Many ingredient suppliers point to flagship ingredients with strong inbound demand as proof that their discovery engine is working—and in those cases, they’re often right. The challenge is the success achieved with one or two well-known ingredients can mask what’s not happening across the rest of the portfolio where a number of ingredients remain dormant.
In practice, high-visibility ingredients tend to pull most of the market’s attention, while equally capable solutions in adjacent categories deserving of attention remain dormant or under-discovered. The result isn’t a lead problem—it’s a portfolio awareness problem. Strong demand for a few SKUs doesn’t necessarily mean the broader ingredient stack is being seen, considered, or designed in at the same rate.
If there are dormant ingredients in your portfolio that deserve more demand than they’re currently getting due to lack of visibility, we’re happy to share how suppliers are increasing discovery for non-flagship SKUs earlier in the formulation cycle—before shortlists harden around the usual choices.
Best,
Paul Burton
paulb@nxtingredients.com
NXT Ingredients™