How to bring your Natural Health Idea to Market?

Bringing your natural health product or idea can look like a daunting task at first. Don’t worry though we’re here to help you every step of the way.

The 5 steps to bring your product to market

Step 1: Identify the product(s) that are in demand

  • This is an important first step as not all products are profitable. Start by identifying industry trends using reports to identify products that are doing well and have growth potential over time.
  • It’s important to consider the current market size as well as the compound annual growth rate (CAGR) as these are important indicators if there is growth potential.
  • You can start by identifying markets such as individuals looking for; anti-aging products, to lose weight, build muscle, take better care of their immune system, or digestion aid (for more examples see our resources page. From here you can identify specific products that can be targeted to these individuals to meet their needs.

Step 2: Define your target market

Once you have chosen your product(s), defining the needs of your target market is an important next step. This helps you to better understand their motivations and the reasons for their goals. Knowing and understanding this is what will set you apart from the competition, those who can better understand their market will resonate with them better and be more effective in the target market’s recall for brands and increase their likelihood of purchase.

Here are a few of the questions that you should ask yourself:

  • Who is my customer? What motivates my customer? What do my customers have in common?
  • What is my customer hoping to achieve? Does my product help them achieve this?
  • Are there other products on the market that achieve the same thing? Are they successful? If not, what did they fail to consider? Can I address what they missed?
  • What are some of the barriers that I face? How difficult are they to overcome?
  • How can I communicate with my customers? Where do my customers shop? Can they afford the product at the price I want to sell?

Step 3: Get to know your competition

Now that you have a better understanding of who your customers are, it’s time to learn more about your competitors. Start by identifying both your direct and indirect competitors. Indirect competitors being those whose product has similar benefits as yours but achieves it in a different way, they can be seen as a substitute to your product. And direct competitors being those who have a similar product to yours. Identifying both sets of competitors allows you to better analyze the market and where you would fall in it and how you can better address needs that others are not meeting.

E.g. For example, take a customer who is looking to satisfy their hunger specifically with pizza. You are a local pizza chain. Your indirect competitors would be grocery stores that offer ingredients such as pre-made pizza dough, and your direct competitors would be other pizza chains.

Things you should know about your competitors:

Price Point:

  • At what price are your competitors selling their product? Make sure to also consider serving size and number of servings
  • Are you able to price lower than your competitors to capture market share?
  • Are you able to price higher than your competitors and sell a more premium product? (Make sure that it aligns with your target customer)

Target Market:

  • Are they targeting the same target market?
  • Are you able to target a more specific subset of that market?
  • Are you able to target a broader segment?

Distribution channel and communication:

  • How are your competitors’ customers purchasing their products? In-store? If so, which ones? Online retailer? Online direct?
  • How are your competitors communicating with their market? What is their communication strategy? What are their channels of communication? (Social media, posters, Ad-words)
  • How can you differentiate yourself?

Product Claims:

  • What are your competitors claiming that their products achieve? Does this align with what your target market wants to achieve?
  • How would your product be different?

Use charts like the one on the right to identify where there is a need in the market after conducting your competitor research. This will help you to map out which areas are highly saturated and where there is a need in the market. You can use the same type of chart for all sorts of aspects of your product.


Step 4: Finding your Manufacturer

Finding the right manufacturer is a crucial next step. You want to make sure that the manufacturer you choose to make your products, understands your needs and is there to help you achieve your goals.

If you are new to the industry, you want a company that understands what it takes to bring a product to market from the very start and has the experience of doing so. Make sure to consider:

  • Their reputation within the industry

- The quality of their products

- Ability to meet deadlines

- Their range of services

- Do they provide different dosage types? (capsules, tablets, powders, liquids)

- Are they able to help you formulate your product? Can they help with research and development?

- Can they help with packaging and distribution?

  • What is their minimum order quantity (MOQ)? (This is an important aspect as some manufacturers have very large MOQs which may not be best for someone who is new to the industry)
  • Do they offer compliance support? (This is another major aspect because if you are looking to export there are many regulatory requirements that must be met, and a manufacturer that can help you meet these requirements will help you go a long way)

Step 5: Gaining Customers

Next, you should consider how you are going to gain customers. This step encompasses all that you have done in the steps above. By knowing your customers and the competition you now know where there is an opportunity for you and how to best reach and resonate with that market. Some of the most effective ways to reach your target market have been listed below.

  • Set up a website
  • Set up your social media pages
  • Sell through online retailers like Amazon
  • Sell through brick and mortar stores
  • Sell direct through your website
  • Attend trade shows
  • Use influencer marketing
  • Pay-per-click advertising

All of the information above can be a lot to process but don’t worry, we’re here to help. If you have any questions reach out to us through the link below or email us at info@csnpharma.com.

I have questions!

Make CSN Pharma your Boutique Manufacturer

As a Vancouver-based Boutique Sports Nutrition and Nutraceutical Product Manufacturing company, our promise to you is to provide exceptional customer service in helping you bring your concept to market every step of the way. With the ability of our in-house experts, our global supply partners, and our GMP compliant facility we can cater to your every need to make sure you are set up for success.

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