The marketing veteran discussed the evolution of consumer awareness and messaging in the nutraceutical industry since her early career at Amway. She highlighted a significant increase in supplement usage, driven by a more educated consumer base focused on lifestyle benefits.
Todd also noted the rising focus on previously taboo women’s health issues, attributing this shift to women’s vocal demands for better representation and products in these areas.
“Women have demanded that shift and they’ve become more vocal,” she said. “They’ve asked for it. We’ve taken a look back and said, ‘Wow, all these clinical studies have been done only on men. Why is that? What happens when we expand it to women and we learn more about ourselves?’
“Women don’t really want products that have been tested on men. They want products that have been tested on themselves or other people like them, and they’re pushing that change. And in the industry, we’re pushing that as well.”
Another area that Todd is actively focusing on is amplifying her voice. She has recently participated in a number of panels and webinars, quickly gaining a reputation as a thought leader in the dietary supplement industry.
“I’ve always been behind the scenes and thought this is for other people to share and to talk about, and I took a step forward because I do have a lot to say and haven’t been saying it,” she said. “So the more I do amplify my voice, I do hear it resonates.”
She added that for other women looking to build their personal brand, they should start by focusing on three or four passions, discuss those regularly and be genuine.
“I want to empower others in whatever I do, so every time I post something, I think, what does this mean to someone else? How might they take it from their side?” Todd said. “So get started. Don’t wait there. Time is of the essence. We need to be present and we need to be very visible within the industry.”
Todd is also on the Board of Directors for Women in Nutraceuticals (WIN), where she is focused on building the membership and increasing the growth.
“We know if we have this diverse workforce, they’re more innovative, they’re more powerful, they’re actually more profitable overall,” she said. “From a business standpoint, it makes sense. And as an industry, it really is driving the nutraceutical industry forward.”
