ales of vitamins and supplements are on
the rise. According to TABS Analytics’ ;;th
Vitamins, Minerals and Supplements ;VMS;
Study, released in June, category sales grew
by an estimated ;;;; million, or ;;, in the past year.
Record sales increases at both online outlets and brick-and-mortar stores are driving growth in the ;;; billion VMS
market, according to Shelton, Conn.-based TABS, a tech-nology-enabled analytics ;rm, which points to Amazon
and Walmart as two of the top sales outlets for the category.
“Walmart continues to dominate—both as a leader in
VMS sales at its brick-and-mortar stores, and it is showing online growth—while Amazon remains at the top and
continues to extend ;its; lead in the e-commerce space,”
said Kurt Jetta, president and founder of TABS Analytics,
when releasing results of his ;rm’s most recent study.
“These trends counter conventional wisdom that
online sales are coming at the expense of purchases in
physical stores,” Jetta said. In-line and brick-and-mortar
retailers can both continue to grow sales with “the right
approach to marketing and product mix,” he said.
Nearly ;;; of TABS survey respondents indicated purchasing a VMS product at Walmart, up ; points from last
year. A look at “Trending Supplements” on the Bentonville, Ark.-based Walmart’s website speaks to the hottest
ingredients in health and wellness, from turmeric to collagen and plant omegas.
A relative of ginger, turmeric is celebrated for its
anti-in;ammatory properties. Walmart stocks a range
of turmeric supplements, including Navitas Organics
Organic Turmeric Powder, Nature Made Turmeric Curcumin, Nature’s Truth Turmeric Curcumin Plus Black
Pepper Extract, and Nature’s Bounty Turmeric Herbal
Collagen made the list of SPINS’ Top ;; Trend Predictions for ;;;;, citing this animal-sourced, amino-ac-id-based protein as a sought-after functional ingredient in
everything from bone broth to sports nutrition products.
“SPINS sees collagen leaping into new categories and
products in ;;;;, marketed for various bene;ts to bones,
joints, hair, skin and nails,” the Chicago-based consumer
analytics ;rm said in a recent research study.
Walmart offers a plethora of collagen products
intended for joint care, wrinkle rejuvenation and overall
revitalization. Youtheory Collagen products are available
in powders, tablets and varieties speci;cally marketed
to men. Great Lakes Gelatin’s, Collagen Hydrolysate is
made from kosher-certi;ed beef.
Plant-based nutrition is another key trend, and
Walmart’s selection of vitamins and supplements has it
covered with products such as Flaxseed Oil from Nature’s
Bounty and Now Foods Certi;ed Organic Flax Oil for
Cardiovascular Health with essential omega-;’s.
A search of Amazon’s “Best Sellers” in the vitamins and
supplements category on July ;; ;Amazon’s most popular
products are updated hourly; revealed similar trends.
At the time of WGB’s search, BioSchwartz Turmeric
Curcumin pills enhanced with Bioperine was the No. ;
VMS seller on Amazon. The product, from BioSchwartz,
o;ers pain relief and joint support. Two additional prod-
ucts containing turmeric, from Vimerson Health, also
made the top ;;.
Scores of recent product introductions feature this
ancient healing root as an ingredient, including Laird
Superfood, a nutritional supplement brand created by
star surfer Laird Hamilton that is available on Amazon.
Laird Superfood recently introduced Hydrate, an
all-natural hydration enhancer made from pure freeze-
Vitamins & Supplements
New study ;nds Amazon and Walmart dominate in
burgeoning vitamin and nutritional supplements category.
By Jennifer Strailey