Your Brand and the Post-Pandemic Supplement Consumer

Your Brand and the Post-Pandemic Supplement Consumer

On-Demand
Webinar

The U.S. supplement consumer before 2020 and the 2024 supplement consumer are not the same. And we have the census-balanced research to prove it. 

But, how much have they changed? In what way are their attitudes and behaviors different? And what does that mean for your supplement brand?

Find out in Pure Branding’s on-demand webinar based on our just-published 2024 U.S. Supplement Consumer PureSegmentation™ Research.  Join our presenters as we contrast fresh insights with our 2020 findings, and unveil census-balanced critical shifts in consumer attitudes, behaviors, and expectations.

This 45-minute on-demand webinar covers these topics and their implications for your brand:

  • Degrees of trust in the US medical system
  • Changes in motivation to take charge of one’s health
  • Trending belief in holistic healing
  • Desire for transparency and how that impacts brands
  • Differing approaches to taking supplements
  • Shifts in shopping behavior and brand loyalty

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Webinar Transcript

Yadim Medore:

Welcome everyone. I’m Yadim Medore, Founder and CEO of Pure Branding. We’re excited to share a small portion of this research that my team has been working on for the last few months. You may have seen a lot of post pandemic data, but today we’re delving into the impact for brands and marketers. We hope you find it valuable.

A quick note of housekeeping. Please share any questions via Zoom chat at any time. As we’ve blocked 45 minutes for this webinar, we’ll reserve 5 minutes at the end for Q&A. However, for those who wish to stay longer for questions, we’ll stay on to the top of the hour.  And we’ll be providing a copy of this deck via email following the webinar.

For those who may not know us, for over twenty years, we’ve been transforming science-driven supplement companies into beloved brands through smart strategy, research, and activation.

We’ve done this for a diverse set of legacy and emerging consumer brands, as well as healthcare professional brands. Leaders from many of these brands are here with us today and we give you a special welcome.

Presenting with me today are my colleagues Samantha Brewster, VP of Growth Marketing and Peter Littell, Director of Research & Strategy. Now I’ll hand it over to Peter for some background on this research.

Peter Littell:

Thanks Yadim. Want to start by saying how excited I am to be sharing this data with everyone here. Let’s get going. 

As the strategy and research director it’s really wonderful rolling out our second census balanced PureSegmentation report on the US supplement consumer because we know how much potential this segmentation research can have in helping brands know and interact with their consumers today.

The other thing that’s exciting is that we somehow were prescient in the timing of our first report. Little did we know that our first would be one of the last comprehensive studies on the supplement consumer before the pandemic. Now we have our second one, and a real chance to compare pre- and post-pandemic thinking.

There are a number of similarities between two reports. The objective is the same – to understand U.S. supplement shoppers through a census-balanced market-sized segmentation analysis.

Because we’re a brand strategy, market research and brand activation agency, our approach is to combine attitudinal, behavioral and demographic factors because we’re always thinking about how our research can be actionable and we want our insights to identify, attract and engage a brand’s target consumers .

We also asked a number of identical questions, and what that means is that we have real comparisons of attitudes and behaviors before and after.

And finally – with a +/- 2% margin of error, our data is really precise.

So how did we define a supplement user? To be included in the study our respondents had to have purchased at least one of the following seven categories of products in the past year.

  1.   Greens or superfood powders
  2.   Probiotics
  3.   CBD
  4.   Protein powder
  5.   Detox products
  6.   Herbal or botanical supplements
  7.   Vitamins or supplements

They also had to be 18 years or older. 

80% of the census-balanced respondent pool identified as supplement users. That number is consistent with other recent studies. So what does that mean in terms of size of market? There are 206 million adults who buy supplements and are responsible for fueling the 62 billion dollar supplement market. 

Demographically, the way our census balanced supplement user looks is close to the general population with a few exceptions. Supplement users skew more female, and the biggest age group is in the 35-54 range. Their household income is higher than that of non-supplement users and as a whole they’re slightly better educated. 

Demographics are only a part of the story. They’re important, yes, but when it comes to attitudes and behaviors, not everyone in an age group acts or thinks the same.  Not all Gen Z, millennials, Xers and boomers are alike, and believe it or not, in the supplement market there’s a lot of intergenerational thinking that’s similar.  So when we get asked ‘how can we appeal to the millennials’ we answer, ‘which ones?’

And when we ask clients ‘who is your consumer?,’ we often get a demographic response like female, suburban mom between the ages of 35 – 50. While that might bring up some stereotypical images, in the supplement world there are at least six versions of that “female suburban mom”.

So what are your gaps in consumer understanding? Let’s take a quick poll. 

[POLL TAKEN]

For our study we wanted to make sure to get a multi-dimensional view of the consumer. Our research addressed the gaps we just saw in the poll.

Starting at the top right and going clockwise:

  • Health attitudes. This is where we look at those areas that shape consumers’ health and wellness attitudes that motivate them to take supplements.
  • Belief in integrative. Here we look at the how and why people are moving toward a more holistic perspective on health.
  • Supplement usage. This is where we look at their behavior in relation to usage and routines.
  • Customer Journey. This is where we look at many influences, both sources and people, and this helps us determine customer journeys.
  • Brand attraction. Here we find out what it is about a brand that’s going to align with people’s values.
  • Demographics (which you still need for lots of reasons) and Personality.  Your consumers are humans after all and humans have personalities that you need to engage.

 When you break down each of these sections and their questions and their options, there are literally thousands of factors that are being analyzed.

This is rich and multi-dimensional data. It enabled us to identify 6 distinct clusters that were statistically evaluated and validated through a series of analyses and that resulted in 6 strong and differentiated Pure Segments.  We’ll be talking more about the segments later in this webinar, but now that you know how we got and developed our data, it’s time to hand over the next section to my colleague Samantha Brewster. 

Samantha Brewster:

Thanks Peter.

Pure Branding is a strategy firm that roots ourselves in customer segmentation so – to be frank – we don’t always put much emphasis on our total sample. But when we saw these attitudinal shifts quantified across our two surveys, we were excited to bring these insights to our community. We’ll be sharing not only the post-pandemic trends, but our perspective on why these changes matter for your brand as you engage with today’s supplement user.

First, let’s look at a topic that came up a lot during the pandemic: trust in our medical system and interest in holistic health.

Today we see a sustained drop in supplement users’ trust in our medical system.While half of our respondents reported their trust in the medical system has stayed the same since the pandemic, 29% told us their trust decreased. Not presented on this slide, we also asked supplement consumers how they defined the U.S. medical system to give us some context on their sentiment. Most define the system as made up of pharmaceutical and insurance companies and large health care systems. So, we can infer that this shift towards distrust is in response to big pharma and so on. 

This shift is validated when we compare the 2020 study to today. In both surveys, we asked consumers to describe our medical system and offered them a spectrum from excellent to extremely corrupt and harmful. Compared to our pre-pandemic study, there has been a dramatic negative shift in sentiment.

If we combine the three red boxes, we see a total of 59% of today’s supplement users consider the system as flawed, corrupt or harmful – vs. 39% in 2020. This is a macro cultural shift and one that supplement brands should pay close attention to. We are not suggesting your brand should be outspoken against big pharma or insurance, but it’s critical to recognize your consumers may have a deep distrust in the conventional systems.

Before we progress further into the presentation, a quick comment on charting since you’ll see several graphs that follow this same structure. The bars represent the latest research and the hashed lines are our comparison to the 2020 study.

So, if supplement consumers have become increasingly critical of conventional medical systems, what are they turning to instead?

Post-pandemic, supplement users have adopted a more holistic view of health that considers not just their physical, but also their mental and spiritual well-being. We see a shift towards holism with 33% of respondents reporting an increase in their holistic beliefs.

When we were interpreting this data, we wondered: has this interest in holism been a byproduct of mistrust in the medical system, or has interest in holistic perspectives actually caused some new distrust in the system? Regardless of what’s chicken or the egg, there’s a clear shift in mindset underway.

As brand leaders, you might adopt a whole view of your customers’ health – beyond just the physical. This could manifest in how you design your personalization programs, build your advisory boards, inform your content strategy or affect how you talk about your bigger brand mission and values.

Related to holism, we asked respondents about their beliefs around alternative medicine and therapies. When we combine the three green boxes, we see a sum total of 73% of supplement users that either believe in or are open to alternative medicine.

In this question, we gave ayurveda, traditional Chinese medicine, naturopathy, and homeopathy as examples of alternative medicine practitioners. We intentionally referred to those modalities that are at the further end of the spectrum so we could confidently assess our respondent pools openness to complementary medicine –  and this data clearly reveals there’s mass appeal.

As you think about how to bring a holistic lens to your brand, recognize that your customer could be exploring a wide variety of modalities to address their health concerns. Depending on who your customer segment is, what you once may have once considered “woo woo” may now have become mainstream to them. 

Let’s look at an example of how two PureSegments differ starkly in how they think about alternative medicine.

Let’s say your brand’s target customer was the red segment and you decide – based on the total sample data shared on the previous slide – to emphasize your brand’s connection to integrative medicine. This actually may not resonate well with her, as 35% of these consumers are skeptical or not open to alternative therapies.

Conversely, if you were building your brand to attract the orange segment, this would be a tremendous asset. You would have permission to build your brand, content, marketing and engagement strategy around this shared belief. 

The next trend we’re going to look at is the desire to take charge of your own health. You may have experienced or witnessed this first hand – but there’s been an apparent change in how people think about their personal role in their health. Supplement consumers are taking a more active role in their healing, and we see this trend quantified in our research. 

Overwhelmingly here, we see a shift in self-reported desire to take charge of your own health following the pandemic. The majority (58%) report an increase in this attitude.

So far, we’ve reported a declining trust in medical systems, an increased appetite for holistic health and alternative medicine, and now evidence that supplement consumers are wanting to put themselves in the driver’s seat when it comes to their health. What is the root of these related shifts in attitudes?

We think these trends are all driven by an increase in consumer knowledge.

In both surveys, we asked respondents to self-report their level of knowledge. When we combine the three green boxes, we see the great majority (82%) feel they are either already well-informed or are actively trying to learn more about supplements – compared to 65% pre-pandemic.

Your customers are most likely working with an existing knowledge-base and, as a brand, you can provide them with the right resources to inform their decision-making. Consumer segments that are well-informed and constantly learning are going to be deterred by brands who “talk down” to them. An accurate understanding of your customers’ level of knowledge should permeate your marketing and engagement strategies. 

In both surveys, we asked respondents to tell us about their overall philosophy when it comes to supplementing. We were surprised to see a meaningful shift in attitudes here – with today’s supplement consumer being much more likely to ‘follow instructions and take supplements as recommended’ – up to 49% from 36% – and ‘establish a routine with the same supplements’ – up to 47% from 28% pre-pandemic. ‘Researching supplements to determine which are best for me’ remains steady in the ranking at #3.

While we found this data surprising – it’s great news for our industry. More consistency with routines means stronger retention and lifetime value potential for your brands.

While supplement consumers are knowledgeable and have an increased desire to take charge of their health, this #1 behavior to “take as recommended” reveals to us that  they’re not necessarily doing it alone. They’re working with practitioners and they’re learning from brands. The quality of your brand’s recommendation engine and subscription offerings can provide today’s consumer with what they’re looking for: clear recommendations and tools for creating their routine. 

But again, we know there’s a distinction here by consumer segment. These visuals use color saturation to quantify how each segment over or under indexes against these 8 factors. Here the green segment over indexes for routine and research and experimentation. A brand built to attract this segment may focus more heavily on their educational resources and innovation pipeline.

The blue segment is quite opposite: they try what works for others and are price-driven. A brand built for them may have a heavy promotion strategy and lean into social influencer programs. 

Next let’s look at how these shifts in attitudes have translated into shopping behavior and loyalty

We’re not the first people to tell you: use of vitamins and supplements increased as a result of the pandemic. Here we see a sustained self-reported increase in their supplement use today, with 45% of respondents reporting an increase. 

We looked across both studies and see people are taking supplements daily at much higher rates. When we combine the first two green boxes that indicate daily use, we see a total of 74% of supplement users today vs. 54% pre-pandemic.

I don’t want to glaze over this data because we think this shift is actually pretty remarkable – especially when you consider how long it takes people to form new habits. With the pandemic, we had this unique moment in time where daily life really changed for over a year. People prioritized supplements and got into a daily routine – and this behavior stuck even as life has returned to normal. 

Let’s look at how our respondents are shopping for supplements across retail channels.

As we compare shopping channels pre vs. post-pandemic, we see mostly minor shifts across natural, specialty and online – but what we really want to call-out here is a meaningful shift in FDMC shopping – represented by this top light purple box on this chart. Those buying their supplements from large mass retailers grew from 38% in 2020 to 48% in 2024. This has been an interesting shift to watch as the lines across online, FMDC and natural have blurred for our shopper.

This growth in FDMC shopping doesn’t mean your DTC brand needs to work on your pitch for Wal-Mart, but it should alter your perspective on where your target consumer might be browsing and the brands you consider your competitors. 

While we know FDMC is playing a bigger role, we also know it’s rarely the only channel in play. Here we’re looking at self-reported spending across channels, so we’ll use this data directionally to understand shopping behavior.

Looking back to 2020, 31% of consumers claimed to only shop for supplements at FDMC, and those people represented 16% of the total U.S. dollar market share. Today, the percentage of FDMC-only shoppers has stayed fairly steady at 28%, but they now only represent a dwindling 3% of the market share.

For comparison, let’s look at the FDMC multi-channel shopper. These shoppers buy at FDMC but also traverse at least one other retail channel – whether it’s natural, DTC, Amazon and so on. This group represents 58% of the total supplement population and nearly half of the total buying power!

Clearly, supplement consumers are no longer constrained to just one channel. This trend was well underway prior to the pandemic, but we think it’s been kicked into high gear. For example: You may have always bought your favorite brand at the Vitamin Shoppe, but now you’re browsing the supplement aisle on your trip to Target.

This knowledge of your customers’ shopping behavior should inform your digital media tactics, your promotion strategy and – most obviously – your future retail distribution. But we also think it has implications on the value of your brand. Strong branding is even more powerful in an omnichannel world. 

While supplement consumers’ loyalty to a primary channel may have gone away, we’re happy to report they’ve actually become more brand loyal.

We asked in both surveys how often they switch brands for their most frequently used supplements. When we combine the two green boxes, we see the sum percentage of people who rarely or never switch brands has grown to 61% – from 48% in 2020.

Collectively, this data is telling us that the average supplement consumer wants to be armed with knowledge, established in their daily routine and has a propensity to stick with the brands they love. As brand leaders, your customer engagement strategy cannot be an afterthought – it is just as critical as your investment in marketing and acquisition.

Next, I’ll hand it back to Peter to share the fifth and final pandemic shift. 

Peter Littell:

Thanks Samantha. Let’s continue looking at these shifts in terms of trust and transparency.

Here is another of one of our post pandemic questions. My trust in vitamins and supplements, their efficacy and safety has increased, stayed the same or decreased. This is a very different story from trust in the medical system that Samantha presented.

33% of respondents say their trust in supplements has increased and only 4% say it has decreased. Many of you in this webinar are probably saying this is not news. Other studies have shown a level of trust toward the supplement industry year after year. I want to point out that the people who answered this question are all supplement users so in effect they have a vested interest in wanting to trust what they take.  

So we wanted to go deeper and look at the degree of trustworthiness.  In this question we asked, “In relation to trustworthiness, what is your perception of the vitamin and supplement industry?”

Overall 61% perceive it as trustworthy. This is good news, obviously. But looking at this a little more closely, only 14% are very trustworthy.  And 31% are neither nor with 7 % not trusting. And this from a group of people who have a vested interest in trusting supplements. 

The takeaway here is that as a brand, you still need to earn the trust of people who want to trust you. Even if consumers generally trust the industry, they are still buying individual brands and if they lose your trust, they believe that there are plenty more options out there. And regaining lost trust, that’s a tough task.

We know that one effective way to gain trust is through transparency.

Now saying you are a transparent brand is becoming a cost of entry in the supplement market.

But what is most important when considering transparency?  Respondents were offered a number of options and the main takeaway is that what people want to see from a transparent company has not changed that much as a result of the pandemic.

The top three – truthful and clear labeling, verification of product safety and quality, and proof of product efficacy remain the same. What has dropped a bit in terms of important considerations are sourcing and sustainability as well as human rights and corporate social responsibility, but ranking 2020 to 2024 is similar. But when we see this question analyzed through segments, that is when it gets interesting.  

Look at these two segments where the wheels show which transparent considerations over or under index. The purple segment on the left over indexes for labeling being clear and truthful and third party verifications. The blue segments over indexes for sourcing of raw ingredients, employee labor and human rights, corporate social responsibility and the management culture. 

We also asked them about efficacy and transparency, as in do they agree or disagree that the more transparent the brand the more they believe in the efficacy of its products. Association between transparency and belief in efficacy is strong, with 23% strongly agreeing and 46% agreeing.  

This is really important for brands, because being perceived as more efficacious without having to make clinical claims is big and can be the differentiator when consumers choose between brands that fundamentally offer the same product.  This has been a consistent finding of ours for years, and the pandemic did not change that.  

But there was one significant change between the two reports. Association with innovation. What people most want to see from an innovative supplement brand is that they are totally open and transparent, up from 29% to 44% in our 2024 report.

So the brand takeaway is that in a market where everyone says they are transparent, you actually need to reinvest more into your transparency programs, connect your transparency to your innovation and your storytelling, so your consumers will actually pay attention to it, and that will feed into their belief in your products’ efficacy. 

I want to shift gears now. We’ve talked a fair amount about segmentation in this presentation. For the next section we’ll show you how segmentation has real value for supplement brands. 

Supplement brands tend to focus much of their marketing attention on what we call ‘needs marketing.’ You draw attention to the issue and offer the solution. The problem is, unless yours is the ONLY solution, you are competing with many different options. And when the consumer comes to the shelf to decide which vitamin D to buy or what echinacea to purchase, they are drawn to those they trust. But how do you appeal to those consumer attitudes that resonate with the consumer? With segmentation we gain insight into which attitudes to address.  

Let’s look at health reasons for taking supplements. These are the top 15 reasons in 2024 for taking supplements. When comparing pre and post pandemic, the big changes are in digestive health, energy levels, brain health and healthy aging.

What’s interesting is there’s a drop in interest in overall health and wellness. It’s specific health needs that people are more drawn to. So needs marketing is important. But it is only the start. Let’s look at one specific need: Sleep.

When you look at the 19% who list sleep as a reason for taking supplements, four of the six segments are average or over index for listing sleep. This is not to say that within the other two segments, there is not a market for sleep supplements. It helps you look at where the bigger market share lives. 

Okay, so now you have found four segments and it is time to promote your solution. And if all you have are needs benefits, every one of your competitors are promoting the same structure function claims. Words like healthy, restful, tranquil, peaceful, uninterrupted, no dependency and balanced, are going to inundate the consumer looking for sleep supplements. And lets not forget, every brand is the best, highest quality and most effective.

This is where consumer centric brand clarity is so valuable in converting sales and connecting what is important to their target segment to the brand.

So we showed you this slide earlier. It shows all of the factors that we analyzed to create our segments. For this exercise we’re going to pick just three out of the many ways we dimensionalize our segments.

In Health Attitudes we’ll look at health aspirations.

For Belief in Integrative we’ll look at Integrative Sentiment.

And for Brand Attraction we’ll look at Positioning.

Brand positioning.  We asked respondents to choose 3 of the following positions that would influence their purchase of a brand.  Not going to read them all, but they were carefully written based on our years of research testing within the supplement space. And by the way, respondents did not see the gold shorthand headers. Those are for our quick identification. 

For our example, there are three sleep brands and Brand A is clearly all about purity, using only the purest ingredients. Brand B is about using proprietary and clinically proven ingredients and formulas.  And Brand C is all about women’s health, its formulas designed specifically for women because they face different challenges than men.  This is who they are authentically, and it makes sense that they claim those positions for their brand.

In looking at the 6 PureSegments, Segment 1 over indexes for wanting brands that are pure. Segment 2 over indexes for brands that are proprietary clinical, And segment 3 over indexes for wanting a brand focuses on women’s health. 

Next, how can these brands motivate their target segments beyond their health needs.

We asked  “Beyond health reasons, which of the following are the most important reasons you take supplements?” As seen here everyone wants to live a longer, higher quality of life and feel better each day. But what about the other aspirational reasons that will resonate with them? 

PureSegment 1, who is drawn to pure, over indexes for wanting their supplements to help them meet their exercise goals and be strong and in control. 

Segment 2, who is drawn to proprietary clinicals, over indexes for wanting their supplement to help them get more quality time with their loved ones.

Segment 3, who wants a woman’s health brand, over indexes for wanting their supplement to help them tackle new challenges and make them more hopeful. about the future. 

Next, how can these brands align and connect with the attitudes of their target segment.

We asked, “Which of the following do you most appreciate about your experiences with your integrative or alternative healthcare professionals?” As you can see, they are fairly evenly split. But that is not the case within the segments. 

Segment 1 – Pure, motivated to be strong and in control, over indexes for an in integrative experience that looks to natural remedies over prescription drugs and that focuses on wellness rather than disease management

Segment 2 – Proprietary clinical, motivated to have more quality time with loved ones, over indexes for an integrative experience that feels personalized and that looks to root causes rather than symptom management

Segment 3 – Women’s health, motivated to tackle new challenges and be more hopeful about the future, over indexes for an integrative experience that takes into account their lifestyle and environmental issues and that empowers them to get well.

You are beginning to see how each brand that sells better sleep can with segmentation engage with their target segments in unique ways that connect with their needs, attitudes and motivation.

And all backed up by real, precise data.

Three sleep brands: All promote relaxation and support restful, uninterrupted sleep.

But each one has a distinct dimensional difference.  Here is how they can appear, specifically engaging their target segment. 

Brand A  

Made with only the purest ingredients

Get the sleep you need so you can be strong and in control

It’s time to transition to the natural solution that puts you on the path to wellness

Brand B

Made with proprietary and clinically proven ingredients

Get to the root cause of your sleeplessness

You deserve a good night’s sleep every night so you can spend more quality time with your loved ones

Brand C

Made for women because they face different challenges than men

Hope is on the way. Get the sleep you need so you can tackle those new challenges

In a world filled with toxins and stress a good night’s sleep will empower you 

All three of these brands sell sleep, but in a way that speaks directly and with relevance to a distinct target segment.

Yadim Medore:

Thank you Peter and Samantha for walking us through these insights! When I look at this data in relation to the post-pandemic supplement consumer, what I’m seeing is a market of consumers who are as a whole more intense about their supplement usage, more knowledgeable, more trusting, and hold a greater holistic view of health.

Coming out of this, what’s important for supplement brands is that they have to raise their game. Consumers are better able to sense snake oil and pandering. Brands have to acknowledge that they can’t appeal to everyone if they want to compete — the old adage of if you try to appeal to everyone, you’ll end up appealing to no one.

In this post-pandemic world, you are competing with thousands of other supplement brands for attention. Your communication has to be relevant and if you speak too broadly then you become just part of the noise.

You know, the first thing our clients often tell us is that they don’t know who their consumer is. Once we help them identify their target segment, they can engage them in a deep and meaningful way that aligns with their beliefs, values and aspirations, beyond just the functional benefits.

I guess that’s a nice segue into my sales pitch! Peter and Samantha just walked you through just a tiny sampling of insights from the total sample from this recently fielded research, as well as a demonstration of the power of segmentation from just 3 out of hundreds of data points, and how it can be used to fuel brand strategy and consumer targeting.

As brand strategists, our objective for this tool is to make segmentation actionable through deep consumer profiles. Here, you’re seeing the six PureSegment profile boards with accessible and easy-to-scan data visualizations that allow everyone on your team to quickly compare and contrast each segment. Many of our clients print out large poster-size versions of their target segment to socialize everyone who touches the brand.

Our clients have used PureSegmentation to inform:

  • Brand development & market positioning
  • Brand storytelling & campaign development
  • Consumer journey design & lifecycle marketing
  • Marketing channel mix & targeting
  • Content strategy
  • Transparency programs
  • New product innovation & portfolio expansion

There are three investment options you can benefit from, starting at $25K:

  1. With our PureSegmentation + Consulting Session, you can gain insight into the 6 market-sized segments and consulting support to interpret actionable application for your brand
  2. With our PureSegmentation + Typing Tool, you can uncover which consumer segment your current customer base falls into so you can more effectively reach, engage and retain that audience, or identify the segment you should be reaching
  3. With Custom PureSegmentation, we can field custom research analyzed through the PureSegment typing tool to uncover both your current customer and opportunity target segments, and test responsiveness to positioning that can drive brand growth

If you’re a pre-revenue or emerging brand, don’t let that price point deter you. We have some models designed just for you.

For more information, you can reach out to me at yadim@purebranding.com and I’ll be happy to set up a time to discuss how PureSegmentation can drive value for your supplement brand.

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