# #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica Malach

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-06-28
- Length: 41m
- Episode: 27
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala
- Listen: https://share.transistor.fm/s/4f43cb0e

## Summary

Jessica Malach, VP of Marketing & Insights at Social Nature, discusses insights from their platform of over one million natural products consumers. She explains how the 'modern wellness consumer' defines health holistically, prioritizing values, local sourcing, and certifications like organic and non-GMO over simple demographics. Malach details how brands can drive trial through online-to-offline campaigns, emphasizing the critical importance of fill rates, good packaging, and strategic channel selection to ensure repurchase.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=3) Introduction and Social Nature Overview
- [6:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=366) Defining the Modern Wellness Consumer
- [9:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=547) Resonating Labels and Local Sourcing
- [13:08](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=788) Product Discovery Channels: Online vs. In-Store
- [16:45](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=1005) Drivers of Repurchase and Fill Rate Risks
- [22:12](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=1332) Consumer Segmentation and Qualitative Research
- [26:26](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=1586) Packaging, Finance, and Channel Strategy
- [29:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-28-50-the-data-behind-the-modern-wellness-consumer-with-social-natures-jessica-mala#t=1762) Promo Codes and Social Nature Campaign Mechanics

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Social Nature (company)
- Vega (product)
- Whole Foods (company)
- Sprouts (company)
- Kroger (company)
- Walmart (company)
- Target (company)
- Amazon (company)
- Publix (company)

## Related episodes from other shows

- [Rethinking Health & Wellness for Manufacturers with Laura Timbrook](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-02-01-rethinking-health-wellness-for-manufacturers-with-laura-timbrook) (Manufacturing Happy Hour)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line: Reaching New Customers](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-03-advice-line-reaching-new-customers) (How I Built This)
- [Ep. 37 - Keeping Sales Up](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-02-07-ep-37-keeping-sales-up) (Open Hardware Manufacturing Podcast)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)

## Citing this page

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