Sustainability & Transparency:
The Trends Behind A Movement
The natural products marketplace is reflecting a perfect storm
of new opportunities.
By Jeff Hilton
Co-Founder and CMO, brandhive
There are signi;cant opportuni- ties materializing within the dietary supplement, functional
food and natural products marketplace
that offer tremendous awareness and
sales potential for the right brands. Perhaps you represent one of these brands?
Let’s dive deeper to uncover what’s behind important trends in today’s market.
We are witnessing first-hand the evolu-
tion of Consumer 2.0. This consumer/cus-
tomer is highly evolved, totally empow-
ered, but completely overwhelmed with
the options available in the market. In
addition, there are cultural and behavioral
shifts taking place, which are of seismic
proportions. Specifically, Consumer 2.0:
• Has unfettered access to information
• Is shopping horizontally across distribution channels;
• Is much more active;
• Has technology available to self-mon-itor and assess his/her state of wellness;
• Is increasingly interested in maintaining and improving health and wellness.
There are new technologies in the marketplace that address bioavailability, delivery methods, and even new metabolic
pathways. In addition, new knowledge
about human health is emerging—for example, the importance of the gut or GI tract
in maintaining good health, or the role of
chronic inflammation in overall wellness.
Consumer Knowledge vs.
With the speed of product and technology
innovation increasing, most consumers
feel like they are drinking from a fire hose
when it comes to maintaining or improv-
ing good health. Every day brings a new
theory or product philosophy. As a result,
consumers see a variety of tactics (e.g.,
diet, exercise, supplementation, etc.) but
see no way to knowledgeably integrate
those into a cohesive and realistic regimen
that they can manage or even trust.
The marketplace result is that 80% of
new products fail, largely because they
provide no clearly defined or proven ben-
efits to the consumer. Consumers move
through a cycle of trial and rejection that
leads to unstable growth and market
share gains for most products.
There is a gap in the marketplace between consumer knowledge and consumer understanding and application of
This article in a nutshell:
• Consumer Knowledge vs. Product
• Connection to Clean Label Claims
• It Takes A Village
• Consumer Segmentation is Key