TABS Analytics 2017 Food and Beverage Trendspotter
- A Surge in Snacking
- A bit more O in your H2O
- Putting More Protein in Your Breakfast Bowl
- Regular or Diet?
- Clean Eating for your Sweet Tooth
While everyone is focusing on pure play online giant Amazon, what they are likely missing is how brick and mortar retailers are driving eCommerce sales growth. And, nowhere is this more apparent than in the vitamins, minerals and supplements (VMS) market.
The TABS Analytics 10th Vitamin and Minerals Study revealed that online sales by traditional brick and mortar retailers propelled the market to an all-time high, growing an estimated 6 percent in the last year to reach $13.5 billion in annual sales.
TABS Analytics completed its Vitamin and Mineral Supplements Study in May 2016. This third and final infographic in the VMS study below further highlights key findings, including:
TABS Analytics completed its Vitamin and Mineral Supplements Study in May 2016. The infographic below highlights some of the key findings in the study, including:
Shelton, Conn. – May 25, 2016 – The online retail channel is the top outlet for sales of vitamin and mineral and supplements (VMS), hitting $2 billion and surpassing Walmart’s vitamin sales of $1.7 billion in 2016, according to the 2016 TABS Analytics Vitamin and Minerals Supplements study. Vitamin specialty, which includes Vitamin Shoppe and GNC, ($1.5 billion); Costco ($1.3 billion); and CVS ($1.2 billion) round out the next three largest outlets for annual VMS sales. TABS found that VMS sales were up three percent compared to 2015 and were being driven primarily by increases in pricing. TABS Analytics estimates the annual U.S. VMS retail market to be $12.8 billion.
The TABS Group has conducted a survey on consumer trends in vitamin and nutritional supplements annually for many years. For the first time, the study scope was expanded to include sports nutrition as an additional area of interest.
The study, fielded in early 2015, utilized responses from 1015 demographically and geographically dispersed consumers to measure both consumption and channel preferences (findings presented in the Vitamin and Sports Nutrition study webinar in May 2015.)
For purposes of the study, channels were divided into mass market and specialty outlets. Mass market includes food, drug, mass merchandisers, club and dollar stores. Specialty included nutritional specialty stores, natural food stores, online, catalog, multilevel marketing and other outlets.
Sports nutrition was defined as performance and protein powders, drinks and pills. Energy bars and shots were specifically excluded.
The goal of the study was to uncover how often consumers purchase various types of sports nutrition products and which outlets they use for their purchases.
The TABS Group has done an annual study of consumer shopping and consumption habits for vitamins for the last several years. Each year, we survey approximately 1,000 geographically and demographically dispersed consumers to gain insight into their vitamin usage and the factors that correlate to overall consumption patterns (findings presented in the Vitamin and Sports Nutrition study webinar in May 2015.)
For purposes of the study, we divided channels into mass-market and specialty groupings. The mass market category consists of food, drug, club, dollar stores and other traditional mass market outlets. The specialty category consists of nutritional specialty stores, natural food stores, catalog, multilevel marketing, online and other focused outlets.
Over the last several years, online purchasing has become an increasingly significant channel for vitamins. Comparing results from the 2014 and 2015 surveys yields significant insights into consumers’ rush to embrace the online channel.