Weekly Newsletter - 11.28.2024

PLUS: Nutrishop’s rebrand reflects the season’s spirit of lasting support

Author

Priscilla Soedarpo
November 28, 2024 • Estimated Reading Time: 8 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

Welcome to Nutripower, your essential newsletter for marketers and e-commerce professionals in the nutrients and supplements industry. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

Here’s what’s new this week:

🥤 BARCODE x Metta World Peace: NBA star invests in plant-based performance drinks.
💪 Nutrishop Rebrand: “Real Support. Real Results.” drives wellness focus.
🍫 Focus Chocolate: Brain-boosting chocolate with Brainberry.
🔍 SAM-e Issues: Quality concerns highlight the need for accurate labeling.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

BARCODE

Metta World Peace, an NBA Champion and wellness advocate, has invested in BARCODE, a leading performance beverage brand, marking his first venture into the health and wellness sector through his new fund, Tru Skye Ventures. This strategic move aligns with Metta's commitment to promoting healthier lifestyle choices, inspired by Robert Kennedy's MAHA movement. BARCODE, developed by top NBA trainers, offers a nutrient-rich, low-sugar alternative to traditional sports drinks, appealing to athletes and health-conscious consumers alike.

BARCODE has already established partnerships with NBA teams like the Brooklyn Nets and Miami HEAT, and aims to expand into other sports leagues such as the NFL and MLB. Metta's involvement is expected to bolster BARCODE's market presence, leveraging his influence to advocate for healthier hydration options. CEO Bar Malik emphasizes the brand's mission to provide a performance drink free from excessive sugars and preservatives, distinguishing it from competitors like Gatorade and Powerade.

Founded by Mubarak "Bar" Malik, BARCODE is a plant-based performance water enriched with vitamins and minerals, designed to optimize health without added sugars. Tru Skye Ventures, co-founded by Metta and Stephen Stokols, supports early-stage companies with capital and expertise, fostering growth through strategic partnerships and influencer networks. This collaboration underscores a shared vision for innovation in health and wellness.

Nutrishop

Nutrishop's rebrand emphasizes authentic customer support and sustainable health results. With a new look and tagline, "Real Support. Real Results.", Nutrishop aims to inspire confidence and provide personalized guidance. Franchisees embrace the change, enhancing accessibility and commitment to lasting wellness solutions for all, from beginners to athletes.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

Robert F. Kennedy Jr.'s potential role as Health and Human Services Secretary raises concerns about supplement industry perceptions. His controversial views could politicize supplements, affecting their mainstream acceptance. Retailers should cautiously navigate this landscape, remembering that once-fringe natural product beliefs are now mainstream, but Kennedy's influence might challenge this progress.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Solabia Nutrition and Flow have launched Focus Chocolate 2.0, a functional chocolate infused with Brainberry, L-theanine, and caffeine to enhance cognition and energy. This innovative product meets the demand for health-boosting indulgences, offering a tasty alternative to traditional supplements with clinically proven benefits.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

SAM-e supplements continue to face quality issues, with 23 out of 24 products failing potency tests. Despite previous findings, many brands still mislabel their products, risking consumer trust. Ensuring accurate labeling and potency is crucial for maintaining brand reputation and consumer confidence in the nutraceutical market.

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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