Pandemic Trends Continue to Shape GNC's Own Brand Supplements

Macro-trends like preventative health, convenience and transparency are helping mold health and fitness retailer GNC’s portfolio of private label supplements.

At last week’s Store Brands Health & Wellness webinar, Allison Bentley, Senior Director of Merchandising Initiatives & Consumer Insights at GNC, spoke with Store Brands Associate Publisher/Executive Editor Greg Sleter about the retailer’s private label approach.

“The trends we’re seeing within the supplement category range from macro-level trends to product trends,” said Bentley. “On a macro level, we’re seeing consumers taking a more proactive role in their health. Rather than waiting to solve wellness challenges, more consumers are proactively seeking ways to build healthy routines. Consumers want to understand and trust the ingredients and products that they are putting into their bodies, and this is something GNC has always been excited to provide.”

Wellness has been a key category for food, beverage and health products since the COVID-19 pandemic began over two years ago. Bentley cited vitamins D and C, zinc and more as products that saw large growth at the beginning of the pandemic. These items, along with products for sleep and mental health, continue to see success at GNC, with private brands playing a major role.

“A private label assortment really allows us to be nimble,” said Bently. “It allows us to deliver on the trends emerging and create specific and unique GNC solutions to help our customers ‘Live Well.’ We have over 20 own brands, some of which have been on the market for over 30 years. These brands have always been rooted in innovation. We continue to listen to our customers and adapt our portfolio of private label, as well as our third-party brands based on what they’re asking for.”

The full webinar can be viewed on-demand here.