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NBJ Data Corner: Multivitamins are no longer a safety net for supplement industry

NBJ Data Corner: Multivitamins are no longer a safety net for supplement industry

If there is any supplement that's ubiquitous in the marketplace, it is multivitamins

If there is any supplement which is ubiquitous in the marketplace, it is multivitamins. This supplement category has seen consistent steady growth since the turn of the century and accounts for more than $5.5 billion in sales. Multivitamins have been a source of legitimacy and safety for the industry through every bump in the road. In December of 2013, this changed as the Annals of Internal Medicine published a meta study that headlined: “Enough is Enough: Stop Wasting Money on Vitamins and Mineral Supplements.” The media quickly picked up on this story and focused on discussing if vitamins were a waste of money or not. The vast majority of news stories hinted or outright indicated that Americans do not need supplements, as our diets should be giving us enough vitamins. Both retail channels suffered, with mass market declining 3 percent and natural and specialty retailers seeing multivitamin sales decline 1 percent. While the vitamin category still has a fairly well respected vitamin in D, it will be important for the multivitamin category to rebound in 2015. But will it?

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