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The supplement and functional ingredient markets are filled with strong science. While sound science is critical, science alone doesn’t determine which brands and ingredients win. Understanding what consumers actually care about, and how to position solutions around those needs, is what drives category leadership.
In this webinar, Industry Transparency Center (ITC) and Healthy Marketing Team (HMT) explore how companies can use consumer insights as a strategic decision tool to identify opportunities and build stronger positioning.
Drawing on insights from ITC’s global supplement consumer survey of 4,000+ respondents across seven countries, as well as its Functional Food & Beverage Consumer Report of 2,000 consumers in the U.S. and Canada, this session will demonstrate how data can reveal:
- Who consumer are
- What health concerns they are trying to solve
- Where measurable unmet demand exists
- Which trust drivers influence purchase decisions
Building on this foundation, HMT will share how brands can translate those insights into clear positioning and compelling narratives that resonate with modern consumers. Together, this session illustrates how consumer insight and brand positioning work together to unlock category growth.
Meet Our Speakers:
