Pfizer recently launched a line of single-ingredient supplements under a new ProNutrients brand that includes Omega-3, Probiotic and Fruit & Veggie. Considering that fish oils and probiotic supplements are already up 8% and 34.3%, respectively, according to SPINSscan Conventional, powered by Nielsen, for the 12 weeks ended Sept. 3 across food, drug and mass (excluding Walmart), a marketing push from one of the larger multivitamin suppliers may spur additional growth.
“We have heard from consumers that choosing the right multivitamin and supplement can be confusing,” noted Tiffany McLaud, U.S. franchise lead for dietary supplements at Pfizer Consumer Healthcare. “Now with ProNutrients, Americans can feel confident about their supplement choices.”
The article above is part of the DSN Category Review Series. For the complete VMS Sell-Through Report, including extensive charts, data and more analysis, click here.