Nutrition Business Journal
Next-gen Supplement Branding

Next-gen Supplement Branding

Time was, dietary supplements would appeal to consumers with science—that is, by the sheer number of vitamins, minerals, and specialty ingredients listed on the label (preferably with Daily Value percentages in excess of
100 percent, because more is better, right?).

Then the millennial generation came along. The 25-to-34-year-old demographic is always vital to marketers, because buyers in this age group shop for themselves, and brand choices

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