Vitamins, Diet and Sports Nutrition

The Vitamin Shoppe’s Launchpad vendor incubation program is meant to introduce emerging products and brands to shoppers through its relationships with vitamin and supplement brands, the company said.

The company said Gatorade Zero is designed to meet athletes’ specific hydration preferences and offer them more ways to mix and match how they hydrate.

Kerrigan brings with him more than 25 years of leadership in sales, marketing and management, joining from Bayer Consumer Health, where he was senior vice president and chief customer officer for U.S. sales.

Ignite, which retails in a 12-oz. can, is designed to offer clean energy and hydration using natural caffeine, B vitamins and electrolytes, the company said.

The Los Angeles-based company on Monday premiered “Smarter Asks Questions,” which stars “New Girl” actress Hannah Simone and looks to demystify the process of navigating the vitamin aisle.

Alphonso’s TS Kelly noted that Even with 74% of consumers ages 18 to 34 years old taking dietary supplements, marketers’ ad buys are skewing toward a focus on older consumers.

Though only covering 90 women, only 70 of whom completed it, the study found that the probiotic L. reuteri reduced bone density loss compared with the placebo.

The gains to the $14 billion market, driven by sales increases on Amazon.com and at Walmart stores, also were bolstered by gains in sales to occasional VMS consumers, according to TABS Analytics‘ 11th Annual Vitamin Study.