The vitamins, minerals, and supplements (VMS) category is experiencing notable growth in 2024, driven by increasing consumer awareness and interest in personal health and wellness. According to the Fitzgerald Power Pharmacy Pulse Report Q1 2024, the overall industry growth is marked at 2.2%.
This upward trend is even more pronounced within specific franchises; for instance, the Navi Group, which includes the StayWell Pharmacy franchise, of which Mark Philips is a member, has reported a robust 5% growth. Particularly, the gut health category within the Navi Franchise has shown a significant 6% increase in volume, with a growing consumer preference for probiotic supplements. This surge in demand reflects broader purchasing behaviors as customers prioritize products that support overall health and wellbeing, making the VMS category a dynamic and essential part of the pharmacy retail landscape.
Consumer Behaviour & Buying Habits
Interestingly, the surge in volume sales within the vitamins category can be intricately linked to a significant 17% growth in the cold and flu category. This increase, likely influenced by unpredictable weather patterns, has persisted throughout the summer months. As customers flock to pharmacies to buy cold and flu medications, pharmacy teams have seen a compelling trend: many of these customers are also opting to buy vitamins. This behaviour suggests an initiative-taking approach to health, as individuals look to bolster their immunity and prevent future illnesses.
Vitamins and supplements, particularly vitamin C and probiotics, are becoming popular choices for their proven benefits in supporting general immunity. These products are not just quick fixes but are increasingly viewed as essential preventative measures. Customers are recognizing the value of supporting their health even after recovering from an initial bout of cold or flu, leading to a more health-conscious consumer base. This shift in buying habits underscores a broader trend towards holistic wellness and the role of pharmacies in guiding and supporting these proactive health decisions.
At a time of year when allergy sales would typically be soaring, the lack of sunny weather has dampened these figures, pushing vitamins to the forefront as a preventative measure against colds and flus. This year’s gloomy weather has not only affected allergies but has also spurred an increase in vitamin D purchases. With natural sunlight scarce, many Irish consumers are turning to supplements to meet their vitamin D needs. In fact, the Department of Health’s January 2024 recommendation for all Irish adults and children to take vitamin D supplements through winter—at least until St. Patrick’s Day—has likely extended well beyond the typical season due to continued poor weather conditions.
Additionally, the Fitzgerald Power Pharmacy Pulse Report Q1 2024 highlights a notable increase in the habit treatment category, including smoking cessation products. This trend suggests a growing public concern for overall health. As individuals embark on their health journeys, starting with smoking cessation, it’s common to see a simultaneous rise in the purchase of vitamins to support their wellness goals.
Moreover, a significant 6% drop in pain category sales, coupled with the rise in vitamin sales, indicates a shift in consumer behaviour towards maintaining health proactively with vitamins and supplements. Rather than treating pain after it occurs, consumers are increasingly focused on staying well, reducing their reliance on pain medications. This proactive approach underscores a broader trend in health-conscious buying habits, with pharmacies playing a pivotal role in guiding and supporting these consumer choices.
Technological Changes
Technological advancements are significantly shaping the vitamins, minerals, and supplements (VMS) category, enhancing both the consumer experience and pharmacy operations. The integration of AI-driven health apps and wearable devices is revolutionizing how consumers track their nutritional intake and health metrics, providing personalized supplement recommendations based on realtime data. Pharmacies are using advanced inventory management systems and automated dispensing technologies to ensure optimal stock levels and streamline operations. Additionally, e-commerce platforms and telehealth services have expanded
access to VMS products, allowing customers to conveniently buy supplements online and receive professional guidance remotely. These technological innovations are not only boosting efficiency but also fostering a more informed and health-conscious consumer base.
Shopper Trends
Shopper trends in the pharmacy sector are evolving, with consumers becoming more price conscious yet equally more health conscious, a shift accelerated by the aftermath of the COVID-19 pandemic. This dual awareness is clear in the increased purchase of vitamins and supplements, ranging from multivitamins to probiotics, as people prioritize maintaining their health and building immunity against potential illnesses.
The demand for personalized nutrition is rising, with customers seeking tailored supplement plans supported by advancements like DNA testing kits and health tracking apps. Additionally, there is a strong preference for natural and organic supplements, driven by a desire for transparency and safer, cleaner products. Sustainability also plays a significant role, with shoppers favouring brands that practice eco-friendly sourcing and packaging.
Price points in the vitamins and supplements category vary widely, from low-end to high-end products. Interestingly, consumers are now more willing to invest in higher-priced items to support their health and potentially avoid the need for pain medication or antibiotics in the future. This willingness to spend on preventive health measures highlights a broader shift towards proactive wellness.
The convenience of e-commerce has also reshaped shopping behaviours, making it easier for consumers to order supplements online and subscribe to regular deliveries, ensuring their health routines still are uninterrupted. Additionally, the influence of health and fitness influencers on social media has significantly affected consumer choices, guiding purchasing decisions and shaping general health practices.
Lastly, the demand for immune boosting supplements has surged, particularly for products like vitamin C, vitamin D, and probiotics. This trend underscores a growing emphasis on immunity in the wake of global health concerns, reflecting a more informed and proactive approach to personal health.
Overall Category Value, Price Changes, and Major Cost Changes
The vitamins, minerals, and supplements (VMS) category is experiencing significant growth in 2024, driven by increased consumer demand and a focus on health and wellness. This expansion is clear across personalized nutrition, natural and organic products, and immune boosting supplements.
Price changes within the VMS category have been influenced by several factors. The rising demand for high-quality, natural, and organic supplements has led to a wider range of price points. Consumers are increasingly willing to invest in premium products, recognizing the long-term health benefits of preventive measures.
Major cost changes, including higher raw material costs, supply chain disruptions, and increased transportation expenses, have contributed to price increases. Technological advancements, such as AI-driven health apps and wearable devices, add value but also incur added costs for manufacturers and retailers.
To manage these costs, brands are improving operational efficiencies and leveraging economies of scale. Pharmacies are adopting advanced inventory management and automated dispensing technologies to streamline operations and reduce expenses.
Overall, the VMS category’s growth, combined with strategic price adjustments and cost management, reflects a robust market driven by health-conscious consumers willing to invest in their wellness.
Factors Holding the Category Back, Significant Opportunities, and Potential Risks
The vitamins, minerals, and supplements (VMS) category faces several challenges. Increased online competition and reduced disposable income are potential risks. Rising retail prices are driving consumers towards generics over brand-name products, impacting margins and sales. The Navi Franchise has observed a 40% drop in sales of high-value items (over ¤50) compared to 2023, particularly in skincare, cosmetics, and fragrance categories. This trend could extend to higher-priced vitamin and probiotic supplements.
Key Influencers in the Category
Social media influencers play a crucial role in shaping consumer behaviour within the VMS category. These influencers can significantly change purchasing decisions by promoting specific products and sharing their health and wellness journeys.
Strategies to Improve Revenue in the Category:
The Navi Franchise, including Mark’s Pharmacy in Ardee, is focusing on margin-boosting products and pharmacy-specific lines in their promotional strategies. They emphasize complementary product ranges to encourage link-selling and highlight categories with significant growth opportunities, such as children’s vitamins.
A key initiative is the Back-toSchool promotional campaign in Navi franchise pharmacies (CarePlus & StayWell). This campaign focuses on supporting children’s health as they return to school and throughout the autumn and winter months. The campaign features a dedicated gondola end with essential products for parents, including children’s multivitamins and probiotic supplements for immunity and gut health.
Additionally, Navi provides franchise stores with point-of sale materials for their year-round Advice & Treatment campaign. This initiative focuses on various categories at various times, based on the specific pharmacy’s needs and consumer trends. For example, a current focus on gut health and its benefits to immunity and overall health is highlighted ahead of the autumn and winter seasons, encouraging continued consumer behaviour of buying preventive vitamin and supplement products for themselves and their families.
Conclusion
Despite the challenges of increased competition, price sensitivity, and shifting consumer preferences, the VMS category holds significant potential. By using technological advancements, understanding shopper trends, and implementing strategic promotional activities, pharmacies can continue to drive growth. Focusing on high demand areas such as children’s health and gut health, and using the influence of social media, can help navigate the market dynamics and secure a robust position in the evolving landscape of vitamins, minerals, and supplements.
Written by Mark McPhillips, Superintendent Pharmacist, Staywell Pharmacy
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