Consumables live or die on the second and tenth order: the margin is in the reorder, and the reorder is earned by the product and prompted by the programme. Meanwhile the category pays top-of-market ad costs and operates under claims rules that punish careless copy. Compliant, specific content is both the legal position and the selling one.
Meta CPM for health and wellness, up 19 percent year on year, the most expensive major D2C category on the platform.
Triple Whale benchmarks, August 2026.year-on-year growth in AI-referred traffic to US retail sites; ingredient and "does it work" questions are exactly what shoppers ask assistants.
Adobe Analytics, June 2026.reorder is the number that predicts the customer's lifetime value better than anything in the acquisition data.
Silvengate market analysis, 2026.Health claims are regulated in every market this category sells into, and the platforms enforce their own rules on top. We write to the strictest rule that applies, and build the reorder programme on the product's real consumption cycle rather than a discount calendar.
The customers you already have, brought back on schedule: capture at sale, lifecycle messages in your voice, offers to past customers before budget goes to strangers.
AcquisitionGoogle, Meta and TikTok within the rules of your industry and market.
ConversionOne page per offer: what it is, who it is for, what it costs or how pricing works, and what happens next.