Taking vitamins is in vogue, but GNC profits are down.

Taking vitamins is in vogue, but GNC profits are down. The supplement industry is booming with analysts estimating it will hit $220 billion globally by 2023, but stores like GNC and the Vitamin Shoppe aren’t seeing profits from the self-care boom. Instagrammable brands backed by powerful influencers (like SugarBear Hair) are biting into their profits. Considering 36% of 18-34-year-olds take vitamins regularly, stores will have to consider stocking those trendy brands on their shelves and taking cues from their strong digital presences. (Racked)