Welcome back to another episode of The Curious Consumer!
This week, we have one of our most fascinating interviews yet: Dr. Mastaneh Sharafi, SVP of Science & Innovation at Ritual, a supplement company known for its science-backed formulas. She’ll be answering some of our biggest questions around the most controversial category in CPG: supplements. Let’s get into it!
Quick note: There’s some background clicking noise in the first few minutes, but it goes away quickly! Stick with us, it’ll be worth it :)
The breakdown:
0:00 Intro + Dr. Sharafi’s background
1:58 Ritual’s evolution and mission
3:59 Evaluating efficacy claims & misinformation
13:11 Women-specific supplements & clinical trials
18:43 Why people turn to supplements
23:02 Why Ritual doesn’t make gummies…
25:45 Consumer demand and innovation
29:22 Four ways to spot misinformation in supplement marketing
🎧 Love the show? Subscribe to The Curious Consumer wherever you get your podcasts! New episodes drop weekly.
📧 Get the inside scoop Subscribe to Express Checkout, our newsletter packed with consumer insights, trends, and exclusive content straight to your inbox at expresscheckout.co.
🗣️ Let’s connect! Follow us for behind-the-scenes content, quick tips, and more: @expresscheckout
💬 Join the conversation Have a product you’re curious about? DM us your questions or drop them in the comments—your topic could be featured in our next episode! If you have any thoughts/questions/suggestions, feel free to email us at hello@expresscheckout.co :)
⭐ Help us grow If you enjoyed this episode, please rate and review us on Apple Podcasts or Spotify. It helps other curious consumers find us!
