Exploring Top Brands in the US Vitamins & Supplements Market: Q1 2025 Insights

Introduction

In the competitive landscape of the Vitamins & Supplements category in the United States, brands like iHerb, Inc, MyProtein, and The Vitamin Shoppe have emerged as leaders. Leveraging Sensor Tower's comprehensive data, we examine the performance and trends of these brands from Q4 2024 to Q1 2025. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides unparalleled insights into cross-platform user behavior.

iHerb, Inc

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

• Audience Trends: The monthly deduplicated audience on iherb.com showed a consistent upward trend, surpassing 2.5M in March 2025. Monthly visits fluctuated, peaking at 28M in November 2024 before stabilizing at around 26M in March 2025.

• App Engagement: The app's monthly active user base grew significantly, reaching nearly 400K by March 2025, indicating a strong preference for mobile interactions.

• Ad Spend & Channels: iHerb's monthly advertising expenditure varied, with a notable increase in March 2025 to over $700K, primarily through Facebook and Instagram, which collectively garnered significant impressions.

MyProtein

MyProtein's digital strategy is centered around its website, myprotein.com, and the Myprotein: Fitness & Nutrition app.

• Audience Trends: The website experienced a substantial spike in unique visits in February 2025, reaching over 500K. This was followed by a decline in March, indicating fluctuating interest.

• App Engagement: The app's monthly active users remained relatively stable, hovering around 8K in March 2025, showing a niche but consistent user base.

• Ad Spend & Channels: MyProtein's monthly ad spend peaked in January 2025 at nearly $750K, with Instagram and TikTok being key channels for reaching their audience.

The Vitamin Shoppe

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

• Audience Trends: The website's unique visits remained stable, averaging around 100K monthly, with a slight uptick in March 2025.

• App Engagement: The app saw gradual growth in monthly active users, reaching over 33K by March 2025, highlighting ongoing consumer engagement.

• Ad Spend & Channels: Monthly advertising efforts were consistent, with a focus on Facebook and TikTok, resulting in significant impressions throughout the quarter.

Conclusion

Through the lens of Sensor Tower's data offerings, we observe that iHerb, MyProtein, and The Vitamin Shoppe have effectively navigated the digital landscape in the Vitamins & Supplements category. Their strategic use of web and app platforms, coupled with targeted advertising, underscores their leadership in the market. Sensor Tower's unparalleled data insights make it an essential tool for understanding cross-platform consumer behavior in this dynamic industry. Explore Sensor Tower's products to enhance your strategic decision-making.