There may still be room for substantial growth in multivitamins — like in gummy vitamins.
(For the full category review, including sales data, click here.)
“The underlying factor driving growth within the adult gummy’s category is that consumers are continuing to search for alternative delivery forms,” noted Pharmavite spokesman Doug Jones. “In fact, the gummy delivery form represents one-third of the total category growth dollars over the last six months. Soft gels and gummies together represent 33% of VMS sales,” he said.
Pharmavite just introduced a multivitamin in a fast-melt format, and Pfizer Consumer and Bayer Healthcare recently entered the gummy space with Centrum and One-A-Day launches, respectively.