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Perhaps the most exciting recent development in the multivitamin segment is the success of gummy vitamins. Data from SymphonyIRI show that, while teen and infant vitamin sales are in decline, gummy vitamins for adults are driving growth within the category.
Findings from the past year show that vitamin sales have been stronger than most other health and beauty categories. The recent emphasis placed by vitamin and nutritional supplement manufacturers on new multivitamin brands has delivered positive results.