Today, consumers often have what we call a “me mentality,” meaning they’re looking for vitamin, mineral and supplement products that meet their specific needs. In 2022, the use of multivitamins remained flat, suggesting interest is somewhere else—towards specific vitamins and minerals. Consumers want products with specific, desirable benefits.
With 78% of Americans being vitamin users, this is a huge portion of the population to market to. You need to understand your segments of target audiences and how your ingredients add value and cater to their specific needs.
Promote Ingredients and Products with Multiple Benefits
If your ingredients can provide more than one benefit to the end-consumer, showcase them. And when possible, show results through research and user reviews and testimonials.
Consumers use VMS products with the end result in mind—to solve a problem or address a health concern (e.g., pain relief, boost immunity, promote healthy skin and nails, etc.). Therefore, you must market the end results your ingredients provide. Results are what create value for the end consumer.
Products with multiple benefits also have immense value to consumers, so market every benefit of your ingredients. There may be a champion benefit that your brand wants to focus on, but be sure to provide information on all of the great things your products do.
Differentiate Products by Benefit
Similarly, differentiate your product packaging and naming by benefit. Make it easy for consumers and their “me mentality” to save time and energy and be able to quickly choose your product.
When done correctly, packaging showcases your product’s unique selling proposition. Shoppers go to shelves with an idea of what they want based on their lifestyle, age, medical history, health goals and more. If your packaging can outwardly check these boxes, they’re more likely to draw in consumers.
The Appeal of Custom Vitamin Packs
Customization is becoming increasingly more popular among consumers in the health and wellness and VMS industries, which has led to the growing popularity of personalized vitamin packs. These products are an alternative to generic multivitamins.
Typically, the process consists of the consumer taking a quiz about their wants and needs and then being matched to a combination of vitamins ideal for them. That ideal vitamin mix is then shipped to the consumer, pre-portioned out in small packages. This makes it easy for the user to grab a fresh pack of vitamins to take each day.
These packs allow consumers to get everything they need and nothing they don’t as well as the opportunity to learn about new products they didn’t know could help them reach their goals.
Marketing health, nutrition and nutraceuticals brands can be complex, but you don’t have to navigate it alone when you partner with the team at ColinKurtis Advertising. We can help you stay aware of the latest trends and deliver effective vitamin, mineral and supplement marketing strategies to your target audiences.
Contact Mitch Robinson at firstname.lastname@example.org or call 815-965-6657 EXT. 1 to learn how ColinKurtis Advertising can help you reach your marketing goals.
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Vice President, Client Services