As one of the world’s largest retailers of supplements, vitamins, and sports nutrition products, The Vitamin Shoppe stays on top of health and wellness trends. When consumer interest in health products spikes, the chain of nearly 700 stores is the first in the world to notice—and quickly respond to the surging demand.
The company recently released its annual Health and Wellness Trends Report, a data-rich analysis of the trends shaping an expanding industry, including protein powders, vitamin E gel capsules, rhodiola gummies, probiotic shots, refrigerated electrolyte sodas, and saw palmetto tinctures.
What’s trending in today’s dynamic and vibrant marketplace? Individual stores can evidence that in their own aisles and on their shelves. But the trends retailers identify are indicative of industry-wide dynamics, providing valuable insights for retailers across the natural and organic products industry.
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Trend 1: Nutritional Support for GLP-1 Users
The new wave of GLP-1 weight loss drugs, represented by Semaglutide (active ingredient in Ozempic, etc.) and Tirzepatide (active ingredient in Munjaro, etc.), do not just affect weight. They are also affecting a huge industry by reducing the appetite of patients who take the drugs. Doctors performing bariatric surgery are seeing a sharp drop in demand. Multinational food companies are sounding the alarm about falling sales and possible falling share prices. There may also be a ripple effect on airlines: with less cabin weight, airlines may be able to save money.
The Vitamin Shoppe expects sales to grow with the launch of these breakthrough medicines. Even though people are eating less, they still need to get important vitamins, minerals, protein and other nutritious nutrients. TVS is offering all this in its stores.
Last year, The Vitamin Shoppe saw a 10 percent increase in sales of ready-to-drink protein drinks. In the first four months of this year, Meal replacements That’s up 13% compared to the same period last year, while sales of unflavored protein powders increased 12% through the first four months of this year, with the report attributing some of this growth to GLP-1 drugs.
And the market dominance goes beyond replacing nutrients lost by eating less: The drugs’ benefits revolve around managing blood sugar levels, and The Vitamin Shoppe’s carbohydrate-management division grew 40% last year, thanks in part to the plant-based berberine, which is thought to help with weight management in a similar way to GLP-1 drugs.
Due to the popularity of GLP-1, The Vitamin Shoppe has created a GLP-1 nutritional support space in their stores. Telemedicine Services This is a pharmacy that provides prescription drugs including GLP-1.
Trend 2: The quest for longevity
What was once called longevity has changed dramatically in recent years. The now fashionable term is healthspan, which doesn’t just mean living longer, but staying healthy for a longer period of time. And this trend is influencing the growing interest in nutrition, including supplements.
In response to growing interest in longevity, The Vitamin Shoppe has developed a new longevity suite, with cognitive support products seeing the highest volume sales growth, the report said. Popular ingredients include L-theanine, Alpha GPC, Hypericum serrata extract, Bacopa Monnieri, Alpinia speciosa and Ginkgo biloba.
Another area of longevity concern is cellular health support, with certain products like Life Extension’s NAD+ Cell Regenerator, Vthrive Bioactive B-Complex, and Jarrow Formulas’ L-Carnitine experiencing significant sales growth last year, up an overall 45% year-over-year.
Probiotics, omega-3s and multivitamins will also be added to the retailer’s longevity range this summer. While multivitamins grew just 3% overall through the first four months of 2024, new products in liquid formats with high bioavailability saw sales increase 25% in the same period, and now they will be included in the new longevity category as well.
Trend 3: Gut health becomes trendy
It wasn’t that long ago that the pursuit of gut health supplements inevitably led to one product category: probiotics. While probiotics remain popular, other gut health enhancers like prebiotics, psyllium husks, and digestive enzymes are now catching consumers’ attention.
The Vitamin Shoppe’s sales data shows demand for the full size. A lineup of products that are good for your gut healthThe company’s best-selling digestive health product line saw sales increase 24% in 2023. In the first quarter of this year, sales jumped 44%.
“The gut is like the body’s command center and has a lot more to do than just digestion. It plays a leading role in nearly every aspect of your health and wellbeing.” Dr. Maya Shetrit Featured in the Trends Report, Shetreat, a member of The Vitamin Shoppe’s Wellness Council, is also a neurologist, herbalist, urban farmer, and author.
Consumer interest in gut health is getting more data-backed insight thanks to an extensive consumer survey conducted by The Vitamin Shoppe. In the survey, 23% of respondents said they were “much more aware” of how their gut health impacts their overall health. An additional 38% said they were “slightly more aware.” Only 5% said they were less aware.
Trend 4: Health for women over 40
According to the trend report, The Vitamin Shoppe has significantly expanded this area of its stores this year, introducing three new brands and more than 40 new products to its women’s health display.
The reason for this rapid shift towards women’s health is growing demand and awareness. Grand View Research is committed to providing Menopause Products The supplement market is expected to boom from $17.8 billion in 2024 to $24.4 billion in 2025, according to a trends report. And within that market, supplements are growing fast, at least in part thanks to celebrity involvement: Naomi Watts, Halle Berry and Serena Williams have all launched or invested in menopause-related startups, and have openly declared their passion for the field.
According to a TVS consumer survey, 58% of women say they are very or somewhat aware of potential issues related to menopause and the perimenopause period. And according to SPINS data collected by TVS for its trends report, women are increasingly seeking out symptom-specific supplements such as PMS and prenatal health, as well as holistic health supplements such as multivitamins. According to SPINS, sales of PMS formulas jumped 12% in the 52 weeks ending Oct. 8, 2023.
Trend No. 5: Functional drinks
L-theanine. AshwagandhaCordyceps sinensis. They are Vitamin Shoppe’s most popular functional ingredient today and are found in many beverages, according to the trends report. Ready-to-drink beverages are at $1.2 billion, according to SPINS data used in the report. Functional Beverages In the 52 weeks ending Nov. 5, organic channels increased by 20%.
To capitalise on growing interest in the segment, TVS launched a functional beverage endcap in November across 100 outlets, featuring products such as Kin Euphorics, De Soi and Hiyo, all of which contain functional ingredients such as L-theanine, ashwagandha and Yamabushitake, according to the report.
“We began by focusing on mocktail brands, which are growing in popularity as part of the temperance movement. It was so well received by customers that we doubled the size of our displays to showcase a wider range of products and ingredients and expanded the set to over 500 stores,” Jack Gayton, vice president and general merchandise manager, TVS, said in the report.
Growing interest in functional beverages has led retailers to adopt a range of products this year, including Zimweed energy drink with adaptogens, Lil’Tea with antioxidant super blend, Perch Agave mocktail with ashwagandha and L-theanine, and a turmeric-based gin drink.
TVS consumer research sheds a bit more light on consumer interest in this area: 42% of respondents said they turn to functional drinks because they are looking to relieve anxiety or stress. Other desired benefits include boosting energy (39%), boosting immunity (33%), promoting sleep or rest (32%) and improving cognitive function (20%).
