Nutraceutical Knowledge

Private Label Protein Powder — Consumer Driver Opportunities

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There are a lot of advantage of producing private label protein powder.

Not only are consumers looking for quality products with a more specialized edge but there are benefits on the manufacturing side of the bridge too.

Those include easier marketing, cheaper production, higher quality goods, and niche market specialization.

All of these add up to good opportunities. 

How is Private Label an Opportunity?

Changes within how consumers buy products are driven by technology. private label protein powder blog image 1.jpg

Consumers today use smartphones to research products as they shop for them either online or in the store aisles.

Consumers approach purchasing with more information and a deeper knowledge base, especially when they are buying products that promote better health, medicines, and supplements.

Technology drives these changes, and the modern consumer is highly engaged and connected thanks to technology. 

Regarding marketing, this is a boon to private label products because a personal brand is stronger than a national brand.

These types of brands have the ability to make a personal connection with their target market.

That's powerful, and one of the keys to selling private label products is to establish that connection. 

Another marketing aspect is that it becomes more difficult for competitors to mimic your product.

That is because your product is not just an item on a shelf, but a persona that exudes care and concern over the health of your patrons.

Private label also offers an advantage over manufacturing costs.

Many of these personal brands are cheaper to make, but they offer better quality ingredients and special blends that tough the pain points of their market.

A national brand cannot compete very well with those kinds of connections. 

Private Label Protein Powder Provides Better Market Control

Your goal is not to become a national product, but to keep the sales channels small so that your customers must reach out to you to get your product.

That is just the opposite of a national brand. What happens with national brands? They have fierce competition for a limited market share.

That is not the case with private label protein powder.

Yes, you compete with other similar products, but as long as the quality is there and the product works, then customers remain loyal.

It is safe to say that your customers were national brand consumers who found your product to be a better fit to their pain points, even if your product costs more. 

How Do You Win at Private Label Supplements? 

The key is to address the needs of your consumer market. If you don't, then your product is just a more expensive version of a national brand's product.wholesale protein powder 1.jpg

Remember that the power behind a private label is the quality relationship. It is important to maintain that relationship, and you do so by:

  • Listening to your consumers and addressing complaint or suggestions quickly. 
  • Maintaining the quality of the ingredients within your product, packaging, and marketing
  • Educating your consumer on new trends, and changes to your product — People want to know why something has changed and how that change will affect them. 
  • Maintaining a healthy and honest relationship with your suppliers and manufacturers
  • Establishing pricing module based on market research, competition pricing, and buyer persona — pricing is not about ego, but about fitting into a market or niche market effectively.
  • Know your market and the categories that exist within the marketplace — Always educate before making changes and then listen to consumer response

Successful private label brands have deep and honest relationships with their consumer base. This is the quintessential reason why buyer persona is so important.

You are making small run products that fit a specific range of consumers. To hit that market you must know your consumer better than they know themselves.

Your private label protein powder has to address their concerns for health, weight loss, and nutritional concerns. It has to address their social, environmental, and political needs too. 

Why Does a Private Label have to Address so Many Pain Points?

Consumers that are not interested in national brands are looking at products that mirror their lifestyle.

For many, that means sustainable products, recyclable and green packaging, organic ingredients, and a host of other aspects that have nothing to do with protein powder.

Understanding that point is half of the battle. Developing a product that screams "made for you" is the other half of the battle. 

The buyer persona that is looking for a private label product is not specifically concerned with price.

These consumers are willing to pay more for quality and for a brand that makes them feel good about their purchase. What that means is addressing all of their pain points. 

Is a private label protein powder product a fit for your business model? It is if you enjoy making money!