NUTRIPOWER | Herbalife Bets On Subscriptions And A Wellness App

NUTRIPOWER

Here's what's happening this week in the world of nutrition, supplements, and wellness commerce:
- Vitamin Shoppe adds CSO to fast-track ecommerce and M&A.
- Herbalife pushes subscriptions and Pro2col app after mixed Q2.
- Sirio opens Thailand plant to accelerate APAC manufacturing.
- Whole Foods scouts via TikTok, foragers; families drive discovery.
- Gainful teams with Eden to bundle GLP-1 nutrition.

⏱️ Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

HEALTH & FITNESS MARKETING
Fibremaxxing: The New Gut-Health Obsession
“Fibremaxxing” is the latest wellness trend encouraging consumers to boost fibre intake for improved digestion, immunity, and overall health. Health and fitness brands can leverage this surge in gut-health awareness to position fibre-rich products, supplements, and educational content for maximum engagement.

EARNINGS & DIGITAL TRANSFORMATION
Herbalife’s Q2: Digital Platform, Subscriptions, And New Categories
Herbalife missed on revenue (-1.7% YoY to $1.26B) but beat EPS and leaned into a strategic pivot: scaling its Pro2col wellness app, launching a healthy lifespan supplement, and expanding subscriptions. The shift from transactional sales to recurring, app-enabled engagement is designed to improve retention and margins. Distributors, DTC teams, and performance marketers should watch for changes in CAC/ROAS dynamics and product mix.

WELLNESS & LIFESTYLE MARKETING
10 Wellness Trends to Watch Right Now
From sleep tourism to breathwork and hormone health, these emerging wellness trends are shaping consumer behaviour and purchase decisions. For wellness and lifestyle marketers, they offer timely opportunities to align product development, content, and campaigns with fast-evolving health priorities.

⚡QUICK READS

Healthipops Heads To ECRM Vitamin & Sports Nutrition: The kids’ multivitamin lollipop brand will pitch top retail buyers in Florida, underscoring sustained demand for compliance-friendly formats in children’s nutrition. (More)

Whole Foods Maps How It Finds Supplement Breakouts: Whole Foods taps foragers, trade shows, and social virality—while leaning into family wellness—signaling brands should sharpen TikTok education and multi-gen positioning to win shelf space. (More)

Gainful Partners With Eden On GLP-1 Nutrition Pathway: The collaboration pairs licensed-provider GLP-1 programs with personalized protein, hydration, and greens—foreshadowing more medical-adjacent bundles and subscription pathways for weight-management consumers. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division