1. WHAT CONSUMERS ARE
LOOKING FOR FROM WELLNESS
BRANDS IN 2023

2. Hey there you
brilliant marketer!
We know the New Year is the Superbowl for
your brand.
That’s why we’re here to help you discover new paths
to consumer connection to make your mark in 2023.
VESTA-GO.COM

3. We conducted a study asking 5,567 consumers
what they want from Vitamin, Mineral,
Supplements and Hydration Drinks in the
coming year. Here's what we learned...
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4. How important are wellness
brands to consumers?
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5. 60% of consumers are interested in Vitamins,
Minerals, and Supplements and 1 in 3 are
interested in Hydration Drinks
There is significant interest in
the category
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6. The focus on
health during
pandemic was
not a flash-in-
the-pain
83%
of consumers say it is
very/extremely important for
them to incorporate wellness in
their daily life
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7. Category Winners Include
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8. Even with interest, consumers
are struggling to meet their
goals...
Only 1 in 10 feel they get enough
nutrients in their diet
Only 1 in 3 feel they stay
hydrated well enough
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9. Consumers are interested and
excited about wellness brands.
Maximize demand by boosting
knowledge exchange & education
TAKEAWAY FOR MARKETERS
VESTA-GO.COM

10. What you can do today to achieve
results in 2023?
Foster education and
lifestyle conversations
to create connection
and accountability
from like-minded
people
VESTA-GO.COM

11. DSE Healthcare drives product
conversation
Healthcare solution company with a portfolio of
speciality health brands
Created a wellness-driven online community
called The Upside to promote healthy lifestyle
education and drive product-based conversation
Through brand-hosted discussion topics, The
Upside forum has generated more than 13,000
comment threads and conversations.
COMMUNITY POWERED MARKETING CASE STUDY

12. What do consumers look for from
wellness brands?
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13. VESTA-GO.COM
7 or more
Two-thirds of
consumers identify
areas of health they wanted
help with

14. Brain, Memory & Support (82%)
Hair, Skin & Nails (82%)
Beauty (80%)
GEN Z
Everyday Health (72%)
Energy & Concentration (76%)
Gut Digestion (68%)
MILLENNIALS
GEN X
Everyday Health (73%)
Bones, Muscles & Joints (80%)
BOOMER
Bones, Muscles & Joints (84%)
Heart Health (60%)
Eye Health (57%)
Different
generations
want help in
different areas
from Vitamin,
Minerals and
Supplements
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15. When it comes to Hydration
Drinks, most consumers are
interested in Energy, Immune
Support and Vitamins
70%+
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16. Different genders turn to hydration
drinks for different reasons
Drink as part of an
exercise routine
Drink to start
their day
Drink as a midday
pick-me-up
Men are more likely
to drink hydration
after working out
(70% vs. 62%)
Women are more likely
than men to drink
hydration drinks to start
their day (50% vs. 43%) or
as a midday pick-me-up
(61% vs. 53%)
70%
62%
50%
43%
61%
53%
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17. 66%
53%
38%
29%
42%
32%
18%
23%
15%
21%
12%
22%
9%
17%
Men are more likely to shop for wellness brands at
speciality stores while women shop at mass retailers
Women are more likely to
purchase vitamins, minerals,
supplements from Walmart,
Target and Walgreens Men are more likely to buy vitamins,
minerals, and supplements from GNC
and the Vitamin Shoppe and hydration
drinks from Whole Foods and the
brand's website
Hydration Drink Purchases

18. Personalized supplements are big with
Gen Z, but is overall enticing to the
majority of generations
71%of Gen Z are "very interested"
in personalized supplements
made just for them
58%
of all generations were
interested in personalized
supplements
VESTA-GO.COM

19. Transparency
and sustainability
are important for
younger
consumers
54%
57%
of Gen Z want to know the
science behind their
supplements
consider sustainability,
community and giving back
important
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20. Millennials especially want supplements with
high-quality ingredients
want supplements with
real food sources
72%
want supplements with
superfood ingredients
69%
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21. Consumers want wellness brands
that have strong values AND that
create a personalized experience
just for them
TAKEAWAY FOR MARKETERS
VESTA-GO.COM

22. What you can do today to achieve
results in 2023?
Build an online brand
community rooted in
elevated values that
offers tailored
experiences fueled by
zero-party data
VESTA-GO.COM

23. Aims to reduce the problem of antibiotic
overuse in colds and flu and to showcase the
brand’s benefits through real consumer stories
EZC's "Immunity Community" is a part of their
ongoing support for antibiotic stewardship
initiatives
In just three months, the community grew past
5,000 members
EZC Pak Immunity Community
COMMUNITY POWERED MARKETING CASE STUDY

24. What influences purchase for
wellness brands?
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25. say recommendations from friends &
family play a significant role in purchasing
hydration brands
of consumers turn to online reviews
to help with vitamin, mineral, and
supplement purchases
Word-of-mouth advocacy play a big role
with purchase decisions
42% say recommendations
are a very important source
of information
47% say reviews are a
very important source
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86%
90%

26. Consider online communities
of like-minded consumers an
important source for
wellness brand purchases
68%+
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27. Athlete endorsements and
influencers/celebrity
ranked last as important
sources of information for
purchase decisions
"Influencers" are not influencing on this purchase
32%
25%
Athlete
Influencer/Celebrity
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28. Consumers will turn to their digital
neighbors. Online reviews and
social advocacy are key.
TAKEAWAY FOR MARKETERS
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29. What you can do today to achieve
results in 2023?
Cultivate brand
advocates to build a
pipeline of always-on
reviews and user-
generated content
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30. Aimed to boost knowledge of Elderberry while
turning customers into brand advocates
The brand built the SambuCrew, a vibrant
online community for brand advocates to boost
new product and brand awareness through
personalized samples
Achieved more than 10,000 pieces of user-
generated content in just one year.
Sambucol's SambuCrew
COMMUNITY POWERED MARKETING CASE STUDY

31. Interested in learning about how
community powered marketing can
make a healthy impact on 2023 sales?
Let’s talk.