Weekly Newsletter - 22.08.2024

TikTok’s role in driving health trends, muscle health innovations and Seven Sundays’ cereal revolution

Author

NutriPower
August 22, 2024 • Estimated Reading Time: 4 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

TikTok has emerged as a pivotal platform for nutrition marketers, particularly during high-interest periods like New Year's health kicks or summer wellness trends, offering unique opportunities for brand building and customer education in the health supplement space.

The platform's algorithm excels at connecting health enthusiasts with nutrition products that align with their wellness goals, making it an ideal tool for reaching new audiences and driving informed purchases.

During peak periods, nutrition brands are increasingly leveraging TikTok's ability to turn simple supplement showcases or nutrition tips into viral sensations, fostering a community of health-conscious consumers.

TikTok's ecosystem allows for the creation of engaging, native content that seamlessly integrates into users' experiences, from educational videos to challenge videos, cultivating a loyal community that persists beyond trending superfoods.

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Muscle health is emerging as a key focus in healthy ageing, driven by the need for long-term mobility and independence. Innovations in supplements and functional foods, particularly in the Asia-Pacific region, are addressing age-related muscle loss, with ingredients like HMB and Vitamin D3 showing promising results.

Seven Sundays

Seven Sundays aims to rejuvenate the cereal market with healthier, real-food options. CEO Hannah Barnstable acknowledges the industry's decline but sees potential in innovation. Their cereals, free from refined sugars and artificial flavors, cater to health-conscious consumers. Barnstable remains optimistic about the future, emphasizing quality ingredients and unique offerings.

Orthomol

Orthomol's innovative liquid vial and tablet supplements have surged in South Korea, driven by consumer interest in novel products, celebrity endorsements, and the high regard for German-made goods. Despite competition from similar products, Orthomol's sales continue to climb, with plans to expand their product range in the Korean market.

The foodservice distribution industry faces challenges in labor, tax, transportation, and food safety. IFDA's advocacy and technological innovations aim to address these issues. Events like the Distribution Solutions Conference provide strategic insights. The industry adapts to attract younger labor and enhance efficiency, ensuring resilience and success.