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Nutripower | Nestlé's Strategic Divestiture of Vitamin Brands
Plus, Women's health supplementation enters a new era
Zihan Lyu
July 30, 2025
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Welcome to Nutripower, your essential newsletter for marketers and eCommerce professionals in the nutrients and supplements industry.
Retail’s New Reality 🛍
Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.
In their analysis of $176M in ad spend, Fospha’s research found that:
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But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.
To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].
👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.
Sector Spotlight 🎥
SPORTS NUTRITION INNOVATION
Vow Nutrition, founded by Simon Stevens in 2019, leverages quality and transparency to dominate the sports supplement market with innovative products like Creatine Chews, trusted by Olympic athletes and Premier League teams.
With a strategic focus on accessible, high-quality formulations, Vow expands its product range and seeks wider distribution in major retailers, appealing to both elite athletes and everyday consumers with practical benefits and targeted marketing.
SUPPLEMENT MARKETING TRENDS
AI and influencer-driven marketing campaigns aggressively advocate for high-dose magnesium supplements, asserting they resolve anxiety and insomnia issues. Despite media-driven promotion, doctors express concern over health risks, emphasizing dietary sources for magnesium. Marketers benefit from this rising trend, yet unregulated promotional content can overshadow authentic healthcare guidance.
HEALTH INNOVATION
DITTO and Fairhaven Health are providing significant advancements in women's health supplementation, focusing on comprehensive hormonal support and wellness beyond fertility. Both companies emphasize clinically backed, personalized solutions, targeting conditions like PMS and menopause with science-driven products. Their strategic pivot to lifecycle-oriented care offers brands insights into consumer demand for evidence-based, holistic health solutions.
BRAND DIVESTITURE
Nestlé, led by CEO Laurent Freixe, is divesting underperforming vitamin brands to focus on high-margin premium nutrition, aiming at the expected $186 billion market by 2035. This shift supports capital reallocation toward personalized, science-backed solutions, aligning with trends toward wellness and technological innovation in the nutrition sector. Such strategic repositioning offers investors the prospect of improved profitability against initial restructuring costs.
Optimization Hub ⚙️
RETAIL INNOVATION
Google's new feature in Chrome displays AI-generated summaries of online store reviews, accessible by tapping an info icon next to the URL. This tool, listing star ratings and summaries, offers consumers a straightforward view of retailer reputations. It's vital for brands to ensure positive Google reviews to influence purchase decisions, as this feature prominently highlights customer feedback during site visits.
DIGITAL MARKETING STRATEGIES
In times of economic uncertainty, maintaining marketing efforts on Pinterest is crucial for long-term success, as the platform reaches a broad, actively shopping audience.
By leveraging awareness campaigns, performance marketing solutions, and AI-driven tools, marketers can optimize engagement with high-intent shoppers while emphasizing value-based messaging to align with changing consumer budgets.