Leading Brands in the US Vitamins & Supplements Market: Q3 2024 Overview

Introduction

As the demand for health and wellness products continues to surge, the Vitamins & Supplements category in the United States has witnessed significant activity. In Q3 2024, leading brands such as iHerb, Inc, MyProtein, and The Vitamin Shoppe have exhibited remarkable engagement across their digital platforms. Sensor Tower's comprehensive data provides deep insights into their performance and user behavior through our Web Insights, App Performance Insights, and Pathmatics products.

iHerb, Inc

iHerb's digital ecosystem includes its website, iherb.com, and the iHerb: Vitamins & Supplements app.

• Audience Trends: The website experienced a consistent rise from 25M visits in July to over 29M in September. The monthly true audience remained stable above 3M for the entire quarter, with the web market dominating the audience share.

• App Engagement: The app's monthly active users began at 275K in August and slightly decreased to 256K by September, indicating a preference for the web experience.

• Ad Spend & Channels: iHerb's monthly advertising spend surged in September to over $600K, with significant impressions on Facebook and YouTube, reflecting a strategic push in digital advertising efforts.

MyProtein

MyProtein's presence is highlighted by its website, myprotein.com, and the Myprotein: Fitness & Nutrition app.

• Audience Trends: The website saw a slight decline from 1.2M visits in August to 1.1M in September. The monthly true audience remained just above 120K, with the web market also leading here.

• App Engagement: Monthly active app users decreased from 11K in August to 9K in September, suggesting a need for enhanced mobile engagement strategies.

• Ad Spend & Channels: Monthly ad spend dropped significantly from $170K in July to under $9K in September, with Instagram being the primary channel for impressions.

The Vitamin Shoppe

The Vitamin Shoppe's digital strategy includes its website, vitaminshoppe.com, and the The Vitamin Shoppe - VShoppe app.

• Audience Trends: Website visits decreased from 680K in August to 620K in September, while the monthly true audience stayed around 100K.

• App Engagement: The app maintained a stable monthly active user base of around 30K throughout the quarter.

• Ad Spend & Channels: The Vitamin Shoppe increased its monthly ad spend to over $400K in September, focusing heavily on Facebook, which accounted for the majority of impressions.

Conclusion

In Q3 2024, iHerb, MyProtein, and The Vitamin Shoppe showcased dynamic digital strategies within the Vitamins & Supplements category. Each brand demonstrated unique engagement patterns across their platforms, with iHerb leading in web presence and ad spend. Sensor Tower's unparalleled data insights are essential for understanding these trends and strategizing for future growth in the competitive health and wellness market. Our tools offer decision-makers a unique advantage in navigating and excelling in this evolving landscape. Explore the potential with Sensor Tower’s robust suite of analytics solutions.