Q&A: MyBite’s Jones discusses how to get consumers over the vitamin barrier

Looking for anything that might help them fight off the effects of COVID-19, many consumers are turning to the vitamins, minerals and supplements category. Kate Jones, president of Mybite Vitamins, said in a conversation with Drug Store News that retailers have an excellent shot of building sales in this category. However, it is going to take some work on the part of retailers and suppliers to create a VMS aisle that satisfies the most consumer demands and needs.

Kate Jones

Drug Store News: Vitamins have been a bright spot at retail during the pandemic. Tell us what is going on out there now.  
Kate Jones: Since the pandemic started in the late winter, consumers have become more and more comfortable with the idea of proactively taking control of their own health needs. The interest in self-care among consumers is contributing to the increased sales in multiple product categories, which includes everything from probiotics to stress.   

DSN: What is driving sales?  
KJ: Vitamin sales are increasing due to the COVID-19 pandemic. The increase in new vitamin takers has also played a factor in the increased vitamin sales. The pandemic has caused consumers to purchase not only immunity-boosting supplements but also vitamins, minerals and herbal supplements. Supplements that are marketed as “immune boosting” are guiding the spike in sales.    

DSN: What do retailers need to do to build sales in the category now?  
KJ: Retailers need to focus on pulling all levers of marketing opportunities. They can build sales in the category by promoting products on endcaps to catch consumers’ attention. This is a great way to provide consumers with discovery of new products on shelf and an even easier way of creating an opportunity for a consumer to make an impulse buy. 

We believe that signage is another great way to call out new products or a new brand on the retailer shelves. This helps brand awareness and more opportunity for the consumer to engage with learning more about the brand or product. Another great marketing tactic is sampling product, if possible, to incentivize new consumers to make a purchase and become loyal to the brand. 

DSN: What is Mybite Vitamins doing to help out retailers when it comes to merchandising and marketing?  
KJ: We are proud to say we are on shelf at Walmart, Walgreens, CVS and Rite Aid nationwide, putting us in 20,000 doors. Mybite’s focus is to redefine the vitamin category in all channels — food, drug, mass, club and natural — and to encourage health as something fun for consumers of all ages. This innovative idea means consumers can not only look forward to their daily vitamin, but can also enjoy a bite of healthy bliss. A huge advantage we have is being able to sample our delicious chocolatey vitamins to consumers, and participating in retailers’ cold and flu season endcaps to bring some ease to consumers during the winter months. 

Our products are formulated and marketed to break down the barrier for current consumers and those just entering the vitamin category. The vitamin aisle can feel overwhelming, we make it easy and enjoyable. Mybite offers clear benefit messaging, along with a delicious system. 

DSN: What does the future look like for the VMS category?  
KJ: We believe that consumer demand will continue to increase, and we do not see this changing anytime soon. With the pandemic still on the front lines, the vitamin category creates a peace of mind to consumers and helps them proactively take their health into their own hands. Our patented delivery system has paved a delicious new way to take your chocolatey vitamins guilt-free.