Now, with U.S. consumers beginning to loosen their budgetary belts, nutritional supplement marketers must work to keep their products integral to consumer health regimens. Key to this pursuit are targeted products featuring highly publicized ingredients that are solidly backed by science and take a page from functional food competitors.
At the same time, supplement marketers must use adroit target marketing on their prime demographics:
Marketwide, product efficacy and credibility remain crucial, with supplement developers increasingly relying on scientific evidence supporting the benefits of taking nutritional supplements to bolster the industry’s image in the eyes of consumers and of the healthcare practitioners who advise them. With market regulation and scrutiny at an all-time high, it’s more important than ever for the industry to produce and feature products with substantiated health benefit claims.
In this vein, according to Packaged Facts publisher David Sprinkle, condition-specific supplements continue to grow in range and importance, and will remain a key driver of sales and new product development across various segments including joint, brain, heart, and beauty, with many of these products honing in on age-related issues. At the other end of the condition-specific spectrum, children’s supplements have been doing well, demographically book-ending the overall market and laying the foundation for the market’s future prospects.
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