E-Consumer Pulse™: Vitamins & Supplements Spotlight: September 2025 Consumer & eCommerce Insights Report

Decode Vitamins & Supplements Shoppers. Capture eCommerce Growth.

The Vitamins & Supplements Spotlight distills how wellness shoppers research and buy online, what shapes satisfaction and advocacy, and where omnichannel behaviors are accelerating. Grounded in rigorous validation and advanced analytics, it pinpoints the experience levers—availability, easy navigation, streamlined checkout, and convenience—that turn consideration into repeat purchase.

Executive Summary

Vitamins & Supplements are among the most digitally mature categories, with over half of shoppers purchasing online in the past three months. Shoppers value availability, convenience, and seamless navigation, while costs, stockouts, and the need to inspect items remain key friction points. Nearly half of shoppers report being “very satisfied,” though loyalty has softened slightly as detractors edge upward. This Spotlight benchmarks category performance and highlights the most critical levers—reliable fulfillment, user-friendly digital experiences, and omnichannel coordination—to sustain satisfaction, deepen advocacy, and drive growth.

Key Business Questions Answered

• How many consumers are shopping vitamins & supplements online, and how long have they been doing so?
• How satisfied are online vitamin & supplement shoppers, and what specific factors drive CSAT and NPS (pricing, availability, navigation, convenience)?
• What barriers hold consumers back from buying vitamins & supplements online (inspection needs, item availability, delivery fees)?
• What trade-offs do shoppers prioritize when buying online (speed, convenience, pricing)?
• Where do omnichannel opportunities exist, as consumers continue blending in-store and online vitamin & supplement shopping?

What’s Inside the Report

• Category Performance: Online Penetration, CSAT, NPS
• Channel Preferences: How consumers engage with DTC brands, retailer platforms, and subscription services—and what it means for growth.
• Advanced Analytics: CSAT/NPS driver models, correlation insights.
• Omnichannel Behavior: Where online overlaps with in-store, and how to create synergies.
• Strategic Implications: Brand and retailer actions for logistics, availability, and partnership

Why It Matters

The Vitamins & Supplements Spotlight equips leaders to:

• Anticipate consumer demand shifts across categories and channels.
• Build data-driven business impact analysis that links CSAT and NPS to revenue.
• Strengthen retailer partnerships with evidence-backed strategies.
• Apply consumer insights frameworks to optimize Vitamin & Supplement eCommerce and omnichannel execution.

Who Should Use This Report

• CPG & Retail Executives driving vitamin & supplements and omnichannel strategies.
• Digital & eCommerce teams optimizing online vitamin & supplement experiences.
• Insights & Analytics professionals applying advanced analytics strategy to demand forecasting.

About eConsumer Pulse™

eConsumer Pulse™ is Springboard Management’s syndicated research series, uncovering online consumer behaviors and digital trends that traditional research often overlooks . With rigorous data validation, real-time reporting, and advanced analytics as standard, we bring the consumer back into the conversation—so your teams can act with confidence.