HEALTH

Minerals, supplements see healthy sales gains

BY DSN STAFF

Sales in the minerals and supplements segment were up 5.7% from the previous year, while sales for private label were down 0.7%, according to IRI. These shifts resulted in a 6% erosion of market share for private label, from 34.8% to 32.7% for the period. However, private label holds a plurality of the market with a market share of 32.7% and sales of $1.1 billion.

(To view the full Promo Watch report, click here.)

Among national brand manufacturers, Pharmavite led the market, with 10.2% market share and sales of $348 million (up 7%), Nature’s Bounty has lessened the gap since last year and holds 9.7% market share with $330 million in sales (up 11%). Rexall Sundown and Reckitt Benckiser follow with $221 million (down 9%) and $205 million (down 1%) respectively. I-Health had an impressive 21% growth from last year, hitting $187 million for the year.

According to CPR, among the top five manufacturers in the minerals and supplements segment, Rexall Sundown had the lowest average retail margins across all three channels — mass, food and drug. Yet sister company Nature’s Bounty had the highest average retail margins in both mass and food channels. Pharmavite reflected the highest average retail margin in the drug channel at 43%. Rexall Sundown and Nature’s Bounty kept margins within a tight 4% spread across mass, food and drug.

According to MarketTrack, private label led in category feature ads with 451 in the drug channel for the 52-week period ended in April 2016. Nature’s Bounty followed with 399, Reckitt Benckiser at 337, Pharmavite at 336, Rexall Sundown at 221 and i-Health at just 51. Nature’s Bounty and Pharmavite each increased ads featured last year, up by 37 and 45, respectively, while Reckitt Benckiser and Rexall Sundown reduced ads for the period by 44 and 23, respectively. Nature’s Bounty saw a 10.5% increase in sales during the period in the drug channel, while Reckitt Benckiser and Rexall Sundown each saw losses in the drug channel of -3.3% and -13.0%.

Drug Store News has partnered with Competitive Promotion Report, IRI and MarketTrack to create a series of exclusive reports. This article highlights the market performance of major manufacturers in the minerals and supplements segment within the vitamins, minerals and supplements category. The results in this study reflect the leading brands/manufacturers in the segment in terms of retail sales, list price changes, average retailer margins and promotional ad activity.

CPR is a leading provider of competitive market intelligence and insights in the health, beauty and wellness industry. Learn more by visiting competitivepromotion.com.

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HEALTH

Dr. Reddy’s acquires 6 OTC brands in move into branded consumer care

BY David Salazar
PRINCETON, N.J. — Dr. Reddy’s is moving beyond prescription drugs and into consumer health care with a  new acquisition. The company announced Wednesday that it had purchased six OTC brands from Ducere Pharma, including Doan’s, Bufferin, Nupercainal Ointment, Cruex Nail Gel, Comtrex and Myoflex. 
 
“These legacy products enjoy strong brand equity built over several decades,” Dr. Reddy’s U.S. head and EVP Alok Sonig said. “We are extremely excited to be entering the branded consumer health arena through these brands and embarking upon the next avenue of growth for our OTC business in the U.S.”
 
Sonig said the company plans to build on the sales and marketing efforts for the newly acquired brands while focusing on expanding them into new and existing market channels. 
 
“We think Dr. Reddy’s is well-positioned to continue the successful growth of these brands,” Samuel F. Hines of Casla Capital Management said. “We feel confident that our brand-loyal consumers will be well-served by the deal.”
 
 
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Noxicare refreshes brand in push to educate consumers about NSAID alternatives

BY David Salazar
CHEVY CHASE, Md. — Natural pain relief brand Noxicare has been in the midst of a rebranding effort aimed at educating consumers about the efficacy of its turmeric-based formulation by refreshing its packaging to include information about Noxicare’s ingredients and introducing a new product. 
 
“We are well on the other side of a complete re-launch focused on education initiatives that support in-aisle decision-making, targeting the consumer that looks past the front of the package in search of authenticity and transparency,” Herbal Health Care CEO Keith Nalepka said. “We’re seeing success as we continue to expand our distribution footprint with key retailers responding to the growing market demand for natural alternatives to NSAIDS.”
 
The company said that a re-launched website would accompany a digital campaign with video testimonials using the hashtags #ReframeYourPain and #NoxicareReallyWorks, aimed at education consumers about NSAID alternatives for managing pain. Earlier this year the company rolled out a natural sleep version of its pain relief capsules to reduce pain-induced insomnia and help those with chronic pain sleep better. All of these efforts are happening alongside the company’s continued growth. 
 
“We’re excited to see the response as we renew our pledge to support retailers with focused marketing efforts,” Nalepka said. ”We also have removed the magnesium stearate from our capsule formulation, which was very important to our customers.”
 
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