Vitamins continue growth

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).


And according to a recent TABS Group analysis, that growth came despite the percentage of U.S. vitamin users in 2012 decreasing from 71% to 66% — trade-ups, price inflation and the increased use emanating from current buyers purchasing more vitamins were the drivers behind today’s growth, said Kurt Jetta, TABS Group CEO.


The steep growth curves representing fish oil and vitamin D sales may be plateauing, Jetta added. But vitamin B and energy remains on a strong growth curve. 


Pharmavite recently pulled out all the stops in flowing innovation through mass market supplements. The company launched a line of VitaMelts with six initial SKUs, offering a dissolvable tablet format that doesn’t require water. Also for the pill fatigued, Pharmavite will be replacing many of its Nature Made soft gel brands with Full Strength Minis that feature similar supplement formulations in a softgel that is between 28% and 42% smaller.


Pharmavite also launched a full adult gummies line and introduced Voots, a pediatric supplement that packs the punch of three servings of fruits and vegetables. 


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.