Marketing Innovation
Overcoming Confirmation Bias in Dietary Supplement Marketing
Supplement brands know they can’t utilize anecdotal health benefits without substantiating their claims. However, reliance on anecdotal data about how consumers view supplements is still prevalent. Often, we hear colleagues in the dietary supplement industry share their personal experiences as though they’re universal. We’ve also seen senior leadership make decisions made based on subjective experience, ...
Understanding the HCP Spectrum of Influence on Supplement Brands: From Vitalists to Pragmatists
Whether you are a supplement brand that sells directly through health care professionals (HCPs) or that sells directly to consumers, you need to know what influences HCPs’ supplement decisions and recommendations. Why is that? Interest and engagement in integrative health and medicine are expanding rapidly. Forty-nine percent of adults believe in the efficacy of many ...
The 6 Costs of Entry for DTC Supplement Brands
There is no question that growth in direct-to-consumer (DTC) business has exploded over the last decade. Many digitally native brands have disrupted their industries, demonstrating the power that comes with owning your customers’ experience. DTC e-commerce sales have tripled in the past six years, and analysts predict sales will reach $150–$200 billion in the next ...
10 Tips for Supplement Personalization Success
Does this sound familiar? A new product experiences year-over-year dramatic growth relative to overall supplement market growth. The product is dominated by those who pioneered it at first, but then every supplement company wants in. So, is supplement personalization the new CBD? Let’s hope not because, if managed well, the promise that personalized nutrition offers ...
Is Your Brand Still Relevant in the Ever-changing Supplement Market?
We pose this question about supplement brand relevance in the middle of a pandemic—at a time when sales of supplements are at all-time highs, and the issues for many companies center on maintaining inventory and protecting the supply chain rather than worrying about sales. In truth, supplements as a whole have never enjoyed such relevance ...
Why Digitally Native Supplement Brands Are Disrupting the Market
The pandemic has been a change catalyst for the supplement industry. Beginning in early spring 2020, supplement brands shifted their short-term focus from sales and marketing to maintaining inventory and protecting their supply chains. Both legacy and emerging supplement brands experienced unprecedented growth. The 2019 conversation about CBD ended abruptly and switched to immunity. An ...
Is Your Brand Still Relevant in the Ever-changing Supplement Market?
We pose this question about supplement brand relevance in the middle of a pandemic—at a time when sales of supplements are at all-time highs, and the issues for many companies center on maintaining inventory and protecting the supply chain rather than worrying about sales. In truth, supplements as a whole have never enjoyed such relevance ...
Looking Beyond Generations for Consumer Insights on Supplements
Although you’ve probably heard otherwise in the media, let’s start with the obvious: not all Millennials are alike. And yet, time and time again we are asked by dietary and herbal supplement companies, “What do Millennials want?” This question often comes from the mindset that Millennials act as a single group. It’s like asking, “How ...
The ROI of Transparency
During the past 10 years, organizational transparency has become an increasingly important idea for companies conducting business in the United States. In the world of dietary supplements, functional foods and beverages, promoting transparency is a critical component of any brand and also of ingredient suppliers. But what we have learned from our research and our ...
Why Successful Supplement Brands Don’t Lead With the Science
Science is critical, but when everyone is making the same claims, science becomes the cost of entry—and just noise to the consumer. If there is a single rallying cry I’m helping our clients in the dietary supplement space get on board with, it’s “Don’t lead with the science!” I speak about this topic from a ...
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