Fueled by increasing demand for non-GMO and gluten-free foods, Swanson Health Products, a leading online retailer of vitamins, supplements and natural and organic products, is expanding its organic grocery line by nearly doubling the number of items offered over the next six months.
“Organic grocery is a $57 billion business that is growing at 12% a year,” said Swanson CEO Ken Harris. “The e-commerce penetration is only two percent, but its growth rate is 25%. Our own grocery revenues have been growing at over 35% per year and we are ready to go to the next level.”
Swanson is especially keen to grow its non-GMO and gluten-free lines, given an annual growth of 15% in the $5 billion non-GMO market and a significant 40% growth in the $4 billion gluten-free market. The 25% growth in e-commerce organic grocery is driven by broader inventory, lower prices and the convenience of ordering from home or on a mobile device.
“We offer 642 different organic teas, 92 brands of Stevia and 53 different honeys. You can’t find that at any grocery store,” said Harris. “We just completed a market basket analysis of Swanson versus Whole Foods and we came in 24% cheaper. We are giving busy families more choices at lower costs, delivered to their door for free. What could be better?”
Swanson began carrying organic and all natural products in 2005 with dried fruits and nuts. As customers became more concerned about their diet and general health, the demand has been for non-GMO and gluten-free. Currently, Swanson carries 1,300 gluten-free and 800 non-GMO grocery products, including coconut oils and waters, teas, nut flours, mixes, cookie dough, non-animal proteins, exotic juices, Stevia, Himalayan salt, apple cider vinegar and butters.
In addition to its organic grocery products, Swanson carries over 20,000 products for optimal health including top quality vitamins, minerals, supplements, sports nutrition, and organic beauty, pet and cleaning products at discounted prices. All products from Swanson’s website,www.SwansonVitamins.com, carry a risk-free purchase guarantee. If the buyer is dissatisfied for any reason, SHP provides a full refund and pays return shipping. Headquartered in Fargo, ND, the company operates out of a modern, Good Manufacturing Practices-certified facility, where orders are fulfilled and shipped to customers worldwide.