This document provides an overview of the changing supplement industry landscape. It discusses shifts such as a broader consumer base that includes more women and older customers, the migration of sales from retail stores to online retailers like Amazon and Walmart, and brands launching direct-to-consumer sales. It also notes trends like a focus on convenience, limited time flavors, and digital/influencer marketing replacing traditional print ads and spokesperson athletes. The supplement industry is facing many changes and low barriers to entry that legacy brands must adapt to.

2. JOSH
-‘The CPG whisperer’
-Rust Belt Kid
-Process and Strategy Fanatic
-Focuses on ‘better for you’
category while averaging 1 half
gallon of ice cream/week
DAN
-’Chief GHOST’
-Former Jet Pilot and
supplement super User
-Industry Vet since 2009
-Sneaker and Cereal Addict
LET’S GET INTRODUCED

3. HEADLINES

4. State of the union
THE
MARKETPLACE
HAS CHANGED
-Where have all the gym-bros gone?
-Grandma LOVESSS Quest Bars
(maybe not denture-averse ones)

5. State of the union
RETAIL IS
DY…CHANGING
-Where you buy your supplements is changing
-Alexa, find the nearest GNC location?
“Sorry, I don’t know that one” (in Alexa voice)

6. State of the union
THE WAL-
MAZON
MIGRATION
-Brands selling more or selling out?
-How is everyone coping?
(and the big winner is…)

7. State of the union
KEEP YOUR
FRIENDS CLOSE
-Brands launching direct to consumer
-Retailers launching private label
-Amazon launching ‘look-alikes’

8. State of the union
LAND BEFORE
TIME or
JURASSIC PARK
-The prehistoric era for legacy brands
-Low barriers to entry = daily launches
-MOQs/Retailers no longer provide buffer

9. State of the union
BRAVE NEW
WORLD
-The ”If you ain’t Bangin’ You ain’t Hangin’” effect
-Convenience over everything
-”Newness”/The “Calendar of Excitement”
-In house science or in house marketing?

11. USA USA USA
If it works here, it will work there
GLOBAL
The modern marketplace has no walls

12. SHOTGUN
DISTRIBUTION
Stack it high and watch it fly
CONTROLLED
DISTRIBUTION
Control your brand, control your future

13. PROPRIETARY
BLENDS
A little bit of this,
A little bit of that
TRANSPARENT
LABELS
Customers want all of this,
Customers want all of that

14. CHOCOLATE
OR VANILLA
Or Sour batch / Skiddles
NOSTALGIC
AUTHENTIC
DELICIOUS
Official or bust

15. HIGH MARGIN
”Fake” Original Prices and Contained
Marketplaces
HIGH VALUE
Transparent Market Places
Fully Disclosed Formulas
Packaging, Flavors, Licensing, Tariffs
AND PRICE POINTS
STAYED CONSTANT!

16. TRADITIONAL
ADVERTISING
Centerfolds and faux science—
I hope they’ll see my really cool
advertorial
DIGITAL
MARKETING
A 24/7 data driven community—creating
conversations on a limitless scale

17. ATHLETES
Mr. and Mrs. Olympia and the
Spokesmodel mindset
SUPER USERS/
‘INFLUENCERS’
Big Networks, Small Calves
And EVERYTHING in between

18. US FOCUSED
UNCONTROLLED
DISTRIBUTION
PROP BLENDS
VANILLA
HIGH MARGIN
PRINT ADS
BODYBUILDERS
GLOBAL BRAND
CONTROLLED
DISTRIBUTION
TRANSPARENT
LABELS
TRENDING
FLAVORS
HIGH VALUE
SOCIAL MEDIA
SUPER USERS

19. US FOCUSED
UNCONTROLLED
DISTRIBUTION
PROP BLENDS
VANILLA
HIGH MARGIN
PRINT ADS
BODYBUILDERS