Health, wellness, sports nutrition and supplements
Questions from brands selling supplements, wellness products and sports nutrition to pharmacies, natural grocers, gyms and specialty stores.
How do I get supplements into pharmacies and natural grocers?
Pharmacies and natural grocers buy brands with clean labels, documented quality and a margin that works. Prepare a sell sheet, certificates of analysis and ingredient documentation, then pitch stores whose customers already buy the category. Independent stores first, distributors once you have repeat sales.
What do buyers ask about supplement ingredients and claims?
Buyers ask for ingredient sourcing, serving size, certificates of analysis and the basis for label claims. Claims are regulated, so have a qualified regulatory advisor review the label and the wording on your sell sheet.
What is cGMP and why do retailers ask about it?
Federal rules require dietary supplement manufacturers to follow current good manufacturing practice, called cGMP. Retailers often ask for proof that your manufacturer does, such as an audit summary. Get it from your contract manufacturer before you pitch.
Do supplement buyers expect third-party testing?
Many do, especially specialty and practitioner channels. A certificate of analysis for each lot, and in some cases a third-party seal, shows a product contains what the label says. Ask each account which documents it needs.
How do I sell sports nutrition to gyms and supplement shops?
Supplement shops, gyms, pharmacies and health food stores buy sports nutrition, and many reorder what their regulars ask for by name. Buyers ask about ingredients, serving size, flavors and third-party testing. Offer a starter assortment of fast sellers.
How do I handle flavors and variants in a wholesale order?
Flavors multiply SKUs and can strain a store's shelf. Offer a starter assortment with your top flavors, show sell-through by flavor to help stores reorder and avoid launching many flavors at once.
Can I sell supplements on Amazon and to stores?
Yes, but Amazon pricing affects store pricing. Stores notice when shoppers see a lower price online. Use a minimum advertised price policy and consider different bundles or sizes by channel.
Can a brand with no sales history sell wholesale?
Yes, if the sell sheet, price and samples are strong and the product fills a gap on the shelf. A brand with no history should expect more questions about quality, so prepare documents in advance.
How do I sell wellness accessories and recovery products?
Wellness accessories and recovery products sell in boutiques, gyms, spas and pharmacies. Buyers look for clear use instructions, safety information and a retail price that fits the shelf. Offer display options and low opening minimums.
What happens with expiration dates on supplements?
Buyers want enough remaining shelf life to sell through. Ship first-expired, first-out, tell buyers the production date range and agree in writing how short-dated product is handled.
Can I sell supplements to practitioners and clinics?
Yes, as a separate channel. Practitioners may want professional pricing, training and sizes for dispensing. Verify each account's credentials and keep professional pricing separate from retail.
What documents should I have ready for a supplement buyer?
Have a sell sheet, ingredient and supplement facts panel, certificates of analysis, manufacturer cGMP evidence, product liability insurance and your terms. A complete file speeds up the first order.
More SellToStores answers
Related: Health and wellness, Sports nutrition
Answers about SellToStores come from this site's pages and terms. Everything else is general wholesale guidance with illustrative numbers, and regulatory points are not legal advice, so confirm them with the regulator or counsel.
Want these answers applied to your brand?
Start with the free audit. You get a written read on your wholesale readiness whether or not we work together.