From Fiber Maxxing to GLP-1: The Vitamin Shoppe CEO Sharon Leite on Wellness Retail’s Biggest Trends

From Fiber Maxxing to GLP-1: The Vitamin Shoppe CEO Sharon Leite on Wellness Retail’s Biggest Trends17 Aug21 min

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From fiber maxxing and liver health to GLP-1 support and protein-packed everything, wellness trends are evolving faster than ever. For retailers, the challenge isn’t just keeping up, it’s helping customers separate hype from lasting habits.

In this episode of Retail Remix, Kate Robertson sits down with Sharon Leite, CEO of The Vitamin Shoppe, to discuss the findings from the company’s 2026 Health & Wellness Trend Report.

Sharon shares how The Vitamin Shoppe is identifying emerging trends through social media, supporting customers with trusted education and curated product assortments and using AI to empower associates with science-backed insights. The conversation also explores how wellness priorities differ across generations and why credibility has become one of retail’s most valuable assets.

Key Takeaways

How trends like fiber maxxing, liver health and GLP-1 support are reshaping the health and wellness category Why trust, product quality and science-backed education have become critical differentiators in wellness retail How The Vitamin Shoppe is using AI to equip store associates with better research and customer guidance Why Gen Z and Boomers approach wellness differently — from health FOMO to healthy aging How curated assortments, knowledgeable associates and nearly 50 years of credibility set The Vitamin Shoppe apart in an increasingly crowded market