VICTORIA, Australia — Sales of Swisse Ultivite multivitamins in the Australian and Asian markets have been a big driver behind overall sales, according to a Nielsen report cited by the company.
Across both Australia and Asia, VMS sales were up 16% to $197 million for the year ended June 2012. Leading the charge was Suisse Ultivite, which grew by more than 40% "thanks to a high ad spend and launches that boost the profile of the whole range,” Nielsen said.
“Swisse is about educating all people on their health, and they understand the role of multivitamins, particularly in their busy lives where diets are not supplying all they need,” stated Radek Sali, Swisse CEO. “The Swisse marketing position is evolving as the market matures, and we establish ourselves on the global VMS platform.”
Swisse was also identified as being a prospective driver of growth in the herbal and natural supplements category where fish oils were relatively flat but krill oil developed as a new interest area because of its greater potency. “Swisse has over 20 brand ambassadors and was Australian broadcast sponsor of the London 2012 Olympics and is associated with several other sporting events," Sali said. "In May 2012, Swisse enlisted actress and singer Delta Goodrem to advertise the brand on TV, and in June 2012, the marketer signed a sponsorship deal to be the official vitamin of the Qantas Wallabies Rugby Union team."
Meanwhile, the company has hired actress Nicole Kidman as global brand ambassador ahead of the rollout of Swisse in the United States in January 2013.
Swisse has also launched a body and skin care portfolio and the Swisse Active range of premium whey powder and energy bars, the company noted.