SECAUCUS, NJ — Fifty-five percent of attendees at Informa Markets’ SupplySide East, a premier event for the global health and nutrition industry held April 16-17 at the Meadowlands Exposition Center, were first-time visitors this year, a higher percentage than in 2023. SupplySide East also saw 4% growth in the number of exhibiting companies in 2024.
Additionally, the show increased its sponsorships, returning to pre-COVID sales, and partnerships were also expanded this year.
“SupplySide East is a leader in sponsorship revenue and attendance relative to show size. That’s one of the most exciting aspects of this particular event,” said Danica Cullins, senior vice president of SupplySide at Informa Markets.
Cullins explained that the show’s new partners have helped attract new attendees, while its high-quality programming and networking opportunities have driven overall growth. “The ability to differentiate otherwise similar events is a growing challenge in this industry, and an exciting problem to try to solve through creative thinking and a real understanding of your audience and their needs.”
“While growth and expansion are always important, our priority is to maintain the intimacy and quality of SupplySide East, to allow for deeper connections and more time to nurture relationships… It’s a high-quality event. Really focusing on that quality experience and quality connections also means that people are willing to pay for that experience.”
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New opportunities
Attendee feedback from customer interviews and surveys conducted at previous events indicated that managed networking opportunities were preferred by many over scheduled one-on-one meetings.
Subsequently, new networking sessions were added, where attendees were able to connect in a small group setting and develop high-quality relationships at SupplySide East this year.
New sessions in 2024 included “Accelerating Newcomers to the Industry,” designed to help the growing number of new show attendees connect with exhibitors and other attendees, created in part with input from exhibitors, and a reception hosted by Women in Nutraceuticals.
The most popular new feature at the show in 2024 was a Headshot Lounge. 400 attendees took part in this feature, representing more than 15% of the show’s total attendance.
“People are working in very different conditions today, so when you can come to an event and find something unexpected that contributes to a part of your personal life, that maybe parallels a traditional event experience, we find that really delights people,” Cullins added. “Sometimes a simple gesture can really make a big difference in the experience.”
Looking forward
SupplySide East will return to the Meadowlands Exposition Center April 8-9, 2025.
“Our goal will be to continue to deliver that intimate, high-value experience that you can’t get at a larger event. We will strive to continue to deliver new attendance numbers and new experiences for our exhibitors, and of course stay relevant to the industry and be thought leaders,” Cullins said.
For more information, email SupplySidePR@informa.com.