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There is an increased incidence of lifestyle diseases, increase in life expectancy and at the same time inadequate nutrition due to the current lifestyle choices. We are also confronted with an ageing population and a health system not yet addressing the root cause of the age-related diseases. Consumers nowadays have increased interest and knowledge in natural health solution and drive the market trends. Smart innovation strategies are needed to provide products that consumers need and want. The talk will provide insights on key topics related to innovation on natural health products: