Can Extremely Niche Brands Survive in Today’s Market?
I was reading an article about a brand who came to market with a multivitamin product specifically for first responder’s. I thought it was pretty interesting and this article brought up the question if these extremely niche brands could survive in the long-term. While I understand their positioning with the brand and what they are trying to accomplish, is the specific niche these brands are going after big enough to sustain their business?
Niche Brands Long-Term Survival
The brand I’m referring to in the opening is Thin Fit Line. The brand launched a Heroes Pack that they call an “advanced vitamin pack” that also contains phytonutrients to improve the overall health and nutrition of first responders. Their product if you were to compare it something would be similar to an Animal Pak for those who are familiar with that product.
The owner was quoted saying, “Our main focus is giving the first responders something they can be proud of and something that will be helping them in their day to day lives to stay healthy.” He talked about the stress put on first responders and their long hours. He also brought up their poor nutritional habits due to their job. Which is a totally different topic that should probably be focused on.
But is this enough to sustain their business? I appreciate that the owner of Thin Fit Line is targeting the first responder market but niche brands such as this one have a much smaller overall demographic than what we are used to seeing in the sports nutrition realm. I simply don’t see niche brands surviving. That’s not to say their products aren’t good, it’s just when looking for products online or in store, it’s the mass appeal that sells. Brands who do well are more mainstream in their marketing and positioning rather than shrinking their customer base due to targeting a smaller demographic like first responders.
One thing to touch on that was brought up earlier is first responders nutrition. While taking in vital micronutrients is important, overall nutrition cannot be pushed to the side. A multivitamin product is great, but it’s not a solution to the bigger picture. The fact that first responders don’t eat properly, in my opinion, is a bigger topic than a push for a multivitamin. And by thinning out potential users, you’re severely limiting your growth potential. You would need to go out and market towards first responders specifically versus hitting all households across the nation with a quality multivitamin.
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