Leading Brands in the US Vitamins & Supplements Category in Q3 2024

Introduction

In the dynamic landscape of vitamins and supplements, several brands have set themselves apart with a significant digital presence and robust audience engagement. This article examines the performance of three leading US brands in Q3 2024: iHerb, Inc, MyProtein, and The Vitamin Shoppe. Leveraging Sensor Tower's comprehensive data, we explore their web and app metrics, audience trends, and advertising strategies.

iHerb, Inc

iHerb is renowned for its vast array of health products, attracting a substantial digital audience through its website, iherb.com, and the iHerb: Vitamins & Supplements app.

• Audience Trends: From Q2 to Q3 2024, iHerb experienced a steady increase in website visits, peaking at 28.8M in September. The monthly deduplicated audience remained stable above 2.9M, reflecting growing interest in their offerings.

• App Engagement: The app's monthly active user base grew to approximately 100K by September, showcasing an upward trend in mobile engagement.

• Ad Spend & Channels: iHerb significantly increased its monthly advertising spend, reaching over $639K in September, primarily focusing on Facebook and Instagram for impressions.

MyProtein

Known for its high-quality sports nutrition products, MyProtein maintains a strong digital presence through myprotein.com and the Myprotein: Fitness & Nutrition app.

• Audience Trends: The website maintained a stable monthly visitor count, with unique visits hovering around 120K. The deduplicated audience was consistent, with a slight decrease towards the end of Q3.

• App Engagement: Monthly active users on the Myprotein app declined from approximately 19K in April to 13K in September, indicating a shift in user engagement.

• Ad Spend & Channels: MyProtein's monthly ad spend decreased significantly, focusing on Instagram. By September, their spend was reduced to under $9K, reflecting a strategic shift.

The Vitamin Shoppe

The Vitamin Shoppe, a leader in nutritional products, offers digital engagement through vitaminshoppe.com and the The Vitamin Shoppe - VShoppe app.

• Audience Trends: The website experienced a decline in visits, with unique visits dropping to around 88K by September. However, the monthly deduplicated audience remained stable, indicating loyal customer engagement.

• App Engagement: The app maintained a consistent monthly active user base of approximately 29K throughout the quarter.

• Ad Spend & Channels: The Vitamin Shoppe ramped up its monthly ad spending, reaching over $449K in September, with significant impressions from Facebook and TikTok channels.

Conclusion

The Q3 2024 data underscores distinct strategies and performance trends among iHerb, Inc, MyProtein, and The Vitamin Shoppe. Sensor Tower's unmatched cross-platform insights enable a comprehensive understanding of user behavior across web and app platforms. With tools like Web Insights, App Performance Insights, and Pathmatics, businesses can make informed decisions to enhance their market presence.