Category Deep Dive: What Top-Selling Categories Have in Common

💊 Supplements: Clear Benefits, Strong Packaging, and Staff Education

• Benefit-first messaging.
Brands that lead with specific outcomes — energy, immunity, focus — drive faster customer understanding and trial.

“I personally like the Relax blend—it definitely works! We’ve had the opportunity to try samples, and I really enjoyed them. I’ve used the powders before, and the hot chocolate is great—I’ve even mixed it into my coffee. It’s smooth and very palatable, even with just water.”

– Jeni Barton, Team Member at Whole Foods Market - Oracle

 

• Shelf-ready design.
Clean, eye-catching packaging builds trust and drives discovery.

“The packaging is quite practical—it’s stackable, which helps a lot with shelf organization. Although the beige design isn’t the flashiest, it does the job by keeping everything neat and making it obvious when we need to restock.”

– Amanda, Manager at Sprouts - Spring Cypress Village

 

• Sampling + training = faster turns.
Retailers favor brands that support sell-through with materials and education.

“For instance, a customer recently asked me about another brand, and I recommended ARMRA based on what I knew from training through Vitamin Camp with the founder.”

– Erin, Manager at Sprouts Farmers Market - Oceanside

 
 

🥤 Functional Snacks & Drinks: Taste First, Then Function

• Great flavor leads the pitch.
No matter the functional claim, taste drives repeat.

“I hear a lot of feedback about how people really like the taste and how it’s healthier than soda—it tastes just like soda, but in a healthier way. From Olipop, I’ve tried the Ginger Ale, and it was good. I liked it.”

– Stephanie, Cashier at Sprouts Farmers Market - Seattle

 

• Trial unlocks loyalty.
Sampling and in-store activation can make or break a launch.

“Xact’s sponsorship of several races in the Philadelphia area helped bring a lot of attention to the brand. The founder even came to do group runs with us, which was a great opportunity to get to know him and boost visibility. They’ve also been generous with freebies, allowing us to give samples to customers and help them get to know the products—this has been really helpful.”

– Karen, Manager at Bryn Mawr Running Company - Media

 

• Noticeable impact.
Customers repurchase when they feel results.

“Customers like the GLP-1 booster and say it works. They come back and say they like this product, but they're scared to try different ones, so they stick with the old one.”

– Vinh, Manager at GNC - Westfield Southcenter

 
 

🐾 Pet: Purposeful Products with Premium Simplicity

• Clear problem-solving.
Brands that solve a specific need (e.g. allergies, digestion) perform best.

“One of our customers even uses the Bailey’s Blend to help with her dog’s allergy issues, and it’s been so effective that her insurance now covers it.”

– Karla, Inventory Specialist at All The Best Pet Care - Edmonds

 

• Trust-building formats.
Human-grade ingredients and small-batch stories win hearts — and baskets.

“Most people are pretty happy with the quality. I really think the marketing does a lot to elevate that, especially with the human-grade ingredients and the emphasis on whole ingredients instead of a big vitamin pack like some other companies. I think that's what people are really looking for.”

– Kaitlyn, Assistant Manager at Wooftown

 

• Retailer-ready support.
Brands that equip stores with samples and signage convert faster.

“We get deals and signage, which is something a lot of brands don’t offer.”

– Jenny, Manager at Flemings Feed

 
 

What This Means for Retailers

• Clear product benefits

• Strong on-shelf presence

• Sales support (samples, staff education, signage)

• Positive performance in similar stores

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