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- Nutripower | How Brand Investment Drives AOV in Nutrition and Wellness
Nutripower | How Brand Investment Drives AOV in Nutrition and Wellness
Plus, PopOff launches dye-free hydration pops—tapping clean-label demand.
Sophie Bruxner-Randall
June 11, 2025
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Welcome to Nutripower, your essential newsletter for marketers and eCommerce professionals in the nutrients and supplements industry.
Editor’s Pick ✨
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
SUPPLEMENT MARKET TRENDS
The Vitamin Shoppe's 2025 Health & Wellness Trend Report identifies key growth areas in functional nutrition, longevity science, and supplement innovation, highlighting trends like the mainstreaming of NAD, peptide-based sports nutrition, and more diverse supplement formats. For marketers, the report offers valuable insights into consumer preferences, highlighting the shift towards convenience, personalization, and products that enhance performance and long-term health. Such trends suggest opportunities for brands to align with evolving consumer behaviors and emphasize scientifically supported wellness solutions.
PROTEIN INNOVATIONS
Microalgae, mycoprotein, collagen, duckweed, and soy/pea proteins are reshaping the high-protein food market. These ingredients align with consumer demands for sustainability and nutritional value, promising to drive significant market growth. Marketers should capitalize on these trends to meet growing consumer expectations and industry demands.
PERSONALIZED NUTRITION
GenoPalate and The Vitamin Shoppe have collaborated to offer DNA-based personalized nutrition plans, accessible through The Vitamin Shoppe's online marketplace. This initiative provides tailored nutrition reports based on the analysis of over 400 genetic markers, offering strategic insights into dietary supplementation for marketers focused on wellness solutions. The partnership underscores the evolution of personalized health strategies, emphasizing actionable data-driven dietary choices for consumers.
FUNCTIONAL HYDRATION LAUNCH
The Globe and Mail
PopOff's dye-free hydration freeze pops offer a clean-label alternative with electrolytes and B vitamins, catering to health-conscious families and athletes. Emphasizing natural ingredients and transparency, they align with consumer demand for functional, non-artificial hydration solutions. This product is strategically positioned to challenge traditional hydration products, given rising interest in health-focused snacks without artificial additives.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Instagram's trial Reels feature offers creators a tool to expand their reach by allowing non-followers to view content first, effectively assessing quality without bias. This feature is particularly beneficial for marketing professionals seeking to refine content strategies. After using trial Reels, 40% of creators increased their posting frequency, with 80% seeing enhanced reach from non-followers.
UPPER-FUNNEL MEDIA
Incorporating upper-funnel media like Digital Out-of-Home, Connected TV, and Audio into marketing strategies enhances brand awareness and consumer engagement early in the buying process. These channels utilize targeted messaging across diverse touchpoints, driving both brand visibility and conversion. Measuring their effectiveness through brand lift, foot traffic studies, and retargeting provides actionable insights to optimize campaigns.