Nutrition company Iovate has a host of well-known brands in the sports nutrition space — including Hydroxycut and MuscleTech. Company executives said that its success comes from its ability to help retailers offer products that best meet their unique consumer’s needs. Drug Store News caught up with Larry Daley, executive vice president of North America sales at Iovate, to discuss the company’s approach and the importance of educating wellness consumers.
DSN: Education must play a big role in your success with consumers. Tell us what you are doing in that regard. What do retailers need to do to assist you?
LD: Consumers are more sensitive than ever about their wellness and brands. Education is paramount to wellness consumers. People who purchase active nutrition and wellness products are empowering themselves and taking their health and wellness into their own hands. Today’s consumers have data more readily accessible and are looking for brands that best fit their needs. Iovate is investing heavily to educate consumers. We have worked on simplifying messaging on-pack to clearly communicate product attributes and benefits. In addition, Iovate continues to invest in education online helping consumers navigate confusing product labels and ingredient profiles. Retailers can assist by providing in-store navigation and education tools and linking shoppers to additional resources online. An informed consumer is a motivated consumer; suppliers and retailers should partner to enhance education in this space.
DSN: How has the pandemic influenced your company's strategies? Sales?
LD: The pandemic will have lasting effects on our consumers approach to their health and wellness. Consumers have become more proactive and focused on prioritizing functional nutrition and immunity-enhancing products. Iovate has seen increased consumer demand for weight management products and quality proteins that support performance and a healthier lifestyle. Iovate brands are well-positioned to play a leading role in serving this elevated consumer demand. The Iovate portfolio of leading brands, MuscleTech, Six Star, Purely Inspired and Hydroxycut offer unique benefits in the areas of active nutrition, weight management and immunity. Iovate understands that to win in today’s environment, we need to continue to invest in best-in-class e-commerce and digital capabilities. We are building elite, agile digital marketing capabilities to connect with our consumers in very personalized and meaningful ways.
DSN: What does the future look like for you? Why?
LD: Iovate is investing in consumer data and insights to understand the rapidly evolving needs of the active nutrition and wellness consumer. We are seeing wellness mega trends dominate the consumer landscape. Iovate operates with a consumer-first mindset. That will not change in the future.