Weekly Newsletter - 25.07.2024

Dive into sustainable initiatives and market growth insights for a competitive edge

Author

NutriPower
July 25, 2024 • Estimated Reading Time: 5 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

Black Friday Cyber Monday (BFCM) is a critical period for brands, with 2023 online sales hitting $9.8 billion on Black Friday and $12.4 billion on Cyber Monday, marking significant year-over-year growth. This underscores the importance of strategic planning and effective marketing to capitalize on this peak shopping season.

John Wanamaker's famous quote about wasted advertising spend remains relevant, highlighting the need for precise measurement and optimization of marketing efforts. Brands must focus on top-funnel strategies, leveraging platforms like TikTok, which can drive substantial engagement and growth.

Idahoan Foods' successful TikTok campaign exemplifies the power of creative upper-funnel activities. Neglecting these efforts can lead to high customer acquisition costs and brand stagnation, as noted by Fospha's research.

Accurate measurement during BFCM is challenging but essential. Fospha's report emphasizes the importance of cross-channel and cross-funnel performance data to understand the true impact of marketing efforts. This comprehensive data approach is crucial for navigating the complex marketing landscape and achieving success during high-demand periods.

In conclusion, brands must use data and analytics to optimize their BFCM strategies, ensuring they create early interest, measure accurately, and continuously improve to drive both immediate and long-term success.

New York's new law restricts the sale of certain weight loss and muscle-building supplements to those under 18. The nutraceutical industry, led by trade associations like the Natural Products Association and the Council for Responsible Nutrition (CRN), is contesting the law, citing constitutional issues and lack of scientific evidence.

CRN argues the law limits commercial speech and imposes economic burdens. The case is ongoing, with significant industry support.

Why It Matters: This legal battle highlights the tension between regulatory efforts to protect minors and industry concerns over free speech and economic impact. For category managers, understanding these dynamics is crucial as similar regulations may emerge in other states.

Manitoba Harvest and Brightseed have launched Coffee and Chocolate flavors in their Organic Bioactive Fiber supplement. These products, made from upcycled hemp hulls, support gut health and digestion. Marketers can leverage this innovation to attract health-conscious consumers and expand their market presence.

GoMacro has partnered with TerraCycle to offer a free recycling program for MacroBar wrappers in Canada. This initiative aims to reduce waste and educate consumers on environmental impact. Participants can mail in wrappers for recycling and earn rewards, supporting schools, nonprofits, or charities.

Supplements containing Nicotinamide Adenine Dinucleotide (NAD), or Nicotinamide Riboside (NR) are gaining traction for their anti-aging and metabolic benefits. These scientifically backed ingredients are being used in both edible and topical products. Marketers can leverage this trend to highlight efficacy and attract health-conscious consumers seeking proven results.

Nutritional Growth Solutions (NGS) has entered an exclusive agreement to produce and distribute The Healthy Chef products in the U.S. and Canada. This partnership aims to leverage NGS's infrastructure to scale rapidly, targeting high-demand segments like weight loss and immunity, with expected revenue over $1.5 million in the first year.

MARKET GROWTH INNOVATIVE DIETARY FIBER
Inulin: A Breakthrough in Food Allergy Treatment

A University of Michigan study reveals inulin gel's potential to treat food allergies by normalizing gut microbiota. This dietary fiber offers a promising alternative to traditional symptom management. Marketers can highlight inulin's efficacy and safety to attract health-conscious consumers seeking effective allergy interventions.