Niching a dietary supplement brand may sound crazy to some people.
The initial response we here often is why should I niche down when my supplement can be taken, and should be taken by everyone?
After all, everyone needs Vitamin C and D right?
Sure, from a health perspective we should all take a good immunity supplement.
But from a marketing perspective niching a dietary supplement brand is key to success in todays overcrowded marketplace.
What many health supplement entrepreneurs don’t realize is that niching down actually opens up the market because they are no longer competing against everyone.
Many times niching down means you have no competition at all, if you get the niche right.
The best niches are at the intersection of both a horizontal and a vertical.
The horizontal is the WHAT.
What do you sell.
The vertical is the WHO.
Who is it for?
This is where most start-up supplement brands get tripped up. They want to sell to everyone.
But the dietary supplement industry is so crowded that picking a who is challenging, unless you get creative.
Enter The Ghost Lifestyle Brand
The supplement company Ghost, is fairly new the market. They’ve only been around since 2016, only about 4 years at the time of this article.
The founders Ryan Hughes, a former IFBB Pro turned CMO along with Dan Lourenco, the mastermind behind Ghost’s brand licensing product innovation and a fan of the Saturday morning cartoons and sugar loaded cereals we all grew up with.
When they first launched they focused on just 2 products.
A Pre-Workout Mix, called Legend and an Amino Acid Mix.
Now however, they have several product lines.
Including a brain-boosting nootropics and natural energy line and more.
Yet, they have a very clear niche.
Using the intersection of the horizontal and vertical niche framework, it looks like this.
What they sell is workout supplements. (That’s the horizontal. It’s very broad.)
Who they sell it to is gamers and skateboarders. (That’s the vertical. A very narrow and under served market.)
Let’s look at one specific product to see how they amplified the cross hairs of their niche even further..
One of their products is Whey protein powder. Again, this is the “what” part of the niche.
The who, that Ghost has chosen to niche down and sell too, is what set’s them apart from other supplement brands.
Most supplement brands selling protein focus on the benefits of the type of protein.
For example, Whey protein, Pea protein, etc.
Instead, Ghost takes a lifestyle approach to selling protein. Which ties directly into their target customer avatar.
Their avatar isn’t everyone that goes to a gym. It’s for a specific select sub group.
Skateboarders and gamers.
That’s a unique avatar that is largely under served in the fitness marketplace.
Your Avatar Choice Sets The Strategy For Niching a Dietary Supplement Brand
The decision to build a supplement brand for skaters and gamers, makes it infinitely easier to compete in such a crowded marketplace.
Because your supplement brand can then craft everything around serving that market segment.
A market segment that’s under served like this is a blue ocean of opportunity.
One way Ghost does that is through offering unique flavors.
Flavors that are part of the skater and gaming culture.
With licensed flavors like:
And pre-workout flavors in their Legend line specifically for gamers like:
- Sour Patch Kids
- Swedish Fish (the red ones, which are in fact the best ones)
- Warheads Sour Green Apple
In addition to:
- Welch’s Grape
- SONIC Chery Limeade
- BUBBLICIOUS Strawberry Splash
- WARHEADS Sour Watermelon
These candy and cookie flavors are at dead center of the bullseye for gamers and skaters that go to the gym.
Brands like Swedish Fish and SONIC are already part of their avatar’s lifestyle outside of the gym. Or they once were for those nostalgic gamers that grew up with Saturday morning cartoons, Atari and Nintendo.
Ghost is simply tapping into the existing culture of their avatar.
The Ghost lifestyle is further amplified by a line of gear and apparel. This extends the niche outside of the gym to that of being a proud user of the supplements, while a prominent “fam” tab on the site showcases a gallery of influencers who have endorsed Ghost.
The endorsers they use also fit squarely into their niche.
For example, Lazyemily, is a full-time streamer on Twitch. And Madison, aka Ricebowll, who is a full time online fitness/nutrition coach and twitch streamer. And many more like her promote the brand through influencer marketing.
Niching a Dietary Supplement Brand is One Path to Success
Niching never limits your market.
It actually expands it by focusing on an area within a broader market.
Niching down means you can differentiate from the competition and stand out in the crowd.
Not everyone is right for your niche, and that’s okay.
Once you make that hard choice to narrow down, all the other choices in your supplement business becomes so much easier.
They inform each other. Growing out of that initial decision.
If it’s not in-line with your niche then you shouldn’t do.
Three Funnels Every Health Supplement Business Needs To Build A Multi-Million Dollar Empire
Through our work in the online health space, we’ve optimized many dietary supplement businesses. In that time, we’ve uncovered the three critical funnels for success.