McKinsey Maps Wellness Archetypes, GLP-1 Lifts Supplement Sales

McKinsey's new $2.7 trillion wellness segmentation and Italian pharmacy data on GLP-1 supplement uplift are the two frameworks health marketers need this week. Plus: a serial founder's longevity gummy play. In this episode: McKinsey partner Anna Pione co-authored a report identifying five distinct consumer archetypes reshaping the $2.7 trillion global wellness industry, with the core argument that brands must tailor positioning to specific segments or risk reaching no one. Italian pharmacy data reported by Pharmaretail shows GLP-1 drug users are measurably increasing spending on supplements and wellness products alongside their prescriptions, creating a commercial opportunity for nutraceutical brands that act early. Serial founder Richard Laver, who built Kate Farms and Lucky Energy, is preparing to launch a longevity-focused supplement gummy brand, signalling that experienced better-for-you operators now view longevity as a serious commercial frontier. New research published via Science Daily Health found that a naturally occurring compound in broccoli shows promise against Friedreich ataxia, reinforcing the ingredient narrative around cruciferous vegetables and neurological health for functional food and supplement brands. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily