supplement brands
Direct-to-Practitioner Supplement Companies: Do Patients Care About Your Brand? (An Updated Perspective)
Eight years ago, in 2017, I wrote an article for Nutrition Industry Executive magazine about how patients didn’t care about supplement brands. What they cared about was what their health care professional (HCP) recommended. At that time, patients were practitioner loyalists, not product brand loyalists. As someone who has been managing a chronic personal health ...
Herbs and Botanicals: The State of the Market in 2024
Here’s how the herbs and botanicals market is evolving this year. The panel: Cosimo Palumbo, Chief Operating Officer, Indena USA, Seattle, WA, https://indena.com Julianne Gardner, Marketing & Communications Coordinator, Stratum Nutrition, Carthage, MO, https://stratumnutrition.com Liki von Oppen-Bezalel, PhD, Business Development Director, TriNutra, Harrison, NY, https://trinutra.com Randy Kreienbrink, Director of Food/Beverage/Specialty, Artemis International, Fort Wayne, IN, ...
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 ...
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 ...
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 ...
The Positives of Premixes
Eureka! Your team created a line of super supplements and your marketing department has an incredibly creative and compelling campaign and is anticipating undergoing pre-launch activities.Whether a company has limited manufacturing capabilities, it has to get it all blended properly. After all, each product contains a multitude of ingredients, some old standbys like vitamin C ...
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