The Vitamin Shoppe has released a health and wellness trends report providing insight into key consumer trends in the dietary supplement industry.
The Health and Wellness Trends Report 2024 leverages data from the retailer’s 700 stores and websites, as well as industry-wide data from research partner SPINS, to provide key insights into what Americans are purchasing to support their health and wellness. 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.
[Read more: Pioneering wellness]
Here are the top five health and wellness trends for 2024:
1. Nutritional Support for GLP-1 Users: Supplements take 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 have already been seen at The Vitamin Shoppe. 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 lifespan to healthspan, the drive for longer, more active lives is driven by cutting-edge research, technology and tools, putting an increased focus on nutritional wellness and supplementation. This year, The Vitamin Shoppe installed longevity-centric product displays across all stores, spotlighting key areas of healthy aging, including cognitive function, cellular health and motor function support formulas. Cognitive function support products were the top-selling products in the new longevity set, 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 has made subjects like bloating, IBS and toilet habits unashamedly public and even fashionable, 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).
