Millennials have captured the attention of every industry. It is only natural that they are highly influential on the supplement market, but how do you reach them?
Millennials, defined as people born after 1980, now make up almost 25% of the U.S. population. They are in college, they are new parents, they are professionals, and they are more active and health conscious than older generations. Omega-3s can have significant impacts on current and future well-being in these phases of life.
Here are three tips for marketing omega-3 supplements to this important demographic group.
1. Earn their trust by aligning to the “Three C’s”.
Before you even begin marketing to millennials, it’s best to understand their thinking and behaviors when it comes to supplements. According to NutraScience, millennials have three supplement preferences:
- Clean = minimally processed and natural
- Custom = matches unique consumer needs
- Conservation = environmentally friendly sourced and manufactured
When developing your marketing plan(s) and even your product development, keep these preferences in mind. For example, to align with their preference for clean supplements, try highlighting how your supplements are made. If you’re an Aker BioMarine customer, you can explain how Superba KrillTM oil doesn’t contain added preservatives because its astaxanthin acts as a natural preservative.
Read more: What makes krill oil natural and clean?
2. Show how omega-3s are beneficial for millennials (too).
Omega-3s are widely known for their health benefits for the heart and joints. Yet, these benefits don’t draw the attention of millennials as much as other generations who may be currently struggling with heart or joint issues. To appeal to this young audience you need market the other demonstrated benefits of omega-3s that better align with their health needs. Skin, memory, depression and sports nutrition are a few to consider.
However, studies show that millennials don't want a “one size fits all” product. They want something that helps their unique health need(s). So, although we encourage you to message beyond the common points, it’s best to choose a benefit or two and focus your efforts there.
Read More: What makes consumers choose a specific omega-3 supplement?
3. Provide easy-to-access educational content online.
The millennial generation grew up with a number of major technological innovations. Portable devices (i.e. phones, tablets, smart watches, etc.), internet and WiFi connectivity is a handful of examples. Instead of going to the doctor, millennials often access well-being and healthcare information online on blogs, forums, and social media networks.
Millennial consumers are more likely to search for a solution to a health issue online than go to their doctor or before going to brick and mortar stores. If you aren’t online, you may be overlooked. In addition to traditional forms of marketing and in-store promotions, digital marketing is a must. Consider a company blog and/or social media accounts to start off.
Keep in mind that millennials are looking for simple information to inform their decisions. Having a running list of benefits and paragraphs of science data isn’t great if it’s too heavy to understand and too lengthy to get through. Make sure product, content and digital assets are clear, to the point and easy to read.
Most Importantly, Don’t Overdo It
Marketing omega-3 supplements to millennials doesn’t have to be complicated. First, get to know the generation. How do they think? How do they shop? What are their preferences and why? With this in mind, be focused, relevant, and simple with your messaging and delivery. In combination with your normal marketing best practices, you’re bound to appeal to the growing generation that is changing the nutraceutical industry.
Want more? It may be 2018, but these 5 key omega-3 trends of 2017 are still relevant.