HEALTH

Gummies lead growth

BY Michael Johnsen

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. According to Church & Dwight’s chairman and CEO Jim Craigie, sales within the gummy segment is up as much as 10% category wide.

Already 83% of millennials are taking a multivitamin, according to a Council for Responsible Nutrition survey. And millennials researching the category are likely to do so online. According to Clavis Insight, 64% of all U.S. sales are digitally influenced, meaning consumers are researching in-store purchases online, but only 16% of 2014 vitamin and dietary supplement category sales were generated through the online channel.

 

(Click here for the full Category Review.)

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
HEALTH

Nexium set to gain antacid market lead

BY Michael Johnsen

KINGS MOUNTAIN, N.C. — Since the launch of Nexium 24HR in May of 2014, the brand has generated approximately $300 million, “making it one of the largest and most successful Rx-to-OTC switches,” Ian Read, Pfizer chairman and CEO, recently told analysts. Indeed, on its current sales pace, Nexium 24HR will supplant the reigning antacid Prilosec OTC by summer’s end, making it the best-selling gastrointestinal solution on the market.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
HEALTH

Probiotics shares category spotlight

BY Michael Johnsen

The big story in the digestives space continues to be the switch and launch of Pfizer’s Nexium 24HR. For the 52 weeks ended June 14, sales of Nexium 24HR across total U.S. multi-outlets reached $278.7 million and are still climbing, according to IRI.

(Click here for the full Category Review.)

Conversely, Prilosec OTC sales fell to $283.7 million on a declining trajectory of 17.8%, though that’s not for lack of messaging. According to ECRM, Prilosec OTC’s share of voice in the digestives category totaled 2.1%, compared with 1.9% for Nexium 24HR.

Another category within the digestives space that’s getting a lot of airtime is probiotics. Most recently, Pharmavite fortified that sub-category with the launch of Nature Made Advanced Dual Support, which targets both parts of the digestive tract, along with a suite of probiotic products, including Women’s, Men’s, Prenatal and Daily Balance.

“By expanding our probiotics line to target individual needs, we are able to offer a more customized approach to our consumers’ digestive health,” said Jamie Sakaguchi, brand manager for Nature Made.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?