Liquid Assets: Drinkable Vitamins Fuel Profits and Growth

Consumers weary of popping pills are increasingly turning to liquid supplement formulas, fueling growth in a still small but viable market niche.

According to IRI data provided to NBJ, $70 million in liquid vitamins were sold during the 52 weeks ending January 6, 2006 through FDM or mass market channels, a 9.1% growth rate. During the same period IRI scanned $760 million in multivitamins (6.5% growth) and $320 million in ‘1&2 letter’ vitamins (-16%). These figures do not include the natural retail channel, Wal-Mart, club stores or network marketing companies. “It would be very safe to say that, at a minimum, annual domestic liquid

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