Vitamins and supplements are rebranded as upscale lifestyle products
Implications - Making a shift from a mostly functional product into something much more aspirational, supplements and vitamins are undergoing a change in terms of how they're marketed, branded and perceived by consumers. Thanks to the influx of start-ups looking to revolutionize the industry using customization, minimalist aesthetics and more relatable language, these products are, in some cases, being perceived as luxury items.
Workshop Question - What would a more aspirational version of your current offering look like?
Trend Themes
1. Luxury Wellness Products - Supplements and vitamins are rebranded with a luxury focus, drawing in consumers with minimalist aesthetics, customization, and relatable language.
2. Personalized Supplements - Direct-to-consumer startups offer customizable daily vitamin packs for unique health needs, adding a touch of personalization to the mundane process of choosing and purchasing supplements.
3. Two-in-one Health Remedies - Supplements and vitamins positioned as a two-in-one health remedy that ultimately promotes greater beauty draw in the interest of millennials.
Industry Implications
1. Wellness Industry - Innovative supplement brands create an opportunity to target luxury-seeking customers, with a focus on customized solutions, minimalist aesthetics, and relatable language.
2. Direct-to-consumer Industry - Direct-to-consumer startups offer customizable solutions that streamline the mundane process of choosing and purchasing vitamins and supplements.
3. Beauty Industry - The growing trend of supplements and vitamins promoting both health and beauty offers new product ideas for the beauty industry to target health-conscious consumers.
