝐥𝐧𝐞𝐬𝐬 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐝𝐨𝐧'𝐭 𝐧𝐞𝐞𝐝 𝐚𝐧𝐨𝐭𝐡𝐞𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐠𝐞𝐧𝐜𝐲

They need a specialized AI growth partner that understands:
• complex science,
• regulatory constraints,
• long B2B sales cycles,
• and how healthcare buyers actually make decisions.

AI is no longer just about writing content.

McKinsey highlights that leading B2B companies are using AI to identify the next-best opportunities, personalize outreach at scale, improve sales productivity, and help sales teams spend more time building relationships, not replacing them. McKinsey also reports that companies embracing AI are reshaping the entire B2B sales journey, not simply automating isolated tasks.

The real competitive advantage isn't hiring a new marketing agency.

It's hiring an AI partner that already understands your industry.

Because in healthcare and nutrition, context matters just as much as technology.

𝐑𝐞𝐜𝐨𝐦𝐦𝐞𝐧𝐝𝐞𝐝 𝐫𝐞𝐚𝐝𝐢𝐧𝐠
• 𝑈𝑛𝑙𝑜𝑐𝑘𝑖𝑛𝑔 𝑃𝑟𝑜𝑓𝑖𝑡𝑎𝑏𝑙𝑒 𝐵2𝐵 𝐺𝑟𝑜𝑤𝑡ℎ 𝑇ℎ𝑟𝑜𝑢𝑔ℎ 𝐺𝑒𝑛 𝐴𝐼 (𝑀𝑐𝐾𝑖𝑛𝑠𝑒𝑦, 2025) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-profitable-b2b-growth-through-gen-ai
• 𝐴𝐼-𝑃𝑜𝑤𝑒𝑟𝑒𝑑 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 & 𝑆𝑎𝑙𝑒𝑠 𝑅𝑒𝑎𝑐ℎ 𝑁𝑒𝑤 𝐻𝑒𝑖𝑔ℎ𝑡𝑠 𝑤𝑖𝑡ℎ 𝐺𝑒𝑛𝑒𝑟𝑎𝑡𝑖𝑣𝑒 𝐴𝐼 (𝑀𝑐𝐾𝑖𝑛𝑠𝑒𝑦) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/ai-powered-marketing-and-sales-reach-new-heights-with-generative-ai
• 𝐴𝑛 𝑈𝑛𝑐𝑜𝑛𝑠𝑡𝑟𝑎𝑖𝑛𝑒𝑑 𝐹𝑢𝑡𝑢𝑟𝑒: 𝐻𝑜𝑤 𝐺𝑒𝑛𝑒𝑟𝑎𝑡𝑖𝑣𝑒 𝐴𝐼 𝐶𝑜𝑢𝑙𝑑 𝑅𝑒𝑠ℎ𝑎𝑝𝑒 𝐵2𝐵 𝑆𝑎𝑙𝑒𝑠 (𝑀𝑐𝐾𝑖𝑛𝑠𝑒𝑦) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/an-unconstrained-future-how-generative-ai-could-reshape-b2b-sales

07/04/2026

𝐖𝐡𝐨 𝐫𝐞𝐚𝐥𝐥𝐲 𝐰𝐢𝐧𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐝𝐢𝐞𝐭𝐚𝐫𝐲 𝐬𝐮𝐩𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲?

After analyzing industry reports from McKinsey, NIQ, Vitafoods, and market research firms, one conclusion stood out:

𝐓𝐡𝐞 𝐛𝐢𝐠𝐠𝐞𝐬𝐭 𝐰𝐢𝐧𝐧𝐞𝐫𝐬 𝐝𝐨𝐧'𝐭 𝐧𝐞𝐜𝐞𝐬𝐬𝐚𝐫𝐢𝐥𝐲 𝐡𝐚𝐯𝐞 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬.

They have 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐦𝐨𝐝𝐞𝐥𝐬.

Some companies dominate through contract manufacturing and private label.

Others build premium brands based on trust and science.

Others win through scale, distribution, and operational excellence.

The question is no longer:

"𝐷𝑜 𝑤𝑒 ℎ𝑎𝑣𝑒 𝑎 𝑔𝑟𝑒𝑎𝑡 𝑝𝑟𝑜𝑑𝑢𝑐𝑡?"

The better question is:

"𝐃𝐨 𝐰𝐞 𝐡𝐚𝐯𝐞 𝐚 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐦𝐨𝐝𝐞𝐥 𝐭𝐡𝐚𝐭 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐭𝐫𝐮𝐬𝐭 𝐚𝐧𝐝 𝐭𝐡𝐚𝐭 𝐜𝐚𝐧 𝐬𝐜𝐚𝐥𝐞 𝐩𝐫𝐨𝐟𝐢𝐭𝐚𝐛𝐥𝐲?"

I'd be interested to hear your perspective.

Which business model do you believe will define the next decade of the dietary supplement industry?

👇 Swipe through the slides and let me know your thoughts.

𝐎𝐯𝐞𝐫 𝐭𝐡𝐞 𝐜𝐨𝐦𝐢𝐧𝐠 𝐰𝐞𝐞𝐤𝐬, 𝐈'𝐥𝐥 𝐛𝐞 𝐬𝐡𝐚𝐫𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐫𝐨𝐦 𝐦𝐲 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐢𝐧𝐭𝐨 𝐰𝐡𝐚𝐭 𝐬𝐞𝐩𝐚𝐫𝐚𝐭𝐞𝐬 𝐭𝐡𝐞 𝐰𝐢𝐧𝐧𝐞𝐫𝐬 𝐟𝐫𝐨𝐦 𝐭𝐡𝐞 𝐫𝐞𝐬𝐭 𝐨𝐟 𝐭𝐡𝐞 𝐬𝐮𝐩𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲.

06/24/2026

We’ve been treating anxiety, low mood, and poor sleep as brain problems. New research suggests we should be looking much further south.

A January 2026 review in 𝐹𝑟𝑜𝑛𝑡𝑖𝑒𝑟𝑠 𝑖𝑛 𝑀𝑖𝑐𝑟𝑜𝑏𝑖𝑜𝑚𝑒𝑠 (𝑈𝑛𝑖𝑣𝑒𝑟𝑠𝑖𝑡𝑦 𝑜𝑓 𝐶𝑎𝑙𝑔𝑎𝑟𝑦) confirms that the gut microbiome acts as a pivotal modulator of brain function and mental health, operating through bidirectional communication along the gut–brain axis, influencing neurotransmission and behavior, immune signaling, and microbiota-derived metabolites like short-chain fatty acids and neurotransmitter precursors.

𝐘𝐨𝐮𝐫 𝐠𝐮𝐭 𝐭𝐚𝐥𝐤𝐬 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐢𝐧. 𝐂𝐨𝐧𝐬𝐭𝐚𝐧𝐭𝐥𝐲.

And a March 2026 peer-reviewed study in Brain Sciences made it even more striking: looking at healthy adults, not clinical patients: people self-reporting stress, anxiety, depression, or sleep problems showed measurably distinct gut microbiome communities compared to asymptomatic participants, including significant differences in microbial diversity.

You don’t have to be diagnosed with anything for your microbiome to be affecting how you feel.

The wellness industry has spent years chasing symptoms. Something for stress. Something for sleep. Something for mood. But the science keeps pointing upstream.

When serotonin-producing microbes decline, mood regulation suffers, potentially contributing to depressive and anxious symptoms. The gut–brain channel runs both ways, and it runs all day.

𝐓𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐦𝐞𝐧𝐭𝐚𝐥 𝐰𝐞𝐥𝐥𝐧𝐞𝐬𝐬 𝐢𝐬𝐧’𝐭 𝐩𝐮𝐫𝐞𝐥𝐲 𝐩𝐬𝐲𝐜𝐡𝐨𝐥𝐨𝐠𝐢𝐜𝐚𝐥. 𝐈𝐭’𝐬 𝐦𝐢𝐜𝐫𝐨𝐛𝐢𝐚𝐥.

𝐒𝐨𝐮𝐫𝐜𝐞𝐬
→ 𝐹𝑟𝑜𝑛𝑡𝑖𝑒𝑟𝑠 𝑖𝑛 𝑀𝑖𝑐𝑟𝑜𝑏𝑖𝑜𝑚𝑒𝑠, 𝐽𝑎𝑛 2026: 𝑇ℎ𝑒 𝑔𝑢𝑡–𝑏𝑟𝑎𝑖𝑛 𝑐𝑜𝑛𝑛𝑒𝑐𝑡𝑖𝑜𝑛: 𝑚𝑖𝑐𝑟𝑜𝑏𝑒𝑠’ 𝑖𝑛𝑓𝑙𝑢𝑒𝑛𝑐𝑒 𝑜𝑛 𝑚𝑒𝑛𝑡𝑎𝑙 ℎ𝑒𝑎𝑙𝑡ℎ 𝑎𝑛𝑑 𝑝𝑠𝑦𝑐ℎ𝑜𝑙𝑜𝑔𝑖𝑐𝑎𝑙 𝑑𝑖𝑠𝑜𝑟𝑑𝑒𝑟𝑠
→ 𝐵𝑟𝑎𝑖𝑛 𝑆𝑐𝑖𝑒𝑛𝑐𝑒𝑠, 𝑀𝑎𝑟 2026: 𝐷𝑖𝑠𝑡𝑖𝑛𝑐𝑡 𝐺𝑢𝑡 𝑀𝑖𝑐𝑟𝑜𝑏𝑖𝑜𝑚𝑒 𝐶ℎ𝑎𝑟𝑎𝑐𝑡𝑒𝑟𝑖𝑠𝑡𝑖𝑐𝑠 𝐴𝑠𝑠𝑜𝑐𝑖𝑎𝑡𝑒𝑑 𝑤𝑖𝑡ℎ 𝑀𝑒𝑛𝑡𝑎𝑙 𝐻𝑒𝑎𝑙𝑡ℎ 𝑆𝑦𝑚𝑝𝑡𝑜𝑚𝑠 𝑜𝑓 𝐻𝑒𝑎𝑙𝑡ℎ𝑦 𝐴𝑑𝑢𝑙𝑡𝑠

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