September 30, 2014
The ground is shifting in the multivitamin world. Adult multivitamin sales are down 9 percent over the last year in the natural channel, according to SPINS data. But fret not! Supplement makers are merely diversifying, so women’s multivitamins grew 10 percent, men’s multis by 5 percent, and children’s multis by 6 percent.
Even more interesting is data from the New Hope Natural Media NEXT Trend, which tracks every product exhibited at Natural Products Expo West and East. Fifty-seven percent of products in the category of baby and child supplements are children’s vitamins, while one-fourth are children’s herbs and homeopathy. And here’s a notable shift—while only 12 percent of baby and child supplements are gummies, gummies saw a growth of just over 1,000 percent between Expo West 2013 and Expo West 2014. Gummies are hot! Here’s what we like now in the children’s supplement world.
About the Author
You May Also Like