This article was originally published on Special Issue of the Nutrition Business Journal on Disease Conditions.
when New Yorker After heralding the dawn of the “Ozempic era,” it quickly seemed as though new GLP-1 drugs would devastate the weight-loss supplement market. Looking back a year later, it seems the opposite is true, with pharmaceutical companies competing to either mimic the effects of drugs or provide nutritional support to people already taking them. This was before supplements became available to help manage side effects.
So the business opportunity for Ozempic has proven huge. Now major supplement retailers are jumping into the maze of murky boundaries and supplying the drug themselves. Vitamin Shop Earlier this month, the company announced it was entering the telehealth business in collaboration with Whole Health Rx to sell GLP-1 drugs. We spoke to CEO Lee Wright about what that means for the company and the supplement industry as a whole.
Lee Wright, CEO of The Vitamin Shoppe
Many in the supplement industry are against pharmaceutical companies. What do you say to critics who say The Vitamin Shoppe has crossed a line?
Lee Wright: The Vitamin Shoppe has always been focused on helping people achieve their health and wellness goals, no matter how they define them. More and more people are looking at their health and wellness journey holistically and not drawing a strict line between supplement and pharmaceutical options. We want to ensure our customers have a great selection of products and services that meet their individual needs. This includes how, when and where they want them. Our research shows that customers are interested in telehealth options so they can make the right choice for their individual wellness goals. When we completed market research prior to the launch of Whole Health Rx, 40% of respondents said they were very likely to use The Vitamin Shoppe’s telehealth services. This number is even higher among The Vitamin Shoppe’s current customers, exceeding 80%. We believe this shows that customers want this potential option and trust The Vitamin Shoppe with their health and wellness choices.
Is The Vitamin Shoppe considering offering additional telehealth services, and would that include prescription medications?
LW: We launched Whole Health Rx specifically for weight management and access to GLP-1 in response to current customer demand. We are actively working to offer additional pharmaceutical solutions such as testosterone support, dermatology, allergies, and more. Our goal is to build on The Vitamin Shoppe’s established expertise in a variety of health needs and become a full-service, comprehensive health solutions provider for our customers.
What makes The Vitamin Shoppe different from other telehealth services offering GLP-1 medications?
LW: The Vitamin Shoppe has been a trusted resource for health and wellness solutions since 1977. Whole Health Rx offers a holistic approach to weight loss and weight management by providing integrated pharmaceutical options alongside nutritional supplements to address key nutrient deficiencies, as well as educational resources for healthier weight loss results. And with 700 stores nationwide, customers can speak to knowledgeable Health Enthusiast store associates about supplement options that support their personal wellness goals.
What products will The Vitamin Shoppe sell alongside pharmaceuticals?
LW: GLP-1 medications can significantly reduce appetite and nutrient intake, potentially leading to some nutritional deficiencies. Gastrointestinal side effects are also common, making optimizing gut health even more important. Supplements recommended by nutritionists for GLP-1 users include multivitamins to fill in important nutritional deficiencies, protein to maintain muscle mass and prevent unhealthy muscle loss, probiotics to support gut flora and healthy digestion, and fiber to benefit overall gut health.
Does the program also include providing products and nutritional counseling to customers who do not meet pharmaceutical requirements?
LW: All The Vitamin Shoppe and Super Supplements customers are invited to participate in our industry-leading Healthy Awards loyalty program, which offers free virtual one-on-one wellness coaching with certified dietitians. Additionally, all GLP-1 educational materials and guidance are available on our Whole Health Rx portal and the popular What’s Good by V blog.
What opportunities do you think GLP-1 drugs bring to the supplement industry as a whole?
LW: Millions of Americans are looking for innovative ways to manage their weight and improve their overall health, whether that be through new pharmaceutical options, existing supplement solutions, or a combination of both. The supplement industry has an opportunity to provide the best products and services to support each individual’s unique health journey. By supporting consumers who use GLP-1 medications, the supplement industry can demonstrate to consumers the effectiveness and usefulness of GLP-1 medications even if they choose pharmaceutical options for weight loss.
Lee Wright will be speaking at New Hope Network’s new trade show, New Topia Now, taking place August 25-28 at the Colorado Convention Center in Denver, Colorado. For more information and to register, translation:.
