case study
Private Equity Firm
Bloom Nutrition
Client accolades
“We truly appreciated the findings about the VMS category that Davies+Co. brought to light. The level of detail we received through the research was hugely helpful, and we’re already excited to partner with Lisle and her team again.”
– Principal, Consumer Growth Private
Equity Firm ($3B+ AUM)
The challenge
A leading consumer-focused private equity firm seeking to expand its health and wellness portfolio was evaluating opportunities in the vitamins, minerals and supplements (VMS) space. The firm had honed in on Bloom Nutrition—an $80 million greens and superfoods supplement brand for women—and partnered with Davies+Co. to assess both Bloom’s business and the broader VMS category.
The approach
Davies+Co. executed primary quantitative and qualitative research to ensure the data told the full story, anchored by a total addressable market (TAM) analysis to size Bloom’s relevant U.S. consumer opportunity, alongside primary quantitative research with 1,000 VMS consumers exploring category perceptions, brand awareness, and wellness behaviors. These findings were complemented by qualitative insights from a focus group of 32 Bloom consumers, who shared their feelings on everything from the founder’s story and the brand’s competitors to the product’s taste, efficacy, cost and more.
The results
Davies+Co.’s research identified a sizable opportunity. While the firm ultimately passed on the investment due to factors independent of the research, the engagement delivered lasting value, with the category insights continuing to inform the firm’s health and wellness investment strategy.