Monthly Retailer Category Tips — Vitamins & Dietary Supplements

April 12, 2021By Focus on the Pharmacy Front End Blog, Monthly Retailer Category Tips, Resources focused on Independent Pharmacy

Emerging subcategories bring opportunities for growth

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

Consumers are focusing on their own health and wellness which has led to growth in vitamins & dietary supplements.

  • Traditionally strong winter categories like cold & allergy have seen declines in both dollar and unit sales during the pandemic, as increased COVID-19 measures have helped curb the spread of the flu and common cold viruses. Vitamins & dietary supplements, on the other hand, has seen incredible growth as consumers focus on improving their own health and wellness. This proactive approach, with a strong desire to build up their immune systems, has caused year over year growth of zinc, elderberry, vitamin C, vitamin D, and adult multivitamins. Ensure you have stock on hand of these trending products in both your branded and broadline selections to meet the needs of all your customers, including those who may be economically impacted by the pandemic.
  • The pandemic of 2020-21 has generated several growth opportunities for emerging subcategories within vitamins & dietary supplements. HRG has created a new segment in your TEMPS® planogram called sleep, stress & anxiety to address these expanding product types. According to the IRi Wellness Survey 2020, 20% of people surveyed considered sleep a top benefit they were actively seeking in health and wellness products. Another 16% indicated stress reduction as a top priority. Use your planogram to reset your department to feature this new segment which addresses customer demand and can boost profits for your store.
  • Product shortages and out-of-stocks continue to plague the vitamins & dietary supplements category, especially within areas of growth. Many manufacturers have been forced to produce only their most productive lines. Ingredient shortages, shipping, and staffing issues have taken a toll on supply as demand for products continue to increase. If you are having challenges with empty space on your shelves, continue to check with your wholesalers as supply changes daily. To keep your shelves looking professional and well-stocked and to prevent customers from shopping for these products elsewhere, fill any open spaces by double facing your best sellers or private label products.