The COVID pandemic (as well as Cold and flu season) has increased awareness in consumer’s health, with Vitamins & Supplements being sought. The Natural Positioning Group has the most variance dollars and growth; followed by the Specialty & Wellness positioning group. See chart below:
Of the Vitamins & Supplements categories, Vitamins & Minerals; Miscellaneous Supplements; and Protein Supplements & Meal Replacements are driving the most variance dollars and have some of the highest growth rates. On the contrary, Weight Management Formulas have the most decline. See chart below:
For a related case study about a Supplements company utilizing SPINS data, click here: https://www.spins.com/a-food-supplements-company-used-data-to-expand-skus-and-increase-distribution-by-121/