Frutaceuticals Shed Sugar To Shake Up Gummy Supplement Market
This article was originally published in The Rose Sheet
Frutraceuticals are made with a technology that quickly evaporates moisture from heat-sensitive fruits to maintain raw material integrity without sugar, says marketer Frutarom Industries, which targets consumers seeking alternatives to vitamins in pill- and capsule-form but without sugar associated with gummies.
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CEO Matthew Farrell says Church & Dwight will avoid the aggressive promotional trend sweeping the gummy vitamin market as it looks to stay competitive. Competitors’ promotions cut into its gummy sales and offset its other domestic consumer sales, which inched up 1.3%.
The firm says sales of L’il Critters children’s and Vitafusion adults’ gummy vitamin lines increased more than 7% in its fiscal 2015 third quarter from the year-ago period as production and distribution began recovering from disruptions that restrained sales in the previous quarter.
Consumers’ reasons for using supplements and the delivery formats they prefer are growing. Emerging growth categories include natural supplements and those aimed at heart health, diabetes and muscle-retention.