Vitamins and Minerals - US - December 2011 Brand ShareMultivitamins

Key points Bayer AG remained the leader in the FDMx multivitamins segment with its Flintstones and One A Day brands, but did not grow sales enough to grow its market share. Second-place Pfizer lost more than two share points as its Centrum brands saw sales decline by a combined 6.8%. Knight-McDowell Labs introduction of chewable and single-serve On-the-Go packets of Airborne helped to grow sales from 2010-11 after several years of significant declines. NBTY showed the strongest growth based on percentage of sales as its combined brands grew by 17% from 2010-11, thanks to the launch of the more upscale Natures Bounty Your Life line and Cars and Marvel Superheroes childrens brands.

Bayers sales grow with gummy-based products Sales of Bayers Flintstones vitamins for children and One A Day VitaCraves for adults showed strong sales growth from 2010-11 through FDMx. Both lines have introduced several gummies products, and the $5 million in sales growth for VitaCraves and $4 million growth for Flintstones indicates that the added whimsy of new gummies has found consumers receptive. Centrum sales drop; introduces Specialist line Sales of Pfizers Centrum brands declined by $13 million from 2010-11 through FDMx and lost more than two share points during the year. All major brands saw declines during the period including Regular, Cardio, Silver, and Performance specialty formulas. Centrum Specialist formulas were launched in 2011 with Centrum Prenatal, Vision, Energy, and Health varieties. The company also launched three Centrum Pro Nutrients products (Fruit & Veggie, Probiotic, and Omega-3), which are supplements that are designed to work with multivitamins. Pfizers Centrum brand holds 19% share of the FDMx multivitamins market even after the sales declines from 2010-11. Centrum Specialist Complete Multivitamin Vision is a supplement that contains 10 mg of lutein and 2 mg of zeaxanthin, which is said to support healthy vision, provide glare reduction, and support vision acuity. The tablets also contain vitamins A, C and E as well as zinc to support healthy eyes. Available in the same range are the following varieties: Complete Multivitamin Heart; Complete Multivitamin Energy; Complete Multivitamin Prenatal.

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Pro Nutrients Omega 3 Supplement is an EPA and DHA supplement from the makers of Centrum. It contains two of the most scientifically studied omega-3s (EPA and DHA) found in fish oil and features a formula that is said to be a unique blend of nutrients that provide triple-action support for the following: heart health; brain structure; and eye structure. Also available is Fruit & Veggie Phytonutrient Supplement, which features antioxidant properties to support cell protection and general health. Source: Mintels GNPD Airborne reverses loss trend Knight-McDowell Labs saw sales rise by 5.4% from 2010-11 as the company introduced a chewable version (2011) of its Airborne effervescent tablets and Airborne On-the-Go powder packets (2010) that can be poured into bottled water thereby increasing the convenience factor. Knight-McDowell Labs sales in the multivitamins segment fell from $108 million to $55 million from 2006-10 with its flagship Airborne effervescent tablets accounting for the majority of these sales as private label versions of the product increasingly came to market.

Airborne Immune Support Supplement Chewable Tablets contain herbs, vitamins and minerals. Each four-tablet serving contains 1,000 mg vitamin C and 350 mg of an herbal blend including echinacea and ginger, along with zinc and selenium. This supplement provides the same immune support as Airborne Effervescent Tablets but without the need for water. Source: Mintels GNPD NBTY sales surge FDMx sales of NBTY multivitamins grew by $6 million from 2010-11, representing growth of 17%, and grew the market share for the company by 0.6 points. The Natures Bounty Your Life brand, launched in 2010 to add an upscale brand offering to the Natures Bounty umbrella of multivitamins, accounted for approximately half of this growth. Additional growth came from the Natures Bounty original brand, as well as from the Disney Cars and Sundown Kids Marvel Superheroes brands.
FIGURE 18: FDMx manufacturer sales of multivitamins, 2010 and 2011

Comp any

Brand

52 weeks endin g Oct. 2, 2010 $ millio n

FDMx share of segme nt %

52 weeks endin g Oct. 2, 2011 $ millio n

FDMx share of segme nt %

% Change in Sales 201011

% Point Chang e 201011

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Bayer AG

Total Flintstones One A Day Women's One A Day Men's One A Day VitaCraves One A Day Women's Prenatal One A Day Women's 50+ Other

198 55 25 24 16 13 12 53 192 114 55 10 9 4 68 42 17 10 56

22.4 6.3 2.9 2.7 1.8 1.5 1.4 5.9 21.7 12.9 6.2 1.1 1.1 0.4 7.7 4.7 1.9 1.1 6.4

205 59 26 23 21 15 11 49 179 110 51 7 7 4 71 46 17 7 60

22.2 6.4 2.8 2.5 2.3 1.7 1.2 5.3 19.4 12.0 5.6 0.7 0.8 0.4 7.7 5.0 1.8 0.8 6.5

3.4 7.0 2.3 -2.4 36.6 14.3 -7.6 -7.3 -6.8 -3.5 -6.9 -30.2 -22.7 -5.9 3.6 11.9 -0.9 -23.9 5.4

-0.2 0.2 -0.1 -0.2 0.6 0.1 -0.2 -0.7 -2.3 -1.0 -0.7 -0.4 -0.3 0.3 -0.1 -0.3 0.1

Pfizer

Total Centrum Silver Centrum Centrum Cardio Centrum Performance Other Total PreserVision Ocuvite Other Total

Bausc h+ Lomb

Knigh tMcDo well Labs

Airborne Other NBTY, Inc. Total Nature's Bounty Your Life Disney Princess Multivitamins Nature's Bounty Disney Cars Multivitamins

56 0.2 40 5 8 4 3

6.4 4.5 0.5 0.8 0.5 0.4

58 2 46 8 8 5 5

6.3 0.2 5 0.8 0.9 0.5 0.6

2.8 770.8 17.2 61.3 11.9 13.0 54.0

-0.1 0.2 0.6 0.3 0.1 0.2

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Sundown Kid's Marvel Superheroes Other Phar mavit e Corp. Total

1.5 18 38

0.2 2 4.3

3 17 42

0.4 1.8 4.5

138.3 -7.8 9.0

0.2 -0.2 0.2

Nature Made Other

36 3 184

4 0.3 20.8

39 2 193

4.3 0.2 20.9

10.4 -11.4 4.7

0.2 0.1

Privat e Label Other Total

107 885

12.1 100

127 922

13.7 100

18.1 4.3

1.6 -

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