The supplements market is evolving, with brands needing to connect with new consumer segments for future growth. Andy Mckimmie, country manager of Singapore at Blackmores, highlighted that competition is fierce, prompting a focus on attracting younger wellness seekers.
Mckimmie emphasized that the younger generation is eager to learn about supplements but often feels confused about where to begin. Blackmores aims to support this curiosity without overwhelming potential consumers, positioning itself as a trusted guide in the wellness journey.
To engage this new audience, Blackmores is shifting the narrative around supplements. Instead of being seen solely as remedies for ailments, the company wants to present them as essential support for everyday activity, energy, and recovery. Mckimmie noted the importance of adapting to trends like wearables to help young people understand their health needs better.
Active nutrition is a critical strategy for reaching younger consumers. Blackmores introduced FiZZERS, a fun and convenient new product format, aimed at enhancing the user experience without neglecting traditional formats.
Social media plays a vital role in their strategy, shifting towards shorter, more frequent content to build brand education and awareness. Collaborating with relatable influencers can inspire consumers to incorporate supplements into their daily routines.
Ultimately, Blackmores is focused on creating rituals, communities, and moments around supplement intake to foster lasting consumption habits. Key initiatives include supporting mobility through community activities, enhancing recovery experiences, and making nutrition part of morning routines.
