Health Supplement Stores NAICS 456191

Jan 27, 2026 - The Vitamin Shoppe Bets on Longevity

• According to a report in NutraIngredients, The Vitamin Shoppe is adapting its retail strategy to capitalize on the growing consumer focus on longevity and healthy aging. Recognizing that longevity products are gaining traction, the retailer has expanded dedicated displays and educational spaces for supplements like NAD complexes—moving beyond traditional shelving to help customers understand product benefits and build usage routines. This expanded placement has produced “really strong” results, with customers showing interest in solution-based formulations and premium, science-backed products. The company emphasizes guided education, as consumers often grasp longevity concepts at a high level but need expert explanation of complex ingredients. Beyond NAD, The Vitamin Shoppe sees classic ingredients such as creatine being repositioned for cognitive benefits, reflecting evolving consumer priorities. Management views longevity not as a passing trend but as a lasting category with broad appeal, given widespread interest in extending healthspan and living better longer.
• US consumer confidence weakened further in December, creating a more cautious spending backdrop for the health supplement industry. The Conference Board Consumer Confidence Index fell 3.8 points to 89.1, while the Expectations Index remained at 70.7—below the recession-warning threshold of 80 for an 11th straight month. The Present Situation Index dropped sharply by 9.5 points to 116.8, reflecting deteriorating views on jobs and business conditions. Notably, consumers’ assessment of their family’s current financial situation turned negative for the first time in nearly four years. While overall spending has shifted away from highly discretionary items, healthcare remains among the top categories for planned services spending over the next six months. For supplement brands, this suggests steady baseline demand tied to health maintenance, but heightened price sensitivity and longer decision cycles as consumers prioritize necessities and value amid ongoing concerns about income, inflation, and employment stability.

• According to a report in Nutraceuticals World, Michigan Rep Erin Byrnes has introduced the Weight Loss Products and Minors Act (HB 5250), aiming to ban sales of dietary supplements marketed for weight loss or muscle building to minors. Backed by Harvard’s Strategic Initiative for the Prevention of Eating Disorders, the bill would require ID checks and mandate that implicated products, such as creatine, green tea extract, and garcinia cambogia, be kept behind counters or locked cases. Retailers face fines up to $1,000 per violation. Supporters cite risks of eating disorders and body image issues, while the Council for Responsible Nutrition argues the bill’s broad language misrepresents science and could unintentionally restrict access to safe products, including basic vitamins. For supplement retailers, the legislation signals heightened compliance costs, potential product restrictions, and reputational risks, especially as similar laws are already in effect in New York and under consideration in other states.
• While five services industries reported contraction in December, 11 industries reported growth, including the Retail Trade industry, according to an ISM Services PMI Report. Executives in the Retail Trade industry reported increases in business activity, new orders, employment, prices paid for materials and services, and inventories, along with decreases in new export orders, imports, and order backlogs in December. Other industries reporting growth during the period were Finance & Insurance; Accommodation & Food Services; Transportation & Warehousing; Arts, Entertainment & Recreation; Mining; Health Care & Social Assistance; Information; Wholesale Trade; Public Administration; and Utilities. Agriculture, Forestry, Fishing & Hunting; Information; Industries reporting contraction during the period include Management of Companies & Support Services; Professional, Scientific & Technical Services; Agriculture, Forestry, Fishing & Hunting; Educational Services; and Construction. Overall economic activity in the services sector continued to expand in December, registering 54.4%.