Why Do Supplement Brands Forget Customers After Age 35?
The supplement industry is a booming market with steady growth each year. New supplements are being added to portfolios in hopes of stealing customers away from competition as well as increasing revenue by introducing something exciting that can help customers achieve their goals. Supplement brands tend to focus on the 18-35 demographic and the majority of that demographic is focused on men.
What I find interesting is what happens after customers age and move outside of that “target demographic” and become 36, 40, even 50 plus? That person could have been a loyal customer of yours since they were 18. Brand loyalty is extremely important in today’s age because with pricing wars going on, many customers will jump ship to get a similar product at a lower price.
What I’m Seeing from Supplement Brands
I’m seeing a lot of supplement brands marketing towards the demographic I mentioned above. A lot of specific keywords being used and a lot of hot buttons being pushed to entice trial and ultimately a purchase. It’s the instant gratification that I see so many supplement brands going after with their customers. We have pre-workouts, energy drinks, etc. that provide instant feedback from the consumer. There is no long-term play with those items. After all, you really don’t see 60-year old’s drinking Bang energy drinks, right? I mean, if you “ain’t Bangin, you ain’t hangin,” right?
But in all seriousness, what’s the end game for a lot of consumers these days? What are they trying to accomplish? For most men who fit into the 18-35 demographic, they exercise to look good and build muscle. While that might not be every single individual, that tends to be the majority. What happens when they get a little older though? Their priorities tend to shift. And that’s where brands are missing out and losing.
As we get older, we begin to think about our mortality. It’s morbid to think about but in the end, we’re all going to die one day. If you have kids, you probably want to live long enough to see them grow up and potentially have a family of their own. Well, for them, the bodybuilder-type mentality has probably been long gone and they are searching for ways to maintain their health and longevity. What major supplement brands are providing that these days? Not really any in the sports nutrition industry. Which is exactly my point.
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