Article
Most supplement rebrands fail not because of design, but because leaders underestimate the organizational change required to make them real. This article outlines four hard truths about rebranding as change management—and why lasting growth comes from alignment, leadership participation, and scalable purpose, not cosmetic updates.
Article
The HCP supplement channel is undergoing a seismic shift. From omnichannel expansion and tech integration to DTC disruption and the rise of health coach influencers, this article explores seven key trends reshaping the future of practitioner brands—and what it takes to thrive in a rapidly evolving landscape.
Whitepaper
Published on
July 20, 2024
About half of US supplement consumers are most likely to purchase a supplement brand that is transparent in all it does to assure proof of quality, trust, and safety. And the main way to demonstrate those attributes is through traceability. Learn why traceability is so effective, which supplement brands are getting it right, and how our 10-step road map can guide your brand's traceability program.
Podcast
Published on
August 9, 2024
Danielle Masterson of NutraIngredients-USA interviews Pure Branding CEO, Yadim Medore, on the importance of psychographic consumer segmentation in the supplement marketplace, where he highlights takeaways from its census-balanced market research that segments and captures supplement consumer attitudes and behaviors pre and post-pandemic.
Article
The last decade has been characterized by marketplace adaptation. HCP brands, which previously committed to maintaining exclusivity within the HCP channel, now face the imperative of reevaluating their strategies. Brands must now confront the imperative of enhancing their marketing competencies in both business-to-business (B2B) and business-to-consumer (B2C) spheres to maintain their relevance and standing in this evolving landscape.
Article
Ten years ago, the first successful direct-to-consumer (DTC) supplement brands – like Ritual and Care/of – were launched in a landscape that is markedly different than today. How can entrepreneurs succeed within a shifting ecosystem where the cost to acquire and sustain customers is incredibly high?
Article
Many dietary supplement brands are under the false impression that becoming fully transparent will take years of time, effort, and resources. They believe becoming fully transparent is like making a major motion picture — years in the making, one all-encompassing story, and expensive. You release it once and hope it makes an impact. However, we advise brands to stop thinking about transparency like their big movie. Instead, we recommend they approach transparency as if it were a television series, metaphorically speaking.
Article
DTC e-commerce sales have tripled in the past six years, and analysts predict sales will reach $150–$200 billion in the next several years. It’s clear the DTC trend has hit critical mass, and everyone wants a piece of the pie—including the supplement industry. Although digitally native brands are still enjoying double-digit growth, the days of their domination of DTC e-commerce may be coming to an end as legacy brands ramp up their presence. What does this mean for supplement brands trying to succeed through the DTC channel?
Article
It’s not easy being a legacy dietary supplement brand. With the supplement industry reaching revenues of $45 billion, many legacy brands are struggling to maintain their market share in an increasingly crowded and competitive market. From our experience working with legacy supplement brands, we have identified a number of warning signs that are to be ignored at one’s own peril.
Article
Does this sound familiar? A new product experiences year over year dramatic growth relative to overall supplement market growth. The product is dominated by those who pioneered it at first, but then every supplement company wants in. So is supplement personalization the new CBD?
Article
Science is critically important because it ensures that your products are effective, and you’re using the right ingredient in the right dose. But when everyone is making the same claims, science becomes the cost of entry at best, and just noise to the consumer at worst.
Whitepaper
Published on
February 19, 2020
Access this free white paper and follow the step-by-step process that a legacy supplement brand can apply to evaluate the need for a strategic rebrand. Complete with practical exercises, the assessment process addresses your legacy brand’s challenges; how differentiated your legacy brand really is within the supplement category; rebrand readiness for your legacy brand; the importance of alignment within the leadership and corporate culture; how to execute a legacy rebrand strategy with certainty and mitigate risk.
Article
From years of working with leading dietary supplement brands, we know the hard truths you face. While each company has its own unique set of challenges, there is more commonality than difference. From startups to established brands, here are the 12 patterns we’ve seen supplement brands falling into.
