The nutraceuticals market is booming. In 2020, the market size was approximately $320 billion. Thanks to COVID-19 and other factors that have put attention on physical and mental health and illness prevention, the market is projected to grow to $658.11 billion by 2028. The consumer demand that drives high growth markets invite competition. Staying ahead of the curve with product strategy and marketing is essential to capturing market share in growing markets.
Healthy Extracts, Inc. has introduced an influencer program to differentiate from the competition and allow content creators to take part in the business. The portfolio of brands has created a niche in the market for plant-based and quality-driven products, including research-based ingredients and new kinds of delivery systems.
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The current brands in their portfolio, BergamentNA, Ultimate Brain Nutrients, and Whitney Johns Nutrition are gaining traction with distributors and consumers. Products are now widely available through multiple channels, including physical retail, direct to consumer, and Amazon.
“It was important to us to have a long-term vision and a comprehensive approach to our complex market,” says Duke Pitts, CEO of Healthy Extracts, Inc. “We know that our customers want options and that different channels play important roles in product discovery and conversion.”
Their first influencer collaboration is with fitness expert and cover model, Whitney Johns. “We want this program to truly empower our influencer partners to realize their dreams of building research-backed products, and we want them to invite their audiences to iterate on those products. It’s the best way to tap into the market’s wants and needs,” says Pitts.
The program has had early success, particularly with subscriptions on Amazon. During March, Johns and her product were highlighted on Amazon’s Buy with Prime front page for Women’s History Month to promote the ecommerce provider’s new technical features.
“It’s an honor to be included in this elite group of women-owned businesses,” says Whitney.
A pioneer in this model was Becca Cosmetics, when the now-defunct product line was the top-selling Sephora brand. They partnered with Jaclyn Hill to release a limited edition product which sold out in the first 20 minutes of launch and ultimately became a permanent fixture in the brand’s line. Taking this to another level by allowing influencers a personally-branded product offering can be a great way to distribute value and build long-term creator-brand relationships.