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Article: Multivitamins remain category cornerstone.(MERCHANDISING/SUPPLEMENTS)(Report)(Brief article)
- Article from:
- Chain Drug Review
- Article date:
- October 27, 2008
CopyrightCOPYRIGHT 2008 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Once the strongest segment of the vitamins and supplements category, multivitamins have fallen off slightly in sales in recent years.
Still, the segment is one of the largest in the category, accounting for more than $369 million a year in drug stores and over $722 million in the overall mass market (excluding Wal-Mart Stores Inc.), data from Information Resources Inc. notes.
Marketers point out that the slowdown in the growth of multivitamin sales can be partly attributed to what amounts to a near saturation of the supplements marketplace. No other segment in the category, they say, has as high a penetration rate as multivitamins.
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