Church & Dwight on Monday became the latest large-scale CPG company to field a line of gummy vitamins with its acquisition of Avid Health for $650 million in cash.
Sales of vitamins, totaling almost $3.6 billion, were up 2.7% for the 52 weeks ended May 13, according to SymphonyIRI Group data across food drug and mass (excluding Walmart).
Gummy vitamins are not just for kids anymore. With baby boomers entering their golden years, it won’t be pill phobia that will drive supplement-seeking seniors in search of gummy vites as much as it may be pill fatigue.
Perhaps the most exciting recent development in the multivitamin segment is the success of gummy vitamins. Data from SymphonyIRI show that, while teen and infant vitamin sales are in decline, gummy vitamins for adults are driving growth within the category.