HEALTH

Sales of adult gummies rise

BY Michael Johnsen

The gummy delivery form of vitamins is the single-largest source of growth for the vitamins, minerals and supplements category, having realized a 29% rate of growth, which translates to $125 million in annualized sales growth.

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

“Within the gummy delivery form, 65% of the sales are now represented by the adult life stage products, and only 35% are children-based,” Doug Jones, Pharmavite spokesman, shared with DSN. “While adult gummy sales have increased 51% for that 52-week period, children’s gummy sales are flat versus a year ago.”

It’s that opportunity to ramp up sales in adult gummy vitamins that has Church & Dwight significantly bullish on the category. The company last month announced plans to expand its gummy vitamin production capacity through the addition of a new production line to be constructed at its manufacturing facility in Pennsylvania. Construction began in 2013, and the line is scheduled to be operational in the first quarter of 2015.

“Our gummy vitamin sales are growing at a 20% rate to approximately $300 million in annual net sales in 2013,” James Craigie, chairman and CEO told analysts in December. “We believe the future prospects of the gummy vitamin category are strong, as more adults switch from traditional vitamin pills to gummy vitamins.”

Pharmavite recently increased its presence in the gummy vitamin space with the introduction of three gummy products — Nature Made Adult Gummies Multi+Omega-3; Immune Complex with Zinc; and Energy B12.

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HEALTH

Science, natural solutions boost probiotic sales

BY Michael Johnsen

Probiotics is another large-scale source of growth for the vitamins, minerals and supplements category, having realized a 33% rate of growth, or an increase in sales of $121 million in the last year, noted Doug Jones, Pharmavite spokesman.

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

The growth in probiotics has been powered by emerging science, said Michael Petschek, marketing director for i-Health — not only with regard to digestive health, but also immunity health. “Household penetration [of the probiotic supplement category] has grown rapidly. It’s about 10% of the population now. Just for perspective, two or three years ago it was only 3.5%,” he said.

In addition to digestive health and immunity health, the Winning Combination recently launched a probiotic targeting cholesterol health. “Consumers are driving the growth in probiotics because they are increasingly looking for more natural solutions to help manage their health,” said Shazad Bukhari, COO of the Winning Combination. “In a Strategic Intent survey conducted among 677 supplement users, 75% indicated they would prefer a more natural way to lower cholesterol. Cardioviva is the first natural probiotic that has been shown in peer-reviewed and published clinical trials to help maintain healthy cholesterol levels in adults.”

The Winning Combination’s Cardioviva recently partnered with the National Volunteer Fire Council and its Heart Healthy Firefighter Program to promote cholesterol management — heart attacks account for more than half of on-duty firefighter deaths. In support of this, Cardioviva conducted cholesterol screenings and nutrition and lifestyle education at regional and national fire service and EMS events throughout the past year.

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Giving new meaning to ‘all-in-one’

BY Michael Johnsen

NEW YORK — The Winning Combination this summer launched Vitamints, a vitamin and mint combination that helps consumers meet their recommended dietary intakes and freshen breath at the same time. One tablet taken four times daily helps provide the recommended daily allowance of several vitamins and minerals. Vitamints are available in five varieties, including immunity health, energy, calm, focus and a multi for women. “In our fast-paced world, schedules are always changing, and the last thing we want is to stop and remember to take that giant horse pill in the morning,” said Shazad Bukhari, Winning Combination COO.

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