As humans, we are compelled to take massive amounts of data, identify similar patterns, and group it together to make sense out of it. Children do this from the time they are toddlers and begin putting like shapes together, and identifying the picture that is “different from” the rest.
In the nutritional supplement space, we traditionally segment our consumer base by age. We have senior, adult, children and infant multivitamin formulas. This segmentation makes sense because our bodies have different nutritional needs at different times in our lives. Marketers have further segmented those into men and women, modifying the formulas to add in herbs like saw palmetto for men, and minerals such as calcium and iron for women. Let’s add in high levels of B vitamins for working mothers to help them manage their stress.
Then we focused on condition-specific formulas and marketing. There are clearly specific conditions that require targeted nutrients. Joint health formulas may contain glucosamine, chondroitin and omega-3s to reduce inflammation. Cardiovascular health products may contain ingredients such as CoQ10 for those taking statin drugs or omega-3s to help reduce cholesterol. Mental/Brain support formulas may contain DHA/EPA, choline, specific amino acids and herbs like rhodiola. We are beginning to see natural entries into the energy category, long dominated by brands like Red Bull, 5- hour Energy and Monster. These “condition- specific” or “benefit-specific” products play an important role in easily helping consumers to determine which products are right for them.
A New Approach—Lifestyle These segmentation approaches remain valid, but what’s next? Are there opportunities we’re missing? What if we could think through the eyes of our consumers on a different level, and do a better job of meeting them where they are, and where and who they aspire to become? Lifestyle marketing allows us to understand consumers’ interests, attitudes and beliefs, and translate them into meaningful products. We consider where our consumers spend their discretionary income, what they do in their free time, and where their passions and beliefs lead them. As brand marketers and scientists, we tap into not only their nutritional needs, but we tap into their emotional needs, building not only a product with a formula that is scientifically sound, but emotionally compelling. Here are a few lifestyles that, with the proper amount of research and creativity, could be the platform for very successful brands.
1. Child athletes: Competitive youth sports are big. According to ESPN, somewhere between 20 and 30 million American children ages 6 through 17 are playing team sports, either in school or community-based athletic programs. Much is being written about the pros and cons of children training in single sports year round—the physical and emotional tolls, but there are undoubtedly a number of benefits—staying physically fit and increased self-esteem being two of the largest.
When we have kids beginning soccer and baseball at 5 and 6 years old, and prepubescent girls are working out 10 to 15 hours a week, we need to ensure that they are getting sufficient nutrition to support this level of activity. They need calcium to achieve bone mass, and vitamins D and K to support proper absorption. They need the energy and electrolytes to support them—hopefully without all the artificial colors and flavors. Who will step up and formulate beverages and supplements that support these growing, but stressed, bodies? How about a kids’ natural topical pain relief product packaged and targeted for muscle and joint pain? An arnica gel or capsaicin in kid-friendly packaging would certainly go over well. We can be doing a better job of supporting these young athletes, who by the way, largely come from families with disposable income and a willingness to spend money to support their kid’s health and sports lifestyle.
2. Smokers: Although many people are trying to quit this habit, 42 million adults in the U.S. are smokers (20 percent of all men, 14 percent of all women). There are several opportunities here, actually.
First, smokers have a need for higher nutrient contents, notably antioxidants to squelch the higher numbers of free radicals formed by inhaling the more than 400 chemicals in any given branded cigarette. This chemical stress is known to decrease levels of vitamin C, to interfere with the healthy absorption of calcium, and require an increased need for B vitamins. Current smokers are fully aware that they are damaging their bodies, so it would be quite appealing to them to have a multivitamin or other supplement complex aimed at them.
The other opportunity lies in those smokers who are in the process of quitting— or who have recently stopped. In tandem with quitting is stress, and irritability. A calming formula that could contain GABA (a great anti-stress amino acid), the herbs lemon balm, kava, chamomile, and a nutraceutical called lactium with clinical studies showing it helps alleviate stress symptoms would be perfect for this wide-open space.
A final opportunity is for women— a topical high-antioxidant facial cream; smoking damages and sallows the complexion, and can cause tiny wrinkles around the mouth and eyes. And yet we know that women aren’t going to quit smoking just to look good.
The key to success in this category is not just the formulation, which is relatively easy side. It’s the positioning and distribution that offer new opportunities as well. And for those thinking really outside the box, let’s talk about delivering these nutrients in a form that can be inhaled.
3. College students: Young adults in college would appreciate a line of supplements geared just for them. First, many of them are not eating nutritiously, grabbing fast foods on the go, so why not consider a whole-foods multiple? In addition, as masters of all things digital and the requirements of studying, the idea of supplying healthy energy for mental and physical stamina makes solid sense. Unfortunately, many college students turn to caffeinated “energy” beverages that do more harm than good— these tend to create adrenal burnout. A cognitive-energy support supplement that supports memory, focus and concentration could be a huge success, especially during times of cramming.
The key to success, though, is not focusing on the ingredients, but developing a brand that can go “viral,” and that these young men and women can get excited about and ultimately become the brand’s largest sales force!
When considering this niche lifestyle target, distribution is key. Think of the university book store as well as advertising on popular websites frequented by college students, where they can click to your website for more info and easy, safe ordering.
4. Metabolic syndrome and night-shift workers: According to the Cleveland Clinic, more than one in five Americans has metabolic syndrome. The number of people with metabolic syndrome increases with age, affecting more than 40 percent of people in their 60s and 70s. Although certainly not new, it’s the perception. If someone has or is concerned about developing this condition, it is not an isolated one. It entails addressing weight management, blood sugar response and cardiovascular health (blood pressure and cholesterol). Metabolic syndrome is a result of lifestyle—and can be dramatically diminished by lifestyle. So, instead of a scattershot approach—create a program of specific supplements addressing all facets. Tie the marketing and promotion in with the launch of a lifestyle blog/site, and work with health experts in exercise/fitness, diet/eating right, etc.
How does this translate to lifestyle segmentation? A recent study looked at police workers in Buffalo, NY, searching for keys to metabolic syndrome. They found that the officers who most frequently worked the 8 p.m. to 4 a.m. shift had the highest prevalence of metabolic syndrome symptoms. Those who commonly worked that shift and also averaged fewer than six hours of sleep were four times more likely than other officers to have metabolic syndrome. It’s against the human grain to be nocturnal—we are a diurnal species. However, the need for specialized night employment (“graveyard” shifts) is a part of business and includes nurses, physicians, police officers, fire personnel and many others. Although some may say they get used to it, their lifestyles require them to sleep during the day, and be alert in the evenings. Sleep/energy supplements and foods/beverages targeted toward the nocturnal working population could certainly be a hit.
Make Observation a Lifestyle These are just a handful of lifestyle ideas. There are many others. When thinking “lifestyle,” go into high-observation mode. Look at your family, friends and community members. See if you can identify groups of people and what their specific nutraceutical needs may be. Condition-specific works for consumers often because they encounter the physical need or their doctors gave them some news about their health status. There is no real bond of identity there, just a need. Addressing needs through lifestyle-formulated and marketed supplements, however, will forge that instant bond of identity, which is a powerful purchase motivator. This is exactly what fashion and beauty product manufacturers know and have become so successful: Consumers buy into the image they identify with, such as L.L. Bean for the outdoorsy, Chico’s for the mature but sassy working woman, Jones New York for the sophisticated professional woman, etc.
Formulating and marketing for lifestyle is underutilized in our industry, so why not lead the way?
