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The Analyst’s Take: 20 percent of supplement consumers expect to increase e-commerce purchases

Article-The Analyst’s Take: 20 percent of supplement consumers expect to increase e-commerce purchases

Claire Morton
New Hope Network’s recent consumer survey on disrupted retail points to consumer interest in e-commerce across categories. This is the latest installment of our twice-monthly data discussion from Nutrition Business Journal’s senior analyst.

New Hope Network recently teamed up with NMI to produce two surveys looking at today’s retail landscape: one reaching out to manufacturers in the natural space and another tapping consumers for information on what they buy and where they buy it. Full results of this survey will be published in NBJ’s upcoming Sales Channel Report, along with market sizing, trend analysis and company profiles highlighting key retailers.

With the exception of natural and organic pet products, all other categories expect future increases in e-commerce to exceed increases in the past two years. For example, 16 percent of supplement consumers increased online purchases in the last two years, but 20 percent expect to increase purchases over the next two years. While increases are expected to be more stable in the coming few years, natural and organic pet products and personal care show the highest overall current e-commerce shopping levels.


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