Product Sampling Strategies for Success in Thriving Health and Nutrition Markets
July 2024
One of the positives arising out of the pandemic was the increase in health consciousness.
We also switched to different news sources and the increase in podcasts focusing on health consciousness from the likes of Andrew Huberman, Joe Rogan and Dave Asprey combined, which have an audience of 40 million listeners, allowed us to understand more about the secrets of longevity, supplements and exercise and how important they are to our health.
As a result of this, nutritional supplements and health food brands have grown exponentially.
Some statistics:
Thirty years ago, around 4,000 supplements were available on the U.S. market. Today, there are more than 95,000.
The global nutraceutical market is expected to reach $722.5 billion by 2027.
The global health and wellness food market is thriving, with a projected value of more than $1 trillion by 2027, compared to $709.79 billion in 2019.
The global functional mushroom (adaptogen) market was valued at $32.41 billion in 2024 and is estimated to reach $48.59 billion by 2029.
Market insights and qualitative research show that consumers are increasingly looking to health-minded food companies for ‘me moments’; any chance to take a breath, relax, and truly enjoy a satisfying, delicious snack that also delivers essential nutrients.
But whilst sales for grass-fed ghee and kombucha may be popular in Waitrose and Whole Foods, how are the newest brands penetrating the market when most consumers haven’t a clue how to make a cauliflower crust pizza?
That’s where Purity comes in.
A whole new world has recently opened up to us as we’ve been busy helping nutritional brands and wellness products cut through the noise and place their brands in the hands of consumers (or on their lips).
Product sampling for start-up brands, we would argue, is essential. When you’ve created an amazing product that has untold health benefits and tastes great, what do you do?
It’s vital for people to try it first.
Sampling helps your product cut through the noise and grab consumer attention. The demographic consuming the most health products tends to be busy people, so we understand the where, who and what of sampling your product into the right hands.
That’s why a lot of our activity these days is focused on gyms, yoga studios and marathons (and other races).
We can’t deny there’s a cost of living crisis at the moment and budgets are tight; sampling reduces purchase risk, and encouraging trial leads to loyal consumers – people who try a product are 3 times more likely to purchase it.
Our sampling campaigns, hosted by fully trained brand ambassadors, also allow consumers to make informed decisions. They can experience the flavours and nutritional benefits of these amazing new products before committing to a full-sized product.
We recently worked for a new protein drink, Get Pro, and sampled thousands of consumers around gyms in Central London. Our team of trained Brand Ambassadors handed out Danone’s new brand to fitness fanatics, and it went down a storm!
Sales skyrocketed at grocers around the area in the days afterwards.
Our team is also working with some exciting subscription box partnerships, such as our friends at Tru Earth who are about to embark on a partnership with Hello Fresh.
The UK market is also seeing exciting new players emerge in the subscription box space, catering to specific consumer needs.
Wild Nutrition
This brand focuses on personalized vitamin blends based on individual health goals and blood tests.
Balance Box
Specializes in portion-controlled, on-the-go healthy snacks, perfect for busy lifestyles.
Plenish
Offers plant-based, whole-food protein shakes catering to the vegan and flexitarian consumer.
Proper Food
Creates convenient, high-protein, low-carb meals that fit into ketogenic and paleo diets.
Green Chef
A nutrient-dense lineup of fully organic ingredients.
Hungry Root
Healthy, ready-to-eat meals for the family, delivered to your door.
The health and wellness industry is booming, driven by a growing desire for longevity, a healthy immune system, and fitness. However, with a crowded marketplace, new brands face a significant challenge in getting noticed.
Sampling offers a powerful tool to cut through the noise and allow consumers to experience a product’s benefits firsthand. This approach, combined with innovative subscription box partnerships catering to specific dietary needs, presents a winning strategy for new health and wellness brands to thrive in this competitive landscape.
