SAN FRANCISCO — Health Mart, a network of more than 2,900 independently owned pharmacies, on Wednesday announced the introduction of Health Mart-branded vitamins and nutritional supplements, the latest addition to its line of private-label, over-the-counter healthcare products.
Health Mart also is launching the 2012 Vitamin Finder — available at Healthmart.com — in conjunction with the Health Mart-branded vitamins. The Vitamin Finder is an Internet based, personalized wellness-driven vitamin-recommendation tool that leverages the fact that 79% of consumers use the Internet to research nutrition products. This new tool will provide consumers with accessibility to make smart choices on quality Health Mart items, and strengthen their relationship with their Health Mart pharmacist.
“As more and more Americans choose to take control of their health, vitamins are becoming an increasingly important part of their daily routines,” said Matt Lowe, VP retail marketing at McKesson, which operates the Health Mart chain. “Vitamin consumers are savvy shoppers that read and compare labels. We are excited to offer a full line of high-quality vitamins and supplements and expect the new Vitamin Finder to be a valuable tool to help Health Mart customers find the vitamin products that most closely meet their needs in terms of formula, count size and dosage form.”
Health Mart launched the private label with diabetes care products in November 2011 and recently added smoking-cessation and analgesics products. The distinctive Health Mart private-label package design features a white lab coat combined with the iconic mortar and pestle to reinforce the personalized patient care that Health Mart customers already receive from their trusted local Health Mart pharmacist. To help community pharmacies build closer customer relationships and enhance the pharmacist’s image as a healthcare provider, additional healthcare categories will be added throughout 2012.
Citing SymphonyIRI Group, Health Mart defined vitamins as a $3.3 billion category that has grown nearly 5% over the past year. Store-brand vitamins have reached $0.9 billion in sales, approximately 26% of category sales. The largest segments in the category and for store brands are multivitamins, bone/joint, letters and h