CPG Strategist: “The future is bright for GNC, The Vitamin Shoppe”

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Joshua Schall, MBA, President, J. Schall Consulting recently presented at Probiota Americas to discuss the changing retail environment for probiotics and prebiotics.

Afterward we caught up with Schall to talk about the current retail landscape and the overall outlook for sports and active nutrition in the post-pandemic world.

“Because both of those brands, GNC and Vitamin Shoppe, are very different, they have different customer personas in terms of who they go after. Even though they do have some crossover, I don’t think they’re as much of main competitors as a lot of people may assume. So I think they can carve out those niches a lot stronger there and focus on their brand a lot more and hopefully be able to find their people, find their tribe,”​ said Schall. 

Looking ahead, Schall said he expects the futures of both GNC and the Vitamin Shoppe to be bright—if they can give customers a reason to keep coming back. 

“I think the most important thing is where each day, they can’t get complacent. And they have to really say, ‘This is why you come and spend your dollars with me’ —because there’s so many substitutes in the market today,” ​said Schall. “You can go to Walmart, you can go to Amazon. You can go anywhere to buy these supplements now. So, why shop with those retail brands? I think that is really where they need to focus and if they do, it’ll be great next 12 to 18 months.”

To hear more about the ‘WalMazon Effect,’ the intersection of digital media and e-commerce and other thoughts on the changing retail landscape, watch the full interview.

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