2019 Report Offers Analysis of Top 10 VMS Trends Defining the Past Decade
Shelton, Conn. – June 27, 2019 – Mass market brick and mortar stores, like Walmart and Target, and eCommerce retailers have seen the most success in attracting buyers of vitamins, minerals and nutritional supplements (VMS), according the TABS Analytics 12th Annual Vitamin Study. However, after more than doubling in the past decade, overall online penetration has plateaued at about 17%. This stagnation in online purchasing leads to questions about whether eCommerce can ever exceed more than one-fifth of the total market in any consumer package goods (CPG) categories.