The Changing Relationship Between Supplement Brands and Natural Retailers
Debra Short, Executive Director, SENPA, Inc.A Foundation of Trust
For decades, supplement brands and natural retailers enjoyed a mutual relationship. Brands relied on independent retailers to introduce their new products to health-conscious consumers, while retailers depended on brands for high-quality, innovative offerings to distinguish them from mainstream mass-market outlets. This relationship was built on trust, education and a shared vision to promote wellness for their consumers.
Independent natural retailers often served as educators and gatekeepers, stocking their store shelves with products that aligned with their values. They supported their communities through in-store events and offering personalized guidance that could not be replicated online or in big-box stores. In turn, many supplement brands invested in retailer training in stores and at trade show events to ensure staff could represent their products knowledgeably and provide credible recommendations.
Moving Forward – Pricing Dilemma, Supply Chain Transparency and Embracing Sustainability
One of the most contentious issues is the changing relationship is pricing. Retailers have long struggled with brands offering lower prices online and in big-box stores. They couldn’t compete and this has undermined brick-and-mortar retailers who cannot easily match those discounts due to overhead costs. Regrettably, trust was eroded with some retailers who chose to drop brands that do not enforce minimum advertised pricing (MAP) policies.
Independent retailers are savvy to the safety and efficacy surrounding supplements sourcing, third party testing, and manufacturing practices demanding documentation to their supply companies. Brands that fail to provide this information may find themselves deleted from the retail shelves.
Sustainability is another area where retailers are asking to be heard. Their consumers—particularly the younger demographic like SENPA’s Emerging Leaders—are pressing for greener packaging, responsible sourcing and reduced environmental impact. Some are instituting their own sustainability standards. Brands that ignore these priorities are at risk for losing valuable shelf space at retail stores.
Call to Action
The relationship between supplement brands and natural retailers needs a stronger path forward. Since retailers are the first to hear feedback from consumers, the supplement industry must ask for feedback from retailers and treat them as partners not just sales channels.
By embracing transparency, sustainability, and innovation with education to create a genuine partnership the natural products industry can support the mission set forth many years ago: supporting health, wellness, and community in our changing world.
