Do supplement brands sell products or the promise of a better self? That was one of the questions discussed at this year’s annual conference of NEM e.V. Representing TQG, Chief Product Officer Nicolas Lother joined a panel with representatives from Orthomol, Carlsquare and cerascreen.
For Nicolas Lother, the answer is clear: successful supplement brands sell neither products alone nor abstract promises, but concrete solutions to concrete problems.
Behind product development at TQG is a team of medical experts, nutritional scientists, food chemists and technologists. What matters is not only what the market demands, but whether a product can actually live up to its claims.
This standard applies across all brands. ESN stands for sports nutrition customers can rely on in terms of quality and functionality. With its Smart Swap principle, More Nutrition shows that making healthier choices does not automatically have to mean compromise.
That is why effectiveness repeatedly became the central focus of the discussion. Long-term trust can only develop when a product works and customers experience a real benefit.
The panel also discussed how provocative a brand can be. Nicolas Lother’s position: a brand can go as far as the facts allow. Anyone who critically challenges other products or promises must be able to substantiate their own claims accordingly.
The NEM e.V. annual conference once again provided space for expert exchange on the development of the industry, effective products and the question of how brands can build long-term trust.
