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

The Nutra market continues to grow: the demand for dietary supplements, skincare products, and rejuvenating supplements is expanding, and along with it, approaches to traffic, offers, and advertising strategies are changing. In 2024, a record number of newcomers came into arbitrage, many teams started moving into gambling, and competition intensified.​

How is Nutra changing in 2025? Which traffic sources will remain top, which offers will convert, how realistic is it to run "white-hat" campaigns, and what can we expect from the vertical in the future? We discussed all of this with Victoria, Head of Affiliate Marketing at OMNI CPA.

The Growth of the Nutra Audience and Interest in Dietary Supplements​

— In your opinion, how much is trust in dietary supplements growing today and how is this affecting the Nutra market? What should we expect in 2025? There is now a lot of information on YouTube about, say, vitamin D; it seems people have become more interested in this topic.
— The sales and production of dietary supplements are steadily growing worldwide, and 2024 was no exception. In Europe, the market is growing by an average of 5% per year, with growth of 5–7% forecast for 2025. People are increasingly thinking about ecology, air pollution, and the declining quality of food, so taking care of one's health is becoming not just a trend but a necessity.
Ed. note: According to some data, the market will grow by 8.4% over the next 5 years.

If we talk about trust, then it should be considered in the context of the target audience and sales channels. Some people believe advertising immediately, others are convinced by the advertiser itself, and yet others will dig deeper—reading reviews, comparing prices, consulting for hours before a purchase. It's important to understand that each audience segment requires a different approach, and the more precisely you work with them, the higher the conversion.

— Men in the 2020s are caring much more about their health than those in the last century who left their health in the mines. Is this affecting the Nutra market and the development of new offers, beyond classics like Erosen and adult? There seem to be cases already where the M25 audience responds well to rejuvenation products. Is this a local trend or a genuinely growing segment? Italians and Turks, for instance, are obsessed with self-care.
— We can confidently add Arabs to Italians and Turks. Yes, such cases exist, and nowadays no one judges men for using skincare products—on the contrary, trends are pushing them towards it. But it's important to understand that this is a narrow audience and it needs to be worked with skillfully.


Ed. note: Graph forecasting growth in demand for men's grooming products.
As for women, everything is stable: acids, snail mucin, gold, plus a beautiful jar and the promise of prolonged youth (preferably forever). This always works.
For the male audience, we have Urotonal—a product for prostatitis, and Alfarise—a universal product that solves several problems at once. We entered 2025 with a product line for the adult population. The 45+ audience is actively monitoring their health, and our offers help them with that.

— How will inflation and economic factors affect the behavior of Nutra consumers?
— Inflation and rising prices certainly affect audience behavior, but people haven't stopped caring about their health. One of the main reasons for rejection at the approval stage is "too expensive," yet discounts work excellently, and users readily believe in them. Natural ingredients in the composition and locally produced supplements also inspire trust.
Brand plays a big role too. Here the audience is divided into two groups: some trust doctors and traditional medicine, others are guided by stars, bloggers, and public figures. Launching landing pages with different approaches and seeing which converts better is a good way to test this difference.
Overall, people will economize, look for better deals, but they won't drastically cut spending on health. Self-care and improving the quality of life remain key demands in the dietary supplement market.

Approaches and Traffic Sources: How the Leadership Positions are Changing​

— What approaches will convert in 2025?
— Colleagues from media buying and personal observations suggest that medical scandals, debunking myths, battles between traditional and folk medicine, and doctor negligence and errors will remain trending. These topics evoke an emotional response and resonate well with the target audience.
Also worth noting are approaches with sensational developments and breakthroughs in medicine—people are always interested in new discoveries, especially if they promise longevity, rejuvenation, or salvation from serious diseases. Well, and the fear of death remains a universal trigger, especially in the cardio-supplements niche.

— The white-hat approach in Nutra, which some speakers were actively promoting last year: is it a working strategy and is it worth putting effort into this direction?
— Yes, our buyers have tried and continue to work "white-hat," and generally, our product line allows for it. If we're talking about classic COD, it's more complicated—the white-hat approach requires more effort to warm up and gain audience trust. But there are other models that are initially built exclusively on white-hat methods.
Will it work in 2025? It depends on the approach, the offer, and the market. In any case, clean advertising requires more resources but provides stability.

— You have your own promo department that creates landing pages. Do you use AI features to increase conversion on landing pages?
— Yes, we have our own promo department that develops original landing pages for all our products. These landing pages are available to partners and are adapted to their requests.
The promo department doesn't just create landing pages; it also analyzes, edits, and improves partner materials, provides recommendations for changes for better approval. Sometimes, comparing a landing page with a script, we even adjust not the landing page 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.


Ed. note: Neural networks are already good at integrating the offer onto the desired background.

— Which traffic sources will be the main ones for Nutra in 2025? What is growing and what is losing ground? Teasers, FB, Google?
— It seems we are in a transitional period now. A year ago, Google was the undisputed leader—the traffic was stable, clean, everyone was happy. But in April-May 2024, a harsh algorithm update wiped out accounts and blocked the ability to properly scale new ones.
Facebook is a bit unstable in July, and at first it seemed temporary. Optimists (including me) resisted for a month, but it became clear: it's all related to the elections, and the instability will drag on. At times, FB would ease up, and you could see volumes, but not for everyone.
Against this backdrop, teaser networks rose to the top in popularity at OMNI. Currently, in terms of traffic quality, webmasters working with teasers are leading, Google is in second place, and FB closes the top three.
That said, we don't refuse any traffic, but if choosing between Google, teasers, and FB, priority will be given to the first two. FB remains massive; most teams on the market work with it. We can immediately see the quality, and a webmaster can assess it themselves. Our dynamic deductions allow us to track this from the first hours of the campaign, plus affiliate managers help webmasters with optimization, so even in an FB storm, it's possible to pull out campaigns.

Current Problems of the Nutra Market: What to Expect in 2025?​

— A question about traffic quality and approval in Nutra. The trend for influencers and Amazon (and its analogues) continues to grow, while trust in advertising is falling. What should affiliates, affiliate networks, and advertisers do to ensure that the established model of work continues to feed all market participants?
— First, the content on landing pages. Translations must be high-quality, not just run through AI. There have been cases where machine translation looked normal, but local checks revealed dozens of errors, outdated expressions, and highly specialized terms that an ordinary person simply wouldn't understand. We offer partners translation and adaptation of landing pages for the local audience.
Second, the characters on the landing pages. You need to choose neutral or safe faces that don't raise doubts and can't refute the use of their image. Call centers often give feedback that customers mention fictional characters. If such cases are recorded and the conversion rate drops, it will affect payouts.
Third, updating comments. Webmasters should regularly add fresh reviews, real photos of the product, and ensure that people in the frame don't have 6–7 fingers (yes, there have been such cases too).


Ed. note: We recommend the SPT case study on choosing a local celebrity and working with comments.
Finally, prices and promotions. This is an important trigger for conversion. Of course, managers will communicate this, but if a webmaster themselves inquires about current promotions and recommended prices from the call center, it's always a plus.

— Is the mass exodus of teams to gambling a trend or just high-profile cases?
— I wouldn't say it's 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, truly experienced and established webmasters remains in Nutra. It's more often young teams, who are just starting out and experimenting with directions, that move to gambling and other niches.

— In 2024, a record number of newcomers probably entered arbitrage. Has this been noticeable at OMNI? How will this affect the market and auctions in ad networks in 2025? Conventionally, if in 2016 an offer could be burned out in 2 years, now 100,500 teams can pour volume and burn it out in a couple of months. How to adapt to these realities?
— There are a lot of newcomers—that's a fact. People come to OMNI from arbitrage schools, after courses, and sometimes with no experience at all, not even an understanding of what cloaking is. Managers help at all stages, but they won't teach from scratch; it's easier to direct them to those who do teach.
Most newcomers come from FB, and here, it's like the candies from Harry Potter—you don't know what you're going to get until you try. There are launches that work and scale, and there are those that absolutely don't.
Regarding burning out offers, it depends less on the number of teams and more on the product itself. The life cycle of an offer hasn't changed much for us, regardless of who is running traffic to it.

— How much more difficult has it become to launch new offers? I've seen information that launching an offer for Germany alone costs from $100K+. What can we expect from the Nutra market assortment in the new year? Are there any global problems with this?
— Launching an offer in an already open country is cheaper, but that doesn't mean it's easy. There are many variables:

• What about the call center? If it's your own, it needs to be expanded; if not, you need to connect an agency (all our call centers are our own).
• Production and logistics. The product needs to be manufactured and distributed to warehouses.
• Sales. Scripts need to be written, operators trained, tests conducted—these are additional costs.

Opening a new country involves even more complexities—it's a completely different order of magnitude.
Regarding assortment—in 2025, OMNI will have many updates. We've set a high bar and will soon update both our product line and the list of GEOs we work in.

— Many advertisers are entering new GEOs, like Belize, but what's the point if the population is only 400K people? What kind of approach to GEO should Nutra advertisers/affiliate networks implement in 2025 to make it worthwhile?
— It's simple: competent market research, tracking trends and competitors, assessing development potential.
Instead of spreading yourself thin across dozens of countries, it's better to work in a structured way and move according to a clear plan. If a GEO offers volume and prospects, it makes sense to enter. If it's just a pinpoint test without a strategy—then there's no point, no matter how "new and hot" the offer being pushed there is.

— Well, and the final question: what can we expect from OMNI CPA in 2025? New Nutra niches, interesting form factors, GEOs, payment models, approaches to creating offers? Products for new target audiences?
— We could talk about plans for a long time, but it's better to just do. We promise that in 2025, in addition to the above, the OMNI CPA team will delight you with very high-quality releases!

Register with OMNI CPA, subscribe to our social media on Linkedin, write to our managers—Dima, Jane, Emily, — and start driving traffic today!