Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on VMS ecommerce
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on VMS ecommerce, December 2020
- Opportunities and challenges
- Brands can find their target audience shopping online more often
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- Figure 2: Percentage of total purchases made online before and during COVID-19, by total online shoppers and online VMS shoppers, October 2020
- VMS subscription services deliver convenience
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- Figure 3: Online VMS subscription service participation, July 2019 and October 2020
- Harness the power of social media
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- Figure 4: Would trust VMS product recommended by online influencer, by gender and age, October 2020
- VMS e-retailers must meet high expectations for online experience
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- Figure 5: Factors important for ideal online VMS shopping experience, October 2020
- Quality assurance critical for online VMS sales to grow
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- Figure 6: Concern about quality of VMS sold online, by age, October 2020
- Amazon domination is real, but can be overcome
The Market – Key Takeaways
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- Online shopping is on the rise across categories
- Parents are a key audience for VMS ecommerce market
- Staying healthy at home boosts ecommerce, VMS sales
- Recession driven by health crisis brings shift in priorities
- Offering new technology is key for increasing online VMS sales
- DTCs need more exposure
Target Audience by the Numbers
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- eCommerce is used on a regular basis, across categories
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- Figure 7: Items purchased online, May 2020
- VMS ecommerce market has plenty of room to grow
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- Figure 8: VMS shopping methods, October 2020
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- Figure 9: Percentage of total purchases made online before and during COVID-19, by total online shoppers and online VMS shoppers, October 2020
- Middle life adults are top online VMS shoppers
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- Figure 10: VMS shopping methods, any online, by gender and age, October 2020
- Parents far more likely to purchase VMS online
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- Figure 11: VMS shopping methods, any online, by parental status, October 2020
- Lower-income households less likely to purchase VMS online
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- Figure 12: VMS shopping habits – any VMS purchase and online VMS purchase, by household income, October 2020
- Impact of COVID-19 on VMS ecommerce
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- Figure 13: Short-, medium- and long-term impact of COVID-19 on VMS ecommerce, December 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Market Factors
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- Consumers more likely to seek VMS deals during health crisis-driven recession
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- Figure 14: Consumer confidence and unemployment, 2000-October 2020
- Brands continue to innovate with eco-friendly sourcing, packaging
Market Opportunities
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- Personalization is the hook for DTC brands, but more consumer awareness is needed
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- Figure 15: Ads for online VMS brands featuring personalized products, October 2020
- Online VMS shoppers show interest in new technology
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- Figure 16: Mintel Global Trend Driver – Technology
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- Figure 17: Use of select technologies while shopping online, by total online shoppers and online VMS shoppers, October 2020
Companies and Brands – Key Takeaways
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- People can’t stop talking about immunity
- Increased competition continues to hurt specialized VMS retailers
- Amazon faces competition from smaller brands with curated selections
Competitive Strategies
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- Social media buzzing over immunity
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- Figure 18: Online mentions of immunity, December 2019-November 2020
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- Figure 19: Online mentions of immunity and VMS, December 2019-November 2020
- Figure 20: Topic cloud, discussions on VMS and immunity
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- Figure 21: Ads for online VMS brands featuring immune support products
- Specialty VMS retailers struggle to stay afloat in a sea of competition
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- Figure 22: Ads for GNC and The Vitamin Shoppe
- VMS not immune to the Amazon Effect
The Consumer – Key Takeaways
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- VMS ecommerce market gets a boost during COVID-19
- Shipping fees, selection overload barriers for some
- Avoiding stores motivates online shoppers as much as lower prices
- Shoppers have lofty expectations for VMS online experience
- Pandemic encourages subscription service growth
- VMS brands should get on the influencer bandwagon
Purchase Location of Certain VMS Products
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- Specialty supplements a gateway to online purchase
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- Figure 23: VMS products purchased in-store and online, October 2020
- Immunity support is a staple in e-baskets
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- Figure 24: VMS products for immune support purchased online, October 2020
VMS Shopping Behavior Changes in 2020
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- Shift to online VMS shopping evident in 2020
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- Figure 25: VMS shopping behavior changes, October 2020
- Younger men, especially dads, driving increase in online VMS shopping
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- Figure 26: VMS shopping behavior changes – online more often, by gender, age, and parental status, October 2020
Barriers to Online Shopping
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- Shipping fees, selection overload are barriers for some
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- Figure 27: Barriers to online VMS shopping, October 2020
- Younger men more prone to seek guidance, ease of selection
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- Figure 28: Select barriers to online VMS shopping, by gender and age, October 2020
Reasons for Buying Online versus In-store
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- Safety and low prices equally important in these pandemic times
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- Figure 29: Reasons for shopping for VMS products online, October 2020
Ideal Online Shopping Experience
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- VMS shoppers have lofty expectations for their online experience
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- Figure 30: Factors important for ideal online VMS shopping experience, October 2020
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- Figure 31: Mintel Global Trend Driver – Value
- Parents crave advice, wellness support, and it can best be served digitally
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- Figure 32: Select factors important for ideal online VMS shopping experience, by parental status, October 2020
VMS Subscription Habits
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- Pandemic pushes subscription participation
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- Figure 33: Online VMS subscription service participation, July 2019 and October 2020
- Participation rises consistently
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- Figure 34: Online VMS subscription service participation, by gender and age, July 2019 and October 2020
- Automatic replenishments are also on the rise
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- Figure 35: Online VMS subscription preferences, July 2019 and October 2020
Attitudes toward VMS Shopping
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- Seeking a good deal is common, online offers more to consumers
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- Figure 36: Find good deals on VMS products, online and in-store, October 2020
- Trust an issue with the majority of online VMS shoppers
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- Figure 37: Concern about quality of VMS sold online, by age, October 2020
- Store and online support get similar accolades
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- Figure 38: Good product recommendations from in-store staff and online customer services, October 2020
- Online influencers can help brands market to younger adults
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- Figure 39: Would trust VMS product recommended by online influencer, by gender and age, October 2020
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- Figure 40: Celebrity influencers promoting VMS products on Instagram
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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