HEALTH

Gummies lure adults

BY Michael Johnsen

There may still be room for substantial growth in multivitamins — like in gummy vitamins.

(For the full category review, including sales data, click here.)

“The underlying factor driving growth within the adult gummy’s category is that consumers are continuing to search for alternative delivery forms,” noted Pharmavite spokesman Doug Jones. “In fact, the gummy delivery form represents one-third of the total category growth dollars over the last six months. Soft gels and gummies together represent 33% of VMS sales,” he said.

Pharmavite just introduced a multivitamin in a fast-melt format, and Pfizer Consumer and Bayer Healthcare recently entered the gummy space with Centrum and One-A-Day launches, respectively.

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HEALTH

Probiotic sales on the rise

BY Michael Johnsen

Many of the larger probiotic brands are experiencing significant growth. i-Health’s Culturelle generated $61.6 million in sales on a growth rate of 44.5% for the 52 weeks ended Aug. 11, according to IRI data across U.S. multi-outlets. And sales of Bayer’s Phillips Colon Health were up 18.5% to $58.7 million.

(For the full category review, including sales data, click here.)

Although Procter and Gamble’s Align, with $68.8 million in sales, was only up 0.2%, that doesn’t necessarily mean the brand has reached a plateau. “More than half of the women surveyed (53%) do not know much or anything about probiotics,” Align spokeswoman Ashley Koff said, but 74% of women are interested in knowing more about how their digestive system works.

The venerable Canadian brand Jamieson Laboratories is bringing an individually wrapped powder into the probiotic space with Jamieson Probiotic Sticks in a red-plum flavor.

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HEALTH

Pharmavite VitaMelts climb to No. 12 spot

BY Michael Johnsen

NORTHRIDGE, Calif. — Pharmavite launched its latest VMS innovation, Nature Made VitaMelts, earlier this summer, and already the brand ranks No. 12 among one- and two-letter vitamins, according to 52-week sales data as tracked by IRI.

The most significant point of differentiation: a new-format delivery that induces trial and subsequently the repurchase. “The repurchase is so high because the marketing campaign has been very successful and continues to build awareness among mass consumers,” noted Pharmavite spokesman Doug Jones.

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