Supplement and functional food brands that work with influencers should work with more than one, and should use multiple communication channels, according to marketing expert Amy Summers.
Female athletes and active consumers present a vast opportunity for sports nutrition brands, which must consider research, product formulation and messaging.
Only half of consumers take supplements as recommended on product labels, according to IRi data, so encouraging usage compliance would improve health and product sales.
If a company has been audited and earned a certification, it should proudly share why its products are better because of the higher standards it adheres to.
