DAVID SANDLER
StrengthPro, Colorado, USA

Abstract

The nutritional supplement industry is constantly evolving as consumer trends have shifted from a performance-oriented approach to one that caters to overall healthy lifestyle maintenance. The brand marketing supplements needs to develop innovative strategies to maintain their current consumer base but also to broaden their scope and approach to include a wider population as the competitive landscape continues to increase. Opportunity exists if brands are transparent, selective in their ingredient and manufacturing partners, open to ideas, and are forward-thinking about how supply chain and logistics will affect their planning. While many brands focus on complex formulas, they should consult with their partners on ingredient trends and delivery formats that are easy to understand and market, have a solid production pipeline and above all, taste great.

Brands need to jump! The competitive environment in nutritional supplements continues to increase, but so are sales, industry growth and consumer needs on global scale. And that means one thing… Opportunity! Sitting back, watching what others do and then trying to make a better widget by jumping in (late in the game) has not proven a worthy strategy in the past unless you are extremely well-funded. To that tend, Innovation needs to be at the forefront of the Brand’s marketing mission and their partners such as manufacturers and suppliers need to be part of the process.

As we turn the corner on the impact of Covid, the Sports Nutrition segment of the Dietary Supplement Industry is getting back on its feet. Consumer trends, the way they exercise, and the types of supplements they regularly consume has changed. While pre-workout supplements are still part of the hard-core enthusiast’s regimen, more people are turning to overall health and well-being supplements, creating both a larger demand and broader market for brands that have typically focused their products on the workouts themselves. Functional ingredients and formulas based on immune improvement ...