Many consumers are choosing herbals over vitamins these days, says Peter Elgersma, business manager for ACNielsen. But there are a lot of new players in the herbal market. Another factor contributing to mediocre sales growth in drug and grocery is the growing market presence of mass merchandisers and club stores, says Elgersma. The vitamin category can easily be seen by consumers as a commodity product. He adds that it's significant that the key growing vitamin and mineral products are multivitamins and prenatal vitamins, which require more pharmacist recommendations than other segments.
Pharmacist consultation is key to keeping vitamin sales in the traditional drug world.
And the aging population's awareness of the importance of preventing osteoporosis has pushed sales of calcium. He also points to sales increases in folic acid, because more women are realizing its importance before and during pregnancy.