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.
VMS segment gets a boost from Wall Street
The latest vindicator to the almost $3.5 billion vitamin and supplement business across all outlets isn’t positive press. It’s not even the continued consumer gravitation toward self-care. It’s Wall Street.
“What’s been hot in the sector has been corporate activity,” said Scott Van Winkle, managing director of the investment firm Canaccord Genuity. Whether it’s initial public offerings like GNC or Vitamin Shoppe, or such mergers and acquisitions as the Schiff Nutrition purchase of the Ganeden Biotech probiotic line, “there’s been a lot of activity in the nutrition space over the last 12 to 18 months,” he said.
“The fact that we’re seeing more and more outside investors is a sign that [Wall Street] sees us as a good [investment],” added Steve Mister, president and CEO for the Council for Responsible Nutrition. “If there were another ephedra ready to happen, we wouldn’t be seeing this influx of capital.”
“There’s 1% growth just from demographics,” Van Winkle said, and the sector is projected to continue to grow in the mid-single digits. There are a growing number of blockbuster nutrition subcategories, such as glucosamine/chondroitin and fish oil. Also, probiotics and vitamin D are on their way to achieving blockbuster status.
The article above is part of the DSN Category Review Series. For the complete Vitamins, Minerals and Supplements Buy-In Report, including extensive charts, data and more analysis, click here.
Lichi Super Fruit introduces meal replacement shake
NEW YORK — Lichi Super Fruit is adding a meal replacement product to its lineup.
New Lichi Super Fruit Chocolate Delight Meal Replacement is a nutritious blend of natural cocoa, whey and soy proteins, vitamins and omega fatty acids that promotes weight loss and lean muscles, according to the company. The weight-management chocolate shake, which comes in a one-month supply, is set to hit select retail shelves in July.
Lichi Super Fruit Chocolate Delight Meal Replacement will be available for a suggested retail price of $24.99.