In this Move Nutrition interview, Todd Pauli and Maggie Jaqua sit down with Aker BioMarine’s CEO, Matts Johansen, to explore emerging trends in active nutrition and the evolving consumer base for supplements like krill oil. Johansen discusses how younger, performance-focused consumers and older adults seeking longevity are both fueling demand for science-backed products, particularly krill oil, due to its unique benefits in recovery and inflammation. Johansen also shared his personal insights from extreme endurance challenges, like dog sled racing, where the nutrition and strategy lessons learned carry forward into the boardroom and his personal leadership philosophy. View the full conversation here.

5 Key Takeaways:

1. Shift in Supplement Demographics: The typical supplement user has expanded from older adults to include younger consumers focused on performance, recovery, and mental clarity, influenced heavily by platforms like TikTok.
2. Krill Oil’s Unique Benefits: Krill oil delivers omega-3s in phospholipid form, making it more bioavailable for active individuals and athletes, aiding in faster recovery and reduced inflammation.
3. Scientific Validation is Crucial: With increased transparency via social media, younger consumers expect scientific proof behind supplement claims, driving companies like Aker BioMarine to invest heavily in clinical studies.
4. Extreme Endurance as Personal and Business Philosophy: Johansen draws parallels between his intense endurance challenges and business leadership, emphasizing resilience, pushing limits, and energy transfer as core lessons.
5. Social Selling Revolution: China’s influencer-driven “social selling” model has revolutionized supplement sales by merging retail and content creation, a trend now spreading to Western markets via platforms like TikTok.

*Content sponsored by Aker BioMarine.

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