By Lisa Olivo, Associate Editor06.29.17
Nutrition is top-of-mind for consumers today, but taste, convenience, and ease of use are also influencing purchasing decisions. With such demands from discerning consumers, it’s no wonder gummy formats are all the rage in the supplement space.
Mintel’s 2016 Vitamins, Minerals and Supplements Report underscored that supplement shoppers are looking to formats like gummies because they like taking vitamins and minerals in fun and easy delivery methods. The report noted that innovative delivery platforms such as gummies, and other confectionery methods, “provide an appreciated departure from consumers’ routine, allowing [the consumer] to have a more sensorial, enjoyable experience than with a tablet.”
According to Mintel data, the majority of MULO (Multi Outlet) gummy vitamin, mineral and supplement (VMS) brands saw increased sales for the 52-weeks ending May 15, 2016. The report cited that Nature Made, one of the strongest performing brands in the VMS category, also happens to have one of the largest SKU assortments
Mintel’s 2016 Vitamins, Minerals and Supplements Report underscored that supplement shoppers are looking to formats like gummies because they like taking vitamins and minerals in fun and easy delivery methods. The report noted that innovative delivery platforms such as gummies, and other confectionery methods, “provide an appreciated departure from consumers’ routine, allowing [the consumer] to have a more sensorial, enjoyable experience than with a tablet.”
According to Mintel data, the majority of MULO (Multi Outlet) gummy vitamin, mineral and supplement (VMS) brands saw increased sales for the 52-weeks ending May 15, 2016. The report cited that Nature Made, one of the strongest performing brands in the VMS category, also happens to have one of the largest SKU assortments
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