Episode Details

REWE's buyers have put longevity on the official retail agenda — and new GLP-1 research just opened an uncontested paediatric supplement niche. If you sell into European health channels, today's briefing is a ranging and positioning checklist.

In this episode:

• New research found nutritional deficiencies in nearly 1 in 6 children taking GLP-1 drugs including Ozempic, Saxenda and Trulicity — a paediatric supplement gap no European brand has yet moved to fill.
• At the 173rd MLF trade meeting hosted by REWE Engelhardt in Herten, longevity was named a defining category megatrend, signalling that German grocery buyers are actively ready to range longevity-positioned products.
• European industry players are significantly increasing investment in fungi-based meat alternatives, with mushroom protein positioned as a premium, whole-food reset for a plant-based category hit by consumer fatigue and retailer delistings.
• Apothékary founder Shizu Okusa is expanding the US supplement brand beyond product retail into experiential wellness — including a Kyoto retreat concept — as a direct strategy to escape supplement market commoditisation.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

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