NATURE'S BOUNTY
New Business Pitch
Last Summer, I pulled together a research deck that looked at the cultural and categorical barriers and opportunities, or as I like to call them: headwinds and tailwinds. In addition to helping the pitch team pass the credentials and chemistry session with flying colors, this deck laid the ground work for the strategic approach of our business-winning campaign.
Below are some highlights from the presentation.
HEADWINDS
1. BRAND LOYALTY TAKES A BACKSEAT
48%
of consumers switch supplement brand because other brands had better pricing or was on sale
Top 2 Purchase Drivers
57%
Price
39%
Convenience
What brand of multivitamin do you take ?
“I don’t know, the one with the
yellow cap? I take it every day but
I don’t know the name.”
- Renee Baker
2. A DIFFICULT NAME TO DIFFERENTIATE
3. FOCUS HELPS YOUNGER BRANDS STAND OUT
OLLY
A focus on fun
SEMAINE
A focus on PMS
and period support
SEED
A focus on probiotics
4. COMPETITION PLAYS FAST AND LOOSE WITH CLAIMS
Smaller competitors benefit from making reckless claims, create category skepticism and invite greater regulation.
Making it harder for people to separate fact from fiction
156hrs
the average time people spend scouring the internet per year to better understand their health
54%
think it’s overwhelming to receive so much
information & opinions on their condition from so many sources
TAILWINDS
1. HEALTH CHALLENGES DRIVE HEALTH HACKS
Millennials: An unexpectedly unhealthy generation
44%
of older Millennials already have a chronic health condition
2x
Millennials are over
2x as likely to buy more
vitamins to improve their overall health than their Baby
Boomer parents
Small hacks for more health & happiness
Health seekers look for tools to add a small dose of health and happiness to their daily routine.
Health
Micro-dosings
Morning
Afternoon
Evening
Bedtime
2. MORE AND MORE EXPECTATIONS OF VMHS
Looking for more options for more specific results
With shifting needs, people are looking for more specific results that go beyond the multivitamin.
Market Growth for Specific Supplement Categories
Gut Health
+ 6%
Women's Health
+ 5%
Mood Care
+ 30%
Detox
+ 7%
Beauty
+ 5.8%
Immunity
+ 51%
Nootropics
+ 11.5%
More Formats
People are craving the formats that go beyond the pill or tablet.
Chocolate
Patches
Vape
Spices
3. CROWDSOURCING HEALTH
Viral Health & Wellness Hacks Drive Instant Trial
People trust others who experience real results
507 M
#Chlorophyll views on TikTok
4. PUSHBACK ON PERFECT
Pandemic Sparked an Aspirational Wellness Lifestyle
The pandemic made at-home wellness the new status, which resulted in millions of social videos of wellness routines that became an aesthetic.
5.6 B
#thatgirl views on TikTok
Backlash Against Idealized Health
People are rejecting an overly perfect wellness aesthetic and are opting for a more realistic, achievable approach
POTENTIAL IMPLICATIONS
1. Health Challenges Drive Health Hacks
Help people hack their health no matter where they are in their journey
2. More and More Expectations of VMHS
Leverage Nestle Health Science' expertise to continue to lead in pioneering claims, categories, and formats
3. Crowdsourcing Health
Establish the brand as a credible leader
in online wellness conversations
4. Pushback on Perfection
An opportunity to be the “realest” brand in wellness