The nutritional supplement giant released the data based on sales over the past year and the results of consumer surveys.
Americans are getting healthier and prioritizing their wellness, according to The Vitamin Shoppe, which released a study identifying the top five health and wellness trends for 2024.
More than half (55%) of respondents to The Vitamin Shoppe Consumer Survey said their lifestyle has become “much” or “somewhat” healthier since the end of the pandemic (defined as May 2023), which is encouraging news for the nutrition and supplement industry as it looks to welcome new, health-conscious consumers.
The Vitamin Shoppe announced last month that it was launching Whole Health Rx, a telehealth service that will provide weight-loss medications to eligible consumers.
Below are the top trends from The Vitamin Shoppe’s 2024 Health & Wellness Trends Report, based on the company’s sales and consumer survey results from the past year, including data from research partner Spins.
GLP-1 drives nutritional supplement sales
The GLP-1 boom is helping Americans lose weight rapidly, but it’s also paving the way for supplements like protein, multivitamins, fiber and probiotics to emerge as key components of weight-loss drug use.
The Vitamin Shoppe noted that single-serve protein drinks “surged sales” in 2023, up 10% year over year. Meal replacements designed for weight management also grew 13% in the first four months of the year. Protein supplements and meal replacements increased 15% industry-wide in the 52 weeks ending Nov. 5, according to Spins.
Food giant Nestle will soon launch a range of protein-packed frozen meals aimed at GLP-1 users, a sure sign that other food makers are likely to follow suit.
“This is a significant and evolving time for our industry, as innovations like GLP-1 drugs bring greater 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 Lee Wright, CEO of The Vitamin Shoppe.
Sustainable longevity
Longevity may be the health buzzword of 2024, and for good reason: Advances in technology and growing interest in health and wellness are driving the growth of a longevity economy in which consumers are taking control of their own health.
The Vitamin Shoppe said it has installed longevity-centric displays in all of its stores, showcasing products that support healthy aging, cellular and cognitive health, and athletic support. The company noted that cognitive support products were the top-selling longevity product, while cellular health support products saw the largest sales increase in 2023 (up 45% year-over-year).
Intuition
The Vitamin Shoppe has positioned gut health as a top trend for 2024, as the stigma around common issues like bloating and IBS disappears and supplements like probiotics, prebiotics, psyllium husk and digestive enzymes become increasingly popular as products that can help people with gut-related issues. The company said its ProBioCare line of probiotics and digestive health products saw sales increase 24% in 2023 and 44% in the first quarter of 2024.
Sales of digestive health and enzyme products overall increased 9% in the 52 weeks ended Nov. 5, Spinns said.
Women invest in their health
Women’s health is also in the spotlight, with Spinns revealing that female consumers are increasingly interested in “case-specific supplements” that address their unique needs, with sales of its premenstrual syndrome (PMS) formula in particular increasing 12 percent in the 52 weeks ended October 8.
Vitamin Shoppe is also addressing women’s needs with the launch of Health & Her, Wile and Solaray Her Life Stages, three new lines supporting female consumers aged 40 and over who want to address issues such as perimenopause, menopause, postmenopause, hormonal health, emotional health and sexual health.
Drink for health
Functional beverages have become a convenient, delicious way to consume vitamins, adaptogens, nootropics and botanicals, and The Vitamin Shoppe is helping to grow functional beverage sales by dedicating endcap displays in 500 stores to brands such as Kin Euphorics, De Soi, Hiyo and Parch.
In the 52 weeks ending Nov. 5, ready-to-drink functional beverages grew 20% in the natural channel and 5% in the larger multi-store and convenience channels, according to SPINS.
The Vitamin Shoppe Health & Wellness Trends Report 2024 is available to download here.
