The current supplement space is saturated with a sea of brands trying to differentiate themselves and fighting for the attention of consumers. These brands are regularly churning out generic supplements in a bid to increase their market share. However, new consumer behavior is indicating a desire for greater personalization from the products they purchase, preferring those more targeted to their personal needs.
Personalization is quickly becoming an emerging trend in the supplement industry. And not surprisingly, smaller brands are the ones leading this trend. Due to their ability to quickly respond to changing preferences, nimble supplement brands are the ones finding success in the current supplement landscape.
Personalization in the Supplement Industry
In order to stand out, large industry players have started targeting consumers solely based on label claims and certifications, with some being driven by a “more is better” mentality. This mentality has caused a lot of confusion among consumers, who end up derailed from their nutrition goals before they even start their own paths to wellness.
In response, an increasing number of consumers have taken their health and overall wellness into their own hands. These consumers are doing their own research and hunting down supplements that relate to their lifestyle, interests, and health requirements. No longer does a one-size-fits-all approach address the individual needs of today’s consumers. Consumers want supplements that seamlessly fit into their lifestyles and enhance their nutritional goals.
Smaller brands are finding themselves with a competitive advantage in light of this trend. Better able to segment their audiences and tailor their products, supplement startups are adopting this new approach to nutrition and wellness by producing supplements targeted toward niche markets. For example, brands targeting consumers who prefer natural stress-relief remedies are creating supplement powders with natural herbs and adaptogens. Likewise, brands made for women are adopting popular functional ingredients like collagen and biotin to better support their beauty needs.
In other words, supplements that empower consumers to take a more active role in the management of their own nutrition and wellness are finding success in the current supplement industry.
Transparency in Labeling
Often overlooked, labeling is an important part of this trend of personalization – and an area small brands are excelling in. While it is not practical to personalize every product for every customer, label information needs to be transparent about the ingredients used and the benefits claimed. Labels essentially allow users to personalize their own nutritional experience, examining dosage and allergen information, as well as other benefits they may be seeking, such as non-GMO or gluten-free.
Consumers are more educated and aware. They do the research and pay closer attention to their labels because they care about what they are consuming. It’s as fast as a Google search for consumers to determine if something on the label is for them or not. As a result, brands must ensure their claims and benefits make sense for their target market and the market’s lifestyle.
Personalized nutrition is an essential focus for startups and existing supplement brands. Today’s supplement consumers want the freedom to adapt their changing health needs and the opportunity to try new supplements. Led by startups, the supplement industry is poised to see new formulations and delivery methods that adapt to and meet the changing and highly specialized needs of health-conscious consumers.