Monthly Retailer Category Tips — Vitamins & Dietary Supplements

April 12, 2022By Behind the Shelf Blog, Focus on the Pharmacy Front End Blog, Monthly Retailer Category Tips, Resources focused on Independent Pharmacy

Beauty supplements continue to trend upward

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

Create endcaps to feature popular and trending vitamins & dietary supplements.

  • Millennials are the largest generation (overtaking Boomers in 2019),1 and their interest in supplements has evolved since the pandemic began — especially those meant to boost immunity.2 This generation is active on social media,2 so make sure you are promoting your vitamin and supplement assortment on your social channels. Include any services you offer that enhance convenience, such as buy online, pick-up in store, curbside pick-up, and delivery, as well as your attentive and service-focused team, and pharmacist(s) available for consultation.
  • The pandemic sparked a renewed interest in multivitamins as consumers of all ages sought out products to support their immune system, stress, sleep, and overall health. Consumers are choosing gummies, which make up 58% of the multivitamins experiencing an upward trend. Gummies continue to be a popular form so far — in a variety of categories — in 2022 as well.3 How can you take advantage of this trend? Create an endcap to feature this in-demand form, assembling gummy products from the various categories in one place. This is a cross-selling opportunity to introduce your customers to gummy products they may not have known existed.
  • Supplements that support beauty continue to trend upward. Manufacturers are targeting this trend by launching products specific to hair, skin, and nails. Over fifty percent of the recent beauty supplement launches were in gummy form.3 In addition to adding them to a gummy endcap, as mentioned above, make sure to sign these items within their original department as well to make it easy for shoppers to find these trending beauty supplements.
  1. Pew Research Center, “Millennials overtake Baby Boomers as America’s largest generation,” Richard Frey, April 28,2020
  2. Progressive Grocer, “Millennials Move Health and Wellness Market in New Ways,” Marie Griffin, November 16, 2021
  3. HRG’s proprietary Tri-PAC™ data, 52 weeks ending December 31,2021