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Nutripower | Personalized Probiotics Are Redefining Nutritional Wellness

Plus: Functional foods for runners offer fresh messaging opportunities beyond the basics.

Author

Sophie Bruxner-Randall
April 30, 2025 • Estimated Reading Time: 7 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 ✨

Marketing thought leadership has a tendency towards binaries. The funnel is either completely dead or very much alive. Brand marketing is either pointless or the solution to all your problems, and ChatGPT is ending 30 years of search overnight.

At Fospha, we love the measurement challenge of any new channel that offers our clients ways to reach more customers. However, Google is still very much the biggest advertising platform. Performance Max (PMAX) and Search products alone represent around 30% of our clients’ digital share of wallet.

In uncertain times, it’s more important than ever for brands to nail these core channels, so we produced the definitive best practice guide on PMAX and Paid Search. Here were our top findings:

  • ⚖️ Best performing brands allocate 55% of Google budget to PMAX and 12% to Paid Search.

  • 🏆 Brands that pair Search and PMAX with ~50% of their budgets in YouTube, Demand Gen and Paid Social see optimal results.

  • 🎨 Especially for PMAX, high-volume creative is key for AI-powered optimization.

Sector Spotlight 🎥

GUT HEALTH INNOVATION

Personalized probiotics targeting specific strains like Akkermansia, Lactobacillus, and Bifidobacteria are emerging as a key strategy for addressing specialized health needs, including cognition and respiratory wellness. For marketers, this trend highlights expanding opportunities in the nutraceutical sector as consumers seek tailored, science-backed solutions for holistic well-being.

WELLNESS INNOVATION TRENDS

Vykee Nutrition leverages research-backed formulations, transparency, and eco-conscious practices to address consumer demand for clean, effective supplements, positioning itself as a trusted industry leader. Marketers should note its direct-to-consumer eCommerce approach, ambassador programs, and retail expansion, which increase brand credibility and audience engagement.

PERFORMANCE NUTRITION TRENDS

New data reveals marathon runners are increasingly seeking out functional foods and supplements such as mushrooms, beetroot juice, protein powders, and Vitamin C, with Ocado reporting significant search spikes for these products pre-race. This shift highlights growing marketing opportunities around performance nutrition, as consumers diversify beyond classic carb-loading, favoring individualized wellness regimens.

NUTRACEUTICAL INNOVATION

A recent clinical trial demonstrates that Arjuna Natural’s Somin-On ashwagandha extract significantly improves memory and cognitive performance in adults with mild cognitive impairment, indicating actionable potential for product development in the healthy aging sector. Despite regulatory discrepancies worldwide, this substantiates ashwagandha’s value proposition for targeted nutraceutical marketing.

FUNCTIONAL BEVERAGE BOOM

Retail demand for functional beverages is rising, signaling strong investment potential and market expansion for brands targeting health-conscious consumers. For marketers, this trend underscores the importance of developing targeted campaigns that highlight functionality and wellness benefits, aligning messaging with evolving consumer priorities. Market data suggests a sustained trajectory for category growth and increased eCommerce integration.

STRATEGIC PARTNERSHIPS

Vita Actives has partnered with CJ Bio to introduce the BiomeNrich line of clinically validated probiotic and postbiotic ingredients to the European market, targeting consumer demand for microbiome-driven health products. This collaboration positions marketers to leverage the gut-health trend with differentiated, scientifically substantiated offerings.

Influencer Corner 📣

Meta Ads vs. Google Ads: Which One is Better for D2C Brands?

Meta ads excel at:
👉 Building brand awareness.
👉 Nurturing new customers with engaging content.
👉 Retargeting cold leads who didn’t convert initially.

Google ads are great for:
👉 Capturing demand when people are actively searching for solutions.
👉 Generating high-intent traffic with low CPC.
👉 Converting cold leads into paying customers quickly.

Which one should you focus on?
👉 Meta ads work best if you’re focusing on top-of-funnel and brand-building.
👉 Google ads work best when you’re ready to convert customers actively searching for your product.

Rumour has it that OpenAI might be quietly working on a native Shopify checkout inside ChatGPT.

Apparently ‘leaked’ code shows:

👉 'shopify_checkout_url'
👉 'buy_now'
👉 'product_offer_ratings'

No redirects. No search. Just chat, compare, and buy in one flow. Unconfirmed, but catching attention.

If this happens?

Google, TikTok, even product pages as we know them are all about to change.

Optimization Hub ⚙️

PERSONALIZATION INNOVATION

Cookieless personalization enables marketers to deliver tailored customer experiences by leveraging first-party and zero-party data, real-time session behaviors, and contextual targeting, all while ensuring privacy compliance as third-party cookies disappear. This shift is essential for eCommerce professionals navigating strict data regulations and evolving consumer expectations. Adopting tools like server-side tracking, customer data platforms, and consent management systems is now critical for effective, privacy-first personalization.

AI MARKETING INNOVATION

AI is transforming eCommerce advertising by accelerating learning, automating content creation across platforms, streamlining data visualization, and enhancing decision-making for agencies. Marketing professionals benefit from faster adaptation to industry changes and improved productivity, making daily AI integration essential for maximizing results and agency growth.

SEARCH INNOVATION

Generative Engine Optimization (GEO) requires marketers to adapt SEO strategies for AI-driven search tools like ChatGPT, Claude, and Perplexity, emphasizing fact-based, well-structured content that answers specific questions. GEO is crucial as AI engines now reference and cite authoritative sources, making brand mentions and updated information as important as traditional rankings. Marketers must audit content to maximize AI citations and measure success by tracking both AI tool mentions and organic metrics.

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