In the UK, Vitamins and Food nutrients suppliers have used a wide range of market channels to ensure that their products reach the consumer. While any approach may be suitable for targeting the consumers, it is clear each approach has its own ups and downs as far as the volume of sales is concerned. One popular approach that manufacturers have used is stocking their products in drug stores and chemists. Currently, a majority of organizations have used this approach due to take advantage of the public conception of supplements as medicinal products.
Since these vitamins and supplements are packaged as pills, they are easy to sell to customers who have nutritional deficiencies (Virtsonis and Sally 559). While this approach has gained popularity, it gives the impression that supplements are pills that should be taken during illness. Therefore, manufacturers have opted to shift their stock to supermarkets to ensure that customers can access these products outside the market and use them regularly. Direct selling of nutritional additives is gaining momentum in the current market conditions due to changes in consumer attitudes. Direct selling provides manufacturers with the opportunity to market their products with the consumers and to provide valuable information that is important in pursuing buyers.
At a time when consumers require transparent information about products, direct contact between manufacturers and consumers is crucial. For the last five years, manufacturers are using this approach to support their marketing strategies and to understand customer behavior. Therefore, the approach is allowing producers to gain trust from the customers by providing them with reliable products that suit the demand (Virtsonis and Sally 556).
However, opening direct sale stores is an expensive investment for organizations. Resultantly, organizations that use this channel are unable to produce favorable prices as compared to those who make indirect sales.
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