Originally published at: Start With the Need: Glanbia's Case for Benefit-Led Supplements
Consumers shop for outcomes like better sleep, steady energy, and healthy skin. Glanbia’s Designing Smarter Supplementation campaign shows brands how to build supplements around those outcomes. Ask people why they take a supplement and you’ll rarely hear an ingredient name. You’ll hear “I need more energy”, "I want to sleep… ..(Read more on the PricePlow Blog)