The health and wellness industry is booming like never before. Within this industry, the sales of vitamins, minerals, and nutritional and herbal supplements have skyrocketed in recent years. According to Fortune Business Insights, the market for these products was valued at over $119 billion in 2020. With health concerns on the rise due to the pandemic, the value jumped to $129 billion in 2021, with experts anticipating an increase to $196 billion by 2028.
For companies that manufacture dietary supplements like vitamins, the timing couldn’t be better to bring new products onto the market or update the current marketing approach for existing products. Today, more than 60% of consumers are taking a daily vitamin, ensuring strong demand for quality products along with the potential for expansion in the market. This growth is tied to a number of the industry’s current trends, including increased interest in personal health and well being as well as the proliferation of products that fall under the umbrella of self care.
Although the market for vitamins and other health products is massive at the moment and poised for continued growth, it’s also an industry that’s highly competitive. As more and more new products and similar technologies are introduced, vitamin startups and existing health supplement brands need to be increasingly savvy in order to make an impression on consumers — especially if they’re hoping that most people will make their product a part of their daily routine. To improve content for your marketing efforts and boost your business prospects in the health supplement industry, read this guide on marketing for vitamins and supplements.
Both vitamins and supplements are pills taken to make up for nutritional deficiencies. All of our vital nutrition is rarely obtained through diet, and taking these types of products can help to address those deficiencies through a simple, convenient solution, such as pills or chews.
Another similarity between supplements and vitamins is that most people generally take them in order to experience certain health benefits. For example, healthy hair is a benefit associated with taking vitamin B7 (also known as biotin), calcium is often recommended for building and maintaining strong bones. and iron may boost energy and focus.
However, there are some key differences between vitamins and supplements which are important to understand when marketing your product. The definitions for these two types of products are as follows:
A supplement is any pill or product which adds nutritional value to your diet or improves your health. For example, iron plays an important role in transporting oxygen throughout the body, and a blood test could show an iron deficiency that needs to be addressed. Supplements may contain multiple ingredients, such as:
Vitamins are naturally occurring nutrients that are found in foods, especially fruits and vegetables. The body doesn’t create these nutrients, so when dietary sources are insufficient, taking vitamins can help to fill nutritional gaps. There are 13 essential vitamins that the body requires:
1. Vitamin A (retinol and carotenoids)
2. Vitamin B1 (thiamine)
3. Vitamin B2 (riboflavin)
4. Vitamin B3 (niacin)
5. Vitamin B5 (pantothenic acid)
6. Vitamin B6 (pyridoxine)
7. Vitamin B7 (biotin)
8. Vitamin B9 (folic acid or folate)
9. Vitamin B12 (cobalamins)
10. Vitamin C (ascorbic acid)
11. Vitamin D (calciferol)
12. Vitamin E (tocopherols and tocotrienols)
13. Vitamin K (quinones)
When advertising your vitamins, make sure to only use the term “dietary supplement” when it applies. It can be helpful to emphasize the fact that your product contains one or more vitamins that are essential for body functioning and which are found naturally in familiar food products.
For effective marketing campaigns, a deep understanding of the target customers for vitamins is absolutely necessary. Without that information, you may miss out on important segments of the market. Furthermore, understanding your customers will help you to improve content and create targeted ads. The following are some of the key demographics to consider when marketing a vitamin or multivitamin.
It’s no surprise that some of the men and women who are most interested in health supplements are also very interested in personal fitness. Some may simply exercise regularly in order to improve their overall health, while others are more interested in the athletic advantages and muscle-building potential that comes from proper nutrition.
Multivitamins are popular among individuals in this market segment, especially young people who are active in professional sports or exercise communities like CrossFit. When advertising vitamin brands to this audience, it’s important to take into account what type of results they are looking for. For example, vitamin A supports protein synthesis to help build muscles, and B vitamins are excellent for boosting energy levels.
Veganism and vegetarianism are more popular than ever, especially among younger age groups. However, a young female or male who doesn’t consume meat, fish, eggs, or dairy may have difficulty getting sufficient nutrients from the food in their diet. For this reason, it’s common for their doctor to recommend taking vitamin and mineral supplements. Vitamin B12 and vitamin D are often taken as a pill each day to help fill in those nutritional gaps.
As we age, the risk of disease and other health problems increases. The food that older individuals eat may not provide sufficient nutrients to help maintain good health and energy into their senior years. Specifically, nutrients like vitamin B6, B12, and folate are often recommended for this age group when seeing an internal medicine doctor.
Those with a heightened risk for certain ailments may also want to increase their vitamin intake. For instance, vitamin D is thought to be protective against prostate cancer, which is much more common in men ages 50 and up. A vitamin and mineral supplements company may be able to tap into that market by providing more options that are specifically geared toward the health needs of older adults.
What about the people who want to take vitamins on a daily basis who don’t fall into one of above groups? In many cases, these men and women are looking for products that will help to prevent health issues in the future. Many people are interested in vitamin C for its ability to boost the immune system, for example. There are certain features and advantages that each vitamin offers which should be clearly communicated through advertising as they’re marketed to this audience.
What do consumers want when it comes to multivitamins and vitamin supplements? If you hope to connect with any of the audiences described above, you’ll need to go above and beyond your competitors in the following areas.
With the recent influx of new health supplement products, customers are more concerned about the potential for harmful outcomes. They have more options every time they shop, so they can easily compare products to find what they’re looking for. If your business isn’t upfront about specific information in your advertising, it will likely be passed over for another brand.
All your vitamin products should be clearly labeled on product packaging in terms of what it contains and where it is manufactured. Work with regulatory bodies to get official approval when possible, and provide research studies and doctor statements to back up your claims. These are important steps for improving your company’s transparency with consumers.
If your product isn’t on store shelves, make it easy for consumers to find what they need online. Use search engine optimization to make sure your website shows up near the top of Google’s search results. Improve Facebook products and Instagram ads by providing easy buttons to direct customers to a specific product page. Offer discounts for creating a customer account and include offers like free shipping. Ultimately, you want to make it as easy as possible for customers to order your multivitamin pill, so it’s important to improve content on your website and social media accounts in order to make that possible.
Developing a successful marketing and branding strategy for your business takes quite a bit of time and effort. The demand for multivitamins is high, but making a name for your brand among a huge pool of competitors is incredibly difficult.
Working with a marketing agency can help you overcome those hurdles. A reputable agency can provide a number of essential benefits for brands in this industry, including:
You need insight into your target consumers. This information controls the way that your product is viewed by men and women who might be interested in it. An experienced agency will be able to conduct research to get that essential information and use it to craft a successful campaign.
Advanced analytics programs and similar technologies can be expensive to invest in and take a lot of time to master. By allowing a marketing agency to handle this task, you can save money and glean valuable data that helps you to tweak your advertising campaigns to get the best results for in-store and online sales.
Using Facebook, Instagram, and other social media platforms is essential in today’s wellness industry. Your company may not have the in-house expertise for effective social media management, which is an especially intricate and time-consuming task. Marketing agencies can help you craft a social media account, improve Facebook products, create eye-catching Instagram ads, and much more, all of which will boost the profile for your multivitamins.
If you’re ready to propel your brand to the next level, make sure you partner with the right marketing agency. One of the most essential things to look for is industry experience. Look for a company that understands the world of medicine and wellness inside and out, like Quaintise. With years of experience in medical and healthcare marketing, we know exactly what it takes to help your brand connect with customers and boost sales. Contact us today to learn more.
By understanding the consumer, we tap in to their excitement for pushing the boundaries of “healthy” and a natural propensity toward forward motion.
“Taking health directly into your own hands is powerful—and it’s possible.” This is the motto of the second persona who are motivated to research alternative methods to become healthier, oftentimes tackling disruptive health issues.