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PRIVATE LABEL VITAMINS ACHIEVE OVER 40% UNIT SHARE

This article was originally published in The Tan Sheet

Executive Summary

PRIVATE LABEL VITAMINS ACHIEVE OVER 40% UNIT SHARE in supermarkets in 1992 based on Information Resources, Inc. data compiled for the Private Label Manufacturers Association's 1993 industry yearbook. According to IRI, private label vitamin products gained 3.3 share points in 1992 for a 43% unit share. The gain in unit share for private label vitamins translated into a dollar share increase of 2.1 points for a 32.3% dollar share in supermarkets. Private label products' strong unit share position in the vitamin segment is only surpassed by private label first-aid treatments (66.6% unit share) and miscellaneous health treatments (46.6% unit share) among H&BA categories in supermarkets, according to IRI. The 1993 edition of the PLMA yearbook is the first to include IRI market share data in drug chains and mass merchandisers. Not surprisingly, private label vitamins also represent one of the fastest growing H&BA/OTC segments in drug chains and led all private label categories with $ 254.8 mil. in drug chain sales in 1992. After vitamins, the number two and three private label categories in terms of drug chain dollar and unit sales were internal analgesics and cold and sinus tablets. Internal analgesics captured $ 192.5 mil. in dollar volume and 57.6 mil. in unit volume, while cold & sinus tablets captured $ 127.6 in dollar volume and 50.5 mil. in unit volume. In supermarkets, private label internal analgesics captured a 14.5% dollar share of their segment and a 21.4% unit share in 1992, gaining two share points in both dollars and units. Cold/allergy liquids and powders also continue to make inroads in the private label market, gaining nearly six unit share points in 1992 and controlling almost 27% of unit sales. In terms of the dollar market, private label cold/allergy liquids and powders won over three share points in 1992 and now control nearly 17% of the market. Store brands advanced significantly in other OTC categories as well. Diet pills gained four unit share points for a 13.1% unit share and added 1.9 dollar share points for a 7.2% dollar share. Private label laxatives also continue to encroach on branded OTCs, gaining 2.9 unit share points for 15.9% of unit sales in supermarkets. The unit increase translated into a two point dollar share jump to a 10% market share. The PLMA yearbook pointed to the inroads that private label products are achieving and reported that overall, dollar volume of all private label products (including non-H&BA/OTC products) in U.S. supermarkets reached $ 26.4 bil. in 1992, up 2.3% over the previous year. The H&BAs department represented the fastest growing private label segment (along with non-edible groceries) in terms of gaining dollar share in supermarkets with a .8 point gain. Chart omitted.
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