Over the past few months health and wellness has become more top of mind for many. Vitamins & Minerals is a category in this realm of consumer’s thinking to stay healthy. As expected, Natural Positioned items are driving the greatest variance dollars and growth rate. Meanwhile, Specialty & Wellness Positioned come next with variance dollars and growth. Conventional Positioned items have declines but on a much smaller base of only a few thousand dollars. See chart below:
For the subcategories within Vitamins & Minerals, Vitamin C is driving the most variance dollars and growth. Meanwhile, Calcium & Calcium Formulas is having declines. See chart below:
For related SPINS information on “Food As Medicine” during the COVID Pandemic mentioning Vitamins & Minerals click here: https://www.spins.com/food-as-medicine-what-shoppers-are-looking-for/