The supplement industry used to get away with a lot.

If a product had enough impressive ingredients on the label, consumers were generally willing to overlook the rest.

For years, efficacy carried the conversation, but now, consumers expect more. The brands paying attention to that shift are going to have a serious advantage over the next few years…

Kava Kava is a familiar ingredient in the supplement space, especially in products positioned around relaxation and stress support.

Most formulations use an extract vs the root’s powder form, which gives brands a clear way to define potency. From a label and positioning standpoint, it seems like a relatively straightforward ingredient to work with. Where it becomes more involved is formulating around it’s taste. Skip prioritizing this step and consumers won’t repurchase the product.