SHELTON, Conn. -- The supplements market has been a mixed bag in recent months, those who track the industry say, and all indications are that the situation is not about to change any time soon.
According to TABS Group Inc. senior consultant Mike Kirshenbaum some product segments are showing phenomenal growth--vitamin B12 and biotin, for example, have grown by 25% to 35% in recent months he says--while other segments --including vitamin D--are slowing down. In fact, Kirshenbaum says, vitamin D sales are likely to be flat next year unless researchers find significant new benefits for the vitamin.
Meanwhile, TABS research has found that cutting-edge supplements like melatonin have regained favor with consumers. That supplement, touted as helping people deal with such conditions as immune disorders, cardiovascular diseases, depression, seasonal affective disorder (SAD), sleep disorders and sexual dysfunction, saw its sales grow by about 30% over the past year, Kirshenbaum says.
Similarly, probiotics continue to grow with the top brands in the segment performing particularly well and new brands helping to expand consumer choice and drive sales.
Kirshenbaum notes that some segments that had recently flattened out or declined have since rebounded.
For instance, he says, a host of new products and the continuation of positive findings about these products has led to double-digit gains in fish oil.
The rise of krill-based products has helped the category grow, he notes, with fish oils formulated with krill now accounting for about 14% of sales in the sector.
Similarly joint health formulas have recovered from their long decline.
In the herbal market, TABS finds that sales continue to move forward with the overall category showing double-digit gains and many individual herbs performing particularly well.
MULTIVITAMINSTOTAL DOLLAR SALES * $200.5 mil. (+4.8%) DRUG STORES $100.7 mil. (+3.4%) Market Dollar sales Dollar salesLEADING BRANDS *' share (000) % changeCentrum Silver 13.8% $13,890 + 4.3%Bausch + Lomb Preservision 8.2% 8,282 + 12.5%Centrum 5.2% 5,280 + 16.8%Flintstones 4.6% 4,678 + 30.5%Nature Made 3.8% 3,775 + 9.7%Icaps 3.6% 3,658 + 16.7%One A Day Women's 2.9% 2,881 + 16.8%Airborne 2.5% 2,507 - 5.5%Bausch + Lomb Ocuvite 2.4% 2,404 - 5.7%One A Day Men's Health 2.1% 2,122 - 5.9% FormulaTOTAL UNIT SALES * 21 mil. (+4.6%) DRUG STORES 9.7 mil. (+4.1 %) Avg. price Unit sales Unit salesLEADING BRANDS ** per unit (000) % changeCentrum Silver $13.24 1,049 + 2.4%Flintstones 9.02 519 + 32.1%Centrum 11.30 467 + 7.6%Nature Made 8.42 449 + 15.4%Bausch + Lomb Preservision 23.93 346 + 8.5%Airborne 7.61 329 - 6.8%One A Day Women's 10.18 283 + 6.0%One A Day Men's Health 10.14 209 - 7.5% Formula (caps 21.16 173 + 13.3%Bausch + Lomb Ocuvite 14.90 161 - 11.4%* Total of drug stores, supermarkets and discount storesexcluding Walmart.** In drug stores only. Private label products account for a 23.31dollar share and a 34.4% unit share.Source: SymphonyIRI Group. For the 12 weeks ended September 4, 2011.
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