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.
ReportersNotebook — Over the Counter, 7/11/11
SUPPLIER NEWS — A survey for Vitamin Shoppe found that 60% of Americans currently take a vitamin or supplement. Of those who take vitamins, more than 70% of respondents said they feel more confident about their health when they are taking a vitamin. Multivitamins are the most popular supplements, with 75% of respondents taking a multivitamin regularly. Other top supplements by those who take vitamins were: vitamin D (52%), vitamin C (49%), calcium (45%), B vitamins (43%), fish oil (42%) and iron (25%).
Starting on a vitamin regimen was not an impulse decision. Almost half began taking a vitamin based on the recommendation of a healthcare professional. Only 38% of parents take a daily vitamin, compared to 56% of adults without children. Only 34% of kids are given a daily vitamin. For those that do not take supplements, 43% feel they do not need vitamins with a balanced diet, 22% think they would never remember to take them and others feel vitamins are too expensive (9%).
The survey was conducted by Wakefield Research on behalf of Vitamin Shoppe, and polled 1,000 U.S. adults on their vitamin and supplement habits.
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.