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, VP of Content

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

VP of Content, Informa


• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!


Speaker credentials

Resides in

  • Phoenix, AZ


  • Arizona State University


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