When Supplement Brands Listen to Consumers … They WIN
I don’t pretend to know everything because I don’t. However, every once in a while, I have some good ideas. When I was working for a supplement company and was out in the field talking with retailers and consumers, I gained a TON of insight into what people were looking for and in need of.
That being said, every time I would have a meeting with corporate, I would bring up the things I’ve learned in the field. What do you think happened next? If you guessed that I was told to keep my thoughts to myself and stay in my lane, you would be correct. This company was full of ego-driven idiots who came from outside our industry and thought that they could learn everything they needed to know in the plane ride to sign the contract to work for the company and receive their nice fluffy salary that they didn’t deserve.
However, the more I read into what some supplement companies are doing today, it appears the brand I worked for should have been listening to me as these companies are utilizing my strategy to sell more product.
Consumers Will Make or Break Your Supplement Brand
Consumers play a crucial role in the success or failure of a supplement brand for several reasons. The supplement industry is highly competitive, and consumer preferences, perceptions, and demands can significantly impact a brand’s reputation and market position. Here are key factors illustrating why consumers are pivotal in determining the success of a supplement brand:
- Trust and Credibility:
- Consumers are more likely to choose and stick with supplement brands that they trust. Trust is built through transparent communication, evidence-based claims, and a history of delivering effective products.
- Negative experiences, such as adverse reactions or a lack of results, can erode trust quickly. Word of mouth, online reviews, and social media amplify these experiences, influencing potential buyers.
- Efficacy and Results:
- Consumers seek supplements to address specific health goals, and they expect tangible results. A brand’s ability to deliver on its promises and provide real benefits is critical for customer satisfaction.
- Positive testimonials, before-and-after stories, and scientific evidence supporting product claims contribute to consumer confidence. On the absence of such evidence, consumers may become skeptical and hesitant to purchase.
- Quality and Safety:
- Consumers prioritize the safety and quality of the supplements they consume. Brands that invest in rigorous quality control measures, third-party testing, and adherence to industry standards are more likely to gain consumer trust.
- Reports of contamination, poor manufacturing practices, or product recalls can have severe consequences for a brand’s reputation and consumer confidence.
- Transparency and Information:
- Informed consumers demand transparency about the ingredients, sourcing, and manufacturing processes of supplements. Brands that provide clear and accurate information about their products build credibility and consumer loyalty.
- Misleading or ambiguous information can lead to confusion and mistrust. Consumers today are more likely to research and choose products from brands that communicate openly and honestly.
- Brand Image and Values:
- Consumers are increasingly conscious of a brand’s values, ethics, and sustainability practices. Brands that align with consumer values, such as environmental responsibility, ethical sourcing, and social impact, are more likely to resonate with their target audience.
- A positive brand image can create a sense of connection and loyalty, while any perceived misalignment with consumer values can lead to backlash and boycotts.
- Marketing and Communication:
- Effective marketing strategies that resonate with the target audience can influence consumer perceptions and purchasing decisions. Brands that invest in clear and compelling communication are more likely to stand out in a crowded market.
- On the flip side, misleading or manipulative marketing practices can lead to disappointment and erode trust.
Want to Grow Your Supplement Brands? Then Start Listening to Consumers!
The funniest thing about this entire article is the fact that a certain supplement brand is increasing their sales by taking an existing product, and changing how they offer it to their consumers. Check it out…
Nature’s Way is a dietary supplement company that sells many different ingredients in a pill form. They take a raw material, encapsulate it, and sell it in a bottle. Then all of a sudden Nature’s Way wanted to dig deeper into the consumer demands and needs — great idea, sounds oddly familiar. What did they do? They read the comments on their social media platforms. What they found out was that consumers LOVE their products — that’s a good thing. What they also found out was that consumers weren’t using their products they way they were intended to be used.
In the social media comments, the brand found that consumers were taking the pills they purchased from the brand, and were opening them up to be poured into beverages. Why would anyone want to do this? There are actually several reasons. For starters, some people can’t swallow pills for one reason or another — they just can’t get them down without choking or gagging. So, they break them open and put them in a liquid. This actually makes perfect sense. Another reason is because the product is more easily absorbed by the body since the powder is quickly dissolved in the liquid and then absorbed by the body after being consumed.
Related Article: Stop Confusing Your Customers with Horrible Product Descriptions
Rather than force consumers to continue opening up the pills each time they want to use the supplement (not very convenient), they simply took the raw materials and packaged them up for sale in powder form. BOOM! Instant sales! Rather than think they know it all, they listened to consumer demand and needs and delivered. What a concept!
Now, there isn’t a shift in consumer choice, rather it’s simply another delivery method that people prefer. So, there really isn’t any risk of one form hurting the sales of another to the point where one will become discontinued due to a drop or lack of sales. Pills are still a highly preferred delivery method. People like the simplicity and ease of use where all they have to do is swallow the recommended number of pills and they are good to go — whereas with a powder the user would need to measure it out which some people are not comfortable doing and are concerned of not attaining a reliable dose through their measurement.
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