Why legacy brands are losing ground in the new wellness era

Supplements and wellness are booming. So why has Nestlé put its vitamins, minerals and supplements (VMS) business under strategic review?

The fmcg giant announced a review of its VMS division, which includes the Nature’s Bounty brand, last month. On the face of it, it’s a surprising move. Supplements is a growing category that leans into the health & wellness space – a plus point for Nestlé, which is strongly associated with confectionery. 

The issue is, Nestlé isn’t in the fast-growing area of supplements. Nature’s Bounty comes in the traditional kind of packaging you associate with the category. Although it has some big stockists, like Holland & Barrett, and has experimented with fast-growing formats like gummies, it relies on traditional health and clinical cues.

The stellar growth in supplements is coming from more disruptive brands. Today’s VMS aisles are full of challengers in vibrant packaging, with novel formulas and increasingly bold claims. Just look at Feel, whose portfolio houses collagen and even a GLP-1-mimicking Pro Metabolic line. Not only is it innovating in formulas, but its slick packaging is more akin to a high-end beauty product than a traditional supplement.

Similar design cues are apparent at brands like Absolute Collagen, Grass & Co or Dirtea’s range of mushroom-containing gummies.

Dirtea started out with a range of mushroom powders, designed to be made into hot drinks, before venturing into the supplements space. That crossover is increasingly common. Even if food and drink brands aren’t explicitly launching supplements, those with added benefits – such as vitamins – are increasingly playing in this space.

Fmcg brands have a natural advantage, in that many of them have already adopted the fun, attention-grabbing packaging that is making its way into the supplements aisle. And consumers will often prefer getting their vits through a tasty snack or drink rather than popping pills.  

But there is one disadvantage: fmcg brands tend to be less familiar with the complex and strict regulations around what health claims supplements can make. Get rapped by the Advertising Standards Authority, and you could risk a reputational blow.

This is where strategic, clear PR becomes essential – not just to stand out, but to build lasting trust. 

Nexus delivers standout wellness PR campaigns for some of the UK’s most progressive and purpose-led brands. 

Want to know more? Get in touch.

« Gen Z’s guide to alcohol moderation Shelf appeal: Less about shouting, more about belonging? »