Health brands have to prove themselves in a crowded and highly competitive market - here, established brands meet new market players, but also new alternative brands, depending on the channel. And these channels are not only limited to brick-and-mortar retail.
Health brands must not only convince consumers in terms of quality, safety, and efficacy, but also clearly highlight what sets them apart from their respective direct and indirect competition. Depending on the channel, store staff, expert advisors and product presentation are key levers.
Health brands must comply with strict regulations regarding the manufacturing, labeling, and promotion of their products. Compliance with these regulatory developments form an increasingly relevant role in terms of consumer trust in brands. In addition, in an era of constantly evolving scientific developments, brands must not only take it into account, but also understand what preferences and trends are driving consumers.
From grocery stores to drugstores to (online) pharmacies: the relevant channels are extremely broad for health brands and all have their own requirements. Developing and pursuing a sustainable sales strategy for each of these channels is a complex undertaking.
