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Club Exclusives Reshape Supplement Retail Playbook

Plus: Travis Scott And Erewhon collab to drop gut-health smoothie

Author

Avinash Duggempudi
August 20, 2025

NUTRIPOWER

Here's what's happening this week in the world of nutrition, supplements and wellness commerce:
- Club-channel exclusives test premium supplement velocity.
- Celebrity collab makes gut health a culture play.
- AI accelerator pushes faster, evidence-led development.
- Zero-sugar energy RTDs expand DTC into beverage.
- Moderation-friendly daily wellness scales nationwide.

💸 The $200B Miscalculation Marketers Can’t Afford

On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

Sports Research introduced two exclusive SKUs at Sam's Club Tempe, moving a premium supplement brand into the club channel with controlled in-store distribution. Club exclusives can drive trial, generate clean velocity data and unlock retail media support. Impacts brand P&Ls, supply planning and measurement strategies across big-box partners.

Travis Scott partnered with Erewhon on a gut-focused smoothie, bringing celebrity reach to functional digestion in a high-traffic retail setting. The collab signals mainstream appetite for microbiome benefits packaged as lifestyle culture. Expect fast sell-through, social lift and copycat menus from regional premium grocers.

R&D AND AI
NutriSelect Unveils AI-Powered Brand Science Accelerator
NutriSelect launched an AI-led Brand Science Accelerator that blends clinical inputs with real-time tracking to speed supplement development and personalization. This signals a shift toward data-verified formulation and continuous evidence gathering. Product teams, regulatory advisors and CRM owners will feel the impact on claims, roadmaps and first-party data use.

🧐 What Does Brand Building Really Mean in eCommerce?

I had an engaging conversation with Alex Brownsell for the latest episode of the WARC Podcast. | Sam Carter, CEO at Fospha

We discussed where most brands get it wrong when it comes to brand building, with bad measurement and poor organizational structure amongst the biggest contributing factors - and how Fospha is aiming to solve the biggest questions around brand measurement with Glow.

Thanks Alex and team again for having me (and for offering a brief airconditioned respite from the intense heat and chaos of Cannes!)

https://open.spotify.com/episode/3HM2ocInRhwbCOaCzT0zK3?si=KSfFfTmHTfWFJNBUNLTY4g&nd=1&dlsi=4df12afc65ba44a6

⚡QUICK READS

Naked Nutrition Expands With Zero-Sugar Energy Line: Naked Nutrition added a zero-sugar sparkling energy RTD and a new preworkout, showing DTC supplement brands pushing into beverage aisles to diversify CAC and shelf presence.(More)

Cloud9 Daily Restore Rolls Out Nationwide: Cloud9's Daily Restore went nationwide with a plant-based, moderation-friendly formula, expanding the wellness-for-drinkers segment and opening retention plays tied to social occasions.(More)

Nerve Soothe Debuts Amid Rising Nerve-Health Searches: Nerve Soothe entered the market as searches for nerve support surge, creating SEO and contextual ad opportunities while heightening scrutiny on ingredient claims.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division