Market Overview

How Independent Retailers Are Winning Battleground for Health & Wellness Customers

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Hubba smart technology is a secret weapon giving independent
retailers market advantage to be the industry experts customers look to
to decipher marketing claims

In the new world of commerce, buyers today require and demand the tools
and technology to predict and prioritize the right products for their
business and their customers. Hubba is not only the leading global
wholesale marketplace, but with a combination of machine learning and
human curation, helping independent retailers discover and stock the
right products quickly and efficiently.

40 percent of small businesses surveyed are asking for an independent
B2B rating system

In 2017, the U.S. market for health and wellness reached around 167
billion U.S. dollars. With nearly 100 different diet types, health and
wellness brands competing for customer loyalty must first win the
approval, not of big box retailers, but small businesses, who customers
turn to for guidance and expertise on products and industry.

The new role of independent retailer as micro-influencer

90% of brands surveyed plan to grow distribution aggressively over the
next 2-5 years with expectation to be the next disruptor brand in their
category. With that, retailers are increasingly expected to sort through
an oversaturated market of product promises and identify the true
"best-sellers" among countless pitches.

New entrants in health and wellness are shaping the future of the
category and we see the influence of new brands and independent buyers
move the needle on trends. While the populous health food stores
continue to focus on Paleo and Whole30 Foods - Specialty Small Business
Stores are stocking up and selling out of Keto based products they found
on Hubba.

"I didn't know about Ketogenics. I was solely focused on Whole30 and
Paleo-friendly foods until Hubba showed me that this was a new trend…
It's just not trending in big stores right now - like Whole Foods -
because it's still niche," says Shakzod Khabibov, Owner of Natura Market.

97% of Health and Wellness buyers on Hubba are specifically looking
to connect with Keto product suppliers.

We see a saturation point approaching the retail industry. As more
brands enter this crowded market, consumers and retailers alike are
facing a paradox of choice, finding it hard to differentiate one brand's
claim from another. Hubba's proprietary data helps identify and predict
what customers will want and surface the industry trends that matter to
each retail buyer.

Whether looking for Keto supplier, what's new in CBD, or curious about
what new product to trial with customers, even those that are not sure
what they are looking for, Hubba allows health and wellness store owners
to move fast and stock shelves with products targeted at the unique
needs of their customer base.

It is increasingly difficult for customers to decipher between the many
claims associated with each product in health and wellness category.
Being inundated by ads and viral content consumers are increasingly
looking for guidance, nearly 40% highly influenced by recommendations
and rely on specialty store shop owners to be the experts in the
industry.

The right tools and technology helps retail buyers improve their ability
to discover and build the right inventory mix, build a network of
business partners and connect with their customers to sell products at
better margins. Those who do already find themselves ahead of the curve
on trends and able to serve their customers .

About Hubba

Hubba is a global wholesale marketplace that powers the new retail
economy. Using a combination of machine learning and personal curation,
Hubba verifies and connects independent Brands and Retailers, making
purchasing the right wholesale products easy. Hubba will become the
driving force behind independent retail. By unifying independent
Retailers, Hubba gives them the power they need to level the playing
field. Hubba currently services 100,000 SMBs and counting.

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