The Future of Nutra: Trends, Offers, and Traffic in 2025 — Interview with OMNI CPA Head of Affiliate Marketing

Sales and production of dietary supplements worldwide are growing steadily, and 2024 was no exception. In Europe, the market is growing at an average of 5% per year, with 5–7% growth projected for 2025. People are increasingly thinking about ecology, air pollution, and the declining quality of food products, so taking care of one's health is becoming not just a trend, but a necessity.

When it comes to trust, it's worth looking at it in the context of the target audience and sales channels. Some people trust advertising right away, others are convinced by the advertiser directly, while others will dig deeper — reading reviews, comparing prices, spending hours consulting before making a purchase. It's important to understand that each audience segment requires a different approach, and the more precisely you work with it, the higher the conversion rate.

We can confidently add Arabs to the Italians and Turks. 😄 Yes, such cases exist, and nowadays nobody judges men for using skincare products — on the contrary, trends are actively pushing them toward it. But it's important to understand that this audience is niche, and you need to approach it thoughtfully.

When it comes to women, things are stable: acids, snails, gold, plus a nice jar and a promise to extend youth (ideally forever). That always works. For male audiences, we have Urotonal — a prostate treatment, and Alpharise — a versatile product that addresses several issues at once. We entered 2025 with a product line targeting the adult population. The 45+ audience actively monitors their health, and our offers help them do exactly that.

Inflation and rising prices are certainly affecting audience behavior, but people haven't stopped taking care of their health. One of the main reasons for approval rejections is "too expensive," yet discounts work great and users are happy to take them. Natural ingredients and locally manufactured supplements also build trust. Brand plays a major role too. Here the audience splits into two groups: some trust doctors and conventional medicine, others follow celebrities, bloggers, and public figures. Launching landing pages with different angles and seeing what converts better is a great way to test that difference. Overall, people will look to save money and seek better deals, but they won't cut corners on health in any fundamental way. Self-care and maintaining quality of life remain the key drivers in the supplements market.

Colleagues from the buying team and my own observations suggest that medical scandals, myth-busting, battles between conventional and folk medicine, and stories of doctor negligence and malpractice will stay on trend. These topics trigger an emotional response and resonate well with the target audience. It's also worth paying attention to angles built around sensational breakthroughs and medical discoveries — people are always drawn to new findings, especially when they promise longevity, rejuvenation, or a cure for serious conditions. And the fear of death remains a universal trigger, particularly in the cardio supplements niche.

Yes, our media buyers have tried and continue to work "white hat," and our product lineup generally allows for that. When it comes to classic COD, it's more challenging — the white hat approach requires more effort to warm up the audience and build trust. But there are other models that are built exclusively on white hat methods from the start.

Yes, we have our own promo team that develops custom landing pages for all our products. These landers are available to partners and can be adapted to their needs. The promo team doesn't just create landing pages — they also analyze, edit, and improve partners' materials, providing recommendations on changes to achieve better approval rates. Sometimes, when comparing a landing page against a sales script, we end up adjusting not the lander itself but the sales script. We actively use AI, and not just in promo. We closely follow trends and integrate technologies that genuinely help increase conversion rates. 🚀

It seems we're in a transitional period right now. A year ago, Google was the undisputed leader — traffic was stable, clean, and everyone was happy. But in April–May 2024, a harsh algorithm update wiped out accounts and made it nearly impossible to properly scale new ones. Facebook started getting turbulent in July, and at first it seemed temporary. Optimists — myself included — held out for a month, but it became clear: it was all tied to the elections, and the instability was going to drag on. FB would ease up occasionally and you could see some volume, but not for everyone. Against that backdrop, teaser networks rose to the top in terms of popularity at OMNI. Right now, in terms of traffic quality, publishers working with teaser networks are leading, Google is in second place, and FB rounds out the top three. That said, we don't turn away any traffic source — but if you're choosing between Google, teasers, and FB, the first two take priority. FB remains a high-volume source, and most teams in the market work with it. We can see quality immediately, and publishers can assess it themselves. Our dynamic deductions allow tracking from the very first hours of a campaign launch, and affiliate managers help publishers with optimization — so even in the FB storm, you can still make it work.

First, landing page content. Translations must be high-quality — not just run through AI. There have been cases where machine translation looked fine on the surface, but local review revealed dozens of errors, outdated expressions, and highly specialized terms that an average person simply wouldn't understand. We offer partners translation and localization of landing pages for local audiences. Second, characters on landing pages. You need to choose neutral or safe personas that don't raise doubts and can't dispute the use of their image. Call centers often give feedback that customers mention fictional characters. If such cases are recorded and the buyout rate drops, it will affect payouts. Third, keeping comments updated. Webmasters should regularly add fresh reviews, real product photos, and make sure people in the images don't have 6–7 fingers (yes, that's happened too).

Finally, pricing and promotions. This is an important trigger for buyout. Of course, managers will communicate updates, but if a webmaster proactively checks on current promotions and recommended prices from the call center, that's always a plus.

I wouldn't call it a global trend. Everyone is looking for growth and development — some try new verticals, master them and stay, others periodically switch between nutra, gambling, dating, or SS. Everyone has their own path. In our experience, the core of strong webmasters — the truly experienced and established ones — stays in nutra. Gambling and other niches tend to attract younger teams that are just starting out and experimenting with different directions.

There are a lot of newcomers — that's a fact. People come to OMNI from arbitrage schools, after taking courses, and sometimes even with no experience at all, without even knowing what a cloaker is. Managers help at every stage, but they won't train people from scratch — in that case, it's easier to just point them to those who do. Most newcomers come from FB, and it's like Bertie Bott's Every Flavour Beans from Harry Potter — you never know what you're going to get until you try. Some launches take off and scale, others just don't. As for offer burnout, it all depends not so much on the number of teams running it, but on the product itself. The offer lifecycle on our end doesn't really change, regardless of who's driving the traffic.

Launching an offer in an already open GEO is cheaper, but that doesn't mean it's easy. There are a lot of variables:

• what about the call center? If you have your own, it needs to be scaled up; if you don't — you need to bring in an agency (we run all our own CCs);
• production and logistics. You need to manufacture the product and distribute it across warehouses;
• sales. Writing scripts, training operators, running tests — all of which means additional costs.

Opening a new GEO adds even more complexity — it's an entirely different scale of numbers. As for the product lineup — 2025 will bring a lot of updates at OMNI. We've set a high bar, and we'll soon be refreshing both our product range and the list of GEOs we operate in.

It's straightforward: solid market research, tracking trends and competitors, assessing growth potential. Instead of spreading yourself thin across dozens of countries, it's better to work in a structured way and follow a clear plan. If a GEO offers volume and prospects, it makes sense to enter it. If it's just a one-off test with no strategy behind it — then there's no point, no matter how "new and hot" the offer you're pushing there might be.

We could talk about plans all day, but we'd rather let the results speak. We promise that in 2025, on top of everything mentioned above, the OMNI CPA team will be delivering some very high-quality releases!