Leading Brands in the US Vitamins & Supplements Market: Q1 2024 Analysis

Introduction

In the rapidly evolving Vitamins & Supplements market, several brands have emerged as leaders in the United States. Through comprehensive data provided by Sensor Tower, this analysis examines the performance of iHerb, Inc, MyProtein, and The Vitamin Shoppe from Q4 2023 to Q1 2024, highlighting audience trends, app engagement, and advertising strategies.

iHerb, Inc

iHerb is renowned for its extensive online presence, featuring its website, iherb.com, and the iHerb: Vitamins & Supplements app.

• Audience Trends: From Q4 2023 to Q1 2024, iherb.com experienced a significant increase in visits, peaking at over 32M in March 2024. The monthly deduplicated audience rose from approximately 2.9M to over 4M.

• App Engagement: The app's monthly active users remained stable, hovering around 100K, indicating consistent mobile engagement.

• Ad Spend & Channels: iHerb's monthly advertising spend was highest in October 2023 at just over $300K, with a notable focus on Facebook and YouTube for impressions.

MyProtein

MyProtein is a key player known for its comprehensive fitness and nutrition offerings, utilizing its website, myprotein.com, and the Myprotein: Fitness & Nutrition app.

• Audience Trends: Myprotein.com saw fluctuating visits, with a peak in February 2024 at over 4M visits. The monthly deduplicated audience varied, reaching a high of about 680K in January 2024.

• App Engagement: Monthly active users on the app ranged from 25K to 35K, showing moderate engagement levels.

• Ad Spend & Channels: MyProtein's monthly advertising efforts were robust, peaking in November 2023 with spending above $600K, primarily leveraging Instagram for impressions.

The Vitamin Shoppe

The Vitamin Shoppe is a well-established brand leveraging its website, vitaminshoppe.com, and the The Vitamin Shoppe - VShoppe app.

• Audience Trends: Visits to vitaminshoppe.com experienced a dip, with unique visits dropping below 200K by March 2024. However, the monthly deduplicated audience remained steady around 110K.

• App Engagement: The app maintained a stable monthly active user base, with users consistently over 25K.

• Ad Spend & Channels: Monthly advertising spend peaked in January 2024 at over $600K, with significant impressions driven through Facebook and OTT platforms.

Conclusion

The US Vitamins & Supplements market is characterized by dynamic strategies across leading brands like iHerb, MyProtein, and The Vitamin Shoppe. With Sensor Tower's unmatched cross-platform data insights, brands can effectively tailor their digital presence and advertising efforts to maximize reach and engagement. For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.