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  • Nutripower | FDA Greenlights World’s First Vegan Lactoferrin—Now What?

Nutripower | FDA Greenlights World’s First Vegan Lactoferrin—Now What?

Plus, a 12-week study just proved Q-actin improves sleep and motor function.

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Welcome to Nutripower, your essential newsletter for marketers and eCommerce professionals in the nutrients and supplements industry.

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

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Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Sector Spotlight 🎥

NUTRACEUTICAL INNOVATION

TurtleTree’s precision-fermented lactoferrin, LF, is now FDA-recognized as GRAS, marking it as the first globally approved animal-free lactoferrin nutraceutical. This regulatory milestone enables US functional food, beverage, and supplement brands to incorporate the vegan ingredient, signaling new product development opportunities for marketers focused on sustainable, animal-free formulations.

WELLNESS INGREDIENT BOOM

The curcumin market is forecast to grow from $597.77 million in 2024 to $1,626.99 million by 2032, driven by consumer preference for natural ingredients, the expanding nutraceutical sector, and emerging delivery technologies. Marketers should note rising demand in North America, Europe, and Asia-Pacific.

WELLNESS INNOVATION BREAKTHROUGH

IminoTech’s Q-actin, a cucumber extract supplement, was shown in a rigorous 12-week clinical trial to significantly improve sleep quality and finger dexterity in adults aged 50–78, as well as increase melatonin biomarkers without serious side effects. Marketers in the dietary supplement sector should note Q-actin’s evidence-backed appeal for older consumers seeking natural, non-pharmaceutical solutions to age-related sleep and neuromuscular challenges.

SUPPLEMENT MARKETING SURGE

India’s health supplements market is rapidly expanding, driven by increased health consciousness, aggressive influencer-led marketing, and substantial VC funding, with sales channels dominated by eCommerce and quick-commerce. However, limited regulation and growing consumer confusion threaten long-term trust, underscoring marketers’ responsibility for transparent communication and evidence-based product claims.

Influencer Corner 📣

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Optimization Hub ⚙️

MARKETING INSIGHTS

Adobe’s survey of UK and US consumers highlights that, while skepticism toward influencers prevails, a majority still act on their endorsements, with US audiences notably more receptive. Video ads and humorous content drive the highest engagement, while persistent pop-ups motivate ad blocker usage. Marketers targeting these regions should prioritize emotionally resonant, entertaining video ads and minimize intrusive formats.

AI SHOPPING INNOVATION

Amazon is trialing AI-generated audio summaries for product pages, synthesizing product details and customer reviews to help US shoppers quickly understand key features. This move signals an emerging trend among tech giants adapting AI tools, including voice assistants and eCommerce-guided shopping, to streamline consumer decision-making. Marketers should note the growing importance of integrating AI-powered content to enhance product discovery and customer engagement.