These Top Trends Stole the SSW Show

SupplySide West once again paved the way for industry thought leadership and innovation in the Vitamin, Mineral and Supplement (VMS) space. In fact, ColinKurtis attendees watched as many brands took consumer preferences and ran with them. From providing value-based options to delivering on the nutritional benefits modern consumers seek, the trade show featured numerous brands shaping the future of health and wellness.


Customer-Conscious Offerings

Where there’s a consumer paying for a product, there are expectations to be met. For many consumers, this may look like a personalized product that’s tailored exactly to meet their requirements, which could include:

  • A gummy format instead of a pill, so it’s easier to swallow
  • Health benefits specific for women (i.e., menopausal)
  • 2 (or more) benefits in one product to get more value

At SSW 2023, it was evident that companies—big, medium or small—listen to the needs of customers who are at every stage of life and need specific health solutions to live their desired lifestyle.


Values-Based Win-Win

As brands become attuned to consumers’ needs for more personalized offerings, they make it easier for consumers to live according to their values. Value-based shoppers will often pay more for a product that meets their standards, such as:

  • Sustainability
  • Natural or better for you
  • Proof of rigorous quality
  • Trusted certifications

The VMS industry wears many hats when it comes to marketing. Not only do the ingredients matter, their relevance in the health & wellness journey of the individual must be clear in order to reach the right audience for your product.


Health Choices Beyond Supplements

It’s interesting to note how the food & beverage and VMS spaces intersect more than ever before. The modern consumers’ approaches to health and wellness prioritize not only physical health, but also emotional and mental well-being, with VMS products that address the following:

  • Mood
  • Mental health
  • Focus
  • Brain function
  • Better sleep
  • And more

 Similar to how consumers scrutinize and pay more attention to labels on food and beverage products, they’re also seeking more natural and quality ingredients in the VMS products they buy. Booths across the floor showcased science-backed claims and information about their solutions to SSW attendees.


We Only Succeed When You Do

Trade show appearances require a lot of time, energy, preparation and investment to achieve the experience and the ROI you want. Looking to take your trade show strategy to the next level in the near future or plan a special event? As the go-to marketing agency for leading brands in the food, beverage and nutrition industries, we personalize strategy and creative to help you achieve market success. Check out ColinKurtis Advertising’s work for clients here and contact Mitch Robinson at or call 815-965-6657 EXT. 1 to learn more about how we can help you prepare for your next big exhibition.



Blog post from:

Valette Piper-Bledsoe

Valette Piper-Bledsoe
Vice President, Client Services


By | 2023-11-15T20:48:19+00:00 November 15th, 2023|Uncategorized|0 Comments

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