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Nutripower Newsletter | 🧠 Outthink Last Click Attribution

At the 2025 Women’s Combine, Herbalife is redefining performance fuel for future basketball stars.

Author

Sophie Bruxner-Randall
April 09, 2025 • Estimated Reading Time: 30 minutes

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

Editor’s Pick ✨

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? With extensive product catalogs and diverse customer segments, large brands can leverage PMAX's AI-driven optimization, while smaller brands benefit from the precision targeting of Paid Search to capture high-intent traffic while still leveraging PMAX for efficiency

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

BUSINESS EXPANSION

Aker BioMarine has introduced Revervia, a high-concentration algae-based DHA oil aimed at vegetarian and eco-conscious consumers. Revervia's unique formulation offers the highest natural DHA concentration on the market, making it a valuable addition for dietary supplements. This launch aligns with Aker BioMarine's strategic market expansion, particularly through their collaboration with Barentz, enhancing their European distribution capabilities.

SPORTS NUTRITION PARTNERSHIP

Herbalife partners with the Lilly 2025 Women's College All-Star Combine to provide personalized nutrition and hydration, enhancing female athletes' performance and visibility. By leveraging over 20 years of expertise, Herbalife addresses unique nutritional needs, aiming to empower women on significant career paths. This collaboration sets a noteworthy precedent in sports nutrition for female athletes.

GELATIN ALTERNATIVES

Researchers at the University of Ottawa are exploring gum tragacanth for its potential as a plant-based gelatin substitute, offering significant promise for sustainable food and packaging applications. The research highlights gum tragacanth's success in mimicking gelatin’s texture, though it requires further refinement to overcome moisture susceptibility, offering a strategic opportunity for marketers to target eco-conscious consumers seeking sustainable alternatives in food production and beyond.

CARDIOVASCULAR HEALTH

A new study suggests that nitrate-rich beetroot extract effectively reduces arterial stiffness in post-menopausal women without impacting blood pressure, indicating potential benefits to vascular health. This natural intervention combines cardiovascular safety with efficacy, offering a valuable strategy for reducing long-term cardiovascular risks.

BOTANICAL RECOGNITION

Chris Kilham's receipt of the ABC Champion Award underlines his substantial contributions to ethnobotanical research and education, providing strategic insights and valuable knowledge which marketers in the natural products industry can leverage for authentic storytelling and brand integrity. His articles and photographs serve as credible resources, presenting firsthand accounts of medicinal plant status globally, supporting marketers in developing informed, transparent positioning strategies aligned with industry trends. This award signifies recognition of expertise that marketers can utilize for enhanced brand narratives in the competitive botanicals market.

TRADE POLICY ADJUSTMENTS

President Trump's new tariffs aim to bolster the U.S. economy by targeting global trade deficits, yet provide essential exemptions for certain dietary supplements. This move is crucial for maintaining a stable supply chain, a key concern for marketing professionals focused on health and wellness industries. Engaging in advocacy and monitoring policy updates are essential strategies for navigating these changes effectively.

PRODUCT LAUNCH

The Vitamin Shoppe has launched the GLP-1 Support supplement line, catered specifically for those on GLP-1 weight-loss medications, addressing their unique nutritional needs. This product range offers targeted solutions across protein, fiber, probiotics, multivitamins, and all-in-one nutrients. For marketers, this reflects a growing trend towards specialized health products created to bridge gaps in traditional markets.

Influencer Corner 📣

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

Optimization Hub ⚙️

INNOVATIVE MARKETING TECHNOLOGIES

Shoptalk Spring 2025 focused on how AI-powered personalization and rich customer experiences are redefining marketing strategies. Industry leaders emphasized moving beyond traditional marketing funnels, adopting nuanced metrics, and leveraging predictive analytics. As brands like Gap and Shark Ninja demonstrate success through customer data and user-generated content, embracing RCS Business Messaging offers a competitive advantage.

BREAKING SILOS

Effective measurement frameworks align disparate departmental data, transforming metrics from isolated insights into comprehensive, actionable business knowledge. By engaging all stakeholders and focusing on real-world scenarios, organizations can identify relevant metrics, bridging gaps across customer journeys. This cohesive approach enhances data-driven decision-making vital for navigating complex industries like healthcare and finance.

ECOMMERCE OPTIMIZATION

Adjust your Google Ads bid strategy for maximizing eCommerce profits by focusing on three metrics: Impression Share, Search Lost IS Rank, and Search Lost IS Budget. Lower Target ROAS to improve ad rank and increase daily budget for more impressions if ROAS remains profitable. Implement changes gradually to sustain revenue growth without sacrificing profit margins.

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