Sales growth, strong margins for VMS

The minerals/supplements category saw year-over-year growth of 8%, with the one- and two-letter vitamins up 4%. Growth was led by Quincy Bioscience followed by private label in the minerals/supplements category (see Figure 1). Prevagen led drug channel growth in minerals and supplements, which nearly doubled in sales up 87%, while IBgard’s skyrocketed 306% year over year. Larger brands that contributed with double-digit growth were Nature’s Bounty, Culturelle and Align (see Figure 2).

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Margins for i-Health were most widely spread in the minerals/supplement category with the lowest margins at 29% in the mass channel, and the highest at 44% in the drug channel. Nature’s Bounty saw high margins across all channels (see Figure 3).

Circular ad counts were dominated by food class of trade for both Nature’s Bounty and Pharmavite manufacturers. However, Nature’s Bounty doubled the activity vs. Pharmavite in the drug class of trade. Bayer surpassed Pharmavite in number of circular ads. (see Figure 4).

Nature’s Bounty and Reckitt Benckiser were the only two large vitamin manufacturers to see a significant number of list price changes in 2016. Nature’s Bounty’s list price changes in May 2016 averaged 7%, while Reckitt Benckiser’s 43 list price changes averaged just 2%.

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