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Nutripower Weekly Newsletter - 1.8.2025

PLUS: Flavors of functional beverages expected to drive 7.49% growth

Author

Priscilla Soedarpo
January 08, 2025 • Estimated Reading Time: 6 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

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Welcome to Nutripower, your essential newsletter for marketers and e-commerce professionals in the nutrients and supplements industry. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked!

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

Sector Spotlight 🎥

Daily Harvest introduces high-protein smoothies with 20g of plant protein, partnering with tennis star Sloane Stephens. These smoothies feature organic ingredients and innovative flavors like Dark Chocolate and Vanilla Bean. Available online and at select grocery stores, they target health-conscious consumers seeking nutritious and convenient options.

Dash partners with Peloton instructor Hannah Corbin to promote its salt-free seasonings through engaging recipes and social media content. Corbin highlights Dash's versatility for flavoring meals. This collaboration aligns with wellness trends, illustrating strategic marketing that taps into consumer desire for healthy, flavorful options.

The 2025 Wellness Survey by Life Time reveals key health trends: sauna use leads recovery practices, muscle-building remains the top goal, and GLP-1 drugs are popular for health improvement. Fitness apps support routines, with strength training preferred. Life Time expands services, focusing on holistic health engagement for varied age groups.

Synergy Flavours' research uncovers opportunities for flavor innovation in functional beverages, vital for market growth projected at 7.49% from 2024 to 2029. Surveying 5000 global consumers, the study identifies key health benefits—energy, gut health, immunity, and more—highlighting flavor trends and preferences crucial for strategic marketing insights.

Cizzle Brands Corporation commenced trading on Cboe Canada, enhancing its market presence. Their first product, CWENCH Hydration, backed by renowned athletes, offers zero sugar, 10 calories, and electrolytes. This strategic move aligns with growing consumer demand for healthier options, reinforcing Cizzle's commitment to the health and wellness industry.

Influencer Corner 📣 

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Optimization Hub ⚙️

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experience

Influencer Marketing

📍 New York City, NY

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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