Weekly Newsletter - 08.08.2024

Explore ethical marketing of Omega-3, corporate leadership changes, major acquisitions, and groundbreaking health innovations

Author

NutriPower
August 08, 2024 • Estimated Reading Time: 6 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

How to win with Meta 

Meta continues to be a powerhouse for e-commerce brands, delivering unparalleled Return on Ad Spend (ROAS). Meta reported a 23% year-over-year increase in ad revenue, driven by e-commerce brands using its advanced tools to achieve growth. 

According to Meta’s Alphonso Calatrava, here’s how top-performing brands are mastering Meta. 

1. Cultivate a measurement-driven mindset 

From the outset, prioritize a culture where measurement is integral to decision-making. As Jamie Bolton, VP Growth at Fospha notes, “Create a culture where measurement is a key element to decision making – this will really aid performance long term." 

 2. Leverage Meta’s full funnel 

Fospha's report reveals that successful larger brands, particularly those in the mature stage, are adopting a comprehensive full-funnel strategy.  

While mature brands allocate 17% of their spend to upper funnel activities, they maintain a balanced approach across the entire funnel. The data indicates that as brands grow, they increasingly diversify their channel mix and funnel strategy.  

Mature brands reduce the proportion of conversion activity, investing more in awareness, consideration, and Advantage+ campaigns: 

  • Conversion: Driving immediate sales or actions (lower funnel). 

  • Awareness: Increasing brand visibility among potential customers (upper funnel). 

  • Consideration: Engaging potential customers to learn more and consider purchasing (mid-funnel). 

  • Advantage+: AI-driven campaigns optimizing budget across the funnel. 

This balanced approach brings their total investment in long-term resilience to 31%, enhancing both engagement and conversion rates.  

This full-funnel approach proves crucial for sustained growth, with brands seeing enhanced engagement and conversion rates over time. 

3. Utilize Advantage+ 

Since early this year, there has been a notable increase in spending on Advantage+ campaigns, with many advertisers reporting a shift in strategy to capitalize on Meta’s AI-driven capabilities. 

Brands that integrate Advantage+ see better results compared to manual campaigns. According to Fospha’s data, digitally mature brands allocate 17% of their budget to Advantage+, yielding the highest returns across all groups.

Amazon has expanded its dietary supplement testing policy to include joint health products, alongside categories like sexual enhancement, weight management, and sports nutrition. This move aims to ensure compliance and safety by testing for known adulterants. While the policy theoretically covers all dietary supplements, these specific categories are currently the focus.

Amazon communicated to AHPA that the policy expansion is driven by compliance concerns within specific product categories. The company plans to eventually apply this testing requirement to all dietary supplements, reflecting a proactive approach to consumer safety and regulatory adherence.

FrieslandCampina on LinkedIn:

In the spirit of the #Olympics, we are launching a campaign to promote healthy habits.

www.linkedin.com/posts/frieslandcampina_olympics-frieslandcampina-nutrition-activity-7226938498228858880-5Yy0?utm_source=share&utm_medium=member_desktop

NutraIngredients

Ensuring accurate marketing of omega-3 sources is essential, as both fish and microalgal oils effectively provide EPA and DHA. Despite not being plant-based, microalgal oils are suitable for vegan diets, offering a valuable option for this growing market segment. To avoid consumer confusion and enhance clarity, the Global Organization for EPA and DHA Omega-3s (GOED) has issued comprehensive guidelines.

Nutraceuticals World

Traditional Medicinals has appointed Joe Stanziano as its new CEO. Stanziano, with a 27-year tenure at J.M. Smucker Company, will lead the company’s strategic growth. His experience aligns with Traditional Medicinals' mission to prioritize people, products, and the planet. Former CEO Gary Gatton will retire soon.

Mars Inc. is in advanced talks to acquire Kellanova for $30 billion, aiming to expand its snack portfolio. Analysts believe the merger will enhance Mars' international market presence. Kellanova, valued between $22 billion and $27 billion, owns popular brands like Pringles and MorningStar Farms. The deal could finalize soon.

Fitness Ventures LLC, the second-largest Crunch Fitness franchisee, has partnered with Meaningful Partners to accelerate expansion. This collaboration leverages Meaningful Partners' expertise in scaling multi-unit businesses, aligning with Fitness Ventures' growth strategy. The partnership aims to enhance Crunch Fitness' footprint and commitment to health and fitness nationwide.

Researchers at Brigham Young University have developed the first national glycemic index database using AI. This database, derived from NHANES data, evaluates the glycemic impact of nearly 8,000 foods. It aims to improve carbohydrate quality awareness and health outcomes, highlighting significant dietary trends and differences across demographics.