Features
Super-Superfood Supplements
Nutrient-dense superfoods are moving from a nice-to-add product to an everyday wellness routine. According to Alex Berrio, marketing director at NutraBio Labs (Middlesex, NJ), superfoods are nutrient-dense whole foods and botanical ingredients that deliver concentrated doses of vitamins, minerals, antioxidants and phytonutrients that most people simply do not get enough of through everyday diet. “They ...
2026 Industry Leadership Award
In appreciation of his exceptional leadership and outstanding contributions to the natural products industry, Vitamin Retailer magazine honors Jim Emme—chief executive officer, NOW Health Group—with its first Industry Leadership Award. Neil Levin, senior nutrition education manager and a product formulator for NOW, started his career at the company in late 1997, about three years after ...
Leadership Forum: Balancing Growth
Here’s what industry leaders are saying about current business concerns. The panel: Alina Hornfeldt, Co-owner, Mastel’s Health Foods, St. Paul, MN, www.mastels.com Jim Emme, Chief Executive Officer, NOW Foods, Bloomingdale, IL, www.nowfoods.com Ramona Billingslea, Marketing & Education Manager, Betsy’s Health Foods, Spring, TX, https://betsyhealth.com Steve Mister, President & Chief Executive Officer, Council for Responsible Nutrition ...
It’s Raining Men’s Health Supplements
Beyond simple wellness, men’s health supplements are targeting optimal health and performance. The men’s health supplements market is diversifying beyond simple wellness and sexual health, with categories like probiotics for men on the rise. Emerging ingredients are coming to market that are redefining the category, while established ingredients are being repositioned in unique ways. Comprehensive ...
The Growing Market for Herb & Botanical Formulas
Increasing interest from consumers and retailers spurs new areas of application, along with a demand for quality. Herbs and botanicals are now one of the most popular and innovative supplement categories. In its 2024 Herb Market Report, the American Botanical Council (ABC) reported U.S. consumers spent $680 million more on herbal supplements in 2024 compared ...
2026 Vity Awards
Vitamin Retailer (VR) magazine once again polled its retailer readers on their top-selling products and best sales and merchandising support to compile its 2026 Vity Awards. After all, who is better qualified to determine the industry’s bestselling products than the people who sell them? What started in the 1990s has evolved into one of the ...
Delivery System Innovations
Delivery systems are rapidly evolving, giving retailers and consumers more options than ever. VMS delivery systems are undergoing rapid change as consumers seek more convenient ways to get their health fix. Liquids, microlingual tablets, stick packs and nasal inhalers are all gaining popularity as delivery methods as supplement brands and retailers look for more ways ...
Maneuvering Bone & Joint Supplements
Addressing issues and obstacles for the bone and joint health category. While mobility maintenance remains a growing category for consumers’ health and wellness, active lifestyles and sports participation are also popular. According to a 2025 Innova Health & Nutrition survey, there are four consumer trends driving the mobility and fitness supplements category: self-care focus, convenience/at ...
A Lot on Their Plate
Consumers seek natural solutions to handle stress. The stress relief segment for nutraceuticals and dietary supplements is undergoing dynamic evolution as mental health has become a global health priority. Elevated concerns surrounding work-life balance, post-pandemic well-being and rising rates of anxiety have increasingly driven consumers to seek natural, non-pharmaceutical interventions. According to Lorena Carboni, senior ...
That’s So Meta(bolic)
The blood sugar and metabolic health market is on the rise as demand for blood sugar support grows. The blood sugar and metabolic health market is continuing to expand, with supplement brands and retailers taking a more proactive approach to meet consumer demand for preventive care. Emerging research is demonstrating links between blood sugar and ...
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