If you’ve ever been interested in affiliate marketing, you’ve definitely heard about health and wellness vertical. It’s one of the most popular and profitable verticals, consistently generating revenue regardless of changing trends, economic crises, or other disruptions. People always want to look younger, feel healthier, and be as slim and energetic as celebrities and influencers on social media. And most importantly – they’re willing to pay for it, often quite a lot.
But here’s the question: if this niche is so great and profitable, why don’t all media buyers succeed in it? The answer is simple – dietary supplements aren’t just about “launching ads and waiting for profit.” There are many nuances and pitfalls: advertising platform regulations, audience specifics in different regions, and monetization details.
What is the health and wellness vertical and why is it profitable?
The health and wellness vertical includes everything related to health and beauty. Essentially, it’s the industry of dietary supplements – vitamins, minerals, and other products designed to support the body. It’s important to understand that these products are not medicine; they don’t promise a cure but can contribute to overall well-being and improved health.
What are the main categories of dietary supplements?
- Diabetes. Supplements that help stabilize blood sugar levels, improve metabolism, and support pancreatic function.
- Joint health. Complexes that strengthen cartilage, reduce inflammation and pain, and improve joint mobility.
- Heart health. Products that support the cardiovascular system, regulate blood pressure, and reduce the risk of strokes and heart attacks.
- Male enhancement. Supplements that boost testosterone levels, improve stamina, and enhance male performance.
- Weight loss & dieting. Products that aid in weight reduction, cellulite removal, and metabolism optimization.
- Hair care. Shampoos, oils, vitamins, and capsules that promote hair growth, strengthen hair, and prevent hair loss.
- Sports nutrition. Protein powders, amino acids, fat burners, and testosterone boosters – everything needed for active training and muscle growth.
- Nootropics (a.k.a. “smart pills”). Supplements that enhance memory, concentration, and cognitive speed.
- Skincare. Creams, masks, serums, and vitamins that hydrate, tighten, and rejuvenate the skin.
- CBD Products. Oils, capsules, and creams infused with cannabidiol, known for their relaxing, stress-relieving, and sleep-improving effects.
- Immune Support. Vitamins and complexes that help protect against flu and viruses, strengthening the body during cold seasons.
Why do people buy these products? It’s simple. The world keeps evolving, but some things never change: some people want to lose weight before summer, others need to get rid of wrinkles, and some are looking to regain their energy. People don’t want to go to doctors or are afraid, diets don’t work, and the gym takes too much time and money. And then – bang, and an advertisement appears on the Internet: “A unique formula that helps to get rid of fat and increase energy levels”, or “How to rejuvenate your facial skin with the help of a natural cream”. A person reads it, gets inspired, thinks, “What if it really works?” and clicks on the ad to place an order.
Of course, it’s important to remember and be sure to keep in mind in advertising that no dietary supplement can guarantee 100% recovery. This rule should not be ignored.
One of the biggest advantages of the health and wellness vertical is that it’s not seasonal. If, for example, gadgets are actively bought before the holidays, and stationery – before the beginning of the school year, then dietary supplements are ordered all year round. In winter, immunity boosters are in high demand; in spring, people stock up on vitamins; and before summer, weight loss products become bestsellers.
Most supplements are sold using the COD (Cash on Delivery) model, meaning customers pay only when they receive their order. This eliminates buyer hesitation since there’s no upfront payment, reducing their risk. As a result, conversion rates in the health and wellness vertical are extremely high, making it a profitable opportunity for affiliates and partners alike.
How to promote dietary supplements and what to consider
Working with dietary supplements isn’t as easy as it may seem at first glance. Many advertising platforms limit the promotion of dietary supplements, especially if they contain aggressive and unrealistic claims like “cures all diseases.” However, as the saying goes, any restriction can be worked around if you know how.
First, dietary supplements are usually not sold through direct calls to action. No one writes “Buy this miracle cream and forget about wrinkles.” Instead, softer wording is used: “This natural product helps reduce signs of aging.” On platforms like Facebook and Google, you have to be especially careful—no promises of 100% effectiveness or exaggerated claims. Instead, success stories work well.
Second, it’s important to understand that buying dietary supplements is an impulsive purchase. A buyer is unlikely to sit and compare the ingredients of creams or capsules like they would when purchasing electronics. They see an ad, get intrigued, click, read a testimonial like “how I lost weight without dieting or exercising,” and place an order. That’s why ad copy should evoke emotions, and creatives should grab attention.
Another crucial factor is market adaptation. Each region has its own cultural nuances and consumer behaviors. To achieve successful sales, these factors must be considered. This is one of those cases where using the same approach for all regions simply won’t work. We’ll discuss this in more detail below.
Where and how to promote dietary supplements: regional features
Europe
Europeans are used to thoroughly checking all information. Unlike Africa, you won’t attract local consumers with loud promises and flashy creatives. Instead, detailed reviews, expert recommendations, and real testimonials work best.
The European market is advantageous because local consumers are already accustomed to dietary supplements and understand their benefits. Unlike in Africa, where the audience first needs to be educated, here, there’s no need to explain why a particular product is necessary—it’s only important to effectively communicate its advantages.
Attracting traffic here is more challenging due to strict advertising platform regulations, high competition, and high costs. However, Europe is attractive because of its affluent audience and high average order value. Despite the difficulties of entering the market, with the right strategy, it’s possible to achieve not just stable but also substantial payouts.
Africa
For a long time, Africa was overlooked, but now it’s one of the most promising markets. Demand here is high, while competition isn’t as fierce as in Europe or the U.S. This makes entering the market significantly easier, but it also comes with its own unique challenges.
Local consumers are accustomed to cash-on-delivery (COD), making this model highly effective here. Natural products based on herbal ingredients and traditional recipes are especially valued. However, it’s important to consider regional differences. For example, in Benin, energy supplements and men’s health products are in high demand, while in Tanzania, skincare creams and joint health products perform well due to lifestyle factors and the local climate’s impact on health.
Bold and eye-catching creatives work best here, but it’s important to be cautious. In Muslim regions (such as certain areas of Senegal and Tanzania), ads should be more modest and respect religious traditions—for example, using images of women with their heads covered.
Although this market is highly promising, the low income levels of the local population and cultural nuances can present challenges. However, with time and the right approach, this region can become a great source of profit.
Latin America
Latin America is a region where dietary supplements sell incredibly well—as long as they are marketed correctly. People here love emotional stories, drama, and transformation. A story about a woman whose husband left her due to her weight, but who didn’t give up and became slim and happy after taking miracle capsules? Perfect creative.
The most popular offers are weight loss, beauty, and potency-enhancing products. Both men and women in this region pay close attention to their appearance, and the local mentality encourages impulse purchases.
Downsides? High consumer awareness increases market competition—there are many brands and products available. To succeed, it’s essential to find unique approaches, rigorously test creatives, and identify the most effective traffic sources.
Asia
Asians take their health seriously. They don’t buy everything, but if a product is trustworthy, they can order several packages at once. Landing pages with detailed explanations, scientific data, and reviews from real people work well here.
The top-selling products include joint care, vision support, and skincare items. The key is to avoid making direct promises. Statements like “eliminates pain forever” won’t pass moderation, but “supports joint health” is an entirely different matter.
Monetization models or how to make money with dietary supplements
The most popular method is COD (Cash on Delivery), when the customer pays for the order upon receipt. This is convenient for both buyers and arbitrageurs, as this method inspires trust, which significantly increases the percentage of confirmed orders.
There are other models as well. For example, Straight Sale (SS), where the customer pays for the product upfront. This model only works in financially stable regions and generally has poor conversion rates. The problem is that customers must make a large payment upfront without receiving the product immediately. This makes them more cautious about placing an order, reducing the approval rate.
Another option is subscription (rebill), which is ideal for dietary supplements. Most supplements need to be taken for months to achieve the best results. However, few people can afford to buy an entire course at once. Instead, customers receive a trial product for a small fee, and then they are automatically charged every month to receive a new supply. However, there is one important detail: the product must fully meet the promised characteristics. Otherwise, customers will feel disappointed and cancel the subscription.
Popular traffic sources
Facebook remains one of the main traffic sources for dietary supplements due to its vast audience and powerful targeting capabilities. However, strict moderation forces traffic arbitrage experts to be careful: aggressive wording and exaggerated promises are not allowed. Instead, it’s essential to use “white” pre-lands—neutral pages without explicit advertising that warm up interest—and soft calls to action, such as “this supplement helps maintain a healthy weight.”
To successfully launch campaigns on Facebook, traffic arbitrage experts often use agency advertising accounts – accounts that have already been verified and have a history of launches, which reduces the risk of a ban. Cloaking, a technology that allows displaying different versions of pages to users and moderators, bypassing the platform’s automatic filters, also plays an important role.
TikTok is an ideal platform for promoting dietary supplements in Latin America and Asia. In these regions, short videos featuring real success stories and before/after results perform exceptionally well. However, it’s important to create content that instantly grabs attention, using bright visuals and an energetic presentation.
Google Ads can also be a great source of traffic, but it requires caution and compliance with certain rules. It’s important to avoid making harsh promises and choose the right keywords. For example, instead of the phrase “losing weight in a week”, it is better to use “maintaining a normal weight”. Google also prefers high-quality landing pages with transparent product information, which helps to avoid blocking and ensure a steady flow of applications.
SEO and native advertising are the most effective tools for promoting dietary supplements in Europe. While SEO takes time to deliver results, it provides long-term benefits, especially when creating high-quality articles, reviews, or blogs. Native advertising, where a product mention is seamlessly integrated into content, helps avoid ad blocks and builds trust with the audience. This is particularly important for European consumers, who tend to be skeptical of direct advertising campaigns.
Conclusion: how to avoid wasting your budget
The health and wellness vertical is vast and continues to grow. While it has its nuances, if you take the time to understand it, you can not only help people improve their health but also make a good profit. The key is to understand the market, adapt materials for the audience, and stay on top of emerging trends.
Dietary supplements are not about “easy money,” but rather about systematic work involving analysis, material adaptation for each geo, and understanding the psychology of the audience.
INB.bio has been working in the dietary supplements industry for 5 years. We have over 400 employees all over the world, as well as our own call centers, production facilities, and delivery services in every country where we operate. If you wish to work together, sign up on our website, and our affiliate managers will be in touch with you soon!
