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Pfizer adds options for men, women to MultiGummies line
MADISON, N.J. — Pfizer Consumer Healthcare earlier this year augmented its Centrum MultiGummies line with Men and Women formulations. MultiGummies are a chewable multivitamin formulated with more vitamin D3 than any of the leading men’s and women’s gummy multivitamin brands, according to the company. Sales of Centrum multivitamins are up significantly. For the 52 weeks ended April 17 across total U.S. multi-outlets, Centrum sales reached $77.4 million on 25.7% growth, according to recent IRI data.
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Probiotics, protein, vitamin D among top drivers
The specialty channel, including natural grocery and vitamin retailers, has long been a fair prognosticator of what might be coming down the line in the natural health space for mass, food and drug retailers. Those are the channels where many of the early adopters are presumed to shop, though conventional retailers may in fact be capturing their fair share of those consumers today.