Leading Brands in the U.S. Vitamins & Supplements Market: Q1 2024 Analysis

The Vitamins & Supplements market in the United States continued to thrive in Q1 2024, with several brands standing out due to their substantial online presence and user engagement. This article reviews the performance of leading brands such as iHerb, Inc, MyProtein, and The Vitamin Shoppe, drawing on comprehensive data from Sensor Tower.

iHerb, Inc

iHerb, Inc has maintained a robust digital presence through its website, iherb.com, and its iHerb: Vitamins & Supplements app.

• Audience Trends: From Q4 2023 to Q1 2024, iherb.com saw a steady increase in visits, peaking in March with over 31M visits. The monthly true audience rose from approximately 2.8M in October to over 3.8M by March. The web platform consistently attracted a larger audience compared to the app.

• App Engagement: The app's monthly active users fluctuated, starting at 407K in October and stabilizing around 340K by March, indicating a consistent user base on mobile.

• Ad Spend & Channels: Total monthly ad spend remained steady, with a notable peak in November at over $340K. Facebook and YouTube were key channels, delivering high impressions throughout the quarter.

MyProtein

MyProtein's digital strategy encompasses its website, myprotein.com, and the Myprotein: Fitness & Nutrition app.

• Audience Trends: The website experienced a significant drop in visits post-January, with March visits falling to approximately 1.4M. Despite this, the monthly true audience remained stable, averaging around 170K in Q1 2024.

• App Engagement: Myprotein's app engagement showed a slight decline, with monthly active users dropping from 19K in October to 18K in March, suggesting a stable yet niche app audience.

• Ad Spend & Channels: Monthly ad spend peaked in November at nearly $690K, with Instagram and Facebook being the dominant channels, generating significant impressions each month.

The Vitamin Shoppe

The Vitamin Shoppe operates through vitaminshoppe.com and the The Vitamin Shoppe - VShoppe app.

• Audience Trends: The website's visits peaked in November at over 3.8M, but experienced a sharp decline by March, with visits dropping below 900K. The monthly true audience remained steady around 115K in Q1 2024.

• App Engagement: The app maintained stable user engagement, with monthly active users around 33K by March, indicating steady mobile interest.

• Ad Spend & Channels: Monthly ad spend saw a significant increase in January, reaching over $600K, with OTT and Facebook being key platforms for impressions.

Conclusion

In Q1 2024, iHerb, Inc, MyProtein, and The Vitamin Shoppe each demonstrated unique strengths in the Vitamins & Supplements market. Sensor Tower's comprehensive data reveals critical insights into cross-platform user behavior, highlighting the importance of both web and mobile channels. As these brands continue to evolve, Sensor Tower remains an indispensable tool for understanding market dynamics and audience engagement across platforms.

For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics.