Not since the AIDS crisis of the 80’s, have we seen a health issue have such a profound impact on the way that society looks at health. As with AIDS, Covid-19 is a virus that has been surrounded by mis-information and half-truths. We examine the challenge and opportunity that faces the nutrition industry in the COVID age.
Weakness in health provision exposed
Painfully it seems we are re-learning the truth that adequate investment in public health cannot be optional. Only now, while looking down the barrel of a gun have governments thrown seemingly unlimited resources at health. Vast sums have been spent on testing methods, drug treatments and vaccines. Sadly, the potential role of nutrition in COVID prevention and management still remains largely unexploited.
Trust in the nutrition industry at risk
With so much of the current focus being on COVID its not surprising that an avalanche of advice is now being proffered by nutrition brands, media channels, online medics and social influencers. These include recommendations for an array of nutritional products. However, this mass of frequently conflicting information is leaving many consumers confused and uncertain about what genuinely works.
Much of that advice and many of the products being promoted lack solid scientific evidence or frequently overstate the benefits. This can only serve to undermine trust in the value of nutritional approaches, including potentially among policy makers and the wider medical community.
How can the nutrition industry respond?
Firstly the industry needs to ensure its marketing and communications are based on high quality evidence. It is tempting to make unsubstantiated claims in the rush to grab sales, but to do so risks damaging trust not only in the companies themselves but also in the wider role of nutrition in health.
The nutrition industry will also need to increase its investment in high quality scientific research. While nutrients including vitamin D and vitamin K are currently garnering attention for their role in COVID prevention and symptom reduction, much more research still needs to be done.
Finally, the economic case for a more holistic approach to health needs to again be made, one that combines nutritional prophylaxis and intervention alongside pharmaceutical approaches. Given the devastating financial impact of COVID one must hope that political decision makers will now be more open to such propositions.
If the nutrition industry in the COVID age is able to successfully navigate the current challenges it provides a rare opportunity to reframe the way individuals, governments and society will approach the future of health.