Key Supplement Trends in 2022 and How Omnichannel Fuels the Category

January 19, 2022
by David

Vitamins and Supplements Are Versatile

A combination of factors has brought new energy to the vitamins, minerals, and supplements (VMS) category in 2022. For the last two years the pandemic has made health a leading concern for pretty much everyone. Prior to the pandemic, shoppers were already finding ways to augment their diets with additional nutrients. Now, in-store discovery is everywhere with new consumers focused on the wellness approach, growing sales for supplements as the category expanded into different health focuses. And the steady increase of online shopping gave more access to shoppers from all walks as the supplement trends evolve.

Omnichannel Gives VMS A Boost

Online shopping’s slice of the retail experience continues to expand with the help of  pandemic-related habits. Vitamins, minerals, and supplements became accessible defense measures for shoppers eager to stay healthy and out of the doctor’s office, and eCommerce was the safest choice for anyone wary of indoor spaces. It was the perfect setting for rapid growth. VMS on Amazon grew 43% year over year according to ClearCut Analytics. That growth accelerated when the pandemic began but has shown staying power even as some aspects of life have opened back up. While in-store purchases still constitute 71.8% of VMS sales, online sales are spurring the bulk of the category’s growth.

According to ClearCut Analytics data, over the last year Amazon has earned significant annual revenue from supplements:

  • 4 subcategories generated $400 million
  • 28 subcategories generated $100 million
  • 41 subcategories generated $50 million

Which Attributes Are Leading the Trends

Organic products drive growth throughout the industry, particularly in food and beverage, but that is no longer the sole selling point for shoppers. Other attributes appeal to a variety of consumer priorities and can be layered on top of the organic label. For example, items that are labeled vegan or Certified B-Corporation are showing strong year-over-year growth within the organic market.

To see how these trends are appearing on shelves, we looked at 3 attribute types over a 52-week period in the SPINS Natural Enhanced and Multi-Outlet (powered by IRI) channels.

Sleep support has become big in combatting stress, helping consumers feel more well-rested, and promoting an overall stronger immune system. Ashwaganda, an herbal functional ingredient, is traditionally used for immune health and stress support, reflecting the leading consumer priorities driving the category this year. As for delivery methods, gummies are seeing strong growth that might attract consumers averse to swallowing tablets.

How to Stay Ahead of the Supplement Trends

Monitoring these VMS trends is important for retailers because they are often the preview of what’s to come in the functional ingredient space. Shoppers add vitamins and supplements to their diets to gain certain benefits, whether that’s opting for nootropics for mental performance or superfoods for additional nutrients. With enough momentum, brands begin adding these functional ingredients to beverages and other food items. VMS serve as a pulse check on shoppers and a window to the next big trends.

Turn Trends into a Strategy With SPINS Product Intelligence

SPINS Product Intelligence looks at products at an attribute level so you can gain insights into sales performance. Understand current and future trends based on a view of product performance that takes into account nutrition panel, ingredients, and allergen information. Now, you can create a growth strategy that will adapt with the trends and bring you closer to shoppers.