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Ten segments yield lion’s share of growth

BY Michael Johnsen

Sales of all vitamins are up slightly by 0.9% to $6.4 billion, according to IRI for the 52 weeks ended June 15 across total U.S. multi-outlets.

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

“The three big success stories in the last couple [of] years have been [vitamins] B [and] D and probiotics,” Kurt Jetta, CEO of TABS Group, told DSN. “Adult [multivitamins] from last year are up, although that now has stopped in its tracks because of some negative PR [published in JAMA],” he said. “That usually has a disruptive effect for several months. … Our research shows it’s up [significantly] due to overall usage.”

“The top 10 growth segments in the category represent 82% of the total category growth dollars,” said Doug Jones, Pharmavite spokesman. “Those segments are probiotics, vitamin C, non-senior women’s multi, biotin, melatonin, vitamin D, krill oil, magnesium, coconut oil [and] vitamin B-12. Probiotics by itself represents 35% of the growth that has occurred in the category.”

Gummy vitamins is a fast-moving sub-segment within multivitamins, said Jim Craigie, Church & Dwight executive chairman and CEO. “The fast-growing gummy form of vitamins now represents 7% of the total vitamin category,” he said.

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ZzzQuil dubbed top-selling launch

BY Michael Johnsen

Procter & Gamble’s ZzzQuil was named to IRI’s list of new product pacesetters this year. Dubbed the top-selling launch in its category, the brand collectively earned more than $121 million in sales. The brand also found success “in offering consumers a one-dose, non-habit-forming sleep aid that helps them get exactly what they need — a beautiful night’s rest so they can wake up feeling refreshed,” IRI reported. The brand helped revolutionize how retailers merchandised the sleep category, bringing sleep products from the bottom shelf to eye-level.

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

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Sleeping through the night

BY Michael Johnsen

Meda Consumer Healthcare’s MidNite for Menopause last year was honored as one of Parade magazine’s top new products of the year. Difficulty sleeping is one hallmark of the transition to menopause. According to a survey, nearly 57% of peri-menopausal and 51% of post-menopausal women have lost sleep or sleep badly because of hot flashes, Meda reported. Sales of Meda’s new product introduction reached $3.2 million for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI.

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

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