US Supplements Consumers Embrace Active-Lifestyle Products

Published 02 August 2023

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2 min read

Post-pandemic Americans are shifting from foundational health and immunity aids to products that support fitness and active lifestyles, according to a Health & Wellness Trends report from US supplements seller The Vitamin Shoppe. Echoing themes in our Vitamins & Supplements Sector Outlook 23/24, this evolution is fuelling the retailer’s sports nutrition and hydration-boosting products. We highlight key insights.

Key Stats

57%	Over half (57%) of respondents to a Vitamin Shoppe survey say they actively engage in staying properly hydrated each day
+200%	Searches for hydration on The Vitamin Shoppe’s brand site jumped 200% year-on-year as of March 2023
+140%	The Vitamin Shoppe forecasts 140% sales growth for hydration products this year, driven by younger consumers
+68%	In the US, the hydration category grew by 68% year-on-year in March 2023, on top of a 168% increase the year prior
+60%	Younger consumers are driving the boom in hydration products, over-indexing the average shopper by more than 60% in this category, while boomers and seniors under-index by nearly 70%
40%	The Vitamin Shoppe’s new Fit Lifestyle section has been a hit with consumers, and the retailer increased its original sales forecast for the category by 40% in 2023
+160%	The Vitamin Shoppe reports that creatine has been one of its fastest-growing products at retail, with sales up over 160% in 2022, and another 23% through to April 2023
+120%	Creatine sales in the US have skyrocketed by over 120% year-on-year as of March 2023

Gen Z Chases Hydration: Searches for hydration on The Vitamin Shoppe’s brand site jumped 200% year-on-year as of March 2023, and the retailer expects 140% sales growth this year, driven by younger consumers. With electrolyte-infused products proliferating – from ready-to-drink (RTD) formats to supplements – the retailer now dedicates a section near the front of its stores to hydration bestsellers from brands including Nuun, Ghost, Bare Performance Nutrition, and Force Factor (all US). In RTD, Prime, launched in 2022 by social media stars Logan Paul (American) and KSI (British), is particularly popular.
Catering to ‘Fit Lifestyle’ Consumers: Sports nutrition is currently the fastest growing supplements segment, as discussed in our Sector Outlook, and it represents the majority of The Vitamin Shoppe’s sales. Meanwhile, sports nutrition brands are leveraging this success by launching non-core products, from nootropics to stress support formulas. Merchandising these products together, in December 2022, The Vitamin Shoppe introduced its Fit Lifestyle category, described as an “immediate success”. Green powders are a standout here, accounting for nearly half of Fit Lifestyle sales.
Creatine Craze: An amino acid with well-supported benefits, creatine has been a sports nutrition breakout star for The Vitamin Shoppe. Sales skyrocketed by 160% year-on-year in 2022, thanks partly to growing interest from women and a higher profile on social media. The company notes its popularity has spurred wider availability of different formats and formulas, including creatine monohydrate, micronized creatine, and creatine hydrochloride.