Marketing Weight Management Supplements: A Guide

Ask any nutritionist what their least favorite topic is, and you will probably get the same answer: weight loss. Everyone thinks they are a nutritionist! So it follows that everyone thinks they know how to lose weight: eat less, burn more. Sounds easy, right? In a way, it is.

But the problem involves effort and consistency. Many people, still searching for that magic pill, give up before they even get started.

There are many supplements that when taken in conjunction with a healthy diet and an exercise program can assist in weight management. Fiber supplements can increase satiety and therefore decrease caloric intake. CLA (conjugated linoleic acid) can help inhibit lipoprotein lipase and decrease fat storage. L-carnitine increases fatty acid metabolism. Licorice flavonoid oil helps maintain healthy body fat composition by optimizing fat metabolism (increase fatty acid breakdown and decrease fatty acid synthesis) via gene expression.  

The list is endless--the fully stocked weight management section of any health food store proves that.

You lost interest after “diet and exercise” right? Most people do. So how does one win over the consumer while safely and effectively marketing weight management supplements?

1.    Packaging: Product packaging does drive a lot of purchases. A clean, modern, and colorful design with easy-to-understand language will attract attention.

2.    Price Point: The product needs to affordable. Most people will not spend more than $25, unless it appears to be one of a kind.

3.    Marketing: Gone are the days were marketing collateral in print media form had real impact. Think online mediums: websites, videos, and social media.

4.    Social media. The direct sales impact of Facebook and Twitter are debatable. The influence of these mediums is not. They are an effective extension of a traditional marketing campaign.

5.    Spokespeople. People want to believe your product is effective for real people. Sure, models and professional athletes can influence purchases but don’t underestimate the impact of the average person with a real success story.

6.    Scientific language. Consumers have gotten a heck of a lot smarter. Thanks to the Internet and Google, information about nutrition is readily available. People want to understand how their supplements work in clear, understandable language. Get too scientific and it is not relatable. Dumb it down too much and you lose your key audience.

7.    Delivery system: If you can deliver your supplement in a convenient form (i.e., beverage or food), you will attract a broader audience out of convenience.

8.    Books/seminars: Connect your product to a renowned nutritionist and author. You will increase your credibility and make it more likely that someone will purchase your supplement

9.    Women: Market to the genders differently. Men also want to lose weight too, but in conjunction with gaining muscle. Women seem to want something solely purely weight loss focused. You can lose market to different age groups as well. People want a product that seems tailored for them.