Member-only story
Ritual: how to sell 10M vitamin bottles on a crowded market
A story behind the vitamin brand and sales machine.
Numbers first
Let’s kick off from the stats, shall well?
The global Vitamin Supplement Market size is growing at an annual growth rate of 7.5% from 2024 to 2034.
75% of Americans use dietary supplements at least occasionally, according to CRN and more than 50% are regular users.
A third of vitamin users, including nearly half of Millennials, have increased their usage since the start of the COVID-19 pandemic. In short, the market is huge and it’s growing every day.
Ritual is a vitamin brand that offers a variety of multivitamins, protein powders, and other supplements. Ritual has sold over 10M vitamin bottles!
For brands struggling to differentiate in a crowded market, their story is a great class in trust-building.
Let’s dive in!
The story
In a world of rainbow-colored gummies and celebrity-endorsed supplements, Ritual chose a more nerdy path. They put their beadlet-in-oil technology front and center and mapped out where every ingredient comes from (down to the specific farm in Norway).
Ritual has surpassed 1 million customers and sold over 10 million multivitamin bottles, according to the company. In 2021, it made more than $100 million in annual net sales.
They’re converting casual browsers into clients spending 30–100 USD on a monthly vitamin subscription.
How exactly does a vitamin company convince people to commit to a subscription that costs more than Netflix? I found these clever tactics that any healthcare brand can learn from.
