Pharmavite VitaMelts climb to No. 12 spot
NORTHRIDGE, Calif. — Pharmavite launched its latest VMS innovation, Nature Made VitaMelts, earlier this summer, and already the brand ranks No. 12 among one- and two-letter vitamins, according to 52-week sales data as tracked by IRI.
The most significant point of differentiation: a new-format delivery that induces trial and subsequently the repurchase. “The repurchase is so high because the marketing campaign has been very successful and continues to build awareness among mass consumers,” noted Pharmavite spokesman Doug Jones.
Dietary supplement sector inspires confidence
When multiple multinational companies start investing their acquisition monies into one particular category, it’s a good bet that category is poised for some pretty significant growth.
(For the full category review, including sales data, click here.)
Right now, that category is dietary supplements. “Over the past 10 years, the industry has gone from $20 billion to $32.5 billion,” Council for Responsible Nutrition president and CEO Steve Mister recently told an audience of supplement suppliers. “During that period, the growth of dietary supplements has been the envy of other sectors of the economy.”
According to CRN consumer surveys, 85% of Americans — including those who don’t take supplements on a regular basis — are somewhat or very confident in the industry.
And the sales figures back it up. In total U.S. multi-outlets, which doesn’t include such specialty retailers as GNC or health food stores, sales of all vitamins totaled $6.4 billion, up 5.8% for the 52 weeks ended Aug. 11, according to IRI. Almost $350 million more vitamin sales were generated this year versus the year-ago period.
And now — with the likes of Reckitt Benckiser managing a considerable portfolio featuring both Schiff and Airborne; with Church and Dwight getting excited over the opportunities within adult gummy vitamins; and with Procter and Gamble’s acquisition of a full line of supplements that it has yet to introduce into mass — that $350 million in annual growth dollars may represent just the beginning of a prolonged winning streak for health-and-wellness purveyors.
Beyond the aging of the baby boomer, an escalating emphasis on consumer-driven healthcare ought to serve as growth catalysts. Three hot trends include the gummy format for adults, probiotics and an immune boosting adjacency to cough-cold.
Topical BioMedics gains national distribution for Topricin Foot Therapy Cream
RHINEBECK, N.Y. — Topical BioMedics recently announced distribution through CVS/pharmacy for its Topricin Foot Therapy Cream, a homeopathic topical treatment for pain associated with fibromyalgia and neuropathy that is safe for diabetics.
“We are delighted that Topricin Foot Therapy Cream has been chosen by CVS for inclusion in its foot care section,” stated Lou Paradise, Topical BioMedics’ president and chief of research. “It is estimated that more than 20 million Americans suffer from neuropathy, and 60% of all diabetic patients experience neuropathy in their feet, which can be painfully debilitating and greatly impacts their quality of life. Because our formula is patented for the treatment of pain associated with neuropathy, it offers a safe, effective option for people suffering from both diabetic and chemo-induced neuropathy."
Topricin Foot Therapy Cream has been specially formulated to address pains associated with foot and ankle pain and injuries, including gout, heel spurs, bunions and such sports injuries as Plantar fasciitis, Achilles tendonitis and shin splints, as well as neuropathic pain, the company reported.