Supplementing HealthSupplementing Health

Consumers search online for information on everything. Quite often those online searches result in online sales. However, increasingly, searches for vitamins and nutrition products are turning into sales at the grocery store. 

“Grocery retailers seem to be paying more attention to supplements and nutritional categories as demand for natural alternatives continues to grow,” says Jonathan Groves, president of Bedford, N.H.-based Lanes Brands, which recently changed its name from Jakemans. “Retailers in this channel are wise to recognize trends and respond with a wide range of options for consumers at various points along the health issue/gender/life-stage matrix.”

Groves says much of the growth in the category comes from aging consumers. “Supplements that can help people remain active seem to be getting the most attention these days,” he says. Research indicates that galactolipids (GOPO) may play a valuable role in the care of joints and joint tissues. Among Lanes Brands’ newest products is GOPO Rosehip with Galactolipids, a plant-based supplement for joint support. The product is manufactured using a special patented process to retain beneficial levels of naturally occurring GOPO.

Lanes Brands has worked to understand consumers with joint pain, and to make sure consumers find the product. “Using the results of a study we conducted, our team developed impactful messaging and tactics designed to show how GOPO Rosehip with Galactolipids supports joint health,” says Groves. The company is supporting the launch with a national campaign that includes television, digital, print, outdoor and public relations. There is also a newly designed website, GoWithGOPO.com, with product information, clinical studies, consumer testimonials and where to buy.

Grocers can succeed with nutritional products if the stores have the right merchandising, says Patricia A. Jones, senior manager, new business development for Mason Vitamins, based in Miami Lakes, Fla. “It is important to exhibit the category as a vitamin and supplement resource for consumers by offering an up-to-date and trending assortment along with a knowledgeable staff and in-store materials to educate the consumer,” she says. “If not merchandised and promoted properly, consumers may overlook the category in grocery.” 

Jones adds that the grocery consumer is looking for smaller, more convenient sizes with lower price points. Lately the trends have been toward specialty supplements, driven by probiotics and melatonin. Multivitamins are gaining, especially adult multivitamins in gummy form. In herbal supplements, turmeric continues to be a hot newer area, and cranberry is on-trend.

Among Mason Vitamins’ newest products is the Sugar Free Probiotic Gummy, with a pectin base instead of gelatin, which delivers 2.5 billion CFU probiotics. The company also recently introduced Tart Cherry with Standardized Turmeric, with added benefits associated with turmeric including mediation of a healthy inflammatory response and potential benefits regarding joint mobility, in a veggie capsule.  

Mason Vitamins also works to make sure it offers the on-trend products that grocery shoppers are seeking. “We use our analysis of trending SKUs and industry data to supply our customers with the right product mix for their particular demographic and continuously apply a consultative approach to our business relationships to ensure retailer success,” says Jones. 

Consumers are also looking for other nutritional products, such as protein powders. Plant-based proteins are leading the growth, says Dana Johnson, president of Wellnx Life Sciences, based in Mississauga, Ont., Canada. “This is a reflection of changing consumer preferences toward good-for-me and nutrient dense products that provide the dual benefit of healthy nutrition while also providing a weight management benefit,” he says. 

​Wellnx recently launched the Pure Goodness line of plant-based proteins and powders and high protein nut cluster snacks. The products are Non GMO Project Verified, vegan- and paleo-friendly, and gluten- and dairy-free. The items follow the clean label principle. For example, the Supermeal powder contains only nine easily understood ingredients like almonds and pomegranate. There is also Vegan Pure all-in-one plant based protein powder. 

Also new from Wellnx, in its Nature’s Science brand, is a plant-based protein powder with an added weight loss ingredient. RAW Lean provides 20-grams of protein, 8-grams of fiber and 1 billion CPU of probiotics per serving along with a full dosage of Green Coffee Bean extract to support weight loss. It contains no artificial sweeteners, colors or flavors. 

Johnson notes that consumers want more than nutrition in these products. “As with all of these plant-based proteins, taste and texture are always a challenge,” he says. “We have spent a great deal of time to ensure that all of these products provide a superior taste experience for consumers.” 

Sometimes people do not know which vitamins or supplements to take, because they do not know what nutrients they are lacking. “Consumers want to know exactly how they can achieve their optimal health and wellness, and they want demonstrable results,” says Pam Machemehl Helmly, chief science officer for Austin, Texas-based Ūnomi, which provides at-home health tests, proprietary data analytics technology and nutritional supplement blends. “Retailers want to offer a true nutritional solution to common healthcare concerns, and that’s where we come in.”

A consumer can take a test that measures levels of hormones, vitamins and other substances that indicate brain, hormone, foundational, heart or metabolic health. For example, Ūno Gut & Brain is a finger stick test that checks the user’s vitamin D and hemoglobin A1C levels. Based on the results of the test, the consumer can try the supplement Ūno-it All, which the company officials say contains optimal amounts of many nutrients not easily obtained in most diets. There is also Ūno Sleep & Mood, a urine test that checks serotonin, the amino acid GABA and creatinine levels. The consumer can then take Ūno-Sleep & Mood, which contains a form of GABA, or Ūno- Calm, which features 5-HTP and GABA. 

Machemehl Helmly says that there is an additional component to the software that is offered to pharmacies that use the Ūnomi solution at retail. The software offers the upsell of the store brand supplementation when a pharmaceutical is dispensed that causes Drug Induced Nutrient Depletions (DINDs). “Most pharmacists are aware of the DINDs such as the B vitamins that are depleted with birth control pills or coenzyme Q10 that is depleted with statin medications,” she says. “Ūnomi empowers consumers to understand the why of their health, and through custom solutions, take charge on improving their health and living their best life.”