Leading Brands in the U.S. Vitamins & Supplements Market: Q1 2025 Analysis

Introduction

In the dynamic world of vitamins and supplements, understanding consumer behavior across digital platforms is crucial. Sensor Tower provides unparalleled insights into website and app data, offering a comprehensive view of audience trends and advertising strategies. This article delves into the performance of leading brands in the U.S. Vitamins & Supplements category for Q1 2025, focusing on iHerb, Inc, MyProtein, and The Vitamin Shoppe.

iHerb, Inc

iHerb is a prominent player in the vitamins and supplements sector, known for its extensive online marketplace. Its digital footprint includes its website, iherb.com, and the iHerb: Vitamins & Supplements app.

• Audience Trends: From Q4 2024 to Q1 2025, iherb.com experienced fluctuations in monthly visits, peaking in November with over 28M visits, and rising again in March to 26M. The monthly true audience steadily increased, reaching approximately 2.8M by March.

• App Engagement: The app showed a significant rise in monthly active users, growing from 243K in January to over 391K in March, highlighting a growing preference for mobile interaction.

• Ad Spend & Channels: iHerb's monthly advertising spend peaked in March at over $720K, with significant impressions across Facebook and Instagram channels, indicating a strategic focus on social media platforms.

MyProtein

MyProtein stands out for its focus on fitness and nutrition, offering a wide range of products through its website, myprotein.com, and the Myprotein: Fitness & Nutrition app.

• Audience Trends: The site experienced a notable spike in monthly visits in February, reaching over 2.4M, before slightly declining in March. The monthly true audience saw a significant increase in January, stabilizing around 500K.

• App Engagement: The app's monthly active users showed a slight decline to approximately 8K by March, indicating a potential shift in user preference towards the web platform.

• Ad Spend & Channels: Monthly advertising efforts peaked in January with a spend of over $740K, primarily on Instagram, reflecting a targeted approach to engage a younger demographic.

The Vitamin Shoppe

The Vitamin Shoppe is renowned for its comprehensive range of health and wellness products, accessible via its website, vitaminshoppe.com, and the The Vitamin Shoppe - VShoppe app.

• Audience Trends: The website maintained stable monthly visits across the quarter, with a slight increase in March to 699K. Monthly true audience numbers were robust, reaching over 140K by March.

• App Engagement: The app's monthly active users increased steadily, reaching 33K by March, suggesting consistent consumer interest in mobile solutions.

• Ad Spend & Channels: Monthly ad spend peaked in March at approximately $298K, with a strong focus on Facebook, which delivered the majority of impressions.

Conclusion

The Vitamins & Supplements market in the U.S. is characterized by dynamic digital engagement across websites and apps. Sensor Tower's comprehensive data highlights the diverse strategies employed by leading brands to capture and retain their audience. By leveraging Sensor Tower's insights, businesses can better understand cross-platform user behaviors and optimize their marketing efforts accordingly.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings. These tools equip decision-makers with the strategic data needed to drive growth and innovation in a competitive market.

By understanding these metrics, brands can refine their approaches and achieve sustained success in the ever-evolving digital landscape. Sensor Tower remains an indispensable partner in navigating these complexities, providing the clarity and foresight essential for strategic planning.