Consumers are rapidly shifting away from retail stores for purchases of nutritional supplements. The supplements market has also been flooded with low quality sources that make dubious health claims. Those claims confuse and alienate consumers, thus limiting any attempts by a source to generate brand loyalty.
Data from Slice Intelligence shows the vitamin and supplement category is growing fast, with sales having increased by 40 percent in the last year. Online vitamin and supplement purchases are increasing at such a quick rate that the category is moving 12 percent faster than the e- commerce average itself.