The Muscle Mag
Four industry representatives were featured speakers at the Sports and Active Nutrition Summit in San Diego, discussing ‘The Evolving Market, The Evolving Consumers’. This summit was organized by NutraIngredients-USA.
According to Laurie Demeritt, CEO of the Hartman Group, the Gen Z consumer is known for their critical nature and tendency to call out companies for being dishonest.
“To connect with them, you need to have an authentic story and be well-informed,” Demeritt stated. “Just using trendy buzzwords won’t resonate with them the same way it did with millennials.”
Demeritt also highlighted that besides crafting a suitable message about supplements, companies should offer tools for Gen Z consumers to measure and compare their health metrics, as this generation is enthusiastic about Nutrigenomics.
“There’s a cultural shift towards improving daily life and being able to share that with others,” she added.
Finding new retail outlets
To enhance the health of millions, it’s crucial to explore new avenues for selling specific types of supplements. This includes selling products in places like the Dollar Store, Walmart, and gas stations.
Scott Dicker, market insights director at SPINS, emphasized the need for tailored strategies for different sales channels.
He mentioned that industry representatives may jest about selling supplements at the Dollar Store, yet this outlet provides an accessible entry point for consumers to start thinking about their health.
This strategy also applies to convenience stores, serving as a gateway for consumers to explore the broader supplement and wellness market.
Inflation and price points
With inflation on the rise, experts agreed that brands should offer products at a range of prices to accommodate varying consumer budgets.
Huntly noted a shift where more consumers who could previously afford wellness brands are now looking for more affordable options due to financial constraints.
Dicker added that during tough economic times, people tend to turn to private label products more frequently.
The supplements of the future
Consumers in the evolving sports nutrition market are not just interested in innovative formulas, but also in traditional ingredients like creatine being used in new ways beyond bodybuilding.
Huntly mentioned a growing interest in creatine, particularly among women, for its cognitive and muscle-preserving benefits.
Experts predict that personalization will play a significant role in consumer choices moving forward, with artificial intelligence paving the way for personalized nutrition.
Todd Pauli, founder of the Move Nutrition Network, expressed optimism about the potential of artificial intelligence in the industry, citing its ability to enhance personalized nutrition.
