What needed to change
A pharmaceutical company saw growth in supplements, but the category’s pace, fragmentation and claim complexity made the right opportunity difficult to identify.
Entering the Supplements Market
Making an overcrowded category legible enough for a pharmaceutical company to choose where—and how—to enter.
How we found the answer
- Conducted innovation, segmentation and consumer-trend analysis.
- Mapped competitors, best-in-class players and relevant M&A activity.
- Studied recent U.S. and European successes to identify formats and propositions with local potential.
Research with somewhere to go
We identified the most promising consumer segments, product spaces, ingredients and formats—creating a focused opportunity map for growth.