Weekly Newsletter - 12.18.2024

PLUS: Credibility Over Marketing Prowess—Why Scientific Validation is Crucial in the Age of AI-Driven Consumer Decisions

Author

Priscilla Soedarpo
December 18, 2024 • Estimated Reading Time: 7 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.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

TruHeight

TruHeight’s pilot study suggests its Growth Protein Shake may support height growth in children, showing a 0.281 cm advantage over six months. The study highlights the shake potential in complementing a healthy lifestyle, emphasizing nutrition’s role in growth. Further research is needed to confirm these findings.

AI is changing marketing standards in the supplement industry, demanding a shift from clever advertising to credibility. As AI becomes the primary source of truth, brands must prioritize scientific validation over traditional marketing tactics. Steve Brown of Abundance360 emphasizes that AI influence requires supplement companies to publish credible research, as AI evaluates products based on scientific merit rather than marketing spend. This shift is particularly crucial for an industry historically criticized for prioritizing consumer marketing over scientific rigor.

The supplement industry, often accused of selling snake oil is now urged to embrace scientific credibility to influence AI effectively. While other industries may already align with AI’s preference for high-quality data, supplements must catch up by integrating substantial scientific work into their marketing strategies. This transformation is not just about hiring AI specialists but about fundamentally rethinking how brands interact with consumers. AI agents, acting as health coaches, can personalize consumer experiences, integrating supplements into broader lifestyle changes.

In this AI-driven landscape, small companies with credible products can compete with larger ones, as AI prioritizes quality over budget. The challenge lies in balancing AI perception with personalized consumer interactions. As AI becomes the world’s smartest consumer the focus must be on creating genuinely effective products and leveraging AI to enhance consumer engagement.

ACI Group introduces Hytolive and Vintera, two nutraceuticals enhancing cardiovascular health. Sourced sustainably from Spain, these products leverage Mediterranean ingredients rich in polyphenols, proven to reduce oxidative stress and improve HDL cholesterol. This aligns with consumer demand for heart health solutions and sustainable practices, offering strategic value for marketers.

Houseplant

Houseplant, led by Seth Rogen, expands into the beverage market with THC-infused sparkling waters, available direct-to-consumer and at Total Wine & More in select states. These drinks offer a low 3mg THC dose, appealing to both new and experienced consumers, and feature all-natural, zero-calorie flavors.

T. Hasegawa USA 2025 Flavor Trends Report names brown sugar as the Flavor of the Year highlighting its versatility and nostalgic appeal. The report also forecasts trends like mental health ingredients, gut health, and nostalgic flavors, offering strategic insights for marketers in the evolving food and beverage industry.

Influencer Corner 📣

Vivici on LinkedIn: The rise of protein fortification in food and beverages is more than a trend—it's a multi-billion-dollar opportunity

Consumers increasingly adopt Protein-Powered Lifestyles to support their health and fitness, while the rising use of GLP-1 drugs highlights the need for careful protein intake to preserve lean muscle. The market is booming.

However, many brands are stuck in the "Protein Trilemma"—balancing the quality and quantity of protein in their products, the sensorial experience, and how their product suits different diets, lifestyles, and values. To truly win in this space, it's time to innovate beyond these trade-offs.

Read Madison Clarke's blog and find out how you can unlock a commercial opportunity to win with consumers who live Protein-Powered Lifestyles!

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

 📍 Austin, TX, USA

Affiliate Marketing

 📍 New York, USA

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