With the continuous surge of national attention to health in the post-epidemic era, the period of universal health-nurturing is coming, while the demand of the silver generation is increasing, and Generation Z has become the mainstay of consumption, supplements have become the new "necessity". The reason for the explosive growth of the market is a fundamental shift in consumers' consumption concepts and willingness. In addition to products dedicated to disease prevention and rehabilitation, the seriousness of supplements is being weakened. They are gradually accepted by the public as "daily consumer goods" or even "fast-moving consumer goods".
Following the official launch of the report "Win in the Post-COVID Rush - Opportunities in China's Personal Wellbeing Market", GrowthX, an Illuminera boutique, is once again focusing on the supplements industry and analyzing how consumers are marking the purchasing decision of supplements.
The ads on APP: Protection from the inside out.
Leveraging the unique cross-platform and cross-touchpoint data collection capabilities of Ghawar, Illuminera's big data platform, GrowthX observed the real exposure of supplements brands in various major media channels and touchpoints, analyzed the post-click conversion effect and seeding performance of each touchpoint, and sorted out two key insights about supplements purchasing decision.
Firstly, the ubiquitous product advertising, recommendation, and education have made consumers extremely impatient. They seldom spend time comparing and researching various supplements horizontally, instead, they quickly purchase a certain product once they are obsessed with it. Ghawar’s data has shown that online buyers of supplements are usually exposed ten times on average and display 2 types of interest behaviours [note] before they make the purchase decision, and the whole process takes less than 1 hour.
In addition, GrowthX found that the rise of short video platforms has accelerated the consumerization of supplements, and short videos as well as live-streams have made the purchasing decision of supplements more direct and casual than we thought. A research on a well-known nutritional brand revealed that its exposure on the short video platform accounted for more than 90% of the total brand exposure, and the purchase accounted for nearly half. What's even more astonishing is that the average time taken by consumers of this brand from being exposed to purchasing is only 22 minutes. Interesting enough is that consumers are more likely to make impulse purchases late at night (1-3 am) and when they wake up (7-8 am).
The brand above successfully converted the exposure to purchase in such a fast decision-marketing process, which is similarly outstanding even compared with the FMCG industry. If further analyzed, making full use of this critical 1 hour, and setting up effective communication at important touchpoints can be some best practices to help brands shorten consumers’ decision-making path and improve conversion efficiency.
The study and data also showed that lengthy product introductions and science knowledge are far less effective than on-point advertising slogans. GrowthX believes that direct communication of the core needs will get twice the result with half the effort. How to hit consumers’mind via content may be more important than 10 or 20 exposures.
It is also proven, by Ghawar’s data on post exposure effect of mainstream APPs, that social platforms not only form a new consumption mode but also help achieve high conversion efficiency for brands through unique product seeding/recommendation ability. GrowthX suggest that when creating accurate and efficient communication content, brands can try to use consumer languages to convert product benefits into figurative and visualized selling points and expressions. At the same time, increase the credibility of the product through real customer feedback from ordinary people, and recommend highly relevant products according to the user profile of the social platform, thus securing a super high conversion rate for the brand.
Combined with GrowthX's observation of online purchases of healthcare products, we believe that brands need to pay attention to the following three points in coping with consumerization in the supplements industry.
1. Accurately anchor key target groups: capture the needs and behavioral characteristics of different target groups through market segmentation and consumer persona, and tailor-make channel strategies for different products.
2. Use concise information to stimulate demands: deliver core product benefits in concise and easy-to-understand consumer language, capture the attention of target groups, and stimulate their interest.
3. Arouse emotional resonance through brand stories: prepare brand stories that can resonate with the target group, arouse their emotional resonance and identity, deepen the emotional connection, and enhance brand loyalty.
Under the wave of big health consumption, supplements brands should not be constrained by existing experiences and practices but seize the opportunity and try boldly. Illuminera's unique data platform and professional consulting capabilities will help brands continue to explore new directions, gain insights into new marketing, and stimulate more growth potential.
Note:
Interest behavior refers to consumers' active behavior on different touchpoints such as e-commerce and social platforms. For example, product searching, browsing, adding to the cart, and adding to the wish list, etc.
For more information, please contact:
marketing@illuminera.com
