April 2026

Simplifying Wellness for Modern Consumers As wellness aisles grow more crowded, both consumers and retail buyers are asking for the same thing: simplicity that still delivers results. Instead of multiple single-ingredient SKUs, buyers are favoring multi-benefit functional blends that reduce shelf clutter while offering clear, compelling value. The next wave of growth isn’t about more […]

How Supplement Brands Are Rebalancing Growth After years of DTC-first acceleration, the supplement industry is entering a new phase. As consumer behavior stabilizes and acquisition costs normalize, brands are rebalancing growth by returning to retail—but with smarter strategies shaped by hard-earned DTC lessons. Retail today isn’t about going back to the old model. It’s about