The vitamin D category continues to grow. Category leader Nature Made from Pharmavite is on the cusp of launching a host of new products, including a Super D-Complex with magnesium, vitamin D chewable tablets and vitamin D with vitamin C and zinc.
Ten years ago the word probiotics wasn’t known, and five years ago it was a new word to most Americans. But thanks to the marketing of Activia yogurt by Dannon, which started in 2006, these microorganisms have garnered national attention.
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.
Findings from the past year show that vitamin sales have been stronger than most other health and beauty categories. The recent emphasis placed by vitamin and nutritional supplement manufacturers on new multivitamin brands has delivered positive results.
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.