Weekly Newsletter - 10.03.2024

PLUS: Discover Plant-Based Breakthroughs and the FDA's New Push for Safer Food Additive

Author

Priscilla Soedarpo
October 03, 2024 • Estimated Reading Time: 6 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

Natural Scientific

In a wellness industry saturated with options, Natural Scientific, a Florida-based brand, is making waves with its innovative, plant-based supplements. The company is setting a new standard in a market often plagued by low-quality products. With the U.S. supplement market projected to exceed $70 billion by 2028, Natural Scientific is distinguishing itself by offering premium, cruelty-free, and all-natural products backed by science. Their commitment to transparency, quality, and sustainability has garnered a loyal following since their launch in early 2024.

Operating its own high-end, in-house production facility, Natural Scientific ensures full control over the manufacturing process, delivering products that meet the highest standards of quality and safety. This focus on clean, plant-based ingredients is particularly timely, given alarming studies like one from the New England Journal of Medicine, which revealed that dietary supplements are responsible for 23,000 emergency room visits annually in the United States. Natural Scientific's mission to offer safe, effective alternatives is thus more critical than ever.

Among their flagship offerings is Vegan Vitamins D3 & K2, sourced from lichen, and Authentic Turkish Kefir, a first-of-its-kind probiotic capsule. These products align with the growing demand for cruelty-free and plant-based alternatives. Additionally, their plant-based weight-loss supplement, Lean Life, has been consistently sold out, reflecting its popularity and effectiveness.

Natural Scientific's rapid success comes at a time when consumers are more informed and demanding higher standards. With 20 new all-natural products on the market, the company is poised to continue its upward trajectory. Their vision for the future of wellness, rooted in transparency, sustainability, and science, positions them as a leading force in the U.S. supplement market.

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should:

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance.

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels.

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery.

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here.  

Representative Rosa DeLauro introduced the Toxic Free Food Act to close the GRAS loophole, requiring FDA approval for chemical food additives. This act aims to ensure food safety by preventing companies from self-certifying additives. The bill has garnered support from consumer advocacy groups, emphasizing the need for FDA oversigh

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

Food Industry

Americans are splurging on specialty cookies, driving sales to $12.48 billion this year, with expectations to reach $14.73 billion by 2029. The trend reflects a shift towards healthier, cleaner ingredients, particularly in gluten-free options. Specialty cookies offer indulgence without guilt, appealing to health-conscious consumers.

The DGAC's latest review highlights the nutritional risks of reducing animal-based and carbohydrate-rich foods. Removing these foods can lead to significant nutrient deficiencies, affecting various age groups differently. The committee recommends careful dietary planning to ensure nutrient adequacy, emphasizing the importance of balanced, nutrient-dense diets.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Christmas 2024 food and drink trends emphasize quality, nostalgia, and innovation. Key highlights include adaptogens, sustainable packaging, ginger, tequila, hot honey, low/no alcohol options, premium frozen meals, hot sauces, Alpine cheeses, RTD cocktails, savory biscuits, Asian flavors, luxury hot chocolates, and nostalgic sweet treats like panettone.