Gayton highlighted how consumer preferences for protein have changed, noting that he has witnessed a shift in preference in types of protein, delivery and format.
“Running through all the aisles and everything I’m seeing, a couple of things really jumped out,” he said. “Protein RTDs is something that we’ve seen a lot of. We’re seeing a lot in terms of clear way isolates, RTDs.
“I find it interesting because we’re actually starting to see a little bit of a migration from people using protein powders to going to alternative types of formats—where in the past, honestly, protein RTDs, there was one or two brands that did well and others, it didn’t work. And now it’s kind of going the other way.
“People are changing their format, the way they’re consuming protein, but like everybody’s obsessed with protein.”
Gayton also noted how The Vitamin Shoppe stays agile, quickly adapting to emerging trends like those driven by TikTok, by monitoring the platform to stay on top of the latest trends.
“We really just utilize TikTok for the trends, and it keeps you on your toes because all of a sudden, there’s something that you haven’t really thought about in months,” he said. “And all of a sudden, it goes ballistic, and you’re like, ‘Why am I all of a sudden chasing moringa?’ And it’s because somebody on TikTok is talking about it.”
Because the retailer has a small, lean team, Gayton said it is able to go after the trends and pivot quickly.
“If something pops, we go after it very fast.”
Watch the full video to hear more on what other trends caught Gayton’s eye and the latest on the retailer’s GLP-1 program, Whole Health RX.