The Vitamin Shoppe Releases 2023 Health & Wellness Report

The Vitamin Shoppe’s newly released 2023 Health & Wellness Trend Report looks at the trends defining the wellness landscape in the U.S., including shifts in consumer activities, priorities and purchasing behaviors.

Its consumer survey found that 59% of Americans are more engaged now with proactively managing their health than compared to pre-pandemic years.

Pulling data from both internal analytics from The Vitamin Shoppe physical and online stores and industry-wide sales data from SPINS, The Vitamin Shoppe report features the top wellness trends that will impact the health and wellness industry and consumers, including:
 

Explosion of Energy Drinks

New brands, flavors and popular influencers are turbo-charging this already-booming category. Sales of the category jumped over 40% at The Vitamin Shoppe in the first four months of this year, on top of a 12% gain in 2022.

Hydration Happy

Trend-focused brands are making hydration fun and flavorful, elevating demand for electrolyte fluids, especially among young consumers.Today, more are seeking out branded, flavor-infused, social media-approved, functional hydration products with added electrolytes and other health benefits.

Sports Nutrition Beyond Proteins

Sports nutrition brands, and their gym-going fans, are expanding into whole-body health and wellness supplements that address holistic health needs. Sports nutrition categories – such as proteins, pre-workouts, and creatine – now comprise a majority of sales at The Vitamin Shoppe, clear evidence of the strong focus that customers are placing on active lifestyles.

Creatine Goes Mainstream

Athletes and bodybuilders aren’t the only ones sold on the multiple benefits of creatine, now it’s also women and older consumers. At The Vitamin Shoppe, creatine has been one of the fastest-growing products at retail, with sales up over 160% in 2022 and another 23% through April of this year.

Magnesium’s Moment

Social media influencers are drawing attention to the powers of magnesium and generating renewed interest in its varied wellness benefits. At The Vitamin Shoppe, magnesium sales advanced nearly 25% in the first four months of this year.