Market Research in the Health and Wellness Industry
Launching a nutrition brand takes more than just creating effective products. You need to really understand your customers – what motivates them and what they’re looking for. This is where market research comes in handy. Here’s an overview of some of the key aspects to research as you build your nutrition brand.
Know Your Target Audience
Nutrition brands can appeal to all types of people, depending on their interests and health goals. Identifying specific “buyer personas” you want to reach allows you to tailor your marketing approach.
Some examples of potential target audiences:
- Fitness buffs looking to enhance performance
- Health-conscious parents seeking good nutrition for their families
- Older adults who want to prevent age-related health issues.
Learn About the Competition
Research competitor brands in the space. What products are they selling? How are they pricing and promoting? This intelligence allows you to spot unmet needs and carve out a unique positioning among the competition.
Decode Consumer Behaviour
Stay on top of the latest food and wellness trends. See what’s influencing what people buy and what’s important to them. This ensures you create relevant products and messaging that really connects.
Mind the Rules
Navigating regulations is key – whether that’s labelling guidelines, approved ingredients, health claims and more. Do your homework to ensure you comply with laws and quality standards.
Craft Targeted Messages
Once you identify your prime customers, get into their hearts and minds. Build marketing campaigns that speak directly to their priorities and preferences. The messaging that works for weekend warriors will differ from busy parents or mature consumers.
Emphasise energy, performance, strength, endurance, muscle building, or recovery—whatever resonates with their active lifestyles and fitness goals. Use imagery of sports and athletic achievement. Talk about fuelling workouts and meets/matches.
Bulk are using champion heavyweight boxer Anthony Joshua to promote their products to appeal to fitness and sports enthusiasts.
Highlight wholesome, nutritious ingredients to nourish the entire family. Provide kid-friendly recipes. Share content about proper childhood nutrition and raising healthy eaters.
Organix use their website to speak to their target audience by sharing educational content around children’s nutrition, including recipes, good food recommendations and advice for parents.
There’s no magic bullet for guaranteed success as a nutrition brand. But by really digging into your market and customising your approach, you’ll put yourself miles ahead of competitors.
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