Monthly Retailer Category Tips — Vitamins & Dietary Supplements

April 12, 2023By Behind the Shelf Blog, Focus on the Pharmacy Front End Blog, Monthly Retailer Category Tips

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

Capitalize on popular products and those trending with shoppers to drive sales in your store.

  • Representing 29% of VMS total dollar sales, gummies are the top selling form in the category. The gummy form in vitamins & dietary supplements (VMS) is growing (+2.8%), while non-gummies are declining (-3.1%)1. The popularity of this flavorful, easy-to-consume form indicates that no matter the type of vitamin or supplement is introduced as a gummy, it is likely to perform well. Watch for new product launches in the gummy form, add them to your assortment, and promote them to your customers on your website, in-store at shelf with “new item” signs, and with bag stuffers as gummy sales are projected to continue to grow for the foreseeable future.VMS Gummies
  • With inflation still top of mind for most consumers, there are a couple ways to address price sensitivity among VMS customers. Manufacturers provide multi-packs which offer a discounted price for the quantity bundled together. Also, always highlight your private label vitamins and supplements, which not only are lower priced, they also provide greater profit margins for your store.
  • HRG’s Future 50 will appear in the April issue of Drug Store News. This list of 50 new health, beauty, and wellness items released in 2022 are the products HRG analysts project will have longevity, are performing well for their short time on the market and should be added to your assortment. Two VMS brands earned spots on the list, in the top 15. Two of the items are from Goli and one is a product from Qunol. New items can bring new shoppers to a category and to your store. Check with your wholesaler and these manufacturers to determine if there are any special promotions available to drive in-store traffic to these brands.
  1. HRG’s proprietary PAC data, 52 weeks ending 11/30/2022