Sales of vitamins within U.S. multi-outlets were up 3.2% to $6.7 billion for the 52 weeks ended June 14 , according to IRI, with no signs of slowing down. Gummy vitamins continue to trend within the multivitamin space, overall sales of which were up 2% to $1.7 billion.
Pfizer Consumer Healthcare in May joined the gummy vitamin lineup with the launch of Centrum MultiGummies, adding the leading multivitamin brand to the number of adult gummy vitamin options on the shelf.
Church & Dwight is leveraging its First Response brand into the dietary supplement set with the launch of First Response multivitamin gummies, which target reproductive health and prenatal/post-natal need states. First Response multivitamin gummies were developed to provide women with the recommended amount of folic acid in an easy-to-consume gummy form.
Perrigo Animal Health in May announced its launch of PetArmor Joint Health Maximum, a supplement for dogs that contains glucosamine, chondroitin, MSM and manganese. It’s an opportunity for retailer’s to associate their store brand with a quality pet supplement.