HEALTH

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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HEALTH

Angry Birds multivitamins fly onto market

BY Michael Johnsen

LOS ANGELES — Natrol is launching a new line of chewable and gummy multivitamins for children under a license that will better resonate with today’s tablet-toting mom — Angry Birds.               

The line includes four flavors — watermelon, strawberry, orange and mixed berry — and is formulated with vitamin A, B vitamins and vitamin C to help support normal growth and development, as well as to aid metabolism and support energy production, Natrol reported. The line also is formulated with vitamin D for strong teeth and bones.

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Cashing in on the wellness trend

BY Michael Johnsen

Sales of vitamins and minerals represent a $6.5 billion book of business that’s growing at a 5.2% clip across total U.S. multi-outlets for the 52 weeks ended Nov. 3, 2013, according to IRI.

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

Don’t expect that growth rate to taper off anytime soon. Because not only is dietary supplementation a key component of many consumers’ overall health-and-wellness regimens, but dietary supplements also has been projected to save billions of healthcare dollars when healthcare costs are under a microscope.

A recent Frost and Sullivan report determined that supplementation at preventive intake levels in high-risk populations can reduce the number of medical events associated with heart disease, age-related eye disease, diabetes and bone disease in the United States, representing the potential for significant cost savings.

According to the Centers for Disease Control and Prevention, 75% of total healthcare expenses are spent on caring for people with preventable diseases, with only 3% spent on prevention. That’s a significant upside opportunity.

Currently, product segments contributing large-scale growth to the category are gender-specific multivitamins, biotin, melatonin, Co Q-10, vitamin D, vitamin B-12 and vision formula multivitamins, noted Doug Jones, Pharmavite spokesman.

Probiotics, gummy vitamins and immunity health also are hot categories.

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