Maybe it’s a bit extreme to say that the global supplement market sees American industry stakeholders as disorder-level narcissists, but at one point in the not so long-ago history it was probably very true. As dynamic forces from borderless digital platforms and online marketplaces continue to disrupt the supplement industry, it’s more important than ever that brands with global ambitions must have a deep local respect towards tastes, requirements, culture and social norms, and consumer behaviors. That much needed strategic paradigm shift is at the core of why I wanted to create this new content series. It will focus on deep conversations with trusted industry strategists and practitioners that focus on key international regions/territories. To kick this content series off…I couldn’t think of a better way than to tackle the complex and fragmented European supplement market with Nick Morgan, who is the owner of strategy consultancy Sports Integrated and market data company Nutrition Integrated. In our conversation, we cover everything from the changing retail landscape to trending brands and product categories…plus marketplace challenges and opportunities that have been caused from shifting consumer behaviors and motivations. We also explore some contemporary industry news that spans THG takeover bids, the PRIME hydration effect, and why Grenade’s Oreo bar collab has market bending potential. These are just some of the interesting topics we chatted about in this episode...