1. Nutritional Support for GLP-1 Users: Supplements such as protein, multivitamins, dietary fiber and probiotics have taken on new importance for patients taking semaglutide and tirzepatide weight loss medications such as Ozempic and Maunjaro. Sales increases for certain supplement categories that support proper nutrition can already be seen on The Vitamin Shop. For example, ready-to-drink protein drinks are up 10% year-over-year in 2023, while meal replacements focused on weight management are up 13% in the first four months of the year. Industry-wide, protein supplements and meal replacements increased 15% in the 52 weeks ending Nov. 5, according 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, with increased focus on nutritional wellness and supplementation. Cognitive support products were the largest sales driver by volume, while cellular health support saw 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 is one of the biggest phenomenons in wellness. It’s a trend that unashamedly publicizes subjects like bloating, IBS and toilet habits, while raising awareness about the microbiome and the benefits of supplements like probiotics, prebiotics, psyllium husks and digestive enzymes. At The Vitamin Shoppe, its best-selling ProBioCare line of probiotic and digestive health products grew sales 24% in 2023 and another 44% in Q1 2024. According to SPINS, total sales of digestive health and enzyme products increased 9% in the 52 weeks ending Nov. 5 (multi-outlet + convenience store channels).
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 in the section in years. Products include a range of new formulations that address the unique needs of women over 40 as they navigate milestones such as hormonal health, emotional health and sexual health. SPINS analysis shows that women are increasingly seeking case-specific supplements that address these needs. For example, sales of PMS formulations increased 12% in the 52 weeks ending October 8.
5. Functional beverages: Consumers are increasingly looking for beverages to not only hydrate them, but also infuse them with a variety of vitamins, adaptogens, nootropics and botanicals to enhance their health goals. According to SPINS, sales of the functional beverage category are growing across all channels, with ready-to-drink functional beverages up 20% in the natural channel and 5% in the larger multi-outlet and convenience channels in the 52 weeks ending Nov. 5.
The sales shifts and themes highlighted in the report come at a time when Americans are highly focused on health and wellness 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 in May 2023. Only 10% said their lifestyle has become “less healthy,” and 35% said they were “neutral.”
