Stores
612
across 45 states
Visits / Store
10.2K
quarterly avg
Same-Store YoY
+2.7%
609 same-store base
Per-Store vs GNC
+20.3%
10.2K vs 8.5K
Weekend Traffic
26.8%
vs 26.9% GNC
Holiday Lift
-0.2%
non-seasonal category
Store Footprint & Per-Store Traffic
612
Stores
10.2K
Visits/Store
1,884
Stores
8.5K
Visits/Store
167
Stores
210K
Visits/Store
529
Stores
363K
Visits/Store
Per-store traffic comparison — specialty supplement retailers
Note: Natural Grocers (210K/store) and Whole Foods (363K/store) are full grocery operations with supplement sections — not direct format comparisons. GNC is the primary specialty supplement competitor.
Vitamin Shoppe pulls 10.2K visits/store vs GNC's 8.5K — a 20.3% per-store traffic advantage with just 1/3 the store count. More productive fleet, stronger brand pull.
Visit Share
Share of total foot traffic across competitive set
Whole Foods and Natural Grocers dominate absolute visit share as full-service grocers. Within specialty supplement retail, Vitamin Shoppe and GNC compete head-to-head — Vitamin Shoppe captures 28% of specialty supplement traffic vs GNC's 72%, but wins on per-store productivity.
Year-over-Year Momentum
Same-store foot traffic change, YoY
+3.8%
+3.5%
+2.7%
+2.7%
+2.7%
VSH same-store growth
Both Vitamin Shoppe and GNC growing at identical +2.7% YoY — but Vitamin Shoppe achieves this with 612 stores vs GNC's 1,884. A more efficient, higher-productivity fleet. The broader health & wellness market (Natural Grocers +3.8%, Whole Foods +3.5%) shows strong tailwinds.
Market Intelligence Map
Store Density & Top Markets
Vitamin Shoppe Store Presence
AKAK · No stores
WAWA · 7 stores
MEME · 3 stores
OROR · 5 stores
IDID · No stores
MTMT · No stores
NDND · No stores
MNMN · 8 stores
WIWI · 6 stores
VTVT · 1 store
NHNH · 3 stores
WYWY · No stores
SDSD · No stores
IAIA · 3 stores
ILIL · 30 stores · 297K visits
MIMI · 14 stores
MAMA · 12 stores
NVNV · 5 stores
UTUT · 4 stores
COCO · 10 stores
NENE · 2 stores
MOMO · 8 stores
ININ · 10 stores
OHOH · 15 stores
PAPA · 21 stores · 185K visits
CTCT · 10 stores
RIRI · 3 stores
CACA · 64 stores · 738K visits · #2 market
NMNM · 2 stores
KSKS · 3 stores
KYKY · 5 stores
WVWV · 2 stores
VAVA · 24 stores · 230K visits
NJNJ · 32 stores · 297K visits
DEDE · 3 stores
AZAZ · 8 stores
OKOK · 3 stores
ARAR · 2 stores
TNTN · 8 stores
NCNC · 25 stores · 261K visits
MDMD · 18 stores
DCDC · 2 stores
TXTX · 53 stores · 576K visits · #4 market
LALA · 5 stores
MSMS · 2 stores
ALAL · 5 stores
SCSC · 8 stores
GAGA · 23 stores · 243K visits
HIHI · No stores
FLFL · 76 stores · 804K visits · #1 market
NYNY · 54 stores · 588K visits · #3 market
Top (50+)
High (30+)
Med (15+)
Low
GNC Store Presence (Competitor)
AKAK · GNC: minimal
WAWA · GNC: ~30 stores
MEME · GNC: minimal
OROR · GNC: ~18 stores
IDID · GNC: ~8 stores
MTMT · GNC: minimal
NDND · GNC: minimal
MNMN · GNC: ~25 stores
WIWI · GNC: ~20 stores
VTVT · GNC: minimal
NHNH · GNC: minimal
WYWY · GNC: minimal
SDSD · GNC: minimal
IAIA · GNC: ~12 stores
ILIL · GNC: 49 stores · 418K visits
MIMI · GNC: ~35 stores
MAMA · GNC: ~20 stores
NVNV · GNC: ~15 stores
UTUT · GNC: ~15 stores
COCO · GNC: ~25 stores
NENE · GNC: ~8 stores
MOMO · GNC: ~25 stores
ININ · GNC: ~25 stores
OHOH · GNC: 59 stores · 444K visits
PAPA · GNC: 77 stores · 581K visits
CTCT · GNC: ~15 stores
RIRI · GNC: minimal
CACA · GNC: 178 stores · 1.67M visits · #2 market
NMNM · GNC: ~10 stores
KSKS · GNC: ~12 stores
KYKY · GNC: ~18 stores
WVWV · GNC: ~8 stores
VAVA · GNC: 57 stores · 444K visits
NJNJ · GNC: ~30 stores
DEDE · GNC: ~5 stores
AZAZ · GNC: ~25 stores
OKOK · GNC: ~18 stores
ARAR · GNC: ~10 stores
TNTN · GNC: ~25 stores
NCNC · GNC: 69 stores · 574K visits
MDMD · GNC: ~20 stores
DCDC · GNC: ~5 stores
TXTX · GNC: 206 stores · 1.79M visits · #1 market
LALA · GNC: ~15 stores
MSMS · GNC: ~10 stores
ALAL · GNC: ~20 stores
SCSC · GNC: ~15 stores
GAGA · GNC: 87 stores · 732K visits
HIHI · GNC: minimal
FLFL · GNC: 168 stores · 1.60M visits · #3 market
NYNY · GNC: 92 stores · 862K visits
GNC Top (150+)
GNC presence
Top Markets — Ranked by Total Visits
| Market | Stores | Total Visits | Per Store |
|---|---|---|---|
| FL | 76 | 804K | 10.6K |
| CA | 64 | 739K | 11.5K |
| NY | 54 | 588K | 10.9K |
| TX | 53 | 576K | 10.9K |
| IL | 30 | 298K | 9.9K |
Per-Store Efficiency by Market
Expansion Whitespace vs GNC
GNC stores where VSH has no/minimal presence
1,272 GNC locations in states where Vitamin Shoppe is under-penetrated. Data-driven site selection can identify the highest-potential markets for new store placement.
Traffic Patterns
Weekday vs Weekend Split
VITAMIN SHOPPE73.2% / 26.8%
GNC73.1% / 26.9%
NATURAL GROCERS69.2% / 30.8%
WHOLE FOODS69.1% / 30.9%
Vitamin Shoppe and GNC are nearly identical — both heavily weekday-skewed (~73%). Grocery-based competitors see more weekend traffic (30–31%). Supplement shoppers are purposeful, routine buyers.
Holiday Traffic Lift
+9.6%
GNC
+6.2%
Whole Foods
+5.0%
Natural Grocers
-0.2%
Vitamin Shoppe
Supplements aren't seasonal gifts — Vitamin Shoppe's flat holiday traffic (-0.2%) reflects consistent, routine buying behavior. GNC's +9.6% holiday lift likely driven by gift sets and mall traffic. This is a data insight for inventory and staffing optimization.
Strategic Insights
Competitive Intelligence Summary
🏪 Per-Store Dominance
Vitamin Shoppe pulls 10.2K visits/store vs GNC's 8.5K — a 20% per-store traffic advantage with 1/3 the store count. Each location is working harder and attracting more shoppers than the direct competitor.
📈 Growth Parity, Better Efficiency
Both growing at +2.7% YoY — but Vitamin Shoppe achieves this with 612 stores vs GNC's 1,884. More efficient fleet. Same growth rate, 67% fewer stores. That's a fundamentally stronger unit-level model.
🗺️ Expansion Whitespace
With only 612 stores vs GNC's 1,884, there's massive expansion whitespace. GNC has 3x the locations — data-driven site selection can identify optimal markets where GNC is established but Vitamin Shoppe is absent.
🤖 Data-Driven Decisions
Per-store traffic intelligence enables AI-powered decisions — from new store placement to marketing spend allocation and inventory optimization. Real-time foot traffic data feeds directly into predictive models for site selection and store performance benchmarking.
Key Takeaways
📈
Growing Efficiently
+2.7% YoY growth — matching GNC with 1/3 the footprint. Higher per-store productivity signals strong brand pull and a more efficient operating model.
🏪
Per-Store Leader
10.2K visits/store — 20% more than GNC. Each Vitamin Shoppe location punches above its weight, driving more traffic per door than the closest specialty competitor.
🗺️
Expansion Whitespace
612 stores vs GNC's 1,884. Massive expansion opportunity — location intelligence identifies the highest-potential markets where GNC has presence but Vitamin Shoppe doesn't.
Power your expansion with real-time data
This is a snapshot of Vitamin Shoppe foot traffic vs the competition. PassBy can help your team identify optimal new store locations, benchmark existing stores, and measure the impact of Innovation Store rollouts — all powered by real-time foot traffic data.
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