The platform features case studies, product launches, webinars and B2C marketing strategies such as influencer marketing tips, Matevž Ambrožič, PharmaLinea’s marketing director, told Nutraingredients.
“IntelHub goes beyond general market data, which is readily available elsewhere, by offering unique insights drawn directly from experts we have access to in our specific position,” he said.
“As a private label partner, we’re connected not only with brand owners but also with ingredient suppliers, technology companies, contract manufacturers, consultancies, industry associations and more—essentially, every part of the supply chain.”
Ambrožič added that PharmaLinea's unique position allows it to “connect the dots” across the entire industry, helping it move forward and support the growth of various brands.
Marketing trends and competitor insights
Europe is reportedly the leading market for global supplement launches, seeing a 3% rise in vitamin and mineral product launches over the past year.
The launch of IntelHub aims to offer brand owners an understanding of current market trends through mediums such as podcasts to maintain a competitive edge in this thriving market.
Ambrožič noted that the rise of doctor-driven influencer marketing, where healthcare professionals leverage social media to swiftly reach and educate thousands, is proving especially effective for science-based supplement brands.
“Recently, many doctors and pharmacists have become active on social media, enabling them to reach thousands of patients in minutes,” he said. “Influencer marketing is a powerful tool, and it has now become fit for science-based supplement brands.”
Influencer marketing strategies for nutrition brands
The evolving landscape of influencer marketing has proven especially valuable for science-focused brands of late, thanks to the credibility and expertise of healthcare professionals who actively share insights on social media platforms.
According to experts, authentic communication and collaboration are crucial for brands to stay relevant. Ben Jeffries, co-founder of influencer.com, recently explained that influencer marketing, once a PR afterthought, now holds immense value as brands recognize the targeted reach of social media creators.
Elizabeth Thundow, VP of management consulting at Kline & Company, also noted that the wellness industry must adapt as more consumers rely on TikTok for health and nutrition information.
Thundow pointed out that this trend may reflect a gap in the industry’s ability to engage the public in science-based discussions, stressing a need for the industry to simplify complex health messages for short-form videos.
She urged the wellness industry to communicate effectively with consumers, arguing that while regulation has a role, brands must also uphold consistent and accurate messaging to protect the industry’s reputation.