Let’s Dance – Retailers, Suppliers and Trends
By Debra Short – Executive Director, SENPA, Inc.
Debra Short – Executive Director, SENPA, Inc. Natural Products are growing at a rapid rate, and the competitive landscape is challenging as retailers compete against “Big Box,” FDM Retailers, and online websites. Trends in social media platforms are pushing consumers to products with misinformation. The challenge continues to keep our retailers, and their staff well educated on these trends to build integrity with their consumer and support the brands they stock on their shelves. Many supply brands and retailers are focused on specific dietary or physical issues and how to address with food and/or supplements. With the new administration’s focus on getting healthier, retailers should and will provide a holistic approach to nutrition, not just a targeted ailment. We must be reminded that regulatory changes around labeling, sustainability, regenerative farming, bio-engineered ingredients will require retailers and our supply chain to stay updated, well-educated and compliant.
What actions do we recommend for retailers to address these challenges?
- Strengthen Supply Chain by diversification of suppliers to reduce dependency on a single manufacturer or distributor.
- Build strong relationships with suppliers to ensure better collaboration and support. Annualized roadmaps help ensure you get your fair share of promotional dollars.
- Stay Ahead of Regulatory Changes by partnering or joining associations such as SENPA to stay informed.
- Leverage your syndicated data providers, distributors and manufacturers for the latest trends, insights, and shopper behaviors.
- AI should be embraced in all aspects of business to increase speed of adaptation to market conditions. Use it to supplement marketing efforts or areas where you are short staffed to save labor hours.
- Customer Service is and will always be paramount to ensuring you not just survive, but also thrive in the future. As we know a helpful and educated staff is the most important asset in your business, someone to help with product selection, separate science from marketing and help customers on their healthy lifestyle journey.
In summary, the industry must learn to support each sector by understanding how partnerships and challenges are the necessity to be resilient in 2025.
