Sports nutrition and beauty from within are two categories that are driving strong growth for The Vitamin Shoppe. In the retailer’s new “The Vitamin Shoppe Health & Wellness Trend Report 2022,” the company explained which types of products saw sales increase in 2021 and which saw sales slow.

It is essential to examine the predominant trends of the last year, notes the report, adding that “the health and well-being industry must constantly evolve to meet the changing needs of consumers in a market driven by innovation. This has been especially true during the unpredictable years of the COVID pandemic, which have inflicted far-reaching impacts on consumers’ health, psychology, and social environment. Analyzing the wellness trends most sought after by consumers will help keep this industry, and more importantly, our customers, healthy and strong. »

Sport and Beauty

“Sports nutrition at The Vitamin Shoppe had its best year in 2021 since 2016,” said Jack Gayton, principal marketer for The Vitamin Shoppe’s sports nutrition and weight management division, in the report. “We saw a marked acceleration in all of our key categories as customers began to refocus on their fitness, following the downturn many of us experienced during the height of the pandemic.”

The report says sales of key sports nutrition products, such as pre- and post-workout protein and supplements, “soared” in 2021 compared to 2020, with double-digit growth. Pre-workout supplements led sales growth at 56%, followed by post-workout supplements at 46% and protein powder at 25%.

According to the report, “The sports nutrition category is experiencing an exceptionally strong growth trend. Its user base is diversifying, attracting more women and older consumers, and sports nutrition products are increasingly being adopted for health benefits that go beyond traditional gym use. and athletic performance.

Beauty from within was also a strong performer for The Vitamin Shoppe in 2021, with sales of hair, skin and nail health supplements increasing 12% last year. In this category, sales of collagen products have grown impressively at 21% in 2021.

Consumers also want protein, ready-to-drink, immune and mental health products

Vitamin Shoppe customers are also showing strong interest in the protein (vegetable and non-vegetable), ready-to-drink beverage, immune health and mental health categories, the retailer reports.

According to a recent consumer survey of retailers, 62% of respondents said they were actively looking to increase their protein intake, while 43% were already consuming protein powders, shakes and bars.

Plant-based proteins — and plant-based wellness products in general — are also on a healthy trend and have “entered the mainstream,” the report says. Plant-based protein products saw 10.5% year-over-year sales growth in 2021 at The Vitamin Shoppe. The company’s consumer survey showed that many respondents believe plant-based products and ingredients are healthier for consumers and the planet.

“Our plant-based proteins have become incredibly popular over the past three years,” Gayton said in the report. “While we have long had a dedicated following of consumers looking for plant-based products, we are starting to see a lot more mainstream crossovers. For example, many whey protein consumers are now choosing to buy protein whether they are simply adding them to their existing diet or looking to jump right into a more plant-based approach to their diet.

The report adds that according to the survey, “In fact, when two products are identical in all respects (including quality, size and cost), a significant percentage of consumers prefer the plant-based option over its alternative. non-vegetable based counterpart Interestingly, this is even more true for vitamins and supplements, skincare, cosmetics and household products than it is for food and beverage products.

Innovative ready-to-drink beverages are also an important growth area for The Vitamin Shoppe. “The Vitamin Shoppe ready-to-drink sports nutrition food category exploded in 2021 (+51.2%), driven by the launch of new brands, new products and new consumer demand,” the report said.

Immune health and mental health are also always of great interest to consumers. Sales of vitamins and immune support supplements have “skyrocketed” in 2021 compared to the pre-pandemic period, the report notes. The report also states that searches for immune support on The Vitamin Shoppe website increased by 480% in 2021 compared to pre-pandemic in 2019. “Immunity will continue to be a burning issue as long as new variants of the coronavirus will continue to appear”. said Leigha Gray, head of vitamins and supplements division of The Vitamin Shoppe, in the report. “People are certainly looking for the more well-known immune support supplements, but they’re also looking for ingredients like N-acetyl-cysteine ​​(NAC) and the vegetable flavanol quercetin to use as part of their daily regimen.”

Consumer interest in supplements intended to support cognition, motivation and mood is also high, the report says.

Declining Keto

In the performance-slowing category at The Vitamin Shoppe are ketogenic products. “The keto category has shrunk more than 50% at The Vitamin Shoppe from 2019 to 2021,” the report states, “signalling a waning popularity for the once scorching diet and a shift to less restrictive weight management approaches.”

Social Media Influence

Finally, the report highlights the growing influence of social media platforms like TikTok on the retailer’s supplement consumers.

One of The Vitamin Shoppe’s products that has recently seen a boost through social media is liquid chlorophyll, which was highlighted by several TikTok influencers last year. “In just one week, these TikTok videos resulted in a 3500% increase in searches on vitaminshoppe.com and a 500% increase in sales of liquid chlorophyll, driving the product to sell out in many places within days. . Consumers who couldn’t find chlorophyll have set their sights on alternatives like spirulina and chlorella, products that both contain a fair amount of the compound.

Another example is creatine, which, according to the report, “has seen an explosion in sales volume thanks to its popularity on TikTok and Instagram.” Creatine sales at The Vitamin Shoppe increased 91.4% in 2021 compared to 2020, the report notes, with growing consumer representation.

A final example is vitamin K cream, which caught the eye in April 2021 with a TikTok video claiming the product can help reduce dark circles under the eyes. The company notes that “sales at The Vitamin Shoppe stores increased, with triple-digit growth rates.”

The company continues to track the power of social media influence on its customers, noting that “42% of Americans say they are very likely to try a new health product if they learn about it on social media, with millennials and Gen Z being twice as likely as older generations to be influenced by social media.