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Nutrition and Supplement Voucher Codes
Once a hugely untapped market which was really only acknowledged by those on a diet or in need of an extra boost in nutrients under the advice of a doctor or specialist, the nutrition and supplement industry has seen a spike in demand and popularity in recent years, with full magazines and media outlets dedicated to sharing the latest products and trends, hot tips for the best results, and vouchers and deals designed to make body goals both more attainable and more affordable.
When you look at the nutrition and supplement industry as a whole, you could be forgiven for thinking we are only talking about vitamins and the types of supplements you find on the shelves at your local health and beauty store, designed to provide a boost in a particular vitamin or nutrient, or to help support the growth of healthy hair, skin, nails or bones. Beyond that, however, there lies an entire sector dedicated to nutritional supplements tailored to the fitness world – with brands designing products entirely around the support of bodybuilders, fitness and workout fanatics, those seeking large muscle gain and those looking for the perfect abdominal six pack.
The growth of the nutrition and supplement industry
The growth of the nutrition industry as a whole is largely down to our increased understanding of the importance of nutrition, and the extensive scientific backing we now have to prove how our body uses nutrients, and which ones we really need for the different areas of human development and growth.
If you look back at the dietary trends of the last few decades, you will see that our response to different nutrients has shifted exponentially – first believing that fat was the main reason for the rise in obesity, before realising that actually the human body needs fat and what we do not need as much of is sugar. And so on.
So, how did nutritional supplements become a part of daily life?
One of the most common nutritional supplements used by the largest percentage of people is a multivitamin – designed to provide a hit of all those nutrients that the body needs, with brands now offering different multivitamins depending on gender, age and lifestyle to ensure that each of us gets the support we need in order to continue to live healthily.
When you look at historical research on the topic and evolution of vitamins and nutritional supplements in their most generic form over the last 100 years, you can see how beliefs and misconceptions have been a huge driving force in the industry and beyond. Contrary to popular belief, nutritional detriment has long been a problem – it is not something new which comes from overly processed fast food. In fact, the multivitamin can be traced as far back as the early 1900’s, with scientists only discovering the value of the vitamin when they finally realised that food is made up of much more than just protein, carbohydrates and fat.
Upon this discovery, vitamins were designed and created in order to provide individuals with the nutrients they needed to avoid malnutrition – and it was then that media outlets of the early 1900’s started to herald and write about the growing success and prominence of supplements and nutritional vitamins.
In the American Family Physician, for example, the following report was published:
“In view of the radical change that has come over the accepted methods of preparing and supplying the food of the nation, it seems that the discovery of the vitamines and the elaboration of Metagen, the most available preparation of vitamines for the use of the physician, are not only timely but of the greatest importance in their bearing upon the health and well-being of the population.”
So, how does this relate to the modern nutrition and supplement industry, and which aspects of the early 1900’s market are still relevant today?
Nutrition and Supplements in the modern market
One of the largest shifts in the nutrition and supplement industry is in our association and the breadth of benefits we can get from these products – with the repertoire of available supplements still including an improvement in health but also now boasting weight loss properties, muscle building properties and effects, and support for specific individual cases such as an attempt to conceive or the preparation to give birth.
The simple fact is, we understand nutrients more now than we ever did before, and so it follows that the options available in the industry today are far more targeted and wide ranging than the basic multivitamins which were once so lifechanging.
Top retailers in the nutrition and supplement industry
Supplements are big business, with so many different brands and products promising all manner of results to different buyers and different styles of user. As such, while many brands still exist within larger supermarkets, department stores and health and beauty retailers, we are seeing an increasing number of nutritional supplement brands opening up their own stores or else banding together under an umbrella retailer name which is dedicated to wellbeing and health supplements.
Another sector which has succumbed to the immense success and growth of the nutrition and supplement industry is the fitness sector, with many gyms and personal trainers not only becoming sales locations for different supplement products, but also sponsoring and supporting the brands’ growth by providing an outlet for marketing and a series of fitness style ambassadors to market the benefits of specific products.
Some of the top retailers associated with the nutrition and supplement industry include:
- Holland & Barrett
- Nutrition Express
- Echo Supplements
- Vitamin Shoppe
- John Lewis
By expanding into as many stores as possible, and by covering as many sectors as possible, the nutrition and supplement sector not only receives a wider cross section of potential buyers, but it is also seen to have the backing of a number of different industries which essentially drives its transparency and trustworthiness up – as well as making it easier to buy and more likely to always be available under some kind of deal or voucher offering.
Top brands to look out for in the nutrition and supplement industry
This is where the style and type of nutrition and supplement that is being sold becomes important – with many brands specialising and honing in on one specific type of buyer – primarily because the effect of their marketing has to be so intense that it breaks through the competition, and so the concept of diluting the main message with products for other supplemental needs would only serve to damage a strong reputation.
The main markets under the nutrition and supplement industry umbrella include generic multivitamins for daily health, children’s vitamins for supported growth, weight loss supplements designed to help with weight loss efforts, cutting and anabolic supplements designed for bodybuilders and serious athletes, and specific nutrient supplements which are tailored to those who are lacking in specific nutrients.
Some of the main brands to look out for which each deal with different markets include:
- Weight Watchers
- Hard Rock
- Optimum Nutrition
While all of these benefit from powerful social media accounts and ecommerce pages, the driving force in their sales comes from word of mouth recommendation and the support and backing of gyms, weight loss groups, health and beauty stores, and of course celebrities.
But that’s not to say the nutrition and supplement industry doesn’t have its challenges.
Challenges and trends in the nutrition and supplement industry
The nutrition and supplement industry has come under fire in recent years for the part it plays in the media culture of fat shaming and body shaming, with many of the adverts and marketing techniques of weight loss and bodybuilding supplement brands in particular leaning towards powerful phrases and before and after images in order to imply that once someone is thinner or fitter, they are better.
As such, the way that promotions and deals are promoted by the industry has now changed, giving customers the freedom of simply taking charge of their health rather than pushing them to change their body shape or update their image. This is a similar story on social media, where the nutrition and supplement industry was once a hotspot for young people looking for motivation to lose weight – before social platforms started to wise up and block and ban certain types of hashtags and searches from appearing online.
In total, the nutrition and supplement industry is worth billion of dollars, largely thanks to the great array of different brands and products which are offering products tailored to and suitable for a wide range of different purposes and needs. This growth is also easily explained by our simple increased awareness of the importance of health, with a series of industry shifts both in the nutrition world and the medical world showcasing the change in mentality regarding personal health goals and awareness. For example, there is a clear trend in studies which shows that as we age, we are becoming more aware of the need to take supplements and vitamins to support our body and to slow the effect of ageing. Likewise, we are also becoming aware of the need for more specific supplements which provide our bodies with nutrients that we are not getting enough of, in many cases calcium and iron which are both prevalent in carnivore diets but which can be lacking for those who follow a vegan lifestyle.
The future for nutrition and supplement industry leaders
For the nutrition and supplement industry to stay on an upwards trajectory, the main things that brands and retailers need to focus on are making their supplements affordable and attainable for the everyday user, easy to understand and use, and sustainable with regards to how they are sourced and produced. One of the best ways to increase marketing breadth and to provide buyers with a reason to buy purchase is through vouchers and deals, with many of the leading health and beauty retail stress consistently offering deals on supplement multibuys and package deals. Sustainable and environmentally friendly packaging and messaging is also important in ensuring that the industry remains reliable – particularly with more and more customers revelling in the official Food and Agriculture Organization of the United Nations statement which states that a sustainable diet is one which has a low environmental impact and contributes to food and nutrition stability and security.
The other move that nutrition and supplement brands can make is to increase the way in which they reach out to and interact with people during their workdays. Making products which fit in with a hectic lifestyle can be a great way to introduce new ways of thinking and ensure that buyers are able to get what they need from a product in terms of nutritional support – whether or not they have the time or the drive to get more physically active or change their own diet.
And finally, brands in the industry can and should be taking the time to establish links between using their products and living a healthy lifestyle with a good diet and lots of activity. Understanding how nutrients works is one thing, but being able to slot them into an active lifestyle is another – and is the kind of education which will keep the industry relevant.
Popular products in the nutrition and supplement industry
The main products in the industry, and those which drive the largest profits and see the most return in terms of marketing, include:
- Weight loss supplements
- Nutritional supplements for women, men, and children (each with their own unique and tailored ingredient lists and values)
- Bodybuilding supplements
- Cutting and anabolic supplements to support athletes
- Nutrients which boost specific values in those with low levels of nutrients
- Supplements for those with allergies and sensitivities
- Supplements for women trying to conceive or getting ready to give birth
- Supplements which are designed to boost brain functionality, e.g. Omega 3
All of these products and more are available across a range of brands and retail partners, many of whom are a part of our active voucher site. Visit the Nutrition and Supplement page to find out more.