NSF’s Post

Euromonitor's take on the five main trends driving the Consumer Health market in 2024. Picking out a few which are more food supplements related: 1. The growth of Beauty-from-within supplements. While this category has been going through ups and downs in the last decade, I do think a number of elements are aligned to indeed see strong growth going forward. Aesthetics being more important than ever, and younger consumers will look for means to prevent early signs of aging. And the cosmetics industry as well as consumer health / food supplements players will be driving this segment, providing a formidable push. Collagen leads the pack, but innovative combinations, including naturals and vitamins, will also thrive. 2. Sports food supplements. While sports nutrition might be the fastest-growing consumer health category globally, sports focused dietary supplements and vitamins/minerals will ride on this wave, potentially addressing the market also from a health angle, more than from a muscle / strength / etc. side. 3. M&A slow down. While indeed the largest (old/new) players in the consumer health market (Kenvue, Haleon, Sanofi CHC, etc) are still in the throws of spin-off, re-org and other, and while private equity players are (a bit) impacted by the current economic and global finance situation, one should not forget that there are quite a number of agile mid-size (€100M-1Bn) consumer health companies which are doing well, and are looking for external growth. And this might be a good moment, with the largest players (very momentarily) less active, and valuation expectations (a little bit) more reasonable. The food supplements market remains extremely attractive, and is not yet consolidated. I feel the largest consumer health companies mentioned above will before long strongly grow their presence in food supplements, bringing more science and innovation to the market. Apart from that, I think pro/pre/post/synbiotics will continue to grow - in various ways, still a lot of open areas; personalisation will continue to make inroads towards consumer relevance and business model validation; naturals will continue to be at the basis of many brands; and mental health (sleep, stress relief, cognitive health, etc) remains front. Oh yes, and don't forget about increasingly kids focused brands, and pets food supplements. What are your thoughts for 2024 ? #foodsupplements #growthstrategies

Have you spotted HUM Nutrition at Target yet? At $26 a pop, the premium Vitamins & Supplements brand just shifted from prestige beauty retail to mass market, with the rollout at Target expected to help double its sales this year. #masstige trend is here to stay. I thought Rachel Brown’s interview with HUM's CEO Walter Faulstroh was a fantastic read into the increasing need for premium brands in competitive categories to meet consumers where they are, double down on key differentiators through innovation, and focus on education. For HUM that looks like: 📍 Consumer-Centric Approach: the brand shifted from a DTC approach to an omni-channel strategy to make it easier for consumers to access their products —whether on their website or at retailers like Amazon where V&S is a ~$10B (+28% YoY) category. 95% of their consumers are women, mainly in their late 20s to early 30s with an interest in wellness and a balance between healthy living and joyful life. And she's walking the aisles at Target 💅 📍 Prioritizing Innovation: From increasing third-party clinical tests (highlighted on the packaging), to diversifying its product formats, and asking questions like where are people spending money (hint: glucose management); HUM is no stranger to pairing consumer understanding with its innovation process to continuously fit products into their consumer’s lives 📍 Educating Through Content: Leveraging a combo of short-form video content (TikTok, Reels), blogs, free 1:1 nutritionist consultations, HUM communicates complex messages in an engaging, educational manner, building awareness and trust within and beyond their community I’m no influencer (😉) but I’ll tell you I was admiring the petite pretty pastel bottles at the Beauty Wellness end cap today. Looking into the future I see products that possess qualities of high-end items while remaining both aspirational and attainable, will capture a broader audience and brand love. Congrats HUM team! #target #vitamins #wellness #innovation #womenshealth #humnutrition #consumerinsights

A Buyer’s Guide to Creatine Gummies Creatine enhances physical performance, boosts muscle mass, and supports overall wellness. Sourced from meat, fish, and synthesized in the body, it’s vital for energy production during intense activities. This popularity makes creatine a top choice for athletes and fitness enthusiasts, with Americans spending around $14 million yearly on supplements. 🏋️♂️💪 Creatine gummies offer a convenient, tasty alternative to traditional powders and capsules, making them more accessible and appealing. This guide helps wellness brand buyers understand the benefits of creatine, the rise of gummy supplements, and the importance of adding creatine gummies to their product lines to meet consumer demand and succeed in the market. 🍬📈 Click on the links below to learn more about Sports Health Gummies: https://lnkd.in/daGuKMq3 NPC Shanghai fair 📅 Exhibition Date: June 19-21 📍 Booth Number: 21D68 Shanghai New International Expo Centre（Near Hongqiao Airport. ） Don't miss out on this opportunity to explore the latest in wellness and sports health supplements! 🌟#CreatineGummies #SportsNutrition #WellnessBrands #NPCShanghaiFair #SportSupplement #HealthSupplement #Gummy

Liquid supplements - the future of Skincare? I am a few months into the role Haeckels. Unlearning, learning, reading, reviewing, rethinking, thinking and questioning. The question I like the most is ¨What should be or what is the purpose of a beauty brand in 2024?¨. Each day there is another story about a new launch, a new wild valuation, epic fundraises, bankruptcy, layoffs, tweens and Gen Z being afraid of ageing gracefully, the latest and greatest new ingredient in a capsule or powder drink or, my least favourite, an AI stunt. What I see at Haeckels is whole-system thinking—tweaking and adjusting as we go to find our homeostasis, be that in trading, our stores, our community activity, our big dreams vs. current reality, or simply in our obsession with the gut-skin axis. It's a bit of a cliche, but beauty really does come from within. Our latest (stealth) launch is new-to-you, but not new to Haeckels. Our team of nutritionists and chefs have been lovingly preparing broths, shots, teas, and nutritional balls at our Casino (promise I will explain one day) kitchen in Margate for years, all to be served as part of the ritual at our spas in London and Margate. We have practised the notion of supporting skin from the inside out for quite some time, nourishing both skin and gut biomes with simple routines - they have been so well received that we have done everything we can to launch them to-go. This is version 1. The seaweed broth is as delicious as it is nutritious. I use it to support my intermittent fasting or as an alternative to tea and coffee in the morning. The beetroot probiotic is a massive supercharger. What do you think? Will you give them a shot? dom bridges Charlie Vickery p.s. yes that is our team making the content in the gallery in Margate as well as making the products in the old Casino on the clifftop.

Axe & Sledge increased annual revenue by $550,000 using SavedBy Package Protection. Here’s how the sports nutrition brand turned its losses into massive gains for its bottom-line 👇 → Axe & Sledge Supplements is a leader in supplements for the bodybuilding, powerlifting, and gym-going community. If there’s one thing that ties all those niches together, it’s their love and loyalty for their brands. Supplements are an investment — staples in nutrition and the reward for the physical work gym goers do. But… there’s no worse feeling than your supplements, the things supporting all the work you do, getting lost or damaged. Needless to say, package issues are a major problem for supplement brands looking to inspire and keep loyalty. The Axe & Sledge team was losing money on mistakes that weren’t their fault, and it was threatening their LTV… until they partnered with SavedBy Package Protection. Almost immediately, that revenue loss and risk of losing customers turned into revenue gain and loyalty: → 9% increase in overall CVR → 89% package coverage rate → $550k in added revenue from CVRs The average claim saved $125. SavedBy was able to give both Axe & Sledge and their customers peace of mind knowing those costs weren't coming out of their pockets when package mistakes happened. We were able to adapt to their business models and provide best-in-class support: “We’ve been really impressed by how much our expectations have matched the reality. The founders met with us to understand our business procedures, and rather than expect us to change procedures for them, adjusted how they work to fit our needs.” — Cory Martin, IT Specialist at Axe & Sledge Gym goers should spend their time in the gym, not disputing package claims. SavedBy ensures every Axe & Sledge customer gets their favorite supplements with no hassle or headaches. Shoutout to the Axe & Sledge team for being another awesome merchant who trusts SavedBy. (PS - if you’re in the nutrition or supplement space and want to discuss package protection, send me a message) 🤝

Dive into the evolving landscape of health and wellness where personalization in the supplement industry is setting new benchmarks for consumer care and product innovation: https://hubs.li/Q02sz29s0 In an era where individual health needs and preferences take center stage, the supplement industry is witnessing a transformative shift towards personalization. Paragon Laboratories highlights the growing trend of customized health solutions that cater to the unique nutritional requirements, lifestyle factors, and health goals of each individual. This personalized approach not only enhances the efficacy of dietary supplements but also fosters a deeper connection between consumers and their wellness journey. By leveraging cutting-edge technology, data analytics, and innovative formulation techniques, the industry is moving beyond generic offerings to create supplements that are as unique as the individuals they aim to benefit. Explore how personalization is reshaping the future of the supplement industry, promising a more informed, effective, and intimate approach to health and wellness. #PersonalizedSupplements #NutritionalInnovation #HealthTrends #ConsumerCare #ParagonLaboratories #WellnessRevolution

The Future of Nutrition: Navigating the Success of E-Commerce Giants In a world overwhelmed by health and wellness options, certain supplement and nutrition e-commerce brands are breaking the mold and setting new standards. What sets them apart? A deep dive reveals a landscape driven by values, innovation, and an unparalleled customer experience. 𝗕𝗿𝗮𝗻𝗱 𝗩𝗮𝗹𝘂𝗲𝘀: A Beacon of Trust In the crowded market of supplements and nutrition, standout brands are those rooted in transparency and sustainability. They’re not just selling products; they’re advocating for sports nutrition, gut health, and beyond, making a statement through their commitment to specific needs. 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝘀: The Heart of Innovation The cornerstone of these brands lies in their products - unique formulations that prioritize high-quality ingredients and science-backed results. Personalized recommendations go beyond the generic, offering tailored solutions that resonate on a personal level. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: Redefining Engagement Top-performing brands understand that the journey is just as important as the destination. From seamless online shopping experiences to educational content that enlightens, they’re crafting pathways that are both enjoyable and enlightening. 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 & 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴: A Symphony of Voices Through savvy influencer marketing and vibrant social media engagement, these brands are doing more than just selling; they’re building communities. Loyalty programs are not just about rewards but about belonging to something bigger. 𝗪𝗵𝗮𝘁 𝗧𝗿𝘂𝗹𝘆 𝗦𝗲𝘁𝘀 𝗧𝗵𝗲𝗺 𝗔𝗽𝗮𝗿𝘁? * Science-backed Innovation: Investment in R&D is not just a line item; it’s the foundation of their unique offerings. * D2C Personalization: In a world clamoring for connection, personalized recommendations build a bridge between brands and consumers. * Transparency & Sustainability: These are not just buzzwords but principles guiding everything from ingredient sourcing to packaging. * Engaging Online Presence: Informative content and strong social communities offer more than products; they offer a narrative. * Focus on Experience: Subscription models and educational resources reflect a commitment to convenience and empowerment. As we navigate this evolving landscape, it’s clear that the future of nutrition is bright, led by brands that dare to innovate and inspire. Let’s engage in a conversation: what other elements do you think are crucial for the success of e-commerce brands in the wellness industry? Let me know in the comments!

BigMuscles Nutrition to Launch Over 100 Company-owned Stores Across India in Two Years BigMuscles Nutrition, a leading name in the nutraceutical and fitness industry, today announced a key milestone in its journey of growth and expansion. The new stores mark a significant step forward and reflect in BigMuscles Nutritions ambitious growth plans. Currently valued at Rs. 300 crores, BigMuscles Nutrition is likely to enter the Rs. 500 crore club in the next few years. BigMuscles Nutrition will be launching over 100 company-owned stores across India in the next two years Suhel Vats, Manager Director, BigMuscles Nutrition said, “The company-owned and company-operated stores are a natural progression for us. After establishing ourselves as a leading holistic nutrition brand online and in retail stores, our offline stores will help us engage with our customers directly. We have carefully identified each city and have done research on the location of our stores. We will continue to invest in new products and expand our presence across the country.” The Indian scientific evidence-backed nutraceuticals is expected to reach US $18 billion by 2025 and personalised high-quality products will drive this enhanced demand. The nutraceutical market in India is poised for substantial expansion, driven by increasing awareness of individual health, fitness, and dietary choices. Consumers are proactively embracing preventive health strategies, amalgamating health check-ups, nutritional excellence, and physical activity to foster a culture of well-being. Commenting on the development, Jitika Gupta, Chief Marketing Officer, BigMuscles Nutrition said, “The market for nutraceuticals is evolving and our patrons demand products that address their specific needs. We will continue to offer well-researched products, produced from ingredients that comply with global standards and are manufactured in best-in-class facilities. The company-owned stores are a part of our growth strategy. These specially designed stores represent our vision and mission and will provide an immersive experience to our patrons.” About BigMuscles Nutrition BigMuscles Nutrition is a leading manufacturer of food supplements in India since 2009. BigMuscles Nutrition strives to produce distinctive, affordable, premium-quality products while making every effort to anticipate ever-changing customer needs and meet the demands of a dynamic market with innovative products, effective support materials, and unsurpassed service. #stockmarket #Financialmarkets https://bit.ly/47E22Np

Health & Nutrition or Hype & Glamour - What will be the next big wave in the D2C eCommerce space? In our recently ended Forbes India Presents GoKwik Future Of Commerce Conclave, Nik Sharma, popularly known as “The D2C Guy” had an interesting point to make - Globally, health & nutrition and brands founded by celebrities will invite immense traction and capital inflow in the coming years, and it got me into thinking, is that trend likely to seep into the Indian eCommerce landscape anytime soon? Or has it already started? In our own network, health and nutrition remains one of the top categories people buy from. The dietary supplements market in India is currently expected to grow to 491.4 Billion by 2032. This can be attributed to the fact that Indians are growing increasingly health conscious while having less and less time in hand to actually take care of their health (let’s swallow the bitter pill folks, it’s true) However, the young population of India who will now be forming the core shoppers in the next few years are more conscious than anyone else. They know what’s a buzzword and what really stays - remember the time everyone went nuts about chia seeds or moringa powder? Well, who talks about them now? Now let’s understand the celeb charisma. A Bollywood biggie creating a brand or backing one instantly adds trust, social proof, and a built-in fan base. Imagine the marketing magic! However, while many celeb-led brands did well in India, I can name many who saw the light of the day and the dark of the night, all in a short span of time! Even with great distribution, promotion and all of that. Why? Because shoppers want more than just the face they like for a brand. They want quality products, value for the money they spend and want to know how your brand stands out! The conscious and aware shoppers are not just demanding USPs, but also transparency! So, the Verdict? I think there’s no one-size-fits-all, the West has walked a certain path that the East might not always follow. In fact, sometimes it’s the other way around. So this will be a good wait-and-watch moment at least for me. Would love to hear the opinions of you folks! P.S. Remember, the future of D2C is written in the hearts of shoppers, what connects with them, what resonates with their value. Choose wisely, and your brand might just become the next big thing - not because of who's selling it, but because of what it stands for.

Diving into the world of dietary supplements, let's talk about Vital Proteins Collagen. As someone who has been taking this supplement for over two years, I can vouch for its effectiveness, but the journey is more profound. Being in my thirties, life is a constant race against time. Fine lines, brittle nails, and hair that lacked luster were becoming the norm. Enter Vital Proteins Collagen. The promise of improved hair, skin, nails, joints, bones, and muscle recovery was appealing, and the reality? It did not disappoint. The subtle changes unfolded gradually. My hair regained its sheen, my nails were robust, and my skin felt healthier. However, the beauty of this product lies beyond the physical enhancements. As a finance and accounting consultant in the CPG sector, I admire the drive behind the brand. The growth trajectory of Vital Proteins, from its humble beginnings to its recent acquisition by Nestlé Health Science, is nothing short of inspiring. Understanding the strategies that went into scaling the business and the teamwork that ensured its success, I can appreciate the effort behind the revenue numbers. The CEO, Kurt Seidensticker, had a vision that he dared to pursue, and the result is the market leader in collagen in the U.S. The transition of leadership to Tracey Halama, who has been an integral part of the journey, assures me that the brand will continue to thrive and innovate. To those who ask me, 'Is Vital Proteins worth taking?' I say, 'Absolutely'. Not only for the tangible benefits but also for the opportunity to be part of a brand that stands for wellness, growth, and a relentless pursuit of vision. Feel intrigued? Go ahead, try it for yourself and experience the Vital Proteins journey. And as you relish the benefits, remember, behind those numbers is a tale of vision, growth, and sheer grit.