Progressive Grocer - August/September 2009 - (Page 92)

Nonfoods Healthy Sales With A Capital ‘D’ Do hard times spell good times for vitamins and supplements? Category sales say “yes.” By D. Gail Fleenor itamins and supplements are booming in sales in spite of the recession. While some consumers are becoming more proactive about their health by taking vitamins and supplements, others are making purchases in an effort to stay well and save doctor visit or prescription drug expenses in this rough economy. The latest trends in vitamins and supplements include obsession with the letter “D,” liquid softgels for easier swallowing, and a wide range of supplements geared toward specific needs. Healthy Sales V seen a change in sales recently,” notes Matt Olson, director of grocery for C&K Market stores. The Brookings, Ore.-based chain sells Western Family private label vitamins and supple- ments, but Olson says Nature’s Bounty represents the majority of his sales in the category. He promotes vitamins and supplements with monthly percent-off ads. C&K does business as Ray’s Food Place, Shop Smart and Price Less Foods. “Thus far, the economy has not had a strong effect on sales of vitamins and supplements,” says Doug Jones, spokesman for Northridge, Calif.-based Pharmavite, parent company of Nature Made. He points to sales increases in the category and in his company’s brand. “In times such as these, consumers seem to become increasingly aware of the importance of maintaining their overall health.” “If you look at Nielsen or IRI numbers, sales have increased NIELSEN’S Shelf Stoppers Whether it’s omega-3 or flaxseed oil, vitamin D or glucosamine/chondroitin, sales are healthy in the vitamin, mineral and supplement (VMS) category. Overall, supermarket vitamin and supplement sales were up 5 percent over the previous year to $1.5 billion. Sales of nutritional supplements accounted for almost two-thirds of total category sales, just missing the billion-dollar mark and soaring 6 percent over the previous year (sales for year ending March 21, 2009, excluding supercenters, The Nielsen Company). The recession has not hit the vitamin and supplement category so far, according to one grocer. “We haven’t 92 Vitamins/Supplements Largest sales increases in supermarkets tallied by The Nielsen Company (52 weeks ending June 13, 2009) Sales (Millions) % Change Dollars 2009 2008 % Change Units 2009 2008 Protein Supplements $45.0 Vitamins-Remaining 133.5 Vitamins/Tonics-Liquid and Powder 11.1 Nutritional Supplements 629.7 Vitamins-B Complex W/C 11.7 Complete Nutritional Products 345.2 Minerals 121.1 Vitamins-Children’s-Flavored Chewable 44.8 Vitamins-Multiple 189.3 Total Category $1,531.5 32.2% 12.2 9.0 8.9 8.2 1.6 1.3 0.7 -1.0 5.8% 25.3% 4.9 -2.6 10.5 4.4 -3.5 1.9 3.6 -0.3 4.2% 41.0% 3.0 13.7 10.3 1.5 0.6 -4.0 -3.0 -3.8 4.4% 24.6% 2.4 -1.1 11.4 3.3 -3.7 1.6 1.5 -0.2 4.2% • Progressive Grocer • August/September 2009 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - August/September 2009

Progressive Grocer - August/September 2009
Contents
Nielsen’s Shelf Stoppers/Spotlight: Alcoholic Beverages/Light Beer
CES: Inside the Market Basket: Economical Choices Bring Grocery Gains
Lempert Report: Earth-Friendly Isn’t Everything
Store of the Month: Kosher Country
Executive Insights: A View From Tops
Independents Report: Become a Leader Your Associates Will Follow
Perspectives:Wegmans Food Markets: How Two Halves Make More Than a Whole
Independent Thinking: N.G.A. Annual Independent Grocers Survey: Cream of the Crop
Fall Promotions: Tailgating Takes Over
Proteins: Meaty Alternatives
Fresh Developments: PG Looks at the Latest News From the Perimeter
Beverage Alcohol: Keeping the Aisle Afloat
Culinary Oils: Oil Can
Frozen Desserts: Frozen Desserts Heat up
Family Planning: Up Front With Family Planning
Vitamins and Supplements: Healthy Sales With a Capital ‘D’
Pharmacy: Dealing With Diabetes
What’s Next: Editors’ Picks for Innovative Products
Equipment: Lasting Impressions: The Shopper’s Perspective

Progressive Grocer - August/September 2009