Skip to main content

LAS VEGAS (October 12, 2022) – MarketPlace, a leading branding firm focused on nutrition and wellness brands, will unveil its exclusive primary consumer research on supplements and functional foods and beverages to the industry at the upcoming SupplySide West trade show.

The research tracks the shifting landscape in the supplement industry: the rise of functional foods and beverages, a novel approach to personalized nutrition, emerging need states, and more. These insights are the result of MarketPlace’s three-years-running primary research study on supplement consumers and COVID-19’s effect in reshaping the industry landscape.

Ideate. Incubate. Innovate.

“This industry is evolving, and it’s so exciting,” MarketPlace President Tracy Landau said. “Predicting and following these evolutions are a huge part of what MarketPlace does, and embody our commitment to ideating, incubating, and innovating alongside our brand partners.”

Successfully launching a health and wellness product starts with ideation and discovery: brands must identify a consumer need that’s unmet in the industry. Then, they must incubate these ideas, considering factors like taste, formats, and ingredients that differentiate them from competition. But the key to solidifying consumer loyalty is creating a full experience, and it’s a paradigm that MarketPlace’s study indicates too few brands are embracing.

“Today, we demand proof that these products actually work – and brands can deliver this proof through an experiential approach,” Landau said. “MarketPlace stands alongside our customers throughout this entire development journey: we love to dream up new ideas with our customers, then connect them with strategic resources to turn these ideas into realities, and finally create a comprehensive brand experience that solidifies customer love.”

Research and Insights for SupplySide West

Some of the most innovative ingredient technologies and consumer products consider and define the ways consumers experience supplemental nutrition, from considering the increased interest in indulgent formats that address pill fatigue to validating efficacy through personal biomarker data.

Notably, the data show that use of energy supplements increased by 20 percentage points from 2020 to 2022. The same consumer sub-segment indicated a higher interest in lemon and blackberry flavors as well as formats like shakes and dissolving strips than other segments.

“It’s this kind of intelligence that empowers brands to develop better products to better serve their customers,” MarketPlace’s Growth Strategy Director Megan Hook said. “It shows they are listening to what the market wants and needs, and then delivering a product that upholds standards of consumer safety and efficacy.”

Landau and Hook will share additional findings during their presentation, “Experiential Nutrition: What’s Next in Functional Food and Beverage,” from 1:30-2:00 p.m. PST on Wednesday, Nov. 2, on the SupplySide Stage in booth 5670.

Exhibiting 20+ Years of Industry Expertise + Knowledge

MarketPlace will also be exhibiting at the show for the first time. Brand Strategists, Creative Directors, and more from MarketPlace’s team will be available at booth 4890 to discuss brand, business, and product launch strategies for B2B ingredient and B2C supplement brands.

“The team at MarketPlace creates better brands for healthier, happier people and pets,” Landau said. “We’ve fallen in love with the energy and attendees of SupplySide West throughout our 20 years as a strategy firm in the space, and we couldn’t be more excited to have our own booth at the show to meet with both current and potential customers.”

MarketPlace encourages any brands interested in consumer insights, creative development, product photography, packaging, or any other marketing need to visit its booth during the show. To pre-schedule a meeting with MarketPlace, contact

About MarketPlace

MarketPlace is a strategic partner to food + beverage, pet + animal, and health + wellness brands and businesses. We define B2B, B2C, and B2E strategies, develop brands, and nurture relationships, giving meaning to marketing and cultivating success. Learn more at

MarketPlace logo box
MarketPlace is a strategic partner to health and wellness, pet and animal, and food and beverage brands. Through business strategy, industry focus, and marketing expertise, we help our partners grow.