In an exclusive partnership SPINS, a leading provider of wellness analytics, and GNC, the global health and wellness brand, will work together to identify emerging and evolving trends in the vitamins, minerals and supplements (VMS) industry.

Some of the many trends SPINS has observed include:

Protein, meal replacements and performance nutrition, which is one of the hottest topics for consumers who are interested in improving fitness, trying low-carb diets and following social media trends. Proteins are generally seen as reliable meal options to feel satisfied sooner and longer, according to SPINS.

Functional ingredients, which are thought to provide additional benefits for consumers, are also gaining popularity. Saffron for mood support is up 42 percent. Berberine for blood sugar and weight loss is up 39 percent. Algae for brain and heart health is up 24 percent. Inositol for joint and cellular health is up 20 percent.

Green supplements are also on the rise. Busy schedules mean many consumers are struggling to find time for meals as well as their daily dose of fruits and vegetables, according to SPINS. The greens category has seen a steady rise from 4.8 percent in 2021 to 7.2 percent in 2022. Consumers want to incorporate more greens into their diets.

GNC will be able to keep up with ongoing VMS trends, consumer habits, shopping behaviors as well as explore new product development and innovation, the company stated.

“As consumers demand transparency, quality, and personalization in the health and wellness industry in ways never seen before, SPINS and GNC are uniquely positioned to collaborate and drive innovation together,” said EVP of Retail at SPINS Andrew Henkel. “We’re excited to partner with GNC to shape the future of the VMS industry and improve the well-being of people around the world.”

Through the partnership, GNC hopes to use its leadership and expertise in the health and wellness industry to allow unparalleled access to reporting, campaign support and innovation initiatives.

“GNC and SPINS share a deep commitment to deeply understanding and transforming the future of health and wellness,” said Michelle Walkley, the director of customer insights at GNC. “Having insight into the SPINS platform is going to enhance our current data-driven approach to understanding market trends and evolving customer needs. The SPINS data opens exciting new opportunities to even further drive customer-centricity across product development, design and innovation.”