CBD Company - Natures Plus (Hempceutix)

 

Ranking and Market Share

#15 - 1.7% of overall market. 2019 sales: $42 million; 2018 sales: $3 million

Product Portfolio

Tinctures (oil), capsules

Distribution Channels

Online, natural food stores

Positioning

Major international legacy supplements brand known for quality, tapping into mainstream nutraceuticals market with simple and straightforward hemp-derived CBD capsules and tinctures line

Strengths

Competitive Advantages

Brand present and trusted among mainstream customers and retailers globally, with far-reaching local and international distribution networks; CBD products fit naturally into existing natural supplements sales model and marketing strategies, CBD easily paired with other botanicals to tout health benefits, giving company advantage due to its existing infrastructure

Core Competencies

As is the case with other mainstream supplement manufacturers such as Barleans and Irwin Naturals, NaturesPlus has an established brand following, as well as infrastructure that supports the generation and effective marketing and distribution of nutraceuticals products, and its Hempceutix CBD products have fallen naturally into the product lineup in an industry where the company is already successful

Making the most money on

Tinctures, capsules

Opportunities

Beneficial trends

Nationwide trend toward nutraceuticals replacing prescription medications, which NaturesPlus is very well-positioned to tap into given its great success on the nutraceuticals market and CBD's increasingly recognized wellness properties

Niches competitors are missing

Massive existing natural foods consumer base to tap into – in multiple channels, especially once fully authorized by FDA

Additional growth opportunities

Limited offering with only (relatively expensive) capsules and one tincture product, and neither particularly unique or innovative versus competitors' products. In order to avoid being over-reliant on early-mover advantage and strong position in supplements space, must diversify and polish product line; Given the company's strong revenues, its capital to invest and capacity to adapt products, it is well-positioned to tap into far more health trends beyond those falling into "Sleep", "Stress",  "Relief", "Complete" categories, and beyond capsule/tincture markets

Aspirations and Results

Who do they want to be?

Leader in natural healing space, differentiated by inclusion of CBD in product offering

Priorities

Updating product labeling and marketing, which currently emphasize cannabis element of CBD and could play against company when it comes to regulatory scuffles, doesn't translate to mainstream nutraceuticals market as effectively as more wellness-oriented products (remaining stigma, fear about legality, safety)

Chief competitors

Irwin Naturals, Barlean's, Garden of Life, CW Hemp

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