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Navigating the State of U.S. Supplement Market with a Data-Driven Approach

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As more people have become familiar with supplements, we expect the future to be very bright for the industry. Some of the key entry categories remain innovative the more consumer-friendly delivery formats mean that more shoppers will stick in the category. We think the shifting mindset of supplements being part of the food as medicine movement will propel innovation and meet the values-oriented shoppers where they are.

  • Sports and Active Nutrition has been the fastest-growing supplement category for each of the past two years.
  • Coming off a few record-breaking years, the overall VMS landscape is flat in growth over the past 52 weeks, with most channels showing a decline in units sold.
  • The permanency of the behavior change for shoppers shifting online during the pandemic was overstated, with 92% of the growth in the category coming from brick and mortar store vs Amazon.
Webinar Objectives
  • Discuss why supplement prices have held pretty firm compared to food and beverages.
  • Discuss niche demographic categories like creatine are expanding their reach to women and older generations.
  • Discuss why consumers remain interested in key health focuses like immune, hydration, and joint support.


  • Brandon Casteel

    Brandon Casteel is the Vice President of Partnerships at SPINS. In this role, Brandon leads the teams responsible for Brokers/Distributors/Ingredient Supplier/Co-Manufacturer Partnerships, Strategic Partnerships, and Financial Partnerships for SPINS. More than 200 Partners leverage SPINS grocery retail PoS insights across the teams that he leads today.

    A seasoned sales leader with over 25 years of solution/SaaS industry experience, Brandon joined SPINS in January 2020 as the Vice President of Channel Sales, responsible for growing the team dedicated to Broker and Distributor relationships. Prior to joining SPINS, Brandon spent the previous 13 years at CareerBuilder in various sales leadership roles where he left his impact growing SaaS partnerships within the mid-market space. He holds BBA in Marketing from Texas A&M University as well as an MBA from Emory University. He has 5 children and 6 pets with his wife Claire and is based in the Atlanta, GA area.

September 28, 2023
Thu 2:00 PM EDT

Duration 0H 45M

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