Leading Brands in US Vitamins & Supplements Category: Q1 2025 Overview

In the ever-evolving Vitamins & Supplements market, certain brands have emerged as leaders due to their substantial monthly deduplicated audience across websites and apps. In Q1 2025, brands such as iHerb, Inc, MyProtein, and The Vitamin Shoppe demonstrated significant trends and performance metrics. Sensor Tower's comprehensive data insights allow us to delve into these brands' digital footprints, revealing cross-platform user behaviors and advertising strategies.

iHerb, Inc

Digital Presence

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

• Audience Trends:

  • The website visits showed fluctuations from Q4 2024 to Q1 2025, peaking above 31M in March 2025.

  • Monthly deduplicated audience metrics remained stable, exceeding 3M by March 2025.

• App Engagement:

  • The app maintained over 90K monthly active users, with a slight increase in March.

• Ad Spend & Channels:

  • iHerb's monthly advertising expenditure varied, peaking at over $756K in March 2025.

  • Significant impressions were delivered through Facebook and Instagram, with a notable presence on YouTube.

MyProtein

Digital Presence

MyProtein extends its reach through myprotein.com and the Myprotein: Fitness & Nutrition app.

• Audience Trends:

  • A sharp increase in unique visits was observed in January 2025, with visits peaking over 2M in February.

  • True Audience data indicates consistent web dominance, with app-only visitors remaining under 10K.

• App Engagement:

  • The app's monthly active users were stable, hovering around 18K in Q1 2025.

• Ad Spend & Channels:

  • MyProtein ramped up its monthly ad spend in January, reaching approximately $748K.

  • Instagram was a major channel, providing substantial impressions.

The Vitamin Shoppe

Digital Presence

The Vitamin Shoppe leverages its website, vitaminshoppe.com, and the The Vitamin Shoppe - VShoppe app.

• Audience Trends:

  • Website visits consistently increased, surpassing 600K by March 2025.

  • The monthly deduplicated audience saw a gradual rise, reaching over 138K by the end of Q1.

• App Engagement:

  • The app users grew steadily, with monthly active users exceeding 33K in March.

• Ad Spend & Channels:

  • Monthly ad spend peaked in March at nearly $298K, with Facebook and Instagram being primary channels.

Conclusion

The first quarter of 2025 showcased significant audience engagement and strategic advertising efforts across iHerb, MyProtein, and The Vitamin Shoppe. Sensor Tower's unparalleled data insights provide an in-depth look into these brands' digital strategies, demonstrating the power of a comprehensive cross-platform approach. For those seeking detailed insights into digital performance, Sensor Tower offers a unique perspective through its Web Insights, App Performance Insights, and Pathmatics Advertising data.