The natural health consumer is sophisticated. They aren’t looking for a one-size-fits-all approach in the products they buy. Instead, they’re looking to tailor the products they buy to meet their health and nutrition goals.
This trend towards personalised nutrition and health is supported by research into tailored dietary advice. The research has shown that dietary recommendations that are personalised to the individual are more effective than generic dietary advice.1 This advice can be based on what people eat, their genetics or health concerns.
This is a trend that will continue to grow and evolve. Are you ready to meet the demand?
The opportunity on shelves
As consumers seek more personalised nutrition and health advice, they’ll then turn to grocery shelves for products to support this. In fact, 44% of consumers are already using specific foods to address certain medical needs.2
Your customers aren’t just looking for a single health product. They’re looking for choices and options to tailor their shopping basket to their dietary needs. This may come in the form of convenience meals and snacks or individual functional ingredients and pantry staples.
What does that mean for your shelves? A broader offering will make it easier for your customers to meet their personalised nutrition and health goals with brands like:
- Boostball as a keto snacking alternative in addition to high protein options such as CLIF Bar.
- The range of Botanika Basics from Botanika Blends for high-quality individual, natural ingredients such as Acai Powder or Maca Powder.
- Flour alternatives like Natural Evolution Green Banana Flour or PBCo. Almond Flour.
Rather than buying broad supplement products, consumers are seeking supplements that are tailored to their health goals and needs.3
This personalisation of supplements can be in the form of specific ingredients. Or it may be the supplement format that meets the individual’s preference, e.g. powder, liquid or capsule.
Consumers are taking a holistic approach by considering both the food and supplements that align with their health and nutrition goals.
These wholesale supplements brands offer greater choice for personalised health and nutrition:
- IMUNI evidence-based, practitioner-quality, vegan-friendly supplements to target a range of different wellness concerns.
- Evolution Botanicals high-potency medicinal mushrooms, adaptogens and herbal extracts.
- FijiKava stress relief, sleep support and relaxation supplements made from certified Fijian Noble Kava.
- Eden Healthfoods premium wholefood nutritional supplements crafted from pure and effective organic ingredients.
Tailoring the shopping experience
Personalised health and nutrition isn’t only about the products you have available on your shelves. It’s also about how easy you make it for your customers to meet their goals.
In health retail, the trend towards integration helps to achieve this. Natural health products sit alongside the rest of your range to simplify the decision-making process. As natural health continues to trend towards the mainstream, consumers will expect this integration, which is already happening in large grocery retailers.
Today, more than ever, you also have data at your fingertips to facilitate increased interest in personalised health and nutrition. Through your sales data you can tailor promotions of complementary products that your customers are already purchasing. Alternatively, this may be an opportunity to educate your customers about higher-quality options or the benefits of particular products.
Grow your natural health range
At Unique Health Products, we’ve been at the forefront of natural health products for more than 25 years. Our range includes hundreds of quality brands that meet the rising consumer demand for personalised health and nutrition.
1. The Conversation, 2021
2. Davidson, 2021
3. Nutritional Outlook, 2022