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- Nutripower Newsletter | Your Amazon Strategy is Missing THIS 🔎
Nutripower Newsletter | Your Amazon Strategy is Missing THIS 🔎
Plus, Kerry’s 2025 Flavor Forecast Just Dropped—Here’s What’s Hot 🔥
Sophie Bruxner-Randall
February 27, 2025 • Estimated Reading Time: 9 minutes
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Welcome to Nutripower, your essential newsletter for marketers and eCommerce professionals in the nutrients and supplements industry.
The Growth Hack 🔥
@clickz_official 🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more
Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.
With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.
Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.
Sector Spotlight 🎥
HEALTH-FOCUSED ECOMMERCE
Mycopreneur's Mycoday merges reishi, cordyceps, lion's mane, and chaga in a mushroom chocolate by Nordic Mushrooms, epitomizing innovation in functional foods. This blend offers cognitive and immune benefits, aligning with the burgeoning health-focused market, presenting a strategic opportunity for eCommerce marketers to captivate digitally-savvy health-conscious consumers.
MARINE INNOVATIONS
Symrise and HofSeth BioCare have forged a partnership to globally distribute marine nutraceuticals. This collaboration emphasizes strategic market expansion, leveraging HBC's advanced manufacturing upgrades and clinical trials. Symrise's market expertise will amplify HBC's innovative ingredients, setting new benchmarks in science-led nutrition and enhancing their position within premium health and nutrition eCommerce landscapes.
NUTRACEUTICAL INNOVATIONS
Kerry's 2025 Supplement Taste Charts reveal transformative flavor trends set to reshape the dietary supplement market landscape. Leveraging comprehensive research and AI-driven insights, the firm highlights tropical flavors like mango, lychee, and mangosteen gaining momentum in North America and South-east Asia. Europe witnesses a revival of indulgent flavors such as caramel and vanilla, with Oceania favoring relaxing flavors like cocoa and lavender. Orange retains its global top-spot while botanical flavors, notably mint and lime, surge forward. Soumya Nair outlines a strategic framework for manufacturers to align with these shifting consumer preferences.
The evolution in supplement formats is equally noteworthy, as industry preferences pivot from traditional tablets and capsules toward user-friendly options like gummies and chewables. Nutrition Business Journal data underscores this trend, with non-pill formats capturing substantial market share driven by consumer desires for convenience and enjoyment. These insights provide a strategic roadmap for eCommerce marketing professionals to enhance digital strategies and community engagement, positioning brands to effectively resonate with modern consumer demands and bolster digital commerce success.
SUPPLEMENT INDUSTRY INSIGHTS
Under Robert F. Kennedy Jr.'s leadership, the supplement industry is poised for a strategic revolution, one that could elevate supplements to the same status as pharmaceuticals. This $70 billion industry is at a crossroads, where the potential for government and private insurance backing invites a tactical recalibration of how supplements are marketed, tested, and perceived. The current shift presents an opportune moment for eCommerce marketers in health and nutrition to leverage this momentum, building on the allure of increased consumer autonomy in health management.
Kennedy's approach champions a preventive health model over traditional pharmaceuticals, an ethos that aligns with the burgeoning personalization trend in health retail. The potential for expanded, though still under-regulated, health claims allows digital marketers to rethink engagement strategies, aligning products with consumers' growing desire for alternative health solutions. This shift ushers in novel opportunities for integrating supplements into health financial solutions, amplifying their appeal in an increasingly digital marketplace.
Yet, the path is fraught with complexity. Past missteps, like the L-tryptophan incident, serve as cautionary tales. The industry's internal division over regulatory standards underscores the necessity for marketers to remain agile, ethically sound, and strategically innovative. Embracing this volatile, yet promising landscape requires a nuanced understanding of consumer behavior and regulatory dynamics.
For marketing leaders in eCommerce, particularly within health and nutrition, Kennedy's tenure represents a potential shaking of the status quo—a chance to harness digital tools and community engagement strategies, crafting narratives that not only captivate but convincingly inform. The evolving paradigm is clear: strategic foresight and adaptability are not just advantageous—they're essential.
HEALTH ECOMMERCE INNOVATION
Oweli's leadership in holistic health leverages transparency and top-tier, evidence-based nutrition to create a compelling brand narrative. With products spanning immune support and detoxification, the emphasis on rigorously tested natural ingredients responds to a growing demand for sustainable wellness. Strategic growth plans reveal innovative formulations, influencing digital commerce and community engagement effectively.
HEALTH MARKET INSIGHTS
Poised to skyrocket, the global probiotics market will reach USD 155.79 billion by 2032 at a 8.43% CAGR. The surge in health consciousness and preference for functional foods, combined with plant-based trends, fuels this ascent. Integrating technological advancements, regulatory favor, and diverse applications in pharmaceuticals propels further market innovation and opportunity.
Influencer Corner 📣
eTail Palm Springs?
Optimization Hub ⚙️
AD PLATFORM EVOLUTION
WTF is Open-Source Marketing Mix Modeling?
Open-source marketing mix modeling emerges as a game-changer for eCommerce in health and nutrition, offering transparency and precision amid rising privacy standards. Google's Meridian leverages Bayesian causal inference for nuanced, long-term strategic insights. Yet, discerning potential biases and ensuring data consistency remain paramount for harnessing its full potential.
"It’s great to see the shift away from the fundamentally broken model of user-level and cookie-based MTA, which has been eroded by signal loss from privacy changes. Since iOS 14 and ATT, opt-out rates have hit ~75%, leaving major measurement gaps. A machine learning probabilistic approach is the way forward."
ECOMMERCE INNOVATION
 | "Beyond the Hashtag" podcast delivers influential TikTok Shop success stories from creators, offering insights on strategies and growth. Featured episodes include entrepreneurial journeys from Made by Mitchell, Big Boss Toys, and Greise Astrauskaite. |
ECOMMERCE INNOVATION
AI is transforming video marketing within eCommerce, specifically in health and nutrition, by streamlining content creation and personalization while optimizing ad performance. This allows for targeted, scalable video campaigns that maintain high engagement. Balancing AI and creative storytelling is essential to capitalize on these advancements and drive impactful digital commerce initiatives.
Job Board 👩💻
Social Media Marketing | 📍 Seattle, Washington, USA |
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