Between stocking shelves, scheduling staff, hosting events and all the daily tasks of running a store, it may seem like every day is an exercise in keeping in tune with the very real needs of your store. And of course, that’s true.

However, there is also the big picture, and that is keeping current with the marketplace at large. While online shopping has made it possible for almost anyone to keep track of the latest trends, only someone with experience and expertise will know whether they are merely passing fads, or an emerging advancement in natural health. That person is you. (And of course, each member of your team.)

But, that said, there is a lot of ground to cover when you try to stay current, so I suggest that you consider following one topic and allow the in-house experts on your team to explore and report back anything relevant concerning others, including new supplement ingredients, clinical research, food trends and whatever else applies to your business. In any case, here are just a few ideas to keep in mind:

Stay current with the latest research: Keeping tabs on clinical studies, new herbal formulations, and the latest diet and lifestyle science can help you and your staff have a lot to draw from when talking to customers. If your team has an opportunity to gain experience from webinars, informal aisle trainings, and other educational programs offered by your vendors, absolutely take them. And, if you have staff members who are especially interested in the science behind specific nutrients, encourage them to share that knowledge with the rest of your team and with your customers. Cultivating the enthusiasm of in-house experts is extremely valuable for your store, and for everyone who visits your business.

Read the trade publications: The trade magazines are literally in the business of reporting what is happening in the field, and even a casual perusal will reveal where specific supplement companies are putting their research efforts, what stores around the nation have noticed in their regions (which could be a clue for what’s next for your own), and what some of the emerging, but barely-on-the-radar trends are cropping up. They are worth your time to read. (But of course, if you’re reading this, you already know that.)

Watch nutrients trending in retail and online: Aside from being aware of new research, study the big-picture market when it comes to health trends, headlining ingredients and celebrity mentions. But bear in mind that some of that attention can be short-lived, too. And of course, it is hard to predict, so as a moving target, this is one area of meeting customer demand that can be tricky. With lightning-fast media attention, yours won’t be the only store trying to get a popular product in stock—and sometimes, by the time it arrives, the moment has already passed.

But, by staying current with trade publications and setting your own news feeds to focus on emerging formulas (and the marketing that surrounds them) you can get a sense of what may be ahead, and work toward bulking up your stock of the appropriate products—and promoting them heavily on social media and your store’s website.

So, what can you do with this information? Plenty. Keeping current with industry trends helps you in your long-term plans and short-term responses and shows your customers that you have plenty of insight into what is happening in the world at large.

Pivot when necessary: When new trends emerge and specific nutrients become popular, be prepared to meet customer demands and anticipate their interests, if there is solid science to back them up. For instance, for the past few years, there has been a much brighter spotlight shone on immune-defending supplements. I’m sure that at the beginning of COVID-19, your store had requests for several products that would generally be sold during the usual cold and flu season.

So, in the past, what was normally a seasonal concern only, is still top of mind for many customers who want to boost the body’s ability to withstand bacterial and viral infections, no matter what time of year.

But being able to shift rapidly from one type of emphasis or promo to another is critical. There’s no doubt in my mind that over the years, you’ve established a lot of goodwill with your customers, especially through some of the most uncertain times we’ve had. And there’s also no doubt that’s because you were able to respond thoughtfully and professionally to their needs. Even for reasons of simple curiosity, rather than a global pandemic, if you’re able to bring in products your customers are eager to try, it says a lot about your business.

Be responsive about current trends on social media and on your website: When there is news in the world of natural health, let people know about it online. Keeping current shows that your store is paying attention.

For any resulting customer demands, make sure any inquiries or updates are addressed early and often through your social media channels and on your website. That kind of personal response goes a long way to keeping people connected to your business and feeling like they are truly heard and respected. I think there’s a tendency for people to feel anonymous online, but when you respond with the same courtesy and professionalism to customers on your website or social platforms that you do when they are in person at your store, it builds further trust, too.

To Sum Up: Flexibility is Key

I have always been a proponent of setting goals, visualizing their results, and putting them into action. To me, it is the absolute required work that must happen before all the other work happens. But flexibility matters, too.

Being in any business means being responsive and adaptable to changing circumstances, so flexibility in the face of emerging scientific and clinical studies, customer demands and new product releases from trusted companies shows that you are tracking the pulse of natural health.

There is a lot of information available to any store owner and manager about emerging health trends and nutrients, and it can only help your business to stay current with them. Staying informed of current trends is simply that—a way to stay informed and offer your customers the best of whatever is new, while preserving what works.VR

A highly regarded leader in the natural products industry, Terry Lemerond is founder and president of EuroPharma, Inc. He also founded Enzymatic Therapy, Inc. and PhytoPharmica, Inc. and is currently co-owner of the Terry Naturally Health Food Stores in Green Bay & Suamico, WI, which recently won its eighth consecutive consumer choice award as “Best of the Bay.” With more than 50 years in the natural products industry, Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs, including a weekly radio show and newsletter, podcasts, webinars and personal speaking engagements. He is author of 13 books, including Seven Keys to Vibrant Health, Seven Keys to Unlimited Personal Achievement and 50+ Natural Health Secrets.