Monthly Retailer Category Tips — Vitamins & Dietary Supplements 2018

April 12, 2018By Focus on the Pharmacy Front End Blog, Independent Pharmacy, Monthly Retailer Category Tips

Health trends and vitamin trends tend to go hand in hand

by Kyle Lentz, category analyst, part of Monthly Retailer Category Tips

Vitamins & Dietary Supplements has moved ahead of Digestive Health and is now the number two category in terms of dollar sales for independent drug. It contributes 11.65% of overall sales within independent drug categories.1

  • Much of the growth in Vitamins & Dietary Supplements can be tied to increased multivitamin and essential oil sales. Eye health vitamins remain a sweet spot for independent pharmacies and are driving the growth within the multivitamins subcategory. Annual growth rates for the subcategory continue to rise. Broadline eye vitamins, including Lutein, generated an additional $35 million in sales this year. Be sure to review your latest New Item Alert to see which manufacturers have added new products in this growing subcategory.Vitamins and Dietary Supplements
  • Gummy vitamins are sustaining strong growth and are starting to pick up steam in the independent market as well. The introduction of gummies in categories that traditionally cater to older consumers like calcium, vitamin-D, and hair, skin & nail formulas is a sign that this form may not be just for children anymore. If independent pharmacy doesn’t follow vitamin trends, like the gummy boom, they risk the chance to grow their business with younger consumers who may become lifelong independent shoppers.
  • Activated charcoal, peppermint oil, and beet root products are also trending for 2018. These products claim to support healthy digestion, eliminate toxins from the system, and increase energy levels. Health trends and vitamin trends tend to go hand in hand. If you understand these trends, you’ll have a better grasp of which vitamins and supplements will do well in your pharmacy and you can add to your assortment accordingly.

1 Hamacher Resource Group Wholesaler Withdrawal Data ended 9/30/17