Weekly Newsletter - 18.07.2024

Game, Set, Match: Mastering Marketing Attribution in DTC Nutrition & Supplements

Author

NutriPower
July 18, 2024 • Estimated Reading Time: 6 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

As Wimbledon 2024 captivated tennis fans worldwide, keen marketers noted another game playing out—brand visibility and strategic partnerships

The tennis event highlighted the importance of strategic partnerships and brand visibility. Nutrimuscle, a sports supplement brand, partnered with Fospha to optimize their marketing strategy. Fospha's full-funnel attribution revealed Snapchat as a hidden gem, with the highest ROAS (18.7) and a cost-efficient CAC of $25.10.

💪Nutrimuscle increased their Snapchat budget by 17%, leading to a 45% revenue surge and a 22% rise in ROAS. This success demonstrates the power of data-driven decision-making in marketing strategy.

👉 Why It Matters: Just as tennis players need to master the full court to win, brands need to see beyond the final click to discover their perfect platform.

Comprehensive marketing attribution can uncover unexpected opportunities and drive significant growth. By leveraging data-driven insights, brands can refine their strategies and achieve remarkable results, much like Nutrimuscle's success with Snapchat.

Next-generation snack bars are evolving to address specific health concerns, blending taste with functional benefits. Brands like Laird Superfood and Performance Lab are incorporating ingredients like adaptogens, nootropics, and hormone support into their bars. These innovations cater to consumers seeking on-the-go nutrition that offers more than just calories and macronutrients.

The challenge lies in balancing taste and functionality, ensuring that the bars remain appealing while delivering health benefits. Brands are also focusing on clean ingredients and transparent labeling to meet consumer demands.

Why It Matters: This trend highlights the growing consumer interest in functional foods that offer targeted health benefits. For category managers, understanding this shift can help in developing products that meet evolving consumer needs and preferences.

BIO-CAT's Optiziome Fructanase enzyme has been validated as safe and effective for reducing digestive discomfort from high-FODMAP foods. A clinical trial confirmed its safety and potential benefits. Marketers can leverage this innovation to address consumer demand for digestive health solutions, enhancing brand credibility and market reach.

The Vitamin Shoppe has secured a global distribution deal with iHerb, enhancing its online sales footprint. This partnership will distribute The Vitamin Shoppe's branded products, including sports nutrition items, to over 180 countries. Marketers can leverage this expansion to reach new international consumers and boost brand visibility.

Lotus Foods has received a $22.5 million investment from Grounded Capital to scale its business. The funds will be used to enhance the value chain, source new rice cultivation communities, and expand the customer base. This partnership aims to amplify Lotus Foods' economic, social, and environmental impact.

The global workout supplements market is projected to reach $36.38bn by 2030, driven by the popularity of protein and collagen powders. Increased health awareness and demand for plant-based options are key factors. Marketers can leverage these trends to attract health-conscious consumers and boost market presence.