Data driven: Positioning supplement products for local audiences

摘要

From health and wellness to clean label, the ubiquity of certain mega-trends continues to drive the growth of the European supple- ments industry. Yet with consumers increasingly looking for solutions targeted to their specific needs, manufacturers can no longer take a one-size-fits-all approach to supplement marketing. Knowing how individual preferences vary across age groups and local markets is critical to achieving market success and, with purchasing behaviors evolving rapidly, access to consumer data can help manufacturers to create winning products in line with the latest demands.