Episode Details

A landmark meta-analysis is shaking the bone health supplement category, Little Spoon is converting food trust into supplement revenue, and GLP-1 drugs are creating a new paediatric micronutrient gap nobody has claimed yet.

In this episode:

• A meta-analysis of over 153,000 adults finds calcium and vitamin D supplements, alone or combined, offer little protection against fractures or falls, directly threatening one of the supplement industry's largest revenue categories.
• New research shows nearly one in six children taking GLP-1 drugs including Ozempic and Saxenda develop nutritional deficiencies due to appetite suppression, opening an unclaimed white space for paediatric micronutrient brands.
• Little Spoon, the US DTC baby and kids food brand, is launching its first daily multivitamin, using parental trust and existing DTC infrastructure to cross from food into the higher-margin supplement category.
• Arizona Attorney General Kris Mayes is suing Botanic Tonics, maker of the Feel Free kratom shot brand, for illegal marketing, escalating regulatory pressure on the functional botanical beverage category with likely implications for EU novel food scrutiny.

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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Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily