How to Sell Supplements: 7 Steps to Get You Started

In our fast-paced lives, managing a balanced diet along with hectic work schedules, family commitments, or other time constraints can be challenging. Supplements offer a practical solution, allowing individuals to bridge nutritional gaps and take a proactive approach in maintaining their health. 

This presents a wealth of opportunities for entrepreneurs. According to a report by Grand View Research, the global supplements market size has skyrocketed to an estimated $177.50 billion in 2023, reflecting that it’s expected to grow at an annual rate of 9.1%, potentially reaching $327.42 billion by 2030. This surge reflects the consumer’s growing focus on health and well-being, offering a chance for innovative and effective supplement brands to thrive.

This comprehensive guide will equip you with the essential knowledge to navigate the industry. We'll explore the crucial regulations businesses must comply with when selling supplements, provide valuable tips on establishing an online supplement store, and compare some of the most popular sales channels among eCommerce businesses. With the right approach, you can turn your supplement vision into a profitable reality.

1. Understanding the Regulations of Selling Supplements

It's essential to understand the regulations governing product descriptions, claims, and manufacturing standards. Ensuring compliance with these requirements not only protects your business from legal risk, but also prevents harm to your customers' health, allowing your brand to establish transparency and trust. So, we will delve into the key regulations you need to be aware of to ensure your supplement business operates smoothly and ethically.

1.1. What to Consider When Selling Supplements in Different Places?

Regulations can vary significantly from country to country, and even state to state within the USA. Understanding these differences is crucial for anyone who is considering online supplement sales. Here are some of the factors you should consider for legal compliance:

• Regulatory Disparity: Regulations regarding labeling, claims, ingredients, and manufacturing processes can differ substantially across regions. What's considered an acceptable claim in the USA might be prohibited in the EU, and vice versa. For instance, in the USA, claims can be broader as long as they're backed by scientific evidence, so phrases like "boosts energy" might be acceptable in the USA but prohibited in the EU.
  
  

• Ingredient Restrictions: Certain ingredients might be legal to sell in one region but banned in another. For example, some countries restrict specific herbs or stimulants, such as ephedra (an herbal stimulant used for athletic performance) due to concerns of high blood pressure and risks of seizures. A supplement containing an ingredient legal in your country could be halted at customs if it violates regulations in your target market.
  
  

• Novel Food Regulations: Some countries, like those in the EU, have established "Novel Food" regulations. These require safety assessments and pre-market approval for any new or innovative food ingredients, including some dietary supplements. 
  
  

By proactively researching and understanding the regulations in your target markets, you can ensure your online supplement business operates smoothly and avoids legal roadblocks. If you are not sure about what is allowed and banned in each region, be sure to consult official government websites or seek guidance from regulatory experts. For complex markets with stringent regulations, it might also be beneficial to develop region-specific product lines that comply with local requirements to avoid complications. 

1.2. Do You Need a License to Sell Supplements?

In the USA, selling pre-made dietary supplements typically doesn't require a separate license from the FDA as long as you source them from a licensed manufacturer. This is because the manufacturer is responsible for ensuring the supplements meet quality and safety standards.

However, it's crucial to remember that these regulations apply specifically to dietary supplements like multivitamins or protein powders. Pharmaceutical drugs and products with claims of treating diseases, such as medications claiming to cure the common cold or fever, undergo a much stricter approval process and have different regulatory requirements.

1.3. What Can be Claimed About the Supplements You Sell?

While the FDA doesn't pre-approve dietary supplements, it enforces strict regulations regarding the claims you can make when marketing them. This ensures consumers receive accurate information about the product's potential benefits and avoids misleading advertising. 

Essentially, any health benefit, weight loss promise, or performance enhancement claim you advertise in the USA must be backed by sound scientific evidence. The burden of proof falls squarely on the seller's shoulders. This means you need to be prepared to substantiate any claims you make with the relevant test results and certifications. 

Moreover, EU regulations require you to use specific pre-approved wording to explain what your supplements can do. Diverging from these claims can lead to serious consequences, such as fines, product seizures, or even lawsuits. 

For instance, you can say that "our protein powder helps build muscle mass when combined with a proper exercise routine," as protein has an established link to muscle benefits and it highlights the importance of combining the supplement with exercise. On the other hand, saying “this supplement guarantees a six-pack in four weeks” is unacceptable as this claim is exaggerated and unsupported. 

Details on product claim regulations can be found on these websites:

• GRAS by the FDA 

• EU Nutrition & Health Claims
  
  

2. Types of Supplements You Can Sell Online

The vast array of supplements available online caters to a wide range of health and wellness goals. Here are some of the most popular categories, which includes:

2.1. Multivitamins

Multivitamins offer a convenient way to address potential nutritional gaps, as they provide a daily dose of essential vitamins and minerals that may be difficult to obtain solely from food. They are available in various combinations forms, including capsules, chewables, or gummies, often targeting specific demographics like adults, children, or seniors. This allows consumers to find a formula tailored to their individual needs and preferences. For example, prenatal vitamins cater to the unique needs of pregnant women, while multivitamins for seniors might focus on bone health and cognitive function.

However, navigating the sheer number of multivitamin options and ensuring accurate claims can be challenging for sellers. Hence, careful research is necessary to select high-quality products with reliable sources for the listed vitamins and minerals.

2.2. Individual Vitamins/Minerals

Individual vitamins and minerals address specific deficiencies that a person might be facing, such as iron, calcium, or vitamins B deficiencies. Moreover, there are also individuals who take supplements, like vitamin C and zinc, to boost the immune system or other aspects of their health.

The challenge to selling this type of supplement is consumers might sometimes treat individual vitamins and minerals as a substitute for certain foods, leading to an imbalance diet. Sellers should emphasize the importance of consulting with a healthcare professional before taking high doses of any individual vitamin or mineral. 

2.3. Essential Fatty Acids

Essential fatty acids, like omega-3, omega-6, and omega-9, are a popular supplement category due to their potential benefits for heart, brain, and skin health. While these fatty acids can be naturally obtained from sources like fatty fish, seeds, and vegetable oils, supplements offer a convenient alternative for those who struggle to incorporate these foods into their diet in sufficient quantities.

Nevertheless, entrepreneurs who are planning to sell fatty acid supplements must consider its quality and purity. Try looking for products derived from reputable sources and have undergone rigorous testing for contaminants like mercury, which can sometimes be present in fish oil.

2.4. Dietary Supplements

Similar to vitamins and minerals, dietary supplements aim to bridge the gap between a person's diet and their nutritional needs. Common examples within this category include collagen supplements for supporting joint health and skin elasticity, fiber supplements that can promote digestive health, green supplements that offer a concentrated dose of nutrients from various green vegetables or other plant sources, and many more.  

Yet, it is important to note that some dietary supplements may interact with medications, so clear and accurate labeling is crucial to help consumers make informed choices, ensuring their health and safety.

2.5. Workout Supplements

This category encompasses various supplements designed to enhance athletic performance and recovery, including pre-workout supplements that aim to boost stamina and focus before exercise, workout recovery supplements like BCAA water that promote muscle repair and reduce soreness, and muscle growth supplements like protein shakes to aid muscle synthesis.  

While effective, these supplements work best when paired with a proper workout routine. Thus, it's important to manage customer expectations regarding the role of these supplements in achieving fitness goals.

2.6. Botanicals and Natural Boosters

Botanical supplements and natural boosters are derived from plants, herbs, and sometimes even animal products. They offer a natural approach to address a wide range of health concerns and are often sought out by people who prefer alternatives to conventional medications. Popular supplements in this category include ginger for digestion, glucosamine chondroitin for joint health, ashwagandha for stress management, etc.

Even though sellers can cater to a growing market segment interested in exploring natural wellness solutions with the vast variety of botanicals and natural boosters, their effectiveness can vary greatly depending on factors like the quality of the ingredients, processing methods, and individual differences in absorption. So, sellers should conduct careful research when selecting such supplements, and be transparent about their potential benefits and limitations, while emphasizing that these supplements are not replacements for medical advice or treatment.

2.7. Probiotics

Probiotics are a unique category of supplements containing live microorganisms, typically beneficial bacteria strains like Lactobacillus and Bifidobacterium, which contribute to a healthy gut microbiome. It plays a crucial role in digestion, nutrient absorption, immune function, and even mood regulation.

Due to the incorporation of live organisms in the formula, probiotics require proper storage to maintain their viability. This is why sellers should consider if they can accommodate refrigeration systems in their inventory space to ensure the live bacteria survive until they reach the consumer and can colonize the gut.

2.8. Meal Replacements

Meal replacements offer a convenient and portable way to consume food, making them ideal for busy individuals who are always on-the-go or those seeking to manage their weight by controlling calorie intake. These often come in the form of meal bars or powder additives that can be mixed into water, juices, milk, or non-dairy drinks. There are also canned liquid meal replacements which are even easier to bring along, while eliminating the hassle of preparation and clean-ups. Some manufacturers even offer plant-based drinks as meal replacements that cater to vegan diets.

While convenience is a major perk, businesses should carefully select products that offer a balanced macronutrient profile, with protein, carbohydrates, healthy fats, and sufficient fiber to help consumers maintain a balanced diet and have their hunger satisfied.

3. A Step-by-Step Guide on How to Sell Supplements Online

Now that we’ve covered the common types of supplements, here is a guide to help you understand how to sell dietary supplements online.

 3.1. Identify Your Market

To lay the foundation for your online supplement business, you must first identify your target audience. Do you envision specializing in weight loss support, general health and wellness, or supplements for athletes?  Researching current trends and identifying gaps in the market with tools like Google Trends or Jungle Scout, can help you find a niche that offers strong growth potential while aligning with your interest.  

Once you've chosen your niche, try to delve deep so that you can become an expert who understands specific needs and challenges of your target audience. Even if you are a coach or nutritionist, conducting market research with surveys or questionnaires can provide valuable data to help you know your customers, as it reveals insights into their preferences, buying habits, and health goals. With this information, you can tailor your product selection, marketing messages, and overall brand image to resonate with your target audience.

3.2. Analyze the Competition 

Competitor analysis equips you to make informed decisions about your product selection, pricing strategy, and overall brand messaging. It can be done with tools such as Similarweb or SpyFu. Try to evaluate your top competitors’ strengths and weaknesses, see what types of supplements they offer, and understand how they position their brands or products through marketing campaigns. 

It's not about copying your competitors, but rather learning from them and identifying opportunities to carve out your own space in the market. Is there a specific customer need that isn't being fully addressed? Can you offer a unique product formulation or focus on a particular health concern that competitors are overlooking?  Leveraging these insights allows you to differentiate yourself and attract customers seeking solutions that current market offerings don't provide.

3.3. Choose Your Products

With a clear understanding of your target market and competitors, you can now select the dietary supplements that align with the specific health and wellness goals of your customer base. You can also consider expanding your offerings to cater to the diverse needs within your niche. For example, if your niche is fitness enthusiasts, protein shakes and pre-workout supplements are likely strong choices, but you can also offer vegan powders or gluten-free alternatives to demonstrate inclusivity for customers with dietary restrictions.

Moreover, remember to select products that prioritize high quality while adhering to the legal requirements for manufacturing standards, product labeling, and marketing claims. To minimize legal risks and establish trust with your customers, consider partnering with reputable suppliers that can provide certifications like ISO 22000 or FSSC 22000, as these certifications signify the supplements meet strict manufacturing and testing standards.

3.4. Set a Competitive and Profitable Price

Pricing your supplements requires striking a balance between affordability, competitiveness, and profitability. You can consider implementing a cost-based pricing strategy which involves adding your desired profit margin to the cost of the product. By calculating costs from manufacturing, packaging, and overhead expenses like storage and staffing, you will be better equipped to cover all your expenses while generating a healthy profit.

Additionally, you can refer to your competitors' pricing strategies and current market trends to adjust your pricing when necessary. You need to avoid undercutting yourself, so avoid offering drastic discounts, and try offering slightly lower prices or attractive bundle deals instead. This can entice customers to make larger purchases without sacrificing your profit margins.

3.5. Figure Out the Logistics

Whether you'll handle order fulfillment yourself or outsource it to a third-party logistics company, be sure to consider factors like order volume, storage space, and budget. The carriers that you choose for supplement shipping should also offer competitive rates, reliable delivery times, and services that align with your needs. In particular, you may need services such as standard, expedited, or international shipping to cater to different customers.  

Plus, you should provide clear and transparent information about shipping costs, estimated delivery times, and any return or exchange policies on your sales platform. This is crucial for building trust and avoiding customer frustration.

3.6. Create an Online Store

Now it's time to create your online sales platform, the storefront for your supplement business. You can choose to build your own website or use third-party marketplaces. By creating your own website, you can have greater control over design and user experience. On the other hand, selling on established platforms like Amazon, eBay, or Shopify allows you to leverage their existing customer base and potentially reach a wider audience faster. We’ll discuss more about these popular e-commerce websites in the next section.

Whichever option you choose, focus on creating a store with clear navigation, descriptive descriptions, and high-quality product images to ensure a seamless user experience. For a more engaging approach, you can even consider adding videos to your platform. On top of that, the product descriptions should adhere to legal regulations, so avoid exaggerated health claims, and be sure to clearly list ingredients and potential side effects.

3.7. Build an Online Presence 

With your sales platform up and running, you will have to keep up your brand’s online presence to attract and retain customers, especially in today’s digital world. Here are some key strategies to can implement:

• Search Engine Optimization (SEO): SEO focuses on improving your website's ranking in search engine results for relevant keywords related to your supplement niche. This will drive organic traffic to your store from potential customers actively searching for products you offer.
  
  

• Content Marketing: You can create informative blog posts, articles, or videos about health and wellness topics relevant to your supplements. This allows you to position yourself as a trusted resource, but similar to writing product descriptions, you should avoid making unsubstantiated health claims on any of these content.
  
  

• Social Media Marketing: Establish a presence on major social media platforms like Facebook, Instagram, or TikTok, depending on where your target audience is active. You can try to share engaging content and interact with your followers on these websites to build brand awareness and trust.
  
  

• Paid Advertising: You can consider paid advertising options like Google Ads or Meta Ads to reach a wider audience beyond organic reach. Target your ads to specific demographics and interests to ensure your message resonates with the right customers.
  
  

• Word-of-Mouth Marketing: Positive word-of-mouth recommendations from influencers and customer reviews can be a good way to establish brand reputation. You can also offer referral incentives to existing customers to encourage them to spread the word about your supplements.
  
  

By implementing these strategies, you can build a strong online presence that attracts new customers, fosters brand loyalty, and ultimately drives sales for your online supplement business. Remember, this is an ongoing effort that requires consistency. Continuously create valuable content, engage with your audience, and adjust your marketing strategies when necessary to ensure long-term success.

4. The 5 Best Places to Sell Supplements Online

When it comes to establishing your online supplement store, you have a variety of platforms to consider, each offering unique advantages and challenges. The best platform for you depends on your specific needs, budget, and technical expertise. Here's a closer look at some of the most popular options:

4.1. Amazon

Amazon is a well-known industry giant in the online retail landscape. Undoubtedly, the biggest perk of selling supplements on Amazon is its immense customer base. Millions of people shop on Amazon daily, offering incredible exposure for your supplements. Additionally, Amazon's fulfillment system can even help streamline order processes, freeing up resources for other aspects of your business, such as marketing and customer service. 

However, competition on Amazon is fierce. You'll need to optimize your product listings and perhaps lower your prices to compete effectively. You’ll also have to take into account the various platform fees Amazon charges which will usually lead to lower profit margins.

• Learning Curve: Low

• Platform Fees: 

• Account fees: $0.99 per item sold or a monthly subscription fee of $39.99

• Referral fees: 6% - 45% of the total sales price depending on the product category.

• Fulfillment fees: Variable based on product size, weight, and fulfillment method (fulfillment by Amazon or fulfillment by the seller).
  
  

4.2. eBay

As a well-established online marketplace, eBay offers a large user base and the option of auction-style or fixed-price listings. This flexibility allows you to reach a diverse audience and attract bargain hunters, thus raising the potential to fetch higher prices for your supplements.

Similar to Amazon, the market on eBay can be competitive. Additionally, managing multiple listings can be time-consuming, and the auction format may not be ideal for all supplements, so you might have to invest more effort into building brand trust and content management if you decide to sell supplements on eBay.

• Learning Curve: Low

• Platform Fees: 

• Insertion fee: $0.30 - $0.40 per listing, depending on product price

• Final value fees: 13.25% - 15% of total sales per transaction, depends on product category
  
  

4.3. Shopify

Shopify is a popular e-commerce platform known for its user-friendly interface and wide range of features, including product management tools, marketing integrations, and the ability to create a customized online store. This allows for greater control over design, customer experience, and branding compared to marketplaces. Plus, the integration tools lets you manage your supplement sales across multiple channels, allowing you to expand your business.

Despite the straightforward and user-friendly interface, some may find the content management system rather restrictive when selling supplements on Shopify, as it might not offer the depth and flexibility for businesses to create complex content structures or workflows.

• Learning Curve: Medium

• Platform Fees: 

• Subscription fees: $15, $29, $79, or $299 per month

• Transaction fees: 0.5% - 5% per transaction depending on payment gateway and subscription plan
  
  

4.4. Social Media

Platforms like Facebook and Instagram have social commerce features that allow you to sell your supplements directly to a targeted audience. Moreover, by creating engaging content, collaborating with influencers, and leveraging their built-in marketing features, you can build visually appealing campaigns to establish brand awareness. You can also interact with your customers through comments and chats to foster a more intimate connection with them.

Still, navigating platform algorithms may pose a challenge as you sell supplements on social media , as this could affect how you extend your reach to potential customers. Even when you get the hang of it, building a loyal following and generating consistent sales will still take time and effort. 

• Platform Fees: Free to use but the average advertising prices can cost anywhere $15 to $200 per day to $450 to $6,000 per month, depending on the campaign type

• Learning Curve: Medium
  
  

4.5. Your Own Website

As we’ve mentioned earlier, having your own website offers ultimate control over branding, design, and customer experience. You can tailor the shopping experience to your specific niche and avoid marketplace fees, too. Even if you don’t have the technical expertise, you can hire developers for custom solutions, or host the website on platforms with user-friendly web-building tools, such as Wordpress or Wix.  

One of the drawbacks of selling supplements on your own website is how difficult it is to attract new customers, so you might need to invest in SEO and marketing strategies to drive traffic. Also, managing your own website and fulfillment can be time-consuming, particularly for new businesses, which is why you need to assign labor carefully to streamline your operation. 

• Learning Curve: High

• Platform Fees: These may include website hosting fees, domain name registration fees, as well as potential costs for website development and marketing tools
  
  

5. Partner with a Reliable Manufacturer to Begin Your Supplement Sales Journey

Now that you are equipped with the essential know-hows to identify your target market, choose the right products, and launch your online supplement business, it is now up to you to keep up your marketing efforts for long-term success. 

Remember, the dietary supplement industry is highly regulated, so staying compliant with current regulations is crucial as well. Partnering with a reliable manufacturer can ensure compliance with these regulations, thus reducing legal risks and establishing customer trust. This is why we suggest looking for a manufacturer with a proven track record of quality control and the necessary certifications to verify strict adherence to regulatory standards. You can also consider an experienced manufacturer that offers customization options, so that they can produce unique supplements to differentiate your brand and cater to your target audience's specific needs.

As a trusted dietary supplement contract manufacturer with thousands of international clients, Grace Biotech understands how product quality and safety are of the utmost importance in this industry. We specialize in producing customized beverage and protein shake supplements. Not only do we offer all-in-one private label manufacturing services to streamline your operations, but we also have rigorous licensing and testing procedures to ensure product integrity. 

Plus, our team of experts will maintain clear communication throughout the manufacturing process, from formula development, raw material sourcing, to production, and shipment, working closely with you to create unique, high-quality products that meet your vision. Partner with Grace Biotech today to establish your own supplement business!