{"id":1643,"date":"2022-10-20T02:37:45","date_gmt":"2022-10-19T18:37:45","guid":{"rendered":"https:\/\/digitspark.co\/blog\/marketing-of-health-foods\/"},"modified":"2025-12-16T07:42:27","modified_gmt":"2025-12-15T23:42:27","slug":"marketing-of-health-foods","status":"publish","type":"blog","link":"https:\/\/digitspark.co\/en\/blog\/marketing-of-health-foods\/","title":{"rendered":"Are health food products really profitable? How can emerging brands build consumer trust?"},"content":{"rendered":"

The health food market has high potential, but it’s not easy to establish a foothold.<\/span><\/h2>\n

There’s an open secret in the health supplement industry:\u00a0<\/span>cost<\/span><\/strong>\u00a0. If it’s common ingredients (like lutein) and mature technology, producing individual tablets isn’t actually that expensive, and the chemically synthesized ingredients sold by different companies are largely the same. For example, for osteoporosis, tablet supplements A and B might have almost identical ingredients, the only difference being that brand A has slightly more calcium and brand B has slightly more vitamin D. And since there’s no immediate shelf-life issue, reducing costs is feasible. However, in the market, a small can of health supplements can easily cost thousands of dollars.<\/span><\/p>\n

Health supplements can be considered ”\u00a0<\/span>high-value goods<\/span><\/strong>\u00a0“;\u00a0<\/span>their cost isn’t high, and consumers might not dare to consume a large bottle of pills that are too cheap<\/span><\/strong>\u00a0. Logically, they should be a sure-fire way to make a profit, right? But it’s extremely difficult for emerging health supplement brands to operate sustainably. Why?<\/span><\/p>\n

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In the health food market, businesses are spending huge sums of money in a marketing war.<\/p>\n<\/blockquote>\n

Taiwan is entering a super-aged society. According to statistics from the National Development Council, in 2020, the population aged 65 and over had reached 3.67 million. Moreover, these\u00a0<\/span>senior citizens, who have already retired from the workforce and raised children, are not only a high-spending group but also the age group with the highest demand for health supplements<\/span><\/strong>\u00a0. In response to the business opportunities presented by the senior citizen market, *Digit Spark* was fortunate to invite Jennice, brand manager of the health supplement brand\u00a0<\/span>“Health Companion,”<\/span><\/a>\u00a0to share her over 10 years of experience in health supplement marketing and how she successfully gained consumer trust and launched her new brand into the market.<\/span><\/p>\n

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The health food market is a “competition for trust”.<\/span><\/h2>\n

The following “Health Food Consumption Survey,”<\/span><\/a>\u00a0jointly released by AINET and the Center for Critical Issues Research\u00a0,\u00a0primarily targets consumers\u00a0<\/span>aged 40-60 . Who are these consumers buying health foods for? 1. Themselves; 2. Elderly family members.<\/span><\/strong><\/p>\n

From the chart below, we can see two noteworthy phenomena in consumers’ intention to “purchase health supplements”:<\/p>\n