Nutripower Weekly Newsletter - 1.23.2025

Editor’s Pick 🌟

PERFORMANCE MARKETING
You’re Not Spending Enough on Upper-Funnel Campaigns 😬

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

Sector Spotlight 🎥

NUTRITIONAL HEALTH BREAKTHROUGH
Innovative Hedonia Formula Enhances Digital Marketing for Health and Nutrition Brands

Hedonia introduces an innovative medical food targeting depression, enhancing antidepressant effects by rebalancing brain nutrients. Comprising EPA, L-methylfolate, and SAMe, this dual capsule offers a non-prescription solution. Promotional figures emphasize its transformative potential for millions, stressing its complementary role in traditional depression management and its exclusive online availability.

EQUITY STRATEGY
WNBA Stars Elevate Mela Vitamins' Bold Approach to Holistic Health Equity

Mela Vitamins' strategic partnership with WNBA stars Azurá Stevens and Dana Evans ignites a transformative approach in health equity for women of color. This initiative leverages science-backed supplements to address nutritional disparities, innovating the wellness industry's inclusivity. Their mission fuels strategic insights on community engagement and digital commerce in wellness.

SUSTAINABLE COFFEE INNOVATION
Transform e-commerce with Natural Grocers’ Sustainable, Premium Organic Coffee Pods

PLANT-BASED INNOVATION
NutriFusion Chooses Michelle Bacarella to Elevate Plant-Based Nutrition Innovation

Michelle Bacarella joins NutriFusion as Head of Product Development and Innovation, steering the company towards leading-edge growth in whole food and plant-based nutrition. Her functional nutrition expertise and insights is hoped to enable NutriFusion to fulfill rising demands for innovative, nutrient-dense, GMO-free solutions in the health industry.

E-COMMERCE LEAP
iHerb Unveils Strategic Wellness Hub to Innovate Health eCommerce Engagement

iHerb's Wellness Hub launches as a digital platform, featuring over 1,200 resources like articles and videos in 14 languages. By categorizing content into Wellness, Fitness, Nutrition, and Beauty, it replaces the iHerb Blog. This innovation enhances health decision-making and exemplifies strategic community engagement in digital commerce.

SUPPLEMENTS EXPANSION
Nutritional Supplement Market Surges with eCommerce Innovation and Personalization

In the fast-paced landscape of nutritional supplements, the US market stands out as a beacon of growth and innovation. With a valuation of USD 170.12 billion in 2023, on track to hit USD 290.20 billion by 2030, the sector's robust 7.92% CAGR is a testament to its vibrancy. Fueling this expansion are cutting-edge products like gummies and functional beverages, designed to capture consumer imagination and facilitate seamless access through burgeoning e-commerce channels.

This evolution is driven by the clear shift towards clean-label and plant-based products, aligning with ethical consumer values. Technological advancements enhance product efficacy, broadening market appeal. Crucially, strategic alliances between healthcare providers and nutraceutical innovators further enhance market credibility, driving forward the industry’s growth. By leveraging AI and machine learning, companies are crafting personalized supplement regimens that respond directly to evolving consumer preferences.

Globally, the US holds a commanding position due to robust consumer spending, yet international markets present enticing avenues of competition and growth. European markets offer sustainable regulatory-driven opportunities, while Asia taps into local flavors and health tourism. Recognizing and capitalizing on these shifts is critical, as the focus on preventive healthcare and sustainability ensures supplements remain integral to global health narratives, challenging leaders to innovate and excel.

HEALTH SNACKING TRENDS
Purely Elizabeth Unveils Peanut Butter Cookie Granola Elevate Your Wellness Branding

ACTIVE NUTRITION INSIGHTS
Active Nutrition Transforms Digital Commerce with Innovative Health and Wellness Trends

Active nutrition evolves from a fleeting trend to a cornerstone of consumer lifestyles, deeply impacting the health industry. Success hinges on accessible, tangible results for daily fitness enthusiasts. This shift necessitates strategic product effectiveness, preventing short-lived hype and fostering enduring consumer trust, reminiscent of past lessons in the CBD market.

Influencer Corner 📣

Optimization Hub ⚙️

DIGITAL STRATEGY SHIFT
Brands Innovate and Thrive Amidst Potential U.S. TikTok Ban Challenges

The U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

GOOGLE ADS STRATEGIES
Unlock E-commerce Success and Avoid Common Mistakes for Six-Figure Google Ads Growth

Identify and resolve six common Google Ads pitfalls to boost e-commerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Job Board 👩‍💻