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- Nutripower | 12 gut-friendly foods trending with health-first shoppers
Nutripower | 12 gut-friendly foods trending with health-first shoppers
Plus, 92% of voters say supplements help health, CHPA survey shows
Sophie Bruxner-Randall
June 25, 2025
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Welcome to Nutripower, your essential newsletter for marketers and eCommerce professionals in the nutrients and supplements industry.
Lions Unleashed 🦁
What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha
At Cannes Lions this year, one word kept surfacing: brand.
In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.
As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”
He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.
To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.
Sector Spotlight 🎥
PLANT-BASED SUPPLEMENTS
Projected to grow to $42.27b by 2030, the plant-based supplements market offers immense potential for marketers, driven by consumer demand for health-focused, sustainable products. This expanding market is fueled by transparent labeling, natural ingredients, and appeals to health-conscious adults, particularly in the Asia Pacific region, presenting lucrative eCommerce opportunities.
SUPPLEMENT INDUSTRY INSIGHTS
The CHPA survey reveals that 92% of voters believe dietary supplements positively affect health, underscoring the importance of modernizing regulations for consumer safety. Stakeholders are encouraged to support legislative changes that enhance transparency, manufacturing audits, and innovation in the supplement industry. This aligns with the strategic needs of marketers who must navigate evolving industry norms and capitalize on consumer trust and demand.
GUT HEALTH TRENDS
Gut health products, especially fermented foods, are increasingly popular due to their benefits like improved immunity and mood. The sector saw a 7.5% CAGR growth from 2019-2023 and is projected for a 4.7% CAGR in the U.S. marketing opportunities lie in leveraging probiotic supplements and functional drinks to meet diverse consumer tastes.
DIABETES REMISSION OUTCOMES
L-Nutra Health's nutrition-driven program significantly improves type 2 diabetes management, highlighting reduced medication reliance and improved glycemic control through personalized care. This evidence-based approach offers cost-effective and sustainable alternatives to traditional pharmaceutical-centric strategies, aligning with current consumer health trends and offering marketing professionals insights into promoting innovative treatments. By integrating fasting-mimicking diets and expert guidance, brands can appeal to consumers seeking health solutions rooted in scientific credibility and personalized medicine.
🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha
While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.
The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.
Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.
You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.
📥 Download the full report below
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👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.
Optimization Hub ⚙️
OMNICHANNEL MARKETING
Implementing an omnichannel communication plan enhances customer retention by providing consistent interactions across SMS, email, WhatsApp, and more. This strategy fosters loyalty by creating seamless, personalized experiences that cater to customer preferences. Regular evaluation and precise integration of channels ensure ongoing effectiveness and engagement.
DIGITAL ADVERTISING
Meta's privacy-first approach limits healthcare ad measurement, challenging marketers with reduced targeting and conversion tracking. Adapt by utilizing first-party data, altering campaign objectives, employing server-side tracking, and diversifying channels. Strategic adjustments will enhance ad effectiveness amid industry shifts.