Suntory's in-house venture program has introduced an innovative line of supplements in aerosol spray format, marketed as "IN MIST." This next-generation mist supplement aims to address common challenges associated with traditional supplement intake by enhancing absorption and convenience. This trend reflects a growing consumer demand for easy-to-use, effective health solutions, presenting significant opportunities for businesses in the nutraceutical sector.
Market Trends
The Rise of Aerosol Spray Supplements
Suntory's "IN MIST" supplements leverage the convenience of aerosol spray technology to provide an innovative alternative to traditional supplement formats. The product line includes three SKUs: ClearWhite Lemon for beauty-from-within, Goodnight HerbTea for sleep support, and Vitamin Maintenance for general health. Each product is packed in an 80ml aerosol spray dispenser utilizing Bag-on-Valve (BOV) technology, allowing for better absorption and ease of use. This innovative delivery system addresses key consumer pain points, such as difficulty swallowing pills, the need for water, forgetfulness, and tasteless supplements.
Health and Convenience Drive Consumer Choices
The aerosol spray format offers significant advantages in terms of convenience and user experience. According to Tomoya Osada, the developer of IN MIST, the spray format makes supplements "easy to swallow," "easy to make it into a habit," and convenient to carry and use anywhere. For example, a single spray of ClearWhite Lemon provides 100mg of vitamin C, sourced from lemon peel extract. The absence of a recommended number of sprays allows consumers to use the product as needed, enhancing its appeal for busy, health-conscious individuals.
Innovative Product Development and Market Reception
IN MIST's innovative approach has been well-received, particularly among women in their 30s, who appreciate the ease of use and flavourful profiles of the products. The sleep support SKU, Goodnight HerbTea, features a jasmine flavour and contains L-theanine, while the Vitamin Maintenance SKU includes a blend of eight essential vitamins. Each product is designed to provide targeted health benefits, making them attractive options for consumers seeking convenient and effective health solutions.
Recognition and Market Expansion
IN MIST has garnered significant attention, winning the health tech category at the Startup Japan Expo and advancing to the finals scheduled for November. This recognition underscores the potential of aerosol spray supplements to revolutionize the supplement market. Additionally, Suntory's collaboration with corporate accelerator 01Booster Inc. since 2021 has facilitated the development and distribution of IN MIST, highlighting the importance of strategic partnerships in driving innovation and market penetration.
Strategic Actions
1. Innovate with Convenient Delivery Formats
Action Overview: Businesses should explore innovative delivery formats, such as aerosol sprays, to enhance the convenience and appeal of their health products.
Implementation Steps:
Conduct market research to identify consumer pain points with traditional supplement formats.
Develop aerosol spray supplements using advanced technologies like Bag-on-Valve (BOV) to improve absorption and ease of use.
Ensure the product formulations are flavourful and address specific health needs, such as beauty, sleep support, and general health.
The convenience of aerosol spray supplements can significantly enhance consumer compliance and satisfaction. Suntory's success with IN MIST demonstrates the market's receptiveness to innovative delivery formats that address common challenges.
This strategy can lead to increased consumer adoption, enhanced brand loyalty, and differentiation in a competitive market. By offering convenient and effective health solutions, businesses can capture a larger share of the nutraceutical market.
2. Leverage Strategic Partnerships for Innovation and Distribution
Collaborate with strategic partners to drive product innovation and expand distribution channels.
Implementation Steps:
Partner with corporate accelerators and research institutions to develop innovative health products.
Utilize established distribution networks to ensure broad product availability and accessibility.
Participate in industry events and competitions to gain recognition and build brand credibility.
Strategic partnerships can provide valuable resources and expertise, facilitating product development and market entry. Suntory's collaboration with 01Booster Inc. has been instrumental in the success of IN MIST, highlighting the importance of such alliances.
This approach can accelerate innovation, enhance market penetration, and build a strong brand presence. By leveraging partnerships, businesses can effectively navigate the complexities of product development and distribution.
3. Focus on Targeted Marketing to Health-Conscious Demographics
Implement targeted marketing campaigns to reach health-conscious consumers, particularly those seeking convenient and effective health solutions.
Implementation Steps:
Identify and segment the target audience based on demographics and health needs.
Develop targeted marketing messages that highlight the convenience and health benefits of aerosol spray supplements.
Utilize digital marketing channels, such as social media and influencer partnerships, to reach and engage the target audience.
Targeted marketing can effectively communicate the unique benefits of aerosol spray supplements, driving consumer interest and adoption. IN MIST's popularity among women in their 30s underscores the importance of reaching specific demographics with tailored messages.
This strategy can increase brand awareness, drive sales, and foster consumer loyalty. By focusing on health-conscious demographics, businesses can build a strong market presence and achieve sustainable growth.
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