Episode Details

Unilever just told the market that beauty and wellness are one category — and GLP-1 manufacturers are now chasing the same consumer positioning your supplement brand owns. Both moves demand a strategic response.

In this episode:

• Unilever Wellbeing has publicly named GLP-1 drug adoption and AI-driven health data as the two structural forces behind its strategy to treat beauty and wellness as a single integrated category, not adjacent ones.
• GLP-1 manufacturers including the makers of Ozempic and Wegovy are deliberately replacing the word 'patient' with 'customer' and repositioning their drugs as lifestyle products, directly competing with the emotional territory premium wellness supplements have owned for a decade.
• Bayerische Milchindustrie, one of Germany's largest dairy cooperatives, is launching a high-protein cheese range onto mainstream German supermarket shelves, bringing established dairy infrastructure into direct competition with specialist protein food brands.
• Morrisons has begun selling off its in-store pharmacy estate as part of a grocery-focused turnaround, removing a significant UK retail channel for supplements, vitamins, and OTC wellness products from one of Britain's largest supermarket chains.

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.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

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