Early last week, a new market study came out reporting that vitamin category growth is slowing to 2% growth. The last 4 years the industry was humming along at a moderate 4%.
What particularly caught my eye is that the category sustained growth despite less people buying vitamins this year. In other words, people who are seeing benefits are buying more. The study also indicated that some negative studies, many of them unfounded, are creating confusion in the marketplace even among products like Fish Oil and Vitamin D which have well supported scientific evidence.
This points to the increasing opportunity to provide shoppers with 3rd party, objective education tools to help shoppers make good decisions. It’s why we developed Aisle7 Mobile Vitamin Advisor. With just a couple of taps on your phone, a shopper can get a personalized report on why supplements may be helpful for their specific conditions. And now that it’s on the phone, they can access the information anywhere at anytime.