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Description

Description

"Most consumers are generally comfortable with online purchasing, and the VMS market is emerging as a strong segment in this space. The VMS category is well-suited for online purchasing, with primarily shelf-stable products that ship easily and lend well to stocking up. Still, there are many obstacles, and some consumers, especially seniors, simply find it easier and more enjoyable to purchase VMS products in-store. Younger adults, especially parents, are more likely to be multi-channel shoppers, and will be key demographics for retailers and brands looking to increase online sales. Maintaining trust in the quality of products, while offering an efficient, informed shopping experience and lower prices, will be critical to growth of the VMS ecommerce market."

-Karen Formanski, Health and Wellness Analyst

This Report looks at the following areas:

  • Many consumers shop VMS exclusively in-store
  • Online retailers must contend with the power of Amazon
  • Competitive price is key for luring VMS consumers to online purchases

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Top takeaways
          • Many remain loyal to in-store VMS shopping
            • Multivitamins are the gateway
              • Provide personalized, informed experience
                • The issues
                  • Many consumers shop VMS exclusively in-store
                    • Figure 1: VMS shopping methods – in-store only, by age, July 2019
                  • Online retailers must contend with the power of Amazon
                    • Figure 2: Online retailers shopped for VMS, July 2019
                  • Competitive price is key for luring VMS consumers to online purchases
                    • Figure 3: Encouragement for shopping for VMS online, July 2019
                  • The opportunities
                    • Vitamins are the gateway to online purchasing
                      • Figure 4: VMS products purchased online, July 2019
                    • Bundled household purchases can encourage online VMS sales
                      • Figure 5: Interest in future online VMS shopping, by age, July 2019
                    • Turn online research into online purchase
                      • Figure 6: I shop online because that is where I research these products, by age, July 2019
                    • What it means
                    • The Market – What You Need to Know

                      • Consumer comfort with online shopping bodes well for VMS
                        • VMS well suited to join rise of ecommerce
                          • Path to online purchase increasingly complex
                            • Parents key target for convenience of VMS online
                            • Market Perspective

                              • Consumers are generally comfortable purchasing online, but VMS needs a push
                                • Figure 7: Frequency of online shopping, July 2019
                                • Figure 8: Online purchases, by category, November 2018
                              • VMS well suited to join rise of ecommerce
                                • Figure 9: Estimated total US retail sales growth vs online sales growth, by quarter, Q3 2018-Q3 2019
                            • Market Factors

                              • Path to online purchase increasingly complex
                                • Parents key target for convenience of VMS online
                                  • Figure 10: VMS shopping methods, by parental status, July 2019
                              • Key Players – What You Need to Know

                                • Many degrees of customization
                                  • Online order perks from trusted brands can be tempting to some
                                    • Innovative in-store wellness experiences may cause roadblocks to online purchase
                                      • With high demand for discounts, profitability is a challenge
                                        • Curated wellness sites offer potential for natural VMS products
                                          • Demand for sustainable packaging increasing
                                            • Supplement-centric retailers undergo major transformations
                                            • What’s Working

                                              • Many forms of customization
                                                • Customized (magic) pill
                                                  • Customized product assortment
                                                    • Figure 11: Ads for supplements with curated product assortment, Hum Nutrition
                                                  • Customized individual daily packets
                                                    • Figure 12: Ads for personalized DTC supplements, Care/of and Persona
                                                    • Figure 13: Ads for personalized DTC supplements, GNC 4U and Only Me
                                                  • Online order perks from trusted brands can be tempting to some
                                                  • What’s Struggling

                                                    • Innovative in-store wellness experiences may cause roadblocks to online purchase
                                                    • What to Watch

                                                      • Curated wellness websites offer potential
                                                        • Demand for sustainable packaging increasing
                                                          • Supplement-centric retailers undergo major transformations
                                                              • Figure 14: GNC online ad spend share, by site, October-November 2019
                                                              • Figure 15: Vitamin Shoppe online ad spend share, by site, October-November 2019
                                                          • The Consumer – What You Need to Know

                                                            • Many VMS consumers are sticking to brick-and-mortar
                                                              • Vitamins are the gateway to online VMS Purchase
                                                                • Sacrificing expertise for convenience?
                                                                  • Research-driven category well suited for ecommerce growth
                                                                    • Price breaks lead initial purchase motivations
                                                                      • Let’s make a deal
                                                                        • Lower prices are biggest influencer
                                                                          • Many consumers want to avoid the guesswork
                                                                            • Over half won’t budge; online VMS not for them
                                                                              • Experience is main hindrance to increased online purchase
                                                                                • Use of subscription services niche, but shows potential
                                                                                • VMS Shopping Methods

                                                                                  • Nearly half of VMS consumers seek products strictly in-store
                                                                                    • Figure 16: VMS shopping methods, July 2019
                                                                                  • Older adults more attached to in-store experience
                                                                                    • Figure 17: VMS shopping methods, by age, July 2019
                                                                                  • Parents are key demographic
                                                                                    • Figure 18: VMS shopping methods, July 2019
                                                                                • VMS Products Purchased Online

                                                                                  • Vitamins are the gateway to online VMS purchase
                                                                                    • Figure 19: VMS products purchased online, July 2019
                                                                                  • Vitamin consumers show high rates of online purchase
                                                                                    • Figure 20: VMS products purchased online, July 2019
                                                                                • Retailers Shopped

                                                                                  • Many include VMS in one-stop shopping experience
                                                                                    • Figure 21: Traditional retailers shopped for VMS, in-store and online, July 2019
                                                                                  • Mass merchandisers can leverage cross-category one-stop shopping
                                                                                    • Figure 22: In-store retailers shopped for VMS, July 2019
                                                                                  • Amazon dominates online shopping for VMS products
                                                                                    • Figure 23: Online retailers shopped for VMS, July 2019
                                                                                • VMS Research and Shopping Habits

                                                                                  • Research is key to increasing online VMS sales
                                                                                    • Figure 24: VMS research and shopping habits, July 2019
                                                                                • Initial Online Shopping Motivations

                                                                                  • Price breaks lead initial purchase motivations
                                                                                    • Figure 25: Initial online VMS shopping motivations, July 2019
                                                                                  • VMS shopper preferences differ from other online categories
                                                                                  • Reasons for Buying VMS Online

                                                                                    • Let’s make a deal
                                                                                      • Figure 26: Reasons for buying online VMS online, July 2019
                                                                                    • Lower prices key for older consumers
                                                                                      • Figure 27: Lower prices as reason for buying VMS online, by age, July 2019
                                                                                    • Routine could hook certain younger consumers
                                                                                      • Figure 28: Automatic reorder as reason for buying VMS online, by age, July 2019
                                                                                  • Factors that Would Encourage More Online Shopping

                                                                                    • Lower prices are the biggest influencer
                                                                                      • Figure 29: Encouragement for shopping for VMS online, July 2019
                                                                                    • Beyond price, selection and convenience will please the most online VMS shoppers
                                                                                      • Figure 30: TURF Analysis – Online VMS shopping, July 2019
                                                                                  • Attitudes toward VMS Shopping

                                                                                    • Many consumers want to avoid the guesswork
                                                                                      • Figure 31: Attitudes toward VMS shopping, July 2019
                                                                                    • Selection is key in shopping channel choice
                                                                                      • Figure 32: Influence of brand selection on VMS shopping channel choice, by VMS shopping methods, July 2019
                                                                                    • Technology alluring to younger consumers
                                                                                      • Figure 33: Select attitudes toward VMS shopping, voice tech, by age, July 2019
                                                                                    • Younger consumers most likely to rely on expert advice
                                                                                      • Figure 34: Select attitudes toward VMS shopping, by gender and age, July 2019
                                                                                  • Interest in Future Online Shopping

                                                                                    • Over half won’t budge; online VMS not for them
                                                                                      • Figure 35: History of and future interest in online shopping for VMS, July 2019
                                                                                    • Parents more open to potential of online VMS shopping
                                                                                      • Figure 36: Interest in future online shopping for VMS, by parental status, July 2019
                                                                                    • Hispanic consumers more open to buying VMS online
                                                                                      • Figure 37: Interest in future online shopping for VMS, by Hispanic origin, July 2019
                                                                                  • Barriers to Purchasing VMS Online

                                                                                    • Experience deprivation is the main hindrance to increased online purchase
                                                                                      • Figure 38: Barriers to shopping for VMS online, July 2019
                                                                                  • VMS Subscription Service Participation

                                                                                    • Use of subscription services niche, but shows potential
                                                                                      • Figure 39: Participation in VMS subscription service, July 2019
                                                                                    • Men more apt to seek subscription services; women offer untapped potential
                                                                                      • Figure 40: Participation in VMS subscription service, by age and gender, July 2019
                                                                                    • The jury is out on automatic reorder
                                                                                      • Figure 41: VMS subscription service options, July 2019
                                                                                    • Some consumers can be persuaded
                                                                                      • Figure 42: Likelihood of future participation in VMS subscription service, July 2019
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Consumer survey data
                                                                                        • Abbreviations and terms
                                                                                          • Abbreviations
                                                                                          • Appendix – The Consumer

                                                                                              • Figure 43: Repertoire of retailers shopped online, July 2019
                                                                                              • Figure 44: Repertoire of retailers shopped in-store, July 2019
                                                                                              • Figure 45: Table – TURF Analysis – Online VMS shopping, July 2019
                                                                                            • TURF Methodology

                                                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                            • Market

                                                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                            • Consumer

                                                                                              Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                            • Brand/Company

                                                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                            • Data

                                                                                              Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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