How Supplement Brands Win in the Most Competitive Space

The supplement industry is more crowded than ever.

When working with our supplement clients, we always start by asking: “What’s your edge?”

In a market this competitive, your ability to differentiate is everything.

The key? Identifying unique claims, angles, or strategies your brand can leverage that others cannot.

Here are 6 proven ways we’ve seen supplement brands stand out:

1️⃣ CEO/Founder Led:

A relatable and passionate founder story creates authenticity and trust.

• Customers want to connect with a face and mission they believe in.

• Founders who embody their brand’s lifestyle or solve their own challenges with their products resonate deeply.

• Pro tip: Build a loyal YouTube audience for long-term trust and visibility.

Brands that do this well: Bare Performance Nutrition & Evogen Nutrition

2️⃣ Celebrity/Influencer Led:

Leverage strong influencers or celebrities to amplify reach and credibility.

• Partnerships create aspirational value and drive awareness.

• Execution is key—avoid influencers past their prime and focus on alignment with your audience.

Brands that do this well: Raw Nutrition, Bloom Nutrition & RYSE Supplements

3️⃣ Niche Community:

Serve a passionate, underserved group.

• Niche products create loyalty and organic word-of-mouth growth.

• Focus on specific audiences like keto athletes, busy moms, or military personnel to own your space.

Brands that do this well: MTN OPS & NuEthix Formulations

4️⃣ Innovative Collaborations:

Partner with brands or creators to offer something truly unique.

• Flavor collabs, bundles, or co-branded launches expand reach and bring fresh excitement to your audience.

Brands that do this well: RYSE Supplements, GHOST, Applied Nutrition

5️⃣ Strong Ingredient Claims, Like Really Strong:

Highlight clinically backed dosages and unique formulations.

• Be transparent and focus on results-driven proof for your ingredients.

• This builds trust and positions your brand as an authority.

Brands that do this well: Legion

6️⃣ Brand as a Lifestyle:

Turn your product into a movement.

• Align your brand with your customers’ identity, whether it’s wellness, performance, or aesthetics.

• This emotional connection fuels loyalty and lifetime value.

Brands that do this well: 1st Phorm International & Bare Performance Nutrition

In this space, your edge is everything.

The more distinct your positioning, the more your audience will resonate with your brand and products.

How are you finding your edge?

Hit reply and let me know—I’d love to hear your story.

Want to craft your unique edge in the supplement market?

Let’s talk strategy. Contact us here.

Keep moving forward,

Patrick O’Driscoll

Co-Founder, CEO

The Visionary Group