LAS VEGAS — MarketPlace, a full-service branding firm focused on ingredient, food, beverage and supplement industries, announced it will appear at SupplySide West from Oct. 23 to 27 at the Mandalay Bay in Las Vegas. The firm will share its insights on human and pet supplement trends and exhibit at booth 4015.

MarketPlace produces an annual report on US pet supplement consumers, detailing where these shoppers are purchasing pet products, what specific health benefits and ingredients they’re seeking, how much they’re spending, and more. MarketPlace’s report also aims to demonstrate how pet food manufacturers can target pet supplement consumers.

“SupplySide West featuring pet programming this year is an indicator of the massive potential of this category, as it’s historically been a human-focused show,” said Jim Hibsch, account strategy director at MarketPlace. “People are truly thinking of their pets’ health in the same way they’re thinking of their own, and that means that supplements are increasingly becoming a part of the regimen.”

As part of MarketPlace’s presence at SupplySide West, Hibsch will share insights from the report during the “Pet Supplementation Unleashed: Fetching the latest insights for optimal pet health and well-being” panel from 12 to 12:30 p.m. PST on Oct. 26 at booth 5670. Hibsh will be joined by Michael Bently, president of SierraSil, and Bill Bookout, president of the National Animal Supplement Council (NASC).

MarketPlace will also be exhibiting at the tradeshow to discuss brand, business and product launch strategies for B2B ingredient and B2C food, beverage and supplement brands.

“Human supplement ingredient brands should consider whether there’s an untapped market for their ingredients in the pet category,” said Tracy Landau, president of MarketPlace. “Our research makes this potential clear and is a big part of our commitment to keep our partners on the pulse of opportunities in the nutrition and supplement industries. We encourage any human brands looking to strategically enter the pet category to visit our booth.

“We create better brands for healthier, happier people and pets,” Landau added. “SupplySide West is where we’ve made strategic connections that have persisted through our entire firm’s life. Whether you’re launching an ingredient on Amazon or ideating a new product launch, we love the opportunity to meet with our current and potential partners at this show to set them on a new path of growth.”

MarketPlace combines industry expertise with commercialization to help its customers identify market opportunities, according to the company. Its services include exclusive research to uncover unmet needs in the market, brand strategy and identity development, social media campaigns, digital promotions, lead generation, Amazon launches, and more.

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