The global dietary supplement market was projected to hit $203.42 billion in 2025… and almost double again by 2034. Just as this is a massive opportunity for brands to jump on the bandwagon, it’s equally a huge sea of competition to stand out against – and today’s scroll-driven population is relentless.
We’ve worked with various supplements brands over the years (it’s our bread and butter) and helped them find their “Difference”, sharpen their message, and land impact in a sea of sameness. So, here are the do’s and don’ts we’ve learnt about supplement marketing along the way.
DON’T Go Too Clinical
Of course it’s important to be science-backed. You’re asking people to put something into their bodies, so trust is non-negotiable. But sounding like a medical textbook won’t win you fans. Cold, clinical, overly “sciency” language rarely resonates with consumers – if your content feels like a lecture, you’ll lose people fast.
DO Humanise Your Brand
Influencers are one of the quickest ways to humanise your supplement brand. But it’s not about throwing your product at every creator under the sun. You need to find the right voices – the avid gym-goers chasing PBs, the busy parents juggling work and family, the professionals battling afternoon slumps. When those audiences see someone like them using your product, it feels real. And that’s what makes people tap.
DON’T Copy the Crowd
Let’s be honest: the supplements market is crowded. There are already thousands of collagen powders, vitamin blends, and pre-workouts fighting for attention. If your brand looks and sounds like everyone else, you have a higher likelihood of blending into the background.
DO Find Your Difference
What makes you stand out? Is it your formulation, your sustainability story, your brand voice? Whatever it is, double down on it and make sure people feel it. The brands that smash the competition are the ones that know who they are (and don’t shy away from shouting about it).
DON’T Keep Your USP in a Box
Finding your unique selling point is only step one. The real value comes from applying it everywhere, not hiding it in one ad campaign or a single strapline. Too many supplement brands chase quick wins and forget that their “Difference” needs to live across every touchpoint: web, brand, and digital.
That’s where your “SYCI“(Sh*t You Can’t Ignore) comes in. It’s about taking what makes you different and pushing it through every channel in a way that grabs attention and sticks. From your website messaging to your email flows, your product pages to your paid ads, consistency is what builds recognition and trust.
If your USP isn’t showing up at every stage of the journey, your product will always struggle to cut through. When it does? That’s when awareness grows, customers remember you, and sales start to scale.
DO Apply It Everywhere
Your “Difference” should come through in everything you do – from your website and packaging to your socials and digital ads. Consistency is what stops people scrolling and helps your brand stick in their minds. When your USP runs through every touchpoint, it turns from a tagline into something people actually recognise and remember.
DON’T Mislead
It’s tempting to go big with your claims. “Boosts memory instantly,” “burns fat overnight,” “cures everything”…we’ve all seen it. Although this strategy might grab attention for a minute, you’ll destroy credibility in the long run – a risky game to play in the supplements world. Customers are smart. If they feel misled once, it’s unlikely they’ll come back.
DO Build Trust
Building trust takes honesty and transparency. Make sure to show your clinical backing, but always balance it with relatable, real benefits. Share genuine reviews, show your supplements in real-life use, and highlight things like accreditations, testing, and sourcing. When you combine credibility with authenticity, your audience is far more likely to believe in (and stick with) your brand.
DON’T Expect to Go Viral Overnight
Every business dreams of that viral TikTok moment that sells out stock in a week. It does happen, but not nearly as often as we’d like to think. If you put all your hopes (and budget) into chasing virality, you’re setting yourself up for disappointment.
DO Play the Long Game
The brands that last are the ones that show up consistently. They work with people who know the space, keep testing and refining, and gradually build recognition. With the right mix of brand, web, and digital, your message keeps landing until it sticks, and that’s how you grow a supplements business that’s built to last.
Market Supplements That Can’t Be Ignored
Ready to take your supplements to market, or need advice about where to start? As supplements marketing experts, we’ll help you uncover what makes you different and carry that through every touchpoint – brand, web, and digital – so your product becomes something that can’t be ignored. Contact our team to find out how.
