Weekly Newsletter - 10.24.2024

PLUS: Arla Launches Essentials Bar to Meet Clean-Label Cravings with Whey and Whole Foods

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 6 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Nammex

Nammex is set to make a significant impact at this year's SupplySide West in Las Vegas, showcasing its innovative functional mushroom ingredients. As the nutraceutical event unfolds from October 30-31, industry professionals will converge to explore cutting-edge developments and network with peers. Nammex will present its organic mushroom extracts and mushroom-based functional ingredients, cultivated for superior nutritional value. The company's COO, Bill Chioffi, will lead an educational session titled "Functional mushrooms sources standards, species and science" on October 29, offering insights into the burgeoning demand for mushrooms like Lion's Mane and Turkey Tail.

CEO Skye Chilton highlights the escalating demand for these mushrooms, emphasizing the risk of supply shortages and adulteration. Nammex's pioneering cultivation programs aim to meet this demand with high-quality materials, urging brands to forecast and secure vetted suppliers. This strategic foresight is crucial in maintaining access to premium ingredients.

Among the innovations on display, ErgoGold stands out as a powdered golden oyster mushroom extract, rich in antioxidants and other beneficial compounds. MycoD2, another highlight, utilizes pulsed UV light technology to convert ergosterol into bioavailable vitamin D2, catering to consumers seeking vegan or wholefood vitamin D sources. These offerings underscore Nammex's commitment to advancing the functional mushroom industry through rigorous cultivation and innovative solutions.

Arla Foods Ingredients introduces the Essentials Bar, a high-protein snack bar concept featuring whey protein for softness and whole foods like dates and nuts. This innovation meets consumer demand for nutritious, clean-label snacks, offering manufacturers a chance to stand out in the competitive market with simple, natural ingredients.

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

@iherb

Manuka honey is the ultimate multitasker! 🍯✨ #iherb #SkincareHacks 🐝💛 #naturalremedy #naturalsupplements #manukahoney #honey #fyp

iHerb, a global e-commerce leader, celebrated its 28th anniversary with a $2 billion valuation. By enhancing logistics and embracing trends like TikTok, iHerb expanded internationally. Their success on TikTok highlights the unpredictable nature of viral content. Recent marketing efforts included a Times Square billboard, boosting their visibility and sales.

Nature's Bounty introduces three new products: Intimacy Booster, Healthy pH Balance, and Hair Growth Gummies, aimed at supporting women's wellness. These supplements, featuring ingredients like ginseng and probiotics, empower women by enhancing hair health, sensual pleasure, and vaginal balance, promoting overall well-being through nutritional support.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

TikTok's wellness trends are booming, with holistic self-care at the forefront. Popular trends include shilajit, mouth tape, and gut health products like apple cider vinegar gummies. Collagen supplements and beauty routines like The Morning Shed highlight the blend of beauty and health, reflecting a growing focus on overall wellness.

Aker BioMarine partners with Barentz International to expand its European distribution network for omega-3 rich krill oil products. This collaboration will enhance product availability in Italy, San Marino, Belgium, Luxembourg, and the Netherlands, supporting health and wellness. The partnership combines Aker's expertise with Barentz's market reach for growth.

E-Commerce success hinges on understanding customer desires. Key insights include: influencer marketing's waning impact, the importance of in-store experiences, SMS marketing's potential, and personalization's growing significance. Adapting strategies to these trends can enhance customer engagement and drive growth, ensuring long-term success in a competitive market.