Trends · data through September 2026

Vitamins & Supplements in the United States

Iceflower tracks 2,640 stores from 34 vitamins & supplements in the United States. Pure Nutrition grew fastest over the last year, ahead of The Herb Shop and One Stop Nutrition.

Rankings come from real card and bank transactions across a panel of 130M+ US and EU consumers. We publish relative growth and rankings, never revenue figures. About the data

Tracked chains
34
Tracked stores
2,640
Consumer panel
130M+

Growth ranking

Fastest-growing tracked vitamins & supplements

Ranked by year-over-year growth of share of tracked local spend. Arrows show movement in the rankings since last year. Each dot in the chart is one tracked chain: bigger market position to the right, faster growth higher up, more tracked stores in a bigger dot. Colors match the store map below. Pure Nutrition and The Herb Shop sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 P Pure Nutrition ▲4 +18.3%
2 T The Herb Shop ▲1 +9.6%
3 O One Stop Nutrition - +7.2%
4 F Fruitful Yield logo Fruitful Yield - +4.2%
5 T The Vitamin Shoppe logo The Vitamin Shoppe - +4.0%
6 E Extreme Nutrition - +2.5%
7 N Nutrition World - +2.1%
8 N Nutrishop logo Nutrishop - +0.4%
9 B Bucked Up logo Bucked Up - -0.1%
10 G Good Nutrition ▲1 -1.0%
11 V Vitamin World ▼1 -3.6%
12 G GNC logo GNC - -3.7%
13 S Supplement Superstores - -4.5%
14 N Nutrition Faktory - -13.1%
15 M Max Muscle Nutrition ▼1 -13.2%
  • GNC
  • The Vitamin Shoppe
  • One Stop Nutrition
  • Fruitful Yield
  • Nutrition World
  • Nutrishop
  • Bucked Up
  • Other tracked chains

Store footprint

Store map

2,640 tracked store locations in the United States. The 7 largest tracked chains are highlighted.

  • GNC (1,616)
  • The Vitamin Shoppe (733)
  • One Stop Nutrition (21)
  • Fruitful Yield (12)
  • Nutrition World (6)
  • Nutrishop (40)
  • Bucked Up (5)
  • Other tracked chains

Top tracked chains by store count

More trends

Ready to see your market clearly?

Create an account, pick a plan, and explore your merchants, competitors and customers the way they actually behave.