The Subscription Supplements Trend Is Hurting Brick and Mortar Vitamin Franchises

Subscription-based businesses—from meal kits to beauty samples—are some of the hottest commodities on the market according to Forbes. It seems that, more and more, busy consumers are looking to take the guesswork out of their purchasing decisions and instead receive curated collections delivered straight to their doorstep. Vitamin subscription box Ritual was recently ranked one of the hottest start-ups to work for according to CNBC. Massive food and beverage conglomerate Nestlé even recently acquired the vitamin subscription startup Persona for an undisclosed sum. 

Retail Wire reported that the franchise Vitamin Shoppe just launched their own subscription box, Only Me, for a monthly fee starting at $20. Like other vitamin subscription services, Only Me asks customers to complete a general health questionnaire and formulates a cocktail of vitamins and supplements to address their needs and concerns. 

Only Me members are also able to consult with a nutrition coach either in-store or by phone. The in-store feature is one not offered by competitors, giving Vitamin Shoppe what could be a notable advantage in an already saturated market. 

According to Retail Wire, the 750-store chain reported a 7.2 percent decline in same-store sales and an operating loss of 3.7 million in the second quarter. 

As American consumers have more access than ever to information, especially in regards to their own health, it makes sense that they are more frequently choosing to forego the complex healthcare system to create DIY solutions. Vitamin subscription services are just one piece of the puzzle in a larger movement on the consumerization of health and wellness. Much like the ever-popular DNA testing kits, vitamin subscription services have been frequently subject to scientific debate. 

Only Me is Vitamin Shoppe’s way of throwing its hat in the ring, but are the brand’s efforts too little too late to compete with trendy, influencer-backed startups? Are vitamin subscription services even worth it, or are they just another offshoot in the commodification of the vague concept of “wellness”? That’s between you, your doctor and probably Gwyneth Paltrow. 

Read the full RetailWire story here.