NEW YORK -- Pharmavite LLC and NBTY dominate the mineral supplements category with a combined market share of almost 25%.
Private label products command another 31% and would lead the market if they were considered a brand. But their sales in drug stores were down 5.2% in the 12 weeks ended November 27.
Sales of NBTY Inc.'s first-place Nature's Bounty brand and Pharmavite's No. 2 Nature Made, by contrast, were up 9.7% and 8.6%, respectively.
And the third-place brand, NBTY's Sundown Naturals, saw its sales rise by almost one-third.
To maintain its momentum, Pharmavite has extended the Nature Made line with Ultra Omega-3 Fish Oil 1,400 mg liquid soft gels (45-count), which deliver a combination of omega-3 fatty acids in a high-concentration formula for heart health benefits.
Also under the Nature Made brand umbrella, Krill Oil 300 mg (60-count) delivers a combination of omega-3 fatty acids and antioxidant properties from naturally occurring astaxanthin. Supportive but not conclusive research shows that consumption of EPA and DHA omega-3 fatty acids may reduce the risk of coronary heart disease.
MINERAL SUPPLEMENTSTOTAL DOLLAR SALES * $404 mil. (+4%)DRUG STORES $255.2 mil. (+3.2%) Dollar Dollar Market sales salesLEADING BRANDS ** share (000) % changeNature's Bounty 15.2% $38,674 + 9.7%Nature Made 9.2% 23,586 + 8.6%Align 3.0% 7,569 + 11.8%Sundown Naturals 2.5% 6,252 + 32.1%Citracal 2.3% 5,915 + 5.6%Nature's Bounty Q Sorb 2.2% 5,618 + 10.2%Osteo BI-Flex 2.1% 5,265 - 18.0%Caltrate 1.4% 3,444 + 14.5%Schiff MegaRed 1.3% 3,394 + 60.5%Osteo Bi-Flex Joint Shield 1.3% 3,268 + 5.5%TOTAL UNIT SALES * 39.7 mil. (+0.5%)DRUG STORES 23 mil. (+0%) Unit Unit Avg. price sales salesLEADING BRANDS per unit (000) % changeNature's Bounty $9.38 4,124 + 2.9%Nature Made 9.90 2,382 + 4.7%Sundown Naturals 9.93 630 + 21.0%Citracal Mineral 12.66 467 + 3.3%Osteo Bi-Flex 15.58 338 + 2.4%CaBrate 10.45 330 + 16.8%Nature's Bounty Q Sorb 20.82 270 + 9.0%Align 28.39 267 + 24.3%Radiance 9.11 241 4.1%Mason Natural 7.07 212 + 1.3%* Total of drug stores, supermarkets and discount storesexcluding Walmart** In drug stores only. Private label products account for a30.9% dollar share and a 38% unit share.Source: SymphonyIRI Group. For the 12 weeks ended November 27, 2011.ONE- A TWO-LETTER VITAMINSTOTAL DOLLAR SALES* $136.5 mil. (+1.5%)DRUG STORES $78.8 mil. (+0.6%) Dollar Dollar Market sales salesLEADING BRANDS ** share (000) % changeNature Made 29.4% $23,211 + 8.0%Nature's Bounty 17.6% 13,869 - 2.6%Sundown Naturals 4.8% $3,805 +53.7%Airborne 2.5% 1,971 --Ester C 2.2% 1,730 +10.8%Slo Niacin 1.2% 929 -11.3%Windmill 0.8% 647 -17.7%Mason Natural 0.8% 593 -13.0%Schiff Mega D3 0.6% 491 -22.0%21st Century 0.4% 343 + 9.0%TOTAL UNIT SALES* 19.6 mil. (+1.2%)DRUG STORES 10.8 mil. (-0.5%) Unit UnitLEADING BRANDS Avg. price sales sales per unit (000) % changeNature Made $8.26 2,808 - 9.0%Nature% Bounty 8.48 1,635 - 8.0%Sundown Naturals 7.86 484 +43.6%Airborne 7.23 273 --Ester C 7.70 225 +32.2%Windmill 5.80 111 -11.3%Mason Natural 5.92 100 - 8.7%F&F Daily-C 1.01 56 +31.2%Slo Niacin 17.46 53 -11.3%21st Century 6.86 50 +9.4%* Total of drug some, supermarkets and discount shoes excludingWalmart.** In drug stores only. Private label products account for a34.5% dollar share and a 42% unit share.Source: SymphonyIRI GroupFor the 12 weeks ended November 27, 2011.
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