The Vitamin Shoppe becomes Uber Eats first nutritional supplement retailer

05 Apr 2024 --- Uber Technologies strikes a nationwide partnership with The Vitamin Shoppe in the US, making the wellness selection available for on-demand and scheduled delivery via the Uber Eats app. Supplements can be ordered from 700 The Vitamin Shoppe and Super Supplements locations.

“On-demand, same-day delivery from our stores via Uber Eats provides a fast and convenient way for our customers to access their favorite health and wellness products. Customers can add their Healthy Awards ID to all orders and earn cash back rewards from The Vitamin Shoppe in our industry-leading loyalty program,” says Muriel Gonzalez, president of The Vitamin Shoppe.

The Vitamin Shoppe and Super Supplements have the most extensive assortment of vitamin, supplement and sports nutrition products at retail in the US. These include national brands and an expanding portfolio of proprietary brands that include Vthrive The Vitamin Shoppe, BodyTech, BodyTech Elite, Fitfactor, Fitfactor Keto, plnt, ProBioCare, True Athlete and TrueYou.

Wellness lifestyle
The Vitamin Shoppe, a global specialty retailer and wellness company, is the first nutritional supplement provider on the Uber Eats app in the US. The company joins a variety of lifestyle retailers on the app, including Party City, Big Lots and Staples, advancing Uber Eats’ objective to provide consumers with “almost anything” on-demand.

“Nutrition needs are personal and often urgent. That’s one of the reasons we’re bringing The Vitamin Shoppe onto Uber Eats to help consumers find what they need on the app with a few taps — from vitamins and supplements to sports nutrition and on-the-go healthy snacks and drinks — and have it delivered to their doorsteps within hours if not minutes,” says Beryl Sanders, director, US grocery and retail partnerships at Uber.

According to Gonzalez, The Vitamin Shoppe is a growth-focused business with a digital-first mindset, continuously transforming how it serves its customers by reaching them “where and when they want to shop.”The Vitamin Shoppe assortment will be available online from 700 locations (Credit: The Vitamin Shoppe Franchise).

In 2021, The Vitamin Shoppe strategically moved into e-commerce in South Korea. The global expansion made hundreds of health and wellness solutions available to Korean consumers through its brands, which are shipped directly from the US to South Korea within three days.

Trends in the sector
Innova Market Insights data suggests supplement launches have doubled since 2017, with 26% average annual growth. Europe brought 40% of new products to market between 2021–2022, followed by North America (33%) and Asia (16%).

The supplement market’s proliferation is being driven by mega-trends toward holistic well-being, beauty-from-within and immunity support in the aftermath of the COVID-19 pandemic. Supplements offer numerous health benefits, from energy boosts and cardiovascular and digestive health support to sleep, mood and stress relief. 

According to industry experts, vitamins D3, C and B dominate the sector and will continue to do so in the foreseeable future because consumers are hyper-obsessed with boosting their immunity over other areas of wellness. However, the market now focuses on “smart supplementation” through nano-coated vitamins, fat-soluble and micronutrient premixes.

In addition, vitamin consumers are most interested in multifunctional claims focusing on holistic health and better value for money, experts at dsm-firmenich, ADM and Prinova tell us. Offerings tailored to emerging health benefits such as gut synergies, sports nutrition and women’s health are trending in the segment.    

By Inga de Jong