Growth Opportunities Dietary Supplement Report 2024

The dietary supplement category presents great growth opportunities and yet it leaves consumers confused by an overwhelming choice. The focus on product attributes and lack of clear and differentiating branding creates difficulty for consumers to know what to choose. We help to simplify this for you. The purpose of this report is to highlight post-pandemic health concerns beyond immunity. We reveal new consumer data that shows a clear gap between health concerns and supplement usage. Businesses in dietary supplements can tap into this opportunity to address these concerns and boost awareness.

The value chain starts in the mind of the consumer

A while ago, we were asked to participate in a podcast about “How successful nutraceutical branding happens”. To understand the root of this, we took a trip down memory lane… In the podcast, we take you through HMT’s history, founded on the purpose of bridging the gap between science and consumer understanding, emphasising the critical role of consumers in the value chain. Because to be successful in the market of food, health and wellness, you must understand the mind of the consumers.

How to be successful in plantbased

How to win in Plant-Based: learn from Oatly & WhatIF Foods

The key success factors of 10 years ago are still applicable today. We have summarised the critical success factors that can help you succeed in the plant-based market, with key learnings from HMT’s own plant-based projects from today’s leading global brand Oatly and tomorrow’s runner-up brand WhatIF Foods.

Understand trends, consumer segments and innovation opportunities in the sports nutrition market

FourFactors® of success in sports nutrition

Where to play & how to win in Sports Nutrition. New research in collaboration with Maastricht University discovers the innovation gaps in Sports Nutrition. From gym bros to dog walkers: innovating in a difficult macroeconomic environment means you need to know the gaps per consumer segment. This report focuses on trends and opportunities per consumer segment so you get it right the first time.

Mental wellbeing consumer trends and insights webinar

Webinar on- demand: Mental Wellbeing

The world is witnessing a shift in the way we view and prioritize mental health. It’s crucial for health and wellness brands to address mental health concerns, and demonstrate their commitment to consumers’ well-being to make a positive impact on their lives. In this webinar, we show you what is happening, why it is happening and how to make it happen for your band.

Mass Market consumer

Triggers & barriers for mass market entry

What is the most critical failure factor when evolving from a start-up to a successful business? The crossroads between staying a lifestyle niche or growing to the mass market. This report will support your decision-making by asking two critical questions: Where to Play & How to Win. Discover the crucial consumer triggers and barriers for successful mass market entry. With a plant-based special: how to win in the plant-based mass market. 

Strategies for mental well-being

Mental Well-Being: a game-changing shift that has become relevant for all brands playing in food and health. In this report, you will understand how to connect to today’s consumers with our 4 identified consumer narratives. Physical benefits and rational claims are no longer enough. Engage with your consumer through emotional benefits and storytelling, and create a competitive advantage in your field. 

The post milk generation Oatly

The 3 secrets behind Oatly’s success

In 2012, The HMT led the repositioning of Oatly to create a platform for international growth. At the time, Oatly was a Swedish oat milk producer with no clear differentiation. Today a global brand. What were the factors that paved Oatly’s success? Discover the 3 secrets behind their brand success.

How to win in plant-based

How to succeed in plant-based?

The same challenges plant-based brands are facing today, were faced by functional food brands around 20 years ago. What did we learn from that and how can these learnings be applied to other categories? This article will help succeed in plant-based by understanding the key learnings to avoid the most common failure factors in plant-based.