Consumer-led NPD: Aussie supplement firm The Fix on ‘not putting up’ with period symptoms

05-Jun-2023 - Last updated on 05-Jun-2023 at 03:19 GMT

The Fix on market gap for preventive nutritional solutions for period symptoms © The Fix

Aussie supplement brand The Fix says that there is huge unmet demand for preventive nutritional solutions to tackle symptoms experienced during menstruation.

Founded in September 2022 by Kate Everitt and Julie Moulder, The Fix focuses on supplements targeting period symptoms.

Speaking to NutraIngredients-Asia, Moulder revealed that 93% of over 1,000 women aged 16 to 50 from a YouGov survey they conducted within Australia were experiencing mild to unbearable symptoms.

Notably, most of them felt that there was no need to treat it or lack of preventive treatment in the market. Moulder added that consumers were well-aware of what they were experiencing, but not how they can seek relief for that.

“We very much relied on our consumers to develop the range. We wanted to make it okay for them to start treating their symptoms. For many years, we’ve been conditioned to put up with our period symptoms like cramping, moods that are all over the place, hormonal breakouts, and bloating,” she added.

220705_TheFixDay11482 — Product range © The Fix

Setting out to “solely focus on period symptoms”, as Moulder said, it sought to differentiate itself from the market with its formulations with targeted concerns:

“We know that people treat all different kinds of cramping with magnesium. It’s not about the individual ingredients, but what we’ve combined that is period specific. With our XCramp product, we have cramp bark and ginkgo that are targeted at menstrual cramping, not general cramping. We haven’t done a one-size-fits-all off the shelf, and our formulations are not the same as everyone else.”

Its YouGov survey found the top three symptoms being cramping, mood and bloating – making up three of the products in their range, alongside for breakout and immune support.

Active ingredients span a range of natural herbs from turmeric, saffron, cramp bark to nutrients like zinc, nicotinamide, vitamin C and E.

NPD

It is now eyeing at launching new products in the performance space.

“We know from very early research that people are being held back from school, workplace, and the sporting field. They feel terrible, bent over in pain, and can’t participate. Their iron levels, sleep deprivation and energy levels also get affected. We’ve got about three new SKUs in our pipeline targeting these further symptoms. Our NPD drills very deeply into the core symptoms holding people with periods back,” said Everitt.

Its XCramp product is currently “batch-tested and approved” with HASTA (Human and Supplement Testing Australia), and plans to continue testing future batches.

A HASTA-certified product means that the batch has been tested free of over 200 WADA (World Anti-Doping Agency) banned substances. NutraIngredients-Asia previously covered another Australian sports nutrition company’s journey to getting HASTA’s certification.

On NPD prospects, it said it will continue to focus on expanding its product range on tackling period symptoms and stay within the women’s health space.

Distribution

1682219641186 — The Fix retailing at Priceline © The Fix

It first launched on its website for domestic shipping and only opened for international shipping recently. In January 2023, it also entered Priceline’s stores – one of Australia’s major pharmacy retailers.

Outside Australia, its export demand is coming from mainly Europe, United Kingdom (UK), United States (US), and Canada. Given US’ mature supplements market, Moulder said that consumers there are likely more attuned to preventive treatments for period symptoms relief.

When asked about Asia-Pacific (APAC) opportunities, it said that there is “a lot of questions and interest”, but “it doesn’t convert into sales as much as Europe, US and Canada.”

It added that the approach with APAC is similar to that of its Australian launch.

“What we had to do in terms of education across Australia was to talk about the ingredients, efficacy of the product, evidence we hold, and the education campaign had to touch people a few times before they were able to understand what this was going to do for them. There’re probably regions that would need more education than others.”

Everitt revealed that the brand is exploring to pilot overseas distribution in “low hanging fruits” in the proximity, such as New Zealand and Singapore. Additionally, it is cognizant of China being a mature supplements market as well, and it can expect tables turned for APAC to be a dominant market in the future.