Gummies lead growth

Sales of vitamins within U.S. multi-outlets were up 3.2% to $6.7 billion for the 52 weeks ended June 14 , according to IRI, with no signs of slowing down. Gummy vitamins continue to trend within the multivitamin space, overall sales of which were up 2% to $1.7 billion. According to Church & Dwight’s chairman and CEO Jim Craigie, sales within the gummy segment is up as much as 10% category wide.

Already 83% of millennials are taking a multivitamin, according to a Council for Responsible Nutrition survey. And millennials researching the category are likely to do so online. According to Clavis Insight, 64% of all U.S. sales are digitally influenced, meaning consumers are researching in-store purchases online, but only 16% of 2014 vitamin and dietary supplement category sales were generated through the online channel.

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