For the Wellness Briefing, Glossy sat down with Janelle Connell, RDN, a longtime project lead at Viome, the 9-year-old precision nutrition company behind at-home microbiome health tests and made-to-order precision supplements. Viome’s senior translational science nutritionist, Connell, turns AI-fueled learnings about Viome’s customers into new products. Additionally, longevity startup NewLimit raises $435 million, AG1 bets on creatine, and Peloton acquires California-based pilates startup Skōp.Brands like Viome are leveraging at-home health tests to create made-to-order supplements
As industry insiders well know, the supplement category has exploded in size over the past few years. The vitamin, mineral and supplement space, which includes everything from gummies and single-ingredient capsules to drink mixes and protein powders, is set to reach $52.9 billion by 2030, according to Mintel market research.
To stand out, brands are leveraging awards programs for third-party validation, new formats to appeal to pill-adverse consumers, AI chatbots to better connect with confused shoppers, and fresh claims around absorption and efficacy.
Personalization has been one of the most discussed tactics, and biggest buzzwords, to come from the AI boom thus far. Brand leaders and marketers are currently using AI to process mountains of customer data in an effort to better serve consumers. This includes personalized emails and SMS messages, product recommendations, cross-selling opportunities, and more.
