As the supplements market becomes increasingly saturated, future growth will depend on brands’ ability to unlock new consumer segments and create greater relevance beyond traditional users.
At Growth Asia Summit 2026, Andy Mckimmie, country manager of Singapore and regional head of e-commerce at Blackmores, shared during his presentation that there is massive amount of competition in the market, and that the next wave of growth for the company is about building relevance with the younger wellness seeker.
“We looked at how we can expand into new categories and recruit new consumers —the younger, more active generation. It’s not that they don’t want to have the knowledge or are not capable of having knowledge, it’s the fact they just don’t know enough about supplements at the moment,” Mckimmie said.
“They do want to learn but they are not sure where to start. They’re curious but they’re confused. So for us, we can play as a trusted brand and a key role in helping consumers understand their health needs, giving them guidance but making sure they’re not overwhelmed.”
With a growing interest in active lifestyles among the younger generation, Blackmores is looking to engage this new group of audience and drive a shift in consumer behavior through three key pillars.
Expanding beyond traditional users
According to Mckimmie, there can be a tendency to think of health and supplements only when consumers have an ailment or condition. As such, shifting the conversation from pain and aging to a more preventative and proactive one is vital for Blackmores.
The company seeks to reframe supplements as support for everyday movement, energy, performance and recovery, making them relevant before consumers feel they “need” them.
“Looking at trends like wearables, there is a real desire from young people to understand what their health needs are. As a health brand, we can help them translate knowledge into understanding. It’s not just providing a supplement, it’s the wider wellness journey that we really want to play a key role in,” said Mckimmie.
“There is a wide range of products out there. It’s about helping consumers navigate that. Active health can mean different things to different people, and it doesn’t have to be intimidating. We are making it aspirational for your health needs but also relatable.”
Therefore, the focus is moving away from ultramarathon athletes to individuals who have regular jobs and fit some exercise around their day-to-day life.
Winning over younger consumers
At the same time, active nutrition is an important category for Blackmores is using to win over the younger consumer base.
As younger active consumers track performance, streaks and progress, the opportunity is to make the foundations of movement—joints, bones and muscles—feel just as relevant, with the goal of supporting consistency and progress.
During his presentation, Mckimmie introduced a newly launched product called FiZZERS, which comes in the format of micro granules and can be taken as a drink, fizz and chew and is specially targeted at making consumption more fun and convenient.
“This isn’t about neglecting or abandoning our traditional consumers or formats, but complementing with a new format that can help build the wider category. And the convenient and fun format makes an enjoyable experience for consumers.”
With the younger generation, social media has become “incredibly important”. For Blackmores, its strategy is again making consumption moments relatable to younger consumers.
“Content has moved away in some ways from longer to shorter campaigns, which leads to more frequent but smaller consumption. People will watch short reels and engage with brands in different ways but on a more frequent basis. It’s important that we use that to build education and awareness with the consumer.
“Apart from our brand ambassador, it’s also important we work with creators whom the audience can resonate with. For example, an influencer could be getting ready for work or doing some training and incorporate supplement intake into the routine. Consumers may look at that and think that they can adopt a similar way to manage their everyday health.”
Long-term growth through various entry points
Driving growth goes beyond attracting more supplement users. It is about turning products into rituals, communities and occasions that start intake habit and trial earlier, as well as creating more meaningful consumption behaviors and moments.
For Blackmores, the key focus areas for active nutrition are namely “Move”, “Recover” and “Refresh”.
Specifically, “Move” refers to Strava routes, community runs and active lifestyle challenges that make mobility support participative; “Recover” includes post-run experiences such as recovery drinks, massage and ice bath that make support tangible; and “Refresh” comprises morning beverages and café rituals that allow for easy adoption and repetition of daily nutrition.
“Some consumers may already have their own routines, so there are different entry points where we see wellness support can become more relevant and where we can help consumers along that journey,” said Mckimmie.
