Multivitamins still provide plenty of opportunities via gummies, probiotics
Overall, sales of multivitamins are relatively flat — 0.2% annual growth toward a $1.8 billion base. But according to the latest consumer survey from the Council for Responsible Nutrition, 3-in-4 adults use a multivitamin. So, have sales of multivitamins plateaued, or are there pockets of opportunity out there?
(Click here to view the full VMS Report.)
The answer, of course, is there are pockets of opportunity out there. In fact, if you look at two of the brands experiencing phenomenal growth, the opportunity comes into sharp focus.
It’s about format.
Church & Dwight’s Vitafusion represents $88.6 million in sales for the 52 weeks ended Oct. 30, on a growth trajectory of 28.5%, according to IRI across total U.S. multi-outlets, and Pharmavite’s Nature Made brand represents another $68.4 million on a growth trajectory of 17.7%. And the common denominator between the two is format — both brands stake their point of differentiation on non-pill adult gummy and fast-dissolvable formats.
“A large growth area for the category has been the emergence of sensory delivery forms, primarily gummies,” Tim Toll, Pharmavite’s chief customer officer, told Drug Store News. “Gummies are experiencing a growth rate of 12% and $51 million in absolute growth dollars. Gummies now represent 33% of total VMS category growth in the latest 26 weeks. This is a trend that we expect to continue as consumers search for a more sensory satisfying experience.”
Nature Made is one of the leading broad-line vitamin brands in the emerging high-growth sensory delivery forms, including gummies and fast-dissolving tablets. The company fields a sensory delivery form in 11 product segments. “Currently, the need states that resonate strongly with consumers for the VMS category are digestive, sleep, memory/cognition, vision and general health,” Toll said. “These five need states combined now represent 76% of the total VMS category retail dollar sales growth.”
Probiotics is another key growth segment, Toll added. “Probiotics alone represents [more than] 28% of the category growth in retail dollars,” he said.
Another dominant brand is Church & Dwight’s Vitafusion line. Church & Dwight acquired Vitafusion in 2012 and hasn’t looked back. “Today, the gummy form of the entire adult VMS category is 10%,” noted Matthew Farrell, Church & Dwight’s CEO. “It was 3% when we bought the business four years ago,” he said. “Adult gummies is where we are putting our focus. It is underdeveloped and will be the source of future growth for us.”
One gummy brand to watch out for is Olly. For the 52 weeks ended Oct. 30, the brand generated only $12.3 million on 197% growth. But the brand still cracked IRI’s top-20 multivitamin list, and is ramping up distribution after being a Target exclusive for a year.
Olly is the brainchild of Method cofounder Eric Ryan, who co-developed the brand specifically for Target in partnership with Doug Stukenborg, former VP of OTC at Target and current industry analyst. Together, the two revamped the VMS space with the Olly line.
Randob Labs revving marketing engines for Dormin sleep aid launch
CORNWALL, N.Y. — Randob Labs is revving its marketing engines to support the mass market launch of its venerable Dormin sleep aid with this commercial slated to hit the airwaves this spring.
Dormin has been on pharmacy shelves since the 1950s, primarily through the independent channel, and contains the active ingredient diphenhydramine hydrochloride. Citing Hamacher Resource Group, Randob Labs shared Dormin is the No. 3 best-selling sleep aid across independent pharmacy.
Dormin is available in the patient-preferred capsule format, the company noted, and dissolves three times faster as compared to comparable medicines on the market. According to a Dormin survey, 78% of consumers find capsules easier to swallow.
The company is working with RLA Collective around a comprehensive marketing plan to help drive trial as the company expands national distribution outlets. In addition to television, Randob Labs will be marketing its sleep aid solution across social media in an effort to drive new users to the category.
Nature’s Truth introduces line of essential oil mists
RONKONKOMA, N.Y. – Nature's Truth on Thursday released a new line of essential oil mists to help drive additional traffic across a growing category.
“We see a huge rise in the market for essential oils, and have been monitoring the top uses and how consumers use them," noted Kimbery Vigliante, SVP sales and marketing Nature's Truth. "We saw the opportunity in the market to create these essential oil blended mists and infused each with liquid coconut oil, another top trending ingredient. These travel sized mists are perfect for on the go aromatherapy," she said. "The stimulating and soothing aromas when misted in the air, or on the body; help to transform your surroundings and stimulate the senses.”
The new fragrances include peppermint and citrus zest, both formulated to help refresh the senses, lavender for rejuvenation, a scent called "Good Nite" for calming and a scent titled "Muscle Ease" for soothing.