How to Choose Supplement Brands for Wholesale: A Retailer’s Checklist

Selecting the right supplement brands to stock can make or break your success as a retailer or wholesaler. With thousands of labels on the market, it’s vital to identify brands that combine quality, compliance, and commercial sense. Use this checklist to assess potential partners and strengthen your wholesale range in 2026.

1. Brand Reputation & User Feedback

• Check online reviews and athlete endorsements for credibility.
• Look for evidence-based formulations with clinical doses and transparent labels.
• Evaluate their community engagement — active social media presence and ambassador programmes are good indicators.

Reputation isn’t just about hype — it reflects customer loyalty, brand consistency, and long-term viability.

2. Product Quality & Transparency

• Ingredients & Dosing: Are ingredient amounts disclosed? Avoid “proprietary blends.”
• Manufacturing Standards: Look for GMP certification, batch testing, and third-party lab verification.
• Product Variety: Do they offer innovative options like vegan, non-stim, or nootropic products?

Brands that are open about sourcing and production tend to have stronger consumer trust and fewer compliance risks.

3. Supply Chain & Wholesale Terms

• Minimum Order Quantity (MOQ): Can smaller retailers participate? Shapeshifter offers a low MOQ of just 16 items.
• Margin Potential: Compare wholesale vs RRP to ensure healthy profitability.
• Logistics: Check that EU/UK duties are handled — our NI-based model means no import duties for EU customers.
• Stock Reliability: Ensure consistent inventory and responsive fulfilment.
• Exclusivity: Clarify if territory protection applies for your region.

4. Marketing Support & Brand Partnership

• Ask whether the brand provides ready-to-use marketing assets — images, videos, and social captions.
• Look for joint promotions, launch incentives, and event support.
• Explore co-marketing ideas — sampling kits, giveaways, or influencer tie-ins via Shapeshifter Distribution.

Partnerships that include marketing collaboration will help you drive awareness and conversion faster.

5. Growth & Trend Alignment

• Does the brand align with trending categories — health & wellbeing, vegan, recovery, or nootropics?
• Are they innovating with new launches or flavour expansions?
• Do they plan seasonal or limited-edition drops that create buzz?

Forward-thinking brands keep your store fresh and relevant to emerging customer preferences.

Conclusion

Choosing wholesale supplement brands isn’t only about the lowest cost — it’s about fit, margin, trust, and scalability. By following a structured checklist, you’ll reduce risk, build long-term partnerships, and create a balanced product mix that delivers both credibility and profit. Start by reviewing your current lineup and identifying gaps that high-quality, innovative brands can fill.

Ready to expand your wholesale range? Contact our team to access leading supplement brands with low MOQs and EU-friendly shipping.

Read next: Top Marketing Strategies for Supplement Brands & Retailers in 2026