Firmly Chiseled Niches, or “Pregnant With Possibility”

Most food formulators know that attempting to create the “do all, be all” product that will appeal to everyone and draws on a wide range of prevailing trends—the everything but the kitchen sink approach—is often not the best path to success. However, major (large-run) manufacturers routinely need to gain a certain acceptable percentage of consumer interest (read: sales) in order for a product to continue.

But that’s certainly not the beginning and end of the story. Targeting specific niches with highly customized products can likewise turn worthwhile profits—and can even open the door to new, untapped markets in the process. Just look at energy drinks. Where were they just 10-odd years ago?...

Such thoughts instantly caught hold this morning when I read about a new beverage specifically targeted toward pregnant women (disclaimer: very pregnant wife at home, third time around—I know the drill, or at least as much as most we folks who simply contribute that X or Y chromosome to the process can understand it...).

Certainly a touchy area of nutrition, and I can understand why folks may have shied away from it in the past. But this prenatal-vitamin-fortified beverage is a prime example of how we’re likely undergoing a transition of moving from largely pill-based supplementation (anyone in the modern world thinking about becoming pregnant or who is actually pregnant will likely at least know of, if not be taking, those prenatal vitamins every day) to a more food-based regime (now we just need to get those pesky insurance companies to foot the bill for the foods and beverages that replace their beloved pills...). Indicators keep pointing to the fact that people like to get their nutrition from food—likely even if that food is fortified (albeit in logical ways ... a subject for another day...)—not pills. And the product gained endorsement by the American Pregnancy Association, a smart move.

I see potential for myriad pioneering moves along these lines in the coming years—and not just in that misty, predawn spot where foods and drugs are beginning to dance. With the requisite research in hand and cost-controls in check, niche formulation can bolster the bottom line—and maybe even reveal exponentially growing markets from time to time.