What Retail Buyers Want: Weight Mgmt., Sports Nutrition & Vitamins  5/24/2017

As part of their preparation for ECRM’s 60+ EPPS meetings, retail buyers complete a form on the EPPS prep site, indicating the subcategories they are buying for, and on what areas they are focusing their buying efforts.

Based on this information, collected from almost 90 buyers and category managers registered to attend ECRM's Weight Management, Sports Nutrition & Vitamin EPPS, here are a few key areas of interest around these categories.

Fat Burners/Energy: As consumers become increasingly wellness-minded, they are looking to get into shape, and along with this comes the demand for supplements that will help them to lose weight, as well as boost their energy for their workouts.

Protein: Along with the desire to lose fat is the corresponding goal of building muscle and strength, and buyers are looking to meet this demand for protein, particularly plant-based proteins suitable for the growing market of vegans and vegetarians.

Products for Aging Consumers: There include all of those items that address the effects of aging, including supplements to address joint wear and tear, vision, digestion, and vitamins that have anti-aging properties for healthy skin and hair.

Natural & Organic/Certified: Vitamins, supplements and sports nutrition products made from natural and organic ingredients, as well as “free-from” products like non-GMO and gluten free. Other certifications sought by retailers include Grass-Fed Certified and NSF for Sport Verified.

Unique Formulations and Delivery Methods: Vitamins and supplements are no longer just about popping pills; they can be delivered in powders, sprays, shots, and dissolving strips in a variety of formulations. Retail buyers continue to seek innovation in these areas for their assortments.

Club Sizes: Since many of these products are taken as part of a daily regimen, buyers are seeking more club sizes that deliver value.

Short-Date & Opportunity Buys and Closeouts: Buyers seek these so that they can pass the savings on to their consumers.

Private Brands: Merchandise across all categories that can be sold under the retailer’s brand.

Testing Opportunities & Impulse: For some new suppliers, retail buyers recommend that they explore various avenues of testing the product, such as shippers, clip strips and power wings – which are also great for impulse-type products.

Editor’s note: Kurt Jetta, PhD, CEO of TABS Analytics, will be unveiling the company’s 10th Annual Vitamin & Supplements at the EPPS. Click here for more information!

Joseph Tarnowski

VP Content

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