case study
Private Equity Firm
Bloom Nutrition
Client accolades
“The findings Davies+Co. brought to light were eye-opening. The level of detail we got through the research sharpened our view of the space, and we’ve continued to work with Lisle and her team since.”
– Principal, Consumer-Focused Private Equity Firm
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 needed to know whether its growth reflected durable brand loyalty or a category moment. Davies+Co. was brought in to assess both Bloom’s business and the broader VMS category.
The approach
Davies+Co. anchored the work in a total addressable market analysis sizing Bloom’s
relevant U.S. consumer opportunity, including how that opportunity varied by channel. A quantitative survey of 1,000 VMS consumers mapped category participation, brand
awareness, discovery, and wellness behaviors. A moderated online focus group of 32 Bloom consumers went deeper on the questions that determine durability: why they buy and whether they come back, how much of the brand’s appeal is tied to its founder, and whether they would follow Bloom into adjacent categories.
The results
While the client ultimately passed on the investment due to factors independent of the research, the category insights continue to inform its health and wellness investment strategy. Davies+Co. has since partnered with the client on four subsequent engagements.