The firm in May launches a Next Step weight management product formulated with a proprietorial natural spinach extract proven to promote a feeling of fullness and its first, ready-to-drink protein isolate beverage in a BodyTech product. It also looks to the probiotics space for additional products.

Customers in segments Vitamin Shoppe calls "active and focus" account for 60% of overall supplement industry sales and more than 70% of the firm's sales. Analysts note its potential, but are taking a wait-and-see assessment for the firm's turnaround initiative.