What you need to know

The overall ecommerce and VMS markets both have enjoyed steady upward trajectories in the past decade, and the COVID-19 pandemic has accelerated this growth beyond previous expectations. Consumers are relying more heavily on online shopping to avoid potential COVID-19 exposure from in-store crowds, and also turning to VMS products for a sense of health security in uncertain times. While online VMS consumers may have lofty expectations for their ideal shopping experience, brands and retailers who use this time to understand and provide key elements shoppers crave – such as discounts and search tools that make it simple to find products by benefits and claims – have opportunities to secure loyalty throughout the pandemic and beyond.

Key issues covered in this Report

  • The impact of COVID-19 and the recession on consumer behavior and the VMS ecommerce market

  • Key factors in providing ideal online VMS shopping experience

  • Top barriers to increased online VMS shopping

  • Importance of a strong social media presence for brands and retailers

Definition

This Report focuses on the evolution of online shopping for vitamins, minerals and supplements.

This includes all retail channels that sell VMS products online, including internet-only retailers as well as the ecommerce operations of traditional supermarkets, warehouse clubs, natural markets, specialty food retailers, drug stores and vitamin/supplement retailers.

The acronym VMS is used throughout the Report and refers to:

  • Vitamins (ie multi-, one- and two-letter vitamins)

  • Minerals (eg calcium, iron)

  • Supplements (ie other dietary supplements such probiotics and melatonin)

Important companions to this Report are Mintel’s Vitamins, Minerals and Supplements Consumer – US, August 2020 and Vitamins, Minerals and Supplements Trends – US, September 2020, which provide a macro overview of the VMS market.

COVID-19: market context

Consumer research for this Report was fielded in October 2020 and reflects consumers’ attitudes and behaviors during the COVID-19 pandemic when restrictions on movement were in place and businesses were open with limits. The Report was written November 4-December 9, 2020, when most states were open but some states began rolling back and reinstating restrictions due to increasing COVID-19 cases.

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