Melissa Snover, the Founder and CEO of Nourished, believes that the company’s achievements illustrate a significant consumer appetite for personalized supplement options. More importantly, it highlights the potential that arises when supplement brands provide products that genuinely resonate with the public.
“What we’ve observed is that consumers strongly desire personalization,” Snover remarked. “They seek tailored recommendations along with explanations of why a certain product suits them and how its ingredients cater to their specific needs.”
Meeting Consumer Needs
Nourished offers two types of gummy supplements: ready-made Tailored Stacks, designed to address various health needs like immunity, energy, and sleep, and Personalized Stacks, which are custom 3D-printed based on a brief online consultation about the consumer’s health aspirations, dietary habits, and lifestyle.
Each year, millions globally complete the company’s online questionnaire, allowing Nourished to gather extensive consumer data across diverse markets.
In the past year and a half, Snover notes that concerns regarding cognitive function and neuroprotection have gained prominence among consumers.
“Just three years ago, cognitive function was barely mentioned, especially in the UK,” she shared. “At the end of our survey, we ask participants to list their top goals, and cognitive function was never in the top five. Now, it consistently ranks among the top three.”
Issues like sleep and anxiety have also become significant focus areas, likely due to increased screen time, which averages around 6.5 hours daily worldwide, as reported by the Institute of Practitioners in Advertising (IPA).
Snover emphasizes that enhancing sleep quality can greatly improve overall well-being, yet there remains a shortage of effective sleep solutions available in the market.
“In the long run, poor sleep can have serious implications for longevity, so it’s a critical area of concern,” she stated. “In countries where melatonin is sold over the counter, like the UK, there is a significant gap to be filled.”
These valuable insights inform the creation of the pre-made Tailored Stacks available at retail locations, alongside considerations tailored to specific retail environments.
For instance, Nourished recently teamed up with Boots to introduce its Formulaic range. By leveraging data from both Boots and its own resources, Nourished can cater to about 90% of Boots shoppers through 26 unique SKUs. Customers can complete a questionnaire in-store and receive personalized recommendations that align with their health objectives.
“This initiative effectively bridges our online personalized approach with impactful in-store recommendations,” remarked Snover.
The Journey to Nourished
Snover began her career in the FMCG sector 15 years ago by launching a gelatin-free candy brand: Goody Good Stuff.
Unsatisfied with the limitations of traditional manufacturing, she sold the brand to the Swedish confectionery group Cloetta in 2013.
“There are countless restrictions,” she expressed. “New product development typically requires long lead times of two to three years, along with substantial minimum order quantities that complicate innovation.”
These challenges motivated Snover to venture into 3D printing. Within six months, she developed the first FDA and FSA compliant 3D food printer, which was rolled out globally for confectionery products.
“As that project progressed, I realized the technology had much greater potential than just confectionery,” she explained. “While candy is enjoyable, it doesn’t significantly enhance people’s daily lives.”
Recognizing that dietary supplements could offer real benefits, she founded Nourished.
The Growth of Gummies
Nourished’s emphasis on gummy supplements may be a key factor behind its success, as the company’s research indicates that adherence rates for gummies are 2.5 times higher compared to traditional pills.
“This aspect isn’t often discussed in the realm of supplementation,” Snover noted. “If consumers don’t take the product consistently, the quality matters little.”
Globally, gummies are surging in popularity, with data from Informa revealing that they comprise approximately 25% of the supplement market, surpassing other non-pill formats. Powders follow at 18%, soft gels at 13%, and liquids at 12%.
Nevertheless, Snover describes Europe’s gummy market as “seriously underdeveloped,” indicating a prime opportunity for brands that can produce both effective and enjoyable gummy supplements.
“This is precisely where gummies excel, which I believe will contribute to their continued growth,” she concluded.
