- 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.