Building A User-Centric Roadmap For Innovation With Nature’s Care
Problem
The vitamins, minerals, and supplements market manages stringent regulatory frameworks that govern product safety and efficacy, requiring significant investment in compliance and testing. Intense competition from global and local brands creates a highly saturated market. Evolving consumer trends towards natural and organic products demand innovation and adaptation in product development to stay relevant. Additionally, economic fluctuations impact consumer spending power.
Pressure
In 2018, Nature's Care, Australia's third-largest supplement firm and a substantial player in the Chinese market, shifted from private ownership. By 2019, with a new executive team and ambitious growth goals, the company struggled due to an overcrowded pipeline of tactical new product ideas. They lacked a strategic portfolio to proactively target key growth opportunities efficiently, given their finite resources
Solution
Nature's Care has transformed its innovation process, prioritizing rapid, sustainable development with a focus on "Fewer, Bigger, Better Innovations" and significant projects to establish a robust, long-term product pipeline. This approach has given birth to the Healthy Care 'Multi-Actives' range, a departure from traditional one-size-fits-all multivitamins. This range offers tailored lifestyle formulas designed for Frequent Flyers, Vegans, and Busy Women, delivering exactly what each individual needs and nothing extra.
Impact
The range debuted in Chemist Warehouse stores in less than 6 months from project completion and under a year from project inception. Healthy Care is now one of Australia’s leading pharmacy supplement brands available exclusively at Chemist Warehouse. It's contributed to the Chinese health supplements market surging in recent years, doubling in size, aiding countless individuals in maintaining their well-being amidst the demands of modern life.