We were slightly surprised to find this product – a vitamin D-enriched water marketed for bone health – in a UK supermarket last week. Bone health is an infamously difficult benefit platform to promote a food & beverage product on. It is a niche with a tricky target market and – perhaps most importantly – it lacks the ever-important “feel the benefit” factor. In most cases, consumers will have no clue of the status of their bone health, and neither will it be something that bothers them. They can’t see whether their bones have a problem or whether they get healthier as a result of drinking a product like this. In other words, they can’t feel the benefit. It is possible to create value by showing them the benefit, like Fonterra’s Anlene successfully does with their free bone-scanning service, but a bone health water stitched into a portfolio that focuses on anything from energy to immunity and sports recovery is likely to struggle.
Angela Rowan
1y
Mothers in China have a high awareness of vitD and calcium for bones, wanting their kids to grow tall.
Menopause Nutritionist & Nutrition Writer
1yIts a bit of a pointless product as vitamin D is fat-soluble so you’d need to have this drink along with some food with fat in it (e.g. nuts, cheese, biscuits) for the body to absorb the vitamin. A waste of money 🤷♀️