Posts tagged with "Personalization"

Medical illustration by Heather Skovlund for 360 Magazine

The Hot Trend of Personalized Vitamins

THE HOT TREND OF PERSONALIZED VITAMINS

Based on an online survey of Influence Central’s Consumer Insights Panel, with responses from 500 consumers, May 2021. 

COVID HAS USHERED IN AN ERA OF PROACTIVE WELLNESS

During the COVID-19 Pandemic, nutritional supplement sales grew at unprecedented levels. Largely driven by vitamin, minerals and supplements (VMS) and products aimed at boosting immunity, 88% of consumers share that they now take at least one vitamin or supplement daily. 47% of consumers take two to three vitamins/supplements each day, while 36% take four or more as part of their daily regimen.

The vitamin industry has thus begun rapidly shifted from filling nutrient gaps to proactively enabling consumers to optimize their health and wellness. 83% of VMS users say that they embrace a proactive approach to health and wellness: in addition to focusing on fitness and diet, they take preventative products to help them to stay healthy.

BRAND DIS-LOYALTY

Despite increased use of vitamins and supplements, brand affinity has yet to develop in the market. Only 10% of consumers purchase from one vitamin brand to which they stay loyal. More than 50% of consumers will turn to at least two or more vitamin brands for their regular purchases. When it comes to selecting a product, all-natural ingredients (63%) and cost (62%) most impact purchasing decisions. 46% seek out multiple products combined as one, such as a multivitamin or a vitamin pack addressing multiple deficits.

MOVE TO E-COMMERCE FOR VITAMINS

When it comes to e-commerce growth categories, health leads as an industry where consumers have been moving their purchases online. As we head into the rest of 2021, 50% of consumers plan to increase their frequency of online shopping for vitamins and supplements during the remainder of this year.

THE NEW PERSONALIZATION: BESPOKE VITAMINS

The millennial preference for customizable and personalized products is allowing new and innovative brands to create services that tailor to wellness goals and deliver to your front door. Only 10% of consumers have ever subscribed to a subscription vitamin brand and only 8% are currently using one. The key reasons that lead them to initially start: Their own research (39%), a discount offer (33%), a sponsored ad from the vitamin brand on social media (28%) and a personal recommendation from friend or family (19%).  82% of subscribers took an online quiz to help personalize their recommendations.

For those who have not tried a personal vitamin subscription service, 56% share that they are interested in considering using one.  The key factors that would drive subscription are a discount offer (62%), their own online research (51%), doctor recommendation (35%), recommendation from friends or family (31%), and a trial period (30%). 96% of consumers share they would be willing to complete an online quiz to personalize their vitamin and supplement recommendations, and 55% would share results of a DNA test or blood test.

CONSUMERS KNOW THE VMS SPACE, BUT NOT THE VMS BRANDS  

Surprisingly, most consumers are not very familiar with the top five brands currently leading in the personalized vitamin market:

This leaves a vast untapped market within the realm of vitamin/supplement shoppers. It’s a space where consumers need a lot of education and every brand has a chance to become the go-to personalized subscription-based vitamin/supplement destination.

MARKETING PERSONALIZED SUBSCRIPTIONS

In order to best recommend a personalized regimen to consumers, these wellness brands are utilizing various tactics to tailor offerings to the individual’s health needs and goals. Of consumers already utilizing personalized vitamin subscriptions already, 82% did so by submitting an online quiz to best curate their shipment. 96% of overall vitamin users are willing to participate in an online questionnaire to ascertain the right regimen for them should they go the subscription route in the future. Less consumers are willing to submit a DNA sample such as a blood test to reach this optimal point of personalization, however more than half would do so to find the products right for them. 24% of consumers currently subscribe personalized product subscriptions. This is very telling in how far consumers are willing to go to find truly personalized products, especially in the food and beauty categories. The top categories for these subscriptions include:

  • Skin-care or make-up(e. Curology, Mask ID) 50%
  • Food (e. Hello Fresh, Blue Apron, Thrive Market) 44%
  • Fashion (i.e. StitchFix, FabFitFun) 38%
  • Haircare (i.e. Prose) 28%
  • Household (i.e. Glove Collaborative) 26%
  • Fitness (i.e. Peloton, The Mirror) 14%
  • Alcohol (i.e. wine clubs, such as Winc) 13%

Consumers will consider subscribing the below categories in the future:

  • Food (e. Hello Fresh, Blue Apron, Thrive Market) 45%
  • Skin care or make-up(e. Curology, Mask ID) 32%
  • Household (i.e. Glove Collaborative) 28%
  • Haircare (i.e. Prose) 28%
  • Fashion (i.e. StitchFix, FabFitFun) 25%
  • Fitness (i.e. Peloton, The Mirror) 24%
  • Alcohol (i.e. wine clubs, such as Winc) 14%

When it comes reasons that personalized products appeal to consumers, 60% want products to address a particular issue or ailment they’re experiencing, while 40% feel that are unique and thus want products unique to them.

DRIVING NEW SALES

Aligned with the trend in personalization, a discount offer is the most likely tool to motivate consumers to try a subscription vitamin service (62%). 51% trust their own research, which also means getting your brand name and information out there is more important than ever. 31% would trust a friend or family’s recommendation and 35% their doctor’s recommendation. 30% would prefer a trial period before committing to a vitamin service. Activating discounts and trial period promotion is most organic through partnerships with influencers actually using the products and providing authentic feedback. Unlike other categories, people are likely more hesitant to experiment when it comes to products that will impact their overall health.

Cryptocurrency illustration by Heather Skovlund for use by 360 Magazine

TAFI × Champion 2021 Spring Line

Tafi and Champion Athleticwear Expand Partnership to Showcase Champion’s 2021 Spring Line

Tafi and Champion bring new Spring Collection to life with NFTs and Avatar Content for Samsung AR Emoji

 Tafi, a leading creator of custom 3D content for avatar and emoji systems, and Champion Athleticwear today announced the availability of Champion’s 2021 Spring Collection for Non-Fungible Tokens (“NFTs”) and Samsung Galaxy’s AR Emoji.

Champion Athleticwear, makers of authentic athletic apparel since 1919, in partnership with Tafi brings Champion’s 2021 Spring Collection to life through NFTs and on Samsung’s AR Emoji. Through this partnership, the companies are leading the new wave of digital fashion and personalization.

The launch of Champion’s NFT Spring Collection auction will include iconic and exclusive Champion artwork as well as limited-edition avatars inspired by Champion. The companies are leveraging NFTs as an innovative way to share Champion’s 2021 Spring Collection.

The new digital content available on Samsung’s AR Emoji from Champion’s 2021 Spring Collection includes branded slides, sweatshirts, tees, joggers and more. The collection is available now in the Samsung Galaxy store.

“This is an incredibly exciting, transformative time in the digital world. We are just starting to scratch the surface on the benefits that NFTs unlock for the customer,” said Tyler Lewison, General Manager at Champion. “This NFT drop is an extension of our partnership with Tafi, which started last year in an effort to better reach our customers and make Champion accessible to them in a whole new way.”   

“At Tafi, our mission is to democratize access to personalized avatars and digital content,” said Preston Woo, Chief Strategy Officer of Tafi. “With this partnership, we’re not only making Champion’s 2021 Spring Collection available to Samsung AR emoji users, but we’re enabling the customer to digitally own unique pieces of Champion’s iconic collection through NFTs. We are thrilled to deepen our partnership with Champion given their leadership in innovation and quality.”

To check out the Tafi x Champion’s NFT Spring Collection, please go this website

About Tafi

Founded in 2019, Tafi’s mission is to make personalized avatars and branded digital content available to anyone and everyone who wants to level-up their digital personality. Tafi’s best-in-class avatar solutions are portable across platforms including mobile, gaming, XR, social media, messaging, and video communications. Tafi’s investors include Benchmark Capital, Columbia Capital, and Ponte Partners. Learn more at this website.

About Champion®

Since 1919, Champion Athleticwear has offered a full line of innovative athletic apparel for men and women including activewear, sweats, tees, sports bras, team uniforms, footwear and accessories. Champion uses innovative design and state-of-the-art product testing to ensure uncompromised quality and innovative apparel for its consumers. Champion Athleticwear can be purchased at department stores, sporting goods, specialty retailers, and at their website. For more information, follow Champion on Facebook, follow us on Twitter or Instagram. Champion is a brand of Hanesbrands Inc. (NYSE: HBI).

Chaos Ignites Agility Illustration by Heather Skovlund for 360 Magazine

Chaos Ignites Agility

2020 exposed the collapse of standardization. We are rapidly moving away from an era defined by outdated standards that held people to conformity and limited their creativity—to today’s new era of personalization that honors one’s individual contributions and embraces fresh ideas and ideals,” said Glenn Llopis, president of GLLG, a leadership and business strategy consulting firm that authored a new report available today: CHAOS IGNITES AGILITY (download full report).

CHAOS IGNITES AGILITY captures the most intimate and disruptive insights from 46 executives across healthcare, corporate, and education. These leaders came together virtually for three days last October to share how they are working to restore individual dignity in how they serve patients, customers, employees, and students to thrive in a post-pandemic reality.

Themes emerged across the sectors, as doctors, professors, executives, deans, and presidents got real about how they have been adapting throughout the challenges and unpredictability of 2020. They collectively zeroed in on these major challenges and opportunities:

  • How to put patients, employees, and students at the center – to activate individual capacity.
  • How to lead through industry transformation when there’s so much uncertainty.
  • How to pursue and employ inclusion as a growth strategy going forward.

This riveting video tells the story.

Organizations represented in CHAOS IGNITES AGILITY include:

Healthcare:

  • CVS Health, Mount Sinai Health System, Anthem, Cancer Treatment Centers of America, Woman’s Hospital, Lenovo Health, Keck Medicine of USC, City of Hope Cancer Medical Center, and American Association of Critical-Care Nurses

Corporate:

  • Starbucks, Microsoft, Twitter, ViacomCBS, Mitsubishi Motors North America, Cost Plus World Market, Chico’s FAS, Inc., RBC Capital Markets, Farmers Insurance, H&R Block, Lyft, and Banfield Pet Hospital

Higher Education:

  • Clemson University, College of Business, Google, USC Marshall School of Business, Drake University, The Eagle Academy Foundation, Fairfield University, Lynchburg, College of Business, University of Washington, Bothell, University of South Florida, College of Business, California State University, Stanislaus, and Metropolitan Community College

Learn more at Age of Personalization.