Proprietary sales data from a national health and wellness retailer and new consumer research reveals the latest trends, products and shopping behaviors shaping the dietary supplement market.
Secaucus, New Jersey, June 11, 2024 /PRNewswire/ — The Vitamin Shoppe®an omnichannel specialty retailer of nutritional products, today announced Health and Wellness Trends Report 2024, An annual survey providing insight into key consumer trends within the dietary supplement industry. The full report is available to download from The Vitamin Shoppe’s online press room.
Vitamin Shoppe offers the largest selection of vitamins, supplements and sports nutrition products of any retailer in America.
Vitamin Shoppe’s Health and Wellness Trends Report 2024 Leveraging proprietary data from The Vitamin Shoppe’s 700 retail stores and vitaminshoppe.com, as well as industry-wide data from research partner SPINS, the report provides key insights into what Americans are buying to support their health and well-being. Additionally, The Vitamin Shoppe commissioned Talker Research to conduct an exclusive 2024 consumer survey of 2,000 Americans to provide further context and insight into the numbers behind these trends.
According to The Vitamin Shoppe’s sales, search and consumer research data from the past year, the top five health and wellness trends for 2024 are:
1. Nutritional Support for GLP-1 Users: Supplements such as protein, multivitamins, fiber and probiotics have taken on new importance for patients taking weight-loss medications such as Ozempic, semaglutide and tirzepatide.® and Munjaro®Increased sales of specific supplement categories that support proper nutrition have already been seen by The Vitamin Shoppe: ready-to-drink protein drinks, for example, are up 10% year-over-year in 2023, while meal replacements focused on weight management are up 13% in the first four months of this year. Industry-wide, protein supplements and meal replacements are up 15% in the 52 weeks leading up to 2023. November 5According to SPINS data.
2. The quest for longevity: From longevity to healthspan, the drive for longer, more active lives is driven by cutting-edge research, technology and tools, resulting in an increased focus on nutritional wellness and supplements. This year, The Vitamin Shoppe installed longevity-centric product displays across all stores, spotlighting key areas of healthy aging needs, including cognitive health, cellular health and athletic support formulas. Cognitive support products were the largest sales driver by volume among the new longevity set, with cellular health support seeing the largest sales increase in 2023, up more than 45% year over year.
3. Gut health becomes trendy: With billions of views on social media, gut health and #GutTok content are one of the biggest health phenomenons. The trend has made subjects like bloating, IBS and toilet habits unashamedly public, even fashionable, and has raised awareness about the microbiome and the benefits of supplements like probiotics, prebiotics, psyllium husks and digestive enzymes. The Vitamin Shoppe is proud to present the bestselling ProBioCare® Sales of probiotics and digestive health products increased 24% in 2023 and another 44% in the first quarter of 2024. Total sales of digestive health and enzyme products increased 9% in the 52 weeks ending in the first quarter of 2024, according to SPINS. November 5 (Multi-outlet + convenience store channel).
4. Women’s Health Over 40: This year, The Vitamin Shoppe introduced three new brands, Health & Her, Wile and Solaray her life STAGES, and over 40 new products in its dedicated women’s health display, one of the biggest expansions of this section in years. These products include a range of new formulations that address the unique needs of women over 40 as they navigate milestones such as pre-, perimenopause and post-menopause, including hormonal health, emotional health and sexual health. SPINS analysis shows that women are increasingly turning to case-specific supplements to address these needs. For example, sales of PMS formulations increased 12% in the 52 weeks leading up to November 2019. October 8.
5. Functional beverages: Consumers are increasingly looking for beverages that not only hydrate them, but also enhance their health goals with a variety of vitamins, adaptogens, nootropics and botanicals. Sales of the functional beverage category are growing across channels, with ready-to-drink functional beverages increasing 20% in the natural channel over the 52 weeks leading up to 2015. November 5In the larger multi-store and convenience channels, they have a 5% share, according to SPINS. Vitamin Shoppe recently rolled out endcap displays in 500 stores that specialize in functional beverages such as Kin Euphorics, De Soi, Hiyo and Parch.
“The Vitamin Shoppe carries more vitamin, supplement and sports nutrition products than any other retailer in the U.S., and is uniquely positioned to understand the behaviors, attitudes and goals of health-conscious consumers,” said Lee Wright“This is a meaningful and evolving time for our industry, as innovations such as GLP-1 medicines bring increased attention to the importance of healthy nutrition and social media continues to drive interest in a wide range of health and wellness supplements and products,” said Jason McClellan, CEO of The Vitamin Shoppe.
The sales shifts and themes highlighted in the report come at a time when Americans are prioritizing their health in the post-pandemic era: 55% of respondents to The Vitamin Shoppe’s consumer survey said their lifestyle has become “much” or “somewhat” healthier since the pandemic officially ended. May 2023Only 10% said their lifestyle had become unhealthy, and 35% said they were “neutral.”
Ozempic® The Vitamin Shoppe Consumer Survey found that with antidepressants and similar drugs becoming a hot topic among many consumers and in the media, more Americans say they are focused on health priorities such as mental and emotional health (35%) and sleep and rest (33%) over weight management (25%), indicating that health goals remain diverse among different segments of the U.S. population.
For more data, insights and analysis, Health and Wellness Trends Report 2024visit The Vitamin Shoppe press room.
About Vitamin Shoppe®
Lifelong Health Starts Here. The Vitamin Shoppe®A subsidiary of Franchise Group, Inc., is a global omnichannel specialty retailer and wellness lifestyle company whose mission is to provide customers with the most trusted products, guidance and services to support their lifelong health journey. Secaucus, New JerseyThe company offers comprehensive nutritional solutions including vitamins, minerals, sports nutrition, specialty supplements, herbs, homeopathic remedies and green living products. In addition to carrying products from approximately 700 national brands, The Vitamin Shoppe also offers private label products within its corporate-owned and wholesale channels. The Vitamin Shoppe®Vthrive Vitamin Shop®Body Tech®Body Tech® elite, fit factor™, fit factor keto™, plnt®Probiocare®a true athlete®and TrueYou™. In the United States, The Vitamin Shoppe operates approximately 700 company-owned and franchised stores under the brand names The Vitamin Shoppe and Super Supplements™ and through the website www.vitaminshoppe.com. Globally, The Vitamin Shoppe serves customers in select geographies. Asia, south americaand Central America Go to market through local omnichannel partners.
Source: The Vitamin Shoppe
