GUTSY
Health & Nutrition

Consumer research built for health and nutrition brands

Gutsy gives health & nutrition teams instant consumer intelligence: test product claims, packaging formats, supplement positioning, and brand messaging with AI-generated audiences that match your real buyers.

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GUTSY REPORTOlly Women's MultiHealth & Nutrition Intelligence
412Supplements Analyzed
86Top Ranked
57Brands Studied
Health-Conscious ProfessionalsBusy professionals prioritizing daily wellness routines with convenient supplement formats.
Holistic Wellness ExplorersWellness enthusiasts who research ingredients, demand transparency, and prefer clean-label products.
Top Health Claims that Convert
Daily Multivitamin Claim
Health-Conscious ProfessionalsDaily Multivitamin Claim"Essential nutrients in just 2 gummies a day"
91%Conv.
Convenience & Format
Busy Wellness ParentsConvenience & Format"Delicious gummy format the whole family loves"
84%Conv.
Clean Label Trust
Holistic Wellness ExplorersClean Label Trust"Transparent sourcing with third-party tested ingredients"
88%Conv.
THE CHALLENGE

Food supplement brands face critical challenges

With nutritional science evolving and health-conscious consumer expectations rising, brands must lead with confidence

Claim sensitivity

Health claims face intense regulatory scrutiny. One misstep in messaging can trigger FDA warning letters, social backlash, or costly reformulations.

Ingredient skepticism

Consumers increasingly demand transparency on sourcing, dosing, and third-party testing. Proprietary blends and vague labels erode trust fast.

Format & occasion fit

Gummies, capsules, powders, sachets — the right delivery format for the right occasion determines trial, retention, and willingness to pay.

Subscription fatigue

DTC supplement brands compete for the same Subscribe & Save slot. Standing out requires understanding exactly what drives repurchase vs. churn.

RESEARCH TOOLS

All-in-one consumer intelligence for health & nutrition

Use our AI-powered platform to test, validate, and optimize across the entire product lifecycle

Claim & messaging testing

Test health claims, benefit language, and regulatory-adjacent copy with target consumers before committing to packaging or ad spend.

Packaging format optimization

Compare gummy vs. capsule vs. powder formats, bottle sizes, and mega-pack strategies against real consumer preference data.

Audience persona intelligence

Build and validate detailed buyer personas — from wellness enthusiasts to busy parents — with AI-generated audience profiles grounded in behavioral data.

Competitive shelf analysis

Benchmark your products against competitors on price architecture, claim density, trust signals, and emotional response across every relevant persona.

Keep pace with consumers

63,288Insights generated
5,274Studies completed
80-95%Accuracy rate
10-secondSetup

“It's fast, practical, and honestly fantastic.”

Jacqueline Hutton, COO, Group23 Sports Medicine
POWERED BY DATA
GUTSY REPORTOLLY Women's MultiMega Format Analysis
OLLY Women's Multi Gummy, 240ct
OLLY Women's Multi Gummy, 240ct$19.99 · ★ 4.7 · 24.1K reviews
3SKU Candidates
$19.99Optimal Price
11Emo Layers
Busy Wellness ProfessionalsFit score 8.2 · Routine-driven · Quality-focused
Holistic Wellness ExplorersFit score 7.9 · Research-heavy · Clean-label seekers
Budget Health SeekersFit score 5.4 · Price-sensitive · Subscription churners
Case Study

OLLY Women's Multivitamin — Mega Format & Price Strategy

Gutsy helped evaluate three mega-format candidates for the Olly Women's Multi gummy line, analyzing persona response across 11 emotional layers, price elasticity scenarios, and portfolio impact — recommending the 240ct Mega Multi at $19.99 as the optimal launch SKU.

240ctrecommended
+23%Portfolio lift projected
Read the full report →
HOW IT WORKS

Up and running in minutes

1

Define your audience

Create custom personas like Busy Wellness Professionals or Holistic Wellness Explorers, or let our AI generate them from your brand data.

2

Run your study

Test product concepts, packaging designs, health claims, pricing strategies, or competitive positioning in seconds.

3

Get actionable insights

Receive detailed persona-level scoring across 11 emotional response layers, with clear recommendations backed by data.

HEALTH & NUTRITION INDUSTRY LEADERS

Test New Messaging and Campaigns From Your Competitors

Explore comprehensive stakeholder analysis and industry insights for leading health & nutrition brands

OLLY

OLLY

Vitamins & Supplements

AI-Lookalike Audiences
Wellness-Minded WomenPrimarily female, time-pressed but health-focused consumers who prioritize accessible self-care.Age: 25-44
Gummy vitaminsProbiotics & prebioticsSleep aids
Family Value ShoppersPragmatic household decision-makers who prioritize predictable, affordable ways to keep families healthy.Age: 30-60
Family healthAffordable multivitaminsKids' wellness
Message Testing
Gummy Format88% positive
Targeted Probiotics92% positive
Value Offers80% positive
Clinical Claims90% positive
Risk TestingExpert pick
Clinical claims compliance70%
Child product safety60%
SMS marketing consent55%
Reviews and proof gaps55%
Legion Athletics

Legion Athletics

Science-Based Sports Supplements

AI-Lookalike Audiences
Evidence Driven LiftersMotivated, pragmatic fitness consumers who prioritize measurable outcomes over hype.Age: 25-40
Strength trainingEvidence-based supplementsNutrition tracking
Social GymgoersYounger, social-first fitness consumers who treat training as part of a visible lifestyle.Age: 18-35
Boutique gymsInstagram fitnessTaste-forward products
Message Testing
Clinically Dosed95% positive
Label Transparency92% positive
Lab Tested90% positive
Clean Ingredients80% positive
Risk TestingExpert pick
Absolute efficacy claims75%
Regulatory certification65%
Pricing inconsistency60%
Endorsement transparency55%
Momentous

Momentous

Best In Class Human Performance

AI-Lookalike Audiences
Active Optimization SeekersPragmatic, goal-oriented adults who view health and fitness as a performance system.Age: 25-44
Strength trainingEndurance sportsEvidence-based supplementation
Holistic Wellness IntegratorsLifestyle-minded consumers who treat supplements as part of a broader daily routine.Age: 25-50
Gut healthProbioticsClean-label products
Message Testing
Science & Testing95% positive
Creatine Benefits92% positive
Fiber+ Gut80% positive
Institutional Trust90% positive
Risk TestingExpert pick
Third-party testing risk70%
Health-claim exposure65%
Subscription fulfillment60%
Endorsement accuracy55%
Lemme

Lemme

Science-Backed Women's Supplements

AI-Lookalike Audiences
Modern Wellness WomenDigitally engaged, predominantly female group who prioritize health and convenience.Age: 22-40
Functional gummiesGut healthWomen's intimate health
Performance PragmatistsPragmatic, outcome-focused buyers who treat supplements as functional tools.Age: 25-50
Energy & focus supplementsMetabolic supportDigestive health
Message Testing
Clinically Validated90% positive
Product Range88% positive
Subscription Value90% positive
Clean Label86% positive
Risk TestingExpert pick
GLP-1 support claims65%
Product safety disclosures60%
Evidence transparency55%
Checkout UX errors50%
AG1

AG1

More Than A Greens Powder

AI-Lookalike Audiences
Busy Wellness SeekersHealth-Conscious Achievers prioritizing wellness.Age: 25-54
Daily wellness routinesGreens & superfood powdersClinically-backed supplements
Natural Value SeekersHolistic Traditionalists.Age: 30-65
Whole foodsFarmers marketsHome cooking
Message Testing
All-in-one93% positive
Clinically backed96% positive
Ingredient mix90% positive
Convenience97% positive
Risk TestingExpert pick
Medical interaction ambiguity55%
Endorsement dependency55%
Formula change confusion50%
Clinical claim accuracy45%
GUTSY

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