Nutritional Outlook

Nutritional Outlook, December 2016

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News ■ NUTRITIONAL OUTLOOK 12 December 2016 IRI Ranks Top-Selling Nutritional Brands, Retailers of 2016 At the Council for Responsible Nutrition's recent annual conference, Robert Sanders, ex- ecutive vice president and practice leader for market researcher Information Resources Inc. (IRI), shared new IRI data on the year's top- selling U.S. nutritional brands, manufacturers, and retailers. 1 Top-selling supplement Brands At the top of the brand list, Nature Made came in frst for total dollar sales with $1043 million in total sales over the course of the 52 weeks ending August 7, 2016, amounting to an 8.1% growth in dollar sales over the previous year. Sanders suggested some of Nature Made's success may have to do with the "terrifc job" it has done building trust with consumers. "Tey're really doing a nice job of creating that trust, that support via a credible source, and really advertising and making the consum- er feel as though these products are safe and efective," Sanders said. "Very, very important." Following Nature Made in the number- one spot, the top-selling nutritional brands were: 1. Nature Made ($1043 million total sales; 8.1% growth) 2. Nature's Bounty ($706 million total sales; 12.4% growth) 3. Clif ($662 million total sales; 10.4% growth) 4. Ensure ($620 million total sales; 2.8% growth) 5. Atkins ($343 million total sales; 3.3% growth) 6. Centrum ($333 million total sales; 0.6% growth) 7. KIND ($318 million total sales; -4.3% growth) 8. Schif ($314 million total sales; -2.2% growth) 9. One A Day ($308 million total sales; 6.7% growth) 10. Boost ($281 million total sales; 22.4% growth) Top Manufacturers Sanders also shared IRI data on the top nu- tritional manufacturers over the same time period, with some of the biggest year-over- year dollar-growth percentages coming from food brands Nestlé (30.4%) and Post (29.8%). Here is the full list of the top-10 nutritional manufacturers: 1. Te Carlyle Group ($1541 million total sales; 3.1% growth) 2. Abbott ($1332 million total sales; -1.4% growth) 3. Pharmavite ($1045 million total sales; 8.1% growth) 4. Clif ($662 million total sales; 10.4% growth) 5. Pfzer ($594 million total sales; -2.6% growth) 6. Bayer ($563 million total sales; 0.0% growth) 7. Reckitt Benckiser ($536 million total sales; -3.2% growth) 8. General Mills ($465 million total sales; -8.8% growth) 9. Nestlé ($450 million total sales; 30.4% growth) 10. Church & Dwight ($354 million total sales; 2.0% growth) Aside from the manufacturers that boasted the most total sales in IRI's data, some of the other biggest dollar-growth percentages over the year previous came from Vega (375.1%), Epic (250.6%), GU (193.0%), Organic Valley (186.5%), and BSN (168.6%). Top Retailers Finally, Sanders reported on the top-selling retailers of nutritional products in the past year. Overall, growth of nutritional supple- ments well outpaced total store growth in the last year 1 , with 5.8% year-over-year growth to reach a market total of $16 billion. Total store growth, meanwhile, sat at just 1.2% and amounted to a total market size of $757 bil- lion, indicating nutritional supplement sales grew at about fve times the rate of total store sales in the last year, Sanders noted. A closer look at retail channels revealed the biggest year-over-year dollar growth for club stores (10.3%), Walmart (7.3%), grocery stores (6.9%), and drug stores (5.5%), accord- ing to IRI. Walmart and grocery stores each had about 21% of the total supplements market, followed by club stores with 19% and drug stores with 17%. Less promising growth fgures for supplement sales fell to specialty stores, Target, and dollar stores, which saw sales fall in the last year by -1.4%, -1.3%, and -8%, respectively. Here are the fve highest-selling retailers over the past year: 1. Walmart ($3.7 billion total sales) 2. Costco ($1.8 billion total sales) 3. Walgreens ($1.2 billion total sales) 4. Sam's Club ($1.1 billion total sales) 5. CVS ($1.1 billion total sales) Aside from overall market share, the retail- ers that saw the greatest percent increases to their supplement sales in the past year were H-E-B (17.7%), Sam's Club (13%), Meijer (13%), Costco (9.3%), and Kroger (8.6%). Sanders pointed out that while Walmart still leads the pack in terms of supplement sales, the new IRI sales fgures speak to the especially strong performance of the club category in general right now. Reference: 1. IRI Consumer and Shopper Insights Advan- tage, including total of all U.S. outlets, over the 52 weeks ending August 7, 2016 istockphoto.com/ilyast

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