Adults go for gummies
NEW YORK — 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.
Products like Northwest Natural’s VitaFusion have experienced dramatic sales increases over the past year, which have far outpaced overall category growth. Consumers have gotten the message: Gummy vitamins are not just for kids. And more manufacturers are producing gummy vitamins for adults, a choice that is paying dividends.
Two key factors seem to be driving adult interest in gummy vitamins. Vitamins in chewable form eliminate the most common obstacle among older users — the difficulty that comes with swallowing what is often a large pill. Secondly, gummy vitamins simply taste better. So in addition to their usability, gummy vitamins also can boast a preferred flavor profile, while still delivering their expected health benefits.
With the introduction of gummy vitamins into the market, consumers are now finding vitamins not only easier to use but also enjoyable. And that makes for good news for manufacturers and retailers alike.
Home safety drives first aid sales
NEW YORK — Children are hurt more from falls in the home than any other kind of home accident; falls cause more than 3 million childhood injuries every year, according to the Home Safety Council. That was one driver behind the growth in first aid accessories in the summer months — for the 12 weeks ended May 15, sales of overall accessories were up 3.4% to $257.7 million across food, drug and mass (excluding Walmart), according to SymphonyIRI Group. Sales of first aid kits across that period were up 15.4% to $5.4 million.
Precise heats up analgesics
NEW YORK — McNeil Consumer Healthcare’s foray into heat patches has proven a success. Tylenol Precise is the No. 2 brand across heat and ice packs, falling in behind Pfizer’s ThermaCare. Within its first year on the shelf, Tylenol Precise has generated $6.1 million in sales for the 52 weeks ended April 17, according to SymphonyIRI Group data across food, drug and mass (excluding Walmart).
The Tylenol Precise patches retail for around $7.99.