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Increasing usage among supplement consumers key to market growth – podcast

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.

Sandy Almendarez

January 22, 2020

The supplement market is robust with household penetration at over 80 percent, according to Bob Sanders, executive vice president, health care and home care practice leader at IRi (Information Resources Inc.). Still, supplement brands have opportunities to grow their reach among consumers who already rely on supplements for nutrition, Sanders noted in this podcast with Sandy Almendarez, content director, Informa Markets. With Almendarez, Sanders discusses:

  • Encouraging consumers to take supplements as directed on labels offers opportunities for increased health benefits and sales

  • The need for bifurcated marketing messages for younger and older consumers because they take supplements for different reasons.

  • Why CBD supplement brands should pay attention to marijuana dispensary market trends.

This podcast was recorded at the annual Council for Responsible Nutrition (CRN) Conference in Carlsbad, California, in November 2019.  

About the Author(s)

Sandy Almendarez

editor in chief, Informa

Sandy Almendarez entered the natural products industry in 2009 when she joined Virgo Publishing (now Informa Exhibitions) as an assistant editor. Since then, she's worked her way up to editor in chief where she writes, edits and manages content for INSIDER. Under Sandy’s direction, INSIDER has won editorial awards from Folio: every year since 2014, including B2B Editorial Team of the Year in 2015.

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